Erica Domesek of P.S. I Made This Talks Crafting the Career of Your Dreams

photo credit: Amy Bartlam

Let’s talk for a moment about crafting a career. Sure, maybe Erica Domesek founder of P.S. I Made This can pom pom trim the pouf out of a hat (and best believe, she did), but how did she turn it into a business? One, years of hard work. Two, the simple act of being a good person-- something, we’d like to note takes zero DIY "skill."

Crafty since she was a kid, Erica says she always had a paintbrush or crayon in hand and was constantly creating. “I was blessed to have people around me who were also interested in moments of creative living,” she says, “and I got that DIY in my DNA early on. But DIY isn’t necessarily about picking up a glue gun, it’s a way of life and living creativity.”

“I believe anybody can craft the career they want,” Erica says. “Not to sound cheesy, but I truly believe it.”

“I got that DIY in my DNA early on.”

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After graduating from school in Florida where she studied business and fashion merchandising, she set out into world. “I had a jewelry line before I could even have an adult beverage and I was doing trunk shows at Saks Fifth Avenue and all over the Eastern seaboard,” she says. She didn’t necessarily know that she would be a “serial entrepreneur,” but she knew she “enjoyed makings things and making people happy.” That, and the entrepreneurial spirit of trying new things. “I didn’t have a roadmap, I met nice and interesting people and I believe when you’re nice and like to help people, well, it’s called karma.”

From helping out the fashion director at Golf Digest when she was in college to then meeting “every editor at Condé Nast when I was 21 years old,” Erica was naturally curious and had a willingness to get involved-- to work. She wanted to learn. She wanted, to do-it-herself. These are all traits that helped her along that unpaved road.

“It was a very different world when I rose up,” she said, “but you can’t compete with being a good person.” Her career moved in the direction of prop stylist and design consultant, which allowed her to work with brands like Kate Spade, Anthropologie, and Bloomingdale's, as well as major fashion magazines. It was during a moment when she was creating wire sculptures for Anthropologie that she realized, “I was just happy-- I was happy making and creating, but ultimately I knew that there was a goal from the business side.”

P.S. I Made This launched in 2009. Shortly thereafter, Elle deemed Erica “Fashion’s Queen of DIY.” She did some "heavy lifting" in the DIY space, spending 11 years in New York, the city where she says her hustle “sparkled and shined.” Coming off the hamster wheel of the city however, she knew she had to ask herself, ‘Wait, where do I see myself in five years?’”

She doesn’t have a specific answer to that five-year question, but is looking into how virtual reality will play into her work. “I’m really interested in VR,” she says. “I’ll always be a storyteller, but pressing on to find the next round of innovation is always going to tickle my curious bone.”

She knows that “Gen Z is going to be the power user,” so she’s thinking about how they will interact with tech and what that side of the business will look like. She also knows that there are key ingredients for success, those that don’t shift or change even as tech does. “Hustle, confidence, desire, keeping true to your integrity and being a good person along the way,” are her standouts.  

Having grown up in the business pre-social days she says “numbers don’t define you. I think people are so focused on a number. Social media is a blessing in so many ways, but self-worth is not based on the number of likes received on a post. I was definitely conflicted about the ‘we’ vs. ‘me,’ and the ‘I’ vs. ‘us.’ I was torn what to share-- the narrative was confusing and I struggled.”

This is not an uncommon feeling among bloggers juggling platforms, what to share and what not to share. (That is the modern question.) To alleviate part of that stress Erica has a personal Instagram account for friends and family, what she calls “a small, private space on the internet.”

She advises young entrepreneurs to do the same. “Find a place on the internet-- should you want to,” she says, “that’s just yours.” It’s how to believe you can attempt balance in the midst of the hustle. “I give advice to a lot of people and I think it’s really important for younger generations to have separation,” she says. “If you want to craft the career you want, you have to be happy inside. And that’s the hardest DIY project in life.”

“If you want to craft the career you want, you have to be happy inside. And that’s the hardest DIY project in life.”

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Erica’s current hustle depends on the day. When we talk she’s in the midst of prepping for multiple shoots the following week, as well as joining us on stage at our Beverly Hills #CreateCultivatePopup. She tells us, “I’ve always gone for what I’ve wanted and always took the road less traveled.”

photo credit: Amy Bartlam

In addition to her blog and brand, she has a new TLC series, “Erica in the House,” where she's sharing her DIY and lifestyle expertise with viewers. In a video introducing the series Erica says, life is “like the monkey bars, you gotta let go of one to get to the next.”

Last year Erica let go of New York and headed west to Los Angeles. Since moving the entrepreneur says she now “cooks more than she crafts.”

“I love entertaining and having people over-- doing things where I’m able to put my phone down. I might pick my phone up and Instagram a pretty plate but weekends are not about work for me. I had to make a separation because I did hustle so hard.”

“I think hustling is great,” she adds, “but it’s also great to be able to enjoy life.” She quotes friend (and fellow TLC-ite) Stacy London, saying, “One of her favorite words is ‘almost.’ She loves it because it means that we haven’t arrived, that we can always reach for more.”

"Hustling is great, but it's also great to be able to enjoy life." 

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“We’re still evolving. Everybody who says they’ve figured it out, is wrong. They’re lying. We all have that 'almost' inside of us.”

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Katherine Schwarzenegger Shares Key Moments From Her Life-Changing Road Trip

With mother Maria Shriver as inspiration, Katherine Schwarzenegger has always known that women do it all. This past May Katherine embarked on a road trip across the country. She met and interviewed over 500 women in collaboration with T.J. Maxx, aiding their mission in highlighting women who live life on their own terms. After three moths of traveling across 16 cities, Katherine finally headed home with a head and heart full of inspirational stories.

We caught up with Katherine to chat what she learned from the collab, how her mom helped her prep, and the six common traits she found in every single woman. 

You just finished up the “Road to Real” 16 city tour where you were interviewing real women about living life on their terms. What was the most surprising part of the journey?

When I started the Road to Real tour, I didn’t know what to expect. But I think the most surprising part of this journey was how open and honest each woman was, and how their stories have truly made an impact on my life, and how I want to live life moving forward. The purpose of the tour was to show others that you don’t have to look far to be inspired. And what I have learned and hope others have too, is that everyone has a story to tell, we are all on this journey of life, we are all doing our best and that inspiration really is all around you – it’s in our friends, family, neighbors, and even the woman shopping next to you in a T.J.Maxx store. When you hear so many amazing, real and inspirational stories each day, you cant help but walk away changed. So the next time someone yells or snaps at you for no reason, just know that you never know what’s going on in peoples lives; they could be going home to a sick child or parent, they could’ve just lost a loved one, they could be going through a divorce. Bottom line is, we are all just trying to do our best so the most important thing is treat one another with love and kindness and the world will be a much better place. 

"You don’t have to look far to be inspired."

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Your mom is a journalist, did she share any tricks to getting people to open up before you embarked on the tour? 

My mom helps me with everything and she is definitely my number one supporter. When I first learned about the Road to Real tour, I was so excited and I told her right away. I grew up watching her interview people in her professional life and personal. She used to interview everyone around us, even in the line at the coffee shop, and that all rubbed off on me, so this experience felt very natural to me. I am a very curious person and I ask a million questions, but before the tour launched, she did help to coach me on my interview skills and gave me advice on talking with people I didn’t know. The most important thing she taught me was the importance of listening and on this tour I realized that one of the greatest gifts you can give someone is listening to them. We don’t realize how many people just don’t have someone to talk to or to listen to them, and a really good listener is a huge gift. Every time I finished a interview, most women would thank me for listening to them. I was so surprised by this because for me, to be able to listen to their stories was such a gift, and knowing that just sitting and listening to them made a difference, was so rewarding for me. 

"One of the greatest gifts you can give someone is listening to them."

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How did the collaboration initially come about? What was the conversation? 

T.J.Maxx actually approached me to be a part of the Road to Real tour, and I was immediately obsessed with the whole concept of the tour. When I learned more about the campaign I couldn’t say no – to have the opportunity to travel the country (to some places I had never been before), and connect with real women and hear their inspiring stories is what really peaked my interest. I love talking with people, asking questions and learning from others so it was a natural fit. I am always eager to learn and to grow and I knew this tour would not only be an amazing career experience, but it would be a life changing experience that I wouldn’t be able to get anywhere else. I am all about talking to people, learning from their life experiences, and being able to take a nugget of wisdom from each person I spoke to. Plus, the fact that my website is all about “living life on your own terms” was a natural tie to the brand and the Road to Real campaign. 

It’s easy to see the Road to Real as an internal journey we all take as women. What has your own road to real looked like? 

