Let’s get this out of the way. Today, we’re talking about Big Cock Candle Company. Yeah, yeah, stop your giggling, you teenage boy, you.

According to owner Michael Haessly, the name doesn’t stem from anything salacious. Rather, it’s a story about Fonzie the rooster, who lived on his grandparents’ farm an hour north of Milwaukee.

Whether you believe that origin story or not, the candles with the funny name are a serious business. Launched during COVID, these hand-poured, “mancrafted” candles are actually quite exquisite, and the list of places that sell them are expanding. With a crackling wick, they seemingly last forever, evoking high-end scents that will remind you of fragrances from Tom Ford and other high-end designers. They’re masculine but not so much that only dudes will want to burn them.

But that name, though. We caught up with Haessly to get the low-down. Here’s seven questions with the man behind the Big Cock. 

OnMilwaukee: Is Fonzie the rooster a real story?

Michael Haessly: Fonzie the rooster is in fact a true story. I grew up about an hour north of Milwaukee, and my grandparents’ farm was very close by, so I spent much of my childhood on that farm. Fonzie was a rooster that lived about 11 years – from the time I was 6 until about 17 - when he finally died. As a young child, my cousins and I would wait in the car and try to see where Fonzie was before we would walk up the long side walk to the farmhouse. There were countless times we were chased by him and many times where he would fly up against our legs and scratch us with his talons. Several times he actually tackled my cousin, who was about 5 at the time. He was mean! He is now a stuffed rooster living with my aunt in northern Arizona. I keep telling her that when she dies, that bird is mine!

Has the company name helped or hurt sales, for people who may take it the wrong way?

Haessly: At first, I must admit I was a bit leery on the name, but as a previous marketing professional, knew that drawing attention to a brand – whether good or bad – made that brand recognizable. And the name has done just that! Surprisingly the name has not ruffled as many feathers as I thought. The story is featured on a back label on each candle, and this I’m sure has helped diffuse the situation. Most of my customers are higher-end clients, and many of them Northshore women, who love the candles because of the quality, with the name being secondary. The high-end Le Grand Coq line has had no concerns whatsoever. Let’s face it, everyone loves a good story – a story that is shared with others and a story that sparks conversation. Stories sell products and Big Cock Candle Company has a story to tell.

How did you get into candle making? How did you start the business?

Haessly: As I had mentioned, I was a marketing and communications professional for more than 25 years. Like many people today, I was not happy and had more than enough of corporate America. So, I took a year off from corporate America and was not sure what I really wanted to do next, but new it had to be a totally different direction.

The evening before Covid shutdown – March 16, 2020 – I had a good friend come the house for some wine. After a few bottles, she asked me if I was still purchasing those expensive Tom Ford candles. I said yes and she replied, “Well now you’ll have more than enough time to make your own.” After a bit more conversation, we landed on the name. The next morning, I woke up and thought – “did last night really happen and was that conversation real?” So, that day, the first day of Covid shutdown, March 17, 2020, I embarked on making a logo and finished it a day later. Being quite happy with the idea of creating this company, started researching candle making. I have been a connoisseur of candles for tens of years, so I knew what I liked and knew what I didn’t. I just needed to know the process. I wanted to develop a candle unlike any other – crackling wood wicks, amazingly scented with masculine aromas, and I wanted it to burn and burn clean and long!

After about six weeks, I started the candle making process. There were a few hick-ups, but with continued perseverance, felt it had been almost perfected by late August. The burn is clean and long. My 8.5 oz. candle burns approximately 50 hours and it burns clean and very even, leaving no wax residue on the inside of the jar. Quite surprisingly and more quickly than I thought, had repeat clients who spread the word about my candles from person to person. From that point on, it has been my unique brand, quality product, highly satisfied customer base and “word of mouth” that has contributed to the year-over-year growth. 

How do you select your scents? Do you have a favorite?

Haessly: I base my scent selection on rarity. I have many scents that no one else has or will have – because many of the scents are customized blends with formulas that I have developed over the last couple of years. It is the differentiation that has made Big Cock Candles successful. I also rely on my customers for their ideas, as well. Each candle company has something unique and different to offer, with my company being no exception.

My personal favorite scent is Oud and Leather - worn sun-soaked leather is balanced by precious and rare oud wood. Offset with sandalwood, brushed suede, wild berries, cardamom and vetiver, this fragrance does not resemble a pure leather scent, but rather soft leather deepened with complex sweet and smokey wood tones. (And yes, I write all of the descriptions). The most popular scents are French Absinthe, Vanilla Tabac, and Tom. 

What’s your marketing strategy? I see that you’ve got quite a few brick-and-mortar shops selling your candles, in and outside of Wisconsin. Do you do much business online?

Haessly: My marketing strategy is rather simple – it’s about people and it’s about the experience. My goal has always been to ensure the best candle experience possible – giving people something special at the end of the day to relax with – by themselves, with friends, wine or a special meal, or just having a personal moment to reminisce past experiences that their favorite candle scent reminds them of. Evoking people’s senses creates “happy” which creates something special that is then shared among friends, who then become customers. Customer service and personality is key. Being an honest business person is key. Having a great, not just a good product, is key. Last but not least, be different. 

I developed my website early in the process, so online purchasing is and was always offered. Online purchasing is successful, especially during the holiday and winter months. Selling my candle line in Key West has greatly improved my visibility and other popular retailers have also boosted online purchasing. I will continue to expand my retail offerings in brick and mortar and am looking to expand to other states as well. 

Is this your full-time gig? What do you do when you’re not making candles?

Haessly: I am close to this being a full-time gig. I currently spend more than 50 hours a week with my candle company – candle making, art fairs, retail orders and marketing consume much of every week. When I’m not making candles, I’m burning them! Burning them when I’m making dinner, drinking wine, listening to music or just hanging out – a candle is burning. 

What’s next for you? I see you also sell diffusers … any thought on fragrances or further expansion?

I am not sure, and I don’t know. It’s been an incredible ride so far and the company’s popularity and growth continue to surprise me. With the company continuing to grow. I want to see where this ride goes – without expectations or boundaries.