Special Deliveries
Newfoundlanders and Labradorians are consummate travellers, going all over the globe for work, and not always leaving because they want to. As a result, there are a lot of homesick expatriates in the world. And often nothing makes them happier than opening up an unexpected package and finding a bunch of treats from home, like a bottle of sweet Purity syrup or a pair of hand-knit mittens.Many a parent or grandparent have shipped such care packages to lonesome loved ones, and now one downhome-proud entrepreneur has turned it into a business. Loves It, founded and staffed by Ashley Porter, is a Newfoundland and Labrador subscription box company that promises to send packages filled with local products across Canada and the United States. This box of goodies offers a tangible connection to home, filled with thoughtfully selected work from local artisans and businesses.Ashley got the idea for Loves It a few months ago. âI thought of the idea [when] I noticed the trend in subscription box companies and âI love Newfoundlandâ products, so I was thinking âWhat if I tried a Newfoundland one? Maybe it would take off?ââ she recalls.âSo I made a facebook page firstâ¦to see if anyone was interested. And I wanted to make sure local businesses were interested,â she says. âSo mostly at first, it was just making sure I could get products to go in my box.âOnce the support flooded in, Ashley launched the website for placing orders. She gave herself a time limit for getting her fledgling company off the ground: in six weeks she had to get 50 orders. âBut then I got that in my first week. It was amazing. And there are so many Newfoundlanders everywhere that want it.âBy the end of the first month she had almost 200 orders; 60 of them were for subscriptions. Sheâs gotten requests for Loves It packages from all over the world - Hong Kong, Australia, Japan, Norway, New Zealand - but so far the boxes are only available in Canada and the U.S. Many of her orders head to Alberta. Perhaps surprisingly, Ashley estimates half her customers are local residents buying boxes for themselves.A single box costs $35 plus shipping, or people can sign up for a delivery of one box every month for six or 12 months, at varying costs. There are also different boxes to choose from, like the Premium box, valued at $50 (shown left).Ashley says sheâs working towards hopefully expanding into international shipping, but she admits itâs a big expense to pass on to her customers. âItâs bad enough getting it off the island, let alone out of the country. Itâs amazing that they want it. So weâre trying to make it available, but also make it affordable,â Ashley says.A Gift From AfarFor Ashley, a surprise subscription box offers something better than just going out and buying the individual pieces. âItâs not really the same. The point of a subscription box is you get a box of items you might not necessarily buy yourself, but itâs a surprise pack of items from home, that have a sense of home,â she says. âAnd itâs local businesses, so you choose to move away from the provinceâ¦but you can still support Newfoundland businesses. I think thatâs pretty cool.âIn fact, supporting other local businesses is at the core of Ashleyâs business model. âIt means a lot to me; my parents are entrepreneurs, we all made a living here in Newfoundland, we all stayed here. Iâm from the generation where everyone moved away, everyone goes to Alberta,â Ashley says. âI choose to stay here and I want to help the people that also choose to stay here and make a living. They choose to stay here and be crafters and be creative and do the Newfoundland thing. The creativity here is amazing.âLoves It boxes are filled with Newfoundland delights from such local companies as Tval, the Jam Lady (who cooks up Screech Marmalade), the Newfoundland Chocolate Company, Foggy Island Candles, Newfoundland Seasonings, Blue Moon Pottery, and art by local artists Doug Bird and others.They arenât all huge operations either, Ashley says. âSome of them are backyard crafters and some are artists that want their work in the box. Some people are doing specialized items just for us,â like sample sizes of moose seasoning.Every month Ashley will be switching up the contents of the boxes. Over 50 different crafters and artisans are on board with Loves It, and their work will pop up in the subscription boxes. And that number is growing, with new people contacting Ashley every day wanting to see their work shipped out. The outpouring of support has her already contemplating boxes for special occasions, like Motherâs Day.Right now, this is still a home-based business that Ashley does on the side. But if the momentum continues, and if she follows through on all the ideas she has for expanding the business, Ashley might very well have to quit her day job. âI thought it would be a fun little project to do on my time off, and it took off so quick, so itâs more than a little project now. Iâm excited for it to keep getting bigger.â - By Elizabeth Whitten