Sharelle’s Leap of Faith: How One Hopewell Native Brings Hope through Natural Wellness.
Editor's note: Sharelle’s Naturals is among the small-batch manufacturers that will be featured during the first Made in Hopewell, a conference and trade show that celebrates the city’s industrial heritage and the role of manufacturers of all scopes in its future.
Early in the pandemic, Sharelle Austin was struggling with abdominal pain and allergies. She decided to focus on improving her health and joined a friend in signing up for an online fitness class.
The instructor recommended trying sea moss, a nutrient-dense seaweed promoted for improving gut health, skin and energy levels.
“I had never heard of sea moss before, so I was skeptical at first,” the Hopewell native said. “But after doing my research and seeing the changes in my own body, I knew I had to share this with others.”
Austin brewed her first jar of sea moss gel, quickly deciding that a cooked preparation would diminish the efficacy of its 92 minerals, including magnesium, calcium and zinc. Instead, she washes the raw product with lime juice and water, then soaks it overnight in spring water. After 24 hours, it’s ready.
She posted a single photo of that jar on her personal social channels – and word started to spread as people sought out sea moss. Sharelle’s Naturals was born.
“I never set out to start a business,” said Austin, noting that she mixes a tablespoon or two into a favorite smoothie. Because sea moss is known as a natural thickener, commonly found in ice cream, for example, she has mixed it in when making sweet-potato brownies. On its own, sea moss reflects the taste of its salty ocean home, with some saying it carries a hint of shellfish.
Taking her product on the road
Before long, she was attending local vendor events, and in 2021, she incorporated the business and opened an online store. As she built her client base, she even started delivering orders locally. A previous venture in customer service hadn’t been the right business, but she carried those learnings into Sharelle’s Naturals.
“It just kind of happened organically through sharing my experience with sea moss,” said Austin, who works full time as a behavior health security specialist. “But I realized there was a real need for natural, high-quality wellness products, and I wanted to be the one to provide that.”
Sharelle’s Naturals product line soon expanded to elderberry syrup, cited for its Vitamin C potency and used to combat flu and cold symptoms – a popular debut during those COVID months; more recently she added body butters particularly suited for dry skin. While a product’s wellness is essential, she gives careful attention to developing aromas that contribute to a user’s sense of calm and healing.
Still, sea moss remains her primary product, with Austin carefully sourcing the raw material from a supplier in Virginia and hand-crafting each batch in her kitchen. She has shipped products as far as California.
“Sea moss is just so incredible for your health,” said Austin, adding that her ER visits for abdominal pain stopped after she started using sea moss. “And I love that I can offer that to my customers in a pure, natural way.”
Creating a community of hope
Her commitment to natural ingredients and transparency carries across every aspect of her business. Sea moss, like each of her products, is categorized as a supplement, rather than a regulated medical ingredient. Recognizing that her success relies on integrity, she focuses on sharing current research about product benefits, along with customer testimonials. Still, she knows she can’t make guarantees as the scientific community continues its studies.
“It’s important to me that people understand exactly what they’re putting into their bodies,” Austin said. “I’m here to walk alongside my customers on their health journeys and provide them with tools to make a difference.”
That personal touch differentiates Sharelle’s Naturals. Beyond her online store, Austin regularly participates in local events, where she takes the time to connect with each customer, answer their questions, and even pray with them.
In addition to her day job and running a business, Austin serves as a minister at Second Coming International Ministries in Hopewell, where she focuses on prayer and hope.
“I’ve been through some really tough times in my life, but I’ve also seen the power of faith and natural healing to transform lives,” said Austin, a relative newlywed who met her husband, also a minister, through her extended faith network. “That’s what I want to bring to my customers - not just a product, but a sense of hope and empowerment for their own health and wellness.”
Dreaming big, Austin is exploring how to build Sharelle’s Naturals into a full-time business, perhaps with a storefront and dedicated manufacturing and distribution space. She remains committed to keeping a personal touch and community connection at the heart of everything she does.
“Hopewell is where I was raised, and it’s where my heart is,” she said. “I want to be a beacon of hope for my fellow Hopewell residents, showing them that they can take control of their health and find healing, even in the midst of life’s challenges.”