In today’s evolving franchise landscape, experience-driven concepts have become one of the fastest-growing segments in the market. Consumers are no longer just buying products—they are seeking memorable, social, and shareable experiences. Few brands capture this shift as effectively as ReWax and UnWine, a candle-making franchise system that blends creativity, hospitality, and community into a scalable business model.
Founded by Ashley and Femi Shillingford, ReWax and UnWine has emerged as a standout example of how a simple idea—making candles with friends—can evolve into a nationally expanding franchise platform. By combining experiential retail, event-based revenue streams, and a highly systematized operating model, the brand has positioned itself as a compelling opportunity for entrepreneurs and a case study in modern franchising.
The Origin of ReWax and UnWine
ReWax and UnWine began as a grassroots concept rooted in creativity and connection. The founders, Ashley and Femi Shillingford, initially developed the idea through small gatherings where participants created custom candles in a relaxed, social environment. What started as a hobby quickly gained traction as participants responded to the uniqueness of the experience.
Recognizing the broader market opportunity, the Shillingfords transformed the concept into a structured business. The goal was clear: reimagine candle-making as a social, interactive, and entertaining experience, rather than a traditional retail activity.
Since launching in 2018, the company has evolved into a polished experiential brand that combines DIY crafting, social entertainment, group events and celebrations, and lifestyle retail. This hybrid positioning is central to the brand’s success and differentiates it from both traditional retail and standard service-based franchises.
The Leadership of Ashley and Femi Shillingford
At the heart of ReWax and UnWine’s growth is the leadership of its founders, Ashley and Femi Shillingford. As a husband-and-wife entrepreneurial team, they bring a unique blend of creativity, operational discipline, and brand vision. Their leadership approach is grounded in three key principles.
Experience First: The founders built the brand around the idea that the customer experience is the product. Every element—from scent selection to ambiance—is designed to create a memorable, shareable moment.
Community-Centric Growth: ReWax and UnWine is intentionally designed to serve as a community hub. The business model encourages gatherings such as birthday parties, date nights, corporate team-building events, and social meetups. This community focus creates strong customer loyalty and repeat business.
Systems and Scalability: Unlike many experiential businesses that struggle to scale, the Shillingfords prioritized system development early. They spent years refining operational procedures, vendor relationships, training systems, and event workflows—discipline that has enabled the brand to transition successfully into franchising.
Their journey—from bootstrapping the concept in their kitchen to national exposure and franchise expansion—reflects the kind of founder story that resonates with both customers and franchise investors.
The ReWax and UnWine Franchise Model
The ReWax and UnWine franchise system is built as a turnkey experiential business designed to be both simple to operate and highly engaging for customers. At its core, the model revolves around structured candle-making experiences where guests create custom products in a guided, social environment. However, the business extends far beyond a single revenue stream.
Core Revenue Streams
The franchise model incorporates multiple income channels. In-Studio Experiences bring customers into scheduled sessions to create candles in a curated environment. Private Events accommodate group bookings for birthdays, celebrations, and social gatherings. Corporate Events cover team-building sessions and corporate outings. A Mobile Candle Bar enables off-site events including weddings, festivals, and pop-ups. Virtual Experiences extend reach beyond physical locations through remote candle-making sessions. Finally, Retail and White Label Products offer custom candles and branded products for businesses or resale.
This diversified revenue structure enhances financial stability and allows franchisees to maximize earnings potential across different customer segments.
Unique Selling Points of the Franchise System
Experiential Differentiation: Unlike traditional retail or service businesses, ReWax and UnWine operates in the experience economy. Customers are paying for an activity, not just a product—aligning with broader consumer trends where experiences are increasingly valued over material goods.
Social and Shareable Concept: The brand naturally generates social media engagement. The visually appealing nature of candle-making, combined with a lively environment, encourages customers to share their experiences online—driving organic marketing.
Low Barrier to Entry: The franchise model is designed with relatively low startup costs compared to many food or retail concepts, making it accessible to a wider range of entrepreneurs.
