Hi, I’m Benjamin, a dedicated business and life coach specializing in helping boutique start-up makers like you. With years of experience in small business development, branding, and strategic goal-setting, I’ve helped countless artisans navigate the journey from idea to income. I understand the unique challenges of the handcrafted soap and skincare industry — and I’m here to help you rise above them.

I fell in love with soapmaking in the early 2000s, and it wasn’t long before I wanted to sell my prized creations. Like most in our industry, I made soap at home, filling every nook and cranny of my house with supplies, materials and finished products. After careful budgeting and establishing a necessary revenue target (goal-setting!) that would represent my personal success, I began cold-calling every retail store in my area to seek interest and ultimately sell my products. Prior to this, I had never sold anything, save for some neck ties and dress shirts while working as a Macy’s department store associate. 

But my lack of experience wasn’t going to stop me from trying to sell, as my goals were so clear and defined that the fear of rejection diminished. And with every phone call and walk-in, I was emboldened through repetition and learning to just keep trying. In the summer of 2008, I was rejected 49 times before someone finally took a chance on me and my tiny startup. And the wisdom gained from being rejected 49 times was, ironically, the reason for my success. 

For the next 4 years, I wholesaled a product line of 12 soaps to local groceries, boutiques, gift shops, health food stores, salons and spas, bed and breakfasts, hotels and even vending machines. I developed solid relationships with purchasing managers by being honest, consistent and true to the values I established for my business. 

In 2012, I opened a 20,000 square foot store with manufacturing and processing space and a dedicated showroom, as well as a crafting space for our Saturday morning soapmaking classes. I hired employees to operate the day-to-day operation, which allowed me the mind and heart space to carve out my next chapter. The shared sense of belonging we established in our community was a goal I had held onto in the previous 4 years of business building, and not a day went by that I didn’t journal and envision what I had manifested in that storefront. 

A few years later, by way of goal-setting and visualization, I co-founded the Lovin’ Soap Project with Amanda. The Lovin’ Soap Project was a 501(c)3 Not-for-Profit organization dedicated to helping women’s groups and organizations in developing nations with small business startup in soap and skin care. We helped with everything from sourcing materials to using calculators, and everything in between. We coached women in Haiti, Uganda, Senegal, Kenya, Tibet, Fiji and India the skills and mindset needed to succeed, not to mention the much needed hygiene routines and knowledge that we take for granted, for something as simple as hand-washing can literally save lives. 

I owe so much to the handcrafted soap and skin care industry. The creative outlets and unique ventures that our cottage industry can provide are endless, and sometimes you just need help opening your eyes to a different way of doing things, or more accountability, or a professional kick-in-the-butt, and I can help. I invested in a coach during my startup phase, and my return on that investment is ongoing.