MARKET TALES: FYRIAN

Our interview series with our Market Holders continues...

Meet Fyrian

A boutique Australian candle label based in Sydney, launched in late 2019

What is your creative process when it comes to designing and/or making your products?

Creativity is often thought of as an elusive beast, something that only a lucky few can summon on call, but for me, creativity is simply about solving problems. If you have a good understanding of the problem you are trying to solve, this creates order in the mind to allow for clear thinking through new solutions. I am by no means an expert, but my advice for anyone wanting to get creative is to make sure you can clearly articulate what problem you're trying to solve - easier said than done. Our problem statement: there are few candle options out there for men and a social stigma around men owning candles. The design followed. We make high quality candles with a lean toward masculine styling. The concrete, industrial vessel is tactile and elegant. The matte black packaging is visually bold, making for a 'wow' unboxing moment.

What do you see as your brand’s most valuable point of difference?

Tangible differences of the vessel and packaging aside, our key point of difference is what the candle represents - Fyrian brings into play the ability to buy a candle as a gift for a brother, boyfriend, husband, father.

It's worth pointing out that men love candles. How can you be so sure? Men love cologne. And on a deeper level, they know a nice smell says a lot about a guy. It conveys allure, it conveys status, it distinguishes them from other men, the right smell makes a man feel masculine, and it generally just smells nice. In the same vein, men enjoy the ambiance, identity and status that comes with a nice smelling home. You can, of course, already buy a candle for a man, but Fyrian makes a statement that candles can be a masculine product category, and disarms any hesitation around that purchase. While Fyrian styling leans masculine, our audience is truly unisex; not all personal tastes are drawn to the delicate glassware seen in many candle ranges and we've welcomed the fact that Fyrian appeals to all regardless of how they identify.

What do you love most about being a small artisan business?

Being my own boss. Learning a lot. Not needing to apologise for taking risks and making mistakes. Perhaps just understanding that is okay when I make mistakes. The payoff when the market responds well to a creative idea that you, and only you, authored. Regarding being an artisan business, as a creative person, we all want to be proud of our output, to show our family and friends the product of our work. There's an emotional payoff associated with designing and selling something that you genuinely believe in.

Where would you love to be in 5 years?

We'd like to continue to be a local brand that is known for uniqueness and quality. We'd like to grow Fyrian and the product range across Australia, but it's the story that people tell about you that is most important, so maintaining a focus on quality and uniqueness will continue to be our focus.

Fyrian (verb)

Pronounced |[feer-ree-ehn]

Definition: “to supply with fire”

Origin: Old English. c.1400

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WEBSITE www.fyrianbrand.com

INSTAGRAM @fyrianbrand

EMAIL info@fyrianbrand.com