When lighting a wood wick candle, the best technique is to tilt it on an angle and let the flame draw across the length of the wick (kind of like how you tilt a match after lighting). It may also take several tries to get it lit! The heat from the flame needs to draw the wax through the wick before it will really start burning nicely. When in doubt, give it another try - once you get it going once, it should light up more easily.