"Plan It, Do It, Live it!"

It's not very often that I come across a product that completely knocks my socks off. But when I was given the chance to sample some of Danielle & Company's handmade soaps, I was not only blown away, but also intrigued. The packaging was professional, the product superior to many other bath and body products I've tried. I simply had to learn more.

Danielle and Company's Founder & President, Danielle Fleming, is a vibrant personality. In just the few short years that she has nurtured her company (she began handcrafting soaps out of her home in 2002), it has grown to be sold in boutiques and department stores nationwide. She has been recognized as one of the TOP 20 UNDER 40 Business Owners in NEPA, the Northeast Woman in 2003, and the Young Entrepreneur of the Year Award. Fleming was also honored with a nomination for Woman Entrepreneur of the Year in 2005. And it doesn't stop there. With personalized customer service, a fabulous product line, and an empowered and determined woman at the helm of the ship, Danielle and Company is continuing to grow. New products and company developments are set to be announced very soon.

I recently had a chance to chat via e-mail with Fleming about her company, her background, and her goals. The following is our conversation.

Carly Hope Finseth: When and where did you first get the idea to start creating handmade soaps?

Danielle Fleming: I created my company when I was tired of boring bath soaps that dried out my skin. I began studying the ingredients in soap and found so many companies that use irritating chemicals in their formulas. Most of the soaps smelled very chemically to me and the colors and scents were just plain and not exciting. So I let my creativity flow and I made my first bar of Cool Cucumber Soap in my kitchen.

Using the soap in the shower was amazing; it smelled great, looked fabulous and made my skin feel wonderful. I even found the process of making soap to be very therapeutic and relaxing. I was hooked. The soaps I created made me feel alive and refreshed. Each morning I was filled with anticipation to use another bar of soap! Taking care of the outside, made me feel good on the inside.

I gave my soap away to friends and family and they loved it; wanted more. It was wonderful to make something that smelled great as well as nourished my skin. So this is where it all began.

Over the next three years, I perfected my formulas, created a smooth shaped soap with contemporary yet simple packaging. To meet the needs of many people, I created two different soap lines: the Purity line and the Fabulous and Fun line. The Purity line is made with pure essential oils and soft colors, whereas the Fabulous and Fun line is vibrant in color with high-quality fragrance oils. With over 32 different soap scents, there is a special bar for everyone.

CHF: Are you self-taught at the craft of soap-making, or did you take a class, etc.?

DF: I do not have any formal training. I am all self-taught. I learned from reading lots of books and making recipes from scratch. I would test them on my friends and family and the ones they love are the ones on the shelves today! My background is in psychology. I earned my B.A. in psychology from Moravian College and received my M.A. from Marywood University. I have also received many awards, including being named one of The TOP 20 UNDER 40 Business Owners in NEPA, Northeast Woman in 2003, Young Entrepreneur of the Year Award, as well as being nominated Woman Entrepreneur of the Year in 2005, and Emerging Designer for 2006.

CHF: When did you first decide to create soaps for a living?

DF: When: In May of 2002, I began my business out of my kitchen using a double boiler to create the soaps. At that time, I sold my soaps at local farmer's markets and crafts shows all while completing my graduate work in psychology. In 2004, Danielle and Company opened its first retail store in Clarks Summit, PA, where the soaps and other fine bath and body care products are sold. At the time, I realized that my enthusiasm for my business and my soaps was more powerful than my long-life dream of becoming a psychologist so I left the field of psychology to pursue my passion wholeheartedly. In 2005, Danielle and Company soaps made their way to boutiques and department stores shelves across the nation! We are selling our fine soaps at our retail location in Clarks Summit, PA, online at http://www.danielleandcompany.com/ and at over 40 stores in the United States.

CHF: What should consumers be aware of when choosing soap products, and how are your soaps unique as compared to others you might find?

DF: Many of the soaps out there, particularly the mass brand soaps found at grocery stores, have a very high level of synthetic and chemical ingredients in them. Many of them are harsh detergent bars instead of a pure and natural soap. If you can't read or understand the ingredient list, then I wouldn't buy it! All of our soap is 100% vegetable-based, consisting of coconut oil, palm oil, castor oil, safflower oil, kosher vegetable glycerin, shea butter, and other enhancing ingredients. They do not contain the following which are known to be irritating to the skin: perfumes, alcohol, sugar solutions, surfactants, sulfates, and detergents. My soap is cruelty-free and 100% vegan. Each bar of soap will tantalize the senses, nourish the skin, and renew the soul.

CHF: Tell us a bit about your soap lines. I see that you have the Fabulous and Fun line, as well as the Purity line. What is the difference of each, and how might they suit varying soap lovers?

DF: To meet the needs of many people, I created two different soap lines: the Purity line and the Fabulous and Fun line. The Purity line is made with pure essential oils and soft colors, whereas the Fabulous and Fun line is vibrant in color with high-quality fragrance oils. With over 32 different soap scents, there is a special bar for everyone.

