We recently connected with Emlyn Roesler and have shared our conversation below.

Emlyn, thanks for taking the time to share your stories with us today Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?

The inspiration for the name, Solid Soaps, came from a doodle that I made back in 2008. I was waiting for John, my boyfriend at the time, to get off work. Out of boredom, I decided to draw my right fist (I am left handed) while I waited for him in his office. When I was done, I gave it to John, and he stuck it on his wall with a piece of tape. This doodle was kept in a box after he left that company until I found it unpacking in our new house as married couple in 2016. I framed it and put it on our living room wall.

Fast forward to 2018 when I wanted to sell soaps on Etsy. John and I were brainstorming names for this new business in our living room. He suggested “Solid Soaps” and pointed to that doodle of my fist on the wall. I was sold. It made perfect sense.

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?

I decided to make soap because I wanted to gift something handmade and consumable for the holidays. Solid Soaps became a business because I wanted to share these soaps with others. This mission later evolved to wanting to help others with their gifting needs.

Soap is a great gift for all ages because it’s practical; everyone needs to wash their hands and bathe. A consumable gift also means you don’t need to keep it forever, which can be appealing for someone who prefers to live minimally.

Through the years, I have decided to narrow my collection to scents that evoke nostalgia or are reminiscent of a fond memory. My scents are more on the earthy side, moderately scented, and comforting. I created a Filipino Heritage collection to further set my brand apart from other soap makers in Austin.

Aside from the products I make and sell, I also host soap making workshops. I love to teach, and soap making a fun medium that involves art and science.

How did you build your audience on social media?

I built my presence on social media in 2018 back when Instagram was popular and photos were the main form of content. Hashtags were the way people found your IG handle back then, too. I followed other soap makers and found my community online by engaging with other soap makers through comments and direct messaging. I shared stories, videos, and photos of my progress, my failures, and lessons learned. I soon learned that people LOVE watching the process of soap making, failures and all.

I went into social media with the intention of sharing my journey as a new business. Every post wasn’t about selling something. I also shared some of my personal life because people want to see the person behind the business.

Advice for starting to build a social media presence: be your authentic self. Don’t do things for show. People can tell when you’re performing.

How do you keep in touch with clients and foster brand loyalty?

Instagram/Facebook posts help me keep in touch with clients. I also send an email newsletter at least once a month. I enjoy chatting with customers during popups, educating them about my products, answering their questions, and helping them find the perfect gift for themself or others.

Things I’m continuing to do: I listen to feedback about my products, answer emails within 1-2 business days, mail orders out quickly, and be my authentic self on social media. I try my best to remember faces and names.

Contact Info:

• Website: https://www.solidsoaps.com
• Instagram: @solid.soaps

Image Credits

Sophie Goodwin