'Fast & Casual' sweetgreen Is Creating a Sustainable Culture

VP of Brand, Farryn Weiner. 

Building healthier communities isn't the type of lofty goal you’d expect out of a “fast food” company. But that's exactly what sweetgreen, the healthy fast casual company started in 2007, is all about. They are committed to changing the way people think about food and having a positive impact on the food system.

The company has five core values, something that VP of Marketing & Brand, Farryn Weiner calls her “North Star.” From keeping it real to making an impact, it’s how they cultivate culture and a work environment that requires all team members to take leadership roles.

Collaborating on a salad with Kendrick Lamar-- they’ve done it. Organizing run meetups via Twitter. Yep. They’re on it. They have education programs and music festivals, like the upcoming sweetlife festival taking place this May. With headliners like Blondie, Grimes, and Flume, the company is building on the universality of food and music.  Or as Farryn says, “music and food have an uncanny way of sparking connections, and that’s really what we’re all about.” There is no idea too big or too small to be brought to their table.

We checked in with Farryn to find out how and why she got involved with sweetgreen (it involves taking a literal “leap”), what the “sweetlife” means to her, and the three questions she always asks herself before joining a company.

Can you tell us a little about yourself, how you came to work for sweetgreen, and how its office culture is different than what you’ve experienced in the past?

I met the sweetgreen founders skydiving in Utah and immediately got to know them and the brand. I was drawn to the idea of passion x purpose, obsessed with the mission, and knew I could tell a great story and help make the world a better place by coming to work here. For me, there are three key questions I ask myself before joining any organization:

• Are there leaders I can learn from?

• Is there a compelling story to tell?

• Is the company solving a problem and therefore, positioned for growth?

sweetgreen provided a resounding yes to all these questions. We’re really in a position to change the way people think about food. We can make healthy eating accessible and help people understand the food system — that’s a huge opportunity, and a huge responsibility.

In terms of culture, everyone at sweetgreen is a leader, and great things are expected of every single person. We’re a growing company but for us, growth is about our higher-order principles and ensuring we can build the kind of company we can be proud of. We think more about our people pipeline than our real estate pipeline. If we don’t have access to the right supply network or people, we will alter our pace of growth to solve those problems so we can execute the right way and be true to our mission. In other words, we think about how to multiply talent and cultivate leaders, and that drives our growth. Growth isn’t about a number, it’s more qualitative and development-focused.

sweetgreen is founded on five core values. Can you talk a bit about making decisions that last longer than you, and why this is a important business model?

Jon, Nic, and Nate developed our five core values in the early days of sweetgreen, and we live by them to this day. Every decision we make, from hiring and real estate to community and food prep, goes through the filter of the core values, and they’re a gut-check to make sure we’re doing the right thing and building an impact brand. We have a perspective and we stand for something — that’s what today’s consumers are looking for, and it’s how we’ve always operated.

Thinking sustainably is one of these core values, and it’s about making decisions that will benefit the company and the community for the long haul. We’re inspiring healthier communities, and thinking sustainably is a big part of that. We take a holistic view of health that includes everything from healthy eating to fitness to education and building community. We connect the dots, we focus on the root cause, and we solve real problems that have a real impact.

What lessons have you learned from working with sweetgreen?

Always have a north star, and rally your teams around it. Having our core values is so intrinsic to our success as a brand. They drive our focus and execution, which builds momentum and fosters growth and development. It’s so simple, yet so powerful.

"Always have a north star, and rally your teams around it."

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How important is collaboration when it comes to creativity within the office?

Collaboration is at the core of what we do — we operate very cross-functionally and non-linearly. This year, we restructured the organization around our key imperatives; every single person at every level has a leadership obligation to drive the business. We’re always testing and learning to understand how to make the sweetgreen experience more seamless and inspiring for team members and customers alike. We have a strong respect of the brand and its mission, and there’s partnership across functions and levels — we’re all here to build a great company and change the way people think about food. 

How does sweetgreen choose its collaborations? What goes on in those meetings?

We look for partners that combine style and substance — we’ve collaborated on salads with Dan Barber and Kendrick Lamar because they’ve given us an opportunity to talk about nutrition in a fun way that transcends impact and is authentic to who we are and what we stand for.

People hear fast food and healthy is not top of mind— or on their mind at all. How are you working to change that thinking?

The rise of fast food compromised nutrition for convenience, so “healthy” and “fast” were mutually exclusive for a while. But we’re part of a movement to make healthy eating more mainstream — it’s what today’s consumers crave and demand from food businesses. People are busy, but they want to eat well and be healthy; we’re making that possible.

Along those lines, “sustainable” and “fast” are not always synonymous. How does sweetgreen mitigate being a “fast” food company playing the slow, long, sustainable game?

It’s all about the supply network you build, and we’ve worked hard to build a strong one. We do things differently, and we don’t take the easy route — it’s not easy to source sustainably, but we’re committed to doing so and supporting local food economies.

What does “living the sweet life” mean to you?

For me, there is no “work life balance” — I believe in finding a life you love, inclusive of friends, career, travel, etc. I’ve always wanted to work in an entrepreneurial environment, see the world and apply the lessons I learned around the globe to my career to help me tell better stories for the brand I work on. My sweetlife is a world where all these things coexist, and I bring a lot of energy to all of it.

You’ve written about doing “better than your best,” how do you bring this attitude into sweetgreen’s culture and messaging?

At sweetgreen, how we strive for excellence in everything we do, from sourcing to healthy recipes to leadership. We bring energy to our work to build momentum and work toward our mission. To that end, I’m constantly challenging people around me to do more and better than they think they can. And as the team is moving a million miles an hour on a handful of very different projects, I push the team to be very proud of everything we do, from an email to the sweetlife festival announcement. We have a lean team, so there’s a lot of accountability - we all own our domains, if we don’t take the best care of our channels, who will? We like to say that we “only do dope” — if it’s less than dope, it won’t go out the door.

"We like to say that we 'only do dope' — if it’s less than dope, it won’t go out the door."

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How much fun is it to work at sweetgreen? (Because it seems really fun.)

To be able to wake up and do what you love is one thing, to be able to wake up and do what you love and make a difference is that much sweeter. We’re part of a movement to change the way people think about food and make the world a better place, and that’s a really exciting and fun position to be in.

Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her at www.ariannawrotethis.com

This Blogger's Curves Once Took Center Stage, But She's Shifting the Spotlight

MORE THAN HER BODY.

It's something that most, if not all, women can relate to. 

When Tanesha Awasthi started her eponymous blog (formerly Girl with Curves) in 2011, she paved the way for plus-sized fashion bloggers. But this year, she's rebranding, stepping out from behind the body label as just herself-- a woman with brains, gusto, a champion for the body positive and female empowerment movements, mom (to 2-year-old son and English bulldog), digital influencer, and so much more. Her body may have carved out a place for her in the blogging world, but it's her other more compelling attributes that have staying power.  

Below, find out more about Tanesha, how she feels about Barbie's three new body iterations, and why it was time to say goodbye to Girl with Curves. 

When you started your blog what was the motivation? Was there a moment where you thought— OK, I’m underrepresented, I’m going to be that girl. 

