This One Shirt Is Changing the Way We Buy Clothes
Say goodbye to fast fashion.
DRESSHIRT is a tightly edited collection of tailored sportswear with a mono product structure of luxurious, a-seasonal basics for the over marketed consumer. The custom embroidered DS1 was the first product category to be released and has become the globally recognized hero of the brand.
It occurs to me that I am a feminist. I didn’t set out to become one but I find myself a woman, an entrepreneur, and an activist providing women with a comfort that men have enjoyed for centuries. I wasn't compelled to launch my brand with such morals however, rather the opposite—I was being selfish.
DRESSHIRT erupted from two needs: A personal desire to put something new into the world and a hankering for an ease of dressing similar to what men feel when slipping on their favorite suit. I grew up in Milan, surrounded by fashion. My father, the owner of a fashion consultancy and ex-Saville Row tailor, was an enormous influence on me. You could credit him with being the impetus for both of the aforementioned desires. I watched him get dressed in his own kind of suit every day--a black turtleneck, black pants, a ponytail tightly harnessed with black elastic band. My father is one of the most well dressed men I know, and the ease he finds in just a few basic pieces, that he wears his way, is what aim to give women.
The easiest way of describing DRESSHIRT’s brand structure is as follows:
DRESSHIRT + JACKET + TROUSER + SCARF + HAT
Equals an outfit.
Traditional brands create loyalty by using marketing to appeal to the lifestyle of their customer, and by creating the illusion that there is a need to purchase out of fear that last seasons styles will become obsolete. At DRESSHIRT we believe in a smarter luxury, one that prioritizes values over status and a personal touch over pre-conceived, “perfect” package. We build our brand one product at a time, making pieces that can adapt to many lifestyles, places and seasons. By focusing on products our customers grow with us, and are part of the process of building their wardrobe. It is a truly collaborative, authentic and loyal partnership.
I often say that I feel the internet is being misused in our industry. The emergence and growth of the internet has given the millennial and Y generations a considerable advantage in business. The virtual storefront means you can run a consumer oriented company with little to no overhead. It is our most valuable asset, and the direct-to-consumer brands leading the way in fashion are mostly price-based models with the familiar adage “we bring you the best for less by cutting out the middle man.” Today, there is a space for luxury fashion empires to be built online, and being more accessible does not mean we have to sacrifice quality. The rush of newness and fast fashion is coming to an end and an aging millennial generation wants luxury online.
"The rush of newness and fast fashion is coming to an end."
Tweet this.
The same can be said of the in-store customer experience. Traditionally, e-commerce has been treated as a back up, a second string to brick and mortar. As the brick and mortar experience has become increasingly passive and dissociative, online has become the opposite. I can sit in our studio and answer customer service emails and live chats myself. Via www.dresshirt.com, we directly reach customers from all over the world. Everyone on the DRESSHIRT team has contact with a customer daily! We learn names and carry out and produce custom orders. We create a relationship with our return shoppers—you don’t get a more personalized experience than that.
Technology has revolutionized the fashion industry. It is a divisive time and there is movement on behalf of some of the bigger houses away from fashion week and the seasonal collections traditionally aimed at buyers and stores. With all the money spent on these twice yearly fanfares it’s a small disaster when all of the media is not translating directly into sales for the business. Social media is, in part, responsible for this shift, which is the beginning of a new forward thinking, customer focused industry. It is equally responsible for the obsession around influencer culture—when lifestyle is king, brand message and intention can get lost, and achieving longevity in a culture of relentless newness is almost impossible.
One thing is for certain, the fashion world has changed. It is an exciting time where big brands and small are playing together, on a relatively level playing field, with nothing but a website to compete. Everyone is vying for a space in the emerging luxury, direct-to-consumer market. I stand by the prediction I made when I launched DRESSHIRT: This space will be filled by the uncomplicated. Don’t overwhelm, don't overproduce. My mission is to provide my customer with an effortless answer to too much choice. Acting as a compass of style and a canvas for creativity, we created an experience where she can do it her way.
More from our blog:
Why the VP of a Beauty Company Is Learning to Code
Girls who code and contour.
Disruption is part of our business culture. The world’s largest ride-sharing company owns no cars. The world’s largest accommodation service owns no property. And the world's largest social network produces no content.
The most disruptive businesses are those with an interface; a means of connecting the consumer with the good they desire. So is the case of beGlammed, the first on-demand app that connects hair and makeup artists with the consumer.
Launched in May 2014 it is now the leading on-demand beauty app. It seems simple enough. Combine two billion dollar businesses-- beauty and the on-demand platform-- and watch it spread like wildfire. On the surface, it is.
It was an idea so compelling, or a “no-brainer” as VP of Marketing and Business Development Alexandra Amodio says, that it made her rethink the aphorism “Perfect is the enemy of good.”
“I know,” she says, “It’s important not to delay until you have a ‘perfect product’ that can come to market, but at the same time, you need to have perfect branding and perfect service, because that’s how your customers will remember you.”
Alexandra Amodio at Create & Cultivate DLTA, May 2016
The app didn’t exist when the business first launched. In the beginning, for the first two months people would call and book. “We were a technology company and we had this amazing idea at the cross-section of technology and beauty and we didn't have the app yet." BeGlammed now offers services in 20 U.S. cities and one international city.
