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Are Jewelry and Stationery a Match?




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January  2 0 1 4

t a b l e  o f  c o n t e n t s



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andles and other scented merchandise are always popular items at general and country stores, but choosing which scents to stock can be tricky. The popularity of different scents can change depending on the season, or even the name. While a rose by any other name may smell as sweet, sometimes a name can make or break a scent, as Vicki Cobb, owner of Pocono Candle in East Stroudsburg, Pa., learned firsthand.

An impressive selection of candles at Pocono Candle. The owner categorizes her scents into five groups.

“The name put on the label can affect sales,” she said. “A scent called ‘Autumn Splendor’ was not selling well, so we changed the name to ‘Bamboo Tea’ and the increase in sales was remarkable.”

Connie Cook, owner of Marion Lane Candles in Topeka, Kan., saw the difference that a name can make when she introduced a scent called “Tea Rose” in her store. “Surprisingly, no one would even pick it up to smell,” she said. “So we changed the name to ‘Grandma’s Garden…’ it immediately started to sell and is a top pick during warmer months.”

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