By Linda was meant to be a lockdown hobby – a creative outlet as founder Linda Wilson settled into motherhood. Thousands of sales and five-star reviews later, she’s showing that home fragrance is better when it’s handcrafted. Through care, connection and customisation, here’s how By Linda is looking to be your go-to for personalised gifts.

Tell us about By Linda. What kind of products do you craft and how do you put your own stamp on each one?

By Linda started as a hobby that turned into a business during lockdown. I had just given birth to my son two weeks before the first lockdown, and while being a first time mum was magical, I needed a creative outlet.

I had previously tried a Groupon candle-making class and knew I enjoyed working with wax. After some research, I discovered wax melts and it clicked. While the market is crowded, my signature touch is understanding the gift giver and creating products that feel personal, thoughtful, and special.

What was the first product and how did it grow from there?

I started with a simple heart-shaped wax melt combined with rose petals. They sold steadily at first – about 100 in the first six months – but then sales slowed. I realised I needed to stand out. Personalisation changed everything. By adding customisation options, what started as a few hundred sales quickly became thousands.

A lot of your products can be given as gifts. What feelings do you want someone to have when receiving something crafted by you?

I want both the giver and receiver to feel that giddy, excited feeling you get when you know you’ve chosen something that will truly make someone smile.

I also take pride in the products themselves; I want them to speak for themselves without relying on fancy packaging. That’s why all my packaging is eco-friendly, recyclable, and simple shredded paper for protection, nothing over the top. It’s understated, thoughtful, and my customers appreciate the transparency and care.

Which products are bestsellers? Why do you think this is?

My personalised wax melts are the bestsellers. They add a unique touch that communicates, “I’m thinking specifically about you.” With over 1,000 glowing reviews, it’s clear these products evoke strong positive emotions. The fact that I’m now seeing copycats on Etsy only reinforces how popular and meaningful they are.

Why do handcrafted products make better gifts than mass-made ones?

We live in a world where connection feels more important than ever. Handcrafted gifts show thoughtfulness and care: they’re tangible proof that someone wanted to make another person feel special.

Gifts remind us we matter, and in many ways, giving a handcrafted gift is giving love, attention and a personal connection.

What’s the best review you’ve ever received?

One that stands out was from a Mrs Kelly, who said:

“Smelled beautiful and were packaged well. [The] only thing I could say is that it would have been nice if the product was in a separate box to the parcel box as the box got ruined when I took the label off and when they’re for a gift, it needs to look nice, but other than that I’m very happy.”

Her feedback completely changed my approach to packaging and was brilliant advice; I’ve never forgotten it. After that, comments on packaging became one of the most noticeable positive aspects of customer feedback.

How does your heritage and identity shape the business?

As a Nigerian, pride and perfectionism run through everything I do. I thoroughly test every product, but I also dedicate huge amounts of time to photography. Selling 100% online means my products need to look as good as they smell because first impressions are everything. We Nigerians know how to make a visual impact, and I bring that energy to By Linda.

What’s one lesson you’ve learnt as a business owner over the years?

School didn’t teach me how to run a business! I’ve had to teach myself about corporation tax, dividends, and the differences between being a sole trader versus a limited company.

I love crafting, but I’m essentially a team of one, wearing every hat. Marketing is still the hat on the floor – it drains me! But learning to manage all the other aspects has been invaluable.

What’s next for By Linda?

I want to diversify into gifting for men. For a long time, I assumed men weren’t interested in candles or scented products, but they are. It’s all about presentation, and that’s the challenge I’m excited to crack next.

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