From Pastime to Small Business: The Welles House Marketplace Story

Updated April 2026 by JoJo Mrgich

Customer spotlight: The Welles House Marketplace

From farmers’ markets and local stores to craft shows and an online shop, what started as a fun pastime for Brendan Grimaldi and Mike Jakubowski has grown into a small business. Their company, The Welles House Marketplace, specializes in artisan small-batch candles and soaps. By testing products at farmers’ markets and placing them in local Connecticut stores, the pair began building a following for their handcrafted goods.

Balancing classic scents with personality

Along with more traditional scents like Pumpkin Spice or Sage & Citrus, Welles House also leans into playful, unexpected fragrance names that help their products stand out. Two examples include Monkey Farts, with notes of fresh bananas and tropical fruits, and Princess Farts, which features a sweet maraschino cherry scent.

Finding the right packaging for a growing business

Like many small businesses, managing the cost of packaging and labeling was an early challenge—especially when trying to balance quality with staying within budget. As a graphic designer, Grimaldi was especially focused on how the labels looked and how customers would respond to them. The pair tried many options for their candle and soap labels before landing on custom printed Avery labels.

Using flexible label solutions to test and grow

After trying a range of options, they looked for a solution that offered both flexibility and a more polished result without requiring large order quantities upfront.

“Everything gets printed with amazing quality and shipped so quickly, it really works at the same speed we do and has allowed us to do more than we expected,” Grimaldi said. “We are able to tailor our orders to get the quantities and sizes we want, at any time.”

Finding a solution that allowed them to order smaller quantities without overcommitting helped them test new products and refine their packaging as they grew.

This flexibility made it easier to produce and sell small batches, helping them gauge which scents resonated before scaling up. As they continued to grow, thoughtful packaging became an important part of how customers experienced their brand.

What small businesses can learn from The Welles House

Welles House Marketplace shows how thoughtful packaging and a flexible approach can help a small business grow at its own pace—especially when testing products and building a local following.

A few takeaways for other small business owners:

Test products before scaling.
Selling at farmers’ markets and local stores gave them a chance to see which scents resonated before committing to larger production runs.

Use packaging to shape your brand.
With a background in graphic design, careful attention to label design helped create a more polished and cohesive look for their products.

Choose flexible labeling solutions.
Being able to order smaller quantities made it easier to experiment, refine packaging, and manage costs while growing the business.

Ready to take the next step with your business?

Building a small business rarely happens all at once. For Welles House Marketplace, growth came from testing products, refining their packaging, and making thoughtful decisions along the way. Whether you’re experimenting with new products or looking to elevate your packaging, having flexible options can make a big difference as you figure out what works best for your brand.

Creating candles or similar products?
Browse candle label designs and ideas to explore styles, layouts, and finishes that can help bring your branding to life.

Looking to upgrade your labels?
Explore custom printing options to get professional-looking labels without the need to print them yourself.