Success Spotlight
Earth Heart™ Inc.
Herbal Aromatherapy for People, Places and Pets
Vicki Rae Thorne founded Earth Heart™ in 1992 as a sole proprietor and incorporated the business in August of 1996. She started studying herbs in 1974 out of a love of cooking. The concept of food as medicine and herbs as the foundation for prescription drugs fascinated her. When her older son suffered from recurrent ear infections she became serious about herbal medicine as a natural approach to common maladies. Echinacea was the first herbal medicine that she grew and made into a variety of herbal remedies, and it proved valuable for healing all sorts of infections. Vicki’s interest in aromatherapy started in 1992 when she purchased several essential oils after a weekend intensive seminar, and proceeded to formulate massage oils that were effective in treating pain and helping with relaxation. Positive personal results and additional positive feedback from massage therapists along with their clients helped Vicki propel her “hobby” into a business.
Earth Heart™ began with a personal struggle to be healed. During Vicki’s exploration of complementary health practices, she discovered ways to integrate traditional herbal remedies with modern medical practice. Vicki has a long-standing background in education from past work in music and PBS, and more recently offering natural health classes within community and professional continuing education. She has been able to introduce many people, including teachers and massage therapists, to the use of herbs and aromatherapy as an integral part of health. Her training as a Master Herbalist and Certified Aromatherapist emphasize both the art and science of natural and holistic healing practices, and she is a member of the American Herbalists Guild and the Alliance of International Aromatherapists.
Vicki’s latest success is Canine Calm™, an aromatherapy formulation for anxious dogs that a holistic kennel in McHenry commissioned nearly 10 years ago. It was not unusual for visiting dogs to become agitated at both feeding time and during the arrival of new animals. The Canine Calm™ blend has been used safely and effectively since March 2000 and the kennel owner has told Vicki that she can tell when the diffusers are empty because the dogs get nervous and noisy again. Canine Calm™ aromatic misters were introduced when the kennel owner’s customers noticed the change in their pets and wanted the same calming experience at home. Since then Vicki has developed 3 additional products for canines: Travel Calm™ for motion sickness, Guardian to help dogs stay healthy, and Buzz Barrier for repelling insects. Earth Heart™ products and services have been developed and refined by listening carefully to her customer’s comments. All of these products have been carefully researched and blended to be safe and effective plant-based products that are simple, practical and affordable to use. Testimonials Vicki has received from customers regularly confirm her quality and commitment to providing the very best product.
The success of the canine products has shifted Vicki’s focus toward finding natural pet products distributors nationwide. Her products currently have 2 local distributors, and at last count, 30 retail locations, including an animal hospital, health food store, pet shops and the original kennel. Vicki has even been able to outsource both her manufacturing and graphic design, and this year was able to hire an intern to perform market research. Her vision for Earth Heart is to have product placement throughout the independent pet specialty market, including pet shops, veterinary clinics, groomers, trainers and kennels, as well as in the national chains. Vicki’s definition for success includes that the business provides a regular income, and recognition as a household name synonymous with quality and integrity. She would eventually like to sell the business to a strategic buyer who will continue making products with the quality that she has worked so hard to achieve and maintain.
Vicki first learned of the IL SBDC while teaching at Elgin Community College’s School of Massage Therapy. She first approached the IL SBDC when she decided to focus on the canine products – they are her niche product with the best history of repeat sales to date. The counselors at the IL SBDC helped Vicki to refine her business plan, and have been supportive of her progress with solid advice on tactics and strategy, explanations of accounting and marketing practices, professional referrals, and the use of marketing tools. The seminars and networking events have also been helpful for Vicki in developing marketing materials as well as making connections. Marketing tools – especially the seminars about branding and imaging – have helped supplement the advice she received from counselors. Most of all, knowing someone was there to help her stay focused, to provide clarity and encouragement was invaluable.
To contact Vicki or view her current product line please visit her web site at earthheartinc.com and for assistance with your existing or start-up business, contact the Illinois Small Business Development Center located at Elgin Community College at 847-214-7488. Business workshops, classes and free one-on-one counseling sessions are available.