“The most important aspect for me running the company today is providing quality and trusted products and a workplace that supports a good lifestyle for my employees,” she says.
Read our full Q&A with Selina below…
Tell us about your business and the role you play in it.
Selina Naturally, the home of Celtic Sea Salt, has been around for over 45 years. Jacques Delangre had a vision to reinvent the reputation of sea salt and wrote a book that changed the way we look at salt. Today I continue his vision to keep his legacy alive. The current motto of Selina Naturally is “Products and information to support well-being”. This continues to be the focus of our product line. At the top are our salts. In addition to the original French salts Light Grey Celtic, Flower of the Ocean, and Fine Ground Celtic, we now also have salts from Hawaii, Guatemala, Mexico, Spain, and Portugal.
Each salt is different in the location in which it is harvested, but all share in the unrefined, unprocessed quality. Once you have decided what your favorite salt is, then you will have an assortment of seasonings to choose from. Choose the Gourmet Seaweed Seasoning, the Garlic Salt, the Celery or Rosemary salt, the All Purpose, Mexican Fiesta, or Lemon Pepper, the Herbs de Provence, applewood smoked salt, the charcoal salt, the balsamic vinegar salt, etc.! The newest seasonings are the Super Seasonings, which is the brainchild of Selina seeking ways to add nutrition and flavor to any food. The Super Base is with key mushrooms and herbs known to have adaptogen properties. The Super base is used as the base for the Herbie and the Creole seasonings. Beyond the kitchen, and out into the real world, we offer electrolyte products as well. Our electrolyte powder is salt with extra key minerals and citric acid for tartness. We have the Electrolyve drink packets which also provide vitamin C and effervescence. For those sensitive to citric acid, we offer the Electrolyve unflavored liquid. Lastly, Aquon Matrix is a unique supplement of triple cold filtered seawater for an electrolyte and hydrating boost. For a unique magnesium supplement, try our Mag plus. It has a proprietary magnesium delivery system fused to clay to get maximum absorption with no discomfort. Selina Naturally also provides products for bath and body. Our Rare Body Care line offers body butters, oils, rubs, and scrubs. We make Swish de Coco for oil pulling, an ancient ayurvedic dental cleaning practice. These are just the branded products we make. There are many other items that we sell that are harder to find superfoods, health products, and supplements.
What’s a little-known fact or trivia about your business?
When you search sea salts and our brand of Celtic Sesa Salt on the internet, our brand comes up more than any other brand of sea salt in the world.
How has your company grown over the years?
Over the years, the company has grown in various sales channels and sectors. Such as Doctors, international we have our brand registered in several countries, eCommerce, ingredient manufacturers, and mass distribution. We have also expanded in agriculture, such as the Equine category.
Where did your career find its start? How did you get involved with your company?
I was 19 years old when I was introduced to the natural products world, I became absorbed in the natural and alternative health industry when my son was born with Cerebral Palsy, I chose to support his well-being with natural practices. This gave me the knowledge to spread my research to our members and subscribers to our newsletter. My husband and I purchased the company from my mother-in-law after Jacques passed away. Then I purchased the company from my husband over 17 years ago.
What was the biggest hurdle you had to overcome?
Where do I begin, brand infringement, flood, death of my mentor Jim Cockman, my book “In her Element” goes into detail of all my challenges. But I think the one that was the most overwhelming was the flood that hit Asheville in 2005. I lost everything with no flood insurance. But we survived and we are still thriving.
Was there ever a time you felt like you had to start over completely?
Absolutely. After the flood, we had to take the company in a new direction and go into mass distribution. This put a huge dent in our profit margin.
How have you/your company’s idea of success transformed?
Today my idea of success is having no debt, which we have done, and having employees that are happy to be working with us. Having a diverse channel of sales and distribution of happy customers that share our mission. The resources to give back to the community.
The greatest business advice you’ve been given?
The greatest business advice I have ever gotten is my two mentors, Jim Cockman “make sure you know our numbers” look at your P&L and Balance sheets keep a good pulse on your expenses, and margins. My mentor Michael Cianciarulo advised to say “No” in a way that is easier for me to deliver. “That doesn’t work for me” sounds better than “NO”
What is most important to you/your company now?
The most important aspect for me running the company today is providing quality and trusted products and a workplace that supports a good lifestyle for my employees.
What do you see as your company’s legacy?
The company’s legacy is to continue the mission to provide trusted, high-quality sea salt and Sea and Land nutrition to as many people as possible.
What’s on the horizon?
I wrote a book on the history of the company and my life with a special needs son, I am focusing on launching my book “In her Elements”