Mandana Dayani Has Mastered the Art of Growth and Transition
Advice from the former Rachel Zoe VP.
Transitioning can be a challenge, but challenges are made for women like Mandana Dayani who, from a young age was taught to work harder than everyone else in order to build the future she wanted. Today part of her daily strategy is challenging herself by taking on work that intimidates her-- career changes included.
She joined Rachel Zoe, Inc. in 2010 where she served as vice president of the fashion empire for five years. Last year she accepted the role as Chief Brand Officer at Everything But The House (EBTH), a company transforming estate sales into a sophisticated online auction experience.
We caught up with Mandana as she gears up to take the stage next week at #CreateCultivateDTLA.
You made the jump from working as VP at Rachel Zoe to Chief Brand Officer at Everything But the House. Can you tell us how you see a cross-over between fashion and design and how your prior work informs your job now?
Fashion and design are very symbiotic. Your personal style plays such an important role in every part of your life - from the outfit you wear to a job interview, to the way you decorate your bedroom to create a calm environment. I have always loved vintage and have been collecting for a long time, so I was thrilled to have the opportunity to learn more about it all at EBTH.
In my previous role at Rachel Zoe, I focused on developing and executing brand strategy across all platforms and media properties. Big projects such as launching the brand’s contemporary fashion collection and overseeing licensing, endorsement, television and publishing were incredible learning experiences for me. Also, having the opportunity to work with an inspiring visionary like Rachel Zoe taught me so much about how important it is to build an authentic and credible brand, as well as the work ethic, passion and dedication it takes to achieve that growth. All of these learnings have affected how I approach my role at EBTH. We have an opportunity to transform the entire estate sales industry - I can’t wait to share what we have planned!
What was it about Everything But the House that appealed to you?
EBTH is one of the most exciting and impressive companies I have come across in years. The company was created to solve a real market problem: what’s the best way to remove and sell the entire contents of a home? We have completely disrupted how estate sales have traditionally been conducted and deliver significantly better results for our sellers. I also instantly fell in love with the brand heritage and culture. Our founders are two of the most genuine and innovative leaders I have worked with and we have built a brand that is authentic, quirky, innovative and that prioritizes service. I am inspired every day by the impact we are making on people’s lives.
Are you satisfied with how your career has changed and progressed?
Yes! I have made a few big career shifts and they have all been very rewarding. Taking the first leap from working at a big law firm was really scary. Although I knew I made the right decision to switch from practicing law to the fashion industry, I am grateful to have spent time in an environment that taught me the importance of discipline, attention to detail, organization, and initiative. When I made the shift to working with Rachel Zoe, I truly learned why surrounding yourself with entrepreneurs that are positive-thinking and hard working is crucial to your personal and professional growth. Now, at EBTH, I feel so challenged working in a very fast-paced tech company. I am learning so much every day!
"Surrounding yourself with entrepreneurs that are positive-thinking and hard working is crucial to your personal and professional growth."
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What are some tenets of building a smart brand that will always be successful?
I could write a book on this one! There is so much that goes into building a brand. At the core, there must be an authentic and credible foundation. I believe this usually starts with the purpose of the brand - why do you exist? Why are people going to be interested? And why you? I find that the best built brands offer a real service to their community, which is what will always keep people coming back. When companies get too focused on a product and not the real emotional connection with their audience, they tend to lose themselves along the way. However, when that authenticity exists, it creates the correct organizational culture that can then permeate every touchpoint the consumers and employees have. This includes company culture, customer service, product assortment, visual representations of the brand, communication, social media and experiential marketing. I believe that when you can strike the right balance between brand consistency and innovation, you are definitely on the right track.
"What is the purpose of your brand - why do you exist? Why are people going to be interested? And why you?"
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How do you balance ‘staying on brand’ with pushing the brand to evolve?
I think the process of figuring out that balance is at the heart of any brand (and for a geek like me, it’s the most exciting part!). Our company was founded on strong and well-defined attributes that guide many of our decisions. Within EBTH, we are constantly thinking through how we can innovate as a tech company, drive our brand mission and deliver the absolute best experience for our audience. I also really believe in the importance of trusting your gut.
What are some ways you’re working to achieve brand loyalty— a concept many claim is a relic?
That’s a really sad claim! I don’t think I could ever do what I do if I believed it. Brand loyalty is critical to the growth of any company. I think everything we do - from our user experience on the site, to the experience of our sellers, to the customer service we provide - is aimed at achieving the loyalty of our community.
Do you believe that brand loyalty has been replaced by “deals on the internet?”
I don’t. I think that it’s great that there are so many options for people when it comes to shopping online. But when someone is looking for the perfect vintage armoire for their living room, a beautiful antique tea set as a gift or a cool mid-century art piece for their client, they want to shop from a company that they trust, offers the best value and tells a unique story. Our job is to make sure that their brand experience from start to finish exceeds their expectations and that they’ll want to come back and shop again.
How do you challenge yourself in business?
I try to take on any work that really scares me. I love the challenge of working through something that I initially find intimidating. I also try to surround myself with as many brilliant friends and colleagues as I can find! When I started building our team in LA, I worked incredibly hard to find the most talented experts in their respective fields. Lastly, I read a lot, attend many conferences, and ask a lot of questions.
"I love the challenge of working through something that I initially find intimidating."
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What advice do you have for women looking to make big career changes?
Do it! It sounds scary but it’s really liberating and rewarding. You should always make sure you are learning and being challenged. Before you make any big decision, do a ton of research! There are so many jobs and opportunities that you probably don’t know about. Take people you admire out to coffee and ask them about their careers. Reach out to people through your social channels. Ask a lot of questions! It is incredible how much you will learn about yourself through this journey.
Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her on this site she never updateswww.ariannawrotethis.com
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Meet the Poet Behind LEMONADE's Jaw-Dropping Interludes
Beyoncé could not have done this without her.
“I tried to make a home out of you/But doors lead to trapped doors.”
So goes the beginning of the first interlude for "LEMONADE," Beyoncé's new "visual album" released on April 23rd on HBO. While many critics have noted the deeply personal aspect of the hour long special, a rare glimpse into the artist's innermost feelings and thoughts, especially in relation to hubby Jay-Z, some of the most personal language is not hers. It's Warsan Shire's, a Somali-British poet who takes second billing in "LEMONADE's" production credits for 'Film Adaption and Poetry." That's right, her name appears before the directors. Shire's words reframe the entire album, making the tribulations that Queen B calls out the struggles of all women.
How the relationship between the poet and Beyoncé came to be is not known, but "Lemonade" would not be the same without the poet's work.
Here are 7 things to know about the young poet.
1. In 2014 she was named Young Poet Laureate for London. Of the honor Shire has said, “Being Young Poet Laureate for London has been an incredible experience. It has been challenging, humbling and rewarding. I’ve had really beautiful moments connecting with Londoners over the transformative power of poetry. It has been truly inspiring and I’m excited about the way it has informed and accelerated my work as a poet.”
2. She's been working on a full collection of poetry since 2012. It is set to be published this year. In 2011, Shire published “Teaching My Mother How to Give Birth,” a collection of poems. She has published one other pamphlet, "Her Blue Body."
3. She was born in Kenya in 1988 to Somali parents and immigrated to the UK at the age of one. She writes primarily of her experience as an immigrant, but is also deeply focussed on love, the human experience, and telling the stories she sees unfold before her. "Character-driven poetry is important to me," she said.
4. In "LEMONADE" Beyoncé recites adaptations of her poems including: "For Women Who Are Difficult To Love," "The unbearable weight of staying," “How To Wear Your Mother’s Lipstick,”“Dear Moon,” “Grief Has Its Blue Hands In Her Hair,” and “Nail Technician As Palm Reader.”
5. Where does she get her inspiration? Shire usually writes at night, with music and film are crucial to the process. “My writing is always inspired by film,” she told africainwords.com. “If I don’t watch a film, I won’t write. I watch about 10 films a week.”
6. Her name almost seems like foreshadowing for her career. Warsan means ‘good news’ and Shire means ‘to gather in one place.’ Her parents named her after her grandmother of her father's side. Of her name she has said, "It is not easy to pronounce, it takes effort to say correctly and I am absolutely in love with the sound of it and its meaning.”
7. Writer's tip: She uses a Dictophone when recording the experience of her relatives, so that she has authentic and true accounts before turning their stories in poetry.
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Exclusive! Historic East Bay Landmark Gets a Makeover
Summer vacation ideas from 24 East. (Because even bosses need breaks.)
Summer planning is upon us, and there is a great reason to stay close to home for a relaxing and luxurious staycation. The Claremont Hotel, Berkeley’s historic resort, has undergone a major renovation and become part of the Fairmont family of hotels. I was thrilled to have an exclusive photo tour with the Claremont’s Marketing and PR Manager, Nicole Hankton, who welcomed me as a guest in her daytime home. I have been frequenting the Claremont my entire life growing up here, from holiday parties to family special occasions. The iconic hostess in the hills has been home to many, including Brad Pitt, Angelina Jolie, and their family when he was filming Moneyball in Oakland.
The second I walked in for my East Baycation, I was shocked. Gone were the heavy blue and gold carpets, dark central lobby, and ornate lighting. What enveloped me now were contemporary, elegant, and crisp spaces that elicited feelings of being at a true destination hotel and resort.
Fine attention to detail was given by LA-based design firm, KNA, who exquisitely preserved the hotel’s grandeur of the past, while taking her to a refined and warm future. The bar stools at the hotel’s restaurant are purposefully mismatched after deliberation led the design team to keep all of them. Proving that fun and creative solutions can be made by way of happenstance.
With its traditional meets timeless meets modern tone, my room could have been in any major metropolitan city. Though views of the Bay afar and lush grounds of the property below happily reminded me I was home.
