Interested in starting your own entrepreneurial journey in personal and pet care but unsure what to expect? Then read up on our interview with Gail Goldman, Founder of Virtue Soap Company, located in Franklin, TN, USA.

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

Virtue Soap Company is an artisan maker of 3 lines of soaps and skincare for YOU, your DOG & your HORSE. Our vegan, all-natural products never contain synthetic ingredients. Virtue Soap Company's mission is to provide people, dogs, and horses with natural, high-quality alternatives to synthetic grooming products.

Our blend of premium ingredients creates a luxurious, velvety lather that gently cleanses without drying the skin. Our emollient-rich soaps are exclusively scented with botanicals and beneficial essential oils—never synthetic fragrances. We only use leaves, roots, and clays to add pleasing tints to our soaps—never synthetic or lab-created colorants.

From the ergonomic shape of our bars that fit comfortably in your hand to our recyclable exfoliating mesh soap pouches that don't promote the growth of bacteria like a loofah or sponge, our soaps make bathing yourself, your dog, and your horse pleasurable indulgences to look forward to.

Tell us about yourself

I am a designer and business owner whose career began in the field of architecture and subsequently branched out into product, package, user interface, graphic design, and art direction. I hold two U.S. Patents for a product developed and successfully brought to market. This interdisciplinary experience gave me the depth and breadth of knowledge needed to teach design at the university level. Also, I hold degrees in Equine Management, Architecture and a Master's in Communication Design & Interior Design. I am also an amateur equestrian, yoga practitioner, and dog enthusiast.

We handcraft plant-based, natural, artisan soaps and skin care for equestrians and all health-focused individuals who expect the very best for their animals and themselves. Our extensive and broad experience as members of our intended market sets us apart. We understand our client's distinctive needs and refined expectations. Our goal is to exceed those expectations every day. Our vision is to develop innovative, environmentally-conscious, all-natural products that are not only good for people, dogs & horses but that make practical sense and serve a purpose in simplifying some aspects of our lives. As our company grows, we are able to give back to amazing dog and horse rescue organizations.

What's your biggest accomplishment as a business owner?

Building our business to a point where we can give back and donate to various worthy causes.

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

Knowing how to do every job in your business, not just your usual daily tasks. As they say, "wearing all the hats" in your company.

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

  1. Research your intended business sector.
  2. Specifically, know who your market/customer is.
  3. Seek a mentor with experience in a similar business.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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