Why You Need a #CreateCultivateATL Ticket

We’ve always said that Create & Cultivate is unlike any other conference series and we believe it. No woman is an island and a large part of both creating and cultivating the career of your dreams is connecting with like-minded creatives.

You should take advantage of being in a room with that much creative energy and entrepreneurial spirit. Past attendees who have done just that have made moves.

As we get closer to October 15th we want to make sure you get the most out of the conference. The first step is a ticket, but the next step is all you.

WHEN WE SAY, COME TALK TO US. WE MEAN IT

These aren’t empty words. We put on the conference because it means something to us and we don’t take it lightly that you’re attending. Attendees who catch us in a down moment or come up to us to chat about what they're doing tend to stay top of mind. 

Michelle Lando is a is a Certified Professional Resume Writer and founder of writestylesonline.com. She has a passion for helping others present the best version of themselves, both on paper and in person, and works to polish individual's application package and personal style. She attended Create & Cultivate DTLA and approached our editorial director to talk opportunities. She now contributes to the blog, doling out the best tips to enhance your resume, style, and boost your confidence.

We have attendees who become interns and those who now do graphic design for Create & Cultivate. Getting attendees involved beyond the day of is part of the secret to our success. You want people who are enthusiastic about your message. And we want to be able to promote you as well. It's a win-win.   

CONNECT WITH YOUR OTHER ATTENDEES

We love hearing from past participants who share their success stories.

Like Melissa Urfirer who also attended Create & Cultivate DTLA this past May. Melissa is a handbag designer with a unique product. She created Riley Versa bags which have removable covers so you can easily change the look of your bag. However, Melissa told us, “the concept is hard to convey.”

But at the past DTLA Melissa met Lizz of Rantze + Raves production. “We exchanged cards. Followed up,” Melissa says, “And she created an incredible stop-motion video that explains the bag and is now the homepage of my website RileyVersa.Com.”

It’s small, but important successes like these that make a ticket a no-brainer. Connections are hard to come by, but not at Create & Cultivate. 

CREATE EVERY OPPORTUNITY 

It's not just for CEOs. It's for you and the person next to you. It's also why we have mentor sessions.

Kamari Guthrie was in C&C mentor extraordinaire Maxie McCoy's session and had this to say: "The mentor session at Create & Cultivate gave me the moment I'd been hoping for all day: the moment when I made deep, real connections that were bound to extend well into my professional future. By the end of the session, I found a photographer that would take my social media to the next level and an amazing friend (Maxie, of course). It's only been a few months since that session,  and both of them have already collaborated with me on projects that helped make my latest PR project a major success. And, I was thrilled to be able to give them new business opportunities through my network. It was a total win/win, and I cannot wait for Atlanta where I'm now 100% sure I'll build more game-changing relationships." 

So. What are you waiting for? There are only a few VIP tickets left. 

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Press Play: Create & Cultivate DTLA "What Have You Created & Cultivated?" P2

At Create & Cultivate DTLA we wanted to know what our panelists were proud to have created and cultivated. It was so good, we needed two parts. 

Press Play: Create & Cultivate Downtown Los Angeles 2016

Create & Cultivate took Downtown Los Angeles by storm with keynote speakers Jessica Alba, Rachel Zoe and Chelsea Handler! The event hosted 600 female entrepreneurs and mavens of the digital space as well as over 30 brands who created one of kind experiences for our guests. 

C&C Asks: What Do You Create & Cultivate ? Part I

We had our share of amazing and stellar panelists and keynotes at Create & Cultivate DTLA this past weekend. And with all of them on site, we had to pick their brains and ask them what they create and what they cultivate in their everyday lives as boss women in the digital space. 

Check out Part 1 for some end-of-week inspiration!

Video courtesy of Juice Box Media. 

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Jessica Alba Has a Crucial Piece of Advice for Your Career

Photo by Sarah Natasha. 

Jessica Alba might be a boss (of a company valued at over $1billion) but she doesn't dress like your average businessman or woman. When she took the stage Saturday at Create & Cultivate she told the audience the story of her first business conference. 

