Every Opportunity Has a Cost — How to Choose What’s Worth It with Beatrice Dixon

Summary

Podcast Summary: She’s So Lucky

Episode: Every Opportunity Has a Cost — How to Choose What’s Worth It with Beatrice Dixon

Host: Les Alfred
Guest: Beatrice Dixon (Co-Founder & CEO, The Honey Pot Company)
Original Air Date: November 11, 2025

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Episode Overview

This episode of She’s So Lucky features a powerful, wide-ranging conversation between host Les Alfred and Beatrice Dixon, founder and CEO of The Honey Pot Company. The discussion centers on navigating choices and opportunity costs in business and life, especially as a Black woman entrepreneur. Beatrice shares candid insights about growth, self-care, company partnerships, and making values-driven decisions—even when major financial opportunities are on the table.

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Key Discussion Points & Insights

1. Current Season of Life: Reflection and Self-Care

• Beatrice on Finding Peace and Gratitude
  Beatrice shares that she recently spent a month in Costa Rica—a place that allows her to fully relax and recalibrate her nervous system.

  • “It's a place where my nervous system relaxes, it calms down, it makes me feel peaceful.” (03:06)
  • She emphasizes her intention to prioritize holistic self-care: rest, diet, movement, and hydration.
  • Admits she still feels the need for more rest, despite already making changes.

• New Priorities vs. Earlier Hustle

  • Earlier in her entrepreneurial journey, self-care was sidelined in favor of building the business; her main focus was mental wellness.
  • “I'm also not in a place where I'm, like, wishing that I did something different, because all things are in order all the time.” (05:07)
  • Beatrice reflects on how every phase of her journey has been necessary—and that regrets are pointless because “you can’t really go back…everything worked out. You know what I mean?” (06:23)

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2. Entrepreneurial Mindset: Evolution and Resilience

• How Approaches to Entrepreneurship Change Over Time

  • Les raises the unique challenges Black women face in the workforce, including layoffs and the push toward entrepreneurship out of necessity.
  • Beatrice stresses the importance of staying open to new opportunities, even when they don't look exactly like what you want:
    • “Make sure that you're staying open to the opportunities that come to you, even though they may not look like what you want them to look like.” (08:48)

• Mindset: Holding Onto Stability in the Face of Uncertainty

  • “I'm at a period in my life where there is a lot more stability than I've ever had in my life. And I've really worked hard to earn that. And that is an interesting place to be in because it's very new to me.” (09:45)
  • Admits she still experiences stress and old scarcity-based habits, even with newfound stability.

• Accepting Change as a Constant

  • “Change is inevitable and you just have to go with it.” (11:22)
  • Regardless of growth, some aspects of entrepreneurship ("checking emails", "running the team") remain constant.

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3. Preparation vs. Flow: The Balance in Business and Life

• Creating Order for Freedom

  • “Being organized provides you freedom, right? Because you've thought through some of the things or you've prepped yourself.” (18:43)
  • Draws a parallel between meal prepping for health and strategic business planning.

• Plan A, B, and C—But Stay Flexible

  • Plans almost never go exactly as expected; “go ahead and die to it just being exactly the way that you want it to be, because it's not going to be.” (19:18)
  • Having structure brings peace, but flexibility and flow are essential as circumstances change.

• Legacy Planning at Any Level

  • “Most people think that you need to have [legal plans] written down if you have a lot of money. But that's not true...We should all begin with the end in mind.” (19:58)

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4. Values-Based Decision Making: Major Partnerships & Turning Down Big Offers

• Turning Down $450 Million—The Importance of Integrity

  • Beatrice explains she turned down a major acquisition offer that would have made another entity majority owners because it would have meant, in her words, “selling honey pot soul.” (22:53)
  • “Honeypot is something that was gifted to me by my ancestors. Right. I can't just let money be the motivation. It has a soul.” (23:10)
  • The relationship with customers and the responsibility to team and community is paramount.

• Choosing the Right Partners

  • Decision was not about the biggest number—it was about maintaining the integrity of Honeypot, keeping the right people at the helm, and ensuring continued growth in a way that honors its mission.
  • Even after investment (“we aren't the majority”), strong, mutually respectful relationships mean “you have to tell us what you think we should do, because you guys are the ones that know. You built it.” (28:10)

• Advice for Other Founders

  • At early stages, founders may feel they must take whatever money comes; at later growth stages, be far more selective—partnering with the wrong investor can feel like a bad marriage.
  • “When somebody shows you who they are, go ahead and believe them, right? And don't be afraid of them walking away.” (31:47)

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5. Entrepreneurship Real Talk: Audacity & Being Ahead of Your Time

• The Necessity of Being 'Unrealistic'

  • “You gotta be a little bit crazy to think that you're gonna do something that's never been done...That's more often the situation than the person who's...been here before.” (41:59)
  • “Oftentimes what's realistic is so limiting…you would never create anything new.” (42:44)

• Failing Forward and Hustling Backwards

  • Sometimes you launch things before the market is ready; that's ok—"just because something's before it's time…doesn't mean that it shouldn't be or it shouldn't exist.” (43:33)
  • “Hustling backwards teaches you how to go through a mistake and learn from it.” (44:15)

