Turning Passion into Purpose: The Story of Omi & Cookie ™, A Journey from the Caribbean to Canada
Written by Valiski Bernard
Allow me to introduce you to Dr. Michelle Welch, the incredible woman behind OMI & COOKIE™, the luxury brand she co-founded with her husband, Wayne Downes. Michelle is a practicing physician with expertise in general dermatology and aesthetic medicine, uniquely positioning her to blend traditional Caribbean beauty secrets with modern skincare needs. She has traveled extensively throughout the Caribbean, from the beautiful shores of Barbados to the lush landscapes of Grenada, the vibrant culture of Trinidad, the rich history of Cuba, and the stunning scenery of St. Lucia and St. Vincent. Her travels have given her a wealth of beauty insights from diverse cultures that she has incorporated into her products.
After relocating to Canada over a decade ago, Michelle struggled to manage the harsh effects of the Canadian climate on her skin. In 2021, Michelle received a diagnosis of thyroid cancer, which prompted her to re-evaluate her skincare practices and rid her routine of toxins and harmful ingredients. This pivotal moment ignited her determination to create her line of sustainable products that were good for her skin and the planet. Drawing on her extensive knowledge of traditional Caribbean remedies, she began to develop her skincare routine using natural, time-tested ingredients. With her friends and family raving about the effectiveness of her products, Michelle transformed her passion into a business and founded OMI & COOKIE ™. Today, her products are loved by customers who appreciate the all-natural, sustainable, and effective skincare solutions that Michelle has created.
As we delve into Michelle's story, I invite you to consider your own experiences. Do you have unique insights, ideas, or passions that could be transformed into a business driven by your journey? What lessons can you draw from Michelle's story to fuel your entrepreneurial spirit? Join us in this exploration of turning personal experiences into thriving ventures, and discover the possibilities within YOUR story.
Michelle's journey began with a personal experience that transformed into a mission to create something meaningful and impactful. In this interview, she shares her inspiring story of resilience, creativity, and dedication to crafting luxurious soaps that not only pamper the senses but also prioritize health, sustainability, and giving back to the community.
The Inspiration Behind Omi & Cookie
In 2020, Michelle's life took a turn when she welcomed her second child and, just a year later, was diagnosed with thyroid cancer. Determined to prioritize self-care, especially during the challenging times of the pandemic, and while caring for two toddlers, she sought to create a luxurious, tropical escape within her daily routine. Thus, Omi & Cookie™ was born, designed to provide a multi-sensorial experience that transports users to an island getaway right in their shower.
"In 2020, I had my second child, and exactly one year later, I was diagnosed with thyroid cancer. I got the call the day before my daughter's 1st birthday. Since that time, I've unapologetically prioritized self-care. I created our soaps to provide a luxurious, multi-sensorial, tropical experience at a time when it was hard for me to get away physically because of the pandemic and also since I had two toddlers at home. My goal was, and still is, for my shower time to feel sacred and like a transportive island getaway. I believe the ingredients we use are just as important as what we leave out. I wanted a product that would deliver results without sacrificing my health or the planet, and I believe we've done that."
The Name and Its Meaning
The names Omi and Cookie hold a special significance, derived from the affectionate nicknames Michelle has for her daughters. It symbolizes not just a business venture but a heartfelt gift and legacy for her children, representing her contribution to making the world a better place.
"We get this question a lot, and I'm always happy to answer it. The name is actually inspired by the nicknames I have for our daughters. Ultimately, these soaps, this company, my contribution to making the world a better place… is my gift to them."
Setting the Soaps Apart
What sets Omi & Cookie™ apart is their commitment to purity and effectiveness. Michelle was inspired to create these soaps after realizing the prevalence of harmful chemicals in many commercial brands. With a focus on natural ingredients, no high-heat processes, and a dedication to environmental sustainability, these soaps deliver indulgence and peace of mind.
"When I began to educate myself about soap making and luxury soap brands in particular, I was surprised and disappointed by many of the ingredients on the labels. I had been working really hard to remove harmful chemicals from my facial products and makeup, and soap seemed so simple. For a long time, I just trusted that my "sensitive skin moisturizing" bars were safe. I was surprised to see so many contained dyes and artificial sudsing agents or were made using a process that cooked them with such high heat that it would destroy any nourishing benefits the ingredients might offer. Omi & Cookie Soaps are made with no high heat, no preservatives, no artificial lathering agents, and no chemicals that can disrupt hormones and pollute waterways."
