In this episode of The Edge Effect podcast, I’m joined by Alexa Hoffman, the founder of Alevan Botanica, a holistic company rooted in aromatherapy and Ayurveda. We dive into how she shifted from the career path of fashion design and how her yoga, meditation, and mindfulness practices led her to pivot her career and enter the wellness space. She shares more about the joys and challenges of running a direct to consumer business, embarking on finding wholesale partners, and doing her own marketing.
In this episode, you’ll learn:
How Alexa transitioned from the design space to wellness. (00:34)
How Alexa has prevented potential burnout as a business owner. (02:34)
How Alevan Botanica came to be and how she infused her experience into it. (04:07)
How she got into creating custom products. (05:16)
The difference between her corporate role and current role as a business owner. (06:07)
How she incorporated her experience in her branding and messaging. (06:53)
The process of being a direct to consumer business and sharing what’s inside the products. (07:58)
How she's infused her core values in the messaging. (10:50)
Being clear and transparent about the products and benefits in the messaging. (12:01)
How the wellness industry has transformed and how that impacts consumers. (14:51)
A brand's responsibility in the wellness space and how Alevan Botanica approaches this. (16:13)
Creating community inside the brand and company. (18:41)
What works in terms of education and sharing knowledge in your marketing outside of the immersive experience. (20:53)
Using polls to create content that your audience wants to see. (23:04)
How Alexa worked through confidence challenges and showed up online. (27:20)
How Alexa chose her marketing channels and platforms and blocked out the pressure to do other things. (29:38)
Finding joy through marketing. (33:03)
Pinpointing sales made when there is growth in her marketing efforts. (34:05)
The personal journey of doing all of her own marketing and creating. (35:44)
The most challenging aspect of running her business. (37:21)
Testing different ways to make sure the messaging is clear. (38:40)
How the marketing shifts as she extends the business in other areas, like spas. (41:50)
Finding the right wholesale partners. (45:00)
How she tracks trends and uses that data to make decisions. (46:50)
The most positive aspect of this business experience. (49:00)
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Website: www.alevanbotanica.com
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