Diem Co-Founder Emma Bates on Human-Centered Technology and The Power of Female Communication
ABOUT THE EPISODE
In today's episode of WorkParty, Jaclyn is joined by Emma Bates, founder & CEO of Diem. If you attended Create & Cultivate's Austin Pop-Up event earlier this year, you might've already heard from Emma on one of our panels where she spoke about women paving the way with blockchain technology.
If you're not familiar with Diem, it's a community-powered search engine designed for women. Diem is a Techstars NYC portfolio brand backed by leading investors like Flybridge, Acrew, & Sellation. By trade, Emma is a marketer and a community builder. Her entry into marketing was somewhat untraditional–in that she started out by growing her personal blog to 100K+ readers at age 19, and later transitioned into corporate marketing roles at some of the fastest-growing consumer brands in NYC and the UK. Prior to founding Diem, she worked as the Head of Global Marketing at the direct-to-consumer luggage brand, Away, where she found her passion for connecting with consumers through brand partnerships.
When she's not sidestepping her way into another entrepreneurial endeavor, she works to create social change as a lifelong advocate for gender equality. Emma has also been featured in Forbes, HuffPost, Entrepreneur, and The Cut for her unique approach to marketing, community building, and partnerships.
In this episode, she shares the importance of adding a human element to technology and product design, the power of female communication, and how she's working to bring inclusive, reliable information to people all over the world.
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RESOURCES
To connect with Emma Bates click here
To connect with Jaclyn Johnson click here
To sign up for the Diem newsletter click here
To follow along with Create & Cultivate click here
To submit your questions call the WorkParty Hotline: 1-(833)-57-PARTY (577-2789)
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Using Technology to Drive Social Impact with AllVoices Founder, Claire Schmidt
Outdoor Voices & Try Your Best Founder Ty Haney Shares How to Leverage Web3 to Build Powerful Communities
ABOUT THE EPISODE
Live from our 2022 Small Business Summit event, Ty Haney joins Jaclyn Johnson for a keynote conversation about building community in Web3. If you're listening to this episode it's because you believe in doing things. Big things. And Ty Haney is on the same page. Haney founded Outdoor Voices–a vibrant, fun-first athleticwear brand back in 2014.
During Haney's time with Outdoor Voices, the brand became synonymous with IRL events that brought shoppers together to celebrate movement. And today, she's here to talk about how to bring that same IRL magic online with the next wave of community-driven technology.
Haney's new brand TYB, which stands for Try Your Best, makes Web3 community-powered growth tools that allow brands and fans to directly link, come together, build, and win together. And if you don't know what that means, it's okay! By the end of this episode, you'll be a pro.
LISTEN TO THE FULL EPISODE
RESOURCES
To connect with Jaclyn Johnson click here
To follow along with Outdoor Voices click here
To follow along with Try Your Best click here
To follow along with Create & Cultivate click here
To submit your questions call the WorkParty Hotline: 1-(833)-57-PARTY (577-2789)
SHOW OUR SPONSORS SOME LOVE
Printfresh | Head to printfresh.com/WORKPARTY or use code PARTY at checkout for 15% off your first order.
OTHER EPISODES YOU MIGHT LIKE . . .
How One Woman Used TikTok To Land a Job Promotion
This Black-Owned Company’s CEO Is Disrupting The Beauty Industry
Pietra COO, Tala Akhavan on Balancing Work, Motherhood, and Access to Female Entrepreneurship
Using Technology to Drive Social Impact with AllVoices Founder, Claire Schmidt
How to Build a Portfolio Career With CEO and Selling Sunset Star, Emma Hernan
ABOUT THE EPISODE
Live from our 2022 Small Business Summit event, CEO and Selling Sunset star Emma Hernan joins Bunita Sawhney Executive Vice President of US Financial Institutions at Mastercard for a fireside chat about what it takes to build a portfolio career. While you may know her from the hit Netflix show, you may not realize that Emma Hernan is someone whose business savvy goes far beyond what's depicted on the silver screen. As a self-made multimillionaire, Emma is not only a realtor at one of Los Angeles' top agencies, The Oppenheim Group, but she's also an entrepreneur and CEO of Emma Leigh & Co, as well as an angel investor. In other words, her plate is very full.
It's clear that she loves the work she does, and her drive and passion to help other female entrepreneurs grow and succeed is evident from the moment you meet her. We're lucky that she's here today to share tips on how to vary the types of work that you're doing, what investors are looking for, and how to persist with founding a business even when you come up against obstacles. (Plus, she might even spill a little Selling Sunset tea!)
LISTEN TO THE FULL EPISODE
RESOURCES
To connect with Emma Hernan click here
To connect with Jaclyn Johnson click here
To start bingeing Selling Sunset click here
To follow along with The Oppenheim Group click here
To follow along with Emma Leigh & Co. click here
To follow along with Create & Cultivate click here
To submit your questions call the WorkParty Hotline: 1-(833)-57-PARTY (577-2789)
OTHER EPISODES YOU MIGHT LIKE . . .
How One Woman Used TikTok To Land a Job Promotion
This Black-Owned Company’s CEO Is Disrupting The Beauty Industry
Pietra COO, Tala Akhavan on Balancing Work, Motherhood, and Access to Female Entrepreneurship
Using Technology to Drive Social Impact with AllVoices Founder, Claire Schmidt
12 Black Women Who Weren’t in Your History Books
These women changed the course of history.
Written by Andreia Wardlaw, founder of Mother Wit Blog.
These twelve brave women made important contributions to society in law, activism, education, and culture throughout the 1800s and 1900s, but they’re often left out of historical literature. From founding colleges to the starting the NAACP, their work changed the course of history. These famous black women in history left their mark and deserve every bit of recognition. Read on to hear their stories.
Lena Richard
“Mama Lena” as people called her, was the “Martha Stewart” of New Orleans—a trained chef, acclaimed cookbook author, restaurant and catering business owner, frozen food entrepreneur, TV host and cooking school teacher. With skillful élan, Richard artfully tore down racial and economic barriers in the heart of the Jim Crow South, improving the livelihoods of current and future African Americans in her community. An anthology of her recipes was collected to publish the New Orleans Cook Book—now regarded as the first Creole cookbook written by an African American.
Bessie Coleman
Coleman became the first black woman to earn a pilot’s license and the first black woman to stage a public flight in the United States. Known for performing flying tricks and parachuting stunts, she remains a pioneer for women in aviation.
Audre Lorde
This writer, poet, librarian and activist was a self-described “black, lesbian, mother, warrior and poet.” She dedicated both her life and her poetry to confronting and addressing injustices of racism, sexism, classism, and homophobia. She’s known for her poetry and memoirs such as, From a Land Where Other People Live, The Black Unicorn and A Burst of Light.
Harriet Jacobs
In 1813, Harriet Jacobs was born into slavery. Her owner sexually abused her for seven years before she ran away. She was forced to hide in a tiny crawlspace, where she lived with no light or ventilation for seven years. In 1842, she made her escape to Philadelphia, then relocated to Rochester, where she worked for the famous North Star abolitionist newspaper. She finally gained freedom when her friend arranged for her purchase. Later in her life, she turned her pain into passion by writing an autobiography titled Incidents in the Life of a Slave Girl. The book gave her celebrity as an author and is still in print today.
Charlotte E. Ray
Not only was Charlotte E. Ray the first female graduate from Howard University’s law department and the first woman admitted to the Washington DC Bar, but she was the first African American lawyer in America. She opened a law office in D.C.; however, racism prevented her from building a clientele big enough to keep her practice open. This forced her to return to New York City to teach in public schools.
Anna Julia Cooper
Anna Cooper was the first African American woman to receive a Ph.D. in history. She founded the Colored Women’s League of Washington and helped open the first YWCA chapter for Black Women. In 1924, she became the fourth Black person in the United States to receive a Ph.D. and the first to receive one from the University of Paris. She retired from education at age 95.
Mary Church Terrell
Mary Church Terrell’s foray into activism began in 1892 when her friend, Thomas Moss, was lynched in Memphis. She joined Ida B. Wells in the anti-lynching campaign and dedicated her life’s work to “lifting as we climb.” This became the motto of the National Association of Colored Women (NACW), which Terrell helped found. She served as president of NACW for five years, and in 1909, became one of the founding members of the NAACP.
Mary McLeod Bethune
After graduating from college, Bethune taught school but felt compelled to provide opportunities for African American girls. In 1904, with only $1.50, Bethune opened the Daytona Literary and Industrial Training School for Negro Girls in Daytona, Florida. In 1923, the school merged with the Cookman Collegiate Institute and eventually become Bethune-Cookman College, which remains a popular historically black college today. In addition to her contributions to education, Bethune served as Special Advisor on Minority Affairs under the Roosevelt administration and founded the National Council for Negro Women. After her death, she became the first woman and the first African-American honored with a statue in a public park in Washington DC.
Jane Matilda Bolin
Jane Bolin was named a Wellesley scholar at Wellesley College before receiving her BA with honors in 1928. She then attended Yale Law School, where she became the first African American woman to graduate in 1931. A year later, she was admitted to the New York Bar and began working with her father and brother at their law firm in Poughkeepsie. In 1937, she was named assistant corporate counsel in NYC’s law department. She worked this job for two years before being appointed justice of the Domestic Relations Court of the City of New York (later named Family Court). This made her the first Black female judge in America, presiding for 40 years.
Hazel Dorothy Scott
Hazel Scott grew up in the heat of the Harlem Renaissance. She was a piano prodigy from age three and at the age of eight attended The Juilliard School of Music, even though the minimum age requirement was 16. Before she was out of her teens, she had performed at the 1939 World’s Fair and become a staple at New York City’s first integrated club, Café Society. At the age of 25, she was earning today’s equivalent of $1 million a year. She regularly challenged racial stereotypes and pay disparities and refused to play for segregated audiences. Hazel went on to become the first Black woman to host her own nationally-syndicated television show.
Cassandra Maxwell
Cassandra Maxwell was the first African American Woman admitted to the SC Bar. During the formative years of the Civil Rights Movement, Maxwell assisted Thurgood Marshall with the legal work of the NAACP. Her contributions as a strategist helped draft the case laws that would lead to the end of segregated facilities in the South. She was later appointed by President Nixon as a member of the Interim Board of Directors of the Student Loan Marketing Association.