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6. Retail Partnerships, Responsible Growth, and Navigating Controversy

• Reflections on Target

  • Target was critical for The Honey Pot's growth. Despite controversy, Beatrice expresses loyalty and gratitude: “[W]hether people like it or not, Honeypot is...I don't want to say indebted to Target, but I am a loyal person. And I think that I don't forget when somebody or something has done something for me and my business.” (46:06)
  • “We're not in control of Target and we're not in control of our customers that we share with Target… but as it relates to our relationship with them, we've just been in the trenches with them because we have to be and we want to be.” (45:28)

• Dealing with Setbacks and Industry Changes

  • Honeypot, like many brands, was impacted by changes in retail foot traffic, especially among consumers of color—but is seeing improvements as the market stabilizes.
  • Emphasizes gratitude for weathering difficult times, acknowledging how hard it is for many brands and individuals right now.

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Notable Quotes & Memorable Moments

• On Staying Open Amid Challenges:
  “Anybody that's listening that is in that circumstance or situation, just know that everything's gonna be okay...You will bring things to yourself that you need, that you require, that you want to do when you are in kind of perfect practice of knowing that it's gonna be all right, knowing that you're gonna figure it out.” —Beatrice Dixon (07:53)

• On Integrity Over Profit:
  “Money is important, but it's not that important.” —Beatrice Dixon (26:49)

• On Founders Selling Their Companies:
  “It would have been like selling honey pot soul. That's just a soul that is extremely important. It bears a lot of love, a lot of care, a lot of responsibility.” —Beatrice Dixon (24:02)

• On Being Audacious:
  “You have to have a bit of—being unrealistic...Oftentimes what's realistic is so limiting. You would never create anything new.” —Les & Beatrice Dixon (42:44–42:51)

• On Navigating Difficulty and Gratitude:
  “There’s so much happening…terrible things…This is not an easy time to be alive. And that goes into business...And then there’s a lot to be grateful for. And so I’m just counting my blessings and trying to keep my eye on the things I can control and…enjoy and ride through the things that I can’t.” —Beatrice Dixon (49:30)

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Timestamps for Key Segments

• Season of Life & Costa Rica: 01:13 – 04:57
• Entrepreneurial Mindset & Surviving Uncertainty: 06:34 – 12:08
• Preparedness vs. Flow: 18:43 – 21:07
• Decision Fatigue & Reducing Decisions: 21:28 – 21:38
• Partnership with Compass & Turning Down Big Offers: 22:02 – 28:10
• On Integrity and Brand Soul: 23:10 – 24:02
• Advice for Future Founders & Investors: 31:12 – 35:04
• Audacity in Entrepreneurship: 41:59 – 43:14
• Failures and Hustling Backwards: 43:26 – 44:29
• Target Partnership & Retail Landscape: 44:37 – 48:21
• Coping in Difficult Times & Closing Thoughts: 48:39 – 50:05

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Final Takeaways

This episode offers a rich, honest look at how opportunity comes with cost—for self, business, and community. Beatrice Dixon models what it looks like to make values-based decisions, prioritize well-being, and lead with integrity, even when the stakes are high. Her story is a testament to both the audacity and responsibility required of women—especially women of color—to create their own kind of luck and lasting impact.

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Transcript

[Les]

The following podcast is a Dear Media production. Welcome back to she's so Lucky. My name is Les. I'm your host. This is a podcast all about the.

[Host]

Ways that we create our own luck. And I'm really excited for today's episode.

[Les]

Because I have a special guest who.

[Host]

I've actually wanted to have on the podcast for a very long time. And I'm so excited that this episode is finally here.

[Beatrice Dixon]

So.

[Les]

So I'm joined today by Beatrice Dixon.

[Host]

Who is the co founder and CEO of the Honeypot Company. And I know pretty much everybody either watching who has a period is familiar with the Honeypot.

[Les]

So please join me in welcoming Beatrice to the show.

[Beatrice Dixon]

Oh, thank you.

[Host]

Thank you so much for being here.

[Beatrice Dixon]

I'm grateful to be here. Thank you.

[Host]

Absolutely. Absolutely. I know we were talking off camera about some of the other times that we kind of crossed paths in the past virtually, but excited to be here in person.

[Beatrice Dixon]

Yes, me too. I like in person podcasts.

[Les]

I do too.

[Host]

It feels so much more conversational.

[Beatrice Dixon]

It is. And like, we can, like, connect and tap in.

[Host]

Exactly.

[Les]

So I would love to hear a.

[Host]

Little bit more just about how you're currently feeling. How would you describe the season that you're currently in?

[Beatrice Dixon]

Mm, that's a good one. It's a busy time. Work wise, I was able to take a month and be in one of my favorite places in the world, even though I was still working and doing my thing. That time was a bit of a gift for me because it's not easy to go away for an extended amount of time. And a month may not be long, but to me it was long. You know, it made me feel grateful and at peace with where I was because I was still working and taking calls and doing all the things. It was weird because I still felt like I was kind of doing this a little bit, which isn't a bad thing. Work is an amazing thing. I've just been working a lot for a long time. So while I got rest, I still feel like I could get a little bit more. But I also am just feeling good about life. I'm very grateful for Honeypot. I'm very grateful for my team. I'm grateful for my family. I'm grateful for my partner in my life. So there's a lot of feelings.

