It all started with the fact that the Gill brothers wanted more Nerf weapons and video games. Therefore, 11-year-old Ryan, 13-year-old Colleen and 8-year-old Austin founded a family-owned candle business. Moreover, they donate 10 percent of the profits to the homeless.
How it all began
Their parents refused to fork out for what the boys wanted, so the brothers decided to create their own business in order to earn money. But on what to build it? They asked their mother, Selena, what she likes to do. She replied “candles,” and the business was born.
Almost two years later, it can be concluded that the project was more successful than they expected. Now 36 products are selling their products, a contract has been signed for the supply of goods at Macy's. The boys now have money for all the Nerf weapons and games they desire.
Charity
But instead of spending money on toys, the boys decided to help. From the start, the brothers donated 10 percent of their profits to homeless shelters in the Washington area. It was Ryan’s idea: “Every time I saw a homeless person, I always asked my mother if we could give him money, and now I can do it myself,” he says.
Colleen said that it makes him feel that the business has another purpose besides trade. “The community helps us, so we need to help him,” he said. “Charity helps you and the people you give.”
Personal involvement
The brothers send checks to shelters every month and meet with some of their employees. But they also want to be more practical, so they plan in August and then every two months to visit shelters in order to spend time with the people who live there. As soon as they can find the means and the space, they hope to open a store and hire the homeless as employees.
Business development
Under the brand, which the boys named Frères Branchiaux, about 400 candles are sold per month. One unit costs from 18 to 36 dollars. Candles, which come in 23 flavors, are the most popular product. They also offer diffuser oils, room sprays, soaps, bath bombs and salts.
“Sales are good, so it’s easy to make Frères Branchiaux a lucrative business,” said the boys' mom. According to her, part of the money goes back to the business, and part - to buy toys, and boys can give shelters an average of $ 500 per month. "
Some customers buy candles at stores, others at farmers' markets, others order from a website, and others find ads on their Facebook, Instagram, and Twitter accounts. Selena says that most often the news is spread through word of mouth: neighbors, friends, acquaintances.
Sometimes a company receives support from celebrities or local politicians. Actress Robin Givens and Columbia Mayor Muriel E. Bowser appeared on Instagram posts with boys or their candles.
Brand difference
Almost everything the brothers sell has smiling illustrations of their three faces. This is based on a photo taken during the first professional photo shoot after the founding of Frères Branchiaux. Colleen added a drawing to the company’s label so customers can see that these three boys really do these things.
Each product is handmade by one of the brothers. Mom teaches them this art. According to Selena, being the oldest, Colleen manages most of the production, producing between 50 and 60 percent of the products every month.
Colleen said he did not mind taking on most of the work.He usually works three to four hours a day. He puts on his headphones, selects his favorite tracks, and does the job. The boy says he considers this process soothing. Plus it smells really good.
The most important thing is smells
Each of the 23 fragrances is a carefully guarded family secret developed by one of three boys, Ryan. “I'm a master of smells,” he said.
Ryan has developed most fragrances, and his creations often top the list of best sellers. The boy’s creative process is as follows: he evaluates all the smells, chooses two or three that he likes the most, and tests several different combinations. As soon as he is satisfied, he chooses the names, and the family votes.
The Colleen process is a little different. He loves to mix “aromas of mood”, these are candles that make customers feel in a certain way. Collin's typical creation - and his favorite candle - is the Warm Sweater.
“It's an autumn fragrance, peaceful, as if you were walking along a sidewalk strewn with autumn leaves,” he said.
Meanwhile, the younger Austin collected just three flavors. His main strength at the moment is the “grace factor” that he brings to sales, his mother said.
Segregation of duties
Parents do very little, which confirms Selena. She and her husband Patrick, who works as a cybersecurity consultant, help with administration, support sons, and oversee work.
Although the brothers are completely different, they get along very well. They manage to find time for typical children's games: football, baseball, Netflix, skateboarding. All three of them plan to make the brand they founded a business of their life.