I think my Road to Real is a journey that I am on and continue to be on and one I am very excited about. We are all on this journey of life; sometimes it’s great, other times it’s more challenging, but as long as you look at life as a growing and learning process that never stops, you will be able to live a fulfilling life. This tour has completely changed me; I am not the same woman today, than I was when I started this tour in May and I will forever be grateful to T.J. Maxx for allowing me to be a part of this experience. I learned so much about life, about myself, about how I want to live my life moving forward, and how I deal and interact with people. This tour was a journey for me in my personal, spiritual, and mental well-being; I went out of my comfort zone, traveled to new places, met new people, formed new friendships, and experienced new things. I laughed with strangers, I cried with strangers and I listened and learned from them. These are the kinds of things you only learn by having the kind of experiences I was lucky enough to have on the Road to Real. 

"I laughed with strangers, I cried with strangers and I listened and learned from them."

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What parts of your journey as a business woman and entrepreneur are you most proud of?

What I’m most proud of is that I have had the opportunity to work on projects that I’m truly passionate about, like my two books and website. I’ve been able to do so many amazing things, and I always want to try to make a difference and do work that I’m proud of. That said, I am definitely proud of my partnership with T.J.Maxx, because the Road to Real campaign speaks to something I truly believe in, which is that women are living life on their own terms, in their own unique way. I feel lucky to have worked on such a meaningful campaign by celebrating women all over the country, and by sharing their inspiring and amazing stories with the world. 

When are you your most real/authentic version of yourself? 

I try to be real and authentic all day every day because that’s just how I want to live my life. It took me awhile to get there but I have come to realize that whenever I am not my real self, nothing good comes from that. It’s much easier said than done but staying true to who you are is the greatest gift you can give yourself and you only get there by going through the ups and downs of life. I still haven’t mastered it and I do make mistakes of course, but I always try to remind myself the importance of being YOU because there is no one else like you. 

You spoke with over 500 women. How do you process that amount of information? That number of stories?

Throughout the course of the tour we visited sixteen different cities and spent two days in each store location, so I spoke with about 15-20 women per day, sometimes more! The experience was amazing but at times the conversations lead me to feel overwhelmed by my own emotions. The women really opened up to me and some of the stories shared were extremely personal, open and raw. It’s crazy to believe that each story was more inspiring then the next, but it’s true. Although I talked with over 500 women, there was a commonality among the stories I heard, like the strength to persevere and live life on their terms, and just an overall sense of the women wanting to do good, and give back to others. I would be lying to you if I said that I wasn’t overwhelmed by some of the stories I heard, but I decided to look at this experience like I wanted to take at least one nugget of wisdom from each person I spoke to and be able to grow from their stories. 

Why do you think storytelling is important? 

I have always been interested in learning and hearing from real women, it helps you to not only grow and learn as a person, but to see things from a different perspective. I think storytelling is important because it connects people everywhere. Everyone has a story to tell and inspiration is all around us. We just need to take a moment to open our eyes, maybe ask a few questions and really see the people around us.

What was a universal truth among all of the women you spoke with?

After speaking with all of these women, I learned that strength, perseverance, courage, love, kindness and the desire to do good, lives in the women walking amongst us daily. Every woman I spoke with, no matter her background or personal struggle, wanted to help those in need and leave the world a better place. It can be easy to focus on negativity, especially with recent events our country has faced, but you have to remember to never lose sight of what’s important. The need to love one another, treat each other with kindness, compassion, and understanding is what every woman agreed our world needs most.

"Strength, perseverance, courage, love, kindness and the desire to do good, lives in the women walking amongst us daily."

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The tour culminates in a gallery event this fall in NYC. What do you hope people see in the work?

The stories that these women shared both touched and influenced me, not only in the way I view life, but in the way that I want to live my life each day moving forward. So my hope is that this same raw emotion, these inspiring stories of struggle and perseverance and vulnerability, are conveyed within the gallery portraits. I hope people see that women are playing many different roles in their lives and that no matter what, they make it work in their own way. I hope that these pictures impact people in the same way that I was impacted.

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It's National Ice Cream Day! Meet the Woman Who's Changing the Ice Cream Biz One Flavor at a Time

Photo Credit: Jeni's Splendid Ice Creams

Founder of Jeni's Splendid Ice Creams, Jeni Britton Bauer, says that if her business was a flavor it would be Dark Chocolate: "Complex and game-changing, hard to replicate."

With over two decades dedicated to the scoop game, Jeni knows a thing or two about packing a pint, but hitting the sweet spot didn't come easy. There were learning curves, major lessons and hard, trailblazing work. 

We checked in with Jeni who shared about ups, downs, her entrepreneurial vs. business spirit (yes, there is a difference), and which pint she would choose to eat fooooreevvver. 

Can you tell us a little about your background and how you got into the scoop business? 

I grew up wanting to be an entrepreneur. My grandmother is an art teacher and because of her, I learned to constantly create and make things. Yet, we have two very different views on how to best craft an item. As an artist, she never wants to make the same thing twice, but I relish in it. When I hit upon something I love, I want to replicate, build a process and perfect the item until it’s flawless. And as a child, I started more businesses than I could count. So, it was inevitable that I would find something that I loved to make and run with it. I studied Art and Art History at The Ohio State University. I was also interested in pastry-making and working for a French bakery. I very seriously considered switching over to perfuming. I have always been led by my sense of smell so I wanted to go to Grasse, France and become a nose or find a way to incorporate scent into art.

One day I had the idea to use ice cream to carry scent, and that moment changed my life. It was precisely where all of my interests intersected and I knew in an instant that American ice cream could get a lot better and more interesting. So I set sail -- and the rest is a crazy ass history of ups and downs and hustle like nobody's beeswax. 

Ups and downs. You were living out of your car during the first months of operating your first ice cream stand, Scream. You’ve come a long way. What’s some advice you have for a scrappy entrepreneurial spirits?

I'm an adventurer. I wasn't bothered a bit by living out of my car or hustling. I have so much energy and excitement for what's possible and very very few resources to make it happen -- I have found that my hands, feet, brain, and friends have been my greatest resource. 

Every entrepreneur has a very different experience, but one thing is always true: you get a wacky idea that becomes a vision and then you start working toward that vision and never quit. No matter what. Entrepreneurship can be extraordinarily isolating; the better your idea is, the more people will be repelled by it. When I started, no one wanted spicy ice cream, or flower petal or herb ice cream. It’s about getting help from anyone you can and proving yourself over time. You are the only one who will champion your idea, and in some ways, that never ends. It's always about seeking great people to help. And to do that, you have to get really fucking good at what you do. You have to earn your teammates because they make all the difference. 

"Entrepreneurship can be extraordinarily isolating; the better your idea is, the more people will be repelled."

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Interior St. Louis location. Photo Credit: Jeni's Splendid Ice Creams

What kind of learning curve did you experience between opening shop number 2 and shop number 10? [Ed note: there are currently 23 scoop shops.]

Suuuuuch a huge learning curve.  But again, it's about my teammates. They would never take on something they can't knock out of the park - give or take a few snafus. We always push ourselves to try something new in each store and we learn from that experience. 

We must get used to seeing great companies embarking on controlled growth. It's impossible to survive and truly build demand for the ingredients we want or build a safe and secure community of jobs without the resources to sustain it. The 21st century is very different from the 20th century, where we saw great little companies explode and just go downhill. It's not only possible to grow and get better, it should be expected. We look up to trailblazing companies like Patagonia for this reason. We will get better as we grow, not the other way around.

"We will get better as we grow, not the other way around."

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Is every pint still hand packed? How do you scale and business while remaining committed to local and quality?

We haven't hand packed every pint for a long time. And we determined that it’s no longer a safe way to pack pints, by our safety standards. It took us a long time to figure out how to get our ice cream to work on a pint packing machine because our ice cream is more viscous than others as it comes out of the ice cream machine.

We're building our company as a community of people and many are not local to our kitchen. We work with a 5th generation peach farm in Georgia, a vanilla farm in Uganda, and various makers and producers locally, nationally, regionally and internationally. We believe in each other and we believe that by coming together we make better ice cream. That’s how we’ve approached it from day one.

Quality is a choice every company makes every single day. And it begins with your values. There is no reason a company can't grow and maintain quality, but we also know that as we grow we can actually improve quality from the perspective of ingredients, molecular science, safety and direct partnerships. In many ways it’s the only argument for growth at all. Scale is important in ice cream unlike some other food products. You can't even begin to impact dairy quality unless you have scale to support it - which is why we love Ohio so much. But the same is true of direct trade vanilla or fair trade cocoa. We can all order ingredients from a catalog, but we want to be more than that. 

"Quality is a choice every company makes every single day. And it begins with your values."

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You’ve talked about the difference between entrepreneurs and business people. Have you grown to understand and be more interested in the business side of things? 

