Create & Connect: Crafting a Balance with Eva Goicochea

We’re natural born doers and multitaskers. There’s always a million things we want to do, and with a hunger to hustle, we’re going to do it all. However, when it comes to managing tons of projects at the same time, you have to know how to balance all of them at once and known how to seamlessly move your focus from one to the other. That’s why we’ve partnered with our friends at Logitech, in celebration of their new K380 Multi-Device Bluetooth Keyboard,  to highlight some of the most hard-working women in the digital space that have put multiple projects under their belt whose careers have thrived off of multi-tasking and efficient productivity.

This week, we have Eva Goicochea, digital brand strategist, entrepreneur and born traveller at heart. Eva, a Jill of all trades, has managed strategy and web design for many notable brands such as Virgin Atlantic, Herschel Supply Co., and Shinola, just to name a few, and most recently, she has co-founded Tinker Watches and Maude. However, with all these clients and projects, Eva has maintained her own personal brand with her beautifully curated Instagram, so to learn on how we could be more productive in our own careers, we caught up with Eva and picked her brain a bit.

---

+ From your Instagram, we can see that you're a natural wanderluster. How have you found the balance when it comes to traveling, work, and life?

Because I run my own small studio and we're prelaunch with Maude and Tinker, I've been able to weave together a travel schedule that accommodates deadlines. If I have to work while I'm away, I'll make sure to find a co-working space or a coffee shop with elbow room and I'll try and link up with local clients to put in face-to-face time. Exception: In October, I didn't plan well and logged 17,000 miles of traveling without downtime. Needless to say, the emails piled up.

+As a natural born multi-tasker, how have tools like the Logitech K380 Multi-Device Bluetooth Keyboard helped your productivity?

I often hesitate to answer emails on my phone as the keys are frustratingly small. The Logitech K380 Multi-Device keyboard makes using my phone for productivity and communication super simple since it connects via Bluetooth. If I'm out and need to answer emails, I don't have to lug around my laptop anymore!

+ What tips/tricks have you learned about keeping yourself organized when you're on the go?

I first set the expectation for communication by creating a thoughtful out of office reply, then I update my Dropbox and Wunderlist so that I have access to my work/to-dos from wherever I am. 

+ What’s the best part of being busy?

When you juggle multiple projects, it's easy to be motivated by the variety and, because you're interests are split, you have to be efficient and be productive. I find that the busier I am, the happier I am.

"I find that the busier I am, the happier I am."

Tweet this.

+ How do you deal with the busy trap?

Organization is my best friend so I like the idea of scheduling everything anyway. If you agree to meet me for coffee, expect a calendar invite! So I don't deal with it—I celebrate it. (Shaking my head).

+ With Tinker Watches, Maude, and your roster of clients, how do you shift your focus from one project to another?

I typically set my day up in thirds: Current Business (clients, emails, etc.), New Business, and Tinker/Maude. I also use the different desktop feature on Mac (F3). It makes focusing so much easier.

+With producing digital content, strategy, marketing, branding, web design, and even becoming a founder of two companies, are there any more skills that you want to add under your belt?

IF I had the time, I'd learn how to code.

Stay tuned for our weekly Create & Connect series presented by Logitech, and learn more about the Logitech K380 Multi-Device Bluetooth Keyboard here!

One Size Fits All: How Stowaway Cosmetics Was Built To Last

Stowaway Cosmetics Co-Founders Chelsa Crowley and Julie Fredrickson

What if we told you that probably more than half of the makeup that you have in your collection is probably expired? Trust us, we're grossed out too and are refreshing our makeup bags thanks to the brainchild of Chelsa Crowley and Julie Fredrickson: Stowaway Cosmetics.

Chelsa and Julie's idea for Stowaway was born from necessity, and nurtured with hard work and determination. If you haven’t already heard, Stowaway Cosmetics is a perfect example of kickass female entrepreneurs wasting no time to produce a product that serves a very practical purpose and educates women about their cosmetics. Focusing on how makeup is never finished, which leaves users hoarding expired makeup in their makeup bags, Chelsa and Julie produced a line of cosmetics that are petite, practical, portable, and are meant to be finished before they expire. We caught up with Chelsa & Julie to find out what it means to survive and thrive in today’s beauty industry.

Some of the best business comes from spotting holes in the market, which seems like exactly what you ladies did - when did you have this revelation about how much make up goes to waste?

The idea sprouted over breakfast when we were discussing our very different frustrations about beauty. Julie at the time talked about her “gift with purchase and box of the month club” problem where she would scout out these smaller sizes that made more sense to her often mobile life. Whereas, I was talking about the size and safety issues in the industry. I hated spending so much cash on products that never stood the chance of being finished before they expired, let alone, not ever having a clear understanding of what was “safe” out there. Beauty is overall pretty self-regulated and that’s a scary thought.

What were your first steps in making this revelation into a business?

It really was one of those “once you see the problem, you can’t unsee it” for us. We continued to chat about and and to be honest, it all happened very quickly. Julie went head first into marking up docs on her thoughts, the industry, the opportunity, budgets we would need to get it off the ground, etc. Meanwhile, I headed out to meet with factories and began putting together what is now our first collection of products. It was important to us to feel super buttoned up, or as buttoned up you can feel in while venturing into the unknown, before we went out to raise capital for our company. For timing purposes, we worked on this and self-funded for 6 months until we felt we were in a good enough place to talk to investors, 3 months after that we had the capital, and 6 months from there we launched the company. So like I said, it all happened very fast considering the amount of things we had to get done in that time frame.

"Beauty is overall pretty self-regulated and that’s a scary thought." 

