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Coventry History

Back in 1991 when Jacki Smith, Coventry’s founder, was studying herbalism along with her spiritual pursuits, she started to understand how the energy of the herbs and oils can change your vibration. 

If consuming an herb for healing purposes can train your body to respond in a different way to its healing crisis, then bringing the herbs and oils into your energetic space can help train your energy to respond in a new way to your spiritual crisis. She realized this is what such magical herbalists as Paul Beryl and Scott Cunningham were talking about: magic is about healing your spirit. After many tests of this new understanding, Jacki started making and selling her candle creations in 1992.

Tenacity Runs in the Family

Twenty years ago and before anyone even knew what the law of attraction was about, a smart and spunky 24-year-old quit her day job and started a company that revolutionized the way we approach personal success. Jacki Smith’s method was unconventional but she knew her way really worked. Jacki set out to show people that magic isn’t just for witches and wizards and that we all use magic every day without even knowing it. She created a line of inspirational candles and, combined with her passion for marketing, created a system she called Creating Your Own Reality. A year and a half into it, Jacki invited her sister, Patty Shaw, to join her and they soon became partners and conspired together to bring about world change one candle at a time.

Back in the early ’90s, the New Age market was pretty new itself and hungry for fresh ideas, innovative products, and the people who could create them. Jacki and Patty’s company, Coventry Creations, fit perfectly in this niche market and business took off like a shot. Sales doubled and tripled annually. Distributors and sales reps were begging to be associated with Coventry Creations; even QVC came knocking at their door.

The Blessed Herbal candles immediately became the standard of intentional candles in the New Age industry. On most days they find it a vast compliment that many variations of the Blessed Herbal candle have surfaced through other companies. A wise mentor showed them that being copied by other companies solidifies their place as the industry originator and leader; they keep that message close to their hearts on difficult days.

Home Is Where Your Magic Is

Coventry’s first headquarters was located in Jacki’s kitchen, but after spilling 10 pounds of wax on the floor, she made the executive decision to move the operation to the basement. The UPS driver got lots of presents for schlepping those boxes up that flight of stairs every day. In the beginning, everything she did was outside the box. She constructed her own candle molds from PVC pipe and caps, and the candles were made upside-down according to industry standards. All this came out of the mother of necessity and a tiny working budget.

Coventry has gone through many changes over the years. Jacki and Patty were never bored with all the ups and downs of trials, tribulations, and successes. After four moves and lots of personal and professional growth, Coventry is settled in Ferndale, Michigan, a community they plan to call home for the rest of its history. Jacki and Patty opened a boutique in downtown Ferndale to be the local retail outlet of their candles.

The journey would have not been as enjoyable without the unbreakable bond of sisterhood Jacki and Patty have enjoyed. Patty Shaw's unfailing patience and confidence, combining with Jacki's drive and courage blossomed into a creative team that is equal to infinitely more than the sum of its parts.

“Every day we are working on the next evolutionary step of our company. We wish that you enjoy using our products as much as we enjoy creating them.” —Jacki Smith & Patty Shaw

2012 was an amazing year of accolades for the sisters of Coventry. Not only did they celebrate 20 years in business, but they were also awarded the COVR 2012 Vendor of the Year. What an honor it was to receive that award from their peers, customers, and fans. This is only the second vendor award given by COVR (Coalition of Visionary Resources). As the award presenter started describing the recipient of the 2012 award, Jacki and Patty were in disbelief that it could have been them: “Two sisters that have worked together for nearly 20 years…” The Coventry sisters kept looking around wondering what other sister teams were out there with businesses. When our tablemates started poking them, Jacki and Patty realized it was them!

Jacki’s book, Coventry Magic, won the 2012 Best in Print for Magic and Shamanism COVR award. It was a heavy luggage year as the sisters flew back to Detroit from Denver, but there was no way these awards were getting out of their sight! Jacki got through the awards ceremony with many damp napkins and a series of bumbling emotional outbursts.

