A journey from head to heart
Interview with Jessy Dieudonné, written by Jolien Van Daele
Most importantly, Jessy is busy. Creative, innovative, proactive and, above all, ahead of trends. He did this for the first time as the manager of a cleaning company. When that industry came to a complete halt in full corona, he founded his own spiritual lifestyle brand: ExcluJess.
A brand name that connects opposites and excels in positivity. Exclusive but also accessible. Peaceful but also challenging. Colorful but also humble. A conversation with the hero by ExcluJess: Jessy Dieudonné.
How it all began…
"If there's one thing that characterizes me, it's that 'I have nowhere to sit'." That's how Jessy started the conversation when I reached out to her for an interview between vendor meetings and car calls. “When the lockdown started in March 2020, it was immediately time for books for me. How long would that block last? How long would I have to close my business?”
“The corona period was an opportunity for me to do things that I would otherwise never have had time for. How to pour candles and experiment with crystals. This was the beginning of ExcluJess”
Jessy – founder of ExcluJess
Before the coronavirus ruled our lives, Jessy ran a large cleaning company. She managed around 200 employees alone. No wonder she was used to having a busy schedule. Due to government measures, everything stopped for her overnight. And now?
“What do you do at a time like this? be negative? Sitting in the chair doing nothing? I did not like it! I looked at the situation and decided for myself to make the best of it. Space to do things I would never have had time for otherwise. Pour candles, for example. Experimenting with crystals.
Spiritually in high heels
It didn't come out of nowhere. Jessy also says she has always felt like a creative soul. One with a great interest in all things spiritual.
“I thought it was cool to pour those candles and add some crystals. What's more: I found that there was a market for it and the supply – especially here in Belgium – was relatively limited. I contacted a marketing agency and not long after my products, logo, branding and marketing plan were well developed.”
Next job: find a way to sell candles. Jessy created an online store for this.
“I mainly focused on the B2C market via the online shop. It didn't take long before other entrepreneurs asked me to distribute my products. After my first year, the B2B share had grown to 90%! Enough evidence to partially shift my attention to that market."
Inspiration for creativity
When asked where she gets her inspiration from, Jessy replies: “3 things. First, the positive conversations I have with customers and suppliers and the wonderful chance encounters I have every day on the road with ExcluJess. Second: Customer feedback on my products. There SOUL collection, like, she grew out of this. Lastly, and actually the most important: from nature.”
Jessy clarifies the latest source of inspiration as follows: “I love sunsets and sunrises. Colors of the golden hour. Wherever you go, the color palette is different: from pastels to bright colors. It's a beautiful sight of faded colors. I just can not get enough!"
A positive mindset
Everything Jessy does, she does with dedication, enthusiasm and a positive mindset. You notice it in everything he says, in his movements when he speaks and in the intonation with which he colors the conversation.
“I actually had ExcluJess in my head for 7 years. I wanted to do something with interior design. But yes, it's so spacious! I had no idea which product was exactly right for me. Until I started pouring candles in full corona time. Then suddenly everything clicked!
“In my career I have always lived in my head. Don't forget anything, organize everything for business, manage the house, be a second memory for my family. I certainly allowed the spiritual to come into my life, but it was only because of corona that I learned to live in my heart every day. What a relief to be creative every day, to do personal development.
“It strengthened my belief that everything starts with a positive mindset. That you owe it to yourself to continue to believe in your possibilities, to be positive and to push yourself. Even if things don't go as you hoped, even if you get negative feedback, it's still positive. Everything that comes your way is an opportunity to learn. It's that simple!"
Natural ingredients
Jessy continues that positive approach in all of her products. “I think it's important to be respectful. To my suppliers, to the people who make the products and, above all, to the planet we live on. I also prefer to work with natural products such as soy wax, natural oils, cotton or metal-free wooden wicks in…”
The current range mainly consists of crystal soaps , candles And scented sticks . All with a spiritual approach, with their own energy. Jessy wouldn't be Jessy if she didn't shake things up a little more.
“In any case, there are already other categories like water bottles , candle holder And makeup accessories . I also launched new collections. The SOUL collection that combines wonderful perfumes and crystals with motivational quotes , the ICON collection which excels in elegant and powerful scents and materials, and the CITY collection in cheerful and playful colors and shapes.
“Behind the scenes I'm working on new products like ExcluJess body milk. In different fragrances, in the style of ExcluJess and with an eye on quality. As with all my products, its message is to have a positive attitude towards life."
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