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

Alright, Michael thanks for taking the time to share your stories and insights with us today. What’s the backstory behind how you came up with the idea for your business?

In my previous career as a financial planner, I frequently embarked on business travels that took me to various destinations. One memorable journey found me aboard a flight to Dallas for a professional conference, where I encountered an unexpected olfactory challenge. Seated next to me was an individual whose personal hygiene left much to be desired, emitting a pungent odor that seemed to linger.

Throughout the duration of the flight, I found myself discreetly turning away from my seatmate, burying my face within the confines of my sleeve to mitigate the discomfort. Little did I know that this unsettling experience would serve as a catalyst for a remarkable journey of innovation and creation.

Upon my return from the conference, fate seemed to have a quirky sense of humor, as I once again found myself in the less-than-ideal company of a fellow traveler, this time exuding the unmistakable scent of cigarette smoke. The intense aroma permeated the cabin and inflicted upon me an excruciating headache.

It was at this point, after enduring these unpleasant experiences, that I took it upon myself to embark on a quest for solutions. Scouring the vast realm of the internet, I was dismayed to find no existing products tailored to this specific issue. This void in the market prompted me to collaborate with my wife in brainstorming innovative solutions.

Over the course of several months, we diligently experimented with a variety of materials and designs, diligently fine-tuning our concept. This dedicated effort culminated in the creation of what we now proudly call the Essence Nasal Diffuser.

What initially began as a means to combat unpleasant odors has since evolved into a unique wellness tool, embraced by establishments ranging from luxurious spas and upscale hotels to tranquil dentist’s offices and cozy homes. The Essence Nasal Diffuser, a product born out of personal necessity, has now found its place as a globally recognized and cherished item, enhancing the olfactory experiences of countless individuals worldwide.

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

Entrepreneurship has always coursed through my veins. I’ve harbored a deep-seated desire to establish my own business, one that could not only bring products to the market but also profoundly enrich people’s lives. Though I maintained a degree of skepticism towards Essential Oils, my personal encounters with their natural healing properties left me with no doubt about their effectiveness.

Initially conceived as a solution to mask unpleasant odors, my invention has blossomed into a transformative wellness tool. The Essence Nasal Diffuser represents the culmination of this evolution. It is a discreet, flexible, and portable ring crafted from medical-grade silicone, designed to rest comfortably over the wearer’s septum.

The innovative silicone material not only cradles the essential oil but gradually diffuses it as it’s worn, granting more than 4 hours of hands-free, cordless aromatherapy. This ring is a versatile companion, suited for wear during working hours, travels, relaxation, or even while indulging in a soothing massage or facial treatment.

I take great pride in the countless testimonials we’ve received from users who have found relief from various ailments like headaches, stress, nausea, and congestion, among others. Essence’s core mission is to elevate your well-being by enriching your daily experiences through the natural wonders of essential oils.

We fervently believe in the transformative power of breathing, and we vow that our rings will promote deeper, more profound inhalations, fostering a sense of serenity and balance in your life. Our dedication is to provide an uplifting, soul-nourishing experience that enhances the way you savor each day. Welcome to the world of Essence, where we breathe new life into your daily rituals.

Do you sell on your site, or do you use a platform like Amazon, Etsy, Cratejoy, etc?

When we embarked on our Essence journey, one of our early priorities was to establish a professional, fully functional website capable of handling orders seamlessly. However, what we hadn’t initially considered was the challenge of driving traffic to our site. Advertising, a costly endeavor, posed a considerable obstacle for a fledgling business like ours, especially when it came to building both inventory and a loyal client base. It felt like a classic chicken-and-egg conundrum.

We soon realized that in order to attain the exposure necessary for success, we’d need to make some strategic sacrifices. It became evident that diverting a portion of our profits was a worthwhile investment in exchange for reaching a wider audience. Thus, we made the decision to list our products on platforms where millions of eyes were already focused: Amazon and Etsy. Within the very first year of our business’s inception, these online marketplaces became our initial touchpoints with customers.

Our objective was clear: capture the attention of the initial customer on these popular platforms and subsequently transition them to our own website for their future purchases. As time went by, we worked diligently to refine our pricing and margins to a point where selling through these additional channels not only became viable but also significantly contributed to our overall success.

In essence, our willingness to embrace these platforms was a strategic choice that allowed us to navigate the challenges of early entrepreneurship and establish a robust presence in the market.

What’s been the best source of new clients for you?

Although online advertising is a valuable method for garnering attention for your products, we recognized the need for a more innovative approach when it came to our distinctive Essence ring. This revolutionary concept in the realm of aromatherapy demanded a unique marketing strategy, one that put our product right under people’s noses, quite literally.

Understanding that getting our innovative rings in front of potential customers was pivotal to our success, we opted for an unconventional approach. We made the strategic decision to participate in trade shows specific to our target industries, such as travel and spa/wellness. These platforms allowed us to distribute samples and actively engage with our core customer base.

This approach has proven to be exceptionally effective, resulting in a substantial increase in our wholesale business and solidifying our presence in the market.

Contact Info:

• Website: https://essencering.com
• Instagram: essence_ring
• Facebook: essencerings
• Linkedin: michaeldeleeuw
• Twitter: @Essence_ring
• Youtube: @essence9082