“I looked back at records the other day, and I was the first appointment.”
She was also the first employee and has been with the company before they had investors, which, she says has been a “wild ride.”
In January 2014 she met the Maile Pacheco, the founder, shortly after the idea had been hatched. Pacheco got her start in sales, as a makeup artists for MAC on the floor, but pivoted her way to the corporate side of the business, eventually pioneering her own way and creating a role as the facilitator between MAC’s celebrity clients and the brand sponsorship.
After staying with the MAC for almost a decade, Pacheco had built so many amazing connections within the beauty industry that her own business was a natural next step. She was operating out of Vegas at the time so that’s where beGlammed launched. The next two markets were Dallas and Los Angeles.
“I remember three years ago, I was going to makeup counters to get my makeup done for events and every time I would buy three products, and I thought— like so many— that was the only way an ‘average’ person could afford to be done up before an event.”
She was spending more money on products than she would on the beGlammed service— which now comes offered in tiers.
This is one of the major shifts the company has made. In the beginning there was only one pricing option, but now beGlammed offers three pricing options to fit any budget. “We’re making a luxury service affordable for all, no matter your budget, and we’re the only brand doing this. That’s become a big part of our marketing strategy that I didn't foresee in the beginning. You can get a blowout for forty dollars. Or you can get your makeup done by a celebrity makeup artist."
Photo by Arnelle Lozada
Instagram has also been very influential in their business. “We get so many clients who see Gigi Hadid’s makeup from the Met Ball and say, ‘I want that.’” It’s a direction she sees the interface moving.
Creating shoppable looks and creating affiliate partnerships is likewise something she’s passionate about and has performed very well in the fashion space. BeGlammed wants to create the ability for consumers to see a beauty look they love in the afternoon, ‘purchase it’ and have it applied by a professional in their home, office, or hotel that same night. “From a selling standpoint,” Amodio says, “there’s no better opportunity to sell a product than when you’re getting your makeup done. You have a 90-minute one-on-one very organic interface between the consumer and the makeup artist whom you trust.”
Potentially that means beGlammed product or a bigger partnership with larger beauty brands.
“There are a lot of opportunities within beauty,” she says, while acknowledging that the speed of the on-demand market means there is pressure to keep up with Uber and Airbnb, both of which have “tons of resources and are moving really quickly.”
“You want to keep up and have the ‘Uber-puppies,’ but we always need to keep in mind what our MVP is, why we started, and make sure we are never losing sight of that.”
"We always need to keep in mind what our MVP is, why we started, and make sure we are never losing sight of that.”
Tweet this.
For now beGlammed is focussed on becoming the beauty authority in the space, as well as continually growing their influence. Says Amodio, “This could mean we spend more energy promoting the artists within our senior tiers, growing our editorial presence— in a way that brands like Who What Wear and Into the Gloss have done a fantastic job at— and delving much more heavily into the beauty tutorial and vlogging space.”
The need to “keep up” is one of the reasons why after ten years in the startup work she’s learning to code. She started with Codeacademy, now receives coding-related news from Hacker News, and is part of the GitHub community. “The very first computer science class I took was an online CS50X course from Harvard, which was intro to computer science and programming. It’s incredibly empowering to have an idea for the interface and be able to have a conversation with developers. It also gives you a deeper understanding of how feasible something is and how much it will cost.”
It’s incredibly empowering to have an idea for the interface and be able to have a conversation with developers.
Tweet this.
She quotes the late Steve Jobs in the Lost Interview with Steve Jobs, who said, “I think everybody in this country should learn how to program a computer because it teaches you how to think.”
Thinking she is. When you believe in the service you’re offering, and know that what you’re putting to market a service people will love, “it’s almost too easy,” says Amodio. But what separates the idea people from the success stories, is “cohesive branding, product development, and customer service. Having a completely integrated approach will always be the most important part of any puzzle.”
More from our blog:
This Startup Is Offering Independent Artists a Real Shot
Using crowdsourcing to produce art.
Minted founder and CEO Mariam Naficy (Credit: Minted)
Art has gone crowdsourcing. At least in the case of Minted, a design marketplace that connects the consumer to a world of independent artists and designers. Founded by Mariam Naficy in 2007, she has said, "we wanted Minted to be the enabler, not the decider."
Enable they have.
The way it works is fairly simple. Artists and designers submit their work during monthly challenges and the community votes what they want to see sold. It’s art by the people, for the people, that's also chosen by the people. And it's making the independent art world a little less financially intimidating. When an artists wins a competition they are given a personalized storefront on the site, an upfront cash prize, a percentage of the sales (10% for art), and Minted fulfills the product orders. The company also offers customizable stationery, custom wedding design services, as well as home décor options.
We spoke with three artists whose work is featured on Minted about being part of this community and why the brand has been invaluable to their online presence and confidence as artists.
One of the ways Minted supports independent artists is getting the work in front of eyeballs. How else has the company boosted your presence as an artist?
