“I grew up in a very low-income home, and I knew from an early age I had to make money not just for myself, but for my mom,” Adi said during a conversation with The F Project last month.
Adi launched the tea-based wellness and skincare business six years ago after a fateful encounter with a businessman at a gathering of friends. He had recently returned from China, and was looking for a partner to be the public face of a tea-based business. Adi’s background in wellness and personal fitness, her enthusiasm and work ethic, and her passion for business made her an obvious choice for him. For Adi, it was a calculated risk.
“I figured the only thing I was going to lose was my time and my sweat equity, so I decided to go into business with him, even though I’d only known him for a month,” Adi laughed.
It was a good move. Six years later, Teami has grown and expanded and captured a loyal consumer base, even during the pandemic.
“We’re lucky that we’re primarily an e-commerce business. I really feel for retail. And restaurants and fitness centers have been hit so hard. I have a tremendous amount of empathy for other business owners. Teami has had its own really bad years. I know what it’s like.
“Our approach during the pandemic has been to concentrate on tweaking our content and centering our messaging around strengthening the immune system. We’ve done a lot of email marketing and Instagram infographics, and we’ve done Instagram Live about 3 to 5 times a week. Our business has done well…we’ve seen a big increase in orders.”
Adi is looking to the future with a discerning eye and the savvy of someone who always wants a contingency plan.
“There are a lot of things I’m considering for Teami as I look at the years ahead. We just launched Teami Restore, a wellness product with a blend of calcium and magnesium you take before bed. People are really excited about it! We’re in Ulta and Nordstrom, and CVS is picking us up.
“But I’m thinking too about non-product-based sources of income. I’ve seen some skincare brands offering virtual consultations. That’s so innovative!
That kind of metamorphosis gives Adi a lot of food for thought.
“Right now, retail was hit. What if there’s a scenario five years from now that affects the internet? What if it crashes? We’ve seen small glimpses of that. When Facebook ads shut down for six hours, we see a huge decrease in sales. What if the product sector crashes, and we’re not allowed to sell product?
I’m thinking about ways to create more than a physical product, to transcend into lifestyle and be part of people’s everyday living.”
No matter what the future holds, Adi is clearly up for the challenge.
“I just love business,” she said, and you could hear the smile in her voice. It’s not just about surviving anymore; this founder is thriving.