Gal on the Go: The Ultimate Boss Guide to San Francisco
Five female entrepreneurs and business women are sharing their behind-the-San-Fran secrets.
CREATE & INNOVATE in collaboration with Marriott Hotels
Photo credit: Milo Cho
We headed to San Francisco this past month in partnership with Marriott Hotels to profile five women working and living in that glorious city by the Bay. Each woman is at a different point in her career. Each with a different focus, personal definition of success and balance, various insights, and secrets to share about the city.
We stayed at the newly renovated San Francisco Waterfront property (see above photos and the ceiling glass in the Great Room), talked best spots for coffee (obviously), their favorite place to sit and be still in the midst of the daily grind, and tourist locations that are their guilty pleasure. Spoiler: three of them have never walked the Golden Gate Bridge.
APRIL GARGIULO, FOUNDER, VINTNER'S DAUGHTER
Photo credit: Andrea Posadas
She's a designer, wine maker, and now skin care expert, but the through line of April Gargiulo's career has always been "businesses that are focused on quality and expression at the highest level."
April founded Vintner's Daughter an active botanical face oil "designed to be a powerhouse of multi-correctional activity." She calls it her desert island product (and has the skin to prove it). "It address all of my skincare needs (acne, discoloration, elasticity, tone and clarity) at the highest levels and without toxins. It's the product I would never go without. Interestingly, because we addressed my skincare needs at such a foundational level, Active Botanical Serum is able to correct a multitude of skin issues; from rosacea to acne."
It's also a face serum for the busy working woman who doesn't have the time for a multi-step skin care regime every night. 6-8 drops, 30 seconds of pushing and pressing per the serum's instructions, and you're glowing. "I am a business woman," she notes, "who is focused on creating the most uncompromisingly effective skincare made from the world’s finest ingredients."
Or simply: "Put Vintner's Daughter on, drop the mic, and walk away."
"Put Vintner's Daughter on, drop the mic, and walk away."
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Who: April Gargiulo, Founder, Vintner's Daughter
Where: March, the first stockist of her product, Lower Pacific Heights
Favorite spot to find the perfect chair: Hedge Gallery or Almond Hartzog
Where she'll grab a glass of wine with a career peer: The Progress
The facialist to whom she entrusts her skin: A Facial Massage from Julie Lynge. Her hands are magic.
Where she'll take a client dinner: Octavia
Favorite spot to grab coffee with a friend: As Quoted
If she could choose to sit and be still anywhere in the city, it would be: Wood Line. An installation by artist Andy Goldsworthy in the Presidio.
Tourist attraction in SF she's never visited: I’ve never walked across the Golden Gate Bridge.
ANGELA TAFOYA, EDITOR, LONNY MAG
Photo credit: Anna-Alexia Basile
Lonny Mag is an SF-based interior design publication that focuses on accessible design, but as the news and apartment prices tell us, SF is a very expensive city, even for successful, young professionals. In line with Lonny’s mission, Angela has found a way to enjoy "the culture and essence of the city by the Bay" even in the face of it's higher price tag. "I try to be mindful of little things during the week I can cut back on. While on-demand services are certainly convenient, I try to limit my use (only for times of dire need). Also, we lived in a pretty fair-priced storefront-style home in the heart of the Mission for years. We made it work (quite well actually) and just made some DIY adjustments to make it perfect for our needs. It was great, we were able to live in an awesome neighborhood and didn't have to pay the outrageous prices."
She still trusts her "tried-and-true written agenda" when it comes to organizing her editorial calendar, saying, "it's yet to let me down." And yes, if you're wondering if working for an interior design publication gives her the itch to re-do her house all. the. time. The answer is yes. "And, I succumb to it," she says. "I am actually in the process of redoing my house right now."
Who: Angela Tafoya, Editor of Lonny Magazine
Where: Four Barrel and Le Point, the Mission
Best place to stock your first “adult” kitchen: Gus's in the Mission. It's a relatively new, family-owned grocery store with plenty of local purveyors and an amazing bakery and sandwich shop inside.
Go for a solo outing: On my free days, which don't happen too often, I love grabbing a blanket and a magazine and lounging at Precita Park. Soaking up the sun and just doing nothing for an afternoon is very freeing. I also love walking down Valencia Street and popping into some of my favorite shops like Le Point, Voyager, and Mira Mira.
If she could sit and be still anywhere in the city it would be: An August or September evening, dusk, and I would be atop of Bernal Hill watching the sunset, soaking in the palatial view of the city — reflecting on my day.
Piece of furniture she's pining after: A fuchsia Hans Olsen Settee chair spotted at De Angelis. "It's a little bit outside my price range," she says, "and let's be honest, not super practical but — a hot pink sofa? Who can resist?"
"Atop of Bernal Hill watching the sunset, soaking in the palatial view of the city — reflecting on my day."
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Tourist attraction in SF she's never visited: I've never actually stopped at the Golden Gate Bridge lookout point. Who am I?
SF tourist attraction that's a guilty pleasure: The Painted Ladies, of course!
Have a glass of wine with a career peer: Mission Cheese. I love to grab a glass of Rosé and a cheese plate and sit on the patio.
ELIZABETH SPIRIDAKIS OLSON, CREATIVE DIRECTOR, AFAR MEDIA
Photo credit: Anna-Alexia Basile
Elizabeth Spiridakis Olson works for a company focused on travel. So it's only natural that, time to time, she would want to get out of the office and jump into the photos, Mary Poppins style. "I dream about it a lot!," she says. "I get especially excited when we are working on stories about big cities, my favorite kind of travel. Places like Copenhagen, Tokyo, Lisbon, Budapest, and Berlin." But as new mom to a 5 ½ month old and the Creative Director for all of AFAR Media, a getaway isn't the easiest. "Today I had a meeting to finalize the cover for the issue we are closing right now, had a planning meeting for the January cover, approved layouts for this issue, met with my digital designer about some new projects, plans and changes for our website and our mobile app, and checked in on the progress of an AFAR-branded retail situation that is in the works."
Each of her days is a little bit different, which, she says "is nice."
"There are photo edits to look through, color to approve, shoots to plan, digital planning meetings, and more." But even in the face of a hectic work/life she says it's so important to "be someone that others like to work with. Most of my jobs (long stints at Details, T, and Bon Appetit) came from recommendations from people who had worked with me before."
"Be someone that others like to work with."
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Who: Elizabeth Spiridakis Olson, Creative Director AFAR Media
Where: AFAR Offices, Financial District
Best place to go for a solo outing: Temescal Alley in Oakland. Does vintage shopping and eating donuts count as a good solo outing??? [Ed. note: yes.]
Have a glass of wine with a career peer: Over lunch and pizzas at Cotogna
Get dessert: Humphry Slocombe for a cone of secret breakfast
Favorite spot to have a client dinner: Tosca!!!
Best thing on the menu in her opinion: Cacio e pepe and the pony bottles of Miller High Life
Favorite spot to grab a cup of coffee with a friend: Bartavelle in Berkeley, at the Blue Bottle that is attached to the Heath building, or Craftsman + Wolves in the Mission
Tourist attraction in SF she's never visited: I’ve never actually walked across the Golden Gate Bridge. I want to but it seems so WINDY all the time and...a LOT of walking?
SF tourist attraction that’s a guilty pleasure: Alcatraz and Haight Ashbury
If she could sit and be still anywhere in the city it would be: I love the new SFMOMA. There are a lot of beautiful galleries to sit in and take a minute to yourself.