The Claremont celebrates its 101st birthday this year. It has survived earthquakes and during the 1991 Oakland Hills Firestorm, every news channel in the country showed the hills behind aglow in red flames, while the hotel's white façade stood strong.
"The Claremont Hotel is the ideal place for an East Baycation."
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It is the ideal place for an East Baycation this summer and beyond. You may never want to leave and at the same time, you can still be home.
Photography by Jen Kay.
An original version of this article appear on 24 East. 24 East shines a bright spotlight on local businesses + products, highlights nonprofit causes + programs, and showcases local design + style. It is a community of enterprising and dedicated leaders, creatives, and families.
Celine Mactaggart is a fourth-generation East Bay resident, Oakland native, and mother of three. Her family has lived in the East Bay since 1895. Her site, 24 East is named for the highway that always brought her home.
NBD: Michelle Obama Is a Fan of This Duo's Newsletter
And they just released something else you need now. Right now.
Boss ladies are always looking ahead. Some of them even seem like they have the ability to see into the future.
Take Danielle Weisberg and Carly Zakin, for instance, the co-founders of The Skimm.
3.5 years ago, the two said NBC'ing you later to their producer jobs and began sending emails from their couch. Their strategy was simple: ask anyone and everyone (and everyone else's everyone) to sign-up for the The Skimm. A daily newsletter presenting a solution to keeping up with the (Dow) Jones, the Times, the HuffPo, the never-ending news chain, ad infinitum. The result was curated aggregation at its finest. A one-stop read of headlines and need-to-know info for on-the-go-get-em women. (AKA, your busy boss self.)
From their couches to Oprah's, their risk paid off. They now have over 3.5 million (#yaycongurentnumbers) active and highly engaged subscribers, the likes of whom include the two biggest Os in the game: Michelle Obama and yes, Oprah.
So this week when they announced their newest venture, we knew it would be good.
While The Skimm focusses on keeping you up to speed on current and relevant headlines, their new app, Skimm Ahead, takes the concept one step further-- literally.
What is it? Skimm Ahead puts the future into the palm of your hand, synching everything you need to know with your iPhone Calendar. For just $2.99/month, Danielle and Carly are making it easier to be smarter (BLESS), Miss Cleo style. It's an app, yes, but they "think of it more as a utility" that integrates fully into your calendar. As they say, "It's like your calendar ate a smart cookie."
Why should you use it? Well, you'll know just when to purchase those Beyoncé tickets. Or keep you on top of the 2016 Presidential Debate schedule. It'll make sure you're Slytherin line for the much-awaited Harry Potter release. And it might even help you drop some knowledge on your boss when you suggest a campaign perfectly timed with this summer's "Orange Is the New Black," season 4 premiere.
In short: they've got Skimm in the game. And their new app is a force multiplier for keeping you ahead of yours.
Download Skimm Ahead in the iTunes App Store.
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This Designer's Boss Encouraged Her to Leave Her Job
But that job loss catapulted her career. We talk candidly with Amber Lewis of Amber Interiors.
Multi-hyphenate Amber Lewis of Amber Interiors is interior design #goals. Have you seen her #shelfie game? Or the way she mix and matches patterns? She didn't always think she'd be a business owner.
It was a former boss who encouraged her to break out on her own, and from that point she didn't look back. Currently, she has more ideas than time-- and is in the midst of designing her dream home-- so what else can she take on? Plenty.
There’s no such thing as perfect in the beginning (or middle) of launching your business. When you decided to launch Amber Interiors where were you in life? What was going on?
I was fortunate enough to have an amazing job working with a really gifted interior designer for a few years. When my husband and I had our daughter and bought our first house at 28 years old, I decided to start my blog as a way to share the process of our remodel. I thought I had some semi-decent content and thought it would be fun to at least start the blog and share with family and friends. We definitely didn't have a lot of money, so we tackled a lot of the projects on our own and I was a bit of a DIY fanatic. I am not sure if it had to do with luck, timing, or what, but I got some attention from a few really big bloggers, and what felt like overnight, my name started to get out there a little. My old boss picked up on my enthusiasm for all things design and was kind enough to tell me she thought it was time I went out on my own. The rest is history. I was definitely scared and didn’t feel “prepared” but I was laser focused on making something happen…even though I wasn't quite sure what that was and was kinda “winging-it” for a while.
Why was then the right time?
I don’t know, but when I lost my job, that kinda catapulted me to do something bigger. I was a "work from home" mom, so I would literally be feeding my little and commenting on blogs, and when she would nap or go to sleep at night I would stay up for hours blogging, pintresting, and creating my business. It felt like I was on autopilot for a while just making small steps forward in a direction where I would have a couple clients, or start to get noticed for my style etc. I didn't know it was the right time, I was just moving forward, and doing what I could, when I could. I basically had no clue, I just had an insane drive and a lot of blind faith.
I basically had no clue, I just had an insane drive and a lot of blind faith.
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From day one, what were you thinking about that you’re still thinking about now? What has been a through-line in your business?
I have always thought, "What’s next?" Social media and Pinterest is mostly a blessing, but it can be aggravating, especially in the beginning. I think because there is so much saturation now, it's really hard to determine where an idea or design style originates from. I remember feeling so stoked to have my work out there in the world and feeling like it was so unique to me, and then I would go on Instagram or Pinterest and see someone completely do the exact same thing after me and watch commenters congratulate them on their talent etc. In the beginning it bummed me out, because I was like, “hey thats MY IDEA” but then I just started telling myself it was an amazing compliment to have someone like what you did so much they wanted to re-create it themselves. Now I always strive to do “what’s next” and do better than my last job and the spotlight of social media forces you to push the envelope with each project.
[Related content: How to Handle Competition In a Creative Field.]
"The spotlight of social media forces you to push the envelope with each project."
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How do you differentiate yourself as a designer?
I don’t think there is a definitive answer to this, however I hope I have established my style and brand enough that it can be recognized as my work. I think maybe the use of patterns and how I mix styles in almost every project I do differentiates me to other designers. I can take a big box sofa, and make it look unique with fabrics and pillows etc. I love to mix, thats my jam!
For new designers, what do you think is more valuable? School or experience? You did a little of both.
90% experience and 10% school. I never mastered CAD, so I have to rely on my team to do computer drawn technical drawings for me, which can suck when I think faster than I can draw. So I say, go to school and learn CAD and Photoshop, and the usual stuff like excel etc. and then get yourself a job! Even if you're just getting coffee for a design firm for a while, thats OK as long as you immerse yourself around creative people and absorb everything you can. I learned way more in the field working for a designer than I ever did in school.
What’s your favorite part about being a designer?
EVERYTHING. I swear I LOVE my job so much, I pinch myself that I get to make a living doing what I love. It’s always changing, and I get to be creative in so many different ways. I would not work so hard if I didn't truly enjoy every single second of it. Even the crappy days aren’t so bad.
What’s one aspect of the business you would change if you could?
Budgets! Haha!!!! No but actually, budgets suck but they are part of the job. So I tolerate the challenge, but work on managing clients' expectations with what their budgets can realistically do for them. I don’t know if I would change anything, but I hope to get to a place where I can be extremely selective with the projects I work on. Unfortunately, I have to pay the bills, but I am so lucky to have such rad roster of clients so far!
Sometimes as an entrepreneur your biggest strength is also your largest challenge. Would you say this is true for you and what would that be?
I feel a great expectation to do something different with each project. Unfortunately, some clients want you to just do what you did last time and don’t want to do much different than what they have already seen. That can be such a challenge because like I said….I am always thinking “Whats next?”!! As a business owner with multiple employees, I need to make sure I look out for the growth of the business, as well as balance what pays the bills with jobs that are super fun, but maybe a little less money. Those are usually the ones I am most fond of in the end!
You opened Shoppe, Amber Interiors last year. How are you feeling about the move into a physical location?
It’s so great! I have heard so many horror stories about retail locations and opening an actual brick and mortar, but knock wood, my husband (also my biz partner) and I love it and have had some really positive feedback. We feel like we are a part of the local community but also are proud of going for it and throwing caution to the wind! We kept asking ourselves “whats the worst that can happen” and so we feel good about the big jump. As crazy as this sounds we haven't even been opened a year and are already expanding and making it larger! Again, I pinch myself daily….but we are just going for it!
Do you think it’s important for your business to have an offline shop?
Totally! We have tons of items in store that are not online. There are lots of vintage pieces, and higher end antique rugs, that I think need to be touched and seen in person rather than on a computer screen. Plus we have some vignettes in the store and have an amazing sales team to help you pull pillow combos, or pick the perfect accessories and rugs.
So, now we have to ask "What’s next?"
Oh, my favorite question! Well I am writing a book, and developing a product line to sell in the Shoppe. I am also designing and starting to build our dream house, which I am so flipping excited about! At the moment I have more ideas than time, so I am trying to work smart on my passion projects and seizing the growth opportunities available to me now. At the moment the future looks bright!
Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her on this site she never updates www.ariannawrotethis.com
Is There Really "A Special Place In Hell" For Women Who Don't Support Other Women
We're roundtable talking competition with four creatives.
A job market that is low on jobs, high on applicants has a pretty serious supply and demand problem. So for creatives in the similar industries, competition can be cut-throat.
So we asked three photographers and one filmmaker who work in similar creative fields, how they feel about competition, and if there is enough space in the creative world for everyone.
Hint: yes. There most certainly is.
We’re chatting competition. So we want to know, do you think there is enough space for everyone to be successful?
Emily Henderson, shot by Monica Wang.
Monica: 100% yes BUT you have to create your own voice and brand. The photography market is over-saturated and copying another person's style or imitating their every move is not going to get you anywhere long-term. For me, I noticed very early on that the wedding photography market was very crowded so I had to shift gears and create my own niche with interiors photography.
