Golf at home
What does a golf-scented candle really smell like?
There is a very niche, and growing, spread of golf-scented candles hitting the market. From brands like Aced It Co. that specialize in candles embracing golf-related scents, to apparel companies like Devereux, who create custom scents partnering with independent crafters like Standard Wax, the demand for candles that remind us of happy memories outdoors, or post-round fireside drinks with loved ones, is undeniable. As for the fragrances themselves, there are predictable, comforting scents reminiscent of morning dew on a fairway, or the warm leathery smell of the clubhouse, and then there are more specific scents that capture a specific golf course, like Pinuehurst or Augusta, each designed with careful attention to the particular personality, flora, and architecture of the course. To understand more about this trend, we chatted with Robert Brunner, co-founder and creative director of DVRX, about the brand’s latest collection of golf course scents and why this trend resonates so heartily with the golfers of today.
Q: When did the idea for a golf candle first come about? And why?
A: In 2020 we were doing holiday product planning and were trying to think about items that we could add to our assortment that would be easily-giftable. We recognized that buying apparel as a gift can be intimidating. Factors like personal style and sizing leave a lot of room for error. But anyone who has ever purchased or received a present knows that candles are a great go-to gift. When researching other golf-themed candles we noticed there was not a strong offering out there, which is why we were committed to creating candles that smelled great, had good packaging, and could be enjoyed by golfers and non-golfers alike.
Devereux X Standard Wax Candle
Q. What’s so satisfying or beloved or cool about golf-themed candles?
A: Living in Arizona, we are fortunate enough that we don't have to think too much about the seasonality of golf, but the reality is that so many golfers only get a few months a year to play. Since scent has the ability to evoke familiarity and memory more than any other sense, we thought it was a great opportunity to create a product that could remind them of their favorite pastime, especially when they are unable to make it to a course.
Q. Is there anything you could share about the development and design process for the golf-related scents and/or labels?
The design process started with a team brainstorm where we listed our favorite scent-memories (freshly-mowed grass, rain-covered lawns, and outdoor fireplaces) and we were adamant about having a simple, sophisticated vessel and label that could live easily in anyone's home or office. We knew we wanted to enlist the support of a fellow local-business, so we took our ideas to Standard Wax who guided us through scent development and brought our packaging designs to life.
Q. Why do you think the market and interest in golf candles (or perhaps golf homeware in general) from a brand like DVRX are so popular right now?
A. Now more than ever, home design and decor has become an extension of our personal style. I think that over the last couple of years, where we were all spending a lot more time indoors, people started to feel compelled to showcase their personality and interests in their homes through everything from wall colors and rugs to artwork and design accessories. Most customers are incredibly loyal to a brand whose designs they love...once brands create great items for their customers that they can enjoy without wearing, they're excited to be able to both support the brand and express who they are outside of apparel.
Q. What kinds of oils, ingredients, or essences go into making those scents?
A. Our candles are made with 100 percent soy wax, which is an all-natural, American-grown, clean-burning alternative to synthetics like paraffin. They are all infused with a blend of fine fragrance oils and pure essential oils (which are phthalate-free). Every candle is made with high-quality ingredients and are hand-blended, hand-poured, and hand-labeled by the Standard Wax team.
Q. So what does "Fresh Cut Fairways" smell like? The candle says it boasts "fragrances of fresh greenery, ferns, soil and grasses."
A. Simply put, Fresh Cut Fairways smells like a freshly mowed lawn.