S3 Founder

Tiffany Eddy

Tiffany Eddy, founder of S3, says: ‘I want to make sure that when I leave this planet, I’ve made a difference and a positive impact. That was how S3 started: I had this crazy idea and I wanted to share stories. I wanted to empower women.’ (Courtesy photo)

At her core, Tiffany Eddy — a communications and public relations consultant and former longtime WMUR news anchor — is a storyteller. With the advent of her womenfocused movement, S3, she’s doing a lot more than sharing women’s inspirational stories: She’s aiming to empower others to find the beauty within. Eddy helps women feel “smart, strong and sassy,” thanks to a new hair care product, the S3 Amino Molecular Repair Leave-in Treatment, produced in partnership with Evolve Salon Systems of Derry, and Green Tribes Manufacturing of Manchester. But S3’s mission is a lot more than beautiful hair.

Q. What inspired you to start S3?

A. Back when I was at Channel 9, they sent me out to do this story about a woman who was abused by her husband, and she finally got the courage to press charges. She wanted to share her story to hopefully help other women. A few years later, I was having lunch with a friend, and our waitress said to me: “I want to thank you because you saved my life. Years ago, you told a story about a woman who had been abused. That was my life. When I saw that story, it gave me the courage to get out of my situation, and today I don’t live in fear.”

It was, unequivocally, one of the best moments in my entire professional career. I wasn’t the person who had the story, but I was the conduit. To know that I was able to share someone’s story and made a difference in at least one person’s life — that was a really powerful thing for me. It made me want to go forward and help more people.

Q. How important were your community ties for founding S3?

A. I have a wonderful network of female friends in New Hampshire who have been so supportive. A couple of years ago, I moderated NH Business Review’s Powered by Women event. One of the panelists was Sandy Cleary, founder of SLC Group Holdings in Nashua, and I remember talking to her about S3. She looked at me and said, “I don’t hate it.” Sandy became my mentor.

Because Sandy opened the door and gave me her time and believed in me, S3 is where it is today. It shows the power of mentoring and that a little bit of kindness and help can go a long way.

Q. How important is storytelling in the business space?

A. Storytelling is critical to any business. No matter what you do, no matter what you’re producing, it is essential to connect with your customer base, how you communicate what’s important to you.

Q. What are your long-term goals for S3?

A. I envision S3 growing to become a national brand. I know we’re going to expand with more products, and the more people that we touch, the more women we can empower, so that they can take on the challenges or opportunities in their life.

I’m also forming an S3 foundation, where proceeds will be donated to nonprofits that help women and girls with leadership skills. It’s about giving back, so that we can touch as many lives as possible and help women and girls feel good about who they are and where they’re going. I’m so grateful for all the people that have helped me along the way, and I want to be able to give that back on the widest scale possible.

Q. How can people become smart, strong and sassy?

A. Take chances and try to say yes whenever you can because you never know what difference that can make in someone else’s life. That’s the beauty of sharing stories: You get to have a positive impact on somebody in their life.

One time, this woman was going into the hospital and posted a photo on social media that said: “Last day with the girls. I needed my S3 to get me through this.” She was going in for a double mastectomy. She was wearing an S3 sweatshirt and needed that to feel good and empowered. Now she’s doing well. If you put yourself in a positive mindset and if you remember that you are smart, you are strong and that you’re capable of doing so much more, you can get through anything.

When I started sharing women’s stories, it wasn’t a choice anymore. I felt so compelled and inspired about what I was doing — I couldn’t stop if I wanted to. It’s helping women to feel as empowered as possible, to remember that they are smart, strong and they can go for it and be sassy.