Laura Dee, Wedding Photographer
Laura: A common complaint I hear in our little North East corner is that the market is over-saturated, so filled to the brim with wedding photographers, that you can't throw a rock [or toss a bouquet] without hitting one. And it's probably true, that there are more photographers now than ever before. Technology has made taking a decent photo much simpler for the masses, and the days of needing to have double-majored in technical engineering and chemistry to develop a dang picture are long gone.
That being said, roughly eleventy-billion people get married in this country every year, and of all of those weddings taking place, I need like 0.00001% to find me and my website full of awesomeness, in order for me to make a good living, and buy nice shoes.
I think there is plenty of space for the true go-getters, hard workers, movers, shakers and troublemakers to be successful, and I firmly believe in community over competition.
Sarah: Competition is healthy for us. It keeps us alert and fuels our passion for creativity. My biggest competitor will always be my inner self- everything I’ve ever created could’ve been better; there’s always something I could have moved or fixed just slightly to make my eyeballs happier. But when it comes to the outside world, I believe that there is plenty of success to be shared despite the heavy amounts of competition, which seems to increase exponentially year after year.
"My biggest competitor will always be my inner self."
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Trisha Vuong, Filmmaker Juice Box Media
Trisha: With our current obsession over all things visual, the marketplace has expanded. We’ve seen businesses pioneer their way into new open market space by offering fresh concepts that weren’t available before. Or businesses collaborating to create new experiences for their clients.
The industry has really developed into a community, and it’s breaking barriers creatively.
There’s a lot, a lot of talk about women in business and how "There's a special place in hell for women who don't help each other.” Thoughts, feelings, concerns about this concept?
Monica: I’m not much of a fan of the quote to be completely honest. I believe that women do need to support one another, but we don't all have to get along. That is just an unrealistic expectation. Yes shit happens, situations are unfair, and girls can be mean, but you have to move on.
"I believe that women do need to support one another, but we don't all have to get along."
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Laura: I wouldn't be where I am today, making a living as a photographer, if it hadn't been for my tribe of peers who supported me through the thick and thin of it all. One of my BFFs fo' life is a stellar wedding photographer, and we have talked each other's ears off simply trying to figure shit out. That's just what you do. You should support all of your friends, and especially the women folk. Plus, you gotta put good juju out there in the world, unless you want to get hit by lightning.
Sarah: I try to stay away from all negative thoughts. I just worry about what I am doing and how I act.
Trisha: I’ve never heard that quote, but it’s funny! I appreciate and look up to the women in business who lift others up and can go so far as publicly promote another. It takes assurance of self and professionalism to be able to accomplish that in a genuine way.
How do you support a peer, while also making sure you’re carving out a space for yourself?
Monica: I try to set boundaries. Sharing photography notes and referring potential clients to a peer are okay. I am not okay with sharing all my editing techniques and secrets. Anything that makes you feel semi-uncomfortable should probably be kept to yourself. That goes for anything... your addiction to The Arrow, the tattoo you got in Mexico, your grandma's spaghetti recipe, etc.
Laura: Support to me, means being a cheerleader when they level up, bringing over a magnum of wine and two straws after a tough gig, giving advice on 'the obvious stuff' [technical mumbo jumbo, general marketing, the basic how to’s of running a small business] and being a sounding board for their thoughts and ideas, if they need one.
The stuff that makes me the ridiculously fantastical unicorn that I am, isn't all that poachable. It is how I interact with my clients, the way I present myself, my online persona, lots of wine, and really just me being me. My clients hire ME, and the great work they get as a result is just the cherry on top of a colorful and tasty sundae.
“The stuff that makes me the ridiculously fantastical unicorn that I am, isn't all that poachable.”
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Laura: Oh, and keep your very best ideas to your dang self until you are ready and able to put them out into the universe.
Sarah: I love cross-promotion. Just make sure you are getting credit where you deserve it. Remember that it won’t hurt to kindly remind someone to tag you or your business in their posts, images, etc., or to make sure they give you a shout out for helping them put a project together. Just remember to do the same for them.
Trisha: We try to support our peers by referring work to them when we cannot do the work ourselves, whether that’s due to date conflicts or some other reason. It’s very rare for us to tell a potential client that we’re not available for a date without giving them a couple of our favorite industry peers' contact info. We also try to support new upcoming businesses that have shown an interest in what we are doing. The more we share with them our processes, philosophies, and techniques, the more we learn about ourselves. It’s an opportunity to be kind and also leads us to reevaluate our business as a whole. Win-win!
Have there been times when you’ve recognized an unhealthy competitive edge in yourself? Times when you've realized, this is not useful energy?
Monica: Yes, and it stemmed from an unhealthy amount of scrolling on Instagram, which I now limit. It has gotten a bit out of hand... hasn't it? The moment I notice myself feeling an inkling of jealousy or competitiveness I stop myself! Cold turkey.
Laura: Dude. When I first started a Facebook business page in 2010, I had a crazy stupid obsession with getting a ton of likes. I would stalk other pages and set goals to surpass their amount of fans by 'x date', like a jealous jilted lover stalks her ex while eating a pint of Ben & Jerry's under the covers late at night. It was bad.
The good thing that came from my Single-White-Female-Fatal-Attraction Era was that I learned A LOT about Facebook. It really helped me cultivate a good following of legit fans and I can honestly say that 85% of my business I owe to Mark Zuckerberg's desire to score chicks.
Sarah: There have definitely been moments where my healthy competitive nature has taken a turn to an unhealthy obsession with being better than someone else vs. just being the best I can be. Sometimes you have to check yo self! Never forget that the one thing no one else can be is YOU! Be authentic. Stay true to you.
Trisha: There have been times when we would hear about other businesses working on a high profile project, and I would wonder if we were considered. Part of that allows us to examine our style and see what our brand positioning is. However, the other part is time wasted, because we might spend valuable energy dwelling on something that has already occurred, and making assumptions that could be totally incorrect.
Video by Trisha Vuong, Juicebox Media
Where do you get your inspiration? And how do you balance the delicate line of being inspired by someone’s work, and copying it?
Monica: I get inspiration from reading books, playing the piano, going to the flower market, watching classic movies, and traveling. Doing it the old fashioned way! Everyone copies to some degree and I think it is ok. The best way to balance it is to get inspiration from something and then, twist it and make it your own version.
Sarah: Traveling inspires me more than anything. Leaving the comfort zone and forcing myself to explore personally unchartered territory expands my brain and really gets my creativity going. From the vivid colors of India to experiencing the northern lights in Finland, it all comes home with me and helps me add more layers to my artistic soul. You have to take it all in then magically morph it into your own expression. It’s an art form which takes a lifetime to perfect. I live life in the pursuit.
Trisha: I love watching documentaries about business owners who started small and went thru growing pains. Or reading about Pixar’s model for teamwork. We also look to our peers on social media. I love seeing what they are working on and how they are developing as visual creators. Their editing styles, equipment, and even what they ate for dinner is interesting! However, it’s not about trying the same drone shot or purchasing the same lighting. It is just wise to be aware of the strengths and weaknesses in your industry to be capable of meeting the needs of your client. I may need to copy what they had for dinner though!
Laura: So, I don't follow any other photographers' work, because the great ones [and there are plenty great photographers all over this planet] sometimes make me look at my shit and say, "well, this is shit." I have a hard time getting out of that headspace, so instead I get my inspiration through other means, mainly architecture, talking to people, and literature. I also have a really vivid imagination, so there's always ideas floating around that I try to flesh out into a photographable concept.
"Complacency in a creative industry is a nail in your well-planned, well-designed, well-photographed coffin."
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Laura: As for 'being copied'; you might think you're the first to do something, but chances are you're probably not. And if you are, and people are copying your hard work, use that indignation to light a fire under your bum to take your stuff and make it even better, newer, shinier. Complacency in a creative industry like the wedding world is a nail in your well-planned, well-designed, well-photographed coffin. And just imagine that first planner to style a wedding with mason jars, wild flowers and burlap galore...he or she probably wishes they trademarked that ish.
Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her on this site she never updates www.ariannawrotethis.com
Lulu & Georgia Founder Shares How to Style Your Desk For Max Output
Work hard, styled hard.
If you're a boss who knows that filing isn't just for your nails, you need a desk to match your hustle. Which means: organized, styled, and designed for max work output.
So we checked in with Sara Sugarman, Founder of Lulu & Georgia, the online home decor shop founded in 2012 of her five tips for keeping your workspace as boss as you are.
CLEAN UP
A clean and inspiring space makes for a more constructive (and positive) day. If you look around your desk, there are undoubtedly little odds and ends creating unnecessary clutter. I recently read, The Life Changing Magic of Tidying Up, and now ask myself: “Does this item bring me joy?” If it has no purpose and doesn’t bring me happiness, then it’s gone. The items that do stay on your desktop should be ones that you use on a daily basis.
BEAUTIFUL DESIGN
I’m most productive when I’m in a space that reflects my own style and personality. Whether it’s a statement rug, a colorful lamp, or a unique bookcase – it helps me think more creatively. I also love the idea of a pin board- not to place random samples or business cards- but as inspiration for where you want to be and what you want to do.
TASTEFUL ACCESSORIES
When I was younger, my mom would take me to Staples before school started, and I loved selecting all of the brand new supplies I would need for the year. I feel the same applies to workspace materials. Sure, we need staplers and tape dispensers, but why select the functional, yet boring ones when you could have gold and acrylic? It’s an opportunity to express your individuality, plus it adds to the overall aesthetic of the space.
GET COMFORTABLE
We all spend a lot of time at our desks, which is why it should be a space that is both livable and productive. Use a pouf as a footstool, keep a tumbler filled with water nearby, and invest in a chair that you don’t mind spending several hours in.
