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Let’s start with the basics. Who are you, and what’s your background?
Pieter-Jan BoucquaertMy name is Pieter-Jan Boucquaert, but everyone calls me PJ. I’ve spent my whole life in Belgium, originally from the seaside. I studied communications and marketing in Ghent, which sparked my passion for marketing and led me to a career in the field. After university, I interned and then worked at ESPEC, which was a fantastic foundation for marketing, trade, PR, and events. After six years, I shifted to Wrangler, part of VF, where I eventually became the marketing director. Then, in 2022, they decided to move the headquarters to Geneva, and I decided not to follow. It was around this time that I started exploring candle-making as a serious endeavor.
Can you share with us how you begin your scented candle journey?
When COVID lockdowns began, I suddenly had more time to reconnect with personal passions, including my love for candles and scents—I must have bought hundreds over the years! With the extra time on my hands, I started experimenting with making my own candles right from my kitchen. Soon, every corner of the house was filled with fragrance, and it became overwhelming! So, we moved production out of the kitchen and into a small atelier, which felt like a major milestone. That’s when Boogie Bougie really started to take shape. My partner, Vincent, took boxes of candles around to local stores, introducing our brand, and by late 2020, we officially launched. By early 2021, we had a website and our candles were already available in a few Belgian stores.
How did you come up with the name “Boogie Bougie,” and what were those first days like?
The name actually came pretty naturally. I always refer to a candle as a “bougie”—a little influence from French.To me, lighting a candle is associated with joy, good vibes, and boldness, which I wanted the brand to embody. So, “Boogie Bougie” just fit. As for starting, it was a lot of learning on the go. I taught myself through online courses and lots of trial and error, kind of like baking a cake. There were plenty of mistakes—some candles came out looking like cauliflower, but I learned along the way.
When did you go full-time with Boogie Bougie?
That happened in January 2023. After my previous role ended, I took a leap of faith and dedicated myself fully to Boogie Bougie. It’s definitely a big change, with lots of responsibilities, but it’s been so fulfilling.
What is a typical day at the atelier like?
Every day is different! I start with a coffee and check emails, but often the day takes its own course depending on what comes up—delayed supplies or sudden orders, for instance. We focus heavily on production and customer service, ensuring every order is handled with care. Marketing is also a huge part of our work. It’s exciting and constantly evolving.
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Can you tell us about your creative process with scents?
We curate all our fragrances from a large library of samples, experimenting with combinations that fit the bold, warm vibe of Boogie Bougie. I’m not a trained perfumer, but I have a good sense of what I want for the brand. Recently, we’ve started working with a perfumer in Paris to expand even further. Each fragrance has to feel right for Boogie Bougie, whether it’s floral, woody, or oriental.
I’ve heard soy wax can be tricky. How did you handle that?
Soy wax is indeed more challenging than paraffin because it’s natural and can be sensitive to temperatures and mixing. But it’s worth it. We use eco soy wax, which is sustainably sourced to ensure a lower environmental impact. It’s a cleaner burn, better for air quality, and aligns with our values.
Do you have any advice for aspiring designers or people wanting to start a creative venture?
My advice is simple: just start. Nothing is ever perfect, and your project will evolve over time. Don’t let the idea of perfection hold you back—launch and adapt as you go.