The short answer is no. I retain too much “artist” in my heart. In fact, I have less and less interest in the business stuff as I learn more about it. I like to create experiences, and to do that I need resources and a great team. That's what motivates me. The older I get the more comfortable I am in admitting that. 

Exterior Westside Provisions, Atlanta. Photo Credit: Jeni's Splendid Ice Creams

"I have less and less interest in the business stuff as I learn more about it. I like to create experiences."

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The long answer is yes. I am inspired by my teammates who are so flipping brilliant at everything from leadership and org stuff, HR, R+D, Art and Design, and our finance team kills me—some of the most creative people I know. They find stories where I see a paper full of digits. 

The truth is that I have so much belief and trust in these people and our talents work really really well together. I have the luxury of being able to purposefully remain blind to many business details. Not to say that I don't keep up, I absolutely do, I just keep my head very squarely on creating the best ice creams I can imagine and making great places to eat them in, but always with great reverence for the resources we've built and how to do the most with them. 

What are some lessons you’ve learned about rapid growth?

We have 23 stores. I've been at this for 21 years (I have had two ice cream businesses). Jeni's is almost 15 years old. We've stepped out our growth. As we get more great people and knowledge and dairy we apply it. Every single day is challenging in business. That's what makes it fun. 

Still, if you want to do something new it's often difficult to know how to do it. You can hire the top consultants in the world and you'll still fuck up somehow. You get really really tough blazing the path through the forest. 

----And you make it a lot easier for the copycats who benefit from your blood, sweat and tears. 

Scoop pros. Photo Credit: Jeni's Splendid Ice Creams

If you had to eat one of your pints from now until forever, which would you choose? 

Lemon buttermilk frozen yogurt. It's perfect. And I say that after making it for 20+ years - with tweaks along the way. Perfect texture, body, and flavor. I think this is one of a handful of our flavors that really sets us apart from all others in terms of know-how. Plus, it's so simple: fresh lemon, cultured buttermilk, bio-dynamically raised yogurt, grass-pastured milk and a nice dose of cream. You can't ever tire of it. It would sustain you for forever, too - the right combo of protein, fat, carbs.

OK. Truth: Is the dessert business sweet? What parts are more like veggies? 

The highs are really high. The lows are really low. But they balance each other to become a great adventure. 

But I have a very strict policy: if I'm going to eat ice cream daily (which I do) then I have to balance that with lots of veggies (which I do).

It works the same way. 

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Why Poetess Rupi Kaur Follows Zero People on Instagram

photo credit: Rupi Kaur 

Like most writers, Rupi Kaur, the 23-year-old Toronto-based poet, illustrator, and photographer thinks she’s better at putting pen to paper than she is at giving an oral interview. “I’m a better writer than I am a speaker,” she tells us.

On one hand, we believe her. Her work is biting and soft. She twists language in a way that makes you want to walk into a forest and stare up at the sky through the trees. Her words allow you the space to see the world a little differently.

On the other, we don’t. Not really. Especially when the author/mother of “milk and honey,” her debut book of poetry and prose which shot to the New York Times Bestseller List says this: “We navigate the world, come across so many people, but at the core of our experience is love. I think that’s the message I’m trying to consistently share, without even really realizing that I’m sharing it.” The message that, “you deserve to be here and you’re welcome here and allowed space.”

"You deserve to be here and you’re welcome here and allowed space.”

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A native of the Punjab region in India, Kaur spent her formative years in Toronto, where she currently resides. She is a modern day storyteller, using her poetry and social handle @rupikaur_ to explore beauty standards, violence, love, injustice, the female body, and more. “my issue with what they consider beautiful/is their concept of beauty/centers around excluding people,” she wrote in an Instagram post on July 11th of this year. It's the same platform that deleted a photo of Kaur's sister, Prabh Kaur on a bed, her gray sweatpants and bed sheet stained by (fake) period blood. Instagram claimed the post violated their community guidelines. Kaur reposted the photo, which was part of a photoseries project for a visual rhetoric course with a caption challenging the decision. "i will not apologize for not feeding the ego and pride of misogynist society," she wrote on August, 25, 2015, "that will have my body in an underwear but not be ok with a small leak. i bleed each month to help make humankind a possibility." Instagram recoiled, apologized; the community clapped loudly. And they kept clapping. Her approach to language and honesty has captured the attention of nearly 600k Instagram followers. 

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When she first started sharing her work online there was no intention of a book. “It’s still such a personal experience for me. I’m not writing for anyone else," she says. "At times I don’t understand the interest. But all of the sudden I was building this online community and they were the ones that would comment, ‘Where can I buy your book?’”

Consider that Kaur's first reaction to the idea of a book was, “I’m me, I can’t." She was 20 at the time, thought of writing as her “hobby,” and had just started university. Her thoughts were, “I need to finish my degree, I’m paying thousands of dollars to be here.” We’ve all experienced this tug of war-- the one between our head and our heart, our reason and our dreams. But Kaur slowly warmed to the idea. Between the encouragement of friends and the enthusiasm of the online community she began piecing together what would become ‘milk and honey.’

“It was a very difficult moment in my life,” she says, “and I just strapped down. It was the summer of 2014 and I didn’t think I was going to get through it. I couldn’t see myself and I couldn’t imagine my life after this moment. I needed it.”

She wrote the pieces and crafted the book by listening, she says, “to what my body said.” She designed everything from front to back, the font, the pictures, and then put it into the world. “I don’t think anything I ever do will feel as holistic as that,” she says. “It was deeply grassroots, on the budget of zero dollars. When you give birth to something like that and see it blossom, it’s so incredible."

Now consider that her debut paperback, self-published book of poetry and prose sold over 18,000 copies in the first 8 months. "milk and honey" flowed into the world November, 2014 and kept moving.

Around the 8 month mark publishers started calling. Andrews McMeel (AMP) became her publisher. “They’re very agile,” she says. “My biggest worry was someone coming in and saying, ‘Oh, we want to remove these pieces about body hair, or 'We want to change the cover.'”

“It’s not a product to me, it’s my heart.”

Currently, she is working on the release of a hardcover. “It’s very important to me that people have something to hold,” she explains. “That’s what gets passed down from hand to hand and moves across the world. A hardcover is the version that refuses to be ruined. The paperback version is going to fold, its matte black is going to stain, but the hardcover is beautiful and elegant. You keep the hardcover on your bookshelf and you keep the paperback under your pillow or in your purse.”

Throughout this journey, she has remained the creative leader of her work, though there has been pressure to create more, both from herself and industry pros.  Earlier this year she tried writing for the audience. An experience she describes simply as “bad.”

“I was holding a knife to the neck of my writing,” she says, and it wasn’t working. There were people who told her she needed to release a second book. That by next year the industry would try and replace her.  It didn't deter her. It only annoyed her. “I have to be honest with myself, " she explains. "It’s a very Adele approach. You have to remember why you started and stay true to that.” 

She'll tell herself, "You brought yourself here, not the industry. I think that’s a huge source of my power. My inability to see how people perceive my work also allows me to see how powerful I am. I have my insecurities, but I feel powerful. I’m here and I’m doing what I love.”

“It’s not a product to me, it’s my heart.”

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She knows social media has a lot to do with her success, but Kaur currently follows zero people. However, she’s not pulling a Beyoncé. “Like most people I have my own personal, multi-dimensional battles with social media.” But without it she says, “the publishing world wouldn’t have cared about this young, brown woman. Social media was a free tool that I used to create my own community. It can also swallow you up.”

At the moment she has deleted all social media from her phone. She tweets from her laptop. She’ll download Instagram, log into her account, post, and log back out. She doesn’t read any of the comments. “It’s helped me feel more rooted again. I’m a very sensitive person and I don’t want the thousands of eyes pouring over my work to change the way I’m going to write in the future.”

The way she writes, is magnetic, sticking to all lower case as her words stick to her audience. It’s almost a way of ensuring that no one letter is left in the shadow of another. And it's human. 

"When I first started writing it was about getting my voice back and finding my voice,” she says. Now, she has a “loose idea of three to five books that I will write in the next ten years. So I’m going to keep writing and listening to what my body tells me.”

“The recipe for my success, if any,” she notes, “is that I’ve always been honest with myself. I’ve always written what I’ve needed.”

This Friday, August 19th, Rupi Kaur will be delivering a Ted Talk at the Kaufman Center for the Performing Arts in Kansas City. She will be performing a new spoken word piece followed by a talk called “My First Home.” Via Instagram this past week she told her followers, “I think the piece I’ve written is some of my best work.” Tickets have sold out, but you can tune in and watch it live at 6 pm central time at tedxkc.org. 

Arianna Schioldager is editorial director at Create & Cultivate. 