[Host]

I appreciate what you said about even though you were still working. Sometimes there is something to just being in a different environment.

[Beatrice Dixon]

It is.

[Host]

That still makes such a difference.

[Beatrice Dixon]

I should have taken a little bit more time off, though. Like, I really. I left that and I was like, okay, when I do that again, I gotta plan that different. I don't know if it's like a week in the front and then a week in the back and then kind of work in between so I can allow myself to kind of settle, you know what I mean? I need to rethink that.

[Host]

Yeah, yeah. For next time.

[Beatrice Dixon]

Yeah.

[Host]

Before the cameras were rolling, we were talking about being in Costa Rica. That's where you were. You just mentioned that it was one of your favorite places. What is it about Costa Rica that you love?

[Beatrice Dixon]

It's a place where my nervous system relaxes, it calms down, it makes me feel peaceful. I go to bed extremely early. Like I'm in the bed by like 9 o'. Clock. They always joke and say, like jungle midnight is like 10 o' clock at night, you know, because there's so much going on. There's insects, there's birds, there's monkeys, there's toads. I mean, there's all kinds of things. It's ridiculous. And the energy of them is so high. So kind of when the sun goes down, there's some things, insects, you know, mammals, whatever, that are awake. But then there's a lot of them that are going down. And it's interesting because your body shuts down. It's like sun goes down at six, okay, eat dinner, it's time to go to bed, you know. And so I just. I don't know, I like that. And it's so good to go to bed early. It's so good for you. So I just feel like I like add years to my life when I'm there. Because when I get back here, man, am I fighting to get into bed at 9:30. Like that is hard, you know what I mean? I'm lucky if I'm in the bed by 10. So that might be one of my most favorite reasons for loving Costa Rica, because it allows me to rest.

[Host]

Your circadian rhythm can actually do what.

[Beatrice Dixon]

It'S meant to do. And you asked me about this period that I'm in in my life. And I'm in that period of my life where I really want to care for myself. I want to go to bed, I want to eat well, I want to work out, I want to drink my water, like I actually want to. And so anything that helps me do that is like I'm here for it.

[Host]

And were there seasons where you either didn't want to, or maybe even in the earlier stages of building the honey pot felt like you couldn't?

[Beatrice Dixon]

Some of it was exhaustion not that we're not busy now. We have a lot more people on the team now. You know, there's a lot more support around what honey pot is. And so the way that I needed to work, call it five, 10 years ago, is just night and day to the way that I need to work now. And so I think it was just a combination of things. I wasn't prioritizing rest. I wasn't prioritizing fitness. Like, I was prioritizing my mental wellness, because that was. Must have been what I needed at that time. I'm also not in a place where I'm, like, wishing that I did something different, because all things are in order all the time. And so I just was going with the flow of what I felt. And now at this time, whatever the work was that I was doing then has prepared me to be able to be in the mode of, like, care for myself in whatever way possible.

[Host]

Yeah, I loved what you just said about not wanting to do past things different.

[Beatrice Dixon]

Yeah.

[Host]

Cause that's a trap that sometimes I fall into. I think it can be natural. When you know better, you're like, oh.

[Les]

Why didn't I do this?

[Host]

Or why didn't I do that? But allowing it to be. I mean, because you can't change it.

[Beatrice Dixon]

Can'T really go back. You know what I mean? Like, I think if we could go back, then maybe fret it, but you can't. You just kind of have to accept it, and you're still here, so, you know, everything worked out. You know what I mean?

[Host]

Yeah, yeah. Very true. Very true. I've been thinking a lot about entrepreneurship and the different approaches to entrepreneurship that people have. Something else that's top of mind for me is right now we're seeing a lot of headlines coming out around black women in the workforce here in the US and how a lot of black women have lost their jobs. And something that I'm thinking about is, okay, is that going to now push more, even more of us into entrepreneurship out of survival? Because we know right now there's more people out of jobs than there are jobs available. And for people who are entering entrepreneurship under those circumstances, what that looks like. So I would just love to talk a little bit more about kind of your entrepreneurial journey and how your approaches to entrepreneurship have changed over the time of building your company. Although I know you starting your company company was definitely under different circumstances.

[Beatrice Dixon]

Right.

[Host]

Because you were also working while building for a long time. And I'm excited to talk about that as well. But now that you have built this company from the ground up. And you have hit these amazing milestones of, like, being in national retailers, having major investments, and kind of coming out of that obviously very smaller beginner survival stage. I would love to hear about what has changed for you since then.

