Students From W. Caldwell, Verona Find Joy, Profit In Candle Biz

ESSEX COUNTY, NJ — The coronavirus pandemic couldn’t stop three Essex County middle school students from turning a “passion project” into a thriving business.

Jada Bednar and Ellie Ghingo of H.B. Whitehorne Middle School in Verona, and Ava Tsettos, a West Caldwell resident who attends Grover Cleveland Middle School, recently launched their online enterprise: JAÉ Candles and Co.

The ambitious trio of seventh-graders said the “curiosity and boredom” they experienced during the COVID quarantine led them to start learning how to make candles. Even though none of them had any experience with the artform, they eventually found their rhythm – having tons of fun in the process.

Experimenting with different fragrances, the trio eventually settled on their current formula and production process. It’s about as grassroots as it gets; every candle is hand-designed and poured in small batches out of their homes. In addition, each candle is made with all-natural soy wax and cotton wicks to ensure low-smoke and a “smooth, clean burn,” they said.

Soon the three entrepreneurs began selling door-to-door. Marketing was done via word of mouth and social media, as well as through Facebook and Etsy. And before they knew it – by October 2020 – they’d sold more than 1,000 candles.

That’s when the trio realized they had the opportunity to turn their hobby into a full-time business.

Recently, JAÉ Candles and Co. launched a new website and a 2021 spring collection, with other plans to expand on the horizon.

“We never thought it would take off like this, but it’s exciting to see how much love and support we received from our family, friends and community,” Jada Bednar said.

“With the launch of our website and new line, we look forward to seeing where this takes us,” Bednar added.

A portion of the proceeds made from the JAÉ Candles and Co. spring line will be donated to Team Zoey, a New Jersey organization dedicated to raising money for the Progeria Research Foundation to find a cure and develop treatments for the disease.

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