Today we’d like to introduce you to John C. Dodge.
John, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
My background was in retail merchandising and warehouse management. I’ve worked 20+ years as a team leader for very diverse teams in big-box retail and small boutique shops. Though my positions kept me officially behind the scenes most of the day, you still build a strong customer service skill in such an environment. By overseeing merchandising for a well-known brand you are at the forefront of being able to speak to the brand strategy.
Add on all my hobbies – cooking, music, art – you pull all of this together and you get a creative juggernaut. I was bound to do something creative for a career before I started J&L I would have guessed it would be culinary in foundation. It does play well with I ultimately chose to do.
Approaching my 50s I knew it was time to make a change and the opportunity was right there in front of me with the little hobby I started with making beard oil. Having had facial hair in one form or another since I was 14, it made sense that it would factor into what I do today.
My husband is a huge part of what I do and is the “L” in J&L. While he works full time in the business sector he helps with accounting and financials as well as helps with every pop-up shop and is my sounding board for ideas. He keeps me focused, on track and grounded.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Doing the boot-strap method of starting your own business is full of challenges. You max out your credit, you stress over every detail and question every decision. We insisted on going about it this way over putting ourselves into debt through loans to get started. This allows the business to grow slowly, organically and without the added burden of debt. Having competitors steal your ideas really hits you hard.
You put a lot of sweat and energy into creating something new and different and they take the easy way that has no equity. I was always taught to “do my own thing!” There are struggles in trying to get your name out there and networking with other like-minded businesses to help each other climb the ladder of success. We have been burned by partnering with businesses that dismiss us because we are not a huge name brand, yet their business isn’t either.
Doing all of this in a huge city like Chicago makes it even more challenging. The costs, the red-tape, the ever-changing landscape. All of this makes you smarter, makes you stronger and makes you more determined to succeed. We thank every customer in the warmest way possible for not only for their business but for taking a chance on us, for being a grassroots supporter of our tiny enterprise.
We’d love to hear more about your business.
Founded in February 2014 after trying many means to satisfactorily condition our beards we knew there had to be something better. While looking for a good price on some special oils for cooking we realized that many of the oils we were looking for were also ingredients in beard oils we have tested and looked into. Then the “a-ha!” moment, we can make our own far cheaper and we can make it for our friends as well. I spent days learning every little detail about what each potential oil’s benefits were for skin and hair.
Playing around with the ratios and different combinations I developed 3 formulas to start with that each performed differently. Our experience was that what may work well for my beard did not necessarily work well for my husband’s or for those of our friends. To most it is logical, but for some reason, no beard care maker had thought of it, every beard is different why are all the beard oils the same? From the start, we have been innovators. We quickly decided to turn our hobby into a business.
Ideas were put in place to expand to be a complete grooming solution for men with facial hair. We quickly got to work on formulas for mustache waxes, balms and other items that would be ideal for bearded & hairy men. From the start we were innovators and soon we had our biggest innovation – Beard Butter. We knew men who were using hair care products designed for women of color.
Spending time looking into all the products, their ingredients and benefits led to its creation. The concept was for a leave-in conditioning agent that was thicker, more penetrative than an oil while also providing some styling aid like a pomade. We launched this product early in 2014 and was an instant hit. Loved by everyone who used it. It was also loved by the competition as by the end of the year we were seeing others introduce their own take. This was a setback for us. Being new and excited to get our products on the market we did not immediately seek to protect our intellectual properties.
Through 2014 we focused on getting our brand out there and developing the rest of our products: body wash, shampoo, conditioner, lotion and Junk Oil – a naturally deodorant anti-microbial oil for men that is better for them and the environment that talc. Designed for men who use powder to keep fresh “down there” it quickly became a hit with active men and women to combat chaffing when working out. Our motto has been “Be Epic” as means to affirm that every man’s beard is epic.
We were already seeing that women were liking some of our products – to purchase for the men in their lives or to use for themselves. Through selling at Chicago Street Festivals we gained much exposure. We had already been selling our products online and in a couple barber shops but our first festival participation led to our first general retailer along with a lot of new loyal customers.
Festivals for us now are treated as a full pop-up store that is open for people to browse and shop – not just us standing behind a table but fully merchandised shelves. Over 20 years of retail merchandising experience led to us kicking it up a notch and to set ourselves apart from the rest.
Through the festivals, we learn about our customers one on one. We get to hear what they are looking for and are able to tap into unmet needs. Through this is how we started making products designed for women.
Women were already our customer. We know that at the heart of what we do is not only an industry geared for women but is also steered by women. We did not want to take away from the great things they do and fully support businesses run by women that serve women. Honestly, we did not want to diminish their importance. But, the women kept asking for us to make stuff for them as they already loved what we were doing and really enjoyed our energy and values. Through this is how we created J&L Apothecary brand.