"I feel like everyone here will appreciate this. I showed up to my first business conference with my business partner and it was 98% men. I was wearing a Dolce & Gabbana leather mini-skirt-- I had tights on-- and my partner told me, 'This is really inappropriate.' But I said, 'This is my business casual.'" 

Jessica being Jessica is a move that paid off. Yet another example of power of authenticity, something that's a through-line of every conference we host. 

Interviewed by former Create & Cultivate keynotes Katherine Power and Hillary Kerr the women openly chatted about preconceived notions and how people not taking you seriously fans your flame.

Here are our four favorite takeaways plus one piece of crucial advice every single woman should hear. 

NO, THAT'S NOT THE PASSION.

"My journey into entrepreneurship is very similar to a lot of people. I found a need and an opportunity in the marketplace. I wasn't the only one who wanted a healthy, cleaner, high performance product that was beautifully designed, delivered to your door, and was transparent. And had a social mission. I was dreaming up a company I thought should exist and would touch home with a modern person. I went through three years of rejection and running into brick wall after brick wall and everyone in Hollywood looking at me sideways. They all asked me if I could do a perfume, and I said,'No, that's not the passion.'" 

MAYBE YOU'RE ON TO SOMETHING 

"I went down many different roads. I honed in on the idea. I took a 50-page deck and turned it into 20 pages and asked myself 'What are the essentials you need delivered every month?' The day-to-day stuff." 

BUSINESS PARTNERSHIPS ARE LIKE AN ARRANGED MARRIAGE 

"I liken getting into business with someone as getting married right away, without ever dating. It's kind of like an arranged marriage, but you're into it. And you have to have respect with whomever you're in business with. You have to communicate. You have to be in it to win it. It's a real partnership." 

THEY CAN'T TEACH YOU THAT IN BUSINESS SCHOOL

"There were people who didn't take me seriously-- pretty much everybody. One investor really didn't value me, the way I deserved to me valued. I could have gone with him and given up a huge chunk of the company. But because I really felt like I deserved more than that-- and I don't even know what it was or why I was so stubborn and resistant to that money, access, and distribution, it just didn't sit right. When I started a company I undervalued how important it is to trust your gut. They can't teach you that in business school. You have intuition and you have to listen to it." 

SUPPORT YOUR WEAKNESSES WITH OTHERS' STRENGTHS

"I was super insecure about not having a college degree or a conventional education. And I really thought I wasn't smart or didn't deserve to have a seat at the table. I felt like a fraud in business settings. It took me getting over that for the company to get on its feet. It doesn't matter if you don't have a degree or expertise. Surround yourself with people who have done it before and support your weaknesses with their strengths." 

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10 Most Gorgeous Instagrammable Spots at Create & Cultivate DTLA

When 500 attendees and 60 speakers gathered in Downtown Los Angeles this past Saturday for Create & Cultivate DTLA at Hudson Lofts they first passed under a verdant archway full of Protea, Air Plants, Banana Palms, Monstera Leaves, Umbrella Ferns and more green goodness, created by Rolling Greens. LA's premier destination for unique home and garden provided dream installations throughout the venue. Click through the below gallery for inspiration and be sure to visit the Rolling Greens Arrangement Bar for customized arrangements or ask them about their myriad of Design Services. 

Photos by Irida Mete and Sarah Natasha. 

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This Business Owner Put 50k Miles on Her Car In One Year

DO WHAT YOU KNOW. IT'S SOMETHING WE HEAR A LOT IN THE BUSINESS WORLD.

For Gorjana Reidel, founder of Gorjana, an LA-based jewelry line, it's a strategy that worked. "Creating," she says, "is in her blood."

Reidel moved around a lot as a child. From Serbia to Canada and finally, the United States for her freshman year of high school, her family was always on the move. So when she launched her eponymous jewelry line in 2004, with her now husband, the two hit the road-- literally putting 50k miles on her car, securing their first 100 stores. The goal was to create and sell beautiful pieces like she saw in luxury department stores, but at much more affordable and approachable price. 

