Owner of Folklore, Danna Rowan’s life-long passion for folklore, mythology, forests, literature, and folk magic traditions led her to opening her very own business on Richmond Row.

“There were a lot of candles on Instagram that were based off book fandoms, but not really many that were diving into the deeper/older stuff,” says Rowan, “I was super intrigued by the way scent captures memory and place, and even places that don’t exist or that we’ve never been to.” 

Rowan makes exceptional candles that are made with fine ingredients. They are guaranteed to last longer  than the average store bought candle and therefore will become a staple of someone’s home. 

“I first created Folklore as a portfolio project-to show people the kind of design work I like doing. I still design but sitting at a desk gets tedious, so I thought I’d try my hand at actually making these candles as a fun side-hustle, and as a way to get hands-on work into my life,” says Rowan. 

Folklore launched in the fall of 2018 and then moved into the 609 Richmond Street building in April of 2019. Rowan portrays her passion for reading, writing fiction, and love of history and exploring, in her many of the products. 

“Our candles are hand-poured in small batches with the finest coconut-soy wax, phthalate-free fragrances, and a crackling wood wick,” says Rowan, “Our fragrances are vegan and cruelty-free, the jars reusable and we offer seasonal candles. 

Rowan also says that candles start with a mood, a certain feeling evoked by enchanting landscapes, rich stories, and an overall mysterious experience. The candles provide a warmth and touch of magic that go well in any home or atmosphere. 

Folklore also just introduced their first permanent collection, “Ex Libris,” which includes five candles with stories from ‘His Dark Materials’ to ‘The Secret History,” and are meant to be accompanied by a book and a hot drink. 

For more, check out Danna and Folklore’s wondrous and magical Instagram @folklorecandleco.