I started the blog as a creative outlet and never imagined in a million years it would turn into a business. When my husband suggested I should start one, I had no idea people were sharing their personal style online, and even thought it was kind of ridiculous! But after posting a few pictures, I got an overwhelming response from women of all ages explaining how inspired they were seeing someone they could relate to. From that moment on, I knew I had something special to offer and I ran with it. I enjoy knowing I'm helping women feel better about themselves on some level. The work is rewarding because it's changing lives and creating change.

Mattel announced three new Barbie body types in January— Tall, Petite, and Curvy. How did that make you feel?

I think it's great that such an iconic doll is becoming more inclusive of body types, especially when Barbie is the first doll most of us pick up, play with and emulate as adolescents. Showing different body types, races and hair colors is definitely a step in the right direction to helping girls love themselves as they are vs. wanting to look like one form of beauty we see in a traditional Barbie doll.

That said, I also think it's important for us to learn to value more than our appearance, by valuing who we are, what we do and what we stand for vs. what we look like.

You left a job in tech— an industry that is known for being sexist and male-dominated, for a job in fashion— an industry that is likewise known for not being inclusive. Is a thick skin part of your work-DNA at this point? 

I was always the youngest person at any corporate job I ever had, and I'm the type of person that gives everything I do 110%, regardless of if it's my passion or not- I aim to excel and do my best, regardless, and I encountered some pretty harsh criticism being young and not having much experience, as well as being a "bigger girl" throughout my life. But I think the thick skin really came from realizing I was in fact plus size according to the fashion industry, which isn't something I really acknowledged about myself when I first entered the world of blogging. 

How do you navigate the “haters?” The hard moments? 

Shockingly, I don't get many negative comments, but when I do I practice the kill 'em with kindness ideology and I educate. I think most internet trolls are hiding behind their own issues and projecting them onto others. Sometimes people just need a good, intellectual response to set them straight and 9 out of 10 times it works and I get a respectful response in return.

Was there a point you ever felt like giving up? How did you stay motivated?

It was definitely hard staying motivated to blog while pregnant, unknowing if my audience liked or disliked me sharing such a personal part of my life. But as time went on, I realized my blog is about me, and alI I can do is be myself and share what I'm going through in life at any given time. The brand had to grow with me, or not at all.

"The brand had to grow with me, or not at all."

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What do you think is the most important part of your messaging?

My mission is to show women they can look and feel amazing, regardless of size. I also enjoy breaking the size barrier between straight and plus size fashion, working with brands on both sides of the playing field, being able to wear both ranges at times.

Do you ever feel pressure to be a consistent role model for other plus-sized women? And females in general?

Not at all, I'm honored and flattered to be a role model. I love sharing the knowledge I have of fashion and beauty and my journey to self-acceptance. I think my message resonates well with women of all sizes because we all want to change things about ourselves and we all struggle with self-esteem and confidence at some point. My goal is to impact the lives of all women, regardless of size, race or age. There's a lot of work to be done!

"My goal is to impact the lives of all women, regardless of size, race or age." 

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You’ve always put yourself front and center, but you have rebranded as Tanesha Awasthi. Why is now the right time?

My brand has grown to cover so much more than plus size fashion and when the blog recently turned 5, it was weighing on me quite heavily that the name didn't make sense anymore, so I made the decision to change it to my own name vs. being known as a phrase that only describes my body. 

How are you evolving as a business woman? 

I've learned a lot about business in the past 5 years since starting the blog. I worked in tech since I was in high school, but I started a jewelry business in college and a social network for adolescent girls after graduating, which never panned out because I didn't follow through. I've always been an idea person but never truly put my all into any of my own ideas because it was a lot of work- it wasn't as easy as getting a paycheck from someone else. 

The blog started as a hobby and organically grew into a business, so I didn't consciously decide to try to make it into a business, which I think is the reason I stuck with it. It's also a venture my husband is involved in as my business partner, and he keeps me sane and reassured on the days I want to take a break and disappear from the world of social media. 

When it was just me fighting to stay afloat with deadlines and consistent content, it was much harder to create clear goals and grow the business. Now that he's involved, we're building a team and creating real goals I can actually be excited about!

Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her at www.ariannawrotethis.com

9-9 with Vibe Tribe Creative Co-Founders

Vibe Tribe Creative Co-Founders Hilary Schlesinger and Lindsey Cavanaugh live in different cities. It's good morning skyline for Hilary who is Chicago-based, and hello mountain majesty for Lindsey, who works out of Boulder, Colorado. But a thousand miles (give or take a few) doesn't keep these two partners and best friends from staying in sync. Something they attribute to their similar outlook when it comes to fundamental values and non-negotiables. Foremost, they both agree that "communication is everything." They also both believe in a healthy/work life balance. For Lindsey this is about treating "yourself right so you can continue to be a driving force, not a drained one."

For Hilary, the notion of hard work shifted after creating the company. "I used to think," she says, "that hard work was measured by a mix of time and energy, as well as the eventual outcome-how successful I was at executing the task at hand. However, I have come to pair this grit, shall we say, with a deeper sense of purpose. It’s not just about getting something done, it’s about having heart and passion for whatever it is you’re doing."

They worked with Giuliana Rancic and Catt Sadler and have the goal of making "your brand rad." 

We checked in with the Co-Founders to find out how they spend their days, how they stay on track and dig into the meat of their work, and what advice they have for entrepreneurial women starting out. 

7:30-8:30AM: Our cute alarm clocks (DOGGIES!) wake us up bright and early to get our days started, warm cuddles and all. Both of us frequent our local dog parks (and coffee shops, duh.) to tire our babes out, and breathe in fresh morning air as we transition out of sleepiness and into go-getter mode. 

9:00-10:00AM: Virtual date! We like to jump into our work day by connecting with one another. This entails anything from reviewing what each of us had for dinner the night before to random ideas that might have popped into our brains in the middle of the night. This time is all about tuning in and setting intentions for the day. We review what’s on our plate, update our shared status document, and divide and conquer across initiatives! We also utilize this time to look out for opportunities to unplug… if we don’t have anything pressing to get done, we’re all about maintaining a healthy balance of work and play!

10:30AM-12:00PM: Our late mornings are usually geared towards inbox maintenance. We’ll respond to new inquiries, client emails, and send a bunch of “next steps” love notes out to keep the momentum flowing across projects. This is sort of like an extension of our internal touch base, but all about connecting with our tribe members. 

12:30-1:00PM: Lunch and more dog walks! Probably a coffee refill if we’re being honest.

1:30-3:30: Though we are constantly in communication with each other throughout the day, our afternoons are when we really dive into the meat of our work on an individual basis. For example, we might each be working on different site designs or Lindsey might be editing photo galleries, while Hilary is drafting new proposals. We’ll touch base here and there, but definitely allow ourselves to get a little lost in our creative energies and rhythms. This is usually when we have epic breakthrough moments… of course while jamming out to our favorite beats. Do we still g-chat during this time? You betcha. Our topics range from “LISTEN TO THIS SONG ASAP,” to “What would the Titanic have been like if people had cell phones?” Our minds are always on. 

"What would the Titanic have been like if people had cell phones?” 

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4:00-5:00PM: After a few hours of grooving on our own, we end our day much the same way we started--grounding back to our connection as partners! This is usually the point where we share our progress on different initiatives and provide internal feedback. We’ll also evaluate how we’re tracking against what we set out to do that day and figure out if it’s time to sign off for the night, or if we should refill our mugs and keep going!

