Kore Kitchen Founder Explains Why She'll Always Be a Small Business
More money, more problems.
Got an appetite for hearing from the leading boss women that are calling the shots in the culinary world? Get ready to grub hard on our new#CreateCultivate series: Counter Culture, where we'll be talking to prominent women in the food industry about good eats, food trends, and making it in the cutting edge cooking world.
Don't put a fork in it, because we're not close to done.
We’re making zero waste toothpaste in the kitchen of Meryl Pritchard of Kore Kitchen. She’s using an olive wood spoon made from branches; no trees were cut down in the name of the spoon. She uses aloe instead of Bandaids. Her water jug is filled with spring water a friend delivers. Even her TP is made with wheat straw and requires no deforestation.
“Why would we cut down trees so we can wipe our butts?” she asks me as she mixes the concoction of coconut oil, baking soda, turmeric, peppermint, and cinnamon. She scoops it into a glass jar for me to take home.
“The turmeric makes the toothbrush orange,” she tells me, “so don’t get weirded out.”
What’s weird is how little I know about recycling; a blue bin is hardly a perfect solution. “Less than 10 percent of plastic that gets thrown in blue bins is recycled,” she explains. The reasons for this are multifold: people don't sort, rinse, or really know what can and cannot be recycled.
[Unfun fact: In Los Angeles alone nearly 10 tons of plastic fragments-- think parts of plastic bags, straws, and soda bottles-- are carried into the Pacific Ocean, every day.]
Meryl hasn’t always been about that zero waste lifestyle. For a minute she was about that life. In her early twenties she was working for a well-known Hollywood celebrity stylist. “We’d spend days picking dresses, fitting these beautiful women, and then they’d get torn to pieces in the press.” It made her feel terrible about herself and her body. “At the end of the day,” she tells me, “I’d think, if people are saying this gorgeous woman looks terrible, how am I supposed to feel about myself?” It lead her down a dark road rife with body image issues: “I was trying every fad diet out there, not eating,” she says. “Feeling bad in your own skin is the single worst feeling.”
[Define it: Zero Waste is a philosophy that encourages the redesign of resource life cycles so that all products are reused. No trash is sent to landfills or incinerators.]
“Feeling bad in your own skin is the single worst feeling."
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“This is my trash from the past three months!” she exclaims. "I’ll keep it and I’ll analyze it. I like to keep it because then I can go through it and find a solution.We don’t have a relationship to trash. People just don’t know where it’s going-- someone picks it up, takes it away, so how are you supposed to care when you don’t see it?”
But then she came across a book, “The Kind Diet,” by Alicia Silverstone. Meryl says she had so many ah-ha moments while reading, from coming to understand aspects of the food industry to what she was putting in her body, she knew it was time for a change. She emailed “every single holistic nutritionist in LA who had a website and seemed legit,” and was surprised when they all responded nicely. “I was so used to dealing with people not getting back to me or being nice,” she says in reference to her styling career, “that the energy immediately felt different and promising.”
She began working with a holistic nutritionist who let her sit in on all client sessions. “That’s when I saw healing first hand. I watched as people would cancel surgeries doctors told them were 100% necessary, and they’d go on to live life healthy.” With a little experience and a lot of enthusiasm she went back to school at 23. What she says is a “great age to make a shift.”
She attended The Institute for Integrative Nutrition, which teaches over 100 different dietary theories. As she was learning them, she’d try them. “You are the best doctor you can have— you live in your body, you feed it, you feel what doesn’t work.” The hitch was that Meryl had no idea how to cook. “I would go on Google or talk to Siri and ask really basic things like, ‘Siri, how do I cook a chicken breast?’ But it taught me that I can do anything. If you want to, you can figure it out.”
Kore Kitchen evolved naturally from this mindset. Kore is a “curated and nutritionally designed, meal delivery service and cleanse offering based in Los Angeles.” The intention is to help clients adapt a healthier lifestyle through simple nutritional philosophies: eat whole, organic foods, that are local and sustainably sourced.
There's no packaging in her pantry. She fills reusable glass jars with foods from the bulk bins.
With these Kore values in mind she began cooking for friends and delivering meals. “It would take me forever.” she says. “What would take a chef 20 minutes would take me 3 hours, but with food you’re transferring energy into the meals.”
“I was planning the menu, doing the shopping, the cooking, the delivery, and right after I finished I’d get up and do it all over again.”
She had a few clients during this time, but it was when friends and clients Donovan and Libby Leitch recommended her to Gwyneth Paltrow, the business took an unexpected turn. “I delivered her meals and heard nothing for a few months,” she says. Until Goop’s food editor reached out in December 2014, saying they loved her recipes and would she contribute a few to the site. She shared some recipes for Goop’s 2015 Detox Guide and the email floodgates opened.
“It was just me with one pan, in this kitchen, and I had all these orders.” She hunkered down, found a chef, Anna Lagura, whom she met through a happenstance convo with her neighbors across the hall, and signed a lease for a commercial kitchen space. Anna and Meryl now work out of L.A. Prep.
Of Anna, Meryl says, “She’s the person I’m most inspired by. I can send her a photo of any dish and she can make it with our philosophy. And she knows all of the clients and their food preferences by name and memory.” The meals Kore offers are organic and made from local ingredients whenever possible. They use no processed foods, no additives, no antibiotics or hormones, no preservatives, and no refined cooking oils or refined sugars. They are 100% gluten-free and dairy-free.
The business has been running for about a year and a half, and Meryl acknowledges the difficulties of being a self-funded, small business, but insists that she prefers it this way. "No funding required us to be more creative with our marketing," she says, adding "and I think we have a stronger connection to our clients."
“It’s difficult, but it’s also really fun. Business is like life, there shouldn’t be an end goal— you should be learning and growing all the time.”
"Business is like life, there shouldn’t be an end goal— you should be learning and growing all the time.”
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Growth for Kore however, does not include meal delivery services outside of Los Angeles. It is important to Meryl that they stick to their values of staying local. “We’re not a corporation, we’re a small business.”