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The Female Forbes: Why Moira Forbes Is More Determined Than Ever

Moira Forbes, EVP of Forbes Media and Publisher of ForbesWoman, has the kind of last name that immediately makes you tilt your head back and raise your eyebrows. Forbes. Yes. Heard of it. 

Moira Forbes, journalist and knowledge seeker, makes you tilt your head to the side and listen intently as she speaks, curious as to what knowledge nugget she’ll drop next. 

Growing up in one of the most powerful and influential families in publishing, Moira is one of five daughters of Steve Forbes, current Editor-in-Chief of the publication, and Sabina Beekman. Her great-grandfather B. C. Forbes founded the media company, releasing the first issue in September 1917. The inaugural 52 pages featured the business of “Doers and Doings,” as well as a section called “Women in Business.” This might not seem revolutionary now, but it would be three more years before the 19th Amendment was ratified, granting women the right to vote. “My great-grandfather,” says Moira, “was interested in telling great stories in business. The huge successes and the big misses,” regardless of gender. The core mission of the media company “has remained the same,” she says, and is an exploration of humanity that captured her attention as a young girl. 

On Moira’s ninth birthday, her grandfather gave her a leather briefcase, which she filled with any office supplies she could get her hands on and lots of pens. The same year, her father bought her a name plaque for her desk. “I loved playing office. Office and store were my two favorite things. I loved interviewing people growing up. We’d play newspaper. It was a natural interaction and curiosity.” She was always interviewing family members, asking questions, questing after the story. 

At the moment that story is ForbesWoman. The platform launched in 2008. ‘It was a time in our business,” she says, “where we were really looking for growth and opportunity, and looking for a deeper commitment to audiences that are important to Forbes.” She believes that the content in the magazine is just as relevant to women as it is to men, however, “we felt the opportunity to go a level deeper and engage with the community about the unique dynamics of women in business.” 

The focus of ForbesWoman is on female entrepreneurship and sharing stories from female movers and shakers (AKA the doers), in an environment that offers practical advice, and creates “a community of women who are striking out on their own, making unconventional decisions, and looking to see how others are charting their course.” 

Moira was directly involved in this decision, calling it a passion of hers. After looking around the media landscape and not finding content that she wanted -- from career to leadership to more soft story elements around lifestyle, she narrowed in. “There was a void of content that we felt was authentic to our brand and that our audience was eager to consume.” 

***

“It is a very exciting time for those who didn’t have a voice before,” Moira says.

Digital has created an extraordinary path for women to contribute in the business world. Entrepreneurship is on the rise for women. There is more access than ever. A sea change for women professionally, socially, and politically, came with the Democratic nomination of Hilary Clinton for president. 

“When you see women reach the highest levels of power,” she explains, noting that the person in the White House is the most influential person on the planet, “and they’re at the helm of the most powerful nation in the world, that’s a very powerful sentiment. If you can’t see it, you can’t be it.”

“If you can’t see it, you can’t be it.”

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It’s an incontrovertible notion. “As women continue to break through these last glass ceilings, it makes for a powerful statement that these opportunities are possible.” She makes quite clear that change will never be quick or easy, but it is nonetheless important. If digital is a fast-paced, quick animal (content is fast, stories are 140 characters) change is its tail, dragging behind. There are two ways to view this. Frustrating sure, specifically in a nation that Moira says, “prides itself on opportunity and access.” But no change or success has ever come without setback and failure. Opportunity knocks often on the heel of disappointment, it’s simply unfortunate that some of us are too busy wailing to hear the call.

“I think change is slow,” she says, “because the business ecosystem is much larger than just female entrepreneurs. You look at access to capital-- that remains a huge challenge. You look at opportunities that influence policy and government that are inextricably linked to business, which are still areas where women don’t have the same level of representation.” 

Ecosystems and sectors outside of business are also still in the midst of giant shifts. They are all parts of the massive, slow moving machine that is equal representation, though as the parts become better oiled, there will be less friction, more motion. “It’s very hard to steer those parts in a different direction,” she says, “so you do have to work to drive change in all the different sectors and realize that it isn’t as simple as we portray it to be. There isn’t a CEO who is saying ‘I don’t want more diverse boards,’ or ‘I don’t want more women at the table,’ but how you do that and how you go about that change can be difficult for a variety of different reasons.”

She lists a few including: socioeconomic, political, cultural -- particularly issues with unconscious bias. “Something,” she notes, “that each of us holds, but are those small things that can have big repercussions.” She thinks it’s positive that culture can change faster than ever before -- social media and the shifting idea around influence and power certainly being precipitant factors, but creating what she calls lasting change and gender parity, even with “the greatest enthusiasm, effort and commitment, will take time.”

“Lasting change and gender parity, even with the greatest enthusiasm, effort and commitment, will take time.”

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In a way, lasting change is like piecing together a good story: the parts come together in bits, you work for them, seek them out, and sometimes you get hung up on or ghosted, but for the sake of the story, you never give up. The is the crux of where Moira finds her own calling: the hard parts and the “curveballs you’d never expect.” 

“Understanding the stories of how people keep moving forward, what inspires them to continue to act and gives them a sense of mission, day in and day out, to fight the fight when many people would throw up their hands and say it’s just not worth it,” that’s what she wants to share.

So what is a reasonable timeline for the current fight toward gender parity? Even with the potential of a female POTUS, she says that even in the next 3-5 years there will not be true 50/50 representation. 

This isn’t single-file success, but not everyone can get through an open door at the same time. A front door opens to a small hallway, a hallway leads into a dining room, and slowly more people gather at the table. “We need to create great pipelines for talent, understand how to identify and source great talent,” she says. It’s also vital to acknowledge that while we’re talking about women starting occupy the highest positions in a company, not that many positions are open; turnover at the top is slower. “We spend a lot of time,” she says, “talking about corporate boards and public companies and needing women on these boards, which is very important, but the flip side is that there are only 100-120 of those spots that open up each year. I think we have to be ambitious with our goals and be realistic about what are the challenges and opportunities to get there.” 

Noting, “You can’t hit fast-forward on experience but the next best thing is to learn from the experience of others.” She sees ForbesWoman as the storyteller, sourcing and sharing the relevant content with an audience that can thrive on the information parlayed. And she wants “to be able to scale and amplify these great stories, to inspire people to act, and think differently.”

The content she is most interested in is comeback stories. “When we talk about success we talk about it as a destination and think about the heroes of entrepreneurship and business. We think about the context of where they are now,” she says, “but no great success or achievement occurred without setbacks and failure along the way.” This was a mission of her great-grandfather from the beginning, who penned the following words in that first September issue:

“The most notable winners usually encountered heartbreaking obstacles before they triumphed. They won because they refused to become discouraged by their defeats.”

“No great success or achievement occurred without setbacks and failure along the way.”

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Despite the movement toward gender equality, Moira believes “women still face the challenge of a narrower band of acceptable behavior. You have to walk a much narrower line to communicate confidence in a way that others will be receptive to and not turned off by.”

She says hard work and great work are number one, but women should also pick their heads up and let people know what work they're doing. “Let people know what your ambitions and aspirations are,” she says. 

It’s impossible to have this conversation without mentioning Hillary Clinton again, a case study of both an ambitious, unapologetic woman who has broken through one of the final glass ceilings, who has also been subject to immense criticism of that unabashed determination. “Women are still subject to [biases],” Moira says. “There is a crisis of confidence sometimes where [women] feel badly and ashamed of that and want to hide.” She adds, “I’ve never met a man who has impostor syndrome.” 

Irrespective of party politics, she celebrates Clinton’s achievements and nomination as “a historic moment in this country. You have to recognize that and celebrate whether you support Hillary Clinton or not.”

The sense of possibility is great. “The fact that we haven’t seen a female president in our lifetime, yet -- you can’t underestimate the power of those cultural messages. You need to have the role models of what’s possible because then it’s no longer questioned.”

“You need to have the role models of what’s possible because then it’s no longer questioned.”

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She brings up the Roger Bannister effect. “For hundreds of years they said no one could break the four-minute mile. It was always said it was impossible and there were articles written that you would die. Roger Bannister broke the four-minute mile and then within months of that five more people did. It’s a great reminder that when the impossible is made possible the powerful effect that has.” 

We ask what she would have in her leather briefcase today. She laughs. “Nothing. It’s all on my phone. Shows how times have changed.”

Yes, times have changed, but the Forbes commitment to its roots has not. “We’ve always been rooted in telling the story, empowering our audience to not only achieve success in business but achieve success in life. That has been our core, fundamental guiding principle, so how we tell that story and the way we tell that story-- the platform may change but the core mission has remained the same,” she says. 

And that is hardly nothing. 

Arianna Schioldager is editorial director of Create & Cultivate.

