Music: SOSUPERSAM

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Music List Here.

Putting her own spin on things. 

If you ever doubted that a weekend hobby could become a full-time job (that still maintains all the excitement of a weekend hobby), you haven't met SOSUPERSAM.

The 32-year-old DJ/recording artist may be pint-sized, but her R&B based 143 party (the catchy name is a throwback to the '90s pager code for "I love you") is larger-than-life. With notable pasts guests including Sisqo, Ginuwine, A-trak, Quest Love, and Shlomo, the Los Angeles-born, slow jam-and-cult-fave-fueled rager has ignited sizzling dance parties from coast-to-coast, with devout SOSUPERFANS in Honolulu, San Francisco, New York, Miami, and more locations on the horizon.

In addition to founding and hosting the renowned 143, SOSUPERSAM (real name: Samantha Duenas) has opened for Erykah Badu and Little Dragon, served up photoshoot soundtracks for A-list photographers and actors such as Annie Leibowitz, George Clooney, and Channing Tatum, and regularly spins for coveted clients including Soho House, Lena Dunham, Adidas, ESPN, and Rodarte. And did we mention she got her start as a backup dancer for Miley Cyrus and Vanessa Hudgens? We’re out of breath just typing about it.

A typical week for the globally sought-after DJ can include gigs in Bangkok, Thailand and Houston, Texas, which is why you may be surprised to discover that she recently rabbit-out-of-a-hatted the time to drop her debut EP “Garden” featuring six original tracks. Yup, you heard correctly, the turntable virtuoso can also sing (incredibly soulfully, we should mention). “What keeps me going is the notion that I can keep trying new things and exploring new ideas within my profession,” explains the ever-evolving multi-hyphenate, who credits quitting her day-job to pursue music full-time as her greatest career decision yet. “It's an absolutely vulnerable space, this side of the music business is completely unchartered territory for me, but at the same time thrilling! It keeps my career feeling fresh and challenging and exciting. There are no boundaries."

As a rising female star in a male-dominated industry, Duenas is undeterred — even empowered — by her gender, despite the skeptical looks she frequently fields from employees of Guitar Center. “Every day I set out to be the best DJ I can possibly be, for a man or a woman. Not just “good enough for a girl.” The mini-mogul, who is a member of the global Soulection collective, hopes to use her platform and status to inspire and support more women in music. “One of the most exciting parts of my job is hearing from other young women and being able to help them take the leap to following their own passions,” says Duenas, who cites Nike Style Director Meg Cuna and Yard Bird Restaurant Founder Lindsay Jang as her personal mentors and inspirations. “They are both extremely smart, creative business women who are down to earth and so funny. I hope to be a fraction of the business leaders that they are.” The way things are going, it’s safe to say she’s on the right track (but, isn't that her speciality?).

“Every day I set out to be the best DJ I can be. Not just 'good enough for a girl.'"

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So, with a freshman EP under her belt, a dizzying tour schedule, and a global music empire to grow and oversee, what keeps this entrepreneur stay sane and grounded? “I’ve become better at recognizing what’s right or wrong for me and saying no to the things that don’t feel authentic,” explains Duenas, who swears by a cup of coffee, making her bed every morning, and free-writing in her journal (as well as yoga, boxing, cooking, and the New York Times crossword puzzle, when she can squeeze it in). “As a freelancer, it’s easy to stay on the clock 24/7. Over the years, I’ve become a better boss to myself. I’m learning how to unplug, to give myself days off and a vacation.”

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

STEM: Aarthi Ramamurthy, Lumoid

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full STEM List Here.

Try before you buy, 2.0

Lumoid Founder & CEO Aarthi Ramamurthy is betting that the only thing better than buying is trying. Because purchasing gadgets can pricey (read stressful), Lumoid is eliminating the guesswork with an online service that lets you rent and test professional quality camera and audio gear, fitness trackers, drones, and more. This way, you can guarantee your satisfaction with a product before committing to it. Even better? The money you spend on renting goes toward the total purchase price. What’s not to love?

Coming from Chennai, India, Ramamurthy was recruited by Microsoft a year before even graduating college. Prior to founding Lumoid three years ago, she worked as a software engineer at xBox and Netflix, becoming an expert in consumer electronics and studying the psychology behind how people buy. “Getting the product off the ground was easy,” says Ramamurthy, “But, hiring is always a challenge — as it should be — really good people are few and hard to find.”