Kristi Kohut, Mixed Media Artist & Designer at Hapi Art
When I was just starting it was quite scary putting my work out there and not knowing how it would be received. The community and support Minted gives its artists helped me push through this and be inspired to keep moving forward. They really work hard to promote their artists through online editorial features, Minted catalogs and national print campaigns. This is a huge deal as an independent artist with a tight advertising budget!
Alexandra Nazari, Los Angeles-based Photographer
Minted has been great in providing web traffic, sales (the best feeling is walking into apartment buildings, offices, stores, etc and seeing my work hung by total strangers ! Before the only people who saw or purchased my work were either directly related or kind friend ) and an amazing community of very kind fellow artists from around the country I would have never connected with otherwise.
Betty Hatchett, Graphic Designer & Painter
Minted’s reach is truly incredible. I’ve had both private and corporate customers connect with me from all over the world after seeing my work on Minted. Also the way they’ve combined business, community and education is brilliant. They’ve introduced my work to a broad audience of collectors, but have also shown me how to better market myself, as well as form strategic, mutually beneficial alignments with other creatives and entrepreneurs.
What are some ways the company exceeded your expectations?
Kristi: There really is a strong bold vision and team behind Minted and I'm so impressed with their continued growth and commitment to growing their brand and establishing a huge presence in the marketplace. It's exciting to be a part of and inspired by this kind of direction.
Alexandra: Their attention to making sure my work isn't stolen or plagiarized (a huge concern when selling online) and supporting a community that is so genuinely kind and constructive. It never feels competitive! It's so hard to find a "troll-free zone" on the Internet, but Minted has really made the seemingly impossible happen!
Betty: I’ve been floored by the community Minted has created, both within Minted’s staff and the designers who’ve connected and banded together around the world. My true hook after I dipped my toe in at Minted was participating in an independent fundraiser for victims of hurricane Sandy. Organized completely by Minted designers in their free time and supported by Minted staff with a donation of paper for all art prints that were sold, it showed me the core generosity that runs through this exceptional pocket of the industry.
What is important to you as an artist who sells digitally?
Kristi: It’s important to me to be able to convey online what is created offline; the color, the quality, the feel of my work has to translate online so the customer can envision the work in their home. My hope is that the work matches or exceeds their expectations.
Alexandra: Making sure that the work is printed and presented in a way that is high quality and enhances the work - unlike some other online stores that cut corners and print really poorly. In the end that makes both parties look bad- I never want to disappoint someone who not only a) wants to actually hang my work in their home or other special place and b) spent their hard earned money. Minted really prints, frames , and ships their products impeccably at a very reasonable price. Another thing that Minted is great at that is very important is protecting my intellectual property. As an independent artist hiring a lawyer to send a letter is a very expensive and difficult task. It's amazing to know that Minted is behind me protecting the rights to my own work and keeping it out of the hands of copy cats!
Betty: My favorite art professor in college liked to use the phrase “Your passion is your edge.” Of course, this is true for any kind of artist, but especially as as an artist who sells digitally, there is no good reason not to mine to the very core of your joy and curiosity in the work that you do. If your town isn’t celebrating the kind of work you long to make…there is a corner of this world that will and you can find them online. Time and again I’ve found that the work I most wanted/needed to do, even though I wasn’t sure it would resonate beyond my own brain, has become the work that defines my voice as an artist and connects me with patrons and collaborators that fit.
"My favorite art professor in college liked to use the phrase 'Your passion is your edge.'”
Tweet this.
It’s hard to be an independent artist. What advice do you have for other women trying to make it and remain independent?
Alexandra: Always have some sort of space even if it's as small as a desk in the corner of your apartment that is your own and strictly reserved for making art. I find this separation essential.
Betty: Find and nurture friendships with other creatives. There are very specific challenges and joys to being an artist as well as being an entrepreneur. We all need friends to remind us of why we love the creative process when we have hit a block, friends who understand the mental angst grappling with pieces that just aren’t “there” yet, the vulnerability we all will face if we are committed to sharing our work, as well as the joy of life illuminated by finding your voice through creativity.
What do you want people to get out of your work?
Kristi: Joy. My hope is that my work elicits a feeling that lifts the viewer out of the ordinary.
Betty: The creative process allows me to slow down, listen to life’s stories, beauty, humor, questions and give as honest a response as I can muster. It's a push and pull between meandering and direction, control and release, mistakes to embrace and perfections to forfeit...much as life is. I feel more human when I make things, more aware of how strange and wonderful it is to be alive, more grateful. I hope my work can offer a piece of that wonder to other people as well.
More from our blog:
Top Career Advice from Chelsea Handler at Create & Cultivate DTLA
Photo by Irida Mete.
On Saturday night when Chelsea Handler took the stage at #CreateCultivateDTLA, we knew that comedienne would slay. From telling the audience how sick she is of answering how she feels about being "the only woman in late night" to talking about her own fears, she was every bit the boss we expected. Her life advice can be applied to business and vice versa.
Below find our nine favorite takeaways.
1. ON HER NEW SHOW (WHICH, IS SET TO PREMIERE May 11 on Netflix.)
"There are eleven men doing the same exact thing every fucking night. Used to be two. Now there are eleven. I’ll break every rule to make it more interesting."
