With Ethereal Flames, Abigail Fernandes endeavours to craft candles and candle bouquets that linger in your memory long after the flame has gone off
KALYANI JHA | NT BUZZ
It all began in a hostel. Then a PhD student, Abigail Fernandes had a penchant for fragrant candles which she used to enjoy placing in her room to enhance the aesthetic and mood.
“I would always light scented candles, but sometimes the fragrance was too strong and sometimes there was barely any fragrance at all. So I thought, ‘why not create something of my own’?” she recalls. Fernandes soon picked up the basics of the craft through YouTube videos. But it was only after she gifted a batch of these to her mother on her birthday that she realised this could be turned into a business.
“Also, most candles available in the market are just plain jars. They look bland and are not very appealing. I wanted to create something beautiful, scented, and affordable. That’s how Ethereal Flames started,” says the Velim-based entrepreneur.
The name itself reflects the brand’s philosophy. “Ethereal means something delicate, beautiful and almost unreal—something out of this world. That’s exactly what I wanted to create,” she shares.
And the researcher who holds a doctorate in biotechnology considers her work no less than a science experiment. “You have to calculate the fragrance load, know what type of wax to use, choose the right jars and maintain proper temperatures. A lot of trial and error and standardisation goes into it,” she says, adding that she receives help from her sister, Jasiel Fernandes, and mother, especially when she has urgent orders to complete. Her husband too helps occasionally in delivering urgent orders.
Rather than producing generic products, the brand focuses on deeply personalised creations. Whether it is a wedding, anniversary or special celebration, every order begins with a conversation and understanding of customers’ needs before creating something for them.
“Mass-produced candles are something you buy and forget. We want customers to connect with what they receive. We spend a lot of time understanding what they want,” she says. “For weddings, we understand their love story and the essence they want to portray. Customers share inspirations from Instagram or Pinterest, tell us their favourite colours and fragrances, and we recreate something as close as possible. That customer discussion is what makes us different.”
Goa’s relaxed lifestyle continues to influence every collection. “We draw inspiration from nature and from life in Goa. Slow living is what we focus on. The changing seasons inspire us,” she says.
Ethereal Flames currently has a range of over 11 different fragrances to choose from. “During the rains, we have fragrances like Wet Earth and Fresh Linen. In summer we introduced Mango. Ocean Breeze is one of my favourites because I love the beach. In fact, our bestsellers are Ocean Breeze and Coffee,” shares Fernandes. In addition, they have citrus, fruity, woody and floral fragrances.
“During Christmas we introduce fragrances like Cinnamon and Pine,” she says, adding that Ethereal Flames has received orders from Mumbai and New Delhi. Internationally they have customers from Dubai and the U.K.
Balancing research with entrepreneurship has not been without challenges. “My sister has a day job and so do I. Managing urgent orders is a challenge. Most candle businesses in Goa ask customers to order five to 15 days in advance, but we try to deliver within two days,” she says.
And Fernandes also believes in constant innovation. In fact, her most distinctive creation has been the candle bouquets, an idea that has quickly become a bestseller.
“Everybody loves flowers because they suit every occasion, but they wilt. We wanted to create flowers that last longer,” she says adding that customers often hesitate to use them saying they don’t want to spoil the aesthetic. The bouquets have evolved from three daisy-shaped candles into elaborate floral arrangements featuring peonies, daisies, and roses.
Fernandes also makes holders using concrete and resin and keeps innovating the look. The brand has also expanded into customised bridesmaid hampers, Diwali hampers, and gifting hampers. “Everything depends on the occasion. Bridesmaid hampers include candles, scented wax sachets for wardrobes and cabinets, resin keychains with names or initials, books, mugs or photo frames,” she says, adding that every hamper is created with utmost care and attention. Fernandes is now experimenting with blending fragrances to create new scent combinations.
