Today we’d like to introduce you to Timothy George
Hi Timothy, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
From the heartbeat of Harlem to the pages of Forbes, and now to launching my first flagship showroom in the affluent East Cobb, my path has been anything but linear. But if there’s one thing I’ve learned, it’s this: my greatest superpower has always been to DO IT SCARED.
The proof-of-concept years laid the groundwork, but my real journey began at 29—with one bold decision.
At the time, I was working at Max’s Pizza in downtown Atlanta, making my own lip balm on the side. A casual compliment from a customer sparked a conversation about the flaws of store-bought balms. I offered to make her a batch, unaware that one small moment would ignite something much bigger.
Three months and countless similar interactions later, I took the leap and moved to NYC. My “I make my own lip balm” story became my introduction to the world. That’s how I met Stephanie Francis, founder of Harlem Week, who saw my passion and gifted me a table at the event.
That weekend, everything changed. I experienced firsthand the power of in-person connections. Pop-ups became my strategy. And although revenue wasn’t the focus just yet, sharing my vision was.
And that’s when I knew: I wasn’t just making lip balm—I was building a brand.
Once I mastered the pop-up game, “by any means necessary” became my mantra. I sublet my Harlem apartment, packed a bag, and hit the road—no safety net, just determination and a Megabus ticket. For eight months, I crashed wherever I could, selling my products at free and low-cost markets.
Back in NYC, I scaled the model—
Trade Shows, Activations, Private Events, and Partnerships with local schools inspiring young minds with the spirit of entrepreneurship. Revenue wasn’t my focus yet, but I was building something real.
This was bootstrapping at its finest. I wasn’t waiting for doors to open—I was kicking them down.
Then came the moment that changed everything: I landed a full-page feature in Forbes as a trailblazer. Suddenly, doors swung open. Private events with NBC, Instagram, American Express, and Architectural Digest. Judging entrepreneurial panels. It was a whirlwind.
Then the pandemic hit. I had to pivot fast. I launched CLEAN moisturizing hand sanitizer—one of our biggest wins yet—earning features in Global Citizen, partnerships with Pottery Barn and West Elm, and major residential rollouts. When the world reopened, I was ready for the next level. It was time to build my proof of concept.
I launched the eLo Concept Studio to put my vision to the test in a bold new way. I spotted an innovative retail space in Atlanta—just 191 sq. ft., operating only on weekends, and far from my core demographic. Even in those conditions, I delivered a $62 AOV and generated $80K in annual revenue.
With this data, I pursued my first pre-seed raise. Tapping into my DO IT SCARED mentality, I built a pitch deck, hired a financial officer, and cold-called and emailed anyone who might invest. After a few no’s, I secured my first investor meeting—and that single meeting closed my entire round.
But raising money? That was just the beginning—and honestly, the easiest part.
I then had to source an architect, general contractor, designer, staff, and so much more. I crafted another pitch deck and pitched 50 properties nationwide. After months of back and forth, I settled on Avenue East Cobb—its prime location fit my target demographic, and it gave me room to scale into additional locations in the near future.
This is just the beginning. But if my journey has taught me anything, it’s fear is just fuel. You don’t wait for the perfect moment—you create it!
We all face challenges, but looking back would you describe it as a relatively smooth road?
Ask most small business owners, and they’ll tell you—struggle is at the intersection of all success. To be honest, I think I’ve suppressed a lot of the hardest times. It’s painful to revisit moments when I had no idea how I would feed myself, how I would afford the bare necessities like shelter—let alone support my staff.
I learned early on to give myself a five-disappointment threshold each day. This way, I could receive five devastating blows before allowing myself to consider it a bad day. It was a coping mechanism, a way to keep moving forward even when the odds felt impossible.
To be fair, the tour I spoke of started from a place of deep uncertainty. It wasn’t a grand strategy—it was survival. But somewhere along the way, it became a mission.
Honestly, you learn to take the ups with the downs, because if you don’t, you’ll drown in the weight of what you can’t control. Some days, the vision felt clear; other days, I questioned everything. But if there’s one thing I know, it’s that uncertainty isn’t the enemy—it’s the proving ground for resilience.
Appreciate you sharing that. What should we know about eLo?
At eLo, we believe sustainability should be undeniably sexy. More than just a personal care brand, we are a lifestyle—a movement dedicated to clean, conscious, and luxurious self-care. Born in Harlem and now thriving in Atlanta, eLo has earned its reputation as the “anti-Bath & Body Works,” offering products with just six pure ingredients or less, 100% organic, vegan, and housed in zero-waste packaging.
Sustainability isn’t just a buzzword for us—it’s embedded in our DNA. Every aspect of our business model, from revenue streams to materials, manufacturing, and distribution, reflects our deep commitment to ethical and eco-friendly practices. Our products, from our world-famous wax-free lip balm to refillable aromatherapy and artisanal candles, are handcrafted by our incredible team of makers and in collaboration with fellow small businesses.
We sit at the intersection of attainable luxury and responsible ecosystems, crafting an experience that engages all the senses. Our showroom isn’t just a retail space—it’s an immersive escape. Every detail, from the hotel lobby look and feel, to the scent and to the curated private Spotify playlist (only available to showroom visitors), is designed to transport and inspire.
And the proof? Without any marketing, we achieved over 70 five-star reviews on google, an astounding 85% conversion rate during the holiday season, with customers lingering an average of 21 minutes in our space—fully absorbed in the eLo experience. That’s not just shopping; that’s connection. That’s impact.
Is there anything else you’d like to share with our readers?
Starting Saturday, February 8th, we’re bringing the energy with The Creators Series—a weekly celebration of talent, creativity, and good vibes right here at eLo. Join us every Saturday from 4 PM – 8 PM for a curated experience featuring dope conversations, complimentary wine, and an exclusive $25 showroom credit—just RSVP on our website, and our Concierge will send you a private code to redeem at the showroom. Very IYKYK.
This series is more than just an event—it’s a nod to where it all began. Before the showroom, we hosted intimate happy hours in conference rooms, creating space for real conversations and a like-minded community to grow. Now, we’re bringing that same energy into our own space, with even better vibes, deeper connections, and an atmosphere that makes you want to stay all night.
Trust us—it’s a vibe.
Pricing:
- Under $100
Contact Info:
- Website: https://helloelo.co
- Instagram: https://www.instagram.com/eloveganlifestyle/
- Facebook: https://www.facebook.com/eLoVeganLifestyle/
Image Credits
N/A
