PAUL GITTENS: GITTENS & CO ESSENTIAL OILS AND DIFFUSERS
Paul had the idea to launch Gittens & Co. in 2015. Essential Oils are compounds that are found in flowers, roots, bark and seeds. They have well known aromatic properties and easily evaporate at normal temperatures. When inhaled, they can stimulate and engage our senses.
As Paul explains on his website, it all started by combining the proverbial “ah ha” moment with a far-reaching question:
"What if we could take Menthol Crystals, an old family remedy used to relieve nasal congestion via direct inhalation, liquefy them and blend them with another Essential Oil to create a Shower Mist?”
Since 2015 Gittens & Co. has grown rapidly into a business that now offers 4 signature blends and several essential oils in different delivery systems.
Much of this success stems from Paul’s tenacity in learning from scratch how to work with essential oils and discover formats that makes it easy and convenient to use them. A second, equally important aspect of Paul’s success has been his ability to build a solid brand image for Gittens & Co. Third, Paul has found a unique way of segmenting his signature product line, linking each blend to different activities or times of day:
“To maximize the benefits of our Blends and Single Oils, we've day-parted them: Morning, On-The-GO and Night, making Gittens & Co. the most convenient and versatile way to shop Essential Oils”
The Nooks wanted to find out more about Paul and his business:
What kind of delivery formats have you developed so far?
“Gittens & Co. makes Signature Essential Oil Blends that are available in: Shower Mist | Body Mist | Roll-Ons |Aroma Sticks.”
What distinguishes your product?
“The Essential Oil Blends are proprietary Gittens & Co. Blends. Secondly each product covers different parts of the day to help customers get through whatever the day throws their way.”
How do you position your products?
“For A 20-49 with active lifestyles, Gittens & Co. delivers the finest quality Essential Oil Blends and Single Oils. Each is intended to help this consumer base maximize the most of each day. Gittens & Co. Essential Oils are convenient and versatile to use and are optimized for on-demand use via topical application, inhalation and diffusion.”
How did you become interested becoming a maker?
“I wanted to create a mentholyptus blend that could be used in the shower to awaken the senses and I just couldn’t find one on the market.”
What do you love about it?
“Creating blends that people find help them.”
What are the goals for your business in 2019?
“To increase awareness and convert that awareness into sales.”
What do you think is the biggest challenge for selling your products?
“Establishing enough brand equity with potential consumers to initial trial and increasing offline distribution channels.”
How are you planning to overcome these challenges?
“Roll out a social media plan that begins with a Pillar Content that involves a web series named ‘This is Life.’ It will feature those who live their truth (i.e. entrepreneurs, artist, athletes, philanthropist, volunteers, students, health care and business professionals). The series will tackle the truth/reality about what it takes to pursue one’s dreams. Each episode will live on YouTube and then I can use the content to post to Instagram, Facebook, LinkedIn and even Podcast. ‘This is life’ has nothing to do with selling products rather connecting with a demographic that is faced with the ongoing question of how they muster the courage to pursue their own dreams!
We will also continue to identify retail locations which align with our Position Statement.”
What do you know now that you didn’t when you started your maker business?
“Understanding the crucial function marketing has in the evolution of your brand.”
What would you say to those want to start a maker business?
“If you don’t enjoy solving problems, then ask yourself if you can learn to enjoy solving problems. If the answer is no on both fronts, then stop now!”
GITTENS & CO. Essential Oils and Diffusers can be found at:
The Nooks (Port Hope Location, 68 Walton St.)