Day in the Life: Shilpa Shah & Karla Gallardo of Cuyana
“Customers craved more, they were tired of expensive low-quality products—we created a brand to fill that need.”
Welcome back to our monthly series, Day in the Life! Through this Q&A series, we’re giving you an inside look at the day-to-day lives of some of the most inspiring women in business. This month, we talked with Shilpa Shah and Karla Gallardo of Cuyana, the lifestyle brand for the modern woman interested in simple functionality.
Below, hear what these co-founders have to say about filling whitespace, what advice they have for for work-life balance, and the habits they’ve developed to be the best versions of themselves.
Tell us a bit about Cuyana. What whitespace did you see in the market? What need did you want to fill?
Karla: Fewer, better things is the philosophy behind all we do. We started Cuyana to inspire consumers to shop intentionally for high-quality pieces crafted with integrity. We saw the need for luxury-made items at an affordable price point - the consumer mindset was shifting, and we had the opportunity to be the better choice within fashion.
Shilpa: She was seeking higher quality products with purpose; logos and overt branding were no longer relevant. Customers craved more, they were tired of expensive low-quality products - we created a brand to fill that need.
Are you a night owl or a morning person? When do you do your most important work and why?
Karla: I’m a night owl but have recently been successful in transitioning to being a morning person. Getting an earlier start to the day enables me to spend more time with my son, Mateo.
Shilpa: I’m a night owl by nature. I’ve tried to become more of a morning person, but I’m still a work in progress!
What does your morning, pre-work routine look like?
Karla: I’m up early to ensure I have breakfast together with my family - with such a busy work schedule, breakfast is more dependable than dinner. The shared time together sets the foundation for my whole day.
Shilpa: I spend my mornings coming up with creative ways to cajole my kids out of bed - they’ve clearly inherited my night owl mentality! The rest of the morning is a wild dash to get everyone to where they are supposed to be and making it happen on time.
What’s your commute like? Do you listen to music, podcasts, or audiobooks? Any current faves?
Karla: I spend my commute looking at everything I’m devoting time to, ensuring that each task or meeting has purpose.
Shilpa: I take my time on the train to peruse the New York Times app or listen to podcasts and audiobooks - listening to "Becoming" narrated by Michelle Obama has been a wonderful experience.
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?
Karla: Grab a cup of coffee - my brain doesn't process information until the first sip of my morning latte. I then head right to an early meeting with my bag and latte in tow - I rarely make it to my desk.
Shilpa: Definitely not eating frogs! I am typically in meetings first thing in the morning. I’m lucky if I even make it to my desk, but always have coffee in-hand.
What are you working on this week?
Karla: Everything from annual internal reviews to our exciting plans to expand retail!
Shilpa: I’ve been focused on exciting collaborations and our seasonal marketing strategies.
What advice do you have for balancing the minutiae of day-to-day tasks with big-picture planning?
Shilpa: Break down the big-picture plans into smaller, discernible milestones. Then you can plan all tasks the same way!
Karla: We plan our annual strategy every January, and it serves as the overarching framework for everything we do. New items pop up every day though, and it is important to constantly review my week to ensure that every meeting and task continues to ladder up to the big picture. I re-prioritize my week on Sundays to make sure I achieve key results by Friday. Also, I am very close to the data. It reveals whether the path we decided to take in January makes sense, and it will sometimes challenge me to make changes in the overarching strategy. I spend 2 hours looking at reports and thinking about the big picture strategy every week. It is my “zen” moment, and it brings back the focus.
What are some work habits that help you stay healthy, productive, and on track to reach your goals?
Karla: I make time each day to do something for the people I care about most. I then get some me time by working out a few days a week at home on our Peloton.
Shilpa: It’s not the quantity of time, but rather the quality way in which you spend it. I make sure that I connect with my husband and kids in ways that also meets their needs. It’s amazing how outsourcing the household tasks opens up more meaningful time together.
What are you reading/watching right now?
Shilpa: Anxiously waiting the last season of GOT!
Karla: Honestly, television is my way to zone out - I love watching laughable and outrageous shows at the end of my night.
When do you go to bed? What’s your “optimal” # of sleep hours?
Shilpa: Between 12-1 am. I would love to have 7 hours of sleep, but I usually end up near 6.
Karla: I get up early now, so I’m in bed by 11!
What’s the most rewarding part of your day?
Karla: The time with my son and husband. Whether our family breakfast in the morning or watching Mateo’s favorite movie, Moana, the moments I spend with my family are the best.
Shilpa: I cherish the time spent with my family. Sometimes, getting in those last few hours of quiet work time at the end of the day can feel rewarding too!
What’s something not a lot of people know about you?
Karla: I already revealed my guilty television pleasures!
Shilpa: I actually wasn’t very organized until I met Karla. It’s been amazing to see how our “fewer, better” philosophy has changed the way I live.
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Day in the Life: Rachel Krupa of The Goods Mart & Krupa Consulting
The genius behind our favorite little shop tells all.
