Welcome to Behind the Brand—a series that brings you closer to the brands we’re proud to showcase at the edit by Style Canada, right here in the heart of Niagara-on-the-Lake. We’re sharing real stories from the people behind the products—the makers, the dreamers, and the doers. This is your inside scoop on what drives them, what inspires them, and how their journeys brought them to the edit. One brand at a time, we’re pulling back the curtain and celebrating the creativity, resilience, and homegrown passion that make our space so special. Today, we talk to Ainsley, the owner and creator of Wild Flicker.

Meet Ainsley Hoffman

Owner of Wild Flicker

Tell us a bit about yourself.

Wild Flicker is a modern handcrafted home fragrance company creating candles, room and linen sprays, soaps, lotions and everything in between to keep your home smelling great. Our style is simple yet luxurious, designed to add warmth and elegance to any space. We believe scent has the power to transform any space, so each product is thoughtfully designed to spark warmth and comfort. With a focus on quality and modern design, Wild Flicker brings beauty and function into everyday spaces.

Share the story behind your brand.

Wild Flicker actually didn’t start as a business; it all started from a personal need. My husband is a migraine sufferer, and I am a candle lover, two things that don’t go together. I was determined to find a way to be able to enjoy my candles without triggering him. After learning about all the harsh chemicals and toxic ingredients in most candles, I was able to create a candle perfect for us!! For years, I was making them in my kitchen just for myself, but when the pandemic hit, both my husband and I found ourselves unable to work because of the restrictions. Unsure of how long we would be out of work and how long our savings would last, I decided to sell a couple of candles online. That’s when Wild Flicker was born, and we both never returned to our old jobs!

What inspires you?

I’m inspired by the idea of connection. How scent can bring people together, spark memories or make a house feel like a home.

If your company was a person at a dinner party, how would they show up?

Wild Flicker would walk in with an effortless sense of style and smelling amazing of course! They’d bring a thoughtful gift for the host, like a beautifully wrapped candle and spend the evening making people feel warm and comfortable.

What’s one piece of advice you can give anyone thinking about making their big idea into reality?

My biggest piece of advice is to just start; you’ll never feel 100% ready. Figuring things out along the way is part of the process and each step with teach you something new. I also think it’s important to surround yourself with people who believe in you. The highs are high and the lows are low, so having those people around you on days you doubt yourself is so important.

What can we expect from your brand in the coming year?

Let’s just say you’ll want to keep your eyes (and nose) open. We’re always working on exciting new things!