Tweet this

What challenges have you faced starting a business in the beauty industry in particular? How do they differ from your previous projects?

Delivering consumers incredible value by offering direct to consumer beauty requires capital and quick scaling, luckily, Julie had previous experience in starting something from scratch with her entrepreneurial spirit and I had the beauty knowledge. I guess you can say that ignorance is bliss, maybe if we knew ALL of the challenges before we started it would have deterred us but instead we tackled each one as they popped up.

How do you feel your experience in e-commerce benefited you? What would you advise an individual who doesn't have the same experience?

E-commerce is a very executionally and operationally challenging discipline. On the surface it seems sort of easy (just design a nice website, put it on Shopify and be loud on social media) but building scalable, cost efficient and consumer friendly experience requires a lot of focused tactical work. It is also quite technically demanding as a lot of best practices from data integration to user experience requires specialist knowledge.

Growth and acquisition in e-commerce is especially complex (ask me about using CRM data to build & prime lookalike audiences cross platform without having access to DMP by encoding pixel tracking via i-frames on your earned media!)

How do you balance each other out?

We really are the ying to each other's yang. Our skill set doesn’t overlap in the slightest which is really helpful at the stage where divide and conquer is crucial for our time and bandwidth constraints. We joke that it’s our super power.   

How do you stay current with industry trends to evolve your business?

Julie is obsessed with trade publications like Beauty Packaging but also compulsively reads financial reports. You would be surprised just how much you can learn from the investor reports of the big conglomerates. They have to report to their investors (aka the public) every quarter and disclose their costs. If you read between the lines accounting will tell you the REAL story of what is and is not working.

What was your biggest initial investment?

Our products! A lot of time, care and of course money went into developing and manufacturing our line. Cosmetics isn’t like say the apparel industry where you can do a small run of a couple dozen products and see how it goes. You have to commit larger production runs or else the mixing and pourings of the formulations might not turn out right.

What do you wish you had known in the beginning of launching Stowaway?

Ignorance may actually be bliss! Sometimes not knowing how hard something is going to be helps you get it done!

What has been your proudest moment with the business?

Surviving and thriving.  At every step there is always some new challenge that feels insurmountable (launching, scaling, keeping people interested) but somehow we always muscle our way through it!

"Ignorance may actually be bliss! Sometimes not knowing how hard something is going to be helps you get it done!"

Tweet this.

How do you manage the 24/7 schedule of running a company?

Ha! Ask us when we’ve figured it out.

What have been some of the lessons learned since launching Stowaway?

If you put in the work you can build a business. Don’t get us wrong, it is way harder than it looks or sounds but if you are willing to sacrifice and put in the the hours, it is super rewarding.

As your company continues to grow, how do you stay in tune with your consumer's specific needs and market trends at the same time?

Our company is still so young (not even a year old!) that I'm not sure we have the best insight yet. We keep on top of market trends and especially take our customer feedback to heart but we also never plan to be a trendy sku-intensive company. We will also help women by giving them the best of the best in limited selections because decisions fatigue is real. 

Stowaway stands out in the beauty market by focusing on being small. What tips would you give to anyone trying to find their own niche in a saturated market?

I’m not sure we even like to think of ourselves as niche--our whole concept is right-sized and these are the sizes you should have been using all along. If anything, our limited sku and vision to make women’s lives easier is the angle we want to tackle. We never plan to be super sku intensive, we know that decision fatigue is real so ensuring our customers that we did the research so they don’t have to goes a long way with today’s woman.

To answer your question however, I think it's important to find something that you really really want that's not already out there. Chances are, if you want it that badly, others probably do too.

Good Vibes Only: Lauryn Evarts on staying positive & building a brand

Spend more than a few minutes on Lauryn Evart's blog The Skinny Confidential, and you will want her to be your best friend. She's smart, relatable and has a girls-night-out sense of humor. She's also drop-dead gorgeous with a passion for healthy living. Lauryn will be speaking at Create & Cultivate Dallas on our Brand Vibes: How to create a brand that lives beyond the blog bubble panel, so we caught up with her in advance here. 

You recently did a post about focusing on positivity on social media. What tips do you have for using social media in a positive and proactive way, as opposed to just using it to wallow in FOMO?

I think it’s really important to follow people who radiate positivity. I like my daily social feeds to consist of inspiring entrepreneurs, people I look up to, specific charities, business tips, and people in my industry. If you follow negativity on social media, you subconsciously absorb that downer vibe, even if you don’t notice. I love waking up to a positive and motivating social media feed in the morning. It starts my day off on the right foot.

You’re very open on your blog about sometimes not having great days. How do you decide how much and what personal information to share?

I would say that I share 45% of my life on The Skinny Confidential and the remaining 55% of my life I keep to my family, my friends , and to myself. I have always referred to The Skinny Confidential as my alter ego and my alter ego is not every single part of me. Overall I’m very private in many ways; I don’t show my bedroom, family stuff, my whole relationship, etc. I think it’s really important to differentiate work life and personal life. And as a blogger that can get tricky, but I make a conscious effort to keep them separate.

I think of the blog as the meat & bun in my hamburger. The rest is just added touches.

tweet this

How do you define TSC brand and how have you worked to build it outside of the blog?

I have always viewed the blog as the platform for the brand. When I first started blogging, I knew that the blog was the foundation of the brand. I think a lot of people go into blogging thinking of starting a brand, but I have always gone back to the blog, and grew the brand from there. I think of the blog as the meat & bun in my hamburger (if the hamburger was my brand, LOL ). The rest is just added touches.

How did TSC book come about? What tips do you have for other people who want to take their blog into a book format?