Welcome to the first installment of our new monthly series, Day in the Life! Through this Q&A series, you’ll get an inside look at the day-to-day lives of some of the most inspiring women in business.
To kick things off, we sat down with Rachel Krupa, a true force of change in the health food and wellness industry. At her PR agency, Krupa Consulting, Rachel promotes food and wellness brands through press, social, and events. Her newest venture, a “healthy convenience store” called The Goods Mart, puts her knowledge of that same space to work through what The New York Times calls “A 7-Eleven for all you organic people.” Read on to hear Rachel’s take on routines, self care, and the best snacks at her shop right now.
Are you a night owl or a morning person? When do you do your most important work and why?
Honestly, I’m both… I love getting up early and hammering through emails or taking calls before 9am, and then I get my second wind at 5 or 6pm. I love the quiet, calm feeling in the mornings and the energy that the just post-dusk evening brings. I live for the the sunrise and fall peaks of each day.
What time do you get up? What’s the first thing you do upon waking?
I wake up around 5:45-6:30am – it just depends on my day! But every day, I wake up and roll right into a workout class – Pilates or yoga!
What does your morning, pre-work routine look like?
I like to have a structured morning…wake, workout, and after the workout, I mediate when I get home, drink a liter of water, listen to music, dry brush, oil pull (while showering), take my Chinese herbs, collagen, and sprinkle on some essential oils with quick glance at emails to see what’s coming in…I try to swing by the store before heading into the office if I don’t have a meeting.
What’s your commute like? Do you listen to music, podcasts, or audiobooks? Any current faves?
During my commute, I’m either listening to music or rolling calls. I keep it simple — KISS FM, or still listen to Pandora (so old school ☺). Right now I’m obsessed with the “Dreamy Snowy Day” channel.
You own a consulting business and also run The Goods Mart. What’s the best and worst part of running two very different businesses?
Crazy enough, my two business actually compliment each other. Krupa Consulting is a PR agency focusing on food and wellness. We work with incredible restaurants (Shake Shack, Milk Bar, maman, Hanoi House, Monty’s Good Burger, byChloe), the tastiest CPG brands (MatchaBar, McConnell’s Ice Cream, Vital Farms, Good Catch, This Bar Saves Lives), and the best wellness brands (goop Wellness, Clean Market, WTHN, Fleur Marche). Our goal is to build media and consumer awareness and we often discuss how to drive more traffic to their stores, studios, and sites by sharing the cool things they are doing.
With The Goods Mart, I’m pretty much doing the same thing but it’s my own brand.
I’m never not learning something! I’m able to see what consumers are talking about in the store and share it with our brands. It’s FUN to get real time feedback from real customers!
The worst part - I wish there was more time in the day to get more done! And juggling two inboxes can get a little crazy at times.
What are some exciting projects you’re working on this month?
Last week, I was at Fancy Food in San Francisco, a very large specialty food and beverage show where we got to see and taste the new products and trends in food. We had a handful of clients exhibiting, and then I walked the show to find cool new products to bring into The Goods. Also this week, Monty’s Good Burger just launched the Impossible Burger 2.0, we’re doing desk sides with Fleur Marche in New York, and I looked at a few new spaces to potentially open another store!!!
We just signed a few new clients, Kiito (an incredible plant-based protein drink) and Juneshine (a hard Kombucha), so this week we’re in planning mode with them. It’s our time to get really creative and present our ideas. We’re also doing a farm visit with our client Roam, a female-centric cannabis vape company. I love how transparent our clients are and how they welcome us to see all parts of their business. I’m jumping on a red eye on Wednesday (I’m not excited about that), but on Thursday, I’m speaking on a panel. The Goods Mart will be curating all the snacks for the event and we’re bringing in our slushie machine! I’m excited for the event guests to try our kombucha slushies!
Do you ever reach inbox zero? How do you handle the constant influx of inquiries and communication entrepreneurs are so familiar with?
In my dreams, my inbox would be at zero! Earlier in my career, I couldn’t sleep if I had unread emails, but boy, times have changed. Now, I actually mark emails as unread if I need to keep them on my radar.
I also believe email is not always the best method of communication. Slack has been a lifesaver for internal communication for both Krupa Consulting and The Goods Mart. It helps to streamline communication and greatly reduced office chit chat!
What product are you currently most excited about selling at TGM? Why?
It’s really had to narrow them down!
Rind – it’s a local Brooklyn brand that dries fruit with the skins on. The persimmons and kiwis are ridiculously good.
We just brought in a new spice soda called Dona – the pink peppercorn lemon is so refreshing!
I’m also a fan of Laiki (they taste like a Bugle, but with only 3 ingredients) — we’re the first to carry their new Vegan Cheese flavor.
Little Secret Wafers (hello, better-for-you Kit Kat)!
Delish Fish — they taste like a Swedish fish but without all of the artificialness)
Dang Sticky Rice Cakes — I just polished off a bag.
…and last but not least.. our pineapple kombucha slushies!
What are some work habits that help you stay healthy, productive, and on track to reach your goals?
