In a world where digital books and e-readers have become ubiquitous, Frostbeard Studio has found a unique way to bring the nostalgic essence of physical books into readers' homes. This artisanal candle company, founded by the creative duo Roxie and Tom Lubanovic, has transformed the beloved scent of old books into a tangible, aromatic experience. Let's explore the captivating journey of Frostbeard Studio and how it has grown from a craft fair curiosity to a beloved name in the literary-inspired home fragrance market.
The Birth of a Bookish Idea
Roxie Lubanovic, a ceramic artist and self-proclaimed bibliophile from Minneapolis, Minnesota, found herself pondering a question that would eventually lead to the creation of Frostbeard Studio: Why couldn't she find a candle that captured the essence of her favorite reading experiences?
For Roxie, reading was more than just a visual activity; it was a full sensory journey. The smell of old books, the aroma of coffee wafting through a cozy library, and the earthy scent of antique wooden bookshelves were all part of the magical experience she cherished. Determined to bring this multi-sensory delight into her everyday life, Roxie embarked on a mission to create the perfect bookish candle.
The Oxford Library: The Scent That Started It All
After extensive experimentation with various waxes and fragrance combinations, Roxie's efforts culminated in the birth of the "Oxford Library" scented candle. This inaugural creation set the stage for what would become Frostbeard Studio's signature style: candles that transport book lovers to the literary worlds they adore through the power of scent.
The key ingredients in the Oxford Library scent include:
- Old book aroma
- Hints of leather
- Subtle notes of wood
Roxie's vision was clear: "Why not have that around me all the time or whenever I want it, literally at the strike of a match," she explained, encapsulating the desire to bring the comfort of a library into any space.
From Craft Fairs to Digital Shelves
Initially, Roxie sold her literary-inspired candles alongside her pottery at local craft fairs. The unique concept quickly gained traction, and soon, the demand for these bookish candles began to outpace her ceramic creations. Recognizing the potential of this burgeoning business, Roxie's husband, Tom, joined the venture, bringing with him a fresh perspective and technical expertise.
The Leap to E-Commerce
Tom's vision for Frostbeard Studio extended beyond the limited reach of craft fairs. He saw the potential for growth in the vast landscape of online retail. However, the couple was adamant about maintaining control over their brand identity and wanted a platform that would allow them to showcase their unique products without getting lost in a sea of competitors.
This desire for brand autonomy led them to Shopify, where they could build a customized online storefront that truly reflected the essence of Frostbeard Studio. The decision to create FrostbeardStudio.com marked a pivotal moment in the company's history, setting the stage for exponential growth and wider recognition.
The Buzzfeed Effect: When Virality Strikes
Just as Frostbeard Studio was finding its footing in the e-commerce world, fate intervened in the form of a Buzzfeed feature. In late 2013, just before the holiday season, a Buzzfeed writer stumbled upon Frostbeard's evocative candles, and the resulting article catapulted the brand into the spotlight.
The impact was immediate and overwhelming:
- Sales quadrupled in the fall of 2013
- An additional 50% growth followed in December
- The feature set the foundation for consistent year-over-year growth
This sudden surge in popularity was both exhilarating and challenging for the small team. The holiday rush transformed family gatherings into impromptu packing parties, with loved ones pitching in to decorate candle jars, pack orders, and prepare shipping labels.
Growing Pains: The Logistics Dilemma
As Frostbeard Studio continued to expand, Roxie and Tom found themselves at a crossroads. The demands of production and fulfillment were increasingly at odds with their creative aspirations and desire for work-life balance.
The Shipping Conundrum
The logistics of picking, packing, and shipping orders began to consume an inordinate amount of time and energy. Tom recalls, "Shipping was such a headache that we weren't getting anything done with production or coming up with new ideas." Roxie echoed this sentiment, lamenting that nearly half of their business hours were devoted to shipping-related tasks.
This realization led to a difficult but necessary decision: it was time to outsource fulfillment. However, finding the right partner proved to be a challenge in itself.
The Search for the Perfect Fulfillment Partner
Roxie and Tom explored various third-party logistics (3PL) options, but struggled to find a solution that aligned with Frostbeard's values and attention to detail. They needed a partner that would:
- Handle products with care
- Maintain the brand's high standards for packaging
- Understand and promote the unique identity of Frostbeard Studio
Enter Shopify Fulfillment Network
In 2019, at Shopify Unite, Tom learned about Shopify Fulfillment Network (SFN), a comprehensive fulfillment solution designed to integrate seamlessly with Shopify stores. The timing couldn't have been more fortuitous, as the world was soon to be gripped by the COVID-19 pandemic.
Key benefits of SFN for Frostbeard Studio included:
- Synchronized orders, inventory, and customer data across all sales channels
- Strategic inventory placement based on sales data for faster shipping
- Custom packing that maintains brand identity
- Ability to focus on product creation and business growth
Tom expressed his confidence in the decision: "When our business got shut down for the stay-at-home order in Minnesota, we recognized that we needed this fulfillment center. I felt very confident, because I knew Shopify wanted to do fulfillment right."
The Post-SFN Era: A New Chapter for Frostbeard
Since joining Shopify Fulfillment Network in 2020, Frostbeard Studio has experienced a transformation in their business operations and personal lives:
- Stress reduction during peak seasons
- More time for product innovation and creativity
- Improved work-life balance, especially important with a new addition to their family
- Expansion of inventory into multiple fulfillment centers
- Over 100,000 orders shipped through SFN
Roxie reflects on the change: "Not having to worry about shipping has been such a load off. We can get those creative juices rolling and think, what do we want to make next?"
