Alright – so today we’ve got the honor of introducing you to Kelley Williams. We think you’ll enjoy our conversation, we’ve shared it below.

Kelley, thanks for taking the time to share your stories with us today Finding those key vendors can often be make or break for a brand. Can you talk to us about how you found your key vendors?

When I was looking for a manufacturer for Curasalve, it was crucial to find a chemist who not only understood but was passionate about my commitment to organic, safe products. I was adamant about partnering with a manufacturer/lab/chemist who shared the same brand ethos. This journey took months of intensive research on Google and LinkedIn. I completely underestimated the time required to find the right person, get responses, and sample the products.

One of the most important lessons I learned was not to take a company’s word at face value. It’s essential to test their formulations first and then sign an NDA to disclose the formula you want them to make. Small brands often struggle to identify manufacturers willing to work with smaller budgets and runs, so it’s vital to allow yourself enough time to find the right partner. Your manufacturer is truly key to your success, so invest time in getting this right.

I chose my manufacturer because they specialize in producing clean beauty and baby products. They do not sacrifice ingredient quality for profit, which was crucial to me. They also took the time to educate me on manufacturing practices and organic certifications, which really sealed the deal. They saw me as a partner from the onset rather than just a contract.

Through this process, I learned several valuable lessons. First, test/interview at least 5-10 manufacturers before making a decision, unless you have an extremely strong industry referral. Even then, I recommend reaching out to at least five. Compile a list of questions for each manufacturer to compare their contract terms, schedule, pricing, and process. This approach ensures you make a well-informed decision and find a manufacturer that aligns with your brand values and business needs.

Kelley, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Curasalve is a skincare brand dedicated to providing families with a complete range of non-toxic, certified organic products formulated for pregnant moms, babies, and kids.

At Curasalve, our mission is to offer families skincare products they can trust, and we take great pride in our commitment to providing safe and natural options. We began our journey in 2018 with a line of organic diaper rash creams. I developed a line of diaper creams because my daughter, Giuliana, had fragile, sensitive skin. Giuliana always needed a dab or two of diaper rash cream because her skin was often irritated, even with hourly diaper changes. I had a difficult time finding a max strength product that heals the rash fast but safe for sensitive skin. A bought with extreme diaper rash after a food intolerance led me to develop a diaper cream and diaper paste with clean, minimalist ingredients but max strength effect.

We understand the importance of using safe and natural ingredients, particularly when it comes to the delicate skin of babies, kids, and moms. That’s why our entire product range is made with organic, safe-to-use ingredients, carefully crafted by a mom for women and children. Since development, Curasalve has expanded to include additional bath and body products, including certified organic body wash and oils. Products that a growing family can use and trust.

Our products are formulated with only the best ingredients, meticulously sourced from trusted suppliers. We are proud to say that they are free from harsh chemicals and synthetic fragrances. We are committed to nurturing your family’s skin.

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

I bootstrapped Curasalve for the first two years. I used my personal savings and took a small loan from my 401K to get started. Initially, I only leveraged a small amount of debt on my credit card since I did not have business credit at the time. It took years to build my credit, which is an important factor to consider right when you get started. It’s crucial not to overextend yourself on credit but to build your business score so that when needed, you have financing options available.

Eventually, I took on investors and participated in amazing grant programs like Black Girl Ventures. These opportunities allowed me to secure great capital, which was instrumental in expanding my product line. The journey of funding my business taught me the importance of strategic financial planning and seeking out supportive funding avenues.

Let’s talk about resilience next – do you have a story you can share with us?

One journey that truly illustrates my resilience is the ordeal I faced in 2019 when I lost all my personal and business belongings in a devastating fire. This fire not only destroyed my home but also wiped out Curasalve’s headquarters. To make matters even more challenging, I was pregnant and had to navigate the complexities of rebuilding while giving birth to my son.

The fire occurred on Super Bowl weekend while my family and I were away visiting friends and family. A neighbor’s house caught fire, and since our homes were so closely nestled, smoke and flames caused significant damage to our home. The thought of what could have happened if we had been home, especially with my daughter asleep in her bedroom, still shakes me to my core.

The aftermath was incredibly difficult. Rebuilding my life and business from scratch was an overwhelming task. I had to start over on social media, reconnect with my manufacturer, and re-establish my customer base. This process was far from easy. Negotiating with contractors and insurance companies while also caring for a newborn and managing a pregnancy was an immense challenge.

Restarting everything took a lot of determination and perseverance. I had to dig deep to find the strength to keep going, especially during the times when it felt like progress was painfully slow. Despite these difficulties, I was driven by the support and encouragement of my customers and the belief in the mission of Curasalve.

The journey taught me the importance of resilience and the power of community. It reminded me that even in the face of seemingly insurmountable obstacles, it’s possible to rebuild and come back stronger. With the birth of my son and the support of many incredible people, I found the courage to reopen Curasalve, determined to provide safe, clean products for families everywhere. This experience has shaped me and reinforced my commitment to my business and my customers.

Contact Info:

• Website: https://www.curasalve.com
• Instagram: @curasalve

Image Credits

Christina Jones Photography
Kate Andreya Photography