We’re excited to introduce you to the always interesting and insightful Dawn Michelle Hardy. We hope you’ll enjoy our conversation with Dawn Michelle below.

Hi Dawn Michelle, thanks for joining us today. How did you come up with the idea for your business?

This year, to celebrate my 50th birthday, I took my second trip to Marrakesh, Morocco. I had visited fo the firs time two years prior and fell in love with the cultural experiences.

I was captivated by the beauty in their decor, fashion, and food presentations. Every moment was exciting, from shopping at the souks to riding camels and glamping in the Sahara with hot running water in our tents. However, nothing left a lasting impression more than the traditional bathing ritual of the Moroccan hammam. I find Morocco to be a destination that has stimulated all five of my senses in a way that no other place has done.

The idea that I could curate a gift box and introduce American women to this practice and the natural resources in the region was initially just a gift idea for my girlfriends.
My travel buddies laughed when I said I wanted to “Oprah” this to all of my loved ones. “YOU get a Hamman, and YOU get a Hammam; EVERYONE gets a Hammam!”

Returning this year for my birthday and the curiosity around my product haul would be the second whisper that I may have something worth exploring. Morocco is a farm-to-table society, so fresh food, clean beauty, and body care are abundant at every price point. Followers began to chime in and ask if I was selling the black soap made from argan nuts and olive oil. Sadly, I did not have full sizes to share.

However, just two weeks later, an invitation to be a vendor at the Charlotte African American Street Festival would serve as an opportunity to test the market.
With just 12 days until the event, I went into hustle mode and hurried to secure an email address, create a mailing list form, and create a photo collage from my two trips. I took what I had from my haul and created travel-size items to sell at the festival. My web designer created a shopping link for what I would call a “Sample Sale.”
I used this event to share my story and gauge interest in global spa boxes filled with products from around the world.

Women responded well and began signing up for my mailing list. They shared how they wanted to travel more and how going to Africa and Europe gave them wanderlust. One woman shared how she attended a wedding in Morrocco and thought it was the most beautiful celebration she had participated in.

At the end of four hours, I had a list of interested customers and a few hundred dollars in sales, with a maximum price point of $7.
I knew subscription boxes were a thriving business model, but due to the logistics and timing of travel, I didn’t want to offer subscriptions; instead, I offer limited-edition gifts, with 50 per destination.
Passport to Wellness is my effort to empower individuals to prioritize their well-being and become curious about the global self-care community.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I am a creative strategist who has embraced the soft life. As the Founder of The Literary Lobbyist, LLC., I spent 20 years promoting authors of fiction, nonfiction, children’s books, and poets, earning the name “The Literary Lobbyist”. I’ve been featured as a book publishing expert in Forbes, Ebony, Poets & Writers and Esquire.

In 2024, I launched “Passport to Wellness,” a new lifestyle brand at the intersection of travel and wellness.
After expanding my international travel and witnessing how women in Europe, Africa, and the Caribbean unwind and rejuvenate, I envisioned a new entrepreneurial journey. I had seen the Netflix documentary Live to 100: Secrets of the Blue Zones, hosted by author, educator and National Geographic Fellow Dan Buettner and sought to learn what self-care looks like from an international vantage point.

“In the Black community, women have transformed selflessness into an art form, often to the point of exhaustion,” stated Dawn Michelle Hardy, Founder and Chief Curator of Passport to Wellness. “We’re conditioned to put others’ needs first and to show unwavering strength, sometimes at the expense of our well-being — leaving us emotionally drained and, in many cases, physically unwell.

I believe that self-care is a universal necessity. Our gift boxes will introduce users to the diversity of wellness practices and products not found in their local drug store.”

We’d love to hear a story of resilience from your journey.

The resilience required to establish a product-based business is commendable and deserves respect. In my view, the project management, numerous negotiations on costs for goods, content creation, brand development, financial management, shipping, and printing—all occurring concurrently and under my direct oversight. I was required to make rapid decisions across a broad range of items and topics, often at a much faster pace than anticipated. Unlike in book publicity, most of those decisions have already been made by the author or publisher by the time I am contracted.

Starting a new global product-based business while working remotely was a challenge I never could have fully anticipated. The journey from concept to launch took just 8 months. A year before, I decided to give up my apartment and put my belongings in storage, embarking on what I lovingly called my “friends and family tour.” It was a time when I had the freedom to live anywhere I wanted. The business idea came to me quickly, was met with enthusiasm, and felt like something truly possible. And so, a new chapter began.
Having this concept for Passport to Wellness has proven to me and those who see my journey how resilient I was in wanting to bring this gift to life.

How’d you think through whether to sell directly on your own site or through a platform like Amazon, Etsy, Cratejoy, etc.

Passport to Wellness’ limited edition spa boxes are sold exclusively on our website. At its infancy stage, I want to add a loving “touch” and caring intentions to each box for the women who will receive it. The decision to sell exclusively on our website is an act of love and the autonomy to pivot and maximize brand collaborations, sales, and marketing opportunities.

Contact Info:

• Website: https://www.PassporttoWellnessBox.com
• Instagram: https://www.instagram.com/PassportToWellnessBox.com
• Other: https://www.tiktok.com/PassportToWellnessBox.com

Image Credits

Passport to Wellness, LLC.

Mazzucco Photography (image in pink dress only)