We were lucky to catch up with Esther G recently and have shared our conversation below.

Esther, appreciate you joining us today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

Starting FireBar Labs was one of the most significant risks I’ve ever taken. In life, as in business, there are no guarantees. With the economy constantly shifting and seeing how things like the housing market and inflation were moving, I knew I had to make an intelligent choice with the savings I’d accumulated. Letting it sit in a bank account wasn’t going to cut it; I wanted to invest in something meaningful.

Deciding to dive into the hemp industry was a challenging choice. It’s a space crowded with competitors, each promising something unique. My big question was, “What can make FireBar Labs stand out?” I spent many nights pondering this, knowing that to make a real impact, the brand had to resonate with people on a deeper level.

Our approach at FireBar Labs has always been about more than just selling a product. We live by our motto: “If we wouldn’t give it to our family, we wouldn’t give it to yours.” This isn’t just a slogan for us; it’s the heart and soul of our operation. We’ve committed ourselves to not just meeting but exceeding safety and ethical standards. From carefully choosing our ingredients to our advanced extraction processes and rigorous testing, every step is about delivering the best.

This journey has been about being a leader in the industry, not just another player. We’re setting new standards, especially in sustainability and community engagement, and it’s working. FireBar Labs has become more than a brand; it’s a community, a family, united by a passion for high-quality, hemp-derived products.

Starting this business was far from just a financial venture. It was about bringing to life a vision I deeply believed in – a mix of fear, excitement, and, ultimately, fulfillment. It’s been a rollercoaster, but every day, we see how our products positively impact people’s lives, and that makes all the risks worthwhile.

Esther, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My journey to co-founding FireBar Labs is deeply rooted in my experiences working in community mental health. From my start as a coordinator to senior management roles like Clinical Director and Director of Outpatient Services, I’ve witnessed the spectrum of human struggle. This includes working with foster children, victims of human trafficking, offenders, and those grappling with various mental health issues, substance abuse, and homelessness. My work with homeless veterans, in particular, brought to light the unique challenges faced by those who’ve served our country, further expanding my understanding and compassion for others.

Working across various settings throughout my career, I’ve witnessed lost souls, broken families, and the sheer impact of societal systemic issues, particularly the devastating substance use problem in our country. The fentanyl crisis, in particular, has left a deep imprint on nearly every community, including my own, where I’ve seen the pain and destruction it causes to families.

With family as a cornerstone value, I felt a strong urge to create something that not only addressed these societal and mental health challenges but also served as part of the solution. This aspiration led me to the hemp industry, where I saw a significant opportunity for harm reduction and providing safe, comforting alternatives for those looking to manage mental health, find relaxation, or enjoy a moment of peace.

However, entering the hemp industry, I noticed a significant gap: a lack of ethical standards and genuine care for the customer experience. Many companies seemed more focused on profit margins than their products’ safety and quality. That’s where FireBar Labs was born – with a vision to set a new standard in the hemp industry. We’re committed to creating products that offer our customers a safe, quality experience, leading us to always ensure all our products are rigorously tested.

My diverse experiences in mental health have been instrumental in shaping my approach at FireBar Labs. They instilled in me the need for ethical, safe, and compassionate alternatives in self-care and mental health management. This ethos is reflected in our product line, including the FireBar DUO, a unique 2-in-1 SWIRL Mode vape that offers users the freedom to choose between indica, sativa, or hybrid experiences with combinations like Watermelon Zkittles and Pineapple Express or Strawberry Shortcake and Banana Sherbet.

We also take pride in our FireBites, which include gummies and gummy bolts. They’re vegan, gluten-free, non-GMO, and free from artificial colors and flavors, catering to a range of preferences and health considerations. Our dedication to quality is evident in every aspect of these products, ensuring that we offer only the best to our customers.

At FireBar Labs, our commitment to wellness extends beyond our popular FireBar Vapes and FireBites. We’re excited to introduce our latest innovations: FireBalance and FireBarks, each designed to cater to unique wellness needs.

FireBalance represents our dedication to holistic wellness and balance. Crafted with a blend of high-quality hemp extracts and natural ingredients, this line is tailored to support mental and physical well-being. FireBalance offers a natural, gentle solution for managing daily stress or pain, improving sleep, or enhancing focus, embodying our belief in the power of natural health solutions.

FireBarks, inspired by the cherished memory of our Yorkie, Troy, who became the mascot of our brand, extends this ethos to our four-legged family members. Troy lived an active life, playing soccer since he was a puppy, going on walks at the beach, greeting every human he saw on his walks, and developing a soft spot in everyone’s hearts. In his senior years, Troy developed dementia, blindness, heart, and liver problems, and collapsing trachea, despite all these conditions Troy continued to live his life to the fullest. Troy’s joy in receiving his FireBarks treats was a daily inspiration. In his honor, we developed this range of hemp-based treats to support the mental and physical health of our fur babies, formulated to alleviate anxiety and discomfort and promote overall well-being. His enduring spirit and happiness continue to inspire our commitment to the well-being of all family members, regardless of their size or species.

The story of FireBarks is not just about creating another product; it’s a tribute to the deep bond we share with our animal companions and a reminder of the importance of their health and happiness. These treats, like all our products, are crafted with love, care, and the highest quality and safety standards.

Both FireBalance and FireBarks are integral parts of our holistic approach to health and wellness at FireBar Labs. We believe that everyone, including our pets, deserves access to safe, effective, and natural health solutions. By extending our product range to include both human and pet wellness products, we’re ensuring that our customers and their pets receive only the best from our brand, reflecting our commitment to quality, safety, and the deep connection we share with all members of our FireBar Labs family.

