214. She Sold 22,000 Etsy Candles..Here's How

Summary

Crickets to Cha-Chings, Ep. 214: “She Sold 22,000 Etsy Candles...Here’s How”

Host: Julie Berninger, Gold City Ventures
Guest: Emily Odio Sutton, Print on Demand Expert & Creator of The Gift Lab Course
Air Date: April 21, 2026

---

Episode Overview

In this episode, host Julie Berninger welcomes Emily Odio Sutton, a powerhouse Etsy entrepreneur who has generated nearly $900,000 in revenue (including 22,000 candles sold) through print-on-demand (POD), with a special focus on candles. The conversation centers around Emily’s practical tips, strategies, and insights into scaling a successful candle business on Etsy—debunking the myth that Etsy success is just for graphic design pros and T-shirt creators. Emily shares how simple, text-based designs empower even non-designers to thrive, the importance of template use, and how understanding buyer psychology and niche selection is key for explosive growth.

---

Key Discussion Points & Insights

1. Candles: A Surprising Etsy Bestseller

• While many POD sellers think first of apparel, Emily credits candles as her “top selling product over the last three years.”
• “When I was pulling the data and the numbers, I was mind blown...candles have been my top seller selling product over the last three years.” ([00:46] – Emily)
• Candles’ appeal lies in their flexibility and the ability to connect with buyers through words rather than complex graphics.

---

2. Tip #1: Simple, Text-Based Designs Win

• Emily emphasizes that design experience isn’t necessary; her bestsellers are about clever, meaningful words on minimalist labels.
• “I could really connect with customers with words as opposed to visuals...all of my candle designs are primarily text on a label and typically black and white. It’s very, very simple.” ([01:21] – Emily)
• She recommends Etsy newcomers focus on simplicity: use high-contrast text (black on white, or vice versa) and emphasize the message over visuals.

---

3. Tip #2: Use Templates for Consistency and Efficiency

• Consistent design is key: stick with a template and just swap out the message or font as needed.
• Bold, minimalist, and easy-to-read fonts are essential for small candle labels, especially considering mobile shoppers.
• “Don’t feel like you have to reinvent the wheel every single time you sit down to design. You can use the same...design template...for different niches or customers or occasions.” ([03:04] – Emily)
• Both black-on-white and white-on-black labels sell; the choice can depend on the audience and the “vibe” of the candle.
• For edgy/funny candles, black backgrounds might work better; for minimalist/nurturing designs, white backgrounds tend to win.
• “I would say generally the lighter background with the black text outperforms... but...one of my best selling candles ever was black background with white text.” ([04:34] – Emily)

---

4. Tip #3: Niche Down—Professions & Connection Sell

• Laser-targeting niches—especially professions (nurses, teachers, pharmacists, etc.)—drives Emily’s bestsellers.
• The message should speak directly to the buyer or the intended recipient, using “insider” language or humor specific to that profession.
• “When someone sees a candle that speaks directly to them...they want to feel like, oh, this was made for me or the person that they’re gifting it to.” ([07:45] – Emily)
• Not a member of the profession? Leverage AI tools (ChatGPT, Gemini) and online research (memes, joke sites) for relevant language and humor.
• “I’ve used ChatGPT to help me generate ideas like...insider language with...profession or career...and just researching what does that audience think is funny or what would connect with them.” ([09:45] – Emily)

---

5. Testing & Listing Strategies

• Don’t be afraid to test design variations; try both black and white backgrounds, and different text themes (funny, serious, appreciative) within a niche to see what resonates.
• “I am a big fan of testing...I also usually recommend...Don’t just make one nurse candle and then move on. You can try a funny one. You could try a more straightforward design...” ([11:33] – Emily)

---

6. Community, Family, and Keeping It Fun

• Emily’s mom is her main supporter and collaborator. The wider print-on-demand community, including Julie and their Gift Lab circle, provides encouragement and idea sharing.
• It’s often more enjoyable (and motivating!) to work on Etsy alongside friends or family—or join an online community if you don’t have that in person.
• “Etsy is more fun when you do it with somebody...Sometimes it can be fun.” ([15:52] – Julie)

