Evermore
To celebrate the launch of our exclusive “Secret Garden” candle new collaboration, we interviewed Sarah Bell, founder of Evermore London. Sarah shares her passion for creating sustainable and luxurious candles. Inspired by nature and a desire to create a meaningful brand, Evermore uses vegan wax and ethically sourced materials. Each candle tells a story, inspired by nature, astrology, and personal experiences. With a focus on craftsmanship and sustainability, Evermore aims to elevate daily life while minimizing environmental impact.
What inspired you to start Evermore, a custom candle brand? How did you come up with the brand’s concept and name?
I launched Evermore back in 2015, the inspiration came from a desire to create a candle brand with sustainable values that can sit within the luxury sector. I’ve always had a deep connection to nature and sustainability, which are central to the brand. The name Evermore reflects the idea of timelessness and continuity. It’s also from a line in one of my favourite Nick Cave songs, so it just felt right.
What sets your custom candle brand apart from others in the market? Could you guide us through some of the unique features or benefits Evermore offers? `
We have a strong focus on sustainability - we don't use paraffin wax and we avoid using plastic at all costs. We recently brought our production in-house which means we are producing in smaller batches, aligning more with our core values. Everything here is made by hand with the utmost care and attention. Making everything in-house means that we’re now able to offer our expertise out to private clients and it also opens the door to smaller collaborations, which we’ve always been keen to do.
Who is your ideal customer? What are their preferences and needs? How do you tailor your products to meet their expectations?
Our customer is someone who values both luxury and sustainability. They care about what goes into in their products, how they’re made, prefer minimal waste, and appreciate high-quality, considered design.
What kind of materials and ingredients do you use in your candles? How do you source them and ensure they are of high quality?
We use a locally sourced soy wax, which burns cleanly and is biodegradable. Our fragrances are made with phthalatte-free perfumes and essential oils. We also carefully vet our suppliers to ensure they meet strict ethical and environmental standards.
Where do you find inspiration for your candle fragrances? Do you draw inspiration from nature, specific places, or emotions?
Our fragrances are often inspired by nature, astrology and my own travels. Each scent tells a story and evokes a specific feeling or place—whether it’s a walk through a forest or a calm coastal breeze. The process of creating scents is both an art and a personal journey. Each fragrance is inspired by a specific memory, season, or experience that holds a special place in my heart.
How do you develop new candle fragrances?
The process of developing a new fragrance starts with a mood or concept. I work closely with fragrance experts to blend top, middle, and base notes that capture the desired essence. It’s a collaborative process, and we test many variations until we find the perfect balance.
What are your favorite fragrance families? How do you balance different fragrance notes to create a harmonious scent profile?
I love earthy, woody fragrances paired with subtle floral or citrus undertones. For me, it’s about creating a balance where no single note overwhelms the others. The top notes grab your attention, while the heart and base notes create a lasting impression that feels warm and grounding.
What steps do you take to ensure your candles are environmentally friendly and ethically sourced? Where do you produce them?
Sustainability is at the core of Evermore. Our candles are made using vegan wax, and we avoid harmful ingredients like paraffin. We produce our candles here in our East London studio in small batches to reduce our carbon footprint, and we always use recyclable packaging.
What are the core values of Evermore? What is the mission of your brand?
Evermore is built on values of craftsmanship, mindfulness, and sustainability. Our mission is to offer beautiful, eco-friendly products that enhance daily life while minimising environmental impact. We believe luxury should be responsible, and that drives everything we do.
What have been the biggest challenges and successes you’ve faced in building Evermore?
One of the biggest challenges has been educating consumers on our ingredients and the variables between different waxes and fragrances. We don’t use all natural fragrance oils as that’s a huge waste of natural resource - it takes 60 rose buds to produce a single drop of rose otto essential oil. So it’s important to us to always try to explain why natural isn't always sustainable. Our success lies in building a loyal customer base that shares our values. Seeing people respond positively to our products and ethos has been incredibly rewarding.
What are your plans for the future of Evermore?
I’m excited to announce that we’re launching porcelain diffusers and a porcelain incense holder this Autumn. They’ve been a long time in the making as we wanted to create something that felt truly unique. Looking further into the future, I want to bring fragrance into the home in more creative ways, next year will be all about thinking outside the box.
What inspires and motivates you in your role as a founder? How do you stay passionate about your work?
Being a founder is incredibly fulfilling because it gives me the freedom to shape my own vision and make decisions that align with my values. I love being my own boss—it allows me to control the creative direction of Evermore and ensures that every product we release reflects the standards I’m passionate about. The most rewarding part is seeing the direct impact of my work, from the candles we create to the way our customers embrace them in their homes. It’s motivating to know that I’m building something I truly believe in, and that I have the autonomy to grow and evolve the brand.
What advice would you give to aspiring entrepreneurs who want to start their own business?
Be patient and persistent. Building a brand takes time, especially if you want to stay true to your values. Surround yourself with people who share your vision, and don’t be afraid to take risks—you’ll learn and grow from every experience.