ORGANIZATION
There is a lot of time wasted looking for that piece of paper, pen or business card lost in the cluttered chaos on your desk. Create a functional, yet stylish system to help keep important dates and urgent tasks in sight. Incorporate a tray to store time-sensitive materials and file everything else away. Use a pencil holder to store pens and highlighters, so they are easily visible when you need them.
7 Must-Know Biz Tips from Rachel Zoe
The inside scoop from our very own #CreateCultivateDTLA keynote speaker.
Digitally-forward, socially-savvy, the fashion empire of Rachel Zoe is decidedly a stylish one— but it’s also built on the know-how of the entrepreneur.
From an open-door office policy to taking the high road, Rachel is dishing seven of her best business tips.
ALWAYS WORK LIKE YOU HAVE FIVE DOLLARS IN THE BANK.
My first job was as a sales associate at the Nine West store in Short Hills Mall in New Jersey. My biggest piece of advice for anyone starting his or her first job would be to make sure to never act entitled. It’s important that no matter what your situation is, you work like you have only $5 in the bank.
"No matter what your situation is, you work like you have only $5 in the bank."
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TRUST THAT SOMEONE WILL TAKE A CHANCE ON YOU.
If you show up every day and give your job 110% at all times, eventually you will get noticed. It may not happen as quickly as you like, but at some point the stars will align and you will get your first big break. For me, that occurred when Tommy Hilfiger hired me to style his huge White House ad campaign. I was only about a month into my freelance career at the time, and I was terrified. The job came with a big budget and took two weeks to execute. We shot a cast of young Hollywood actors, models and singers both in Austin and Los Angeles. To this day, it is still one of the most incredible productions I have worked on. I am eternally grateful to Tommy for taking a chance on me, because it not only led me to book many more jobs, but it also gave me a huge boost of confidence and proved my competence!
REALIZE THAT YOUR PATH MIGHT BE ON THE OTHER SIDE OF THE STREET.
You need to consider whether you're on the right career path. Who says you can't have an "I'm going to be a...just kidding!" moment like I did? Before I started my career in fashion, I was a student at George Washington University majoring in sociology and psychology. At the time, I thought I was going to be a psychiatrist! Looking back, making the jump to fashion was a natural choice for me. Bottom line: It's never too late to start over. We hear stories all the time of people later in life going back to school for something completely new and different. Those stories are inspiring. If you're lucky and you're honest with yourself, you might realize that you need to make a change.
"Bottom line: It's never too late to start over."
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FOCUS ON SOLUTIONS, NOT THE PROBLEM.
Everyone makes mistakes, but how you handle them can set you apart in the workplace. When something goes wrong, find a solution (or twenty) before you present the mistake to your boss or colleagues. Then, use the misstep as a chance to come out on top. As a designer, often times I will conceptualize and sketch a design for my collection only to have the prototype turn out differently than I expected. Rather than starting from scratch, I work with my team to find a middle ground that will work for the customer while not compromising my vision.
TAKE THE HIGH ROAD
When drama arises, it is tempting to want to set the record straight to everyone within the workplace. In my experience with the media reporting false stories about me or my company, I have learned that silence is almost always golden. If you try to deny or defend yourself, you are ultimately just fueling the fire. On the other hand, when you are quiet, the drama tends to fizzle much more quickly. Bottom line: take the high road and save the venting for when you are at home behind closed doors. Believe me, this is not easy.
KEEP YOUR OFFICE DOORS OPEN.
As a leader and CEO of a company that is constantly growing, it is important for me to have an open-door policy with my employees and always be honest with them. I do believe having transparency with my team shows that I trust them—I always want the lines of communicate to be open. In today’s corporate culture a lot of leaders choose to sit with their team, and not have separate offices, and I like that. The offices of my company headquarters have glass doors for a reason, to advocate transparency and openness.
DO WHAT YOU LOVE.
My number-one piece of advice? Do what you love. It is the only thing that will keep you going through long days, stressful situations and a low bank account balance. When I was a fashion assistant at YM magazine, I worked literally on my hands and knees all day long, doing everything from packing and unpacking boxes to running around New York City in blizzards on foot (in heels!) moving full wardrobe trunks solo. It was physically taxing on a person of my height and build, but I did it all with a smile on my face. I never once complained because I felt it was such a privilege to do what I love.
How Design Star Emily Henderson Really Feels About Working for Free
And changing her mind about the color brown.
NAME: Emily Henderson
OCCUPATION: Designer, Stylist, Boss
ONE DEGREE OF C&C SEPARATION: She designed panelist Oh Joy’s studio!
HOURS SHE’S CLOCKING: Probably six during the day and three most nights, with shopping/writing on the weekends. So maybe 50? With kids taking priority of daytime hours.
SOCIAL PLATFORM OF CHOICE: Instagram for the business, but FB for myself because it’s the best way to keep up on good articles/current events.
PHOTOS SHE’S HEARTING ON IG: I heart what I try to create myself - anything that is both personal and beautiful. Ultimately - if it makes me smile, I double tap that shit.
"If it makes me smile, I double tap that shit."
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Emily Henderson, the HGTV host and designer, stylist, writer and editor of Style By Emily Henderson, thinks perfection is boring. In fact, it’s part of her design philosophy: "I believe that a perfect house is like a perfect person; no one really wants to be around them and everyone secretly hates them."
We tend to agree.
It's this kind of candor that has propelled Emily's career from dog walker to winner of HGTV's Design Star to Target Home spokesperson. Hers wasn't a straight shot to success (because it never is), but from clocking long days, spending time with her 5-month-old baby girl, and son, Charlie, while continually growing her taste and brand, it's success that is hard-won.
We checked in with the incredibly frank entrepreneur to get the scoop on creating a brand, changing her mind about the color brown, and the only time she'll work for free nowadays.
How do you create a brand that stands out? How do you come to understand what your “brand” is?
You need to have a product that is both unique and universal. There are too many people doing interesting things these days, you have to make a product that stands out, BUT at the same time it has to have enough universal appeal that you aren’t selling to 10 niche customers. I always think about Jennifer Lawson. Sure, she is a person, but she is someone that everyone likes and yet she is totally unique (which is why everyone likes her). This is extremely hard to do, but the people I know who are successful have done a pretty good job at it. Give your product a personality and ask yourself everyday, “Do I want to hang out with that person??” If the answer is no, then tweak it because if you are feeling that way, then everyone else is too.
"Give your product a personality and ask yourself everyday, 'Do I want to hang out with that person??'"
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How do you create a “voice”with an image?
It’s all storytelling. You need think about what overall story you are trying to tell every time you produce any content - it's basic marketing. But most of us (small brands) don't have a marketing person or team controlling all platforms. It’s our job to weave in elements of our story through all brands. I am by no means saying that I am queen at this and I think I could be doing a WAY better job. However, here is what I try to do: Show a happy, colorful image (whether it's an interior or my life) with copy that feels personal, informational OR inspirational. If I’m funny I get literally twice the likes, but I’m so busy that it's hard to produce good, funny, beautiful content all day. But that is the goal - pretty and entertaining.
You’ve called it the best marketing tool. But what else about the blog platform was attractive to you?
It’s all mine. Sure we have sponsors, but even they know it's all mine. And sure I have three people that work just on the blog, but there is still a sense of autonomy that we have with the blog that we don’t have with our design clients or my major partnership work. It has such a large audience now, so we really feel like our work is heard, and we have an influence. I know you can have an influence on many platforms, but with a blog you have more real estate to write and share than on social media so your audience is more engaged and reads and listens so much more.
Part of having a successful brand is fluidity. How do you go about introducing new styles to your audience when they’ve come to know and love your style?
It’s hard and people call me out all the time saying ‘but you said you don’t like brown!’ And sure, I didn’t like it, five years ago. But luckily most people are on the zeitgeist train with you and sense the trends and shifts too, and are happy to see someone they know embracing them and showing them how to use them. I started the blog when I was 29 and broke. I’m 36 now so my life has changed - I have two kids, and frankly I kinda want nicer things than I used to. That combo can be resisted by some people who want me to be thrifty and eclectic like I used to be. I’m still the same person, but I've grown up, which is now embraced by an entirely different community.
Have there been times when you’ve done something and thought, that was off-brand? But, you really liked it?
When your brand is yourself then in a way anything that you like is on brand. WAIT. YES. I recently did a sponsored post for a pre-owned luxury handbag website. My mantra has always been - don’t promote anything you wouldn’t buy yourself. I’m from a coastal town in Oregon. My parents are both teachers. In other words I’m not buying $3k handbags both on principal and the money. But before I said ‘no’ to it, I polled my staff and friends and sure enough a lot of people are into handbags - at least the idea of them. So I figured I’d style some outfits with some bags and if nothing else people could see what I’m into fashion-wise these days. I wrote about the brand/bags very honestly - saying it’s a luxury, it’s certainly not for everyone, while letting them know that this site exists if they happen to be handbag people. I really liked the post, the brand got a ton of traffic and purchases and ultimately the readers (even those who had sticker shock) liked the post. So yes, I guess I do things that are technically off brand but still work. It’s a risk though and you have to be very careful because trust is #1. Well, staying in business is #1, trust is #2.
"Trust is #1. Well, staying in business is #1, trust is #2."
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What would you say sets your work apart from others?
I know I’m not the best designer or writer, certainly, but I do think that I write about design and style in a digestible, approachable, and entertaining way. The site feels small even though it’s big, and people know that they are getting real opinions from a real person who is out in the field designing every day.
You’ve said “work for free” when you’re just starting. Do you still agree with that statement?
Hmm. Regarding working for free … I think i’d like to edit that and say ‘collaborate for free’. A large company should not be asking you ever to work for free - no matter how big or small you are. The only time I do work for free now is for magazines. Their model is simply to not pay you for makeover or design content because you will get notoriety and press out of it. But otherwise, I don’t “work” for free.
