Welcome to the first post in the “How She Does It” blog series, featuring Black, Indigenous, and Women of Colour (“BIWOC”) founders and business owners. The mission: support BIWOC-owned businesses and initiatives by creating an online space for their stories, brands, and experiences.
With the ever-present realities of the global pandemic, self-care has taken on a new meaning. No longer does it mean going to a spa, attending a yoga class, or getting your nails done. Now, we have walks in the neighbourhood (while zig-zagging across the street to respect social distancing rules), reminders to take a shower, and baking banana bread.
In a way, COVID-19 has forced many to consider a simplified approach towards wellness. Case in point: JING WELL’s Stress Less powder, an organic herbal powder you can mix into beverages to decrease stress.
The powder is grounded in teachings founded by Traditional Chinese Medicine (“TCM”); in particular, the belief that vital energy (or “ch’i”) circulates through energy pathways called meridians connected to organs and bodily functions. In TCM, it is believed that stress causes blockages in these energy pathways, leading to bodily tension and resulting disease. Using a blend of three herbs, the Stress Less powder works to release the blockage.
JING WELL’s founder, Yasaman Shafiei, majored in business management at Rotman, and was well aware of the effects of stress on her mental and physical health. Her now-husband introduced her to TCM, and she founded JING WELL to make ancient remedies accessible to the general public.
In the below interview, we talk about her unique start-up experience, especially as a Muslim woman and person of colour, and her advice to other founders.
Stress Management
As with many start-ups, the idea came to Yasaman due to a combination of factors. She was introduced to TCM, realized it was not widely known outside of the Chinese community, and hoped to bridge the gap in a fun way.
Through her research and based on her experience, she knew that growing levels of stress were inherently connected to the root cause of many illnesses. “Coming from a business background, I have so many friends in the corporate world that are so stressed and don’t have a daily regimen to go back to. If you let it accumulate, it can lead to major illnesses”.
Yasaman hopes that customers can incorporate her powder as part of their daily regimen for stress management, as the powder is additive and can be used in your morning lattes or smoothies. “ [It’s] about the lifestyle and not just the product that I wanted to portray in our branding. [It isn’t] just about taking our product…it’s about doing the daily steps to get to that optimal state of wellness”, she says.
Be Specific & Direct
As a one-woman team with a full-time job, starting a company proved initially daunting. With no experience in product development, Yasaman had the additional task of getting approval from Health Canada, and specific manufacturing requirements.
Before answering those questions, she needed to get funding. She pulled together a business plan, and through internet searches, sought funding from government programs. “One of the benefits of these external resources [instead of friends and family funding] is mentorship”, she explains.
As a woman of colour, mentorship presented its own challenges. There weren’t many people who looked like her in the wellness industry; as such, she resorted to reading about founders’ stories online and contacting them directly. “A lot of my mentors came from reaching out to people… I would detail why I chose that specific person, provide my story, tell them what I would need from them, and provide a timeline to outline their commitment, such as 1 hour per week etc.” She knew that they would be busy, and although 1 out of 10 may reply, she remained persistent, specific, and direct.
Jack of All Trades
With the increase in demand for her product, Yasaman’s side hustle became her main hustle. She quit her full-time job earlier this year, which she describes as a difficult decision. She notes, “[D]eciding to commit your whole life to this pursuit was hard. I heard on a podcast someone describe a founder as – you are the company and you are what customers buy into. That can be a lot.”
Yasaman has no employees, and is responsible for every aspect of her company. She describes this positively: “It is an opportunity because you become a jack of all trades. You know everything – marketing, branding, etc. It becomes easier to delegate these responsibilities later on because you know it yourself.”
Be the Change
For Yasaman, who wears a hijab, she describes her religion as “definitely in people’s face” compared to others. She notes experiences at pop-up events and trade shows where the booth next to hers received more attention. “It’s not targeted…but there’s a subtleness of feeling like its ‘me vs. them’”. These early experiences made her question whether she was in the right industry.
However, she believes that her existence in the wellness industry is essential and necessary. “By the simple fact of existing in this industry, I’m creating change and hopefully paving a path for others.”
Maintain a Growth Mindset
Two of the fundamental principles that Yasaman adapted early on: be ready to adapt to change and maintain a growth mindset. As an example, Yasaman initially planned on starting JING WELL with a co-founder. However, when she pulled out, Yasaman stepped up to take on all of the responsibilities.
Given her principles, JING WELL was well-prepared to adapt to the changing business environment due to the pandemic. “We mostly operate online, where people can buy the powder from our website. With COVID, we had to make some changes… pop-up events were cancelled and we needed cash flow from other sources.”
Other sources include corporate partnerships, expanding to other retailers, and selling cross-border in the U.S. Yasaman is also conducting R&D on additional powders, and beauty tools derived from TCM.
Helping Others
Looking at the brand imagery, it is clear that Yasaman worked hard on developing a particular aesthetic. She describes her journey as an opportunity to explore her creativity, while supporting physical and mental wellness.
JING WELL and the Stress Less powder are products of her individual values; specifically, her lifelong objective to help others. “I’m proud that my product helps people in the way that it does – and I love reading feedback from customers. I’m a big believer in helping others, because that comes back to you in some way.”
Quick Questions
- If you really knew me, you would that… I love skiing.
- What’s a value important to you now, that wasn’t important to you when you were younger? The value of family.
- What do you think the world needs more of right now? Acceptance – acceptance of self, acceptance of others.
- What do you know for sure? Focus on the present – that’s all you can control.
If you’d like to check out JING-WELL’s products for yourself – click on this link.