“I don’t want to grow outside of LA. Local is really important to me because of the carbon footprint. With other meal delivery programs, you have to wonder, why are you in California eating food from North Carolina?”
It’s also why they have partnered with LA Compost, a local compost with four hubs, one of which is five minus from the commercial kitchen space. “All of the food that you’re eating, the scraps are going directly to the compost. Not trucked out of the city and brought back to be sold as soil.” They also now have a plot at the Elysian Valley Community Garden where Meryl is trying out her green thumb.
“We’re not trying to feed everybody,” she says, “we’re trying to feed our community.”
Click through the below gallery to see more of Meryl's zero waste lifestyle and see our toothpaste!
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How This Female Inventor Is Turning Taboo Into Topical
TMI is dead. Miki Agrawal is bringing new meaning to the "share" economy.
Pizza, periods, and potties. That’s what we’re talking about with Miki Agrawal, serial social entrepreneur and champion of stuff we don’t want to talk about.
“Actually,” she says, “it’s pizza, periods, pee, and poop.”
Miki is referring to each of her businesses, founded in that order. The first is WILD, an alternative farm-to-table pizza concept opened in New York in 2005. The second is THINX, what the www has dubbed the period underwear changing the way we think and talk about periods (#periodpower). The third is Icon, a brand of panties for women who suffer from incontinence (happens to 1 in 3 women over their lifetimes). And the fourth is Tushy, a small, modern day bidet that attaches to your toilet, eliminating the need for TP.
For some it might be hard to understand the entrepreneurial jump from a good slice to the uterus (though, truth be bold, their shape is vaguely similar), but Miki's career trajectory is not as wild or disparate as first glances deceive. The through line for all of these companies: “Necessity is the mother of invention.”
AKA: She's solving problems with innovation.
Take THINX, the most dissected of her inventions. Buzzfeed editors have field tested it (with success). So have the gals at Nylon. With periods, Miki saw two problems. One: in the last 50 years there has been little to no innovation in the feminine hygiene category. Disposable pads were introduced to the market in 1888 and have been slowly improved upon since. A man invented the first tampon in 1931i. Certain birth control products promise your 'time of the month,' would only happen four times per year. In the '80s menstrual cups were introduced, but remain fringe. That's about it, despite the fact that almost every single woman on planet Earth gets her period. (We bleed for humanity people.) Two: Miki learned that 50% of Ugandan girls miss school when they're on their periods and that 100 million girls worldwide miss school when on their periods. She was so "mind-blown" that she went to Uganda to understand more. What she found was a domino effect detrimental to young woman and society: miss school, fall behind, drop out. It was a chain reaction unacceptable to Miki, so she, along with her twin sister, Radha, and friend Antonia Dunbar, decided to do something. Starting in 2011 THINX spent 3.5 years in R&D, where the trio worked to develop the tech for the underwear that would whisk blood into the fabric. The comfort level and practicality has been much discussed. Will it work? Public consensus is yes. Am I going to be running around in my own blood? No. Can I wear it all day, all day? Yes, though Miki suggests wearing a tampon on your heaviest days, as she does.
To address the second issue, THINX partnered with AFRIPads, a Uganda-based LTD. producing reusable pad solutions to women and girls, who would otherwise use cut up old mattress pads, banana leaves, newspapers, or simply stay home when menstruating. THINX is almost two.
Across the board, Miki is “looking at things that are uncomfortable to talk about— food, bodily fluid, bodily issues. People are very sensitive about food, their diets, and if they want to change their habits," she says. It's more obvious that people don't like to talk about bodily functions. According to Miki WILD was "the first restaurant to truly offer gluten-free pizza that was delicious."
"No one was talking about farm-to-table, gluten-free pizza in 2005," she says. "In the other categories it’s about using technological innovation to get people talking. To get people asking, ‘Why have I been doing it this one way this whole time?’‘Why have I just been coping?”
Despite the fact that these body convos typically happen behind closed doors, in doctors' offices, or wind up in the deleted category of our search history, Miki is getting people talking and believes TMI is dated. "There's almost nothing" she says, that she won't talk about. (Case in point: we chatted about Miki and longterm boyfriend using the rhythm method as birth control.)
But this isn't simply about making people uncomfortable, she has a head for business, and has isolated three prongs that are important to her across all of her brands. "You have to take things that are taboo and use innovation," she says. That's number one. But in order to get people talking you also need "considered design and accessible, relatable communication capable of changing the conversation." She believes that change will come, if you do all of the above “incredibly well and across every touch point of the brand: the website, the packaging, the product, the Facebook advertisements, the email, and the marketing."
"You have to take things that are taboo and use innovation."
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Beyond innovation, it has to look good. "Everything needs to be considered aesthetically," she says. So THINX created visually enticing and appealing ads, the first of which were rejected by the Metropolitan Transportation Authority, the corporation that oversees the New York City public transit system. Outfront Media, the company that manages much of the MTA's advertising argued that the ads were too suggestive and sexual.
Me THINX she's onto something.
Part of what MTA was so offended by was the word "period," asking Miki and her director of marketing, Veronica del Rosario, “What if a 9-year-old boy sees these ads?"
"As if that was a rebuttal,’” she says. “And we said, ‘Wouldn’t that be great if he did. Wouldn't that be great!?”
Instead of getting their period panties in a bunch, THINX stuck to its guns, challenging the idea and double standard that the ads were sexual, citing the approval of breast augmentation and lingerie ads. The above grapefruit design ran-- as originally submitted -- at the Bedford L Subway stop. Other ads ran on turnstiles and in Grand Central.
“People don’t want to talk about the things that actually happen to human beings. Even the thing that creates human life, that perpetuates humanity. Most people, including women, have never even felt their own cervix. Even as they’re giving birth, they have no idea how a cervix dilates."
