Q+A with Keta Burke-Williams (MBA 2021), Co-Founder of Aspen Apothecary
by Cullen Schmitt Deciding on a career path comes with unexpected twists and turns from all aspects of life. In the case of Keta Burke-Williams (MBA 2021), a former Rock Summer Fellow and current Rock Accelerator participant, it started with memories from her childhood, the power of scent, and finding a medical solution for her mother’s dog that started her on a path to becoming an entrepreneur. Keta is the co-founder (along with her sister Kaja) of Aspen Apothecary, a BIPOC (Black, Indigenous, and People of Color) founded startup that produces CBD-infused perfumes. We corresponded with Keta via email about her entrepreneurial journey, the challenges she has faced, and how she hopes to balance business school while launching her company. What is Aspen Apothecary? Why did you decide on CBD and perfume as your products? Many years later, my sister and I were comparing our favorite perfumes at that time. We were dismayed to find three main commonalities: 1. They were made by huge conglomerates with old, white men at the helm. 2. They sometimes made us sneeze. 3. We couldn't tell you what was in them. We decided we deserved better and that this needed to change, so we started to conduct research and speak to folks. We were surprised and excited to learn that one of the two big drivers of growth in the global fragrance industry is niche and indie perfume. The idea to add CBD to our products came after treating my mother’s dog for travel-related anxiety with a CBD bone. It was the only thing that was effective. We wanted to infuse self-care into an everyday item we use—perfume. That way, you can practice self-care and smell good. Aspen Apothecary was born through sweat equity and long nights. What are some of the potential benefits of your perfumes? You came to HBS without the idea of starting a company. How has the HBS entrepreneurial community influenced your change in career path? You have been selected as one of the Rock Accelerator Teams this year. What are you hoping to achieve through this program? First, hone our value proposition; how do we translate what we are excited to build into a memorable statement that resonates with our consumers? Second, to get guidance as we look towards pre-sales in November and a launch in February 2021. Third, connect with the community of fellow founders who experience the same highs and lows. How has your Rock Summer Fellowship helped to launch your company? Do you have any advice for other women and BIPOC founders? It's important to note that these past six months have seen a lot of attention focused on the Black Lives Matter movement. Our brand is the vision of two black womxn, and every month we interview womxn of color who are absolute trailblazers, but who may not have a platform to have their voices heard. We feel it is our responsibility to amplify these voices, and when you purchase our perfumes you amplify them too. You are launching your company this fall. How do you plan to balance your company responsibilities with your MBA classes/activities?
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