2. WHEN AN AUDIENCE MEMBER ASKED HER ABOUT BEING FEARLESS
"I’m scared right now. I could fail on a global level. But I don’t think I will, because I embrace my fear. I’m not fearless. I live in fear. I just want it to go away, so I’m constantly trying to swim toward something, with floaties on. "
3. ON BEING CONFIDENT IN HERSELF
"You have to be so into what you're saying that you can convince someone to send you to Peru to take ayahuasca."
4. ON ROOTING FOR OTHERS' SUCCESS
"I want people to move past me, I want to help them, and have them succeed on their own."
5. ON GETTING OUT OF HER COMFORT ZONE
"I don't wanna go to Russia, but I'm interested in going, because I don't wanna go."
6. ON HATING FILTERS
"The important thing for women is to not use filters. I’m not filter friendly. I’m 41 now and I want to be a real person. And tell people, this is what it looks like, and that’s how powerful I can be."
7. ON HONESTY BEING THE BEST POLICY
"Every time we don’t tell the people that we love what we really think, we’re putting their lives off for another five years."
8. ON DEALING WITH SEXISM IN THE WORKPLACE
"What do I do? I’m fucking sexist right back. I say, 'You guys are idiots. And you’re fucking lucky I’m here.'"
9. ON SUPPORTING OTHER WOMEN
"It’s so important for women to know that they can rely on other women. Because there’s nothing worse than a fucking bitch. If it's a woman you don't like, just pretend. If it's a man, go off on him."
An Honest Look Into the Brand That Is Jessica Alba
The modern multi-hyphenate gives us 5 amazing pieces of advice.
Jessica Alba has been acting since the age of 12 and when her needs as a modern parent and conscious consumer weren’t being met she set out to create a solution. Founder of The Honest Company— a lifestyle brand that started as an online subscription business featuring safe and effective baby, personal care, home care, vitamins and supplements cleaners (10+ products), the line is now sold in over 6,000 locations, including Target and Whole Foods. She also recently launched Honesty Beauty, a comprehensive collection of high-performance skincare and makeup products, backed by the company’s Honestly Free Guarantee that all products are made without questionable or potentially harmful ingredients. She’s on a mission and is the modern version of a multi-hyphenate.
Here are 5 of our favorite lessons from the amazing honestprenuer.
1. WE CALL THEM MOTIV-HATERS
If someone is throwing shade your way because they don’t think you’re experienced enough, or know what you’re doing, use it to your advantage. Listen to Jessica when she says: “It’s hard for people to take anyone seriously who’s never done this before. But that just gave me fire to move forward.” You get to choose whether being underestimated is an obstacle or a motivation.
2. CHANGE BRINGS OPPORTUNITY
Continue to evolve as a brand and a person, it’s something the mom and business woman (and New York Times-bestselling author) knows well: “Every five years I feel like I’m a completely different person.” Most successful entrepreneurs have the ability to be fluid. It’s an attitude that helps them be the change agent from within their organization or business, and out into the world.
3. MANIFEST YOUR OWN SUCCESS
If you want something done, you go out and do it yourself. Even before Honest, Jessica has always been a proponent of creating her career. “I always wanted to be a big action star, to be as relevant as men. I was very aggressive with the vision and manifesting it.” Jessica has told the story many times of how the company got its start. In 2008 she was pregnant with her first child, daughter Honor, looking to find a solution to what she (and many other frustrated parents) saw as a lack in the market. She couldn’t find one brand with all of the safe and effective products she wanted to bring into her home, so she created it.
4. OVERCOMING DOUBT IS PART OF THE WORK
A lot of entrepreneurs talk about blind faith, but even with that faith, their ideas, strategies, and beliefs are tested. And the more successful you become, the more challenges you will face. Belief in your strengths--and knowing your weaknesses--will bolster you when the going really gets tough. Jessica says, “I believed that there was a real opportunity for my idea, but I had to get over my own anxiety about not having the typical business trajectory or schooling and I had to stay focused on the end goal. If you are constantly looking to the left or to the right, you are never going to get to the finish line. Regardless of your obstacles, the challenges you overcame to get to the finish line are going to make you stronger. Find confidence in your journey and don't be held back by your obstacles. And don’t let your failures define you, they actually prepare you for the next step."
"If you are constantly looking to the left or to the right, you are never going to get to the finish line."
Tweet this.
5. WORK HARD, WORK SMART, WORK UNTIL...
We’ve said it once, we’ll say it again. Time spent does not equal success, but successful people put the work in and aren’t afraid to commit to their dream heart and soul. Jessica says, "Don't be afraid to try it. You only have this one life to go out there and do what you can."
Arianna Schioldager is Create & Cultivate's editorial direction. You can find her on IG @ariannawrotethis and more about her on this site she never updates www.ariannawrotethis.com
More from our blog:
This CEO Is Rebranding a 30-Year-Old Company
And based on her previous experience, she's going to kill it.
Joy Chen can transform a business, even in midst of economic downturn. She joined Yes to Inc., after 17 years at Clorox, quadrupling the business revenue and increasing the valuation of the company five times. During her role as CEO of Yes to, Inc. the natural beauty brand was recognized as one of the Top 100 fastest growing companies in the SF Bay Area.