At FireBar Labs, we’re more than just a brand; we’re a movement towards safer, more ethical consumption in the hemp industry while educating consumers through our FireBar Labs Cannibinoid Learning Center. Our premium hemp-derived products represent our commitment to quality, safety, sustainability, and innovation. When customers choose FireBar Labs, they’re not just purchasing a high-quality hemp product; they’re joining a family that deeply cares about their well-being and the integrity of what they consume. We’re not just creating products; we’re offering tools for relaxation, self-care, coping, and managing mental health symptoms in a safe and responsible manner, contributing positively to the well-being of our community and providing reliable, ethical alternatives in the hemp industry.

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

At FireBar Labs, we’ve embraced a multi-channel approach to selling our products. Our primary platform is our own website, where we have complete control over our brand presentation and how we interact with our customers. This autonomy in showcasing our brand is something we cherish deeply. Additionally, we’re expanding our reach by venturing into various brick-and-mortar stores, making our products more accessible to a broader audience.

Selling on our website has taught us a lot. It’s given us complete control over our brand’s journey, from the moment customers land on our site to when they complete their purchase. This direct engagement with our customers isn’t just fulfilling; it provides valuable insights that are crucial for our marketing strategies and product development. Moreover, selling directly allows us to maintain higher profit margins, as we avoid the commission fees typically associated with third-party platforms. Another significant aspect is offering genuine customer support. We’re there for our customers whenever they have questions or want to delve deeper into the world of hemp, ensuring they have a comprehensive understanding of our products.

However, there are challenges. Driving traffic to our site rests entirely on our shoulders, requiring a mix of effective marketing strategies and compelling content. Additionally, managing the operational aspects of an eCommerce platform, from website maintenance to customer service, demands significant effort and resources.

We also have another business in which we use Amazon Marketplace, and our experience with selling exclusively on Amazon Marketplace has been different. Amazon’s vast customer base has provided our products with incredible exposure. The platform’s ease of use, handling many aspects of the sales process, is a significant advantage. Plus, the built-in trust factor with consumers on Amazon can be highly beneficial for new or growing brands like ours.

But there are downsides. The fees and commissions on Amazon can be substantial, cutting deeply into our profit margins. Maintaining a robust and sustained visibility to customers on Amazon necessitates a significant investment in advertising and marketing, encompassing a myriad of fees that can quickly accumulate. We also face limitations in brand control and direct customer engagement as we operate under Amazon’s policies and guidelines. The competitive nature of the marketplace can be challenging, and not all competitors play fair. We’ve encountered challenges like competitors buying our products in bulk only to write negative reviews, mimic our listings, or return the items, tactics that can be quite frustrating and disheartening.

In conclusion, choosing to sell on our own website requires more work and effort, but it allows for a more branded and direct relationship with our customers. We’re committed to providing the highest quality customer service, ensuring our clients can reach out to us at any time for inquiries about our products or to learn more about cannabinoids. Our approach centers on creating a personal connection with our customers, ensuring they have the best experience possible with FireBar Labs.

Any advice for managing a team?

Leading a team successfully and maintaining high morale is as much about being a good leader as it is about being a compassionate human being. As cliché as it may sound, leading by example is paramount. As a leader, I always strive to remain humble and approachable. I never ask my team to do anything I wouldn’t do myself, whether it’s taking out the trash or locking up the office.

It’s crucial to regularly check in with your team members, not just about work but also about their well-being and self-care practices. I believe in running my team like a healthy family. We spend a significant amount of time together, often more than with our own families, so it’s essential to create a positive and supportive work environment.

One practice I’ve found effective is randomly visiting each team member’s workspace to say hello, check if they need anything, or simply have a quick, friendly chat. This helps in breaking down the barriers between ‘the boss’ and the team, allowing them to see you as a human being, not just an authority figure. They need to feel supported and know that I have their back.

Fair leadership is also crucial. While it’s understood that there are consequences and tasks that need to be completed, the way you set the tone of your environment can make a huge difference. It’s about having employees who are enthusiastic about their work, not just there for a paycheck. I always encourage getting buy-in from the team, listening to their ideas for improvement, and implementing feasible suggestions.

Team outings and celebrations are also important for building a cohesive team. Whether it’s a picnic, a bonfire at the beach, holiday parties, potlucks, or staff appreciation dinners, these activities are vital in showing your team that you value and appreciate them.

On a personal level, showing that you genuinely care about your employees is vital. Get to know them, ask about their families and lives outside work. Compassion is a powerful tool in leadership. For instance, I once had a staff member who came to work after attending a funeral and was visibly distressed. Recognizing their state, I sent them home to take care of themselves, reassuring them that work could wait.

I also encourage my team to commit to regular activities that enhance their self-care and quality of life. This could be wellness motivation activities, group walks, or providing healthy snacks and a comfortable space at the office where they don’t have to eat behind their desks. A safe and effective work environment where everyone feels wanted and valued is beneficial for the employees and the business as a whole.

In essence, successfully leading a team is about striking the right balance between professionalism and humanity, between being a leader and being a supportive part of the team. It’s about building an environment where everyone feels respected, valued, and motivated.

Contact Info:

• Website: www.firebarlabs.com
• Instagram: https://www.instagram.com/firebarlabs
• Twitter: https://twitter.com/firebarlabs
• Other: TikTok: https://www.tiktok.com/@firebarlabs