Today we’d like to introduce you to Valerie Deegan-Johnson.
Thanks for sharing your story with us Valerie. So, let’s start at the beginning and we can move on from there.
In 2015, I bought a handmade soap from our local Farmer’s Market. My family and I fell in love with it, but being a family of 5 on one income this was not a luxury we could splurge on regularly. I got to talking with my mail gal, whom owns a goat farm and does hand-makey things, and I mentioned that I would like to learn how to make soap. Immediately, she said I shouldn’t because “it’s dangerous”. My reaction was (pardon my french) “fuck yeah! bring on the danger!” I spent months researching how to make it, watched hundreds of YouTube videos (the marvel of not knowing if you’re watching a dipshit or not is fabulous). And, just like that, I started making soap. Having a background in a plethora of unrelated careers like hairdressing, reception, assistant general contractor, mom, clinical massage therapist, and aromatherapy all came together for this chapter in my life.
During a night of drinking adult beverages with friends, we started coming up with all the obvious names soap is called but nobody dared to actually name it (like Dolphin Wax), until now. We had ourselves in stitches all evening. That laughter struck a chord and I decided I needed to take this further by making a business selling soap that “Cleans Bodies; Whilst Soiling Minds”. When I proposed the company name of Jackass Charm (inspired by my teenage son who is charming some of the time, while the rest of the time is a complete and utter jackass) it was shot down by all parties. That’s when I knew I had a winner!!!
I started a Kickstarter to help fund my brilliant idea in early 2016… it failed. I wasn’t surprised either, because I knew very few people, nor was I a social media expert. Instead of giving up, I bribed my husband to let me use a portion of our tax refund to fund this crazy idea in exchange for some “personal favors” that I’m sure I haven’t paid up on.
During the next 18 months, I hawked my inappropriate soap at local pop-up shops and craft shows. To do this I knew I needed a theme, so, I got dressed up as Ruthie Sudsalot – a 1940’s victory roll wearing, polka dot frock donning sassy sales gal and I sold the soap out of Ruthie’s kitchen (including a functional sink). I figured if I was to have such a raunchy product I needed to create a Venus flytrap to entice folks to step in and take a gander. I recognize the 40’s were very much imperfect and quite awful which made it a perfect representative for Jackass Charm Soap – sweet and innocent on the surface but once you look a little closer the dirty inappropriate truths revealed. My sorry sales results didn’t get me down as long as someone laughed at my labels. I started to pitch on a wholesale level with not a single bite. Breaking into the potty-mouthed market was not as easy as I thought! I was able to get into a store on consignment, which opened my eyes to how much of an inventory and record keeping pain in the ass it is.
Jump forward to April 2018, I’m not sure if the “powers that be” felt sorry for me or I had enough good karma built up because a retail space was presented to me. I was not looking for it, not to say I had not let my imagination dream about a retail space and what I would want it to look like. Not to look a gift horse in the mouth, I humbly accepted the space and said thank you to the powers that be.
The “wedgie” as I affectionately call Jackass Charm Corner Store, is a tiny 225 sq ft triangular space that is being transformed into a 1940’s theme corner consignment store for potty-mouthed makers. I knew this space was meant for more than just me. Knowing what I hated about consignment, I took that knowledge and found a way to ease all that responsibility so my vendors are free to make, while I work for them to sell their work. Currently, I have 8 makers and 1 farmer utilizing the store as a way to reach more like-minded consumers.
When you walk into space the first thing you’ll hear is music and radio shows from the 40’s. Louis Jordan, Bing Crosby, the Andrew Sisters, the Jack Benny Show, Amos & Andy gently rolling its way into your heart. You’ll probably see Ruthie sipping on a beverage behind her 1949 Admiral tv converted into a cash wrap. Apothecary shelves lined with at first glance appears to be normal everyday items until you really take a closer look and read everything. A settee just begging for you to have a seat. It’s warm and inviting. People love to linger and laugh!
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?
Of course not! Just this week my computer crashed. I had not backed anything up in over a month. I did not have any hard copies of any of my recipes. Luckily, I have some pretty awesome dads (plural) that are computer gurus. Lesson learned, have hard copies and back up daily. ugh. Surprisingly, I didn’t lose my shanizels and was able to sleep just fine during that. If that happened 10 years ago, I would have been a complete spaz!
Social media is like a foreign language to me. I try but I feel like I miss the boat 98% of the time.
I love the stories I walk away with – for instance a gentleman at a French market said to me that he cannot possibly purchase any of my products for a lady because of the name. My response was “You don’t have to. That’s the beauty of choice.” The state of Illinois initially denied me LLC because my name was offensive. They quickly changed their minds after I informed them that a Jack is a male ass, a Jenny is a female ass and ass is used in the bible without discerning whether male or female.
So let’s switch gears a bit and go into the Jackass Charm Corner Store story. Tell us more about the business.
I can proudly claim all the Jackass Charm Soap labels are written by me, all design has been done by me, I formulate and make the soap, I build the molds, and built my booth space. My husband builds all the bitch boxes and winey bitch survival kit boxes. I etch all the glass, I pack and label everything. I am most proud of creating this from nothing. Someday I’d like to pay myself, but as long as I can cover the bills and cut a check for sales to every one of my vendors every month I’m happy.
What sets me apart from others? I put my vendors first, I sell in costume (Friday, Saturday, & Sunday) helping seal the deal of stepping back in time to the 1940’s. I share fun facts from the past on our chalkboard for real thinkers as part of something I call Ruthie does Woodstock. Furbabies (aka dogs) are allowed in the store! I create 1940’s “movie posters” (aka artist bio/profile) about my vendors to create a connection between the customer and the vendor. We also make awfully cheezy/cheeky product videos. I will not put up anything Christmas related until AFTER Thanksgiving.
Has luck played a meaningful role in your life and business?
Let’s put it this way, would I want my daughters to behave the way I did growing up? HELL NOOOOOOOOO! I always had to learn things the hard way. If I was not interested, I would not pay attention. I hated history, which is ironic seeing as I am trying to create a space that is historically correct.
When I opened the doors to the wedgie, I was under the impression it had always been a barber shop. To my surprise, it was actually built to be a gift shop called The Weathervane – unique gifts for the person that has everything. According to an opening day article I found dated October 10, 1947, in the Woodstock Daily Sentinel, the store carried things like dainty towels, ornate glass animals on cocktail picks, and get this SOAP!
I sometimes feel like the store choose me as its ambassador to keep the history alive. My sense of gratitude is what drives me to ensure its success for my vendors.
Pricing:
- $1.99 – $55 (sport peppers – gift boxes)
Contact Info:
- Address: 228 N. Benton St.
Woodstock, IL 60098 - Website: JackassCharm.com
- Phone: 815.600.2007
- Email: Ruthie.Sudsalot@JackassCharmSoap.com
- Instagram: @Sudsalot
- Facebook: @JackassCharmSoap
- Yelp: jackass-charm-corner-store-woodstock
Getting in touch: VoyageChicago is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
