We were lucky to catch up with Josie Thompson recently and have shared our conversation below.
Josie, appreciate you joining us today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?
Elementals Soap Co. began in 2021, but it wasn’t until Spring 2023 that I fully committed to my business. After quitting my corporate job, I made the decision to focus entirely on growing my handmade, vegan self-care product line. I knew I had a lot of work ahead of me, but I also had a clear vision. My strategy was to start big and build from there.
I reached out to Dan Hine, the CEO of EatLoco Farmers Markets in Loudoun County, VA. I had done my research and learned that EatLoco was behind the largest and most successful markets in the county. If I was going to dive into my business full-time, I figured why not aim for the top? I applied for two of their markets: One Loudoun (now Ashbrook) and Loudoun Station. I was accepted to both, which gave me an amazing opportunity to get my products in front of a large crowd.
The One Loudoun market was the bigger of the two, and I committed to being there every Saturday from 9am-1pm. Sundays were dedicated to Loudoun Station. While I was one of a few soap and candle makers, I quickly realized my niche—vegan self-care—gave me a unique edge. This, however, didn’t guarantee success overnight. People didn’t know my brand, and I had to work hard to earn their trust. I did this by being consistent, present, and offering exceptional customer service.
Market life was not easy. There were months when the weather was brutal: freezing cold, heavy winds, rain, extreme humidity, and sweltering heat. But I was determined to be present no matter what. I made it a priority to show up for my fellow vendors and especially for my customers. I gave out samples, spoke to everyone I could about my products, and shared my personal story of healing through vegan self-care products after battling Lyme Disease. Over time, I developed a loyal customer base, and word of mouth helped spread the word about my products.
One of the reasons I was able to grow and scale my business was by listening to my clients and responding to their needs. They didn’t just buy from me—they engaged with me, offering suggestions on what they wanted to see in my product line. I took these suggestions to heart and created products that spoke directly to their desires. By staying tuned into what my clients wanted, I was able to offer products that truly resonated with them, which helped foster trust and loyalty.
As my business grew, I decided to expand. With the support of my family, I added two more markets to my weekends: MetPark and Brambleton with EatLoco. The sales weren’t great in the beginning, but I knew this was just the starting point. It was important to take the time to establish relationships with new customers and give them the chance to get to know my brand. My approach was to focus on one market, build a strong and loyal presence, and then move on to another. Once a market was stable, I’d delegate it to a family member so I could focus on building another. I couldn’t have done this without the help of my family, who assisted with market set-ups and market coverage.
In 2024, my efforts paid off. I nearly doubled my revenue from the previous year. By this point, I was a seasoned vendor with EatLoco Farmers Markets and was a regular presence at their Ashbrook, MetPark, and Brambleton markets. I also explored new opportunities, such as becoming a drop-in vendor at the Clifton Farmer’s Market in Clifton, VA. Despite being a small market, I built a strong following there. Additionally, I received invites from wineries, breweries, and local charities to participate in special events, which allowed me to expand my reach.
One of the most meaningful moments for me came when a client, who truly believed in my products, introduced me to Sharon Buttram, the owner of Lucy Loves, a vintage boutique shop in Fairfax, VA. Now, my products are available for sale at Lucy Loves, as well as Unique Creation Studios in Berryville, VA. These partnerships have provided additional income streams and further validated the demand for my products.
2024 was a year of experimentation and learning. I participated in multiple arts and craft festivals both locally and outside of my county, racking up a total of 10,399 travel miles! It was a year of trial and error—some festivals didn’t yield strong returns, but I took those experiences as lessons to help shape my strategy for 2025.
Looking ahead, my strategy for 2025 is to build upon the successes of last year. I’ve learned that not every festival or arts and crafts show provides a good return on investment, so I’m focusing on what worked: building my presence at farmers markets with a solid, reliable team. I’ve hired two new employees to help manage two additional markets, bringing my total to 8 different markets throughout the week beginning April through December. I’m excited for the growth, but I’m also being more strategic about the types of events I participate in. I’ll continue with the farmers markets, special events at local wineries and breweries, and a select few festivals that proved successful in 2024. I am also seeking new retail partnerships and wholesale opportunities.
In addition to expanding my market presence, I’m also excited to introduce candle-making classes in 2025. These classes will be available for special events such as baby showers, birthdays, and other celebrations. It’s a fun way to engage with my customers while also teaching them the art of candle making, which aligns with my brand’s emphasis on self-care and creativity. I’m really looking forward to bringing this new offering to my business and helping others discover the joy of crafting their own candles.
Another big part of my 2025 strategy is to increase my online presence. I plan to maximize my Etsy shop by adding more of my products to the platform, giving customers the convenience of shopping from home. I also want to expand into other online marketplaces like Amazon to increase visibility and reach new customers across the country.
Scaling my business hasn’t been easy, and there were plenty of twists, turns, and obstacles along the way. But each challenge has been a learning opportunity, and I’m excited to continue growing, expanding, and providing high-quality vegan self-care products to my amazing customers. Here’s to the next chapter!
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Josie Thompson: Founder of Elementals Soap Co.
