Reverie Candle returned to Westfield London, the biggest shopping centre in the UK, having taken every lesson from our first pop up and applying it with intention, confidence and clarity.
This time, we focused on two core pillars of the brand. Our creative statement candles, including the much loved Iced Matcha Latte candles, and our candle making workshops, which continue to be at the heart of the Reverie experience. We also debuted Mulled Muse for the very first time at Westfield White City. Inspired by the warming, nostalgic notes of mulled wine, the scent was initially introduced as an early trial, especially as it was not yet the festive season. To our surprise, Mulled Muse sold out instantly. The response was so overwhelming that I found myself pouring more candles at 11pm, just to ensure they were ready in time for the shop reopening at 10am the following morning. It was a powerful reminder of the intuition led creativity that sits at the heart of Reverie Candle, and of how deeply our Dreamers connect with scent.
Returning to Westfield White City allowed us to meet even more Dreamers and connect with them in the most powerful way possible, through scent. In person retail creates moments that simply cannot be replicated online, especially when fragrance is involved.
All Reverie candles are made with soy wax and are toxin free, making them a popular choice for thoughtful gifting. Many Dreamers were drawn to this, particularly pregnant customers and pet owners who are more mindful of what they burn in their homes.
One message we received perfectly captured why Reverie matters:
“Hi. I purchased a Desire candle on Friday at Westfield and I just wanted to say the scent is absolutely amazing. I’m currently pregnant and have been really picky with scents lately, but this one is just perfect. I’ve had it burning almost the whole time, and the entire house smells incredible. Thank you for creating such a beautiful candle.”
Feedback like this is deeply affirming and reminds us why we do what we do.
We also received emails from Dreamers asking when we would be returning to Westfield White City, with many hoping to purchase Reverie candles as Christmas gifts. That demand reinforced something incredibly important.
There is an entire generation of consumers who prefer in person shopping and feel disconnected from online retail. For scent led brands, this matters even more. Fragrance is personal, emotional and sensory, and it can be difficult to fully imagine how a candle smells through words on a screen alone.
Being physically present allows customers to engage with the brand authentically, ask questions, experience scent properly and build trust.
What stood out most during our second Westfield pop up was the overwhelming sense of community. The support Reverie received went far beyond transactions. People chose to support the brand because they felt connected to the people behind it.
Whether it was Dreamers recommending us to friends, customers sharing Reverie in their content simply because they wanted to, or my sister proudly supporting on the stall, the experience proved that community and shopping small are not just buzzwords. They are real, lived values.
To every Dreamer, new and existing, thank you for continuing to support Reverie Candle and for helping turn what once felt like a daydream into a reality.
We cannot wait to return.