Last year, after five years with the company, Chen left Yes to for H20+, a beauty brand that's been around since 1989. Chen is helping modernize the co. (it's now H20+ Beauty) grow its global presence, and remains ever-enthusiastic about the jump from startup to established brand.
We checked in with CEO to get her take on innovation and playing it safe.
Can you tell us a little bit about your background? You’ve worked with some major brands, you were a VP at Clorox, you’ve turned major companies around, but where did you get your start?
I worked on many brands when I was at Clorox – from cat litter to cleaning products to bleach. Through this time, I worked on many brands including brand turnarounds where the brand was in trouble and had to revitalize it for growth. I realized that I was most challenged and excited when I was fixing a business problem like that. That’s why when I left Clorox, I was looking for a brand that I could turnaround to profitable growth.
Was there a “grunt job” that you remember hating, but ended up taking away some major lessons that you’re now grateful for?
I had to take a sales role at Clorox, but my career was in Marketing and my goal was to be a general manager someday. I saw the sales role as a setback to my career path. It turned out to be the best role I have ever taken because it set me up to be a better CEO. It taught me how to sell my ideas and influence others to come along with my vision. I met one of my mentors, who was then my boss. He taught me how to be successful in a male-dominated corporate world.
Let’s chat about your current position as CEO of H20+. This is a brand that’s been around since 1989. How do you innovate and differentiate with a brand that’s almost 30?
Innovation and differentiation are the lifelines for building brands. It does not matter how old a brand is, there is always a way to innovate because consumer needs always change. I worked on Clorox Bleach when it was around 80 years old and I launched concentrated improved bleach which ended up changing the entire bleach category.
"Innovation and differentiation are the lifelines for building brands."
Tweet this.
At H2O+ Beauty, we took the DNA that made H2O+ successful 26 years ago, and brought it into our re-imagined brand to meet changing consumer needs. This resulted in a collection of simple yet effective products, which brings beauty back into the hands of the consumer. As part of the legacy of H2O+ Beauty, innovation will continue to be part of our ongoing plan in addressing consumers’ ever-changing needs.
What are you working against when you’re rebranding?
The challenge is how to retain our current loyal consumers while making changes in the rebranding to appeal to new consumers. We made the products better and more effective, and we also removed the no-good ingredients like phthalates, parabens, mineral oil. Additionally, we are also working to shift our distribution channels so they are consistent with the omni-channel shopper. For example, we are placing emphasis on establishing our website as our new flagship store and supporting it with other brick and mortar beauty retailers like Ulta.
When rebranding you have to take a creative approach. But what are some creative approaches you’ve taken with leadership?
We have studied and gotten inspiration from disruptive brands in categories outside of skincare and beauty to refine our rebranding. In addition to consumer feedback, we have incorporated feedback on our rebranding from industry experts including retailers, beauty editors, influencers, and agencies. We found these creative approaches have shaped the reimagined H2O+ Beauty brand.
What’s exciting about working with an older brand? vs. a brand like Yes to?
H2O+ Beauty has a strong heritage and many have heard of it. It also has proven to be successful in the marketplace with its innovative products, particularly its Oasis Hydrating Treatment, the first of its kind featuring hydrogel technology. When we share the news of our rebranding with industry experts it’s even more exciting as they are familiar with the success and history of the brand.
When is the right time to play it safe?
Never if you want progress. One of my favorite quotes is a great reminder: “Progress always involves risks. You cannot steal second base and keep your foot on first.”
On the flip side, you’ve talked about “punching above your weight class.” When is the right time to aim up?
Always. My mentor has told me that danger lies not in setting your aim too high and falling short but in setting your aim too low and achieving the mark. It’s always important for a leader to aim high and lead the team to achieve the goal.
"Danger lies in setting your aim too low and achieving the mark."
Tweet this.
What are some tenets of building a smart brand that will always be successful?
1) Be clear and consistent with what the brand stands for. 2) Respect your consumers as they are always right. 3) Strive for positive change that benefits the consumer, the team and the broader community.
More from our blog:
Touring the Legendary Smashbox Studios
After 25 years, it's as smashing as ever.
In 2015 Smashbox Studios in Culver City got a 5 million dollar major makeover. The legendary 25,000-square foot space with 22-foot ceilings has played host to countless photo shoots, video productions, parties. It's been a innovative and inspiring pillar in the artistic community for over 25 years.
A bright environment, bustling with creative energy, the studio is the perfect setting for collaborative magic to take place-- one of the reasons the offices are also located at the studio. Davis Factor, photographer and founder of Smashbox says, "These amazing fashion events go on all around us. There’s a creative energy here that’s unlike any place I’ve ever been.”
Ginny Chien, Executive Director, Global Consumer Marketing, says of working with the company, “Check the egos at the door. You have to come in, be open, accept the fact that you work with some outstanding people, and jump right into it.”
In 1996, Smashbox launched Smashbox Cosmetics, a makeup line developed to meet the demanding needs of their shoots. It's the only beauty brand born out of a real studio. But as Factor says, “This is a real place. We have makeup that we’re using on trendsetters every single day, and everyone gets a piece of that. No other cosmetics brand can make that claim: created, tested and photographed at a real studio."