"The Skinny Confidential Book" was a natural extension of the blog. Before I started the blog, I laid out a map of where I saw my brand in two years. A piece of that was a book so that's always been a goal of mine, to write a book. It was the next natural step. Ultimately it was really exciting to extend the blog into a book, and share fresh new content in the book that I had saved up over time.

If you are a blogger looking to get a book deal, I’d say it is important to keep your posting consistent ( at least 5 times a week ), find your voice, and make sure you're posting quality. Also, I think it’s also a good idea to go into blogging with the idea of eventually writing a book—that way you will know what to share on the blog and keep separate tidbits for your book. Since I knew I wanted to write a book, I was very careful about scheduling my content accordingly. As you can imagine, my iPhone notes app is FULL!

What would you say are the three keys to a successful blog?

The first key to a successful blog is to grow with your readers. The readers are what make the blog and you always want to gauge what they like and what they don't like. You also want to respond and engage with the readers. I see a lot of bloggers that get so big and don’t have time to interact with their readers. The readers are what make the blog, so I’ve always put a major effort into interacting with them. Without them, The Skinny Confidential wouldn't exist.

You list perverted humor as one of your likes. Can you tell us a dirty joke? ;)

I have a veryyyyy dirty sense of humor so I definitely wouldn’t call myself a conservative blogger. I like to tell it how it is, even if that means it’s disgusting/weird/inappropriate. Some people don't like to share that side online, but I feel like life is too serious sometimes so you should have a little fun. I also think that humor makes dry, uncomfortable subjects more interesting. If you want a dirty joke, read my posts on: camel toes, organic tampons, boob jobs, vagina steaming, and Kegels.

What tips/tricks/tools do you use to manage your time while working for yourself?

I have a lot of ideas & can sometimes be all over the place, so I rely on my team to keep me on track & help me stay focused. For someone who just started blogger, I'd recommend setting a time every day to JUST DO IT. It is kind of like brushing your teeth - you just do it. Blog every day. Even if you're sick, tired, hungover, whatever. Excuses are like assholes, everyone has one. Really though, no one is going to hold you accountable but yourself, so staying on track when it comes to blogging is so important.

What is the biggest thing you’ve learned from blogging?

The biggest thing I have learned from blogging is authenticity is golden. I've also learned how many women there are all over the world that want to connect and tell their story. Everyone truly has a story to tell. I’ve learned to step out of myself and learn from other people's experiences; I’ve learned a lot about other people’s spirituality, holistic experiences, wellness journey, boyfriend problems, life struggles, & much more. The Internet makes it possible to connect with anyone, anywhere. It's great.

How do you build a community with a blog? With readers and with other bloggers?

I love to interview other women. I am a big fan of collaborating and not competing. Supporting one another in the blogging community is so important. And really, there is no need to tear each other down; there's plenty of room for all of us. I also like to build a community with my readers. When I created TSC Bombshell Body Guide, I listened to my readers and I created the guide based on their requests/questions/suggestions. Engaging is key, the reader will tell you the right direction. Listen to them & engage.

What has been your proudest moment with your career?

The proudest moment of my career thus far is probably the launch of my book. I've also been able to work some brands that I absolutely love, which is awesome because they're organic, authentic partnerships. And stay tuned because I'm working on an upcoming project that's totally different for me. Very excited! The ultimate goal though is to continue to inspire and motivate women from all over the world.

Giving Back: Lauren Scruggs Kennedy on building philanthropy

Lauren Scruggs Kennedy, the founder and editor of Lolo Magazine, is truly a beautiful person. And no, we're not just talking about how gorgeous she is. She recently started The Lauren Scruggs Kennedy Foundation with a mission to help provide prostheses to women in need, and, alongside Bethany Hamilton, she co-founded a yearly retreat for girls with missing limbs. We caught up with Lauren—who'll be speaking at #CreateCultivateDallas and also just happens to be a Dallas native—to talk about building philanthropy, her own story, and where to get Dallas's best almond latte. 

How did the idea for Lolo come about and how did you want to differentiate it from other fashion websites? 

Ever since I was little, I have been very artistic and was always so enthralled by beautiful editorials. To me, style has always been more than appearance; I see it as a reflection of personality as well as a depiction of how you view yourself. After interning for the Gossip Girl wardrobe department and the Michael Kors showroom in New York, I truly gained an understanding of what I enjoyed specifically in the fashion industry. To keep myself challenged and infused with creativity in Texas, I decided to start my own blog. It kept me very engaged, and for the first time I had an interest in dissecting fashion into words. At the same time, my good friend connected me with a woman in Dallas who had her own online fashion magazine, and she took me under her wing. She introduced me to the Fashion Week world, and I became enthralled with reporting on shows in NYC, Paris, and Montreal. After graduating college, I wanted to encompass my love for people, business, and creativity into one. That’s what led me to starting my own website.

How did you meet the other Lauren of Lolo and how did you decide to work together? 

So it's kind of crazy, but I had just moved to California when a mutual friend introduced me and Lauren. We immediately connected over the phone, and she was running the mag for a year before we finally met in person!

Can you tell us a little bit about your story that inspired some of the philanthropic work you do now? 

Almost four years ago, my life took a big shift. My calendar paused, my career path changed, and my platform increased after a night of injury, or what my subconscious defined as a 'depletion of beauty.' I was sucked into a plane propeller; the blade cut into my brain and the left side of my body, resulting in the loss of my left eye, left hand, and half my head of hair post-surgery. I have realized brokenness can be so beautiful even amidst the unexpected suffering. I feel like I relate so much more to pain now after experiencing it, and that has led me to want to give and pour specifically into young girls about the aspect of beauty.