She knows that these are uncomfortable conversations for most people, but also thinks that the less weird you make it, the better. “If we present the facts, for example," she says, in reference to Tushy, "that there are 26 million combined cases of hemorrhoids, UTIs, and yeast infections, per year in American alone, in a way that’s fun and relatable, then people will remember that, and ask, ‘Why the fuck am I using toilet paper?’” Same goes for periods. She’s not talking about the female ‘time of the month’ in hushed tones, she's not hiding tampons in her back pocket; her convo surrounding periods is like a firm handshake. “Hey,” she says authoritatively, “let’s talk about my period. You know, that thing that made you? You’re welcome.” Approaching these topics with confidence and without humiliation are a major keys in shifting the shame narrative around our bodies.
"Let’s talk about my period. You know, that thing that made you? You’re welcome.”
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Which is why beyond looking good, it has to sound good.
For Miki, one of the most important parts of her brands is presenting information in ways that people can digest. Or “like you’re texting your best girlfriend.” If you look at the websites for THINX or Tushy the language is what she calls “of the times.” These are not clinical and uncomfortable conversations about hemorrhoids. When you visit tushy.me the pop-out asks, “If a bird pooped on you, would you wipe or wash? So why is your butt any different?” The language challenges you, but in a friendly way.
"These are topics that could be talked about academically, medically, or clinically, but if all of the sudden it’s relatable, it’s not scary, it’s not a big change.” It also gives permission to everyone to talk about these subjects openly.
That’s not to say she hasn’t experienced WTF moments in investor and pitch meetings. “People have said, ‘Good luck getting people to use bidets. Good. Luck. No one is going to change. People also said, ‘No one is going to bleed in their underwear, that’s gross.”
But that hasn’t deterred her derriere; pushback is part of every entrepreneur's story. “Ye of little faith,” she laughs, referring to the doubters. “It just takes a few early believers and adopters to shout from the rooftops that they love it. Then you have a few great articles written, and it slowly builds from there.”
There are also environmental considerations with her products. For instance, 20 billion tampons and pads end up in landfills in the U.S. per year. She shares that we “cut down 50 million trees per year for American asses alone.”
“Do you know how many gallons of water it takes to make one single roll of toilet paper?” she asks. “37 gallons of water, isn’t that crazy?” she says, knowing yes, that is 100% crazy. For the people who argue that Tushy is also using water, she backfires. “Yes, you’re using a pint of water. Net per week you’re saving about 53 gallons of water.”
The pricing and product is accessible, easy to use, install, and/or wear. “It’s easy to change your habits. I’m giving you the easiest door to enter.”
All of the businesses also have corporate giving models. When you purchase Icon, it helps fund treatment and recovery for women with fistulas. THINX will continue to fund AFRIpad, but Miki says they have outgrown that partnership. What’s next and what she is incredibly excited about is the THINX Global Girls Club, a foundation currently in the 501c application process. “One of the things we kept hearing,” she says, “is that girls are unsafe when they hit puberty, unsafe walking to school, unsafe because they’re at risk for getting raped and having babies because they now have their periods.”
What Miki and her team intend is to “create safe spaces around the world for girls to learn about their bodies, get menstrual products at a subsidized cost, learn about self defense, personal finance, and entrepreneurship.” The pilot school will open in Tanzania, with branches in Uganda, India, and Nepal. It's taking social corporate giving to the next level.
As for any other bodily functions she's looking to take on, she claims, “No, I’m done. This is it.”
We hear her, but we’re not so convinced. Social innovation is in her blood.
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What Is Transgender Model Gigi Gorgeous' Most Vulnerable Career Move Yet?
We chat self love and big dreams.
Being inspired keeps up alive. And YouTube star Gigi Gorgeous, currently clocking 2.2 million followers on the video platform and 2 million on Insta, is nothing short of inspiring. Born Gregory Lazzarato, the middle of three brothers, Gigi began sharing YouTube videos from her bedroom in Toronto in 2008. They were confessionals, makeup tutorials, and normal goofy videos with high school friends. At the time Gigi identified as a gay male, receiving support from both her parents. Her brothers appeared in videos alongside her as well.
For a 14-year-old, Catholic school kid in Toronto, she says YouTube was “an amazing outlet,” and like we hear from so many bloggers, it was a creative space where she nestled into an online community.
“I found so many people online through my comment section who were like me, and I think that’s what is so amazing about YouTube. You can type in any topic and find it— it makes you feel like you’re not alone.”
The first YouTuber Gigi watched online was Michelle Phan, "pre-empire," when she doing makeup tutorials. “That’s what got me started, I was a huge fan of her, I started making videos and grew a community from there.”
It was after losing her mother to cancer that Gigi posted a video officially identifying as transgender. That was December 2013. She had spent the year prior not posting anything too personal to the channel. It was a move she recognized as not “fair to her fans,” later citing one of the reasons as wanting to “keep being the person that they loved.” In perfect makeup and fuzzy blue sweater she told her audience, “I’ve done some soul searching… I’m not the same person I was when I started my YouTube channel. It’s still my heart, it’s still my body, it’s still my mind, I’m just choosing to be identified as a different gender.”
It was an exercise in self love that she calls “successful and freeing.”
“Obviously not everyone has had as dramatic an experience as transitioning to another gender, but everyone is under pressure, everyone doubts themselves.”
"Everyone is under pressure, everyone doubts themselves." #selflove
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Looking back at her 14-year-old self she says, “I was so out there and unapologetic. I was in my own world, which I kind of still am. I was having fun.”
Fun is a lot of what Gigi has online, from answering fan questions to blindfold taste tests with Kylie Jenner, but she draws a fairly definitive line between her online personality and off. She’s always honest and forthcoming, but also acknowledges she hasn’t always shown an emotional side. For some it might be hard to imagine that Gigi, who has shared endless personal stories and laughs with her viewers, could share more. However this fall, she is, with a forthcoming documentary that follows her transition.
Gigi says she's "over the moon" about the release while also recognizing, "It's the most vulnerable thing I’ve ever done. It wasn’t just months. It’s years of footage and I’m sharing things that are so personal.”
The documentary will show an “in depth” view of her transition, “sadness, happy parts— there are tears," she says. "I go into aspects of my life that I’ve never touched on on my YouTube channel: family, relationships, really going in depth with my transition, whatever you haven’t seen on my YouTube channel, you’ll see in the documentary.”