[Beatrice Dixon]

One thing about black women is they're going to figure it out, right? And so, you know, anybody that's listening that is in that circumstance or situation, just know that everything's going to be okay. I think you have to, like, make sure that you're feeling that at the forefront of your mind. I have a friend that taught me that a long time ago. You keep the things that you want at the forefront of your mind. Think about it every day, act on it every day, do it every day. That doesn't mean that things will be perfect. But, you know, I truly do believe that you will bring things to yourself that you need, that you require, that you want to do when you are in kind of perfect practice of knowing that it's gonna be all right, knowing that you're gonna figure it out, and I think making sure that you're staying open to the opportunities that come to you, even though they may not look like what you want them to look like. You know, recognize that not everybody believes in God. But, you know, whether it's God, your ancestors, your guides, whatever, knowing that those things are probably coming to you to assist you. So being open to that, I just wanted to say I didn't want to let that pass by because I think that that's really important because we all need money, we all need work in order to survive, right? This is not an easy country to survive in when you don't have money and when you're not making ends meet. I am in a period in my life which I'm extremely grateful for, that we have gotten through some of the hard times. Now, that doesn't mean that, you know, let me knock on some wood. That doesn't mean that hard times won't come right. That doesn't mean that things are perfect. I've been working really hard for a long time, and I'm just speaking to myself, obviously. I have a team and partners and co founders and all that stuff. But, like, I'm at a period in my life where there is a lot more stability than I've ever had in my life. And I've really worked hard to earn that. And that is an interesting place to be in because it's very new to me. I still find myself stressing over paying things and reverting back to Habits that I've had my whole entire life. So that's something that I'm working through, if I'm completely honest with you. The wild thing is, while all those things are great and amazing, that doesn't mean, like I said, that something can't fall from the sky. So there's always a part of me in the back of my mind, not in the front of my mind, because I'm not trying to bring that to me. But I have to always know that shit can happen. I'm not the kind of person that just kind of floats by and acts like things are sweet not knowing, you know, I'm a person who likes to have a plan A, plan B, plan C, this happens, that happens, this. You know what I mean? And so it's been a journey, though. It's been a lot of work, a lot of effort, a lot of blood, sweat and tears to get here. And guess what, sister? Like, we still gotta do the same thing. We're still working, we're still running the team. I have not stopped. Right? We partnered with Compass Diversified a year and a half ago, really. And that's been an excellent partnership and we're still running the company. And so a lot has changed and then a lot hasn't changed. And so I'm just in flow. Because one thing that's true is change is inevitable and you just have to go with it. You know what I mean? Because while certain parts of my life have changed and I'm able to do things that I've dreamed of and all the things, I'm still waking up every day, checking my email, making sure everything's good, you know what I mean? I'm still tapped in. And so it's a beautiful life. We're in a great place. Honey Pot is doing very well. We have excellent partners, we have an incredible team, and I don't know what else to ask for.

[Les]

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[Host]

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[Les]

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[Host]

There was a piece that you just said that I would love to come back to because I think it was really important where you talked about being in a place now where you feel more stable than you've ever been. And that still doesn't negate some of those old feelings or fears or worries from still coming up and.

[Beatrice Dixon]

Exactly. And having nothing.

[Host]

Yeah, yeah. It's important to talk about because I think sometimes we can often feel like a goal post can move or if I just have this one thing then I'll feel fine and that's just never.

[Beatrice Dixon]

It's not realistic. It's not the case. There is no there. I don't look at things from like if I could just, if I could just, you know, because you're going to get to where if you thought you could just get to and then something's going to be different than what you thought it was going to be. Right. And then you're just going to have to set another goal to get to whatever the next place is. So I just try to live in flow because that's what has served me over the years, Obviously, I have goals. Obviously we have goals. We have things that we're working towards. We've got numbers that we're working towards, like, obviously. Right. I think that you have to still remain kind of neutral.

[Host]

Yeah, yeah. And you also talked about having, you know, plan A, plan B, plan C, and being ready and being prepared. How do you balance both being prepared and being in flow? How does that look for you?

[Beatrice Dixon]

I have a trainer that helps me with my food. And I can't remember the exact saying, but it's something around the lines of like, being prepared or preparation. Being organized provides you freedom, right? Because you've thought through some of the things or you've prepped yourself. What he's talking about is having food prepped and making sure it's in the refrigerator, right? When you can do that, you're not gonna probably slack off and go and just eat whatever, because you've been. You organized yourself and you made sure that you had some yogurt with some berries or you've got some chicken and some salad or whatever the thing that you need to have in the fridge. But I think that that kind of goes into that plan A, plan B, plan C mentality. Now, the thing is, is plan A through C is never going to go to plan, right? Ever. Like, go ahead and die to it just being exactly the way that you want it to be, because it's not going to be. I think that that's where the flow comes in. But at least you should have an idea of, like, if this happens, then that happens. Right? And I think it's for, like, really important parts of your life that really matter to you. You know what I'm saying? I think it's just more so being organized so that you can have a bit of freedom when you're working with an attorney on what happens when you're going to leave this place. Because we all have to leave this place, Right. If you don't have that written down, most people think that you need to have it written down if you. If you have a lot of money. But that's not true. Right. We should all begin with the end in mind. Whether you've got two nickels to rub together or you're a billionaire, right? There should be some order, you know, like, maybe think about what you want. How do you want to take care of your kids? How do you want to make sure that your partner or your wife or your husband is okay? What happens with your parents, like, things like that. You know what I Mean. And so I think that there is freedom in having a preparedness about yourself. That doesn't mean that you need to think of every single detail, but you should have a little bit of order, make you feel better, too.

[Host]

It does give you a bit of.

[Les]

A peace of mind.

[Beatrice Dixon]

It does. Yeah. Yeah. And that doesn't. I'm not even saying that to say that I'm the most organized person in my personal life, because I'm not. I need help on that. Right. But I'm working towards it. You know what I mean? Yeah.

