Today we’d like to introduce you to Michelle Robinson.
Michelle, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
After my mom’s experience with cancer and radiation, we learned about Cancer fueling toxins found in a product we use weekly-NAIL POLISH. I became inspired to incorporate my love for research, my healthcare and education experience, and my love for serving others into providing healthy manicures through the creation of my personal nail polish brand. Coupled with a desire to create a successful business and a legacy for my family; “DEMIblue” was born.
It has become my mission to provide education through the offering of my nail polish products and healthy manicures. I aspire to contribute to my community in a way that empowers healthy lifestyle practices and saw a significant need in the nail care industry.
In recent years, we have been warned to avoid the “Toxic Trio” when using cosmetic products. These ingredients include Formaldehyde, Toluene, and Dibutyl Phthalate (DBP).
Formaldehyde, used as a hardening agent in nail polish, is a well-known carcinogen, while toluene is used to create a smooth finish and DBP is used to create a chip-free coat, have both been linked to developmental defects.
DEMIblue is a 7-Free product that has eliminated the “Toxic Trio” along with formaldehyde resin, camphor, xylene, and parabens. Our products are a vegan-friendly formulation.
DEMIblue is a call-to-action, catering to health-conscious customers seeking a healthier alternative to conventional nail polish products. Our collection includes 22 alluring nail polish colors and a complete line of nail treatments that range from nail strengtheners, tops coats, base coats, deep nutrition products, cuticle and nail oil pens and a Soy-based non-acetone nail polish remover. Each enriched with vitamins and nutrients that promote natural nail health and growth.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Starting my business was by-far not an easy journey. I sacrificed a lot of time and money to bring my brand to life. I worked through losing my primary source of income working in the field of education, when the company I worked for abruptly closed their doors. I often felt like giving up on my goals when times became rough. I also battled the misconception in the nail industry that often claims clients cannot have healthy natural nails without the use of enhancements; however, I knew the vision I had was far bigger than my personal problems and any myths created by the nail industry. My products and services are validated by a health conscious community seeking change.
I would advise anyone who is starting their own business to continuously remind themselves of their WHY? This has helped me stay intentional in my efforts towards a successful business. One should surround themselves with like-minded individuals for moral and professional support, create SMART and SHARP goals, and Keep going!
Please tell us about DEMIblue Natural Nails.
DEMIblue reflects a love for my family, tradition, legacy and community. The brand was inspired by my mom’s personal experience with cancer and radiation; however, the name of my business was inspired by my granddaughter, “DEMI” and my favorite color “blue”.
One of the things that sets my business and brand apart from others, especially in the nail industry, is that we are invested in the community, near and far. Not only do we sell products and offer services to customers, but we invite the community into our decision-making practices through the development of focus group events, networking events and customer surveys. We allow women, men, and children to collaboratively provide input into the products and services we offer. We host groups of women ages 12-68 in the efforts to collectively name the colors of our nail polish products and experience salon-like services prior to their roll-out.
We give back to our community by providing FREE mobile manicures twice a year to women who have undergone and completed radiation treatments. We partner with organizations and businesses to offer on sites manicures to increase our presence in the community as an advocate for health and self care. NOW WHAT NAIL SALON DOES THAT?
In 2018, we were featured in the christian print publications of eLations Magazine and was an on-air featured business. We had our first live on-air presence on Fox 2 News, and was highlighted in the Fall edition of Swing Magazine’s- Ultimate Guide to Beauty in St. Louis.
In 2019, we were featured again on Fox 2 News, we were honored to share our “WHY” on one of St. Louis popular Podcast- “Testimonial Tuesdays” with JpCEO and 92.9FM radio, We hosted a featured segment with the “Real JR” and Bubbling Brown Sugar from 99.5FM Radio, and served as an Entrepreneurial Mentor for the TeachHer Initiative founded by St. Louis Public School’s Educator and advocate, Tammy LaChelle Robinson. We were featured vendors and presenters at over 35 St. Louis and Atlanta Summits, Workshops, and Expos and are expanding our brand into Charlotte, North Carolina.
Are there any apps, books, podcasts or other resources that you’ve benefited from using?
I am a pen and paper girl all the way…LOL!
But because we live in a tech-savvy space, A few apps I use to run my business are:
- Square Business-Ecommerce
- Wix and GoDaddy- Websites
- Canva and Poster my Wall for graphics
- Tailor Brands and Square Space for logos, branding kits, and Social media video creations
- Later-scheduled Social Media Post
A few of my book Favs:
- Rich Dad Poor Day-The Business of the 21st Century by Robert T. Kiyosaki
- Out of the Desert Flow Rivers by Joel Kibble
- Pause for Inspiration-in the Midst of Everyday Life by Mary Gerard Lenihan
- The Holy Bible
- Nail Polish -$15
- Nail Strengthener-$12
- Hydrating Nail Polish Top Coat-$15
- Quick Drying Top Coat-$10
- Gel-Like Top Coat-$15
- Deep Nutrition Nail Treatment-$15
- Soy Based Non-Acetone Nail Polish Remover-$10
- Website: WWW.DEMIBLUENATURALNAILS.COM
- Phone: 636-944-1176
- Email: INFO@DEMIBLUENATURALNAILS.COM
- Instagram: WWW.INSTAGRAM.COM/DEMIblueNN
- Facebook: WWW.FACEBOOK.COM/DEMIblueNN
Product Photos by Dana Lynn Photography
Product Graphic designs by Valeria Rodriguez of vrAWRT, LLC