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Sugar & Cloth's Ashley Rose Talks DIY, Dream Collabs, and Dedication

photo credit: Sugar & Cloth

Ashley Rose of Sugar & Cloth is all about serious DIY. So much so that she got to create a Sugar & Cloth color wall in Houston (see above) that has been the site of some serious 'gramming. 

One look at the website that she launched in September 2011 after leaving Marshall University where she studied Art & Design, moving to Houston and following her dreams, you'll quickly find the injection of color she's put into the blogosphere was much needed. The blogger self-admittedly takes a lot of coffee and macaroon breaks, but she's also the proof in the blog pudding that committing to an idea is sometimes the best idea of all. 

We caught up with Ashley in anticipation of Create & Cultivate ATL where she'll be joining us on panel to chat all things craft, creativity, and DIY-why not. 

Was there a project where you thought, this is impossible but I’m going to try! And it turned out?

Being a DIY blog, I have A LOT of these, haha! It’s a good mix of trying to reinvent the wheel but it either turns as: a literal pile of trash, pretty but much harder than I anticipated, or it turns out amazing and I even surprise myself!

What lessons have you learned from DIY’ing? That apply to life?

That you’ll win some, you’ll lose some, and everyone is going to have an opinion. What really counts is that you’re honest and true to yourself about the outcome, whatever it is. 

 "You’ll win some, you’ll lose some, and everyone is going to have an opinion."

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DIY is more than a craft-- it’s a choice, a frame of mind-- to do it yourself. What other parts of your life are about “doing it yourself?”

I think in general DIY is simply a frame of mind that speaks independence for whatever you’re creating, doing, or achieving. 

What parts of your life do you let go of the reigns a little bit?

Outside of work decisions, I’m actually much more go with the flow, ha! When it comes to where we eat, who drives, what our weekend plans are. I’m pretty much game for whatever as long as deadlines have been met. We definitely make it a point to spend time with friends and family each week.

When you first got started you were working on your blog full time and had a full time job. What have you learned about balance and pursuing your passion? 

It’s funny how working multiple jobs seems super exhausting to some people, but once you’ve done it, you learn really quickly how to process through what absolutely needs to get done first. It really helps you prioritize, because you essentially have no choice not to if you’re going to do two jobs well. In some ways I’d say I was even more productive with my time back then. It’s easy to get lost in little details when time allows.

What would you say to women in the same boat right now? Even as simple as how many hours is reasonable to put in?

My best advice is to say — Don’t sweat the small stuff. Whether that means not letting an unkind comment get to you, moving on from a failed DIY, or letting go of the struggle to get it all done before bedtime. It’s not worth spending your energy on worrying about things unnecessarily. 

What’s your favorite part of working in a creative field?

Always getting to dream up the next new thing!

Do you ever run out of DIY-ideas? What happens when you’re coming up empty?

I definitely struggle in A LOT of small business areas (hello, accounting and all things taxes), but running out of ideas thankfully isn’t one of them. When I do start to feel complacent with some ideas, I try to just move on to one I am excited about to get the good juju flowing again. 

When you live a Pinterest-looking lifestyle, it can be hard to keep up appearances, or have everything look curated all of the time. What are some of the BTS difficulties? 

First world problems, am I right?! Ha! It’s definitely super easy for me to get burnt out on social media for that reason, or even just have the constant feeling of keeping up with the Joneses because it’s my entire job basically. I think every online personality feels that at some point, but at the end of the day I think the most important reminder is to not think more highly of yourself than you ought to. 

Where do you see the blog world evolving? 

It’s basically a new generation of free reality TV! Or at least I keep pretty entertained by it ;)

I don’t think the blog world has hit it’s prime yet, but it’s definitely getting quickly saturated. To keep up at this point, you really have to hustle and be a forward thinker to make it a longstanding career move instead of becoming an overnight, internet one-hit-wonder. 

Dream collab?

A product line with Target or Amazon!

How important is your Instagram game? Is Snapchat part of your social strategy and how are you using it?

Instagram has become a huge part of our business. Within the last year it’s come super close to being our highest earning platform, and we’ve now started focusing a lot more on Snapchat for the sake of feeling more real. It may or may not take off like IG, but it’s a great tool for followers to see a real, everyday you without the Pinterest-esque smoke and mirrors. 

What’s the messiest room in your house/What is your favorite?

Messiest is definitely my closet! My favorite would be my bedroom, I LOVE a good Saturday sleeping in. 

"You know it’s a passion project when you’d be there regardless of your circumstances."

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What does Sugar & Cloth mean to you?

It’s an attainable place for everyday inspiration. And even if I won the lottery tomorrow, I’d still be making pretty things to share there. You know it’s a passion project when you’d be there regardless of your circumstances.

 

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Why Otherwild Founder Wants to Uplift and Support Small Business Any Way She Can

photo credit: Gilda Davidian

Otherwild Founder Rachel Berks didn't set out to open a boutique shop slash graphic design studio (making her an official slashie), but when the graphic design world and a brief stint at William Morris designing presentations for fast food companies didn't align with the vision she had for her future, she shifted gears. Otherwild was born in LA in 2012 and just opened a second location in New York this past May. 

Now she's focussed less on fast and more on building community and offering an inclusive space for the LGBTQ population. It's the glue that binds Otherwild's followers together and also sets her apart as a business owner. You might recall Rachel as the unapologetic force that brought back "The Future is Female" shirt after seeing the image on HerStory's Instagram, which focusses on the herstory of lesbian imagery. She's also committed to representing the multi-dimensional and expansive queer community. 

We caught up with Rachel to talk the importance of reputation, what working with like-minded individuals means to her, and women she admires. 

What’s your background? How do you end up owner of a brick-and-mortar/graphic design studio?

I studied modern dance, printmaking and gender studies at Sarah Lawrence College, and after a brief stint as a professional dancer/waiter in NYC, I went to work with my friend Stacey Mark, who was the photo editor of NYLON Magazine. While there, I assisted in photoshoot production and contributed collage, illustration and writing. After about a year, I was recruited to join Ford Models’ newly established New York-based in-house art department in 2004, promoted to Art Director for the company’s international corporate network in 2006, and appointed Creative Director through 2011. In the fall of 2011, I followed my girlfriend, artist A.L. Steiner to Los Angeles. I imagined I would build a freelance design business out in LA. During my first couple of months there, I was very inspired by the DIY spirit of LA, and befriended my former business partner, Marisa Suarez-Orozco, who was also a graphic designer. In early 2012, we conceived of Otherwild, a hybrid retail store, that would sell work by our artist + designer friends, as well as a graphic design studio.

Can you talk a bit about how NOT getting a (series of) job(s) lead you to where you are today?

When I first landed in LA, a creative freelance agency immediately placed me at William Morris, designing PowerPoint presentations for fast food companies. I was the only woman on the team, where I had to endure misogynist conversations all day in a windowless office. I lasted about a week and a half. From there, I interviewed at a slew of production companies and ad agencies, where in one interview, I found myself defending my ability to design work that was less creative, and more appropriate for corporate clients. I freelanced for a few of these agencies, until I met Marisa and we decided to open Otherwild.

Is it important to you that female founders support each other? Why?

In the Summer of 2014, I received a random email from two female shop owners, Marlee Grace from Have Company in Grand Rapids, MI and Courtney Webb of Hey Rooster General Store in Nashville, TN, inviting me to "SHOP : KEEP - - a retreat for shop owners." It was shortly after Mari and I had parted ways and even though I didn't know anything about these women, I booked a ticket the day I got the email. The retreat was an incredible life-changing moment, where we discovered through our total transparency that we could help each other grow our businesses. Since that moment, I've tried to uplift and support small business owners as much as I possibly can. Some of my closest friends are other female and genderqueer business owners... we have a truly unique connection and understanding.

You talk about working with like-minded individuals. What mindset is that? Do you think it’s important to work with non-like-minded people sometimes?

I think taken out of context, that sounds like I'm part of an exclusive clique, which isn't the case. I'm referring to craftspeople, the handmade, feminisms, and social justice organizations. I don't want to work with racists, homophobes, misogynists, gun enthusiasts or multinational corporations, for instance.

"I don't want to work with racists, homophobes, misogynists, gun enthusiasts or multinational corporations, for instance."

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photo credit: Gilda Davidian

You’re surrounded by a pretty stellar creative squad. Who is a woman in your life who is doing something you’re proud and amazed by?

My partner A.L. Steiner is an incredible artist and activist, and her work is endlessly inspiring to me. You can see more at hellomynameissteiner.com.

Also my friend and collaborator Kelly Rakowksi, who runs the Instagram account @h_e_r_s_t_o_r_y,  mines various sources for archival lesbian imagery. Together we've been working on a clothing line that reinterprets some of these images. See more here.

Invest as little as possible-- how did that work as a business plan? 

