Meet the Speaker: Katherine Power & Hillary Kerr, Co-Founders of Clique Media Group

Major news today: At #CreateCultivateDallas, our featured keynote speakers will be Katherine Power and Hillary Kerr, the fashion and business powerhouses behind Clique Media Group. Katherine and Hillary founded their first media outlet, Who What Wear (yeah, we think you've probably heard of that one ;) almost 10 years ago and have since grown their company into a full-on empire that includes the websites MyDomaine and Byrdie, as well as talent management. We caught up with them to get a mere sliver of all the wisdom they're sure to drop on January 30th.

With almost a decade of running Clique under your belt, what do you think is the biggest lesson you’ve learned?

Never underestimate the importance of hiring correctly, delegating appropriately, and communicating effectively and clearly. It’s a big lesson—okay, lessons—that we continue to work on every single day.

What do you wish you had known in the beginning?

I wouldn’t trade our experience for the world. Sure, it might be nice to have some foresight into industry trends, but truthfully, hands-on experience is the best way to learn anything. 
 

Los Angeles isn’t known as a powerhouse of fashion media. How do you think that has benefited Clique?

There’s a benefit to being an outsider, in the sense that when you’re operating outside the industry, you get to make more independent decisions and not worry about what everyone else is doing. I think that certainly benefited Clique, especially in the early days. 

How have you seen the L.A. fashion landscape change since you started?

The L.A. fashion landscape has changed tremendously since we started. In 2006, the industry didn’t pay much attention to Los Angeles; now the world recognizes our incredible homegrown talent, and designers are embracing the city in a whole new way. It’s no longer seen as simply the land of denim and red carpets, but rather a place of inspiration and artistry, and an essential piece of the fashion world. We’re thrilled about it! 

What has been your proudest moment with the business?

We’ve had so many milestone moments over the past nine years, but getting to announce our debut Who What Wear collection, which will be available at Target stores and Target.com starting in February 2016, certainly is at the top of the list.

Knowing grammar is like having good manners; it makes you feel more confident and at ease in any situation.

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As writers, what books (business or other) are in your forever library?

KP: Venture Deals by Jason Mendelson and Brad Feld. I listened to this audiobook before doing our Series A fundraise. I recommend it to any entrepreneur; it’s a quick way to learn the language and basic principles of the venture capital world. Also, Scaling Up Excellence is a must-read for anyone building a team or expanding a business.

HK: The Elements of Style by E.B. White and William Strunk Jr. Everyone needs to be able to write well, even if it’s just emails, which is why this classic guide is a must-read book! After all, knowing grammar is like having good manners; it makes you feel more confident and at ease in any situation.

What is the biggest lesson you have learned about being a boss and leader?

The importance of being organized, both in the short and long term. On a day-to-day basis, organization is important because it helps you manage your time and delegate effectively, both of which are key when leading a team. It’s equally important in the grand scheme of things, because if you’re organized, you’ll have enough breathing room to be able to think about the future of your industry and company, which is a big part of leading a company effectively.

What qualities do you look for in the people you hire?

People with an entrepreneurial spirit are really important to us, because we value resourceful problem-solvers who aren’t afraid to tackle projects outside the scope of their day-to-day work.

Three essential characteristics of successful brands:

• They always have a strong identity and point of view.

• They’re always evolving in an organic way.

• They’re not afraid to embrace technology. 

What is next for Clique?

We are expanding internationally, launching products lines based on our core brands, and tackling mobile commerce.

Meet the Speaker: Jenna and Lisa of Lunchpails & Lipstick

We're not ones to pat ourselves on the back, but sometimes we can't help it—and this is one of those! Our lineup for #CreateCultivateDALLAS is already killer and is only going to get better. To get you all worked up and as excited as we are, we're going to start introducing some of the awesome women who'll be there. First up: Lunchpails & Lipstick founders Jenna Crandall and Lisa Allen, who'll be speaking on our panel $$$: Monetizing across different channels and strategically growing your following. Get to know them here, and see them IRL in January!

Your first job:

Lisa: Abercrombie and Fitch

Jenna: Really? I'm so embarrassed to say, but for two months in the summer I worked the drive-thru at Boston Market when I was 15 . I wanted a job sooooo bad, and my mom finally agreed. All my friends from school drove-thru all day long. Let's just say I increased sales for those two months.

Your first girl crush:

Lisa: I wanted to be Blair from Facts of Life. She wore nude pumps and I thought it was just so cool.

Jenna:  I never had a girl crush until I started Soul Cycle last year. I've been pushed and inspired which I think is a pretty amazing quality. Not to mention my instructor's eight-pack of abs. I love her!

Favorite form of exercise:

Lisa: Orange Theory. A mix of cardio and weights.

Jenna:  Soul Cycle. Pilates with the reformer. Walks with my family.

In high school, you were voted “Most likely to ________________.”

Lisa: Haha, I lost 'Best Dressed' by four votes my senior year and I’ve always wondered what happened to the girl who beat me...

Jenna:  My cheer squad said Jenna is .... "the biggest health nut and most likely to own a gym."

Last thing you do at night before you go to bed:

Lisa: Kiss my husband.

Jenna:  Pray for my kids

Thing you can’t resist buying in the checkout line:

Lisa: A Red Bull

Jenna:  Cherry Chapstick and Mentos gum

Your local coffee spot:

Lisa: n/a

Jenna:  I don't drink coffee but I drink the Strawberry Acai refresher from Starbucks almost every day.

Go-to cocktail:

Lisa: n/a

Jenna: I get a virgin coconut mojito at a local Mexican restaurant that I can't resist.

Favorite time of year:

Lisa: Spring. Everything is in bloom. The days are warm and the nights are cool. It’s my favorite.

Jenna:  Spring

Best gift you’ve ever received:

Lisa: Ever? Last year Jeff made me a table and benches out of 200 year old wood from an abandoned ship. He’s really talented.

Jenna:  On my 35th birthday (last year) my husband arranged a hotel for four nights with my best girlfriends in NYC and arranged activities for the entire trip. He sent me the biggest bouquet of flowers I had ever received. I felt so much love that week. It made me cry with how much he loves me.

Next thing on your to-do list:

Lisa: Today? Get my oldest ready to leave for Science Camp.

Jenna: Order Halloween costumes!

Proudest moment:

Lisa: First thing that comes to mind is my wedding day this past September. Surrounded by family, my three daughters and my husband in a place I took a big risk on moving to. Seeing all my blessings together in one spot made me very proud.

Jenna : Becoming a mother. I've never felt more proud of a decision I've made, or felt more proud of my body.

Favorite quote:

Lisa: What you do speaks so loudly that I cannot hear what you say.—Ralph Waldo Emerson

Jenna:
I have two: "Those who are happiest are those who do the most for others"—Booker T. Washington, and "Good timber does not grow with ease. The stronger the wind the stronger the trees"—Thomas S. Monson

This or that:

Your wallet: Totally organized, or packed with ATM receipts?

Lisa: Totally organized, I’m OCD about clutter. It makes me crazy.

Jenna:  Ha! Packed with receipts. Oops!! I can't throw things away. I have issues with keeping everything.

Chocolate or Vanilla?

Lisa: Both. Side by side.

Jenna:  Chocolate anything.

Saturday morning or Sunday night?

Lisa: Saturday morning. I love sleeping in after a week of getting kids up and off to school.

Jenna:  Saturday mornings are my favorite. Sleeping in never felt so good. My husband gets up and makes breakfast. It's the best day!

Dinnertime responsibilities: Cooking or doing the dishes?

Lisa: Cooking, I LOVE to cook.

Jenna:  Neither. I like to bake and eat out. :)

Karaoke: In the crowd or on the stage? If on the stage, what song?

Lisa: Crowd. I have a fear of being in front of people with all eyes on me.

Jenna:  On stage. Anything Madonna or Salt and Pepa

Shopping: In store or online?

Lisa: Both. I prefer in-store but sometimes the best deals are online!

Jenna: In store if I have a friend with me. Online if I'm alone.

In flight: work, nap or movie?

Lisa: Work. Always working. I take breaks to people watch. I love to observe others.

Jenna:  Work & a movie

At parties: On the dance floor, deep in conversation, by the snacks?

Lisa: A healthy mix of all three. I like to make my rounds.

Jenna:  On the dance floor laughing my head off.

TCB: Side Hustle Queens

All hail the side-hustle—the art of pursuing a passion project even when it's not the only thing on your plate. Here, four talented woman who are getting it done, even when there's a lot to do.

Name: Brandy Pham

Full Time Gig: Wife, Mommy, Brandy Pham Jewelry

Current Side Hustle: Planogr.am has been a side hustle for a year now, but turned into full time along side @brandypham

Elevator Pitch:

I dreamt up Planogr.am because Instagram was such a vital part of our Brandy Pham jewelry business. If I didn't post, I didn't get a sell, and my husband quickly called that out. Being a new parent was a full time job in itself and I would have to plan out my Instagram content and draft my captions ahead of time (nap times and late at night). I would take photos and edit on my iPhone, e-mail to myself, visually plan my feed on photoshop, draft my captions in Evernote, set alarms for when to post, then copy and paste to Instagram. My husband thought I was insane, so he set out to make Planogr.am come to life for me. Now you can plan your Instagram content, draft captions, schedule each post all on one platform via mobile or web dashboard seamlessly. It's beautifully designed, simple to use, and will make your life easier whether you're a brand, business, agency, or power Instagrammer. This was truly a labor love!

How you balance the two:

Some days are better than others, but having a schedule and routine has been the key to our sanity and happiness. I love knowing exactly what's going to happen each day and it keeps my boys happy as well. Even though I have two businesses, I always make sure I take care of my family first.

My husband and I both take care of our toddler at home, and since we are business owners as well as partners in work and life, we never really stop working. We had to set boundaries, so everyday, after dinner, we take Theo out for a nice long walk and we always leave our phones at home. That's our time to really talk and have personal engagement.

We don't sleep as much as we want to, but you have to do what you have to do for the life you want. At night, we usually work until midnight or if we're on a tight deadline, we try our best to be in bed by 2-3am since our son wakes up at 6:30am on the dot. We usually put in some work on the weekends as well... it never really stops, but that's the life of entrepreneurs, right? We make sure we take some days off and some nights we just put on a movie and decompress. We try to stop and remind ourselves to enjoy the journey and have fun in the process!

We don't sleep as much as we want to, but you do what you have to do for the life you want.

