I don't want to ruffle any feathers but it's all in the marketing/packaging first. After that it's the product. I know a lot of people who keep trying to tell themselves that if they have a good product that they don't need to spend the extra on the lid, box, label, embellishments, etc... BS! People buy into a "feeling". It's marketing and good marketing sells candles or whatever else you are trying to sell to your target market. The kicker is knowing your customer and finding a way to grab their attention. It's basic stuff like this that holds the average crafter back and keeps them from penetrating the mass market.