Crystal, Owner of jELN Discusses Operating a Natural Skincare Brand Rooted in Self-care.
We are always on a quest to discover companies, people, and products that have prioritized self-care as a driver in one’s personal wellness journey. Operating with the belief that self-care is an important step in our overall health, comes with the need to pay special attention to information shared, products released, and the way we lead our personal lives.
That’s why it was a pleasure to ask Crystal, owner of jELN, Toronto-based natural skincare line, all about her journey to running a brand that has not only improved her skin, but has been integrated into the way she approaches day to day self-care rituals. Furthermore, how she is getting this message across to her audience.
jELN Recharge Me Face Mask
What would you say the most rewarding part of owning an all-natural skincare brand is?
The most rewarding part of owning an all natural skin care brand is knowing exactly what is being applied to the skin. After countless hours of research and tests, the ingredients are no secret. jELN started as an idea and was brought to fruition. I’m proud to be able to say that I am a consumer of my own products to this day. It is rewarding to be able to say I overcame my skin issues with my own products. jELN has given me the ability to help others on their skincare journey and emphasize the importance of self care; the self care they deserve.
It's an amazing feeling to be able to tell my story. If I’ve helped even just one person thus far, it’s all worth it for me. Building a relationship with my customers is very important to me, therefore I try my best to be approachable and available for any questions and feedback.
Being a fairly new entrepreneur, what has been the biggest lifestyle change for you thus far?
The biggest lifestyle change for me thus far has been time management. Juggling a 9-5 full time office job while working on my business has definitely been the most challenging. There have been many sleepless nights and frustration to find balance. The business has become my main priority. However, I wouldn’t have it any other way. The day to day challenges of an entrepreneur has taught me to be resilient, productive and to keep consistent. At the moment, all jELN products are made from home which can be very time consuming. Prioritization is crucial in order to run efficiently and effectively. The more time I put in, the more the brand grows. I’ve also learned to find the power in rejections and being told no. Above everything, I feel in charge and more responsible for my future than I ever have. I am my own boss growing my business from the ground up. The process really puts into perspective how much back end work there is that the consumers don't see. Organization is key. The ball is in my court and it is a rewarding feeling to know that for all the work that I am putting in, thousands of individuals out there will be able to enjoy my products.
“Many times we get so busy that we forget to take care of our mind, body and soul. At jELN we want to stress that self care is just as important as the other life responsibilities”
How has being a creative director affected the development of your brand?
Being a creative director has really helped my visions come to life. I keep the five senses in mind when creating content for my customers. It’s important for consumers to see visuals that tell a story. We like to use real life scenarios and stories that consumers can relate to in their everyday lives. Through images and video, we are able to take our viewers on a journey as the brand develops and demonstrates how seamlessly jELN fits into the everyday self care routine.
We noticed a strong notion of self-care in your brand. Can you explain the importance of this motif in your brand and your life, and in what ways it shows up?
The importance of self-care is the force behind jELN because it encourages individuals to put themselves first. Many times we get so busy that we forget to take care of our mind, body and soul. At jELN we want to stress that self care is just as important as the other life responsibilities. It’s a care that everyone deserves. Loving yourself is learning to love and embrace every inch of you, flaws and all. Personal time is time well deserved and it is as simple as that. We support the notion that everyone should detach from their busy schedule at some point and indulge in some self care. Even if it's only for twenty minutes, jELN will help you do just that. Every moment counts.
What product would you recommend for a new JELN customer?
The Love body butter would be a great addition to any self care routine. It conveniently comes in a 2oz travel sized glass jar and full 8oz glass jar for at home use after a long day. Our body butter is meant for the areas of your body that you love. Love provides the ultimate moisture without the greasy feeling. Using raw butter and natural oils, Love is handcrafted to perfection to ensure a smooth and buttery application.