The Frostbeard Fragrance Library: A Tour of Literary Scents
Frostbeard Studio's success lies not only in their business acumen but in the creativity and quality of their products. Let's explore some of their most popular literary-inspired candles:
- Bookstore – Captures the essence of old books, wooden shelves, and a hint of coffee
- Sherlock's Study – A masculine blend of pipe tobacco, cherrywood, and leather
- Dumbledore's Office – Featuring notes of lemon drops, phoenix feathers, and ancient tomes
- The Shire – A green, earthy scent with hints of clover and pipe-weed
- Winterfell – A cool, crisp fragrance with pine and snow notes
Each candle is hand-poured using soy wax, ensuring a clean burn and long-lasting fragrance that transports readers to their favorite fictional worlds.
The Science of Scent and Memory
The success of Frostbeard Studio's candles isn't just about clever marketing; it's rooted in the powerful connection between scent and memory. Research has shown that the olfactory bulb, which processes smells, is part of the brain's limbic system, an area closely associated with memory and feeling. This is why certain scents can trigger vivid memories and emotions.
Dr. Rachel Herz, a neuroscientist and expert on the psychology of smell, explains, "Scents can trigger memories more powerfully than any of our other senses because smell is the only sense that bypasses the thalamus and goes directly to the forebrain."
This scientific basis adds credibility to Frostbeard's approach, as their candles are designed to evoke specific literary atmospheres and enhance the reading experience through olfactory stimulation.
Innovation Beyond Candles
While candles remain at the heart of Frostbeard Studio, the brand has expanded its offerings to include a range of bookish products:
- Reed diffusers for continuous fragrance
- Wax melts for flameless options
- Bookish enamel pins and accessories
- Literary-themed greeting cards
This diversification has allowed Frostbeard to cater to a broader audience while staying true to their book-loving roots. The expansion into different product lines also demonstrates the brand's ability to adapt to consumer preferences and market trends.
The Impact of Social Media on Brand Growth
In today's digital age, social media has played a crucial role in Frostbeard Studio's growth and community engagement. The brand has cultivated a strong presence on platforms like Instagram, where they share:
- Behind-the-scenes glimpses of candle making
- Book recommendations and literary quotes
- Customer photos and testimonials
- Limited edition releases and promotions
This strategy has not only increased brand visibility but has also fostered a sense of community among bibliophiles who share a love for both literature and home fragrance. By engaging with their audience through social media, Frostbeard has created a loyal customer base that feels connected to the brand's story and mission.
Sustainability Initiatives
As awareness of environmental issues grows, Frostbeard Studio has taken steps to ensure their products are as eco-friendly as possible:
- Use of renewable soy wax
- Recyclable glass jars and packaging
- Encouragement of candle jar reuse through customer incentives
- Exploration of carbon-neutral shipping options
These efforts have resonated with environmentally conscious consumers and helped position Frostbeard as a responsible brand in the home fragrance market. The company's commitment to sustainability aligns with the values of many book lovers who are also concerned about environmental preservation.
The Intersection of Literature and Entrepreneurship
Frostbeard Studio's success story is a testament to the power of niche marketing and the enduring appeal of literature. By tapping into the emotional connection readers have with books, Roxie and Tom have created more than just a product; they've crafted an experience that enhances the joy of reading.
Their journey also highlights the importance of adaptability in business. From craft fairs to e-commerce, from self-fulfillment to partnering with SFN, Frostbeard has shown that being willing to evolve is key to long-term success in the ever-changing retail landscape.
Looking to the Future: What's Next for Frostbeard?
As Frostbeard Studio continues to grow, Roxie and Tom are excited about the future possibilities for their brand. Some potential areas for expansion include:
- Collaborations with authors and publishers for limited edition scents
- International market expansion
- Development of a subscription box service for book and candle enthusiasts
- Creation of a physical flagship store to complement their online presence
The potential for growth in the global market is particularly promising. With the worldwide book publishing market valued at $92.68 billion in 2021 and expected to reach $104.21 billion by 2026 (according to The Business Research Company), there's ample opportunity for Frostbeard to tap into international markets of book lovers.
The Frostbeard Philosophy: More Than Just Candles
At its core, Frostbeard Studio is about more than just selling scented candles. It's about creating experiences, evoking memories, and celebrating the joy of reading. Roxie and Tom have managed to bottle the intangible magic of literature, allowing book lovers to immerse themselves in their favorite stories even when they can't have a book in hand.
Their journey from a small craft fair booth to a beloved online brand serves as an inspiration to artisans and entrepreneurs everywhere. It demonstrates that with passion, creativity, and the right partners, it's possible to turn a niche idea into a thriving business without sacrificing the soul of the brand.
The Future of Reading and Sensory Experiences
As technology continues to advance, the way we consume literature is evolving. E-books and audiobooks have become increasingly popular, but the tactile and olfactory experiences of physical books remain irreplaceable for many readers. Frostbeard Studio's products bridge this gap, offering a sensory complement to digital reading experiences.
Looking ahead, we might see more integration of sensory elements in the reading experience. Virtual reality book clubs, augmented reality storytelling, and scent-diffusing e-readers could all be on the horizon. Frostbeard Studio is well-positioned to be at the forefront of these innovations, continuing to enhance the reading experience through the power of scent.
Conclusion: A Bright Future for Literary Fragrances
As readers around the world light their Frostbeard candles and crack open their favorite books, they're not just enjoying a pleasant scent—they're participating in a shared experience that bridges the gap between the digital and physical, the present and the imagined. In doing so, Frostbeard Studio has not only created a successful business but has also kindled a community of book lovers united by the power of scent and story.
The success of Frostbeard Studio demonstrates that even in our increasingly digital world, there's still a strong desire for tangible, sensory experiences that connect us to the things we love. As long as there are books to be read and stories to be told, there will be a place for the evocative scents that transport us to the worlds within their pages.
