Almost everyone who’s bought or seen one of Nonna’s Grocer’s produce-inspired candles has lifted it to their nose for a sniff. And while the hyper-realistic natural soy wax candles look like they’re fresh from the farmers market, they haven’t smelt like it – until now.
“Initially, the candles were designed to be enjoyed as a dinner table candle,” co-founder Isabel Hoy tells Broadsheet. “The idea was to have a few different produce candles burning at once, and we never intended them to have a scent since they would be lit around food.”
But a new harvest is here. This week, the brand launches its first foray into scented candles.
Since the early days of Nonna’s Grocer, Isabel and her sister Madeleine Hoy have fielded questions about smell. “So many customers have requested scented candles, but that wasn’t the original focus for us. And once we started to explore fragrance, we realised just how hard it is to pull off a lovely balanced scent. There’s a real artistry to it,” Isabel says.
The brand’s signature lemon, orange and wobbly tomato candles have been relaunched with their own signature fragrances. But the Hoy sisters haven’t just taken the fruits at face value.
“We took our time to really craft the scents in a way that made sense to us. We didn’t want anything too sickly sweet, especially for the lemon,” Madeleine says.
She references fruit stalls and green houses as inspiration behind the carefully selected scent profiles. “Think of produce getting picked from a tree or pulled from the earth and then used in the kitchen … There’s definitely a marriage between the garden and the kitchen in the concept.”
The lemon candle is fragranced with juniper berry, cedarwood and lemon peel – like the lemons in nonna's garden. The orange has notes of peppermint gum leaf, sandalwood and orange peel – a hint of fruit trees in the sun. And the bulbous tomato takes on the scent of tomato leaf, sandalwood and cumin – with savoury notes of pepper and smoke.
The duo spent hours smelling before committing to the fragrances. “We would go to grocers and our grandparents’ garden and ask each other, ‘What does a tomato smell like? What do people imagine it to smell like?’” Isabel says.
“It’s been really magic to work out what our impression of each product is, while also trying to activate that sentimental element – how the smell can transport you.”
Since launching in 2021, the brand has been constantly evolving. From collaborations with Sydney ceramic artist Milly Dent and homewares favourite Maison Balzac to pop-up shops and events with local and international brands.
“We’re working really hard to grow the business in a sustainable way, organically but also strategically,” Isabel says. “There are so many ups and downs as a small business, but we wanted to make sure we could deliver really high-quality scents, so we took our time with this launch.”
Alongside the scent launch comes new packaging. The team has also worked hard to evolve the candles, including selecting the right wicks to maximise burn time.
“We see the products as consumable design. The candles are meant to be burned and enjoyed,” Isabel says.
The brand’s serving suggestions include lighting the lemon candle alongside a “generous bowl of zesty pasta topped with parmesan, enjoyed in the company of cherished friends”. Meanwhile, the orange makes a great accompaniment to a long, hot bath and a well-stirred Negroni.
The first scent capsule will be available to buy at nonnasgrocer.com and selected stockists from August 1. Seasonal produce will drop throughout the year, so keep your eyes peeled.