It was a move she was hesitant to make and admits to being nervous about the camera crew following her around. “I do like to keep myself somewhat private, and online, making videos from my bedroom I have control over that. It was nerve-wracking but it was freeing,” she says.
“I think a lot of people watch my channel and think that everything is perfect, but the documentary shows that I am just like everybody else and I’ve gone through a really hard time.”
Still a hard time hasn’t slowed her down. She’s spent almost a decade in front of the camera. She edits all her own videos. She's taken acting classes and made a few moves in the world of cinema. As to who she wants to work with? "Any major star would be amazing," she says. "I really love acting." But she's also broken barriers, working with major brands like Pantene and Crest- what she calls “pinch me moments.” "When I signed the deal for the Crest campaign for 3D White, I bawled my eyes out to my dad, but it shows what you put in, is what you get out.” She’d love to work with MAC cosmetics, she says “for the same reason I use the products every day. I’m never going to work with someone that doesn’t align with me. It was the first makeup I ever bought as a young teenager, and that was a huge moment. I love their brand through and through.”
At the end of the day Gigi’s dreams “are to be happy,” adding, “I think everyone can relate to that.” As a role model for the LGBTQ community and LGBTQ youth, Gigi also serves as a role model to anyone who has ever felt alone, confused— human, really. Again, thinking back on her younger self she says, “I would tell myself to be strong. You’re going to get shutdown and feel alone and depressed, but I would also applaud myself.”
“If you’re feeling alone or not accepted, turn to YouTube, find a group of people or a community online, or in real life if you can, where people love and accept you for you," she says. "No one is alone. I definitely felt alone, but love yourself and find people around that support you.”
"No one is alone. I definitely felt alone, but love yourself and find people around that support you.”
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Standing ovation is more like it.
Be sure to catch Gigi on panel when she joins us for #CreateCultivateATL and follow her on IG, Twitter, and YouTube.
Arianna Schioldager is Create & Cultivate's editorial director. Follow her @ariannawrotethis.
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Find Out Whitney Port's Key To Success
She launched Whitney Eve 7 years ago. Now Whitney Port is embracing change and restructuring her entire brand.
Whitney Port has come a long way since her days on The Hills. At 21, she was interning with Teen Vogue and Kelly Cutrone’s People’s Revolution. At 24, she took the leap to becoming her own boss and launched her own fashion line Whitney Eve, which was a Create & Cultivate Chicago darling last summer.
Now, at 31 she’s taking everything she’s learned as a businesswoman throughout the years and is restructuring her brand, with plans to make it even bigger and better than before.
We chatted with Whitney as she gets ready for her third Create & Cultivate appearance this fall in Atlanta. She told us that in the midst of changing your brand, you have to embrace change -- even if you think you might fail. It's all part of the process in becoming a better version of yourself.
Make sure to catch Whitney on panel this fall and grab your tickets for Create & Cultivate Atlanta here now!
What is the biggest lesson that you've learned as a young entrepreneur?
The biggest lesson I have learned, though extremely cliche, is that when one door closes, another really opens! It is easy to get all bent out of shape as a young entrepreneur because so many of the trials and tribulations we deal with are the first we have ever had to deal with, and thus we have no coping mechanisms. It is important that we take deep breaths and allow initial shock and horror to pass before we get all worked up when we're hit with hardships.
What is a common misconception that people have about you as an entrepreneur? What do you do to break away from those notions?
I think people have thought that since being on The Hills I have just put my name on things and simply been a face for my businesses when actually I have micromanaged everything. I'd love people to know that I actually grew up in the fashion business and have been behind every business decision that has been made for me! I do that by continuing to take an active role in my businesses and always making personal connections. Nothing gets by me these days.
"I continue to take an active role in my businesses and always make personal connections. Nothing gets by me these days."
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What would you say to the 21 year old Whitney just getting started at Teen Vogue?
I would tell myself to really nurture my relationships there and absorb all the lessons all the amazing people that worked there had to offer. In your early 20’s, you sort of think you know everything or you are too busy to make connections. I should have taken time out of filming to form relationships with the likes of Lisa Love and Amy Astley who could have been amazing mentors for me at the time and even now.
"Nurture your relationships and absorb all the lessons all the amazing people you work with have to offer."
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What kind of boss would you describe yourself?
In three words, I would describe myself as decisive, pragmatic, and motivational.
Overall, I think I am a pretty cool boss! I want to drive those working alongside of me to reach their fullest potential and motivate without feeling like I am their superior.
You are currently going through some brand restructuring - what are some of the keys that you are holding on to make sure it's the smoothest transition?
I make sure that every collaboration and partnership makes sense for my brand. That I am working alongside good and like-minded people and that I am really taking the time to think about things without making rash decisions.
One of the pieces of advice we like to follow is recognizing your fears and leaning into them instead of running away - what are one of your biggest fears that you've had to lean into no matter how scary they were?
My biggest fear in work was that my clothing line would fail and people would then look at me as a failure. But I have learned that nothing is a total fail, or fail at all for that matter, that change is a great, great thing and we truly need to learn from these changes and use them to become better versions of ourselves.
"I have learned that nothing is a total fail, or fail at all for that matter, & that change is a great."
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What is next in the pipeline for your brand?
I am working on multiple collaborations that you will start to see out there in the fall! One of which is an activewear collection! I am also continuing to better myself as a writer and content producer on WhitneyPort.com
Favorite hashtag?
#cleanskinisin or #nofilter!
How Virtue-Based Messaging Is Setting This Company Apart
A desire to be good, might be good for business too.
Credit: Manda Laine Photography
Karolyn Stayer worked for beauty brand philosophy for over 10 years. During that time, as a working mom handling the complicated balance of kids and career, she knew that bath time was special. "When I was working full-time crazy hours at philosophy, the time I arrived home was usually about the time the kiddos were headed to the bath. Bath time became our connection point each night," she says.
