The Indie Experience
September 3, 2007
Celebrate Labor Day!
A Publication of The Indie Beauty Network
ISSN 1530-9630 | Volume 8, Issue 35
To subscribe, click here
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1. Meet IBN's New & Renewing Members!
2. New At the Blog: Celebrating Labor Day In Style
3. Indie Business Radio Update
4. Indie Candy: Susan Stype: Arlys Naturals
Indie Beauty Ritual: Apple Cucumber Facial Mask
1. Meet IBN's New & Renewing Members
Welcome
Renewing Members!
Aivlys | Vicki Rodgers | Texas
* Member Since September 2006; Aivlys handmade natural
skincare products help promote a healthier lifestyle for you and your family
without synthetics.
Welcome New Members!
Flower Peddler | Michelle Keiper | Virginia
* Flower Peddler is a manufacturer of high-quality botanical skincare
for the entire family. We offer an extensive line of unique handmade soaps
and luxury bath and body care for women, men, and children. We take pride in
making items that are body & Earth-friendly and affordable. We proudly
serve the needs of independent retailers, spas, and salons by offering
competitive pricing and outstanding sales support while maintaining a
personal touch.
2 frogs on a log | Rosina Solano | Missouri
* Natural beauty with a wild side!! That's what this family owned and
operated business believes in. We make 100% natural soaps and herbal
products for your every need. Our children make wild & fun body care
that appeals to everyone. Come see what we are all about!
3 Ps in a Pod | Carissa Pankey | Oklahoma
* We create sumptuous, distinctive handcrafted toiletries such as
vegetable based soaps, lotion bars, Dead Sea bath soaks, talc free powders,
lip balms and our famous Ruff Lauren© all produced from high quality
ingredients. We incorporate Native American wisdom with herbs, flowers,
grains, goat's milk along with essential or fragrance oils to make our
unique products. What you won’t find here are petroleum products, animal
testing, animal fats or run of the mill products.
Spot Organics | Kyla Sims | Pennsylvania
* We create natural organic canine care products that are inspired by
nature and designed to enhance your dogs' life.
IBN Members On The Move!
IBN member (since March 2007) Mike Arsenault of Emily Skin Soothers (see Mike's Indie Candy feature) enjoyed some press last week when the medical reporter for a local NBC affiliate aired Mike's interview during the evening news hour. Mike's local retailers quickly sold out of his products and he is now happy to report a significant order backlog -- which he is catching up on quickly.
IBN member (since May 2005) Joanna Schmidt of Product Body (see Joanna's Indie Candy feature) is pleased to announce a partnership with Farm Sanctuary to help fight industrialized farming abuses. Joanna is donating some of her sugar scrubs to their upcoming fundraising gala to be held in Beverly Hills, CA on September 8. 10% of September's sales proceeds will be donated to Farm Sanctuary. Get the details here.
IBN member (since 2005) Lela Barker of Bella
Luccè (see Lela's Indie Candy feature)
turns four years old this month, and is celebrating with a month-long sale
and a chance to win the "Ultimate Cupcake Prize Pack". Orders
totaling $75 or more will be entered to win, plus will get other goodies
like a cupcake-shaped sugar cookie and coupons from some favorite
woman-owned indie companies. Check out the details here.
Learn more about Indie members and their exciting products, services and
activities by visiting their websites through our Online
Member Directory. You can search for your favorite Indie by
state/country, business name, keyword or alphabetical listings.
2. New At the Blog: Blogs of Interest to the Indie Beauty Community
2007
Love To Be Indie Contest:: enter to win a $100 gift certificate from Staples --
the deadline to enter to win is extended to September 10!
All Work Is Good Work: an IBN member helps me celebrate Labor Day in style
Cousin
Buck's Ribs: looking for an easy recipe to celebrate with today?
Bad
Blogger: tips on maintaining a good business blog
The
Family That Grinds Together Binds Together: do more family businesses
mean more divorces?
First,
Know Thyself: save money on marketing materials by first knowing what
(or who) to
market
The
Power of One: a simple way to work smarter, not harder
A
Needle In A Haystack: can you find me?
