Episode 45: Christina Wennstrom: Soap Seas, Redondo Beach, California [Podcast]

Welcome to Episode 45 of the Indie Business Podcast! In this episode, I'll introduce you to Christina Wennstrom of Soap Seas in Redondo Beach, California. Before we dive in, I want you to know that I recorded this episode at my mother's dining room table on a day when her alarm malfunctioned and my children had just started summer vacation. Please be forgiving when you hear a few beeping sounds in the background, and my son's squeal as he ran a home run on his PS4 baseball game. As you know, one of the things the Indie Business Network, and me personally, is all about is building a business around your life, so this is just a real life example of how I do that. Hey, they show must go on, right? Now, onto Christina.


At the time of this recording, Christina's business is just 12 months old, and you will be amazed and inspired by how far she's come and how she's putting it all together. Not only dos she has a robust online business, but she is finding that it's hard to keep up with that because she's so busy in her local community. In just the past year, she's created a local business to business customer base that rivals those that have taken others years to build. You'll love hearing her story and how she's growing in this episode. Enjoy my interview with Christina NOW!

Listen to the Audio

Episode Show Notes

  1. The story behind Soap Seas. (starting at 2:26)
  2. Christina's “other” gig – and how she manages making and managing on any given day. (starting at 9:02)
  3. Why it's important to be the face of your brand in a variety of communities. (starting at 13:20)
  4. How Christina uses social media (Instagram in particular) to grow her business, and how she uses it to earn new business. (starting at 18:40)
  5. How Soap Seas makes money. (starting at 25:10)
  6. How Christina makes the most of product shows, even when she does not make a lot of money. (starting at 29:53)
  7. Christina's plans in terms of growing her business. (starting at 33:36)
  8. What being Indie means to Christina. (starting at 38:50)
  9. Rapid fire interrogation. (starting at 39:50)

Three Actions You Can Take Right Now

At the Indie Business Network, we are not just about listening and being inspired. We are also about thinking carefully about what we hear, and then taking action, because nothing happens without it! Here are 3 actions you can consider taking right now based on my interview with Christina.

  1. Go outside and play in community: Christina has built her business around being with people in her local area. Attracted as much by her personally as they are by her products, other business owners are collaborating with Christina because she is pleasant and easy to get along with.
  2. Use Instagram: Christina says that her business has grown in large part because of Instagram. As we heard, you don't have to post incessantly to attract business from this platform. Use hashtags as well as Christina's once-a-day posting approach to build a following.
  3. Evolve: Christina said that, even after just 12 short months, her business is not anything like it was when she started it. It's so important to plan as you go and be flexible as you move forward. Nothing stays the same, not your customer and not you. Your business must evolve as well.

Explore Additional Resources

Visit the Soap Seas website

Christina's “other” job: Localista Media

A networking friend: Bibi Goldstein and Buying Time

Maker group: Academy of Handmade

Social media: Instagram

Instagram app: Word Swag

Fresh crab in Redondo Beach: Quality Seafood

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About Donna Maria Coles Johnson

Donna Maria is an author, podcaster, attorney, and the founder and CEO of the Indie Business Network, providing affordable product liability insurance and mentoring. Donna Maria teaches Makers and Creative Entrepreneurs how to use technology and community to build a profitable, sustainable business.