AMANDA HOLSTEIN, FOUNDER, ADVICE FROM A 20-SOMETHING
Photo credit: Andrea Posadas
Amanda Holstein runs the popular modern advice column/blog, Advice from a 20-Something where she shares the ups and downs, inns and outs of being, well, 20. For avid readers don't worry, she's already purchased the domaine, Advice from a 30-something, where she'll likely be sharing her journey on the next phase of her life. For now though, she lives in the Polk Neighborhood in SF and she focusses on sharing real content. "I love that what I'm working on is my own. It makes me work that much harder knowing that this thing I've created is an extension of me and I feel so much passion for it," she says. She's part of a generation that's forged a path for themselves. They're influential and early adapters. "I love being my own boss, coming up with what to work on every day, and feeling true satisfaction as a result of my own hard work."
"I love that what I'm working on is my own. It makes me work that much harder."
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Her way to weed out what to share and what not to is fairly simple. "My blog is all about offering real life, down-to-earth advice to twenty-somethings," she explains. "I make sure that everything I decide to share falls under that umbrella. I always ask myself, 'Would this content be helpful to a typical twenty-something?' If not, then I don't share it."
Who: Amanda Holstein, Founder, Advice From a 20-Something
Where: Saint Frank Coffee and Cheese Plus, Historic Russian Hill
Favorite spot to grab a cup of coffee with a friend: Saint Frank! I love the decor, the vibe, and the coffee, of course.
Go for a solo outing: Crissy Beach — even if it's chilly, it's a beautiful place to walk and enjoy the view of the Golden Gate Bridge.
An unexpected doorway to take a good blog photo: The carved wooden doors outside of Reverb on Polk St.
Have a glass of wine with a career peer: Union Larder
Tourist attraction in SF she's never visited: Alcatraz! I'm dying to see it but it's always booked!
SF tourist attraction that’s a guilty pleasure: Lombard Street — I actually live on Lombard St about three blocks from the famous zig-zag part of the street and it really is a site to see!
EMMA BROOKS, GRAPHIC DESIGNER, OAKLAND
Photo credit: Milo Cho
Emma Brooks, known to the internet and Instagram as Emma Dime, is an Oakland based Graphic Designer whose work is the stuff of design dreams. Crisp, simple, and unexpected, she spends her days in her home office working for clients as well focusing her efforts on a new design shop Hands-On, which she recently launched with a good friend that lives in Austin, TX. "We're virtually working together every single day so that has created a new kind of working environment for me."
According to Emma the best part of her job is freedom. "The freedom to take on jobs that excite me. The freedom to control my own schedule. The freedom to shift gears at any moment in time. I could go on and on." That doesn't negate the difficulties of freelancing. "I definitely get a case of the lonelies from time to time," she says, "and when the work load is heavy I'll disappear for a few days at a time and get lost in all of my projects." She also knows that just because there is a freedom in working for yourself, you should likewise expect to "Work hard. Work as hard as you possible can and then work some more."
"Work hard. Work as hard as you possibly can and then work some more."
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"My lack of balance can be frustrating at times," she says, "but I love what I do."
Who: Emma Brooks, Graphic Designer, Oakland
Location: Her Oakland Home/Office
Go for a solo (Oakland) outing: I love to cruise Temescal Alley. It's got everything you need — coffee, food, shopping, and great people watching! I usually get a coffee at The Cro Cafe first and then I'll browse Ali Golden, a local designer that has quickly become a favorite of mine. Crimson always smells good and is covered in thriving plants. Homestead Apothecary is where I pick up my sleepy time tea. Esqueleto has a great rotating jewelry and art selection. On a good day, I'll hit up Bakesale Betty for the lunch of my dreams - a fried chicken sandwich with coleslaw. Yes please!
Have a glass of wine with a career peer: Ordinaire is top notch. They have a great selection of natural wines from France, Italy, Spain, and California. The staff is super pro and super fun too!
Get a new book: Book/Shop in Temescal Alley carries an incredible selection of rare books. They also have small batch furniture, artwork, lighting, and other small goods. Issues is great for magazines.
If someone comes to visit the one spot she has to show them: I've been spending a lot of time up near Stinson Beach and Muir Woods - it's about an hour north of San Francisco. It has a small town vibe, surrounded by gorgeous trees, fog, and the ocean. It has lots of hiking trails that weave through some of the most beautiful California terrain I've seen to date. You're allowed to have a bonfire on Muir Beach so I always make sure to bring food, booze and a few blankets. It's always the perfect end to a day full of hiking and exploring.
Favorite spot to have a client dinner: Penrose — California cuisine in an environment that feels like... Paris! Every time I go there, I fall more in love with the space. It's magical.
Favorite spot to grab a cup of coffee with a friend: Boot & Shoe Service has great coffee, the BEST granola, and a cozy ambiance. It's also walking distance from Lake Merritt so if you want to grab a coffee and keep moving, you can head over to that path. Trouble Coffee just opened up by my house and is also a must. Their cold brew will have you jazzed for days!
Tourist attraction in SF she's never visited: I still haven't been to Alcatraz. I want to spend more time in all of the museums and parks — especially the MOMA, now that it's reopened.
SF tourist attraction that’s a guilty pleasure: The boat rides that go out onto the bay. If you go over to the obnoxiously crowded Fisherman's Wharf, you can catch one for pretty cheap. There is nothing like seeing San Francisco and the Golden Gate Bridge from the water - especially on a clear sunny day. Foggy days are cool too. You really can't go wrong.
If she could sit and be still anywhere in the city it would be: Somewhere by the water. In the East Bay, it's Crown Beach. My husband and I have started going there for a couple of hours every Sunday. In San Francisco, it's the west side of the city that looks out onto the ocean: Land's End and Ocean Beach.
Create & Cultivate will be visiting 5 more cities across the United States in partnership with Marriott. For our next city, we're heading to Miami.
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Damsel in Dior Shares Her Secret to Success
From journalist to blogger, she's sticking with the latter.
Photo credit: Frankie Marin via Damsel in Dior
Jacey Duprie is a journalist turned blogger who started Damsel in Dior in 2009. Two years later she turned the creative project into a full time job. The name is not "a misnomer" as her site explains, but rather "symbolic of a lifestyle --to never feel like a damsel in distress."
With a B.A. in Communications {Journalism} with a minor in Professional Writing from DePaul University, Chicago, her background gives her a certain edge over other bloggers. Creating interesting and engaging content is a skill and hers has attracted the attention of brands like Saks, GAP/Old Navy, and Levis. She's also contributed to Vanity Fair and Forbes among other publications.
We caught up with Jacey ahead of #CreateCultivateATL where she'll be joining us panel. Read through to learn about her transition from journalism to blogging, finding her true calling, and the very simple place she finds the secret to success.
How was your transition of growing up next to cotton fields in Texas and then transitioning to the city as a journalist?
Outside of the heartbreaking homesickness for my family, the transition was a seamless one. Because I have always kept a journal and have considered myself an aspiring writer early on in my life, moving to Chicago just after high school came easy. Yes, there were times when the city annoyed me. The honking horns and fast paced lifestyle were much different than life on the farm. However, it wasn’t a big transition for me because I was simply moving to a city that suited my personality and career path more than living in Taft, Texas.
You have mentioned that at one point, you felt lost while exploring your personalities. How did you find clarity in who you wanted to be?
I find that it is very obvious when you discover what it is that you are meant to do in life. Prior to discovering my true love for writing and working on Damsel in Dior, I didn’t see the writing on the wall. The clarity came when I realized and accepted that this was something I wanted to wake up and do each and every day. My dad always told me to find a career that made me want to get out of bed feeling happy every day. This is that thing for me. I believe that I found clarity when I was excited to jump out of the bed day after day to rush to my laptop and get to work.
Your resume has the likes of NBC, WGN, and E! News, which is pretty impressive. What is your advice to girls that want to follow the journalistic route?