We decided to move all products that we had created that did not directly pertain to facial hair or the most masculine of features and combine them with a whole bunch of new items to create this new brand. J&L Apothecary carries its own image but expands upon J&L Pogonotrophics philosophies and values. We offer a comprehensive line of skin and body care products that are gender neutral – good for men, women, trans, queer – the importance is on performance, quality and price with options for scents that suit their personal tastes.
This concept also ties into our “Be Epic!” motto, as we feel that every person is Epic in their own way and they do not have to subscribe to any preconceptions of what they need to be. We have just celebrated our 4th anniversary. We now have over 80 items in varying scents & fragrances. Our newest innovation is our Clay Mask Creator System. Comprised of 4 clay powder mixes and assorted liquid ingredients and essential oil dilutions to craft a clay mask that suits your needs and can be adjusted to change with your needs. The essential oils allow you to add an aromatherapy benefit to achieve your desired results.
Great for men and women! We feel we are set to go into our 5th year strong and will be putting our energies to improve our products, packaging, social media and website over the next few months to be ready for that next level.
Here’s what sets us apart:
*Choice – you get a product that suits your needs, not a one trick pony.
*Quality – natural, pure, clean and even organic. We avoid ingredients that are harmful to people, pets and environment.
*Value – as small-batch craft products go, we offer ours at a price that ensures our customers will use it properly to get the desired effects. We are not a “Lifestyle Brand” – we will not tell directly or indirectly how you have to look, act or be to enjoy our products. We don’t sell branded clothing or swag to make you our free billboard. We feel that our quality and price will do that when you tell your friends about us.
We genuinely believe every person is beautiful inside and out; we are merely happy that you would choose us to help you express that in your own way. We are 100% grassroots bootstrap startup – no capital investment, all work is done in-house from making our products, labels, website and graphic design. As we grow we wish to refuse to outsource and be a great progressive company to work for. We rather pay a person and not a service. We are human, we have flaws and we have a sense of humor. Our customers see that they often comment on it. It is our constant reminder that we are doing it right!
What were you like growing up?
I was quiet, the youngest of 5 kids with large age gaps between us. The household was strongly controlled by women with 3 strong-minded sisters and a very strong-minded mother. Being lower middle class in the 70s into 80s was a struggle in itself. Money had to spread across all of us at a time when big families were dinosaurs.
I was somewhat isolated from friends as we lived on a busy street and kids were not allowed to go near or even cross it to get to my house. I could only see my friends in school, which made it hard to really bond. I grew up in Toledo, Ohio during the rustbelt days of the late 70s and 80s. A mid-sized industrial city on the decline.
Music was my escape. I often was close to a radio while I worked on artwork or playing. High school was not a positive experience for me. Being overweight and obviously “different” led to bullying and harassment. Not only by students but by teachers as well. I did well in school academically.
Excelled at sciences and English, placed in some AP classes. My intentions were to go college and become an accountant. I was involved in Junior Achievement which taught business basics and economics and did well with doing the financials. I figured it would be a good career choice after giving up on sciences. I was strongly interested in Environmental Sciences but back in the 80’s, there were no programs in any university that served the purpose. I was ahead of my time.
After high school graduation, I took a job at Cedar Point amusement park. I was free from everybody who thought they knew me as well as family interference in my activities. I made friends and learned to be more open and expressive. My humor that was honed over the years of watching Monty Python and other British comedians. I am silly and irreverent.
Although I dated a couple wonderful women, I knew inside that I was more interested in men.
Especially bearded, masculine men. At a time when the gay image was young, skinny, hairless and pretty (and vapid) I kept my interests to myself as I felt I wouldn’t be accepted within the gay community. Around 1992 I learned of the Bear Community – gay men like me!!! It did not take long for me to come out and embrace life. Living in Toledo, Oh three was no real community to connect with so I created one. I founded the first Bear Club in Toledo.
Around 2003 I was settled into a relationship with a great guy and we decided to move to Chicago for more opportunities. Him, being a country boy, did not adapt well to city life and ended up running off. I was left alone in a big city and not in the best financial state. Larry was already a great friend and we moved in together. A year after that we were in a relationship. His friendship was everything to me and he was my biggest cheerleader from day 1.
After 10 years, Larry and I married in a very private and quiet sunset ceremony on our back deck in the company of our closest friends. We compliment each other well and work off of each other’s strengths.
Today I am still an avid music lover, a great cook and a loyal friend to quite a few. Mostly a homebody, but we are involved in a couple community organizations and do our best to get out when we can. Larry and I have a super fluffy Samoyed named Zephyr that rounds out our family.
Contact Info:
- Website: pogonotrophics.com
- Email: info@pogonotrophics.com
- Instagram: https://www.instagram.com/pogonotrophics/
- Facebook: https://www.facebook.com/jandlpogonotrophics/
- Twitter: https://twitter.com/Pogonotrophics
Image Credit:
John Ferrante @ferrantefoto – rights jointly owned by J. Ferrante and J&L Pogonotrophics
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