5:30-6:30 After we sign off, you can likely find Hilary on her yoga mat and Lindsey at the grocery store petting avocados. 

9:43pm: A few times a week we will both catch each other on g-chat during odd hours. It's that mutual, “I SEE YOU.” and we laugh. It’s in these moments we feel fortunate to love what we do so much that getting creative at night is something we truly enjoy.  

VIBE TRIBE SIX TIPS FOR ENTREPRENEURIAL WOMEN

1. Listen. To your gut. To your heart. Your ideas and inspirations.
2. Secure. Your domain and social handles as soon as you have a name. A solid support system.
3. Create. Business cards, right away. A lifelong relationship with your local barista who will know you to show up at all hours. A frequent flyer account. Trust. 
4. Invest. In building your website! Things that contribute to your sanity in stressful situations. A bomb planner. Workshops. A solid dry shampoo. Your time in something that is completely unassociated with work. 
5. Let go of: Perfectionism. People and things that waste your time!
6. Imagine. What would happen if you abandoned fear? Where you'll be in 5 years? How amazing it will feel to release your message, something you truly believe in, out into the masses. 

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

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

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

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

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

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

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

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

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

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

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

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

Can you walk us through your creative process? 

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

What is a piece of jewelry you never take off?

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

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

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

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

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

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

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

What’s next for Gorjana? 

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

Sarah Kunst Is Part of the 4%, But She's Changing That

In an op-ed for Fortune last month, Sarah Kunst, founder of Proday, referenced a report published by Digital Undivided called Project Diane. The report found that just 4% of female-led startups are run by black women, and that those companies pull in about .01% (an average of 36K) of funding typically raised by a successful startup. She wasn't surprised by the findings, but she wasn't impressed either. 

And while Project Diane calls that 4% "the real unicorns of tech," Sarah is no mythical creature. She's astute and purposeful in her own efforts and her leading work to bridge the digital divide. 

We checked in with Sarah pre-SXSW where she will be joining us on panel: How to Launch Your Business, Create Community, and Stay Relevant in the Modern Marketplace. 

The stories we hear about women in tech, and WOC in tech are usually upsetting due to the lack of diversity and frustration of fundraising. But let’s talk about the positive to start. What are some surprising conversations you’ve had about Proday? 

The best thing about building Proday.co into an app that connects pro athletes with their fans for workouts has been the support from the sports community. The doors that have been opened and the help I've gotten from top athletes and agents has been beyond my wildest dreams. I'm so grateful for it. 

What’s the most surprising backlash you’ve experienced?

Many tech investors have gotten jaded or burnt and they are afraid to believe that someone can finally break through in a crowded market that's seen a lot of failure. Much like many investors weren't hot on Facebook a decade ago because Myspace seemed unstoppable and Friendster had failed, I sometimes talk to investors who think that fitness and apps are hard markets and that because no one has won the entire thing yet, no one will. It's fun to prove them wrong. 

Where do you see your work changing what you’ve called the “broken dynamic” of venture funding? Can you talk a little bit about the stats in the Project Diane report?

My work is building a billion dollar company in the sports, fitness and content space. That I do that as a black female founder may make me an outlier in an overwhelmingly white male tech world, but it doesn't change my mission or discourage me. It's kind of cool to beat the odds and know that my success will only help pave the way for more like me. 

Businesses with diverse leadership teams are proven to do better in the marketplace, and yet parity is still rare at high-level jobs. Why do you think it is so hard to break this mold?

People who run the most successful funds and countries in the world aren't dumb and they aren't incapable of changing things when they put their minds to it. They are though, not incentivized to make these much needed changes. When you see top execs fired for not having diversity in their teams you will see a change. Releasing diversity data from top companies in tech is a start, but there needs to be accountability and action for these execs to take the truth to heart and start building diverse companies that will deliver better returns. 

"When you see top execs fired for not having diversity in their teams you will see a change."

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Why is it important for you to invest in other women?

I invest my time, money and expertise into things that will make me money. When I was a venture capital investor that meant focusing on founders who I knew would be successful. Clearly, female and minority founders will be successful so I've invested in a diverse group of founders as an investor and advisor and I know that I will see huge returns on those bets. 

Piggybacking on that, you’re female and black in an industry known for blatant sexism. How does the idea of intersectionality influence your work?

Well, if I tried to split the parts of me that are black from the parts of me that are female, I'd literally die because humans aren't capable of separating their race from their gender any more than you can put ingredients in a smoothie back into their separate, pre-blended form. Intersectionality doesn't 'influence' my life, it is my life. It's all of our lives. We all are the sum of our experiences and bringing that whole self, all our parts, into our work is vital to innovation. 

In what ways do you think it is a key component of building a strong movement? 

If we ask people to silo themselves - to not like a certain kind of music or dress a certain way or be a certain thing because we assume that their resume or race precludes them from certain interests or traits, we're being close-minded and shallow. Close-minded and shallow people rarely change the world for the better. Be open minded and don't be afraid to go deep. Don't assume to know where someone else 'intersects' and what drives them. Ask. If we remind ourselves that everyone we meet has intersects that we'd never expect, it's a lot easier to remain open to the new ideas and innovation they bring. To think that we're a sum of our demographic qualifiers devalues all of us. 

"To think that we're a sum of our demographic qualifiers devalues all of us." 

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Be sure to check out Sarah on panel at #CreateCultivateSXSW.

Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her at www.ariannawrotethis.com

Founder of Career Contessa on the Non-Reality of Dream Jobs

While on the hunt for her "dream" job, Lauren McGoodwin became a career junkie, obsessed with finding her place in the working world. She tried on the idea of numerous careers, from event producer to teacher, before realizing that she didn't believe in a dream career. 

With this clarity, and loads of experience behind her, she left her job at Hulu to work on her brainchild, Career Contessa. Launched in 2013, it is an online platform dedicated to career and business advice for women, sharing inspiration, information, and direction-- the likes of which she's sharing with us.  

You can never have too many honest conversations about the real work, 

Did you have a dream career when you were young?

When I was a kid, I had many dream careers— I wanted to be everything from an interior designer to a dermatologist. In college, I decided to pursue a degree in education with the idea that I wanted to become a teacher. Somewhere around my junior year, I suddenly realized becoming a teacher wasn’t my dream. Instead I wanted to pursue a more “business-focused career.” I laugh looking back on that now because I really had no idea what that meant— or how to get started—I think mostly I just knew deep down a traditional 9-to-5 job wasn’t for me.

Was there a point when you realized just because it’s a dream doesn’t mean it’s always fun? And how did you handle that disconnect?

After stepping away from the teacher track, I asked myself what my “dream job” would be if I could pick anything. For me, event marketing sounded dynamic and exciting. I remember thinking: “How could it not be amazing?” 

I worked very hard to find a summer internship—in fact, that was my first real introduction to job-hunting, networking, etc. Ultimately it worked, and I wound up at an event stadium in Portland, Oregon. Initially, I felt on top of the world. I got cool bragging rights with my friends because I spent all summer at concerts, and I could hook them up with free tickets. But behind the scenes, I was shocked to find I was bored.

