According to Woodward, Inner Strength is a blend that was
created when Howard was going through a difficult time with
her health. “Since it launched in 2013, we frequently hear
stories about how much the blend has helped people through
hard times,” she says.
Perhaps her biggest contribution is making aromatherapy
more accessible to everyone. “She never wanted to exclude
anyone and always wanted to teach people about the power of
essential oils. Improving people’s moods, wellness and wellbeing was so important to her,” she says.
A Leader, Not a Boss
If there were two qualities that made Howard a true leader,
these were “open” and “honest.” In fact, Howard encouraged
open communication with all team members. “There was no
hierarchy in the team and she always had an open-door policy,”
Woodward says. In fact, she never saw herself as a boss, but
as a leader who made sure everyone was aligned.”
She was part of the team—and she showed it. “This made us
all feel comfortable and supported at work and part of a family
Howard with Aromatherapy Associates co-founder Sue Beechey during
the early years of the business.
that wanted to encourage people to connect to honesty and build
a brand with one vision. We were always encouraged to learn!”
she says.
Failure and Success
To Howard, teamwork was the engine that helped run its
business; thus, success is shared by all. “She was always very
modest with celebrating success and thrived to work harder with
every achievement. Failure is something that always made her
stronger. Learning from mistakes was very important to her,” she
says.
A true testament to Howard’s courage was how she stayed
positive despite facing the grim diagnosis of cancer. “Throughout
her cancer battle, she was determined and driven to fight back.
Every day was another day to make a difference!” Woodward
says.
Howard had indeed touched the lives of many through her
passion and courage. In fact, those who knew her remember
her best on her unguarded moments. “Geraldine always loved
a square of dark chocolate and her beloved lapsang souchong
tea in the afternoon at work!” Woodward shares little-known
moments. “She loved walking, in particular in a lavender
field close to her house. This really helped her when she
fell ill and gave her a boost of inner strength every time she
visited it. Meditation was her favorite thing to do.” n
How do you plan to continue
Howard’s vision for
Aromatherapy Associates?
“I am saddened by Geraldine’s passing and, to be honest,
if she were still here today, I doubt I would
have taken the role as CEO. With her at the
helm, the brand was always in safe hands.
Everything she did was with intent and
purpose. The team and I are rising to the
challenge of remaining true to her vision,
creating a greater understanding of
aromatherapy and its benefits. Spa is the core of
our business. We want to drive people into spa to help
everyone have a great quality of life and to be with them
through their life journeys. The power of touch and
connection, underpinned by the potency of aromatherapy
is a wonderful experience. We will always be the beauty
brand with this intention, providing high-performance
products that engage and assist with life balance.”
— Tracy Woodward • CEO
Aromatherapy Associates • Frisco, Texas
September 2016
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