nterscope Publicity Vet Wants to Change World, One Candle at a TimeInterscope Publicity Vet Gets Taste of Entrepreneurship, Launches Lucrative Candle Business
Wax Poetic: Interscope Publicity Vet Dreams of Launching Candle Plant in Ethiopia
Wax Poetic: Interscope Publicity Vet Dreams of Launching Candle Plant in Africa
In 2013, Yvette Davis Gayle launched The Sitota Collection, a luxurious candle company based in Los Angeles, California. The company’s name is Amharic and translates in English to “gift.” Sitota is named after Gayle’s five-year-old daughter, whom she adopted from Ethiopia.
Gayle, who has been the VP of Publicity at Interscope Records for the last 14 years, set out to re-define luxury with her candle line, suggesting that it no longer has to be identified by being unattainable. She uses the highest quality of fine fragrance and essential oils and uses traditional artisan techniques of blending renewable soy and coconut waxes to create her product.
“I hand pour each candle in small batches so that I can pay particular attention to every detail,” says the mother of two.
Each candle is then exquisitely packaged and offered at an accessible price.
“The collection reflects, emphasizes and celebrates cultural diversity and a commitment to family,” she says.
Inspired by her global travels, the line boasts four fragrances— Aigyipto, which is defined by seductive base notes of amber, sandalwood, musk and vanilla; Blue Nile, which embraces rich earthy bamboo with bergamot, lemon, lime and red grapefruit; Coco Noir, which perfectly combines creamy coconut with tantalizing cassis enabling natural exotic blends to effortlessly calm and relax your spirit; and Havana which is a masculine masterpiece highlighting tobacco, leather, amber and musk.
Gayle also offers the Petit Excursion Candle Quartet which is a gift set containing a three ounce votive of each fragrance as well as the Signature Excursion 7.5 oz candles. The candles may be burned singular or layered together to achieve four additional fragrances. In the beginning of August, Gayle launched the Body Candle, which is a unique candle experience. Made from coconut oil, shea butter, soy oil, jojoba essential oil, vitamin E and aloe vera, Body Candle melts into a hydrating body oil, scented with her bestselling Aigyptos fragrance.
“Acting also as a true candle, it’s perfect for the person who appreciates a beautifully scented home and body,” she says.
All fragrances are available through the online boutique at thesitotacollection.com, as well as at various retail and spa destinations in Beverly Hills, Palm Springs and New Orleans. However, adding to Gayle’s international ambitions, the company’s best retailer is Regalo in Lagos, Nigeria. Proceeds from each candle sale are donated to charities and non-profit organizations like AdoptTogether.org, which assists families who are going through the adoption process.
What inspired you to start making body candles?
“In African cultures, they love to use body oils. My clients in Nigeria were using my soy candles as body lotion! But the thing is, you cannot use a candle as body oil unless the manufacturer specifically states you may use it that way. Some fragrances are not 100% body-safe. They love all of the scents and the fragrances, and they were using them on their skin and I was like: Wait a minute. It gave me the idea of creating something that is meant to be used on your skin with a great smelling fragrance but not only is it okay to use on your skin, but it has benefits. You have shea butter, coconut oil, vitamin E and it’s hydrating and moisturizing. So, that whole thing kind of sparked my desire to launch the Body Candle.”
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