We were lucky to catch up with Trudy-Ann Armand recently and have shared our conversation below.

Alright, Trudy-Ann thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

Oh, HER-MINE has a special place in my heart. It all started with my mom, Pam, and me, still reeling from the loss of my aunt Hermine, a truly extraordinary woman. An architect, artist, scientist, and gardening guru, Hermine fought a six-year battle to protect her right to plant an organic vegetable garden. She fought against injustice even while battling illness, and won just a month before she passed away. Her spirit was inspiring and her comforting words, “Woo, woo, woo,” still resonate with us.

My mom and I were searching for a way to channel our grief, to find a tangible expression of our love and longing for Hermine. That’s when we started HER-MINE. The Self Care Lifestyle Box, adorned with Hermine’s beloved butterfly, is more than just a product; it’s a tribute to a trailblazer who was the only black female architect in Florida during the 80’s.

Through HER-MINE, we’ve found a way to share Hermine’s essence, her passion for women’s issues, and her unconditional love. By partnering with women-owned businesses, we honor her legacy and bring a box of love to people’s doorsteps. To date, we’ve worked with over 100 women-owned businesses, extending Hermine’s spirit of support and collaboration. Each partnership is a testament to the values Hermine stood for, and we’re incredibly proud of this growing community.

Honestly, starting HER-MINE was therapeutic for us, and every time we hear that receiving a box from us is like receiving a box of love, we feel Hermine smiling down on us. We believe she would be proud of what we’ve created in her memory, and we hope to continue making a difference, just as she did.

Trudy-Ann, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Trudy Armand, co-founder of HER-MINE. My journey began nearly 10 years ago as a third-party seller on platforms like Amazon, eBay, and Walmart. My experience in eCommerce laid the foundation for something deeply personal and meaningful – HER-MINE.

I started HER-MINE with my mom, Pam, in loving memory of my favorite aunt, Hermine Ricketts-Carroll, a trailblazer and fighter for justice. Our brand is dedicated to helping women practice self-care using products from women-owned businesses. From a subscription box company, we’ve grown to include B2B and corporate gifting, always with women’s empowerment at the core.

HER-MINE is more than just a business. It’s a community and a sisterhood. We support our local and global community through charitable giving, donating subscriptions to female-centric causes, and providing microloans to women worldwide. We even share our vendor partners’ stories to raise awareness and support each other.

What sets us apart? It’s the personal touch and the values that Hermine inspired in us. Our commitment to women’s issues, self-care, and self-love is woven into everything we do. We’ve been recognized as one of the top 10 women-owned boxes on CrateJoy in 2021 and nominated for Best Customer Service Box in 2022.

I’m most proud of the positive impact we’ve made on our customers, community, and vendor partners. The support and growth we foster make HER-MINE more than just a brand; it’s a movement.

Outside of HER-MINE, I’m a sought-after speaker and coach, featured on various platforms and shows. I took 2nd place in the 2022 Black Girl Ventures pitch competition and was named one of South Florida’s Most Prominent Influential Black Women in Business and Industry.

With a Master’s degree in Education, specializing in Training and Performance Improvement, my focus is always on growth, empowerment, and connection.

I want potential clients, followers, and fans to know that HER-MINE is about love, community, and support. We are here to uplift, empower, and inspire women, reminding them to prioritize self-care and self-love. Together, we all grow!

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

Selling on Amazon and CrateJoy offers us tremendous exposure. These platforms attract customers who are in the mood to buy or browse, and we’ve been able to reach a broader audience through them. However, the drawback is that these customers often feel more aligned with the marketplace itself rather than our brand. They become customers of Amazon or CrateJoy, rather than HER-MINE, which can limit our direct relationship with them.

On the other hand, selling on our website allows us to build long-term and stronger relationships with our customers. We’ve had loyal subscribers who have been with us since we started HER-MINE over three years ago. The connection and trust we build through our website are unparalleled. However, this approach comes with its challenges. The responsibility to drive visibility and awareness is entirely on us, demanding significant effort and resources.

Overall, each platform has its unique advantages and challenges. Our mixed approach helps us balance the extensive reach of marketplaces like Amazon and CrateJoy with the intimacy and loyalty we foster through our website. It’s a strategy that has served us well and aligns with our mission to connect, empower, and uplift women everywhere.

Can you talk to us about manufacturing? How’d you figure it all out? We’d love to hear the story.

At HER-MINE, we only manufacture a few of our own products, with the majority being curated from an incredible collection of items from various women-owned businesses. Our journey into this world began with a desire to create a box of comfort, love, and self-care, inspired by the memory of my favorite aunt, Hermine.

Initially, I didn’t plan to focus solely on women-owned businesses, but a month before we launched, I made that commitment. The challenge was then to find the right vendors who could provide unique, high-quality products that resonated with our brand’s ethos.

To my surprise, this commitment was not only sustainable but also deeply fulfilling. I met amazing and creative women with incredible origin stories, some of whom we helped with their very first wholesale order. We’ve collaborated on customizations, packaging redesigns, and built ongoing relationships.

The lessons learned along the way have been invaluable. Not all experiences were smooth; some vendors didn’t deliver as contracted, but each instance was a learning opportunity. What stands out most is the power of collaboration, trust, and community. These partnerships have enriched our brand, our products, and the connections we share with our customers.

Our manufacturing process is more about collaboration and curation, supporting women entrepreneurs, and bringing their wonderful products into the homes of our subscribers. We’ve built a community of over 100 women-owned businesses and continue to grow and learn together.

Contact Info:

• Website: http://www.her-mine.com
• Instagram: https://www.instagram.com/myherminebox
• Facebook: https://www.facebook.com/myherminebox
• Linkedin: https://www.linkedin.com/company/myherminebox
• Youtube: https://www.youtube.com/@myherminebox