[Host]

And even things like just reducing the number of decisions that we need to make, I would imagine that you probably make so many decisions in a day.

[Beatrice Dixon]

Girl, I have decision fatigue.

[Host]

I'm sure I do. Yeah.

[Beatrice Dixon]

It's a thing. Yeah.

[Host]

And preparation is one of those ways. Or at least knowing what to expect.

[Beatrice Dixon]

Exactly. Or at least having an idea. You know, I don't really think we can fully know what to expect, but sometimes you can, you know?

[Host]

Exactly. Being seasonal with how we approach things.

[Beatrice Dixon]

Exactly.

[Host]

Yeah. You had mentioned also your company's partnership with Compass that was reported last year, which also. Congratulations. Thanks. An amazing accomplishment is massive.

[Beatrice Dixon]

Thank you.

[Host]

Definitely. And so I would love to talk more about, from the business perspective, what that looks like and with their partnership, how that helps you kind of operate the company. And also I've read from some of the other things reported that you also had other offers that were even larger.

[Beatrice Dixon]

Yeah.

[Host]

Big numbers that you turned down. Now, I would also love to talk about that. I think what I read, it was a feature, including you in Forbes, that you had at one point received another offer, I think around 450 million, and you turned it down. And I think you said. Because it would have been like selling your soul. So I want to talk about what selling your soul would have been like for you, like, what that meant. What about that would have been selling your soul. And why that's important, Because I think sometimes it can be tempting to be like, hey, highest bidder, biggest number. But there's more to it than that.

[Beatrice Dixon]

I think in an instance where it's like, highest bidder and they're buying the whole thing, and there's a lot more zeros on there. And, you know, that's a different conversation. Right. But also, Honeypot, I'm gonna speak on what it means to me. Honeypot is something that was gifted to me by my ancestors. Right. I can't just let money be the motivation. It has a soul. Honey Pot serves a lot of people. We make products that are very Important in people's lives, right? In humans.

[Host]

They're very personal products.

[Beatrice Dixon]

They're very personal. Our customer, we are in deep relationship with them. And so when there's such a beautiful symbiotic relationship like the one that we have with the humans that we serve, with the products that we make, and all the things that I just described when making a decision about who you're going to partner with, because that transaction, whoever we were going to partner with, was the majority right now. There was nothing wrong who that was that we turned down. It wasn't a thing where it would have probably fully served us for them to be the majority owners. Do you understand what I'm saying? Our team would have looked a lot different, the type of transaction that that was. We were probably the best people to be running the company from that point forward, because it wasn't a full buyout. All of those offers came from private equity. Do you understand what I'm saying? So, like, the leadership team and the team that was in place, we were just the best people to be making the decisions because we know how to grow the business. Because we are going to have to go out to market again, which means that we have to focus on growth, right? And having someone come in who can't fully understand the scope of our business. Do you understand what I mean? And so you just have to make that type of a decision responsibly. You know, it wasn't just about the money. It was about so many other things. And when looking at all those things, you know, kind of just splattered on the wall, the best decision was the decision that we made. And, yeah, we took less money, but we. We were able to remain in place. We were able to make the decisions that we needed to make. We're able to continue to grow this business. And so that was just the best thing for everybody. You know, it wasn't just about me. You know, it wasn't necessarily just selling my soul. It would have been like selling honey pot soul. That's just a soul that is extremely important. It bears a lot of love, a lot of care, a lot of responsibility. I don't mean to be so esoteric, but there's something special about what we do. We don't just make beautiful vaginal care and personal care products. There's something beautiful that goes into what we do and how we make it and what we say and how we communicate, relate to the people that we serve, and how we communicate and relate to our retailers. There's something beautiful about what we do. That has helped to change the nature of the business as a whole. Right. That can't just be owned by anyone. And so, you know, then and even in the future, I will do everything that's in my power to ensure that whoever we are in partnership with, that it's the right one. Because all of this work, all of this love, all of this care, all of this kind of ancestral knowledge and angelic energy that's gone into making Honeypot what it is today and what it will be hopefully for the next hundred years. It's just not something that should be taken lightly. And money is important, but it's not that important.

[Host]

Yeah, no, 100%. And I mean, to your point about Honeypot really changing the industry, it has in so many ways. I feel like before, I don't ever remember hearing conversations about what is in this product, Whether it's a vaginal product, whether it's a period, what is. What am I.

[Beatrice Dixon]

What am I in or on my body?

[Host]

And how is this actually impacting? Those were just conversations that weren't happening.

[Beatrice Dixon]

No, I mean, we even. The word vagina, the word vulva, it wasn't a conversation. It wasn't a part of the scope, right? The way that people are developing their brands, right? At one point, the way that you developed a brand is you just stuck to what you stuck to. If you made tampons, that's what you made. If you made washes and wipes, you stuck to that lane. We didn't come into this business just trying to be in a lane. We came into this business. Business wanting to literally serve the human with a vagina, right? In all the ways that they need it. And when you look at the way that. That companies that are coming into the market are coming in to launch brands, they're coming in with that same methodology because, you know, and I'm not trying to toot a horn, right? But, like, we've proven that it works, you know, and so we created a different lane. When you really look at the facts, that has to continue to be done well. And so us that are running this company, that are the stewards of this business, right, Even though we aren't the majority, I still have a meaningful stake. But I would be lying to you if I had said that we were the majority, because we're not. But it's really important that we're in business with people who care, because they're gonna say to us, you have to tell us what you think we should do, because you guys are the ones that know you Built it. You built it. You designed it, you created it. And that kind of respect and care and responsibility is needed. Right. And so I think when I noticed that that wasn't necessarily the kind of energy that we were gonna get, that's what made that decision very easily decided. Yeah.