At our office and in the store, I believe you need to create a mood to be more productive and keep energies high – it’s about the smells, the music and the energy of the work environment.
We always have aromatherapy on (or burn incense). In the office, we alternate playlists to coordinate how people are feeling, while in the store, we have some really rad playlists created depending on the time of day.
At Krupa Consulting, we try to step away from our computers during lunch so we’re not eating and working. Each team meets on Mondays to discuss the goals for the week for our clients and then meets again on Thursday or Friday to discuss how the week went. It keeps the communication flowing!
And I’m a believer in getting out of the office during the day to walk around and clear your mind. Every day at 4pm, I walk to get a matcha. It’s my time to clear my mind so I can finish the day strong. It’s also important to add small hints of wellness into your day – rub on a dab of essential oil, think about breathing, talk about something really random to make yourself and other laugh. We all work REALLY hard, but you need to break it up, even if it’s for a minute.
Any favorite apps you use regularly?
Top used apps currently are: Slack, Dropbox, Delta, Square, Instagram, Insight Timer, and Sleep Cycle.
What are you reading/watching right now?
I need to read more books… I have Howard Schultz “Pour Your Heart Into It” on my nightstand.
Before I go to bed, I need to watch an easy show it helps transfer my mind away from emails. My guilty pleasures are The Magnificent Mrs. Maisel, New Amsterdam, and You.
How do you spend an average evening?
An average night is spent doing more emails from home. I turn the lights low, blare some tunes, and spend some quality time with my inbox. But at least two nights a week, I make plans with friends/clients to have dinner and catch-up sessions.
I’ll also toss in, weekends are very much a time for self-care. I regularly get massages, acupuncture, and IV drips. I need to give my body some TLC because I know I push it hard.
When do you go to bed? What’s your “optimal” # of sleep hours?
I tried to be in bed by 11pm, but normally it’s closer to midnight! I aim for at least seven hours a night, but I feel good as long as I have more than six hours.
What’s the most rewarding part of your day?
Going to work! I love what I do and the people I get to work with daily. The teams at both Krupa Consulting and The Goods Mart are stellar; they put their heart and soul into it. I’m inspired by them daily. We also get to work with so many outstanding brands.
At The Goods Mart, we’re able to introduce new, better options to our customers and have them leave with smiles on their faces. Shopping can be FUN!
How Designer and Entrepreneur Erin Condren Stays Motivated
A step-by-step guide for you to try.
By: Erin Condren
Motivation is always the first step towards reaching any goal. To me, motivation is about deciding and believing that I can accomplish what I set my mind to. It’s something that’s always been important to me; you’ll see the phrase “create.motivate.inspire” across my entire collection. I design products to be agents of motivation and inspiration. Whether it’s an uplifting quote posted on my Instagram on Monday morning as part of our #motivationalmonday series, a pop of an unexpected, happy color or a structured product design that helps add function to daily life, I seek to motivate others.
But how do I motivate myself, and furthermore stay motivated, which is often half the battle? I’ve identified several tips and tricks thatI’ve noticed work for me and keep me energized and excited!
Make a List of Action Steps
Does it surprise anyone that make a list is my number one tip!? It’s no secret I’m a lover of lists, and it’s so important to make one that will continue to motivate you. Set actionable & reachable “action steps” that you can work towards to reach your goal!
Celebrate the Small Milestones
Part of why it’s important to make these action steps is so you can celebrate it! It’s important to take the time to recognize how hard you’re working and acknowledge those little victories.
Visualize your goal
I’m a visual person, so I’ve found that it’s important to actually create or find visual representations of the goal I’m envisioning. This can be anything, from the house you’re saving up to buy or the children you’re working hard to support. It always helps to see a reminder of why you’re hustling.
Don’t Be Afraid to Make an Adjustment
One of my dad’s favorite sayings growing up was “make an adjustment!” This phrase has turned into a personal mantra for me as I navigate the many different curveballs life has thrown at me. While sticking to your goal and staying motivated and on track is important, don’t be afraid to make an adjustment and rearrange your priorities if you have to!
Schedule “Pick-Me-Ups” as Needed
It’s important to recognize that you will have down days and moments where you feel discouraged or like staying motivated is just not feasible. Plan ahead for these moments so you can cut them off at the pass. I like to pre-schedule things like a mother-daughter movie date or catching up with a friend to help ground me and remind me of what’s important. Hiding little notes of encouragement is also a fun tip!
Stay Organized
This one seems obvious, but make sure that you’re properly organized and set up to make your goals a reality. I like adding weekly check-in times in my LifePlanner™ so that each Monday I already have some time set aside to focus in on my goals and motivate myself by looking back at how far I’ve come.
Consistency is Key!
Don’t vacillate week to week! Keep on the same pace and stay consistent with the steps you’re taking. Soon, you’ll develop habits and staying motivated will be second nature!
I’m so dedicated to staying motivated that I’ve recently been working on an upcoming product launch that’s all about setting goals (more on that soon!) I can’t wait to release it and hopefully help others like me stay on track to becoming their best selves!
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