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Name: Eva Goicochea

Full Time Gig: Founder/Web Designer/Brand strategist at eg° studio

Current Side Hustle: I co-founded Tinker Watches and Hush Supply Co.

Elevator Pitch:

Tinker: Build-your-own, minimalist watches
Hush Supply: Well-designed, get-lucky essentials

How you balance the two: I used a LOT of tools to stay organized and make sure to organize my in-box every.single.day. I recommend: assistant.to, Sunrise, Wave Apps, and Proposify. Also, if you work in a team, get on Trello.

 

Name: Monica Wang

Full Time Gig:  Director of Finance at Saucey

Current Side Hustle: Photographer

Elevator Pitch:

I am a big believer in life is what you make out of it. I actively seek out opportunities and work incredibly hard to make things happen. I am constantly learning, exploring, and practicing my craft, whatever it may be, because it really does take that extra amount of effort to be great at it. My philosophy is if you want something you have to go after it with everything you got and put your words into action.
 
How you balance the two:  

For me, I am always juggling between time and my innate desire to do everything (I get major FOMO), but I have accepted that I cannot physically nor mentally handle it all. That was a hard lesson for me to learn.  I realized that I had to choose my opportunities strategically and map out a business plan for photography just the way I created business plans for Saucey. That helped me to weed out gigs that don't contribute to my overall life goals.  I try to use every opportunity as a stepping stone to learn and connect with others and that has helped me to get my name out there quickly within the industry.

Weed out gigs that don't contribute to your overall life goals.

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Name: Meghan Donovan

Full Time Gig: Vice President, MSLGROUP

Current Side Hustle: Blogger behind wit & whimsy

Elevator Pitch:

I currently oversee a team working on one of the world's most recognized Silicon Valley brands as a VP in PR & marketing. When I'm not developing integrated plans or strategy, playing manager or providing client counsel, I pen my fashion and lifestyle blog, wit & whimsy which I created in 2006! See also: Brunch fiend. Soulcycle addict. Ice coffee enthusiast. Fan of wit.

How you balance the two:

After over eight years of balancing both I can say that what I've learned is that you'll never actually achieve perfection when it comes to the art of balance. But you can employ tactics for running your side hustle like you do your career to make the two manageable. These include scheduling in-person meetings to foster key relationships, finding mentors that will help inspire and motivate you and limiting your "office hours" to help diminish burnout. I've certainly had those days and weeks where I feel like I'm spinning but when I do feel that way, I know it's time to hit the pause button. I unplug, do something for myself that's unrelated to either my job or my blog and I spend time with friends that help rejuvenate me! Remember that you are not alone and can't do it all but you are powerful, capable and determined and those are all to be respected and celebrated!

Blawnde Ambition: Annie Lawless's Guide to Healthy Living

We dare you to get to know Annie Lawless and not be inspired to take your health into your own hands—it'd be impossible. After being diagnosed with Celiac's disease at age 12, Annie learned first hand how much what you put in your body affects how you look and feel. Now, she blogs at Blawnde.com (where she's refreshingly honest and doesn't try to be perfect), is a certified health coach and also a co-founder of Suja Juice (which recently sold a stake in the business to Coca-Cola for a whopping $90 million) and co-author of the New York Times Bestselling book The Suja Juice Solution. In spite of all of this, Annie still took time out of her schedule to answer our burning health-and-wellness related questions. Read on, and sign us up.

What is your go-to tip for dealing with anxiety?

BREATHE + MEDITATE. Anxiety has a funny way of creeping up, taking hold of your mind, and running with it. Before you know it, you’ve traveled miles and miles with this thing in control of the direction of your thoughts. Meditating and breathing deeply into those thoughts and releasing them while clearing the mind of all judgment and thinking really helps me reset the station and come back to a neutral place. When I finish meditating, I usually feel so much less attached to the thing I was worried about and sometimes not worried the slightest bit about it anymore because I’ve stepped out and can see things more clearly from a totally different perspective.

What supplements do you take and why?

PRENATAL VITAMINS: It can’t hurt any girl to take a prenatal vitamin! They are packed with higher values of important vitamins and minerals for reproductive health and it’s not a bad idea to nourish our reproductive organs as long as we have them (even if we don’t plan on having kids).

PROBIOTICS: I’ve taken prescription-grade probiotics for years because I had some Celiac’s related damage to my intestinal lining. Apart from removing gluten from my diet, I credit juicing and probiotics as the two most important things in getting my digestive health back in a good place. The digestive system is really the key to overall health and responsible for so many bodily functions. It is responsible for absorbing nutrients, removing toxins, allergens, and microbes, immunity, metabolism, and mood. If you don’t have a healthy balance of good bacteria in your gut, your health will suffer and you will have all kinds of symptoms that may not seem related like skin rashes or depression, but they are.

FISH OIL: Omega-3 fats have soooo many health benefits! They help your body produce hormones that stop inflammation. They also help produce chemicals that keep us in a good mood and regulate sleep. The American diet is too high in pro-inflammatory omega-6 fats found in vegetable oils like peanut, sunflower, soy, and corn and too low in anti-inflammatory omega-3 fats found in salmon, flax seeds, omega-3 enriched eggs, and walnuts. A good ratio of omega 6 to omega 3 is 2:1, but most of us have a much much higher omega-6 intake than omega-3 thanks to all of the packaged, processed foods prevalent in our markets, restaurants, and fast food. A fish oil supplement can help bring the ratio to a better place by providing a steady source of omega-3’s.

MAGNESIUM: Magnesium is an amazing nighttime mineral because it has a relaxing and calming effect on the muscles and nervous system. 80% of Americans are deficient so taking a supplement is a great idea.

DIGESTIVE ENZYMES: Poor digestion can throw off healthy gut flora, and enzymes are key substances of the digestive process that help break down our food for proper absorption. Without enough enzymatic power, food can’t be digested correctly and that can cause all sorts of digestive abnormalities. Enzymes are responsible for every chemical reaction in the body, so it’s important to have enough to digest and absorb the nutrients in food that are necessary for life. Supplementing can really help you feel better after meals and digest more easily.

BIOTIN: This one is more for vanity because it’s great for hair, skin, and nails! Biotin is a B vitamin that helps thicken nails and support hair growth. I bleach my hair which is about the worst thing you can do to it, so I’m always super conscious of supporting it any way I can. Even better, biotin plays a key role in nervous system and hormone function, which helps the skin look clear and prevents rashes and acne.

What is your go-to lunch when you’re on the go but still want to eat healthy?

Whole Foods salad bar! I just Google the nearest Whole Foods wherever I am and make a big green salad with romaine or arugula, loads of veggies that I’m feeling that day, a protein like egg, tuna, or chickpeas, and I always steer clear of the bottled dressings and just go for olive oil, sea salt, and pepper. Then I run to the produce section and buy an avocado to put on myself because they don’t have it at the salad bar and avocado is my life.

Always play in the game of life—don’t just hang on the sidelines.

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What’s your favorite place to go to recharge for the weekend?

Rancho Valencia Resort in my own city, San Diego! It has the most unbelievable spa and yoga pavilion, and a great bar/restaurant called the Pony Room that becomes such a hot spot at night. Whenever I’m with a group of girls, we can stay on the property completely contained for a couple days with zero need or desire to go anywhere and we feel like we’ve completely disconnected from life on the outside. The perfect girls day is starting with yoga in the morning, brunch by the pool, massages, a light later lunch with rose, a mani/pedi, drinks and dinner at the Pony Room, and late night dessert and coffee in the Hacienda. It is perfection.

Your favorite form of exercise and why?

Yoga, walking, and occasional running! Most often, I wake up and do yoga every day first thing for an hour. I do power, vinyasa flow, yin, and hatha, depending on my mood. I barely consider this a workout because I love it so much and it sets me up for a relaxed, calm, centered mind the rest of the day. On the days I wake up feeling like getting outside, I opt for long walks. I never go inside on a treadmill because it makes me feel like a hamster. I like to be outside and get inspired by nature, the sunrise, the ocean, the trees, or whatever it is that my surroundings provide that day. By the time I’m done, I’ve had a total mood and mind transformation and it feels really awesome. I like to walk for an hour or two and I almost always go to the beach or a hiking trail. Then, there are the random days that happen as often as once or twice a week or as little as once a month, when I wake up craving some miles. When this happens, I don’t have any distance goals or rules in mind whatsoever,  I just run as long as it feels good and stop when I’ve gotten what I need. This can be as little as three miles or as many as eight miles. On these run days I tend to wake up more ansty, restless, and carrying nervous energy. Running really helps me release that and leave it behind so I can enter the day fresh and clean slated.

Your skincare routine or a quick tip that gets you glowing?

I am such a freak about skincare! I ALWAYS stick to a good skincare routine no matter what. I have very dry skin, so the main focus for me is hydration. If I’m wearing makeup, I massage my face with coconut, almond, or olive oil all over to cut through it and help it wash off easily. Then, I wash my face with Eminence Coconut Milk cleanser, which is a creamy nourishing formula that doesn’t strip moisture from my skin and removes all of the makeup. Then I tone with Sanitas Hydrating Toner to exfoliate my skin without irritating or drying it out. Next, I warm a few drops of a beauty oil with my fingers (right now I’m loving the Sunday Riley oils) and press it into my skin, focusing on my cheeks and chin. Finally, I smooth on a super hydrating face cream, and this is the most important step for my skin! I switch it up a lot, but right now I’m using the Fresh Crème Ancienne and it’s amazing!

What has been the most exciting thing for you with Suja?

With our new 12oz Essentials line at a lower price point, we have been able to reach a broader consumer market and expand our distribution from the natural space to conventional retailers like Costco, Target, Vons, Publix, Safeway, Kroger, and Wal-Mart. This is an exciting shift in the availability of organic products at an approachable price point for the mainstream shopper and is a huge step in our mission to democratize organic, non-GMO juice.

What’s in your makeup bag?

Ooohh I love my makeup! I am a full face of makeup kind of girl so I like to “get ready” every single morning. For an everyday look, I always use Hourglass Mineral Veil Primer, Giorgio Armani Luminous Silk Foundation, Laura Mercier Translucent Setting Powder, Nars Bronzer in Laguna, Nars Blush in Angelika, the Urban Decay Naked2 Basics Eye Palette, Christian Dior Waterproof Eyeliner in Trinidad Black, Maybelline Great Lash Mascara in Blackest Black, and Smashbox Be Legendary Lip Gloss in Pout. Those items are my makeup ride or dies.

What’s your mantra or life philosophy?