Now that her kids are 10 and 7, she says they still prefer a "nice warm bubbly bath over a shower," and that she still sits on the side of the tub, talking to them about their day, asking "What was a rose, what was a thorn?" She says it's also the time they chat about the values printed on the side of be good bottles.
be good is Karolyn's first entrepreneurial venture, started in 2014. It is "a socially conscious, next generation for this generation, personal care company." Born from Karolyn's desire to create something of her own as well as "the need to create clean, safe, virtue-based products," the company focusses on messaging like "be good," "be honest," and "be polite."
We talked with the entrepreneur about first ventures, hearing more "no" than "yes," and why be good's virtue-based messaging is its point of differentiation.
You did marketing and development for "one of the most beloved brands in cosmetics" for 10+ years, and were then inspired to create be good based on your experience. What would you say was the trigger that made you go the entrepreneurial route?
My desire to express my own creative ideas coupled with my desire for more flexibility in my schedule that allowed me to be there for my children was a huge motivation for me. Philosophy was created and built by one of the smartest, most amazing women I know who is very much a mentor to me. I loved the brand and culture she created. She inspired me. I figured if she could do, I could do it, and she has always been so supportive of me and be good. I think I’ve always had the desire to create something on my own. My dad and brothers have their own business and I think it’s in the blood. Ultimately I’d love to see be good grow into a brand that gives back in meaningful ways and fosters a corporate environment for women where they can thrive professionally while balancing home life. I believe it is possible!!
How did you go from idea to product? How involved were you in the testing phase?
Once you’ve got the idea, the first piece of advice I received was to protect it. I had the name and the idea for years before I was ever in a situation where I could actually move into development. There was a lot of sketching on pads of paper, coming up with names, color palette, product assortment. I did a lot of consumer research with my mommy friends to get an idea of what they felt was missing and what they wanted from children’s products. Once I knew what I wanted, I began creating a product brief that captured what I wanted the formulas to look, feel, and smell like. I knew I wanted these formulas to be as clean and safe as possible without sacrificing product performance. Once that brief was submitted, there is a lot of back and forth between me, the chemist, as well as a group of mom and child testers to continue to tweak and adjust until we got it to the perfect place.
"I wanted these formulas to be as clean and safe as possible without sacrificing product performance."
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Is be good your first entrepreneurial venture, or have you given entrepreneurship a try before? What other entrepreneurial ideas did you have in mind?
Be good is my first entrepreneurial venture. However, I do have my own marketing consulting company as well. For now, be good occupies the bulk of my brain power, but I’m always looking for white space in the market and where there might be real needs not being met by the consumer. I love ideas!!!
Describe being a "mom-preneur" in three words:
Challenging. Satisfying. Motivating.
You have a solid foundation in the beauty biz, but when you strike out on your own there are always new challenges and surprises. What are some of the things that you had to learn?
I’ve learned to be much more thick-skinned, extremely determined, and open minded. So far with be good, I’ve received a lot more "no's" and very few "yes’s." I thought I knew exactly where these products would go. I’ve been wrong — a lot of the time. You just can’t give up and you have to believe. We still have such a long way to go. It’s been a big lesson in patience, my expectation on how long it would take for things to happen was WAY off. I now know timing is everything and be good will have its day in the sun right when it's supposed to happen.
Don't give up: "I thought I knew exactly where these products would go. I’ve been wrong-- a lot."
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What would you say other moms who are looking to take the entrepreneurial route?
I say you have to go for it. Even though getting be good off the ground has been much more difficult than I expected, I know I would have lived in regret had I not decided to act on my dream. If it fails, so be it. I’m OK with failure - as long as I can say that I gave it my very best shot. I just don’t think I could have lived with myself if I never gave the idea a chance.
Where do you see be good in 5 years?
I’d love to see be good with an expanded personal care offering that includes tween skincare. I see be good doing good by giving back to the world in meaningful ways that help children. I’d also love to see the idea expand into other categories outside personal care.
Learning from the mistakes of your competitors is important. What would you say that you do better than your competitors?
I think our packaging is what truly sets us apart. It is sweet and charming and appeals to mom’s sense of style and children’s sense of discovery. The virtue-based messaging is so relevant right now. We are trying to teach our kids about good choices and about putting kindness and love in this world. Goodness know the world needs more good now more than ever. If I can champion that movement with fantastic products that are safe for our children and that bring happiness to our homes, I would be one satisfied mama!
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A Double Take With The Beckerman Twins
Although their style may stray away from being serious, these girls mean business.
Twins: they share the same birthday, the same room growing up, and sometimes, they even share the same clothes. For Cailli and Sam Beckerman, it’s all that and more.
As OG bloggers since 2009, the Beckerman twins have shared their eccentric style with the world via Beckerman Blog. And although their style may stray away from being serious, these girls mean business in the world of fashion, online and offline.
We spoke to the stylish and eccentric twins from the 6ix on their move from designers to bloggers, splitting the finances of their blog, sibling rivalry, and how they make blogging look so easy. (Spoiler alert: it’s not.)
Also, make sure to catch them on panel and as mentors this fall at #CreateCultivateATL. Grab your tickets now!
You’re designers turned bloggers. Both are tough businesses, capital T. Why did you decide to cross-over?
We were always photographing our own look books and making our own video's for our clothing line. We also kept fashion scrapbooks, pictures of our fittings and fashion shows, and journaled everything! So blogging was really the next step for us. It was just putting it all on an online platform so everyone could see!
Any plans to go back to the design world?
Never say never! We both have our BFA’s, but really enjoy blogging!
What’s another area you’d like to expand into?
We are writing and illustrating a children's book!
If you went your separate ways, what would that look like?
That's a cute question, and one that is very hard to say! Because we were wombmates, we enjoy hanging out and working together. However, we both have our separate things and hobbies we like to do.
For college kids looking for internships— you both landed some pretty stellar gigs, with Bottega Veneta and Marc by Marc Jacobs. How do you stand out as in intern candidate? What did you do to land the jobs?
We both cold called them and gave them our resumes! It was a lucky situation, but when Cailli interned for Oscar de la Renta, it was through F.I.T (Fashion Institute of Technology) that she did for credits for a class.