Donyale Luna
At the age of 18, Luna, a six-foot-tall young woman, was spotted by photographer David McCabe. A year after being discovered, she moved to New York, where she landed on a cover of Harper’s Bazaar—but the painting whitewashed her race, making it difficult to tell if she was African American. In 1966, she made the cover of British Vogue, making history as the first Black cover model photographed for a Vogue franchise. Luna went on to have an international career, starring in multiple Andy Warhol films, The Rolling Stones’ Rock and Roll Circus, dozens of magazine spreads, and films across Europe.
Written by Andreia Wardlaw, founder of Mother Wit Blog. Mother Wit is a blog dedicated to documenting the contributions of African American women in history in an effort to change the narrative of American history that has silenced the contributions of Women of Color. Mother Wit promotes education, representation, and empowerment.
This post was originally published on December 27, 2018, and has since been updated.
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Pack This, Not That: The Carry-On Essentials a Beauty Executive Won't Board a Plane Without
Supergoop! handcream—check!
This post is in partnership with Supergoop!
Traveling is fun but it can also be taxing on your body, especially when your job requires you to be on a plane every other week—because let’s be honest, planes are breeding grounds for bacteria. So, how do you stay healthy and make your flight more enjoyable? In our new series, Pack This, Not That we ask regular jet setters—from CEOs to entrepreneurs—to share the carry-on essentials they won’t board a plane without.
“As a working mom, I never have a lot of time to think about what I pack, so I pretty much always wear the same thing and I know the few healthy things I can find to eat at the airport.”
—Amanda Baldwin, President, Supergoop!
As the president of Supergoop!, it’s safe to say Amanda Baldwin spends a lot of time on a plane. In the past two years, sun care has officially surpassed the growth of skincare and this game-changing line has been at the forefront of that movement—they make SPF look cool. For context, Supergoop! took in over $40 million in revenue in 2018, twice as much as the year prior. And with Baldwin at the helm, the company is on track to triple in size.
Naturally, we were curious as to what her carry-on essentials are when she flies and apparently her plane routine is super simple—just how we like it. “As a working mom, I never have a lot of time to think about what I pack so I pretty much always wear the same thing and know the few healthy things I can find to eat at the airport,” she says. “I’ve also learned that while work travel can be tiring (and I certainly miss my little guy when I am away) I still enjoy the adventure of seeing someplace new, catching up with a friend who lives in another city or simply getting in a peaceful workout and breakfast before the day begins (not my usual routine at home!).”
Read on to discover the 7 things this jet-setting exec never boards a plane without.
T. Anthony Wheeled-1 Suiter $695
“My parents bought me my first piece of this luggage when I graduated from high school and I have been adding to it ever since. I still have pieces from over 20 years ago so that says something about the quality. And it’s red so it sticks out on the baggage claim for the times when I have to check.”
Supergoop! Forever Young Hand Cream $14
“Did you know that UVA rays can come right through plane windows? I always wear SPF no matter what, and our Supergoop! Hand cream and lip balm keep my skin from getting too dry.”
Apple EarPods with 3.5 mm Headphone Plug $29
“A long plane ride is always a good time to catch up on big projects—thinking through a board deck, a big new opportunity for our business, or even just the endless piles of emails and slacks that never seem to get smaller. I also have learned that plane rides are my only chance to see movies so earphones are a must to sneak one in.”
Z: A Novel of Zelda Fitzgerald $10
“My kindle app is my favorite for take off and landing—back to that whole working mom thing—to get in those precious minutes of reading time. Right now I am loving Z and next up for me is a business book called Radical Candor recommended by my YPO group. I usually try to flip back and forth between fiction and something educational as I love both.”
Vince Raglan Sleeve Cardigan $465
“I have lost count of how many black sweaters I have. They are the best universal to throw on whenever you are in transit. Add basic black leggings from Nordstrom plus a white Madewell T-shirt and a black wrap—I’m done.”
Rothy’s Sneaker $125
“Like everyone else, I’ve gotten into sneakers. Who knew that one pair would never do? My latest this summer were these from Rothy’s. And I always love a classic pair of Converse.”
Bare Baked Crunchy Simply Banana Chips $4
“Snacks! I learned this lesson the hard way once getting on what I thought was a quick flight with no food and then getting stuck for hours. I can’t think straight if I am hungry so I always have some Bare Banana Chips and RX Bars in my bag, and a Hint Flavored Water.”
To discover more of our favorite Supergoop! products, visit supergoop.com
From Scratch: How a Husband and Wife Team Ditched Their High Profile Careers to Start a Bespoke Olive Oil Line in the Desert
“Self-imposed boundaries are important.”
We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do but before you get ahead of yourself, let’s start at the beginning. To kickstart the process (and ease some of those first-time founder nerves) we’re asking successful entrepreneurs to share their story in our new series, From Scratch. But this isn’t your typical day in the life. We’re getting down to the nitty gritty from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves, we’re not holding back. If you want to know how to start a business, you’ve come to the right place.
Photo: Jay Carroll / Wonder Valley
It’s not every day you hear about a career pivot like this one but when you do, it’s definitely an inspiring read. It makes us all ponder the possibility of a switch in gears and whether we’d enjoy it more or regret our decision. The good news is, all of the people we interview who’ve embarked on a second life are incredibly passionate and don’t have any anguish about their leap of faith. In fact, it’s quite the opposite. They couldn’t be happier.
Case in point, husband and wife team, Alison and Jay Carroll, founders of the super chic and delicious Wonder Valley olive oil. Jay is an artist and the former creative director at Levi’s while Alison was in advertising and PR previously to working in California olive oil industry. They fell in love with the desert town of Wonder Valley, about 160 miles inland from the Pacific Ocean and it’s where the idea for their heavenly small-batch olive oil line was hatched. In just a few short years, the line has become incredibly popular (they can’t keep up with demand) and they just launched face oil, body oil, and an oil cleanser.
Read on to hear more about their inspiring story and don’t give up that dream of turning your side hustle into your career.
Photo: Jay Carroll / Wonder Valley
Did you write a business plan?
My husband, Jay, and I started Wonder Valley five years ago without a real plan. We spent the first few years putting passion first into the brand, and are just now starting to put together a real strategy toward growing the business.
How did you come up with the name? What was the process like?
We started Wonder Valley with just the olive oil without the idea of doing much else to start. We had a lot of oil-centric brand names, but decided against it, which in hindsight I’m glad we weren’t too myopic—it gave us room to grow. Wonder Valley is a real place, about 30 miles east from where our home and shop are in the high desert of Joshua Tree, California. It is a far out town on the edge of a national park, marine base, salt flats and the Mojave desert—a limitless stretch of sand and imagination. The place is a muse but we’re not a literal representation of it. We wanted to create an imaginary world around our brand, not just singular products; so having it named as a physical place gives that sense of arrival.
What were the immediate things you had to take care of to set up the business?
We set it up as an LLC which I did through a small business clinic at a local law school. I recommend this as it saved money and I learned a lot in the process while also being able to work with rad undergrad law students. They also helped with a sellers permit. From there we built a site, set up social media, got a bank account and hit the ground running.
What research did you do for the brand beforehand? Why would you recommend it?
We did basic trademark, domain, and social media account searches to make sure we weren’t stepping on any toes. I didn’t spend too much time doing homework on what e-commerce platform was best or SEO or anything. From our perspective we had our first olive oil harvest that November and wanted to get it out in the world as quick as possible (since it is a perishable product). We launched a few weeks later in January.
I did take the time to talk to other small business owners and get tips on things like packaging resources, how to do your own fulfillment and eventually insurance policies. We’re so lucky to live in a time that setting up a small business has never been so easy or inexpensive.
“You cant (and shouldn’t) do it all yourself. Know the difference between working hard and working smart.”
How did you find the vendor that you use? Did you have any bad experiences? What did you learn?
We got into this business because of my background as the marketing director for the California Olive Oil Council; I oversaw the only professional taste panel in North America whose main function was to annually certify the 400 + producers in California as extra virgin grade or not, as well as industry advocacy and education. It was a wonderful experience and exposed me to the whole process of California olive oil; growing, milling, bottling facilities, packaging vendors, etc. I left that role with a rolodex of all the contacts I needed to get started and the advice of true experts in this field. Our miller is someone I met during that time and who really helped make this a reality.
“Ultimately, I want to hire people who are better than me so we can take this to the next level. ”
Did you self-fund the company? Did you raise seed money or initial investment money? Why/Why not?
We’re 100% self funded and we’ve used profits to double the production each year for the past five years. It wasn’t so much that I recommend this path or to conversely seek funding, but it’s just what we did. It certainly gave us freedom to do things the way we wanted to do them and to create out of passion not just focusing on the bottom line. As we’re hitting the fifth year and really starting to expand (we have a physical brick and mortar shop, we’re using a fulfillment center, our team is growing and our product line is expanding), I’m grateful that we’ve been such boot strappers.
It’s allowed me to actually do every role myself; shipping orders for five years, running our sales, bookkeeping, social media, wholesale management—you name it. So I know what our strengths are and where our opportunities lie to grow, and where best to delegate. We’ve been able to grow this business holistically because we’ve had our finger on the pulse the whole time.
How big is your team now? What has the hiring process like? Did you have hiring experience?
The core team is myself, my husband, and two part-time employees. We have dedicated freelance help for bookkeeping, marketing and design work, and now a fulfillment center. It’s challenging when you’re small and adding on a few key people—what I don’t want is for any one to feel overwhelmed by how much there is to do, or at worst, feel disempowered on how to help. I am crystal clear on what the role entails and what the pay is. I am clear on what our goals are for the upcoming calendar year and how I think they can contribute to that growth.
I also don’t expect someone signing on to solely aspire to being a shop girl or studio assistant forever, so I take the time to find out what their personal goals are, what their skillsets and interests are and give them room to take the reins a bit. Ultimately I want to hire people who are better than me so we can take this to the next level.
