What It Takes to Become Two of the Most Successful Female Architects in America

“Oh…I guess girls are going into architecture now.”

In the 1970s, this was the type of pronouncement one might hear as a female high school student trying to ask a professional architect about his job. And by “one might,” I mean it was Jane Frederick’s real life. The architect in question was likely not trying to be rude—female architects were still a fairly new concept at the time. Nowadays, women earn about 42 percent of architecture degrees in the United States, but they only hold about 25 percent of industry jobs. So: progress, but not enough.

Becoming an architect is no small feat—it usually takes about eight years of post-graduate training to complete  5,600 internship hours and seven exams—but you don’t hear encouragement toward the field as often as you do other go-to prestige categories like law and medicine. So, what is it really like to be a female architect today? For this piece, I spoke to major success cases: first, Jane Frederick, the principal architect at Frederick + Frederick, a small, well-established South Carolina firm that specializes in custom residences for hot, humid climates. She is a Fellow in the Aspen Global Leadership Network and currently serves on the American Institute of Architects Board as one of three at-large directors.

Then we have Courtney Casburn-Brett, the youngest entrepreneur-architect in the United States. Again, in an industry with an exceptionally long path to licensure, a 40-year-old professional is considered a “young architect.” Casburn-Brett started college at 14, was working for one of the top firms in the world at 20, and started her own firm when she was just 24.

The Early Years: “I’m lucky I stuck with it.”

It is perhaps no surprise that Casburn-Brett’s fast-track to architecture began at an early age. “We moved around a lot when I was young, and I was fascinated by how different all the houses we lived in and all the schools I went to were,” she says. “And I loved to draw. I would draw these buildings that I was experiencing depending on where we were.” For her 11th birthday, Casburn-Brett’s parents gave her graph paper and an architect’s drawing tools, including a scale and tracing triangles, and explained to her that this interest of hers could actually be a job one day. “From that point on, I knew that’s what I wanted to do,” she says.

With an interior designer mother and an engineer father, architecture was a perfect synthesis for Frederick in more ways than one. “I was strong in math and really enjoyed art, and I felt like it was a good mix of the two,” she says. But female architects were few and far between at that time. Starting college at Auburn in 1978, there were only six women in Frederick’s architecture class of 50 people, and she did not have a single female professor.

Fast forward to 2004, when Casburn-Brett started at Auburn, and the class gender gap had thankfully closed a bit. She entered the first architecture class at Auburn that was half women, half men. Since then, however, “I’ve found that the higher I’ve climbed, the fewer women I’m around,” she says. 

Climbing the Ladder: “I just didn’t fit in at all.”

In Casburn-Brett’s first job at SOM, the legendary firm behind projects like the Freedom Tower and the Sears Tower, she was lucky to find a female role model in her immediate team manager. “She was this really powerful, go-getter woman,” she says. “I was able to see the way that she interacted both with her peers and the next tier above her.”

Graduating in 1982 during the recession, Frederick was not so lucky. She started out working at a small firm in Washington D.C. who hired architects not as employees but as independent contractors. Frederick found herself babysitting for one of her co-worker’s kids to try to make ends meet. At her next job, Frederick was happy to discover her first female co-worker, but her boss ran into a cash flow problem yet again. “Then I worked in another job where I was not only the only woman but the youngest employee,” says Frederick. “That was the most challenging job I ever had. It wasn’t like they were unkind or anything, I just didn’t fit in at all.”

Back at SOM, Casburn-Brett started noticing that there really is a difference in how people interact with men and women in the industry. She says: “One of my favorite stories is about one of the leaders in my studio, an older gentleman who had been practicing hospital architecture for almost 50 years. He had this habit of micromanaging everything that I did. I had been out of school for a year and I wasn’t a licensed architect, so it made sense that he would want to keep an eye on his younger employees. But everything that I did, he would follow up my email with additional information or constantly insert himself, even when I was doing my job well. It drove me crazy because he didn’t do it to one of my male colleagues on the team.”

Instead of writing it off as something she would “just have to deal with,” Casburn-Brett took action. “I marched upstairs to his office and I told him that what he was doing, whether or not he was aware of it, was undermining my ability to do my job well. I said that if he would let me just do my job, I would take responsibility for any mistakes I made and we could re-visit the conversation, but if I didn’t make a mistake, it would save him a lot of time and effort,” she says. After that conversation, Casburn-Brett says he became her greatest mentor: “At that point, I don’t think he really knew the way that his behavior and training were coming across. To his credit, as soon as I brought it to his attention, he immediately changed the way that he interacted with me and treated me on the team. I learned that sometimes you just need to be a little more assertive.”

Of course, being an assertive woman also puts you on a tightrope of sorts. In her next job at a small development company in the South, Casburn-Brett was once told by a male colleague that her attitude was “very I-am-woman-hear-me-roar.” She remembers thinking, “Wow, that is an extremely inappropriate and a horrible thing to say,” but also taking it as a lesson on how to interact with different types of people. She explains: “What was a direct, business-oriented, confident approach to my work in the setting of New York wasn’t translating the same way here. My confidence level didn’t change, my competence level didn’t change, but the way I was being perceived did. I don’t want to suggest that you should necessarily change your behavior based on the people around you, but you do have to have an awareness about the best way to interact with certain people. So now that I’m a business owner and I interact with so many different types of clients and vendors, I find myself trying to actively at least show the warmer side of my personality if I’m being that direct all the time.”

Becoming Your Own Boss: “You get more control that way, but it’s tough.” 

Without any female mentors in architecture—let alone those who had started their own firms—Frederick just became one herself. “I was 26 when I got my license, and six months pregnant when I passed my test,” she says. “And I was like, ‘I need to pass this test because once I have a baby I’m not going to be able to,’ which is what a lot of young women find. It’s very difficult to do with a family because you need that time to study.” She passed. And when her oldest daughter was born, Frederick set out on her own, doing freelance work from home that amounted to about six hours a day. A few years later she moved to South Carolina and opened Frederick + Frederick alongside her husband—a firm that has been going strong for almost 30 years.

Both Frederick and Casburn-Brett appreciate the freedom they have found by starting their own firms, though the challenges are many. “You get more control that way, but it’s tough,” Frederick says. “You have to bring the work in, and if there’s a recession you have to figure out how to make it through, but if that’s your temperament, it’s a really good route.” She acknowledged that at major firms you’ll have the opportunity to work on bigger projects, but that can be difficult as well. “One thing I’ve heard from other women is that in large firms they sometimes tend to get pigeon-holed doing interior architecture instead of doing say, big tall buildings,” Frederick says.

As she approaches the four-year mark of her company, Casburn-Brett is grateful that her client relations have been overwhelmingly positive. “I’ve definitely been fortunate that my story has brought to me the types of clients that I really want to work with,” Casburn-Brett says. “Being a woman is a part of that story, but it has more to do with being tenacious and young and going after something that other people may not have had the gumption to go after, like starting a business and getting a license at this stage in my career.”

What No One Tells You: “I have learned to talk hunting and fishing and SEC football.”

Casburn-Brett says the most important thing she’s learned is to come to the table prepared. “I want to make sure that I’m the person at the table with the answers, because I don’t want to give anyone any reason to doubt me and think that it has something to do with my gender,” she says. 

And as Frederick has learned in her 35 years in the industry, having street smarts is just as essential. “One thing that’s really different is doing construction site visits—typically you are dealing with men, so I have learned to talk hunting and fishing and SEC football,” she says. “The other thing that might make a difference is I’m really tall—I’m 5’9—and I think that’s an advantage for me.”

Frederick urges young women to consider something she didn’t have the opportunity to consider when she was applying to architecture school. “Even though most schools now are mostly 50-50 male-female overall, I would check and see how many women there are who are full professors,” she says. “Not that you can’t have a man that is a mentor, but having some women there too is really important.”

Once you graduate, she adds, keep doing that type of research. “When you’re looking for your first job, really look at what the culture is like,” she says. “Make sure that it’s a diverse office, which will have a broader mindset and often have more flexible policies, particularly if you have small children or want to have children. Those types of firms can be large or small.”

As for architecture’s youngest entrepreneur, Casburn-Brett’s best advice is to make like Nike and just do it. “This is exactly what I knew I wanted and I went for it,” she says. “So whenever there were times that I could have given myself an out or it seemed hard or even impossible, there was no, ‘It might be easier to XYZ.’ I’ve never had a plan B. I was going to get into architecture school, I was going to be an architect, I was going to be a small business owner. I didn’t waste any time thinking about whether or not I should try to execute a different plan. I found a way through.”

The original version of this article appeared on Levo. 

The Future Is Female: These Women Are Owning Male Dominated Professions

A startup tech exec, a tattoo artist, and a video game developer walk into male-dominated professions. Think it's a joke? It's not. Men may still be the predominate gender in many occupations, but women with the guts, brains, and vision to launch ideas and companies are proving that breaking down stereotypes is only a blip of what they're able to do. 

Kellee Khalil is the CEO and Founder of Lover.ly, the first bridal search engine that set out to solve the inefficiencies of the wedding industry for a new generation of brides. Founded in 2012 the site is like a cross between Google and Pinterest, with opportunities for advertisers and integrated content. Though the focus may be beauty and bridal focussed, the backend is straight data, numbers, and hardcore tech-- but what else would you expect from a CEO that's been coding since high school? 

How have you seen the industry change over the last five years?

The most unprecedented change is marriage equality. In the last year, we witnessed a monumental step forward for our country, and we couldn’t be more thrilled about it.  From the very beginning at Loverly, we’ve strived to be as inclusive as possible with our content, and the industry is finally catching up. Barbie and Ken-looking couples aren’t the only representation of love and marriage these days, and it’s about time we start embracing that. 

How does it feel to be a woman in a male-dominated industry?

The tech space is predominantly run by men (with less than 5 percent of all venture-backed business run by women). The most successful companies in the wedding industry have been businesses run by men. And the community of people writing checks is mostly men. So, it’s challenging to drum up interest and capital from investors who don’t identify with the pain points of our industry’s primary consumer.

On the flip side, I believe being a woman building this product for other women is actually a competitive advantage. I have empathy for our users and understand their psychology as they are going through the ups and downs of planning their weddings. My mission is to alleviate the frustration and inefficiencies by simplifying the wedding planning process. :)

What do you think are the most common myths about women in tech?

Women in tech is a hot topic that media is covering. Because so few women are in the space, you often see only a few get a lot of media attention. This creates a perception that the world is glamorous and easily maneuverable. The reality is, being successful in the tech industry (as a woman) isn’t always smooth sailing. There are lots of challenges along the way. 

How do you work to disprove those?

By continuing to make progress, grow our business, and innovate year over year to great reception from our audience, we prove that we are viable player in our space. Additionally, a big win was bringing on a President and  COO, Peggy Fry,  a digital media exec with 20+ years experience She too comes from a world traditionally run by men digital media and (advertising), and has held inspiring positions at some of the biggest names in digital media (AddThis, Netflix, AOL). The two of us have a crazy enthusiasm about our product and consumers which is reflected in the business.

