If Aularale Skin Care & Cosmetics can do it, so can you. Aularale Cosmetics, Inc. is celebrating 23 years of business and making a significant difference in the appearance of the skin of its customers. This fascinating, direct sales company is a real testament that hard work and perseverance in due time will pay off. The Company has grown from a staff of two to thousands of beauty consultants. Aularale’s 7,000 sq ft distribution center and administrative offices are located in Atlanta, Georgia where the staff services walk-in customers and ships products to its Beauty Consultants throughout the United States and abroad. Though the glory is shining bright on Aularale today, things have not been easy. Stylists Wanted! Magazine sat down with Aularale’s co-founder and President, Joanne Trawick, to get the story behind all the glory.
SWM: How did you get in the cosmetics industry? Joanne/Aularale: “Initially we worked for two other cosmetic companies. While with those companies, we really started liking this industry. Because there was such a void in the cosmetic industry for women of color, when we got the opportunity, we decided to start our own company. I was searching for more suitable skincare and cosmetic products for me and I knew other people were searching too.”
SWM: How did you get started? Joanne/Aularale: “When we started our business, we were not able to get any formal financing from the bank so we took out a second mortgage on our house. That made us even more determined. We began in the basement of our home with only 7 items on the product line. Now there are over 150 products and we continue to add new items each year. All we had was a dream and a vision. The vision was to create a great skin care and cosmetics product that women would love to use and to create a great business opportunity. I would talk to everyone I met – in grocery stores, on the bus, church, airplanes, family, friends - everyone. I thought, ‘this isn’t easy but I can do this’. God didn’t show me all the steps to doing this type of business at one time. He only showed me what I needed to do next, then next, then next… My husband, Alton Trawick, Aularale’s co-founder and CEO, had the vision before I did. But it didn’t take me long to catch the vision. Al is a CPA and was a Comptroller at the time. He had worked for other Fortune 500 companies in finance and accounting. He took a leap of faith and left his full time job to work Aularale full time and did CPA work on the side. I had good people skills for selling and recruiting. So we organized the company according to our individual strengths. We believed that our previous experiences prepared us for Aularale. God put us on a new path. When I created the products, I formulated them using aloe vera, other plants, and fruits. I saw women as beautiful flowers, in all shapes, sizes and colors. So the majority of the products are named from plants, flowers, and fruits. Aularale’s cosmetics are colorful like a garden - bright, bold and beautiful. They are designed for people with sensitive skin. You put them on and enhance your natural beauty. Because Aularale’s cosmetics easily matches the complexion of our skin and does not come off with normal touching, it is known as being the best make-up for women of color. The men’s skin care line addresses the needs of those with shaving bumps and ingrown hairs. Our customers range in age from 10 to 90.”
SWM: What types of challenges has Aularale faced and how did you handle them? Joanne/Aularale: “When we started, the challenge was getting people to see us as a serious company. At first, people see you as new and they don’t trust you. So I continued on and worked. I remained professional and let the products do the talking. I would ask people to allow me to give them a demonstration. When they looked at their faces in the mirror, they were blown away and would begin to spread the word and calling Aularale the best-kept secret in skin care and cosmetics. After demonstrations, I always offered the business opportunity. Another major challenge has been a lack of visibility. We handle that by continuing to work trade shows and by recruiting new people in the business as often and as quickly as possible.”
SWM: How have you managed to stay in business for so long? Joanne/Aularale: “Die hard determination. Success was our only option. You can’t work your business like a 9 to 5. You do what has to be done and you do what is necessary. When our son was little, he’d be at the office with us on many late nights. Sometimes we’d have to take him out with us on sales and recruiting calls.
SWM: How did you stay motivated during tough times? Joanne/Aularale: “I love what I do. This keeps me motivated. We don’t even think about anything else, only succeeding. I believe that if other companies can make it, so can mine. My motto is Philippians 4:13 ‘I can do all things through Christ which strengthens me.’ And everyday, I thank God for my business. Most importantly, God has sent wonderful customers to me. For example, one day I was giving a demonstration and a lady with Vitiligo skin disorder was nearby watching. She said she wished she could use Aularale’s cosmetics because the make-up she was wearing was very heavy. So I offered to help her. After trying Aularale she was so impressed and satisfied by her even tone and the lightness of the make-up that she bought everything!”
SWM: Why did you decide to expand through people? Joanne/Aularale: “We didn’t have advertising dollars so people were the perfect option. If you can find people that have the same dreams and vision that you have, your business will not require advertising, just word of mouth. And if your product is good, people will tell others. We provide a service by taking our products to the people. Small boutiques and salons are also perfect places to retail Aularale Skin Care & Cosmetics.”
SWM: Joanne, this one is for all our married readers in business with their spouses…as co-owner with your husband, how do you handle making tough business decisions? Joanne/Aularale: “Most of the time, we make decisions together. Al and I sit down and discuss the issues that need a decision. And we come to an agreement. You have to sit down and discuss it.”
SWM: How did you know you had arrived? Joanne/Aularale: “We only consider ourselves to have come a long way and not to have arrived, yet. We are still on our way. Now, we are no longer crawling, we are walking and hope to soon be running.”
SWM: What’s ahead for Aularale? Joann/Aularale: “August 22 – 23, 2008, Aularale will host its annual conference in Atlanta, Georgia. Beauty consultants will receive recognition for their individual and team success. We give away trophies, and gifts to our top producers. Everybody leaves with the vision to achieve more!
Aularale. Oh, what a difference…
For products and more information call toll free (800) 969-8869 or visit Aularale at www.aularale.com. You can also email us at aularale@aol.com.
By Sheri Nelson
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