It wasn't so much a strategy, she says but, "the only way we knew how to do something." Which might have something to do with why Gorjana was the top-selling jewelry line on Shopbop for seven years. We checked in with the designer to ask about why she's not the biggest fan of technology and how passing on a piece of jewelry is sharing a part of yourself. 

You’ve said that you make pieces that reflect who you are. So, give us a little background. Who are you and what were you doing before launching Gorjana?

I spend most of my childhood moving around; I lived in Serbia and Canada before moving to the U.S. my freshman year of high school.   Living in Serbia I was really close to my grandmothers and spent most of my childhood watching them create and then learning to create too. Whether it was learning how to knit and making sweaters for my Barbie dolls or making my first bracelet out of buttons and string, creating was in my blood. After high school I attended Arizona State University and moved to Southern California after graduating.  I was then faced with the harsh reality of getting my first job.  Quickly realizing that sitting at a desk was not for me; I started working at Neiman Marcus.  I worked in the jewelry department for most of my time there and fell in love with jewelry.  I was eager to learn more and I left to go work for a local designer.  Although the pieces she made were so beautiful, they were well outside of my price range.  I realized that I wanted to create pieces that were every bit as amazing but were much more approachable.  I decided to start my own collection 12 years and ago and the rest is history.

In terms of launching, door-to-door is not a business strategy you hear about all that often anymore. But in the first year of your business you put 50k miles on your car to secure your first 100 stores. Can you tell us a bit about that approach and why doing things in person still matters (even in this digi-age?) 

I would not really call that a strategy ☺ It was more of a way to survive and the only way we knew how to do something - just hit the pavement and go for it. Being able to go and visit all our stores was so invaluable.  I was able to see different parts of our country and experience what they have to offer.  It really helped me understand our customer and build more meaningful relationships with them.  Having direct contact with the stores was also a great way to get feedback about the product first-hand and be able to evolve the collection based on it.  The best part, however, was all the amazing food I got to eat along the way.  I am a huge foodie and our road trips consisted of some amazing food spots.

Although technology has helped up in so many ways, it has also created a distance that I don’t really care for.  I am such a face-to-face person, even now I much prefer meet someone in-person than talk to them over email.

But speaking to digital- you were the top-selling jewelry brand on ShopBop for 7 years. What were some of your strategies to stay on the top of your game? 

It has always been about the product.  We focus so much on quality and making sure the design aesthetic stays true to the brand.  Our pieces have that timeless quality and I think the reason people love it is because they know they are making a wise purchase.  It is an investment in a piece that you will keep going back to and wanting to wear and most likely never take off.

Can you walk us through your creative process? 

It usually starts from an inspiration I get, it can be from a magazine, someone I see walking down the street, or beautiful curtains I happen to pass (that has happened).  The collection will evolve form there and the designs usually just flow out.  That’s actually how I know if it is going to be good or not.  There are times when I get stuck and I have learned to move on and revisit an idea later, or just let it go.

What is a piece of jewelry you never take off?

So this always changes because I go in waves.  Sometimes I will pick one or a few items and those will be my go-tos for a few months and then I will fall in love with a new beautiful piece and never take that piece off.  Lately it has been my Olympia shimmer studs and my power gemstone bracelet in rose quartz.

Is there a piece of jewelry you’ve lost that you still think about?

Fortunately no, I am pretty good at keeping track of special pieces because I know I would be so upset if I lost one.

Why do you think “passing down” jewelry has become such a tradition?

Jewelry is so personal and I feel like it starts to become a part of you and carry your energy as you wear it.  So passing a piece on to someone is like a sharing a piece of yourself.

If you had to pass down— or rather pass on some business savvy to women looking to launch their own business, what would you say?

My biggest piece of advice is to believe in yourself and be patient.  You have to believe in yourself and try to block the negative energy.  You are the only one that is in control of your vision and dream and don’t let anyone take away from that.  The second part is something it took me awhile to master, BE PATIENT!!!!  There are very very very few over night successes.  It takes a long time and a lot of work to achieve your goals.  Be patient and enjoy the journey!

What’s next for Gorjana? 