Do you think it’s different being a women in tech in NY, as opposed to Silicon Valley?

There are some major differences between East and West Coast women-run technology businesses.. Women in tech in the Silicon Valley do statistically raise more capital. I believe this is due to the pure number of active angel and VC’s in the valley. Access is key. There’s also a preconception that businesses in the SV are more hardcore technology-focused, whereas in New York they tend to be more influenced by the surrounding industries (beauty, fashion, content, etc).

Lina Chen is the CEO of Nix Hydra, a VC-backed company that makes colorful and friendly mobile games popular among women. Chen and partner Naomi Ladizinsky established Nix Hydra in 2012, with the debut game Egg Baby. The game quickly became a massive phenomenon in the U.S. among teen girls and currently touts 14 million downloads with zero marketing spend and an impressive 4.5/5 average score from more than 430k reviews on the App Store. Both founders are Yale graduates and are showing no signs of letting the sexism of the gaming industry slow them down. 

What is it like to work in a male-dominated industry?

We have been embracing it because it's a huge opportunity for us! If the industry wasn't so male- dominated, we probably would have had more trouble making a hit game on our first try (because there would be so much more competition in this space) and in fact, our company probably wouldn't even exist. Actually, right now we are mostly ignored by the gaming industry, presumably because what we are doing doesn't interest most people in it, and that is great because it gives us more time to figure things out and grow to an unstoppable size (haha). 

More so, what is it like to work in a male-dominated industry where there is a ton of backlash against female gamers/developers. How do you deal with the pressure of both?

Like I said above, we have been mostly ignored because our games are nothing like the games that lots of more masculine developers are interested in playing or making. So we aren't competing with them and I think if someone is neither a threat to you nor doing anything that's of interest to you, your most natural response is to ignore them or be like 'that's nice, girls' and move on.

What made you decide to take on such a challenge in an industry known for its sexism? 

Profit. Haha. No but actually when we started this company we were clueless. We had no idea what the industry was like or how to make a game and we didn't know anyone who was even a game maker. The first few game makers (male) we met were super kind, supportive and welcoming and no one warned us about anything negative.  We started this whole thing because we couldn't find games we really wanted to play on our mobile phones and figured a lot of other young women probably felt the same.

Where do you hope to see the gaming industry go in the future?

To be a more magical, colorful and friendly place! We love diversity (obviously), but actually not so much for moral reasons as much as practical reasons - it just improves the ecosystem, speeds up progress and leads to more awesome products. So we'd love to see a more diverse industry in every way and we'd like to have had a huge impact on bringing about that change.

 How do you see the gaming world changing? 

The optimistic entrepreneur in me says it will change in the direction I've described in your previous question!

Mira Keras is a fashion school grad (FIT) and artist currently finishing a tattoo apprenticeship at a shop in Brooklyn called Tattoo Wonderland. According to Mira, the shop goes above and beyond in its commitment to serve everyone, and be inclusive-- which is more than in line with a boss blog post she wrote calling out fat-shaming and Instagram's ban of #curvy. Just last week she tattooed one of our favorite bloggers Christina Caradona of Trop Rogue, who spoke at the latest Create & Cultivate Dallas (check it out on Tattoo Wonderland's Instagram). 

How do you feel as a woman in an industry that's heavily dominated by men?

I love being a woman tattooist. Female interest in tattoo culture is rapidly expanding, and I think that it is important to have tattoo artists that are women who understand and collaborate to reach their vision.

Have you had any days that really surprised you as a woman in the tattoo industry?

When I realized that I wanted to tattoo, it was so hard to find a tattooist to mentor, or even tattoo me. Some artists had this no girls allowed attitude, and some did not want to tattoo someone who didn't already have tattoos. Luckily, I found an awesome feminist mentor who has taken me under his wing.

How have you seen your industry change since you became a part of it?

My lifetime is seeing tattooing become way less taboo. It is finding its way to becoming a respected art. I love seeing more women become interested in tattoos, and tattooing. Femme-Only and pro feminist shops are popping up all the time, which is really exciting. There are so many amazing and inventive women changing the former rigid and exclusive rules, and inventing many new genres of tattoos.

What are your predictions for your industry's future?

The future will bring more women tattooing, and more developing in what is to come as far as technology and tattooing. I am always day dreaming of the day there are metallic and glitter inks, women's interest in tattooing is sure to bring in demand for these inventions.

Cultivating Collaborations: Fossil x Opening Ceremony

Some of the best ideas and work are born out of amazing collaborations. That is why we’re so excited for the Fossil x Opening Ceremony capsule collection.

Brimming with color and curiosity, the limited-edition line for men and women blends the best of both brands—midcentury nostalgia, high fashion, and international art—to deliver truly one-of-a-kind creations. With statement-making watches, quirky reversible bags, and whimsical accessories where the delight is in the (furry) details, the Fossil x OC Collection is definitely makings its way in our #OOTD’s this season and beyond.

When Fossil sat down with Carol Lim and Humberto Leon (the creative brains behind the OC brand), they got an exclusive look into their world, heard about their first Fossil memory, and  celebrated the worldwide launch (along with a sneak peek of which pieces they’re calling “dibs” on.) You can shop the entire collection here.

Q: What’s the first thing that comes to mind when you think of Fossil?

A: When we think of Fossil, we fondly remember our first Fossil experiences: buying a timepiece or leather good that we wore so proudly when we were teenagers.

Q: Describe Fossil x Opening Ceremony in three words.

A: Unexpected, modernist, innovative

Q: Who is the Fossil x Opening Ceremony girl/guy? Who do you see wearing the collection?

A: The Fossil x Opening Ceremony girl and guy are culturally curious individuals who appreciate unexpected designs. The collection has a universal appeal, as it features styles that are youthful and refreshing as well as classic and beautiful—there's something for everyone. 

Q: Tell us about the process of designing this collection in partnership with Fossil. What were the highlights?

A: It's always fun for us to work with new partners who think differently and yet respect Opening Ceremony's point of view. For us, the highlight of any collaboration is always when we create objects we want for ourselves, and that's very true in this case. 

Q: We love how versatile the bags and cuff watches are, as well as the quirky details of the Sloth pouch and furry tails. Where did your inspiration come from?

A: Both Humberto and I have spent a lot of time traveling to exciting places in search of interesting, cutting-edge fashion and design, and inevitably, we've always been drawn to beautiful objects for the home. We decided that our collection would be inspired by our ideal of a dream home and all the souvenirs we’d collect and display in this home: from midcentury modern decor to a menagerie of animals masks, rugs, and prints.

Q: Why the (adorable) sloth?

A: When we were designing the accessories, we came up with a number of jungle and rainforest creatures we wanted to bring to life in a very integrated way. One of the designs we thought worked well as a bag was the sloth because of the way they hung off branches with their long arms. Plus, they have such cute faces!

Q: What piece do you most covet from the Fossil x Opening Ceremony capsule collection?

A: We really love the cuff—it's so chic!

Q: You, like us, love color. Which hue(s) do you like designing with the most?

A: We always appreciate a neutral, earthy palette with an unexpected pop of bright color (here, neon yellow). 

Q: How does this #FossilxOC collab tie into your ready-to-wear collection?

A: The collaboration ties effortlessly with our ready-to-wear collection, which expanded on the theme of a dream home. In fact, the watches were featured our runway show last September.

Q: What’s next for Opening Ceremony?

A: We have a ton of interesting projects coming up that we're excited to share with you all soon. We're also looking forward to our next collaboration with Fossil!

Keeping It Real: Talking Authenticity with Haylie Duff of The Real Girl's Kitchen

Haylie Duff is not just another face that you remember from the silver screen. 

After Haylie began making the transition from the traditional world to producing online content, one key that she made sure to always hold was authenticity and always being herself. Since 2012, she’s been able to share her true self via her blog The Real Girl's Kitchen, her amazing culinary talent, her family, and has invited her fans to get to know the real her. (It wouldn’t be called The Real Girl’s Kitchen for nothing, now would it?) Today, not only is her blog online, but she also has her own cooking show on the Cooking Channel too. Talk about killing it!

As we’re gearing up for Create & Cultivate Dallas this weekend, we caught up with Haylie to learn more about what keeping it real means to her, how her transition from actress to blogger was like, and how she deals with the busy trap as a mom/blogger. Also, make sure to catch her on panel on Style Vibes: How to define your personal brand, manage transparency, and define your voice this Saturday at #CreateCultivateDallas! 

What were some unexpected challenges/surprises transitioning from on stage/in front of a camera to online? 

I didn't really find them all that different! Technically you are still "on camera,” even if it is online. The level at which people are producing online content continues to surprise me though! I am constantly impressed and inspired. 

You started your career playing other people, but as a blogger you have to play (AKA BE) yourself. Was that transition scary? 

I guess it was, yeah. I tried to not give it too much thought. I tried to just be as genuine as possible and just have fun! I feel like if you are having fun, people will tend to want to jump on the bandwagon. Who doesn't like to have a good time, y’know?!

How do you manifest authenticity and get that across to your readers? 

This is one of those tricky things. I have been told many times that "I'm exactly the same person IN PERSON as I am on TV,” and this always kinda blows my mind. It is meant to be a compliment, and it's flattering, but I find this funny. How can you be a TV personality (as yourself) and not be yourself? I can only attribute this to all of us watching too much reality television. I can remember my first acting teacher telling me not to watch anything I was in because I would become "aware" of myself. With so many ways to watch ourselves, this seems unavoidable now. But I do believe that viewers can smell the fakers. I really do. They aren't dumb and they don't like to be lied to. Being yourself, flaws and all is always the best approach. 

"Viewers can smell the fakers. Being yourself, flaws and all is always the best approach."

Tweet this. 

Your favorite moment as female entrepreneur? 

Joining the Create & Cultivate crew is certainly a moment I am looking forward to! I love what C&C is doing by connecting so many talented and successful women, and I’m very excited to be included! My favorite female entrepreneur moment happened last year when I filmed the 2nd season of The Real Girl's Kitchen and then a Summer Special for Cooking Channel all while I was very pregnant with my daughter. I felt like I was really killing it! 

What kind of example do you hope to set for your daughter? 

This is something I think about all the time. I hope to show her that she can be anything she wants. That she can have a career and a happy home life. She can be a mother, have a job that she is proud of, and be a good partner to someone. I hope to show her that her life is always more important than her work. That her girlfriends will be the ones standing there if everything crumbles, so take care of them, and I hope I show her that she needs to be good to her mother in her old age!

What is it about the brand that you think resonates so well with such a wide span of women? 

My recipes are simple, that's a big one! We are all juggling jobs, families and social lives...no one has time for 100 ingredients! 

