Interested in starting your own entrepreneurial journey in personal care but unsure what to expect? Then read up on our interview with Heather Carrell, founder of Cove Essentials, located in North Vancouver, BC, Canada.

What's your business, and who are your customers?

I create aromatherapy products using all-natural ingredients and pure essential oils. With the ingredients and supplies I use in creating my products, I choose to support local businesses as well in addition, where I receive my essential oils from a company that ensures ethical resourcing and gives back to the farmers and their communities. This company also donates internationally and locally. This is very important to me because it really does take a village, and giving back to my community where I can is a core value of mine.

I create bath salts, aromatherapy rollers, soaps, room sprays, linen sprays, aromatherapy gift boxes. I am currently working on diffuser blends. My customers are wonderful and come from all ages of life and around the world...which is pretty awesome and one of my favourite parts of my business.

Tell us about yourself

I started using essential oils back in my late teens and early twenties as I was struggling with anxiety at the time. It was my Mom who suggested I try diffusing lavender to see if that could offer some support and relaxation. It was incredible how fast diffusing the lavender oil actually started to slow my anxious thoughts down and provide me with some space to relax.

What motivates me...well, I for sure have fun creating products and working on new blends and ideas, as well as sharing how aromatherapy has helped me with my mental and emotional health. I also like connecting with my community and the communities I work in and supporting my customers too. I also like creating something that could be a small part of someone's day, where self-care could be anything from taking a bath to rolling on an essential oil blend to giving the gift of self-care to a friend or family member. Self-care is something that has become even more important to me since I was diagnosed with several autoimmune conditions a couple of years ago. I also want to help create a space where self-care (no matter what it is or looks like) is OK and should be done and done so without any guilt.

What's your biggest accomplishment as a business owner?

I think my biggest accomplishment as a business owner is getting out there and the amazing support I received from my family, friends, customers, and the communities I have my products in. I still do a tiny running dance each time I get a sale, whether it's online, in a store, or in person. I am forever grateful for the support I have received, and I think that's the biggest accomplishment for me personally.

What's one of the hardest things that come with being a business owner?

One of the hardest things as a business owner has been balancing family time with work time school and making sure I take some time for myself to recharge too. I am the only person who makes the products, does social media, restocks shops, packages orders, buys know, all the things that go into running a business. But it is also exciting too because my husband usually pitches in by mailing out any orders. My son helps bring products to local shops to be while it is a balance, it is really a sweet and wonderful thing to see family support because they believe in you.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Do your research for the market you're going into.
  2. Don't worry about the competition.
  3. Find what makes you / your business and product(s) unique.

Is there anything else you'd like to share?

I would love to say a huge "Thank You" to my husband Steve, my son Caleb, my Mom Pat, family, friends who have supported me along the way, especially in the early days. I would also like to send a big "Thank You" to Dani at iMade Local for giving me my first opportunity to be in a market and for encouraging me to take that leap and get my products into stores. I would also like to send another big "Thank You" to the local businesses who support me as well: Deep Cove Collective, The Nooks in Kitsilano, North Vancouver, and soon, Victoria. I am also excited for my first wholesale order coming from another wonderful local business, United Strangers Corner Store. Thank you to my customers who continue to support Cove Essentials, it really is an honour to be part of your life, and I am forever grateful for all of you.

And "Thank You" for inviting me to share my story with you :-)

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out and learn how you can turn "one day" into day one.