Business with Soul

A business with actual heart – in today’s world of corporate scandal and deception, is that an oxymoron? Salwa Ansari-Datoo doesn’t think so.

The former Wall Street banker turned social entrepreneur recently launched Soulful Moon, an increasingly popular line of greeting cards that puts a very Islamic spin on the traditional world of consumer products – charity. For each card Salwa and team sell, a portion of the price goes to non-profit organizations that benefit various communities.

Salwa recently talked with elan about her venture, goals and what it takes to run a business that gives back.

Tell us in your own words what Soulful Moon is.

Soulful Moon is a consumer goods company that caters to the Muslim demographic in America. We produce cards, wedding invitations, and stationery that meet the needs of Muslims, as well as a few kids products. Our mission is to deliver a high quality, premium product that also gives back to charity. Every Soulful Moon transaction donates a portion of the profits to charity.

Are there any specific charities you cater towards?

One of the charities we supported in the past was a children’s health clinic in Long Beach, California. We wanted to start off by supporting charities that are local, though we are not limited to that. Currently, in light of Ramadan, we are supporting charities that address hunger issues in America. One is Project Feed, a grassroots organization that feeds the homeless. As American Muslims, we wanted to start out by giving back to local charities but believe in causes everywhere. Along with organizations that fight hunger, we are also currently supporting UNICEF’s relief efforts in Pakistan.

How did the idea for Soulful Moon come about?

I was a banker for seven years, but had always planned to transition to non-profit work someday. After leaving banking I worked for a non-profit and went abroad to Africa for fieldwork and realized that a lot of the organizations out there were doing missionary and charity work, but few of them were Muslim. I realized I really wanted to work in the non-profit sector but was not qualified with my finance experience. So I decided to come up with a business idea that was sustainable and not donor based, but that also gave back.

My nephew had just finished Qur’an, and we were throwing him an Ameen party. My sister asked me to design a card for him. Once I finished, I went to a few local shops looking for envelopes, and they took interest in the design and suggested I consider selling it. It then struck me that perhaps this could be my product. So we started researching the Muslim market, and came up with a business plan. We researched everything from paper/printing; design and spent about 6 months in the research phase.

Is Soulful Moon a non-profit?

It’s a for-profit; but at this point we are giving much of it away. We believe that if we don’t maintain a sustainable business model and are completely reliant on donors; we’ll be vulnerable to the economy and the changing trends of charitable giving. So we wanted to be a bit smarter about how we funded ourselves.

How did you decide on the name Soulful Moon?

Moon obviously has undertones of Islam, and Soulful just appealed to us. We wanted to put a little bit of heart into it… Charity is a big part of our faith, and not something we hear about as often as we’d like. I am often able to connect to that tenet of our faith, more so than other parts.

What one piece of advice would you give to young Muslim entrepreneurs who are in the beginning stages of their businesses?

I think a few things: Research the market – don’t just go online. Actually go out and talk to people. There are so many things you think you know, but you can’t tap into the pulse of what people want until you actually talk to them.

Hard work is the main part of it – everyone wants an 8 to 5 job, but there’s a famous quote that says something like “genius is 1% inspiration and 99% perspiration”. I really believe that.

What do you think are the biggest challenges facing Muslim youth today?

I think there is a sense of confusion as to where you fit. You have an identity, something that appeals to you that comes from your parent’s generation, but it doesn’t necessarily always feel right. We are so diverse now though. The ummah is really big – seems there is a place for everyone.

What is it like working with your husband on a business?

Full time the business is mainly me – he comes in on a very strategic level. He’s involved in the long term vision and marketing, while I develop the business and handle the nuts and bolts. It’s fantastic working with him but we definitely knock heads at times – which is healthy and leads to better ideas. It’s a lot of fun too. It takes so much of our time and its nice that we get to do it together.

Did you ever imagine that you would be an entrepreneur? What is the best part and what is the worst part?

Yes. I have thought about starting a business in the past but I was always so busy, so I didn’t focus on it. I have kind of switched my timeline around – the next 20 years I’ll probably work in business, and then one day hopefully retire and travel. I did want to run something consumer based, but I didn’t expect it to be focused on Muslims.

The best part is the people you get to work with and talk to – other entrepreneurs; artists, people reach out to you and vice versa. There are so many Muslim people doing so many amazing things. Its nice to see.

The worst part is the nuts and bolts of it all. There’s lots to juggle and work out, and we try to maintain high quality. We use professional printers and paper suppliers – and sampling and seeing what they’re work is like and quality control is time consuming, etc. Because there are so many moving parts, I never feel caught up.

Is your business based entirely online? Do you ever think you’ll have stores?

For now, we plan to stay online. We have no need for a shop just yet. It would be fun, but the more we control our overhead, the more we can give back too. We constantly remind ourselves why we started it.

What is the most surprising question you get asked by customers about Eastern style greeting cards?

We get questions about the charity aspect – why we’ve chosen who we’ve chosen, why we’re not giving to a charity abroad, etc. We would love to give to everyone, but one of the things we hear over and over again is that we are a part of this country, and need to change the way we think. Although it appeals to our sensibility to give abroad – we are American Muslims and this is home for us. And the more we do here and develop the brand, the more we can grow and eventually give back everywhere.

Who or what is your biggest inspiration?

Probably our nephews and nieces. I look at them and think they are American Muslim kids – they’re growing up in a country where Islam is misunderstood, faces challenges and needs a big PR campaign. And you look around and realize you want to develop opportunities for people. So we wanted to create an American Muslim company that they could be proud of as well as one that they would want to work for someday.

What’s the first thing you do on Sunday mornings?

Wake up. Check my email. Look at my phone. It’s sounds boring, but I need to know what my days going to look like. Oh, and on a good day, throw in the NY times and a cup of coffee.