We’re excited to introduce you to the always interesting and insightful Lora Cantele, RA. We hope you’ll enjoy our conversation with Lora below.
Alright, Lora thanks for taking the time to share your stories and insights with us today. Was there a defining moment in your professional career? A moment that changed the trajectory of your career?
I was invited to work as an Aromatherapy practitioner as part of a pilot program in a Children’s home for those with life-limiting illnesses. The children in the program were non-verbal and suffered from brain injuries at birth, muscular dystrophy and other conditions requiring round the clock care. The program ran for 16 months, however I joined two months into the existing program. This was good as I could see the difference in the children’s’ quality of life before and after Aromatherapy interventions were incorporated into the study. Many of the children suffered great pain but were unable to speak to the nature of their pain. I relied on the nursing staff who knew every grimace and expression and what they meant as they had been working with these children for many years. There was remarkable success with the complement of Aromatherapy interventions in reducing pain, crying episodes/traumatic outbursts, anxiety, and improving sleep and range of motion. Most notable was a teenage girl who, when I first met her was “vacant,” unresponsive, and bed-ridden as even the slightest movement caused her great pain. By the end of the program, she was able to move without pain, be able to ride a bus, sit in a wheel chair, engage with her surroundings, and she even spoke for the first time in years. Publicizing this study and its success led to me becoming an international speaker on the subject of using Aromatherapy for children with special needs.
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?
When I was pregnant, I was in two car accidents. Each one left me with less mobility and a great deal of pain in my back. After my son was born, I became extremely sleep deprived as he would not sleep at night. A friend gifted me an essential oil blend for my back pain that worked amazingly well. Another gifted me a different blend to help my son (and me) sleep. Again, the essential oil blend worked very well and my quality of life improved. I later discovered that both products were made by the same aromatherapist. So I went to see her to learn more. I left feeling like it was the best kept secret that everyone should know about. Soon after, I started my journey in Aromatherapy. I became a certified Aromatherapist with the American College of Healthcare Sciences in 2004 and a Registered Aromatherapist later that year. I also met my mentor, world-renown Aromatherapist Shirley Price, who would set me on a path to become an instructor and owner of my own school (a satellite school of the Penny Price Academy [UK] based in Chicago, IL). I became an educational sponge and began attending continuing education classes and conferences world-wide. I think as a practitioner it is important to stay current with research and practices and currently have over 2000 hours of study in this field.
I started my own practice in 2004. I worked with people with all types of concerns from anxiety and sleep, to digestion, skin and respiratory conditions. As a mother of a son with Autism, a large part of my interest was in working with essential oils to enhance the quality of life for children with Autism and other special needs. I was a part of a pilot program for children with life-limiting illnesses. These experiences are what sets me apart from other Aromatherapy practitioners. My work was featured in the Netflix documentary ‘(UN)WELL’ released in August 2020.
As an aromatherapist, I wear many hats, In 2005, I got in on the ground floor of an international Aromatherapy association called the Alliance of International Aromatherapists (AIA) – a 501(c)3 non-profit based in Colorado. I served in many roles on its board of directors and committees until 2021. I was honored as a co-founder in 2017 and served as its Executive Director 2017-2019. One of the goals of the organization is to integrate Aromatherapy with the medical community. In my capacity as Education Chair, I was part of a team that developed the AIA’s [Education] Curriculum Guidelines – a gold standard in the U.S. Something I am very proud of. I am also a Fellow of the International Clinical Aromatherapy Network (ICAN) and a board advisor to the American College of Healthcare Sciences. As an international speaker, I present on topics such as the use of essential oils for children with special needs and Aromatherapy education. As a writer and educator, I have written many articles on Aromatherapy for trade journals, newspapers and magazines. I am the co-author of “The Complete Aromatherapy & Essential Oils Handbook for Everyday Wellness” released in 2018. I was asked to completely revise and make additions to this book that was first released by Nerys Purchon 26 years prior. In additional to the revisions, I added several new sections and protocols, with an emphasis on essential oil safety. Essential oil research is growing as the popularity of the healing art & science grows. In 2011, I realized that I had developed a very large network of practitioners, educators and researchers in this field. As an avid networker, I wanted to do something to provide resources and education to practitioners. This led to the development of the “International Journal of Professional Holistic Aromatherapy (IJPHA)” – a quarterly peer-reviewed journal available in print. The journal was launched in June 2012 and continues to grow in content and quality each year. It has become a resource in many university libraries and medical facilities around the world. As an extension of the journal, I also host expert educators from around the world to teach in their area of expertise here in Colorado, I also make and sell Aromatherapy products for skincare and wellbeing.
