One of the absolute pleasures of running Yogipod is meeting others who also run small businesses. It’s always inspiring to hear their stories, particularly when so many of those I find myself in community with are female founders. In this series I’m going to introduce you to their businesses and most importantly the founders themselves.
Eve & Keel was founded due to Jennie’s own experiences of anxiety. Searching for a way to make sense of these experiences Jennie explored delving into the mind, training in psychology and self development. But it was when she found the world of aromatherapy that she gained a new perspective on anxiety.
Now trained as a clinical aromatherapist Jennie supports others through their own journeys with the motto “less valium, more valerian”.
I met up with Jennie to ask all about running Eve & Keel and this is what she had to say.
Eve & Keel creates gorgeous aromatherapy blends to create warriors out of worriers, what inspired you to start creating these and start your business?
My journey with aromatherapy started when I discovered the power essential oils had to help me cope with feelings of anxiety. I was so intrigued I trained to become a clinical aromatherapist to discover more about these mysterious plant oils. Once qualified I set up an aromatherapy practice in my hometown of Cambridge and worked 1-1 with clients for about 7 years. I lost count of the number of times I felt awestruck by the power of physical touch combined with essential oils. I could see the same lightness and ease, flow into the people I worked with and it inspired me to create a product range to share benefits beyond the confines of Cambridge.
What do you think the best thing is about having your own business and running Eve & Keel?
The freedom to create is by far my favourite thing about running Eve & Keel. Creating bespoke blends for people brings me so much joy and hearing how they connect with, and support customers takes it to the next level. I feel very lucky.
Conversely what do you find the most challenging?
Probably not much of a surprise to other business owners but the most challenging thing is keeping up with content creation. We wear so many hats as solopreneurs and spending time on Instagram posts, for example, is always the bottom of my to-do list. Guilty as charged!
You blend all of your products yourself, what does that process look like?
I do! Creating blends is by far my favourite part of what I do. I have a dedicated aromatherapy studio at my home where I store all my ingredients, packaging and stock. On a blending day I head down to the studio and after ensuring the studio is spotless, I will sit down to connect to the space and where I’m at that particular day. I like to cleanse my energy before each batch and set an intention for the blend. I truly believe this is one of the things that makes Eve & Keel blends so special.
As someone who’s business is all about looking after your mental health, what is one thing that you would suggest to people to implement in order to look after themselves a little more?
Ask yourself what you need in this moment and what could you do to help achieve that. I’m a huge advocate for self-exploration when it comes to mental wellbeing and questions like this allow you to make big shifts from micro actions. It may be you just need 5 minutes to yourself to recharge for example.
Creating a community around a small business is, I think, one of the privileges of running one. What five words would you use to describe what you would like your business to bring to the community around it?
Space
Support
Resilience
Curiosity
Balance (of course!)
I know we aren’t supposed to have favourites but what is your favourite product you’ve ever created and why?
Ha, good question! I think Breathe Balm is the product I am most proud of. It took a long time to get the combination of oils just right and I absolutely love it now. I often receive messages from people saying how it helped them through a panic attack or a particularly stressful situation and that gives me such a feeling of warmth and pride.
What does a typical day look like for you?
It is hard to say because every day is completely different. Partly why I love what I do!
I usually sit down at my desk with a cuppa, take a few mindful breaths and choose a chakra roller whose energy I want to connect with that day. If I have any bespoke roller orders, I tend to start the day with those while I feel most awake and refreshed. Then it is a combination of packing orders, replying to emails, ordering stock, checking in with stockists / reaching out to potential new partnerships and of course the dreaded content creation (although I have been very slack with this the past few months). I tend to only make a maximum of two batches a day so a couple of hours in the morning or afternoon might be spent making and topping up stock.
When running a brand in the wellness sector it can be assumed that as founders we have everything sorted, when it can often be the total opposite. What do you do to look after yourself or what would you like to do more of?
It’s a funny assumption isn’t it because I haven’t met a single person yet who has everything sorted. I certainly don’t!
Some things I do are constants like regular reflexology, massage and talking therapy. Others come and go depending on energy levels and what I feel in need of in the moment. I have just started swimming again, something I love at this time of year, especially the blissful feeling of relaxing in a warm sauna afterwards.
I would love to practice yoga more regularly again. I slipped away from my regular practice because of other commitments, and I can really notice the difference in my mind and body. I have never enjoyed online classes, so I am on the hunt for a new in person class to get me going again.
What does the future hold for Eve & Keel?
The answer to this question has always evaded me. Going against all solid business strategy, I never had a vision of where I wanted to take Eve & Keel. It evolved naturally and I have been flowing along ever since. I have tried answering this question so many times and honestly, I have no idea!
I do love the creative thrill of starting a new business (it was a gardening biz before aromatherapy), so I’m not ruling out setting myself a new challenge and passing my Eve & Keel baby into new loving hands but I’m not sure yet. All I know is, right now, I am enjoying the peace and freedom it brings and am looking forward to the buzz of the Christmas season around the corner.
To discover Eve & Keel’s gorgeous products for yourself follow them on social media or head to the website