Stephanie Morimoto is the owner and CEO of Asutra, a natural beauty company so good that customer Venus Williams approached them to get involved.Asutra offers over 50 organic, natural products – from natural solutions to help with pain relief and sleep to skincare to bath & body – for people who invest in self-care.Asutra is woman-owned and women-led; 77% of their team are people of color; and 100% of their staff would recommend Asutra as a great place to work.Key Takeaways:How a "luck sail" led to the purchase of AsutraWhy she shifted from Amazon to DTC on ShopifyThe double edged sword of selling in national retail chainsThe unexpected way Venus Williams got involvedHow a social mission impacted their hiring processStephanie is an enthusiastic board member of Equality Illinois, which advocates for LGBTQ rights; and Naturally Chicago, which creates an ecosystem for natural products companies to thrive. In her spare time, she’s an avid urban gardener who grows everything from tomatoes to lilacs.Links MentionedAsutraPointer CreativeProduct Recommendations: Spray Pain Away Magnesium Oil, Chill Pain Away CBD Magnesium, Menthol Pain Cream, Melt Pain Away Body ButterPurpose WorkforceWeb SavvySponsorsGet powerful marketing automation with Klaviyo's revenue-driving email platformTry Bold Product Upsell, free trialSave 20% on Turbo, a blazing fast Shopify theme - Use code KURT20 at checkoutImprove your shop’s search engine ranking with Venntov SEO Meta ManagerNever miss an episodeSubscribe wherever you get your podcastsJoin Kurt's newsletterHelp the showAsk a question in The Unofficial Shopify Podcast Facebook GroupLeave a reviewSubscribe wherever you get your podcastsWhat's Kurt up to?See our recent work at EthercycleSubscribe to our YouTube ChannelApply to work with Kurt to grow your store.