Planted Botanical Candles
Toronto-based Jennifer Minchau Williamson, founder of Planted, launched her intentional brand in 2015 with a gentle mission to infuse calmness and tranquility into the homes of her customers. Crafting plant-based skincare products and soy candles that are as aesthetically pleasing as they are fragrant, with scents ranging from relaxing rose to warm vanilla and French lavender, Jennifer has built a company equally devoted to scent and sustainability.
We are delighted to speak with Jennifer about her journey, the delicate touches of elegance she brings to her brand, including the white linen labels that adorn her vessels, and the sense of serenity inspired by beauty and nature.
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Your candles are lovely and among the most beautiful I’ve ever seen. What inspired you to launch Planted?
Jennifer: I started my business in 2015 while I was working at a natural juice company in London that didn’t use any preservatives or artificial components. I wanted to embody that same ethos by creating something of my own. As I began learning about the potential harms of artificial fragrances, it dawned on me why the candles I loved were constantly causing me headaches. One morning, my husband and I even noticed soot in our noses from a candle we had burned. This really worried me, so I decided to look for a healthier alternative.
What do you adore most about candles?
I love how candles can set a mood so quickly. Whether you’re winding down at the end of the day, or welcoming guests into your home, they create an amazing atmosphere and really punctuate the moment. For me, it’s not just about the scent, it’s also about the feelings of relaxation and calmness that accompany it.
What are some of your favourite ways to include candles in your self-care routine?
I love to light a candle when I finish work. It really helps me transition into relaxation. Running a business is time-consuming, and I often find myself working after dinner. But as soon as I’m done for the evening, I head downstairs, light a candle and put my feet up. It instantly transforms my mood.
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“Candles create an amazing atmosphere. For me, it’s not just about the scent, it’s also about the feelings of relaxation and calmness that accompany it.”
Can you tell us about the natural ingredients used to make your candles?
What really sets Planted apart is our use of pure essential oils to create a delicate, headache-free scent. We never blend them with artificial fragrances, and we are incredibly transparent about what goes into our candles, even listing all ingredients on the back of the box. While including an ingredient list is not standard or required in the candle industry, I believe it’s important for consumers to be able to make informed choices. We use renewable waxes, such as soy and coconut, which are cleaner and burn longer than paraffin. Our wicks are made from pure cotton and are lead free. Everything is designed to burn beautifully and align with our values: natural, cruelty-free, and environmentally conscious.
Where do you source your ingredients?
I try to source locally as much as possible. All our essential oils come from Canadian suppliers who work with producers worldwide, as many botanicals cannot be cultivated in Canada because of its cold climate.
Your candles are described as botanical. What are the properties that distinguish botanical candles from other types?
A botanical candle is crafted using plant-based waxes, such as soy and coconut, and scented exclusively with pure essential oils. It’s free from synthetic fragrances and additives and offers aromatherapy benefits derived from the botanicals infused within.
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The name Planted reflects your dedication and commitment to a greener planet and ongoing sustainability initiatives, such as your tree planting project. Can you tell us something more about that?
I always knew I wanted a business that did more than provide a great experience for the consumer; it also needed to have a purpose. I’ve always been passionate about recycling and finding ways to repurpose things. I’m often the one repairing things that most people would replace, so I knew my mission would be connected to the planet. I strongly believe it’s important to leave things a little bit better than the way you found them. I therefore partnered with The Eden Projects, an amazing company devoted to tree planting. They hire local people to plant the trees, creating jobs, building communities and aiding in reforestation.
How do you select the delightful and enchanting scents for your candles?
I began by choosing truly classic scents: lavender, rose, and eucalyptus. My options are somewhat more limited, since everything is exclusively crafted with essential oils. As a result, I don’t create fragrances like beach or ocean or linen, but I’ve recently started experimenting with essential oil blends to create new complex scents. I have over 100 different small bottles of essential oils for testing. I always do it with a friend. After a while, with so many aromas in the room, everything can start to smell the same, requiring us to step outside and reconnect with nature to reset our senses.
What are some of your best sellers?
Anything lavender is always a best-seller. It has amazing relaxation qualities and appeals to most people, making it a great choice for gifting. I didn’t actually like lavender when I started the business, but I think it eventually grew on me after smelling it every week while I was making candles. It’s now one of my favourites!
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In addition to your beautiful candles, you also offer a line of skincare products. This seems like a natural extension of your clean-living philosophy. What inspired you to create this collection?
It’s funny, because I actually started the business with the intention of creating a skincare line. While working at a company that made natural juice with no preservatives, I began wondering how I could apply that concept to other products. I started with body butters and scrubs, then one day had the realization I could maybe try natural candles as well, since no one was really making them with essential oils. The sales took off really quickly, and I realized it made sense to pivot and focus more of my energy on making candles.
“I love how candles can set the mood so quickly, whether you’re winding down at the end of the day or welcoming guests into your home.”
Your candle vessels are thoughtfully designed for reuse, and your cocktail collection feature actual tumbler glasses. What led you to use real glasses?
I spend a lot of time doing sourcing for the business. Since operations management was my major, I already had an interest in reviewing supplier catalogues and in pricing out different options. I found the tumblers at one of my suppliers in Canada and instantly knew they would be perfect!
Your packaging with the white linen labels is so feminine and dainty. How deeply involved are you in your brand’s aesthetic?
I am heavily involved in the branding design and idea generation, but I collaborate with a talented local Toronto graphic artist who knows just how to bring my vision to life. I love using Pinterest for inspiration, looking at home décor trends and doing colour palette ideation. It can be really hard to stick to one idea since the options are basically limitless!
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Could you share some of your brand collaborations?
One of my favourite Toronto businesses is Sage & Thistle Handmade Goods. The owner grows many of her own botanicals in her garden. She also makes fantastic soap and skincare products. She makes all my lovely botanical soaps, and in return, I craft her botanical candles. As you grow it’s important to focus on what you’re good at, since mastering a craft can be quite an investment, so it’s wonderful to be able to share our skills with each other.
Where can we purchase our own Planted candles and skincare products?
We primarily sell online, however some amazing Canadian boutiques carry us as well, including Blossom Moments Flowers in Toronto, Stock Home Design in Vancouver, Karen’s Flower Shop in Milton, Lady Luck Boutique in Halifax and Cultivate Garden in Parksville BC. Additionally, we showcase our products at three locations of the Arts Market in Toronto, where you can drop off used jars.
To learn more, visit Planted or follow on Instagram and Facebook.
TEXT BY FATIMA RIZZO
PHOTOGRAPHY BY KATE COCKBAIN