"Behind the scenes, I was shocked to find I was bored."

During the internship, I had this moment where I realized that everything I’d tried so far, I’d hated. That was terrifying. I handled the disconnect by going back to school on a mission to participate in everything and anything the Career Center hosted, whatever it took to find my way. I was like a career junkie. I went to workshops, information sessions, career fairs, etc. to figure out what career I should pursue— and how to land it. 

It was a period of experimentation, but letting go of the idea that there was one “right answer” ultimately saved me from myself. Actually, it was around this time that I realized I didn’t believe in the idea of a “dream job,” and I still don’t. Careers are so fluid these days, if you don’t leave yourself open to evolving, you’ll wind up unhappy—even if you’re sitting in the most gorgeous corner office or traveling the world and eating delicious meals on your per diem. 

Same goes for moments of fear. What’s your advice for taking risk?

The majority of my life I’ve been very risk-averse, honestly. But running a start-up, suddenly fear and the unknown becomes just part of the day job. 

For me, the secret is preparation. That might be writing something out, talking to a friend, or just giving myself plenty of time to think before I jump. I planned for over a year before I left my full-time job at Hulu to launch Career Contessa. I talked to other entrepreneurs, created a business plan, mapped out my expenses, etc. It was still scary to leave my stable career, but I felt more excited than anything because I’d spent the time to let the idea noodle. At some point, you’ve prepared so much, it just feels like you can’t turn back. 

"I want to prove my fear wrong.  Let your fear inspire you." 

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For the times when you can’t really prepare, I say “fake it till you make it.” I’m an introvert so public speaking makes my nerves go crazy. But I’m also competitive as hell so when I host a workshop or panel, I let the fear push me forward. It’s like competing with myself—I want to prove my fear wrong.  Let your fear inspire you.

Can you take us through the evolution of Career Contessa? Where is started and where it is today?

Career Contessa actually started as the project for my master’s thesis. After college I’d found myself struggling in yet another job, I was shocked by that because I’d been so proactive throughout college. After all those hours in the Career Center, I still felt poorly equipped. Even after I went back for my masters, I couldn’t let go of that frustration —so I decided to use it. 

We’re so lucky that there are so many different types of jobs and companies out there, but all those options can feel paralyzing. It’s no longer simple to answer “What do you want to do when you grow up?” you know? 

Career Contessa was my alternative approach to answering that question. In 2013, I started the site—although it was more like a blog really at that point. Back then, we only had our Contessa profiles, which are these great interviews with successful, professional women. I’d hoped that by reading about the career paths of successful women, our audience would find inspiration and direction for their own careers.  

Almost immediately, those profiles sparked endless dialogues and debates. Our readers sent us questions about informational interviews, networking, personal branding, etc. They needed so much more help than those profiles could provide. That’s when I started to realize that Career Contessa had the potential to be much more than a passion project or a weekly interview series. 

In 2014, I left Hulu to focus on building Career Contessa into a full-fledged site. 

I’ve always believed in trusting your audience—ultimately, they’ll make the right decisions for you. In 2015, we sent out a series of surveys, asking our readers what they wanted from us, what they loved about Career Contessa, what they hated. We realized they wanted two things: sophisticated advice and a direct connection to women like them who’d successfully advanced their careers. That’s what guided us to where we are now. 

Everything from there went really quickly. We hired a Managing Editor to shape our content and shift it towards the kind of smart advice our readers wanted. Then we launched our first paid service, Hire An Expert, which lets readers work 1:1 with a trusted career “mentor” of sorts, without the commitment of pricy coaching packages. 

As we evolve, we always try to stay close to our audience, and we know that a one-size-fits-all approach won’t work for them. Our goal is to continue the conversation as we go.

What parts of your professional history and personality did you leverage when starting Career Contessa?

All of it! I was a Recruiter at Hulu so I was very familiar with how the hiring process worked on both sides. I also leveraged many of my professional relationships to help me recruit career experts, launch a College Tour with corporate sponsors, and hire our first employees at Career Contessa.

My personality is also a big part of Career Contessa. I’m very ambitious, which helped me get out of a dead-end job and into my gig at Hulu. It also helped me leave there to start my own company. And although I’m an introvert, I love meeting new people and hearing their stories. This makes me a natural networker, which is really key to growing a company.

Was there a woman you looked up to that helped shape your career?

There have been many! From mentors to sponsors to colleagues, I’m constantly shaped by the hard-working women around me! The women that I’m particularly shaped by are women leaders. I’m trying to build a company and lead a team at the same time. Of course I want to be “good” at both so I look up to women that are successfully doing this like Alexa Von Tobel of LearnVest, Sheryl Sandberg of Facebook, and many of our own Contessas.

The culture of women in the workplace is shifting. It not every woman for herself, but rather, you scratch my back, I’ll scratch yours. Why do you think this shift toward empowerment is vital?

One of my favorites quotes is, “When women support each other, amazing things happen.” This is 110% true and I think women are catching on that supporting each other and rooting for another woman’s success won’t dampen your chances of succeeding.  I also think this shift is vital because empowered women help empower others and they serve as role models for everyone coming after them. 

"Rooting for another woman’s success won’t dampen your chances of succeeding."

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What does it mean to be a Career Contessa?

It means realizing that your job can and should be an integral part of your life. It’s part of what makes you feel fulfilled and, ultimately, happy and sane. A Career Contessa knows that thinking proactively about her professional growth is both necessary and empowering. She’s daring and she takes constant risks. She also makes mistakes—sometimes huge ones—but she knows how to evolve from them and she has a sense of humor about it. Honestly, she’s the sort of woman who’s way too smart for cheesy, traditional career advice or gross life coach retreats. but she’ll read all day about careers and professional growth when the information is clever and valuable. That’s who we’re trying to reach.

What about those WTF career moments? Where you think, I have no idea what I’m doing. How do you work through those?

Easy. I find other women to talk to. I’m not the first woman to launch and build a business and I wont be the last. Yes, we have Google to help but nothing replaces a great conversation with another women. The energy, momentum, and direction I get from a career conversation with another women is really vital to moving me out of me WTF freak out moment.

"The energy, momentum, and direction I get from a career conversation with another women is really vital to moving me out of me WTF freak out moment."

What’s next for you in 2016? 

2016 is going to be a big year for growth for Career Contessa and me. At Career Contessa we are focused on building our brand awareness and Hire An Expert service. We’re also focused on more engagement opportunities like our monthly webinars, college tour, and other workshops.  Navigating your career is tough— and pretty much never ending—but we’re doing our best to make it fun and personal.

Photos courtesy of Joe + Kathrina. 

Mara Ferreira of M Loves M Could Have Been Your Lawyer

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Photos courtesy of Mara Ferreira. 

Small but Mighty PR Duo Is Transforming Marketing & Advertising

Small Girls: Bianca Caampued, left; Mallory Blair, right. Photo credit: Scott Furkay. 

Small-bodied, big brained, big city. 

When Bianca Caampued and Mallory Blair launched Small Girls PR in 2010, the duo decided that part of their "sauce" would be working with friends.  As the agency of record for GE and Panasonic, we'd say they've made some friends in high places. But while some of their clients are corporate, their strategy is anything but. From the gate they tossed pre-packaged ideas out of the window from their office in Brooklyn, successfully proving that a PR "stunt" can actually shift into a sustainable business strategy; they are one of the most successful boutique PR firms in New York. 

