Modern Retail Interview: Ruth Romano

Company Name: Ruth Romano

Interview Contact Name and Job Title: Ruth Romano Founder and Director

Website URL:

Social Media Links:


Twitter: @RuthRomano


Number of outlets: 10

Location(s): North West and online

Market(s): Beauty

Other relevant info: Ruth Romano offers a range of award-winning handmade soap and balms created with natural oils, butters and essential oils.

Modern Retail talks to Ruth Romano, Owner of Ruth Romano: an award-winning natural soap company where you can find the most nourishing and ethically sourced soaps or have a course in creating your own! 


Ruth Romano

MR: How would you sum up your target customer?

RR: My target customer is health conscious, eco-friendly and chooses cruelty free products. The majority of my customers are vegetarian. They lead a holistic and positive lifestyle that encompasses the benefits of aromatherapy and yoga. I know my target market very well through both extensive research and also through getting to know my customers which is one of the benefits of running a small business.

MR: How do you use technology/media/ecommerce to improve your offering?

RR: We are very lucky to live in a world where we can so easily communicate with our customers through technology. I think it was much more difficult to start a business and build a following before the advent of Facebook and Instagram. Social media enables me to connect and get to know my customers and learn from them too. It’s very useful in so many ways and I can’t imagine being able to run a business without all these amazing platforms. It also allows customers to get to know the face behind a brand and this is how you can make your business stand out from the crowd.

MR: What do you love about your work/business/brand?

RR: There are so many things that I love about running my own business. The most rewarding aspect for me is that I am following my passion and promoting something that I truly believe in. It’s the most rewarding thing that you can do; to be able to inspire others through your work. I also love being able to connect with my customers on a personal level which is not something you can do when you work for a big corporation.

MR: What advice would you give to a new retail start-up based on your experience?

RR: My first bit of advice and perhaps the most important is to know your target market and the only way to do this is by research, research and a bit more research. Look at the competition too. Put together a business plan to define your idea and business objectives. There is so much to do when starting up but you can break it down into manageable tasks by setting yourself goals. If it’s not on your to do list it probably won’t get done. Last but not least is have fun and don’t lose touch with why you want to start your own business. It’s an exciting journey and you will learn a lot in the process.