I have realized brokenness can be so beautiful even amidst the unexpected suffering.

tweet this

How did you meet Bethany Hamilton?

She reached out to me shortly after my accident, and we connected instantly on Skype! It was one of those "friends for a lifetime" moments that happened initially. I am so grateful for her. She has the most precious heart! Her life, perspective, and ambition is such a picture of beautiful hope! Working with her has been such an amazing experience. We have learned so much, and it's such a joy to work together to encourage girls who have been through similar life-altering experiences.

What has been one of your most memorable experiences from the retreat that you put on?

Watching the girls surf is so moving. It represents something so much more than the action; I watched so much fear diminish as almost every girl entered into the circumstance thinking it would be impossible to accomplish. It was empowering to see the excitement pouring out of the girls, and watching them work together represented how much close community can change our lives.

How did you decide to start your foundation?

After my accident, I was in the rare situation of my insurance covering the entire cost of my prosthetic arms. I thought this was typical until I started meeting precious girls who either heavily disliked their fake-looking prosthesis, could not get one because of the high cost, or were unaware of where to go to receive a beautiful customized prosthesis. I developed a huge burden after hearing so many stories, especially after knowing the wholeness and healing my prosthetic arms brought me. Soon after, I partnered up with a wonderful mentor of mine and a dear friend who each had a similar story and an identical vision! After much research, we recognized that there was no organization that provided the beautiful coverings to the prostheses, and that is one of the most important parts for women! We want to bring hope, restore dignity, and ignite faith in young women with limb loss by providing beautiful prostheses. I am so excited to build relationships with these women and stand alongside them in their journey. 

Why is it important to you to give back? 

I want to share the same comfort I received and still receive from others! I am still overwhelmed as I reflect on how people close and far encouraged and provided for our family in every imaginable way!

What advice would you have for women who are looking to add a philanthropic element to their work? 

I believe it's so important to be involved in something you feel deeply passionate about. It causes you to fight harder for the cause and encourage giving so much more if it stands as a personal element in your life! 

Finally, what are your favorite spots in Dallas and where do you recommend people visit when they’re in town for C+C? 

R + D Kitchen is my second home...the food is insane and the service is beyond and has become like family. My other all-time-love is the almond milk latte from the T room at Forty Five Ten. Nothing compares! La Duni on McKinney Ave is so adorable and delicious for brunch too + you can walk around the cute shops after!

Catch Lauren in Dallas speaking on our panel Style Vibes: How to define your personal brand, manage transparency and define your voice.

Real Mom, Real Talk: Work Life Balance is a Myth

It’s the million-dollar question for every working mom. How do you balance your job and your family? It’s a valid question and worth discussing if for no other reason than it’s reassuring to hear that other working moms struggle with this too. My opinions on this topic are quite strong and I’m happy to share with you exactly what I’ve said at numerous business panels over the last eight years: Work life balance is a myth.

More than that, it’s a hurtful myth because I don’t think anyone actually achieves it and yet we feel positive that other women somehow have. So when we feel off-balance and we’re struggling to keep all our balls in the air, we assume it’s just because we haven’t figured out work / life balance. It becomes one more thing you’re failing at as a mom beyond forgetting it was weird and wacky hair day at school and buying the wrong kind of yogurt. Ugh! I detest anything that makes women feel unworthy or less than, so allow me to debunk this ridiculous myth.

Work/life balance… it’s description implies that those two things live in harmony, perfectly divided up on the scale of your life. My work and home life have never, ever been balanced evenly on any level. Even when I was a seventeen-year-old sandwich maker at the Substation in my hometown… even then there were days when a big project at school meant that I couldn’t work as many hours. Or accepting a lucrative Saturday shift (ripe with tip money) meant that I couldn’t hang out with my friends. Work and personal life will always battle each other for supremacy, because both require your full attention to be successful. It’s doesn’t mean you’re doing something wrong, it’s just how life works.

Work and personal life will always battle each other for supremacy, because both require your full attention to be successful.

tweet this

Sometimes my boys have school activities or doctor’s appointments and I have to leave work to be present for those. Likewise there are days when we have a big photo shoot at Chic or I have to travel for business, which means missing a couple of evenings at home. The scale is never balanced; it’s an ever-moving thing that constantly shifts back and forth based on what requires my attention that day. I think that’s real for most of us moms and the only way we’re going to get past this mythology that some people have it all figured out is to start being honest about what our lives and priorities really look like. Here, I’ll go first…

My Self – In my early days as a mom and entrepreneur I wasn’t a priority at all. I would run myself ragged taking care of everyone else and never once worried about how it all might affect me. This was a disaster. I got really sick at least once a year. I was always stressed out. I was always struggling with my weight. It was a mess. Then someone pointed out that I couldn’t take care of anyone properly if I didn’t first take care of myself. My health and well-being is now my biggest priority. I get eight hours of sleep every night… yes, eight. Not six or even seven, eight full hours. I eat well, I drink water by the bucket load, I haven’t let Diet Coke touch my lips in over two years. Yes, I’m still addicted to coffee, but we can’t win ‘em all.

I don’t think the goal is ever to be balanced ladies, I think the goal is to be centered.

tweet this

I took up running and schedule my time so I get in at least twelve miles a week. I carve out several hours a week for prayer, church and volunteer work because my faith is extremely important to me. I don’t think the goal is ever to be balanced ladies, I think the goal is to be centered. If I prioritize myself and make sure I’m grounded and centered then everything else runs smoothly… even when it’s running at a hundred miles an hour!