3. Indie Business Radio Update
Indie Business Radio offers practical advice and workable strategies to achievement-oriented, independent entrepreneurs who are trading in the traditional corporate ladder to enjoy life and business on their own terms. We're off this week, but you can enjoy our show archives anytime, and stay tuned for these upcoming shows.
Upcoming Shows:
September 10: Shawn Gilleylen: Mind Your
Manners: How Proper Etiquette Can Enhance Your Business (confirmed)
September 17: Lorraine Morris Cole and Pamela M. McBride: How Women of
Color Achieve Professional Success (confirmed)
September 24: IBN's own Dawn Fitch of Pooka
Pure & Simple: shares tips from her new book and how to achieve in
the indie beauty business (confirmed)
-- Sponsor --
4. Indie Candy: Susan Stype: Arlys Naturals
Not one but two family businesses! Never let it be said that IBN members
don't inspire. Susan Stype, age 52, and her husband, have a music company
and an aromatherapy business, Arlys
Naturals, where Susan formulates and sells aromatherapy bath and body
products, essential oils and handmade teas. Susan enjoys the flexibility of
being in business for herself, setting her own schedule and working with her
husband.
How did you start your business and what was the inspiration for it?
Arlys Naturals began in 2000 as an online business specializing in 100% pure professional grade essential oils and our own natural skin and body care collections. I wanted to create an “aromatic oasis” while offering an extensive variety of aromatherapy products for the novice to seasoned professional to enhance one’s health and well-being. Having grown up beachside in Florida, all of the tropical scents and varied plant life always intrigued and inspired me. I wanted to incorporate the best that nature had to offer, not just from plant botanicals, but from sea botanicals, as well. We continue to blossom and try to incorporate the many facets of aromatic scents in our
website while maintaining our wholesale and retail customer base.
Where did the name come from?
It is a tribute to my Mother, Jean, who passed in 1987. Arlys was her middle name and since she was my biggest inspiration, loving supporter and talented mentor on so many levels, I wanted her name to be a part of this natural circle.
Where did you do your aromatherapy training?
I have an International Certification in Aromatherapy from the Pacific Institute of
Aromatherapy. I have a biology background from college and was already interested in the sciences before then. I continue learning through Aromatherapy Master Classes and courses. I have traveled extensively to source exceptional quality oils and ingredients. One of my most memorable trips was to Provence, France where I
met and studied ith Dr. Daniel Pénoël, visit distilleries and immerse myself selfishly among nature and essential oils. I am also a member of the
Artisan Natural Perfumer’s Guild and a Southeast Florida Regional Director for the
National Association for Holistic
Aromatherapy. Before Arlys, I worked in a law firm as a paralegal for 18
years, which gave me a strong business foundation and confidence in dealing with the public. I also worked several years as a
marketing manager for a European communications company. I left to help my husband and his brother start our wholesale music business. My
herbal training is through years of book learning and study.
How did you learn to make aromatherapy cosmetics?
Long before the Internet, I used books, magazine articles and lots of trial and error. Sometimes my girlfriends or family members would join me having a great time making up lip balms, bath salts, sugar scrubs and more. There were and still are experiments that never make it to market.
Do you make everything yourself?
I formulate everything myself. While our skin and body care collections are bottled in a lab to our specifications,
I create all of our essential oil synergies and custom formulations by hand in small batches. This is also where I get to be creative and have fun. I enjoy the challenge and the end result.
What is your best selling product and why?
Our Sports Distance Sports Care products are great sellers. At times, I think my husband is our biggest customer
since he's a musician and races Penton vintage motorcycles. He uses massive
quantities of the stuff. Since we have different skin and body care lines
that sell more or less equally well, it's hard to choose which is the best
seller. Here are some popular ones: easier to give you a breakdown in each:
White Feather Skin Care: Replenishing Facial Moisturizing Crème,
White Feather Body Care: Awakening Shower Gel andNine Moons Mommie Care: Scar & Stretch Mark Crème.
Not including skin and body care, our lavender essential oil is one of the most
requested products. Most people don’t realize how many varieties of
lavenders are available. They all have slightly different scents and properties depending on the type and where they are grown.
How do you promote your business?
