Grace Young understood the magic of plants from the time she was born.
She spent her childhood on Kauai, one of Hawaii's most remote islands, known for its lush mountains, cascading waterfalls, and ideal conditions for growing eucalyptus, hibiscus, and other fragrant flowers. .
Young, now 31, recalls that her mother, Loretto, was an accountant by trade, but was “a healer at heart.” She is a certified massage therapist and Reiki master.
Young's mother believed that medical attention was reserved for serious illnesses or injuries, and that all other illnesses could be treated with supplies found in the Young family's vast backyard. Sunburns were treated with aloe vera tablets, and bruises healed with warm baths of comfrey, a bitter, purple herb.
Decades later, when Young faced her most frightening health challenge yet, she turned again to the healing powers of plants and turned her experience into a six-figure wellness brand called Aina Organics.
I became an 'accidental entrepreneur' while battling postpartum depression
When Young and partner Keith Andrade-Kaauwai welcomed their first child, Meleana, in 2017, she expected the first few months after giving birth to be some of the happiest of her life.
Instead, Young struggled to get out of bed most mornings. She said she felt “extremely anxious and overwhelmed” to the point where basic tasks like showering and making herself breakfast felt “almost impossible”.
Andrade Kaauwai urged her to see a doctor, who diagnosed Young with postpartum depression. Her doctor offered to prescribe medication to ease the emotional strain she was experiencing, but Young wanted to try other treatments first.
A friend suggested she try CBD oil, which is derived from the hemp plant, a non-psychoactive relative of marijuana. She started drinking a few drops in the morning by mixing it into her iced coffee or putting the oil under her tongue and holding it for 30 seconds.
After using it regularly for a week, Young said she felt “calmer and less overwhelmed by all the things I have to do in a day as a mom.”
Although there are anecdotal reports that CBD can help alleviate symptoms of anxiety and depression, there is a lack of published research on the effectiveness of CBD as a treatment for postpartum depression.
Young notes that Āina Organics makes no medical claims about CBD, and the opinions she shares about its effectiveness are based solely on her experience. She recommends people consult a medical professional for personalized guidance on using CBD.
Young continued to take CBD oil regularly and welcomed her second daughter, Hoolehua, in 2019. Postpartum depression “wasn't there” this time, she says.
Grace Young and daughters Meleana and Hoolehua
Photo: Alexandra Masihi Photography
Soon, Young began dreaming of starting her own CBD business to help others suffering from anxiety and depression. Andrade Kaauwai recently started working at the Omao Institute, a local cannabis farm, so sourcing ingredients is very easy. Omao Labs hemp flower is certified organic by the USDA.
However, she loved her job as a server at a cafe near her home and never thought she would have time to run a business with two children under the age of five. She submitted a half-draft business plan.
Just a few months later, the COVID-19 pandemic hit and Young lost her job. Launching my own CBD product line was no longer just a dream. She saw it as a way to “help put food on the table” and support her family.
“I always joke that I'm an 'accidental entrepreneur' because I never thought I'd be working for myself one day,” she says. “But we felt it was the perfect time to start a business.”
As Hawaii entered its second week of state-wide pandemic lockdown, Young put away her business plan and began filing paperwork for her LLC at her kitchen table, surrounded by her two daughters.
Building a business at the beginning of a global pandemic
Young spent the first three months of the pandemic working with Andrade Kaauai in the kitchen, tinkering with different CBD oil recipes and designing the Āina Organics logo and website.
Any ingredients that Andrade Kaauwai couldn't get from the cannabis farm or grocery store he worked at were purchased from neighbors. For example, a woman on the street with a huge beehive in her garden sold young beeswax for use in several products.
She also borrowed $10,000 from her mother to cover start-up costs for the business, including hemp flowers, product packaging, and a website domain.
In May 2020, Young was ready to sell his first product, CBD oil, a blend of hemp flower and coconut oil, online. Before Young began selling his oils, he found an independent lab to verify that the products contained less than 0.3% THC, the chemical that causes most of marijuana's psychoactive effects. I had to hire one.
'Āina Organics Products
Photos: Hawaii Photos
Hawaii requires all hemp products to pass rigorous lab testing and make those test results available to customers (Young publishes all lab results on its website).
But getting permission to sell CBD oil posed an even bigger challenge for Young. It's about marketing and selling a product at a time when a global pandemic began and most businesses and households closed their doors.
As Kauai slowly began to reopen to tourism in early 2021, Young decided to try an old-fashioned approach to marketing. She went door to door asking hotels, boutiques, and coffee shops if they would carry CBD oil. Surprisingly, many business owners were indifferent.
“Since I was born and raised on Kauai, many of the store owners have known me for 10 or 20 years and were happy to support me and give 'Āina Organics a try,” Young said. says. “Word of mouth is very popular on the island, so when you start telling your neighbors and friends about your business, you receive a lot of support from the local community, which plays a key role in keeping your business afloat. I accomplished it.”
Currently, 'Āina Organics is sold in 25 stores in California and Hawaii. Some of Young's sales come from online orders.
Young's early success led her to experiment with creating CBD-infused soaps, lotions, and body oils using ingredients from her own garden, including Hawaiian chili peppers, lavender, and peppermint.
By the end of 2020, Young estimates she had sold about 400 products. But since then, 'Āina Organics has experienced impressive growth, selling 2,500 products and generating approximately $101,500 in sales in 2022.
After deducting operating costs to keep the business afloat, Āina Organics makes about $50,000 in profit, according to tax documents reviewed by CNBC Make It. But a significant portion of that money goes back into the business and pays the two independent contractors who work for her, Young said.
“It’s crazy to think how much the business has grown since we started,” Young says. “There have been a lot of bad things during the pandemic, but there have also been a lot of good things.”
Balancing family and entrepreneurship
Since becoming a full-time entrepreneur three years ago, Young's schedule and routine have remained largely unchanged. She dedicates 40 to 50 hours a week to 'Āina Organics, where she mixes at least 100 types of soaps, oils, and lotions in her kitchen.
Sometimes that means working past midnight to have more time to drop off her daughters, now 6 and 4, to dance class or take them on hikes. They accompany Young and Andrade Kaauai to weekend farmers' markets to help promote 'Āina Organics products and tell potential customers which soaps are their favorites.
“Seeing how excited they are to help me with my business is fun and one of the most rewarding parts of being an entrepreneur,” Young says. “Their support helps me get through the difficult days.”
But the best part of running your own business is that your products have a direct, positive impact on people's lives, whether it's from a neighbor down the street or a repeat customer who recognizes her on the beach. She added that it is possible.
Young emphasizes that CBD is not a panacea and is not right for everyone. She just wants to be a trusted resource for people who want to try CBD, especially other parents who may be struggling with postpartum depression like she is.
She still adds CBD oil to her morning coffee. “With two kids and a business, I’m always running around like crazy,” Young says. “CBD can help you stay on track and not feel overwhelmed by the million things on your to-do list.”
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