Soap Star Spotlight


Over 16 years ago, Diane Seimetz opened her own advertising agency with Michael Boone and David Wilgus. In 2016, this little entrepreneur decided she wasn’t done entrepreneur-ing just yet, so she launched a soap and skincare company called A Joy Forever Bath + Body. This business, along with her agency, continues to thrive today. Hear how Diane runs a full-time business and a side business without missing a beat.

Diane Seimetz at the Texas Veggie Fair with Mayra Gaytan of OMG Vegan Tamales

How did your first business encourage you to start the second?

As an employee for more than 20 years, I never saw myself as business owner.  But the thrills, occasional spills, and unique kind of satisfaction that come with creating something from scratch turned me into a bit of a startup junkie.

What inspired you to start your recent side hustle?

I’ve always loved to make things. Whether it was tiny cakes with an Easy-Bake oven; knitting with my mother’s old clackety metal needles; Mod Podge plaques and popsicle stick Christmas ornaments – you name it, my hands were in it. Ultimately, my professional career led me to advertising, where I could be a maker, too.

Why bath and body products?

I have an incurable condition where my immune system attacks my own cells. The resulting inflammation causes an array of symptoms, most commonly joint pain and rashes. So, I decided to take my health into my own hands becoming vegan and reducing everyday toxins by making my own personal care and cleaning items. Within two years, I was off all medications, and experienced few, if any, symptoms. As an unexpected side-benefit, I found crafting my own soaps and skincare to be enormously satisfying. Just taking in the healing fragrances of the essential oils infused into my creams, balms and butters inspired me to attempt more challenging, intricate creations.

These caught the attention of family, friends and coworkers, who began asking for the same products I prepared for myself. By 2016, I decided to formalize the arrangement and turn my healthy hobby into a small side business. This past year, I expanded to add a men’s shave and shower line, Tumbleweed+Thyme, and pet care products as well.  All are Leaping Bunny-certified cruelty-free and part of the GoTexan program supporting native Texas businesses.

Where can we find your wares?

I love handmade markets, because they provide the opportunity to really talk with people. That’s hard to do in an e-commerce environment. I am particularly fond of the Boho Market at the Dallas Farmer’s Market and The Shacks in Plano, as well as V-Market pop-ups – held at cool venues around DFW throughout the year. It’s always gratifying to see customers – many of whom have become friends – drive a fair distance to buy my products and share their experiences with me. That keeps me going and growing in my work. But if markets aren’t your thing, I also happily take online orders at ajoyforever.com.

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Launch Participates in SMU EMBA Entrepreneur Coaching


We were honored to once again work with John Terry’s Southern Methodist University Executive MBA Entrepreneur class to help his students refine their marketing plans and business concepts. The day began with a marketing lecture on launching brands from Launch principals Diane Duncan and David Wilgus, followed by breakout sessions with SMU student teams. Each team was paired with a coach from Launch Agency who had 20 minutes to review their idea and provide feedback. Launch coaches included Launch Principal Michael Boone, Digital Director Alexandra Watson, Account Director Jason Giles, and Associate Creative Director Alex Slotkin. “Every year students tell me the one-on-one concept feedback is one of their favorite parts of the course,” said John. “There’s nothing more valuable than having professionals who live and breathe brand launches sit with our students and talk through their ideas to help guide them to success.” Started in 1976, The SMU Cox Executive MBA Program was recently ranked #3 in the world by Bloomberg Businessweek. The program combines global study, centers of excellence, and high-quality faculty to provide a collaborative experience that meets the needs of executives.
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