Take a tour of the Smashbox offices above.
More from our blog:
C&C Asks: What Is Smart Head-to-Toe Dressing?
Sole Society on stepping up their retail game.
In 2011 online-native footwear company Sole Society launched as a direct-to-consumer e-commerce venture selling shoes for $100-and-under. In 2012, they added traditional retail to their business model, selling through the department store. Today, the brand has expanded into head-to-toe dressing, taking a unique approach to their foray into fashion.
We caught up with the brand who will be onsite with us at Create & Cultivate DTLA to chat sales, buying practices, and using an omni-channel approach to reach customers.
First things, first. What is smart dressing?
We think smart dressing is Fashion Without Sacrifice. Sole Society gives our girl a smarter way to style. We give her the quality and fashion she craves with none of the trade-offs.
What inspired the brand to expand beyond footwear, handbags and accessories to selling apparel?
We have always encouraged our customers to style from the shoes up. Historically, we’ve styled our accessories on the site as a full look, offering unique “How to Wear” suggestions for each of our offerings. For each of these looks we call out the featured apparel brands. This is a unique approach for a footwear and accessory brand, but we’ve learned that our customers love it, and in turn, have come to trust our styling suggestions and expertise. Our customers have told us they enjoy seeing the fashion and the creative ways that we style our accessories. It helps our customers visualize the many ways they can wear their Sole Society accessories. Along the way, our customers have continuously asked “where can I buy the apparel?” As a result, we decided to start selling a curated selection of apparel that perfectly complements our accessories offerings. Our customer can still come to Sole Society for great shoes, bags and accessories, but now they can take our fashion inspiration and purchase the entire look in one place. Given the recent results, we think our foray into apparel has been a success!
How does Sole Society drive sales for “head to toe” dressing?
We use an omni-channel approach to reach our customer and offer her key fashion inspiration, which drives her to purchase our products. On solesociety.com, we showcase our catalog and offer product detail pages, where we feature completed looks in our shoppable How-To-Wear images. We inspire our customers with our carefully curated and thoughtful point-of-view. We also send daily emails to our database with creative imagery demonstrating both classic and trendy ways to style our product.
To complement the styling suggestions on our dynamic website, we work closely with a number of bloggers and digital influencers. We love to collaborate with these talented, fashionable and creative people to see how each of them organically styles our product and makes it their own. Instead of sending a partner a pair of shoes to promote, we prefer to let her choose her favorite shoes, bag, accessories and apparel to organically style on her own. Through her creativity, she inspires her followers to wear Sole Society from head to toe and incorporate it into their wardrobe. As a result, we gain compelling content to share on our social channels so our customer can see how women with all different styles wear our brand.
How do you buy for the online store vs our brick and mortar retail location?
Our online store includes the full Sole Society collection. We have a broader and deeper assortment on the website. Our customer can browse the website for inspiration across categories and utilize the e-commerce features like ratings and reviews, how-to-wear images, “Shop the Look” and Q & A.
Our store has limited space so the assortment is a curated selection of our most seasonally and regionally relevant merchandise. There, we take advantage of merchandising our product categories into stories so our customer can see how well our pieces work together to create a stylish look. Visiting the store also has the advantage of an in-person experience. Customers can touch and feel the quality of the product, and try pieces on to ensure the best fit. Our customers are always commenting on how beautiful our merchandise looks in-person.
More from our blog:
Why This Founder Says Wait Until You're 30 to Start Your Business
Life and business experience matter.
When she read “The Tipping Point” by Malcolm Gladwell, Ivka Adam, founder and CEO of Iconery, immediately identified with the archetype of the Connector. Connectors make things happen through people. They galvanize people and act as catalysts for change.
So it makes sense that the idea for Iconery, a curated online selection of fine jewelry, was born from Adam’s idea of creating an ideal online business model, one where you “don’t have to hold inventory but have the vibrancy of a marketplace.” A business that connected a marketplace model with e-commerce.
“I knew I wanted to build a marketplace where I was supporting designers and their passions,” the founder says. “My passion is to support other people’s creativity, and give them access to manufacturing in a vertical that is very capital intensive.” For instance, the cost of gold, diamonds and other gems, as well as the labor cost in stone-setting, is very expensive. From funding to manufacturing access, Adam knows the fine jewelry market is a difficult passion to pursue.
She took no shortcuts on the road to Iconery, and believes that entrepreneurs should actually wait until they are in their thirties to launch a startup. She bootstrapped the company, used up her entire savings, and moved home to live with parents. “I was 35, living at home, single. It’s a really tough place to be, and founder depression is real.” But she adds, “When you have twelve years of experience behind you, it’s so much more compelling to investors, they trust you. And you’ve made enough life decisions that you know how to make decisions quickly.”
Adam has always been incredibly thoughtful and strategic about her career, learning early that the road to success is paved with good connections. Home-schooled until high school, she went to a “ton of summer camps, where I had to very quickly learn to make friends.” She credits this as one of the experiences that has informed her networking ability.