First, I would ask them to take a close look at why they want to become a journalist. Writing for NBC or WGN is no cake-walk. You’ll need to study journalism in college and hit the internships early and hard. I had so many internships in college that I stopped receiving credit for them, but I worked for free because I was so eager to learn. It was actually due to these experiences that I realized I did not want to be a traditional journalist, but a writer and creator. Just because you start walking down one path doesn’t mean you will not end on another, but that is what is fun about exploring careers.
"Just because you start walking down one path doesn’t mean you will not end on another."
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Photo credit: Frankie Marin via Damsel in Dior
Everyone is always given a sugarcoated piece of advice for their career. What is one piece of career advice that you wish you had gotten that you ended up learning the hard way?
Say “No.” Also, the secret of success is found in your daily routine.
What things did you learn in the world of journalism that you have applied to your business with Damsel in Dior (both with skillets and business strategies)?
In my college courses, journalism ethics and standards were heavily enforced. This is a code of integrity that Damsel in Dior has adopted. Damsel in Dior does not accepts products of sponsored posts from companies that would not otherwise post about and all of my opinions are my own. Also, I learned to always proof read an e-mail before sending it and to never underestimate the power of picking up the phone and making a cold call.
"The secret of success is found in your daily routine."
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Do you think the blogging world will remain more lucrative than journalism?
The unfortunate reality of the journalism industry is that the sources are having a harder and harder time holding readers’ attention. Journalism and blogging are both supported by advertising and advertising dollars go where the readers are, which are blogs and social feeds. I think this will remain true because people want reliable and easy information quickly which is what blogs offer.
What makes you stick with it?
It works.
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Adrianna Adarme of A Cozy Kitchen Talks Cooking Anything She Wants
The kitchen is her oyster.
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 watching food blogger Adrianna Adarme of A Cozy Kitchen decorate cupcakes in the gorgeous light of her LA living room. There's a setup of icing, baby's breath, and blackberries. She spreads the icing on the vanilla base, baked earlier, the knife creating perfectly smooth swirls. It's Pinterest heaven.
Adrianna didn't set out to be a food blogger. "When I first started my blog," she says, "I was working as a producer at a trailer house. We made trailers and promotional materials for studios. When people hear this they think it’s really fun but in actuality it doesn’t require a ton of creativity."
It was a work environment that left her feeling disconnected from art or creative work and searching for something else.
"I wasn’t inspired by the films we were promoting nor was I inspired by the content I was creating there. Looking back I think if I was working on films I did love, I might not have ever started my blog." But she did.
In 2009 she started A Cozy Kitchen. In the fall of 2015 she published The Year of Cozy, her step-by-step book of recipes and projects. She also has a new coloring book A Cozy Coloring Cookbook, designed with illustrator Amber Day, to be released November 2016.
It's cozy because it's a grown-up take on comfort food, like pie, the smell of which she says will always bring a smile to her face. It's a modern-meets-nostalgia approach to cooking and baking that she says is more about a feeling than anything else. "It’s not necessarily one that is in the middle of winter or one that has snow outside of the windows."
When I think of a kitchen that's "cozy," she says, "I like to think of it as a warm place you never want to leave. Maybe music is playing, the oven is baking up something awesome, and your dog is at your feet. And maybe it’s right before your friends are coming over. It’s that safe feeling that everything is OK, even though it’s usually not."
"Cozy--it’s that safe feeling that everything is OK, even though it’s usually not."
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We chatted with Adrianna about the power of good food, what "Cozy" means to her, and the one food she'd choose to eat for the rest of her life. ("Easy," she says, "Pasta.")
Why food? Beyond the obvious of it bringing people together? What special meaning does it hold for you?
Unfortunately there isn’t some big story that drew me to food other than just the desire to be creative in my spare time. I majored in filmmaking in college and with film, unlike food, you need a lot of people involved and a ton of resources in order to create the work that’s in your brain. But with food you can sort of just do it by yourself. You don’t need much. I like ceramics for that very reason, too.
How did you land on blogging as the answer to a creative void?
I arrived at blogging when I was bored at work reading blogs. I found them really entertaining, a great way to procrastinate. So, I started cooking at home a lot more because of them. I really liked that there wasn’t that much production between the person/writer and what you were reading. It felt super immediate and fluid.
How much of cooking is instinct and how much is following a recipe?
I think that sort of depends what you’re making (laughs). I think cooking is very much about instincts but you don’t really get those instincts until you’ve cooked a lot. I don’t think people are born with those instincts; I do think people are born with good palates but those instincts you speak of are ones that are learned over time. Being a good cook is all about doing and experience, like a lot of other things in life.
But that’s ok. I think a lot of people don’t have those instincts yet so that’s why recipes were created.
Is there a moment in the kitchen you can remember from your youth that has stuck with you?
Not necessarily a moment but more like a feeling. It’s the feeling of how our Sundays felt growing up. Salsa or merengue or jazz was usually playing, and my parents were cooking with my grandfather. My grandfather would usually be lecturing my dad about the importance of “tuco” (which means tomato sauce in Spanish). There were lots of heated arguments about using water vs. chicken broth (laughs). That feeling is a super warm feeling to me when I look back on; it felt safe and comfortable—like a hug.
"Salsa or merengue or jazz was usually playing, and my parents were cooking with my grandfather."
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What is your favorite part about being a food blogger?
My favorite part about being a food blogger is waking up and being able to cook anything I want. I have a platform that allows me to cook anything I’d like-- and still make money. I mean, that’s a dream. There are challenges in any job but I can tell you that there aren’t that many with food blogging, or at least I don’t think so.
What are some unexpected challenges? From creating something from scratch to making sure it’s photographed just right?
For me, the biggest challenge is just not being basic and boring. I sometimes think, 'Oh this is just my style,' but sometimes I’m just being boring (laughs). It’s so hard. That’s probably my biggest struggle, just coming up with ideas that I think are worthy of being shared.
Do you ever run into a recipe rut? Kind of like writer’s block but with food?
Yes, totally. It’s the worst. There are times when I feel like every idea that I can think of is so basic (laughs). During times like that I usually just go on Instagram and look up restaurants that I know are doing really inspiring work. I look at their food on Instagram, try to imagine the flavors together and think of something else completely so I’m not totally ripping them off AND transform it into something real people in real non-professional kitchens can recreate.
What do you hope your readers get from A Cozy Kitchen?
I hope they get a place that is fun and cozy. I hope it’s a place that inspires them to maybe make something they were slightly intimidated by. I hope that they find something to bake with their friends. I like to think that a lot of my recipes are perfect for that lazy Saturday when you want a project to bake .
What’s the long-term goal for A Cozy Kitchen? How do you see your brand expanding— including your book, etc.?
I like to tell people that I want to wake up and cook every single day for the rest of my life. How that exactly looks and where my money comes from might change, especially since digital media is always rapidly changing. The large picture isn’t easy to see since no one has really blogged for twenty years. All I know is that I want to keep making and creating food for a really long time. Hopefully people will be interested in what I make for that long.
"The large picture isn’t easy to see since no one has really blogged for twenty years."
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In the fall I’m coming out with a new cookbook. It’s a coloring book called A Cozy Coloring Cookbook. I’m SO excited. It’s full of illustrations of some really simple recipes that are colorful and fun to color. I worked with a really amazing illustrator named Amber Day. She’s ridiculously talented. I like to think of it as hyper-reality. It’s full of sprinkles falling from the sky, a pattern of pizza slices and Amelia (my dog) dreaming about all the things she wishes she could eat. I can’t wait to share it with the world.
Be sure to catch Adrianna on panel when she joins us for Create & Cultivate ATL. Get your tickets now!!
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YouTube Star Shares Her 3 Essential Tools for Creating Video Content
Melissa Alatorre is giving us 1-2-3 steps.