---

7. Print-on-Demand Remains Wide Open in 2026

• Emily’s numbers are not just from years ago—the candle boom is very much alive, with new sellers making four or five figures per month.
• “We were doing research yesterday in our gift lab community...and it’s amazing. The newer shops that are out there that are absolutely rocking it right now and they’ve just started within the past year...” ([15:32] – Emily)

---

Notable Quotes & Memorable Moments

• “Simple sells...you’re connecting with the customers with those words as opposed to trends or graphics.” ([01:21] – Emily)
• “When someone sees a candle that speaks directly to them, whether it’s in a funny way, a satirical way, a sympathetic way, a positive way, they...feel like, oh, this was made for me.” ([07:45] – Emily)
• “My third tip...is the niche. I looked at the niche that has sold the most for me with candles and it is the professions niche.” ([08:50] – Emily)
• “It’s not like something that...the heyday of candles has passed. People are still selling candles.” ([15:02] – Julie)

---

Timestamps for Key Segments

• 00:46 - Emily reveals her candle sales numbers and background
• 01:21 - Simplicity and text-based design strategies
• 03:04 - Use of templates and font choices
• 04:34 - Black vs. white background performance
• 07:45 - The importance of niche, customer connection, and insider language
• 09:45 - Using AI and research tools for niche ideas
• 11:33 - Strategy for listing multiple similar candles within a niche
• 15:32 - POD and candle business are still viable for new sellers in 2026
• 16:43 - Community and family support in the Etsy journey

---

Additional Resources & Upcoming Events

• Free live webinar: "Selling Events & Party Niche on Etsy" with Emily & Courtney, April 29th at 8 PM ET
• For details and registration, see links provided by the podcast

---

Summary

This episode delivers a blueprint for candle sales success on Etsy, especially for beginners. Emily details how anyone—with no design background—can create best-selling candles by focusing on simple, high-contrast text designs and zeroing in on specific customer niches, especially professions. Experimentation, community, and connecting to buyers’ language or sense of humor are the real secrets behind her massive sales. Print-on-demand remains a lucrative and accessible business path in 2026.

Transcript

[A]

Emily Odio Sutton has sold over $900,000 worth of revenue on Etsy in the last couple years and that includes 22,000 candles. Yes, you've heard that, right? In the episode Today she says 8,000, but she was not adding up between printed Mint and Printify and all the places she sells candles. That's actually insane. So I can't wait to share her secret strategies with you today. Welcome to another episode of the Crickets to Cha Chings podcast by Gold City Ventures. I'm Julie Berninger and I'm here with Emily Odio Sutton, who is our expert at Print on Demand. She is the creator of the Gift Lab course for Print on as well as her Gift Lab community that's on school. Welcome, Emily.

[B]

Thanks for having me. I'm excited to be here.

[A]

I'm so excited about this topic today because I think we realized while diving into the numbers yesterday that you have sold over 8,000 candles on Etsy. Is that right?

[B]

Yes. And I still honestly that number when I was pulling the data and the numbers, I was mind blown because I just couldn't believe that that was actually the case. But yes, candles have been my top seller selling product over the last three years.

[A]

I love that. And I know when I first started thinking about Etsy shops and print on demand, I was thinking T shirts and sweatshirts and tank tops. But turns out that candles are where it's at. So we're going to dive into some three tips and trends for anyone that's looking to get into selling candles. So I'll have you kind of go right into what you have prepared for your first one.

