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1.
A Story Still Standing
2.
Secrets to Standout Sends
3. Beards Were a Victorian Health Hack
4.
Aroma and Ambition
SCRUBBED TO SUCCESS MONICA NASSIF BRINGS CLASS TO CLEANLINESS
Store aisles across the U.S. are filled with cleaning supplies that get the job done
and stood aghast at the unsightly array of cleaning supplies available. As she recalled in a 2020 Twin Cities Business magazine interview, she thought, “Gosh, that is so pathetic. What if the bottles looked like machine guns and didn’t smell like bleach? What if it could be like Aveda?” After jotting down a one-page business plan on the flight home, Nassif soon launched Caldrea, a high-end line of sprays and soaps to provide elegance and sophistication to common household tasks. The chic spin on everyday cleanliness became an instant hit among retailers nationwide, with the brand’s soap selling for $10 a bottle. However, one critical potential consumer wasn’t having any of it, and the wake-up call literally hit home for the growing business owner. Marketing to Moms Before Nassif was a jet-setting soap magnate, she was one of nine children in a working-class family in rural Iowa. She knew the value and pride of a hard-earned dollar, lying
but leave your home smelling like a chemical factory. While many
consider these harsh scents an unavoidable reality, Midwestern entrepreneur Monica Nassif decided enough was enough — and built a fresh- smelling empire. From Unpleasant to Upscale In 1999, Nassif — whose eclectic professional experiences included a stint in nursing, serving as a speechwriter for the Dayton’s department store chain, and running her own marketing agency
— stepped into a Linens N’ Things in Atlanta while on a business trip
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