Self-taught professional makeup artist and YouTuber Melissa Alatorre clearly has a knack for figuring things out for herself. The San Diego born has amassed over 250,000 subscribers in a little over a year, having only joined the platform in 2015.
That's right. The first-generation Mexican-American MUA joined YouTube April 21, 2015. So for those of you who think it's too late to start, Melissa is living proof that if you put your mind to something, you will get it done. (And perhaps look drop dead gorgeous while doing so.)
We caught up with Melissa ahead of Create & Cultivate Atlanta, where she'll be joining us on panel, to talk tips, learning the basics of videography, and the one thing she really "sucks" at.
In a little over a year, you have gotten over 250k subscribers on YouTube. For some content creators, it's almost impossible to get that many followers in that short amount of time - what do you credit your success to?
I would have to say that passion, persistence and consistency are what really helped me gained a following. I had been wanting to start a YouTube channel for over 3 years but never had the right tools in order to get started so as soon as I did I knew that I had to hit the ground running. This is something that I am not only passion it about, but I also knew it was what I wanted be doing with my life full time. So I began producing 2-3 videos a week and putting my all in to them to make them the absolute best I could at the time. I also made sure that my videos weren’t just there to watch for entertainment, I wanted to really teach my viewers how to improve their makeup skills having been a freelance makeup artist for years. I think my subscribers have noticed that and for that reason my videos have resonated well with not only them but with everyone they share my videos with!
"Passion, persistence, and consistency are what really helped me gained a following."
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You created your YouTube channel after already having built an Instagram following. How was your transition from just posting on Instagram to creating video content?
What’s interesting is that you think everyone from Instagram would immediately just follow you on to YouTube, but that wasn’t the case for me. I would say about 30-40% of my followers actually went over and subscribed to my channel, so my thoughts were “Dang, this is going to be so HARD!” Then miraculously my YouTube channel managed to surpass my Instagram following... by a lot! I think that my Instagram has now become a platform for promoting my videos, whereas before it was more so just creating beautiful images that weren’t linked to any other external content. I tell everyone Instagram has become your magazine/TV Guide that is simply there to visually please the human eye on a daily basis, whereas YouTube is your TV show that people are more actively engaged with and more emotionally connected to.
What are your keys to creating a great video?
Great lighting…just kidding, but not really. Great lighting, camera set up and all the technical production aspects are obviously keys to a great video but what matters most is the content you are producing. Like I mentioned, in the beginning my videos were NOT a great quality, production wise (even though I thought they were at the time) but people, my subscribers still loved my videos because the content was great - they could care less that the tungsten bulbs I was using were making me look a pale shade of yellow. A great video/content has to have substance, it needs to provide your viewers with something that will benefit them. In my case, it’s showing my viewers my “ secret” little tips and tricks on how to make your makeup look its best.
Since you started your YouTube channel, what are some of the things that you've learned along the way about creating video content?
Plan your content in advance, again, think of your channel as a TV show. Don’t just throw content out there for the sake of having to upload a video weekly. Take the time to plan out what videos you will be uploading on what dates and around trends that are current. The more you carefully plan and strategize your content the better response your videos will get. Also, use all the other tools available to you in order to promote your channel - Snapchat, Instagram, Twitter, etc.. It makes a HUGE difference #snapchatfam.
"The more you carefully plan and strategize your content the better response your videos will get."
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What are three essential tools to creating your video content?
1. Familiarize Yourself with Some Basic Videography Knowledge
I get SO many emails from aspiring YouTubers that simply say, “What are your camera setting and lighting, please tell me.” I encourage everyone to watch some YouTube videos on basic videography skills because you are going to have to tailor your filming setup to what you are working with. My setup might be completely different from yours. What if I film in a dark dungeon with no lighting? You'd never know! Haha. Same thing goes for editing software and lighting, just watch some YouTube videos on it and learn the basics, after that it’s all trial and error!
2. Utilize Your Audience
Really listen to them and take into account what their needs are and what they want to see you do next on your channel, after all without them there is no us!
3. Be Active on Your Channel
Don’t just upload and disappear, engage with your audience in the comment section and on your other socials, it makes a difference!
How do you create a content calendar to make sure you have a new video every week?
To be honest, I suck at this so, next question… hahahaha. I’m in the process of planning out a 3-month system so I have my videos planned out strategically.
What are your tips on creating collaborations with other content creators?
Try to meet other content creators organically versus just emailing them first. If you can go to events where other content creators will be at and engage with them in that way first. Then spark up a conversation about a potential collaboration. Also, collaborate with creators that have a similar style to yours so that the collaboration has a great response from both of your audiences, not just one or the other.
What are three strategies that you abide by to make sure your content is always getting traction and your channel is always growing?
1. Utilizing ALL the social media channels that are out there to my full disposal - when a video is freshly uploaded tell your Snapchat fam to go watch, post on Instagram that it’s live, and have Twitter automatically tweet out your new video.
2. Upload videos on the same days each week - I still struggle with this from time to time but I try to stick to every Tuesday and Friday. My subscribers LOVE Quick Tip Tuesday videos!
3. Stay creative - Don’t just upload the same thing one after the other, after the other. People get bored easily and will drop off, keep everyone entertained with new and fresh content that will get shared and attract new subscribers!
Tickets for #CreateCultivateATL are going fast! To catch Melissa on panel be sure to snag your ticket now.
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How Rachel Martino Moved From Corporate to Full Time Blogger
And how she's been able to build an international brand before 25.
Rachel Martino isn't your typical blogger. She recently became a full time blogger after working corporate as Origins' community manager, and she has created an international brand with over 384k followers all before 25. For Rachel, age ain't nothing but a number.
Now, Rachel is putting all her focus on making sure her blog continues to thrive and living her true calling to the fullest. We caught up with Rachel as we get ready to have her at Create & Cultivate ATL this fall, and had her tell us a little about her experience moving from the corporate world to a full time Francophone blogger.
Make sure to catch Rachel on panel this fall - get your tickets now here!
Francophone American YouTubers are a very rare kind to run into on the internet. What was the ah-ha moment where you thought, "I’ll do both an English and French YouTube channel"?
Yes we certainly are a rare breed! When I was in college I had started my US YouTube channel and was loving the interactions with girls all over the country. As a French major gearing up to study abroad I thought to myself, "I wonder if French girls make beauty videos?" And of course they do. I started watching French YouTubers to practice my French learning and listening skills. I decided to try out a video, and I was hooked! For me it was such a fun way to engage with girls on the other side of the ocean!
You mentioned you studied abroad in France for a while. What are some of the lessons that you learned abroad that you have applied to your brand today?
Taking chances! I first studied abroad in high school and that experience changed my life. I felt I could step outside my comfort zone and try new things. Studying abroad forces you to push yourself! I can't recommend studying abroad enough. In college I was able to spend 9 months on France really learning the language and culture and it really changed my life.
From a young age, you were creating your brand while helping Origins develop their digital footprint as well. What are some of the things you have learned as a digital influencer and a strategist for a corporate environment that have translated into your own business strategy? What are some of the differences?
Working in a corporate environment for a large beauty brand was an incredible experience that helped shaped my business and my life. While at Origins, I learned how a brand operates on every level. Launching and growing the @OriginsUSA Instagram was a highlight of my professional career. I leveraged my knowledge of Instagram from my experiences growing my own audience @RachMartino to help propel our brand's IG to success. Through running a corporate IG I learned the importance of consistency, quality and engagement.
"Through running a corporate IG I learned the importance of consistency, quality and engagement."
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Last year you made the decision to leave Origins as their community manager, to become a full time blogger. How did you come to this decision?
