Hey fam, let me spill the tea on one of the most inspiring hustle stories I've come across recently. 🍵 I had the chance to dive deep into the world of Shizu Okusa, the powerhouse behind the wellness brand Apothékary. It’s not just about selling products; it’s about reconnecting with nature, culture, and yourself. Talk about a glow-up! Her journey from Wall Street to cold-pressed juices, and finally to ingestible herbs, is a rollercoaster of self-discovery and pure grit. So buckle up, because this is a story of resilience, ikigai, and finding inner peace in a chaotic world.

The Unconventional Path: From Finance to Farm Life

You might think Shizu’s background is all corporate suits and spreadsheets, but nope, it’s way more interesting. After her stint on Wall Street, she took a major detour—living on a farm in Africa for a year and then spending three months in Japan. 🌍 “If I didn’t go to Mozambique, and if I didn’t live in Japan for even that short period of time, I don’t think I would have gotten into entrepreneurship,” she shared. It was a classic case of hitting pause before hitting the gas, what she calls 'resume virtues versus eulogy virtues.'

A family tragedy—the loss of her entrepreneur uncle—was a wake-up call. 💔 “Death is so close, and I don’t want to live a life without taking big leaps of faith,” she realized. This pushed her to reconnect with her Japanese heritage, though her first venture, Drink (cold-pressed juice), didn’t quite hit that cultural note. Fast forward to her 30s, stress and health issues kicked in. She didn’t want to just pop pills; instead, she turned to herbs and nature, inspired by her upbringing. That ‘aha moment’ led to Apothékary, launched in January 2020. And guess what? COVID hit right after—oddly perfect timing! 🙌 “There was such strong intent from customers searching for remedies. It’s being ready, but ready for luck,” she says. Talk about serendipity!

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Hustle and Heart: The Challenges of Scaling Up

Running a biz ain’t all sunshine and rainbows—Shizu keeps it real about the struggle. She describes Apothékary as being in the “muddy stage.” 🌳 “We’re in the mud, trying to grow and move in mud, and that’s really hard. You see the mountain above the mud but it’s so slippery getting there,” she explains. The biggest challenge? Scaling the company without burning out her team. “The company will scale exponentially. But people don’t scale exponentially. We get tired. We tap out,” she admits. As the team grows beyond 10 people, she’s had to become a bit of a politician, balancing HR policies, culture-building, and mental health days. It’s all about creating a vibe both internally and externally.

The Rewards: It’s All About the People

But hey, it’s not just about the grind—the rewards are deeply human. For Shizu, the most fulfilling part isn’t hitting revenue goals (though that’s cool too), but the small, everyday moments. 🥰 “It’s the people! I love watching the team grow. Giving someone a bonus or promotion and seeing them get excited—that’s where the magic happens,” she says. On the brand side, she’s stoked about recent milestones like partnerships and a trip to Japan to film a documentary. Combining ikigai (life purpose) with work? That’s the sweet spot! ✨

Product Evolution: From Powders to Tinctures

Let’s geek out on the products for a sec. Apothékary started with herbal powders, but Shizu quickly learned that taste matters—big time. 🇺🇸 “Americans are famously finicky,” she laughs. The powders were gritty and didn’t dissolve well, leading to customer feedback. So, she pivoted to tinctures, blending efficacy with a better experience. Her faves right now? Sugar Kick and Wine Down. “It’s so easy on the consumer—just a couple drops,” she raves. This move wasn’t just practical; it was about making wellness accessible and delicious.

Wisdom Drop: Mentorship and Mindset

Shizu’s success isn’t a solo mission—she’s got a squad of mentors. 📞 With an investors list of about 100 people, she taps into diverse expertise for every problem. Her key lesson? Life and biz are full of reversible and irreversible decisions. “If something is reversible, just go for it,” she advises. She also keeps humble by staying “immune to criticism and immune to praise.” It’s all about that North Star vision, whether you’re winning or weathering lows.

Beauty, Wellness, and Legacy

For Shizu, beauty and wellness boil down to inner peace—a vibe we all crave. 🌿 Her current faves include Damdam’s Matcha Boost Eye Serum and Westman Atelier’s foundation, which she says “melts into my skin beautifully.” But beyond products, her legacy hopes to reconnect people to nature. “Nature exists inside all of us. It’s about quieting our minds, going inwards, and reconnecting,” she emphasizes. In a world of screen time, it’s a call to disconnect to connect.

Advice for Aspiring Wellness Entrepreneurs

If you’re dreaming of breaking into the wellness space, Shizu’s got your back. The industry is booming, but don’t wing it! 🚀 “Do your research. There’s so many resources available. Get scrappy, ask the right questions, get mentors,” she says. Her mantra? Stay hungry and grounded, be a good human, and respect the hustle. It’s a marathon, not a sprint, and with passion and purpose, you can make waves.

So there you have it, folks—Shizu Okusa’s journey is a masterclass in blending culture, wellness, and heart. Whether you’re sipping on a tincture or chasing your own dreams, remember: it’s all about that ikigai. 💫 Drop a comment if you’re inspired to reconnect with your roots or try some herbal goodness!