How do you keep your blog life and your real life separate?
We keep our boyfriends and dating life not on social media. It makes it easier to have something personal. That's not to say, it's always going to be like that, but it makes it easier to have a relationship.
Since you have a blog together, how does it work from a creative perspective? Who vetoes what?
We both are always 1000% in to what we do and talk a lot about our opportunities together.
What was the first big fashion invite where you screamed— internally or externally— with excitement?
When we got invited to Dubai with Chanel to see their resort show! It was a trip of a lifetime!
You’ve been blogging since ’09. What some changes in the blogging world that took a minute to get used to?
It really depends on what apps are being created and how social media keeps changing! Instagram, Pinterest, Twitter and Snapchat changed everything when they came out. So always being in the know of the new apps!
Where do you see the fashion blogger world heading?
It's really an exciting time for bloggers and influencers! The possibilities are endless!
In defense influencers, what do you have to say people who think you don’t work hard?
The only way people really know how hard a blog is to keep and maintain is when they start one themselves. It's a real compliment when people think we don't work hard because it means we make it seem effortless. It is a lot of fun!
Who is someone you’d kill (with kindness obviously) to work with?
We are working with our most favorite people and friends already! Wait... does Ryan Reynolds count?
Sibling rivalry, ever? Or nah?
Naaaaaaaah! It's too much energy to fight!
Favorite social platforms?
Instagram, Snapchat and Pinterest
Meet Love The Edit: Your New Personal Shopper
Right this way to a perfectly curated Amazon.
Anne Ziegler, Co-Founder Love The Edit
Are you looking for books by smart women? Or maybe you're a new mom overwhelmed by all of the breastfeeding products and need HELP! Enter: Love The Edit, a new e-commerce site dedicated to helping busy women sift through the 480 plus million products sold on Amazon in the United States. (That's more products than people who live here.)
Very simply, Love The Edit creates curated collections organized into eight sections: Baby, Kids, Style, Living, Beauty, Gifts, Guys, and Guest Editors, like Amber Lewis of Amber Interiors. All products are culled from Amazon and are shoppable on the site. You "check in" with Love The Edit and "check out" with Amazon. As much as online shopping has made our click-of-a-button lives that much easier, it's also become a bit of a chore-- or as we call it, "the over-world-wide-whelm."
So we checked in with Love The Edit Co-Founder Anne Ziegler to find out why curated is the new craze and why you need to hop offline to effectively trend forecast.
You have a background in trend forecasting. How did you figure out what was hip before the hyper-onset of blogs?
Trend forecasting is about seeing new patterns as they develop. In order to see new patterns, you have to be up on what is happening right now, and that takes research!
You need to be hyper-aware of what is happening around you, and always curious - if you’re not looking, you’ll miss it. For that reason, I try not to get caught behind the computer for too long - the best research is to be out and about - seeing how real girls are styling their clothes, what a new retail concept looks like or what the scene is like at a cool new restaurant. It’s really about understanding how people are living and what’s influencing them, so we can understand why, and what, they might want next.
"I try not to get caught behind the computer for too long - the best research is to be out and about."
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How do you figure out what’s on-trend now?
Blogs and social media are fast information and everyone is looking at them, so you have to be looking at them too. But the onset of blogs and social media hasn’t disrupted the process of trend forecasting - it's just another resource. You are still looking, listening, learning and ultimately editing through lots of data for newness, and then trying to connect the dots.
Who is Love The Edit for?
Anyone who feels like there aren’t enough hours in the day! a.k.a. every woman we know! Love The Edit is for women who are juggling everything - jobs, kids, home…life! We want to help women shop better and faster so we can all enjoy more time with family and friends! We always like to say “let us be your personal shopper” on Amazon.
How does it make busy working women’s lives easier?
We’re all about instant gratification. When I am coveting something, I want it yesterday. So Amazon is perfect for that. We chose to build Love The Edit around Amazon for a reason — they have the most products of any e-commerce site in the country and they deliver the fastest. By editing Amazon we are bringing our users the perspective of a good editor, without sending you all over the web to find it. You can add multiple items to your cart on Love The Edit, hit checkout, and your items are all pushed into your own Amazon account - no multiple checkout, just the stuff you want with one click.
How many products are you sifting through to get to the good stuff?
488 Million…
Are you at all worried you’re going to run out of content ideas?
No! Because our lives as working mom, friends, wives and daughters constantly provide us with new content ideas!
What am I supposed to get for 3-year-old boy’s birthday party this weekend? Bingo - Gifts for Little Dudes. I don’t want to lug all these French pharmacy finds back from France in my suitcase. Voila - French Pharmacy Buys! What do I give for a hostess gift this summer, besides Rośe? Done - The Perfect Gift. (OK fine, in ADDITION to rośe!)
What’s the most surprising product you’ve found on Amazon?
The selection of fair-trade home decor and gifts items is awesome. And, if you really want to splurge, there’s always $6K of caviar….
Curating and cutting through the internet noise is time consuming. Why is this something you’re passionate about?
It’s the thrill of the hunt! We love finding something super cool that you wouldn’t expect to be on Amazon. That’s what drives us!
Of all the jobs you’ve had, what’s been the most interesting/rewarding?
I am always rewarded when I can see work that I do directly make a difference for a client.
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Life After Reality TV Is Real Good for Courtney Kerr
Big hair, big personality, even bigger plans for her future.
Reality check time: Courtney Kerr is not your typical reality star. In fact the days of reality TV are behind her, and the Southern charmer is now calling all the shots.
After the premiere of Most Eligible Dallas in 2011, Courtney’s life landed on the national stage, but that was just a jumping off point. Today, the Dallasite has created her own brand, become her own boss, and is focussing on expanding her digital presence with her online publication KERRently.com and her YouTube channel.
From reality TV to entrepreneur, we caught up with Courtney to chat in anticipation of #CreateCultivateATL where she'll be joining us on stage!
Coming from the world of traditional media, what would say are some of the things you had to adapt when going digital?
