May 2020

Rachel & Tina of Goldmine - Part I: The Business

Name: Rachael Gorjestani & Tina Hardison
Brand: Goldmine
Established: 2018
Hometown: Based in San Francisco, CA

What motivated you to start?

Goldmine was inspired by our own burnout and adrenal fatigue. Being modern women who run multiple businesses, we're constantly juggling many work responsibilities, projects, and maxed out calendars and inboxes. Turns out, we weren't the only ones this stressed out! Stress is at an all time high, and has huge negative impacts on health (inside and out). We set out to offer natural ways to cope with stress, boost immunity, and overall wellness.

What would you consider your hero product from your brand?

Our hero product is the one we launched with: our everyday adaptogen blend. This is a balanced blend of 5 adaptogenic mushrooms and herbs that can be added to any daily beverage like coffee, tea, or smoothies.

What standards / non-negotiables do you take into consideration when thinking about enhancing or developing new products? 

We think about a few things:

  1. benefits — we’re a benefits focused company, so always want that to be number one when developing new products
  2. sourcing — farming practices, sustainability, and transparency of our ingredients is top priority. If we can get an ingredient domestically, we will. And, of course, making sure each ingredient is processed correctly so our customers can reap the benefits.
  3. taste — we’re striving for products that either can be added without changing a drink flavor too much and/or products that are delicious on their own without any added sweeteners

What do you think are some of the biggest challenges for "beauty/wellness" brands today?

There’s so many wellness brands and products now that it’s hard to stand out. How we think Goldmine is different from the rest is that we know life isn’t perfect. We know doing a face mask or drinking a turmeric latte won’t fix your life problems. We’re not trying to sell you perfection. But what we can do is encourage people to tune into themselves and do what they can, even if it’s small, to take better care of themselves.

What has been one of your proudest moments since creating Goldmine?

Honestly every time we hear “we love your product!” or “my wife is obsessed with Goldmine”— it’s a proud moment. We’re always heads down in the weeds business that any small reminder that what we’re building is having a positive impact on people’s lives is such a point of pride for us.

What can we expect in the future from Goldmine?

We’re currently working on releasing new products and flavors. We’re very excited, but can’t say too much about it right now! Stay tuned!

What advice would you give customers who want to make the most out of your brand?

Taking Goldmine every day can be an amazing reminder to tune into yourself and practice self care—whatever that means to you. Goldmine has an amazing ability to help us feel like the best version of ourselves, more be present—so use that extra space for yourself in whatever way serves you best!