[Host]

And it was also really important to me to talk to you about that, because I do think from a customer perspective, there is often a narrative or a perspective that if a company goes through a major event, whether that's selling a stake or being acquired, that automatically the core customer isn't going to be served anymore. And so people tend to have almost like a negative or visceral reaction. It is. Because we've seen that happen before.

[Beatrice Dixon]

We've seen it happen many times before.

[Host]

Yeah, yeah. And so getting to hear a story where that's not the case, where, yes, you can bring on partnership, that's going to help the business scale grow, serve more people, and also maintain its integrity and team, I think is really important for people to hear.

[Beatrice Dixon]

It is. It is important for people to hear and to know. And even more important, it's important for us to be in action with that, to show and prove that, you know, And I think that that's what made that moment so important.

[Host]

Yeah, absolutely. And I think it also gives other founders, creators, entrepreneurs, something that they can aspire to and also something that they may not have known was possible. Maybe they thought in order to have a big event, it meant giving up certain parts of things and now being able to see examples of what's possible. It's like, oh, I can maintain the integrity of my business and bring on a partner or have.

[Beatrice Dixon]

Exactly, because you can. You absolutely can. Yeah, it just needs to be communicated. Because here's the thing, whether it's a majority buyout or just an investor, right, in the beginning, you just need money. So you take money from anybody. Well, there's a point in your business's path where you shouldn't just take money from anyone. You know what I mean? Because when your business gets into the, like, five to $10 million mark, I mean, honestly, on some real shit, you shouldn't just take anything from anyone anyway. Even from the beginning, know that you can do that. Right. The thing that's hard is that in the beginning, when you're first starting to raise money. Right. You just never know when you're gonna get somebody on the hook.

[Host]

Yeah. And when the next investment's gonna come.

[Beatrice Dixon]

In and when the next investment's gonna come in or whatever. And so that's why? We typically just take whatever we get because you desperately need it. But when you get to that, like, five to $10 million mark and your business is at the place where it's ready to scale and take it to the next level, that's the time that you need to be really conscientious of who comes to the table. Because that's probably the round where you're going to raise a lot more money, right? You're going to get a lot higher of evaluation. You've shown that you know how to do it, you've shown that you can be successful, right? And so you need to make sure in that round that when it comes to bringing in the cash, don't be frivolous. When somebody shows you who, who they are, go ahead and believe them, right? And don't be afraid of them walking away.

[Host]

Sounds like the hard part.

[Beatrice Dixon]

That's the hard part. Because even in that round, it's still rough. Raising money is terrible. It's wonderful. And it sucks because you can literally be working with somebody, they've gone through your data room, they've done all the things they, you know, literally all they have to do is yes and sign. And then for any reason, they could just be like, you know what? I don't think this gonna work for me. Or you can be like, you know what? Because maybe they said something crazy or maybe you got to experience them interacting with somebody else. Dig into that and look into it. Because there's nothing worse. There's a lot of things that are worse, but I'm talking about as it relates to business. There's nothing worse than having an investor that isn't really suited for you and your business, that doesn't agree with what you agree with, with your morals, with your values, with how you want to run the business and how you want to grow in a scale. It's. Some founders don't necessarily know what they're doing. That's also a thing. Right? And I'm not going to act like that's not right. And so sometimes investors do have to jump in and be like, what you want to do just doesn't make sense. So there's room for that. I'm leaving room for that. I'm more so talking about the people that know what they're doing. They know how to scale, they know how to grow. That doesn't mean you're perfect at it, but you at least know the direction you need to go in. But you don't have the right partnership with the person who holds, who writes the check. That's hard because you, you may need to go, but if they don't want to go, they're not gonna go. And so it's like a marriage. It's like a partnership, a relationship. And so the way that you care for yourself and choose for yourself for the person you're gonna spend your life with and be intimate with and love, understand that this is the same thing. It's just a different type of intimacy. So you need to do it with a lot of care. You need to do your due diligence. You need to understand them, just like they need to understand you. You should talk to other companies that they've worked with. You should talk to other founders that they've invested in. Right. Because a lot of times when you get an investment in the beginning or even like in your growth stage, they're investing in you as the leader of this business. Do what you can to understand the people that you're getting in bed with. Because once they're in there, they're in there. And that ownership is real. And so you just have to be careful. And I think there's a lot that I don't know. And this is one of the things that I do know. You have to be conscientious about who you partner with because it can really come back and bite you.

[Les]

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[Host]

You mentioned kind of the difference between maybe the founders who have a bit more experience growing, building, scaling something, and those that don't. So let's say a founder doesn't have a lot of experience in that area, but they have a really great idea and they're looking to bring on support. Would it make sense to then have investors who are a bit more high tech?