I also collaborate with other influencers and do their homes for press/portfolio and exposure to a new audience, but I definitely see it more as a collaboration and I make sure that everyone is clear on social media expectations. Most of the time I try to not go out of pocket and get all my assistants’ time paid for - so iIm just volunteering my time but they are covering all costs.
You have to weigh the amount of labor versus compensation and make sure you are being compensated somehow - whether it’s exposure, customers, high res photos of your work and press. IF someone has reached out to you and asked you for your work then they should offer to cover your out of pocket costs.
In short -If you are starting out, think about whether or not the exposure is worth it to you (ask for social stats and get all social requests on paper). If you are already established make sure they aren’t benefiting more from you than you are from the exposure.
Five years from now, where do you see your business?
Digital media is too fluid these days to know what is going to happen next, so we just try to work our asses off, be flexible, and keep our eyes open.
"We just try to work our asses off, be flexible, and keep our eyes open."
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We could go in the brick and mortar direction, we could go licensing lines all over the place direction, and when the kids are a little older I do want to go back into the TV (design show) world. Or maybe it's all of them. I know I want the blog to be both a personal documentation as well as a much larger resource for interior design.
Photos by Mike Garten for Good Housekeeping Magazine.
Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her at www.ariannawrotethis.com
10 of Our Favorite Chelsea Handler Quotes
Caustic and clever, two of our favorite qualities.
Chelsea Handler has a way with words. From reminding us that we're powerful to breaking down social situations with a bit of bite, the comedian always seems to know just the right "wrong" thing to say. And since she's our keynote for #CreateCultivateDTLA, we're sharing a few of our favorites.
Olive & June Founder Sarah Gibson Tuttle's Number One Concern
It's about more than changing polish, the swoon-worthy salons are changing the whole nail game.
Sarah Gibson Tuttle, founder of Vogue-and-celeb-approved nail salon Olive & June, worked in finance for a decade before quitting Wall Street and setting on her sights on something a bit more hands-on. A self-professed mani/pedi obsessee— she considers her initial career “bootcamp,” having come across mentors and bosses who taught her how to interact in business, and how to treat a client’s time and space.
“Everyone assumes that I’m a nitty gritty numbers person, I’m not,” she says laughing. “I just hired a CFO, but I grew up within finance, and I couldn’t be doing this without that training. No grad school could have done that.”
The first Olive & June opened in 2013, appealing to a predominantly female clientele looking for a warmer, more community-based nail salon. “One of our clients likes to say we’re the Cheers of manicures,” she says. “I wanted to get into a career that enhanced lives, and nails are one of the least expensive ways to change your look, especially in the beauty business.”
In the beginning, Sarah admits to being nervous about opening a brick-and-mortar. “They are the hardest to make profitable, but there will never be a machine that does your nails." She was terrified but also so confident in the idea, feeling, "so clearly that this was a hole in the market. I had that blind entrepreneurial spirit.”
"I had that blind entrepreneurial spirit."
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Founded on the idea that a manicure should be “downright lovely,” Olive & June was designed by the team behind at TenOverSix, and quickly attracted customers looking for something beyond the typical nail experience. Something a little brighter, boutique-ier, with non-toxic polishes and creams, the salons are both a getaway oasis and somewhere you can pop-in, get a quick mani and head to a meeting. The salons keep your preferences on file— round, square, favorite colors, and just how you like your cuticles.
There are currently three Olive & June locations, flagship Beverly Hills, Pasadena which opened almost two years after the first, and the latest of the bunch, Santa Monica, which opened about a month ago. The response has been overwhelming and tremendous. “I feel incredibly grateful,” she says, “that the Westside has embraced us so fully.”
Sarah is currently looking to open a fourth salon, scouting possible locations on a weekly basis. “I really want to have Olive & June in every neighborhood that it makes sense,” Sarah says, “but I am extremely cautious about fast and wide we extend our footprint.”
"I am extremely cautious about fast and wide we extend our footprint."
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Studio City, Manhattan Beach, and Orange County are on the radar, but she insists that Olive & June is a “slow and steady company.” Explaining that, “Every time we open a space we want the time to make it perfect. Because we are both a people business and we give service to people, it’s extremely important that every location can stand on its own.”
The next spot has to be the right spot.
There have been incredible opportunities to open in New York and Austin, but Sarah knew the team wasn’t there. “I was certain that as an organization we were not ready to support a New York location.” She admits the offer was “devastating” to turn down, but creating a strong foundation is more important to the business than expanding.
“I try and get into a least one salon every day,” she says. “It’s very important to me to communicate with the managers and the manicurists, and make sure that the people who work for Olive & June feel a part of the community as well.” That means connecting with the manicurists and management team, connecting with customers, sometimes going to two locations in a day. “It is extremely important to me that everyone that we hire is placed in a position of success.”
She calls this her “number one concern,” refusing to put anyone in a position where the client’s aren’t there. “Manicurist receive commission,” she says, “so I don’t want to open where they can’t be busy.” Currently there are approximately 80 people working for the company.
Beyond expanding locations and taking care of the team, Olive & June is looking toward the future on other fronts— product development and continuing to partner with brands that make sense.
Though her now-husband thought that she “might be a little crazy,” for following her instinct, Sarah knows that there are certain things the digital world will never take away: breaking bread, for one, and nails. “Hands-on is so important. We become these women’s therapists, their friends, the ones they turn to in the midst of a divorce.”
In short: A manicure has never been about the polish-- that's just the beautiful bonus, and something that Olive & June understands from top coat, down.
Be sure to check out Sarah speak on panel at Create & Cultivate DTLA this May 7th.
Images courtesy of Olive & June.
Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her at www.ariannawrotethis.com
Pushing Boundaries with Andy Torres of StyleScrapbook
Here's how going with your gut and moving to a whole new country can make you an international blog powerhouse.
For 7 years Andy Torres has been dominating the international blogosphere. And it’s not based on luck.
In 2008, Andy made the leap to move from Mexico, where she was born and raised, to Amsterdam to start an entire new life in the hopes of becoming a Fashion Editor. After many magazines denied her, she transformed rejection into fuel to start StyleScrapbook and the rest is history.
Andy’s story is one of going beyond one’s boundaries, making it work despite language barriers, and starting off from scratch. So to catch up with Andy before she takes the stage at Create & Cultivate DTLA this May, we picked her brain a little on how she was able to overcome her challenges in a whole new country and becoming an international blog powerhouse with StyleScrapbook.
Can you tell us about your background and what got you into blogging?
I was an Interior Design student in Mexico but I have always dreamt about studying Fashion and Music. On my 4th semester I decided to move to Amsterdam and pursue that. My best friend was living in Amsterdam which made everything so much easier as he was extremely supportive. After 2 years of living in Amsterdam, I took a couple of courses in Fashion Styling and my main goal was to become a fashion editor. I really wanted to go into styling and work for one of the Dutch fashion magazines, even if I had to start from the bottom.
I have always been very driven and hardworking, so I was ready to work hard to get my foot in the industry. I applied to every magazine I could think of and they all said no because I didn't speak Dutch. I was extremely disappointed but I had moved here all the way from Mexico. I wasn’t going to let that stop me, so I started StyleScrapbook. I started itnot because I thought people were going to follow it (I had no idea that was possible), but to use it as a platform to exercise my writing and hopefully one day use it as a CV to send to magazines.
When the blog started to get some traction and receive comments and followers, I had no idea where these people were finding me. It all grew so organically and fast, it’s almost like a blur now.
I feel so lucky to have started so long ago. I’ve always been fascinated that what started as a side project since I couldn't get a job in the industry, gained me an even bigger spot that I could have ever imagined . Always follow your gut feeling, that’s what I keep telling myself.
Following your gut to make the move from Mexico to Amsterdam proved to be very successful for your blogging career. What would you say to anyone who is not sure about moving? But thinks it might be lucrative for their career?
I moved to Amsterdam 2 years before I started my blog, so in reality, the connection between the blog and Amsterdam had very little to do with each other. I wanted to study Fashion Design and my plan all along was to study at the Amsterdam Fashion Institute. I think moving to a different country is a huge risk, but I always had a good gut feeling about it.
The key is to just listen to your gut and have a good plan set in place. I am not the type of girl that wakes up in the morning to do crazy spontaneous things, but I have always taken risks and try to stay very positive about the outcome. It's also comes down to having a good support system of friends and family around you to be there pushing you through and motivating you. The beauty of everything is that it doesn't have to work the first time and you can always try again.
The beauty of everything is that it doesn't have to work the first time and you can always try again.
How do you build relationships in a foreign country?
That is sometimes is the hardest part. You need to try to get out of your comfort zone and be social, meet up with people and network, but it sounds easier said than done. For me moving from a Latin country to a Nordic country was a huge culture shock, because cultures and personalities couldn't be any more different. It took me a while to get used to it but in the end. It’s been a huge learning experience for me as it has helped me improve some areas about my character that I always wanted to work on.
What was the biggest challenge you faced moving to Amsterdam? How did you learn to adapt?
I think the biggest challenge was getting used to the weather. It sounds simple but I come from Mexico, from a state where we pretty much get perfect weather all year round (Think of LA weather). Amsterdam has a very similar climate to London and it rains most of the time. It was extremely difficult to get used to grey days one after the other for months, and it took me quite a few years to get used to it. My escape route has always been that I get to travel so much, so I don't have to deal with it as much as I used to.
How has your style evolved over the years?
I have always been very true to my personal taste and I go for what I love to wear as opposed to just following trends. A few years ago I used to be a lot more feminine in my style, meaning you would probably catch me wearing skirts, dresses, florals and so on. The past few years have been a lot different, and recently I have been trying to explore mixing androgynous with a bit of a sexy touch. I believe in keeping it classy and I have never been the girl that dresses super sexy. That’s not my jam, however, I have been very drawn to lace and things that are a little more risky.
