Holding a candle to heritage.Â
On a two-hour drive from Melbourne, youâll find the scenic suburb of Daylesford. It’s in this idyllic corner of the world that Madeleine Hoy’s great grandfather, Giuseppe, once owned a chain of fruit shops, which eventually extended their roots deep into the heart of Melbourne.
âIt had never come up inâŻconversationâŻgrowing up,â says Madeleine, the founder of sustainable candle brand Nonnaâs Grocer. âI couldn’t believe my eyes and ears when my dad was telling me about the shops. I think the reason I hadn’tâŻknown sooner was because my Nanna hid her Italian heritage from society.â
That was just three years ago, and one that sparked Madeleineâs desire to encapsulate this narrative into a business. It lit the flame for Madeleine to pivot into not only a new project, but industry, after a background in set and costume design and a journey with chronic illness.
Itâs an impressive achievement for the boutique brand; one that has delivered artistic expression and thoughtful design into the homes (and hearts) of Sydneysiders.
âWe try our best to make sure every elementâŻof the experience is true to our ethos: small batches, made locally, and as sustainable as you can be when hand making a product,â she tells BresicWhitney.
Those principals have remained in her bid to establish a brand that was also timeless and fresh. âI do try to straddle the two worlds in a visual way, ensuring it still feels down to earth and simple like the old days, but with a fresh spin. I have allowed it to just be an intuitive exploration of the concept.â
A visit to her storefront â the first for the brand, on Eddy Avenue in Haymarket – confirms that indeed it is. Her wares are proudly, yet unassumingly displayed on tables, set against an interior brimming with character. A metal spiral staircase ascends toward the lofty ceiling (âit goes nowhereâ, weâre told), while arches and curved edges, stained glass and ornate trims pique your curiosity. Itâs a partnership that was, in Madeleineâs words, just meant to be â even if the shopfront is only temporary. An initiative driven by Transport NSW gave Madeleine the opportunity to establish a shopfront on the iconic thoroughfare for a 12-month period, however, something tells us this wonât be the last time weâll see a Nonnaâs Grocer store.
She naturally reflects on how the pieces come to life as sheâs showing us through the space. She starts her process by sourcing local produce from markets, using it to meticulously craft moulds in her studio. As such, each candle is a unique creation with careful consideration of the wick, the colour, and the shape of the mould. Itâs a detailed, thought-out approach to artistry that is more nuanced than you might expect.
When asked about the importance of delivering an emotive experience of her customers, you can feel the gratitude within Madeleine. âOne customer mentionedâŻthat her and her son light their tomato candle every night and it brings them so much joy.âThe realisation that Nonna’s Grocer is a conduit through which memories inside a home are created, is Madeleineâs bread and butter.
So whatâs next for the brand? A scented range, we hear, as well as local collaborations that will extend not only the shelf life of her vision but that of her family. Nonna’s Grocer is more than a business; it’s a testament to family heritage, creative artistry, and the joy of handmade products. It symbolises a connection to the past and a commitment to sustainable craftsmanship for the future.