We caught up with the brilliant and insightful Catherine Alonso a few weeks ago and have shared our conversation below.

Alright, Catherine thanks for taking the time to share your stories and insights with us today. What do you think it takes to be successful?

The path to success starts with perseverance, determination and setting goals. When I started my business, it was something new, but very early on I realized I needed to set goals in order to get the business up and running.

In 2011 when I officially launched my business, my target audience were friends and family. Once I got their feedback, I decided to take the step to get my products into local farmers markets. I was able to reach a larger customer base but knew I needed to take it to the next level by targeting the retail market. Two years later, I was in 8 retail stores across Los Angeles.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

In 2008 my mother was diagnosed with skin cancer, and one year later she was diagnosed with breast cancer. It was at that moment I started to question the skincare we had been using for years. I quickly learned that most of the products we were using were filled with toxic ingredients. I felt the need to create all natural cruelty-free products for my family. What began as an idea, quickly turned into a passion to share these products with others.

Our products are handmade in small batches to ensure quality. We use local, organic ingredients whenever possible and use unique ingredients like Tea, Beer, Wine & Coconut Milk to make our artisan soaps. Over the years we’ve added more products to include all natural body butters, soy wax candles and more.

My goal is to make our products accessible to more people in our community and share the benefits of using natural, cruelty-free products.

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

In 2016, I decided to take a step back from my business to focus on my family. At that time, I had a 6 yr old, 10 yr old and 16 yr old. Although I would take them with me to stock shelves and make deliveries, I decided to pull out of the retail market and focus on e-commerce to spend more time at home. It was the right decision at the time and don’t regret making the change.

After the pandemic in 2021, I took the opportunity to get back out into my community and start doing in person events and pop-ups. I was able to connect with new customers and reconnect with those loyal customers that have followed my journey from the beginning. I’m working on the next chapter of my business and will continue to evolve and innovate!

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

Growing up, we’re taught that we need to finish school, decide on a career and get a steady job with a reputable company. The goal that we were presented with at a young age was always to work for someone else and retire at 65. Learning the intricacies of managing and building a company was a new idea. Changing my mindset of working for profits over wages was a new concept and a risk worth taking that resulted in a more fulfilling path.

Contact Info:

• Website: www.CalaveraRose.com
• Instagram: @Calavera_Rose_Soaps
• Facebook: @Calavera_Rose_Soaps
• TikTok: @Calavera_Rose_Soaps