We’ve also made our hires by word-of-mouth or broadcasting on an Instagram post, which we were so pleased with the responses even in a small town. It helps to pool from people who are already excited about what we’re creating and want to be a part of it.
Photo: Jay Carroll / Wonder Valley
Did you hire an accountant? Who helped you with the financial decisions and set up?
That was my achilles heel for a while. I couldn’t find the right accountant and was being upsold on services I didn’t need. I have a great accountant now (who I found through another Instagram post asking for recommendations), who specializes in working with small businesses. I do the monthly bookkeeping and she does the quarterly and year-end filings but can take on more as we grow.
We use quickbooks, which I do like for its functionality for invoicing, P&L reporting, payroll and quarterly forms all in one. I also just have an old-school weekly sales report that I do myself every Monday since we started the company; I quantify our sales by channel and products, evaluate our traffic and analytics. This allows me to make informed decisions and to have strategy on whether it makes sense to spend more money to pursue trade shows, and events, what product categories to expand, or what retail markets to go after. What’s been invaluable is just dedicating an hour each week to really look at our numbers, and make really empowering decision-making.
What has been the biggest learning curve during the process of establishing a business?
You cant (and shouldn’t) do it all yourself. Know the difference between working hard and working smart.
How did you get retailers to start stocking your product? Were you told no? How did you handle that rejection? What advice can you share?
While working at the olive oil council, I saw an opportunity; I wanted to bring California olive oil to a whole new audience. So while we work with some excellent specialty grocers, we’ve carved out space where olive oil has never been before— in home good shops, museum stores, juice bars and Beauty Counter. We didn’t have big expectations at first and literally produced as much olive oil as we could store in our home office that first year—which sold out in about a month.
We’ve continually had a waitlist for wholesale accounts that are doubling production each year, and we’ve never been able to meet it. So that’s a good problem to have but still a challenge in its own. And sure, in that process, there’s been plenty of rejection. As with anything in life, don’t take it personally. Let it put fire under your seat to work harder on your elevator pitch. For some of our bigger accounts, I’ve physically knocked on doors with samples to close.
Do you have a business coach or mentor? How has this person helped? Would you recommend one?
I don’t have any one like this for me. I have a tremendous network of other small business owners many who I’ve met through participating in a bi-annual tradeshow, the Echo Park Craft Fair. They have all been great sounding boards to bounce ideas off of, ask advice on new retail markets, tradeshows, finding a good accountant or fulfillment center or all these common denominators as business owners.
How did you promote your company? How did you get people to know who you are and create buzz?
I went to college for marketing and worked in advertising and PR for years before working in the olive oil industry. My husband was also the creative director for Levi Strauss before starting Wonder Valley with me, so we had a leg up in terms of branding and marketing. Above all, we see the value in content, storytelling, and imagery so that’s a main focus. Things like SEO, media buys, social media algorithms make my eyes cross so that’s something we outsource since it is vital to promoting our company. A lot of our growth has been spending the time on social media content, leveraging good press, a strong stock list of retailers to help tell our story, and having a physical storefront all has helped spread the word.
At the end of the day, it’s our product that is the backbone of the company, to make something worth talking about and taking a photo of. A lot of consideration and immeasurable time went into designing that first bottle, getting the blend of oil and the harvest timing just right as well as my unshakable belief that good olive oil is a key ingredient to the Good Life; that it is a true superfood and fountain of youth ingredient.
What is one thing you didn’t do in the setup process, that ended up being crucial to the business and would advise others to do asap?
I don’t know if there was anything that dire that we missed in the beginning. I wish I found this accountant sooner, I wish I spent more time evaluating e-commerce options sooner, but it just was what it was. Not to say we had it all figured out off the bat, hardly. I just think there’s value in learning as you go and giving yourself room to make mistakes.
Photo: Jay Carroll / Wonder Valley
For those who haven’t started a business (or are about to) what advice do you have?
Owning a business is the most rewarding, creative, self-confidence boosting, non-stop, draining thing ever. I think there’s this notion that if I can just get it to this next level, or pay myself this salary, or hire a few more people it’ll be on autopilot and I can get a break. I’m only five years in but I haven’t found that to be the case. There’s an endless list of things to do and hardly enough people to do them, and that can translate to guilt or pressure and the business having a vampiric affect on your life.
Self-imposed boundaries are important, like I’m trying to tuck my phone away in the other room at the end of the day so my days aren’t bookended with emails and stress and deadlines when I wake up and go to sleep. I’m claiming those for my time to replenish the well, so to speak. I read morning and night and cook all our meals, I go outside and take a bath or meditate, walk the dog, catch up with my husband. These are the true job perks. Likewise, if you work with a spouse or friend or family member, it has its own challenges and the business can really steamroll the relationship if you’re not careful. Jay and I have made really formal job descriptions within the business so we’re not micromanaging each other, but instead working separately but in tandem. It’s a constant practice, but when I’m mentally off the clock, there is no more work talk. Happiness is the goal, after all.
MORE ON THE BLOG
From Scratch: How the Head of Marketing at Drybar Launched Their Wildly Successful Massage Business
“Entrepreneurship is a dance.”
We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do but before you get ahead of yourself, let’s start at the beginning. To kickstart the process (and ease some of those first-time founder nerves) we’re asking successful entrepreneurs to share their story in our new series, From Scratch. But this isn’t your typical day in the life. We’re getting down to the nitty gritty from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves, we’re not holding back. If you want to know how to start a business, you’ve come to the right place.
Photo: Courtesy of Squeeze
Drybar. If you haven’t tried it yet then it’s highly likely (in fact, we’d say it’s a guarantee) that you’ve at least heard about the chic salon for blow-outs. The buttercup yellow is hard to miss along with its co-founder and C&C 100 nominee, Alli Webb—she’s taken her 117,000 Instagram fans along for the ride. But we’re not here to talk about Drybar, this story is about their former head of marketing, Brittany Driscoll who, after taking the company from $30M to more than $100M in four years, was asked by Alli Webb and her brother, Michael Landau to head up their revolutionary new massage concept, Squeeze as the CEO.
The industry-leading business is so much more than just another massage parlor. Squeeze is also a technology company. Their app allows you to book, pay, tip, and review all in the one place so you can walk in and float out without the hassle—it’s the Uber of the massage world.
We tapped Driscoll to find out how they launched this new concept from scratch—from writing a business plan, to choosing the name, and funding it.
Photo: Courtesy of Squeeze
Did you write a business plan? If yes, was it helpful?
"I did. I outlined our company's positioning based on market analysis and competitive research, identified our target audience, created a rough go-to-market plan as well as a longterm vision for scale, and built a financial model to determine my staffing mix, expenses, and to determine if my pricing strategy would ultimately result in profitability. While we knew we'd have a lot to learn once in-market, the business plan and financial model has been a helpful guide in measuring the initial performance of the business.
How did you come up with the name? What was the process like?
I can't take credit for this one, it was all my co-founder's idea, Michael Landau. The entire concept for Squeeze, including the name, was really his brainchild. But we all immediately fell in love with the name. We knew there was so much fun we could have with it. All of our services include the name—Mini Squeeze, Mid Squeeze, and Main Squeeze, my email sign-off for example is always "Big Squeeze," our Valentine's Day campaign was "Squeeze the Ones You Love," and of course the commonly used "Easy, peasy, Squeezy"— there will be many more to come.
What were the immediate things you had to take care of to set up the business?
The initial things we did when setting up the business included creating the business entity, developing our operating agreement, securing our web domain, filing for a trademark, and securing our social media handles. I'm sure there were plenty of other small things that I'm forgetting at the moment, but those where the big ones.
“If there’s anything for certain, building a business is a rollercoaster, you have to be up for the ride.”
What research did you do for the brand beforehand? Why would you recommend it?
Squeeze was really born out of personal necessity. So many of the insights of our experience came from frustration with the lack of options available in the marketplace. We are all avid massage goers who wanted a personalized, convenient, and quality experience. Since there really wasn't anything else out there delivering on those things, we decided to create it ourselves.
Did you self-fund the company? Did you raise seed money or initial investment money? What would you recommend?
The founding team put in the initial capital to get the business off the ground and develop our technology platform, and then we raised a small friends and family round to open our first location and begin the franchising process.
Photo: Courtesy of Squeeze
How big is your team now? What has the hiring process like?
Our corporate team consists of just myself and our chief product officer, David Werner. Our Studio City shop has over 30 team members and counting. I did have experience building a team from my time at Drybar, but the process of building a team never gets old. It's magical and incredibly important. We're in the people business at the end of the day so who you are at your core matters most in our business. We conduct a cultural interview before we assess your skills because so much of what we're delivering is a genuine, healing service and that has to first come from the heart.
Did you hire an accountant? Who helped you with the financial decisions and set up?
Yes, setting up your books for long-term success is critical so I definitely recommend investing in this from the outset. The longer you hold-off on this front, the messier it's going to get.
What has been the biggest learning curve during the process of establishing a business?
What isn't a learning curve when starting a business?! I am still learning something new everyday. There's so much you don't know, so much you're figuring out as you go, and really the most important thing is that you keep going no matter what. Anyone who says they had it all figured from the beginning is lying. Launching anything from scratch is hard and there are many moments of doubt, it's important we are all honest about that.
Photo: Courtesy of Squeeze
Do you have a business coach or mentor? How has this person helped? Would you recommend one?
I'm super fortunate to have the business partners that I do who are available to help guide me when I have questions or need to gut-check anything. I believe having a mentor is crucial when starting a business—there are just so many small, but critical decisions to make in the beginning. Even if you don't know someone personally, don't be afraid to reach out on Instagram or LinkedIn. We all thrive on helping each other so you never know who will respond.
How did you promote your company? How did you get people to know who you are and create buzz?
My background in marketing and the success of the founding team of Drybar helped to launch Squeeze successfully. We used a mix of PR, social, and local marketing to get the word out, however I think ultimately the strongest form of marketing is word-of-mouth so anything you can be doing to create authentic conversation, the better off your business is going to be. The true measure of success is to have your customers market for you.
“Entrepreneurship is a dance.”