I have found online advertising to be one of the best advertising tools as a small business. I also offer a free online monthly e-newsletter
at our website that has free recipes, monthly specials and any new products. I have done magazine ads, which are quite
costly. I've done trade shows and wellness fairs for exposure, but I feel I get more exposure out of online advertising. I also do consulting for doctors and nurses as I lean towards clinical aromatherapy. I have also been working with our local Breast Cancer Center, introducing oils to
the women being treated there, and do community events locally.
I see that you help people make perfume?
I get quite a few inquiries about natural perfumery and it’s a personal interest of mine, so I decided to add a section on our website for perfumery supplies. I don’t offer classes or workshops at this time, but I have included articles and recipes in past issues of our monthly newsletter.
What are your personal favorite herbs/essences to work with?
These are my favorite scents that I am drawn to and never seem to get tired of. I can use
each of them as single oil in a diffuser and be perfectly content. Neroli,
Pink Grapefruit,
Bergamot Mint,
Lavender French,
Lime,
Rose,
Rosewood,
Vanilla
Do you make the herbal teas you sell?
Yes. Almost everyone drinks tea or coffee during the day, and I think it was natural for me to try my hand at mixing teas. I was drawn to teas for their anti-oxidant properties. Some herbal teas only contain dried herbs with no teas at all, but our Arlys Aromatic Teas are a combination of essential oils, teas and herbs for delicious flavor and for your well-being. Mandarin Melange, for example, contains rooibos from South Africa. We are happy that we can supply healthy products that also taste wonderful. We always have a pot of tea available at the warehouse.
What are some tips on making your own herbal tea?
Always use good quality products. Decide what it is you’d like to try. Rooibos is caffeine free while white tea is not, but has more anti-oxidants than green tea and has a nice aroma and flavor. Ceylon tea has specific qualities as well. Once you decide what you want in a tea, you can make them with a tea type that meets your requirements, adding various herbs, spices, etc. There are so many to choose from! Of course, peppermint and spearmint are used quite a bit, as well as rose petals and chamomile. It doesn’t have to be complicated to be good and flavorful.
Tell me more about the music business you and your husband have?
My husband, David, and his brother, Paul, owned a banjo shop in Hollywood, Florida for 20 years where they gave lessons and sold all stringed instruments except pianos. We took a year off and traveled the U.S. and Europe to decide where we wanted to place our energies. Then in 1991, the 3 of us launched Stype Brothers, Inc., a wholesale music distributor business. Through Tyler Mountain Instruments, a small division of Stype, we sell wholesale to retail music stores, luthiers, instrument builders, etc., throughout the southeastern US. We also distribute instruments for dozens of other companies, including some of our competitors who have become friends over the years. The biggest struggle with this business is trying to stay small so we can have a life also.
David has a regular gig locally a few nights a week at an Irish Pub, playing banjo, guitar, cajun accordion, fiddle, mandolin and a few other instruments. I play guitar and some banjo. David's brother plays guitar and dobro. We had a cajun band for a while but I haven't had the time to play and travel. That's something I'd like to change sometime. We play all types of music like irish, cajun, bluegrass, country, 50's and more. Recently, David was injured in a motorcycle accident,, but he hopes to get back to playing regularly when he heals up.
What are your biggest challenges about being in business for yourself and how do you overcome them?
Arlys Naturals is my love and passion, but it is only one of our businesses. My husband David and I are also partners in a family business, a wholesale music distribution company. Time management and never ending paperwork is always our biggest challenge. We both wear many different hats throughout each day but we enjoy what we do and always strive to do our best.
What are the best things about doing what you do?
I think the best thing about having my own online business is that I’m not tied to 9 to 5 hours. I can't go to the spa every afternoon, but not having a retail presence gives me more freedom to do things according to my own time frame. That could mean wearing flip-flops instead of wearing pantyhose, or writing my newsletter at 3:00 a.m. because I couldn’t sleep or because it’s due the next day.
What tips can you offer others who might want to start a business of their own?
First, you should love what you do because you will spend twice as much time working your own business as you would working for someone else. Don’t be afraid to DREAM even if it takes a while for it to come to fruition!