The Creative Process
Michelle draws inspiration from her experiences and emotions when designing new soap scents. Each scent is carefully crafted to evoke a memory or a feeling, often reflecting her love for her island roots. The goal is to create an immersive experience that resonates with customers on a deep, emotional level.
"I always aim to create scents that evoke either a beautiful memory for me or make me feel inspired and excited about a vision of my future. I want scents that make our customers feel something. I'm an island girl at heart, and scent is closely tied to so many wonderful memories and emotions for me. I know I've found the right next scent when I close my eyes and inhale it and immediately feel the caress of sunshine and warm breezes across my skin as I walk along a sandy beach or can almost hear a background orchestra of waves crashing gently and whistling frogs serenading a warm night."
Challenges, Triumphs, and Supporting the Community
Building a business alongside a full-time career and parenthood has its challenges. For Michelle, maintaining balance and setting boundaries has been crucial.
"I've definitely faced challenges. Launching and promoting a brand to the world takes a lot of work, and so, of course, there have been challenges and learning curves. My biggest challenge is feeling like I am putting in enough time because I'm doing this alongside my full-time job as a physician and my other full-time job as a parent, and of course, there is always something I could be doing in the business. Having boundaries and a solid support network has been key for me. My husband and partner is a rock at holding down the fort at home, so I have time to follow my passions. We also check in with each other frequently to see who has the mental bandwidth in any given situation and who needs some time to step away for a bit and re-center."
Despite the hurdles, her proudest moments have come from seeing her vision come to life, from gaining her first return customer to partnering with the Canadian Alzheimer Society to support their programs. Giving back is integral to Omi and Cookie's ethos. The brand actively supports the Canadian Alzheimer Society and local initiatives, demonstrating a commitment to making a positive impact beyond its products.
"Definitely, when we got our first return customer, I felt very proud. The proudest moment, however, has to be our recent partnership with our local chapter of the Canadian Alzheimer Society to bring awareness to their programs and the amazing work they are doing in our community. Being able to contribute financially to this cause through our growing business is our proudest accomplishment so far."
"We've partnered with the Canadian Alzheimer Society to promote awareness this month and for events they have scheduled throughout the year. A portion of sales for the month of January will go towards the Society directly to fund their programs.”
Prioritizing Sustainability and Ethics
Sustainability is at the core of Omi & Cookie's values. From using organic, ethically sourced ingredients to eco-friendly packaging, every aspect of the business reflects a commitment to responsible practices. By avoiding palm oil and harmful chemicals, the brand ensures its products are safe for both consumers and the environment.
"Sustainability is one of our main brand values. I think we all have a responsibility to each other and this planet, and that is a huge factor for us. We have very intentionally avoided palm oil in our products for this reason. We use organic, ethically sourced ingredients wherever possible; everything is made and packaged locally. Our production practices do not involve high heat, our packaging is made from 100% recycled material, and our boxes are compostable at home. Our soaps are safe for waterways, and even the inks used on our boxes are non-solvent, UV-based, and much safer than traditional dyes."
On Staying Motivated
I know Staying motivated can be a challenging task for anyone, especially when faced with difficulties or setbacks. However, it’s important to remember that motivation is not a constant state but rather a fluctuating one. There are several ways to maintain motivation throughout different circumstances. One approach is to set achievable goals and create a plan to accomplish them. This can help provide a sense of direction, purpose, and a feeling of progress and achievement. Having a support system or accountability partner to offer encouragement and feedback can be helpful. Another strategy is to take breaks and engage in self-care activities, such as exercise or meditation, to recharge and reduce stress levels. It is important to remember that setbacks are a natural part of the journey, and it's okay to take a step back and reassess the situation. For Michelle, she remembers her purpose.
'I remember my purpose and my goal. I set a goal for myself that I want us to make a donation of $10,000 in support of programs for persons affected by mental illnesses and their families."
Memorable And Rewarding Aspects Of Running A Business
Running a business can be a challenging and rewarding experience. While there are certainly ups and downs, there are many aspects of entrepreneurship that make it a memorable and worthwhile pursuit. One of the most rewarding aspects of running a business is the sense of accomplishment that comes with building something from the ground up. Whether you started your business from scratch or took over an existing operation, there is a unique satisfaction that comes from seeing your vision come to life. Whether you are providing a valuable product or service to your customers, creating jobs and economic opportunities for your community, or supporting a cause that is important to you, entrepreneurship can be a powerful tool for making a difference in the world. The rewards can be truly memorable and life-changing for those who are up to the challenge.