CHF: How do you come up with new ideas for soaps, fragrances, etc.? Do you have a process for creating?

DF: Many of the new soap scents come from customer requests. Once we get enough requests, I test it out in the soaps. But other times it may be a scent that "catches my nose" or a favorite location that evokes a scent memory for me. I also keep a close eye on what scents are hot for the season and which scents are projected to be hot in the future. I do all of the blending at my home and test it out on soap lovers, not animals. I am always up for new scent combinations too, so send them to me at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it .

CHF: Do you have a favorite soap in your line? If so, which one - and why?

DF: Ah, there are so many soaps that I love and it changes each season. For instance I love Almonds and Milk for the winter months. Its warm scent is so calming and relaxing to me. But as soon as spring comes, I am Fresh Fruit Stand all the way! My soaps are priced so that you can buy several scents at a time and use them based on their color, scent, your mood or the season!

CHF: You've been recognized in your field as an up-and-coming and accomplished entrepreneur. How do you think you've gained such success in your field - and in such a short time? And do you have any suggestions for other women looking to start up their own businesses?

DF: I have been very fortunate with the success of my company thus far. There are many factors that contribute to my success such as the love of my family and friends, the guidance of my mentors and colleagues, and the support of my customers. Although I do not have any formal education in business, my psychology background has also helped me tremendously. And when it comes down to it, you have to work at it, everyday, in some capacity. It is a 24/7 career that I dedicate my time, energy, heart, and soul into and I love almost every minute of it!

{quotes}My suggestion for women looking to start their own business is to "Plan it, Do it, Live It!" I see so many women who have great ideas, heartfelt dreams, and enormous ambition but they are afraid to take the leap.{/quotes} I say, take the leap, the net will appear! Being an entrepreneur is risky at times but if you take the necessary steps to decrease the risk through educating yourself about your business, your demographics, your customers, your competition, etc. you will have less risk and a better chance of reward. Plan it, Do it, Live it!

CHF: What do you find to be most empowering about your career?

DF: There are so many aspects of my career that are empowering to me but the most empowering would be being the captain in my own ship. I am able to guide it in any direction I want it to go at any time and at any pace. I am doing what I love everyday, now that is empowerment!

CHF: Are you still very hands-on with your company and products? In other words, how much of Danielle & Company is "Danielle"&151;and how much is the "Company"?

DF: I am very hands-on with my company and much of it is still in my hands. This is partly due to my Type A personality but we are also a fairly small company. For the first 2 years I did everything on my own but now we have 4 employees at the retail store and 8 sales representatives for the wholesale side of the company. I handle all of the big decisions and all of the creative processes in regards to our soap. I do all of the formulating by hand in my home. However my retail store is primarily managed by my mother, Donna Fleming and my aunt, Sharon Mogck. They are the sails in my ship and keep me steady when the wind blows. Without them, I would not be able to stay afloat.

CHF: Your company logo and brand is so fresh and contemporary. Did you create that yourself, or did you cultivate some help with forming your brand image?

DF: I am creative but not artistic. I can't take what is in my head and put it on paper so I reached out for help! I have a design and marketing team that takes my ideas and puts them into something, like my logo. I love fresh, clean, and contemporary design and that is seen throughout my company, from the web site to the press kits and soap labels. The "d" symbol in the logo comes from my family and friends calling me "dee" growing up. I am trying to brand that symbol like the Nike swoosh symbol. My branding goal is for someone to see the d symbol and to think of our soap!

CHF: I've read that you received your B.A. and M.A. in psychology. Do you feel that your background helps inform your business decisions? And, if so, in what way?

DF: Absolutely! I have spent over seven years studying human behavior and I am totally fascinated with people. I love to listen to them and talk with them. I am sure it helps me in ways I don't even realize. We have lots of customers that come into the store just to talk with me and share their stories, I love it!

CHF: What plans do you have for the future? Anything new product launches or other exciting news on the horizon for Danielle & Company? Anything further you'd like to share?

DF: The future for Danielle and Company is very bright! We will be launching our Beach House Soaps in the Summer of 2007 and our Coffee House Soaps in the Fall of 2007. We are also formulating our liquid soap line and designing soap dishes to compliment our soaps. I am also bringing my psychology background into my products that will create products that have never been seen in the beauty industry! I am very excited about this and there will be more details to follow so stay tuned at http://www.danielleandcompany.com/.

Danielle and Company was recently featured in the 2006 Billboard Music Award Gift Bags - and the luxurious soap products are used by celebrities such as Janet Jackson, Mary J. Blige, Dixie Chicks, Shakira, Janice Dickinson, Kathy Griffin, and much more. For more information about Danielle and Company, or to purchase products of your own, visit their official web site at http://www.danielleandcompany.com/.

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