Second, every business goes through a learning process, not only about the products they are selling, but also the services that they need to use to accomplish their goals. In my opinion, the people who you hire or subcontract with are essential. In my case, I had to learn about trademarking, printing firms for labels, advertising brochures, graphic designers, web design, tech support, product research, production schedules and on and on “all” before I could bring my product to market. Some of these matters can be handled by yourself in house if you have the talent and time, but sometimes professionals can do exactly what you need quicker and for less money in the long run. Don’t be penny-wise and dollar foolish. I would recommend anyone take all of these things and more into consideration as they are getting started.
Third, you need to make sure that your office is well-equipped with the proper operating equipment for your needs. You don’t need to spend a million dollars to start with, but you do need functional equipment such as fax machines, phones, computers, copy machines, printers etc.
What business book have you found useful, and why?
While I haven't read a business book lately, one book helps me a lot with my business. The Aromatherapy Companion is a great book for aromatherapy enthusiasts, and it covers many facets and the fun uses of essential oils.
When you’re not working, what are you doing?
Having two businesses doesn’t allow for much downtime, but David and I have been musicians since our teens and we enjoy playing and listening to music. We also enjoy photography and travel. I enjoy all things aromatic while David enjoys vintage motorcycles and racing.
Do you have a family, and if so, how do you juggle those responsibilities with being self-employed?
My husband and I do most of the work in the business. Fortunately, we both have a strong work ethic. I also come from a large family and have six nieces who lovingly pitch in and help doing their fair share of order taking, labeling, packaging or whatever needs to be done. We also have an attorney, an accountant, website designer and printers. My graphic designer, Leslie Logemann, is a huge part of Arlys Naturals in art and inspiration. We live on opposite coasts of Florida, proving that you don't always have to be in the same city as people you work with.
This is Indie Candy, so if you were a candy, what would you be and why?
I’d have to say a Peppermint Patty. I’ve loved them since I was little. I love anything dark chocolate and its added bonus of peppermint is simple but delicious.
What are some interesting future plans you have for Arlys?
We continue to add new products and hard to find essential oils.Natural Perfumery is on my list this year to study in depth and possibly adding more absolutes and concretes to our list.
We have been working with our local Breast Cancer Center and find it rewarding and branching out with community events such as
Leeza’s Place for Alzheimer’s and Memory Loss
Disorders. It’s great to educate the public about the helpful benefits of adding essential oils to their daily lifestyle.
**What are Arlys Naturals' annual gross revenues? If you would prefer
not to provide a specific number, please share how much gross sales increased
(either in numbers or by percentage) from 2006 to what is projected for 2007.
Online sales seem to be on par with last year. Our free e-newsletter generates sales and our subscribers are growing daily. We’re looking forward to a very profitable year.
Learn more about Arlys Naturals and get some of their products at their website.
**Note from dM: I have begun to ask this question of all featured Indies. It's a personal issue but the reality is that people not only want to know what others are doing, they also want to know if they are able to make money doing it. Money can be a touchy subject but the fact is that we all need it to survive, and if you are an Indie business owner, you have to be generating income in order to remain in business. the purpose of this question is to give readers an idea of the various levels of success they can expect from different types of work styles and specialties. Because it is such a special topic, I repeat the answer exactly without editing.
Best & Success!!
Donna Maria
Editor, The Indie Experience
The Indie Beauty Network | www.indiebeauty.com
Copyright (c) 2000 - 2007 by The Indie Beauty Network (IBN) and Donna Maria. All Rights Reserved. Unauthorized distribution or reproduction is prohibited. IBN does not necessarily endorse any product, event or ideology featured in The Handmade Beauty Connection (HBC) or on IBN's website. All information is provided on an "as is" basis and no express or implied warranties are given. Any use of the information contained in the HBC or on IBN's web site, including recipes, is solely at your own risk. IBN and Donna Maria disclaim any liability in connection with the use of all recipes, products reviewed and other information. Except for sponsorships, HBC refuses compensation from companies to feature or mention their names or products. Opinions expressed in any Product Review are personally those of the reviewer and do not represent the views of IBN, Donna Maria (unless she is the reviewer) or any other person or company.
