In 2004 Coventry's wholesale sales department branched off to form Type 40 Sales. After years of relying on distributors to represent our products, we found that the best way to serve our wholesale customers was to bring Coventry customer service back home. Type 40 Sales is an extension of the same family dedication to the utmost level of care we have always provided our wholesale customers. By separating sales from manufacturing we allowed the magic making team at the factory to focus on the creation of new products and our classic candles and oils. We’re making magic happen again and transitioning Type 40 Sales into Coventry Wholesale. Don’t worry, it’s just a new name for the same great company!
Where Magic Happens is a big claim and a big vision to fulfill. At Coventry Wholesale we see magic as the moment when you move past your limitations into the healing that manifests the life you desire. Magic is our passion and we live that passion in every candle, blessing, and fragrance we create.
They do indeed and we have 25 years of repeat business that proves it! If that isn’t enough, we have story after story from customers around the world telling us how a Coventry Creations candle has changed their lives. We know that the change was 90% their own effort—intention and magic—we just provided the energy to help them over their spiritual block.
It may not make logical sense that an intentional candle can change your life. Again, you do the work; Coventry’s candles are the catalyst. It’s the blend of the right oils, herbs, color, words, and that extra mojo that Coventry Creations infuses into every product that we make. What we create is the vibration that your intention will match, empowering you to unlock the magic that you already hold inside. You are the ultimate magic maker in your own life. Coventry products just give you that nudge to get you out of personal short circuiting and begin healing.
Candles are a physical, emotional, and spiritual representation of change and transformation. The image of the sacred flame has graced spiritual texts and artwork through the ages. Candles can represent the alchemical process of turning a solid into a liquid, then into a gas; the ultimate transmutation of intent into reality. Candles are a balanced blend of all four elements. Candles are really cool, feel magical and set an awesome mood! Why not candles?
As of 2012, Coventry Creations has made and sold nearly two million candles all over the world, each and every one a hand crafted beauty. We have employed dozens of local families and have used local businesses as our suppliers since before it was cool to do so. We are proud of our longevity and success; we are humbled by our responsibility and effect on the world. At Coventry we see magic as the moment when you move past your limiting challenge into the healing that manifests the life you desire. Magic is our passion and we live that passion in every candle, message, and fragrance we create.
Back in 1991 when Jacki Smith, Coventry’s founder, was studying herbalism along with her other spiritual pursuits, she started to understand how the energy of the herbs and oils can change your vibration. If consuming an herb for healing purposes can train your body to respond in a different way to crisis, then bringing the herbs and oils into your energetic space can help train your energy to respond in a new way to your spiritual crisis. She realized this is what such magical herbalists as Paul Beryl and Scott Cunningham were talking about: magic is about healing your spirit. After gaining this new understanding, Jacki started making and selling her candle creations in 1992.
The other, lesser-known reason is that fate took her to a small candle making shop in Ferndale, Michigan where the owner sold her the initial supplies for making her first candle and taught her the basics that she wrote down on the back of the receipt. From there she was hooked!
After making a slew of holiday gifts in December of 1991, our reluctant leader finally sold her first Blessed Herbal candle in June of 1992. Self sabotage can be a powerful force and it was the use of her own candles that got her to move from fearing social judgment into the courage to share her creations. Her friends encouraged her, family encouraged her, strangers encouraged her but it took Jacki using her own product, what is now called the Prosperity Blessed Herbal Candle, to help her take those first steps to make a batch of candles for sale. They were ugly, burned funny, and had a label that was held on with a rubber band. She sold them all in her first go round.
Things went crazy from there. Store owners found the products in other stores or were tipped off by their own customers. Customers passed on the candles to friends in need, and so on, and so on. It went viral the old school way; pre-Internet and certainly pre-Facebook. Patty Shaw, Jacki’s sister and business partner, came on board with her calm, introspective support and, together, they were able to take Coventry Creations further and wider than Jacki could have ever dreamt about.
As of 2017, Jacki and Patty are still the Dynamic Duo and intend to keep going. The deep love and respect they have for each other is their secret sauce of success. Every day they help each other heal and evolve along the journey that is Coventry. Leaning on each other’s strengths and shoring up each other’s weaknesses, they celebrate their differences. These “Wonder Twins” (born nine years apart) come together from differing spiritual paths and passions. What they discovered as they worked together in creating the healing magic of the Coventry products is that no matter what the wrapping, we are all looking for a deeper connection to our higher power.
Picture this: the staff at Coventry crowded around the karaoke machine, belting out Sister Sledge’s “We Are Family.” It all happened at Coventry’s 20th Anniversary party. Of course, in true Coventry form, we changed the lyrics to “We Are Coventry”! Although not every day is a party at Coventry, we do live by our core values and let them drive us and create a joyful working environment. Passion ~ Excellence ~ Tenacity ~ Openness are what drive our decisions, hiring practices, product development and customer care. We know that when we deviate from these values we falter, but when we use them to guide us, we grow stronger. These core values keep us in line with our vision to be the living proof that one can be spiritual, magical and wealthy at the same time.
Coventry’s mission to teach self-empowerment by creating spiritually authentic products that feed the soul, heal the spirit and ignite personal magic can only be met if we live the magic every day. We live the magic we create, we live the magic we teach and we create a team that understands the importance of what we do.
Every year we say this is our best crew ever! This is only possible by all of us striving to be the best people we can be and to be leaders that encourage this empowerment. Our passion comes through our people before it can come through our products. We all are committed to helping people awaken their magic and create their best life and know that is starts with our team.
At Coventry we know how to make magic out of our resources; we may be working in a brick-and-cinder-block square, but we make it dazzle. We start with plain white slabs of wax and turn them into a problem-solving tools that can seemingly create miracles in your life. We hand pour, bless, label and pack each candle with love. We even start the day with a message and affirmation that we breathe into the products we create.
Throughout our facility you will find sacred spaces and altars that help us invite the divine into all of our products. They help us stay on our path, empower us and keep us balanced (as balanced as us crazy kids can get!). From friendly spirits to friendly humans, we have built a Coventry family that you are a part of upon your first sniff of our candles. Welcome to the family!