Emma sells sea slime by the seashore

Lovellette donates half of profits to local schools

Date Published: 
Feb. 2, 2018

Coastal Point • Laura Walter: If you keep it moving, sea slime isn’t really that sticky, said creator and entrepreneur Emma Lovellette, 10.­Coastal Point • Laura Walter: If you keep it moving, sea slime isn’t really that sticky, said creator and entrepreneur Emma Lovellette, 10.­To watch Emma Lovellette expertly mix ingredients in her kitchen, you’d think she’s always loved chemistry projects, or maybe baking.

But no.

“For me, it began with slime,” she says.

The 10-year-old whips up batches of homemade slime, which she sells from her own Etsy business, Under the Sea Slime by Em.

“It’s been really popular, and its’s also really satisfying sometimes,” she said, describing the relaxing sensation of kneading slime on the countertop.

It all began a year ago, when Emma attended a slime-themed birthday party. She was hooked. When she wouldn’t stop experimenting, her parents said, ‘You need to … find a reason to do this in the house.’ So she started a business and began selling her own slime in autumn.

Inspired by her beachy habitat, she kept it simple in perfecting the first few scents, including the dark, glittering raspberry of “Midnight Moon” and the scratchy, tan “Sandy Beach,” complete with sand from Ocean City, Md.

Her favorite is “Mermaid Pearl,” with a birthday-cake scent and foamy texture. (“The foam beads in it make it crunch,” she said.)

She also wanted to help local children and, after some research, decided to donate half her profits to the Howard T. Ennis School.

“I knew that it would make me feel good to donate to kids with disabilities, because I would know I’m helping other children,” Emma said.

After earning her first $100, she found a matching donor in A&A Air Services. Together on Jan. 26, they donated $200 total to Ennis.

“It was really cool to see how thankful they are and see the school I was donating to,” Emma said.

Now, Emma’s ready to start the effort again — this time for her own school, Lord Baltimore Elementary School, where she’s in fifth grade.

And even better than the monetary donation, Emma’s seen the slime itself help L.B. students. One teacher bought slime as a distraction for students with attention problems.

Emma’s mom, Jennifer, said the students are pulled into private lessons, and they simply fiddle with the slime while answering questions. Some kids can’t help bouncing off the walls, she said, but when they fidget with slime, one side of the brain is occupied with that quiet task, while the other part can focus on schoolwork.

“It was really cool to see how my slime was being used to help kids,” Emma said.

People can currently purchase 4-ounce or 6-ounce tubs with a nautical logo. Each package is carefully packaged with bubble wrap, a seashell and friendship bracelet.

She thinks people love to purchase it because “They know it’s going toward a good cause, and they want to help,” Emma said.

Plus, slime is just goofy and fun. (Emma was even kind enough to oblige this reporter’s request to make rude sounds with the slime jar.)

Next, she’s experimenting with more textures and planning a Harry Potter-themed line for the four Hogwarts houses. She’s also planning ritzy, gold-flecked additions to the nautical line: “Glamourous Goldfish” and “Ocean Breeze.”

She’s memorized the perfect combinations of soap, glue, paint, borax and more. She acknowledged that a Massachusetts girl once burned her hands with borax in homemade slime, but Emma’s family thinks the borax wasn’t properly diluted in that case.

“I’ve never burned myself using borax,” Emma said.

“I’ve learned that you keep your money in one spot, and you don’t lose it. You also need to be really organized,” said Emma, who is currently re-evaluating expenses to determine her current profit margin.

She also learned the best methods to clean up, or rehydrate slime, so she includes Slime Care instructions with every package.

“It’s just remarkable how she’s done it on her own,” said her father, Steve Lovellette.

Her online shop is at www.etsystudio.com/shop/UndertheSeaSlimeByEm.