You might say the Zobrists, the newest investors in Peoria Heights’ vibrant and growing mom-and-pop retail scene, have a nose for business.
Susan and Chad Zobrist hosted a grand opening for their Generations Candle Company at 4600 N. Prospect Road -- in the heart of the Heights’ bustling downtown -- in early October. And here, the noses and the scents they detect absolutely rule. There are more than 80 of those scents, in fact -- everything from decidedly creative takes on “Old Books” and “Santa’s Pipe” to clear-cut favorites such as “Coffee Bean” and “Baked Bread.” It’s autumn, so expect the scents of the season – “Pumpkin Spice,” “Mulled Cider,” “Campfire,” “Autumn Leaves.” One might say there’s something for every olfactory persuasion.
Obviously, then, it’s important to bring your best nose to the occasion, but it’s a hands-on experience, as well. Indeed, Generations Candle is the latest in a line of DIY (Do It Yourself) shops in the Heights.
“We’re a retail experience. You get to blend your own custom scent” with the help of a scent stylist who has smelled her way around the block a time or two and has a good feel for what combinations work and for which occasions, from “fresh and floral to cozy and food related,” said Susan Zobrist.
Customers can pour their own candles and draw up their own custom labels, while store employees apply the glaze, trim the wicks and box it all up, ready to go. “We’d like for people to come here first,” said Susan Zobrist. “Go out and eat. Come back two hours later and it’s all done for you.”
So, what prompted this adventure?
A couple of years ago, Susan was visiting one of the couple’s four adult daughters in Indiana, and the two visited a candle store there. She was sold.
“I came home and said to my husband, ‘How about we open a candle shop?’” she said. “We were empty nesters. We were looking for what was next.”They also had business experience. The Morton couple had run a Quiznos restaurant in that community, where Chad continues to operate an office supply store. Susan was a stay-at-home mom before becoming involved with South Side Christian Academy in Peoria. Family had long been at the center of their lives, and Generations seemed like it could become another outlet for the “team.” Indeed, family photos depicting multiple generations have a prominent place in the store, which has a decidedly “Fixer Upper” vibe, for those familiar with the popular HGTV show. Still, they had no background with this kind of business. So, they sought advice, and a business plan, from Candle Lab out of Columbus, Ohio, which had done the same for some 40 candle shops across the country, from New York to California. And off they went, despite a once-in-a-lifetime pandemic,which was “scary,” though they were determined and confident that people were “ready to get out.”
So far, that belief has proven correct.
Group events have been popular – bridal and baby showers, date nights, girls’ nights out, holiday parties, etc. Weddings are a big market. One couple chose “Champagne” and “Autumn Leaves” as “their blend,” said Susan. “They’re getting married next week. They’ll have them at every table.”
Meanwhile, when it comes to business success, “location, location, location” is a common refrain. The Zobrists had the good scents – make that sense – to pick Peoria Heights.
“We wanted a spot with walking traffic,” said Susan. “This was about the only place in the Peoria area that was established and ready for that. ... It’s kind of a destination area.”
And what they’ve built in the midst of all that is “a peaceful place for people to come in ... and it smells good,” she said. “It’s a fun little adventure.”