What is one thing you didn’t do in the setup process, that ended up being crucial to the business and would advise others to do asap?
I'm not sure there's one thing per se, but I would definitely dive into as many of the details as you can in the beginning. Think through all of the what-if scenarios and how you would respond. You won't think of everything but the more upfront preparation you do, the less frazzled you'll be. On the flip side, try not to stress yourself too much. I can't tell you how many times I woke up at 3 a.m. worrying about things that never ended up being an issue. Entrepreneurship is a dance.
For those who haven’t started a business (or are about to) what advice do you have?
If there's anything for certain, building a business is a rollercoaster, you have to be up for the ride.
We’re coming to San Francisco for our next major conference! Buy your tickets before they sell out.
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Jen Rubio—Co-Founder of the Billion-Dollar Start-Up, Away—Covers Inc. Magazine
Going the distance.
The new disruptors.
Jen Rubio, co-founder and creative director of Away says that “When you're starting a business for the first time, you're doing everything for the first time.” It’s a perfunctory explanation as to why startup founders struggle. The ins, the outs, the ups and downs; it’s turbulent. But Rubio along with her co-founder Steph Korey have weathered the storm and come out on top.
The company (which made the Forbe’s 2018 Next Billion-Dollar Startups list) was recently valued at $1.4 billion after raising $100 million. Last year, the company was on track to do $150 million in revenue and was valued at roughly $700 million. So it only makes complete sense that Rubio would be on the cover of Inc. Magazine today.
She shared the exciting news on her Instagram, graciously congratulating the team at Away for the achievement.
“This cover is for @stephkorey, team @away, all of our customers who rolled with us through the airline battery ban and continue to spread the love, everyone who said we couldn’t do it, everyone who said we could obviously do it, my mom, my dad who would’ve driven all over NJ to buy all the copies, and for every single entrepreneur out there—regardless of your background or pedigree or MBA or no MBA—who is busy doing the work and making things happen. Grateful to the wonderful team at @inc and @youfoundchristine. Cover photo by @tawnibannister”
But when Jen and her co-founder, Korey, both former execs at Warby Parker, left to launch Away, they knew that luxury travel accessories needed retooling and they were ready for a bumpy ride. Dedicated to a piece of luggage for the way "people really move" that didn't come with a first class price tag, the first product was a beautiful, high-end minimalist carry-on without the zeros. Away made traveling in style a whole lot easier. Vogue called it, “the perfect carry-on.” Forbes 30 Under 30 took notice. They had accolades in the bag, but they didn't stop there.
Away now offers varied sizes and chic travel accessories. Steph says the goal is to “be a part of the company that’s the first thing anyone thinks of when they have travel needs.” They're changing how we travel, one charged up suitcase at a time.
Read a little about their journey below.
What is the most important step you took this far?
Steph: I made it a point at every step in my career to always look for opportunities to go above and beyond. That mentality really prepares you for all the unexpected challenges that come your way when starting a business.
Jen: Having conviction in an idea and committing to seeing it through all the way.
What keeps you going?
Steph: Coffee? Just kidding, the biggest thing that keeps me going is the excitement for the game changing travel company we're building and the mind-blowing members of the Away team who constantly inspire me.
Jen: Relationships. I'm energized by people and conversations and am at my most creative when I find myself really connecting with those around me.
What is the best piece of "real talk" advice you've received?
Jen: "You will never be great on your own if you don't learn how to work with other people." That snapped me out of my early 20s "I can do it all" hubris and got me thinking about how to be a team player and people manager.
Steph: "Hire slow, fire fast. Better have a hole than an a-hole." - Neil Blumenthal, Co-Founder and Co-CEO of Warby Parker
What are some challenges you’ve encountered along the way?
Steph: The list goes on and on. If you push yourself in your career, you're constantly being challenged because you're always taking on things that push your boundaries. I wouldn't have it any other way.
What is your favorite life advice?
Jen: "Ships are safe in harbor, but that's not what ships are built for." Take the risk!
What is a habit or routine you swear by?
Steph: My clothes all look pretty similar to each other: black, white, grey, denim. Taking out the day-to-day thinking about clothes frees up brain space for other things.
Jen: Every night before bed, I think of five things from the day that I'm grateful for. Gratitude is a practice.
International Women’s Day is coming up. It's a global day celebrating the social, economic, cultural and political achievements of women. If you could steer the conversation around International Women’s Day, what would that dialogue be about?
Jen: I'd want to highlight the disparity between the opportunities of women in different places around the world and bring attention the the incredible, resilient women I've met in the Democratic Republic of Congo, Rwanda, Haiti, etc. and their stories.
Steph: That the goal should be to one day stop celebrating it because men and women are so equal across the whole world that there would be no need.
What does female empowerment mean to you?
Steph: Historically, women haven't always had the same legal rights as men. It's really in the last generation that it became socially acceptable for women to have the same career potential. To me, female empowerment means reminding women that if any person can do something, so can they.
Jen: Being open, honest, and vulnerable with the women I call my friends, and as a result, encouraging each other to do better and enjoy the process.
What do you do to support other women, either professionally or personally?
Steph: I treat them the same as men, both personally and professionally. The whole point here is that people are people, so when it comes to hiring, promotions, or supporting your friends, everyone should get the same great support.
Jen: I try to be active in mentorship, panels, and discussions that help women, and while doing so, try to be as transparent as possible about my own experiences.
This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Entrepreneur List Here. This post was originally published on January 23, 2017, and has since been updated.
The Affirmation Boss Babe Hunter McGrady Repeats Daily
“We often forget that we are enough just as we are, where we are.”
Hunter McGrady is the girl crush of 2019. With her third Sports Illustrated Swimsuit shoot, a cameo in Hulu’s Shrill, and a new fitness venture under her belt, she’s showing no signs of slowing down. And for this plus-size model, body confidence is a key factor in her success. That’s why we’re partnering with Bio-Oil® to share how Hunter does it all in style. Read on to find out how she’s changing the industry, how she’s learned to love her marks, and the positive affirmations she’s repeating these days.
Q: First of all, congratulations on your third consecutive year being in Sports Illustrated Swimsuit. What does it mean to you to be leading the charge in media in the way you have?
A: Thank you. You know, it has been a wild ride. Essentially I put myself out there and I never know what I’m going to get. Sometimes it’s a lot of hate or sometimes it’s a lot of praise. Either way, I know what’s needed in media right now and that is diversity and inclusivity. I won’t stop fighting for that.
Q: You’ve teamed up with blogger Katie Sturino to launch BabeBody, an Instagram page dedicated to fitness at all sizes. What inspired the page, and what do you hope to achieve through your work on the venture?
A: Yes. We are always being asked for our go-to tips on working out and how to overcome the fear of going to classes. Because maybe you aren’t the best at it or you want to try something without feeling like all eyes are on you. So we created BabeBody as a safe space where women of all shapes and sizes can workout and really authentically support each other. We always lay out modifications and always encourage you to do exactly what you can, nothing more. We have sold out every class with wait lists and it has been incredible. We’re hoping we can take this into other states. We have received tons of asks for that.
“I know what’s needed in media right now and that is diversity and inclusivity. I won’t stop fighting for that. ”
Q: Bio-Oil® is on a mission to help women #LoveYourMarks. What advice would you give to women who might have a hard time embracing the skin they’re in?
A: I got my first stretch mark when I was 16 years old and 114 pounds. It was because I shot up to 6 feet tall by high school. It doesn’t matter your size or height, almost everyone has stretch marks. I learned to love them because to me they signify growth and strength. One of the tools in my self-care arsenal that helps me to love my marks is Bio-Oil®. The skincare oil helps nourish and hydrate my skin, while the act of putting it on gives me a few minutes every day to reflect on the journey that me and my “marks” have been on. It’s just not something media talks about and that’s why we’ve learned not to love them. It’s time to change that.
Q: Body positivity has taken huge strides these past few years, but it has a long way to go. What do you think needs to happen next for things like plus-size SI covers and starring roles to become even more mainstream and normalized?
A: I think it takes people like SI to continue the incredible conversation. They have done such a great job with it and I think a lot of brands could take a cue from them. We must get to a place where it’s not so shocking to see a plus size woman. It should be normal. I want to be able to walk down 5th ave in Manhattan and feel like I can relate to at least someone in the advertisements in store. A lot of people are afraid of change as well. It’s scary but it’s needed.
“I learned to love my stretch marks because to me, they signify growth and strength. It’s just not something media talks about, and that’s why we have learned to not love them. It’s time to change that!”
Q: You’re a fan of positive affirmations. What’s your go-to affirmation right now?
A: My go-to affirmation since I was 16 years old is “you are enough.” I will say this to myself about 20 times a day. We often forget that we are enough just as we are, where we are.
Q: What’s next for you?
A: I have some exciting stuff coming up in 2019/2020. A possible clothing line is in the air.
This post is sponsored by Bio-Oil.
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These Branding Gurus Share Why Storytelling In Business Matters
“The beauty of owning your own business is that you make the rules.”
When many people think of launching a business, they think about the financials, clients, and other logistics—but building a strong brand identity often falls to the wayside. Bliss Lau and Jasmine Takanikos, the instructors of the Centering Your Brand course at Open Campus at The New School, want to change that. After all, creating a strong brand is integral to your company’s success. Below, Bliss and Jasmine share why personal branding matters, the details of their class, and the branding tips you need to know for your biz.
Q: First things first: For those who aren’t convinced, why should I care about crafting my personal brand?
BLISS: Regardless if you are an entrepreneur launching a business or an individual, knowing how to tell your own story is imperative to the process of crafting your future. I don't see it as a personal brand, but rather being in control of your own narrative.
JASMINE: You are building a personal brand everyday, whether you are conscious of it or not. One of the principles in my BrandHuman Methodology is “Perception Value,” which is a strong currency in our current age of the social economy.
Q: Tell us a bit about your New School class, Centering Your Brand. What takeaways do you hope your students leave with?
