The Journey to Expansion
Mobaak started with a personal need—creating toxin-free, natural products. What began as a small operation at home and a Farmer’s Market booth, quickly grew. I realized I needed to scale up to meet the needs of my business. Mobaak had a loyal following & they wanted Mobaak even when the Farmer’s Market season was over. I promised them that if I had enough monthly candle subscribers to cover a lease, I’d commit to a shoppe & have a storefront they could visit anytime they wanted, year round.
In 2018, after a season of building relationships at the market and with retail stockists, I took the leap and opened our first retail location. This wasn’t just a place to offer our products—it was a space to connect with customers and embody Mobaak’s values of clean, intentional living. I was designed to be like a bakery, where our guests could watch the process of candle & soap making everyday as our team produced all of our products in the shoppe.
Expanding Beyond Local Markets
As the demand for toxin-free products grew, so did Mobaak. By 2019, our products were making their way into boutiques and stores across the US. Offering a presence in retailers nationwide & shipping worldwide required a strategic approach—refining our marketing, logistics, and packaging, while also growing as a leader. Despite our broader reach, our mission remained unchanged: to create natural, effective products free from harmful ingredients.
Overcoming Growing Pains
Scaling up brought its share of challenges—balancing production, managing inventory, and staying true to our values while expanding. Learning to delegate and trust my team was a major shift, but it was essential for Mobaak’s growth without compromising quality. In 2020, we expanded into a second production-only location, which came with a steep learning curve. Growing our production meant adding staff and leadership roles, but it also required me to split my time between both locations. Navigating this transition wasn’t always smooth—I made some hiring decisions that weren’t the best fit for Mobaak. While it was a setback, it was just a small chapter in our story. Over the next three years, Mobaak pushed forward, moving over 1 million units worldwide with a strong, dynamic, and passionate team leading the way!
A Brand Built on Community
From the very beginning, Mobaak was never just about selling products—it was about creating a community rooted in wellness and sustainability. Social media became a powerful tool, allowing us to connect with customers who didn’t just shop with us but became part of our journey. Without our local community, Mobaak wouldn’t be what it is today. Our tribe showed up for us—sharing, posting, tagging, gifting our products, and spreading the word. It has been an absolute honor to serve this community with my whole heart. But more than just building a brand, my community breathed life into me. After years of feeling broken down, I was in desperate need of revival—and they gave me exactly that.
Looking Ahead
By 2021, Mobaak had grown from a small market booth to a beloved and established brand—but the journey was just getting started. A deeply heartbreaking moment in 2020 forced me to reflect on what true happiness meant for me. After much contemplation, I made the decision to finally break free from cycles of trauma, allowing myself the space to rediscover who I was and embrace the autonomy to live on my own terms. As I focused on healing and stepping into this new chapter, the wellness brand I had poured my heart into began to evolve in my eyes. What would it become? Through it all, the incredible community I had built stood by my side. All I ever wanted was good people, good vibes, and good products—and this defining moment reshaped my vision for Mobaak’s future.
Stay tuned as we share the next chapter—our new location at Roseburg Square, the launch of The Candle Bar plus what lies ahead for this whole new chapter..
PS- More about the life changing moment that happened in 2020 too!