The blogosphere is highly competitive. What do you do to distinguish yourself from the rest and how to do stay ahead of the curb?
I was in very early in the game (almost 9 years ago), before this whole fashion blogging boom exploded, so I have learned to evolve with the industry but most importantly, keep true to myself. I think that has attracted my readers from the beginning because they know I am a true voice. They feel like they can trust what I say and I have always tried to keep a close relationship with them by answering messages, emails and what not. Also, I think that starting my blog in Amsterdam as a Mexican girl made me have a strong global reach from the beginning.
Keep a close relationship with your readers by answering messages, emails and always engaging.
In what ways would you like the blogging industry to evolve?
I'm very interested to see how much more traditional media (magazines, television etc) and bloggers can work closer together, and more specifically, how we can bridge the different industries in a way that neither side has to compromise their own ways of working, nor what makes them successful. There are huge opportunities that bloggers and magazines can collaborate on, and I know we will start to see some of the true potential and direction our industries will collaborate on over the coming years.
What’s your social platform of choice?
Ironically enough (and I say ironically because I was resisting it from the beginning), I love using Snapchat! Instagram has become so curated and I love seeing peoples real personalities shine through Snapchat. There you can really be yourself, so you get to connect with people in a more personal level. Still one of the platforms that I use the most as well is Facebook, as I get the most reach and where I have the most following (1.7 million), so Facebook has always been a very powerful tool for me.
Forget Shattered Ceilings, These Co-Founders Want You Above the Glass
Female entrepreneurship is growing 1.5x faster than male entrepreneurship.
If Heather Serden and Danielle Yadegar, co-founders of Above the Glass, were to poll 1,000 women, these are the top five questions they'd ask:
WHAT IS YOUR MAIN SOURCE OF MOTIVATION?
WHAT DOES SUCCESS LOOK LIKE TO YOU?
WHO IS YOUR BUSINESS ROLE-MODEL?
WHICH BUSINESSES DO YOU WISH EXISTED OUT THERE?
WHAT DO YOU WANT TO SEE FROM ABOVE THE GLASS?
Recently launched, Above the Glass is setting out to empower and mobilize young women and female founders by removing the fear around the financial and business aspects of a startup. While the class of 2017 at top business schools reported record numbers of female enrollees, there are not enough resources for women who are not afforded similar opportunities. But that's exactly what we can expect from Above the Glass: business resources and downloads, interviews with women paving the way, and career advancement advice.
We checked in with the partners ahead of Create & Cultivate DTLA where they will be joining us as mentors.
We talk about understanding the who of your brand, but also the why. What’s your why?
We started Above the Glass to fill what we saw as a huge void in the market – a lack of formal business training amongst creative female professionals. We knew from time spent with private clients what types of questions these women were asking, and what services and information they were looking for.
The real turning point came when Heather experienced sexism at work. She was working in tech, which is notoriously a boys club, and honestly didn’t realize discrimination in the work place was still an issue. We think that as women get older, get married and have families, that a lot of the dynamics change, and we often get stereotyped to be on the “mommy track,” or taken less seriously as we climb the corporate ladder. She knew she could go start a business with the tools she had, but so many other women didn’t have the background or the knowledge to take that leap - so we started Above the Glass to give that opportunity to all women.
And why is now the right time to launch?
There is so much inspiration out there right now for female entrepreneurs. It is a really great time for female empowerment, and women are stepping up to help other women. Women have the ideas, and are inspired to take that next step – often they just don’t know how to do it. We think that Above the Glass can give them the information and the resources that enable them to execute on their ideas.
What is Above the Glass doing to close the gender gap?
Women are under-represented in business school and in leadership positions in corporate America. We are definitely as smart as men, but the numbers show we don’t have the same formal business training. By creating Above the Glass, we provide women with access to information and tools that can empower them to start businesses. This equal access to information and resources to take that leap can allow us all to be our own boss, regardless of gender.
"We are definitely as smart as men, but the numbers show we don’t have the same formal business training."
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April 12th is Equal Pay Day. A year from now what do you hope has been achieved?
Starting a business isn’t necessarily about making money overnight, it’s about building a future. We hope everyone has the opportunity to start their own business, if that is what they really want to do. Being your own boss means you have a say in what you get paid, or the success of the business dictates it, not someone else.
What women do you admire?
We admire all women who have built and scaled businesses, despite the challenges they faced. We also admire the women who have taken the time out of their busy schedules to give us their feedback and advice. Kindness has made the greatest impact on us – we will always aspire to be like the kind women who have been so generous with us.
Who is your dream interview? What would you want to know?
Our dream interview would be Alexa Von Tobel. She started her company, Learnvest, to help women manage their personal finances, and turned it into this incredible investment platform - she transformed an entire male-dominated industry. She was young, hungry, and just got it done. Being an entrepreneur is so hard - an emotional roller coaster - and we would want to know all of the challenges she faced and how she got through them. We would want to know everything about her journey.
What are some skills you want to help women in business hone?
Women are often intimidated by a lot of the numbers and abstract concepts in business. We think that by just talking about it more, and breaking some of these topics down into simpler terms, we can make all of it approachable. Whether it is the financial side of starting a business, the legal side, or just the ability to discuss business in casual conversation, we think the best thing we can do for women is to make it more familiar.
Do you ever feel the pressure to perform both genders in the workplace?
When you start a business, you are every role and every gender. It can be hard, as a woman, to negotiate deals that are in your best favor. Men would push harder for the lower prices on contract services, and higher fees for their own services, but women can come off as “bitchy” or “high maintenance.” At Above the Glass, we just try to continue to do what is in the best interest of our business, despite the traditional gender roles others may want us to play.
"When you start a business, you are every role and every gender."
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How do you think women are taking up space differently than they were a decade ago? Both at work and at home?
We think women are starting to see some creative options on how to have both a family and a career. Statistically speaking, the rate of female entrepreneurship is growing 1.5X faster than male entrepreneurship – and the types of businesses that women are starting tend to be smaller, lifestyle businesses. There are fewer boundaries between work and life, and if you can create a business for yourself, then you control your own hours. A tradeoff of in having your own business is that you never officially turn off. If there is a work emergency, you are responsible for it, not matter what the hour is!
What does ‘Having it All’ mean to you, respectively, and how do you think this differs from your mother’s generation?
These days, so much about having it all is about timing. You can have it all, but not necessarily all at once. Our parents’ generation focused on having a family early and fitting a career into that family life, no matter what sacrifices they had to make. These days, people are so focused on a career that they often wait until later in life, once they are successful, to have children. For some people that timing works out better, but we don’t think it has to be that way. We can still have families and careers simultaneously, we just need to be aware that there are trade-offs. If you are scaling your business with an infant at home, you may not be able to spend as much time with your baby as you want. If you want to be a full-time mom, you are going to have to wait to scale your business.
These days we know we have more options, in terms of timing, for how to have it all.
Answer Heather and Danielle's questions in the comments below to give us more insight!
Get to Know the Colorful Creative World of Oh Joy
Building a brand, one colorful idea at a time.
"Oh Joy! is a community as much as it is a brand."
NAME: JOY CHO
CURRENT CITY: LOS ANGELES
HOW YOU KNOW HER: CREATIVE DIRECTOR AND BLOGGER AT OH JOY
STARTED BLOGGING: 2005
SOCIAL PLATFORM OF CHOICE: INSTAGRAM
Over a decade ago Joy Cho had just moved from New York to Philadelphia with her fiancé, now husband. She began blogging as a place to store inspiration during the transition. Oh Joy! was full of color and patterns, attracting the eyes of both designer and enthusiasts, but, there was no silver bullet success. In the beginning it served as a great marketing tool for her client-based design business, but it was a few years until she felt confident that the site found its world wide web sea legs.
A lot has changed in the last ten years-- geographically, she's now LA-based with two kids, and she wears multiple business hats, all of which inform the other: graphic designer, blogger, and entrepreneur offering specialty services in portfolio development and brand brainstorming. She's also published three books, worked with hundreds of brands, and continues to inspire creatives around the world. NBD.
How does she do it? We chatted with the lifestyle maven to find out.
Describe to us the ah-ha moment of when you knew your blog wasn't just a creative outlet anymore and started to evolve into a brand?
Within 6-12 months of starting my blog, it began to serve as an incredible marketing tool for my then client-based design business. But I didn’t really feel like the blog itself was anything that could stand on its own until a few years later. When Time Magazine featured Oh Joy! as one of the top websites in the “Design 100” issue in 2008, I really felt like it might be more legit. It was truly an honor. Getting that kind of recognition really made me realize that more than just a handful of people were reading it.
How has your business strategy shifted from when you first started your blog in 2005 to today?
When I first started my blog, it was very much just a place for me to keep all my inspiration and design work in one place (Pinterest didn’t exist yet!). Once my readership grew, I was able to create a design business from people who read my blog that then turned into design clients. I made it a goal to work with and design for brands that I love, like Anthropologie, Urban Outfitters, and eventually, Target. Now, we’re able to focus on mostly Oh Joy! projects and I have more flexibility to really choose the work I love most to move forward with. I think your business strategies grow with you as your business grows and evolves.
"Your business strategies grow with you as your business grows and evolves."
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You have made the best of such an amazing collaborations with Target and Urban Outfitters. What piece of advice would you give someone who is looking to collaborate with big brands?
My biggest advice for anyone is to keep putting yourself out there and show work that you want to be making (even if no one is hiring you to do that work yet). I think the biggest misconception is that these things fall into my lap, and that’s not true. 90% of the bigger projects I’ve worked on were from me reaching out and pitching my work and ideas to a brand.
When you work with larger clients and companies, it can be really exciting because you get to reach a bigger audience. I started my business and career working with boutique companies—who I love and continue to enjoy working with. So larger companies just provide a nice change and a wider customer base to interact with. Another tip is to just do your thing and be true to your style. It's easy to try and change your style in the hopes that a certain customer or client will come your way. But every brand—whether big or small—is looking for you to be uniquely you and will hire you for that reason.
