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

YAWA, looking forward to hearing all of your stories today. Often the greatest growth and the biggest wins come right after a defeat. Other times the failure serves as a lesson that’s helpful later in your journey. We’d appreciate if you could open up about a time you’ve failed.

Absolutely, I believe some of the most profound lessons come from our setbacks. One such instance in my journey was the opening and subsequent closing of my brick-and-mortar shop. Initially, the decision to open a physical store was driven by a desire to create a tangible experience for my customers—a place where they could directly interact with our products. However, managing the shop proved to be more challenging than anticipated.

The store faced numerous hurdles, from high operational costs and staffing issues to less foot traffic than expected. Balancing the demands of the physical store with the needs of my online business and my family became increasingly difficult. After much deliberation, I made the tough decision to close the shop, realizing that my strengths and the core of my business were better suited to an online model.

Though it felt like a failure at the time, this experience was invaluable. It taught me the importance of focusing on what works and recognizing when to pivot away from what doesn’t. The insights gained have greatly informed my business decisions since then, allowing me to better align my operations with my business’s strengths and the preferences of my customer base. This episode, while a setback, ultimately paved the way for more sustainable growth and success in the future.

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

I’m Yawa Mensah, the founder of Yawa & Co., where we specialize in handcrafted skincare products and candles designed to enhance your self-care routine and create unforgettable gifting experiences. My journey into this industry began unexpectedly in a college chemistry class, where I was first introduced to the process of saponification—the chemical reaction used to make soap. This initial encounter sparked a curiosity that grew as I delved deeper into research and eventually led to my first soap-making session outside the school lab. The thrill of creating something both beautiful and functional was immense, and it wasn’t long before I turned this passion into a full-fledged business.

Yawa & Co. was born during a period when I desperately needed a creative escape from the pressures of my day job. What started as a hobby quickly evolved into a business centered on providing natural, handcrafted skincare and aromatic candles. Our product line includes a variety of soaps, shower steamers, body butters, creams, sugar scrubs, and candles, each made with high-quality, natural ingredients that cater to those seeking luxurious yet affordable spa-like experiences at home.

The core of our mission at Yawa & Co. is to solve the common problem of dry, sensitive skin by offering products that restore moisture without harsh chemicals. We also focus on creating delightful sensory experiences that help reduce stress and elevate daily self-care practices. What sets us apart is our commitment to small-batch production, ensuring each product receives personal attention to detail and maintains the highest quality.

I am most proud of how Yawa & Co. has remained resilient and adaptive, even through challenges like transitioning from a physical storefront to a fully online model. This flexibility has allowed us to continue growing and connecting with our customers in meaningful ways.

For potential clients, followers, and fans, I want you to know that Yawa & Co. is more than just a brand; it’s a community centered on wellness, self-care, and the joy of giving. Whether you’re treating yourself or searching for the perfect gift, our products are designed to offer a touch of luxury and relaxation to your daily routine.

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

Building my audience online has been a transformative journey for Yawa & Co., characterized by learning, adaptation, and commitment to our community. Initially, my approach to social media was quite sporadic—I was new to it and only posted occasionally. However, I soon realized the importance of consistency and relevance in building a loyal following.

I shifted my strategy to focus more intently on my ideal target customers, honing in on what they truly valued and needed from products like ours. This led me to increase my posting frequency significantly, from 2-3 times a week to 2-3 times daily. This change wasn’t just about quantity, but also about enhancing the quality of our content to ensure it resonated deeply with our audience, offering them real value through tips, product information, and engaging stories.

For those just starting to build a social media presence, my advice is threefold:
1. Understand Your Audience: Spend time getting to know who your products or services are for. What are their needs, interests, and pain points? Tailoring your content to serve these aspects can make a big difference.
2. Consistency is Key: Regular posting keeps your audience engaged and helps build a reliable brand presence. Find a rhythm that works for you and stick to it, ensuring that each post adds value in some way.
3. Engage Genuinely: Social media is not just a broadcasting platform; it’s a community space. Engage with your followers through comments, messages, and even in your posts. Genuine interaction builds trust and fosters a sense of community around your brand.

Adapting these strategies not only helped grow our audience but also turned casual followers into loyal customers and advocates for Yawa & Co.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

Keeping in touch with clients and fostering brand loyalty are crucial aspects of nurturing and growing a business. At Yawa & Co., we prioritize several strategies to maintain a strong connection with our clients and ensure they feel valued:

1. Personalized Communication: We use email newsletters to keep our clients informed about new products, special offers, and behind-the-scenes content. Each email is crafted to feel personal and relevant, addressing the recipients by name and tailoring content based on their past purchases and preferences.

2. Social Media Engagement: Social media platforms are instrumental in maintaining ongoing conversations with our community. We respond to comments, messages, and share user-generated content regularly. This not only makes our clients feel heard but also deepens their connection to the brand.

3. Loyalty Programs: We offer a loyalty program that rewards repeat customers with points that can be exchanged for discounts or special gifts. This encourages continued engagement and purchases while making customers feel appreciated for their loyalty.

4. Exclusive Offers: Special promotions, such as early access to new products or members-only sales, help make our clients feel like part of an exclusive club. This exclusivity adds an extra layer of value to being a loyal customer.

5. Customer Feedback: Actively seeking and responding to customer feedback is another way we connect with our clients. Whether it’s through surveys, product reviews, or direct communication, we make it clear that their opinions are crucial to our development and improvement.

6. Educational Content: Providing value beyond just selling products, we share educational content about the benefits of natural ingredients and tips for skincare routines. This helps clients see Yawa & Co. as a resource and trusted advisor in their self-care practices.

By combining these strategies, we aim to create a holistic experience that resonates with our clients on a personal level, keeping them engaged and loyal to our brand.

Contact Info:

• Website: Https://www.yawaandco.com
• Instagram: https://www.instagram.com/yawaandco/
• Facebook: https://www.facebook.com/YawaandCo
• Youtube: https://www.youtube.com/@yawaandco9321

Image Credits

Sara Reeves from Reeves Photography took the picture of me while making soap. I shot the rest of the pictures shared.