What are some ways that you keep it “real?” 

I think I keep it "real" by being all about balance. My producing partner calls my food style “healthy decadence,” I really believe that no one can live on a diet all year long, but I fully support a healthy lifestyle and love to eat healthy. So my outlook tends to be make good choices (most of the time), but keep it real by having that naughty pasta or dessert every once in awhile. You only live once. 

How do you handle the mom-work balance? 

I'm not sure to be honest. I start shooting a new show for Cooking Channel in March, so we’ll see! I’ve been able to stay home with my daughter Ryan quite a bit these last few months and have truly cherished this sweet time. My plan of attack is to be as present as I can with her on my days off, thank my mother 1,000 times a day for helping, and hopefully be home by bath time. 

When you’ve had a crazy day, what is your go-to, knock it out of the park recipe? 

Chili! I make Turkey chili with veggies all the time. It’s healthy, and so easy to keep in the refrigerator. Can't beat it.

What do you do when you have downtime? 

18 months ago, the answer to this question would have been VERY different! Haha! Most of my downtime is spent with my family...or a girls night out for margaritas or a good book. 

How many hours of sleep do you need? Do you know what sleep is anymore? Need? 

I mean, a whole weekend would be nice! Any mother that has nursed a baby will tell you that you learn to function on very little sleep! Once Ryan started sleeping through the night my whole life changed though! I try to get about eight hours a night. I was never good at the "nap when the baby naps" thing, so I try to go to bed shortly after she does at night. 

What’s next? Another book? 

I really want to do another cookbook, but next will be my new show with Cooking Channel.

Meet the Boss Women Making Waves in the Caribbean

Searlina Bodden, editor of lifestyle Instagram edit Blacktie and Barefoot talks lifestyle consumerism in the Caribbean, why brands and bloggers need to take a look at the tropical career woman and introduces us to the muses behind the movement.

A few weeks ago, a fashion and philanthropy event organized by the Cayman chapter of 100 Women In Hedge Funds, an influential industry organization with a chapter in Grand Cayman received coverage, very positive coverage, on MSNBC. Having covered the event for B+B, as well as assisted with some of the logistics, I was delighted.

In the interview on the Squawk Box that addressed the health of the boutique business, CEO of Nicole Miller Bud Konheim referenced the designer’s recent trunk show and spring collection showing in Cayman. Mr. Konheim expressed his pleasant surprise that a boutique in the Cayman Islands could generate what was apparently huge volume over a two-day event, relative to the size of the market. Out of all the boutiques in the world where Nicole Miller’s designs have been thriving for 30 years, he chose to mention the Cayman Islands.

National pride was just a small part of what started buzzing in my brain. What was a small comment on national television had inadvertently given credence to an idea that had been taking shape for the past nine months on Blacktie + Barefoot. 

I started B+B on accident. One day, I made the decision to stop editing on my own feed and dedicate an Instagram account solely to interpreting global lifestyle trends for Caribbean working women.  I started posting. I attended Create + Cultivate Chicago. I made a commitment to experiment with the idea for one year, spending no money on advertising. I didn’t even link it to my own personal social feeds.

I knew that women in the Caribbean faced an interesting challenge with accessing global lifestyle trends. We depend on import from “mainland” big markets like the US and the UK for our goods from fashion to food. And while online shopping and now shoppable editorial feeds close the purchasing gap, that satisfies only one part of the online lifestyle experience. In fact, from a consumer standpoint, the shoppable element is great but the truth is Caribbean women love to travel. A lot. We get island fever and we travel for fun. For food. For nightlife. And we travel for clothes.

This woman, or Blacktie Lady as I fondly call her, is a high potential prospect not simply because she can afford items on the luxury lifestyle market, but also because if she is approached in the right way, she will hop a plane to come and have the experience you have sold to her via your feed or your blog. You can take her past the online purchase into the brick and mortar experience, which will inevitably create new behaviors that bring her back again and again.

However, in order for both the brands and the bloggers to see the buying power behind the Blacktie lady, it became clear to me that Blacktie had to be more than simply a trend edit. I now needed to tell a story.

So I took to my surroundings; the very group of women who inspired me to start broadcasting tailored content in the first place; females who reflect the diversity, purchasing power and influence of the Caribbean career woman. 

As for what is next for Blacktie and Barefoot, there are many exciting developments in the works including our web launch and extended shopping features tailored specifically for the offshore customer. What I am more excited about, however, is continuing to tell stories of women across the Caribbean and perhaps even being a small part of a movement that gives them an even richer, even more relevant online experience with the tools to design their best life.

 For now, meet three women who have inspired this journey thus far. 

Christina Bodden – 46, philanthropist, mother of 2, art enthusiast, avid reader and book collector, style enthusiast with a penchant for handbags, classic silhouettes and timeless beauty looks 

Occupation: Partner, global law firm

Side Hustle: Board member of the Cayman Islands National Gallery, Global Counsel Member of 100 Women in Hedge Funds

Day Dream: Art, literature and vintage fashion dealer

Travels to: New York, Miami, Dallas, London

Wears: Theory, Nicole Miller, Diane Von Furtstenburg, Louis Vuitton, Givenchy and Prada, Gap jeans, Lululemon & Nike activewear 

Eats: Power smoothies in the AM, farm to table salads with fresh fish and chicken, typically light breakfast for dinner

Lives for: Her sons, beauty and art

Isy Obi - 36, Fashion designer with a love of modern design, art and architecture, eternal shoe addict and recovering finance professional.

Occupation: Creative Director and Fashion Designer, Isy B.

Side Hustle: Shoe blogger at isybshoes.com, writer, contributor at Real Life Magazine, Board Member - Cayman Tennis Academy Fund and a huge supporter of Caymanian and Caribbean artists.

Day Dream: Yay! I live my dream everyday.

Travels to: Wherever my dreams take me - in 2016 I'm heading to Singapore, Indonesia, Los Angeles, Las Vegas, Park City, New York, Miami, South Africa, Botswana, London, and Paris

Wears: Diane Von Furstenberg, Marchesa, Marc Jacobs, Isy B., Tamara Mellon

Eats: Slow Food (Member of Slow Food Cayman). Avid locavore and supporter of the local farm-to-table movement.

Lives for: Travel and adventure with my explorer husband, early morning yoga and meditation practice on the beach, letting go of false limitations and living my highest potential, my family and good friends.

Amanda Kong – 31, kite boarder, travel enthusiast, soul searcher, a woman of many styles and many eyes, an imbiber of my surroundings, a cat of 9 lives (maybe 7 left), eclectic to the core 

Occupation: Financial Regulatory Consultant

Side hustle: a friendly ear, a kind word, a humanitarian consideration, a perpetuator of health and fitness in balance

Day dream: to see the world - all of it – and to see its history played out before me

Travels to: From the deserts of Rajasthan to the shores of Mauritius, I've had a kaleidoscope of experiences yet so much more remains. I want to travel to have an experience - the culture and food, style, cinema is all rolled up into it. So I've been around the world and still have a long way to go.

Wears: Anything I like. I gravitate towards a sporty, casual look with good quality classics for work. On the weekends, I live in a bikini and cur offs, if I am not in the gym. 

Eats: Protein shakes, salads, and MEAT! But I always leave space to try something new. 

Lives for: The roller coaster that is life.

Searlina Bodden is the founder of @blacktieandbarefoot

Photos: Kenroy Lumdsen Photography @kenroylumsden; Hair and Makeup: Steven Jensen of The Salon Cayman @feelinvybz and Ruthanna Young-Hull of Renaissance Salon Cayman @renaissancesaloncayman; Nails: Ann-Marie Bryan of Polished Cayman @chunnyb2

Meet the Austin Boss Lady Who Launched a Very Instagrammable Business

Brittany Pigorini, the founder of Birch & Brass, a speciality event styling and boutique rental company in Austin, TX, interned in the event department at a magazine during college and "never looked back." 

At 20 she went on to manage an events marketing team for Coke. From there, her experience with the soft drink company lead to a career in her hometown of Los Angeles with experiential event production with brands like Nike, Pabst, and Columbia Sportswear. But it was when she relocated to Austin in the midst of planning her own wedding did she notice a hole, and a way to combine her event know-how with her love of vintage. 

We caught up with Brittany to learn more about Birch & Brass, thriving on new experiences, and the responsibility of helping someone with their "big day." 

Can you tell us a little about your background and the idea for Birch & Brass?

When I relocated to Austin, I was in the process of planning my own wedding. When I wasn't finding the unique pieces I was hoping to integrate into my special day, I decided to source everything myself. I've been an avid vintage hoarder since I was practically in diapers. I'm pretty sure I was the only 5-year-old buying crochet doilies at the flea market with my weekly allowance. 

I sourced everything from my brass floral vessels to vintage china and mismatched silverware. I brought in my own lounge furniture, tabletop elements, and everything in-between, but it was more work than I ever imagined, even with an events background. I figured that I couldn't be alone in my desire for eclectic event and wedding rentals, so I decided to open up shop. Birch & Brass truly blends my passion for event production with my vintage obsession.

Were you nervous about starting your own business? 

Oddly enough, I wasn't initially nervous to start my own business. I thought I knew what I was doing - even though I absolutely didn't - and ran with it. That's always been my personality type though, as I thrive off of new experiences and changes. 

As I realized that there were many aspects of a rental company that I hadn't taken into consideration--- like the fact that I essentially started a glorified moving company, I did grow a bit worrisome. There are many logistics involved that I hadn't taken into consideration, and my Mini Cooper wasn't exactly conducive for delivering sofas.

I knew that I could either reach out to people who had been in my same position, or allow my pride to destroy what I had worked so hard to create. So, I reached out to anyone and everyone with a business that I admired, whether or not it correlated to my own industry directly. I've learned that you can't be afraid to ask for help, and I still reach out to a few mentor types in my industry on a regular basis when I'm not sure of how to proceed.

"You can't be afraid to ask for help."

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You’re in many ways responsible someone’s big day. But taking on the challenge of starting your own business is a big, huge decision. Which do you think is scarier? Planning a wedding or starting your own business? 

Hands down, the responsibility of executing a flawless wedding is more scary to me than starting my own business. I don't take it lightly that brides trust me with the most memorable day of their lives, so I do my absolute best to make sure that the product I'm providing them with is exactly what they're envisioning. I believe it's my personal responsibility to ensure anything Birch & Brass creates is unique for each client, and also aesthetically pleasing. 

The worst feeling in the world is when I have to reach out to a client and let them know that their favorite white sofa had wine spilled on it a few days before their wedding and it's no longer available. I dread those phone calls, because even though it may not be my personal fault, I never want to disappoint a client. While in the grand scheme of things I do realize that a sofa won't make or break someone's wedding day, I'm a detail-oriented person and I completely understand how a piece of furniture can deeply impact their vision.

