We’re excited to introduce you to the always interesting and insightful Karla Schulze-Dyer. We hope you’ll enjoy our conversation with Karla below.
Hi Karla, thanks for joining us today. What did your parents do right and how has that impacted you in your life and career?
Growing up, my parents were the pillars of encouragement for my creative pursuits. They fostered an environment where my artistic aspirations were not just dreams but possibilities waiting to be realized. From a young age, they nurtured my interest in the arts—whether it was accompanying me to the bead store when I experimented with jewelry making, or sampling every concoction I crafted during my stint in body care.
Their support was unwavering and full-hearted. They attended all my college fashion shows, cheered me on from the sidelines, and even supported my internship in New York, where they invested in high-quality fabrics for my final show—stretching beyond their means to see me succeed. When I chose to pivot from fashion design to social work, they understood, reaffirming their belief in my ability to make a difference, regardless of the field.
The culmination of their support shone brightly when I launched Ghost Poppy. They saw it not just as another venture, but as the fruition of all my creative endeavors coming together. Their confidence in my decision to leave a stable job for the uncertain world of entrepreneurship made the transition smoother. They believed in me when I doubted, and their assurance was a constant reminder that I was on the right path.
The impact of their support has been profound, shaping not only my career but my approach to life. Their example taught me the value of steadfast support and belief in others’ dreams, principles that I carry into my own business practices today. My journey with Ghost Poppy isn’t just a testament to my creativity but a tribute to the unwavering faith my parents had in me. Their approach—rooted in encouragement and a deep understanding of my passions—has been instrumental in shaping the entrepreneur and individual I am today.
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?
I founded Ghost Poppy as a way to reconnect with the tactile joy of crafting by hand, after realizing that my design job had me anchored behind a computer screen most days. I yearned for the tangible art of creating something from nothing—a sentiment echoed in the wise words my mother often said, “You know, I bet I could make that.” This inspired me to dive into the world of home fragrances.
My initial venture into this field began when I signed up for a candle subscription service, sparking the idea to craft my own unique scents. In 2018, I launched my first set of fragrances, known as the Crystal Collection, drawing on the natural aesthetics and reputed properties of different crystals to inspire the scents. My debut at a local maker’s market in November 2018 was a pivotal moment, as it led to Ghost Poppy’s products being picked up by two local stores.
Ghost Poppy offers a range of handcrafted home fragrance products, including candles, diffusers, and air fresheners, all designed to transform everyday spaces into sanctuaries of comfort and inspiration. Each product is meticulously formulated with the finest ingredients to ensure a clean, long-lasting, and evocative scent experience.
What sets Ghost Poppy apart is our commitment to sustainability and community. We use eco-friendly materials and production methods, ensuring that our products are as kind to the planet as they are to our customers’ senses. Moreover, we actively engage with our community through partnerships with local nonprofits and events that celebrate local makers.
I am most proud of how Ghost Poppy has grown into a community-centered brand that not only prioritizes quality and sustainability but also fosters a deep connection with our customers through shared values and experiences. What I want potential clients, followers, and fans to know about Ghost Poppy is that when they choose our products, they are not just purchasing a fragrance; they are supporting a broader mission to promote sustainability, support local economies, and enhance well-being through the power of scent.
Our brand is built on a foundation of passion, creativity, and community, and we invite everyone to experience the transformative power of fragrance with Ghost Poppy. Whether it’s uplifting, calming, or invigorating, we aim to offer a scent for every mood and occasion, creating memorable experiences that linger long after the scent fades.
What’s a lesson you had to unlearn and what’s the backstory?
When I started Ghost Poppy, I initially fell into the trap of viewing competing products purely as threats, focusing too much on how to outdo others in terms of pricing and features. This perspective was highlighted during an early experience at my second makers market. I was setting up our booth and struck up a conversation with a fellow vendor. We shared laughs and stories about the highs and lows of vendor life, quickly becoming friendly. We even followed each other on social media right there. However, the moment they realized that Ghost Poppy also sold candles, their demeanor changed. They abruptly ended our conversation and later blocked Ghost Poppy on all social platforms, which deeply hurt.
This incident was a turning point for me. It underscored how easily competitive dynamics could sour relationships in the industry. It made me reconsider my approach to competition. Rather than seeing other brands solely as rivals to be outmaneuvered, I began to view them as potential sources of inspiration and learning. This shift in mindset opened up new avenues for innovation and growth, allowing us to focus on enhancing our unique offerings and carving out a distinctive niche in the market, particularly in areas like sustainability and community engagement that aligned with our core values.
Can you talk to us about how your side-hustle turned into something more.
Ghost Poppy started as a side hustle and has since blossomed into my full-time business. I started selling online in May of 2018 and would participate in local markets when time permitted.
The real test came when I decided to take my homemade candles to a holiday maker’s market in 2018. The response was overwhelmingly positive, and the experience was exhilarating. At this market, not only did I sell out of my initial stock, but I also secured interest from two local stores looking to carry my products. This initial success was a significant confidence boost and a clear indicator that there was a market for my creations.
The transition to full-time came unexpectedly but decisively. I was let go from my 9-5 job, a moment that was initially devastating but ultimately liberating. It forced me to reassess my career path and consider the potential of Ghost Poppy as more than just a hobby. With a growing demand for my products, I decided to take the plunge and focus on Ghost Poppy full-time. It was a daunting decision, but the freedom to pursue my passion on my terms was incredibly fulfilling.
As I dedicated more time to Ghost Poppy, I expanded our product range beyond candles to include diffusers, room sprays, and seasonal offerings. I participated in every event I could, I wanted Ghost Poppy to be inescapable. The first two years of doing Ghost Poppy full time, I did over 100 events. These efforts helped establish a broader customer base a strong loyal community.
The most recent and significant milestone was the opening of our physical retail store. This step was fueled by the desire to create a space where customers could experience our scents in person and where I could interact directly with the community (and not break my back doing so many events). Opening the store was a massive undertaking, involving everything from location scouting to interior design and inventory management. However, seeing the space come to life and becoming a part of our customers’ daily lives has been one of the most rewarding aspects of my entrepreneurial journey.
Looking back, each of these milestones—from the first market to opening the retail store—has been a stepping stone towards building a business that is not just sustainable but also deeply aligned with my values and creative vision. Ghost Poppy is more than just a business; it’s a testament to the power of turning passion into a profession, and I am excited to see how it continues to evolve and inspire.
Contact Info:
- Website: https://www.ghostpoppy.com
- Instagram: @ghost_poppy_
Image Credits
Karla Schulze-Dyer & Shawn Dyer