Meet Azra Hajdarevic: Co-Founder of Terra&Co.

We had the good fortune of connecting with Azra Hajdarevic and we’ve shared our conversation below.

Hi Azra, can you walk us through the thought-process of starting your business?
My sister and I always dreamed of starting a business together but we never knew it would be the Oral Care industry until my sister got pregnant and she wasn’t able to find clean ingredient toothpaste that also whitened teeth. With experts help, we were able to develop high quality activated charcoal toothpaste, made in the USA at a time when black toothpaste was an unknown trend – we never believed that now in 2021 is a staple in most stores. My thought process behind developing a perfect Oral Care line is to design eco-friendly packaging with a clean and minimal look and feel. I am truly passionate about Environmental justice and I believe we have to create products with Mother Earth in mind.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
My sister and I launched Terra&Co. a Sustainable Oral Care Line in 2017 with just one product – Activated Charcoal toothpaste. Our mission was to create the highest quality product in beautiful minimal packaging and make it eco-friendly too. Starting a business was not an easy endeavor, even when you start small, as we did. We worked out of my sister’s apartment in Santa Monica, CA, and learned as we go. We used our savings for our very first inventory order and had zero marketing budget. Everything was purely organic, started with our friends and acquaintances trying our toothpaste and spreading the word, using organic social media posts and gifting products to fashion and beauty editors, buyers we knew from our industry. As the word spread out, we almost sold out our first inventory and used funds to invest in new products. Right around that time, buyers from Anthropologie and Free People called to say they love our toothpaste and would like to work together. Those were our very first accounts, and even though it seems like everything was super easy, there were many lessons learned, and challenges- that ended up being detours in the right direction.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I am in love with New York, my home, and I love taking people to places where you usually don’t go if you are a tourist. One of my favorite restaurants is Estela, Plates are small so it’s perfect for shares and the opportunity to try many dishes at once. Must-haves are squid rice and endive salad. I also love ABCv Kitchen, in flatiron area for the best-roasted cauliflower or mushroom walnut bolognese. For a light night drink, stop bt Employees Only – a speakeasy with amazing cocktails and a warm atmosphere. DAy time I love getting lost in the Prospect Park, a sister park to Central Park where you can schedule horseback riding in the afternoon or dance to the jazz band jamming at the boathouse.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
There are so many and they are all women! But if I have to single out one of them, that is Marie Moody, founder of Stella & Chewy’s who I happen to meet when we were just starting. Her story of starting the best selling dog food inspired me so much. Marie started her business in her NYC apartment led purely with her love for dogs and passion for creating something that was not on the market at the time. She mentored me and my sister by guiding us along the way and inspiring with her uplifting nature. Behind every strong woman is another stronger women.

Website: https://www.terraandco.com/
Instagram: @terraandco
Linkedin: https://www.linkedin.com/company/terraandco/
Facebook: https://www.facebook.com/terraandco
Youtube: https://www.youtube.com/channel/UCnx3O6Hch2DooyGIy2t7BCQ

Image Credits
All photography by Taylor Lewis http://www.taylormarielewis.com/