Jordana Edwards, founder of Clean Tea and The Breastfeeding Tea Co, is a multi-award winning entrepreneur for the following categories in our 2020 AusMumpreneur NSW-ACT Awards
- Gold winner – Food & Beverage Business
- Gold winner – Regional Business
- Silver winner – People’s Choice E-Commerce Store
- Bronze winner – Business Excellence
- Bronze winner – AusMumpreneur of The Year
Jordana’s story and growth is nothing short of spectacular, as she first launched her first brand in 2013 at a Byron Bay market stall. Working with her naturopath mum, they formulated and sold three organic and natural teas. Seven years later, with over 30 blends and 20 gift boxes, the multi-million dollar brand is still a handmade, family-run business, that promises ‘joy in every cup’.
After the launch of Clean Tea’s flagship sample box in 2015, the brand saw an increase in sales of 2,000% overnight. Since then, Jordana has continued this success, with the brand doubling sales year on year for five years and generating around $150,000 a month.
In 2018, Jordana was handpicked by global juggernaut Facebook in its highly acclaimed Small Business Council for her work in supporting regional businesswomen via digital groups and mentoring. Jordana has since featured in the Facebook first Australia Christmas campaign as well as in Facebooks boost network, showcasing how to change your life overnight with a boosted post. Facebook has also proven successful to Jordana’s marketing strategy, as Facebook Ads have generated $2.1M in sales, to date, for the business.
To meet the demand of Clean Tea’s breakthrough breastfeeding products, at the beginning of 2020, and in the midst of COVID-19, Jordana launched a sister brand, The Breastfeeding Tea Co”. These teas offer a natural solution for colic symptoms including wind, pain and discomfort. The brand has one simple purpose, to help women through their breastfeeding journey with products 100% made by mother nature, in sustainable packaging. Since launch, they have doubled their sales, experiencing a growth of 110% since April 2020.
When did you start your business?
Clean Tea started in 2013 as a market stall in Byron Bay and The Breastfeeding Tea Co was launched 12 months ago in April 2020 in the middle of first covid shutdown.
What was the inspiration behind starting this business?
I grew up watching my mum as a naturopath but never knew I would follow her healing path. After the birth of my second child and not wanting to return to the wedding industry I want to start a business that made people feel good and something I could manage while raising a family. Clean Tea was born with the help of my mum who’s medical herbalist and naturopathic skills helped me create my first 3 teas. After the birth of my 3rd child who suffered terribly from colic and silent reflux we worked to create our Colic Tea and Lactation Tea range which became the hero products at Clean Tea. I realise how many women needed help through their breastfeeding journey and made the huge decision to split the teas into a new brand creating The Breastfeeding Tea Co, which has now helped thousands of mothers in babies in the last 12 months and we couldn’t be prouder of the beautiful supportive brand we created from my own breastfeeding struggles.
What are you most excited about in your business?
Truly the most exciting thing in my business is the feedback about how a simple cup of tea can change their life, from relaxation, to sleeping better, increasing milk supply or helping a mother and baby get relief from the horrible symptoms of Colic. This is what lights me up each day while reading all the reviews and helping people one cup at a time.
What has been the most challenging thing about starting your business?
The mum juggle was real for me this year. After an incredible 2020 winning 5 awards at Ausmumpreneur, moving to a larger factory, launching a new brand and triple our sales and staff , my son was diagnosed with a serious immune disease in early 2021 and all my priorities had to change. Now every day is about his health and recovery. I am truly blessed with an incredible team to help carry the business through while I focused on my son’s health. Building a team around you as a business owner is essential so it can run without you, mentors always told me this over the years but it wasn’t until I couldn’t come to the office/ factory for months that I realised the value in having an amazing team.
What advice would you give to other women thinking about starting a business?
Know your WHY. Why does your customer want or need your product or service. I mentor so many women who can’t understand why they aren’t selling and it is because they don’t know the why. That is your advertising, that is your mission, the WHY is the solution your product or service provides your customer, and both you and the customer needs to know that.
Why did you enter the AusMumpreneur Awards?
To be honest I entered it for recognition. As a business owner and mother we don’t always get the positive feedback and recognition we need to fuel us forward. Being nominated and then the judging process certainly pushed me outside my comfort zone but I would recommend it to every business woman. Be proud of your achievements, own your successes and courage to start your own business and raise your hand for the accolade you deserve.
What did you enjoy the most about being part of the awards?
I really enjoyed meeting the other women and hearing their success stories. Every woman’s story was inspiring and I found the whole event uplifting . I made so many connections that have helped in various ways in my business, there is so much value to the networks you form with like minded mothers in business.
What surprised you most about the awards?
How kind and uplifting the judging was. There was so much positive feedback and encouragement from the judges, you didn’t feel “judged” but more congratulated.
How did the awards help you in your business?
We had so much media coverage after the awards, winning trophies in 5 different categories made a great story! It really helped to build consumer confidence in our new brand too, The Breastfeeding Tea Co being only 6 months old, winning the awards gave potential customers the confidence that we were a reputable brand. It also gave me a personal profile I hadn’t really experienced before. My brand identities were very strong and hadn’t always relied on my face or profile to sell our products but customers reading my story and success has created more brand trust.
What advice would you give to others mums thinking about entering the awards?
Do it, even if you don’t get a place the event has so many opportunities for personal growth, recognition, networking and more. You learn so much about yourself, your industry, other industries and opportunities, the awards are more than a trophy, it is rich in experience.
What has been the best thing about starting your own business?
The best thing since starting my business has been our team, I love going to work each day with a team that is always so happy and joyful, and work together with the same goals and beliefs as me for our brands.
What’s happening next in your business?
Clean Tea is getting a rebrand after 8 years in business, and The Breastfeeding Tea Co is going global to help as many women around the world through their breastfeeding journeys.
What are your big plans for the future?
Well I did secretly register my 3rd business but that big plan is still a very well kept secret, and this time it isn’t tea!
To learn more about Clean Tea, please visit the website, Facebook, LinkedIn or Instagram. or if you are looking for a simple, natural and effective tea to assist on your breastfeeding journey, please visit The Breastfeeding Tea Co.
SAVE THE DATE – 2021 AUSMUMPRENEUR AWARDS!
Nominations open Monday 3 May 2021.
AusMumpreneur Awards Nights 8-10 September 2021
Conference and Awards Presentation 14-16 September 2021.
>> Nominations are OPEN! Nominate your business or a business you love here <<