It was really about playing it safe and working with the resources that we had. Initially, everything in the shop was brought in on consignment. The original Otherwild was down an alley on Hollywood Blvd - it was under 300 square feet and cost $500 a month. We were determined not to fail, and not being in debt was crucial to that plan. Once we felt a little more secure, we moved to a bigger space on a residential stretch of Echo Park Ave. and continued to slowly and carefully build the business. Recently, Otherwild moved once again to Vermont Ave in Los Feliz where the storefront finally has foot traffic!

To a degree you built a business on reputation-- do you think this is rare? To promise something and deliver on said promise? 

I think this is rare, but I think it is often true of small businesses. My dad is a small business owner and my grandfather was too, and I think through that lineage, I learned to build something that had integrity and generosity at it's core. I think being unapologetic in Otherwild's embrace of all things queer, feminist and small-scale shows a certain truth in who we are and what we believe in as well.

"Otherwild's embrace of all things queer, feminist and small-scale shows a certain truth in who we are and what we believe in as well."

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photo credit: Gilda Davidian

What other ways do you think you do business differently? 

Otherwild has evolved from being a retail/design studio to being a social space that hosts music, comedy, performance, readings and classes in herbalism, craft, tarot and more. I've always wanted Otherwild to be an active space. 

Additionally, Otherwild donates money from the sales of specific products to Planned Parenthood, The National Center for Transgender Equality, The Lesbian Herstory Archives and Black Lives Matter. This is an important aspect of living our politics beyond a slogan on a t-shirt.

What have you learned through the ups and downs? Breaking up with your partner, for example?

It's not easy having your own business, you basically work all the time. When you start a business, everyone always says it takes 3-5 years, and you don't want to believe that at the beginning, but it's absolutely true, and you need to be willing and able to put in the time. Breaking up with my partner felt like a tremendous setback at the time, but ultimately it was the right thing for both of us. 

Two stores-- is that something you ever imagined? Any further plans for expansion?

I had only just left NYC when I opened Otherwild, and so I always imagined that I might come back to NY and launch a NY store. Otherwild had to be born in LA, it was very much product of LA's cultural climate in that moment, but NY seems really excited to embrace us now. As of right now, the NY shop is a longterm pop-up which will be installed through March 2017. I've yet to decide what will happen after that!

Otherwild carries the work of Tuesday Bassen who just called out Zara for ripping her off.  What are your thoughts on big corporations taking advantage of small biz? And how does Otherwild work against this? 

I love Tuesday Bassen and her work, and I am excited to watch this particular situation continue to unfold. I feel like Tuesday actually has the power and possibility to set new precedents. I've always been outspoken about big corporations and their cruel treatment of artists, as well as terrible labor practices. After this latest example of IP theft, I made a personal vow to boycott multinational corporations, as wholly a possible. For me, it was not such a stretch but I recognize for some that might feel impossible. I am dedicated to supporting small businesses, artists and designers in all aspects of my life.

What do you want the legacy of Otherwild to be? 

Legacy denotes history -- or herstory as I might read it -- and I don't know what our herstory as humans will be. I just hope to provide those interested with inspiration, knowledge or objects that they love and cherish by being as conscious, kind and caring as possible, and by supporting the people who want to produce in this way. It's a continual learning process. There's book that came out in 1973 called Small Is Beautiful: A Study of Economics As If People Mattered by British economist E. F. Schumacher, which is the antithesis of our current ethos of growth and exploitation. Although I participate in a form of capitalist exchange, I challenge myself to figure out ways to find ethics and humanity within this model, and continually transition where necessary.

OTHERWILD LA 1768 N. Vermont Avenue, Los Angeles, CA 90027

OTHERWILD NY 37 Orchard St. Basement New York, NY 10002

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Tina Wells Started a Company in Her Teens, Today It's an Award-Winning Agency

When you start your company at 16, there’s a decent chance you won't be doing the same thing by the time you graduate high school, let alone two decades later. Yet Tina Wells, founder of Buzz Marketing Group, defied that decent chance and remains CEO, founder and captain of the marketing company she started in her teens.

It wasn’t her intention. She didn’t set out to run a company. Rather, the goal was to be a fashion writer, ideally at a Hearst publication. “Seventeen was the dream,” she says.

“Never in a million years did I think I’d run a company or that twenty years later I’d be doing the same thing.” Like the start of many companies, her foray into marketing came from a place a need. As a fashion and beauty loving teen with five younger siblings she knew her parents weren't going to be able to buy her the newest trends. "My parents," she says, "were working their butts off to get us into private school and I knew I needed to come up with a way to make money. That's all it was. I figured out that I could review product and then wear it." 

It is a resourcefulness that followed her through high school graduation, into college, and helped her grow BuzzMG's buzzSpotters-- a network of trendspotters that was cast to be a research network. It's a group of those in-the-know "and now and always looking around the next corner."  In the beginning the buzzSpotters consisted of Tina and her ten friends.  “I remember when we got to 200 people I thought it was too much," she says. There are now 37,000 people worldwide. "Consumers know what they want and want to be part of the process," she says. “That’s something I recognized as a 16 year old. I knew that if my friends and I wanted to be a part of the process of a company making something for us, then other people had to want it too."

"Consumers know what they want and want to be part of the process."

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It's a thought that has paid off. It was during Tina's freshman year at Hood University when someone said to her, “I just paid someone $25,000 to do market research and what you’ve done is ten times better.”

It was perfect timing. When this conversation occurred Tina was taking an Intro to Business class with the head of the Business Department. She went to visit that professor during office hours and told her what she’d been up to the last two years. That professor told Tina to take independent study with her to figure out how to make it a viable business. She did. “That was the launch pad,” she says. “It wasn’t me saying, ‘I have a great idea for a business,’ rather I was being told I was doing something really interesting that could be a business.”

Today, Buzz Marketing Group is an award-winning media communications agency that focuses on Millennials, moms, and multicultural consumers. They deliver data and strategies that drive the marketing approach for clients. “I’ve been doing this so long,” Tina says, “that back when I started it was youth marketing. There weren’t Millennials and there certainly wasn’t the idea of Millennial marketing.”

"So long," gives Tina and her team a certain edge-- even though the technologic landscape around her has moved seismically. “I still reference the business plan I developed with my professor 18 years ago,” she explains. In addition to running her company Tina is the current Academic Director of Wharton's Leadership in the Business World program and is teaching a summer program based on the principles set forth in that business plan. "The basics of building a business are still the same." she says. Adding, "You still need to answer those ten questions every business owner has to answer." (Check back, we'll be sharing those next week!)  

What has changed are the tools. She jokes that if she had launched her business now she would have scaled in three months “Technology tools empower us to be better at our jobs every day.” It's technology that allows Buzz to survey people in their network better and provide better results for clients. 

“Technology has the ability to do the unbelievable, but my business is built in a very brick-and-mortar way," a foundation she insists has the ability to withstand any tech wave or crunch. "I realized early on build a great business and let the tools empower you. But don’t be so focussed on creating a business for a particular tool."

"Build a great business and let the tools empower you."

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BuzzMG is built in a way that's evergreen-- they are, says Tina, "research first, not creative first, and we're very honest with our clients about that." They develop marketing strategies based on data from consumers of all ages and internally develop original research for the client. "We’ll go to our network of buzzSpotters, conduct an internal survey, and go back to the client with an audit of where their brand is, where it need to be, and what we will do to get to achieve that goal.”

"Because we’re research driven we never go into any situation assuming how a conversation is going to go." It also helps Buzz create campaigns that are likewise evergreen. One of the things Buzz is known for are their lists. They help build the inspiring Levo100 List, which was first released in 2015 and is still being shared today. They worked with American Eagle Outfitters on the aerie beauty and body line, leveraging their proprietary database of influencers to create and educate a curated in-market ambassador program of over 150 ambassadors in every state with an aerie store. Upon re-launch, aerie performed 500% better than projected, generating over $250 million in sales for AE. 

It’s an approach Tina believes (and has the results to prove it) gives her a great advantage because her team is always looking at what the consumer will tell them. "We make decisions by looking at all sides. Culture is changing, it’s moving so quickly-- how we’ve survived for twenty years is by sticking to the solid principles of marketing."

“I never want to get caught in hype.” she says. “There are people who say 'this is dead,' 'that is dead,' 'blogging is dead', 'influencer is dead.' 'No.' I’ve said to clients, 'Print is not dead, bad print is dead.' And it should be."

"Print is not dead, bad print is dead. And it should be."

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“A great brand is always a great brand," she says. "It’s just the tools that change.”

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Men's Streetwear Mammoth Bobby Hundreds Is About to Change the Game

photo credit: Josh Escueta

Bobby Kim, co-founder and Chief Creative Officer of The Hundreds, is not the highest paid employee at the company he co-founded in 2003. 

