Meet the Maker: Lauren Aerni
Flatyz offers a refreshing spark of originality in a heavily saturated marketplace. Known for its patented candles that also acts as miniature works of art, the brand has carved out a distinct niche for itself with its signature product: a flat, drip-resistant candle that comes with its own stand.
The Flatyz candles blend Eastern European craftsmanship with innovative designs and practical uses. At the heart of the company’s nationwide presence is Lauren Aerni, creative director and brand manager, who helped bring the Lithuanian-born brand to the U.S.
In 2012, Flatyz founders Darius Igaris and Aidas Gilaitis sought to bring to market a candle that was flat enough — yet still design-forward — to fit inside a greeting card.
“The whole inspiration behind our candles was that we just wanted to get a beautiful, handmade product out there, something that was so unique, something that was just really simple and easy to gift,” Aerni said. “We wanted to be able to send a candle in the mail with a greeting card.”
Aerni’s business partner, Linas Klimavičius, came across the brand just over 10 years ago. At the time, Flatyz had no footprint in the U.S. Once Klimavicius took the initiative to introduce the candles to the American gift market, it was received very well, and he approached Aerni to partner with him in leading and managing the growth of the brand in the U.S. Aerni’s background in product development and degree in fashion design made her the perfect creative lead for the business.
The brand gained traction with the U.S. customer when the pair brought 14 Flatyz designs to a shared showroom at Las Vegas Market in 2018, hosted by Quilling Card. From there, the innovative product quickly grabbed buyers’ attention and turned into a multimillion-dollar business.
DESIGN MINDED
While the originality of Flatyz’s rectangular, dripless candles that stand vertically in a metal base and slip neatly into an envelope already lends itself to be a top-seller in-store, the artwork elevates it a step further.
Each candle is handpainted by Lithuanian artists, many of whom are women with children who are seeking work-from-home opportunities.
“They work with a lot of women in Lithuania who are stay-at-home moms with their kids. Around Christmas, during peak season, they are at home painting our candles,” Aerni explained. “It gives a lot of work opportunities for women who aren’t normally able to go to the office every single day, and they’re able to still take care of their families.”
Every candle is handmade from start to finish, including the pouring, dipping, cutting, painting and packaging. The designs come in a variety of shapes: round, rectangular, square and taper.
“We wanted to create a candle that was a piece of art — to create something unique so that when you burn it, you’re creating art,” Aerni said. “You’ll see the nice peaks and valleys as they burn. It also has a nice decorative base — kind of modern, but so unique.”
STANDOUT SELLERS
As creative director, Aerni loves to research textiles, wallpaper and emerging motifs to inspire designs. “Sardines are everywhere now,” she laughed. But most importantly, Aerni listens to the customers what’s selling well and what’s missing in-store.
“I love to ask our customers, ‘When people are walking into your store, what are they asking for? What can I do to complement the items in your store?’” she said.
As a result, the artwork showcased on Flatyz candles includes everything from holiday classics to celebratory birthday and everyday art. The holiday designs in particular are bestsellers.
“Our bread and butter is our holiday candles. Christmas sells like hot cakes,” Aerni said. “Our customers love anything with a Christmas tree or ornaments.”
A year-round favorite, the Flatyz birthday collection features nearly a dozen unique designs that pair seamlessly with a greeting card or stand alone — either way, resulting in a thoughtful, mailable gift that surprises the recipient with its originality.
A BRIGHT FUTURE
The company began with a flat, rectangular candle patented design and has since grown to include taper candles and larger candles that elevate a home.
In less than a decade, Flatyz has set itself apart in the crowded U.S. marketplace of home fragrance — proving there is still room for originality, artistry and innovation.
“This business has been my baby for years, and it’s been so fun to watch it grow and be a part of it,” Aerni said.