The Oh Joy! brand has thrived off of collaboration, yet there are many other brands that refrain from collaborating to keep their brand linear. What would you say to those brands that have yet to introduce collaborations in their strategy?
Collaborations aren’t for everyone. For me, I want to design so many different things that licensing collaborations make the most sense because I can partner with a retailer who already is an expert at producing and selling certain items, and by working together we can create Oh Joy! items that fit well with their customers. For me, collaborations are a great way to expand your audience and partner with someone who has a different expertise other than your own. And together, you can make something new and wonderful.
"Collaborations aren’t for everyone."
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The design world is very crowded, and yet Oh Joy! manages to stay ahead of the pack when it comes to branding and product. What strategies have you implemented to make sure the competition doesn't catch up to you?
The Oh Joy! brand is all about adding happiness and inspiration to your everyday life. It's colorful, fun, and happy. But what I’ve realized most recently is that in order to succeed, you need to know who you (and your brand) are and stay true to your gut. I don’t really think about competition because we are all just trying to make it and do our thing. I just think about what I and what my team at Oh Joy! can do to keep providing amazing ideas, wonderful products, and ideas and images to inspire people and add a bit of joy to their day.
Let’s talk about trends outside of the design world. 2014 was disruption, the word was everywhere. 2015 was innovation. And now culture and community are the new hot button words. How are you working to build community?
Being an online brand, building community with our readers is so important. We work hard to make certain our readers and fans are heard and answered. Oh Joy! is a community as much as it is a brand. For me, this job wouldn’t nearly be as fun without all the amazing people I get to connect with both in real life and virtually. I attempt to inspire them with a small slice of Oh Joy but they also inspire me by sharing moments from their lives with us as well.
Finally, what is your social platform of choice?
Instagram! It allows me to mix various parts of my life and my brand. And community there is more intimate and immediate than any other social media right now. But I’m also really getting into Periscope right now, too. I love the conversations that can happen there and the interactivity of it.
Never Make It Perfect: Laurel & Wolf CEO Breaks Down How to Launch
Leura Fine gave us 30 minutes. And we're giving you all her advice.
LAUREL & WOLF IS THE FUTURE OF DESIGN.
At least if Leura Fine, CEO and Founder of the interior design company that offers its services online only, has a say.
An innovator in the online design space, Laurel & Wolf has developed a platform and software to allow for easy communication between a client and a designer, from anywhere. The entire service takes place in the digital world, and has opened the industry of interior design to people who never thought they could afford such services.
We put 30 minutes on the clock with the busy entrepreneur to pick her brain on everything from bootstrapping your business to the future of tech.
IN THE BEGINNING YOU MAKE IT WORK & GET IT DONE, NO EXCUSES
In January 2014 Leura began concentrating full-time on Laurel & Wolf. The first version of the site was up that month.
"I was the algorithm" she says about the company's beta site, a very bare-bones version of what exists today. Instead of spending 100k on a website build out, she paid a local LA-based developer 5k to build out eight pages with no backend. "I started spreading the word through friends and friends of family, putting it out on social media, saying, 'Hey who is looking for interior design services that only cost 300 dollars?'"
She had about 1,500 people signup over the course of six weeks. The first iteration of Laurel & Wolf took users through a "style quiz,"-- that had no outcome. What Leura was testing was the public's interest. The BIG question: Would people be willing to pay for an interior design service online?
"It was many, many long nights, of me staying up, calculating and emailing people their style quiz results. If you had this many As and this many Bs, you were 'Contemporary Eclectic.' It was terrible to demo, but between the MVP and servicing actual paying clients, we validated that not only there was a demand for the market, but what it would be like to acquire customers."
By the time they were ready raise money the company (which was two people at that point) also had a good, working idea of what the basic functions of the platform needed to do.
[define it: Minimum Viable Product (MVP): In product development, the minimum viable product (MVP) is a product which has just enough features to gather validated learning about the product and its continued development.]
By June 2014, just six months later, they had launched the site.
WHEN RAISING MONEY, YOUR RESPONSIBILITY AS FOUNDER IS TO CONTROL THE PROCESS
The interior design world provides a service that typically 1 percent of the population can afford. People like venture capitalists and those with money to invest in the business. In the beginning, there was a little pushback-- angel investors who didn't understand the service, but what Leura had was proof: the basic function of what the service needed to provide. With that proof she had the confidence to control her fundraising. The goal of Laurel & Wolf's seed round was $500k. They hit $650k in a month and a half.
[define it: Seed Round: The initial capital used to start a business. Seed capital often comes from the company founders' personal assets or from friends and family. The amount of money is usually relatively small because the business is still in the idea or conceptual stage.]
"I received this advice early on and tell every founder I meet who is fundraising the same thing," Fine explains. "You as the founder, your job is to control the fundraising process."
"You as the founder, your job is to control the fundraising process."
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She was resolute, telling potential investors: "'This is the amount we’re raising, this is the day we’re closing, you’re either in or you’re out.'" And she got it done that way. "I couldn't continue to chase people in circles, it was crazy towns. I had to build a business."
In both Series A and Series B she took a similar approach. She was strategic and thoughtful, meeting with VCs when it made sense and getting to know them. When it came time to raise, it was go time. She took meetings, had term sheets by the end of those meetings, and then made decisions very quickly.
[define it: Series A: Series A is usually the first level of fundraising where VCs get involved. The name refers to the class of preferred stock sold to investors in exchange for their investment. Usually in this round you will see the company's first valuation.]
Another part of controlling the process she says, is taking all of the multifaceted variables into account. "There are questions," she explains, "that you need to ask yourself when you talk about why you're raising money. Are you raising money to accelerate growth? Could you build this business without raising money? Do you know what your business model is? Do you know the metrics that you’re trying to hit?"
That's your job as founder: to have a business model and monetization strategy in place from day one.
Your job as founder is to have a business model and monetization strategy in place, from day one.
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TAKE A SERVICE ONLY AVAILABLE TO 1% AND DEMOCRATIZE IT
It's a simple, but brilliant idea-- take a service that only a small percentage of households can afford, and open it up to more people. More people=more work=more revenue.
"You’re talking about taking a small pool of people in the U.S. who could afford to hire interior designers. We’ve opened up the market to 30% of the U.S."
This represents enormous opportunity for growing a consumer base, while offering designers the ability to extend the arm of their business. It's simple supply and demand, where both parties benefit. People get spaces they loves; interior designers get to do the work they love.
"Design is more of a science than I think people realize," Fine says. "You don't have to be in a space to make it impactful. As long as you have good assets in place— whether that’s photos, video, and obviously dimensions, then you have the opportunity and ability to design just as well as if you were in person. And most importantly, make an impact in someone's life."
CHICKEN OR EGG? DOESN'T MATTER, JUST LAUNCH
"I’ve been meeting with a lot of female founders," Fine says, "and I’ve had the same conversation the last three meetings. They tell me they want to wait to launch until they feel that they’re ready."
There is however, no such thing as ready. Sometimes the founders don't want too many eyeballs on an unfinished product. Sometimes they are worried about letting down a customer or not being able to deliver.
But, Fine notes, "When you’re building a company from the ground-up there is always the chicken and the egg. You have to go for it. You have to put it out there and see what it does."
"When you’re building a company from the ground-up, you have to go for it. You have to put it out there and see what it does."
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In the beginning Laurel & Wolf was far from perfect, but that didn't matter. "The last thing you want to do as a tech company is go out and build the entire working product from A to Z," says Fine. "You really have no idea what it needs to do and what it's going to look like."
Adding, "There is no such thing as perfect."
THE FUTURE IS MAN & MACHINE, WORKING TOGETHER
"Our software," she says, "represents the best combination of humans and technology working together to really transform people’s lives. Our clients get to live a better way through the spaces that they spend time in."
At the end of the day, she realizes that all the product recommendation and algorithms can’t predict how someone will feel in their space. But that’s where the designer comes in.
“A designer,” says Fine, “really understands, beyond the aesthetics of the space, the aesthetics of the person."
Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her at www.ariannawrotethis.com
The Bright and Colorful World of Content Queen Bri Emery
It's a Design Love Fest.
It's been said that "Good clothes open all doors," and perhaps no one knows this to be true more than the entrepreneur who has merged business and fashion. Like Bri Emery, the LA-based art director and creative director behind the lifestyle blog and design studio, Design Love Fest (where she hosts regular workshops for creatives). Launched in 2009, out of an obsession with type and images, Bri has lent her creativity to countless brand campaigns and brings her knack for bright colors and composition to life on her popular Instagram feed.
The color and style maven has found a way to present herself, define her brand, and stand out in a crowded design space. So stop, look, listen, and see what doors open when you do. And be sure to join Bri on panel May 7th at #CreateCultivateDTLA as she outlines her journey to the top.
INSTAGRAM: @designlovefest
EARLIEST INTERNET MEMORY: Lots of AOL chat boxes and my terrible guessshopr29 screenname!
BREAKTHROUGH MOMENT IN YOUR CAREER: When I quit my full-time job and took a leap of faith that this blogging world would work out for me!
YOU'VE BEEN GRANTED A 2-WEEK, ALL EXPENSES PAID VACATION. YOU GO: Just Google “natural baths in Turkey”—it’s unreal.
YOUR DREAM LADY BOSS TO RING UP FOR BIZ ADVICE: Tina Fey.
CREATIVE PROJECTS YOU LIKE TO TACKLE: Product collaborations.
"Why are we working so hard if we can’t pause for a second and be proud of our efforts!?"
