We caught up with the brilliant and insightful Kevin & Amy Minnett a few weeks ago and have shared our conversation below.

Kevin & Amy, thanks for taking the time to share your stories with us today Can you talk to us about your team building process? How did you recruit and train your team and knowing what you know now would you have done anything differently?

Starting our business has been an interesting journey, and building the right team from the beginning was a top priority for us. We wanted our employees to not only be skilled and talented but also aligned with our vision and culture. It was crucial to set the right tone and create a strong foundation right from day one.

When we initially conceived the idea for our business, we reached out to a friend we had met at a local church a few years back. We believed she had the potential to be an incredible addition to our team. We eagerly sent her an email, but weeks passed without a response. We began to assume that she wasn’t interested. However, out of the blue, she replied, expressing her enthusiasm and stating that it was precisely the opportunity she had been dreaming of. Her delayed response came from a place of careful consideration rather than mere emotion, which showed us her commitment and dedication.

To bring our vision to life, we provided her with some visual concepts and gave her the creative freedom to make them a reality. It was fascinating to witness her unique perspective and see how she infused our ideas with her own creative flair.

As we progressed, we deliberately relied on word-of-mouth referrals to expand our team. Our store’s visitors often share their admiration for our business and let us know they want to work in a similar culture. Every employee we’ve hired so far has come to us through personal referrals, which has allowed us to establish a close-knit team of individuals who are genuinely passionate about what we do.

To ensure consistent training, we developed an online video training course for our employees, which they complete before engaging in in-store training. This approach helps them understand our core values, processes, and customer service principles. Moreover, during the hiring process, we make an effort to identify each employee’s unique talents and interests. By giving them the freedom to express themselves and contribute their individual strengths, we foster a dynamic and fulfilling work environment.

Reflecting on our journey, I can honestly say that I wouldn’t change much. Perhaps the only thing I would have done differently is to have started our business sooner. Looking back, I realize that our meticulous approach to team building and finding the right launch team has been very instrumental in setting the stage for our success.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

To be completely honest, the cosmetics industry wasn’t initially on my radar. Personally, I (Kevin) didn’t have a natural inclination towards it. But sometimes, life takes unexpected turns, and that’s when the magic happens.

Our journey into the world of natural cosmetics began with our Canadian friends who had been making waves in this space for over a decade. My wife, Amy, and other close family and friends have been ardent users of our Pure Anada line for years now, praising the quality and effectiveness of each item.

Providentially, we made a significant move from Canada to the United States in late 2019. It was during this transitional phase that the idea of taking the Pure Anada brand south with our family started to take shape. We saw it as a chance to bring a quality brand across the border, introducing it to a new audience in the United States.

The timing has been interesting in light of the hard left agenda. Often, the organic industry is associated with a leftist agenda. Infact the cosmetic industry itself has increasingly been associated with the woke agenda over the past year with the controversial ads of beauty brands like Ulta Beauty, Sephora, and others. Consequently, traditional and conservative-minded shoppers have been seeking out alternative brands to support which reflect their values. We have been recipients of a significant number of new customers who want to “shop their values.”

Can you talk to us about how your funded your business?

When it came to securing the necessary capital to launch our business, we took a unique and innovative approach. We tapped into the untapped potential of our whole life insurance policy, turning it into a valuable resource for financing.

Our whole life policy had been quietly accumulating cash value over a couple years, waiting for the right opportunity.
Inspired by the wisdom of financial expert Nelson Nash, we discovered the Infinite Banking Concept. This concept empowered us to leverage our whole life policy as a financial tool for business financing. By borrowing against the cash value of our policy, we unlocked the funds we needed to kickstart our venture.

But here’s the fascinating part – instead of treating this borrowing as a mere transaction, we embraced Nelson Nash’s method and charged our business interest on the borrowed amount. This strategy allowed us to reimburse our policy for the opportunity cost of utilizing its cash value for our business needs.

Not only did this approach provide us with the initial capital we required, but it also preserved the growth potential of our policy. We are able to maintain financial independence by avoiding external lenders, while simultaneously optimizing the long-term benefits of our whole life insurance.

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

We have primarily directed our online sales efforts through our website, www.havilah.market, as it provides us with the flexibility and control to showcase our brand and products in the way we envision. In addition to our website, we have also leveraged the integration of Meta for Business and Instagram Shops, tapping into the vast user base and engagement potential of these platforms.

While we understand the appeal of selling through popular platforms like Amazon, Etsy, or Cratejoy, we made a conscious decision to prioritize our website and social media integration. This choice allows us to establish a direct connection with our customers, providing a seamless and personalized shopping experience that aligns with our brand values.

By focusing on our website, we can carefully curate the online environment, design captivating visuals, and create a cohesive brand narrative. We believe that having full control over the customer journey and the overall online shopping experience enhances our ability to convey the essence of our products and foster a deeper connection with our audience.

Furthermore, we have found tremendous value in strategic partnerships with networks that share our values. One such partnership that has proven to be invaluable is PublicSq. Collaborating with PublicSq has allowed us to expand our reach, connect with like-minded individuals, and tap into a supportive community that resonates with our mission.

While there are undoubtedly benefits to selling through established platforms like Amazon or Etsy, such as access to a larger customer base and built-in trust, we have chosen to prioritize the autonomy and personalized touch that comes with managing our own online sales channels. We believe that by maintaining this direct connection, we can build stronger customer relationships, better control our brand image, and offer a more tailored experience.

As our business evolves, we remain open to exploring additional sales avenues and partnerships that align with our values and contribute to our growth. However, for now, our website, integrated social media platforms, and strategic partnerships, particularly with PublicSq, have played a pivotal role in our online sales success.

Contact Info:

• Website: www.havilah.market
• Instagram: @havilah.market
• Facebook: Havilah.Market