Erica Werber has followed her nose — and heart — to create a candle brand inspired by the array of everyday aromas wafting through the Big Apple.
“The idea to move forward with this happened during COVID — the city was getting such a bad rap, people were moving out, there were only negative articles about homelessness and crime, and I just felt, ‘Can we take a step back and remember all the things we love about Manhattan and what makes the city so great?'” she told The Post.
After he died in 2018, she said, “I found myself walking by them more often, and I was like, ‘How do I bottle the smell?’”At the start of the COVID-19 pandemic, she purchased samples of cashews, peanuts and almonds so she could create a candle that would “smell exactly like a nut cart would.” A particularly cheesy offering: Pizza from a Guy Named Joe — which statistically sells the most with people named Joe. It’s a nod to Joe’s Pizza on Broadway near West 40th Street, close to her husband Yaron’s former office.
Some suggestions that failed the whiff test: Fulton Fish Market, pastrami sandwich, and NYC taxi cab.
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