There is something for everyone at Someday, a conscious homewares brand based out of Melbourne, Australia.
With a mission to make homes comfy, their collection includes scented soy candles, environmentally friendly reed diffusers, uniquely shaped beeswax candles, handmade heat packs and hand dyed eye pillows, 100% essential oil candles and sustainably made, vegan friendly body brushes. Amazing, right?!
Each product is made using ingredients in their most natural form, with no additives or nasties that don't serve a purpose. On top of that, Someday's candles are all handmade in small batches, ensuring the least amount of waste is produced.
In this interview we chat to founder Antonia about her journey in an already saturated market, partnering with stockists and coming to terms with Imposter Syndrome.
Q1: Hi Antonia, welcome to the Woman Of Series! Can you tell us what you create?
Thanks for having me! I create scented soy candles and decorative coloured beeswax candles with the intention of making homes comfy. Each product is carefully created using ingredients in their most natural form, with no nasties, and no additives that don’t serve a purpose.
Q2: Can you share with us a bit about your journey so far and where it all began?
I had always wanted to start a business with the end goal of owning a little shop front one day. When I moved into my own home and went on the decorating journey, I knew the products I wanted to sell in my shop were products for the home.
I thought that candles were a great starting point into homewares, so I began making them in my kitchen, as many candlemakers start off doing.
I thought if I wanted to take this seriously and make it happen, I needed to get my own website and get on Instagram. So, in September 2019, I made the commitment and haven’t looked back since.
Q3: What do you think it is that makes your work unique?
When I started making candles, I thought it would be easy as it’s such a big industry with a large number of consumers. Turns out I was a tad naïve and didn’t really comprehend that being in a big industry means that there is enormous competition. If your business isn’t unique in its offering, you risk fading away in the abyss.
I was lucky in that I took to experimenting with beeswax pretty early on because there weren’t a lot of businesses out there using 100% Australian Beeswax in their decorative candles. The shapes I use in our candles are all unique to Someday, apart from the Taper Candlesticks, which are a classic shape. I leave all these candles unscented, to really give the consumer the full benefits of burning Beeswax. I love the slight honey scent which comes from burning these candles.
Q4: What has been the single most critical tool or strategy you’ve used to grow your creative business?
Having my store online only, Instagram has been such an important tool to the business. If I didn’t have Instagram, I wouldn’t have the opportunity to reach my current customer base as well as any future customers. It has also expanded the wholesale side of my business, as it’s helped me connect with stockists.
Q5: What’s the most challenging lesson learnt so far in your career?
The most challenging lesson that I’ve come to terms with, is that ‘Imposter Syndrome’ is a real thing.
Before I started Someday, I would listen to a lot of business podcasts and read a lot of blogs about other business owners and their experience with Imposter Syndrome. I was always so sceptical and didn’t think it was a real thing, despite these successful businesspeople talking about it and how it affects them. Turns out it’s real, I’ve felt it on multiple occasions since starting, and it can affect anyone.
Whenever I have doubt in my work and the anxiety kicks in, making me question if I am actually allowed to be here doing what I’m doing, I always remember that it’s just Imposter Syndrome and to take some time out to reset.
Q6: What’s been the best thing that’s happened to you since you started your career
The best thing to happen to my business is partnering with my stockists, who are an extension of my brand. I’m very appreciative of all of them, for taking a chance and having my products in their physical stores. They have been so supportive of Someday and getting the word out, helping me grow my business
Q8: Where do you go or what do you do to recharge your creativity?
To help clear all that clutter and to start afresh creatively, I love getting out into nature, doing long hikes, putting on some music and not thinking about Someday for a day.
I always have loads of ideas about new products or where I want this business to go, sometimes it can all turn to mush. I always write them all down and if the ideas are still around in a week’s time, I know it’s something I should try and execute.
Q9: How are you fulfilling your creative passion this year?
I love to get away and have a few days to myself to recharge. Since I live in inner-city Melbourne, we have had multiple lockdowns due to Covid and a lot of restitutions, so it’s always been so difficult to plan.
I was lucky to be able to have a few days away in June, where I stayed in a beautifully converted shed. I was able to recharge that creativity and passion for Someday, by getting into nature, reading lots of design and home magazines and going down a Pinterest hole.
Q10: We’re all about women inspiring women, who inspires you?
My mum inspired me, she was such a hard worker and did everything for us growing up. She was always so supportive and told me I could do anything I wanted and to chase my dreams, like she did. She came to Australia at 21, didn’t know English, got a job, worked hard, met dad and had a family. I always remember her telling me about it, as if it wasn’t a big deal, which inspires me to be a better person and to work as hard as she did.
Q11: What advice would you impart on the next generation of women, and women in business?
Find your niche and target audience, everything else will flow through and make it easier in the long run. Having a great idea for a business is all well and good, but to truly flourish you need the right audience.
And remember to have fun!