We’re excited to introduce you to the always interesting and insightful Terry Carter. We hope you’ll enjoy our conversation with Terry below.

Hi Terry , thanks for joining us today. Who is your hero and why? What lessons have you learned from them and how have they influenced your journey?

I have two hero’s. They are my parents. I often refer to them as Condoleeza Rice describes her parents as “extraordinary, ordinary, people.” I lost them several years ago but their spirit and legacy lives on through me.

My parents came from poverty and became highly accomplished entrepreneurs. The gifts they shared with each other were intelligence, wisdom and an appreciation for detail. They enjoyed life and time with family. They taught me that I could achieve whatever I wanted and required that I work for it, even if I had to work exponentially harder. They let me fail and learn from my lessons. They protected me but did not hide the realities of life from me. They helped me navigate life. My parents were high-school sweethearts and everyone could see that they were proud to be married to each other. They were an example of commitment that I rarely see today. Straightforward. No airs. Welcoming to all.

I saw my parents after a long day of choose to rally and drive an hour to handle a sudden business issue. Recently, I was in bed and I read an email about a last minute client meeting the next morning. I needed supplies for the meeting that I did not have at home. I got out of bed, drove to get the supplies and returned home so that I could focus on my presentation and not juggle traffic and errands on the way to my meeting.

From them I also learned determination and excellence. They lived it. They modeled it. This influences me in things as simple as how I value myself and products. I am a multilingual Paris-trainer perfumer with decades of business experience and a Juris Doctor. My clients include large global corporations, celebrities and fragrance enthusiasts. Some clients don’t appreciate that it can take six months to a year to create a bespoke fragrance and this effort is reflected in my pricing –which is competitive in the marketplace. My Travertine perfumery workshops are in high demand and a true educational luxury experience. I’m in a negotiation now with a brand known world-wide that wants my level of expertise but for the price of an apprentice. I negotiate, offer discounts and perform gratis work for charities, but the level of service that my team and I offer is not commensurate with a craft store pricing. As a businessman I will continue to educate them until we can reach a meeting of the minds. If not, I will wish them well and focus on serving my existing clients.
My hero parents also taught me to take time for yourself. Enjoy life. Splurge (on occasion). You will often find my vacations are at some thermal spa in Asia or Europe.

Terry , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I am the Founder and Chief Perfumer for Travertine Spa Collection. As a seasoned business professional with over 30 years of combined experience in entrepreneurship, corporate strategy, international business, product development, product placement and intellectual property law. I enjoy challenges. My career ranges from positions in government and law firms to Fortune 500 companies. I began his career in Japan as a United Nations trained Information Officer employed by the City of Yokohama, Japan. I earned a BA in International Affairs with a minor in Japanese from the University of Puget Sound. I continued my studies at the Washington College of Law at American University, where I earned a Juris Doctor. I solidified my knowledge product formulation and fragrance by studying in at the Institute Supérieur International du Parfum, de la Cosmétique et de l” Aromatique Alimentaire (ISIPCA – Paris).

Formulating skin care and perfumery grew out of a childhood hobby where I had a great interest in botany. While exploring creative projects I made soaps and creams for friends as Christmas gifts. I combined my business and legal acumen with my creative side and established Travertine.

How’d you build such a strong reputation within your market?

We earned this relationship one client at a time. We don’t try gimmicks or marketing tricks. My goal is to establish a long term relationship with our clients. Accordingly, we treat every customer well. From the very beginning we include a hand-written note in all of our packages. We go beyond basic language and talk about why we enjoy the product or offer tips on how to best use the products. None of this is scripted.

We answer the phone. We fill every bottle properly. We ship fast. Often a package is prepared within a couple of hours. We quickly address client issues. We want customers to enjoy the product rather than push them into a purchase that they are unsure about.

We obsess about quality. Travertine products are ingredient driven. We begin our formulation process to make the best products possible. This is reflected in our retail partnership with Whole Foods Market stores where we sell our best-selling Eucalyptus Steam Shower Spray. Products in the Whole Foods Market channel must meet a high standard of ingredient quality. 

Through our attentive customer service and quality we have a earned very loyal client base. Many of our new clients are referrals from existing clients.

Can you share a story from your journey that illustrates your resilience?

For years we marketed to a particular industry segment that I thought was integral for our longevity. After several expensive in-person marketing events there was minimal return on our investment. The meetings went well. Inside and outside of this segment our products were praised. Our formulations and packaging exceeded industry aesthetics. Pricing was strategic against competitors.

The resulting sales came no where near the time and effort we committed. I felt locked out. I was determined that my business would not fail. I had the overhead expenses of an office, employees, product development, inventory and numerous ongoing expenses. To remain viable I sought out other retail options. I thought, “how else can I engage with the customers?”

Initially I focused on our own website and encouraging sales with our existing clients. Then I worked hard to position a strong e-commerce presence. At the same time I sought nationwide distribution in various retail channels. I took a financial risk and increased our inventory to historic levels during the height of the pandemic. I am very proud that we did not miss one sale or delivery. These changes allowed us to not only grow but to thrive. 

We have always been known for our quality and unique products. We have endured a recession and a pandemic. Now that earlier mentioned industry segment is seeking us out and purchasing custom formulations and Travertine products.

Contact Info:

• Website: TravertineSpa.com
• Instagram: Instagram.com/TravertineSpaCollection
• Facebook: https://www.facebook.com/TravertineSpa/
• Linkedin: https://www.linkedin.com/travertinespa/
• Twitter: Twitter.com/Travertinespa
• Youtube: https://www.youtube.com/TravertineSpa/
• Yelp: https://www.yelp.com/biz/travertine-spa-santa-ana-2
• Other: https://vimeo.com/travertinespa

Image Credits
Lisa Michaelis (for image of me sitting in blue shirt in chair)