​My friend is building a candle startup and I’m weirdly fascinated by the psychology behind it.

Nobody needs artisanal candles. But somehow people still spend stupid amounts on them. And honestly… I kinda get it now. Feels less like buying wax and more like buying: a vibe, a personality trait, a Pinterest apartment, a “my life is together” starter pack. If you were growing a brand like this today, what would you focus on first?