CLIENT: EMOTIONS
OUTLET: BUSINESS NEWS AUSTRALIA
Victorian entrepreneur, Rochelle Rich, is looking to raise $1.5 million through equity crowdfunding raise platform OnMarket for her mental health-focused toilet paper business émotions. The company is expanding nationally and in negotiations with Australia's leading supermarkets to ranger her products. The essence of the business has been to provide quality, sustainable products - first toilet paper, but now also baby wipes and tissues - with helpful graphics about mental health for the 'captive market' of people on the toilet, and donating half the profit to three mental health-oriented organisations: Beyond Blue, the Black Dog Institute, and Lifeline.
Founder Rochelle Rich tells Business News Australia émotions was born out of her own experience with postnatal depression and a family tragedy during Melbourne's lockdown, and her subsequent attempts to articulate what feelings mean to her then two-year-old son. The first step was to enlist a graphic designer to explain emotions through a chart of cartoon characters, which helped Rich and her son work through the difference between 'sad' and 'disappointed', or 'happy' and 'excited', for example.