When it comes to Adena Surabian's products, it is not so much what is in them as what is not found. As in, no parabens, no sulfates, and no synthetic fragrances. These products are gentle for children, while adults are able to use it too. From shampoo to diaper cream, her line of all natural products is found within her online store: Nature's Baby Organics.
Inspired by her own children, Adena has created a line of products that any parent would feel comfortable putting on their child. Her products are USDA Organic, and those that dedicate themselves to living an organic life can feel assured that her products are exactly what they say they are.
How did you get started down the path to what would become Nature's Baby Organics?
When my first daughter was around 17 months old, she developed rashes from the everyday baby products we were using. It was difficult to determine which ingredient or combination of ingredients were irritating her skin and friend suggested that I look to more natural products. I had tried several of the well known products on the market, but they simply did not work for my family. My daughter was born with a tremendous amount of hair and I had a difficult time getting most of the products thru her hair and into her scalp. Plus they felt drying to me. So I hired a chemist and we went to work to create my own line.
What kind of products do you offer on your website?
We have over 19 different types of products on our site, shampoos, lotions, diaper cream, salves, soothing sticks, deodorizers, baby powder, massage oils and more in the works.
What's your top seller?
I would have to say our shampoo/body washes, conditioners and lotions. Although our USDA Certified Organic Products are really popular too.
How much time went into making the formula for your products?
Our first products took almost 2 years to complete.
What was the process like?
I put together a test group which consisted of Families that I had met from my daughters gym classes, and mommy and me classes. My instructions to the group was for them to try the products on each member of their family including the Adults as I wanted our products to perform on Adult Hair and for the experience to rich and luxurious.
What are some of the things you've learned since the launch of Nature's Baby Organics that has affected your business?
That PR Firms are gambles and typically not the best way to invest your capital when you are first starting off.
If you could go back in time, is there anything you would want to change?
Yes, I would have waited until I had a more complete line before seeking a PR firm and also I would have hired a professional to assist with the design of our packaging as it was something I created on my own at first and it really need help.
Where do you see your business in the next 5 years?
Stronger Branding, Expansion and Continued Growth.
What previous experience were you able to bring with you into starting your business?
I have owned several businesses and I was able to learn from each of my past experience. I was determined not to make the same mistakes twice. Unfortunately the business I created were so diverse from one another that there were plenty of new mistakes for me to own.
What kind of investment did it take to get your business started?
Initially, it was around $75,000.
Was there a resource that was especially helpful in getting started?
Moms groups. I became members of several yahoo moms groups and also CafÃ© Moms in order to establish my test group. Moms are amazing, they are always so helpful and willing to give advice. They made for the perfect test group.
Have you received any advice you've found especially helpful?
I think the one thing that sticks out in my mind it that this business is not for the weak hearted and that is certainly true. It is a tremendous amount of hard work and dedication but the rewards are great- they are the ones that come from the many testimonies as to how our products have helped children and families by improving a skin allergy or skin condition.
What advice do you have for others interested in starting their own business?
Do a ton of research. Triple what you think your initial investment will be and establish boundaries so you can still have those sacred family moments.