Life in Style is where we do find a lot of our demographic in terms of the shops and lifestyle shops and gift stores. We do sell a lot of books and a lot of those sort of bookstores have had to diversify into gift range. So I think this is really our target market to get new customers. And we've probably been doing it for about six or seven years.

I think the curation of brands and the aesthetic of Life Instyle is a beautiful match for us. I think we've just got the right retailers coming to this show that we want to be targeting. So yes, it's been really important. In our first show, we had 40 stores order our product overnight, which was an amazing thing to go from zero to 40 stockists. So that was a great beginning. And over the years, we've built a few hundred stockists. It’s a really special show to meet with our retailers and see them once a year.

This show in particular is one of the most beautiful shows ever. It's just stunning. Life Instyle gives us everything. This is where we meet our buyers. Because our scents are so different, it's that opportunity for people to actually smell them. It's a fragrance product and it's so personal, that connection is so personal. So, the best way to smell a candle is to be here.

We've exhibited with Life Instyle since about 2006. We find that it's got the right kind of shopping and atmosphere for us to work within and we feel that our customers are more relaxed because the environment is more friendly and more atmospheric. The lighting is better and the stands are wide. The space between these stands is wider, so it just allows people to be a little bit more focused on what they're looking for.

And while we've been able to grow really quite quickly in the last three years online, we also know that in order to get to that next level, we need the help of stockists all across the country to get us there. So that's why we are here. We are really using this as a way to debut ourselves into the world of wholesale.

So it's an amazing way to just create a physical representation of a brand that's largely online and celebrate it a little bit and just kind of have a physical representation of the brand for existing wholesalers to come and be immersed in and just be able to try things on. I mean, normally I'm sending them a lookbook, so to be able to have this space and for them to come and interact and me to chat with them and talk them through everything is such a nice opportunity that I actually wasn't expecting. So that was a nice little bonus.