We recently connected with Amythest Rawls and have shared our conversation below.

Amythest, appreciate you joining us today. Let’s start with the decision of whether to donate a percentage of sales to an organization or cause – we’d love to hear the backstory of how you thought through this.

As the founder of Vedji, I envisioned our company providing a product that would serve customers in a positive, healthy way. We also believed that we wanted to do more that would impact lives after each customer’s purchase. By offering plant-based liquid vitamins that are vegan-friendly, we saw the benefits of having whole-food based ingredients thanks to Mother Earth.

That’s when we decided to offset carbon emissions from each order from our site to donate contributions towards communities in the Democratic Republic of the Congo in Africa. With carbon offsetting efforts, we have partnered with EcoCart to contribute towards the Mai Ndombe REDD+ Project. With every purchase from Vedji, we are saving trees from deforestation, protecting endangered species like bonobos, and providing better access to seedlings for farmers to diversify crops in the region.

We are proud to contribute to a cause that caters to the health of people and improves the quality of life for people in the Mai Ndombe region of the Democratic Republic of the Congo.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Hi, I’m Amythest, and I’m originally from Eastern North Carolina, where I earned my degree in public health. From my early twenties, I’ve always been passionate about self-improvement, discipline, and living a healthier life. A few years ago, I made the decision to shift my diet, moving away from the belief that I needed animal products and focusing instead on increasing my intake of fruits and vegetables.

As my career in public health advanced, I found myself busier than ever, with limited time to focus on balanced meals. To maintain my health, I started exploring various supplements, but eventually, I wanted something simpler for my daily routine. That’s when I discovered the power of liquid multivitamins. They were exactly what I needed—effective, convenient, and easy to incorporate into my hectic schedule.

As I thought about my own journey, I realized that many working millennials are in a similar position—trying to balance career growth with personal wellness. Often, health becomes an afterthought. This led me to view wellness as an investment, much like financial planning. And from that realization, Vedji was born. Our company focuses on providing liquid supplements that are nutrient-dense, offering a more efficient way to absorb essential vitamins and minerals.

One of the biggest advantages of liquid vitamins is the rapid absorption, which delivers more nutrients in a single dose compared to traditional pills or capsules. This not only offers greater nutritional value but also saves our customers money by eliminating the need for multiple supplements. Additionally, Vedji caters specifically to the vegan community, a group often overlooked in the supplement industry. Many brands aren’t fully vegan-friendly, but at Vedji, we’re committed to offering plant-based, earth-sourced ingredients in all our products.

Our signature product, Supreme Liquid, is a tart berry-flavored multivitamin. It’s packed with a variety of berries and whole-food ingredients, making it a versatile addition to anyone’s daily routine. Many of our customers enjoy it on its own, while others mix it into smoothies or their favorite juice, like cranberry juice, for an added health boost.

As the founder, my goal is to share the benefits of liquid supplements and the importance of making health a priority. Thanks to the natural, whole-food ingredients we use, Vedji helps customers absorb essential nutrients with ease. We also support sustainability efforts through our carbon offset initiative, which allows us to give back with every purchase, specifically supporting a region in the Congo.

Ultimately, when our customers choose Vedji, they’re not just investing in their health—they’re also helping contribute to supporting a region in the Congo. And that’s something I’m truly proud of.

Can you tell us about a time you’ve had to pivot?

Pivot. Now that’s a word every entrepreneur, business owner, or founder knows all too well, both in business and in life. I’ve experienced quite a few moments that required me to pivot during the conception of Vedji, but one in particular stands out and it was just before we went live.

We had set our official launch date for early January, and everything seemed perfectly in place. Our e-commerce website was ready, the sales tax certificate was sorted, and our content was prepared. The warehouse was set to receive our final inventory, and I was filled with excitement as I started posting teasers on social media and spreading the word in person about our launch date. We were ready to go.

Just to confirm everything was on track, I reached out to our manufacturer to check in on the final stages of quality testing. I was expecting good news, but instead, I received an email with the subject line: ‘Further testing required.’ I was stunned. ‘Further testing? What do they mean by further testing?’

I immediately called the manufacturer to get more details, and after that phone call, I was in disbelief. The launch date would have to be postponed. My first thoughts were filled with worry—what would people think? How could this happen when everything seemed so perfectly aligned?

Once I had a moment to reflect, I realized that this was out of my control, and I actually felt more at peace knowing that the testing process had caught potential issues. At Vedji, we place an enormous value on transparency and quality. We want our customers to feel safe knowing that the products we offer are thoroughly tested and reliable. This experience reinforced the importance of being prepared for the unexpected as a business owner and having a contingency plan in place.

With the additional time, I pivoted. I used the delay to focus on posting more content on social media, reaching out to potential customers, and learning from business mentors and workshops. Thankfully, after a few weeks, the product passed all testing, and we rescheduled our launch for a month later than planned.

In the end, this experience was a valuable lesson in resilience and adaptability. It reminded me that no matter how well-prepared you are, challenges will come, but how you respond to them can make all the difference.

What’s a lesson you had to unlearn and what’s the backstory?

During the process of launching Vedji, I spent a lot of time marketing on social media and reaching out to my contact list, expecting support from close friends and family. When orders started coming in, I assumed that many of them would be among our first customers. However, I quickly realized that this wasn’t the case. I had to unlearn the expectation that support would automatically come from those closest to me.

As it turned out, Vedji’s core audience didn’t resonate with most of my family and friends, simply because their interests didn’t align with our values. Initially, I was disappointed, but I came to understand that this was part of the journey. Our brand’s mission is to build a community of customers who truly believe in and value what we stand for—growing a vegan, plant-based brand that prioritizes health and sustainability. It was an important lesson in finding and embracing the right audience, rather than expecting support based solely on personal connections.

Contact Info:

• Website: https://www.vedji.life
• Instagram: @vedji.life
• Facebook: https://www.facebook.com/Vedji.Life/

Image Credits

Images were taken by Amythest Rawls.