Jamie Mitri created a new, innovative product in an emerging industry. It has been a challenge to market and sells a product so innovative. If she were to show you a picture of clothing or a skincare line, you would know exactly what the product is. That’s not the case with Moss Pure – she has to explain what it is, why they are not your average moss wall art, and the science behind their products.
Not much is known about live moss and moss in general. And their products are so different than the existing moss walls and plant walls out there. They are the first and only company to use the benefits of live moss as an air filter and stress relief device. Most moss wall companies use preserved moss, which is no longer living.
She didn’t have the funds in the beginning to hire a marketing agency. So, she tested and surveyed customers on every aspect of her business – the name, the logo, and the user experience on our website. At first, she was hesitant to bring science into their website, because the products are so aesthetically pleasing. She wasn’t sure if customers would turn away the second she brought up the science behind Moss Pure.
She started out by adding a page just on the science, called “The Science.” There is a ton of information there. Looking at analytics, customers loved it. Their sales increased. Then she added scientific content to the homepage, and it’s a lot of text. She didn’t think anyone would take the time to read it. But they did. And sales continued to increase.
It’s still a struggle for her to translate science and have it be compact and attention-grabbing to the everyday consumer. But she tells a story throughout and explains how she came about creating Moss Pure. She has found that people like to hear that she entered an MIT startup competition not expecting anything, and ended up winning First Place Startup with such an innovative business.
Being an entrepreneur has really allowed her to step outside of her comfort zone and dive into areas where she normally would have no business being part of. But she is facing these challenges head-on, gathering data, and listening to her customers. And it’s paying off. She is learning so much during the process and she grows each and every day.
About Jamie Mitri and Moss Pure
Jamie Mitri founded Moss Pure, during a startup competition at the Massachusetts Institute of Technology in June 2020 (MIT Lebanon Challenge). They won First Place Startup (Track 1B: Health, Energy, and Waste Management). The United Nations then asked her to participate in their startup competition as well, called the UN Development Programme, and Moss Pure won Top 10 Startup globally in August 2020. From there both MIT and the UN helped her develop and launch Moss Pure in March 2021.
Most moss wall companies use preserved moss, which is no longer living. Moss Pure is the first and only live moss air filter and stress relief device. No watering or sunlight is needed as the product includes a patent pending and proprietary formulation that sustains the live moss within our products. Their design captures 30% of carbon dioxide and toxic pollutants, including dust and allergens, within minutes. All while being an aesthetically pleasing decor piece in your everyday space. For more information, please visit www.mosspure.com.
