We had the good fortune of connecting with Michelle Robinson and we’ve shared our conversation below.
Hi Michelle, what do you attribute your success to?
The success of my brand has come from my desire to create a “successful company”. One that not only produced a great product and generated lots of sales, but one that had long term success. I took the time to invest in my brand and created a company that understands the business side of things. The importance of protecting my brand, creating a marketing strategy, a financial strategy to scale, inventory and supply chain management. I sought out mentors and educational materials that would help me in those areas. I was not afraid to ask for help in the areas I was weak (although frustrating at times) I wanted to plant a seed of sustainable business in my community and for my family. If more brands did this, I believe we would see these companies around longer.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
DEMIblue Vegan Nail Polish Brand, is MORE THAN JUST NAIL POLISH! We stand apart from our competitors because we care. We have initiatives centered around social responsibility, were we are disrupting the nail care industry by educating women of the toxic chemicals that may be found in many of the current brands they purchase. We want our customers to have healthier choices and DEMIblue checks the box. We are 10-Free, which means our products do not contain 10 of the chemicals known to be toxic, it is cruelty free and does not contain any animal derived ingredients making it vegan-friendly. We have over 28 fun, bright, exciting and long-lasting colors along with a complete line of nail polish treatments to improve overall nail health. DEMiblue also uses a portion of its proceeds to offer free manicuring services to cancer survivors and we invite women into our nail polish color and naming selection. HOW COOL IS THAT! We want the world to know that DEMIblue is where a healthier you starts right at your fingertips.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
My favorite spots right here in my city for dining is 1111 Mississippi, this place is quaint and has a deliciously rich menu. I love to check out new exhibits at the history museum and of course shop IKEA. If I just needed to wine down for an evening of music, The House Of Soul or The Broadway Oyster Bar would get my vote on live music entertainment.
Who else deserves some credit and recognition?
I could thank a lot of individuals for the success of my business. I first want to thank my family, My mom for the inspiration through her experience with cancer, my daughters (De’ja and Tonisha) for ALWAYS being the wind beneath my wings, my granddaughter,; DEMI, for the desire to create a legacy. I would also like to thank my community, my home town; St. Louis, MO. Let me just say, they have embraced my vegan beauty brand-DEMIblue, and have supported whole-heartedly. Finally, I’d like to thank a few organizations who saw my vision, supported, and guided me along the way. The BALSA Foundation, the UMSL DEI Accelerator team; Mike and Monique Bynum, Dan Lauer, Mike Kehoe and their mentors; Melissa Griswold, Mitch Millstein and more, STL BIO Generator, SLATE, Justine Petersen, just to name a few. Thank you for seeing the vision in DEMIblue Vegan Nail Polish Brand and for helping me personally become a change maker.
Nail Swatches created by: Shae’ Banks and Neele’s Nails Head Shot created by: Mena Darre’