Holly Wheeler, Founder of Field to Face Organic Beauty, has always been entrepreneurial. “I always had it in me,” she recalls, noting the lemonade stands and business ventures she came up with as a child. She remembers questioning things and thinking, “How can I do it my way?”
In addition to her entrepreneurial mindset, Wheeler says she always wanted to be an aesthetician and massage therapist. The serial entrepreneur opened her first massage studio in Windsor, CT, when she was 20. She laughs recalling that she wasn’t old enough to celebrate the opening with an alcoholic drink.
Wheeler kept the massage studio for four years before moving to England, where she had lived until the age of 8. There she spent a year continuing massage and exploring her passion for DJing. She returned to Connecticut because she has strong roots here and “it was the right time.”
LAUNCHING HER LATEST STARTUP
Wheeler launched the Field to Face Organic Beauty brand in February of 2015 and began the storefront business in West Hartford, CT, in October of the same year. Why West Hartford? She acknowledges that “It’s a healthy community—people are aware of what they’re putting into their bodies.”
All along, Wheeler’s mission was to create a holistic skin care spa with an organic and all-natural aspect. “We have a holistic philosophy,” she notes. “Good skin starts within and is a multidimensional practice. Balance, which includes vibrant, plant based diet, deep breathing, exercise and rest. Beauty, which includes the practice of self care, monthly facials, and nontoxic makeup routines. Bliss, which includes the practice of joy, gratitude and love, because that’s where true beauty comes from. A happy heart, makes a happy face.”
She adds that there are not many holistic skin care places in the area, noting, “It never made sense to me how spas, which are places for healing, would use toxic chemicals.”
Field to Face Organic Beauty provides massage and facial treatments, all with natural or organic non-toxic ingredients. The company plans to offer a full range of non-toxic makeup products and services in the future.
Wheeler launched a new business, Self Love Scrub, in March 2016. “It’s important to teach self love,” she says. “It’s more than just pampering.”
“The Self Love Scrub products are sourced globally vs. Field to Face, which is more local,” she explains, noting that it was important to have two separate brands.
In terms of the future, Wheeler says she will keep launching new businesses and ideas. She plans to expand the Self Love Scrub product line and hopes to sell out of storefronts.
“I’m fast with ideas and slow and steady with business growth,” Wheeler admits, noting that she is
“conscious of organic growth.” Since the business is just her right now, she says she doesn’t want to compromise and be unable to meet supply and demand.
EDUCATING AND GIVING BACK TO THE CONNECTICUT COMMUNITY
“I’m not looking to make an overnight success,” says Wheeler. “It’s more important for me to have awesome clients.” She adds that her bigger goals are education and making a difference.
One of the ways Wheeler makes a difference is by giving back with free educational resources including a blog, emails, and a newsletter. Field to Face Organic Beauty also donates to The Working Lands Alliance, a statewide coalition working to preserve Connecticut’s farmland. She notes that it’s important for the company to have a deeper purpose and says she has “always loved companies based on generosity.”
MARKETING AND BUILDING A CUSTOMER BASE
Wheeler was fortunate to have a successful following from her prior massage studio and has continued to build her customer base through word of mouth and social media. She emphasizes that her goal is “to give people an amazing experience.”
Field to Face Organic Beauty has about 500 people in its database, many of whom are repeat clients. The blog, emails, and newsletter are all a part of her marketing initiative. “It can take a while,” she admits. “Sometimes it’s months before someone needs a service, but at least I am educating them.”
Wheeler also enjoys working with other local companies. For example, in March, Field to Face co-hosted the Matcha Madness Beau-TEA Party at The Green Teahouse in West Hartford’s Blue Back Square. “I love collaboration because I’m a solopreneur,” she says. “I also like the opportunity to connect with people.”
Success for Wheeler is not defined monetarily. “I’m driven differently than most,” she notes. “I’m driven by freedom and driven by feeling good—that’s what I’m chasing. I don’t want too much stress.”
She emphasizes that creativity is key for her. “That’s a huge part of why I’m an entrepreneur. I’m a creative person. Having space to be creative—that’s the whole point—using the business as a template for your creativity,” she says.
“You can’t be so busy that there’s no space to be inspired and innovate,” she adds. “If you become too consumed with the everyday, you lose your creativity. You’re no longer an entrepreneur, you’re just doing a job.”
When asked to characterize her life as an entrepreneur in one word, Wheeler says, “It’s a tossup between ‘inspired’ and ‘creative.’ If I had to choose one, I would say ‘inspired.’”
To learn more about Field to Face Organic Beauty, visit www.fieldtofacebeauty.com.