Starting my business was the hardest thing I've ever done in my life, but I wouldn't say it was the scariest. I think the dictionary definition of scary should be "an unhappy bride." 

When planning a wedding most people overlook:

The importance of a seating chart. Assigning guests to particular seats will spark good conversation at your tables and enable guests who may not know one another to avoid that awkward feeling of inviting themselves to join a stranger's table - and who doesn't love a beautiful place card?

What has been your proudest moment with the business?

While it may not seem like a large feat to some, the first month that we broke a small monthly profit was a few months after we had opened our doors. For some companies, this can take well into their first few years. All of my long workweeks felt validated, and it was a wonderful feeling to know that we were helping clients bring their wedding and events to life through our rentals.

When you get overwhelmed you: 

Head to my favorite tea house in town. I work from there often, as a change of scenery can do wonders for my imagination... and my anxiety.

What’s the one question a bride always asks? 

I suppose it's not a question per se, but we often encourage our clients to stick to their instincts. Many times they're afraid to stray from the norm, and I always tell them stories about how many aspects of my own wedding weren't traditional, but were certainly the most memorable for me. 

For example, one of our coordination clients is having someone dress up in a bear suit as a "ring bearer" at her wedding.  I didn't even blink an eye when she told me her idea, because knowing her fun-loving personality type, it would almost be more strange if she didn't incorporate such an unexpected element into her wedding day! 

When someone asks us if it would be "weird" to do something, I'm the first person to say absolutely not; I encourage this behavior wholeheartedly.

What’s one question you wish more couples would ask? 

I know it may sound silly, but I wish more couples were interested in the origins of our pieces, because that's truly what sets us apart from an ordinary rental house. 

Some of the best conversations I have are with clients that truly appreciate furniture with a past. I love nothing more than geeking out over a brass Milo Baughman bar cart or Victorian era sofa. I realize that's never going to happen with every client, but a girl can dream, right?

Do you have any advice for new business owners/those looking to go at it on their own this year?

You can take all of the appropriate steps in the world and wait for an ideal time to launch your business, or you can simply take the leap and realize that an "ideal" time is never going to come along. We all lead busy lives and can make excuse after excuse as to why it's impossible to start a business, but you'll always be wondering what would have happened if you'd just taken a chance on yourself.

Is being your own boss challenging? Yes. Is being responsible for another person's income intimidating? Yes. But, when you're truly doing something that you love, everything seems to fall into place even if it may not seem that way initially. You'll have to work harder than you've ever imagined, but you'll take such pride in everything that you do, because you realize it's a personal reflection of yourself. This will be your drive and motivation, even on those seemingly unbearable days.

"Don't compare your beginning to someone else's middle."

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I always provide the same advice, because it's truly what I believe: don't compare your beginning to someone else's middle. Learn to be content with being a beginner, learn from any criticism, and set goals for the future. One day, you'll be the company that other's are comparing themselves to, but you certainly can't expect to be what they are from the beginning or you're only setting yourself up for a letdown.

Create & Connect: Going Elsewhere with Drea Sobieski

Drea Sobieski was born with an insatiable wanderlust. If she has a vision in her mind, she doesn't let it linger. She builds a plan to make her vision come true, and before you know it, she's on her way to a beautiful coast abroad, producing an editorial photoshoot for elsewhere studio, her production studio and editorial platform centered around experience and travel.

However, between ideating and making ideas become a visually stunning reality, there are countless emails, meetings, and strategic partnerships that make elsewhere a viable business. It’s not all fun and travel-- though there is certainly plenty of that. To find out Drea’s process, and how she flawlessly executes mixing business and travel, we chatted with her for our final Create & Connect with our friends at Logitech.

+You've recently rebranded The Cult Collective into launching a new project, titled 'Elsewhere'. How are you managing that transition?

CULT was my first business and forever baby, but just like any relationship, it's important to evolve - and growth is exciting! My motive in starting CULT was to create a destination for dreamers and creatives, seeking the best in art, expression and experience.  That same ethos transcends through elsewhere - a production studio and editorial platform centered around experience and travel. Along with my creative partner, Grant Legan, we aim to build a destination that inspires people to value experience and book travel. I hope that CULT readers will evolve with us and join us elsewhere.

+To be the most productive, do you prefer an office setting, home setting, or when you’re traveling?

For some reason I focus better when I'm in transit or somewhere new. Maybe it's the forced solidarity or the feeling of being disconnected, but I think more clear at 35,000 feet than anywhere else. I must have been a bird in another life.

+How do tools like Logitech K380 Multi-Device Bluetooth Keyboard keep you focused and on track while managing multiple projects?

The best tools are ones that can move with me, wherever I am or whatever I'm working on, and those that allow me to switch between my phone and computer gracefully, like this keyboard!

+What is your number one hack for multitasking?

Making lists helps me visually prioritize. I am also super strict about keeping my cal invites up to date. Time is any entrepreneur's most valuable resource.  (:

+What's next for elsewhere?

We have some exciting destinations planned for 2016, and are working on compiling a print journal, which we are both super excited about!

How I Did It: Rachel Schwartzmann Turned a Tumblr Into a Business

The Style Line, helmed by founder Rachel Schwartzmann, a New Yorker with an eye for style and an ear for storytelling, is all about bringing authenticity back to the web. Think of the site as the perfectly tailored dress every woman should have in her closet. There is an elegance to the content, curating a gallery of the most "passionate and creative people in the world." She also runs  CONNECT(ED)ITORIAL™, a consulting business that helps brands strengthen their editorial arm. 

How did she do it: a pep talk from dad, hard work (always, hard work), and making sure she catches up on her zss.

I got my start: My start was a little out of the ordinary. I started The Style Line on tumblr as a high school senior! I was obviously working on it in a very different capacity than I am now, but hey everyone has to start somewhere right?

How did you make the jump from tumblr to site? Since it’s very first inception tumblr was so supportive of our early mission and content. I grew up in New York so I had access to the industry very early on and was fortunate to reach out to them and luckily I was able to maintain a very significant relationship. They helped spotlight the tumblr page which allowed for rapid growth - enough that I think I felt there was a core audience there that would want to grow with us as we entered a more “official” phase in 2013.

Decision that changed everything: The catalyst for taking on The Style Line full-time came right before entering my junior year at FIT. Up until that point I had been doing the usual: schoolwork, interning and working on The Style Line has a side-hustle. I knew that I wanted to see The Style Line through to its full potential and at that point it was just a matter of when. So with the encouragement of my dad, I decided to forgo the program and form a company. In August 2013 I relaunched the site, formed our LLC and haven’t looked back.

Scariest moment of my career: I won’t share any specific anecdotes, but the scariest moments have come when loss has occurred. Loss of control, loss of motivation, etc. But what I’ve learned is that even when faced with loss you quickly learn to turn these moments into opportunities and in turn, you have that much more to gain.

Most euphoric moment of my career: In retrospect it’s all really just starting! But anytime I have the opportunity to work with or feature people I admire or those I think our readers would really identify with. But if I had to choose a  few highlights would include: our sustainable design collaboration with Melissa Joy Manning (in partnership with CFDA), being a finalist for the Shorty Award’s Best in Fashion category and recently, launching our consultancy business  CONNECT(ED)ITORIAL™.

That nagging voice in my head tells me: Get out of your comfort zone, but don't lose sight of your values. One of the biggest compliments we receive about The Style Line is our continued efforts to maintain an authentic sense of community, one that I think so important in a rapidly evolving landscape.

"Get out of your comfort zone, but don't lose sight of your values."

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Every morning: Coffee.

The last time I took a break: Last year I came up with a resolution inspired by my work to travel every month of 2015 to a different city in the U.S. Naturally I didn’t really feel like working when this was happening and it allowed for me to take a step back, a deep breath, and regain some clarity. 

The last time I felt overwhelmed: I slept for 13 hours. That’s my big coping mechanism - letting my mind and my body rest.

The most rewarding part of The Style Line: I feel so fortunate that we’ve been able to cultivate so many great friendships, partnerships and stories. It’s been even more amazing to see how many connections our collaborators have made with one another through a shared interest in our values and mission. 

My go-to zen spot: I’m not sure I have one! I really enjoy having a hot chocolate at Cafe Orlin. I don’t live anywhere near St. Marks Place or ever have a distinct reason to go that far but there’s something about the cafe that makes me feel at ease.

What impact does style have on your life? A huge one! It’s essentially at the core of my work (we love exploring how it relates to other industries/conversations) and I consider it to be my primary form of self-expression.

How do you make sure The Style Line stands out? I make sure there is a balance in our content. Our stories are pretty lengthy so we work to have each story serve as an experience (by including dynamic visuals that illustratively help bring these stories to life!). Speaking more to this: our premise is showing how personal style can play a role in some of the world’s bigger conversations but getting people interested in the other side of that (the harder conversations) is a tall order. So I’m constantly making sure that what we publish is relevant, responsible but still totally rad… so far I think we’re on the right track!

Be sure to check out Rachel at Create Cultivate Dallas at the end of this month! Where she'll be speaking on finding a fresh approach in a crowded market. 

Look At These Betches Now: Madlibbing Jordana Abraham and Aleen Kuperman

Jordana Abraham, Aleen Superman, and Samantha Fishbein (NY Times)

In 2011 Jordana Abraham, Aleen Kuperman, and Samantha Fishbein started a "college humor" blog called Betches Love This. Just a few years and a name change later, Betches, is now the satire site for women who have a sense of humor. With articles like, "10 Healthy-ish Food Instas To Keep You On Your Resolution To Lose 3 Pounds" they are on to something good. Or maybe they're already there. If we are to believe a 2013 NY Times article, the .com has its founders laughing all the way to the bank.

We caught up with Aleen and Jordana ahead of their appearance at Create Cultivate Dallas. And because we don't like mad-dogging other women, we Mad Libbed them. 5th grade style. 

Make sure to catch Aleen and Jordana on What's your angle? Finding an fresh approach to a crowded marketplace at Create & Cultivate Dallas January 30th! 

The Ride of Their Lives: How SoulCycle Founders Killed the Startup Game

Julie Rice, left, and Elizabeth Cutler, right. Co-Founders, SoulCycle. 

Julie Rice and Elizabeth Cutler are the co-founders of SoulCycle, that chain of luxury indoor cycling gyms that inspired just about everyone you know to get their butt on a stationary bike. The experience has been likened to a drug. The rooms are dark, hot, and sweaty. The music is loud and the instructors have more energy than you on a good day. But what SoulCycle has proven itself capable of is providing its clients with a riding high that translates into day-to-day wellness. It's not a business, it's a "movement." 

The co-founders started with one studio in 2006 on the Upper West Side in New York, and in July of 2015 the lifestyle startup filed for a 100 million dollar initial public offering with the goal to expand from 46 studios on the East and West coasts to 250 nationwide. 

