Today we meet Kerry O’Donoghue, Founder of The Mine Company. The Mine Company is a bridal wellness brand that Kerry started in 2019, soon after getting engaged herself. Having quickly recognized the pressures and stress that come with organizing a wedding, she made it her mission to bring the joy back to being engaged, and began launching products that focus on the health and self-care of brides-to-be. We hear how she has built a thriving community around her brand by creating helpful and supportive resources on social media, and has even launched a ‘Bridal Wellness Podcast’ that discusses wedding and self-care topics with industry leaders.
Hello, I’m Kerry O’Donoghue and I am the Founder of The Mine Company. I have been running The Mine Company full-time since December 2019 and it is my first business. Before I launched, I previously worked in marketing for The New York Times’ social media and influencer agency in Los Angeles.
The Mine Company is a bridal wellness brand, and our mission is to empower brides to prioritize self-care during their engagement through our growing line of wellness products. I started The Mine Company in 2019 after my fiance, Matthew, proposed. Before he popped the question, I was optimistic that wedding stress was not going to bring me down, and I did not understand how brides could get so overwhelmed with wedding planning. A few weeks into my engagement and I experienced first hand what all the stress and anxiety was about! Overbearing family members, jealous siblings, unreliable vendors, guest list woes, and then to top it all off – a pandemic and a postponement. I felt that the joy of the whole engagement was lost, and I realized that I was not alone. I had connected with thousands of hopeful brides-to-be on Facebook groups and they all encountered their fair share of toxic family or friends and pandemic upheavals in their engagements as well. I made it my mission to bring back the joy to the engagement because brides should be just as happy during their engagement as they are on their wedding day.
When I started The Mine Company, I launched with my first product, Crystal Clear Carats, which is a natural on-the-go jewelry cleaning pen to give engagement rings a sparkling clean. The goal with this product is to brighten every bride’s jewelry and her day by keeping her shining bright. Next, I launched my wedding inspired candle collection, which made excellent gifts for COVID brides and new brides alike.
At the moment, I am continuing to add a variety of new wellness products to TheMineCompany.com. Brides can try out our Bouquet Toss Bath Bombs and our Bridal Glow Vitamins! I am also collaborating with retail partners to bring our Crystal Clear Carats Ring Cleaner Pens to more e-tailers and brick and mortar stores. For the immediate future, I am launching a complete Bridal Self-Care Box with 7 products at the end of February 2021. We are already taking pre-orders for the box. My goal is to start with our Bridal Self-Care Box and then offer themed boxes at various price points so that our Bridal Self-Care Boxes can be accessible to every bride.
The biggest challenge of my online business is making sure we don’t run out of inventory! As an online business owner, you have to keep the momentum going and running out of inventory can lead to not only a disappointing customer experience, but a lack of revenue. I have learned to better predict when this will happen to avoid missing out when my customers are ready to buy. I, also, had to pivot to new manufacturing partners to ensure I can get the inventory I need when I need it. Every challenge is a lesson and you learn many of them your first year in business like I have.
I am motivated to grow my business because I know challenges are only temporary and the best businesses know how to pivot well. I also enjoy working for myself! I always wanted to start my own business and build my own brand, and being able to create the life I want for myself is motivating to keep me going forward.
In the last 12 months of business, being on Amazon and running Amazon ads has been essential to driving more sales. For my direct website, TheMineCompany.com, the most effective marketing initiatives for me have been Google Shopping ads, Facebook Ads, and sponsored Podcast placements. While these initiatives are absolutely effective, it is essential to building a community around your brand. I have built up a strong community of brides through The Mine Company Instagram, Facebook, and Pinterest pages. I, also, recently launched The Bridal Wellness Podcast on Spotify and Apple to discuss wedding and self-care topics with industry leaders. Through my marketing initiatives, the goal is always to create a community around bridal wellness, a “Bridal Self-Care Club” if you will, so that brides are empowered to be strong and not let the wedding stress get the best of them.
Starting a business is a lot like planning a wedding. You are going to get a lot of unsolicited advice and opinions on how you should run it. At the end of the day, trust your gut, take charge, and do it your way.
For anyone who owns an online store or is thinking about starting one, I would recommend the book 12 Months To $1 Million by Ryan Daniel Moran.
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