Going to digital, you have to figure out clever ways to tell stories and weave your personality into your content. Everyone can take pretty pictures these days, but it is more difficult to infuse your personality and tell your specific story. This is something that not only readers want to see and feel, but clients who choose to have you represent their brands do as well.
If clients just wanted a pretty picture, they would hire a professional model. Clients want to push product and engage your readers with an emotional "OMG I HAVE TO HAVE THAT" feeling attached to their product. You as the influencer are responsible for delivering that.
Everyone can take pretty pictures, but it is more difficult to infuse your personality and tell your specific story.
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Was there ever hesitation about sharing yourself with the world?
Well, once you get in a hot tub on reality television, the hesitation to share is out the window, and I have Bravo to thank for that! (LOL)
As I have grown and my brand has developed, I have definitely learned to edit what I share with the world. I have purposefully kept my romantic life private because I have to have something that is mine...something that I choose to not share. Granted, if the day comes and I get married, you'll probably hear about it. But for now, it's not something I'm ready to offer up.
You’ve had multiple platforms where you are able to voice your opinions and show who you are as a brand. Have you ever felt restricted?
No. I have never felt restrictions because I own KERRently. It’s mine and it is my space to do with as I please. As long as my readers, audience and clients are pleased, then I am happy!
What would you say was the push that convinced you to launch Kerrently.com this year?
Readers constantly wanted content that I knew didn't fit into a traditional style site. They asked about my beauty regimen, where I was traveling, what I was cooking, etc., so I knew there was definitely an opportunity to expand. Thankfully, there's been nothing but incredible feedback. Still, I know I couldn't have done this if their trust wasn't there to begin with. Luckily they trust me, and that's valuable to me.
If I’m starting my Instagram tomorrow, what should I focus on? Should I go hashtag crazy? How do I stand out?
PHOTO QUALITY IS EVERYTHING! No one wants to look at a blurry picture, and no one cares what you ate for breakfast (leave that for Snapchat). Understand that in addition to your site, your Instagram is an online portfolio easily accessed by anyone and everyone.
"Understand that in addition to your site, your Instagram is an online portfolio easily accessed by anyone and everyone."
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You've touched on everything from fashion, lifestyle, travel, beauty, and shopping. What is another topic you’d like to cover?
Entertaining is something I’d like to share on my site eventually. I LOVE throwing parties and hosting friends, so finding a way to incorporate those into my site without making my friends feel like they are being subjected to be on KERRently would be a fun move!
Describe your brand in three words.
Realistic, Trustworthy, Colorful.
What is the smartest business decision you've made thus far?
Hiring a team of employees whom I trust and knowing when to delegate something to them.
Flip side— what’s the craziest business decision you’ve made thus far?
Honestly the smartest business decision I have made was also the scariest/craziest for me. Since launching my blog in 2011, I have always been a one woman team, so sharing the work load, delegating tasks, and having multiple people represent me and my voice was a scary thing to me.
You’ve been blogging since 2011, and KERRently.com just went through a rebrand 6 months ago. Where do you see Kerrently.com in 5 years?
I see KERRently continuing to grow as a destination that people trust as a go-to resource for fashion, beauty, travel, and shopping. I would also love to bring on more team members to help enhance each category of the brand.
A lot of entrepreneurs tell us that if you can’t answer a simple ‘why?’ you’re on the wrong track. What’s your ‘why’?
So why do I do what I do?! I do it because I found something that:
- Inspires women
- Pays my bills
- I really freaking love. (I mean, I get paid to play dress up and help women feel more beautiful. What else could I want?! )
Are you more of a ‘go with your gut’ or ‘go for it”? business woman?
I definitely 'go with my gut' everyday! My friends and family tell me that I would be a horrible poker player because you can read every single emotion I have on my face! Trust me, if I feel it, it shows, so I can't possibly ignore my gut!
Make sure to catch Courtney on panel this fall at Create & Cultivate ATL - grab your tickets now before they sell out!
Meet the Under 30 Duo Changing the Vegan Game
by CHLOE is expanding faster than Chloe Coscarelli & Samantha Wasser could have ever imagined.
Got an appetite for hearing from the leading boss women that are calling the shots in the culinary world? Get ready to grub hard on our new #CreateCultivate series: Counter Culture, where we'll be talking to prominent women in the food industry about good eats, food trends, and making it in the cutting edge cooking world.
Don't put a fork in it, because we're not close to done.
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Americans know burgers and they know mac ’n cheese.
Which is why we love that the Tuesday following Memorial Day, AKA national BBQ-eat-a-burger weekend, Chloe Coscarelli opened her second vegan restaurant, by CHLOE, housed inside the new 365 by Whole Foods concept in Silverlake, CA. It’s not the first time the chef has flipped the script.
The public got a taste of Chloe when she became the first vegan chef to win a culinary competition on national TV. The winning dish: cupcakes. A possible affront to your grandma’s secret family dessert recipe, but with three vegan cookbooks all featured on Amazon’s Top “100 Best-Selling Cookbooks” and Whole Foods on her fresh young branded coconuts, she’s clearly whipping up something the people want.
Today with partner Samantha Wasser, Creative Director of ESquared Hospitality, the two are committed to bringing healthy, affordable, and satisfying (yes, this vegan food will FILL you up) dishes to the people with the fast casual concept.
“The best way to change the world is through food,” Chloe says the Wednesday following the Silverlake opening. It is the second storefront that she and Samantha have opened in under a year. The first by CHLOE opened to a line around the block in New York’s Greenwich Village in July 2015; the response has been exciting. “If someone can sit down and enjoy a delicious meal in a fun environment," says Chloe, "that’s the way to win over their heart.”
"The best way to change the world is through food."
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Winning over the masses they are, even those who might be turned off by the more moral aspects of veganism. Chloe went vegetarian, and then vegan, at a young age, recognizing the correlation between "the animals on her plate and the animals her family had as pets." Still with her food she says that the goal wasn’t to create a “vegan restaurant,” noting that probably only about 10% of the New York customers are strict vegans. “From the start I knew I wanted it to be burger and fries,” she says. “The core cuisine is supposed to be a take on American comfort food.”