[B]

Absolutely. So the first thing that I like to share about candles, which is honestly my favorite thing, is that design should be simple. And for me, I'm somebody who comes from a background with zero design experience. I was in education, I had maybe designed like a PowerPoint slide deck previously, but I had never designed anything. So when I started with T shirts, I was really learning design and how to create these trendy designs and it was taking me a while to get some traction there. I kind of stumbled across the idea of selling candles and what I loved so much about it is that I could really connect with customers with words as opposed to visuals. So with candles, the key is simple sells and keeping it very text based. So I was looking at my numbers and pretty much all of my designs that have sold, I should say all of my candle designs are primarily text on a label and typically black and white. It's very, very simple. And you're connecting with the customers with those words as opposed to trends or graphics. That that is something that I love about it and it's definitely what I talk about a lot in the gift lab and in the gift lab community is how even if you don't have that design experience, what works on candles is perfect for someone coming in with limited design background. Right.

[A]

And you can get sales and get confidence before you start going into some of the other products that maybe require more graphic selection, maybe different font patterns. Do you find that on the text based designs, is it typically the same font that you would use for the whole design or do you tend to see maybe there's one main font and then there's something else a little jazzy with a different font?

[B]

Yeah, that's funny that actually, if you don't mind, that kind of segues into a second. The second tip that I have, which is using templates, meaning using a consistent design style. So the same font, the same label design for multiple products and just changing out the words. I find that there's different fonts that do really well. But what I would say is something that's bold, minimalist, that's easy to read when someone is scrolling Etsy on their phone or scrolling on their computer because the candle labels are a little bit smaller. So you want to have text on there that can really pop and stand out. As I mentioned before, black text does really well or a black label with white text does really well. But when you're designing, don't feel like you have to reinvent the wheel every single time you sit down to design. You can use the same, you know, design template, the same kind of similar wording, but just replacing it for different niches or customers or occasions. And so that's what I really like about it is that design template mixed with really simple but bold, easy to read fonts.

[A]

Makes sense. No? I got curious when you mentioned the black background with the white text. Do you have an idea? And even if you don't have the exact numbers, would you say it's like 50, 50 white background with black text or is it, is the black tech background trending up more or is that more of like a smaller thing? Because I haven't seen that as much.

[B]

I've had a pretty even split on what sells. One of my best selling candles ever was black is black background with white text. I think it may depend on kind of who your customer is and who you're targeting with that. I would say for me, generally the lighter background with the black te outperforms the black label with the white text. But I have had again, many successful candles. I was looking at one today that's a graduation candle that's a bestseller on Etsy. When I was doing some research, several of those. But one of them really stood out and it had a black label with white text. So I think it just kind of depends. I would say thinking about who your customer is, like if you're targeting maybe more female customers or a certain population, they might like lighter text, you know, a little bit more minimalist. I found that this is odd, but candles that sometimes have more of a. They use like curse words or like have a funny edge to them sometimes. I see a lot of those like mine that sold was in that vein and had black. A black background with white text which might appeal to more general neutral audience. So it really just depends. But I would say for me it's been a good split. Giving the edge to the light background with the black text.

[A]

That actually makes me laugh. Like an edgier person is buying the funnier candle and they like a little color. They don't necessarily want the minimalist background.

[B]

Exactly.

[A]

So I love hearing that and I do think that people will want to know at home. So if they're getting started though, would you say probably just stick with the white background?

[B]

Yeah, if you're getting started, I always recommend just a super simple start with a light or white background. I usually say white or maybe just a slightly off white color. Doesn't have to be stark white, but maybe just a little bit leaning into like ivory or that color with a black or dark. Dark, dark gray text. So you want something that there's high contrast so that when someone scrolls, it's super easy for them to read. And that's where I would start. If you're just diving into candles.

[A]

Okay, that makes sense. And I'm glad that we mentioned this because my dad recently retired and he was talking about ways to make extra money and of course Etsy is going to come up at the dinner table and he was asking me a bunch of questions and I. When he was wondering sort of where to get started, I was giving him different ideas and he seemed interested in print on demand and particularly the idea of the candle the most. Just because he. He's never done any type of graphic design and. And I kind of sold it to him as you could be making text labels. So I'm glad to hear, as someone that sold 8,000 of them, that it pans out that for someone just getting started, that's Sort of a great intro into the pod, as they call it, world. So we talked a little bit about, okay, what should the designs look like, what colors to use? Turns out, not that many colors, not that many icons and stuff on it for now. Yeah, for the third thing, you mentioned who the customer is. Can you maybe just share a little bit more about why people are buying the candles from you at all?

