A Business Built on Authenticity

When you think of direct sales, you might picture catalog parties or pushy pitches—but for Liz Ruis, it’s all about something deeper: building community through relationships, authenticity, and a whole lot of heart.

In the podcast episode, we dive into Liz’s inspiring journey from hesitant customer to multi-trip earning consultant, and how she’s found a way to weave her faith, family, and business together into something truly beautiful.

From Skeptic to Consultant: A Journey Rooted in Relationship

Liz didn’t set out to be in direct sales. In fact, she was pretty skeptical. Like many of us, she’d had her fair share of “direct sales trauma”—you know, the unexpected DMs from high school acquaintances pushing products.

But a simple act of kindness changed everything.

Her friend and future upline left a sample of Lemongrass Spa’s Honey Glow Body Polish in her mailbox during a difficult season. Post-COVID, Liz had lost her sense of smell and found most scents overwhelming. But Honey Glow? It made her cry—in a good way. It was the first thing in months that smelled beautiful again.

That emotional moment didn’t just reignite her senses; it sparked a new path. Eventually, Liz joined Lemongrass Spa—not to sell, but to save on skincare. But relationships kept drawing her in.

Redefining In-Person Events to Fit Real Life

With a full schedule (two part-time jobs, homeschooling, church life), Liz didn’t have time for traditional parties. Instead, she asked: How can I use what I already love to enhance the moments I’m already part of?

Some of her creative approaches:

• Bringing spa samples to ladies’ events at church.
• Hosting “blessing parties” for women going through hard seasons.
• Celebrating milestones (like 40th birthdays) with facials and product wish lists.

These gatherings weren’t about selling—they were about serving. And because of that, they naturally led to customer connections, repeat orders, and even new team members.

Why Relationships Are at the Heart of Liz’s Business

Every step of Liz’s business has been relationship-driven. Her connection with her upline led her to a Bible study. That Bible study led to friendships. Those friendships led to a conference invite, which sparked her goal to earn her first incentive trip.

Now, two trips in and working on her third, Liz attributes her success to one core value: showing up for people.

She says it best: “I don’t like to sell. But I do love blessing people.”

Leveraging Family Support in Unexpected Ways

Liz’s business isn’t a solo mission—it’s a family affair.

• Her husband uses the products and talks about them with friends.
• Her daughter helps prep gift sets (and loves the shampoo!).
• Her dad—a natural salesman—once sold over 30 “bliss boxes” for Valentine’s Day and is now a consultant himself.
• Her mom and sister regularly refer new customers and share products with friends.

Everyone plays a part in helping Liz serve more people—and that teamwork makes her business not just sustainable, but joyful.

Authentic Faith Meets Purposeful Selling

Liz often says her business is “Lemongrass and Jesus.” For her, faith isn’t separate—it’s the foundation.

She’s found that sharing both her faith and her favorite products comes more naturally when she’s just being herself. No over-rehearsed pitches, no salesy scripts—just real stories about what works and why.

And it turns out, that authenticity is magnetic.

Tech Tools That Keep It Personal

While she leans heavily on in-person relationships, Liz also uses digital tools—but with a twist.

• Project Broadcast: Used sparingly and with a personal touch. Automation didn’t work for her, so she customizes messages and avoids the “spammy” feel.
• Penny App: Helps her keep track of who to follow up with each day, ensuring no one slips through the cracks.
• Facebook Group (Glow Girl): A supportive community where she shares product tips, encouragement, and even prayer requests.
• GenieChat (Lisa recommended): Helps entrepreneurs and direct sellers manage leads, follow-ups, contact info, sales scripts, reminders, and content snippets; it works like a mini-CRM + content hub + keyboard for quick messaging.

It’s all about staying consistent without losing the human element.

Final Thoughts & Encouragement for Direct Sellers

Liz’s journey proves one powerful truth: you don’t need to follow someone else’s blueprint to succeed. You just need to build your business in a way that reflects who you are.

Whether you’re full of faith, juggling a million things, or craving deeper community, you have something valuable to offer.

And if you’re ever tempted to quit, remember Liz’s favorite quote:

“I want to see what happens when I don’t give up.”

Keep showing up. Keep loving people. Keep building community through direct sales—one connection at a time.

Want more inspiration like this? Subscribe to the blog or follow along on Instagram @LizRuis to see how she’s turning relationships into results.