It wasn't an easy one! There were so many things that I loved about my job at Estée Lauder. Working with a team, a daily routine, feeling like a part of a bigger goal not to mention a steady paycheck and benefits. But as more and more exciting projects started to come in, especially travel projects I realized I was at a crossroads. I could continue to dedicate myself to my full-time job and move up in the company, or I could forge a different path and focus on my blog and YouTube channels. I thought about it for a long time but once I made the decision I knew it was the right one. It was certainly scary, but worth it! I gave a long notice, 6 weeks, so I could wrap up loose ends and help find a good replacement, which was so important to me after three years in the position. Now it's been a year and I've never looked back!
What is a piece of advice would you say to anyone who is in a corporate setting who is aspiring to be a full time blogger?
Learn everything you can! Working full time in a very corporate setting taught me so much about business and helped me become the successful blogger I am today. It can be really hard to focus on your blog and a full-time job! It's important to make a schedule for yourself to stay organized. I would often film videos early in the morning before work and shoot blog looks on the weekend, it's all about maximizing your time. If you truly have the passion for blogging that work won't seem so tedious. Also save, save, save! If you want to go full-time freelance you will be in much better position financially if you save money while at your corporate job. It's tempting to buy thousands of dollars worth of clothes, I know, but becoming a blogger can be stressful because you're not getting the weekly paycheck anymore. I saved all the money from my blog and a percentage of my corporate salary when I was working 9 to 5, so when I did decide to make the move to freelance I still felt secure.
"If you truly have the passion for blogging that work won't seem so tedious."
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The brands that you partner with are always in line with the brand that you have created for yourself. And as you have grown as an influencer, you surely get tons of requests to collaborate. How do you know which brands to decline and which to say yes to to maintain the integrity of your brand?
This is always difficult. As a blogger it is so important to stay true to yourself and your brand but as a business it can be hard to say no to incoming offers that pay the bills. I always try and think "would I buy this?" IF it's something I would pay the money and buy, then it's a good fit. And sometimes it's about infusing your own style into a brand you may not have considered before. They have chosen you because they think your look can align with their brand! But always, always be true to who you are.
What are some of the challenges that you have run into while creating an international brand?
Working at an international level is so exciting for me! I love having an audience all over the world, especially in my beloved France. It can be difficult, however, when working with international teams. There is a language barrier, different customs and sometimes opposing work styles. I always make sure to get everything in writing because calls can be stressful in another language.
Even at an audience level I have made some mistakes. For example, a few years back I made a few Halloween tutorials on my French YouTube channel including a 'Lana Del Ray' costume makeup. I got all these really negative comments and it really upset me. It wasn't until later that I realized in France, if you're going to dress up, it's really only as something scary. For them I was making a mockery of Lana Del Ray! So you have to learn as you go and do research when you can.
"Learn as you go and do research when you can."
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Can you let us in a blogger secret that all bloggers know but their audiences are unaware of?
We do have lots of secrets! People always ask me 'how are you so photogenic in photos?' Look at my camera roll and for one photo posted on IG there are 100 that I didn't post! Getting the perfect photo is a bit of an art that required patience, proactive and great filters. Also most bloggers shoot maybe 3 looks in one session - I'll meet with a photographer and have 2 more outfits in my backpack and then change in a public bathroom (very sexy, I know) One time I met with my friend Noelle, who is also a blogger and we each packed 6 swimsuits and a pop-up tent and headed to Rockaway Beach! We changed in the tent which was blowing around like crazy in the wind! But by the time we were done we each had 6 different swimsuits photographed!
"Getting the perfect photo is a bit of an art that required patience, proactive and great filters."
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If you weren't a digital influencer or community manager for a beauty brand, what would you be doing today?
That's a tough one. As a kid I always wanted to be an actress. I think I've always had that urge to 'out myself out there' which is probably why I ended up as a blogger/YouTuber.
Can you teach us french, sil-vous plait?
Oui! :)
Ayesha Curry Explains The Major Key To Her Business Strategy
Steph Curry may make the shots on the court, but Ayesha is the MVP for motherhood and entrepreneurship.
Motherhood and being a business woman isn't any easy feat, but for Ayesha Curry, it's a challenge she was born ready to tackle. Today, the wife and mother of two has her YouTube channel Little Lights of Mine with over 435k subscribers, is getting ready to launch her first cookbook The Seasoned Life this fall as well as launch her own meal-kit company GATHER.
We caught up with Ayesha as we get ready to have her on panel this fall at Create & Cultivate Atlanta, and got to hear about how she balances motherhood, the importance of transparency in her brand, and what her strategy is when making important business decisions.
You've created a brand that puts family and wellness at the forefront - how do you make sure that yours stands out among other culinary and family brands?
I think for me personally when I started my journey in the culinary world, I wanted to be accessible. I think that is what’s missing a lot these days in food. People love transparency and so I wanted to be honest, easy and approachable when it came to the way that I presented myself and the way that I cook. Nothing is perfect, and I want people to know that it's okay and that we're all in this together.
"Nothing is perfect, and I want people to know that it's okay and that we're all in this together."
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100 recipes is a LOT for a cookbook. We're sure you had a lot of inspiration to create The Seasoned Life - where did you find it?
I found inspiration through my family and just everyday life. Most of the recipes are things I've created over the years through trial and error, some are family recipes that have been passed down. I even have recipes in there that I recreated from my favorite restaurants. I simplified them for the home chef.
Fans know you as a supportive wife and devoted mother, but how do you assert your sense of self within and outside that role? How do you make sure that your brand stands alone?
I think for me it's been a matter of staying true to myself. I don't compromise and I've learned to say no... a lot. Again, it's the transparency. When I stay true to myself, I am automatically staying true to my brand. I only hope that people can see that.
"I don't compromise and I've learned to say no...a lot. It's all about transparency."
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What’s the first dish you ever created?
The first dish I created was a sweet and savory mango shrimp dish on my 13th birthday! I had a cooking party and invited all of my friends and cousins over. It was a blast!
What is one of the toughest challenges being a culinary entrepreneur and being a busy mom and wife?
Balancing it all has been the toughest challenge for me. I seem to be in a constant state of mom guilt. It’s hard. I am lucky that I have a supportive husband who encourages me and wants me to succeed. It keeps me going.
Your blog touches on food, wellness, and family. Are there any other topics that you think you might delve in later on the blog?
Food is definitely the focus. I love splicing in bits of family and wellness because it's the biggest part of my life and just makes sense. In a dream world I'd love to dive into more lifestyle and home decor. Unfortunately I am quite possibly the most disorganized person on the planet.
In two years, you have been able to grow Little Lights of Mine's YouTube channel to 435K. What has been your growth strategy from day one? How has it evolved?
My growth strategy has been quality over quantity. I never want to put out content just because "it's been a while". Everything I put out needs to make sense and be true to myself and my brand.
"I never want to put out content just because 'it's been a while.'"
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You share a lot about your life on your social channels, but do you feel there's a need for privacy within the media and the digital world? Are there things that you make sure to keep to yourself and your family?
I think the biggest thing for me and learning process has been knowing when to involve my girls and husband and when not to. People are so quick to take advantage and it's been difficult deciphering what makes sense and what doesn't. I'm getting better at it. For me, I feel like the media is quick to take small irrelevant matters and turn them into big false beasts. It's tough at times but it comes with the territory. We just make sure we don't bring the outside noise into our home. It keeps everyone happy and normal.
Aside from your book release this fall, what else is in the pipeline?
There’s lots of things in the works that i’m super excited about. Aside from the book release, this summer, I’ll be launching my very own meal-kit company, GATHER. GATHER will be delivering fresh ingredients based around my favorite recipes right at your doorstep. I’m also currently working on rebranding my olive oils and aprons. I also recently partnered with ZÜPA NOMA which is soup in bottle - soup reimagined.