JASMINE: We created our course, Centering Your Brand because we believe that creative companies need more than just a good idea to thrive in today's economy. I help bring strategy and a clearly defined purpose while Bliss helps nurture the creative expression with a long-term mindset. The class is built upon a Socratic method that aids each student in their development to bring an idea to reality. We want our students to experience some form of transformation. We have built a program around the concept of intensive learning- there are big wins for our students if they commit to the process. If they apply discipline and passion, the learning outcome is a full brand outline, inclusive of back-end strategy and development.
BLISS: CYB is a self-discovery process explored through our Socratic method of teaching paired with real life examples from our own experiences growing our companies. We are honest with our students about both our successes and failures. Students hopefully take away a comfort in knowing that perceived risk in taking the next leap is important. And whether they “fail” or not, it is all part of the process of growth. We hope the class will help them move on a realistic path towards their goal.
Q: Jasmine, your company, BrandHuman, goes beyond the average branding and marketing firm. Can you tell us a bit about your mission?
JASMINE: BrandHuman is a methodology, and daily practice of how you function as an entrepreneur and intrapreneur. We are committed to serving the creative communities through directional and profound programming. My branding firm is called Candor Branding.
BLISS: If I may chime in here, BrandHuman is also incorporated into CYB, and Jasmine’s firm Candor incorporates BrandHuman with her strategy work. Her firm not only helps with naming, but also provides a full multi-dimensional kit for a company of colors, sound, atmosphere, strategic targets, expansion and has now begun to explore how spaces and environment are important to a brand’s footprint. Candor takes a holistic approach to working with creative clients by acting as a vessel to refine and communicate their vision.
“You only get one chance to launch. Make sure you are really prepared. There is no need to rush. ”
Q: Let’s say I’m launching a new company. What are the top three branding tips you’d offer to a business newbie who wants to connect deeply with their audience?
BLISS:
1) You only get one chance to launch. Make sure you are really prepared. There is no need to rush.
2) Be flexible and ready to fine-tune and adjust details based on how your audience reacts. Often times, what we think they want is different than what they actually want. An entrepreneur’s flexibility to pivot can affect their success or failure.
3) At this moment, every brand needs someone to be the face of it. Prepare yourself for how to communicate your mission at the drop of a dime. You never know who you might meet!
JASMINE:
1) Ask yourself why you are in the game—have a deep purpose, this creates the drive.
2) Know your value and or the value of your services, be confident in this.
3) Hire a designer or agency who understands how your brand needs to be activated through design.
Q: Especially in today’s social-first market, the personal really is professional—what advice do you have for the entrepreneur who might feel uncomfortable building their personal brand alongside their company?
JASMINE: Develop a strategy for what is considered personal. Not every business requires that the owner is personally exposed. Often it is not necessary. Take a deep dive into what value it brings your work. If it is a must, then it is time for you to evolve. This is a vital part of growth. Map out what you are willing to share and create a content strategy.
BLISS: The beauty of owning your own business is that you make the rules. There is no need to be personal if you are not comfortable doing so. As long as you know your boundaries, then sharing your ideas, thoughts, mission, and vision do not need to cross over to exposing personal information.
This post is sponsored by Open Campus at The New School.
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How This Marketing Director Stays Innovative and Agile in the Age of Social Media
“The key to creativity is to surround yourself with curious people who will ask questions and challenge the status quo.”
After more than a decade in marketing, Rachel Curry, Director of Marketing, Owned Channels for Volvo, knows the secret to success in the industry. But as social media and content creation is changing the way we consume ads, branded content, and marketing, how is she pivoting to adapt? She shares her advice below—plus, how she’s challenging the status quo and the advice she wishes she could give her younger self.
Q: Your brand just rolled out an incredible resource in the automotive community, sharing crash data with not just Volvo, but with any and all car companies. How did your team make that decision, and how are you leveraging it within marketing?
A: We’ve collected real-world data since the 1970s to better understand what happens during a collision. As a result, it has been possible to identify what injuries arise in different crashes for men, women, and children. To help make cars safer for everyone, we are now sharing our research with the world—just like we did when we released the patent on the three-point seatbelt. It’s reassuring to me that we do our best to make our cars are just as safe for women and children, as men.
Q: You run a team that’s constantly coming up with new ways to market your product online and off. How do you continue to stay creative in an ever-changing marketplace?
A: I read… every chance I get! I love Wired and Harvard Business Review and because I’m often on a flight, it allows me the time get inspired by new ideas. Most of my work is in digital channels, but I still love a print subscription! We’re not the biggest car brand, so the team is extremely creative by nature, our CEO Håkan Samuelsson is a major disrupter in the industry so fresh thinking is actively encouraged at every level of the organization. The key to creativity is to surround yourself with curious people who will ask questions and challenge the status quo.
“The key to creativity is to surround yourself with curious people who will ask questions and challenge the status quo.”
Q: You’re in charge of messaging for Volvo Car USA across all their channels, which means you’re the ultimate content calendar owner. What are some resources or tools you use to plan out messaging across all platforms?
A: My work wife, the director marketing for campaigns and I work extremely closely and we strategize after every executive meeting and debrief on business priorities. Our teams collaborate on a calendar on key milestones, with enough flexibility that we can jump on opportunities when they arise. We’re a tight, nimble team – and over-communication is key! We also watch the data to understand what content resonates on each platform – we don’t set it and forget it!
Q: You’re a marketing director in the car biz, which is often considered a boys’ club. How do you see your role as an opportunity?
A: I think it’s a huge opportunity to shake things up and challenge assumptions! Women in tech and automotive are under-represented, so I strongly advocate for gender equality and female advancement within our organization - about half our marketing team is female. Platforms like Create & Cultivate help show that women are in these roles now, and thriving!
Q: What advice do you wish you could go back and give your younger self?
A: Be your own advocate – it’s ok to challenge the status quo, don’t apologize for negotiating for what you want. Feedback is truly a gift… I learnt that later than I should have, but embracing any opportunity to improve is a great catalyst for growth, personally and professionally, so don’t shy away from it. If you’re not getting feedback, be sure to ask for it.
Q: What advice would you give to someone who’s just starting a brand and needs some digital marketing tips in a world that’s so saturated with content?
A: Own your data. Data is king. Whether it’s your subscribers to your newsletter, cookies for retargeting, customer purchase behavior or even preparing to calculate your customer lifetime value – own your data! Platforms are constantly changing and it’s tough to keep up – but what’s yours they can never take away and will only be incremental value in the future. Keep one eye on the work in hand, and one on the horizon so you see what’s next.
Q: What are you most excited about for your work in 2019?
A: I think the automotive industry is about to experience more change in the next 10 years, than it has in the last 50. I’m excited to be part of it. At Volvo we lean in to that disruption, and want to make our consumers lives easier, safer and less complicated… oh and more women in the drivers seat!
This post is sponsored by Volvo.
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Day in the Life: Ariel Kaye, Founder & CEO of Parachute
“Creating something that people care about and that has an impact are my favorite parts of being an entrepreneur.”
We’re back with another installment of our Day in the Life series! Today we’re sitting down with Ariel Kaye, founder & CEO of the beloved home brand Parachute. We’re obsessed with her focus on responsible sourcing, customer happiness, and smart scaling. Read on to check out her wisdom for yourself!
Are you a night owl or a morning person? When do you do your most important work and why?
I definitely prefer life as a morning person. My baby girl, Lou, was born in January – she tends to dictate my mornings these days! Now that I’m back to work, mornings are when we get to spend a little extra time together. I also like to work out early in the day, and then I’ll come home to go through my emails.
By late afternoon, I typically start to feel a bit foggy. So if there’s something really important that I’m working on, I like to make sure to carve time out for it earlier in the day. It’s a big change from when I used to do some of my best work into the wee hours of the night!
What’s your commute like? Do you listen to music, podcasts, or audiobooks? Any current faves?
My commute typically takes me about 25 minutes. What I listen to during my drive really depends on my mood. Some days I actually prefer silence, using that extra time to think. But I’m also a big fan of SiriusXM – some of my favorite channels include ‘90s on 9, ‘70s on 7, The Beatles Channel, Soul Town, The Groove, and Yacht Rock Radio. It’s quite a range! I also listen to several podcasts, including The Daily, WorkParty, Goop, How I Built This, and Pod Save America.
Mark Twain said, “Eat a live frog first thing in the morning and nothing worse will happen to you the rest of the day.” What’s the first thing you do when you get into the office/to your desk?
As soon as I get into the office, I immediately fill a large glass with water, get to my desk, open my emails and scan for anything urgent. Then I open my calendar and decide how I’m going to use my time between meetings. Hyper-efficiency is a major focus for me right now.
“Creating something that people care about and that has an impact are my favorite parts of being an entrepreneur.”
What are you working on this week?
I’m currently working with my team on some exciting potential partnership opportunities, strategic new hires, and preparing for an upcoming board meeting.
What’s been the most rewarding part of running Parachute? The most challenging?
Creating something that people care about and that has an impact are my favorite parts of being an entrepreneur. Our customers are at the center of everything we do, from developing new products that help them start and end their days feeling their very best, to creating unique and engaging shopping experiences right in their neighborhoods. Thinking of the looks on our customers faces when they touch or feel our products for the first time, or find the exact inspiration they are looking for in one of our stores, is extremely rewarding.
As we scale, so do the magnitude of the decisions and the effects they have on the organization. For that reason, I’m always concerned with staying flexible and supportive as we continue to grow. Start-ups are often measured by the speed of their growth, but growing a brand does not happen overnight – and scaling a business while protecting company culture gets challenging.
Ultimately, I try not to focus on the optics of start up success, but rather the true health of the business, my team, what customers are saying, and how we can provide them the best home essentials and shopping experience in the world.
You’re super involved in the production process for Parachute. Do you still travel a lot for work? What trips do you have coming up?
I do tend to travel pretty often. The majority of my business travel these days is for press opportunities, speaking engagements, visiting potential new store locations and spending time with members of our new communities during our grand opening celebrations. I’m also still very involved in the process of selecting the best possible manufacturing partners to bring our products to life.
Do you ever reach inbox zero? How do you handle the constant influx of inquiries and communication CEOs are so familiar with?
Very rarely! I’ve probably only achieved “inbox zero” twice in the past few years.