[Les]

Absolutely, yeah.

[Beatrice Dixon]

When you get to that stage in your business, you need an investor that understands and knows. Yeah, right. Because most of the time I didn't know what I was doing. And I think that that actually worked in our favor because we didn't know what the rules were. So we just went out into the world and just went for it. Because you don't know what you're doing doesn't mean that you can't still get it done. That actually creates an opportunity for you to do it different than the than it's always been done. And that actually works for you. That benefits you, I think. But you need partners who have been here who have done that, who understand how to grow, how to scale, who have relationships in all the ways, who know how to hire leadership teams. They need to have access to data because data is so expensive. It costs millions and millions and millions of dollars and so you need them to have access to Nielsen and POS and whatever kind of data you need. You need them to know the things that you don't know. You need them to be able to go and reach and find what you need. And so you have to have partners that are willing to do that, which is even more the reason why you need to choose wisely, because they are part owner of your business now, and they need to act accordingly. Everybody that's in business with you needs to be here to grow this business. Otherwise, why are they here?

[Les]

Right.

[Beatrice Dixon]

Right. So when you're growing and flowing and doing all the stuff you're doing, most of us don't know what the hell we're doing. Right. But we're willing to take chances. And that's part of the shit that makes us crazy. You know, you gotta be a little bit crazy to think that you're gonna do something that's never been done, or you're gonna recreate a wheel in a way that the wheel has never been created. You know what I mean? And so that's more often the situation. Right. Than the person who's. Who knows how to do it, who's been here before, blah, blah, blah.

[Host]

So, yeah, we talk about that on the show a lot, about just that. That being audacious. You have to have a bit of, like, being unrealistic.

[Beatrice Dixon]

Oh, yeah.

[Les]

To you.

[Host]

Because oftentimes what's realistic is so limiting.

[Beatrice Dixon]

It is.

[Host]

You would never.

[Beatrice Dixon]

You would never do it.

[Host]

Create anything new.

[Beatrice Dixon]

Exactly. Yeah, exactly. You have to be able to think outside the box. You have to see things before they've even been there. You have to have seen it for many, many years. You have to act on it every day. You got to think about it every day. You got to do a little something every day. You know what I mean? Especially when you're trying to manifest and bring something into existence.

[Host]

Yeah. To do things that people may not get right away because they're just not there yet. You got to bring them.

[Beatrice Dixon]

You got to bring them there. And sometimes things come before their time, and you have to be able to flow through that.

[Host]

Yeah, that's a tough one.

[Beatrice Dixon]

It is.

[Host]

What has your experience with that been like, oh, so many ahead of your time.

[Beatrice Dixon]

Yeah. I mean, you know, I think with some of the products we created, they were ahead of their time, like incredible products, but the market just wasn't ready for it. And now the market might be ready for it. And the dope thing is, we can always bring it back, put a new skin on It. Call it something different, you know. Yeah. So I think just because something's before it's time, I think that it doesn't mean that it shouldn't be or it shouldn't exist. Right. But you do have to pay attention to if it's working or not, because if it's not working, then you shouldn't be wasting your time trying to make something work that don't work, because you can be putting energy towards something else.

[Host]

That's the trap of hustling backwards and putting a lot of good work towards the wrong thing.

[Beatrice Dixon]

Exactly.

[Host]

And I know I've fallen into that.

[Beatrice Dixon]

I think it's good for you, though. Obviously, we all want to be hustling forward. Right. But hustling backwards teaches you how to go through a mistake and learn from.

[Host]

It, you know, bounce back.

[Beatrice Dixon]

Exactly.

[Host]

Which is important.

[Beatrice Dixon]

Exactly.

[Host]

Yeah. I did also. Briefly, briefly. I know we don't have to harp on it, but I did want to talk a little bit about Target.

[Beatrice Dixon]

Yep.

[Host]

Because, you know, Target has had a really interesting year this year.

[Les]

Last couple. Yeah.

[Host]

And your company and its partnership with Target has also been a big part of your story.

[Beatrice Dixon]

It is, yeah.

[Host]

It was pivotal to our major retailer. For you, the viral commercial from several years ago. I'm curious what your relationship is like now with the retailer and where you see it going from here.

[Beatrice Dixon]

I mean, our relationship is strong. It always has been. The things that happen, the mistakes that they've made, those weren't our mistakes. It was really decisions that they made that they could make. I mean, it's their business and the people spoke and made the decisions they made, which was their business.

[Host]

Like, customers can then take that information and do what they do, what they want.

