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New Hackensack Razor Company Operates On The Mantra: 'Make Her Happy'

Rose's Razors launched in Hackensack in September. Photo Credit: Submitted
Blades from Rose's Razors are proudly made in America. Photo Credit: Submitted
A Hackensack couple is behind the launch of Rose's Razors. Photo Credit: Submitted

HACKENSACK, N.J. -- A last minute (disappointing) run to the drugstore for a woman's razor ended up turning into business gold for a Hackensack couple.

Jay Govender said he and his wife Dipali Shah (Dipsi) were getting ready for a wedding about a year ago when Dipsi ran out of razors. A quick trip to the store led to a discussion -- mostly from Dipsi -- about the cost and lack of anything made of decent materials.

On the car ride back from their event, the two entrepreneurs who collectively have a project management/investment banking research background, discussed the idea further, sealing the deal for an online women's razor business.

Jay traveled to several countries to check out options for their "dream product," and about 30 factories later, they settled on the highest quality blades they could find. A few months later, they focused on the handle, and then the website, in an effort to provide customers with the ease and flexibility to purchase just what they need.

Rose's Razors officially launched Sept. 15 and already has customers in 33 states and counting. Products are offered via both subscription and one time purchases.

According to Jay, their site saves the average woman between 40 to 50 percent on razor costs and negates the need for last minute trips to the drug store. The website also features a weekly blog dedicated to helping women look and feel their best.

The husband and wife team have been so successful, they're already working on launching ancillary products like scrubs, lotions, body butters, and shave gels to complete the experience.

The mantra for the company is simple: Make her happy.

"This was and always will be a guiding principle for us," stressed Jay.

"High-quality women's products are exorbitantly priced because females are used to paying a 'pink tax.'

"Dipsi was insistent that we make a fair, not an egregious profit. That mindset allows us to pass on any savings that we get from our suppliers for buying in higher quantities and hopefully, that dedication will lead to a healthy customer base."

The two are insistent on delivering great products and service.

"While branding is important we all know of great brands that have died out due to products that have failed to match their promises," said Jay

Which is why -- all those factories later -- the blades are proudly made in America and feature the highest grade of stainless that is used in the shaving industry. Jay said they are extremely sharp and designed to minimize shaving bumps and razor burn.

Furthermore, the five blades are spaced far enough apart to allow for easy rinse-through in the shower. And, there's a plus-1 trimmer blade which means consumers can perform very fine trimming work, be it along the bikini line or underarms.

The handle is something the two are also proud of as it features metal and rubber specifically positioned to provide a great grip in any position in the shower.

The color is another key point of differentiation. After surveying hundreds of women, the winner was black. "It was surprising to me," said Jay, "But women wanted a more mature look for their razor which would mesh with their carefully designed bathrooms and this fit the bill.

"Dipsi actually called it," he said. "I guess it helps that our CEO is actually a woman and has thought about all this."

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