What do you think helped you build your reputation within your market?
I believe that responding to the needs of others is foremost in building a reputation, as well as honesty and integrity. For example, I host expert educators to teach advanced classes in Aromatherapy in Colorado. As a perennial student myself, I know the importance of managing the affordability of all the parts (transportation to the hotel/class, meals, entertainment, the class itself, etc.). I also have sponsors that support my journal. I have had educators bully me to change my business model with regard to classes, such as finding a suitable meeting space, but leaving the students to figure the rest out for themselves. It’s hard when traveling to a new place for an intensive class and I know the lay of the land better than the incoming student does. They have also wanted to market additional products during class, which can be a conflict of interest with my sponsors who sell similar/same items. I have learned so much about navigating these issues over the years and have a contract with the presenters that redirects their focus on education, while I focus on the needs of my guests. I also involve the local business that support me with discounts for my students who engage in their services while in town. By standing up to them, I gain their respect and I set an expectation I can meet for my students to receive a quality educational vacation. Potential students know what to expect from my brand. Staying true to your mission and goals, as well as trusting your gut, is a great guide!
Other than training/knowledge, what do you think is most helpful for succeeding in your field?
There are two. First, I educate my clients about Aromatherapy in the initial consultation. Most people want a magic bullet and are led to believe “there’s an oil for that.” Aromatherapy doesn’t heal anything. Aromatherapy (skilled essential oil use) helps the body to help and heal itself. It’s not like two boxers in a ring (the strongest component of an essential oil vs. the strongest component of a dis-ease). It is more like a battle (many organic chemical components vs. many aspects of a dis-ease). Pharmaceuticals act like boxers and can knock out an aspect of an ailment “in a few rounds” or less. Aspects of ailments can also become resistant to pharmaceuticals with prolonged use. Essential oils are like wine in that their make-up changes somewhat from plant harvest to harvest and year to year. These slight changes make it harder for the body to build up tolerance or resistance to them. The battle might take days or weeks, but they create a longer-lasting homeostasis. Developing a trusting relationship alongside educating the client sets up realistic expectations for the client. They need to know they are not passive in their own care, they are a partner and much of the success for their wellness lies with them. They need to own their part of the responsibility of care. Second, working within one’s scope of practice is also a pillar for success. Over-promising and under-delivering can kill your business. I will have people seek me out to cure their cancer or their child’s Autism. I can’t do that. The essential oils cannot do that. Authentic Aromatherapists’ have an interest in discovering the root cause of your dis-ease, not simply addressing the symptoms. This may involve a change of lifestyle or wellness plan that can enhance your quality of life. It doesn’t help you or your client to take on something you are unfamiliar with. Networking with others in your profession can help you make good referrals to benefit your client and increase collegiality.
Contact Info:
- Website: www.enhancedgifts.com and www.ijpha.com
- Facebook: www.facebook.com/enhancementsaromatherapy and www.facebook.com/ijpha
- Linkedin: www.linkedin.com/loracantelera
- Twitter: @enhancedgifts
- Youtube: www.bit.ly/3zmgavX
Image Credits
Image making a blend credit to (UN)WELL Image with the special needs boy on the screen in the background credit to Gabriel Mojay Headshot credit to Jeff Finklestein Image with IJPHA banner in background credit to AIA I have permission for all of them