We will pursue our goal of making sure every girl has a Taner Bar necklace:) We are also looking to expand and open a flagship store.  We want a place where people can come and learn more about the brand and fall in love with the product.

Mara Ferreira of M Loves M Could Have Been Your Lawyer

Relatable. It's not something all too often associated with fashion bloggers who rub elbows and create collabs with luxury designers. But when Mara Ferreira created her blog M Loves M in 2009, that was one her goals. That, and finding a creative outlet to connect with her then long-distance boyfriend, now husband, while studying for the LSAT. In the process however, Mara found that blogging was more her bag than legalese. 

But even though she may have skipped out on the Bar, she's definitely set the bar for bloggers higher. 

We caught up with Mara pre #CreateCultivateDTLA to find out memorable lessons, weighing the pros and cons of big changes, and why following your heart is always a risk worth taking. 

What were some of the most memorable lessons for you when you started off as a blogger? What’s the one lesson you still keep in your back pocket today?

I learned to not be afraid of starting something new. It can be scary at first, especially when you don't know what you're doing, but the challenge is so rewarding. One lesson I keep in my back pocket today is always be nice and easy to work with when working with brands. If you're difficult they won't want to work with you, and they'll also tell their other friends in the industry! I've heard some awful stories which prove it's always better to be kind!

Who do you think you would be today if it wasn’t for your blog? What would you be doing?

It's so hard to say! I think I might still be in law, working as a lawyer and wishing that I had pursued my other passions and interests. Working at the law firm really inspired me to have a creative outlet, though. If it wasn't blogging I know it probably would have been something else. 

You went from studying law to becoming a marketing professional. What would you say to anyone that wants to make a switch in their career after they’ve gone to school for a certain profession?

I think it's important to really weigh the pros and the cons. I'm a big list maker and that helps me when I'm making a decision. But at the end of the day, you really have to follow your heart. I knew that I was headed in the direction of a career that wouldn't make me happy. If I hadn't taken that risk to leave, I wouldn't have discovered what I truly loved. Even worse, I probably would have had a lot of regrets.

"At the end of the day, you really have to follow your heart."

Tweet this. 

How do you find a balance in being a full time blogger and having a 9-5 job?

Finding balance is so tricky! I was working all day and then coming home to work on my blog at night, often until 2 or 3 am. Weekends revolved around the the blog with shooting outfits, recipes, and trying to constantly stay ahead. It was extremely exhausting, as you can imagine. Try doing that for 6 years and you definitely need to rethink some things. Now, I have a lot more flexibility by being able to work on my own schedule. My bedtime has gotten a lot more regular, which is a good thing!

If you were to start your blog today, in the midst of all the competition, would you take a different angle? Where would you focus your attention?

There is a lot of competition now and while some people say you need to have a specific angle, I think if you just stay true to yourself and write about what you love, the readers will notice. I've seen several bloggers who have started within the past few years and they've been able to be incredibly successful by just being themselves. I think it's important to not try to be like everyone else or write about what you think you need to. I've always loved cooking and baking, and that's been a part of my site since the very beginning. The posts aren't the most popular, and they don't get the most comments, but it's something I enjoy and love sharing with my readers. When I do get those emails from readers saying they tried something I shared it makes me so happy and reminds me how important it is to follow my intuition. 

What do you hope to be doing in five years’ time?

In 5 years I'd still love to be working on my site but working on a book or creating a product line would be a dream! Matthew and I will probably move in the next few years so I'm sure we'll be doing more home projects and DIYs.

What do you hope to get out of Create & Cultivate DTLA?

I hope to meet some readers and make new friends! The blogging community has been an incredible source of inspiration and comfort these past 6 1/2 years and I'm also learning new things and being challenged in a different way. Hopefully I can help out some new bloggers that are just starting out, or looking to take their blog to the next level.

What advice do you have for women who ARE starting right now? 

Do it! There's no time like the present. Also, don't worry about making it perfect. You have time! Start small and write about different things until you find your niche or passion. I know a lot of new bloggers feel this pressure to label their site before they even start, but don't! You might start wanting to write about fashion and then realize you're more passionate about beauty and hair! 

Photos courtesy of Mara Ferreira.