Who knew that a couple of moms could reshape the way we work out? They did. 

We checked in with Elizabeth and Julie, who both now serve as SoulCycle's co-chief creative officers, in anticipation of Create & Cultivate Dallas where they'll be diving into the story of their success and the soul behind the cycle. 

You both changed careers, which can be scary at any point, for anyone. What advice would you give women looking to make a big switch?

EC: Act on your gut and commit. If you make a mistake, learn from that mistake and move on. Don’t let it paralyze you.

You saw a profit after six months, which is amazing and crazy! How did you manage such accelerated success? 

JR: We always had a very clear vision of the brand we wanted to create. We innovated indoor cycling and created the ultimate customer experience.

EC: SoulCycle was built on word of mouth! Our best marketers don’t work for the company; they’re the ones riding in our studios.

Can you recall moments of self-doubt? Confusion? 

EC: Of course—there were a lot along the way. Julie and I have complimentary skills and where she excels, I often lack and vice versa. When one of us had doubts the other always pushed us along!

JR: Elizabeth is fearless! 

A lot of SoulCycle die-hards love it because they get out of their heads and escape. But when that escape is your business, are you able to separate the two and immerse yourselves in the experience of a class? 

JR: Definitely—we created SoulCycle because we were looking for a workout experience that didn’t exist. We were users from day one! When the lights go out and the beat drops we lose ourselves in the workout. 

EC: A lot of my best ideas have come to me on the bike!

For those that say luxury exercise is a fad, how would you respond?

JR: Investing in your health isn’t a fad! It’s important that people find joy in exercise.  

"Investing in your health isn’t a fad!" 

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How do you balance business and all the day-to-day of life?

JR: It’s always been about about integrating the two, and I mean that literally! When we opened our first studio we worked the front desk and brought our daughters to work with us. They grew up in the business.

EC:  One of our company’s core values is to “recharge.” We have surrounded ourselves with the best team to scale and grow the business. It enables us to spend time with our families and take vacations.

SoulCycle was originally self-funded. For those without startup capital, what’s the best piece of advice you have?

EC: We had some startup capital from an investment I had made into the soft drink brand, Izze. After that we relied on our American Express cards! Every time we needed to up our credit limit, they were there, and truly we would not exist today if weren’t for American Express!

JR: In the beginning, we worked in the studio and didn’t pay ourselves. My advice to an entrepreneur is to get dirty and keep expenses down!

Business advice: "Get dirty and keep expenses down!"

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Favorite song to Cycle to right now?

JR: I’m obsessed with Hamilton the musical and love cycling to the soundtrack. We keep adding Hamilton theme rides to the schedule and they sell out instantly!

Elizabeth you’ve admitted to be “anxious and scared,” about going to the gym postpartum. SoulCycle classes can be a little intimidating for women getting back to gym (whether because of baby or otherwise). What would you say to them?

EC: We ride in candlelight--I promise that no one is watching you! It is the one place you can go and be completely anonymous.

Are there any plans for global SoulCycle? How do you see the business growing from here? 

JR: SoulCycle is a lifestyle brand. We have brick and mortar studios, a retail line, and content. We are working hard to bring SOUL to as many people as we can, as quickly as possible. We want to connect with our riders in many areas of their lives, not just when they are in our studios.

What did SoulCycle mean to you when you started? What does it mean to you now? 

EC: SoulCycle has evolved but has stayed true to our original vision. It’s the meeting of physical strength, mental health and spiritual wellbeing.

JR: SoulCycle motivates riders to be the best version of themselves.

"SoulCycle motivates riders to be the best version of themselves."

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What does Create & Cultivate mean to you? 

JR: Inspiration and community.

Like A Boss: 10 Women We Love Who Made Forbes 30 Under 30

Alex Taylor, 28 is the VP of Digital Strategy at Clique Media Group. Taylor makes the "Media" list, and was a keynote speaker at Create & Cultivate Los Angeles 2015 held at the Book Bindery in Culver City. 

Meg He, 28, and Nina Faulhaber, 28 cofounders of ADAY, an online lifestyle brand for active women. These women were chosen for the "Retail and ECommerce" List. 

Chloe King, 28 is the Social Media and Digital PR Manager at Bergdorf Goodman. She's also beyond stylish, savvy, and smart -- making it no wonder she made the "Marketing and Advertising" List. 

Stephanie Korey, 28 is the cofounder of Away, the direct-to-consumer luggage company taking the travel world by storm. Stephanie made the "Retail and E-Commerce" list and recently talked fundraising with the Create & Cultivate blog. 

Aimee Song, 29 is an interior designer and founder of fashion blog Song of Style, which gets over 4 million views a month. She makes the "Art & Style" list as a true blogstar. Aimee was a keynote speaker at Create & Cultivate Los Angeles 2015.

Lauren Sherman, 29 is the VP of Marketing at Shyp. The company with on-demand courier pickup, professional packaging, and low prices that rival big shipping companies. Lauren made the "Marketing and Advertising" list and served as a mentor at Create and Cultivate Chicago 2015. 

Annie Lawless, 29 is the cofounder of SUJA Juice and made the "Food and Drink" list. The powerhouse will be on the main stage at Create & Cultivate Dallas 2016 talking about killing the entrepreneurial game. 

Whitney Tingle, 29 and Danielle DuBoise, both 29, of Sakara Life, the organic meal delivery service that's more than food. It's a lifestyle. The two made the "Retail and Ecommerce" List and will be speaking on the "Startup to Success" panel at Create & Cultivate Dallas 2016. And check out the interview we did with the ladies in December! 

Forbes 30 Under 30 is the list that kicks off the new year for enterprising young people. We are proud to say that C & C Founder and CEO Jaclyn Johnson made last year’s list (hello, #humblebrag). This year, we are even more proud to see that many past speakers and professionals that we work with have landed a coveted spot. 

When we asked Stephanie Korey of Away what making the list meant to her, she said: "What I'm most proud of at Away is the early team that my co-founder Jen (who was Forbes Under 30 last year!) and I have brought together. It's great to start the year with well deserved recognition for everything the team at Away has accomplished up to now, and it's awesome momentum for all the even greater things we have up our sleeves 2016. Stay tuned!" 

Danielle Duboise and Whitney Tingle of Sakara Life felt similarly. The founders said, "Wow, it's almost impossible to capture how we feel. We started Sakara as two childhood best friends going through our own personal food journeys, making meals in our tiny NYC kitchen, and delivering them ourselves on bicycles. Today, we're not only feeding thousands of people across the country, but helping them live healthier, happier lives and feel amazing in their bodies. Being recognized by Forbes is such an honor and truly an example of the meaning of Sakara - 'the manifestation of thoughts to things.'"

Our hats and heels are off to this fine group women. We look forward to seeing what 2016 brings you.  

A Natural Eye: Tammy Price of Fragments Identity

For interior and product design veteran Tammy Price, owner of Fragments Identity, "pillows are like art. They can transform a space, they can make a plain sofa come to life, they can change the texture of a chair."  Which may not be true of every pillow, but the detail of the textiles Tammy choses make spaces feel special in a way that mass produced goods can't. She has an eye, and it's one that caught our attention. 

We checked in with the designer to find out where she catches that inspiration train and the story behind the piece of furniture that got away. 

TELL US A LITTLE BIT ABOUT YOUR BACKGROUND. HOW YOU CAME UP WITH FRAGMENTS IDENTITY, AND HOW THE BUSINESS FITS INTO YOUR IDENTITY. 

I have been an interior designer, showroom owner and interior home product developer for the past 29 years. Design was my passion and when I created new products it was always a “piece of this, with a piece of that”, which I felt were the “fragments” of different elements. It is a complete reflection of things that I love. A mix of old and new, crispness and awesome textiles. I am a lover of all textiles! 

WHAT IS IT ABOUT INTERIOR TEXTILES THAT APPEALS TO YOU?

Absolutely everything! Tone, texture, the way they fabricate. In a way they are a blank canvas that you can create into many many things. They can become incredible art! 

WHERE DO YOU FIND INSPIRATION?

I think that when you are so deeply passionate about something, you can find inspiration in absolutely everything. There is no shortage. 

WHEN YOU RUN YOUR OWN BUSINESS IS IT POSSIBLE TO SEPARATE WORK AND PERSONAL?

Well, design flows 24/7 for me, but I still make sure that I always take the time to prioritize for my family. It’s really great to surround yourself by people who understand your creativity and let you be who you are. 

WHAT'S THE MOST SURPRISING ELEMENT--SO FAR-- OF BEING A FEMALE ENTREPRENEUR? 

By being a female entrepreneur, you can find a way to make everything happen and open every door you want to go through.- there is always way!!

WHAT'S A SURPRISING PAST JOB YOU HAD THAT BENEFITS YOU TODAY?

During college, studying for my degree in design, I worked retail management and visual merchandising. While it wasn’t interior design, that job really gave me the platform and opportunity to learn about design and product development. 

WHAT'S THE BIGGEST MISTAKE MOST PEOPLE MAKE WITH INTERIOR DESIGN?

Not being patient enough to wait for it to all come together. The designer has the whole vision, but it takes time for it to all come together and you have to wait for it to unfold. 

YOUR BEST PIECE OF ADVICE FOR YOUNG FEMALE ENTREPRENEURS?

Never let somebody tell you that you can’t do something, because you can. Just do it and go for it.

"Just do it and go for it." 

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WHAT'S A PIECE OF FURNITURE YOU FOUND, DIDN'T PURCHASE, AND HAS HAUNTED YOU FOREVER?

While I was driving through Napa, I spotted a vintage club chair that I had to have! At the time, I was driving a rental car and I tried to fit this chair in that car every way possible until I had to give up :( I still want that chair!

Be sure to check out Fragments Identity in the Create & Cultivate Office and Guest Bedroom! 

Boss Dating Tips from Bumble CEO Whitney Wolfe

Whitney Wolfe is the Founder of Bumble. The dating app where women have to make the first move (because you only live Beyonce, amiright all my single ladies?). Which seems to be an approach that many women are taking in both their business and personal lives. But when you’re busy hustling, it’s highly possible that dating falls at the bottom of a very long to-do list. So we checked in with the CEO to find out her tips for dating when you’re a boss, like her. 

1.  When you’re busy, throwing paint against the wall to see what sticks isn’t the best approach. Part of the point of dating apps is to suss people out, “break the ice, keep it lighthearted, and let us be your wing woman,” says Wolfe. Use this opportunity almost as a first date that doesn’t require you to leave your house. (If only dating was actually that easy. *sobs in ice cream.*) 

"Use dating apps as an opportunity almost as a first date that doesn’t require you to leave your house.” 

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2.  There are plenty of fish in the sea, and the pool of Bumble men is on point. But with over 1 million users just about evenly split between men and woman, remember: mercury poisoning is also real— we’re looking at you Jeremy Piven, emoji wink. So you need to manage your expectations about what a dating app can do, in the same way you manage your stress, employees, work load, and email inbox. There’s no magic bullet for anything. Mitigating expectancies is crucial, especially when you’re first starting out.

