We’re excited to introduce you to the always interesting and insightful Sandra-Lee Shaw. We hope you’ll enjoy our conversation with Sandra-Lee below.

Sandra-Lee, thanks for taking the time to share your stories with us today So, naming is such a challenge. How did you come up with the name of your brand?

This is a question I get often, given that 808 Co is such a unique name in that it appears to have no relation to being a spiritual wellness company!

I initially did not want to be tied down to a particular product so I shied away from names that limited me to one category, even though when I initially started the company I was focused on using crystals to enhance body care.

Numerology and angel numbers have always fascinated me, so I knew that using numbers was something I wanted to do right off the bat. Combining this with an element was a must for me as well because I knew I would never venture away from natural ingredients, hence why the 808 Co logo contains a triangle and a tree (more on that below). 808 Co’s purpose is to provide wellness for your mind, body & spirit – and I found the perfect numbers to represent that.

The number Eight is a symbol of infinity and a constant flow of energy and power. It is quite often a symbol of abundance and prosperity. The shape of the number eight also suggests themes of momentum and repetition due to its cycles and link to infinity. It is also considered a very lucky number in various Asian cultures.

Zero is the symbol of ‘nothingness’ and denotes freedom from limitations in this material world. The number zero resonates with the vibrations and energies of eternity, infinity, oneness, wholeness, continuing cycles and flow, and the beginning point.

So, altogether, the 808 angel number means luck, manifestation, infinite possibilities, and the importance of building a solid foundation. It is a number that lets you know you are on the right path when it comes to your personal journey and that if you keep putting in the work, nurturing positivity, and keeping your emotional health in balance – all the positive spiritual things will unfold. This number has the energies of wealth and abundance. It is a magnet for attracting all the good things. Seeing it show up in your world should fill you with hope, belief, and positive energy, knowing you have endless potential to cultivate a life full of spiritual riches and soul connections. This number should be seen as a positive sign that you are making wise decisions and heading in the correct direction.

The alchemical symbol for Earth is a downward-pointing triangle, bisected by a horizontal line. To us it serves as a reminder to stay grounded to the Earth, as all life flows through her. It reminds us that while the Earth sustains us, we must also nurture her, which is why we pride ourselves on being as sustainable as we can be. “Forget not that the earth delights to feel your bare feet, and the winds long to play with your hair.” – Kahlil Gibran

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My name is Sandra-Lee Shaw and I am the Founder of 808 Co. As a Black, Indigenous woman, I started this company after struggling with feelings of inadequacy, self-worth and lack of purpose. I was unable to find the tools, guidance and representation I needed to help me navigate this world and create a feeling of fulfillment in my life. Being aware of this void in the community, coupled with my experience in working for a number of entrepreneurs in a supportive role, I felt I had gained enough knowledge to begin my own entrepreneurship journey. Utilizing the knowledge I gained from being raised with a parent who took a holistic/alternative approach to wellness, I furthered my expertise by obtaining my Crystal Healer certification. My goal is to help others who may have also suppress those feelings to find their Authentic Self and feel more fulfilled.

I am most proud of the fact that 808 Co is founded by and employs women in all aspects, from our photographers to our social media consultants. I am also proud of the fact I get to work with my Mom. Shortly after starting the company, I partnered with my mother, Allison, to offer wellness services at 808 Co. As a certified Reiki Master, Intuitive Guidance Counselor and Spiritual Practitioner, she is able to offer personalized guidance and healing to a community struggling to numb themselves as opposed to heal themselves. Our unique dynamic allows us to bring different perspectives, business ideas and experiences to 808 Co. Our focus is not profit driven, but is truly about women united with the purpose of helping to provide outstanding holistic wellness resources to our community. We offer many educational tools, such as our Wellness Wednesday lives on Instagram and Facebook, our informational YouTube videos and blog posts at no charge. Providing these resources free of charge, enables us to reach a wider range of clients while staying authentic to our brand. What sets us apart from other health and wellness companies is we strive to be a one stop shop for spiritual wellness and holistic services. We see the value in listening to the needs of our clients and curating our selection based on what is requested.

I want you to know that 808 Co’s purpose is to bring balance to your life, and it is the stepping stone for healing and development. Here, you can expect to find the support needed when searching for meaning and stability while on your continual fluid journey to your Authentic Self.

We offer ethically sourced, high-energy crystals, smudging tools and incense, handmade crystal jewelry, organic face and body care, herbal blends and essential oil blends. Our healing services include reiki sessions, intuitive guidance counseling and astrology readings.

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

One of the hardest aspects of starting a business is funding it. When I initially started 808 Co, I had intended to have it as a side hustle. I kept my fulltime job while I pieced together the company’s foundation – this was crucial. Having a regular income as you invest in your dream piece by piece is the difference between success and failure in my opinion. For bigger purchases, my immediate family came together to gift me things that I needed to help get me up and running, such as shelving, a printer, a desk etc.

808 Co has been running for 5 years now, but 3 years in I decided quit my job and focus on the company fulltime. I felt that I needed to apply for a business loan to help propel the company forward so I could be supported on a fulltime salary. Long story short, this was a bad idea! I was so eager to get the money that I didn’t look too deeply at the fine print and I didn’t take the education aspect of learning about business management too seriously – sure that I would be able to handle it. Nope! I have since gone back to a full time job but it is flexible, in that it allows me to still spend a lot of time on the thing that I am truly passionate about – wellness advocacy.

The advice I would offer on the journey to funding your business is simply this – don’t quit your day job right away, you’re going to need it. There are a number of potentially unnecessary things you may get excited and purchase, but as long as you can expect your paycheck on Friday you’ll survive these impulse purchases! Next, aim to apply to business grants as opposed to business loans because when those payments come back around and are due to be paid back the pressure is real, and can really make or break your business. Lastly, don’t be shy to ask family and friends for support!

We’d love to hear the story of how you built up your social media audience?

Social media is a fantastic tool for reaching your target audience, and admittedly the landscape has changed drastically over the last few years. When I first started my business Instagram and shamelessly implored my friends and family to follow my page, regardless of their interest in the content. Having a couple hundred followers helped my page look “real” and encouraged others who didn’t know me to follow as well.

I tested out different kinds of content, rotating between short videos, long videos and carousels with funny, educational or esthetically pleasing visuals. I find that when I do this I’m bound to appeal to someone. Planning ahead is crucial to maintaining an active social media presence even when you feel burnt out or uninspired, so I spend a few days a month glued to Canva, creating content that I can use on those “off” days. Responding and engaging with my audience also helps to keep my interactions up, because people like to know that you are a real person behind the screen who cares about their comments and questions. Also, anything with my face helps with interaction as well because again, people like to know you’re not a robot. You’re a real live person who’s passion is this business.

All of these tips have helped me to build my audience and maintain their interest. There is plenty of social media gurus out here who would tell you to pay them to teach you, but truthfully its trial and error. Try different approaches until you find the content that fits your niche – and don’t be afraid to be real. Not everything is about perfection and reminding myself that flaws and all, what am I trying to say still matters so post the content!

Contact Info:

• Website: www.808co.ca
• Instagram: https://www.instagram.com/808co.ca/
• Facebook: https://www.facebook.com/808co/
• Twitter: https://twitter.com/808company
• Youtube: https://www.youtube.com/@808co
• Other: TikTok – https://www.tiktok.com/@808co

Image Credits
Amanda Lee Coffey Ali Janssen Spooky Allyn