Karen Johnson - K’Pure
Karen is the founder and owner of K’Pure Naturals. Her two favourite parts about owning her own business are formulating the products and marketing. Karen says most of her business comes from social media, specifically Instagram; and most engagement comes from personal stories. Karen's advice to people just starting in this business is not to go all in right away. She says to keep overhead low and do as much as you can yourself but then hiring people who are better than you at certain functions to take over those responsibilities as you grow.
Karen discussed her partnership with BC Women's Hospital, where they donated Birthday Boxes and did videos to tell the story of some of the patients there. They raised $11,000 for the hospital around International Women's Day and also raised brand awareness through the event. The Birthday Boxes were launched to showcase some new products. They were showcased through influencers and supporters of the brand.
Karen really likes videos as a conduit to gaining customers. She says they have gotten more customers through YouTube than through Facebook. She says people really like to follow stories, specifically that of her and her daughter. Through her stories she has built a community that is caring and loyal to her and her products. K’Pure is in over 170 retail stores and all of the stores have approached them, meaning they have heard of K'pure simply through word of mouth.
Written by Claudia Palomino