My Marriage – I’m sure that many parents would naturally list their children as their first priority, but my marriage will always be the most important relationship in my life. Dave and I have a weekly date night and we take an annual vacation—wait for it—without our children. When we’re at home we’re playing interference with three little boys so it’s essential that we get to hang out with each other and act like real live adults. Because we’re both so supportive of each other’s careers it can be really easy to start to neglect our relationship, which has happened numerous times over the years. So rather than risk slipping into somewhere unhealthy, we’ve agreed to make each other our first priority.

My Kids – I have three little boys; Jackson (8) Sawyer (7) and Ford (3) so even when I’m not at work, I’m always on the go. I take all three boys to school every day unless I’m traveling. I leave work by five to relieve the nanny and then it’s dinner, baths, books, bedtime, etc. Now that I’ve painted that picture I will back up and tell you about the first two years of running my company. I worked like a maniac. I was often in the office by eight in the morning, which means I was never able to do school drop off. I got snarky notes from moms at school about missing field trips and bake sales and I cried myself to sleep about them more nights than I can count. Nobody ever sent snarky notes to my husband for having to work during a field trip— but that’s a diatribe for another time. Most evenings I got home around 7pm which means I missed dinner. It was a really difficult time, but that kind of workload is also part of being an entrepreneur and running a startup. Some people will argue that I lost valuable time with my kids, and I won't disagree. I’ve since scaled back my time at work in order to present for those moments I missed for two years. But what I will say is, those three little boys have watched their mom build a company from the ground up. They’ve seen first-hand the power of hard work and dedication and for being that example to them, I’m proud.

My Work – I wont pretend that there weren’t times where work didn’t take up most of my attention. I also wont pretend that those weren’t the times that were hardest on my marriage, my health and my ability to be the kind of mom I want to be. Now that I’m more established in my career, I’m better able to get my work done during office hours. Also three years in means I have the help of my incredible assistant and staff, so it doesn’t all fall on my shoulders. Of course there are times when work gets hectic, but I push to make sure my family gets make-up time if I’m away. Remember, it’s a scale that slides back and forth. Some seasons of your life will require more attention in one area than another, and that’s ok. Give yourself some grace because, “this too shall pass.”

 Rachel Hollis is the founder of the popular lifestyle blog The Chic Site and Los Angeles-based event-planning firm, Chic Events.  At 27, she was named by Inc. Magazine as one of the “Top 30 Entrepreneurs under 30.” Hollis is also the author of the Amazon Bestselling women’s fiction series, “The Girls” published by Lake Union Publishing.      

TCB: Side Hustle Queens, Part II

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

Name: Courtney Halverson

Full Time Gig: Film and TV Actress

Current Side Hustle: Fashion Blogging over at Pretty Little Fawn.

Elevator Pitch: I'm a bit of a hodge-podge, but I think in the best way possible. Because I started as an actress when I was young—I started in film when I was 13—it made the side hustle of blogging a lot easier. I was already comfortable(ish) with a camera, so the only thing that was hard was learning how to express myself rather than a character. I still find myself posing a little too much, and keeping my reader's at arms length because I'm so used to hiding myself behind someone else's words. I've had to work hard to break down the barriers and share as much as I can. I think I'm getting better at it the older I get—probably because pretending is exhausting!   

How you balance the two: I started blogging a few years ago when I was in between filming, and to be honest, when I was bored. It helped me through a slower patch in my career and gave me something to remain focused on. Now that I'm busy on both sides of my career, the balancing has become more important. As much as I love blogging, I have to remind myself that acting has always been and will always be my first love, and that blogging is something I do for fun. So sometimes that means skipping out on a blogger-party in favor of working on lines, and remembering to not wear things that are too 'fashion-y' to an audition where I'm supposed to be an average college student.

Name: Natalie Alcala

Full Time Gig: Senior Editor, Racked LA

Current Side Hustle: Founder, Fashion Mamas

Elevator Pitch: Fashion Mamas is a members-only network for local moms who work in the fashion industry—designers, editors, stylists, models, publicists, bloggers, etc. This influential group meets often for playdates and other outings to discuss work, share baby stories, swap style notes and seek non-judgmental support, all while watching our little ones grow together. Fashion Mamas LA launched December 2014 with 10 members, and we're now nearly 100 members strong. Next up: Fashion Mamas NY!

How you balance the two: Organization is key. I toggle between my two inboxes all day long, side by side, and place items in their designated folders as they come. Also, being an early bird helps, because I'm often up and ready for the world by 5am, plowing through my work before my son wakes up at 6:30. Having a child really tests both your productivity and efficiency. You know that old saying, "You have as many hours in a day as Beyonce"? I get it now. You'd be surprised how much shit you can get done in 24 hours!

Name: Kaitlynn Carter

Full Time Gig: The Western Wild

Current Side Hustle: Foray Collective

Elevator Pitch: Western Wild is my lifestyle blog, where I talk about everything from what I'm wearing, to dating advice, to the chia breakfast parfaits I made this morning. Foray Collective is the new fashion e-commerce site I've developed with a friend, which serves as a venue for emerging designers and style influencers to come together so consumers will have a uniquely curated shopping experience.

How you balance the two: Western Wild is my day-to-day focus and something that I am constantly coming up with new material for and being creative with. Foray Collective is what I see as a long term project. I'm passionate about both so it's easy to balance the two! As long as you love what you're doing, there's always time.

 

 

Name: Marah Lidey (left), Director of Mobile; Naomi Hirabayashi (center), Chief Marketing Officer; Chloe Lee (right), Jr. Software Engineer, all at DoSomething.org

Photo by Keri Goff

Current side hustle: Co-creators of Shine

Elevator pitch: Shine is a daily text to help you slay the day. 1 in 2 working women say that they struggle with issues of self-doubt or feel a lack of confidence at work. We want to use technology to change that!

