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Joya Fires Up Sales With Candle Inspired by ‘The Tonight Show’ and Jimmy Fallon

Frederick Bouchardy creates candles that bring experiences to life as illustrated by the debut of “The Tonight Show” Jimmy Fallon launch.

Starting tomorrow, Jimmy Fallon can pen his signature thank-you notes in the glow of a candle inspired by “The Tonight Show.”

Created by Joya Studio’s founder Frederick Bouchardy, the fragrance of “The Tonight Show Jimmy Fallon” candle is called Cherrywoodsmoke. It goes on sale Nov. 22 for $40 at The Shop at NBC Studios at 30 Rockefeller, Joya’s flagship in Brooklyn and online at It will also be distributed to select guests on “The Tonight Show.” The candle will be housed front and center at NBC’s retail hub, along with other Fallon souvenirs. With the reach of “The Tonight Show Starring Jimmy Fallon,” Joya believes it could be one of its biggest commercial successes. For the week of Oct. 30 through Nov. 3, “Late Night” clocked in as the top show in the 11:35 time slot, according to Nielsen.

The scent represents elements important to Fallon’s personal stamp on the legendary late-night show as interpreted by Bouchardy and his artisan approach to candles. We are always focused on delivering an experience that is true, not putting a custom label on an existing product, Bouchardy explained. 

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The candle is available for $40. DTHOMAS

In this case, the fragrance takes a cue from the cherrywood-carved cityscape (which Fallon designed) that is a staple of the show’s set. It also dovetails with the red leather audience seats handpicked by Fallon. As a final touch, the composition features warm, masculine notes favored by Fallon, a self-proclaimed candle fan.

A small personal detail — once the candle is burned for a bit, a gold shamrock on the inside of the vessel is revealed. The shamrock is Fallon’s good luck charm that is located on the set to help him hit his mark during his monologue.

According to the National Candle Association, U.S. sales of candles exceed $3.2 billion annually. Fragrance is the most important characteristic in deciding on a candle, the association reported. Although candles continue to grow as gift and home accents, Bouchardy acknowledged the sales boom has resulted in market saturation. He plans to stand out from the crowded field.

“Our company is seeing growth, but we are targeting dynamic projects and collaborations [for] an audience that cares about quality, yes, and how and why things are made,” explained Bouchardy, whose flagship in Brooklyn offers tours to demonstrate the craftsmanship in its products.

Recently introductions reflect that philosophy, such as its second partnership with Violet Grey to produce a numbered, limited run of 150 black porcelain candles with a 22-karat gold rim housing a scent called The Violet Hour: After Midnight.

In conjunction with Camilla Engstrom’s collection based on the science of sleep, Joya created a lavender candle to evoke calmness and relaxation. Another endeavor was with Max Poglia on a white porcelain candle topped with a brass horse encasing a scent is called Affumicata, which means smoke in Italian.