[Beatrice Dixon]

And guess what? They did precisely that, you know, and we're in the middle of that and we have to just flow with that because we're not in control of either. We're not in control of Target and we're not in control of our customers that we share with Target. Right. But as it relates to our relationship with them, we've just been in the trenches with them because we have to be and we want to be. We're in partnership with them. If it had not been for Honeypot getting into Target, I don't know that we would be in Walmart and CVS and Kroger and this one and that one. Do you understand what I'm saying? They were the beginning for us. Because every other retailer looks to whoever your first big massive retailer is, they're looking to that retailer to Tell them that your product should be in their stores. And so personally, professionally, whether people like it or not, Honeypot is. I don't want to say indebted to Target, but I am a loyal person. And I think that I don't forget when somebody or something has done something for me and my business. I never forget that. You can't. And so because of that, because of how important they were for us to be where we are right now, we're gonna stick by them, and we're gonna work through it, and we're gonna figure it out. And they've done a lot. You know, they're doing a lot. You know, they're working. We're constantly talking to them. We're in communication with them. They're trying to understand how to be in relationship with all of their customers. And I'm not the spokesperson for Target, so I can't, you know, I'm not gonna go down that rabbit hole, but I do know that that is work that they're doing. They've brought on a new CEO, you know, which is powerful, I think, which communicates change, which is beautiful. And what I understand is that this CEO is a. Is a really good. Not that the previous one wasn't a great guy, but this guy is a really great guy. Doesn't have an ego, wants to do things properly, wants to serve people, wants to serve his guests. And so we're in partnership with them, and. And we gonna continue to be.

[Host]

Yeah, yeah, yeah. We continue to figure it out.

[Beatrice Dixon]

We gonna. I mean, we have to.

[Host]

And has the honey pot been impacted by, like, reduced foot traffic? Of course, yeah.

[Beatrice Dixon]

Every brand, especially brands of color, have been impacted, you know, because our customers are the humans who weren't going into the store. Yeah, right. And so, absolutely, we've been impacted by that. And then everybody was impacted by the foot traffic, but the foot traffic is getting better, you know, and things are looking up and the numbers are changing, and so that's powerful. That's important. Yeah.

[Host]

And also you mentioned some of the other retailers partnerships that you have.

[Beatrice Dixon]

Oh, yeah. And our other retail partnerships are thriving. I think part of that was because people left Target and went to other places. But it does feel good to see that people are going back to Target and working through it. Yeah.

[Host]

So many things to think about. So many sisters.

[Beatrice Dixon]

So many things to think about, always. But, you know, I asked for this, you know, and so I gotta stick with it. You know, I'm grateful. We are doing really well in a time where there's a lot of Brands and people who aren't. And I'm extremely cognizant of that. And I know I've said it a million times, but I'm grateful because it's not easy. Being in the world at this time is not easy. Just the energy and the vibration of people and, you know, just all the terrible things that are happening right now. This is not an easy time to be alive. You know what I'm saying? And that goes into business. That goes into. You know, there's so much happening with things all over the world, with all the tariffs and all the things with all the wars. It's terrible. You know, there's a lot happening, and then there's a lot to be grateful for. And so I'm just counting my blessings and just trying to keep my eye on the things that. That I can control and also just be here to enjoy and ride through the things that I can't. Yeah.

[Host]

I feel like that's such a good reminder for all of us.

[Beatrice Dixon]

That's. Yeah.

[Host]

Kind of the best we can all do right now.

[Beatrice Dixon]

I mean, you know, that's all we should be focused on is the best we can do. Right? Yeah. Because, you know, outside of that, you're just a slave to it.

[Host]

Yeah.

[Beatrice Dixon]

It's hard to do, though.

[Host]

It is, definitely. Yeah. Beatrice, thank you so much for being here.

[Beatrice Dixon]

Thank you for having me.

[Host]

I loved this conversation. Learned so much, and really appreciate you sharing with us.

[Beatrice Dixon]

Thank you. I appreciate it. Appreciate you having me.

[Host]

Definitely. And thank you all for tuning in. So if you enjoyed this episode, please make sure that you rate review. Subscribe on Apple, Spotify, YouTube, and I will see you next week.

[Les]

Thank you for tuning in to this week's episode of she's so Lucky. If you're ready to create your own luck, hit that subscribe button wherever you you get your podcasts or on YouTube so you don't miss an episode and head to the show. Notes for resources, links, and discount codes. And if you are really feeling lucky, we would appreciate your rating and your review. It really helps us be able to improve the show, to get great guests and to understand what you want to hear more of. Thank you for tuning in and I'll see you next week.

[Aaron]

Are you recording me?

[Dana Lichi]

We're about to go deep.

[Aaron]

This is my first time. I'm kind of nervous. Wait, did you say come together?

[Dana Lichi]

You've been spending too much time with me.

[Aaron]

Hey, I'm Aaron. Dana Lichi, and this is my husband, Abe.

[Dana Lichi]

Hey.

[Aaron]

We've been married for over 10 years. We have almost four kids. Kids. And we've started and survived more businesses than we can count.

[Dana Lichi]

Some were great. Some, let's just say we learned a lot.

[Aaron]

Reality tv, that's just part of our story. But TV has limits. And this show doesn't.

[Dana Lichi]

Our new podcast Come Together dives into everything. Love, sex, parenting, business, and what it's really like to mix marriage with work. It's raw, it's funny, it's honest. And yes, sometimes it's a little awkward.

[Aaron]

Nothing is awkward.

[Beatrice Dixon]

The table.

[Aaron]

Because, let's be real, if you're not coming together, you're probably falling apart.

[Dana Lichi]

Join us every week on Come Together wherever you listen to podcasts.

[Host]

Please note that this episode may contain paid endorsements and advertisements for products and services. Individuals on the show may have a direct or indirect financial interest in products or services referred to in this episode.