NEW YORK — The Thymes, maker of aromatic household and bath products, is launching a candle line to complement its already popular home and body scents.
The 15-item line, called Luminaria, is comprised of five families, each with its own color theme and packaging. Each family, which includes wood, fruit, fresh, Oriental and flower, is available in several flavors.
Luminaria is available in specialty stores such as Gracious Home and Zitomer, as well as in London-based department store Fortnum & Mason. Luminaria will expand nationwide in August to approximately 5,000 specialty stores. Each candle will retail for $23.
The Thymes founder, Leslie Ross Lentz, owned and operated an art gallery before venturing into the beauty world in 1982. The Thymes, along with the Luminaria rollout, looks to generate $40 million in sales by the end of this year.
Lentz’s artistic sense can be seen in Luminaria’s packaging, which features hand-tied accents of sea grass, and symbols acknowledging each candle family’s heritage. Oriental, for example, uses Chinese symbols on boxes; fruit flavored candles have tiny fruit pictures painted on packages.
The candles are made of food-grade paraffin, such as what is used in lip balms and chocolate. Wicks are cotton and burn for approximately 50 hours. Fragrances are made from a blend of essential oils and synthetic fragrances.
Luminaria candles, which have been two years in the making, will not carry a label touting the Luminaria brand name. Instead, Lentz wanted the scent to speak for itself.