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Meet Dakota Heflin of The Groovy Goat

Today we’d like to introduce you to Dakota Heflin. 

Hi Dakota, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I came to Nashville from Sarasota, FL originally to attend MTSU where I studied in Music Business/Journalism. I have a performance background and am an avid music junkie, spent about eight years as a publicist in the music industry—four of which I founded/operated my own firm, Songshine Media—working for acts such as Billy Ray Cyrus, Ty Herndon, Camille Rae, Joe & Martina, Jake Loban, various music festivals and more. In the midst of the 2020 pandemic, I initially took on the hobby of making bath bombs for loved ones as a crafty distraction. With a combination of my passion for music and the love I have for my twin Nigerian Dwarf/Pygmy goats, Jack & Diane, and their adopted sister, Sandy, The Groovy Goat Co. came to fruition in May of 2020 with a line of bath and body products that I authentically derived from classic rock songs and the scents in which each inspired. 

I love music and the written word! I always wanted to be like a female version of Cameron Crowe. Almost Famous is one of my favorite movies and growing up I would have given anything to either be a singer (I wanted to the next Natalie Maines, the Dixie Chicks were my absolute idols) or write for Rolling Stone magazine. 

We all face challenges, but looking back would you describe it as a relatively smooth road?
The Groovy Goat Co. came to fruition in the midst of the pandemic, so from the birth of the company it’s been a leap of faith while allowing my creativity to follow. Honestly, in terms of retail, it’s been a fairly consistent climb going from my kitchen to local markets and fairs, and currently being a vendor inside Painted Tree (Murfreesboro) with my own booth in which I am so proud of. 

If anything, the biggest challenge is being a small business that makes a product that is over-saturated. The important part of my success is honing in on what makes TGGC different and ethical while capitalizing on my mission–giving back to animal welfare. 

Alright, so let’s switch gears a bit and talk business. What should we know?
There has been a significant amount of brand evolution in a short period of time. It’s fulfilling to look back and see how far my products have come aesthetically and how I have refined marketing my brand. I went from shrink-wrapping my bar soap to wrapping each bar in rustic wrap (recycled cardboard) to more accurately represent our environmentally-friendly standards and green lifestyle. The names of each product have gone through a transformation as well and I now have everything 100% groove-inspired. All TGGC products are under ’60s/’70s influence and are either named after classic rock songs and/or include a blurb of rock ‘n roll history that I have written. 

What matters most to you? Why?
As a small business owner, what matters most to me is remaining true to my initiatives and enjoying my creative process. I started TGGC to make a difference, flex my creativity, and honor some of the best music in rock ‘n roll history. 

At The Groovy Goat Co., we believe in a green lifestyle and the ethical treatment of animals and our planet. It is our mission to make a difference in achieving a kinder and gentler world for all by encouraging the habitual use of handmade, vegan, and all-natural products made with NO harsh chemicals, NO artificial coloring, and NO animal testing EVER! We commit to our purpose through our monthly beneficiary program in which a select animal rescue/sanctuary or environmental nonprofit receives a donation including 10% of monthly proceeds. Thus far, organizations we have recognized include The Gentle Barn, Woodstock Farm Sanctuary, Sgt. Pepper’s Friends, Animal Rescue Corps, Fabled Farm, Barn Sanctuary, Operation Education Animal Rescue, Villalobos Rescue Center, and more! 

In a single purchase, you: 

🌱 support small, local businesses 

🌱 contribute to animal welfare 

🌱 enhance your knowledge of rock ‘n roll history 

🌱 spread peace, love, and understanding (cue in Elvis Costello 🎶) 

🌱 limit waste as our packaging is 100% compostable/recyclable 


  • We give 10% back to animal welfare and select a different rescue or non-profit organization as monthly beneficiaries.

Contact Info:

Image Credits
Savannah Lingle

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  1. Andy Lindstrom

    January 23, 2022 at 11:59 pm

    Love this store and the owners culture. Amazing products and when gifted, never any disappointment.

  2. Bonnie L Carr

    January 28, 2022 at 5:22 pm

    Purchased candles and salt scrub, terrific products ! Love that 10 % my purchases go to a good charity

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