I was first introduced to Yankee Candle when I was about 20. On my first trip to the US my American girlfriend dragged me into a candle store with a jingoistic patriotic name and “US customer service” (which I hated). On the flip side the store was very well upholstered, more like an upmarket perfume house than a trinkets store. When I saw the flavours though and tried them I understood the proposition: they were selling artisan products at premium prices. The best amongst them was the “food and spices” range, things like Blueberry Muffin and Vanilla Cupcake. Not only did they smell like the real thing they smelled better. They reminded you of a childhood you never really had (well, maybe some did), where loving mothers and grandmothers would bake you treats on summer afternoons. Thus they were more than candles they were a chance to transport yourself to some place altogether more pleasant than routine everyday life. Was that worth $30/$40? Of course it was!
This was 20 years ago and the world has changed for the better since then, at least from a candle consumer standpoint. These days pretty much every retailer does cheap imitations (aka “knock offs”), some costing about 25% of Yankee’s premium versions. Some of the best I have found are Home Bargain’s generic brand Wickford & Co. They are £3 each and their best flavours are about 80% as good as Yankee’s, making them an absolute steal. I picked up three “fake Yankee” summer flavours yesterday as well as a “Crackle Wick” (their “Woodwick” knock off).
Little pleasures are amongst the best ones and when they’re dirt cheap all the better. I still buy premium Yankees but burn them sparingly. As with wine I pull out the best for more meaningful occasions. Otherwise I’m happy with a bargain merlot.
Dr Martin James 