When it comes to managing my inbox, it’s all about prioritizing my email responses based on their degree of urgency, and delegating when it makes sense. I also probably wind up deleting 30-40 emails every morning that aren’t relevant to me or my business, or are clearly spam.
What are some work habits that help you stay healthy, productive, and on track to reach your goals?
I make a point of taking a break during the workday to go for a walk around the block, clear my head, and make sure I get some fresh air. I’m also better and more focused when I’ve worked out in the morning, and took some time to get the blood flowing. Being organized and keeping a to-do list definitely helps me make sure that I’m accomplishing everything I need to do. And maintaining good lines of communication with my team so I know where I can support is critical.
“Maintaining good lines of communication with my team so I know where I can support is critical. ”
What are you reading/watching right now?
I just started reading Educated by Tara Westover last night – so many of my friends and Parachute team members have been raving about it. In terms of TV, I’m currently watching “The Act,” “Billions,” and “Queer Eye,” and I just finished “Shrill.”
When do you go to bed? What’s your “optimal” # of sleep hours?
I typically go to bed between 9-11 p.m. There’s no such thing as optimal sleep right now – I’m waking up with the baby!
What’s the most rewarding part of your day?
Getting home after a productive day at the office and spending quality time with my husband and baby girl.
What’s something not a lot of people know about you?
I’m a trained opera singer – though you’d probably only know this if we’ve been out to karaoke together and I’ve had a drink or two!
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"Confidence Comes From Knowing Your Worth" & Other Key Takeaways From Our NYC Priceless Conversations Panel
“Don’t be afraid to fail. Have self-awareness so that when you do fail, you know how to do better next time.”
How did you turn your business idea into something priceless? At our New York conference, we partnered with Mastercard on our Priceless Conversations panel to ask five of our favorite ladies in business exactly that. Women are contributing more than $3 trillion to today’s US economy, and Mastercard is putting the spotlight on several of those incredible business owners through a new national advertising campaign that celebrates and tells the stories of women business owners who are driving impact. We at C&C are so excited to be a part of the program with our Women’s Business Advisory Council and a small business marketplace at our NYC conference.
Moderated by Cheryl Guerin, Executive Vice President of North America Marketing & Communications at Mastercard, our Priceless Conversations panel was filled with incredible advice from Kelsea Gaynor, Founder of East Olivia; Bliss Lau, Founder of Bliss Lau; Brianna "Breezy" Dotson, Co-Founder of Coco and Breezy; Piera Gelardi, Co-Founder of Refinery 29; and our own Jaclyn Johnson, Founder & CEO of Create & Cultivate.
Want to hear some insider advice from these boss ladies? Read on for some of our fave mic-drop moments from the event!
Jaclyn: You have to start saying, “This is a business, and I’m going to take it seriously.” It completely changed the trajectory of all things Create & Cultivate for me.
Piera: You do need a strategy, but it doesn’t always need to be a five-year plan. Agility and following our intuition has allowed us to deliver what our audience is looking for, work on new platforms that didn’t previously exist, and work with brands as well.
Breezy: [My sister/business partner] and I had anxiety about raising capital. As black women, we were afraid to ask for money. When we started this company, we didn’t know sh*t, and we made it work. Stepping into this new lane of asking for funding and understanding it all makes me realize, I know I’m going to figure it out.
Bliss: If there’s one thing I’ve always done, I always knew exactly down to the penny how much money I wanted to make.
Breezy: Our goal is to take away the anxiety from asking from funding and share our knowledge with everybody else. Know that you are worth it, and it’s OK to ask for money.
Kelsea: I funded my business off relationships and intuition. It was really about staying true to what the brand meant to me. My PTO days were my funding.
Piera: It’s critical to maintain majority control of your business. When you give away 80 percent of your business, you lose the ability to move your business in the direction you know it should go.
Jaclyn: If you’re going to go the self-funded route, there’s a big level of sacrifice. I didn’t pay myself for a very long time. You are the driving force; you are the one keeping an eye on cash flow, but you’re also the one who takes all the flack when things go wrong.
Breezy: Don’t be afraid to fail. Have self-awareness so that when you do fail, you know how to do better next time.
“Our goal is to take away the anxiety from asking from funding and share our knowledge with everybody else. Know that you are worth it, and it’s OK to ask for money.”
Jaclyn: When my business took off, my mom told me to fall in love with the business side of my company. Not only as a business owner, but as a woman, it’s really important to know your where you stand with your financial health.
Piera: I think about how I can take my strengths into areas that are less familiar for me. I had this pivotal moment where I was sitting in a meeting with all these executives and a lot of people who’d gone to business school and I remember having the most severe imposter syndrome—feeling like a kid at the adults’ table. It was really alienating for me, but I said, “you know, I’m just going to bring curiosity to it.” I would start asking clarifying questions. I thought i was going to be laughed out of the room, but what started happening is people would lean in to hear the answers and thank me afterward, because they didn’t understand it either. That’s when I realized i could take my strengths into meetings and leverage them to grow, learn, and develop all sides of myself.
Kelsea: Be unafraid to partner with people who will support you.
Breezy: It’s important to wear all hats, so when you do hire a team, you can understand all sides. That way, you can be a leader who can delegate well, so you can focus on the bigger picture.
Kelsea: Confidence comes from knowing your worth. When you get turned down, you’ll know it’s not because of you, but because it’s not a good fit.
Breezy: If you don’t know something, ask. Don’t be afraid to ask someone to be your mentor.
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Desk-Side: This YouTuber Shares How She Stays Motivated Through Challenging Times
If you’ve been on YouTube in the last five years, you probably already know Dani Austin.
If you’ve been on YouTube in the last five years, you’ve probably already heard of Dani Austin. The vlogger/blogger has been on the content creation scene for years, and she’s got this thing down to a science. But between running her channel, writing for her blog, and crafting the perfect Instagram post, Dani doesn’t have a lot of down time. That’s why we partnered with Glade® Essentials Room Mist to find out what keeps her going strong—and how she gets it all done in her gorgeous Dallas home! Read on to get to know Dani.
Q: How long have you lived in Texas?
A: I have lived in Dallas my entire life, and my favorite things about living here are the people and the margaritas!
Q: What’s your morning routine?
A: I wake up, cuddle the dogs, go for a run, and do my devotional.
Q: How do you set the tone for a great day at work?
A: The Glade® Essentials Room Mist in Mandarin & Mimosa makes me happy—because nothing is more powerful than smell!
Q: What are you looking forward to most this year?
A: One of the projects I’m most excited about is working on the Sassy Club tour! The Sassy Club is an app that I’ve created to help women connect all over the country.
Q: Who inspires you most?
A: My grandma, who is 92 years old, inspires me most. That chick can still drive a car and she has the best style!
Q: What’s a fun fact about you?
A: I have an extra rib!
Q: How do you stay motivated through challenging times at work?
A: When I hit a hurdle in a project in my career, I blast Taylor Swift and give myself a pep talk.
See Dani’s full interview here:
This post is sponsored by Glade.
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How This Production Company Founder Is Sharing Authentic Stories in Hollywood
“you have to put yourself out there, say you want it, but also be willing to fail and accept responsibility for your mistakes and when you could’ve done better.”
Stephanie Noonan Drachkovitch didn’t always know she wanted to be in television. But after interning for a local talk show, she knew it was her calling. Fast-forward to today, and Stephanie is the president and co-founder of 44 Blue Productions, an award-winning production company leading the field in unscripted and non-fiction TV with shows like Wahlburgers and Hollywood Medium with Tyler Henry.
Read on to hear how Stephanie moved up in Hollywood, her advice for women looking to work in television, and how she stays confident in a male-dominated industry.
Describe your career journey. How did you get to the position you’re at now?
My mom went to Northwestern’s Medill School of Journalism, was a voracious reader and talented writer, and inspired my love for magazines—between that and my infatuation with Mary Richards on the Mary Tyler Moore Show, I became a magazine journalism major at U of Oregon.
After interning through the Magazine Publishers Association one summer, I got an internship at the daily live talk show on the local ABC affiliate in Portland, Oregon, and that began my love affair with live television! I went from production assistant (my duties ranged from warming up the audience to running the teleprompter and gathering props for the weekly household hints segment) at KATU to associate producer at WPVI’s AM PHILADELPHIA to Executive Producer at WCAU, the CBS Owned and Operated station then in Philadelphia. I was their youngest EP at the time, doing a live daily issue-and-entertainment based talk show. Lots of decisions every day in the control room!
I then joined Telepictures in Los Angeles as a producer of a daily news magazine, then KRON in San Francisco to EP their live daily show. At that point my now-husband and I had started our own production company with the dream of producing our own shows. We lived in the Bay Area, and he was running it while I had the steady paycheck. I got offered a job as a studio executive at Disney in LA, so we decided to jump on it as an opportunity to move our fledgling company back to LA where we could return to the center of the entertainment industry. That led to a 13-year career as a studio exec, where I went from Director of Development at the Disney division that launched REGIS & KATHIE LEE (now LIVE WITH KELLY & RYAN), then moved to Vice President of Development at Group W Productions, Executive Vice President of Development at UK indie Pearson Television (now Fremantle), back to Disney as Senior Vice President of Development (we launched WHO WANTS TO BE A MILLIONAIRE during that period) and finally, Senior Vice President of Development at Warner Bros./Telepictures (we launched THE BACHELOR and ELLEN while I was there). After surviving five studio jobs and working for a new boss nearly every three years, my husband convinced me to jump out of the crazy studio world and return to 44 Blue in 2003. I’ve been with our company ever since!
What’s the best advice you’ve ever been given?
My dad taught me to go for it and “always leave it all on the field.” Never wonder “what if I’d only….?” My favorite advice to give to others: “You can’t win if you don’t play.” Which is just another way of saying you don’t get something unless you ask, so be fearless about reaching out, introducing yourself, asking for what you need—whatever form it takes. My other favorites: Everything leads to something. On time is late and early is on time. Always send a thank-you note.
What moment in your career are you most proud of?
