About Us
It’s a unique name, right? What does it mean? That’s a great question... with a 2-part answer.
Hey! Meet Caleb and Jessica Newberry.
Caleb and Jessica met at church (seriously) and married in 2022 (in a tiny town just South of "you can't get there from here"). With a carload of kids between them, they made a modern day Brady Bunch out of two adults, four kids, and two, totally cool canines (including one with serious separation anxiety).
With so much in common (faith, family, patriotism, entrepreneurship, and a crazy-love for all things tropical), they wanted a business they could build together so they could visit all of the tropical locales on their bucket list... (with the aforementioned critter who refuses to be left behind).
Since they both had Aruba at the top of our travel destination wish lists (what are the odds), their tropical boho theme was born (Aruba is at latitude 12ºNorth). But, there's more to the name, and the rest reads more like a heart posture story.
For years, Jessica headed up a local CELEBRATE RECOVERY (that teaches the premise of how to truly help people with all types of hurts).
Caleb, was a one-man, Worship Leader and Pastor of a small, Spirit-Filled, country church. Being heavily involved in those types of community ministries prepared them, both, to want a business that glorified God and continued to help people.
They knew exactly what to do.
Jessica's family owned the oldest bath, body, salon, spa, and cosmedical manufacturing factory of its kind in the U.S. Steeped in southern hospitality, service, and serious, all natural formulations, a personal brand, 12ºNorth offered them a way to bring to the community (end consumer instead of big box stores) everything their friends and family could possibly want or need.
True North is a catchphrase that means "a system of life values... a moral compass."
To Caleb and Jessica, their lives have been about finding their "True North." In business, means not only finding a need and meeting it, but exceeding it beyond expectations. It means taking no shortcuts with ingredient choices. It means not using cheap fillers. It means offering a product that does exactly what it says it will do (and then some). It means offering real hope to those with eczema, arthritis, pain, insomnia, itchy skin, dark undereye circles, wrinkles, sensory issues, and so much more...
It means offering absolutely clean products (the way business should to be done), and delighting their friends and family (who they hope you will become).
They choose every single ingredient that goes into every single product; and, they do it with generations of first-hand, artisan, small batch experience.
Doesn't that sound like the type of Christian, family business you want to support?
Thanks for reading.
Sincerely, their Mother.
p.s. This is Dozier Doggy, the aforementioned (#neverleaveamanbehind) Durden-Newberry.
"Trust in the LORD with all thine heart; and lean not unto thine own understanding. In all thy ways acknowledge him, and he shall direct thy paths." Proverbs 3:5-6 KJV