3. No group photos. Do you head into an investor meeting with a posse? Do you bring your bestie to your business brunch? Nope. If you want to be taken seriously, be serious. Show your face in your profile pic. Wolfe says, “If you have six photos of you and all your friends, it’s going to be harder for you to make great matches.” Beyond that, it’s fine to show that you have friends and you *woop Drake voice* know how to cut a rug, but as a HBIC you should also know there is such a thing as over-selling it. Be confident in you. That said…

4. You’re a Boss in the boardroom. There’s no reason you can’t be Queen Boss on Bumble too. Wolfe says, “There is nothing more attractive than confidence and intelligence.” We’d have to agree. If a man is intimidated by a powerful woman, then he’s not the man for you. Going on a date with him is just a waste of your time. If in in your initial convo he’s trying to one-up you, give him the the ole “BRB” and never come back. 

5. Time and again female CEOs reiterate how important it is to be authentic. When you’re looking for investors, when you’re starting a business, when you’re pitching a client— authenticity and honestly are key when making smart business decisions. Wolfe says, “I would never wear red lipstick in real life, so for me to then put photos with a full face of makeup and red lipstick would be ridiculous. Sure, it might get more right swipes, but it’s not the right kind of men I’d be attracting. It’s not important to have a first date—it’s important to have something authentic and real.”

It’s not important to have a first date—it’s important to have something authentic and real.”

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6. Use your time wisely, and be online during peak times. There are good times to Instagram (ahem, 12nEST when Europeans are home from work, the east coast is heading to lunch and the west coast is rising and shining), and there are smart times to Bumble. That sweet honey hour for Bumble according to Wolfe, “is at 6pm.” Which just happens to be Happy Hour. Coincidence? Nope. 

Be sure to check out Whitney on the Main Stage this January at Create & Cultivate Dallas, where she’ll be dolling out much more than dating tips. Think: How she landed a spot as the first female guest on Trevor Noah’s “The Daily Show.” 

The Bright & Busy World of Designer Jolene Kraus

Most people say separate work and pleasure, but when your husband is your partner — in both life and business— how do you draw a line between the two? For Jolene Kraus, who co-founded Park Studio, an LA-based lighting and interior design company, with husband Ben, the answer is simple: "We like that our lines are blurred. I think that’s what makes us successful." 

The duo are also parents to 13-month-old Arden, and work out of the studio in their backyard. But, according to Jolene, when you love what you do "it's not really work," so negotiating this territory is easier.  "Yes, we have to physically make every fixture, box it, answer all emails, work in quickbooks, etc," she says, "but I am beyond proud of the business Ben and I built in under two years." Beyond that Jolene notes that creativity doesn't operate on a 9-5 schedule, so bringing business home is part of the job. "It's impossible for us to automatically shut off our creative thinking caps at exactly 5 pm.” Based on the designs Park Studio is putting out, we wouldn’t want them to.     

We checked in with the multitasking maven to find out more about those blurred lines, busy days, and Park Studio’s bright future. 

HOW IMPORTANT IS COLLABORATION WHEN IT COMES TO CREATIVITY?

We are often building custom fixtures for our clients and we rely heavily on collaborating during that process. I truly believe every fixture has been the result of a successful collaboration. This could happen over months or just weeks, but we generally work from sketches to mock-ups to the final production run. We each speak up during the process.

IS THERE A DESIGNER (OR TWO) YOU'D LOVE TO COLLABORATE WITH?

Of course we would love to collaborate with commune. My product and color heroes are Scholten + Baijings--I would love to work with them!

HOW DO YOU BALANCE MOM LIFE AND WORK LIFE?

Our nanny works 9-5, so we are with Arden from when she wakes up until our nanny gets here. And the same in the evenings—when the nanny leaves at 5, we are with her until bedtime at 7. That doesn’t mean that one of us won’t take a phone call or answer an email. I want our daughter to see the importance of hard work and make sure she understands that mommy and daddy have businesses to run. Hopefully we are setting up a legacy for her. 

THAT SAID: MOM, WIFE, AND SMALL-BUSINESS OWNER--WHICH JOB IS HARDER?

That’s a tough one. They all have their challenges, but they are all also very rewarding. I am beyond proud of the business Ben and I have built (in just under 2 years); and our daughter is our obsession (also under 2). Ben makes it easy to be his wife. He would do anything for us, so thankfully that job is the easiest. Being a mom is hard knowing that she is at an impressionable age-- she’s now starting to say what we say (yikes) and we are really seeing her Scorpio personality these past couple of weeks. Being a mom also means I don’t get a lot of me time-- thank God for dry shampoo and granola bars. Being a small business owner is very hard. we don’t just wear many hats, we wear every hat. from dropping off packages at fed ex to writing every email reply to designing and building the fixtures. all of that said, we are very grateful for what we have and wouldn’t change a thing!

"We don’t just wear many hats, we wear every hat."

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HOW ESSENTIAL IS LIGHTING TO SETTING THE TONE OF A ROOM? WHAT GOES INTO CONSIDERING THE LIGHTING IN A ROOM?

Lighting is the most important aspect of a room, and I’m not saying that just because we have a lighting company. we can always remember that time we went into an overly lit room and could only think about how we must look in that harsh light (though maybe it’s a girl thing). lighting for a room needs to be the right scale and the right output. you don’t want a small fixture in a large room and you definitely don’t want too much light/output in a small space. That’s why we make multiple styles of fixtures that create adequate amount of ambient light to accommodate the majority of room sizes. 

The Sonoma Chandelier, $1300. This chandelier hangs in the Create & Cultivate office. 

"Thank God for dry shampoo and granola bars."

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HOLIDAYS AND NYE PARTIES ARE HERE. WHAT IS THE BEST DINNER PARTY LIGHTING?

We always tell our clients to put their lights on a dimmer. The ability to create mood lighting is always a good thing.

WHAT'S THE BIGGEST INTERIOR DESING MISTAKE PEOPLE MAKE?

Scale and proportion. From too small of an area rug, to too large of a sofa. Scale and proportion are challenges for the untrained eye.

WHAT ARE SOME TIPS FOR PEOPLE WHO DON'T HAVE THE "EYE" FOR INTERIOR DESIGN?

I think it’s important to hire professionals who do have expertise in the field. Though, if you are on a budget (as all of us are), there are definitely great resources that can help with that process. Homepolish is one of our favorite design consulting services. 

In general we like to follow these tips:

+Chandeliers should be 30” - 36” above a dining table. That helps create an intimate setting.

+Drapery should just skim the floor. 1/4” above the floor to be exact.

+Paint all of your walls, not just an accent. If you’re brave enough to paint one wall black, paint them all—or it will look like you ran out of paint. 

WHERE DO YOU SEE PARK STUDIOS EXPANDING?

Very soon we will be more than a lighting studio. We are in the process of manufacturing hardware (think drawer pulls and knobs) and updating our pillow offering. More than anything I would love to design furniture and rugs. We want to be a one-stop shop for affordable, great design.

FINALLY, TELL US! YOUR SECRET LA FURNITURE SHOP SPOTS?

A+R on La Brea,  Noir  / CFC,  all of the local flea markets, St. Vincent de Paul, and we are craigslist lovers.

Create & Connect: Aiming For Success with Michelle Madsen

One look at Michelle Madsen’s Instagram, and you’re immediately drawn into the cool hues and minimalist aesthetic that she’s built for the past 3 years. This is how she’s built her blog, Michelle Take Aim, to look like - cool, calm, and collected, a total reflection of how she is in person. But with her blogging full time, working photo shoots, meetings on top of meetings, and even slotting in time for a trip to Canada, it’s amazing to think that someone who works so hard for their own brand, as well as others, is just so relax. So naturally, we had to get into her mind to see how she deals with the busy trap while still keeping her cool.

“I think one of the biggest things about blogging that makes it hard to juggle is bouncing around from creating content, being active on social channels, meetings, events, travel, editing, writing, etc.. It’s a lot of juggling, all while making life seem pretty seamless and fun! I do blog full-time now and it definitely keeps me on my toes, as crazy as that may seem.”

-Michelle Madsen

---

You're a full time blogger and owner LOVE NAIL TREE - how to do you balance the two while also doing digital marketing for clients?

Every day is different - whether I’m working on photoshoots and emails, or out from meetings to events, I try to plan ahead and prioritize what’s most important for the day. I’m a big list-maker. I have a ‘master list’ and a daily list… sometimes it’s a little ridiculous. The biggest thing that keeps me bouncing around with blogging is that it’s a few jobs in one. It can be a little overwhelming to jump from creative to social to running the behind-the-scenes side of the business like emails and deadlines.

"I’m a big list-maker. I have a ‘master list’ and a daily list… sometimes it’s a little ridiculous."

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The Logitech K380 Multi-Device Bluetooth Keyboard is the perfect tool to switch from one device to another with the touch of a button, which makes multitasking so easy. What are your best hacks for multitasking?

I just recently starting dividing my month into days where I focus on different parts of my business. For example, I spend a full week brainstorming and shooting content, the next week will be a lot of writing and editing and then I have more free time in my day-to-day to focus on the business end. It’s been a huge help.

What did you do before you became your own boss?

Since out of college I’ve been working mostly for myself. My husband and I have a clothing line, LOVE NAIL TREE, and before blogging I did this full time. Being an entrepreneur has lots of perks but it’s also so hard to turn it off.

Is there anything these you want to add under your belt for future projects?

I have some ideas in mind - one is starting a brand with a friend. We are in the planning stages! I have also started dancing again and would love to take it on as a bigger project and incorporate into my blog one day.

Fundraising Fundamentals with Away -- Plus a Carry-On to Fly For

Away, founded by Jen Rubio and Stephanie Korey is a direct-to-consumer luggage company from two former Warby Parker execs. To get their company off the ground they raised over $2 million in seed funding, banking on the idea that luxury travel accessories needed rethinking. They wanted to create luggage for the way "people really move" that didn't also cost an arm and a leg. 

The duo created a beautiful, high-end minimalist carry-on without the high-end price tag. At under $250, Away just made traveling in style (hello: silk lining, removable laundry bag, TSA approved lock, charging ports) a whole lot easier. In fact, you're going to plan a trip just to take this bag for a spin. 

We checked in with Jen and Steph to talk fundraising, believing in your product, and of course, the best meal they've ever had at an airport (shoutout to the Delta terminal at LAX). 

For someone looking to raise capital, where is the first place to start?

STEPH: The best place to start is researching how companies in a similar industry and stage as yours have raised capital. There’s a ton of information online. If you can get introductions to founders who have done it and learn from their experiences, that’s the best route forward. 

What went into fundraising for Away? How did you establish what you needed?

