Stefi Kerby is the powerhouse behind Celia Loves. She tells how she manages to juggle running a successful business, study and raising money for charity with being a mum to three young girls.
It is no surprise the brand has become a household name due to its vibrant scents and colourful packaging, but it is founder Stefi Kerby’s vivacious personality shining through that gives it star quality.
The business has come a long way since Stefi first started making candles as a hobby in 2015 from her kitchen bench after the birth of her first daughter.
However, she says it didn’t really come to fruition as a business until 2019 when Myer and Beacon Lighting were knocking on her door.
From that moment, she knew she was onto a winner.
Stefi, who worked as a lawyer before starting Celia Loves, signed the lease for her first warehouse at the start of 2020 and then Covid hit.
“We didn’t know what was going to happen. My sister Jess works with me and I remember saying to her ‘this could dry up tomorrow, we have to go as hard as we possibly can, while we can’,” she recalls.
Stefi Kerby is the founder of Celia Loves. Photo: Ginger + Mint
“I was working 8am-6pm and then I’d come back at 8pm and work until 1am. I had two kids … but we just made it work.
“We ran into lots of supply chain issues but it was the best outcome for us as in that hardship we were able to adapt and diversify and grow our supply chain.”
Stefi says they had to adapt and grow really quickly, but that also gave them the “speed wobbles” and they were struggling to keep stock on the shelves.
“It was a challenging time but God it was fun,” Stefi laughs.
And fun is the soul of the brand – from the name, to the fragrances to the packaging.
When asked how she came up with the name Celia Loves, Stefi laughs and you can immediately tell it’s going to be a great story.
Stefi left behind a career in law to follow her passion. Photo: Ginger + Mint
“If you could throw caution to the wind and know you’re not going to be judged and you could do whatever you wanted for a day with no financial issues, wear what you want, eat what you want, what would you do?” Stefi questions.
“I saw a photo of Captain and the Gypsy Kid in a tulle skirt and rock star T-shirt and I thought ‘I want to be you’. That is truly how Celia came about. She is my alter ego.
“Celia is fun and charismatic, she has no worries and welcomes you in. She is the glue in the family and has a ‘nothing is promised for tomorrow so live now’ attitude.”
The ‘Love’ part of the business name was added as Stefi says she “loves everything”.
“When I really love something I say ‘I friggin’ love this’. I distinguish my levels of love,” she laughs.
Celia Loves is based around four main pillars – be iconic, ever better, get it done and BFF.
And its motto ‘Made to burn, not collect dust’ is another way the brand is championing and leading the industry.
Celia Loves candles are stocked around the country. Photo: Instagram
Stefi is no longer on the tools making candles, instead she gets to focus on the creative side of the business.
Having extra time to be creative has led to some dream collaborations for Stefi.
She has recently collaborated with acclaimed pastry chef and chocolatier Kirsten Tibballs on the chantilly cream scent.
That collaboration came about as Stefi saw food smells were trending so wanted to get an expert in that space.
“I tapped into our networks and my mum used to be her recipe developer and PA, so I reached out and said ‘do you want to do something fun?’,” she recalls.
Another recent collaboration is with colourful homewares store Jumbled, with the popular Moroccan rose candle struggling to stay on shelves.
However, Stefi says that collaboration was a long time coming.
“Two years ago we came up with a design with Jumbled and I liked it, it was OK. But I kept delaying it, it wasn’t the right direction,” Stefi says.
“I revisited it more recently with a clear vision and I knew them more as a brand and the fragrance is insane.”
Celia Loves robes have been a huge hit. Photo: Instagram
Stefi is really excited about what products are in the pipeline next, including the Soiree collection that is all about tablescapes, and an exciting new addition of room sprays.
If working with scents wasn’t enough, Stefi is also designing and selling bathrobes, inspired by her packaging.
“I love bathrobes and I asked a couple of brands to collab but it didn’t work so decided to do it myself. We are on our third pre-order,” she beams.
“I want to have four designs per year, they are just cool pieces that you really want to wear. I even wear them at my desk.”
While Celia Loves is like another one of her kids, Stefi’s actual kids always come first.
She switches off when she is home with Hazel, 8, Grace, 5 and Daisy, 1, and just enjoys spending time with them, while fitting in a pilates class when she can.
She also loves to cook and on a Sunday preps food for the entire week.
“I love the lifestyle Celia Loves has afforded me, I get to balance motherhood and owning a business,” she says.
And to challenge herself, Stefi is also studying gemology.
“I love jewellery and was just really curious,” she smiles.
She travels to Melbourne each Monday to attend class.
Stefi obviously likes to keep busy and is always screenshotting images she loves and sending herself voice notes and emails, but aside from championing her own brand she also likes to give back to the community.
She is participating in Dry July, after losing her beloved dad Stephen to melanoma earlier this year.
“I want to be able to give back and raise awareness, Barwon Health was amazing. Until you are in that situation, you don’t understand how much they do,” Stefi says while holding back tears.
“It was the worst time but they never took away Dad’s hope and that kept him going.
“The Andrew Love Cancer Centre tried until the very end and you think that’s just their job, but I feel they went above and beyond.
“The staff were just amazing and they can’t do their job without money.”
Follow @celia.loves on Instagram and to donate visit dryjuly.com/users/stefanie-kerby