Alright – so today we’ve got the honor of introducing you to Trudy-Ann Armand. We think you’ll enjoy our conversation, we’ve shared it below.
Trudy-Ann, thanks for joining us, excited to have you contributing your stories and insights. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
The story behind HER-MINE’s mission is very close to my heart. It all started in 2019 after the passing of my dear aunt, Hermine Ricketts-Carroll. Hermine was an incredible woman—full of life, creativity, and unwavering support. Losing her was one of the hardest things I’ve ever faced, but it also inspired something beautiful.
My mom, Pam, and I wanted to honor Hermine’s memory in a way that truly reflected her spirit. That’s how HER-MINE came to be. Our mission is to curate self-care lifestyle boxes with products from women-owned businesses. But for us, it’s more than just delivering products. It’s about creating a community that uplifts and empowers women, just like Hermine always did.
Hermine was there for so many of the milestones in my life. She celebrated my graduations, stood by me at my wedding, and even served as my doula when my daughters were born. Her presence during those important moments made them even more special. HER-MINE aims to celebrate and honor the milestones in women’s lives, providing products that support them through their own journeys.
Pam left corporate America to follow her entrepreneurial passion, and she’s been my biggest inspiration. Growing up, I watched her take on challenges with grace and resilience, and she taught me the importance of perseverance and community. Together, we’ve poured our hearts into HER-MINE, and it’s been an incredible journey.
Every product we include in our boxes is carefully chosen not just for its quality but for the story behind it. We want to support women who are chasing their dreams, overcoming obstacles, and creating amazing things. By sharing their products, we’re helping to build a network of strong, empowered women who support each other.
HER-MINE is special because it’s about more than just business. It’s our way of keeping Hermine’s legacy alive and spreading her spirit of generosity and creativity. We want every woman who receives one of our boxes to feel valued, inspired, and connected to a larger community.
Our mission is deeply personal, and it’s driven by love, family, and a commitment to empowering women. Through HER-MINE, we hope to make a positive impact and remind women everywhere that they are powerful and deserving of support and self-care, especially during the significant milestones in their lives.
Trudy-Ann, 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?
Hello! My name is Trudy Armand, and I’m thrilled to share a bit about myself and my journey with you. I was born in Jamaica and raised in Miami from the age of 12. Inspired by my entrepreneurial mother Pam and my aunt Hermine, I launched my first business at 16, selling homemade cheesecakes. Over the years, I’ve explored various ventures, including floral arrangements and event design. My entrepreneurial spirit has always been fueled by a passion for creativity and a desire to make a positive impact.
In 2019, my mother Pam and I co-founded HER-MINE, a brand dedicated to curating self-care lifestyle boxes featuring products from women-owned businesses. This venture was inspired by the passing of my beloved aunt Hermine Ricketts-Carroll, a woman who played a significant role in my life and who I deeply admired. Hermine was there for many of my life’s milestones, from my graduations and wedding to the births of my daughters, where she even served as my doula. HER-MINE is our way of celebrating her legacy and empowering other women by supporting their businesses.
At HER-MINE, we provide thoughtfully curated self-care boxes filled with high-quality products from women entrepreneurs. Our aim is to foster a sense of community and empowerment among women by highlighting their creativity and resilience. What sets us apart is our commitment to quality and our personal connection to each product we include. We don’t just select products; we share the stories of the incredible women behind them.
We cater to both direct-to-consumer (DTC) and business-to-business (B2B) markets. For our DTC customers, our boxes offer a convenient and delightful way for busy women to prioritize themselves and explore new, high-quality products that they might not have found otherwise. For our B2B clients, we provide customized solutions for client appreciation, employee recognition, onboarding, and celebrating milestones. Our B2B offerings help companies show their appreciation in a meaningful and personal way, fostering positive relationships and boosting morale.
One of the core problems we solve for our clients is helping them discover and support women-owned businesses while indulging in self-care. I’m proud to share that we have worked with over 100 women-owned businesses so far and counting. Our boxes offer a convenient and delightful way for busy women to prioritize themselves and explore new, high-quality products that they might not have found otherwise.
I’m incredibly proud of the impact we’ve made through HER-MINE. We’ve been recognized as one of the top 10 women-owned boxes on CrateJoy and have won several awards, including Best Customer Service in 2022. Beyond the accolades, what truly fills me with pride is the community we’ve built and the positive feedback from our customers who feel valued and connected through our boxes.
For potential clients, followers, and fans, I want you to know that HER-MINE is built on a foundation of love, family, and a commitment to empowering women. We pour our hearts into every box, ensuring that each one is a celebration of the remarkable women who create the products and the wonderful women who receive them. Our mission is to spread joy, self-care, and empowerment, one box at a time.
Thank you for taking the time to get to know me and HER-MINE. We look forward to continuing this journey with you, celebrating milestones, and supporting women entrepreneurs together.
Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?
One resource that has significantly impacted my management and entrepreneurial thinking is the Goldman Sachs 10,000 Small Businesses program. This program is an intensive 12-week course designed to help small business owners grow their businesses. I had the incredible opportunity to be a part of this program, dedicating one full day each week to attend classes, plus additional time for homework and assignments.
Throughout the program, I gained valuable insights into various aspects of business, including finance, marketing, human resources, and more. The curriculum was comprehensive and hands-on, providing practical tools and strategies that I could immediately apply to my own business. It was an eye-opening experience that deepened my understanding of what it takes to run and grow a successful business.
One of the most rewarding aspects of the program was the opportunity to connect with fellow scholars. These were incredible business owners in their own right, and learning from their experiences and perspectives was invaluable. We built a supportive community where we could share challenges, celebrate successes, and learn from each other.
Now that I am an alumna of the program, I am part of a vast network of over 10,000 small businesses. This network continues to be a source of inspiration, support, and opportunities for collaboration. Being able to tap into this community has been instrumental in my ongoing growth as an entrepreneur.
Overall, the Goldman Sachs 10,000 Small Businesses program was a transformative experience that significantly shaped my approach to business management and entrepreneurship. It provided me with the knowledge, skills, and network to take my business to the next level.
What’s a lesson you had to unlearn and what’s the backstory?
One lesson I had to unlearn was making business decisions based solely on “feelings.” For a long time, I relied heavily on my personal preferences and emotions when selecting products and making other critical business choices. While intuition and passion are important, I realized that to truly scale our business, I needed to shift towards data-driven decision-making.
The turning point for me came during my time in the Goldman Sachs 10,000 Small Businesses program. This intensive 12-week course opened my eyes to the risks and limitations of my previous approach. Through the program, I gained a deeper understanding of business finance, marketing, and strategy, and I learned the importance of basing decisions on solid data and analysis.
The curriculum emphasized the value of using data to guide purchasing decisions, marketing strategies, and overall business planning. It was a transformative experience that helped me see the importance of metrics, market research, and financial analysis in making informed choices that drive growth.
Unlearning my reliance on feelings wasn’t easy, but it was necessary. By incorporating data-driven decision-making into our business practices, we’ve been able to minimize risks and make more strategic choices. This shift has been instrumental in helping us scale HER-MINE and better serve our customers.
The lesson here is that while passion and intuition are valuable, they must be balanced with data and analysis to build a sustainable and scalable business. The Goldman Sachs 10KSB program played a crucial role in helping me unlearn old habits and adopt a more effective approach to decision-making.
Contact Info:
- Website: https://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/channel/UCML07hJGGJ7gltghiOoTF0w
Image Credits
Michelle Devina
Jill Heupel