Flexible Operating Model: Franchisees can operate through brick-and-mortar studios, mobile units, or event-based setups, allowing adaptation to different market sizes and demographics.
Strong Customer Retention: Rotating scents, seasonal offerings, and new event themes keep customers returning for repeat experiences.
Multi-Demographic Appeal: The concept appeals to young professionals, couples, corporate groups, families, and social organizations, increasing market viability across diverse locations.
Systems and Operational Structure
One of the defining strengths of the ReWax and UnWine franchise system is its emphasis on structured operations. The founders have invested heavily in building systems that allow franchisees to replicate the brand experience consistently.
Standardized Operating Procedures provide detailed processes for hosting events, managing inventory, and delivering consistent experiences. Vendor and Supply Chain Systems leverage established relationships to ensure product quality and cost efficiency. Safety Protocols establish clear guidelines for handling materials and managing the candle-making process. Sales and Booking Systems offer proven methods for generating bookings and managing customer flow. Together, these systems reduce operational complexity and enable franchisees to focus on growth and customer engagement.
Training and Franchise Support
Training and support are critical components of any successful franchise system, and ReWax and UnWine has built a comprehensive framework to guide franchisees.
Franchisees receive a dual-phase training program covering business setup and launch, product knowledge and candle-making techniques, customer experience delivery, event management, and sales and marketing strategies.
Ongoing support includes on-site and virtual coaching, operational guidance, marketing assistance, pricing strategies, and administrative support. This ongoing involvement ensures franchisees are not operating independently but as part of a collaborative network.
On the marketing side, the franchisor provides brand assets and creative materials, digital marketing strategies, social media guidance, and campaign planning—helping maintain brand consistency while driving local engagement.
Financial Model and Accessibility
ReWax and UnWine’s financial model is designed to be accessible while offering strong return potential. The franchise fee is around $25,000, with an estimated initial investment starting under $100,000 and a royalty structure based on revenue percentages. Compared to many franchise categories—especially food service—this lower investment threshold makes the concept particularly appealing to first-time franchise owners. The relatively simple staffing model and manageable operational complexity also contribute to efficient cost control.
Growth and Expansion of the Brand
Since its founding, ReWax and UnWine has demonstrated steady growth, particularly in its flagship market in New Jersey. The brand built a loyal customer base with high repeat visitation and strong word-of-mouth marketing, backed by a vibrant social media presence that continues to amplify brand awareness. With systems firmly in place, the company has begun expanding into multiple markets across the United States. The founders’ focus on systematization has been critical in ensuring that growth does not compromise quality.
Positioning in the Experiential Franchise Market
ReWax and UnWine operates within a rapidly growing segment of franchising: experiential entertainment. This category includes concepts such as escape rooms, DIY craft studios, and interactive dining experiences. However, ReWax and UnWine differentiates itself by combining creativity, social interaction, and custom product creation—a hybrid model that gives it a unique niche less saturated than traditional entertainment concepts.
Why the Model Works
The success of ReWax and UnWine can be attributed to a combination of strategic factors. Its alignment with consumer trends toward experiential spending supports long-term demand. The emotional engagement of the experience means customers form memories, not just transactions. New scents, themes, and events drive repeatability and recurring visits. Strong operational infrastructure supports franchise growth at scale. And Ashley and Femi Shillingford’s hands-on, founder-led vision ensures brand authenticity and consistency throughout the network.
ReWax and UnWine represents a new generation of franchise systems—one that blends creativity, experience, and operational discipline into a scalable business model. Under the Shillingfords’ leadership, the brand has evolved from a simple idea into a structured franchise platform with national growth potential. Its unique positioning in the experiential market, combined with strong systems, comprehensive training, and diversified revenue streams, makes it a compelling opportunity for entrepreneurs.
As franchising continues to evolve, concepts like ReWax and UnWine highlight the future of the industry: businesses that don’t just sell products, but create meaningful, memorable experiences.
For more information on the ReWax and UnWine franchise system and business model, visit the ReWax and UnWine franchise page.
