Episode 9 · Season 1 · San Francisco, CA
MOMENTS OF MAGIC: Candlemaker Sarah Larson on the art of fragrance and the power of saying no
Sarah Larson is a candlemaker in San Francisco and the founder of Often Wander. Recorded in her studio — a space set to become a storefront — this episode covers the craft of building a scent, the move from two retail stores to e-commerce, what COVID changed, the manifestation and serendipity in the brand's origin story, and the discipline of saying no to work that doesn't fit.
December 19, 2025 · 42 min
Episode notes
In this episode of The Trades Show, host Briana Ottoboni sits down with Sarah Larson, founder of Often Wander, inside Sarah’s studio, which is also set to become a storefront. They discuss the nuances of crafting scents through candle making, the journey from managing two retail stores to focusing on e-commerce, and the struggles and rewards of saying no to misaligned opportunities.
Sarah shares her origin story, which includes moments of manifestation and serendipity, and how she has navigated her business through significant changes, including the impact of COVID-19. The episode dives into the creative process, the importance of thinking small, and how setting boundaries can lead to sustainable success. Tune in to learn about Sarah’s unique journey, her approach to maintaining creativity, and her vision for the future of Often Wander.
The Trades Show is a show about modern craftwork — a conversation series with artisans and a return to what makes us human: the ability to create with our hands.
Chapters
What's in this episode
- 00:00 Manifestation and the Birth of Often Wander
- 00:16 Welcome to The Trades Show
- 01:25 Introducing Sarah Larson of Often Wander
- 02:22 The Origin Story of Often Wander
- 05:44 The Journey to San Francisco
- 08:38 Navigating Challenges and Growth
- 09:49 Adapting to a Post-COVID World
- 11:52 Embracing a Smaller, Sustainable Business Model
- 17:16 Exploring New Creative Avenues
- 22:17 Exploring Candle Making Techniques
- 22:57 Creating Scents Inspired by Nature
- 24:35 The Art and Science of Candle Making
- 28:10 Future Plans for Often Wander
- 30:14 Balancing Creativity and Business
- 32:43 Advice for Aspiring Entrepreneurs
- 39:19 Upcoming Projects and Where to Find Often Wander
- 41:22 Conclusion and How to Support the Show
Meet the guest
Sarah Larson
Sarah Larson is a candlemaker in San Francisco, CA.
Sarah Larson is also on The Corral, the national jobs board for artisans and the shops that hire them.