They don't issue press releases or BCC hundreds of people at a time. Their messaging is crafted, creative, and gets people buzzing. In a 2011 blog post celebrating their first year, Mallory wrote, "Small Girls PR is a happy accident balancing carefully on the precipice of fear & hard work. What I’m saying, Dear Internet, is that I am a fraud. Maybe a diligent one, but a fraud nonetheless."

At this point, we beg to differ. 

We checked in with the small but mighty duo to get the low down on their SG game. 

Can you tell us a little about your backgrounds and why PR was the right move for your careers?

Bianca: I started out working in promotions and advertising at Lucky Magazine out of college and I really loved the creative activations that were being done for advertisers. I eventually ended up doing in-house "PR" at a thrift store where I did it the way that made sense to me - inviting my friends who were bloggers and downtown 'cool kids' (what I guess you would call "influencers" now) to the store to create content for and around the store's socials. I ran the Tumblr, Twitter, and Facebook, produced lookbooks and shoots for the special things that came into the store, threw events, and even occasionally pitched an outlet if a writer's interests were in line with the brand and it caught my eye. 

Mallory: Bianca and I met right when I was graduating college, while still working long hours at a small, four-person brand consultancy whose clients were tech giants like Apple. When I saw what Bianca was doing, I thought it could make sense to merge surfacing trends in technology with creative campaigns. That's how we built Small Girls PR in the beginning - taking all of the ways she was playing with new media & events at the store plus the positioning & trend-jacking I'd gleaned from the consultancy. We leveraged our mutual blogger networks as talent, tapped our friends as tastemakers before the word "Influencer" was a thing, and called it the new PR. 

Bianca: I still run the team that handles these kinds of projects at SGPR, though we now have 3 entire hubs dedicated to press strategy and media relations as well. Even when it comes to more "traditional" comms work, we use the same spirit of creativity and personalization.

Small girls. Big business. What does that mean, respectively, to each of you? 

Mallory: To quote me quoting a tumblr meme quoting Shakespeare, "Though she may be but little, she is fierce."

Bianca: It literally means we are small girls (5'0" and 5'3") and we're capable of doing big business.

"To quote me quoting a tumblr meme quoting Shakespeare, 'Though she may be but little, she is fierce.'"

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You’ve worked with brands like Google and GE, both at SXSW. What is it about a startup, and yours in particular that you think is compelling to larger corporate brands? 

Mallory: We're neophiles so we're always thinking about what's next, testing out new platforms, and meeting up with rising bloggers. Our entire team is in the same tech-savvy, marketer-aware audience that brands are trying to reach by participating in things like SXSW or launching a web series on a VR platform or creating an Instagram treasure hunt (all things we've been hired to execute and do PR for).

You both put yourself front and center for certain campaigns. Why do you think it’s important for bigger companies to brand themselves in relation to people? Are corporations people too? 

Mallory: This has gone so far that brands are now dipping into the uncanny valley, using 'bae' and 'fleek' more than 'discount code' and 'click to purchase'. I love brands playing into this weird twitter apocalypse and hope it never ends. [insert hands praying emoji]

This will be your 3rd year at SXSW, what is it about the festival that’s so exciting and appealing to such a wide audience?

Bianca: This is actually my 7th year at SXSW and Mallory's 8th! Prior to starting Small Girls, I helped Tumblr with their first SXSW event in 2009. I was also a regular attendee of the music portion of the festival for a while. Since then, Small Girls has produced SXSW events for clients ranging from Google to GE to The Dutch Consulate.I think that the most exciting and appealing thing about SXSW is the fact that it brings so many people across tech, music, and film together in one place. You can meet new people who are also working on interesting, creative things and spend time with them in a way that jumpstarts a friendship or even a business partnership. Hopping from panel to activation to party (to after party to the hotel lobby) gives you the opportunity to get to know people quickly & outside of just what they do for a living. 

Piggybacking on that, how do you get a brand to stand out when there are so many onsite activation points?

Bianca: This is such a tough question because there is so much noise in the space. Producing an activation in 2016 is not like what it was throwing a party in 2010. You can't just book a venue, slap an open bar on the invite, and get a DJ to get people excited; brand participation is saturated so it's crucial to give guests something to interact with, learn about, or experience for the first time- something they won't want to miss. All of this means partnering with the right brands or talent that can help draw attention to the experience and knowing the corners of the Internet where the people who would genuinely be interested in the project you're working on are hanging out. 

Mallory: Last year, we spent months in advance strategizing the amplification of GE's BBQ Research Center (debuting a 12-foot tall intelligent brisket smoker). We thought through every part of the experience from a media standpoint as well as the kind of content we could generate that would actually compel people to share or cover, whether data visualization of barbecue or tweeting gifs to attendees of their brainwaves reacting to brisket flavors (tracked via an EEG headgear set!). It was one of the most talked about SXSW events, with spots on ABC News, NPR, Fast Company & Nightline, earning over 1 billion media impressions. 

What’s the most exciting part of your job? 

Bianca: Making charts. 💹

Mallory: Making those charts go up and to the right. #TEAM

What are you most excited for at SXSW 2016? 

Bianca: Our client KnowMe is doing a keynote & event with the founder Andrew Jarecki and JJ Abrams (who is an investor). I love Star Wars and am a very active user on KnowMe outside of doing their PR, so I can't wait to work with them down there! 

Do you really believe that there is no such thing as “bad press?”

Mallory: Kill this myth! The wrong messaging can be damaging (even if merely by being confusing). That said, when there is "bad press" the fun is the coming up with a game plan to overcome the challenge.

"The wrong messaging can be damaging."

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If disruption was the buzz word in 2014. And Innovation was 2015. What’s the word for 2016?

Mallory: Downround

Bianca: Spiritual (sub words - The Force & CrystalMagic)

What one song sums up your current office vibe? 

Mallory: RAC made a track for people to play with down at Deloitte Digital's Interplay lab at SXSW (a concert-meets-mad lab space with indie musicians). We've been playing the track on repeat as we work on the project. :)

Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her at www.ariannawrotethis.com

 

Arnelle Lozada of The BeautifuLife Is Getting Rid of Fluff

Arnelle Lozada is an LA/SF based Content Producer & Marketing Professional who specializes in producing compelling visuals and branded content. Having worked with brands like Urban Decay, Hudson Jeans, Pendleton, and Go Pro, both as a Content Producer and as a blogger, she created This BeautifulLife, her blog dedicated to travel, tech, and (good) taste dedicated to millennial women looking to change the world. Because she's not just blogging about fashion. In fact, what she wants is to tell beautiful stories that steer clear of fluff. Thought-provoking is her forté. 

Her work with Humanity Unified, an organization dedicated to helping communities to rise out of poverty through education, food security projects, and economic opportunities, is one way she's doing just that.  She also runs ExperiencExperiment, an ongoing project that curates unique experiences for high-visibility influencers.

We checked in with Arnelle to find out how she juggles such a crazy schedule and what "social good" really means to her. 

How did you get started? If we were to peak into your professional background what would we find? 

