How I Built This with Guy Raz EO Products: Susan Griffin-Black & Brad Black
Jul 15, 2019
Susan Griffin-Black and Brad Black, co-founders of EO Products, share their inspiring journey in natural body care. Susan's life-changing encounter with lavender oil sparked their entrepreneurial path. They discuss early financial struggles, the importance of passion over profit, and maintaining authentic relationships amidst personal upheaval. Their resilience shines as they navigate challenges, from losing major accounts to redefining their brand's values, proving that entrepreneurship is not just about business—it's about community and connection.
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Apothecary Inspiration
- Susan Griffin-Black's life changed after smelling lavender oil at Neal's Yard Remedies in London.
- This inspired her to explore essential oils and eventually start her own business.
Bootstrapping
- Start small and manage finances carefully when launching a business.
- Susan secured upfront payments from retailers to fund initial imports, mitigating risk.
Birkenstock Breakthrough
- A $320,000 order from Birkenstock for foot care kits challenged EO's production capacity.
- Brad Black engineered a gravity-feed system to fulfill the large order efficiently.