Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Michelle Simmons, co-founder, and CEO of Slow North, located in Austin, TX, USA.

What's your business, and who are your customers?

Slow North is a small-batch manufacturer of all-natural goods for a healthier home, body, and environment. We make our products by hand in our Austin, TX studio with a focus on sustainability, from our sourcing to our packaging to our fulfillment practices (we ship plastic-free)! We are best known for our essential oil candles because customers find us looking for natural alternatives for fragrance oils and paraffin wax candles.

Tell us about yourself

I started Slow North in 2015 after the birth of my first son. I've always been more naturally inclined, but when you're a new parent, you start examining every chemical in your home more closely. Knowing we could create a better option for us (and eventually our customers), I started developing recipes in our backyard garage, and that was the start of Slow North. Finding inspiration from in-person interactions with customers at pop-up markets, I continued sharing our candles as we traveled around the country to spread the word. What motivated me then still motivates me now. I want to build a company we feel good about. We want to shine a light on the easy swaps customers can make to start improving their environments and local economies - from the ingredients we choose to the company culture we foster. It feels good to put a face to your purchase and know the candle you're burning was poured with good intentions just for you.

What's your biggest accomplishment as a business owner?

Our expansions have been huge for us! We opened our Flagship Retail Store in 2017 after we started to outgrow our backyard studio. This was a leap of faith; we took on the idea that having a local shop would help us showcase the hand-poured craft and draw interest. I wanted to be able to host candle-making workshops, and this space also enabled us to do that! Our next expansion came when we added a soft goods line into our business, and we quickly outgrew our shop space. We now make all of our products 3 miles down the road from our retail shop!

What's one of the hardest things that come with being a business owner?

I've wanted to run my own business since childhood. My degree is even focused on Small Business & Entrepreneurship, but nothing prepares you for all the hats you will wear until you start a business that begins growing. The most challenging aspect is setting boundaries between work & personal. This is a family business now with Jon (my husband and co-founder) working at the studio daily; it takes extra effort to recenter and intentionally focus on family life when we are together at home. I'm learning challenges in our business will always ebb and flow, and this is the life I'm choosing each day I continue to be a small business owner. Looking back, there are so many times I've wanted to shut it all down, but we wouldn't be here today if we hadn't persevered, shifted, and reinvented ourselves to stay afloat through the craziness of the last 2.5 years. You feel proud for getting through the hard things in the past, and recognizing your tenacity moves you through the next hard thing.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Try not to get hung up on the details and just get started. You will need real-life feedback on the product/service you want to sell, so the quickest way you can do that will just help you learn and adjust that much quicker. Our original candles looked much different than they do today - but the recipe stayed the same! Be prepared to refine and improve constantly. Try not to take feedback or hiccups too personally (even though your business is your baby).
  2. Find your team! Running a business solo is draining. I was able to lean on my partner for support when things got challenging. Hiring your first person is scary, but if you want to grow a business, you're going to need help. Our particular business model is so hands-on, I quickly realized I couldn't be sourcing everything, making everything, selling everything, shipping everything, etc., if I was going to eventually replace the corporate salary I walked away from to start this business. Scaling was going to be our path forward!
  3. Price your goods for long-term growth. One of the best tips I received at the beginning of our business was that I needed to raise my prices if I wanted to sell our candles wholesale. This shifted the way I looked at our business model and helped me value my time better so I could stick with this for the long haul. Because of this more future-thinking mindset, we are now able to run a business with health benefits, retirement plans, and a generous PTO policy. It's not just about the quick sales that leave you scrambling for the next one. We are building relationships. For me, this is a marathon - not a race, and I'm proud of the company we are slowly building.

Where can people find you and your business?

Website: https://www.slownorth.com/
Facebook: https://www.facebook.com/slownorth/
Instagram: https://www.instagram.com/slownorth/
Twitter: https://twitter.com/slow_north
LinkedIn: https://www.linkedin.com/company/slow-north/

If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.

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