Besides the sale of our company to Red Arrow Studios after three decades of hard work and wondering if we’d make payroll on Fridays, it would be our series MARRIED TO THE ARMY: ALASKA. As an Army brat whose mom raised three kids during the turbulence of the Vietnam War era, I was determined to tell the real-life stories of what military families were going through during the height of the war on terror in Iraq and Afghanistan. It took five years of trying to get access from the Department of Defense, but we finally got the “yes” to allow us to embed in the lives of real-life Army wives at Joint Base Elmendorf-Richardson in Anchorage, Alaska, ironically where my parents met. That led to our Gracie Award-winning MARRIED TO THE ARMY: ALASKA for Oprah Winfrey’s OWN Network in 2012.
What do you love most about working in unscripted and nonfiction television?
It’s introduced me to so many people from all walks of life, from around the country and the world—from Army wives in Alaska to content creators in India—it’s allowed me to tell stories of people and places whose stories have not been told. It’s such a rewarding genre because you are meeting the real people who are living real lives—not fictionalized where everything wraps up neatly in an hour because you can write it that way. When we tell the stories of real people, we become part of their lives. We are thankful that they trust us with their stories and invite us in. I treasure the relationships and the people I’ve been able to meet over the past three decades!
What advice do you have for women looking to become showrunners?
If you want to become a showrunner, you have to put yourself out there, say you want it, but also be willing to fail and accept responsibility for your mistakes and when you could’ve done better. You have to be willing to learn every day, from every show and every interaction. Each series is different and teaches you something new. It’s important to realize that showrunning is not just about being creative or being a visionary storyteller. It also takes strong leadership, communication, and organizational skills. Be open to new ideas and points of view. Read everything you can about how to inspire and lead. It will show on the screen!
44 Blue is about to head into its 35th year, how does your company and its content stay relevant and fresh after all these years?
Great question! We always try to look around us, as well as down the road as far as we can and ask ourselves what else we could be doing to push ourselves to try new things, explore new worlds, teach ourselves new skillsets. For example, last year we did our first SnapChat projects and brand commercials, and this year we’ve launched a podcast initiative and are doing short-form series for IMDB. We can’t be afraid to try new things that test our creative chops and business models.
How do you speak up and have confidence when in an industry that’s so male-dominated?
I’ve never been asked that—I guess I’ve never been intimidated by speaking up, and I’ve made sure to always push myself to speak up—maybe because I grew up as a military kid and my parents always encouraged me to speak up? But that said, I do still remember at one job not wanting to be taller than my boss (I’m 5’9”) and so I never wore heels. I guess I didn’t want him to feel intimated by me. Then one day I was like “forget that!” I should be able to be as tall as I want—who cares if he’s intimidated! And out came the heels haha! Sheryl Sandberg’s Lean In book is an insightful read into what we sometimes do to unintentionally hold ourselves back.
What’s next for you and 44 Blue?
I can hardly wait to see - we have an amazing team of people that inspire me every day when I walk in. Our new series Jailbirds just debuted on Netflix on May 10, our tenth and final season of Wahlburgers is currently airing on A&E, and we’re working on a new series with FOX called First Responders Live that premieres in June. We have a few more projects coming out this year - both on linear and some new initiatives in the digital space - that I can’t say too much about at the moment, but we’re incredibly excited. That’s why I love this business. Things change by the minute—the sky’s the limit!
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How This Physicist Is Challenging the Birth Control Industry
“One should always consider: ‘What is the worst that could happen, and how likely is that?’”
Elina Berglund isn’t your typical company cofounder. Originally a particle physicist, Elina was unimpressed with the birth control options offered to women, so she went about creating her own. Today, she is the CTO and cofounder of Natural Cycles, the only FDA approved digital birth control.
Below, Elina shares how she created Natural Cycles, how she transitioned from physics to business, and the best advice she’s ever been given.
What whitespace did you see in the birth control industry, and how did you go about filling it?
Natural Cycles came out of a personal need of an effective, easy-to-use, hormone free birth control method. When I did not find such a product on the market, I started reading up on the scientific literature on how the basal body temperature can indicate when you ovulate and hence when you are fertile and not. Using my knowledge from particle physics (I was currently working at CERN on what would lead to the Higgs discovery in 2012), I started crafting an algorithm that gives a green day if there is no risk of fertility that day and a red day if one needs to use protection in order to prevent pregnancy.
Not long after I realized what a huge unmet need this is among women worldwide for such a hormone free birth control option and that many women don’t use any birth control at all, or very non-effective methods such as the rhythm method, since they haven’t found a method that suits them.
How does Natural Cycles work? What sets it apart from other birth control options?
Natural Cycles comes in the form of an app and a basal thermometer. The user measures her temperature in her mouth when she wakes up in the morning and enters it into the app. Then, the algorithm is run in the background and returns a red day if she needs to use protection that day or a green day if she definitely is not fertile that day.
Natural Cycles is the only FDA cleared, digital birth control method. The method has been shown repeatedly in several studies published in peer reviewed journals to be 93% effective under typical use and 98% effective under perfect use (which is when the user does use protection when the app gives red days).
Natural Cycles fills the void in the family of birth control methods for women who are looking for an effective and non-invasive hormone free method. It also has the additional benefit of being able to be used for planning a pregnancy. As our average user is 30 years old, we often see women first use the app to prevent pregnancy for a few years, until they are ready for the next step and then they on average get pregnant quite quickly as they’ve by now really learned how their unique cycle and body works.
Why was it important for you to create Natural Cycles?
I think it is really important to provide women with different types of birth control options as there is no one size fits all when it comes to birth control, as different women have different needs and which also often changes throughout the reproductive lifetime.
Then, I also feel that women’s health is an under-researched and under-developed area in general, and I’m happy to make a contribution by developing the first FDA cleared birth control app, but hope to contribute even more in the future.
Your background is in physics, and you even worked on a project that received a Nobel Prize. How did you make the shift from physics into business and the tech industry?
Yes, in some sense it is very different but in another sense very similar. I still work with data and research and use programming and advanced statistics as the main tools, just with a different purpose. Then on the other hand, the business and the tech world is quite different from the world of physics and academia, so I do think I’ve learned quite a lot in the last years by changing paths.
You cofounded Natural Cycles with your husband. What has it been like being married to your business partner?
Yes, I did! I think it has mainly been a source of strength as we are almost always very aligned, and it is amazing to be able to share such a passion, which Natural Cycles is to both us. There are of course a few down sides as well, for instance it is really hard to stop talking about work in the late evening when it would probably be better for us to think about something more relaxing.
“One should always consider: ‘What is the worst that could happen, and how likely is that?’”
What is the best advice you’ve ever been given? What’s the best piece of advice you have to share?
My dad often said that “People too often let fear control their lives.” I think he is right in the sense that we often take decisions based on a too risk-averse profile, especially women.
One should always consider: “What is the worst that could happen, and how likely is that?” This is what I thought about when giving up my career in physics and not having a salary for a while when creating Natural Cycles. I thought that I had enough savings to get by for a while and hence the worst case that can happen is that Natural Cycles does not take off, but I’ve then still learned about how to develop an app, and I might end up getting a job at Google instead.
How do you hope female contraception will evolve in the future? Where do you see the industry going?
Well, I hope there will also be more options for male contraception, although I think it’s unfortunately unlikely in the nearer future.
I hope female contraception will also keep evolving, of course, but I think there is an increased need for more solutions driven by the tech industry to compensate for that the pharmaceutical industry unfortunately has cut back funding in this area.
Here in the United States, female sexuality is still pretty taboo. How do you see your company combating that stigma?
We do try to spread knowledge more generally about birth control, female sexuality, and how the women’s reproductive system works. We’ve seen that unfortunately there is a big education gap when it comes to these topics. We are trying to address that, and we do see a huge interest from our users’ side in understanding their bodies better and everything around it, which is exciting.
You have a daughter, what are the biggest lessons you hope to teach her?
Oh, so many things of course! Just like I was at her age (she is 4), she is already curious about so many things about how nature and the universe works. I am trying to spark more of that interest by answering all her questions and discussing with her.
What’s next for you? What’s next for Natural Cycles?
We’ve moved to NYC last fall, following the FDA clearance to build up a team here as we believe that the US market is and will be very important to us going forward. It’s very exciting to be here and learn about what kind of user is ideal for us here and how to best reach her.
We are also expecting a little baby brother next week, so that’s of course quite a big thing for us :)
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In Her Shoes: Why Authenticity Sits at the Core of This Style Blogger's Philosophy
“We should take what speaks to us and make that a pillar for what we base our creativity on.”
Fashion influencer Katie Sands didn’t just choose her blog name (Honestly Kate) because it’s catchy. She’s on a mission to make the world a more authentic, relatable, honest place, and she means it. Below, we partnered with Jessica Simpson to catch up with Katie and hear more about her mission. Read on to hear what makes her feel confident, the women she looks up to, and how she’s embracing authenticity in a competitive industry.
What do you wear when you want to feel most confident (shoes included)?
At work: For sure a power suit! I’ve been loving all the pastel and plaid suits I’ve been seeing for spring! Pair your set with a pair of stilettos, and you’re guaranteed to get into to have that automatic confidence boost in any meeting you’re in!
With friends/IRL: My vintage skinny jeans–they just hug you in all the right places, a sexy silk top, my leather jacket that I bought used on eBay 50% off (No one loves a deal more than me!), and a pair of very high heeled booties… I’m 5’3, so anything to make me look just a tad bit taller gives me that extra chutzpah!
If you could walk in someone else’s shoes for a day, who would it be?
Patricia Fields! She single-handedly created what a New York woman should emulate in beauty, fashion, and attitude. Both in Sex and the City, and now with Younger.
Or Iris Apfel—the OG fashion icon, she paved the way for women to show their eclectic style, vivacious personalities, and has stayed true to her values to through all the glitz and the glam of it all!
Describe your style in 3 words.
Whimsical, Flirty, & Colorful.
You recently wrote about authenticity and originality on your blog. What’s the difference between the two, and why do you think it’s important to remember?
