Podcaster Reacts to Otherland, Homesick and Birthdate Candles

The direct to consumer candle category is booming. Brands like Otherland and Homesick have received a lot of attention, and are growing by leaps and bounds. My question - how do you sell a candle online when you can't smell it? Some common approaches to closing the purchase gap seem to be beautiful photography, clever packaging, and expertly-written copy. User-generated content, sampling, trust-builders, free shipping and returns seem to move the needle, too.