Welcome: Candlewick Co., Ltd

Written by BCCJ
October 9, 2015

Written by BCCJ
October 9, 2015

***Delighted to welcome Candlewick Co., Ltd as the newest Entrepreneur member of the BCCJ***

Candlewick was founded by entrepreneur Noriko Silvester in March 2004, and is a strategic PR and marketing communications agency based in Tokyo. Their bilingual staff work with clients from around the world – including New Zealand, the UK, Sweden and Malaysia.

They have extensive experience in building brands through three core areas of focus – brand development, public relations, marketing and sales promotions – and particular expertise in lifestyle brands: beauty, fashion, food and travel.

Letter from the founder and Managing Director Noriko Silvester,

My business began eleven years ago with two of us in a small apartment in Aoyama, and I am pleased to have grown to a total team of 18, including 12 full-time employees, now working in a much more spacious location. I specialize in the beauty industry, and I was part of the founding team when Boots entered the Japanese market. Unfortunately Boots left the Japan market after nearly four years, but this experience provided an essential insight into the pitfalls and key areas of success for foreign businesses in Japan.

My own experience illustrated the importance of research– but it also made me realize that however much research is done about Japan, unless you are based here with your finger on the pulse of trends and the latest news, there will always be elements of surprise, which remain unaccounted for in the strategic planning. These are the areas that can devastate a business before it has even begun – and it gave me the motivation to found a company that would represent international brands looking to establish a foothold in the Japanese market.

As well as Japan-based companies, Candlewick represents many brands that do not have a permanent representative in Japan. Companies that need help tailor-making their strategy, PR and media relations for the Japanese audience, and that are unsure at first who their main target should even be. What makes Candlewick truly unique is not only our network of media and influencers, but also our connections with buyers and retailers. I truly believe that however well you market and brand a product, if you choose the wrong distributor you will never truly reach your target audience. We help our clients make those connections, choose the right retailer and distributor for their product or service, and ultimately succeed in developing their brand and establishing a customer-base in Japan.

I have been an active participant in many BCCJ events over the years, but am excited to now be a fully-fledged member. I look forward to meeting you at various events in the future.