I dabbled into a bit of everything before I really found my place. I worked in Product Development and Design in the corporate fashion industry for a while, it lost its luster rather quickly. I worked in Post Production in the entertainment/television industry for a while after that, it lost its luster even quicker. I loved and appreciated aspects of both industries but wanted something else for myself, so I went for the fusion of the two: content production in the fashion industry. That led to content production with a number of reputable brands. I then birthed my blog early last year, and the rest is history. My blogging, content production, and storytelling are where my truest passions lie. 

You’re involved in multiple projects. Can you tell us a bit about wearing many hats and how one platform has let you to the other?

I'm learning a ton about time management, prioritizing, and ridding of all the "fluff" work that tends to drain your time, energy, and resources. I feel like you can definitely be involved in multiple projects so long as you're passionate about them all, so none of them fall to the wayside or get shelved. My blogging and professional Content Production often go hand in hand; I think that's the angle I take with pretty much all of my projects. Not only do I sincerely enjoy blogging and writing, but I have a serious passion for photography and cinematography, and that comes through in both my blog and my content work. Often times my Content Production has allowed me to build relationships with big brands who then like to work with me as a blogger because they see that I enjoy being in front of the camera and talking about products just as much as I love being behind the camera and shooting them. Concurrently, my blogging also catches the attention of businesses who need more branding and compelling visuals to support their sites and social media, so they reach out to me as a Content Producer as well. I feel so blessed because think I have the best of both worlds. And then both led me to the lovely people at Humanity Unified when they needed a shooter to produce content for their site, and that marked the beginning of a very personally fulfilling relationship.  

When you are creating content, who are you thinking about? Who is The Beautiful Life girl? 

I'm thinking about the strong millennial women with big dreams and ambitions, who want to impact the world. They're stylish and beautiful, but that's not all there is to them. They've got brains, they've got substance, and they've got big hearts. Definitely confident, a little geeky, and a little awkward - but striving to become completely comfortable in their amazing, awkward skin at the same time. Just like me. :)

What lessons have you learned while traveling? Can  you tell us about a travel moment that changed your relationship to work?

Mark Twain said it best, "Travel is fatal to prejudice, bigotry, and narrow-mindedness, and many of our people need it sorely on those accounts. Broad, wholesome, and charitable views of men and things cannot be acquired by vegetating in one little corner of the earth all one's lifetime." I literally can't say it any better! Traveling fills the void in the human spirit, and as much as it reminds me of my belief in personal/individual purpose and the gravity that that notion carries, it also reminds me that the universe and the world are so boundless, and I feel so small in the depths of it all. It's humbling. We are small, but very important parts, of something bigger than all of us ... that's the feeling that traveling instills in me. 

"Bloggers need one another to stay relevant."

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Your work with Humanity Unified is inspiring. Why was it important to you to add humanitarian to the scope of your work? 

I've always wanted to do it, I've always known it would be the most personally fulfilling type of work for me. Giving, giving back, spreading love and joy - I feel like these are things we are programmed to do as human beings, and we are here to be each other's support systems. Sadly, we often tear one another down, but that's because life's hardships reprogram us to be defensive and bitter to protect ourselves. But I wholeheartedly believe that at the core of it all we are wired for love, for compassion, for affection, and for connection. It's how we thrive. In my opinion, humanitarian work brings about all of these things in abundance. 

You work in a highly competitive sphere. How do you feel about “competing" with other women? What do you think of the idea that “girls compete, women empower?” 

I don't feel like I'm in competition with other women at all, for a number of reasons. One, everybody has their own unique style of storytelling, just as I do. Different people will connect with you no matter what your style, and there's a listener for every type of storyteller. Two, I've always felt that women should support and empower one another (this answers the second question), because I firmly believe our biggest contribution in this life will always be what we've done for others, not what we've done for ourselves. And three, bloggers need one another to stay relevant. It's because of the bloggers that have done amazing things and garnered massive followings that the rest of us even have a shot at something like this. Five years ago there was no such thing as "influencer" marketing, and the only people who had real influence in pop culture were celebrities. This day and age, so many people are self-made, and it's a beautiful thing. You can start a blog about almost anything and someone will find it, read it, and enjoy it, even if it's only 10 people. But if you're blogging for the right reasons and your blog is suited to fulfilling your purpose in this life, it won't matter how many readers you have, only how deeply you impact the ones you do have.  

"We are small, but very important parts, of something bigger than all of us."

Tweet this. 

Where would you like to see your work go from here? What’s happening in 2016?

A new destination every month, new human connections to be made, new stories to be told. All while fully supporting the brands who want to support me on this journey. 

What does working for the social good mean to you? 

It means working to positively impact and inspire those who are directly (and indirectly) affected by you. It means working for the greater good, and for a purpose that is beneficial to the world and to mankind.  

Meet the Mentor: Style Me Grasie Is Conquering Multiple Verticals

Bios are boring. Or so says Grasie Mercedes, actress and lifestyle blogger on her site Style Me Grasie. But in reality, her life is anything but. Hailing from NYC and currently residing in LA (a transition she describes as exciting, new, and awe-inspiring), Grasie has a blend of girl-next-door charm and I'll-never-be-that-cool confidence. With a background producing for MTV-- something that keeps her grounded and respectful while on set (i.e. she shows up on time), Grasie has transitioned her career in a way most of us dream of.  

And she's going to be sharing her know-how as a mentor with Create & Cultivate LA on May 7th.

Get to know Grasie below and find out she thinks you should never have a Plan B. 

From creating your own content for your blog, styling, and acting, how do you manage to find the time to do it all?

Styling is what got me into blogging in the first place. I wanted an outlet for creative inspiration, then I found out about personal style blogs and OOTDs and started working in that direction. It was at that time, I named my blog Style Me Grasie and started getting a following. I'm also a TV Host/Style Expert and last year, was the first time that all three of my careers (acting, hosting and blogging) got really, really busy. It was tough to do all three and still have time for my husband and my life, so while I will still host a fashion segment from time to time, I'm solely focused on acting and the blog. It's hard to cut back on things in your life where you're succeeding, but at some point you need to focus on what you love the most. For me, that's acting and blogging. Luckily, I'm an extremely organized, Type A person, so I'm able to do both and give 100% to both! I do believe you can "do it all" and "go for it all" but I also think it's important to accept when you are stretched too thin and then go from there. 

You’ve mentioned that there’s a theory that it’s nearly impossible to be a working actor, but you’re killing the game. How have you been able to make it work?

Ha! Yes, making a substantial living as an actor is like winning the lottery. I have done okay for myself especially in the commercial acting world but I'm far from where I want to be. Acting is the hardest profession in the world and the reason there are so many "failed actors" is because most people give up. It NEVER happens overnight. You have to LOVE acting and be passionate about it and never have a plan B. You can have other things going on, in fact, I encourage that, but you can never give up. Most actors have to wait tables or bartend in between bookings, and I realized pretty early on that wasn't not for me. It made me not like people (let's be honest, when you're sober, drunk people are no fun) and it made me desperate at auditions. I wanted to book work so badly, and that energy is terrible for an audition. So, my love of acting and wanting to survive was a huge motivation to turn my blog into a business. Now, my blog is my main source of income and acting money is icing on the cake. In the past year, I've booked 4 national commercials and done of few indie films and in the past, a few day roles on TV shows, but my dream is to star in my own television series that I write and produce. I'm working on a web series now with another actress/writer that I'm really excited about! I will always act and my blog is the perfect day job the supplement my dream. 

