Today we’d like to introduce you to Daniel Lee.
Hi Daniel, can you start by introducing yourself? We’d love to learn more about how you got to where you are today.
The Monarch Brand wasn’t initially supposed to be a business. In 2015, I was very depressed and recovering from several major losses I had suffered during that time. My job was one of those losses, so I had a lot more time on my hands and was looking for ways to save money – and frankly, feel useful. I ran out of a few personal grooming items, so I researched how to make them myself and bought the materials. I used them myself and gave them away as gifts. Colognes, perfumes, and lotions were actually the first gifts I gave away. Eventually, I had the materials to make pomade. Making the pomade felt different than the others for some reason, and I got really good feedback when I gave it to friends.
I was encouraged to do more with it and expand, but I was hesitant, primarily because I was very afraid of failing at something else. But there was something about the way people’s faces would light up when they received something that I made with my hands that sustained me, so I kept going. I used social media to find volunteers to send free samples in exchange for feedback. I used the feedback to refine the products and the ingredients I used. I researched the best versions of the ingredients and learned more about how the pomade reacted to the process each time I made it.
One morning while meditating, I thought about my life’s journey since I had started making the pomade, and the journey of making the pomade itself. The visual of a caterpillar becoming a butterfly came to me, and it hit me: Monarch. Not only did it have personal meaning to me, but the name itself emphasized the vision I had for a premium hair product and lifestyle brand. From there, everything began to fall into place. I worked with and consulted with some super-talented people I knew, and my vision started to come together.
Fast forward to today, the brand has been featured in British GQ, podcasts, and several other publications. I also do my own podcast under the brand, where I interview others about business, mental health, self-care, and community.
We all face challenges, but looking back would you describe it as a relatively smooth road?
One of the initial struggles was navigating when and where to sell the product. For example, you’d think that with a hair product, a barber shop would be the natural next step, but that’s not necessarily the case. I worked with a few shops earlier on, but I learned how essential location, price point, and shop culture was. I’m thankful for the experience because it taught me to empathize with both the business and a consumer. From a barber’s standpoint, at a typical shop, customers are in and out, and in that setting, barbers aren’t necessarily looking to sell someone else’s product without some sort of added incentive. From a customer’s standpoint, unless there is something about the shop’s culture that encourages them to stick around, they will rarely look for products outside of their service. So, I learned to look for working relationships that are mutually beneficial.
Another struggle was figuring out which services would most quickly benefit the business, especially with marketing. With that, I also had to learn had to properly vet other businesses I worked with. I had to figure out how to do market research and which questions to ask in order to determine who I thought could best execute my vision.
Overall, the biggest lessons I’ve learned was how to empathize with the customer experience and how to keep the business “fun” for me. I discovered that the day-to-day can become mundane and make it feel stale. This is mainly why I started the podcast: because I like to connect with people and hear their stories. It helps stimulate me in a different way.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I think I’m most proud of my resilience. When I think about it, Monarch was a form of alchemy to me. The idea was conceived while I was jobless and living on a friend’s couch, and I took that experience and that pain and made it into a brand that consists of a tangible product that people enjoy, whether or not they actually connect to the story behind it. But every time I see the products, I see something that means something to me.
For example, I got the idea for my newest scent, Phoenix, at a yoga studio. A few years ago, on New Year’s Day, I went to an intention-setting ceremony at this studio. During a portion of the ceremony, we drew from a spirit animal card deck and was able to speak about what it that animal meant to us if it resonated. I drew the Phoenix from the deck, and the messages about deciding to live consciously and rising from the ashes of dead weight especially stood out to me. At some point later that year, I started experimenting with spices and oils from the story of the original Phoenix, and eventually, the scent was born.
We’re always looking for the lessons that can be learned in any situation, including tragic ones like the Covid-19 crisis. Are there any lessons you’ve learned that you can share?
I had already pivoted specifically to online sales, so thankfully Covid-19 didn’t affect my business much.
Contact Info:
- Website: https://themonarchbrand.com/
- Instagram: https://www.instagram.com/themonarchbrand/
- Facebook: https://www.facebook.com/themonarchbrand
- Twitter: https://twitter.com/themonarchbrand
- Youtube: https://www.youtube.com/@themonarchbrand
- Other: https://podcast.themonarchbrand.com/