Credit: otteny.com
Samantha echoes this. “The intent was never to target vegans, it was to target everyone. 'Vegan' can be kind of scary and at one of our first meetings we talked about the priority of the brand— making this as playful as possible. Our menus have kitschy icons that feel approachable.” Kitschy icons include: a sad-faced ice cream cone, napkins that say “So Fresh and So Clean,” and crayons and coloring placemats for kids, whom they encourage to “Get Cray.”
“Originally I was inspired by retro, old supermarket branding and signs. I wanted it to be fun and I didn’t want to put the logo on everything,” says Samantha who focusses on the branding and visual aspects of by CHLOE. Instagram and social media was also on her mind when developing the branding. "You have to have a brand that translates to social, but we keep Chloe's Instagram and the by CHLOE Instagram separate." It's a different approach from most brand's that put the *star* front and center. There is not a single photo of Chloe or Samantha on the @bychefchloe handle.
As for the move out West, although Chloe is from LA it wasn’t where they expected their second location to open.
“It’s two coasts and you can’t be two places at once, but the opportunity with Whole Foods came up and there is so much crossover between our ethics and beliefs and theirs, we had to move,” says Samantha.
Move they did. The partnership came about as fast and casual as the cuisine. “We were talking about just getting our ice cream into Whole Foods,” explains Samantha, “when they came to us with the larger concept.” From the time Whole Foods approached the founder to the time they opened, "it was just about three months, but it was too good to pass up. We did everything we could to make it happen.”
As for the logistics of going back and forth, Chloe is optimistic. “This is our first time opening a store across the country, so we’re going to feel it out, and do what needs to be done.”
That doesn’t mean they aren’t still focussed on NY. "22nd street," as Samantha calls it, will the 3rd by CHLOE and is opening this month. “We have pretty big expansion plans in New York,” says Chloe. “Three more in New York, and two in Boston,” specifies Samantha.
Three restaurants in under a year is bold, as are their expansion plans, but we’ve all heard the bit about who fortune favors. “Being partners with ESquared,” adds Samantha, who is a 50% partner, “we do have a lot of support. With a traditional startup you don’t have some of the same infrastructure. Corporate came down and helped hire the staff and find the cooks, and then we came in and fine tuned everything.”
“The best way to describe the relationship is three-fold: Chloe heads up food-menu development, I head up the aesthetics and design with both branding and store design, and ESquared focusses on operations, which allows for each of us to play to our strengths."
If the packed house is any indication, they are playing their hands well. Chloe chats with patrons at tables, happily takes photos with others outside the storefront, and people are clearly excited by the chow and concept being in LA. There are customers wandering in from the market. Others who were familiar with the NY concept, sought out the space and made the drive from distant LA neighborhoods. “We also have a lot of people telling us they walked here,” says Chloe, “so there’s a nice, neighborhood vibe happening.”
They nailed their menu. They've nailed they branding. And now they're stretching their vegan sea legs.
by CHLOE is now open at 2520 N Glendale Blvd, Los Angeles, CA 90026
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Interview with a Fierce & Feral Creature
Eugenie Grey is just a girl from the 'burbs. Sort of.
It's not surprising that you can spell "genuine" with the letters of Eugenie Grey's name.
The brazen blogger grew up in the suburbs of LA, but just one look at her Instagram and you'll find she's shed any evidence of a "little boxes all the same" kind of life. There's no one like her, which is part of her "brand."
So, what makes Eugenie, unique? In part she's always wants to stay away from safe. Find out more below and be sure catch her on stage when she joins #CreateCultivateATL.
You are considered one of the OG bloggers and have now amassed over 460k followers online. From a business perspective, what's been your growth strategy?
I was blessed with being an early adopter. I started blogging in 2008 and got social media accounts very early on, and have been able to observe trends and adjust quickly ever since. I also think that staying true to my unique style has helped build my brand--I wanted to stay away from "safe".
I think that staying true to my unique style has helped build my brand--I wanted to stay away from "safe".
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You go to school, live bi-costally between LA and New York, are a full time blogger, and still manage to have a pretty exciting social life that we're a little envious of. How do make time to fit it all in?
Ever since I was in high school, I worked three jobs at once while going to school, blogging on the side for fun all the way. The gradual increase of my workload with various transitions in my adult life felt natural to me.
For you to work with a brand, what are they guidelines they have to meet in order to create a partnership?
Does the brand appeal to me? Do I believe in the product? Will this benefit my life, and in turn want me to share it with others?
What is the smartest business decision you've made thus far?
Probably purchasing my domain name for $2500 off someone many, many years ago. That was a fortune to me back then!
What's the worst business decision you've made? How did it help you grow?
Maybe this wasn't the "worst" decision, but it was a lot of work to keep up my blog while finishing up school. It taught me a lot about proper time management and priorities.
Via Feral Creature, you have been able to create a brand that embodies being your true self and breaking away from the status quo. What other messages do you hope translates to your followers via your blog?
I hope to inspire others to embrace their individuality, quirks, and weirdness. I hope people feel confident in their differences and what makes them unique.
I hope people feel confident in their differences and what makes them unique.
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How do you see the world of Instagram evolving?
Instagram is moving more to video. Algorithms made likes go down, but video views (which you see instead of likes on video content) remain high.
Describe your brand in three words.
Bondage Sith Lord.
What is one hair color that you've yet to dye your hair?
Orange!
What is your trick to taking the perfect Instagram #OOTD pose?
Head down/looking away will usually leave you without any gripes about a weird facial expression. Stand straight up, pop one knee out to the side. Do something with your hands: put them in your pockets, hold your purse strap, brush your hair behind your ear, cross your arms, etc.
What's a creative area that you'd like to explore?
I've a keen little nose. I'd like to get into making fragrances one day.
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."
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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.
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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.”
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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.
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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.”
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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.'”
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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.
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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."
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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
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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."
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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."
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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.
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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.
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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.
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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."
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“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
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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.”
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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.”
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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
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