How you balance the two:

Marah:

One of my very best friends passed away last year, and I always used to ask her the same thing. She’d crush her full-time job and have 2-3 things going on the side at the same time. She inspired me in so many ways and made me realize, that I myself feel more balanced and creative when I have a full plate of diversified projects. While I don’t believe being ‘busy’ should ever be a point of pride, I love the feeling of being mentally stimulated throughout the whole day—and kicking my boots (hi Fall) off at the end of the day, knowing I crushed multiple projects across totally different verticals.

Like with other passion projects, when working on Shine I am able to start my day by thinking creatively about something personal that I care about, and at the same time be hyper-organized, passionate and on-my-feet in my day-to-day role as Director of Mobile at DoSomething.org, where I work on a lot of exciting cross-functional mobile projects. I’m loving getting to pursue two passions at once.

The other major factor that helps with balance is that all three of us work full-time at a place that not only encourages entrepreneurship and side hustle, but exemplifies it. Both our current CEO (who is leaving to rock another social change org) and our incoming CEO have created social ventures on the side that have a massive impact today. It’s been so inspiring to see two badass women lead a growing organization, and build new initiatives on the side at the same time.

Lastly and maybe most importantly, having a partner that I can rely on, bounce ideas off of and relax with has made all of the difference at this exciting time. My boyfriend is an incredible resource for me and he, along with some awesome friends, has made realize how important it is to have a strong support system when you’re pursuing multiple passions at once!

Naomi:

1. To balance both, you need to find your place and your people.

My place: I work at an organization that breeds creativity, entrepreneurship and hustle. The vibe of the DoSomething.org office feels way more Silicon Alley start up then not-for-profit org. When we hire, we look for three things in the new employee: will they hit a home run in 90 days, would you want to be in a bunker with them (DoSomething.org is a straight up family) and finally will they be doing something cool in five years? Doing cool shit is part of the DoSomething.org world and part of the culture that DoSomething.org leadership, Nancy Lublin and Aria Finger, have built: we move fast, we’re passionate, and we create.

My people: Remember that friend in high school (Hi, Jenni Bobbio!) that you would talk to for two hours on the phone with (high likelihood: it was the famed clear, plastic landline of the 90s)? You had just spent all day together but those conversations, covering everything from boys, to school stress, to your parents (they just don’t understand), etc., was pure elation. In Marah and Chloe, and in a different stage of life, the topics may have changed but the feeling is the same. I can’t get enough. Our conversations are full of honesty, vulnerability, and productivity and I love it. They’re my people and that matters a lot when you’re doing something on the side, getting less sleep, and working on something purely out of passion. Lastly, having a partner that gives me daily confidence, drive and inspiration makes all of this whole (Hi, Ruar!).

2. Side hustle is an advantage, not a distraction.

Ever heard of Le Pain Quotidien? In addition to having a killer happy hour deal (half off wine until 9pm, amazing), the friendliest staff around (shout out to the team at the Flatiron location!), and free wifi, LPQ (yeah, we’re on that acronym level) also serves as the unofficial Shine office.

At least twice a week, before work, we’re meeting to hustle away at Shine at LPQ. Usher confessions, yes, I have a lot more coffee and croissants in my system but getting a head start on the day with a passion project is addicting.

As a result, by working on Shine, my time management has approved, my creativity has improved, and my focus has improved. If the project is right, aka: you’re in love with it, side hustle isn’t a distraction from your full time job, it’s an advantage. Your knowledge and experience gets validated, you own something which makes you feel more confident, and that competency transcends to your personal and professional sense of self.

3. It’s easy to balance things you f’ing believe* in.

I believe in Shine. I’m obsessed with it. I believe in DoSomething.org. I’m obsessed with it. In the words of the great philosopher, Eminem, you only have one shot, one opportunity. I believe in the work I do. The growth and success of DoSomething.org and the growth and success of Shine result in, respectively, more young people taking action around social issues they care about and more women gaining confidence to own their day and their career. Seeing the big picture and being obsessed with the societal impact of your project / org’s success makes it very easy to balance.

Chloe:

By being involved in a project you’re genuinely passionate about and allowing for personal time. Shine is a project that I love working on and as an extra bonus, I’m fortunate to adore my friends who I’m working on it with. I feel lucky to be involved in a project with my best friends while having a blast and learning a ton. This passion and respect for your partners is key to balancing the two because then, it sort of comes naturally.

When the side hustle is something you find yourself prioritizing in your week, you know you’re involved in the right thing. Shine is a project that I love working on in my free time and it’s so important to me that I want to do my best work on it. I also know that I produce my best work when I have some me time, so in order to balance things in life, I prioritize Shine and other personal aspects of life, try to practice good communication, and am open to rearranging my schedule.

Communication is key for this, both with close ones you spend your time with and partners you’re working with. Luckily, I have the best people surrounding me both in life and Shine that it’s easy to be honest when anything has to give or take. Even more so, the support and enthusiasm about Shine both from Marah and Naomi and friends and family not directly involved (especially from my parents and my boyfriend) makes me work even harder around Shine.

Lately, I’ve been waking up early to settle into my day and work on Shine -  it’s been a great way to start the morning with a project you’re passionate about and sets a great energy for the day. In fact, many of our Shine meetings are in the morning - there’s no better way to start off with best friends and positivity!

Cool Job Alert: Fiona Boyce, Director of Social Media + Brand Content for Commune Hotels + Resorts

Imagine this: You have a job that involves traveling the world, immersing yourself in the role of pampered hotel guest, and documenting it on social media. That pretty much sums up Fiona Boyce's job—except that it also involves a ton of hard work, scrupulous attention to detail and some serious number nerdery. Here, we talk to Fiona about everything from making contacts and interpreting analytics to building a cohesive brand and how to avoid the sunset rabbit hole in the process.