So exciting to hear that you'll be launching GATHER soon! What are some of the things that you have learned in building a subscription business from the bottom up?
It’s been such a fun process. The main thing I’m trying to infuse is real world solutions. I set out to create a meal kit that I would use myself to make putting a delicious, nourishing meal on the table easier and less stressful. I’m learning that my ability to customize that experience is what’s going to really set it above and beyond what’s being offered by other meal kit companies. That’s where I’m really focusing my efforts. I can’t wait to share it with everyone.
What is your funniest parenting story to date?
My husband and I went to our daughters parent teacher conference and one feedback was that she needed to work a little bit on her listening skills (like any 3/4 year old). When we got in the car, we explained to her what we had learned and what she needed to do. She threw her hands on her head and said "I just can't handle this anymore." We had no words. We definitely have a drama queen on our hands.
What’s one thing completely unrelated to what you do now that you want to do or learn?
I would LOVE to learn how to ride English Style and compete. It's always been a dream of mine.
What is your process when making crucial business decisions, whether it involves your career or your family?
I always do a pros and cons checklist. I look at it from a time and financial standpoint, and if I'm passionate about the opportunity. It's really hard to turn down opportunities, but again, quality over quantity. If I don't feel moved and passionate about the project, I pass. I'm a firm believer in intuition and gut instinct. It has to feel right.
"If I don't feel moved and passionate about a project, I pass. It has to feel right."
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How Jessi Malay Took Her Creative Power Back With Her Blog
How she become a multi-hyphenate business woman since age 8.
From a young age, Jessi Malay is no stranger to hard work and dedication. It has been engrained into her daily life since she began performing at 8 years old, which has ultimately led to her success now as a musician, dancer, and blogger today.
But working in the music industry has been no easy ride, especially when you want to make sure that your brand and creative vision stays true to you. We caught up with Jessi to see what she has learned from being in the music industry from such a young age, how it has led her to take back her creative power with her blog mywhiteT and have her become the ultimate multi-hyphenate creative business woman she is today.
Also, make sure to catch Jessi on panel this fall at Create & Cultivate Atlanta! Click here to get your tickets now!
You started working at a very young age. Can you talk a bit about your different path and why this was the right move for you?
From the time I could walk, I was begging my mom to take me to dance classes. At 2 years old, I started studying ballet, jazz, and tap, and by 8 years old had joined a performing group, started singing, and was touring internationally. At 14 years old, I auditioned to be in a girl band, and by that evening, recorded my first song. Within weeks we were signed to Jive Records (Britney Spears, Justin Timberlake, Chris Brown) as ‘No Secrets’ and spent the next three years recording, rehearsing, performing, and touring. We put out a self-titled album that sold 300,000 copies and were #1 on the Billboard Heatseeker charts.
After 3 years, the group broke up and I went on to signing a solo deal with Warner Bros Records. My time at WBR was a completely new experience for me. I went from a world of pop and relatively quick and easy success with my girl band, to having to learn how to hustle more for myself and play the politics of the music industry. I toured from radio station to radio station, working the mix show market and negotiating with DJ after DJ for airtime. It was grueling, and definitely a man’s world that I had to learn how to conduct myself in a way that could be taken seriously and respected.
"Working in man’s world that I had to learn how to conduct myself in a way that could be taken seriously and respected."
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At Warner, there was no pop division at the time. They were pretty Rock heavy and had a budding Hip-Hop and R&B department, which is where they placed me. I had very little say in the production of my project. I collaborated with people like Young Joc, E40, opened up for Three Six Mafia, and Wiz Kalifah used to open for me. Needless to say, the branding was a bit off…
The label used to also get on my case all the time about my look, telling me I had no style and wanting me to be more eccentric like Nicki Minaj or Lady Gaga, and that’s just not me. I always appreciated more pedestrian style, streetstyle, and it was this time that spawned the desire to start a fashion blog, a bit to show and prove and explain my personal aesthetic in a way that could be understood and appreciated.
"I started a blog show and prove and explain my personal aesthetic in a way that could be understood and appreciated."
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We talk about work/life balance a lot. Is there anything you learned being signed as a teen and touring the world that has helped you with work/life balance as an adult?
Work/life balance will always be a struggle for me because I love working so much and grew up understanding how much work and sacrifice goes into anything that is worthwhile. I think that in itself was the lesson through all of my years of being signed as a teen and touring, just knowing what to expect. I’ve made sure to surround myself and work with the people I love most so we can be in each other’s lives on a regular basis, and we really love what we do. We’ve managed to figure out a way to make a living off of what we’re passionate about, and because we all have a common goal, we keep each other balanced. We work really hard so we can play harder, and set benchmarks and big picture goals for ourselves so we can keep everything in perspective, which can be hard to lose site of when working for yourself.
Despite your early success you made the choice to get a college degree? Why was this important to you?
Getting a college degree was really important to me, especially after all of my years spent focusing on my music career as a teen because I just wanted to be a more well rounded person. I had other interests, talents, questions I wanted to explore and develop. Everything I learned during school really helps me to adapt quickly and think outside of the box which is vital in a job where you have to create and share new content every day, multiple times a day, in a way that is authentic and true.
"We work really hard so we can play harder."
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How do you balance your creative side with your entrepreneurial side?
I have to compartmentalize time for each because they come from very different places. If I’m focused too much on the business aspect of the blog or music industry, it’s hard to be creative because I start to only think of my work from a marketing standpoint, of what’s going to sell or get the most likes, and that’s not where great art stems from. So if I’m going to do something creative like sit down and write a song, get in the studio and choreograph, or location scout and shoot something really beautiful for a brand I’m working with, I have to separate myself from that business side of me, let loose, and let my mind flow. I get myself there usually by doing physical activities like taking a dance class, going for a run, browsing through my dad’s old art books, or going out and hearing live music.
Let’s break down the behind-the-scenes of the blog. How much time are you putting into it? What goes into crafting your editorial calendar?
The blog is my LIFE! Lol. It’s my business, my diary, a forum for my readers and I to share ideas and comments, and just my place to document my daily life, travels, and passions, so I spend most of my time either conceptualizing, shooting, or writing for the blog. At the beginning of the month, I sit down and fill my calendar with all of the brand collaborations I’m working on, which days I’ll be shooting them, which days I’ll be editing them, their 1st draft due dates, final assets due dates, and posting dates for both blog and socials. If I don’t lay this all out at the beginning of the month it’s impossible to keep track of. It’s also very important to stick with your deadlines because if you’re late for a brand, you could really screw up their whole marketing strategy.
Because I also create and post about music, travel, now food, and soon to be fitness, I work those posts into my editorial calendar as they come. Those categories are a bit more free form and at the moment, passion projects that I just enjoy doing and sharing with my viewers.
How are you coming up with content that’s both authentic and monetize-able?
It starts with really having a strong understanding of your brand, what kind of products and other brands are in line with yours, and only accepting jobs that fit and you believe in, otherwise your audience won’t trust your voice anymore. From there, it’s easy.
What is your biggest current concern as a blogger?
Because blogging is so much more than just a job, it’s truly a lifestyle and all encompassing, I’ve started to become concerned with how I will eventually balance kids and a family and still accomplish all I’m doing now and everything I still want to do professionally. It was really encouraging to hear women like Rachel Zoe and Jessica Alba at CreateCultivate DTLA this past May speak about how they became ultimately more focused and productive after having children. I also have great friends who are bloggers that have kids and are making it look easy…so much respect for those ladies!
What is your approach to business? Slow and steady or jump in and go for it?
Jump in and go for it, absolutely! I know no other way. When I want to do something, I become obsessed and don’t think too much about how I’m going to do it, just that I want to do it, and I’ll figure it out along the way. The hardest part of business is just starting.
"The hardest part of business is just starting."
