It is amazing how many low quality candles I've burned in my years before I knew better. The major reason for that was simply not being educated as to how a quality candle should perform. It is difficult to explain that to (some) people who have never experienced the process. Like, if you make certain foods homemade and know what goes into them, you can fortify them with good ingredients that are healthy for you, and better for you. OR you can go to the store and buy some cheap bread with the nutritional value of a sugared sock and the chemical content of hairspray. There's plenty of people that would choose the sugared sock over good, wholesome bread. Same thing with candles, too. I would continue to focus on your candles. Put a little stack of cards (short paragraph on candle safety and/or what makes your candles quality candles educates the consumer to make a better decision) by your candles. It may be noticed by both the shop owner and the other chandler.