George Shands

Tell us your name and a little about yourself

I’m George I am the owner of the GFresh Emporium. When I was a baby, my father built a stereo with speakers in my crib so I have been a huge fan of music since day one. I always dreamt of being a DJ and creating my own music. I began this dream with the name GFresh and chose to take this name into my business pursuits. When thinking about what type of business to start, I thought hard about what good to bring to my community. Living near a sewer plant, I’ve come to appreciate good smells so much. Good smells make me happy and I wanted to share that with those around me. I decided to provide the people of Philadelphia with various fresh-scented products.

Since launching my business, I have made some achievements that I’m very proud of. I was featured in the South Philly Review twice, have been interviewed by the PA Office of Developmental Programs for my success, received the 27th Annual “My City, My Place” Brighter Futures award, and received PersonLink Recognition of Achievement Certification, among many others. Music is still a huge part of my life today. I get to make music in addition to running my business. I have two albums and two singles of relaxation music available on Bandcamp and Spotify. I’ve gotten to perform and earn money for my music as well.

How did you decide to start your own business?

My name is George Shands. I am the founder & CEO of GFresh Emporium. I began my business in June 2018 with a mission to make the world smell good. I wanted to do something fresh and exciting, something I could put my style and personality into. I decided I wanted to provide fresh-smelling products to the people of Philadelphia and beyond. I learned about money management and followed guidance from those who supported me. I understood it would be a gradual process, but I was patient and determined to succeed.

My first product was the Party Peach air freshener. I sampled around 30 air freshener scents before making a decision on one to begin with. I created a label design, experimented with packaging, and began production of my first line in collaboration with job coaches at RHD’s IDEATE, an inclusive employment program in Philadelphia. We also experimented with different assistive technologies, like a robot arm and other custom devices, that enabled me to manufacture the fresheners myself. To fund this, my initial financial strategy was reinvestment. I reinvested nearly 100% of my earnings into my business and by that September, I was breaking even. In October, I was able to provide myself with a paycheck! From there, I began to expand my product line one scent at a time.

What types of support did you need to start, and run, your own business?

I needed support with ordering the air fresheners. For most of my life, the only work opportunity available to me was at a sheltered workshop, sorting and packing products in an assembly line. I only got paid $0.50 every two weeks, since sheltered workshops are exempt from minimum wage standards. Even in those days, I would dream about a future in which I was a businessman.

I left the workshop after at least a couple decades to join an arts-based day program, where I met and built relationships with the future founders of IDEATE. The day program eventually closed, and I had to return to the workshop. But, luckily, the folks I had come to know through the day program advocated for me and invited me to join them at IDEATE. There, I first pursued conventional employment in retail, followed by a call center and a movie theater. However, I faced a lot of barriers around interviewing, reliable transportation, and finding a work environment that was accessible to me.

So, with IDEATE’s support, I decided to open my own business. Self-employment is a lot more accessible and works with my strengths, like my humor, attention to detail, networking skills, and natural charisma, which align with the skills of a salesman. With access to the right opportunities and resources, I realized my business savvy persona and made my dream of becoming a businessman come true!

What do you feel is your greatest strength?

My greatest strengths are my positive attitude, motivation to work, my creativity. I’m very funny. I am easy-going. I am kind and I get along well with others. I am a good salesman and a hard worker. I advocate for myself well.

What are some ways you have advocated for yourself or others in the past year?

I advocate for myself and others through my work and dedication. I went on a couple of job interviews and felt they were not a right fit for me. This inspired me to create GFresh Emporium. My father made me a stereo in my baby carriage. This is how I got to know music and named my business GFresh Emporium.

What advice would you give to a self-advocate who is wanting to start their own business?

I love what I do so my advice would be for others to find what they love and make a job out of it. Don’t give up! Social media has played a huge part in helping me to grow my business. I have gained many fans and followers through both advertising GFresh Emporium on Instagram and creating a TikTok presence doing a LIVE show every Tuesday called “Trash Talk Tuesday.” Come check me out! My advice to others is to take your time, stick with it, and you will build your following gradually. And don’t forget to keep it real! I like keeping it silly, by utilizing my humor and storytelling. It is also important to engage your followers by posting regularly.

Is there anything else you want to share with our followers?

Follow me on Facebook, Instagram, and Tik Tok and GFreshEmporium.com. Let’s make the world smell good!

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Check back next month for another Family Leadership spotlight!