We caught up with the brilliant and insightful Javier Folgar a few weeks ago and have shared our conversation below.
Javier, thanks for joining us, excited to have you contributing your stories and insights. Day to day the world can seem like a tough place, but there’s also so much kindness in the world and we think talking about that kindness helps spread it and make the world a nicer, kinder place. Can you share a story of a time when someone did something really kind for you?
The kindest gesture I’ve ever experienced unfolded in a moment that could have easily been marred by loss and regret. As the founder and owner of TOA Waters, I was contemplating ways to celebrate our first anniversary. My cousin, a talented English teacher and an invaluable supporter of my venture, was brainstorming with me. She had even contributed her writing skills to our blog, a testament to her support.
During our discussion, I shared how my mother had been compiling a scrapbook to commemorate TOA Waters’ journey. This scrapbook was not just a collection of memories; it was a narrative of our growth, featuring moments like our family coming together during the holiday rush, our first newspaper feature, and the unexpected visit from a local radio station. It was a tangible representation of our milestones, lovingly crafted by my mother. Her dedication to this project, combined with our close relationship, imbued the scrapbook with profound sentimental value.
In preparation for a blog post about our year’s highlights, my cousin and I meticulously reviewed the scrapbook, planning to digitize its contents. After a day filled with reminiscing, I set off for Maryland from New Jersey, unintentionally leaving the scrapbook on my car roof. It was only after receiving an email from a stranger, who had found the remains of the scrapbook scattered on a road, that I realized my mistake.
The woman’s effort to piece together and return the scrapbook was nothing short of remarkable. Despite the damage, her kindness, mirrored by her mother’s, in recovering and returning the pages, was a beacon of hope. My parents’ subsequent search to retrieve the missing pages, and their unconditional support, highlighted a recurring theme in my life: their unwavering dedication to my well-being.
This series of events, spearheaded by the actions of the woman and her mother, reinforced my belief in the inherent goodness of people. Their selfless act not only salvaged precious memories but also underscored the importance of community and support. My parents’ response, particularly my mother’s offer to recreate the scrapbook, was a poignant reminder of their endless love and resilience.
This experience taught me that kindness is omnipresent, often manifesting in unexpected ways. It underscored the value of compassion, the strength of family bonds, and the impact of collective support on individual endeavors. This encounter, while initially seeming like a loss, transformed into a profound lesson on the power of kindness and the unbreakable spirit of familial love.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’m Javier Folgar, the founder of TOA Waters, a brand born from my lifelong passion for embracing an active lifestyle and the indispensable role of recovery rituals in maintaining that lifestyle. My journey into the world of entrepreneurship started with a simple, yet deeply personal observation: the act of taking a bubble bath, crucial for my muscle recovery, was often limited by the market’s offering of overly sweet, floral scents. This realization sparked a desire in me to revolutionize bath time, making it a welcoming, inclusive experience for everyone, irrespective of gender.
In September 2020, inspired by the strength and beauty of Cuba’s mightiest river, TOA Waters was born. Our mission was clear from the outset: to create premium, boldly scented bubble baths that break free from traditional stereotypes, offering an escape for those who dare to defy norms. We crafted our scents to cater to the fearless, the adventurers, and the trailblazers, ensuring that our products are a testament to quality, sustainability, and inclusivity.
TOA Waters stands out not just for its unique scents but also for its commitment to being an LGBTQ+/Latinx-Small business that values handcrafted excellence, made right here in the USA. Our products are more than just bubble baths; they are an invitation to indulge in self-care, to embrace your true self, and to celebrate the beauty of diversity.
What sets us apart is not only our innovative approach to a traditional product but also our dedication to creating a space where everyone feels seen, heard, and valued. We’re proud to challenge norms and to offer a product that transcends societal expectations, allowing individuals to unwind in a way that truly resonates with them.
I am most proud of how TOA Waters has managed to transform a simple act of taking a bath into a powerful statement of self-care and inclusivity. As our brand continues to grow, I want people to know that TOA Waters is more than just a bubble bath company. We are a movement towards more thoughtful, inclusive self-care practices that celebrate diversity and challenge stereotypes. Join us in redefining the norms of self-indulgence, one bubble bath at a time.