[B]

Yeah, absolutely. So I think what's so fun about candles is that again, you connect in that text based way, but what you do is you have to really learn how to speak the customer's language. Because when someone sees a candle that speaks directly to them, whether it's in a funny way, a satirical way, a sympathetic way, a positive way, they, they want to feel like, oh, this was made for me or the person that they're gifting it to. So for example, I can share in the nurse niche. Funny candles are key. And a lot of the funny candles are things that I would not understand as someone who's not a nurse, but they use funny lingo language, things that only fellow nurses would. And so you really connect in that way with them and they think, oh my gosh, so, and so would find this hilarious or oh, this would be a great gift for someone who's graduating or whatever it might be. And so it's really connecting in that way. And my third, you know, tip or a thing that I wanted to share about candles is the niche. I looked at the niche that has sold the most for me with candles and it is the professions niche. And so there are a lot of gifts being given in this niche of kind of co worker gifts, graduation career gifts, promotions, retirements, everything that kind of falls into that professions. And I think what's really important too is thinking about who is that specific person that you're selling to. So I gave you the example of the nurse. You know, you, you don't want something generic, you want something that really that person will understand and resonate with. There's a few things I've done because again, I'm not a nurse. Right. So how do you sell in some of these careers and professions where you might not know? A few quick things that I've done. Number one, I've used ChatGPT to help me generate ideas like, you know, funny language, that's insider language with that, you know, profession or career. I've also gone on Google and typed in nurse memes or, you know, things like that dentist memes, looking for different funny jokes or things that I can lean on and just Researching what does that audience think is funny or what would connect with them. And then you add that to your label. Not everything has to be a joke. Not everything has to be insider language. But it does help kind of give you an extra boost in that way.

[A]

I love that. I'm just thinking I have a friend that's a pharmacist and I hear a lot about things that happen in the pharmacy from her. Various things, people, stuff that happens. So I'm like, oh, that this could be a fun conversation for us to have about what type of jokes they have, gifts that she's giving or getting from people, staff gifts, things like that. So it's get my wheels churning of what I could possibly do there. Um, so even if you don't have the experience, maybe you have a friend or something or you can just use like you mentioned, just good old ChatGPT, Google, Gemini, something to, to help spitball ideas back and forth. Okay, so those, those three tips make a lot of sense to me. I think people listening may have a question, and if they don't have this question when they try to sell it on Etsy, they will. Let's say that they're attempting candles for the same niche. Like, let's pick a nurse, nurse niche. For example. They heard that white backgrounds do well, but you could try a black background or you could do this funny phrase or this. But then they might get confused. Well, I have four different candles that are kind of the same. Like, should I make a black background version and a white and name it the same thing? Or do you have any thoughts on that? Because I think the variations could get a little crazy and out of control and maybe that's a good thing. But I think that might be something interesting to clear up.

[B]

Yeah, I, I mean, I am a big fan of testing, I'm a big fan of experimenting. So I have done that where I've listed the same kind of label and text on a white label and a black label and seen what has done better. I've, I've tried that. I also usually recommend to newer sellers or those that are coming into candles. You know, don't just make one nurse candle and then move on. You can try a funny one. You could try a more straightforward design. You could try a more, you know, nurse appreciation style candle or approach. So there's a lot of different avenues you can go. I don't, I don't think you have to do 30 candles in the nurse niche by any means, but I do think it's worth it to do A little testing to see with both your design and with the approach that you're taking for the candle and see which one resonates best with the buyers.

