Forward Janesville - TheReport -Third Quarter 2022

Valencia Riley owns The Sophisticated Lady, a bath and body business that makes all natural beauty products, like whipped butter creams and lotions. So often our personal experiences lead us to our calling. Valencia Riley struggled with eczema, also known as atopic dermatitis, a condition that makes your skin red and itchy. Eczema is typically chronic and marked by sometimes painful, itchy periodic fl ares. “I found a great shea butter moisturizer at a women’s expo in Chicago in 2015; it was pretty, it smelled delicious. When it was gone, I realized I had no way of contacting the rep who sold it to me, so I began researching butters and their effects. After some trial and error, I created a combination that works well for all skin types and dry skin issues,” she said. “My inspiration was to create an all-natural product that worked! I have had eczema forever and have tried all types of steroidal creams and greasy ointments. Once I discovered the right mix, I was happy to share it with anyone seeking relief.” And with that, in 2016, The Sophisticated Lady was born. Riley says she is passionate about her products because she knows fi rsthand how they are made and how well they work for tough-to-treat conditions like eczema. “Customer responses let me know that I am doing something right and motivate me to keep improving.” Small businesses were disproportionately affected by the pandemic, and Riley felt this acutely. “Staying a fl oat in uncertain times is challenging. The disappearance of events and craft shows signi fi cantly reduced my income, but God always fi nds a way. My amazing customers bought my products online and by phone and kept my business a fl oat. After being in business six years, I have learned to take it all in stride. There are good days and bad days, you just have to come from a place of gratitude. To be of able body and do what you love is the blessing.” Next, The Sophisticated Lady plans to start adding new healthy ingredients to its whipped butters, like tallow, capsaicin, and CBD. “These healthy additions will provide my customers with extra bene fi ts. I also recently re- launched my website at butterlady.shop and am working on some redesigned labels and branding. A beard butter for the guys is also in the works. Growing my business is a wonderful experience!” 22 • W W W . F O R W A R D J A N E S V I L L E . C O M • Civil Engineering • Land Surveying & Mapping • Construction Management • Site Development & Planning Serving state, municipal, and private sector clients throughout Southern Wisconsin since 1917. 2857 Bartells Dr. • Beloit, WI 608.365.4464 www.rhbatterman.com Services for people with disabilities to live, learn & work. www.aptiv.org | info@aptiv.org | 608.563.5762 Rock, Green & Walworth counties SMALL BUSINESS PROFILE The Sophisticated Lady “Customer responses let me know that I am doing something right and motivate me to keep improving.”