You used to be behind the camera, and now you’re in front of it. Can you tell us about the moment where you realized that you needed to make that transition?

I went to NYU for Broadcast Journalism and wanted to be a news reporter. Right out of college, I worked at ABC World News and hated it. It was the overnight shift, everyone I worked with was nuts, and the news was/is so depressing! So, I quit and started working as a PA at MTV, which is where I interned in college. This grew into a career as an Associate Producer, then Post Producer and Segment Producer. But the whole time, I wanted to act. I had done plays in high school and in college but never thought I could actually go for it. I think a part of me thought I couldn't do that to my mom.

I'm first generation American; both my parents were born in Dominican Republic. I was the first in our family to go to college and felt this pressure "to have a real job." A pressure I totally put on myself because I have the most supportive mom in the world who loves everything I do. So when I was 25 (after three years producing at MTV) I told my mom I wanted to move to LA to be an actress. She told me I should go for it and I did! For the first three years in LA I was just figuring stuff out...it was my first time away from NYC/home and everything about LA was very exciting. Around 28 is when I really got serious, got into class and really started going for it. Knowing what it's like behind the camera always helps me on set. It's amazing how many actors don't respect all the work producers and crews have to go through to make a show, film or commercial happen. I know what it's like to work 16 hour days on the other side, so as an actor I make sure to always be on time, always say thank you, and always pay attention and listen to direction. You'd be surprised how many people don't do those simple things.

What are the ways that your acting career and blogging have intersected with one another to help each other grow and succeed?

More and more producers are interested in an actor's following. It's not like you'll book a job based solely on that, but if two actors are neck and neck for a job and one has 100k followers and one has 10k followers, they will probably go with the 100k actor. So having a following is definitely a good thing for acting. Acting or just being comfortable in front of the camera has helped me book brand collaborations and campaigns, which is great for the blog. A lot of bloggers are shy or not comfortable with video so I definitely have an advantage there and video collaborations are my fav! 

How does personal style influence how you feel as a business woman?

My personal style is why I'm a business woman. I think it's important for entrepreneurs to stay true to themselves above all...that's what people will relate to and what will make you successful. With both style and business, I think the same principles are true: do what feels great to you no matter what the trends are, love what you wear/do and have fun with your style/work. 

"My personal style is why I'm a business woman."

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Do you have a “power outfit” that gives you the confidence to work a room?

I'm most comfortable in jeans, a great top, heels, red lipstick, and hair pulled back. That's when I feel the most confident, powerful and sexy. That's my go-to for a big audition, business meeting or night out with the girls. 

What’s next for you this year?

This year is off to a great start and I'm excited for the rest of it! In acting world, I've booked two commercials this month and hope to book more. I'm acting/writing/producing a web series and working with a new talent rep who I love. In the blog world, I'm working with a new manager who I love, growing my brand, collaborating with some of my favorite designers and doing more video content. In my personal world, I hope to start a family with my husband within the next year or so. There's a lot happening in 2016! 

Enter the Now: The Dreamiest Bohemian Spa Destination in All of LA

Affordable luxury. It's not something Angelenos know that much about. That us, until now. Or rather, The Now. The luxury-walk-ins-welcome-spa that opened last year in West Hollywood, is all about that balance. After detecting a gap between high-end spas that cost a premium and Eastern foot spas that skimp on luxe, Erica Malbon and Gara Post looked for a way to unify those elements. 

Drawing inspo from the Coqui Coqui hotel in Tulum, Mexico, The Now offers the luxury spa experience at a (very) affordable price. Massages start at just $35 (just about the cost of two pressed juices), and guests can choose from a variety of add-ons. The first location attracted ladies like Kendall Jenner and Gigi Hadid, and the cofounders announced (today!) that a second location will be opening soon in Santa Monica. 

They're out to relax LA, one neighborhood at a time. 

We caught up with Erica and Gara to see how they spend their day, what advice they have for aspiring female entrepreneurs, and why touch is so important. 

Gara: 

5:30 am: Wake up and drink a large glass of room temperature water with lemon. Then meditate for 20 minutes. This is my daily ritual.

8 am: Get my kids ready for school. 

9 am: Go to Pilates or hot yoga at Core Power yoga - the works outs are so hard, but so effective.

10 am: Arrive at The Now and meet up with Erica to work on getting the boutique ready for the day.

Erica: 

12 pm: By noon we’re starving so we’ll run across the street to Erewhon for juices and salads. They have the best food!

1 pm: Meet with the team to review new ideas for products we want to sell at the boutique.

2 pm: In the afternoon we’ll have massage therapists come by for interviews with us and Amber, our massage therapist ambassador

Gara:

4:30 pm: Head home to get dinner ready for the kids and family. Creating balance between work and family is really important to Erica and me. 

8 pm: Back to work, usually with a glass of wine.

What made you decide to get into the health spa business? 

We both come from a design background, so we didn’t necessarily think that we would end up launching a massage boutique. That said, we are both really passionate about self-care and self-love. We really liked the idea of an affordable massage in a luxury environment, which is where our design background comes in. We want to give people the opportunity to connect with themselves and recharge on a regular basis. Since we’re both hard workers and entrepreneurs, it was a natural jump for us even if we didn’t have background that aligned in an obvious way. 

What are your respective backgrounds?

Gara: I have a jewelry line called Gara Danielle that I’ve been designing for 18 years (which is why I’m always wearing at least 15 rings and 10 bracelets!). I still work on it every day and am currently brainstorming a potential special collection for The Now. Stay tuned!

Erica: I worked in marketing and design with my husband on fashion and style brands. I had actually just designed my own line of luxury travel accessories, but I put that on hold to work on The Now. You never know how it will resurface though!

How do you scale a business and keep your massages starting at such a great price point?

We work with amazing massage therapists who love having a regular but flexible job they can come to. So it ends up being a win win for everyone!

A lot of establishments in LA run on the premise of exclusivity. But you’re offering an experience with very inclusive prices and still attracting an A-List clientele. What’s the secret? 

We have a couple beliefs that we always go back to. One of which is that we believe in the power of touch. It’s healing in a way that nothing else is and it really should be part of everyone’s regular routine. With that being part of our foundation, how could we ever create a place that is exclusive? Everyone deserves to feel great. That’s why our hashtag is #MassagesForAll. We think people, A-list or not, are attracted to The Now because our view comes from an honest place. Also, we’ve designed the space in a way that feels like a luxurious vacation. And who doesn’t want to go on a great vacation?

"We believe in the power of touch." 

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What is your best advice for aspiring female entrepreneurs?  

Gara: Work hard.

Erica: Don’t be afraid to put yourself out there. Yes, it’s scary, but that means you’re doing something exciting and new. 

Gara: And be kind. To yourself and others. 

To book online or via The Now App visit www.thenowmassage.com

The Now, 7611 Beverly Blvd., Los Angeles, CA 90036, 323-746-5525,

photo credit: Tessa Neustdt

ITK: Meet 7 Boss Female Staffers on Capitol Hill

Sure, you know Hill. She rocks a badass power suit, she's running for POTUS, and can hold her own on a stage. But do you the other women on the Hill? Capitol, that is. Women who are making moves and breaking barriers, ceilings, and deal will the quiet sexism that still exists there? These are behind-the-scenes-females who wield a fair amount of power and work to drive their party's message. We're highlighting seven female staffers who . 

