Candle-Maker From Waterloo Sells Out In 24 Hours

by Brigette Aguilar Brigette Aguilar   |   May 04, 2021   |   Share this:  

Deciding to take the leap and start a small business has been the scariest and most exciting thing that Cassidy ‘Cass’ Groen, co-owner of Simple Roots Candles Co., has ever done. Although the initial investment was frightening, Cass now believes it was well worth it.

After a long year in isolation, Cass and her boyfriend Grey Orchard decided to start their own small business. They realized that they had accumulated an abundance of store-bought candles in their apartment, which ignited the idea for them to start their own candle company. Cass and her boyfriend quickly got to work by ordering their first candle-making kit, and Simple Roots Candle Co. was born.

Digital Main Street ShopHERE Program powered by Google Graduate

Simple Roots Candle Co.’s goal is to keep their ingredients simple with no added toxins, pollutants, or carcinogens. Instead of paraffin, which is commonly used in store-bought candles, they use soy wax for their candles and wax melts. Soy wax is not only cleaner and safer to burn, but it also lasts longer and is sustainable. 

Balancing being a student as well as owning a business is definitely a challenge for Cass. Both her business and school are equally as important to her, so budgeting her time to fit them both in has been her top priority. 

“When you buy from us not only are you helping us to further improve our business, but you are helping us pay for tuition, books, rent, groceries, insurance, and all of those other pesky expenses.”

Cass plans her business schedule/time based around her already set school schedule so that nothing overlaps. On days where things don’t go as planned, Cass tackles everything one at a time. 

With the help of the ShopHERE Powered by Google Program, Cass was able to find guidance in launching her online store. She had a pretty good grasp on how to operate her website beforehand, but still benefited from the help of her eCommerce Coordinators. Cass received clarity and direction on how to change inventory, correct and ship orders, she was able to attend marketing webinars the program offered, and much more. “[The process was] not as difficult as I thought! It was very easy to get the hang of things. The website fits my aesthetic perfectly, and I have access to everything I need to be able to provide my customers with a pleasant shopping experience.”

Digital Main Street ShopHERE Program powered by Google Graduate

On April 28th, Cass launched her online store and was blown away with the amount of support she received. She had 8 orders within the first ten minutes of her website being live, and 24 hours later she completely sold out of her products. 

“When I completely sold out within 24hrs I was in complete shock. I was not expecting that in the slightest, but the rush it gave me was so encouraging.” 

Cass had been developing her social media accounts as well as promoting her business leading up to the launch of her website. Her friends and family contributed significantly to the success of her first launch by sharing her business on Facebook and Instagram, attracting over 4000 new people. The orders began to pour in after receiving 1000 visits to her online store.

“The feeling has been unimaginable, my dreams are finally coming to life! I will forever be grateful for everyone who has helped me get here and supported me, especially in this new beginning. My boyfriend, Grey Orchard, and my mom, Jennifer Groen have been two of my biggest supporters.” 

One of Cass’ greatest challenges has been keeping up with the never-ending to-do list now that she is selling online. As small business owners, Cass is the maker, the packer, the deliverer, the social media marketer, and the problem solver, while Grey’s responsibilities are tracking sales, budgeting, as well as all of the paperwork that needs to be done. As a duo, balancing it all is a big task, but Cass and Grey are not afraid of the challenge. 

Digital Main Street ShopHERE Program powered by Google Graduate

To check out Cass’ hand-made candles, visit her website here. Make sure to give Simple Roots Candle Co. a follow on Facebook and Instagram. To learn more about the ShopHERE Powered by Google Program, visit our website.

About Digital Main Street

Digital Main Street was created by the Toronto Association of Business Improvement Areas (TABIA) with direct support from the City of Toronto. DMS is also supported by a group of strategic business partners, including Google, Mastercard, Shopify, Microsoft, Facebook, Intuit QuickBooks, Square, Yellow Pages and Lightspeed.

A $42.5-million investment from FedDev Ontario brought together the Toronto Association of Business Improvement Areas, Communitech, Invest Ottawa and the Ontario Business Improvement Area Association to expand the Digital Main Street Platform in order to support more businesses going digital as a response to the impacts of COVID-19 in Southern Ontario.

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