Brand Building Superstarsof Fifth Avenue South
We all know Fifth Avenue South is home to outstanding restaurants. It’s also home to some very special retailers whose managers’ dedication is deep and their hospitality inspiring.
Meet Beth Taylor, store manager for Naples Soap Company, 614 Fifth Avenue South. Beth is one of those employees who gives it her all every day in every way.
From team development to operations to increasing traffic, balancing inventory, and coordinating events, Beth sees herself as an “ambassador for the Naples Soap Company,” mainly because of her passion for the products.
Naples Soap Company, which opened its first store at Tin City in 2009, now boasts 13 stores throughout Florida and also sells products online and serves as a wholesaler to spas throughout the country. The Fifth Avenue South store opened in 2017. Naples Soap Company is the brainchild of Deanna Wallin, a skin care pioneer and entrepreneur. Today, the company features more than 600 bath, body, hair, and personal care products in its stores. Its goal is to provide customers with natural skin care products, as well as those formulated for individuals with sensitive skin.
Store manager Beth is no newcomer to retail. She’s been in the business for 30 years, but says, “This is the best job I’ve ever had.”
Beth says Naples Soap Company Founder and CEO Wallin is “truly a trailblazer and when it comes to customer care, she wants the very best for them, including natural and organic ingredients in our products, especially for those with sensitive skin or skin conditions. Deanna is constantly searching for new, innovative, and proven formulas that will be life-changing for many of our customers. We are so much more than soap, and she is responsible for that and the resulting growth of the brand.”
A former nurse with a background in healthcare and wound care, Deanna Wallin suffered most of her life from eczema and psoriasis. When her daughter was born with eczema, she began researching the ingredients in skin care products and possible causes of skin irritation. She was shocked to learn about the negative effects of ingredients like propylene glycol, parabens, hardening agents, phthalates and much more.
Deanna notes, “I knew there had to be a better alternative, so I started experimenting with natural skin care products made with coconut oil, shea butter, aloe, and olive oil. Soon after, my daughter and I started to see real results. I knew then I was on to something life-changing and decided to use my skin care journey to help others as well.”
It’s a journey that Beth is thrilled to be a part of. “Just recently, we displayed our products at the Fifth Avenue Car Show, where we also offered lemonade. The response was great. New marketing ideas for the Fifth Avenue South store are part of my responsibility, and I love coming up with unique ideas. One fun thing our customers love is our free sea salt scrub. After the scrub, we put our luscious body butter on and their faces light up…that’s the best part of my day.”
Beth loves being on Fifth Avenue South. Prior to joining Naples Soap Company, she worked at Coconut Point Mall. “Fifth is like being in paradise. I’m selling products I truly believe in, and our customers, especially our local residents, are great. When our residents have visitors to Naples, many of them ask me to put together gift bags for their guests’ bathrooms. It’s great fun to work with them and create meaningful, healthy, and luxurious gifts for their company.”
Beth’s not only a great ambassador for Naples Soap Company but also for the Fifth Avenue South family of businesses, always singing the praises of other shops and the restaurants on Fifth. She’s constantly answering visitors' questions about other places, providing directions and suggestions for where else to shop and dine. Her enthusiasm and genuine love for what she does and for Fifth Avenue South is evident in every interaction she has.
Beth, originally from Chicago, has a grown son Logan, a bass player in a band, who lives in Chicago. With her busy schedule, she still has time for her second love…her two baby girl kittens, Chloe and Sadie. She adopted both from the Patty Baker Humane Society Naples.
When asked if there is anything difficult about her job, she responded quickly, “We are always looking for great employees who appreciate the brand.” She continued, “I couldn’t do what I do without my Assistant Store Manager, Kennedy Lemoine. Her dedication and support make coming to work a joy every day.”
With amazing employees like Beth setting the bar, it’s easy to understand why that’s a challenge. She raises the standard for all of us.
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