Jacki said she cried almost as much in 2012 as when Patty’s self-published book, the Healer’s Almanac, won as a runner-up in 2009 for the Alternative Health Award. Writing that first Healer’s Almanac was a journey of many years and here Patty was, getting the recognition of an amazing book. There are dozens of books in each category that are entered in the COVR awards; being in the top two is a tribute in and of itself. Here’s hoping that the 2014 COVR awards will be fruitful for their new co-authored book, DIY Akashic Wisdom.

Over the 20-plus years of taking the road less traveled, Coventry has received numerous awards, from the Detroit-based Metro Times “Best of” awards, to BBB recognition and display awards at local conventions. With all of these humbling honors Coventry has received, the most important one is the award we experience every time a customer reaches out to us with a Coventry candle tale.

Coventry Creations is the most well-known and respected intention candle maker in the world. For over 30 years, people have used our candles, oils, sprays, and other magical products as alternative solutions to everyday problems.

Located in Ferndale, MI, we make all of our candles by hand using our own expertly formulated recipes and all-natural ingredients. We create spiritual products for real world problems.

Family- and Female-Owned and Operated

Making the first Coventry Creations candles from her home, Jacki Smith knew she was on to something as people and stores began buying them as fast as she could pour them. The quality of those first Blessed Herbal candles combined with the lack of intention-related products on store shelves led to the birth of an entirely new industry.

To help keep up with demand and grow the company, Jacki’s sister, Patty Shaw, came on board as a partner and over two million candles and over 30 years later, Coventry Creations is the most well-known and respected intention candle maker in the world.

More Than Just Candles

We’re known for our herbal intention candles, but we offer so much more. Our candles and other products provide alternative solutions to everyday challenges and problems.

People use Coventry Creations candles, oils, sprays, and other products to help them overcome obstacles, get through hard times, and get the motivation and inspiration they need to achieve their goals.

From minivan-driving soccer moms to that witchy aunt on your dad’s side, people from all walks of life turn to Coventry Creations to help make their lives a little bit better.

Need the inside scoop on a unique business success story? 

Let’s face it, companies going from garage to Wall Street are a dime a dozen in the age of entrepreneurs and start-ups. But a real life witch growing her magic candle business from a kitchen table operation to a multi-million dollar company? That’s more interesting than another startup bro who made a popular phone app.

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Learn About Our Owners

Jacki Smith, President and CEO

Businesswoman, entrepreneur, author, podcaster, social media personality, visionary, and witch

Jacki Smith is the multi-talented founder of Coventry Creations, an internationally known, rapidly growing candle factory in Ferndale, MI as well as a co-owner of the magically quaint Candle Wick Shoppe less than a mile away. And Jacki didn’t just start a candle company, she jump started an entire industry, being the first to market with her Blessed Herbal Candles in 1992 and paving the way for countless intention candlemakers since. 30 years and over 2 million candles later, Jacki not only leads a successful manufacturing business, she also teaches spiritual development classes, hosts podcasts, volunteers, and is a best selling author of The Big Book of Candle Magic, Coventry Magic, and co-author of DIY Akashic Wisdom with her sister and business partner, Patty Shaw. Through her candles, books, and teachings, Jackie has dedicated her life to the mission of normalizing the words “Witch” and “Magic” in everyday life.

Patty Shaw, Vice President and General Manager

Businesswoman, entrepreneur, author, teacher, spiritual counselor, and healer

Patty Shaw is the co-owner, vice-president, and general manager of Coventry Creations. Initially joining the company to offer temporary assistance to her sister, Jacki Smith (then the sole owner), Patty quickly became a permanent fixture and instrumental part of Coventry Creations’ meteoric rise. Nearly 30 years later she has worked in every department from marketing to operations and now shares ownership and executive responsibilities. In addition to her position atop Coventry Creations, Patty holds certifications in Direct Divine Light Healing through Spiritual Arts Institute, Holy fire Reiki through the International Center for Reiki Training, and co-created a certification healing program called the School of Akashic Healing. She’s also written two books, DIY Akashic Wisdom with co-author Jacki Smith, and Healers Almanac.