Emily Kavanaugh - Owner of Pure Nuff Stuff
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Emily Kavanaugh, Owner of natural skincare company Pure Nuff Stuff
What do you consider your greatest achievement?
Keeping an independent business afloat for 15 years and growing it to the point where it employs people all year round makes me proud. I thought when I went into retail that I’d be spending my days making soap and creams, constructing pretty window displays, perhaps dusting shelves and packing bags for customers. I do all those things, but in truth, not as much as I’d actually like to. Like most businesses, we’ve faced our tough times, those unexpected sets of circumstances that just swipe your feet out from underneath you, but getting up every time I’ve been knocked down is something I didn’t know I could do before I started doing this.
What motivates you to do what you do?
It sounds hokey, but making things that people enjoy using is very, very motivating. Hearing that someone likes a soap that I’ve made, or that one of our creams has helped them still absolutely makes my day. I get a huge amount of satisfaction from the idea that we make things. Making products that are sold all over the world is a huge leap forward from where I started in a kitchen in my spare time. Creating new products is hugely exciting and doing that with my team, who are so skilled and hardworking, is a lot of fun. Everybody has something they bring to the job and it’s just a great process.
What do you owe your mother?
Mum is a war baby and that gives you an inner strength that few today can claim. You can’t have a bad day or complain about life around her without risking a long conversation about how lucky you are not to have bombs raining down on you. I struggled with that when I was younger but I’ve grown to appreciate the resilience it’s given me. We had a fire in the shop in August and while nobody was hurt, thank God, I lost everything. All my stock, equipment, recipe books, furniture, everything. When I phoned Mum to tell her, her response was “Don’t worry. You built it once, you can do it again. At least this time you know what you’re doing”. Of course, she was right. It’s hard to hear sometimes, but you can always rely on her for the unvarnished truth.
Which women inspire you and why?
I have a bevy of actual Aunts and courtesy Aunts that are all amazing women. They’re bold, they do things, make things, build things, they travel. There’s something about the Irish Catholic family dynamic that makes women strong. Necessity perhaps. So I never needed telling that women are capable or can do whatever they want to, it was all around me. I do remember being told by one Aunt when I was very young that the only time the word “can’t” has any power at all is when you’re saying it to yourself.
Outside of family, Anita Roddick is an inspiration to me. Clearly, anyone with a business like mine is standing on her shoulders. Before she forged this path, we all went to Max Factor and Elizabeth Arden for skincare advice but she brought back the idea that traditionally, women made many of their own products themselves. She also brought this whole new sector of ethical consumerism to the high street. To me, the idea that the money in my pocket had power beyond the purchase was life changing. She changed people’s buying habits. Even though she sold out in the end to an industry leader that some might have seen as an odd choice, I think that in itself was quite a clear message to her customers to go find someone else to buy from (while getting an extra couple of million for her family). She was a very astute woman.
What are you reading?
I’m very, very late to the Louise Hay party. So right now I’m making my way though “You Can Heal Your Life” and realising why I’ve got a bad back.
What gender barriers have you had to hurdle?
Self employment helps you dodge a few gender-based bullets, but when I was younger I worked in the male dominated telecommunications industry. I was involved in problem resolution, so by the time I met a customer, they were already unhappy and the company had already failed them badly. The men I worked with were actual geniuses, at the top of their fields and largely happy to work with anyone that worked as hard as they did. We worked hard, we worked together and yet, I was paid less than some men that I’d trained to do the same job. So I left to make soap.
How can the world be made a better place for women?
Women are good at collaboration, communication and community and I think the events of this last year have shown us once again just how much we need those skills. Community groups have popped up all over the place to watch out for vulnerable neighbours, clean our beaches, feed people, grow food locally and largely, they’re led by women. Anyone that can build a team of volunteers, get an organisation off the ground with no money at all and keep it rolling is remarkable. These women are the leaders we need, listening to them would be a good start. Funding them properly would be a game changer.
Describe your perfect day?
We’re so lucky to live where we do and I still pinch myself that I call this place home. So a perfect day for me would be an early start with Himself and the dogs, taking off out to our favourite beach to rifle through the shoreline finding sea glass and other treasures. It’s hard to get to, so we take lunch with us and as it’s my perfect day, it’s warm enough for a swim. On the way home there’s a quick stop at Constantine Stores for some of my favourite wine, and then dinner in front of the fire. It might not sound exciting, but it’s my idea of heaven and I’m lucky that I get to do it often.
We've noticed there really aren't many (if any) statues of women around Cornwall - who would you like to see remembered?
I’m not sure monuments mean the same now as they have done in the past, but if girls need a role model to look up to, they could do much worse than Rowena Cade. That sort of vision and dedication to purpose is a model for us all. Work hard, ignore people that tell you what you’re doing isn’t needed or wanted and you can do incredible things.
Give us a tip?
Most of my top tips are, unsurprisingly, soap related. When travelling, I avoid taking soggy bars of soap with me by taking single use shavings off a bar at home with a potato peeler. Pop those in a bag or tin and you’re good to go. Another one is to stick your fingernails in soap before you start gardening, that way when you’re done the dirt lifts off easily as it’s got soap behind it.
Emily Kavanaugh is the director of Pure Nuff Stuff, and has been making natural skincare and soaps from the Egyptian House on Chapel Street since 2007. Pure Nuff Stuff has since become one of Penzance’s leading plastic-free shops