“Sometimes (partner) Ben and I don’t even pay ourselves,” he says. “It’s an approach to “doing business,” that puts the brand and its core values first. Mind over money, but not over matter.  

“I like making work that I’m proud of,” he tells us from the red leather chair inside The Hundreds office in Vernon, CA. The shelves are full of trinkets and glittering The Hundreds signs. The mood board is covered in magazine clippings and tear outs ranging from photos of Angelina Jolie and Liv Tyler, to drawings from his kids, postcards of the ocean and surfers waiting on waves, and a MOMA VIP ticket. Bobby dressed in a black “Flag” The Hundreds t-shirt (check out the Wildfire video he just released featuring the shirt) and old black The Hundreds tennis shoes is unfussy AF. As noted by multiple publications, Bobby doesn’t put much stock in “things,” wearing items until they fall apart. “Money,” he tells us later in the conversation, “just gives people more reasons to be unhappy. When I’m out on my board,” he says, referring to his surfing habit, “those fish, they don’t care… everything else is ancillary.”

At this moment in our conversation we’re talking about work. “I think,” he says, referring to creating work he’s proud of, “that’s the most important issue I’ve tried to drill into my staff this year.”

“Money just gives people more reasons to be unhappy.” 

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Currently that staff consists mainly of men with few women company-wide. Of approximately 60 Hundreds' employees, about ten are female. Bobby acknowledges, “definitely not enough,” but not many women apply because streetwear is not the most open community.  “A lot of women feel like they’re not welcome in streetwear,” he says. 

photo credit: Josh Escueta

“I don’t know what it’s like to be a woman and I can’t speak for women, but it’s hard enough for a dude on Fairfax,” he says of the infamous LA strip highly concentrated with streetwear brands. “Dudes get sweated. So for a woman? First of all, in most of those dude’s heads it’s ‘what’s a girl even doing here?' ” 

He mentions the company's yearly summer open call for interns. “Hundreds of people showed up, the line was down the parking lot,” he says. “And the ratio was about the same. Out of a hundred people, probably ten were women.” 

When The Hundreds launched there were (and still are) formidable women in the game: Leah McSweeney, founder and CEO of Married to the MOB, Lanie Alabanza-Barcena, founder and Creative Director of Hellz Bellz, Lauren Marie and Ashley Jones, co-founders of Dime Piece, and Melody Ehsani, founder of Melody Ehsani. “I assumed that in their wake there would be another wave of women streetwear designers,” he says, “but there wasn’t.” 

In the early 2000s, the wholesale market for female streetwear wasn’t sustainable and many retailers didn’t know how to position the product. Now with the decline of retail, he explains, the wholesale model is being rethought. “As more brands start to decide on a direct-to-consumer approach,” Bobby says, “you don’t need to play by the rules. You can be a women’s streetwear brand and you can make it work now.” 

The market isn’t the only issue. Feminism, female empowerment, and streetwear aren’t seen as roads that lead into each other. “I don’t think we’re generally warm to women,” he agrees. “It’s a boys club, and when boys get together their psychology and perspective on what they think is equal is so skewed. It’s crazy some of the conversations I’ve had with my own staff and within the industry.” And yet it’s a conversation he is committed to having. 

Moreover Bobby is not one for playing by the rules. 

photo credit: Josh Escueta 

When Ben and Bobby started, it was imperative to have a blog element as a means of discourse. Listening and sharing is a through-line of Bobby’s professional and personal trajectory.

Let’s rewind about 20 years. 

Before The Hundreds Bobby was a writer and an activist. “I was freelancing a lot, I was the editor at a magazine and when Blogspot launched in 1999, I had a blog and quickly realized the power of the Internet.” As a teenager in the punk community, he photographed police brutality at shows. He protested at Black Panther rallies, Food Not Bomb rallies, and was a member of the National Lawyers Guild, having focussed on human rights issues during law school.

So when he launched The Hundreds he wanted, “people to understand who I was as human."

"I love making money and running a business, supporting my family and friends," he says, "but I’ve always wanted to figure out how to engage. Open up communication and draw people together. I’m a sharer. I want people to talk.” 

“I’ve always wanted to figure out how to engage. Open up communication and draw people together.”

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He explains however, that back then streetwear and its community had a complete opposite approach. “If you had a secret, you shut up. You didn’t put it on blast.”

“Streetwear is structured on rules,” he comments, then making clear, “I don’t believe in boundaries. So when Ben and I entered the fray, we never played by the rules.” His approach to both business and politics has made him “a lot of friends,” he says, “but even more enemies.” He doesn't mind. 

“Because I came in and impacted the game in a way that I thought was beneficial...a lot of people took and take issue with that.” He remains focussed on doing “whatever I can to get the right information out to my audience.” That audience is the fan base and traffic drawn to The Hundreds blog as well as the clothing line. On Instagram the brand reach is about 350k people. Bobby’s own IG clocks in at a little over 160k. The Hundreds also recently started a highly produced Facebook Live “talk show,” shot from inside Bobby’s office.  

“There’s a real education issue and a real compassion issue,” he says. So what can he do as a father, a businessman, and a community leader, we ask, specifically in regards to gender issues. 

“What can I do? With my children, I can have really deep, meaningful conversations about being conscious and empathetic to other people.” He has two sons, turning four and seven, with whom he is committed to engaging in conversation. “When my sons ask me why I’m wearing pink because pink is for girls, that warrants a longer conversation.”

“We have an entire generation of boys right now whose favorite film is Frozen. Their favorite characters are Elsa and Anna. Those are their superheroes. Is it weird that my kids are into watching Frozen or they think princesses are cool? No. Why is that weird at all? They’re also going to grow up in a world where we will have a woman president.”

He’s emphatic about this. “My boys are going to grow up with a woman in charge of this country and they have never known a white president. That’s powerful and also incredibly normal for them.” 

But what about the front-lines of streetwear? “With streetwear what can I do?” he asks. “With streetwear I have a platform that’s not just t-shirts. It’s content and it’s my presence as a personality and a voice in this world. Not a lot of people in streetwear and fashion are speaking out about a lot of injustices.”

photo credit: Josh Escueta 

“I think the odds are against me because I work and exist in a primarily male-dominated space that’s not really open to listening to women right now, but that’s a huge opportunity. Let’s champion women and level the playing field, but that means men have to be a part of the conversation.”

It’s an opportunity he’s seizing-- not, we should note, for profit, but because the constant through-line of his career is again, opening the convo, getting people to talk. 

“I’m starting a separate side project that’s going to be launching this fall/winter,” he reveals. "I’ve always been intrigued by the idea that girls and women are open and accepting of the idea of wearing men’s clothes. But why isn’t it OK for men to do the same with women’s clothes?” 

“You’re starting to see a little of it,” he says, “but there’s a lot of resistance still.” 

So he’s getting in front of it with “Jennifer,” the tentatively named brand, entirely separate from The Hundreds, that’s primed to change the game. 

“It’s going to be a very subtle transition,” he explains. “I want to create the first brand that is for, targeted, and designed for women, but men will want it and wear it, and it won’t be weird. I want to break down the walls of ‘that’s for men,’ and ‘that’s for women.’”

"I want to break down the walls of ‘that’s for men,’ and ‘that’s for women.’”

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In regards to his fall launch, he hopes there isn’t backlash, but won’t be surprised. “I think people might say it’s a marketing gimmick-- that’ll probably be the convo first and foremost.” 

“‘Ohhh, Bobby supports women now? When he used to put naked girls on t-shirts and still kind of does…’” We chat about one specific shirt The Hundreds released in 2011, with a woman’s body divided into sections a la vintage Mexican posters from butcher shops. It received a fair amount of hate— understandably.  Woman-as-meat, not the most progressive message, though Bobby says the point was that we shouldn’t treat women as such. “I would never make that shirt again,” he admits. “Luckily, I'm surrounded by some very generous, patient women who take the time to explain little things to me. But that’s part of the problem, there’s not enough awareness in our space.”

His is an axiomatic approach to learning. “I want to be engaged in life,” he says. “I always say that life isn’t short but the chapters are and I really read every paragraph.”

“Life isn’t short but the chapters are and I really read every paragraph.”

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The world of streetwear has to be willing to engage in that convo, and not use feminism or other such messaging as a marketing tool. “I don’t have anything to gain from the other brand, I make my money, I’m good. I’m not balling out of control. I don’t have a yacht. But when it comes to any type of injustice, I want to flatten it out because it doesn’t make sense to me. If you’re a logical person, you shouldn’t be able to live in a world that’s illogical.”

He believes artists and designers are looking at the world thinking, ‘It’s not pretty enough, I know how to make it better.” That’s the way he approaches injustice of any kind, from police brutality to racism, ageism, gender issues, and beyond.