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What sets you apart?
I think my music is definitely what sets me apart. I’m an artist first and singing, dancing, and performing will always be my heart. I think people really connect with me that way because I’m a lot more vulnerable and open through my music.
Nany's Klozet Shares the Four Hard Lessons of Blogging
And why Latina women need to support each other more.
Daniela Ramirez is a dreamer who started her blog to create an inspiring space for Latinas and WOC in fashion an beauty. The Miami-based influencer now has over 150k followers on Instagram.
But she doesn't think blogging should be an end goal. We caught up with the woman behind Nany's Klozet to chat hard lessons, blog evolution, and why Latinas and WOC should support each other more.
You've been blogging for 5 years now - how has your blog Nany's Klozet evolved since?
I actually started blogging in 2009. Back then it was called Fab Chic and Fit and it was only in Spanish- it had absolutely no personal style and was almost anonymous. I opened Nany’s Klozet in 2011 as a way to separate “magazine-ish” content from personal outfits.
Blogging has changed in so many ways. At the time most bloggers were either in school or working- few saw it as a business career, most of us were sharing content simply because had a need to share our passion or knowledge. I find it amazing how brands slowly started to realize the influence bloggers have, and we definitely have changed how brands market to their audiences. Also it is interesting to see how people have shifted from reading online to instant gratification with social.
What is one thing you used to do in 2011 for your blog, that you will never do again?
Never say never! But we (my now-husband takes all my photos) used to take outfit pictures in abandoned streets in the middle of nowhere. I was super shy about taking pictures with people around me, so I guess that’s why I liked it. Now I'll look at them and it didn’t make sense. I think that the outfit has to match what you are doing and where you are going.
What would you say are some of the hard lessons of blogging?
There have been many hard lessons along the way:
- Be very careful with contracts. Have a lawyer look at them. Some brands want to take advantage of you.
- Never lose yourself for money. Never take opportunities because of a good pay. It’s important to stay true to yourself. Your audience notices.
- Also don’t change for your audience. I’ve seen people change the direction of their content. I understand thinking about what content they need, but blogging is about sharing your passion, not pleasing others.
- We need to stop obsessing over numbers and followers….and focus in quality content (and quality of heart and soul)- with that, the following will come organically.
"Never take opportunities because of a good pay. It’s important to stay true to yourself. Your audience notices."
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Everyone has their one growth hack or strategy to help their blog grow - what is yours that you stick to religiously?
I try to interact with my readers as much as I can. To always answer their comments and keep the engagement high. Blogging is a two-way form of communication. It’s not only a “come, read me” but also listen back to what they have to say and answer. I always go to my reader’s profiles and comment on their photos. I’ve met so many amazing girls and I’ve found amazing blogs that way too.
"Blogging is a two-way form of communication. It’s not only a 'come, read me' but also listen back to what they have to say and answer."
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In a way your blog is a testament to making it look easy, while also looking polished and perfectly composed. However, we know that are BTS stressors that all bloggers deal with. What are some aspects of blogging that your audience doesn't see?
I don’t even know where to start…there are so many! My husband and I have had countless fights while taking pictures…I don’t even remember why but I get frustrated easily (and often!).
I also think we don’t wear heels as often as seen on the blog- I always have another extra pair on the car. Sunglasses are always great to increase the chance of a good picture. Plus sunglasses mean you don’t necessarily have to wear makeup!
Sometimes I think readers don’t know the amount of work we do and it all looks super flawless. Recently I did a nail polish campaign in Mexico where I had to change polish twice a day for three days and run around doing specific activities at the hotel. It was a blast, but it definitely wasn’t as polished and composed as it looked.
"Sometimes I think readers don’t know the amount of work we do [as bloggers]…and it all looks super flawless."
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As a Latina, you have been able to encourage other WOC to start their own blogs and become a part of the digital space in fashion. What else do you feel needs to be done for representation of Latinas and other WOC in the digital space?
Being 100% honest, I think Latinas and WOC need to start supporting each other MORE. I absolutely love my Latina community and I’m so proud to be Hispanic. However, I think Latina readers still prefer the tall/skinny/blonde/European looking blogger.
I also have been in many situations where I know I was filling the “Latina spot”- like campaigns with a blonde, a brunette, an African-American, and me. Brands need to stop looking at us as a space to fill, and instead acknowledge that we are a BIG part of U.S society.
What is one piece of advice that you have for anyone that is looking to start a blog today?
I would tell them to see a blog as a step to a reaching a bigger goal. I don’t think being a blogger should be the end-goal. For example: if you want to be a personal stylist….share your tips, do make overs, share your work. If you want to be a magazine editor, imagine you are already doing the job and treat your blog like it. Treat your blog as your portfolio…a passionate portfolio. Enjoy every second of it and genuinely network…you are going to meet some amazing people along the way!
"Treat your blog as your portfolio…a passionate portfolio."
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Make sure to see Daniela on panel this fall as she joins us at Create & Cultivate Atlanta. Click here to get your tickets now!
Find Out Why the Male-Dominated Tech Industry Won't Stop This Creative
She's adding dimension to the fashion and tech spaces.
Heather Lipner, tech maven, has worked in the dude-heavy industry for "at least 13 years." As the former creative director of MySpace, co-founder of Uncovet, and founder of Clashist, that oh-so-pop-culture-meme-tastic apparel line approved by James Franco, she has a few tricks up her techie sleeve.
Drawsta is her newest venture. An augmented reality fashion concept that adds an unexpected layer to your shirt [like the above panda (panda, panda, panda #broadsinatlanta)]. Augmented reality doesn't work without a tech device. In Drawsta's case, it's an iPhone app that allows for virtual designs to appear on a t-shirt. There are currently two screen-printed graphic unisex shirts ($48) each of which comes with 3-5 animations, with a new one released weekly.
We checked in with Heather to talk the industry's 'boys club,' how Drawsta is fighting against the need for fast and disposable fashion, and (read all the way to the end peeps) if we're becoming machines.
Let’s chat a little about your background. How did you arrive at the intersection of fashion and tech?
I have been in it for around six years, but prior I was doing tech/media. I worked as the Creative Director of Marketing as well as the Art Director of Product for Myspace and prior to that worked at a couple interactive design agencies for over six years. So been doing tech for at least 13 yrs.
How did the idea for Drawsta come about?
I wanted to take fashion to a new level, literally add a dimension to it. I felt stuck in a traditional world doing my previous brand Clashist. While it was a pretty viral line and lots of people loved it - I always had to make new - which, is very costly and often environmentally wasteful. So Drawsta solves the problem of wanting something new in the moment, but in a digital manner so we don't have to literally make so many physical goods. I think it’s more fun too. :)
How does it work?
It’s so simple - you just open up the app and point it at your tee and a layer of animated graphics pop and lock on the tee. You get the experience of wearing something new (you get new animations weekly) and you can also share yourself wearing the animated tee via social media, email, text - anything digital. (See below demo video.)
Social media made fashion shareable. Why is now the right time to take it a step further?
We’re going start losing the screen in a year or so and digital graphics will appear on, in front of, and around physical objects. Knowing that, I wanted to do something fun that can represent the individual’s ever-changing identity via something we’re all used to - fashion and social media.
Wearable tech is a billion dollar market, do you think we are going to see more augmented reality wearables?
Yes - from me for sure! :)
What is the most exciting part about being in the tech space right now?
I’ve always been obsessed with self-expression via fashion, social media, art, design, interior, etc and I think tech lets us explore our own identities in a faster manner. I get really excited when I see people (mostly younger generation on Snapchat) freely post without caring how perfect the image is. To me, that is freedom to explore and share our momentary thoughts, feelings, everything without caring about being judged. When you give people a way to do that in an acceptable manner, we can find our true passions and feelings in a more raw, real and evolutionary manner. THAT IS AMAZING AND EXCITING TO ME. MAKES ME CRY.