Have any books or other resources had a big impact on you?
The Workshop at Macy’s, a prestigious retail development program I had the honor of participating in during the spring of 2023, stands out as a pivotal experience that significantly shaped my management and entrepreneurial philosophy. This program, recognized for its dedication to fostering growth among diverse and women-owned retail businesses, offered TOA Waters, alongside 24 other entrepreneurs, an unparalleled opportunity to dive deep into the retail industry’s complexities.
The Workshop at Macy’s is not just any program; it’s a comprehensive business accelerator designed to elevate and support underrepresented entrepreneurs. Through its rigorous curriculum, we were introduced to Macy’s holistic supplier ecosystem, gaining access to critical education, funding resources, and the chance to attract new customers via a digital pop-up shop on macys.com. The program’s commitment to diversity and empowerment aligns with TOA Waters’ mission, making our participation not only an opportunity for growth but also a reinforcement of our core values.
One of the most transformative aspects of the program was the pitch competition, which encouraged us to refine our business strategies and presentation skills. This experience taught me the importance of a clear, compelling brand narrative and the value of strategic financial planning.
Moreover, the program’s focus on building brand identity, financial management, assortment planning, and securing growth capital offered a holistic view of the business landscape. It emphasized the necessity of a strong brand identity and the strategic management of financial resources for sustainable growth. The Workshop at Macy’s, through its partnership with institutions like Babson College and leading companies like Google and Meta, provided a rich learning environment that combined academic excellence with real-world business insights.
Reflecting on my journey through The Workshop at Macy’s, I am profoundly grateful for the comprehensive business development it offered. This experience underscored the importance of inclusivity in the retail industry and reinforced my commitment to breaking stereotypes through TOA Waters. As I continue to navigate the entrepreneurial landscape, the lessons learned and connections made during this program will remain integral to TOA Waters’ philosophy and approach.
This program has instilled in me a deeper understanding of the retail ecosystem, the significance of diverse representation, and the impact of strategic growth initiatives. It has not only impacted my entrepreneurial thinking but has also provided TOA Waters with invaluable tools and resources to thrive in the competitive retail market.
How do you keep in touch with clients and foster brand loyalty?
At TOA Waters, we understand the importance of maintaining a strong connection with our clients, who are spread across the US and globally. Our approach to customer engagement and brand loyalty is rooted in genuine interaction rather than the traditional bombardment of advertisements and sales pitches. We believe in the power of providing value to our customers’ lives, especially when it comes to enhancing their bath experiences.
Our primary channels for staying in touch with our customers are email and social media. These platforms allow us to reach out directly and share content that enriches their lives. Rather than pushing products in every communication, we focus on creating and sharing content that our customers will find truly valuable and enjoyable.
For example, we curate and send out emails with playlists of top song suggestions perfect for a relaxing bubble bath. We share tips on setting the mood for the ultimate bathing experience, including lighting, aromatherapy, and even the ideal bath accessories. Additionally, we provide advice on additives that can elevate a standard bath to a luxurious spa-like retreat. These offerings aim not only to enhance the enjoyment of our products but also to enrich our customers’ overall well-being.
This philosophy of adding value represents the core of our strategy to foster brand loyalty. We don’t always ask our customers for something; instead, we focus on giving them something meaningful. By enriching their experiences and providing content that resonates with their interests and needs, we build a relationship based on mutual respect and appreciation.
Through this approach, we’ve cultivated a community of loyal customers who not only enjoy our products but also value the insights and recommendations we share. This ongoing dialogue allows us to understand our customers better and continually refine our offerings to meet their evolving preferences. Ultimately, our commitment to adding value has become a cornerstone of our brand identity, setting us apart and fostering deep, lasting connections with our clientele.
Contact Info:
- Website: www.TOAwaters.com
- Instagram: https://www.instagram.com/toawaters/
- Facebook: https://www.facebook.com/Toa-Waters
- Linkedin: https://www.linkedin.com/company/67895313/
- Twitter: https://twitter.com/toawaters
- Youtube: https://www.youtube.com/channel/UCIzMj8Rme38sr-FDddkn9Fg
- Other: https://www.pinterest.com/toawaters https://www.tiktok.com/@toawaters
Image Credits
TOA Waters