You're the Director of Social Media + Brand Content for Commune Hotels + Resorts. What does that job entail?

Commune Hotels + Resorts is comprised of three brands, Thompson Hotels, JDV Hotels, and our newest brand: tommie. My day-to-day includes overseeing the social media profiles for our hotels (35 hotels and counting), our incredible internal social media community management team, working on the content of our brand blogs (Upper Stories/Thompson Hotels, Joyride/JDV Hotels, and our Chicago Athletic Association blog), and discovering and executing social media and digital brand partnerships.

What attracted you to working in the hospitality industry?

I started my career working at a social media agency where I worked on a variety of accounts, but was drawn to the luxury lifestyle brands. I love to travel, and it made sense when we signed on hotel/hospitality clients I would work on those accounts. What I loved about working with boutique lifestyle brands is that it wasn't just about the physical hotel product. Art, music, design, and food were all equally important brand pillars and critical to the guest experience. "Lifestyle" hotels combine my love of travel infused with other elements to make for a really diverse content mix.

The Cape

What advice would you have for someone who wants to follow in your footsteps?

The best advice I could give if you're looking to go into social media is to begin your career at an agency where you'll be exposed to a variety of brands and industries. You can figure out which one speaks to you, and go from there, but it helps to give you a baseline understanding. Also, never underestimate the value of an informational interview. You can make contacts that might be beneficial to you down the road. Don't be shy about reaching out!

A lot of people assume that social media is ‘just updating Instagram.’ Can you give us some insight into what actually goes into handling social media for a big company, and how it is different than just updating your own accounts?

Although Instagram is my favorite social channel, there is much more that goes into our social media strategy than just beautiful, aspirational photos. A large role of our social media is to assist with larger sales and marketing goals, which we support through our content creation. We also are always looking at the analytics of our postings, and determining how to increase referral website traffic and revenue through our postings. I spend quite a bit of time in Google Analytics and on our social software getting really nerdy about numbers, but you have to have them to show value of the program to key stakeholders that like to see hard data.

Epiphany

What is the hardest part of your job?

Making sure that we don't fall down the rabbit hole of sunset and dog pictures, although it's what our followers like to see! They perform better than any other types of content, however we have to make sure that we remain true to other brand pillars as well!

What is the best part of your job?

Traveling to amazing places around the world and getting to experience our hotels through a traveler's perspective. When we open a hotel in a new location, I fully immerse myself in what the traveler experience will be, where they'll go, what they'll see, eat, and do. It's fun, I feel like a mini-expert on places I haven't even visited!

tommie

What has been one of the most exciting things you have worked on at Commune?

Right now I'm working on the launch of our newest brand, tommie, which will open next year in NYC. Working on launching a brand is a once-in-a-lifetime opportunity, and I'm so honored to be part of it!

What advice do you have for people about getting creative in their corporate jobs?

There's room for creativity everywhere, don't be afraid to speak up and pitch your idea! Also, I can't stress enough the importance of finding time to pursue some type of creative outlet beyond your job. Even if you have a job that involves creativity, it's good to work on your own thing on the side—it might even make you think differently in your day-to-day!

Even if you have a job that involves creativity, it's good to work on your own thing on the side.

tweet this

What are the key aspects that make a brand’s social media presence engaging and cohesive?

Being authentic, timely, and human.

Thompson Miami Beach

What are some common mistakes that brands make?

Jumping on trends that aren't right for their brand just because it is popular on the internet. Your customers are smart and can see through it! Stay true to who you are as a brand—it will keep you relevant in the long run.

What are your favorite travel Instagrams to follow?

@escapebklyn is my favorite source for weekend destinations, @fathomwaytogo is my go-to news source for all things travel, @alexstrohl has the most incredible nature images that make me want to be deep in the woods, and @afarmedia which is my favorite new travel magazine with stunning images from around the globe

Want to learn more about getting creative in your current job? Check out our Pushing Boundaries Not Buttons panel at #CreateCultivateDallas!

People Who Do: Jessie Artigue of Style + Pepper

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 Jessie Artigue, lifestyle expert, consultant and founder of Style + Pepper. Get to know the colorful gal below.

Name: Jessie Artigue

Occupations, affiliations, and projects: Lifestyle Expert at Style + Pepper, Podcast Co-host at Marriage is Funny, Mentor at Pepperologie

Why is it important to you to do and create?

I’ve always been someone who had a hard time sitting still. Once I realized that I could harness that energy to pursue a career doing things that I love, it was like a lightbulb went off and I have hardly slowed down since. The drive to keep moving and keep creating is something that I just can’t ignore, and has become a part of my identity that I can’t imagine life without.

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

I think this would have been a tough question to answer a few months ago. I used to feel like I had to list a fancy national news appearance or brand partnership, but ever since launching Marriage is Funny earlier this summer, I can honestly say that it is my absolute best work. I am so proud and honored by how well it has been received so far, and working with my husband has changed me in ways that I could never have expected. It is incredibly humbling to hear the generous feedback from listeners who tell us that the show makes them feel like a better partner. Encouraging people to love each other well is the best possible accomplishment I can think of.

Encouraging people to love each other well is the best possible accomplishment I can think of.

tweet this

#1 motivating mantra to get through tough moments: I tend to skip the mantras and head straight to the prayers. Always helps me to remember that I’m not alone, and that everything belongs. (Even the rough patches.)

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

I’m continually learning that I’d rather be known for my warmth than my strong-will.