Always play in the game of life—don’t just hang on the sidelines. If you don’t play, you don’t have the opportunity to win. Even if you lose, you’ll have fun and learn valuable lessons and skills for getting back out there and trying again for a win.

Catch Annie in person at #CreateCultivateDALLAS when she speaks on our panel From Start up to Success Story: Meet the ladies killing the game.

Ask: Jessy Fofana of LaRue PR answers your public relations questions

Last week, we asked what you wanted to know from PR maven Jessy Fofana. Jessy founded her agency, LaRue PR, more than seven years ago after previously working in magazine publishing and founding (and later selling) her own cosmetics company. She knows her stuff, and will soon be covering everything PR for the Create & Cultivate blog. To kick it off, she picked a few questions to answer here, and warned us she wanted to answer them all.

cassandramonroe  What are qualities that PR agencies or personnel look for in a blogger/creative person that determines whether or not they feel like a collaboration is a good fit?

It’s always great to collaborate with a partner or influencer that approaches what they do with a creative spirit, but also like a brand/business owner.  Being responsive and having a media kit and rate card ready with available stats and numbers is always appealing. Partnering with a blogger that is truly interested in the product/service they are going to collaborate on is best.  It’s wonderful to team up with someone who has done their own research and is bringing creative ideas to the table that tie in what works best with their audience. Of course design, layout, image quality and general aesthetic sensibility are important, but if a PR person has reached out to you with interest they have decided you are “on brand” and the right fit.  If you are an emerging blogger trying to work with a company for a collab, it’s important to know what you are about and why you feel the partnership would be beneficial. I also suggest starting with smaller businesses that might be more accessible and approachable. Finally, it’s important to have a nice working relationship, to meet deadlines, to be responsive and to share post partnership results.

 
mommynotes What are some good tips for negotiating with PR companies as a brand, particularly when your budget is small?

This is a great question and one that I’m sure a lot of small biz owners new to working with agencies and consultants might have. If you are interested in working with a PR firm, it’s important to find a boutique agency that has experience working with small businesses or startups. PR firms usually create their pricing structure based on time, so you want to make sure that you whittle down what your goals are and where you would like the focus to be. A good PR team will offer input and advice on this as well and can advise on where your business will see the most benefit and how to streamline efforts and costs. Some agencies will create a retainer agreement that is tiered or that increases over time to accommodate a new business.  Approaching PR on a project basis (ex: product launch, around an event, or seasonally) is another way to limit the expense and create specificity for the campaign. Finally, if you find an agency or freelancer that you feel is a great fit, talk to them. While there are industry standards, there is no hard and fast rule and if someone sees the potential, they may be willing to negotiate. I’ve tried to move mountains for brands that I really believe in.
 
miss.collective  I would love to know what approach you recommend to targeting publications after hosting an event to have the greatest success rate of getting published. Thanks!

With events there are a few different strategies to consider. We typically look at any event and consider a three-pronged approach to press coverage that includes pre-event press, “live” event press, and post event press. Depending on what your event goals are, maybe only one of these applies, but it’s important to consider all angles. If you are looking for press coverage to drive attendance and foot traffic, pre-event coverage and “live” coverage are a necessity. If your goal is to showcase a private event, the focus is typically post event outreach. For this there are a few things you need to have at the ready. Event PR usually has the best return on a local or regional level, so putting together a hit list with the best area print, digital and broadcast media is essential. Do your research and make sure you find the right contacts at each outlet. Look at who has covered similar events in the past, check titles and beats and reach out.   Have all of necessary info ready, in either a press release or an event one-sheet and share a few low-res images to help create interest and excitement. If media didn’t attend the event, it’s important to have a photographer on site who can share event images for press inclusion. Timing is important. You can pitch for post-event coverage before the function happens to try and secure an exclusive story. If you have trouble getting interest in advance, then immediately following the event—ideally the next day—work on pitching it with all the juicy images and info.
 
mirabellamarket What is the best way for a handmade business on Etsy to gain traction and increase sales? How can we bring our products to the masses?

Fifteen years ago I would have said that traditional PR is really the only cost-effective way to bring visibility to any small business. It still is a great tool, but over the years, the scope of what PR includes has broadened and now there are so many more resources available. Social media has created entirely new outlets for visibility. Now influencer relations and strategic marketing are an important part of any PR strategy. When you have a handmade business, it’s important to get creative and to have a plan of attack. When I was in my 20s I started a “handmade small business” with a friend. Over the course of a number of years we grew our sales, and ended up selling our start-up to a multi-million dollar fashion label. One of the key factors that helped that sale along was the buzz we had created for ourselves via PR. In addition to creating exposure and sales it lent our fledgling business credibility. Don’t be afraid to pursue media coverage. I went out guerilla-style and just pitched our product and story to a ton of editors and we ended up getting featured in some of the most popular fashion and lifestyle magazines (Harper’s Bazaar, InStyle etc.). At the time I was just starting out and didn’t have a ton of PR experience, but I just pounded the pavement and believed in the product. I think that same strategy is still worthwhile and now that are a multitude of mediums to go after. 

Try an organized “spaghetti-at-the-wall” approach and see where you get interest and where you get return. Make a hit list of media outlets where you would like to land your product, research contacts and try reaching out (it’s often better to start with a more junior assistant, writer or editor). Figure out a few brands that are similar in size, or slightly larger, that have a complimentary rather than competitive identity and reach out about a co-branded social media collaboration to grow awareness among your respective customer base. If the collaboration is cool, look to get a bit of press coverage on it. Incentivize your existing customers and market directly to them with original (and hopefully not annoying) promotions. Social media is a way you can share your brand identity and connect with your end consumer on a daily basis.  Try to be sincere, create worthwhile content and don't be too focused on sales. Keep at it. Don’t give up. All of this takes time and keep in mind with PR specifically, you are bound to get a bunch of “NOs” before you get that “YES,” but usually that “YES” is really worthwhile.

Jessy Fofana founded La Rue PR over ten years ago after successfully directing public relations and marketing initiatives for an impressive list of well-known fashion, home décor, lifestyle and cosmetics brands and retailers.  Having worked in both digital and print magazine publishing as well as co-founding a fashion and lifestyle brand that she later sold, Jessy and her team at LaRue PR understand exactly what it takes to create the kind of take-notice, multi-faceted campaign that delivers brand-changing buzz.  With an experienced team of professionals, LaRue PR covers all the bases including print and digital media coverage, influencer relations, synergistic brand partnerships and more.  LaRue PR provides the skill and experience of a large agency with the creativity, dedication and affordability that can only be offered by a boutique firm.

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Style Guide: Night+Market's Sarah St. Lifer, the fashionable foodie

Sarah and Kris. Photo by Emily Knecht

Food and fashion are a match made in well-dressed, tasty heaven, and no one we know embodies that more than Sarah St. Lifer, a former fashion editor who now runs Los Angeles's insanely popular Night+ Market Song with her boyfriend, chef Kris Yenbamroong. Whenever we stop in Night + Market, Sarah's running around like a boss—bussing tables, pouring drinks, answering the phone, basically doing whatever needs to be done. And what really blows our minds—she looks good doing it. We caught up with Sarah to talk about the intersection of food and fashion, whether or not comfortable shoes really exist, and to get her list of food Instagrams you should definitely follow. 

How did you make the transition from fashion to food?

I have always had a life in fashion. My mother and father owned different retail operations growing up, and some of my earliest memories include hanging out with them at work after school. Before Style.com existed (now Vogue Runway, right!?) my mom and I would sit in bed and watch The Style Channel during Fashion Week. I went to college to try my hand at being an artist, but when I graduated, I found myself at Stylelist, AOL’s fashion site. When AOL and Huffington Post merged, I would contribute at both pages. When I moved to LA, I worked at the Huffington Post LA offices until Refinery29 was hiring an LA Editorial Assistant, so I dropped everything. Refinery29, at that time, was my True North, and working under someone so sartorially-sharp was the icing on the cake. I adored every minute of my time spent at Refinery29. No job is perfect, but it was tres fun having dinners at Chateau Marmont and writing about it the next day. Luckily, I was in my mid-twenties and I could manage a late-night-to-early-morning schedule. After work, I’d cruise over to Kris’ restaurant. It was the only way I could spend time with him! Being there, I eventually evolved into the host. As the restaurant became more and more popular, I made the incredibly tough decision to put my writing career on hold to work at the restaurant.

Food unites people the same way fashion unites people. A lot of foodies appreciate good style, and those with good style appreciate good food.

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The fashion cliche is that no one eats, which is so not true. Why do you think the fashion crowd has embraced the foodie lifestyle?
I went to countless NYFW events where I’d drink free champagne and avoid the passed hor d'oeuvres. Why? the food was always mediocre back then! Now, I go to events because of the food. I truly believe that fashion has the ability to unite all walks of life. Food unites people the same way fashion unites people. A lot of foodies appreciate good style, and those with good style appreciate good food. There are some restaurants that are timeless, while others are reactions to a trend. Whatever it may be, more people are participating, and I love it.

Night + Market's colorful dining room. Photo by Emily Knecht

What is the hardest thing about working/running a restaurant?
Being able to operate at 100% after a three-hour night’s rest. Luckily, an Alfred Coffee opened across the street from our Silver Lake restaurant

What is one thing you've learned from the restaurant business that you could apply anywhere? Be passionate: it will show, and your boss will notice!

How do you keep yourself focused and going on those long-double shift days?
By prioritizing. I write down everything that needs to be accomplished and decide which items are big picture, and which are small. Big picture stuff is always in the back of my mind. If the small-picture task don’t help the big-picture, then that takes a back seat.

What's your work uniform?
I’ve become a denim nerd because of work and living in LA. It’s important for me to have my iPhone, wine key, notepad, business cards, and pens on me at all times. If a customer flags me down, I want to be prepared. I have a closet full of dresses that collect dust because none of them have pockets! I love wearing overalls — they’re practical and a great conversation starter. I have a vintage pair from Foxhole and simple black set from Citizens of Humanity. I also have a pair of white Levi’s I can’t take off. It’s awful, because working in a restaurant is not a clean job — and I’m convinced these white jeans are a magnet for curry sauces! I wear a lot of solid tees for this reason. One day it will be a Hanes, the next it will be an Acne tee — I’m all about the high-low.

Often, when you're on your feet all day, it seems like there's no such thing as a comfortable shoe. What are your go-tos that don't kill your feet?
Dansko clogs are the best, but not the most stylish. I wear my Stan Smiths mostly. I also wear Vans and Nike Air Max. I bought a pair of Nike Flyknits when we first opened Song. They were bright pink and matched the walls of the restaurant.