At this juncture he says he doesn’t know enough to be able to claim “feminist.” 

“That term is so nuanced now. I don’t know enough. I’m here to learn. That’s the way to grow and progress, be willing to learn and listen.” 

“I learn so much from women, and I wish more men would listen, but they won’t because they think certain content ‘is for girls.’”

photo credit: Josh Escueta 

As to whether or not the community is ready for "Jennifer," he’s split. Despite the boys club of it all, he says, “I think a guy who is drawn to streetwear is actually pretty advanced; there is a sense of snobbery sure, it’s a very high-fashion approach to casual, basic attire. But it also draws in the kind of person who wants to be better, know more, and wants to be ahead of what everyone else is doing.”

“What could be more advanced and more ahead than supporting human rights issues and women’s issues or listening to the black community?” he asks. “If you don’t get on the female empowerment train, you’re going to lose. You’re not just going to lose in life, you’re going to lose in business.”

"If you don’t get on the female empowerment train, you’re going to lose."

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We bring up a novel we just read, “All New People,” where the father tells his daughter to always be herself because in one hundred years, it’s "all new people." Bobby nods, agrees, and then switches it up. “I’d go so far to say, every day it’s all new people.” 

“I can reinvent myself every single day. I can add something new to the conversation. I always say new conversations, new opinions. It frustrates my team because every quarter I come in and change my mind, but get with it. It’s 2016 and this is the way the world works. Every day is different.” 

Arianna Schioldager is editorial director at Create & Cultivate. She never gets to profile men. 

More from our blog: 

Why Philanthropy Will Always Be at the Core of the Kendra Scott Brand

As the woman behind Kendra Scott’s creative strategy, Katie Marston dedicates her work to building Kendra and her brand’s strength on an international scale through the reinforcement of Kendra Scott’s founding pillars: Family, Fashion and Philanthropy. Her main goals? To connect on a genuine, personal level with the consumer through fashion and always find a way to make a positive difference. 

Kendra Scott founded her company in 2002 with only $500 and just after the birth of her first son. Seeing herself as a mom first, she was driven to create a work culture unlike any others in the industry. To Kendra, it was just as important to tuck her kids into bed at night as it was to become a leader in the business world. And she made it her priority to hire individuals with those same family values, making the “Family First” mindset a crucial part of the Kendra Scott work culture. Kendra Scott’s three core pillars built a strong foundation that has led the company to incredible growth and success, and set an example that other companies are eager to follow. 

But for Marston, another priority has become just as essential to the company’s future: Telling the story of Kendra herself. Many brands’ founders fade into the background and let the business become the focus. But Kendra, as lead designer, founder and CEO of Kendra Scott, LLC, remains at the heart of every aspect of her company’s growth. From the design of a new collection and visits to her growing number of stores, to philanthropic partnerships on local and national levels, the Kendra Scott brand continues to be the actualization of Kendra’s personal vision.

Kendra Scott began designing jewelry in the spare bedroom in her Austin home. She was inspired to craft the jewelry she wanted to wear, jewelry that she says “filled the void between high-end brands and pieces that would fall apart after a few wears.” She walked, with her baby on her hip, selling her jewelry door to door to the local boutiques in Austin. When she sold out of her first collection in her first day, she knew she was onto something special. “Although to this day I don’t know if it’s because they really liked my jewelry, or they just felt sorry for me!” Kendra jokes. Kendra Scott has made a name for herself in the fashion industry through her impactful designs, which evolve alongside the world of fashion and provide customers with high value product at an accessible price.

Kendra’s desire to give back is in her bones. When she was 19, Scott began a company called Hat Box. Inspired by her stepfather’s own battle with cancer, the store was focused on using the proceeds to raise money for cancer research. That philanthropic business focus followed her into her next venture, Kendra Scott jewelry, and has become a genuine and differentiating factor for the company. Kendra Scott lives by the belief that there is always something to give, and is driven to “do good” and make a positive difference in the world through her business.

"Kendra Scott lives by the belief that there is always something to give, and is driven to 'do good.'”

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It was that unique approach to business that first caught Katie Marston’s attention when she joined the company nearly two years ago. “Philanthropy was not merely an add-on. They weren’t following a corporate giving model,” Marston said. “Giving back was the heart of the Kendra Scott brand, bringing life and loyalty to the business in a way no other brand could match. And I knew I had to be a part of it.” 

As Kendra Scott’s VP of Marketing, Marston has identified a few key points to consider when developing your company’s giving initiatives. First, and most important, is a genuine passion for giving back. For Kendra, that passion came from her stepfather Rob, who spoke the message “You Do Good” to her during his battle with brain cancer.

“Because of Rob,” says Scott, “I was inspired to create a business that did something more, that gave back to the community in real, meaningful ways.” It’s this incredible dedication to philanthropy that has become a hallmark of the Kendra Scott culture. “‘You do good’ aren’t just words; it’s a motto I carry into all choices throughout my business.” 

“I was inspired to create a business that did something more, that gave back to the community in real, meaningful ways.”

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Katie Marston echoes Kendra’s passion for philanthropy, and explains how this key part of their business has strengthened the company in a powerful way. “A philanthropic element to business can inspire fierce customer loyalty, but it has to be authentic,” Marston explains. “People want to support companies that care about what they care about. That’s why we value the grassroots connection so highly.” 

This hits on another mantra of the Kendra Scott company: “What Matters to You Matters to Us.” Whether it’s donating jewelry to a silent auction at a local school, hosting fundraising events in our store for a neighbor in need, or participating in a walk for a local organization, Kendra Scott believes there is always something to give. “We genuinely care for our customers and the causes they care about,” Marston says. “As a company, we believe that giving back in our communities is the greatest way to make a difference.” 

"As a company, we believe that giving back in our communities is the greatest way to make a difference.” 

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With the opening of every new Kendra Scott store, there is a team dedicated to getting involved with the community on the ground level, researching and figuring out how to get involved with local organizations. Scott admits, “It’s certainly not the easiest business model to follow, but philanthropy has become an integral part of who we are. And the relationships we have built with our customers as a result are truly invaluable.” 

Today, Kendra Scott partners with thousands of philanthropic organizations nationwide through her Kendra Gives Back program, which just last year gave back $1.4 million and donated over 50,000 pieces of jewelry. On a national scale, Kendra Scott supports The Seton Breast Cancer Care Center, MD Anderson Children’s Cancer Hospital, and the National Down Syndrome Congress. 

To learn more be sure to check out Katie Marston on panel when she joins us at #CreateCultivateATL. 

Gal on the Go: The Ultimate Boss Guide to San Francisco

CREATE & INNOVATE in collaboration with Marriott Hotels

The best place for a morning cup of coffee. 

Presidential Suite at San Francisco Marriott Waterfront property. 

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 

"The most surprising part of entrepreneurship in the beauty space is how intimate it can be. When talking about skincare, you cut through so much artifice so fast."

"I love helping woman feel confident in their skin. The best emails I ever receive are the one’s that say 'I have stopped wearing makeup.' It might sound silly, but there is a lot of freedom in that."

Like Vintner’s Daughter, March is entirely focused on the thoughtful materials and process. March gathers the very finest artisans from around the world under one roof. We are honored to be a small part of it. 

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

"Four Barrel is a great place to grab coffee, especially if you're going bar hopping after." Angela perched on the outside seating at Four Barrel. 

"I love the ability to tell and share people's stories on a platform. Seeing something come to fruition from an idea to execution is very fulfilling. I also just have a huge thirst for information and am so interested in the how and why people engage with content." 

Browsing the racks at Le Point. The store with the "gorgeous light and even more gorgeous wares." 

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

Elizabeth in front of her office mood board. 

Zoomed in. 

Reading materials and daily inspirations. 

"I think i just love content. creating it, enhancing it, celebrating it." 

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

"It's tough not having someone around to bounce ideas off of. Even just having someone to listen while I talk through some of my thoughts and ideas would be so helpful!"

"If someone comes to visit I always take people on a walk to Crissy Beach. The views of the water and the bridge are amazing and so iconic of San Francisco."

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 

"Word of mouth is my best friend. I also get a lot of inquiries from people who find my work on Pinterest." 

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

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

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.

Photo credit: Moriah Ziman

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

@melissalalatorre

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

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

ayeshacurry.com

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

mywhitet.com

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.

mywhitet.com

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

nanysklolzet.com

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:

1. Be very careful with contracts. Have a lawyer look at them. Some brands want to take advantage of you.
2. Never lose yourself for money. Never take opportunities because of a good pay. It’s important to stay true to yourself. Your audience notices.
3. 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.
4. 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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nanysklozet.com

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

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. 

More from our blog:

Food Intentions: How Sarah Michelle Gellar Went From Hwood to Foodie

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.