My name is Josie Thompson, and I’ve been passionate about soaps for as long as I can remember. In fact, I was a closet soap hoarder at the age of 10. Whenever I went on vacation, my first stop was always a boutique store where I could find artisanal soaps and self-care products. I loved the variety of scents and the idea of using these beautifully crafted bars, but I hated the thought of using them up because they were so beautiful! At one point, my mom threatened to stop buying me soap unless I used up all the bars I’d collected.
Fast forward to adult life—after working in the retail industry for many years as a manager, buyer, and then regional manager in my twenties, I found myself feeling burnt out and craving something more fulfilling. In 1999, I made a drastic change and transitioned to the Tech industry, taking on marketing consulting roles before finally landing a full-time remote job in Virginia. However, after 24 years in the Tech industry, I made the leap in 2023 to focus on what had become my true passion—Elementals Soap Co.
My journey into natural skincare began in 2020 when I was diagnosed with Lyme Disease. Along with the debilitating joint pain and inflammation, my eczema flared up. It was during this time that I decided to adopt a vegan lifestyle and explore the healing power of plants. I read countless books, changed my eating habits, and sought out natural and holistic ways to support my health. This journey led me to create my own natural soaps, self-care and home products.
One of my favorite products was the development of a skin-healing salve to help with my eczema which I tested on myself, family, and friends. During this time, I also began sharing samples of my soaps, and one of my closest friends, Sunnie Tansill, fell in love with them! She became my very first client and continues to be one of my biggest supporters. As a business owner herself, she gave me the confidence to pursue my dream. From there, Elementals Soap Co. was born.
Elementals Soap Co. offers a range of natural, vegan skincare and home products designed to support and elevate the mind, body, and spirit. We create handmade soy candles, soaps, salves, and other self-care products that are gentle, healing, and effective. Our products are made with love and care using high-quality, plant-based ingredients. I believe in the power of nature to nurture and heal, and I aim to bring this natural healing to people of all ages.
What sets Elementals Soap Co. apart is our holistic approach. Each product is thoughtfully created to support not just the skin, but the emotions and spirit as well. The four elements—water, air, earth, and fire—serve as the foundation of our brand, symbolizing the natural forces that come together to create balance and harmony in the world. This philosophy drives everything we do, from product formulation to how we connect with our customers.
I’m most proud of how Elementals Soap Co. has grown from a personal healing journey into a business that touches the lives of others. The feedback I’ve received from customers has been incredibly rewarding, and seeing how our products help people improve their skin and feel more connected to themselves has been a dream come true.
To anyone considering our products, I want you to know that at Elementals Soap Co., we are committed to providing high-quality, holistic products that support your well-being. We believe in the power of self-care and the importance of using natural ingredients that nourish and heal. We are here to elevate your physical, emotional, and spiritual health through the healing power of nature. You may find our products here: https://elementalssoapco.etsy.com
What’s been the best source of new clients for you?
The best source of new clients for me has definitely been attending arts and craft shows at big venues like convention centers and expos where are there thousands of foot traffic. These events have been incredibly valuable in getting my brand in front of a larger audience. While sales at these events may not always be huge on the spot, what I’ve noticed is that many people will come back to me later. They often message me on Etsy or social media, letting me know they found me at a festival or expo, or that they received one of my products as a gift and loved it. It’s those follow-up connections that have really helped me build a loyal customer base over time. It’s not just about the initial sale—it’s about making an impression and ensuring that my products stay top of mind for potential clients.
We’d really appreciate if you could talk to us about how you figured out the manufacturing process.
Yes, I personally manufacture ALL of my products—from the initial research to creating the recipes, sourcing the materials, designing the labels, and handling the product launch through social media. I’m a self-taught maker, and my journey into product creation has been a labor of love. I learned how to make my products by watching countless YouTube videos, reading books, taking online classes, and following other makers on social media. Over time, I developed my own process, which allows me to add a personal touch and create products with love and intention.
I didn’t have the luxury of already knowing how to manufacture the products when I started. Instead, I dove into learning everything from scratch. There was no other producer involved —I was completely hands-on throughout the entire manufacturing process. I took the time to research ingredients, experiment with different formulations, and test everything on myself and others. As my business grew, I began fine-tuning my methods, focusing on making each product unique and special with that Josie-touch!
One of the key lessons I’ve learned along the way is the importance of patience and persistence. Manufacturing your own products requires a lot of trial and error, and it’s easy to get discouraged when things don’t go as planned. However, the most rewarding part has been seeing the finished product, knowing that I created it from the ground up, and knowing that my customers feel the love and intention in every item they receive.
Another lesson is the value of staying true to your vision. It’s easy to get caught up in trends or rush the process, but I’ve found that taking the time to perfect each product is essential to the quality and integrity of my brand. I continue to learn and grow with each new product, and it’s incredibly fulfilling to see how far I’ve come in this journey.
Contact Info:
- Website: https://www.etsy.com/shop/ElementalsSoapCo
- Instagram: https://www.instagram.com/elementalssoapco/
- Facebook: https://www.facebook.com/ElementalsSoapCo/
- Linkedin: https://www.linkedin.com/in/josie-thompson-b1646b4a/