What do you wear/add to an outfit when you want to be comfortable but still look polished?
If I know Kris and I have somewhere to be after work, I’ll wear my rag & bone jeans. They’re jet-black and are perfect for any situation. I’ll toss on my 3.1 Phillip Lim leather vest over any tee and instantly look more put-together. I owe a lot to that vest!

Who are three rad female chefs/restauranteurs who we should all be familiar with?
• Kerry Diamond is the co-founder and editorial director of Cherry Bombe Magazine, runs three successful restaurants with her boyfriend in Brooklyn (Nightingale 9, Wilma Jean, and Smith Canteen), and is the editor-in-chief at Yahoo! Food — and she does this all while wearing Marc Jacobs and Maria Cornejo.

• There’s a neon sign at the back of Jon & Vinny’s restaurant that’s pink and says “helen’s”. Helen Johannesen runs a boutique wine store back there — but she’s also a partner in the restaurant and is the director of operations for a number of the restaurants owned by chefs Jon Shook and Vinny Dotolo. She knows her stuff, but isn’t super serious about it. I like that I can talk shop with her and not feel intimidated by all of her knowledge!  

• Grand Central Market is overwhelming, which is why I head straight for Madcapra. It’s an oasis, and you can bet either of the two chefs (Sara Kramer or Sarah Hymanson) is behind the stoves at any given moment. They’re such workhorses, and they make the most crave-able falafel sandwiches under the sun.

• Natasha Phan is queen bee. People have dubbed her “Roy Choi’s Right Hand (Wo)man” but I think she’s way more than just that. She’s a problem-solver, a gracious host, and total ball-buster. If she’d let me, I’d pick her brain for hours.

• Jessica Koslow. I take every LA newbie to Sqirl — it is such a uniquely LA experience. The food is phenomenal. And, even after a long day, she’s warm and welcoming.  

What are three food Instagrams that you love to follow?
I have to shout out Cherry Bombe, obviously! I also love Alison Roman’s sense of humor — she’s the new Senior editor at Buzzfeed Food. Nina Clemente, Nicole Rucker, and Claire Thomas (aka Kitchykitchen) make me want to learn how to cook, but I’m actually miserable at it!

What advice would you have for someone who wants to build a career in the food industry?
I think it’s really important for those who wish to make a career in the food world to really get their hands dirty. If you want to work for a restaurant, start on the ground floor — aka start serving/bar-tending. You’ll learn how to problem-solve on the fly, and really build the muscles that those in corporate positions don’t have. You’ll be able to talk about the food in a much more passionate way, and that will show in your work. We don’t have bussers or a somm at our restaurants because we expect every server to know every corner of the restaurant. We want them to be experts on everything: why we have a poster of Cindy Crawford on the wall, how Chicken Larb is made, where Chiang Rai is… basically, always ask questions so you have all the answers.

There's long been the stereotype that women DON'T belong in the kitchen in restaurants. What do you have to say about this?
It makes my heart sink to hear these things. Yes, working in a kitchen is hard, manual labor. But, that doesn’t make it manly. Our kitchen is all women — I kid you not! We have a team of women who work harder than any of the other men who have tried. I think this happened because Kris’ food is Thai soul food, and who better to make soul food than a bunch of moms?

Photo courtesy of KCRW

Do you have any advice for dealing with machismo from coworkers or customers?
I’m the boss. When a customer or a coworker is acting out-of-line, I have to remind myself that they are in my house. I built this restaurant — when it was a pile of garbage, I was there cleaning up the mess. But, as soon as I remind myself that this is my blood, sweat, and tears, I’m instantly 1 million times more confident. Trust, I don’t act rude, I’m just filled with pride (while being poised). Basically, I remind myself that I’m in charge here — and I’ve dealt with much more difficult scenarios. Telling some cocky customer to calm down doesn’t even crack the Top 10 for “Most Challenging Moments.”

Bike Life: Whether to work or for play, it's time to #rideon

Two years ago, preschool teacher Chelsea Petrozzo turned her love of spin class into a business idea, and CitySeat was born. CitySeat makes bright colored and portable bike seat covers that can be used on stationary spin bikes and shareable bicycles, like CitiBike in New York. We caught up with Chelsea to have her tell us why she loves biking, and why you should, too.

A shareable bike can change your life.

I started using CitiBike about two years ago when I was running late to dinner. I had only ever biked in the country so I was a little apprehensive, plus I had heels on and the traffic by my apartment is fairly crazy. I had just started prototyping CitySeat, so I figured now was the time to test the product! After I took my first ride I was hooked. There is never traffic, I get exercise while doing things I would normally be doing, and I get everywhere in the same time or less than it takes me in a cab.  

Riding a bike is a new way to see the city.

I live in the middle of New York City so in a car, the scenery doesn't move so much because of traffic. It can take up to 20 minutes to get 10 city blocks. The subway is not the cleanest and always crowded. The reason I love biking is the freedom you get from being on an open road with no one near you. It's hard to have personal space in New York and riding a bike is about the only time you get that. There are so many bike lanes and the West Side Highway allows you to be outside and explore, something you don't get from alternate transportation. At CitySeat, we also really want to promote lowering our carbon footprint, so the more I can get out on the bike the better.

I love the freedom you get on an open road with no one near you.

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Biking is exercise you can fit in even without going to the gym.

I tend to bike to and from spin class three to four times a week and I try to take a long bike ride every weekend. On an average week, I log about 10 miles on a CitiBike and about 60 miles at SoulCycle. Biking is really the only exercise I enjoy, so I try to get it in when I can.  

Biking is good for you and the environment.

Bicycling significantly reduces transportation emissions and reduces traffic congestion and the need for petroleum. According to Transportation Alternatives, "If 5% of New Yorkers commuting by private car or taxi switched to biking to work, they could save 150 million pounds of CO2 emissions per year, equivalent to the amount reduced by planting a forest 1.3 times the size of Manhattan." 

It's so easy to make the switch once you see statistics like this and know you could easily help our earth. It doesn't hurt that you burn a TON of calories, it tones your body, boosts your energy through the output of dopamine in the brain, and it lowers your blood pressure and cholesterol. 

Riding in a city doesn't have to be scary.

I was very afraid at first. I stuck to streets with bike lanes and would walk the extra way to avoid cross streets. One day pretty early on, I left a really invigorating spin class and told myself I was going to do it. I picked up a bike in Union Square and walked it across the big intersection. I still stayed on one street all the way down, and then turned on a street with a bike lane but slowly, I began to take more risks. It's very important to be aware and ride to the side of traffic. Cars are just as scared of you as you are of them so as long as they see you and you make yourself known, you're going to be ok! Once you get the courage the first time, you'll be able to #RideOn. 

Stay safe!

Always, always, always wear a helmet! When I first started riding I was embarrassed to carry a goofy helmet around, but safety comes first. You're not that well protected out there in the open so make sure you're safe. You always need a CitySeat to separate you from the elements and other people who have ridden before you ;). Also, as a biker, know the rules of the road and follow them. Don't try to blow through lights or go the wrong way because it's convenient. The safest and easiest way to ride is by following the rules.

And helmet hair is avoidable.

I carry a comb with me so I can quickly brush through my hair. I also often have some dry shampoo to give myself a little volume. I also keep makeup removing wipes (I love the Simple ones that don't leave any oil behind), to just refresh myself after a ride. One thing I have learned, especially on a CitiBike, is to use a purse that zips on the top so you don't lose anything along the way! 

CitySeat was a no-brainer. It combined something I loved with an obvious need.

About two years ago, I was hooked on SoulCycle and became a spin fanatic. At the same time, CitiBike was coming out in New York. I was on a vacation with my family in Europe sitting at a coffee shop, watching all of these men and women riding bikes to work, dressed beautifully but with plastic bags covering their bike seats. After a few people rode by I thought, I don't get it, is there not something out there for a bike seat cover? I figured if these people were spending time getting ready and worrying about their appearance, why not take it all the way and get a waterproof, comfortable bike seat cover to go with their look?  

We believe everyone should have access to a bike.

When I first started CitySeat, I knew I wanted to give back in some way and wanted to have it correspond to something with children. I'm a preschool teacher so the idea of biking and kids was on the forefront of my mind. My product designers work in Dumbo and constantly passed Recycle-A-Bicycle. We met with Karen Overton who is the director and she really captivated us. Hearing about the growth of Recycle-A-Bicycle over time and all the work they do with educating children about safe biking was really inspiring. RAB have the kids work, crafting the bikes from start to finish to get that opportunity to go on an amazing bike ride all over New York just spoke to me. When we asked what she needed, she said helmets and that was that!    

Chelsea Petrozzo is a native New York preschool teacher by day and entrepreneur by night. Chelsea has always had a passion for fitness and fashion and like many, loves a good tap back during cycling class.

Style Guides: The Colorful Content Queen Bri Emery

It's been said that "Good clothes open all doors," and perhaps no one knows this to be true more than the entrepreneur—which is why we're kicking off Style Guides, our new series on women who've merged business and fashion sense to build seriously stylish careers. These icons understand that personal style is a lot more than just what you put on in the morning. Rather, it's how you present yourself, define your brand and stand out in a crowded space. So stop, look and listen.—PRESENTED BY TOPSHOP

Bri Emery is an art director based in Los Angeles, CA and the creative director behind the lifestyle blog and design studio, Design Love Fest (where she hosts regular workshops for creatives). She’s lent her creativity countless brand campaigns and brings her knack for bright colors and composition to life on her popular Instagram feed. 

Instagram: @designlovefest

Wearing: Topshop checkered trousers, Striped Daisy Trim Tee, Neon Floral Jacket

First 3 apps you check in the morning (in order)?

Mail, Instagram, Calenmob

What's next on your to-do list? 

I am planning the designloveFESTIVAL, which is happening on October 24th!

What’s your earliest internet memory?

Lots of AOL chat boxes and my terrible guessshopr29 screenname!

What was a breakthrough moment in your career?

When I quit my full-time job and took a leap of faith that this blogging world would work out for me!

You've been granted a 2-week, all expenses paid vacation: Where do you go?

Greece and Turkey are next on my list! Just Google “natural baths in Turkey”—it’s unreal.

Who would be your dream person to call up for business advice?

Tina Fey

What's the next creative project you'd like to tackle?

I’m starting to get into product collaborations and definitely interested in doing more of them!

What's your go-to look on the job? Off-duty?