S: We thought first and foremost about building a company, not fundraising. We developed a plan and a financial model, and figured out where in that plan we would need capital to keep moving forward. We worked for many months and only started fundraising when we reached a point where additional capital was needed to keep making progress. 

Women notoriously don’t talk about money. Do you find asking for money scary?

S: Not at all, investing in a promising early stage company is a great opportunity, not a donation. Early stage investors are constantly looking for the next big deal and early stage companies are looking for great investors who can help the company grow. It’s a win-win situation for both parties. 

"Investing in a promising early stage company is a great opportunity, not a donation."

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For women who don’t have a background in writing business proposals, what would you suggest? 

S: Utilize your network, that’s exactly what mentors are for. There are actually a ton of great resources online, and if you can couple that with advice from someone you trust,  that’s ideal. 

If comfort and trust are key to any good business deal, what would you say to women who are offered the funds, but don’t like the deal?

S: With any negotiation, the most important thing is understanding your options. If you don’t like the terms of the deal, you can absolutely go out and try to find better terms elsewhere. Once there are multiple investors interested, that helps to set a “market rate” for the deal. 

What did working for Warby Parker teach you about direct-to-consumer brands?

S: We learned so much from Warby, they’ve set an incredibly high bar for modern retail brands. The most important takeaway was the power of an incredible customer experience - if you singularly put your customers first in every decision you make, they will be loyal brand ambassadors forever. 

How do you gain the trust of a customer? How do you gain the trust of investors? Are the tactics similar?

S: I think it’s very similar. You gain trust from anyone by being very honest, thoughtful, genuine. Never try to trick or exaggerate to an investor or customer, you’ll lose that trust forever. 

What sets Away apart from other luggage companies?

S: It’s so disappointing to be bogged down by cumbersome luggage, dying electronics, or lack of organization. More than anything, we wanted to eliminate some of that so people can really focus on the joys of travel.

While working at Warby Parker and Casper, we saw those companies completely transform the previously poor consumer experiences and high prices for the eyewear and mattress industries. In January of this year, we decided the luggage industry needed similar improvements, and created Away to offer consumers the highest quality luggage for a fraction of the price with a great consumer experience. 

JEN: While we’re starting with luggage, we’re really on a mission to create a brand and community that encourages people to explore new places and cultures and equips them with whatever they need to do that as joyously and seamlessly as possible. Our own travel experiences and desire to cultivate authentic connections globally have been huge driving factors in the product, brand, and community that we’re building. Away takes a people-driven approach to everything we do: making things beautiful and functional, creating things that are emotionally and technically meaningful, and continually thinking about how people will interact with us.

People’s attentions are more scattered than ever. Do you think the “elevator pitch” is more or less vital than before?

J: People are being pulled in so many different directions now that you need to be able to communicate your idea in a way that they’ll remember after your conversation. What’s more important than a staged “elevator pitch” is being able to gauge the person’s interest or initial reaction so you can tailor your conversation to be something they’ll remember. A polished, effective pitch is nice, but to be engaging you have to be able to be fluid.

"To be engaging you have to be able to be fluid."

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What are some of the most important questions you need to ask investors? 

J: Do you understand our business and our approach? Can you refer me to entrepreneurs you’ve worked with? What kind of follow-on investments do you see the company needing? What’s your preferred way (method, timing) of communicating about the business? What’s your end game?

Not only do question like these help you figure out if you and the potential investor are aligned in the business and the strategy, but also aligns expectations for future investment rounds, a potential exit, and involvement in the company. It’s also important to be aware of potential personality or culture clashes since you could potentially be working with this person for a long time.

Best meal you’ve ever had at an airport: 

J: The Salt Lick at AUS for a last shot of BBQ before leaving town. Pak Loh Chiu Chow for dim sum at HKG. For best selection, the Delta terminal at LAX wins: airport versions of some of my favorite LA restaurants, like Lemonade, Border Grill, Real Food Daily, and Lotería.

Tip for being a good traveler: 

J: Leave time for the unexpected. Some of my favorite travel memories are experiences that came up along the way that I never could have planned. It’s great to have a sense for what kind of trip you want—seeing friends, touring sights, total relaxation, etc.—but allowing yourself to take advantage of surprises along the way will often lead to something really special.

When you want to get Away: 

J: I go on Kayak with a budget in mind and then start typing in airport codes.

Images courtesy of @joannepio for @thestyleline

Sleeping in With Ariel Kaye of Parachute Home

Parachute Home is a direct-to-consumer home essentials brand based in Venice Beach, CA, helmed by Founder and CEO Ariel Kaye. Prior to launching Parachute, Ariel spent ten years working in brand development and advertising in New York City, but after an amazing night's rest in luxurious sheets at a hotel in Italy, she was on the hunt for the same experience at home. When she couldn't find it, she took matters into her own hands: "If you can't find it, create it." 

Create it, she did. 

We caught up with the bedding maven to find out what she's thinking about at 4am and if it's possible to relax when you're in the business of bedding.

Your favorite bedtime drink?

I love to wind down with chamomile tea. It is almost instantly relaxing, and there’s good reason for that, too. It’s rich in calcium, magnesium and other trace minerals that naturally relax muscles and nerves.

Do you sleep with the windows open or closed?

I try to bring the outdoors inside as much as possible with big, open windows…I love being cozy under warm blankets and feeling a fresh breeze. 

Snuggled under the covers or throw them off?

I’m one of those people who is half in and half out. I always end up with one leg above the covers. 

Early to bed or early to rise?

I’m in flux, honestly. I definitely prefer life as a morning person and try and get to bed by 10:30pm on the weekdays. I especially love waking up early on the weekends. There’s nothing better than getting in a long workout and a delicious breakfast all before 10am. l do still find myself burning the midnight oil on occasion –there’s something about the wee hours of the night when when you feel like you’re the only one awake and there are zero distractions. I can be super productive then.

The last time you slept in? What did it feel like?

I love sleeping in on vacation. My boyfriend and I went to the Ojai Rancho Inn a few weeks ago, and we turned off our phones and woke up at 11am. It felt like heaven.

What’s on your nightstand right now?

My days are so frenetic, I keep my room clear of clutter to keep calm. I only stock my nightstand with my essentials: a himalayan salt lamp, a tall glass of water, book and my iPhone.

How many pillows is too many pillows?

There can never be too many pillows. I have four right now, plus two decorative ones on top. 

"There can never be too many pillows."

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What’s the color scheme in your bedroom? What does it reveal about you?

I’m all about neutrals. My bed currently has our Ash Percale Bedding, and it’s accented with our newly launched Essential Quilt and Shams in Graphite. I accent with a few plants to bring some color and greenery into the space.

It’s 4 a.m. and you’re wide-awake. What are you thinking about? 

Work. Always work.

Guiltiest TV pleasure to watch in bed?

I don’t watch much “guilty pleasure” programming. Right now I’m obsessed with “Fargo” and “The Affair.” 

A bad bedtime habit you can’t quit?

My biggest tip for the perfect night’s sleep, which I have a very hard time following through with, is disconnecting from your phone. Get rid of the blue lights and put your phone outside your bedroom. Don't look at your computer in your bed. I don't do a great job at it – the first thing I pick up in the morning is my phone – but there are times when I try to be diligent, and it's amazing how it affects the quality of my sleep.

Something most people don’t know about you?

I’m a trained opera singer. You’d probably only know this if we’ve been out to karaoke together and I’ve had a drink or two!

Don’t lose sleep over:

The small stuff. It’s easy to get wrapped up in the little things, but don’t lose sight of the big picture.

"Don’t lose sleep over: The small stuff." 

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Why are luxury sheets so important to you? How do they make your life better?

You spend ⅓ of  your life in bed, so your sleep experience matters. A good night sleep impacts every aspect of your life - your health, happiness, productivity. We spend time counting our steps, obsessing over the ingredients in our food and making sure that we are taking care of our bodies. It’s important to take that same type of consideration with the way recharge each night. 

Sheets come in direct contact with your skin, so it’s extremely important that they feel good and that they are free from harmful substances. I sleep better at night knowing Parachute sheets are made of the finest, long staple Egyptian cotton and that they are Oeko-Tex and REACH protocol certified, which means no toxic chemicals or artificial dyes. 

Your dream sleepover?

Does a sleepover with my best girlfriend count? Talking until the sun comes up and laughing until it hurts...there’s nothing better!

Good Vibes Only: Touring the HelloGiggles Office

"We set the tone from the beginning that we would only allow positivity and a supportive community, and that took the lead." Co-founder Sophia Rossi on maintaining the voice of the site.  

And hustle. The startup was recently acquired by Time Inc. for a reported 30 million. 

Development Executive Caroline Edwards finds working on the couch in the lounge, "a very comfy, social, and productive area." 

Shelves are filled with games and books that take you way back. "Sweet Valley High" and "Baby-Sitters Club" back. When forced to choose between the two series, Sophia says "SVH, all the way." 

As for the expansion, Sophia sees the company becoming, " A multi-platform media brand-- from a marketplace for our illustrators, to original digital series, to TV and Film."

The conference room that launched a million giggles. 

Contributor artwork hangs on the wall. 

Also in conference room: VIBB. Very important boom box. 

Editor in Chief Jen Romolini has been with HG for almost 2 years. Her most valued item in her office, nay world? "My Meryl pic is my favorite thing in the world. She's such a kick ass, creative, intellectual woman, who calls her own shots. Which is what I want to be. In control of my own destiny." 

"Hello, Ryan Gosling?" Sale Director Evelyn Weisskohl answers her Dream Phone. 

On the desk, copies of Sophia's latest book, "A Tale of Two Besties: A Hello Giggles Novel." Aforementioned Dream Phone. And a peppy mug. The usual. 

To stay positive and snark-free a la HelloGiggles manifesto, Sophia says, "I TM (transcendental mediate twice a day)." Also keeping her giggling: "Anything that Erin Foster or Nicole Richie text me."

HelloGiggles played nice on the internet. And won. The company, founded in 2011 by Zooey Deschanel, Sophia Rossi, and Molly McCleer, had one initial goal: to be a place to make the internet smile. Almost five years later, the site has turned its posi content readers into full-fledged giggle junkies, with a reported readership of 18 million uniques a month.

Sales Director Evelyn Weisskohl told us, "I was a fangirl before I worked here. This office is exactly like reading the site, but in real life." 

At the moment, IRL, HelloGiggles has a staff of 29-- 4 of whom are based in New York. It's a number that Sophia expects to at least double over the next two years, as the team also intends to take over the office space next door. 

A recent acquisition by Time Inc. for a reported $30 million, is making the expansion possible. Sophia, who is staying on and will report to Time Inc.'s executive VP says, "It feels very validating to go from my apartment to being a part of a public company like Time Inc. We are going to be run independently but have all the benefits of this legacy brand as partners."