This is topic I’m very passionate about, as I feel it’s important for creatives to understand that not everything they do needs to be completely “original”. In fact, almost nothing we do can be original, as we had to be influenced by something in order to come up with our ideas in the first place. Instead of trying to say something completely new, we should aim to say something in our own authentic way. We should take what speaks to us, and make that a pillar for what we base our creativity on. If you think about it, is anything truly original? I remember having this conversation in college after reading Shakespeare’s Twelfth Night and comparing it to She’s the Man (I majored in Theater, so I took a lot of literature classes). Essentially, they have the same plot – one is just a more modernized version of the other. Instead of seeking to be original, She’s the Man garnered influence from Twelfth Night and authentically portrayed the same characters and themes. Authenticity and creative concepts do not derive from originality; they come from emulating notions that already exist. To make them authentic, you’ve got to apply your own experience and unique perspective to them.
It’s important we shift our focus from “I need to create something new” to “why does this speak to me”, I think there are infinite possibilities of what we can conceptualize and create. For someone who works in fashion and beauty, I have been influenced by so many designers, stylists, movie stars, and fashion icons, that it feels almost impossible to create any sort of new style. But when I combine my influences into something that feels uniquely and authentically me, that’s when I feel like I’m doing my best work. That’s when my creativity soars.
Love Katie’s look? Shop her pieces from Jessica Simpson here, and get $10 off any purchase of $50 or more with code create10! One use per customer.
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Martha Stewart on Growth, Imposter Syndrome, and How She Wants to Be Remembered
“Be a strong, willful, self-possessed person. You have to be if you’re going to be in business for yourself.”
What. A. Legend. When we found our we’d be graced with the presence of the one and only Martha Stewart as one of our keynote conversations at our New York conference, we may or may not have collectively lost it at the C&C office. And, of course, Martha did not disappoint. Though she admitted she doesn’t suffer from imposter syndrome (LOL, can you share your secrets, Martha?!), she did offer some sage advice that only a woman who’s been killing it in business for decades could know. Read on for her tips on growth, hiring, and what she wants her legacy to be.
On whether print is dead…
“Even though magazines are now, again, failing and closing, due to the digital world—we still produce a beautiful magazine every single month.”
On having more than 8,000 products in her line…
“We found that even though we were giving people the how-to ideas, many people wanted the product, so it was a perfect way expand into product development. We continue to do products in many different categories.”
“I want to see which method of selling works the best. Can we improve those ways of selling?”
On the longevity of her product line…
“We’ve been making beautiful, useful, well-made products for a long time, and I want to continue to do that in a big way. We want to be where the customer wants and needs us.”
Advice for women looking to grow a team and find their forever employees…
“Find someone who is competent, exciting, curious. And you have to be able to train people and spend time with a new employee.”
On imposter syndrome…
“Take the reins. Be a strong, willful, self-possessed person. You have to be if you’re going to be in business for yourself. You have to be able to let stuff run off you—you can’t dwell on the problem.”
“I have a silly little motto: When you’re through changing, you’re through. You have to be able to change and swerve to adapt.”
Advice for younger self…
“Stay true to your beliefs.”
“Be a strong, willful, self-possessed person. You have to be if you’re going to be in business for yourself.”
Last text to Snoop…
“I wished his mom a happy birthday!”
Life hack for busy working women…
“2-3 housekeepers.” 🤣
Where she gets her energy…
“Green juice!”
On her legacy…
“I want to be remembered as a good woman who is a good teacher; one who is fun and has accomplished a lot.”
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Desk-Side: This Fitness Influencer Shares Her Best Tip To Grow Your Following
“Always remember that comparison is the thief of joy. You are you, and that is your power.”
Katie Austin’s energy is infectious. The fitness personality and TV host genuinely wants to make people feel good—including herself—and that work all starts in her home office (where she keeps a set of weights, of course). Today, we’re partnering with Glade® Essentials Room Mist to share the story behind Katie’s successful brand. Read on to hear what motivates her and what she loves most about her job.
Q: Where’s home to you?
A: I was born and raised in Alexandria, VA, so I’m an East Coast girl at heart. But I went to USC, so I now live in Los Angeles. I’ve been working here for approximately three years post-grad and am absolutely loving LA.
Q: What is self-care to you?
A: So it might seem a little bit cliche, but the thing that I love to do for self-care, and my definition of self-care is obviously taking care of my body inside and out.
Q: What’s your go-to treat for a productive day?
A: I like to make myself a smoothie to keep me energized throughout the whole entire day.
Q: What productivity tips do you have?
A: My number one tip for productivity is to wake up early in the morning. I always feel more ambitious. There’s just something about a morning vibe where you just get stuff done. I also love to keep my home office fresh to keep my mind up to par. I like natural light, I can’t have clutter, and I love the Glade® Essentials Room Mist to keep my space always feeling fresh.
Q: What have you been working on lately?
A: So I am currently working on some new app updates for my membership program, which is a new workout every single day. So if you haven’t checked it out, make sure you check it out! Plus, I am always working on revamping some of my activewear line, which is always entertaining and fun.
Q: What’s the hardest part about being an influencer?
A: The hardest part is definitely scrolling through Instagram and comparing myself to other girls and other influencers out there. So always remember that comparison is the thief of joy. You are you, and that is your power.
“Always remember that comparison is the thief of joy.
You are you, and that is your power.”
Q: What advice do you have for someone looking to grow their following?
A: The advice that I would give to someone trying to grow their following is just to stay authentic and true to yourself. Plus, that consistent content will always take you far.
Q: You keep weights at your desk—why?
A: Yes! I like to just pump it up every now and then when I feel like I’m getting in a little bit of a work rut. It helps boost your brainpower actually.
Q: What would you do if you had more free time?
A: If I had more free time, I would definitely be traveling more (as if I don’t travel enough already). But that’s definitely on my list. Plus I love sports a lot so I want to be involved in more sports any way I possibly can. Anything recreational or club, even ping pong.
Q: What do you think you would do if you weren’t a fitness influencer?
A: I would have to say what sets me apart, why I’m different is my bubbly personality. So in my next life I would have to say that I would be a pop star because I’m an amazing shower singer, I love to dance, and I love to be the center of attention. Just kidding!
Q: What’s the best part of being an influencer?
A: I would have to say the best part about my job is being my own boss, which is so fun. But at the same time that means I have to keep myself accountable 24/7, which can be kind of hard to stay motivated that much. Then I’d have to say the most rewarding part about what I do is helping other girls live their best life. It’s so gratifying to hear when other girls have gained that confidence and gained that self-love.
See Katie’s full interview below:
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This Trend Director Shares How Social Media Has Revolutionized Style
“Don’t be restricted; push yourself to learn from other people and areas. You never know what door it might open in the future.”
Have you ever wondered who makes all those big decisions about what’s “in” in fashion? Us too. We sat down with Erin Fletcher, trend director at Cotton On, one of our Desert Pop Up partners, to find out how her team tackles trend forecasting, buying, and merchandising for the brand.
Below, Erin shares the most rewarding parts of her job, how the industry has changed since she started, and the best advice she’d give to anyone just starting a career in fashion.
Working in trend forecasting/direction sounds like a dream job for a lot of women. Can you tell us a bit about your career path?
I studied design at University and was lucky enough to move straight into the industry once I graduated. I started my career at an iconic Australian retailer which I’d grown up wearing! After working my way up for a few years I took the leap and moved from Australia to the USA where I landed a dream job working for a retailer in Philadelphia – stepping outside my comfort zone, moving across the world was one of the best things I’ve ever done. After a few years in the USA, an opportunity presented itself at home in Australia working for Cotton On which I have always admired. I started my role as the Cotton On Women’s Trend Director in January. My day-to-day role includes creating and setting a vision for trend stories, ensuring the brand’s DNA is protected.
What’s the most rewarding—and most challenging—part of your work?
Rewarding: I work with a creative and dynamic team to deliver amazing and affordable fashion to people on over 18 countries. Working for an Australian based global brand like Cotton On and creating a product that I’m proud of is something I could have only dreamed of when I started out in the industry.
Most challenging? With the introduction of social media new trends are constantly emerging. We’re always working to tight deadlines to deliver the new trends that meet our customer’s needs across the globe.
What advice would you give to someone who’s just starting out in the fashion industry and would like to be where you are someday?
Do more than what’s on your job description! Take every opportunity to learn as much as you can. Don’t be restricted, push yourself to learn from other people and areas. You never know what door it might open in the future.
“Don’t be restricted; push yourself to learn from other people and areas. You never know what door it might open in the future. ”
What are your go-to sources of inspiration for trend forecasting?
Instagram has been a game changer in trend forecasting allowing me to see different trends from around the globe as they’re emerging. I also love to look back on nostalgic references like TV shows and movies from the 80’s and 90’s.
I’m always on the lookout. I find that my weekends are a great time to see what people are wearing on the streets and in my role I’m lucky to travel a lot, which I love! I’m always inspired seeing how people dress differently not only in different countries but different neighbourhoods within a city. New York is a huge inspiration, each borough has a unique look.
Let’s talk about this season in the US. What were some of your trend references for what’s out now?
We’ve been so inspired by 90’s street and surf revival - hello TIE DYE!!!! Being an Australian brand, born on the shores one of Australia’s most iconic surf breaks, Bell’s Beach, I think we really can talk to this first hand! We’re also loving that natural hand crafted vibes like crochet and straw bags. All paired back with your classic denim is going to be huge this summer.
What pieces should we be investing in for summer 2019?
Anything tie dye! The new longer length Bermuda denim shorts, a flippy printed wrap dress and a strappy sport sandal!
How has trend forecasting changed since you started working in fashion?
Global accessibility – geography doesn’t play a part anymore, we’re so connected. I can open my phone and see what people are wearing on the streets of Korea or on the beaches in LA. When I first started you had to physically get on a plane to see global trends. Nothing beats travelling but the introduction of social media and the internet has certainly changed the way we forecast trends and the pace it moves at.
What’s the best advice you’ve ever received?
Fortune favours the bold - I accepted a job in a city I had never even set foot in! I moved to the USA and it turned out to be one of the most rewarding & creatively fulfilling times in my life.
If you could go back and tell your 18-year-old self anything, what would it be?
You’ll learn more from the things that you perceive as a negative than those that we’re easy. There will be some bumps along the way, if you can learn from those experiences it makes the success all the more worthwhile.
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