#8 Badass Business Babes* Kristen Vartan
I am fascinated by creative professionals who support themselves via their work. And, it feels like the media/press recycle the “same old” influential [white cis men] creatives. So, instead of just complaining about this (which I’m super good at!), I decided to begin highlighting some of my favorite creative business babes! (Here, “babe” is used as a gender neutral term.)
BH: You’re the founder and CEO of Vartan Perfumes. What most surprised you about becoming an entrepreneur?
Kristen: Honestly, the amount of TIME that everything takes. When I started out, there was a ton of stuff that I didn’t know, that I spent a ton of time learning. Things like using MailChimp, or vetting potential retail partners, etc. Being a solopreneur means I do almost all of it, and I’m constantly having to check-in with my priorities to make sure I’m spending my time where I should.
Podcasts have been a lifesaver for me, particularly the Being Boss podcast. I’ll have it playing in the background while I work on a new scent or bookkeeping, and I always have good takeaways. Also, I recently listened to a podcast called, Lean the F*ck Out, where they interviewed Molly Beane of From Molly with Love. She has a skincare line, and I found her story relatable and inspiring.
BH: Being an entrepreneur takes a lot of emotional energy. How do you build yourself up?
Kristen: Well, I’m a winemaker, so I grab a bottle of wine [laughs]. No, just kidding. But sometimes a glass of wine will help get me back in the moment. I’ve been trained on how to find the different notes of a wine, so drinking wine can turn into a mindfulness activity.
Also, I’ve found I recharge by being outside. Being in nature helps get my heart rate up, and it helps me pay attention to scents — reminding me of my passions and why I do the work I do.
BH: I love that! Let’s talk specifics. How do you get the product out the door?
Kristen: I do it all, usually! Fulfillment takes part of my day. I make Vartan perfumes in batches so they can age properly, so most of my fulfillment time is spent in wrapping product. When I’m preparing a shipment, I feel like I’m wrapping beautiful gifts for my customers, and I love sharing that.
BH: I can definitely see the “gift giving” aspect. What kinds of homes do you hope your perfume finds?
Kristen: Because scent is so personal, you can’t extrapolate the “type of person” who would like it. A rancher in Montana and artist in brooklyn may love the same scent. I hope my perfume finds someone who is looking to be more present in their day, and bring the outdoors into their life.
BH: Speaking of gifts — let’s talk about wrapping! Specifically, packaging. How did designing packaging work for you?
Kristen: I worked with a great graphic designer on my branding, and we worked together to come up with basics. I choose simple yet beautiful packaging, because a beautiful scent should be presented beautifully. Someday I’d love to design a custom bottle, but I can’t purchase a 20,000 order minimum!
BH: Did you have a moment where you decided to be an entrepreneur? Or was it more of a process?
Kristen: When I was working at a winery, I crunched numbers on starting the business. And I decided that when I was ’ ready to launch, I’d launch. However, the universe had different plans and I ended up leaving a job and in that moment I made the decision to just go and do it! I may go back to winemaking, it’s a real love of mine.
BH: Did you have naysayers? Or well-meaning people who told you to stick to a 9–5?
Kristen: I had a couple of people who said, “The market is too saturated. It’s going to be hard for you to gain traction.” And they weren’t wrong! But I’m happy. I love my business. I love doing 85% of the stuff, and the 15% of the stuff I don’t like to do, I’m starting to connect with the right people to do it for me or help me build the skills I need. So I can focus on what I’m good at. Overall, my goal is to just be happy.
BH: Where do you see your business going? What’s on the horizon?
Kristen: The direct to consumer model is working well for me, because I get to build a relationship with my customers. I’m not a fan of annoying automated emails, and I love sending follow-up notes via mail to customers.
I would like to be in some boutiques and branch into retail, but I suck at sales! I have a list of stores that I think would be a good fit. I’m currently working at “getting over myself” and reaching out. It’s part of the process, and it’s important to make sure to partner with the right boutiques/retail spaces!
I’d also love to get a Perfume Organ, basically a cabinet storage system for all my ingredients. I have drawn up the plans to have a custom one made for me. I’ve found some beautiful inspiration online.
BH: What advice do you have for other creative entrepreneurs?
Kristen: I would say to make sure that you continue doing the creative work, the work that started your business. For me, this is experimenting with new scents and trying new things. Also, I encourage other entrepreneurs and small business owners to use their other creative talents for their business.
I’ve written poems for Vartan Perfumes, and I also use my love of calligraphy to help me hash out ideas. Give yourself permission to bring your whole Self to the work.
Kristen lives in Sonoma County, and with the recent fires, would love your support! Please consider her products when shopping for gifts this holiday season.