My work outfit isn’t that different from my off-duty look! I prefer a pair of black or patterned cropped trousers with a simple striped tee and white Vans.

"Why are we working so hard if we can’t pause for a second and be proud of our efforts!?"

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Any words of advice for fellow creative hustlers?

When you are a hustler, I think it’s easy to forget to enjoy your successes. I know for me, I will finish a big project and immediately start thinking about what’s next. Why are we working so hard if we can’t pause for a second and be proud of our efforts!? We should all do that more often.

Your 3 most-used emojis?

Heart, Crying-laugh, Dancing Girl

Photos by Calvin Lim, @killacalshoots 

Professional Opinion: Maxie McCoy on When—and How—to Take a Sabbatical

Have you ever had a moment of such intense frustration that your mind wandered to ditching it all, putting your things in storage, moving to a foreign country to just be, and create. You probably shrugged it off as totally illogical. Completely impossible. Crazy. And irresponsible. But what you should really do the next time your mind goes there is go for it. Literally do it. Take the leap.

Around this time last year, a version of this happened to me. I had a dream business I wanted to launch. Everything else seemed like a block to it. A loud whisper told me to go. Instead of pushing it down, I gave it a microphone. And I went—to the other side of the world to Bali—where I created the foundation for my now very real dream. The next time you get the urge, call or screaming whisper to take some significant time away, re-read the answers to these questions, because they're probably the very same questions that are holding you back. 

What if I don't have enough in the bank?

I didn’t either. Truly. When I thought about needing to go away and jumpstart my dream, it was the last thing I had thought about or financially planned for. But then I learned the power of “and” by getting over my own fear. I learned it didn’t have to be one or the other—I could work a bit and still go away to work on my dream. I talked through it with a team that I loved, and had work I was grateful for. It was a win-win for everyone.

If that’s not realistic, then create a plan for what you would need. Having lived in a dream-place like Bali, it’s amazing how much less you need for your day to day. Get out an excel sheet. See what you’re working with. You’ll likely be pleasantly surprised.

Having space will provide clarity beyond anything you can imagine.

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What would I do solo for so long?

Everything. Nothing. Anything. You might surf. Or write. Or better yet create the foundation for your future business. Hire an intern to help you move things along. Finally sit down to create the business plan. Meditate. Stare at the ceiling. Having space will provide clarity beyond anything you can imagine. You’ll get into the groove of uninhibited creativity. And it’ll be momentum that will carry you and your dream work forward.

No matter what you do, you’ll learn what it means to find happiness and comfort from within. You’ll learn to rely on yourself for the comforts you need, instead of your usual external go-tos. And you’ll likely meet a lot of friends along the way, whether you stay close to home or travel to a faraway continent.

Will people think I’m crazy?

Totally possible. I’m sure many people thought I was. But the right people got it. And that’s what matters. Largely, people who are openly judgemental are simply experiencing something within themselves as they watch you go after something awesome.

And regardless of who judges, and who raises an eyebrow, I can promise you this: When you return, everyone will want to talk to you. You’ll be the business launch that has a very fun story. And you’ll have an experience so important to the development of your soul and your work in this world that what 'they' think is rockingly irrelevant.

Everyone needs some space. Space to breathe. To dance. And most importantly to dream. There’s no better place to jumpstart your future than on a sabbatical.

Maxie McCoy is the energy designer of Maxie, where she shares soul wisdom on the digital video series #maxie and her weekly writings. Maxie offers soul sessions, workshops, one-on-one coaching, and words of wisdom you really shouldn't miss. If you want your spiritual and emotional IQ shooting to the stars, follow along at maxiemccoy.com. 

Style Guides: The Minimalist Modernist Jayne Min

It's been said that "Good clothes open all doors," and perhaps no one knows this to be true more than the entrepreneur—which is why we're kicking off Style Guides, our new series on women who've merged business and fashion sense to build seriously stylish careers. These icons understand that personal style is a lot more than just what you put on in the morning. Rather, it's how you present yourself, define your brand and stand out in a crowded space. So stop, look and listen.—PRESENTED BY TOPSHOP

Our obvious first choice to profile was Jayne Min. After starting her career in streetwear, Jayne captured a loyal following through her blog, Stop It Right Now, where she showed off her monochrome color palette, a knack for pairing high-end labels with skate sneakers, and a fluid androgyny that was the epitome of tomboy chic.  Now, she works on both sides of the camera creative directing, styling, designing, and then some for brands such as Stella McCartney, Moda Operandi, Calvin Klein and Marni. We caught up with Jayne, gave her a few pieces from Topshop, and she gave us a piece of her mind.

Instagram: @STOPITRIGHTNOW

Wearing: Topshop white cropped trousers & funnel neck top

What are the first 3 apps you check in the morning (in order)? 

Mail, Calendar, Notifications 

What's next on your to-do list?

Volunteering at shelters!

What’s your earliest internet memory?

AOL chat rooms

What was a breakthrough moment in your career?

In my design career, finally designing at my teenhood dream skate company (Emerica). In my internet career, being featured in Vogue for the first time in the September issue 2012.

You've been granted a 2-week, all expenses paid vacation: Where do you go?

I would either do a Europe tour of London, Berlin, Antwerp, Copenhagen; an Asia tour of Tokyo, Seoul, Hong Kong; or go with my dad to climb Kilimanjaro again.

Who would be your dream person to call up for business advice and why?

Not specifically for business but for general career and family balance advice, probably Phoebe Philo. Obviously she's widely loved for her designs, but I admire and respect her as a working family woman. It's aspirational.

"I admit I've pushed it a few times wearing bathrobes around the office."

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What's your go-to look on the job? Off-duty?

Comfort is everything, on and off duty. I've been fortunate to have had a career that didn't require me to have a separate work closet. Being a designer in the skate apparel industry, I was always free to wear whatever I wanted. I admit I've pushed it a few times wearing bathrobes around the office. AC in the workplace is a serious issue. You'll rarely ever catch me in a skirt.

Any words of advice for fellow creative hustlers? 

Have respect for your profession and take the time to learn the craft and learn from and respect your predecessors. And never think you're above anything.

3 most-used emojis?

Heart, Devil, Poop

Photos by Calvin Lim, @killacalshoots 

Get Psyched: 5 Female Entrepreneurs Share Their Mantras

Last week when we were watching the VMAs, one moment stood out to us more than any others—and no, it wasn't one of Miley's outfits. Instead, it was when Demo Lovato told herself "I am enough" right before going on stage for her rockstar performance. We've all had those moments—where we need a little extra encouragement—which was why it was so refreshing to see that huge pop stars have them, too. In solidarity with Demi, we tapped five of our favorite female entrepreneurs to tell us what they tell themselves when the going gets rough.

"Find the beauty."

I work on so many different projects and in so many different fields that I had to learn early in life to make every single thing around me beautiful. 

Veronica Valencia, The Design Hunters 

"Be appreciative."

Everyday I always remind myself to show appreciation to everyone I interact with, whether it's someone who works for me or someone I take a meeting with. Showing a kindness and especially gratitude always goes such a long way. Making someone feel good about an accomplishment definitely adds positivity to an ordinary day! 

Julianne Goldmark, Co-Founcer Emi-Jay, Inc. 

"You don't get ahead by playing it safe."

Take risks, but be ready to live with the repercussions as plans do backfire. Innovation means it's never been done before. Of course you have no idea what you're doing, just don't let anyone else know. 

Rachel Tipograph, Founder & CEO MikMak 

"I love you."

It’s one of the only things that puts it all in perspective for me. At the end of the day (or beginning or middle), if I can say “I love you” to myself and mean in it, nothing else really matters.

Emily Greener, Co-Founder/CEO I Am That Girl

"Life is all about taking risks, and how boring would it be to live a life where you weren't doing things that terrified you and took you way out of your element?" 

This is what I tell myself when I'm psyching myself up for a big project, TV appearance or speaking engagement. Then it's pretty easy to remember why I do what I do, no matter how many freakin' butterflies I have in my stomach. 

Jordan, The Balanced Blonde

Do you have a mantra you love? Share it in the comment section below!

Create, Cultivate, & Do: Robin Arzon

We're natural born creators and cultivators, which means we're always on the move. Doing what we love, doing what we need to get to that next step, and doing what we can to help others.

That's why when Sara Haile, creator of People Who Do reached out to collaborate on a series celebrating those "who do," we were totally game. We continue the series with lawyer-turned-athlete and co-founder of Undo Ordinary magazine, Robin Arzon. Get to know the powerhouse below. —PC 

People Who Do: Robin Arzon

by Sara Haile

Name, username, craft(s): Robin Arzon

Street athlete, former lawyer turned ambassador of sweat, Head instructor at Peloton, Co-founder of UNDOORDINARY.

To date, what accomplishments (of any kind) are you most proud of?

There are honestly so many and I’m really proud to say that. I was a corporate lawyer for seven years, I just trekked through the Serengeti with nothing but a machete, I survived being held hostage, I run over 100 miles a week. I mean, if we’re not doing things to make us proud I think we have an obligation to re-create ourselves. Thankfully my list continues to grow.

Your motivating mantra to get through tough moments: 

That’s a good question. The mantra I use most regularly is “I am.” I use that a lot when I’m running. 

What’s your favorite thing you’ve learned so far this year?

Probably that survival is really an innate instinct and that we’re always capable of a little bit more. 

What’s your favorite lesson you’ve ever learned, ever?

To take ownership of your scars. I think taking ownership of our flaws and things that have maybe dinged us throughout the way is a better approach.

What's your go-to song to put you in a better mood?

Hip-hop is my thing. If I had to pick one album it would be Wu Tang Clan's "36 Chambers," and as for an artist and song, Beyoncé's “Upgrade You.”

Favorite method for logging any kind of inspiration: 

My social media platforms, mostly Instagram.  

You lead such amazingly creative and forward-thinking projects that have a great following within the digital space. What’s the biggest thrill that you get from them?

The biggest thrill I get from leading a public life as an athlete is seeing the look in other people when they realize that they can do it too. I find that there’s something really powerful about the community of athletes who have arisen in the past five years, which is based on regular people doing extraordinary things. I see that all the time in my riders and runners and people who train with me, and the biggest thrill of leading that life publicly is watching people individually grasp that narrative too. I respect people who put inspiration into action because I otherwise don’t really see the point of any of these kind of hash-taggy social media things. If you’re not bringing it into your own life and doing something to tell your own story, then that’s a real shame…

"put inspiration into action."

