We were lucky to catch up with Jo-Anna Cassino recently and have shared our conversation below.

Hi Jo-Anna, thanks for joining us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

I have always had a passion for for the natural world and all things beautiful to the eye and soul. I began my work as a stylist so that I would be able to create beauty, make people feel good and to be able to take that skillset all over the world through travel and discovery. I lived in Italy for 16 years, where I began my studies as an Herbalist in a much more ancestral way.

When I moved back to Rhode Island in 2005, I began my studies in Herbalism in a much more academic way. Eventually wanting to merge my worlds I started formulating and custom formulating self care products for my clients and eventually took it to the next level by obtaining a diploma in Cosmetic Formulation.

In 2011 I opened my business, Flipp Salon Apothecary, the first Salon in the state with a focus on a non-toxic environment, from the products we use down to the eco-aware design of every aspect of a functioning salon. Bringing all of my passions together in one place. I consider the salon to be an Art studio comprising of 9 stylists, a Herbalist (me), Gallery wallspace (we use the walls as a rotating gallery for local artists in all types of media to show their work), we host live music, any genre as long as they play in semi acoustic because the space is 900 sq.ft. It’s a great way for the musicians to tell their stories and engage more intimately with folks, and of course we have a fully stocked Herbal Apothecary with many Herbs I grow myself at Shewatuck Farm, where I work as the Herbalist/Farmer in residence. Our retail area also has a strong focus on local artisans and makers.

We donate and support many organizations such as the Rhode Island Food Bank, Herbalists Without Borders, United Plant Savers, The American Herbalist Guild and Terracycle to name a few and participate in many environmental efforts such as offering product refill, not selling anything in plastic containers, only using botanically based products, donating hair for various causes including making mats for oil spills, and hosting awareness events with local organizations, such as clean-up days and clothing swaps.

I am currently working as a stylist 2 1/2 days, as I still love the creativity and community. I spend a lot of time at the farm and
Herbal Clinic where I see clients 2 days a week, and of course…one of my biggest loves, I spend a lot of time making and formulating for my line of products and teas, Botanic Providence. All of my passions are symbiotic, and yes…I do rest.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

I wanted to be able to create the world that I dream of living in. One of which Nature plays a central role and a place where I can give back in meaningful ways.

I got into all of this as I am passionate about community, conversation, creating, working with people and helping them feel better. I am fiercely passionate about the plants/herbs, their abilities and the Natural world in general. My passions are rooted in my ancestral teachings and how they used botanicals in all of their self care rituals and overall well being.

I am proud that I was able to create a space where other creatives can thrive, and where we can serve our community in healthy, nourishing and sustainable ways as well as being able to care for and sustain our planet.

Many of the products I formulate and that we use in our space are literally grown from the seeds I have planted and still plant at the farm. It has been an honor to steward these beings and to accept the gifts they give us in return.

Any advice for managing a team?

My advice in managing a team and keeping morale high is communication and emotional intelligence must be at the core of your company culture. Fostering an environment where folks can feel they can lean into even the difficult discussions, feel safe to express their opinions, and also helping them develop the skills in being able to listen,process things and engage without being reactive.

I feel the best way is through regular meetups where yes, practical things are discussed, but this should also be a time set aside for togetherness without outside distractions. A time for the group only. Added to that I believe that a one on one meet up is essential. . This is a nice opportunity to set aside to have the other person express things they may not want to share with everyone. It can reinforce the commitment you have to caring and creating an environment of trust and it’s also an opportunity to build the skills in communication that are more challenging…like the need to express where things may not be great or feel uncomfortable. In other words, leaning in. This is a great time for doing the work to find and develop solutions, and for building and fostering trust.

In the end, I believe that if everyone is truly heard, and feels heard, yet also understands that things may not always be agreed upon in the same way by all, but can be discussed without reactivity…if the company culture is founded on emotional intelligence and trust, morale will remain high.

How did you put together the initial capital you needed to start your business?

I started my business with a very small home equity loan that my father gave to me. It was only $15k. The floors alone cost $7k, but with a keen eye and love for design, recycling, and repurposing..I made it all work!

My family was by no means wealthy, but what we didn’t have in dollars we had in love and caring, so when I expressed my vision for what I wanted my Salon/Apothecary/Art studio to be like, my parents didn’t hesitate in offering me a small loan on the equity of their house.

I was able to pay them back in full within 5 years, which to me was pretty impressive since running a small business and having that business profit is no small task. Especially when things happen like 3 break ins, water tanks breaking, car accidents ( someone crashed into my car in the parking lot of a supermarket and left), divorce, pneumonia…I’m sure I’m missing a couple of things, and yes, this all happened within the first year and a half of me being open.

Here we are, almost 12 years later, and the Salon is doing great, and my baby product line Botanic providence is really starting to grow up! The Farm and Medicinal Herb gardens are lush, and my passion has never been greater.

Contact Info:

• Website: www.flippsalon.com. www.botanicpvd.com
• Instagram: www.instagram.com/flippsalon. www.instagram.com/botanicprovidence
• Facebook: www.facebook.com/flippsalon. www.facebook.com/botanicprovidence
• Linkedin: Jo-Anna Cassino

Image Credits
photos by Jacquelyn Marie , www.jacquelynmariestudio.com