A long-time retail entrepreneur husband and wife team from Long Island, New York shifted into a new industry amid the pandemic. Jon & Rene Shapiro co-founded the Mixology Clothing Company. But when COVID-19 entered their world, they knew something was missing. They created Mindset Wellness CBD, which was curated to boost happiness and enrich the lives of others.
Can you tell us more about your path to where you are now?
Innovation and authenticity have been pillars of success for Rene and Jonathan Shapiro. First, as Jon Saint in the 1990s, I innovated in the world of hip hop as a writer, producer, and performer. Later, pivoting into retail apparel, we became the founders and operators of Beautiful Girl Stores. We built our reputation as cutting-edge apparel retailers who had a finger on the pulse of the next trend.
When the recession of 2008 flattened one too many businesses, we knew we’d need to adapt. After a pivot into fast fashion, we conceptualized and launched a 15-store women’s retail clothing boutique chain Mixology Clothing Company, along with ShopMixology.com.
Never complacent, in 2019, we recognized CBD and wellness as our next great endeavor. In Oct 2020, we launched a full-spectrum, all-natural CBD wellness brand, Mindset Wellness CBD. Mindset Wellness CBD is a lifestyle company that sells direct to consumers via e-commerce and pop-up shops. With vegan and organic CBD gummies, drops, pain relief cream, skincare, bath bombs, bath salts, and honey sticks in different “mindsets” or moods, we’re able to address customer’s wants and needs.
What inspired the brand? How did you go about creating it?
It started during the early days of Covid. Things got tense. We had a choice–we could either choose a lacking mindset or a growth mindset. We chose a growth mindset and wanted people to be able to do the same without fear and anxiety.
We started the brand out of a desire to help people. As someone who has suffered from lifelong anxiety, I was always looking for a way to feel better. In 2019, after 30 years of prescriptions and therapy, it was through CBD that I found peace.
We knew it was time to leave our fashion boutiques to pursue a lifestyle and business that was about healing and CBD. Rene and I had a deep need to share our wellness with the world.
How does your brand work?
We created six specific “mindsets” in our line. Within each of those mindsets: happy, calm, focus, health, beauty, and rest, various CBD products help encourage the mindset you chose.
We do this by infusing our full-spectrum CBD with specific terpenes and vitamins. Also, all our gummies and drops are vegan and organic. We use apple pectin instead of gelatin and only pure can sugar to make the most amazing gummies. Our drops are MCT cold-pressed coconut oil. All our CBD products contain less than .03 THC. It is grown, harvested, formulated, and packaged in the United States. Lastly, all Mindset CBD products are third party tested.
What is your giveaway thought or idea?
Take a chance on happiness. We left a business that we built, that supported and fed our family, but we were not aligned with it anymore. Our authentic purpose was to spread healing and education and ultimately make people feel better. Success will find you if you do the right things. We’ve done them in business together for 20 years, and in life together, married 29 years.
What challenges did you face while working on your brand? What are your daily challenges?
Creating a brand was a gift. It was a download. The challenge was how to get it out of my head and into the world. I created the mindsets, then as a self-taught graphic designer, I created the graphics. Next, as a self-taught web developer, I built the site.
In building the products Rene and I worked with craft cannabis formulators–a talented team with whom we developed each Mindset CBD formula. Our challenges are the same challenges any start-up faces. Rene and I are doing everything ourselves. One of the keys to the brand’s success is in getting people to try it. Once they do, they are so happy. So, Rene and I hit the road and did live product demonstrations and socially distanced pop-up shops. We know from our experience there is no substitute for connecting with a customer.
How do you manage your business finances?
We bootstrapped Mindset Wellness CBD ourselves. We are all in. The investment will come if that is the road we want to travel, but right now it’s our baby and we want to nurture and love it. With that said, one thing we’ve learned is to always be open to conversation.
What’s your vision of the future? What’s your next level dream for your business?
The next phase for Mindset is in the introduction of exciting and new CBD products. Our Mask Mouth CBD mouth and mask refresher is a hit because there is nothing like it in the market and it addresses a real need. Innovation and authenticity are key, from the concept to the products. The next phase for Mindset will include wholesale distribution, beverages (water and hard seltzer), and apparel.
What message do you have for anybody with a plan of creating something of their own and making a living through it?
Do it. Love it. Prepare to wait. It may seem as if it’s not happening as fast as it should, but remember you are always right on time! Be scared, just don’t let it stop you. Trust in the universe. Be ethical in all you do. Surround yourself with people who align with your mission and your life.
Mindset Wellness CBD
Website: mindsetwellnesscbd.com
Instagram: @mindsetwellnesscbd