While in business school at USC, Adam worked at three different startups. One of those was Cash Warren’s (Create & Cultivate keynote Jessica Alba’s husband) startup, ibeatyou.com. She also knew that she wanted a product management internship at eBay, but at the time eBay was only recruiting from the top four business schools. “I had zero chance of getting an internship there,” she says, “Plus no one ever does product management internships.”
But that didn’t stop her. She leveraged her product management experience at ibeatyou.com, and then “networked the hell out of eBay.”
What does that mean? She might want to thank mom for those summer camp experiences.
At the time Adam knew no one at eBay, so she did some research and found out that there was one recruiter who was going to be at the National Black MBA Conference in Texas. Adam hopped on plane and headed to the conference just to meet that one recruiter and get on her radar. She also went through all of her connections on LinkedIn to find an in. Through all of her networks she was only connected to two people at eBay, but they both happened to be product managers. “So,” she says, “I scheduled a 30-minute coffee with each of them.” She flew up to San Francisco, on her own dime-- the cost of all three trips was about a thousand dollars-- just to have those coffees. But another one her beliefs is that, “You have spend money to make money.”
“I got on their radar, I showed them that I was gung-ho eBay — I was a longtime customer, I knew the ins and outs of the site, and I had read up on everything.” When the time came for internship offers to go out, one of those coffees resulted in an internship in product management. AKA: she did the impossible.
“You can’t expect an internship to come to you.” she says, “You have to go out and fight for it.”
"You can't expect an internship to come to you. You have to go out and fight for it."
Tweet this.
“I also believe,” she adds, “in putting all your eggs in one basket, instead of spreading yourself too thin.” She stays that if a company can see that you’re on fire to work there, it will feel real, authentic, and they’ll take you seriously.
Some of the best advice she ever got was during that eBay internship, where she was told “To set the goal to get to know two new people at the company every weekend.” That meant she was having lunches with VPs and coffees with a wide variety of people throughout summer of 2008. When offer time came in the summer of 2009, which she points out was “one of the worst financial climates to finish school,” only 5% of her graduating class received job offers. Adam got one of the top offers.
She credits the offer to building her network the prior summer. And by the time she was ready to leave eBay she had advanced from intern to Head of Mobile Marketing for North America, while simultaneously working as the Chief of Staff to the CMO.
“The big company experience is really important. It automatically gives you an incredible network. Because of my time at eBay,” she says, “I now know the CMO of Facebook. I know the CEO of One Kings Lane, and a ton of people at Pinterest and Google.” People she worked closely with at eBay are now leading teams and departments at other startups. She can ping them anytime. “It’s an automatic, built-in network.”
But even so, it wasn’t a straight shot to starting her own company. She moved to LA and was recruited by another startup, Modnique, which she joined as VP of Marketing and Mobile Development. In July 2014, a private equity firm bought the company's assets and laid-off all employees. When it happened, Adam was on a backpacking trip, trekking the John Muir trail in the Eastern Sierras. She was quite literally finding a different path without knowing it. “It was a bit of a shock to come off the trail to no job,” but it’s something she says is simply “the nature of business,” and has been an invaluable asset in starting Iconery.
She had the big company experience. She had the startup growth experience. “Between the eBay experience, which was a true marketplace, and Modnique, which was true e-commerce, I knew there were pros and cons to both business models.”
One of Iconery’s main strategies to lowering costs is using CAD design software to create a 3D model that is fed into the 3D printer, which in turn prints the model in wax, and that wax model is cast in metal. They’re using technology to reinvent an age-old industry, and the company is at the intersection of fashion, e-commerce, and the 3D printing technology.
Another strategy was making the deliberate decision to find a team of experts. She did a ton of research when building her team, cold emailing and reaching out through warmer introductions from past connections at eBay. The response was enthusiastic. The women she approached were excited about Iconery’s new take on the jewelry industry. Her team consists of an award-winning CAD designer, a woman who runs jewelry product development who has been in the jewelry industry for 40 years, and fashion industry veteran Andrea Linett, one of founders of Lucky magazine. “There are a lot of startups,” Adam says, “who think, let’s do this, we can be scrappy, let’s teach ourselves, and find young, cheap, talent. My team is a little more expensive than the average startup because we have incredible expertise.”
It’s the opposite of what we often hear: say yes and figure it out. It’s an approach that mirrors the kind Adam has taken with her entire career: strategic and thoughtful.
However, she always says it’s so important for startup founders to understand their limits when it comes to uncertainty. “If not knowing whether the company you work for is going to be around in another month freaks you the fuck out, you’re not a startup person. It’s sexy to be in a startup, but there’s tradeoff. Being at Modnique really tested me, and made me very comfortable in uncertainty.”
Startup Tip: Understand your limits when it comes it uncertainty.
The business model was so compelling, and airtight, she knew she had to go for it. “I was looking to poke holes in Iconery, looking for any opportunity to find area of risk, and I had two other job opportunities. But I knew what I was aiming for.”
“I had other options and I powerfully chose Iconery.”
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
More from our blog:
Finding Joy in Your Work: The Joie de Clare Vivier
And creating a line that outlasts trends.
