Meet April Larson of Home Grown In The City in Clairemont

Today we’d like to introduce you to April Larson.

April, can you briefly walk us through your story – how you started and how you got to where you are today.
Back in 2010, I found out I was pregnant. Like so many of us, we want to clean up our routine. I started eliminating anything that may not be beneficial inside and outside of my body.

Then I realized, I needed to create my own cleaners for the house and my body. A little while after the baby was born I had a request to purchase some of my face and body creams. That request turned into many more as the ‘try what I just bought’ train was steaming right along.

I expanded what I was making based on what needs I thought my family and friends may have. 4 years ago, I went to a friend’s house because she was having a trunk show of sorts. I took wool dryer balls, magnesium oil, arnica oil and stevia. In a short period of time I sold quite a lot of product. Over the next 2 months I did 2 more little events with my hobby products. After that 2nd event I had a business conversation with myself that went like this: “I have some supplies and love what I am doing, but I do not have a lot of resources. So I will take $100 and put it toward this as a business and see what happens. It will either grow and take care of itself, or run right into a wall”

4 years later, I have over 450 products.

Has it been a smooth road?
The road from there to here has not been bad. I have always been realistic about what it is I am doing and always look at the retail trends for that time of year. Also, I live in REALITY as to what I can expect for every month of the year.

By doing that, I feel like I can have a better grasp on what I need to do in regard to production and what I can expect as far as sales.

I am in year two of homeschooling my boy. So, there are new exciting elements that come into play on occasion. Not to mention the fact that he just turned 7, and anyone who has a 7-year-old knows exactly the WHOAH! I am talking about.

So let’s switch gears a bit and go into the Home Grown In The City story. Tell us more about the business.
I make organic and natural skin care, body care, and home care items. I also offer Local Raw Honey and some great kid safe products that include bows and arrows and clean play dough. In addition to my creations, I carry a line of Fair Trade African Market Baskets that are beautiful.

I have a lot of love given to me for the honey and a big following on that front, but I have to say creating the goat milk soap and products that impact how people feel about their skin and what happens when it betters their life in some way is amazing.

I love that I am able to work around real life. My boy is with me on average of 22 hours a day. He will go to the retail stores with me to help stock products, he will come to events and talk to people about the products and show all of the kids or adults, who want to give the bow and arrow a whirl the proper form and technique.

His sales pitch was ” …. you just aim right at the target let it go and when you get a bulls-eye you get to take one home, it just $20″. He is growing out of that pitch a bit, but it sure is fun to be able to have my sidekick along for the ride and see what it takes to run a business and work hard.

I think people identify with me so much because I am just like them. I have a little person who calls me momma asking me questions when I am talking at times…. just like they do. My clients get to actually speak to me regarding their skin and ask for a recommendation, or discuss an allergy concern. They can trust me and rely on me and form relationships that include what we have been up to, how are the kids, what exciting things are taking place. It’s community.

How do you think the industry will change over the next decade?
I see steady growth. More and more people are becoming aware of sustainability and the value of organic and natural products. I use very little plastic in regard to my packaging. Most items are packaged in glass. All of those glass jars and bottles can be repurposed.

When you think about the impact throwing out all of the packaging we use really has……….. wow, it’s big! As we progress I think people see the value of alternatives.

Alternative food sources (sustainable and organic is unfortunately still so alternative compared to GMO and the crazy push that is happening there); alternative energy; and alternative packaging. Reuse and recycle is great.

Right now, I have products in 2 retail stores, do on average, one big event per month and work with a few schools for fundraisers and a buying club to offer my products to its members throughout San Diego. The desire is for sure there to have more events in communities, it is just a matter of support. Organizers go to a lot of effort to make those events happen, and when the community participates it is great. My gut tells me that the sense of community is growing and needed, so I expect to see more community events being born over the next few years and will shoot to participate in them when possible. They tend to be really fun!

Contact Info:

• Email: homegrowninthecity@yahoo.com
• Instagram: @homegrowninthecity
• Facebook: https://www.facebook.com/homegrowninthecity/

Image Credit:
Good Eye Images

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