Kat Skiles is the digital director and senior advisor to Democratic Minority Leader Nancy Pelosi. Prior to joining Pelois's office in 2014, she was Press Secretary & Director of Online Strategy for the Democratic Caucus of the U.S. House of Representatives, where she developed comprehensive outreach plans for Members of Congress that utilized the power of digital and traditional engagement strategies.  

Alexis Covey-Brandt serves as the floor director for returning House Minority Whip Steny Hoyer (D-Md.) According to Politico she keeps a low profile outside of the Capitol, but is one of "the most recognizable and trusted aides for Democratic lawmakers during frenzied floor votes, at meetings of House leaders and in the behind-the-scenes machinations that determine which bills, large and small, make it to the floor."

Sharon Soderstrom is one of nine Republican female chiefs of staff in the Senate and is the top aide to Senate Majority Leader Mitch McConnell.

Reema Dodin serves as Floor Director to the Assistant Democratic Leader, Senator Richard Durbin (D-IL), where she runs the whip operation for the Senate Democratic leadership team. As Floor Director, she runs the whip operation for the Senate Democratic leadership team, and advises on Senate Floor strategy for the caucus.

Rebecca Tallent currently serves as Assistant to the Speaker for Policy, focusing on Judiciary and Homeland Security issues, specifically immigration reform.  She came to the Speaker’s office from the Bipartisan Policy Center where she served as the Director of Immigration policy and prior to her work at the BPC, served as Senator John McCain’s Chief of Staff. 

Kelly Ward serves as Executive Director for the Democratic Congressional Campaign Committee (DCCC). Prior to serving as Executive Director, Kelly was the DCCC’s Political Director in 2012, where she oversaw the incumbent protection program and the Committee’s redistricting efforts, and the Regional Political Director for Incumbent Protection in 2010, working with more than 50 incumbent Members on their re-election efforts. 

Jo-Marie St. Martin Green serves as General Counsel and Chief of Legislative Operations for the Speaker.  She oversees all aspects of procedure for the House, the Republican Conference, and committees. She advises Boehner on filing lawsuits, like the one opposing President Obama's health care law. She's his ethics officer. And she's one of his top advisers.

Meet the Boss of the Floral Business: Bess Wyrick of Celadon and Celery

Serial entrepreneur Bess Wyrick is not only our MF BOSS Senior Event Producer at Create & Cultivate, she also runs Celadon & Celery Events, her fourth business venture which has been successful and profitable since 2008. This doesn't come as a surprise to us at C & C (did you see the florals and stages in Dallas?). Bess' work ethic is imbued with a Millennial spirit, the kind that's convinced it's possible to be an effective part of something bigger. The kind that believes we can create our own change and be disruptive in our own niches. So that's what she's done-- created the change herself (and it's blooming beautiful). 

Basically for Bess, the world is her Oleander. 

Tell us a little bit about your background, and how you found yourself in the floral and events business.

During college I spent some time working on the catering side of events and always loved when the events we worked on had the budgets to hire florists. I thought they were magicians!  So after college I spent some time freelancing as a florist with a slew of the best San Francisco Event Designers. I started out on the production floral side which meant early morning flower market runs, long hours of processing flowers, cleaning buckets and vases, cleaning out the cooler, and then sweeping. My god I was always sweeping since florists make a huge mess. It didn't take long before I was picking up all the insider tricks. Before long I was designing weekly flowers accounts, working on weddings, and being hired as a freelance designer. 

Plants, nature, soil it all made sense to me and working with it every day was second nature at that point.

What has been the biggest discovery you’ve made about yourself as a small-business owner?

You have to have more than passion to keep you motivated and driven. I have found that the crew you hire is the key to success. I am only as good as the team around me and I am better with a team that works independently, creatively, and passionately. As a creative I am always finding new ways to encourage and inspire my team to work harder but smarter. Luckily we are surrounded by beauty all the time so I have to remind them to not take advantage of it!

"Work harder but smarter." 

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What was your biggest fear in launching your own business?

Running out of MONEY! This is my third business and unlike my last two I was launching without a business partner, in a new city, and I was still green! It was 2008 and I had just landed in NYC before the economy tanked and before too long my job, housing, and the life I had built was pulled out from under me. So I took my skill set, got a part time retail flower job and started hustling. I also took a studio in the NYC flower market where I converted it into a live/work loft and started to make the dream happen. 

I never ran out of money because I did three things that I think were critical to my success:

1. Freelance, if I did not have my own gig, I was working for someone else.

2. I lived and breathed flowers, marketing, networking. I was ruthless when it came to promoting myself and the brand I was building.

3. I was the first company to ever offer Flower Workshops on sites like Groupon and Living Social. They were a huge success and sold out every time I did an offer. They became so huge I started doing them in other markets: LA, Miami, Dallas.

By year two I was already becoming a nationwide brand name that people recognized. While that type of marketing had its downfalls it propelled the business to get through the years where wedding and event budgets were scare.

People see pretty. But behind the scenes is a lot of tough work and labor. What are some other elements people would find surprising about event and floral production?

I started my business on the ethos of buying only local flowers, which means grown and shipped in the US only.  In 2007 this was a very hard thing to do and meant I had to find these farmers myself. I would spend hours and days driving around to meet farmers and understand what they grew and what their capabilities were. It set my business apart in NY since the market was used to importing from Holland or Asia. Having spent four years of my life as a marijuana farmer I knew how important it was to find flower farmers who took the time to grow seasonal and sustainably. It is what my brand is all about!

In addition, the physical labor that goes into creating flowers for events is hard on the body, very time consuming, and tedious. Florists work long hours, in extreme conditions and it is a constant balance of heavy lifting and stretching to reach large installations. But it's a high to work long days and then step back and see the beauty you've created. I am addicted to that feeling; it is why I keep at it.

There’s a time frame when you’re working with flowers that’s a little… scary. How do you make sure things happen in crunch time?

Ahh, yes this is a secret language between the flowers, the environment, and the style of the event. The way flowers look at an event are leaps and bounds above how they look when I receive them. Most people would be surprised to know that I often get flowers five days before an event so I can work on changing their shape, opening them up, or allowing them to bloom so they are at their peak on event day. I am not a nervous person so this process is more like a dance between me and the flowers.

During Create & Cultivate Dallas I got all the soft flowers on Tuesday (ed note: the event was on Saturday) and spent the time to process them, heat them up so they would open, then stabilize them in a cooler when they were perfect. It is an art but comes with all those years I worked production and stuck it out in rooms with heaters and trucks with coolers!

What are the long term goals for Celedon and Celery?

The beauty about being in the event world is that you can be as transformative as a space. CC has become a resource to so many other florists on large floral build outs, destinations flower planning, and sourcing flowers in regions. I continue to see it be a design house that consults with agency on larger activations, and brand ideation. We are more than florists here at CC and that is why it has been so successful in so many markets. We are creatives, designers, producers, and most of all collaborators, and I hope to see it become a staple platform for  future visual artists to come.

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."

Tweet this. 

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."

Tweet this. 

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!