Today we’d like to introduce you to Erin Smelcer.
Hi Erin, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today.
In the last few months of 2022, I decided that the next step in my life was to start a small business. I was still determining what kind of business, but since I was still in college, I knew I had time to figure it out. All-natural products have always intrigued me because we must know what exactly it is that we are putting on and into our bodies. This interest is what made me finally find the focus of my small business. I wanted to create high-quality natural products for people that are affordable and easy to obtain.
Soap-making was the first thing that I started to learn about. I learned which natural bases are the best for our bodies and what benefits certain essential oils have. Combining these two things I was able to create my soap bars with natural remedies. I’m so excited to be able to share the benefits of these bars with my friends, family, customers, and supporters.
Yellow River Co. is named after a river in my hometown. My hometown roots are very important to me because where I grew up is what made me who I am today. The Yellow River is what flows through our town and is what helped our town to grow. It was an essential water source for the first settlers and Native Americans from the area. Having this history as the inspiration for my business is the best way I can honor my hometown and keep myself tied to it.
When I finally started my business I decided the best way to market my brand was by making videos on TikTok. I made an account called Yellow River Co. and I posted videos about the soapmaking process and small business process. I quickly began to gain a following. A few of my videos went “viral” and suddenly my soap sales went through the roof. I’m so grateful for this awesome opportunity to be working a career that I love and owning a business that means so much to me.
As of right now, I am working my business full-time as well as continuing my studies at the UW-Madison School of Business with a focus on marketing. Studying marketing has helped tremendously in the growth of my business. I was able to understand the ins and outs of how to gain new customers and exposure via social media. I am; however, still learning by trial and error, which I believe is the best way to learn. There are a lot of ups and downs and mistakes that have been made, but I believe that all of them together is what has made this experience and my business and beautiful success.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Balancing work and school has been a huge challenge for me. Luckily UW-Madison helped me with a smooth transition to their online school so I could work from home and set my hours of study. This has lifted a lot of weight off my shoulders and has given me the time to grow my business while still getting a degree.
Learning how to start and run a business has also been a challenge for me. You don’t learn how to do this in school and I’m sure other business owners can vouch for that. You have to figure it out along the way and make connections that will hopefully share the knowledge that they have gained in the process. I was super lucky to have come from a family that has a long history of owning businesses.
Growing up with my parents owning their store, Necedah True Value Hardware, I had the chance to see the process firsthand. Being able to learn from my parents has been a huge contributing factor to my success. I don’t believe my business would have ever been created if it wasn’t for their support and encouragement.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I have always had an artistic eye. Arts and crafts have always infiltrated my free time. I love being able to create things that make others happy. This was why soap-making seemed so intriguing to me. I loved the endless opportunities for scents, colors, and natural remedies. Being able to communicate these creations through social media and receive immediate feedback has also been exciting. I learned what people like and what they would like to see. This helps me stay inspired and excited to keep creating new products.
I have also had a talent for social media. During the pandemic, I started a personal TikTok account (TheErinMarie) where I posted reviews, day-in-the-life content, and tutorials as a hobby. My account blew up and I gained over 127,000 followers. This was an insane experience that opened the door to some awesome opportunities. I began collaborating with brands to promote their products which led me to the path of social media marketing.
I loved being able to use my creative vision to present these products in a way that made people want them. All of these collaborations fueled my excitement for a career in marketing. With years of marketing other brands, I was able to use the skills I gained to market my brand.
What quality or characteristic do you feel is most important to your success?
I believe that having good communication skills is the most contributing factor to my success. I have made so many connections that have helped me along the way.
Using this skill I was also able to make connections with my customers and followers. They ARE my business, without them, Yellow River Co. wouldn’t exist.
Pricing:
- Soap Bars: $5.00/ 4oz bar
- Shampoo/ Conditioner Bars: $9.00 each
- Bath Soak: $9.50/ 8oz
- Travel Soap Slivers: $7.00/ 4oz
Contact Info:
- Website: yellowriverco.com
- Instagram: https://www.instagram.com/yellowriverco/
- Facebook: https://www.facebook.com/theyellowriverco
- Youtube: https://www.youtube.com/@Yellowriverco
- Other: tiktok.com/@yellowriverco
Image Credits
Erin Smelcer and Lily Wiesler
