At the start of the quarter, I set an intention for Reverie to return to retail. Over the past year, the focus has been firmly on curating the best candle making workshop in London and across the UK, but it felt like the right time to reintroduce the brand to a physical retail setting.
So imagine my surprise when an opportunity arrived almost instantly, thanks to my lovely new friend Dilayla, founder of Imperfectionists Copenhagen, to launch a pop-up at Westfield White City, the largest shopping centre in the UK. With just a week’s notice, the opportunity was unexpected but perfectly timed. I had already been preparing for a return to retail with greater intention, so it felt like a clear sign to say yes.
And just like that, Reverie Candle spent seven incredible days at Westfield London.
The pop-up gave us the chance to showcase three core pillars of the Reverie brand. Our classic signature candles, our creative statement candles such as the much-loved Iced Matcha Latte candle, and our candle making workshops, which continue to sit at the heart of everything we do.
Being in Westfield allowed us to connect with Dreamers in a way that simply cannot be replicated online. Face-to-face conversations, shared reactions to scent and spontaneous moments of discovery reminded me just how powerful in-person retail can be.
The days were long and the weekend footfall was intense, but the experience was incredibly rewarding. It reinforced something I strongly believe in. People will always make space for a little treat.
We sold out of our best-selling scents on the very first day, with restocking happening late into the night to be ready for doors opening again at 10am. Desert Dreams sold out exactly as expected, while Utopia proved to be just as loved by customers as it has always been by me.
We also introduced new autumn candle scents, and the response exceeded expectations. Ember, our warm cinnamon scent, flew off the shelves far quicker than anticipated. Pumpkin Dreams, our pumpkin spice-inspired candle, also performed incredibly well, proving that the cosy autumn candle trend is very much alive in the UK as it is in America.
Candles make thoughtful gifts, whether for yourself or for someone you love, but what surprised me most was how many customers chose Reverie candles as souvenirs. Over the course of the week, our candles travelled to Bahrain, New Zealand, Canada and several other international destinations, becoming small scent-led memories of time spent in London.
Beyond sales, the experience was filled with joy, connection and collaboration. I made wonderful memories alongside fellow vendors, including Gioia London, whose jewellery is truly beautiful, and Parisian Essence, who ensured my entire family left smelling incredible with their oud perfumes.
Special thanks must go to my sister Lucille and my mum, who supported me on the stall and made the experience even more special.
Most importantly, thank you to every Dreamer, new and existing, who stopped by, shared a moment, made a purchase or simply offered kind words of support. Being at Westfield London reminded me why I started Reverie Candle in the first place, and why physical retail will always hold a special place in the brand’s journey.