'I remember our first outdoor market. It was a family event, and our children were with us. They were so excited about the soaps, and my eldest was holding up the soaps and reciting facts about them. Until then, I didn't even realise how keenly she'd been listening to me. That was a memorable moment.'
"We do quite a few markets, and I really enjoy being out there and talking about my products and seeing customers appreciate the product quality or the story of our journey. There is a lot of pride in seeing the table setup and knowing we've made it all by hand. Also, seeing the passion our products evoke in customers and our children has been amazing."
On Finding Balance Between Work and Play
It's no secret that finding a balance between work and play can be a challenge. With the demands of modern life, it can often feel like there aren't enough hours in the day to get everything done. However, it's important to remember that taking time for yourself and engaging in leisure activities is just as important for your overall well-being as working hard. Ultimately, finding the balance between work and play is a personal journey. Experimenting with different strategies and finding what works best for you is essential. By prioritizing your time, setting boundaries, and taking time for yourself, you can achieve a healthy balance that allows you to personally and professionally thrive. This was hard for Michelle initially, but with time and practice, she became a pro.
"I think it's unrealistic to expect to find balance in the early stages of growing a company because you really have to wear all the hats yourself. Then, as you grow a bit, you can hire some help for the tasks you need the most help with first. For me, finding balance is always about reinforcing my boundaries. I am creative at heart, so that is always cathartic for me. I love to create and test new products and scents, and I have ideas constantly. To maintain balance, I have a schedule for when I make products, and I try to stick to that. If I get ideas outside of this time, I write them down for later so that I can keep my focus. I also have a daily cutoff time for working on the business- things like sending emails or scheduling calls. Although that doesn't stop my brain from coming up with ideas at 3 or 4 am."
Looking Ahead
As Omi & Cookie ™ grows, Michelle and Wayne envision expanding the product line to include lotions and building a solid community around the brand. Exciting collaborations and launches are on the horizon, promising more innovative products and partnerships. Michelle will launch Omi & Cookie Skin Quench Lotions on February 1st of this year.
"We want to expand the product line to include lotion over the first half of the year, and we'd like to continue building up our community. We have a couple more surprises and collaborations planned, but you'll need to stay tuned for more on those."
Advice for Aspiring Entrepreneurs
Michelle emphasizes the importance of clarity of purpose, consistency, and curiosity for those looking to venture into the beauty or skincare business. Staying true to your "why" and being open to seeking help are essential keys to success.
"Get really clear from early on about what your WHY is. That is what will motivate you when challenges arise, and they will.
Make a goal and be consistent. Even small steps taken regularly in the same direction will get you to your goal.
Stay curious, but be open to asking for help."
A Personal Note
Despite her busy schedule, Michelle remains an extroverted introvert, finding joy in both quiet moments and engaging with others. Her passion for her work and community shines through every aspect of Omi & Cookie ™.
"I am inspired by seeing others succeed. I root for everyone because I know that lifts global consciousness, and if someone else can do it, so can I. I especially love to see women and moms and historically oppressed people succeed."
Michelle also wants you to know she's an extroverted introvert.
"I love curling up with a great story or podcast or favourite show, but I'm very friendly, so if you see me out and about, be sure to say Hi!"
Michelle’s story is a testament to the power of turning personal challenges into opportunities for creativity, entrepreneurship, and positive change. From facing health struggles to creating a brand that embodies her values of wellness, sustainability, and community support, is an inspiring example for aspiring entrepreneurs and anyone seeking to make a difference through their work. Through her dedication to crafting luxurious soaps that prioritize both indulgence and integrity, Michelle has built a successful business, found a way to give back to her community, and contribute to causes she cares about deeply.
As Omi & Cookie ™ continues to grow and evolve, their story serves as a reminder that with passion, resilience, and a clear sense of purpose, it's possible to build a business that thrives and makes a positive difference in the world. Whether through innovative products, community partnerships, or a steadfast commitment to values, Omi & Cookie ™ stands as a shining example of what can be achieved when passion meets purpose.