Pulse March / April 2018 - Page 66

MEMBER sEriNa aNd coMPaNy: STORIES Solving Problems One Idea at a Time SUCCESS Inspiring Tales of Startups, Growth & Overcoming Hardships by KElly HEitz all it advice. Call it a mantra. Whatever you call it, the Shark Tank host’s words should be on the minds of every entrepreneur (and those with entrepreneurial spirit) in the spa industry. Solving the problems of our customers is the only way any of us gets any business. If you think of what you do as problem-solving above all else, your creativity and passion will take your business to the next level. For Liz Solares, founder and designer of Serina and Company AromaTherapy Jewelry, all it took was a family emergency to jumpstart her enterprising mind. C The Story While at the spa, Solares picked up a bottle of lavender essential oil because the aroma gave her a sense of calming and relaxation. The following week her sister began to experience anxiety due to life changes. “I drove to her house and gave her the lavender essential oil I had purchased to help ease her anxiety,” remembers Solares. “A few days later, she had an anxiety episode, and I noticed that she was anxiously looking through her bag for the 62 PULSE ■ March/April 2018 n Founder and designer, Serina and Company AromaTherapy Jewelry, Orange, California (With her daughter, Serina at their first ever ISPA Conference & Expo.) LIZ SOLARES essential oil bottle. She needed immediate relief, but couldn’t find the bottle. I thought, ‘There must be a simpler solution to this.’” The following day, Solares’ wheels were already turning. As she was driving home, she asked her mother to place a few drops of lavender essential oil onto the bracelet her daughter, Serina, had made for her. While driving and experi- encing the aroma on the bracelet, that’s solares’ designs have taken off in a very short time thanks to her relationships with spas. when it hit her: AromaTherapy Jewelry could be instantly accessible to you wherever you are, at your convenience. “If my daughter hadn’t made me that bracelet, the idea never would have never struck,” Solares recalls. “Just a few hours later I started making jewelry prototypes out of various materials. Fast- forward a few years and now, I design my own pieces to have them manufac- tured so everyone else can benefit from the easy access to essential oils.” From there, Solares’ entrepreneurial instincts kicked in. She began to test the market to see how people would respond to the concept of aroma therapy jewelry. Essentially, she needed to know if the problem was big enough to need solving. At first, she sold handmade pieces on Etsy and Facebook, which drew a loyal following of customers who thought the idea was brilliant. She then began donating her aroma therapy jewelry to the Ronald McDonald House in Orange County, California. “At the Ronald McDonal !͔$)䳊tɕ́Mɕ̸q䁡)ɕ䁹͕́ɽ)ѡɅɕѵ̰ͼ$ٔ)ݥѠɵЁ͕ѥ)Ѽɔ՝Ё$݅)хѡ́ݽձ͕ЁѼɝ