“My strategy is definitely slow and steady,” says Clare Vivier, Founder and CEO of Clare V. the CA-made luxury leather handbags, apparel and footwear line that has a definitive California cool imbued with a French timelessness. “But to be an entrepreneur you have to trust your instincts.”
In bright red socks and silver shoes, carrying a matching vibrant red leather drawstring pouch, Clare is her brand through-and-through.
“The thing I strive for— and I think I hit, thankfully, is making a product that feels special and makes people feel confident to buy something on their own without having to subscribe to a trend.”
Clare first made waves on the fashion scene in 2007 after asking herself the simple question: “Why don’t we have cute work bags and laptop bags for women?" So was born La Tropezienne, a single vegetable-tanned leather tote, the first to hit her blog and website. So was born Clare V., a company started in her home where Clare and her earliest first employee, Jocelyn, were hand-sewing bags while learning the ins and outs of wholesale and e-commerce.
By 2012, she had done $2 million in sales and was still self-funded. She took everything one day at a time, something she says is still her absolute motto. “I was self-funded, and didn’t have family money to put in, so every dollar I earned I put back into the business.”
The brand is now on the cusp on turning ten. A double-digit feat.
“I own five stores now,” she says, the fifth of which just opened in Cobble Hill, Brooklyn, and the first still selling and sitting strong on a lovely corner in Los Angeles' Silverlake neighborhood. “A lot of people are scared of owning retail stores, but I’m excited by that. A common thread among entrepreneurs is the desire to take a risk.
“A common thread among entrepreneurs is the desire to take a risk.”
Tweet this.
In the beginning she was entirely self-funded. “I wouldn’t say it was a conscious decision, but every dollar we made I put back into the business.” She liked having “complete autonomy and producing locally,”-- a part of the Clare V. story that is extremely important to her.
When she first started she had little experience in the fashion grind world or in production. “When I knew I could no longer sew the bags myself, I thought, ‘I don’t know anything about production in China or India, and I’ve never been to those places.’” Nor did she have money to travel and scope it out. So her solution was the alternative right in front of her: produce in L.A.
Every place she went— from where she bought her leather to where she purchased the bags' hardware— she would ask questions about production, eventually falling upon her first factory, one of five local L.A. factories she still uses today.
“There are many things I love about this company. I do what I love. I get to design. I love that I am creating jobs for people in the community— meaning our factories are growing because of us and they are creating jobs in Los Angeles county.”
As for hiring practices and expanding? When the company was smaller she was hiring friends, and friends of friends; people who could do the job. “We all can be scrappy and smart, if we’re willing to put in the work,” she says, “but at this point I’m looking to hire people who are qualified who also fit into the culture of the company."
Adding, “I never realized how important it is when you have a growing company to keep transmitting the beliefs, ethics, and aesthetics— everything that went into making this company. As you grow, so does the potential for that message to get watered down. You really have to find creative ways to transport that message and you need to transmit the message of the company loud and clear to everyone that’s hired."
Part of conveying the message to the team supporting her from the studio in Atwater Village (and beyond) is the open-floor plan of the office. There are leather samples to the back right, bright light that shines through west-facing windows, and an easy, relaxed feel to the space. Which is something Clare says her newest employees keep telling her reflects the aesthetics of the company. "We're no-nonsense," she says, "but we don't take ourselves too seriously."
‘Liberez les sardines’ print, referencing Ile de Re’s fish by way of French street art.
Hers is an open-door policy. She also shares her office space with three other women: Lizzie Swift, Art Director, Colleen Englestein, Director of Product Development, and Greta Heichemer, Design Director. Something we’ve seen from many successful CEOs.
“So I’m interrupted 900 times a day,” she says, “which, I love. But when outsiders, or say, my sister comes to visit me at the studio, she’ll say ‘I don’t know how the hell you get anything done, you are interrupted every five minutes.’”
People wander in and out, but Clare recognizes this as her employees really wanting her input— information she's happy to share because it means they have an real interest in the brand and understanding her vision.
“You need to transmit the message of the company loud and clear to everyone that’s hired.”
Tweet this.
Even when she was legally required to rebrand from Clare Vivier to Clare V., the through-line of the company helped her ride that wave— the logo may have had to change but the meat of the company was still, undeniably Clare.
“It’s not a 'label' that’s going to make you feel good. It’s looking at something and knowing, 'this is going to be beautiful, for me.'”
That’s what she strives for when creating her product— something that feels special while imbuing the wearer with confidence. With five stores, five factories, and no plan to slow down, she's looking to forward to "having more retail stores, growing our e-commerce presence, and telling our stories in more places."
Consider us ready to listen. (And wear.)
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
More from our blog:
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."
Tweet this.
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?"
Tweet this.
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."
Tweet this.
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
More from our blog:
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.
More from our blog:
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."
Tweet this.
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.
More from our blog:
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.
Tweet this.
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."
Tweet this.
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."
Tweet this.
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."
Tweet this.
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.”
Tweet this.
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."
Tweet this.
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."
Tweet this.
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."
Tweet this.
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."
Tweet this.
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??'"
Tweet this.
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."
Tweet this.
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."
Tweet this.
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.