Madeleine Hoy, the owner and creator of Nonna’s Grocer, tells us how both nostalgia and family heritage inspired a one-of-a-kind concept candle making studio.

Words Hayley Griffiths @hayleyg.creative

Images Nicolas Caldwell

There is beauty in the every day. Those objects that have become so familiar, yet on closer look contain so much intricacy and interest. And this is exactly what inspired Madeleine in her search for a business idea.

Having always known running a business was in her future, she just didn’t know what it would look like – yet. Working full time in a demanding career as an event designer and experiencing chronic illness motivated her to look closer to home. A fortuitus glance back at her family’s heritage sparked something that she couldn’t ignore.

“I have a background in event design and I saw a gap in the market for unique candle designs. That and I learned about the business my great grandfather led in Victoria where he ran a stunning fruit shop in Daylesford. I was so inspired by all the photos I received from my dad one day, and the business landed in my mind at that moment,” explains Madeleine.

The formation of Nonna’s Grocer, a concept candle and design brand, has meant Madeleine can explore beauty and craftsmanship through object design at her own pace. Traditional fruit shops are a huge inspiration for her collections, focusing on bringing the scent and texture of fruit and vegetables into life-like candle form.

“I love the atmosphere of what cooks can do in restaurant environments and finding ways to connect to produce through that lens. For example, I will see a chef prepare 101 artichokes for a puree and it will inspire me to develop that atmosphere into a candle,” says Madeleine.

With her sister Isabel joining her a year in, it truly has become a family run business with roots down firmly in the Illawarra. “I moved to Wollongong during the pandemic to switch things up for my partner and I. We have loved it and I have just started surfing, so I’m enjoying the proximity to the coast and the beautiful humans that inhabit the coastline,” says Madeleine.

Until recently the studio was located across both Wollongong and Sydney, however there are firm roots on the Coal Coast. “I am excited as we are transferring our main headquarters to Port Kembla on Wentworth Street behind Yakka and Finbox. We are ready to grow the candle team there and enjoy Port Kembla for all of its beauty and quirks,” explains Madeleine.

The entrepreneurial journey for Madeleine has been both eye opening and fulfilling. “I have learned a lot in the two years that we have been operating. Firstly, bringing on another person to co-partner with is priceless. Being able to share the load with my sister and the demanding times with her has been amazing. 

“The other thing is to not get too distracted by all the projects people send through. We get inundated with projects and collaborations, which are fun and exciting, but it tends to steer us off the path of laying solid foundations for a healthy business. Lastly, celebrate the wins. Taking a second to pause, enjoy the moment and go for a celebratory dinner when a project is successfully pulled off is something we are working on doing more. It’s so easy to just start ticking the next thing off your list, instead of appreciating the work you have done,” explains Madeleine.

The future is looking bright for Nonna’s Grocer with a scented range set to launch, which has been in development for over a year now. The Port Kembla studio will also host bespoke candle classes with a peek into how the creative magic happens.

And on the personal front? “I’m going to keep practising my surfing in between days at the office.” We think you’ll do just fine Madeleine with one of the best beaches at your doorstep!

Check out Nonna’s Grocer online at nonnasgrocer.com or follow @nonnasgrocer