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What is one thing that is so satisfying in your career that you wouldn't be able to do if you had chosen another career path? 

I was a lawyer for a long time and I’m certain that I wouldn’t be able to push and pull my own body weight like I do now if I hadn’t chosen to become an athlete. That’s different from being physically fit and more about owning your space in the world. 

Three words that you want to be remembered by:

Do epic shit.

What’s the next goal?

I'm writing my book right now which will be published next summer, and I’m really excited about my documentary, Run It Out. My next goal as an athlete is to do my first triathlon, and then I plan on running across the whole country soon.

By "do-ing", you create your own unique legacy. What do you want that to be? 

I would hope that my legacy is seen through the lens of strength. I think that I am someone who believes in writing really powerful stories with how we move and act and think, and I hope my legacy is one that inspires people to do that in their own life. 

See more (and more of Robin) at People Who Do. And stayed tuned for more from PWD on C+C in the coming weeks. 

Freelance photographer Sara Haile has always seen the importance of pursuing creative ideas of any kind. She created People Who Do to highlight the importance of balancing creativity with motion, and to show a deep appreciation for the motivation it takes to show up and excel at your craft. 

Work Notes: Textile Designer Ellisha Alexina

Textile designer Ellisha Alexina in her studio

While restoring hand-painted silk scarves for Boston's Isabella Stewart Gardener Museum, Ellisha Alexina was inspire to turned her fascination with art, fabrics, and history, into a full-fledged textile business. 

After experimenting with the effects of layering watercolors and natural plant dyes on textiles, Ellisha developed her own mixed media process that blends screen-printing and hand-painting, winning over clients like Johnny Depp and garnering critical success—all before her 30th birthday. Here, the 26-year-old shows us her studios and shares her notes on making it work. —JM

 

On getting started

I launched my first textile collection in Fall 2013. I have always had an inclination toward textiles, design, and working with my hands. It was my final year in college when I discovered a way to print fabric by hand painting on silkscreens, and became drawn to the technique.

After college, I opened my studio in Easthampton, Massachusetts. Mentorship was essential in the beginning stages and I found a great one in Peter Fasano. When building my studio, we would meet and discuss the industry, inspiration, and the handmade process of textiles, and Peter introduced me to other designers in the trade which was extremely helpful.

On her breakout moment

Having the first collection accepted into the Holland & Sherry New York showroom has been one of the most rewarding experiences so far. I loved their showroom and remember calling them directly and managed to schedule a meeting to show my work. It was so nerve wracking, since I knew they'd never heard of me! At the meeting, I could tell they were really intrigued, and about a week later I received an email saying the brand had been accepted for representation. That moment was groundbreaking for the company, and me personally.

Inside Ellisha's studio

On Challenges

Balancing the business needs along with the creative side has been the most challenging experience so far. I am always wanting to create new designs, new methods, and new fabrics—that's what I'm drawn to as an artist. I find myself always asking two questions: "what's next?" and "how?" I think a lot about evolving the brand, but I also realize that rapid growth in the beginning stages isn't actually always what's best.

On Lessons Learned

I have learned about the importance of discipline, keeping focus, and having a clear vision to build a solid foundation. With that said, I just launched my second collection in May, which I'm very excited about. I have been exploring product design as well as a collection of wallpaper. While I can't wait to see where this all goes, I'm constantly reminding myself to take note of the beauty of daily achievements. It can be easy to lose sight of when you're always thinking ahead.

“take note of the beauty of daily achievements...it’s easy to lose sight when you’re always looking ahead.”

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Advice to others getting into the textile business

My best advice is to keep true to your perspective. There is a world of prints, colors, patterns, scale, and decisions out there. Don't let what other people have done alter your style. Your vision is the most important to keep while creating a fabric collection. Inspiration and an understanding of trends is important, but you need to find a way to use those only as a tool to help you create and not let them overpower your originality as a designer.

On her process

The most natural aspect of design to me is creating movement within the pattern. When developing a print, I often start with a blank piece of drawing paper and black pen. I use my inspiration and references to guide the style of the print I am creating. While looking at my references, I create a simple black and white drawing. I do this over and over, rhythmically, until I have achieved something that bounces to the eye. Adding color to the print and choosing color stories takes me a lot of time. Part of me thinks it is because I gravitate toward neutral colors, so adding too much saturation changes my vision of the print. I have to set strict deadlines for these kinds of decisions, otherwise I would never choose!

On what's next

Very recently, I've gone back to my original paintings from my first collection, Mendel, and began experimenting with them for an Archive Collection of wallpaper prints. The original colors of these paintings are harmonious with gemstone tones, which is exciting and new to the brand. I have also been traveling to antique trunk shows and finding vintage chairs to reupholster, which is leading the way to the beginnings of an e-commerce store.

On age in business

My age has impacted my business in a few different ways. Undoubtedly, being a young designer allows me to come into this field with a vision that has not been colored by opinions from the industry. I love coming out with new prints and working with designers because I do not have any preconceived limits on what is or is not possible. That might sound risky, but to me that is so exciting! On the other end, being young can also give people the idea that they can walk all over you because of your inexperience. So my advice there is: stay confident, and do your research. Those people who treat you negatively because of your age aren't people you want to be doing business with. Know your market, and let your age serve as part of the development of the brand.

Follow Ellisha on Instagram for everyday inspiration and view her line at ellishaalexina.com

Meet the Speaker: Whitney Port

Whitney wearing her Awapuhi crop top, $79, the talk of our #createcultivateLA conference! 

It's hard not to love Whitney Port. She's humble and hardworking, and gets it all done with a (particularly beautiful) smile. Everyone swooned over her palm print skirt set — ok, we're still swooning — on the #createcultivate stage in Los Angeles, a look from her own Whitney Eve line, of course, and we're even more excited to see what she busts out at #createcultivateCHI! 

From The Hills to The City and beyond, Whitney has won hearts all over with her grace and style, and we can't wait to some advice on everything from Instagram to transitioning her personal style into a successful brand on and offline. We had fun asking Whit to list off a few of her favorite things, so keep reading for more! Pinot and platforms, anyone? — JM

Name Whitney Port @whitneyeveport

Trade Blogger & Designer at Whitney Eve

Panel From Blog To Brand: The art of creating compelling content that translates offline and online

This or That?

Rosé or Pinot Noir? Pinot Noir 

Stiletto or Platforms? Platforms

Road Trip or Round-trip Flight? Road trip!

Girls Night In or Girls Night Out? Girls night out!

Shopping: IRL or on the Web? IRL

Early Bird or Night Owl? Neither! I keep pretty normal hours!

In flight: Work, Nap, or Movie? WORK
 

Quickfire

Favorite Mascara? Max Factor

Current nail color? French Tip/Half Moon gel desig

Favorite App? Instagram!

Favorite iPhone Game? I don't play any!

Last thing you Googled? Researching a photographer for our Whitney Eve Spring '16 lookbook shoot!

Most-used emoji? Kiss! 💋

Best business advice? Do not take no for an answer!

Beauty advice? Never go to sleep with makeup on.

Next thing on your to-do list? Deal with car insurance! 

Which Whitney Eve look do we need right now?  This off the shoulder Jeffrey's Bay top in our tropicana print with the matching Venice skirt! 

A few of our Whitney Eve faves: The Blood Lily Sweater, The Crab Claw Skirt, The Laguna Top + Skirt

Shop the Whitney Eve pop-up at #createcultivateCHI or on the web at whitneyeve.com!

Create, Cultivate, Do: Jaclyn Johnson

We're natural born creators and cultivators, which means we're always on the move. Doing what we love, doing what we need to get to that next step, and doing what we can to help others.

That's why when Sara Haile, creator of People Who Do reached out to collaborate on a series celebrating those "who do," we were totally game. And who better to kick off the Create, Cultivate, & Do series than our very own founder Jaclyn Johnson? Get some insight into her thought process and philosophies on life, work, and #createcultivate! —PC 

People Who Do: Jaclyn Johnson

by Sara Haile

Name: Jaclyn Johnson

Occupations, affiliations, and projects:
Founder of (No Subject) and Creator of Create & Cultivate

People Who Do focuses on those who excel at moving forward throughout their passions in life, why is it important to you to “do”?:
I am big fan of starting by starting—I think way too many people get hung up on the details and psych themselves out of whatever it is they are looking to pursue. I say go, and do.

"...people get hung up on the details and psych themselves out of whatever they're looking to pursue. I say go, and do."

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To date, what accomplishments (of any kind) are you most proud of?
Definitely being part of Forbes 30 under 30 Class of 2015. That has been amazing.

#1 motivating mantra to get through tough moments:
It’s all temporary. I can get really stressed over client work or a fire we need to put out but the reality is they're all temporary things that aren’t nearly as important as health, family, and friends.

What’s your favorite thing you’ve learned so far this year?
Hard work pays off. 

What’s your favorite lesson you’ve ever learned, ever?
Definitely learned it the hard way, but: get it in writing.

What's your go-to song to put you in a better mood?
My music tastes are always changing but right now I have the new Jamie xx on repeat.

Favorite method for logging any kind of inspiration:
I absolutely love Pinterest! It’s a vault of visual inspiration.

You lead amazingly creative and forward-thinking projects that focus on the digital space. What’s the biggest thrill that you get from them? 
Definitely seeing our clients succeed—we really put our heart and soul into campaigns so when they are successful it’s truly a thrill.

Top 5 people you would invite to a dinner party:
Joan Rivers
Hillary Clinton
Nicole Richie
Oprah
and Ryan Gosling because, why not?

3 words that you want to be remembered by:
Successful. Humble. Loved. 

What’s the next goal?
We are really growing the Create & Cultivate brand this year so that is our focus and so far it’s been a real blast! 

By "do-ing," you create your own unique legacy. How do you want your legacy to be remembered?
Of course with style and grace, but I hope people remember me as a connector and someone who brought people together, whether over a cool project or a beautiful dinner. I really enjoy bridging the gaps and bringing people closer. 

"I hope people remember me as a connector, someone who brought people together."

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What are some of the ways that you relieve stress?  

Exercise—it’s truly my therapy! I always try to make room for a hike or a spin class.

What is one thing that is so satisfying in your career that you wouldn't be able to do if you had chosen another career path?  
I get to make my vision come to life—it’s so satisfying to dream something up and then actually see in real life. 

What advice would you give to someone who's trying to follow in your career path?
Ah! I would say foster your relationships. No one really teaches that to you in college, but your relationships are truly the key to success.