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WORDS OF ADVICE FOR FELLOW CREATIVE HUSTLERS: When you are a hustler, I think it’s easy to forget to enjoy your successes. I know for me, I will finish a big project and immediately start thinking about what’s next. Why are we working so hard if we can’t pause for a second and be proud of our efforts!? We should all do that more often.
Photos by Calvin Lim, @killacalshoots
The original version of this post appeared on August 15, 2015
Roundtable: 5 Career Women Talk 'Having It All'
Your mom fought for it. Now you're fighting against it.
March is women’s history month, and there are currently more female-owned businesses than ever before in the American workforce. "Having it all" was one of the first empowering messages that helped redefine the role of woman, but for some this cornucopia of to-dos and sea change in the workplace has complicated work-life balance.
Is it possible? Is it a myth? What is about gender roles that we can’t seem to stop talking about?
In anticipation of #CreateCultivateSXSW, we checked in with some of our panelists to find out what having it all means to the modern working woman, especially when “normal working hours can sometimes become all of the hours.”
LET'S START WITH THE BASICS. WHAT DOES 'HAVING IT ALL' MEAN TO YOU?
Silvie Snow-Thomas, Director of Strategy, Elle Communications : 'Having it all' suggests that we can get everything in both our personal and our professional lives that we think we want at the exact time we want it. What women have been striving for, for generations, is having the same range of opportunities to choose from as men – if a man stays late at the office for example, does he face the same pressure of getting home to his spouse or kids as he would if were a woman?
Julie Hays Geer, Director of Partnerships, Laurel & Wolf: In terms of what it's "supposed to mean," I see it, for a woman, as being able to have a career and family simultaneously.
Bianca Caampued, Co-Founder, Small Girls PR : 'Having it all' is being being happy with everything that you have going on in your life - both personally and professionally. When someone asks you how your day was, your answer is always, "Today was the best day ever."
Sarah Kunst, Founder, PRODAY: It means choosing a life you want to live on your own terms. I ignore other people's definitions of 'it all' and the timelines or "how it's supposed to look" that others might want me to adopt. 'Having it all' means being happy with my life and how I fill my time day to day. If I can do that, I'm winning.
HAS THE IDEA SHIFTED AS YOU'VE GOTTEN OLDER? FROM EARLY TWENTIES-NOW?
Gabby Etrog-Cohen, SVP PR & Brand Strategy SoulCycle: In my early twenties, 'having it all' was a great job, a sick handbag, good hair, a decent body and a boyfriend. It's funny, I don't think about having it all now.
Silvie: As I’ve gotten older, the balance I crave has shifted toward striving for a combination of great friendships, quality time with my partner, enlightening adventures and figuring out how to excel in my career. Oh, and sleep.
Julie: My view has shifted as I've gotten older, and my perspective now is to be able to have what makes you happy - whether that's a job and family, a freelance lifestyle, or the ability to travel frequently.
Silvie: I think an important distinction for all women is to separate the idea of 'having it all' from "having it all at the same time."
"Separate the idea of ‘having it all' from 'having it all at the same time.’"
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DO YOU THINK YOUR "ALL" IS SIMILAR OR DIFFERENT, TO SAY, YOUR MOTHER'S GENERATION? WHY?
Gabby: My mother worked two jobs-- she ran central intake at an inpatient mental institution and had a private psychotherapy practice at night, and was an incredible mother. So she was juggling just as many balls as I am BUT, when she was home, she was home. No emailing, no conference calls...there is a different sense of connectivity, of always-on-culture that exists today that never existed for our parents.
Silvie: My mother’s generation of women who came of age just before and after Title 9 and Title 7 of the Civil Rights Act, and they faced much more overt discrimination and blatant sexism than we younger women do.
Julie: The opportunities for women are greater now. Perhaps it's all relative, but with more opportunity there's more "all" to have. Which makes having it that much harder.
"With more opportunity there's more 'all' to have. Which makes having it that much harder."
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Bianca: I think that having it "all" used to involve starting and supporting a family, but you can have it all without that; it depends on what your priorities are in life.
Silvie: Another thing to consider: in our mothers’ generation, there were rarely female bosses. This new(er) paradigm has begun to change things, but I think we’re all still striving for more of this storied work-life balance, and as women we still are working to end discrimination, however subtle it may be, in hiring and advancement.
Gabby: I am definitely less present with my children, sadly, then my mother was with me and I have to try really hard to disconnect when I am home.
Sarah: My "all" is personal. It's not going to look the same as another woman's now or in the past or future. It shouldn't. When 'having it all' means "having all that someone else wants you to have," you're failing.
DO YOU EVER FEEL THE PRESSURE OF PERFORMING BOTH GENDER ROLES SIMULTANEOUSLY?
Silvie: Overall I think the societal pressure now imposed on women (and men) to work longer hours and be essentially on-call all of the time in professional jobs, while still ensuring the quality of work is exceptional, has made work life more stressful on women whether they work in a mixed gender environment or work in a female-run firm. The way of our world is for everyone, especially if you work in client services, to work harder and to ask for more.
Julie: I didn't come from a household of gender role norms, so this isn't a mindset I grew up within. My dad ironed, both parents were home on different nights to cook dinner for the kids. I started my career in a predominantly female industry with great female role models. I recognize the issues at hand for our society, but in my day to day life I luckily don't feel this pressure.
Bianca: By cultural definitions I guess the answer is yes, but I can be pretty androgynous in style and I think that translates to personality. I don't usually think about things falling into gender role categories - it's just a role. Societal constructs have labeled certain actions or personality traits as skewing male or female, but I'm just doing things that need to get done or based on my intuitive reaction.
Gabby: I don't really think about gender roles. I am constantly striving to be a good person. Not a good woman.
"I am constantly striving to be a good person. Not a good woman."
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ARE YOU FAMILIAR WITH THE TIME-MACHO CONCEPT? HOW DO YOU FEEL ABOUT IT? WHAT DO YOU THINK NEEDS TO CHANGE IN THE AMERICAN WORKPLACE FOR WOMEN?
Silvie: I am. I believe the term was coined by Anne-Marie Slaughter, who went from an academic job at Princeton to the State Department as Under Secretary for Policy for Hillary Clinton. I agree with Slaughter that the intense competition to demonstrate one’s professional value by working longer hours, having more “face time,” doing more travel, etc. is wearing professional workers down physically and mentally just as stagnant wages and on-demand scheduling is harming lower income workers.
Sarah: Some women want to be a slave to their job and some men want way more free time. The problem is finding a job and work culture that fits what you want out of life and if you do choose to work the 80+ hour workweek, making sure that you're actually producing valuable work and not just amping up face time.
Gabby: I fall prey to that as well. But the truth is, it's OK to go home, take time for yourself and then go back to work, versus staying at the office until midnight without a break. As a mother, I have learned to be incredibly resourceful with my time. I make every single minute count. I just don't have the luxury to waste time. So if I am getting a manicure, I am on a conference call at the same time.
Bianca: Boundaries are extremely important and time in the workplace isn't everything. Time in life, however, is everything. All we really have is time, and it's precious and should be protected, not racked up as a currency for worth in the workplace.
"Time is precious and should be protected, not racked up as a currency for worth in the workplace."
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Sarah: We need room for much more broad roles in society and work than "men love working and women want time off to see their families." We need to allow everyone to be their real selves at work and have the roles and flexibility that allow for more than one kind of job or worker.
Silvie: I think a lot of my friends in the same age bracket have been working like this since we were in our early 20s. In the U.S. the number of salaried workers clocking 50 or more house per week has grown steadily since the 1970s when 9-5, 40-hour work weeks were the norm.
Bianca: I don't believe that putting in more time or all-nighters in the workplace means more value.
Silvie: The technology we have today allows for a great flexibility, but the flip side of that is "normal working hours" can sometimes become all of the hours. Here’s one thing I’ve learned slash have been forced to understand: sleep is crucial to clear thinking, and to keeping your passion and energy levels high.
Bianca: The most important thing is trying to manage time so you're not putting in all of those additional hours at work, yet are still maintaining productivity, while allowing space for your personal needs.
IS WORK-LIFE BALANCE A REALITY OR MYTH IN OUR ON-DEMANDS WORK ECONOMY?
Julie: I like to think of it more as needing to have a separation between the two vs. a balance.
Silvie: I wonder often, is there a way we can change the mindset in this fast-paced economy and always-connected life to concentrate first and foremost on people’s long-term health and to ensure continued creativity? Can we measure productivity and product quality differently to ensure continued success but also to ensure peace of mind?
Julie: When you spend 5 out of 7 days each week at a job, that's not balance.
Bianca: I often say it doesn't exist, from my own personal experience, but there is a part of me that has hope it is real.
Julie: Striving to not always bring your work home with you, or taking time to shut down and live your life without checking your email on the weekends, that separation can be a reality.
Gabby: There is no such thing as work-life balance. At least, I don't think so. There is integration. Some days I bring my kids to work. Some days I have conference calls from home. Some days I am failing as a mom, some days I am failing at work and some days I am failing at everything! But, then there are those days when you think, damn, I can actually do this.
Sarah: For those not in poverty, work-life balance is more about the choices we make and relentlessly pursuing the life and lifestyle we want. Balance doesn't mean a 9-5 job for most of us, it means having the space to be human.
"Balance doesn't mean a 9-5 job for most of us, it means having the space to be human."
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Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her at www.ariannawrotethis.com
'Fast & Casual' sweetgreen Is Creating a Sustainable Culture
The healthy fast food co. is kale-ing it.
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
Tanesha Awasthi is shedding her former blogging moniker and stepping out on her own.
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
Topics include: "What would the Titanic have been like if people had cell phones?”
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
- Listen. To your gut. To your heart. Your ideas and inspirations.
- Secure. Your domain and social handles as soon as you have a name. A solid support system.
- 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.
- 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.
- Let go of: Perfectionism. People and things that waste your time!
- 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.