Seven years ago Jordana Edwards and her mum, a naturopath, created three
teas to begin a small market stall in Byron Bay. Today their business, Clean
Tea, sells over 50 blends of handmade tea and has grown into a multi-million
dollar brand. We spoke to Jordana about the journey the family business has taken.
JE: Eight years ago in our regional area there wasn’t a lot of work
available and I was inspired by local woman creating their very own businesses. Being
a tea lover, and wanting a low-tox tea option, I attempted to create a tea brand
that without pesticides or unnecessary added flavours, just natural and
delicious herbs and fruits.
JE: It had been a moment at the Byron Bay markets whenever a
huge storm ripped the rooftop of my tent and I was hiding under my trestle table
with the tea, and my phone was giving me notifications that my online store
was getting sales. I first viewed it as a sign to turn all my attention on creating an eCommerce
brand, and my days at the markets were done. After attending a lot of
networking events and learning from other successful businesswomen, I realised
we had a great product but lacked a strong brand identity. We rebranded in 2021
and created our first ” sample box” concept. I had attended a few
local facebook classes and decided to give it a try, and one $20 boosted-post returned
a 2000 per cent increase in sales overnight. We've doubled our turnover every
year using predominantly Facebook ads -they have given
us over $2.Six million in sales.
JE: We were entering a very crowded market, there were already thousands
of tea brands across Australia, and that we initially struggled to find our very own brand
identity and unique selling proposition. Rebranding and creating our very own range
of sample boxes assistance to cement the brand. We use targeted Facebook ads to
attract the customers that are most likely to enjoy our product. Traditional
media hopes that clients are searching for you and will find your ads,
whereas Facebook ads target the customers who may not what you think but are in
need of your products or services, showing your brand to audiences who may never
have discovered you otherwise.
JE: It has given me an insight into how their products try to deliver
the best possible outcome for the investment. I have been lucky to receive
some great training, which I have passed onto the women in business I mentor in
my local Women Running a business group. Hearing the real-life stories of other small-business
owners, or being able to learn from them, has been a great focal point in our
JE: After the birth of my third child, who suffered
from terrible colic, we created our Colic Tea to help relieve her symptoms. It
quickly came to be known by some mums as a “miracle tea” and at one
point represented 70 percent of our sales. Realising the incredible requirement for
breastfeeding tea solutions among mums struggling with colic babies or lactation
supply, we chose to separate those breastfeeding teas and make up a new brand –
The Breastfeeding Tea Co – using the sole purpose of helping
breastfeeding mothers. We planned the launch in April, with COVID shutdowns
occuring in March it had been certainly a challenging time but we forged ahead.
Having a baby can be hard enough, but doing so during a pandemic when stop
from your support network of family and friends can be very isolating. We are
so proud i was able to launch in April and thus far have been able to assist
thousands of mothers through their breastfeeding journey.
JE: You don’t have to know how to do it all right away. I wasted a great deal
of time and money trying to wear every hat in the business, once I realised I
could pay people who could do it better for me, I was able to spend time
focusing on my best skills and growing the company.