See more (and more of Jaclyn) at People Who Do. And stayed tuned for more from PWD on C+C in the coming weeks. 

Creative since the 80s, Sara always saw the importance of pursuing creative ideas of any kind. People Who Do stems from an awareness of the importance to create and move forward and a deep appreciation for those show up, excel at their craft, all while creating infectious, creative energy to push others towards their goals as well. As a proponent of those who excel at their craft, someone who thrives off the passion of others, and a freelance photographer, People Who Do was just waiting to happen.

Meet the Sponsor: Why Wearable Tech Matters for Women

Suzanne EL-Moursi was born and raised in Cairo, Egypt where she was inspired by the experiences, people, and places she encountered. She had a keen interest in the intersection of technology and design and now, as creative director for smart jewelry brand Mira, Suzanne has led the brand’s successful redesign and is building a creative team comprised of content strategists, editors, UX designers and industrial designers, all passionate about women’s wellness and empowerment to live healthier lives. She's also a full-time mother and fashion enthusiast and we're thrilled she's found the time to come speak about her experience as a speaker and sponsor at #createcultivateCHI! Read on to learn more about Mira and this wonder woman behind the brand.
 

Mira is creating a line of wearable tech specifically for women. How does your product differ from offerings already in the market today?

Suzanne: We sought to create a product particularly for women because it’s important that technology fits in with her life and addresses the unique challenges she faces to fit more activity into her day. We’re creating a line of modular smart jewelry that’s versatile and beautiful. We’re looking to design products that can be taken apart, paired with different form factors, and offering customers the opportunity to make something their own. Our product is not one-size-fits-all. It comes in three different sizes and two colors that can fit a variety of styles, body types, skin tones, and lifestyles. We want our customer to have color options to keep it fresh. Our app is also unique in its friendly, approachable voice and tone because we believe it’s important to be a partner in the wellness journey.

Why are women-focused tech products important?

Women are completely under-served in the wearables category.  We’ve found that women are willing to invest in products that are versatile and beautiful and that’s why, at Mira, we’re thinking about wearables as an accessory for her wardrobe, not just a fitness tracker that counts steps. Other companies aren’t connecting the dots that wellness doesn’t just mean fitness, and that it has to work with your personal style, too. It shouldn’t just be about marketing products to women by making the band pink. Smartwatches with large faces, or activity trackers with rubber bands, don’t accommodate smaller wrists and indicate that the devices were designed by teams of men with men in mind. At the same time, women still want to be able to see a display. To address this, we’re designing smart jewelry that really works for women throughout her whole day, from the office to the gym to date night. We believe that for our product to cause a change in behavior and help her add more activity to her busy life, she needs to be capturing the entire picture of her day.
 

Mira has done a lot of research to inform its design, have you been surprised by any of the findings?

Every woman is different—so we are never done asking women what they want in their smart jewelry. Across the board, women care about their health and we want to honor that with a product that helps them reach those goals. It’s not just about fitness or weight loss, it’s about the whole wellness picture. We’re also finding that community is a really important aspect to women in their journey. They want to share and support each other and celebrate their accomplishments.

What health and wellness challenges is Mira solving?

We all have unique wellness goals, but the challenges—finding time between all the other priorities—are the same. Whether you’re interested in daily step count or calorie burn or a yogi or a runner, our app is designed to fit into your daily life. Our tracker can be removed from the bracelet and clipped to clothing for times when the bracelet isn’t ideal. The more you wear Mira, the more our app gets to know you and understand your habits so that it can deliver targeted, personalized insights and “boosts” to help you increase your activity level. Our research has shown that most women are looking for fresh ideas to mix up their daily routines, the content within our app gives specific tips on how you can keep reaching your goals.

We also really want to change the dialogue around women’s wellness, and what it means to be healthy. There are few companies out there celebrating various body shapes and sizes, so we’re trying to disrupt the body negativity mindset and use content to inspire and empower women to feel their best.

How has working for Mira affected your personal wellness routines?

I get up every morning really excited to come into work, and I believe that loving what you do is part of the wellness equation. I’ve also found that my personal wellness is very much tied to the people I work with and to family and friends. You need people in your life that support you on your journey. Everyone at Mira approaches their wellness differently and it’s exciting to see our diverse team really excited about encouraging others in their wellness journey.

Catch Suzanne in conversation at #createcultivateCHI on our panel: Launchpad — How to Launch Your Business, Create Community and Stay Relevant in the Modern Marketplace + learn more about Mira at mymirafit.com.

post sponsored by Mira 

Meet our Non-Profit Partner: Emily Greener of I Am That Girl

Name, @username, craft, elevator pitch: 

Emily Greener, Co-Founder/CEO of I AM THAT GIRL

@thatgirlgreener + @iamthatgirl

We inspire girls to be exactly who they are, instead of who they think they are supposed to be. I AM THAT GIRL is a community that provides girls with a safe space to love who they are and have honest conversations about things that matter.

Panel: Moderating — How to use the Digital Space for good via commerce, blogging, content & more

What’s at the top of your to-do list today? 

To find a sponsor for the I AM THAT GIRL retreat!

What was your career catalyst? 

An honest conversation with Alexis Jones at a party in LA when we asked the question, "why we are all so mean to each other, and to ourselves? And what would be possible if we all said the things out loud that we are universally struggling with yet no one is talking about?" 

What do you think other non-profits (or individuals who want to make a difference) can learn from I Am That Girl’s approach? 

Lead with vulnerability. Be the first to show who you are, what you struggle with, why you think you’re awesome, and ask others to join you from a more honest place and as a collective all working towards a common goal. 

What have you learned from the I Am That Girl community? 

How to be vulnerable, which is the single greatest and most challenging thing in my life. 

What tools and/or apps are essential to your work & life? 

All of the usuals: Instagram, iCal, Google Drive, etc. Recently I started silencing my phone—not vibrate, silent—which has given me a piece of my life back. I now control when I look at my phone instead of my phone stealing my presence every time it dings or vibrates. Also podcasts and audiobooks rock my world!

Being at the head of such a powerful community and team, what have you learned about leading a team? 

As a small and mighty team, the right balance of autonomy, trust, and teamwork allows us to do so much more than most of our size. We care about who people are, not just what they do or deliver, and we practice what we preach. Also, people don’t work for me, they work with me. 

You’ve helped empower so many women and young girls. Is there a particular success story that comes to mind? 

I wouldn’t use the phrase “success story” because we are all a continuous work in progress and absolutely perfect wherever we are in that process, but a story that stands out is of a girl who went to her first local chapter meeting and, for the first time in her life, felt safe enough to share that she was depressed and had thought several times about taking her own life. The girls in the chapter loved on her and encouraged her to tell her mom. She did and then went to a rehab center where she and the girls in her chapter wrote to each other every week. It took one hour for this girl to realize she belongs somewhere, that she isn’t alone, that she matters, and that she had an entire community of girls who had her back.

What were you like in high school?

I’m one of the rare people who actually had a great experience of high school. I was outgoing, super involved in student council and drama, and had a ton of friends. One thing I’m not proud to admit is that I let what I thought other people would think keep me from dating a guy I really liked, maybe even loved.

What do you know now that you wish you'd know when starting your business?

Focus on one thing, do it better than anyone else, and then expand from there. 

Do you have a favorite a quote or personal mantra? 

"You, yourself, as much as anybody in the entire universe, deserve your love and affection." — Buddha

How can people get involved with I Am That Girl?

You can sponsor a girl at iamthatgirl.com. If you are a girl in high school or college you can start or join a local chapter at iamthatgirl.com/local.

Find out more about this amazing community—and Create + Cultivates charity partner!—at @iamthatgirl.

They're supporting the next generation of #girlbosses and we couldn't believe in them more. See, hear, and meet Emily in person at #createcultivateCHI on Aug 15th!

Meet the Speaker: Nadia Aboulhosn

Name Nadia Aboulhosn @nadiaaboulhosn

Trade Blogger, Model, and Designer

Panel Getting Niche: Finding an Untapped Market and Creating a Unique Brand

Nadia Aboulhosn is a voice to be reckoned with. She's won over countless fans and brands alike with her real talk, real style, and sense of humor. Her plus-sized design collaboration with retail giant Boohoo put the brand back on the map, and showed off Nadia's ability to translate that real talk to very real sales. She's serious about her business without losing sight of where she comes from, where she's going, and how to kick back and laugh at it all. Read on for a little insight into how she does it all, and then some. 

Get your tickets here to catch Nadia live in conversation at #CreateCultivateCHI on Aug 15th!

Please sum up your current mood in a Drake lyric.

"Guess you lose some and win some, as long as the outcome is income. you know I want it all and then some..."

What's at the top of your to-do list today?

Spend as much time with my family, be well off enough to help others, make sure I'm happy and not just content, be in the best health as possible, and to keep creating.

What was your very first job and what skill did you learn there that you still use today?

I actually first had a job at 14 years old. My father's friend, a Lebanese man, had a Middle Eastern restaurant in the food court of a mall. He gave me a job and I worked at that same place until I was about 22. It taught me work ethic, it taught me how to speak to people even when I'm uncomfortable, and it taught me that I had to be my own boss. It really was one of the major things that shaped me into who I am today. I have a crazy work ethic because of that job.

What were you doing in life just before you started your blog?

I was trying any and everything to try and express myself. I was still working and going to college full-time. I originally was going to go into studying for journalism to bring awareness to Middle Eastern issues.

What's the last interweb rabbit hole you went down?

Honestly, I'm barely on the internet unless it's for work or social media. The internet is so much of my life because it's my work so I try to stay away as much as possible!

Have you ever found it challenging to maintain your voice while working with brands? Who are you still itching to work with?

I use to feel that way until I worked with enough brands. Like, I'm already blunt over social media so if they're choosing to work with me now, they already know what I'm like for the most part. I'm very understanding and know already going in about compromise. I very much have my own vision, but at the same time I know that their are certain designers I can learn from, and people at brands I can learn from, so I try to make it a learning experience rather than "I'm Nadia Aboulhosn, this is my project, and you have to listen to me." I don't work that way. Most brands also want me to feel comfortable. They let me style a lot of my shoots or choose how makeup and hair will be. They have general ideas and I usually approve before it all goes live. They want me to be happy with the product because if not, my followers and fans will see through that.

What do you wish more people understood about what you do?

