Alright – so today we’ve got the honor of introducing you to George Shands. We think you’ll enjoy our conversation, we’ve shared it below.

George, thanks for taking the time to share your stories with us today Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

My name is George Shands. I am the founder & CEO of GFresh Emporium. I began my business in June 2018 with a mission to make the world smell good. I wanted to do something fresh and exciting, something I could put my style and personality into. I decided I wanted to provide fresh-smelling products to the people of Philadelphia and beyond. I learned about money management and followed guidance from those who supported me. I understood it would be a gradual process, but I was patient and determined to succeed.

My first product was the Party Peach air freshener. I sampled around 30 air freshener scents before making a decision on one to begin with. I created a label design, experimented with packaging, and began production of my first line in collaboration with job coaches at RHD’s IDEATE, an inclusive employment program in Philadelphia. We also experimented with different assistive technologies, like a robot arm and other custom devices, that enabled me to manufacture the fresheners myself.
To fund this, my initial financial strategy was reinvestment. I reinvested nearly 100% of my earnings into my business and by that September, I was breaking even. In October, I was able to provide myself with a paycheck! From there, I began to expand my product line one scent at a time.

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

When I was a baby, my father built a stereo with speakers in my crib so I have been a huge fan of music since day one. I always dreamt of being a DJ and creating my own music. I began this dream with the name GFresh and chose to take this name into my business pursuits. When thinking about what type of business to start, I thought hard about what good to bring to my community. Living near a sewer plant, I’ve come to appreciate good smells so much. Good smells make me happy and I wanted to share that with those around me. I decided to provide the people of Philadelphia with various fresh-scented products.
Since launching my business, I have made some achievements that I’m very proud of. I was featured in the South Philly Review twice, have been interviewed by the PA Office of Developmental Programs for my success, received the 27th Annual “My City, My Place” Brighter Futures award, and received PersonLink Recognition of Achievement Certification, among many others.
Music is still a huge part of my life today. I get to make music in addition to running my business. I have two albums and two singles of relaxation music available on Bandcamp and Spotify. I’ve gotten to perform and earn money for my music as well.

How did you build your audience on social media?

Social media has played a huge part in helping me to grow my business. I have gained many fans and followers through both advertising GFresh Emporium on instagram and creating a TikTok presence doing a LIVE show every Tuesday called “Trash Talk Tuesday.” Come check me out!

My advice to others is to take your time, stick with it, and you will build your following gradually. And don’t forget to keep it real! I like keeping it silly, by utilizing my humor and storytelling. It is also important to engage your followers by posting regularly.

Have you ever had to pivot?

For most of my life, the only work opportunity available to me was at a sheltered workshop, sorting and packing products in an assembly line. I only got paid $0.50 every two weeks, since sheltered workshops are exempt from minimum wage standards. Even in those days, I would dream about a future in which I was a businessman. I left the workshop after at least a couple decades to join an arts-based day program, where I met and built relationships with the future founders of IDEATE. The day program eventually closed, and I had to return to the workshop. But, luckily, the folks I had come to know through the day program advocated for me and invited me to join them at IDEATE. There, I first pursued conventional employment in retail, followed by a call center and a movie theater. However, I faced a lot of barriers around interviewing, reliable transportation, and finding a work environment that was accessible to me.

So, with IDEATE’s support, I decided to open my own business. Self-employment is a lot more accessible and works with my strengths, like my humor, attention to detail, networking skills, and natural charisma, which align with the skills of a salesman. With access to the right opportunities and resources, I realized my business savvy persona and made my dream of becoming a businessman come true!

Contact Info:

• Website: https://www.gfreshemporium.com/
• Instagram: https://instagram.com/gfreshemporium?igshid=YmMyMTA2M2Y=
• Facebook: https://www.facebook.com/george.shands
• Twitter: Twitter.com/gfreshemporium
• Youtube: https://www.youtube.com/@gfreshemporium
• Other: https://www.tiktok.com/@gfreshemporium?_t=8aLKRzc0iCI&_r=1 https://georgeshands.bandcamp.com/album/shands-of-time https://www.google.com/amp/s/southphillyreview.com/2018/12/05/wheelchair-bound-south-philly-resident-starts-air-freshening-business/ https://www.google.com/amp/s/southphillyreview.com/2019/06/26/employment-program-geared-toward-those-living-with-disabilities-partners-with-south-philly-grocery/