This week our interview is with Danielle Kelli Fleming the founder of Danielle and Company, Inc. At Danielle and Company, the goal is to change the boring soap routines of yesterday. Danielle’s soap will tantalize your senses and make your body feel refreshed and clean. The amazing scents and colors will invigorate you and the natural, high-quality ingredients will cleanse and nourish your skin. This is the revitalization of soap; the soap of the 21st century!

How did you get your start?
I created my company when I was tired of boring bath soaps, that dried out my skin. I began studying the ingredients in soap and found so many companies that use irritating chemicals in their formulas. Most of the soaps smelled very chemically to me and the colors and scents were just plain and not exciting. So I let my creativity flow and I made my first bar of Cool Cucumber Soap.
Using the soap in the shower was amazing; it smelled great, looked fabulous and made my skin feel wonderful. I even found the process of making soap to be very therapeutic and relaxing. I was hooked. The soaps I created made me feel alive and refreshed. Each morning I was filled with anticipation to use another bar of soap! Taking care of the outside, made me feel good on the inside.
I gave my soap away to friends and family and they loved it; wanted more. It was wonderful to make something that smelled great as well as nourished my skin. So this is where it all began…
Over the next three years, I perfected my formulas, created a smooth shaped soap with contemporary yet simple packaging. To meet the needs of many people, I created two different soap lines: the Purity line and the Fabulous and Fun line. The Purity line is made with pure essential oils and soft colors, whereas the Fabulous and Fun line is vibrant in color with high-quality fragrance oils. With over 20 different soap scents, there is a special bar for everyone.
What was the first item you ever made?
Cool Cucumber Soap! To this day is one of our top sellers! Each bar of soap has been personally developed by me and I only use the finest ingredient that nature has to offer. I test our soap on soap lovers, not animals, and do not use animal by-products. The soap is 100% vegetable-based, consisting of coconut oil, palm oil, castor oil, safflower oil, kosher vegetable glycerin, and shea butter. My soaps do not contain the following which are known to be irritating to the skin: perfumes, alcohol, sugar solutions, surfactants, sulfates and detergents. Each bar of soap will tantalize the senses, nourish the skin, and renew the soul.

Do you have any formal training?
I do not have any formal training. I am all self-taught. I learned from reading lots of books and making recipes from scratch. I would test them on my friends and family and the ones they love are the ones on the shelves today! My background is in psychology. I earned my B.A. in psychology from Moravian College and received my M.A. from Marywood University. I have also received many awards, including being named one of The TOP 20 UNDER 40 Business Owners in NEPA, Northeast Woman in 2003, Young Entrepreneur of the Year Award, as well as being nominated Woman Entrepreneur of the Year in 2005.
When and why did you create Danielle and Company?
Why: I created my company when I was tired of boring bath soaps, that dried out my skin. I began studying the ingredients in soap and found so many companies that use irritating chemicals in their formulas. Most of the soaps smelled very chemically to me and the colors and scents were just plain and not exciting. So I let my creativity flow and I made my first bar of Cool Cucumber Soap.
When: In May of 2002, I began my business out of my kitchen using a double boiler to create the soaps. At that time, I sold my soaps at local farmer’s markets and crafts shows all while completing my graduate work in psychology. In 2004, Danielle and Company opened its first retail store in Clarks Summit, PA, where the soaps and other fine bath and body care products are sold. At the time, Fleming realized that her enthusiasm for her business and her soaps was more powerful than her long-life dream of becoming a psychologist so she left the field of psychology to pursue her passion wholeheartedly. In 2005, Danielle and Company soaps made their way to boutiques and department stores shelves across the nation!
What do you enjoy most about your job?
Being creative is the part of the job I enjoy the most. I love creating new formulas, new scent combinations, new products. It is just so much fun!
Where do you get your inspiration from?
Most of my inspiration comes from my customers. They will request certain scents or colors, or tell me what they like the most. I get inspiration from just about anything, from the smell of a flower blooming in the morning to the smell of freshly made chocolate! My Classic Beauty soap was inspired by a rose garden that I was at in Miami last year. It is a classic blend of red roses with a modern addition of tea, damask, and ice rose with a carnation to-note.
Who is your favorite designer?
My favorite designer is Vera Wang. She is such an inspiration to me. She puts a modern twist on a classic piece. That is what I am doing with my soaps, taking a basic every day product and making them look as good as they feel on your skin.
What one thing couldn’t you live without?
A calendar! I am constantly scheduling, planning, making lists and more lists! We are still a small company, so I wear many hats! As far as fashion goes, my pink razor cell phone and Bluetooth is with me at all times!
What will you be wearing this autumn/winter?
I love that the Fall Trends at Fashion Week were blacks and chocolate browns with lots of layers. You will definitely see me with my black leggings, cole haan tall black boots and lots of layers! It is a great fashion statement and it keeps me warm in the Pennsylvania weather! I am also super excited that pony tails are hot this season!
You’ve been very successful at selling your designs online, what advice would you give to other designers trying to sell online?
You will get out of the internet what you put into it. You have to stay on top of it, constantly promoting yourself. You always want to keep your company name in the front of your customer’s minds. Send them coupons, announce your new design, have a contest, create a blog and be consistent.

Where do you hope Danielle and Company will be in 5 years?
In 5 years my goal is to have the Danielle and Company name and logo synonymous with great soap! When someone thinks of candles, they think Yankee, when they think of ice cream they think Ben and Jerry’s, when they think soap, they think Danielle and Company. This is my goal, my passion, my dream!
What’s the best piece of advice you’ve ever received?
Always follow your dream, with your heart and soul, everyday. Every ounce of energy that you put into it will be returned 10 fold.
Site: www.danielleandcompany.com
By: Anissa Mook, Editor in Chief