Meet the Founder: Samantha Jameson at Soapsmith

After months of hand-washing and brain-cleanliness - thanks Covid-19 pandemic - there's a new health and beauty brand everyone's talking about: (link removed).

It can be found on the shelves of boutiques across London and on the online shelves of Yogamatters. People rave about the signature London-inspired scents, the beautiful packaging and most importantly its founder,Samantha Jameson.

We talk to her about her experiences as a Black business owner, how she stays creative and grounded, and how to find mindfulness in making.

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What does creativity mean to you? What inspires you to be creative?

"From a young age, the process of making, designing and experimenting was a true source of joy. Always a hobby, I just did it in my spare time. When I started Soapsmith, my biggest challenge was how to build a commercially viable business without losing the quality, craftsmanship and practical nature that sparked the idea in the first place. Without creativity, we are just another bathhouse and Personal care brand. We deliver sensual, emotional, energizing moments and experiences - from the visual to the touch to the smell. So for us the answer is blatantly simple: put creativity at the center of your work - be it the creative energy that goes into developing unique products, the creative thinking that goes into developing an effective brand identity, or the creative Planning that delivers a time- and cost-efficient deployment plan! For me (and the Soapsmith team), creativity drives our passion, our excellence and our quality.”

What does London offer you as a maker?

"London is my home, it's where I was born, grew up and settled. London has provided me with so much content from an early age, especially as it never seems to sit still - it's constantly changing and offering new perspectives and ideas. Be it through the diverse communities, extensive history and never-ending development and development of places - especially in my home county of Hackney - even the hospital where I was born is now luxury apartments! My London memories are incorporated into my Soapsmith scents in the hope that these memories will evoke my customers' memories or experiences of this iconic, unique city. Our scents and products remind people why they love London. They take her back to her own happy memories of the place. There are other places in the world that inspire and fascinate me, and they will certainly shape the way we expand and expand our fragrance and product range in the future. But it was important to me to start and focus first on the place where Soapsmith (and I) were born – before it spreads its wings elsewhere.”

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How did you get into this industry?

“My journey as a soapmaker began in 2010 when I heard an interview on talk radio one day saying that British manufacturing was “dying a death” and that craftsmanship and handmade quality were being replaced by the efficiency of mass-produced goods. It ran through my mind for weeks - thinking about how sad it was that we had lost the essence of British craftsmanship. My mother always taught me: ‘Build or buy something well and it will last.’ It was a shame that Britain lost that part of its identity. At the time, I had a successful event and chocolate fountain business, but I was ready for a change of scenery and industry. I wanted to create the forever job for myself - I wanted to create something that became part of my core - not just an accessory. Crafting has always been a hobby of mine – and soap and fragrance making were my main culprits! I taught myself how to make soaps and dissect scents from library books (the good old days). Long story short, I sold the event and chocolate fountain business, sold a few personal items and used the combined capital to turn my soap making hobby into my dream job. I spent a full two years developing and refining my craft and product line before launching the brand in 2012.”

Why is it important for consumers to continue to seek out diverse and inclusive brands? What can you do to further support them?

"Above all, I think it's important for consumers to look for quality brands - where they can get authentic, honest products that are worth the price (whatever it is). In my experience, companies with passionate founders at the helm deliver this. My customers buy Soapsmith because they love what I have created with my team. They don't buy me just because I'm a woman or a person of color - because I don't think that's a good enough reason. I think it's extremely important that we all Shedding light on owners and founders, especially those who have worked from scratch with very little support. It's taken me almost 10 years to get to where we are today - and we have a huge job to do, a job that's only getting easier with the amazing, diverse team we're building. The more people with different experiences and walks of life you bring into a company, the better the performance, the better the product, the higher the value for them Customers."

As a BIPOC managing director, what experiences have you had so far when entering product development? What did you notice?

“It takes nerves of steel to keep going and believe in what you’re trying to achieve – especially since every “yes” can be answered with a thousand “nos.” But I think that’s the case with every founder – maybe especially women. Being an African woman has only been an advantage in product development - my skin profile is a dry one and when I design products they have to be ultra-nutritious - otherwise they are of no use to me and other black women. Likewise, I can't stand oiliness. So all in all, I used my genetic and cultural routes as an advantage.”

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Why is mindful and sustainable production important?

"It is a simple fact that the environment is at great risk if we as humans do nothing to protect it. We all have a responsibility to do our part. Companies, especially manufacturing companies, must consider the long-term impact of their practices - they too will suffer the consequences if they do not find ways to improve the way they work. Companies, especially large companies, must stop focusing on short-term economic gain and think about the bigger picture - long-term investments. We also believe the little things will make a difference - for example, we strive to source all of our materials from the UK to minimize our global carbon footprint. Yes, it costs a little more, but the short-term cost translates into a long-term savings - environmentally friendly AND economical. We've also found that working with mindful suppliers is an easy way to do the right thing - for For example, our PET suppliers use recycled post-consumer products. Our postal packaging supplier supplies 100% recyclable packaging – even the bubble wrap.”

Finish these sentences: “Always…” and “Never…”

"Always double check - measure twice and cut once, I swear by it, it has saved me a lot of headaches and time. Don't compromise - it's better to take your time and get it right than to be hasty and make a mistake. Slow living and mindfulness are really important. You can achieve more by being measured than moving forward without preparation."

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What does yoga mean to you? Do you practice and if so, what is your favorite pose?

"I have to confess that I don't do enough - especially since I'm not only running Soapsmith, but also raising a small, very busy little girl. But I try to take even 20 minutes every now and then - even if it's a more restorative practice. I know I should say my favorite pose is crow or wheel, but I really love a child's pose!"

Favorite Yogamatters product(s)? Why?

"I enjoy the yoga stone as it supports certain postures. Ella, my partner in crime, swears by her buckwheat cushion."

What is your work uniform? What do you wear when you're not at work?

"I always wear jeans and a hoodie, except when I'm working on products, then it's a lab coat (although jeans and a hoodie underneath!) I spend most of my free time in comfortable clothes be it sweatpants and a loose top. BUT, I'm partial to a jumpsuit (I have over 30!) from denim to organic cotton. I also swear by Bamboo cotton t-shirts! I wear one under my work clothes and around the house, nice and soft to the touch. And sustainable.”

What gives you energy and keeps you recharged?

"I go for a long walk to clear my head and bring fresh ideas into it. I also spend time with my daughter - not only does she keep up with the fact that there's no time to not recharge, she always makes me laugh. She's always making gifts for people and watching her put them together and decorate them. I find it so humbling and uplifting (I see a lot of myself in her). I also have to include work here - strangely I think the most charging! Probably because these days I spend a lot of my working day being creative, exploring new ideas and developing new or improved formulas. It honestly doesn’t feel like work to me, I really enjoy coming in and I love what I do!”

Favorite movie, book, app, podcast, game at the moment?

"At the moment I'm reading a lot of beauty books, online blogs and chatting on forums as I'm a bit in learning and development mode. I really love watching pulpy TV series - it's a great way to unwind. My favorite show is Better Call Saul - so exciting and I can't wait for the next season! As far as podcasts go, I'm a little late to the party with podcasts, but I try Elizabeth DaysHow to failand also Holly Tucker’s inspiring talks.”

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