We were lucky to catch up with Heather Nelson recently and have shared our conversation below.

Heather, appreciate you joining us today. One of the most important things we can do as business owners is ensure that our customers feel appreciated. What’s something you’ve done or seen a business owner do to help a customer feel valued?

One of the most memorable ways we’ve shown customer appreciation involved a longtime customer. She’d been using Heather Grace Skincare products for over a year and even introduced friends to our brand. She loved our Valley Olive scent but had mentioned in passing that the Avocado & Sea Salt fragrance didn’t quite suit her, making her hesitant to wear it around others.

At a Mopar car club event, we sponsored a raffle with a basket of our products. Chavonne won the basket, which was a fun coincidence, and she was excited. But after hearing her earlier feedback about the fragrance, I personally followed up by sending her a handpicked replacement product in the Valley Olive scent, with a handwritten note thanking her for her support and honesty.

The gesture was more than just swapping a product—it acknowledged her preferences, showed we were listening, and expressed gratitude for her loyalty. She was thrilled and told us later that the unexpected follow-up made her feel genuinely valued, like she was more than just another customer. It’s moments like these that deepen the relationship and remind customers that they matter. Small, thoughtful actions often make the biggest impact.

Heather, 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?

Skincare has always been a passion of mine, even when I was a kid. I used to play around with natural ingredients like avocado and honey, making face masks and loving the idea of creating something that could make skin feel good. I didn’t have any formal knowledge back then—it was just a fun, creative way to take care of myself. But part of that curiosity came from a deeper place. I was teased a lot for my freckles growing up, and it made me really insecure about how I looked. That experience shaped how I thought about skincare—it’s not just about appearance; it’s about feeling good in your own skin.

But my path to becoming an entrepreneur wasn’t a straight shot. I spent 12 years working as an HR manager, climbing the corporate ladder. The higher I climbed, the more stressful it became. Eventually, the stress started affecting my health—I dealt with heartburn and just felt physically off. I knew something had to change because deep down, I felt a pull toward doing something I truly loved.

It wasn’t easy to walk away from a stable career, and I had a lot of people in my life worrying about the risks. But I knew I had to follow my passion, so I took the leap and started Heather Grace Skincare. I didn’t have a formal background in chemistry, so I threw myself into learning everything I could. I took online courses with Chemists Corner and Formula Botanica, earning certificates and discovering the science behind skincare formulation. It was both challenging and exciting—finally, I was doing something that felt aligned with who I was.

One of the most meaningful moments in this journey came after I had surgery on my wrist due to arthritis damage. I needed something to help with the pain and scarring, so I developed a topical relief balm. It worked wonders—not only did it ease my pain, but it also sped up the healing of my scar. When my orthopedic surgeon saw the results, he asked if I could make samples for his other surgery patients. That was a really proud moment for me because it showed me that my products could make a real difference in people’s lives.

When the pandemic hit, like a lot of small businesses, I faced some tough financial challenges. But instead of giving up, I leaned into social media and email marketing to stay connected with my customers. I realized that self-care was more important than ever during such a stressful time, so I focused on sharing that message. It was incredible to see how our online sales grew and how people responded to what we were doing.

At the heart of everything I create is the goal of helping people feel comfortable and confident in their own skin. I know what it’s like to struggle with self-image, and I want my products to be part of someone’s journey toward feeling good about who they are. I believe that skincare is more than just a routine—it’s an act of self-love, and that’s what sets Heather Grace Skincare apart.

Looking ahead, I have big dreams for the brand. I want to build it into a full lifestyle wellness company, integrating self-care practices like nutrition and movement alongside our skincare products. To me, beauty isn’t just skin-deep—it’s about taking care of yourself as a whole person.

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

I believe that staying connected with clients is all about building genuine relationships, not just making sales. At Heather Grace Skincare, I prioritize creating meaningful connections—whether that’s through personal follow-ups, thoughtful gestures, or being active on social media.

One of my favorite ways to stay in touch is by sending handwritten notes to customers, especially those who’ve been with us for a long time or shared feedback. I want them to know they’re seen and appreciated. It’s the little things like that that show people they truly matter.

I also love connecting through Instagram reels, where I share pro skincare tips, behind-the-scenes moments, and product demos. It gives customers insight into the heart and soul behind the brand, while also providing them with helpful, practical tips. Plus, our email newsletters are another way to stay in touch—we keep them fun, personal, and informative, so they feel more like a conversation than just a sales pitch.

One thing I think customers really enjoy is the element of surprise we add to their orders. I like to include a sample as a way to show gratitude for their support and also give them a chance to explore other products they might not have tried yet. It’s like a little thank-you gift tucked inside, reminding them how much they mean to us. I love imagining their excitement when they discover it!

Ultimately, brand loyalty comes from making customers feel valued and cared for beyond the transaction. My goal is to foster a sense of community—a place where people feel supported, celebrated, and empowered to love their skin. When customers feel that kind of connection, loyalty happens naturally, and that’s what makes all the difference to me.

How’d you build such a strong reputation within your market?

I think the biggest factor in building my reputation has been authenticity and genuine connection with customers. From the very beginning, I’ve been intentional about creating products that solve real problems and sharing my personal journey in a way that resonates with people. I didn’t just start Heather Grace Skincare to sell products—I started it because I know what it’s like to struggle with self-image and want to help others feel confident and comfortable in their own skin.

Another thing that’s really helped is listening to customer feedback and acting on it. I try to make sure people feel heard. That kind of organic growth, built on trust and real results, has been key to my reputation.

Transparency has also been a huge part of the journey. I openly share what goes into my products and why I choose certain ingredients, and I’m honest about the challenges I’ve faced in building the brand. This helps customers feel connected not just to the products, but to the story behind the brand.

Another thing that’s made a difference is being visible and involved in my community, both online and in person. Through Instagram reels, newsletters, and events like the M2BW Global Virtual Summit, I’ve been able to stay engaged and build relationships with customers and other small business owners.

Lastly, I think people appreciate the little touches, like the sample surprises or handwritten thank-you notes. Those personal details help create an experience, not just a purchase, which goes a long way in building trust and loyalty.

At the end of the day, I think what’s really helped us stand out is that Heather Grace Skincare isn’t just about products—it’s about helping people feel good about themselves. When you put heart into what you do, people notice, and that’s what has built our reputation more than anything else.

Contact Info:

• Website: https://heathergraceskincare.com/
• Instagram: https://www.instagram.com/heathergraceskincare/
• Facebook: https://www.facebook.com/heathergraceskincare
• Linkedin: https://www.linkedin.com/in/heather-grace-nelson-28904b137/
• Twitter: https://x.com/HeatherGraceSC
• Youtube: https://www.youtube.com/@heathergraceskincare

Image Credits

Hailey Pickles Photography
Lauren Maeve Photography