Gia Como is more than candles: it’s about memory, mood and a little luxury you can light. These are scents that stir nostalgia as well as stay in the air – and they’re chemical-free and clean-burning too. Here’s how founder Precious Wade creates bespoke home fragrances that evoke emotion.

What is Gia Como and why did you create the brand?

Gia Como is a luxury home fragrance brand where I create bespoke candles, diffusers, room parfums, and wax melts. Every fragrance is vegan, eco-friendly, and designed with longevity in mind.

I launched Gia Como because I’ve always loved fragrance, but most products on the market triggered my asthma. I also wanted to do something different – something that could stand alongside high-end brands but with my own unique touch.

I often asked myself, “what makes luxury fragrance brands stand out? And, as a Black female entrepreneur, how can I mark my place in that space?”. So, I decided to create something high quality, unique, and nostalgic: fragrances that feel like nothing you’ve ever smelt before, and that truly transform a space.

What is the inspiration behind the name?

Gia Como is named after my grandfather James (Giacomo in Italian). He was a warm, sophisticated man who loved gardening and family. A true West Indian at heart (if you know, you know), he had this energy that pushed everyone around him to be their best and to follow what makes them happy.

I originally wanted to name the brand James, but it felt a little too masculine for the type of energy I wanted to put out there. Even though my grandad is the inspiration behind everything I do, I also wanted it to be clear that a woman is behind this brand too.

After a very poor mispronunciation from Google Translate, Gia Como was born – and it stuck. Rooting the brand in his name felt right because everything I create comes from a place of memory and emotion.

What were your first scents and how did the range grow from there?

Being the indecisive queen I am, I actually launched with nine fragrances. Every bit of research told me to start with four, but that didn’t feel enough to reflect people’s different tastes or to show what made my brand unique.

My first scents included Bergamotto, Sweet Island and Black Rose Oud – which are still part of the collection today. Through endless markets, trial and error, and customer feedback, I figured out what was missing and kept going back to the drawing board.

Two years of building and learning taught me so much, and it’s made creating new fragrances feel more natural and given me confidence in my craft.

What’s your process of finding scent combinations that work well together?

To be completely honest with you, my brain works like a crazy science experiment. Because of my love of fragrances, I’ve spent years smelling perfumes and candles and thinking, “this is missing something”. A lot of people don’t realise that what works in a body product or perfume doesn’t always translate well into a candle. I wanted to create blends that not only work in wax but also carry energy, memory and emotion – something beyond just a ‘nice smell’.

Take Fresh Lemon Tart, for example. It’s a blend of lemon, lemongrass and ginger. Lemon has always been my favourite note; even my cleaning products had to be citrus-based. Growing up, lemon and ginger were the remedies we used when you were sick. I loved the smell of ginger but hated the taste, so I wanted to capture that nostalgic memory in a way that felt comforting and indulgent.

The reason I named it Fresh Lemon Tart is because the fragrance isn’t just citrusy; it has a warm, almost baked sweetness to it. I wanted it to be so true-to-life that even if you haven’t baked that morning, you can light this candle and your guests will think you did.

What makes your candles different from mass-produced brands?

I don’t replicate other brands’ fragrances; I create bespoke scents, so my customers get something they won’t find anywhere else. Everything is vegan, eco-friendly, and made in small batches to ensure quality. I use natural wax, long-lasting fragrance oils, and recyclable or reusable packaging.

My asthma is what inspired me to start Gia Como, so it was crucial that my products weren’t just sustainable and vegan, but also gentle on health; candles you can enjoy without compromise.

“I create bespoke scents, so my customers get something they won’t find anywhere else”

What kinds of customers love your products?

I attract people who love supporting small businesses, but also those who appreciate quiet luxury – something unique, thoughtful, and timeless. Many of my customers are fragrance lovers, interior enthusiasts, or people searching for meaningful gifts. They tell me they return because my fragrances actually do what they promise: they evoke memories, bring serenity, and create an atmosphere of warmth and peace in their homes. For many, Gia Como has become part of their everyday rituals.

What’s been the best feedback you’ve ever received?

Honestly, the best feedback I’ve ever received wasn’t about a product; it was about me. A customer told me not to give up. Whenever I share my story, people light up. They see someone who left her job, took the risk, launched against the odds, and continues to push through boundaries and break glass ceilings. That encouragement reminded me that life really is too short, and that my grandfather would want me to keep following my happiness and passion. That’s the kind of feedback that fuels me.

“For many, Gia Como has become part of their everyday rituals”

Tell us about your candle and diffuser workshops. Why did you want to teach people to make their own home fragrance?

My workshops are all about creating your own signature scent. I guide people through choosing fragrance notes, understanding how they blend, and then pouring them into their own candle or diffuser. It’s fun, interactive, and creative – but also personal. Fragrance is so subjective, and I wanted to give people the opportunity to design something that truly reflects them.

From my research, I noticed many workshops don’t let people create their own fragrances; they just pour a pre-made blend. I wanted to change that. The joy I get from fragrance-blending is something I love sharing, and it’s so rewarding to watch people light up when they smell their bespoke creation for the first time.

What lessons have you learned running a candle brand?

Patience and consistency are everything. Building a brand takes time, and you have to stay true to your vision even when progress feels slow. I’ve learned to prioritise quality over quantity, to listen to my customers, and to always remember why I started.

Fragrance is deeply emotional – and when I stay rooted in that, the business feels authentic and rewarding.

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