[A]

That makes sense. And I know because I've audited the gift lab course, Emily and I work together on that through our partnership, that you have many, many Canva candle templates in there. So anyone's like, well, that sounds simple enough. You probably could use a template and get started here fairly quickly. So we do have. If someone wanted to learn more, we have a webinar coming up that's going to be with you and another one of our coaches, Courtney, who also sells print on demand. And together, you're going to be doing a little duo session on Wednesday, April 29th at 8pm Eastern. If you sign up, we're going to put the link below. You can register ahead of time so that you get the emails and the reminders and you can show up. And there's a little bit more to this than we're describing here. So Emily's gonna walk you through that. And if you could just tell us a little more of, like, what type of content you're gonna be talking about in the webinar so people can see what they'll get.

[B]

Yeah. So Courtney and I have both been selling in kind of the events and party niche on Etsy, which right now, some of those big upcoming events and parties that are coming up are things like graduation parties, which fall into this kind of professions world. We have baby showers, bridal showers, birthday parties, things like that. And we're going to talk about how selling in that niche with gift products or party decor products, things like favors, things like that, have really grown our shops in great ways. So we're going to be diving into why that niche is so powerful on Etsy and what's actually working in that space right now.

[A]

Okay, cool. And I forgot to mention that this is a free webinar. It will be meeting with a lot of good information. It'll be a lot of fun. And I know you two are great presenters, and Courtney used to be a journalist on tv, so she is another great person to have on camera. She'll make it super lively. It'll be great time. So everyone can click the link below, whether you're watching on YouTube or the podcast, and register for that. It's going to be awesome. So, Emily, thank you so much. I just want to mention we didn't talk about this, but you're on the road to 1 million sales on Etsy this year. I think I Think you said you were at 880,000 in revenue total. Does that include both your print on demand and your digital shop?

[B]

So that's just print on demand. So I'm getting closer to 900,000, which should happen soon. Ish. And then. Yeah, I envision it's going to happen probably in the next few months, which is wild to think about, but super exciting.

[A]

That's good to know. And also to clarify. Yes. Emily, she started pretty recently to be selling that much, but we still have students that are starting in 2026. Courtney is a little bit of a newer seller. I think she started about a year ago. And we have people that are coming in and it's not like you sold all these candles back years ago. Like you're still selling candles every month. You're selling thousands of dollars worth of POD product. So it can be done this year. It's. It's not like something that it. The heyday of candles has passed. People are still selling candles.

[B]

Yes, absolutely. Yeah, absolutely. And we were doing research yesterday in our gift lab community coaching call on some candles and it's amazing. The newer shops that are out there that are. That are absolutely rocking it right now and they've just started within the past year or so selling candles. So it's absolutely possible.

[A]

I love that. This is making me want to call my dad and be like, dad, get over here. You're watching TV all day now because he got hurt, he can't play. He can't play golf. So like get over to good use. Because I. Etsy is more fun when you do it with somebody. So maybe someone listening. They need the motivation to have someone in their real life, whether they're roping along, a parent or niece or friend or whoever. Sometimes it can be fun. Do you have anyone that you can talk about in person with us?

[B]

Not really. My. My mom is the only person that helps me in my shop. She. So her and I will chat about it just about, you know, things we're both seeing or customer questions, things like that. So that's really it. But I have made some good friends in the POD space and so that's been fun. So we'll text or hop on zoom, that kind of thing to chat about, you know, what we're seeing with Print on Demand, which is, which is nice.

[A]

I guess that's the purpose of the school community. Right. It's that many of us, we don't have that in person person to talk about this with. So you might as well virtually. We'll all connect in there. And we're all in that that community, too. So anyways, thank you, Emily. I'm so excited. So Wednesday, April 29, 8pm Eastern Time and get on the email list. There'll be exciting opportunities, bonuses, things like that for the people that attend live. But if you do get your email on there, then we'll email it out because I know we'll have people from other time zones watching this that want to be part of it. So thanks, Emily. And I hope that you all listen, give candles a try because it sounds really exciting. Thanks.

[B]

Thank you all.