We popped into the company's DTLA office on the heels of the purchase and in anticipation of Sophia's trip to Dallas for Create & Cultivate this January. Click through to get the deets on their digs and the happiest staff, maybe, ever. 

All images courtesy of Jeff Mindell. 

HelloGiggles office designed by Clayton Asher Doyle of Plantation Design. 

Future So Bright for Artist Nobel Truong

When you graduate high school at 16, there's a good chance you're gonna be ahead of the game. For artist and producer Nobel Truong, it's certainly proving true. After graduating from UC Berkeley with a degree in philosophy, she crossed the pond to attend Cambridge and study philosophy and business. Degrees which, at first glance seem a bit incongruous, but have served her artistic existence well. "Keeping an open mind and being flexible is something that is important to bring to any business model," she says. "Even if you do not work with a physical product, it is always important to consider the different ways something can be executed."

From ceramics and furniture to prints, acrylics, and textiles, Nobel has her creative hands in all mediums, producing projects out of Nobl, her creative studio. 

We checked in with the San Francisco-based designer to get the goods on her process, her seemingly endless supply of creative juice, and why she prefers transparency in both business and her materials. 

Where did the idea for the illuminated cacti come from?

I had a dimly lit apartment and needed more lighting in the space. I had also just learned how to use a laser cutter and wanted to work with acrylic--  plastics are the best material to cut on a laser cutter. I was really inspired by the Memphis Group and was a bit nostalgic of the mid-century decor and architecture of my hometown in Southern California, so I felt succulent themed lighting would be most fitting. I had some idea of a succulent lamp from the start, but it went through a few iterations before it became the product that I have now. I debuted the cactus lamp at Pop Up Flea in Los Angeles in September and the support for the product has been so great that I began making more fluorescent acrylic pieces and larger scale cacti.

Who are some designers you admire?

Marcel Breuer, Le Corbusier, and Mies van der Rohe. I am a huge admirer of the structural forms and function that marked Bauhaus architecture and the play on colors and shapes pioneered by the Memphis Group. I also draw a lot of inspiration from the works of Noguchi, Ray and Charles Eames, and Nelson for the furniture I design and build. I am particularly interested in mid-century modern furniture and home decor. All in all, I think there is an appeal to good design which transcends different creative fields and it is for this reason that I look to architects, industrial designers, and graphic designers for inspiration in my work.

How do you feel being female in the male-dominated design space?

It definitely has its challenges and there have been times where I felt intimidated by my peers in the field, but I have also learned that if you are passionate about your work and you are driven in what you do, then gender really does not matter. As I continue to work in the field, the peers I used to be intimidated by have now become sources of inspiration and motivation. Any doubts I have had in my ability and work are now new projects or challenges to take on. I have always worked by the motto that "you can do anything" and so I never really saw issue with hauling my own lumber to the shop among the primarily male woodshop community. Beyond this, I also often look to Florence Knoll, Ray Eames, and other female figures in the industrial design space as inspiration to continue pursuing the field and not let the fact that I am in a male-dominated design space steer me away from my creative endeavors. 

"If you are passionate about your work gender really does not matter."

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How did you make the transition from objects to furniture? Has working in a larger medium been more challenging than expected? In what ways?

Actually, a lot of my work grew out of necessity. I started with housewares because when I had housemates the only furnishings I had control over were my bowls and cups. So, I took ceramics classes and made bowls and cups. I moved into my own apartment this January and couldn't find furniture that fit my aesthetic, was conservatively priced, and was also space conscious. What began as an attempt to make something I could not find in the market eventually amounted to me learning how to operate woodworking tools and CNC machines. My first woodworking project was actually a sofa for my apartment after taking a woodworking safety class and spending a few days researching and sourcing materials. 

The transition to a larger medium definitely has its own learning curve, but it's something that is made a lot easier with modern manufacturing techniques and CNC machines. There are a lot more things to consider in a piece that will occupy a 10ftx10ft space as opposed to a small 3in cup. How structures are supported and how they will look as people move around them creates a different set of design problems. All that said, I have been really enjoying the challenges of building large structures and am constantly thinking about ways to incorporate the simplicity in my smaller scale designs in my large scale build-outs. 

Creativity is most often associated with the individual, but is there a social dimension to creativity that's particularly relevant in the 21st century. Have you found the need to mesh these two concepts?

I definitely think there is a social dimension to creativity, but I do not think it is one to overshadow one's creative vision. What I mean by this is that I think it is important to stay true to one's creative vision while also keeping in mind the social impact and responses your work will generate. There is a lot of exposure and resources for creatives today through different social streams, and it is important to learn how to handle this information and use it to your advantage. On this point, I do find myself meshing the two concepts to the extent that I capitalize on social streams to draw inspiration for new work. From a product development perspective, I want to produce work that is an addition to someone's home, so it is important to research what would suit the spaces of my target market. I am not sure if this is particular to the 21st century, but I do feel that the technology available today has made this kind of information much more accessible and easy for creatives to learn, grow, and adapt to. 

How do you feed your creative soul?

Honestly, just a stroll through the neighborhood. There are so many hidden gems sprinkled throughout the city landscape are often overlooked because they are lost in the dry suburbs. Neutra's house is right in the heart of Silverlake, for example, and there is a Noguchi garden in the office complex across from South Coast Plaza. I have spent hours reading about some of these works but nothing really compares to moving through the spaces in person. Beyond this, I have always found the characters I cross paths with in the city to be particularly inspiring. Chinatown during lunch hour, for one, has always been my go-to for color inspiration with all the residents in their colorful apparel out shopping in the market. 

"Chinatown during lunch hour has always been my go-to for color inspiration."

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Picasso once said, "Learn the rules like a pro, so you can break them like an artist." What are some rules you've broken? What are some rules you've stuck to?

I have broken a lot of rules in both my creative and entrepreneurial endeavors. As far as design is concerned, there are a lot of design elements that some might deem staples of the industry which I don't exactly conform to. This is because I try to trim away as much unnecessary frill as possible and focus primarily on the quality and structure of the core product. 

As far as my business is concerned, I do not follow the typical retailer format. I do not wholesale my products and price everything as direct-to-consumer. This is namely because I feel really passionately about pricing transparency and the movement towards direct-to-consumer businesses. Since I began making home furnishings and accessories because I could not find what I wanted at an affordable rate, I wanted to make things affordable and assessable for others as well.

All that said, there are some principles and rules I have always stuck to in both my creative and business pursuits: I have always worked towards the thought that the best design is one where there is nothing left to take away. Whether that means designing shelving units that require no hardware for assembly or a business that is completely vertically integrated, I have always felt passionately about eliminating excess and middleman work to focus on the core of a design or business. 

"The best design is one where there is nothing left to take away."

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What's next for you?

Definitely more large scale sculptural work and installations. I am particularly interested in the interaction between lighting and acrylic and would like to create a large scale build-out to highlight the interaction between the two mediums. The aim here would be to create an interactive experience through lighting castes on acrylic work. Beyond this I am also looking forward to working more with a variety of materials and fabrication methods in future projects such as welding, sewing, and lathe work.

For everyone heading to Create & Cultivate Dallas in January, don't miss Nobel's cacti installations (for inspiration and totally Instagrammable photos) all over the venue! 

Create & Connect: Sisilia Piring Works Hard, Cuddles Hard

On set Sisilia Piring is cool, calm, collected. You would never know that the fashion photographer, style blogger, and self-professed adventurer is also a mother of two. Having shot with clients such as Levi's, Reformation, Burberry, and Estée Lauder to name just a few top-notch brands, her work is clean and bright. Plus we love a lady who takes a break during the workday for "cuddles." A bonus of working from home.

Though her work speaks for itself, we wanted to hear from Sisilia herself on why the Logitech K380 Multi-Device Bluetooth Keyboard works with her fast-paced lifestyle. This week on the Create & Connect series presented by Logitech, Sisilia tells us all about what's coming up next, what inspires her, and a former job with a "sassy" boss.

+You’re a full time mom and full time creative. What’s a life hack that works across both jobs?

Staying organized by making out schedules and lists ahead of time. Not really a life hack but this helps me tremendously because it's easy to forget something when you have a fussy child screaming at you!

+Juggling a wide array of clients can make it difficult to stick to your creative vision. How do you jump between clients? And how do you make sure that your aesthetic aligns with a client’s needs?

Typically when a client reaches out it means we have similar aesthetic already, which makes the initial process go by quickly. I usually print out a mood board for all my shoots and keep it handy so whenever I'm chatting with that client I already have a visual of what we have decided on and this makes it easier for me to remember which story goes with what client.

+How does being a photographer benefit you as a mom? And vice versa?

Being a mom has kept the playful side of me alive which in return inspires a lot of my work. A lot of my work right now is colorful, fun, and playful. You can thank my kiddos for that. The kiddos benefit having a mom as a photographer because they typically get the fun props I shoot with and we go on fun family adventures when I'm scouting for locations or when I’m traveling for a shoot. They love being on the road and get so excited in exploring different cities.

"Being a mom has kept the playful side of me alive which in return inspires a lot of my work."

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+What did you do before making the leap to full time photographer?

I was a caregiver to a sassy blind woman for a couple years.

+Do you have any side projects? Or your eye on in the near future?

My husband and I own a mobile screen printing business. It's called The Ink Truck and it's basically screen printing on wheels. We don't design our own shirts but instead offer our services to brands to use as a marketing tool. We are also in the process of building our own creative agency with a couple of our friends. A one stop shop where we offer photography, motion, art direction, graphic design, retouching, and screen printing services.

+Walk us through how you balance your personal and professional life.

I'm not a big phone person so if I don't have to be on it I have it put away. When I'm working from home we have lots of breaks throughout the day for cuddles, dancing, and singing. We also drive down to our neighborhood coffee spot which happens to be next to a park and grab a cup of joe and play with the kiddos.

"I was a caregiver to a sassy blind woman for a couple years."

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+You’re late, you’re walking out the door for a meeting, and your kid spills all over you. You:

Try not to raise your voice and find a new outfit ASAP!

+Van Gogh once said, “Great things are done by a series of small things brought together.” What small things lead you to where you are now?

That photography class in the 8th grade that inspired my love for photography, ditching school so I could play with Photoshop and make my own website, meeting my husband at work, moving to Chicago, dressing up my friends and photographing them.

+When you feel creatively drained, who/what/where do you turn to?

I call my mom, plan a family trip, even if we are going just a couple hours away, meditate, and write.

+How do tools like the Logitech K380 Multi-Device Bluetooth Keyboard keep you streamlined and focused?

It's so nice to have the Logitech K380 Multi-Device Bluetooth Keyboard with me because it makes the process of moving from one device to another seamless, especially when you're in a hurry.

+How many hours of sleep do you need?

All I need is 5 hours of uninterrupted sleep with blackout curtains and I'm good. Ha, that's what I wish for anyway :D