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

Trust steadily, hope unswervingly, love extravagantly.

What are some of the ways that you relieve stress?

Whipping up healthy meals in my kitchen and working out are both sure fire ways to calm me down. Running, pilates + power flow yoga are my Rx.

Favorite method for logging any kind of inspiration: Give me a decent seat on an airplane and a stack of old-fashion magazines and I’m a happy gal.

You lead such amazingly creative and forward-thinking projects that focuses on the digital space. What’s the biggest thrill that you get from them?

The brainstorming process is usually my favorite part! I love balancing client goals with our own strategic offerings, and the dynamic nature of the digital space makes for SO many exciting opportunities. 

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?

The ability to have a flexible schedule is something that I don’t think I’ll ever be able to give up. 

Top five people you would invite to a dinner party: Steve Carrell, Jimmy Fallon, Kristen Wiig, Mindy Kaling and my husband Gerard.

Three words that you want to be remembered by: Faithful. Generous. Free-spirited.

What’s the next goal? Carving out a new normal in Southern California, and continuing to daydream about a TV version of our podcast. ;)

What advice would you give to someone who's trying to follow in your career path?

Don’t start a blog as a full-time source of income. Use it as a portfolio, embrace it as a fun side-project, and diversify your revenue streams. 

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. 

Meet the Speaker: Emily Schuman of Cupcakes & Cashmere

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 introduce some of the awesome women who'll be there. Here, Cupcakes & Cashmere founder Emily Schuman, who'll be speaking in our keynote conversation. Get to know her here, and IRL in January!

Your first job: Camp counselor

Your first girl crush: Anna Chlumpsky in ‘My Girl’

Favorite form of exercise: Dancing

Which Disney character are you? Abu from ‘Aladdin’

In high school, you were voted: “Most likely to play a professional sport.”

Last thing you do at night before you go to bed: Listen to an audio book.

Thing you can’t resist buying in the checkout line: Mentos. I pretend they’re just mints, even though the strawberry flavor is simply candy.

Your local coffee spot: Go Get Em Tiger

Go-to cocktail: Hendricks martini, a little dirty

Favorite time of year: Fall, October specifically

Best gift you’ve ever received: My push present, a beautiful Anita Ko ring

Next thing on your to-do list: Get through my inbox

Proudest moment: Becoming a mom

Favorite quote: Work hard, be nice.

This or that:

Your wallet: Totally organized, or packed with ATM receipts? Packed with ATM receipts (and gum wrappers, rubber bands, etc.)

Chocolate or Vanilla? Chocolate. For everything but ice cream/shakes, then I prefer vanilla!

Saturday morning or Sunday night? Saturday morning!

Dinnertime responsibilities: Cooking or doing the dishes? We switch off, day to day.

Karaoke: In the crowd or on the stage? If on the stage, what song? On the stage, if I have enough liquid courage. Then I’m singing/butchering a classic, something like ‘American Girl’ by Tom Petty.

Shopping: In store or online? Online

In flight: work, nap or movie? Work while watching a movie.

At parties: On the dancefloor, deep in conversation, by the snacks? Eating snacks on the dance floor.

Buy tickets for #CreateCultivateDALLAS here!

Tomboy KC's Guide to Living It Up In Dallas

Lynsey Eaton traded a life of practicing law in Los Angeles for one of blogging in Dallas, where she's the executive editor of Tomboy KC, a fashion and lifestyle site she co-runs with actress Katie Cassidy. You can catch Lynsey at #CreateCultivateDALLAS, speaking on our panel The Art of the Pitch: How to Present, Sell and Negotiate your Big Idea. In the meantime, we caught up with her and got her to give us some of her favorite places in her adopted city—because we know that if she loves them, we'll love them too (and so will you, obvi.)

"Both my husband and I were working as attorneys full time in Los Angeles and we were looking to make a transition.  Because Katie and I had plans for Tomboy KC and I could work from anywhere, we made the decision to move to any major metropolitan city that had the right job for my husband.  Dallas just happened to be it. When I first moved to Dallas, I wasn’t sure what the culture would be like.  With so much going on, moving from Los Angeles to Dallas didn’t automatically resonate as the right move for someone working on a lifestyle/fashion site.  But over the last two years, so much has changed in Dallas. It is growing in ways I never could have imagined and gaining a lot of national attention from the fashion industry—and for good reason.

Dallas style is evolving. There is still a very classic preppiness and Southern femininity that permeates the City.  That said, there is this strong undercurrent of a cool, self-expressionist vibe that has really started to take hold.  I’m excited about that. The work culture is supportive and Forbes recently put it on its list of “Best Places for Business and Careers.” And aside from having some of the best food in the country (you don’t know BBQ until you’ve stepped foot in Texas), Dallas has some amazing transitional neighborhoods (like Lower Greenville and Bishop Arts) that are really giving the city a new cool culture."—Lynsey

On date nights, hit Gemma.

Best coffee shop: Magnolias Sous Le Pont

Best brunch spot: Henry’s Majestic

Best romantic restaurant: Gemma

Best clothing store: Forty Five Ten

Best neighborhood for strolling around on a Saturday afternoon: Bishop Arts

Best neighborhood for bar hopping on a Saturday night: Lower Greenville

Favorite place to pamper yourself: ESPA

Best place to go for an iconic ‘Texas’ experience: The Rustic

The first place you take an out-of-town visitor: The rooftop at HG SPLY CO

A Berry Bramble at HG SPLY CO

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.

tweet this

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.

tweet this

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.

tweet this

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.

tweet this

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.

.

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.

tweet this

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.

tweet this

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!?"

tweet this

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.

tweet this

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."

tweet this

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