We Talk To The Aussie Girl Behind Those Cool AF Quote Candles

Way back in 2014 – okay so it’s not that long in life terms but it is when you’re talking business – a very clever young woman decided to launch a collection of sweet-smelling candles.

This deep-thinking, unicorn-loving lady thought it would be fun to add a sassy message to this gaggle of candles and accordingly, she did.

And so, Damselfly Candles, yes – the original quote candles, was born and in a split second the world became an infinitely better place. Suddenly we could gift our loved ones (and ourselves) with luxe candles that smelled heavenly and also expressed exactly what we had on our minds. Like, ‘My love is like a candle … if you forget me I will burn your F*&%ING house down’ – a personal fave here at The Beauty Insider.

Of course, the candles aren’t the only things that are super cool. Their creator, Christianna Heideman, is quite something too, which is why we asked her to hang with us for a bit and also, answer a few questions.

A brief career synopsis if you would …

After starting a fine arts degree fresh out of high school, I soon realised that I actually wanted to focus on creating my own brand rather than studying. At 19, I launched Damselfly, which was quickly picked up by major fashion boutiques and before long was stocked across the world. After a small hiatus working in design for some larger scale Australian fashion companies, I re-launched the label in 2013, but also entered into the homewares market, and we now create unique quote candles, jewellery, homewares & cosmetics.

Now … where does your inspiration come from?

Everywhere! I’m constantly absorbing inspiration from people, places, art, music, pop culture, fashion, travel, just to name a few… Anything can spark a design idea, or a new collection. I try to travel as much as my schedule allows, and it’s often visiting new cultures that can move my design focus to a whole new colour palette or style.

How did the idea of quotes on candles come about?

I’ve always loved candles and have been intrigued by the art of apothecary and could see there was a gap in the market for a candle that speaks to people and connects with the customer on another level. My vision was to create a product that made you laugh, or inspired you to get up and kick ass, as well as being luxe and beautiful to look at. The market was saturated with beautiful, girly, floral candles and I wanted to create something that was classic and feminine but that also hit you right in the face.
The first collection of quotes came straight from the heart and was basically a representation of my character in candle form. I had no idea how people would react to the random mermaid & unicorn references, dry humour and dropping the F bomb in such a direct way… But it worked! I guess there are a lot of people out there like me with the same dry (slightly twisted..) sense of humour.

Why do you think they’ve been as popular as they have?

People love to laugh and they love to connect. Our customers have embraced the humour, and the point of difference we have created and really appreciate the idea of a traditional product being revamped. They love to select the perfect quotes as a gift, or a present to themselves and I think everyone finds a quote in the collections that feels like it was made just for them.

While we’ve got you … business tips for women wanting to strike out on their own?

Just ‘Wake and Slay’ ladies! Seriously, I think the most important skill is to back yourself and work your arse off, understand there will be a lot of long days and hard work, but you have got to ‘risk it to get the biscuit’. There is no point having a great idea in your head if you don’t do anything about it.

How do you feel about social media in general? Pros? Cons?

I love social media, mainly because it allows me to connect directly with our customers, and engage in real time communication. It can be so inspiring to interact with other brands, and we have created some incredible collaborations from our social media platforms. Cons? I think we can all be guilty of wasting too much time on social media, and as a business owner and entrepreneur, I don’t have a lot of spare time! I try to cap the amount of time I spend in a ‘scroll hole’, and make sure that I switch off at the end of the day and focus on proper human interaction with my friends and family.

What are your plans for the future of Damselfly?

We have so many exciting projects in the pipeline, and it feels like we are working on a million new product lines at the moment. As always, we are searching for talented collaborators, and the sky is the limit for where we may end up. Look out for fresh new candles, cosmetics & lifestyle products over the next few months…
We will also be re launching the jewellery line early next year, I’m looking forward to getting back to my roots.

Why candles?

I’m so inspired by the endless possibilities of fragrances, designs, and the ability to create an everyday product that people love and connect with. Like fresh flowers and soft sheets, candles add a layer of luxury to your world. Personally I’m obsessed with candles, my office and home are filled with them! The first thing I do when I get home is light a candle and set the mood (and pour myself a glass of wine 😉

How do you feel they can change the feel of a room, a home?

I think the ritual of lighting a candle sparks a sense of calm and indulgence. It creates warmth and softness to a room, and scents are such a vivid emotive trigger. We all know the reassuring feeling of a familiar fragrance, and it always makes a house feel more like a home. Plus, let’s be honest, candlelight is always flattering.

Your three favourite Insta accounts for inspiration …

@captainandthegypsykid. Life goals in beautiful imagery and styling. Sheree has such a great eye.

@chrissyteigen So damn funny. So hot. And the food! Who doesn’t want to be her BFF?

@sticks_and_stones_agency Uber talented style direction agency that create the fresh AF imagery.

Three favourite beauty items are …

Nude Skincare Advanced Renewal Serum, $114.

I try to keep my skincare simple and effective. This serum feels divine and really works.

La Roche-Posay Uvidea XL Melt-In BB Cream SPF 50, $33.99.

I’m fanatical about protecting my skin from sun damage, and also prefer a lighter coverage, so this is my daily must have above anything else.

Coconut oil.

For pretty much anything and everything. Skin, hair, glow, cooking, you name it, I’m putting coconut oil onto it.

Three things ALWAYS in your handbag?
My phone. I’m like everyone else … I can’t live without it.
Snacks. I tend to get a little ‘hangry’ at random times, so I always have something tucked away.

Diptyque Philosykos Solid Perfume, $55. The perfect mini handbag perfume in my all time favourite scent.

Three activities you will never say no to?

An indulgent meal at a new restaurant, an uplifting morning yoga class and a cheeky rosé session with my besties.

Three tips for the rest of us wanting to be as happy as you look?

It sounds like a cliche, but honestly, do what you love and love what you do. You only get one crack at the title. Why on earth would you spend your time counting down to Fridays? Find a career or purpose that makes you want to leap out of bed, and surround yourself with positive people that you adore. Take the time to smell the roses (or candles) and make time for some self indulgence too.