What’s been your experience in the tech world as a woman?
I hate it actually. It’s so annoying - sometimes I don’t care and sometimes I have this overwhelming rebellious feeling where I just want to roll my eyes, spit, and go in the opposite direction. LOL, but I love tech and I am also not sure if it is 'man vs woman' or there’s simply a club that is mostly male. You put a bunch of VCs in a room that are literally competing to see who will make more cash and it’s douchebag central. There’s a lack of creativity, sensitivity, understanding, depth, etc. I went to school and studied Economics at the UW Madison and it was the same - a room of mostly dudes asking each other who’s got higher grades. It’s lame - but not all VCs and guys in tech are like that - just a lot of ‘em. Heh. I just try to focus on the product, customers and creating a path towards what I believe is success. And hopefully in years to come the room will even out with less ego and more diversity, compassion, and care. :)
"I love tech and I am not sure if it is 'man vs woman' or there’s simply a club that is mostly male. "
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Is wo/man becoming machine?
Maybe we are already machines. We’re kinda at a high point right now in which we are really figuring out how to reverse engineer our DNA (coding) to manipulate our genes to live longer, to kill off diseases, to even alter our IQ. Once we can ingest nano robots to change our destiny then it will probably feel more and more like we are machines after all.
Arianna Schioldager is Create & Cultivate's editorial director. She's also a machine, in the best way possible.
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Food Intentions: How Sarah Michelle Gellar Went From Hwood to Foodie
The co-founders of Foodstirs are sharing the business of baking.
Food is one powerful force. It's tied to memory. It's hands-on. And it connects people. It's something 1/3 of the Foodstirs co-founders Galit Lebow knows well. "I remember the homemade cinnamon raisin kugel that grandmother would make for us on special holidays," she says. "I remember running into the house and we knew grandma was over. She passed away last year and it’s one of my goals to learn how to make it! I miss the smell."
The other 2/3 of the e-commerce baking company that delivers creative baking kits and mixing to your home are Sarah Michelle Gellar and Gia Russo.
Each woman brings something different to the table of the company that is "reinventing the baking category" and "intends to give consumers an opportunity to be creative and share their experience." We caught up with Foodstirs to talk all things baking and business in anticipation of #CreateCultivateATL where all three will be keynoting in conversation with Self magazine's entertainment director Rebecca Sinn.
Founders and CEOs often talk about the “problem” their company will solve. What “problem” is Foodstirs trying to solve?
Foodstirs is reinventing the baking category. We are offering a clean and green better tasting baking experience that is high quality, tastes amazing, and most importantly is accessible. There is nothing in the marketplace like us that exists right now. We see a huge opportunity to revolutionize the baking aisle and re-traditionalize home baking.
Moreover what is the ‘why’ of your brand?
Most of us are consumed by our digital devices, we're always on and always connected. Yet somehow because of this we often feel disconnected with our loved ones. We are so busy in our everyday lives that we are doing more but experiencing less. We wanted to create a product that gives you that time to spend with your family and friends - connecting, sharing and experiencing. We believe the act of preparing and enjoying food together has incredible power. Foodstirs allows us to connect effortlessly and create meaningful memories.
You were part of Mucker Lab, an accelerator based in Santa Monica. We’ve talked to female entrepreneurs before about the benefits of being in an accelerator. What was your experience?
We have had a great experience. We knew we wanted to launch an e-commerce site with a subscription component but we did not have a tech background. We decided to surround ourselves with e-commerce advisors and investors that could help. Our good friend of ours had been part of Mucker accelerator and recommended we take a meeting. We have a ton of respect for the founders of Mucker capital, Erik Ranalla & Will Hsu. They are smart investors who saw a unique opportunity that was a little out of their wheelhouse. They took a chance on 3 female entrepreneurs with an idea for a baking brand and we will be forever grateful for their early support. They have been super helpful to our business by offering resources, advice and mentorship. We have also met fellow start up founders in the program who are very collaborative. It’s a fun environment.
Why was it the right decision for Foodstirs?
We had big ideas and a big plan that involved an e-commerce subscription business that none of us had experience in. We believed that an accelerator would help guide us through the initial start up process and get us focused on the right things. We have been able to gain access to a network of amazing entrepreneurs and executives who we have built great relationships and have helped us execute more effectively.
"There is nothing in the marketplace like us that exists right now."
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Have you heard of the Rule of Three? It’s a concept in writing that says things that are presented in threes are more interesting, enjoyable, and memorable. Any thoughts on this as it pertains to having three founders?
We all have different strengths that compliment each other. Galit is the operator and visionary, Gia is the product innovator, and Sarah is our brand ambassador and creative officer. We share the same vision and passion. We sometimes agree to disagree but that's what makes it special. We respect each other. I have the best job in the world because we get to work with my close friends.
For female founders looking to raise capital, when you walk into a room of investors what are you thinking? How would you say your first meeting went compared to a later one?
Well first, we usually walk into a room of all male investors and we are 3 females selling a baking mix company. We knew it was going to be a challenge to sell them on this vision but luckily we have found amazing investors who believe in what we are doing and see the opportunity to disrupt a sleepy category. Sarah and I had our first investor meeting at a coffee house back in March and it was a disaster. We didn’t really know what to expect and probably weren’t as prepared as we should have been but it was a great lesson. We keep in contact with the investment fund and recently got a second chance to pitch them as we are currently in the process of raising another round. It was a much better presentation and we all laugh about it now.
With Sarah as the brand ambassador what challenges are you facing? People assume having a celebrity as the face of a company makes it easier, but in what ways is this not the case?
Having a celebrity as part of the start up comes with great advantages but also challenges. We have found that people sometimes don’t believe that Sarah is as involved in the day-to-day. She actually does come into the office everyday and even answers customer service calls. We are focused on producing the highest quality product and best experience. We take pride in what we have created and having an amazing partner who is also a celebrity allows us to amplify our message and get our story out there.
I’m pretty useless in the kitchen, but have a three-year-old and would love to bake with her. Why does Foodstirs make sense for me? Why does it make sense for her?
We created Foodstirs to make it simple and convenient for the modern parent to create a traditional home baking experience with their families and friends. We were inspired by our children and longing for a product that’s high quality made up of simple and delicious ingredients that allows us to spend quality time with family. Our mixes and baking kits are less than 6 easy steps - we call it quick scratch baking.
Among the three, who is the best chef? Who is the worst?
Gia is definitely the best chef, she grew up in an Italian household. She has also written three cookbooks! We go to her house when we want an amazing homemade meal.
What is a meaningful experience you each remember in the kitchen?
Galit: I have three sisters and both my pretend worked full time. We did not spend a lot of time in the kitchen, although we had dinner as a family every night. We had this amazing recipe for a sugar cookie with homemade frosting. Every Valentine’s Day we would make these cookies together - it was one of the few times we did not fight, we just had fun! We would frost, decorate and share them with the neighborhood. They were the best tasting cookies and more importantly, the inspiration for our amazing organic sugar cookie mix and frosting. Now I get to make it with my kids every weekend!
Why do you think there is such a tie between food and good memories?
Food just brings people together - it makes us happy. Everyone has a memory of favorite dish or recipe from when they were young. We hope to provide a product that gives you that opportunity to easily create your own food memories with your family and friends.
Why do each of you want to be a part of Create & Cultivate?
We believe in the power of collaboration and creativity. We believe that creativity leads to innovation. It’s important as women business leaders that we support each other and learn from each other. Our website has tons of recipe inspiration using our base mixes and we encourage our Foodstirs community to share their own. We love looking at the thousands of social posts of customers sharing their creations.
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.