That it's a lot more work than taking pictures. There's a whole business behind it. I do a lot of work people don't see. I spend most of my day locked in my room answering emails or pitching myself and ideas or just creating things. It gets really lonely. I don't try to glamorize my life, like, "Oh look! I have so much money and I'm so cool because I'm overseas on a project." When I travel, I'm lucky to get one day off for leisure. You start questioning people around you and their motives. There's no fulfillment in people just knowing who you are. The fulfillment comes from helping people and your community. I hear all the time, "It's so cool you're like Instagram famous!" and I'm like um, no. I'm not, and [Instagram fame] is not what I want to be known for.

"it's a lot more than taking pictures...instagram fame is not what I want to be know for."

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Which parts of your business come the most naturally to you? What skills have you had to work overtime to develop?

Creating outfits and styling come naturally. I had to work on overtime to take down my social media a notch—not ranting as much, trying to keep it more professional, and show different sides of myself.

Your collaboration with Boohoo drove unprecedented sales and engagement, which can be hard for even the most popular bloggers to pull off. What do you think you do differently that made that work so well?

I think there were a lot of different factors. I think there was anticipation from my followers because it was my first line, and they had been patiently waiting, unlike me. I think the price point helped because it was so affordable. I think that the "inbetween" and "plus-size" girls constantly want new and fresh product because clothing isn't as accessible to them as it is smaller sizes. I have another collection with Addition Elle, a plus-size Canadian brand, that releases in September for Fall with a higher price point, so fingers crossed it does well. After that, I promised myself I'm going to be doing clothes for all sizes, like I've wanted to from the beginning.

Any advice for girls who want to get in the game?

Work hard, don't give up. When you get no's, keep working until you get a yes.

Get your tickets here to catch Nadia live in conversation at #CreateCultivateCHI on Aug 15th!

Q+A: Making Magic & Feeling Feelings with Louise Androlia

Louise Androlia is a writer, inspirational speaker, life coach, artist, tarot card reader and general magic-maker in the truest sense. In short: she does a lot, and makes it all work beautifully. Originally from the UK, she's now based in Los Angeles, CA, where she works with clients one-on-one, in groups, and through writing, and believes in empowerment through self-awareness.

At age three, her parents found her casting spells in the backseat of the car and growing up, she was—and forever will be—enraptured by magic and miracles. She is on a constant quest to honor her inner weirdo and loves teaching people how to feel their feelings.

We know it's easy to get bogged down in the day to day hustle of work (and even play), but a shift in perspective can make it all worthwhile. Seeing (and reading about) the way Louise walks through life radiating positivity, good health, mindfulness, and creativity (I mean, just look into those eyes and tell me you don't see the spark!?). Her work and monthly Tarotscopes will give you a whole new perspective on life, sharing your gifts with the world and being good to yourself. Read on for a Q+A with this world wonder. —JM

Name, @username, day job/craft(s):

Louise Androlia (@louniverse), Magic Maker at louiseandrolia.com

Writer, Life Coach, Tarot Therapist + Tutor, Artist, Jewellery Designer, Public Speaker. I write monthly Tarotscopes for The Numinous (*Editor's Note: We live by them!) and recently started a weekly tarot video-forecasts as well! 

What tools and/or apps are essential to your work? 

Post-Its, a collection of pens and notebooks, my Macbook Air for writing on the go, and my diary for scheduling clients and meetings. This year I’m trying out the Filofax but I have to say I think I miss my Moleskine! And of course, my tarot decks. My favourite artwork is The Cosmic Tarot deck that I’ve had since I was a teenager. My fave iPhone apps are KitCam and Afterlight.

A lot of your Life Coaching clients are young creatives. What advice do you find yourself giving most often?

To trust in the timing of your own life. Young people tend to fear that they're "wasting time" while everyone else is succeeding or comparing themselves to other people in general. All of your work, present and future, is fueled by your life experiences. Trust that every moment is giving you something to pull from later. My own career started relatively late, due in part to health issue in my youth. I was obsessed with the idea that my time had been stolen, but it turns out my illness is the very thing that gave me the foundation to do what I do now! So take action, but don’t compare and jump off your own track to peer through someone else's window. Trust that you're perfectly designed to be you and that you'll have everything that you need, when you need it.

When your work is so directly linked to your own feelings and energy, how do you manage balancing clients, income, and yourself?

The very last thing I want is to wake up and not want to help someone.

My work is very energetic, so boundaries are important. I schedule clients only 2 days of the week, and make time for personal projects and writing throughout the week. I wouldn't be fulfilled do one single thing all the time.  It’s a choice, but everything I do is prioritized by my health and wellness, not by money. If I saw clients 6 days a week, I’d feel drained of energy—I know because I've tried it—and I’d sacrifice my health and my other projects. I also want to give each client my very best and with so much information to take in about each individual, I have to strike that balance. 

So while my main income comes from one-on-one sessions, I supplement that more passive income from my yearly horoscopes, which are most popular at the start of the year, but written to be relevant throughout, as well as contributing to various publications, collaborations like my jewelry line with Jessica de Lotz, my digital works and physical artwork. I get to do all of the things I love, which fuels my need to create—it’s most important that I enjoy my work. My goal isn’t to make millions, it’s to feed my passion and earn a little extra.

Louise's Astro Girl Zodiac series (prints available) 

Your Instagram is a constant stream of inspiration and color, and quickly gaining traction. It always feels organic, but it there a strategy to it?

There's no grand strategy, however I do try to post content that relates to how I'm feeling that day, with a goal of helping others who might be feeling similarly. I don't post in real-time, but I do make a point of posting 3 times per day, since I'm aware my audience is different time zones, and I'm more interested in inciting a dialogue through comments than my follower count. 

Where do you like to go on a day off? 

It’s important for me to feel expansive so I like to get up high—living right by Griffith Park right now is a dream. I also am happy walking and people watching, so it’s common for me to just grab my keys and purse and march out of the house. I just moved to LA from the UK so everything is new and interesting, I want to see and do everything!

Who do you look to as an example of success? 

For me it’s really important not to think of success as a destination or at the top of a ladder. I feel the most successful when I feel inspired and balanced. All my heroes are my friends who are following their dreams and making sh—t happen! I am inspired by anyone who gets up and says "YES" to his or her day. That's what success is, it’s not about being approved by anyone else or earning a set figure. My friend Gabby Bernstein says she measures her success by how much fun she’s having and I wholeheartedly agree.

What’s something you know now that you wish you’d known when starting your business? 

That even though you can, in theory, work 24/7, it’s essential and OK to take time off. Also, there is no ‘right’ way to do anything, it’s all about what works for you.

What other businesses/artists are you excited about? 

Everything that Lulu creates at Of the Wolves—she has octopus hands like me and dives into all sorts of different projects.

Jessica de Lotz who I recently collaborated on a jewelry collection with. I’ve never seen anyone so unique in both their style and the way they work, she really embodies her unique, authentic self and is never sidetracked from that. 

Ruby Warrington who is the creator and curator of The Numinous is an Aries with more ideas than you can shake a stick at. I love working with her and always feel more excited about my work after we have had a brainstorm. She has so many amazing projects in the works.

I am also enchanted by every single one of my friends, so constantly enlightened by how each of their journeys shift and develop. I think it's important to immerse yourself in a community that feels supportive to you and I am really loving the creativity and collaboration that is coming from LA right now. I'm so happy to be a part of it!

A few favorites from As Above, So Below, Louise's collaboration with Jessica de Lotz

What’s the next thing on your to-do list today?

Prepping a writing schedule. I'm not much of a list-maker or a planner, but all good writers that I know have some sort of writing guide and as I'm just starting a book proposal, I'm excited to really commit to dedicating time to this new project.

Sometimes procrastination is a virtue—what are you putting off right now?

Writing my book proposal! It is a virtue because I know that the moment I start writing, everything will be perfectly aligned and I will be speaking from my most authentic self. I really trust in timing.

What was your career catalyst?

I was seriously ill with chronic pain and then PTSD for most of the first half of my 20s, 2001 to 2006, and in the end that was a real gift for me. It took away any of my fears about what I ‘should’ do and caused me to trust my mind, body, spirit and value my journey. One year after my recovery, I had opened up my first business, a lingerie and accessories brand called Loulou Loves You in 2007. By coming face to face with all my darkness at quite a young age, I learned so much that I am grateful for. I never fear failure and I don’t compare myself to others—I’m too excited about what I might come up with next and too excited about helping others to hold myself back.

What are you obsessed with? 

Animals, hearing other people’s big dreams and ideas, finding other weirdos to compliment my weirdo, self-discovery, and helping other people feel fearless.

What do you wish you knew more about? 

What my cat is thinking.

Best piece of advice for someone who wants to follow in your footsteps?

Your journey is not about trying to be what you ‘think’ you ‘should’ be. You are here to discover what lights you up and what you are impassioned by. Trust that if you move forward based upon a desire to feel good and pursue your dreams, you will make it work. Make goals but ones with stretch, no restrictions. Trust that everything is aligned well, there is no such thing as failure, if something doesn’t work then it is clearing a space for something better. Show up for your day, make intentions, take action and surrender ALL outcomes. Oh and be kind to yourself, every day - self care + compassion are the solutions to everything.

Louise's desk in her Los Feliz apartment

Now go forth, feel your feelings, and follow Louise's work at louiseandrolia.com, her monthly Tarotscope at thenuminous.net, and her adventures on Instagram @louniverse. 

Office Inspiration: Kristi Kohut @ Lulu + Georgia

Artwork by Kristi Kohut, prints available via Lulu + Georgia

We've got some seriously incredible sponsors lined up for Create + Cultivate in Chicago. If you're lucky enough to be in attendance, you'll find them filling up your gift bags (the VIP gift bag is worth the cost of admission alone!), on the conference floor, and in the coming weeks, we'll highlight a few of our favorites right here on the C+C blog. Because sharing is caring and they're too awesome not to.

First up: Lulu & Georgia, the lifestyle boutique of our dreams. They stock everything from furniture to trinkets, all of which you'll see around the conference (plus, you can shop the on-site pop-up!), in addition to some amazing artwork prints from talented female artist including our very own #createcultivateCHI keynote speaker, Garance Doré. We recently discovered (and promptly fell in love with) the work of the Chicago-based mixed-media artist and designer Kristi Kohut (above). Her work is a perfect representation of our brains right now: a little bit of organized chaos and a whole lot of color. Each piece is like a high energy Rorschach test that would be perfect to hang in your office. Color therapy at its best.  

Get one of Kristi's prints for under $100 at Lulu + Georgia (alongside Garance's prints and a whole host of other amazing artists) and see them in-person at our Lulu + Georgia pop-up at the Chicago conference!