In 2017, women sadly still hold less than 25% of all jobs in STEM (Science, Technology, Engineering, Math). It’s a gross gender gap that Ramamurthy takes seriously, and does her part to remedy. “I feel strongly about how few women are taking up STEM and engineering courses, and I’d like to change that and see more women enroll in them,” she explains. As one of the few female founders in a traditionally male-dominated industry, Ramamurthy embraces her role as inspiration and mentor. “I help other female founders who are earlier in the process of building their company — I try to help with fundraising, introductions, or just talking through their issues.” While she’s all for supporting other women, she looks forward to a time when female CEOs no longer need to be interviewed about their definition of female empowerment. Point taken.

As Lumoid continues to achieve new levels of success — moving into swanky, designer offices, securing new rounds of funding, and expanding into the wearable market — Ramamurthy has been making personal and professional strides, and taking inventory along the way. “I've tried to actively start celebrating small milestones and successes, since I know that I'm really bad at recognizing how far we've come as a company,” says the founder, whose capitalizing on the universally appealing ethos of try-before-you-buy. “I’ve come to appreciate the journey a lot more, stop worrying and focus on what's going right.” Rather than stressing over a career bucket list or a five year plan, she prefers to take it one day at a time.

Entertainment: Kelly Oxford

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Entertainment List Here.

Doing the work every damn day. 

Kelly is wearing Keds' Champion Originals.

In sparkling silver Gucci shoes and her signature oversized black frames, Kelly Oxford is part Glenda the Good Witch, part witty writer. “I wear these everywhere,” she says. Maybe referring to the shoes. Maybe referring to the glasses. It’s a great combo. And so is she. 

If it was possible to be a native Californian-Canadian, Kelly Oxford would be it. Nice, but not too nice. Easy going with a serious affection for hard work. “Doing the work every day,” says Kelly, is the most important step she’s taken in her career. That and doing, “try[ing] not to fuck with anyone else along the way.”  

It seems simple enough, but sparkling shoes aside, not everything in LA glitters; there is no overnight success story. Kelly is no exception.

The Canadian born writer started a blog in 2002, anonymously sharing stories, made the jump to MySpace, and then joined Twitter in 2009. As the social media star’s Twit-tale goes, the little blue bird and her ability to kill it in 140-characters or less, brought her attention. But Twitter can only take a gal so far. It was Kelly and the aforementioned hard work that flew her from the platform to the bank. 

"I see other women as inspiration rather than 'competition.'"

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It was seven years ago when producer and writer Jhoni Marchinko of Will & Grace, and most recently 2 Broke Girls fame, told Kelly that she would help her break into TV. “And she did,” Kelly says. “I was thrown into this business fast. Warner Brothers bought the first screenplay I wrote.” Post-WB purchase, in 2012, Kelly and her family moved from Calgary to Hollywood. “I can say that learning how the business works from the inside has been the biggest change from five years ago.”

The working writer has penned books, like the New York Times bestseller "Everything Is Perfect When You’re a Liar," TV and film scripts, and isn’t too shabby with a hashtag. Last November, post-election she reinvigorated her Twitter base, asking women to Tweet her their stories of sexual assault using the hashtag #notokay. It’s a platform that has given her voice, as well as a voice to serious issues that affect women.

While she gained early attention via Twitter, Kelly has been actively working, writing, and selling TV and film scripts in Hollywood-- not such an easy feat. "This is the cheesiest answer," she says when asked how she supports her peers and moves the needle in the face of a difficult career choice, but, "I see other women as inspiration rather than 'competition.'"  

Though she didn't initially love that her career was boosted by Twitter, these days she forgives herself more, obsesses over dogs and crystals, and swears by the routine of going on walks. She also warns, “Enjoy the congratulations you receive when you sell a project, because no one is patting you on the back while you're doing the work.” 

Her kids keeps her going, so does grinding it out over a keyboard daily, which, includes the task of staying engaged with her online audience— something the writer admits has been a challenge. But she's up for it, knowing that every step taken is one in the right direction.  

“Until the 1960s,” says Kelly, “women were just ‘fathers’ daughters,’ and then ‘wives.’ Anything since then has been a movement toward empowerment."

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

STEM: Miki Agrawal, THINX

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full STEM List Here.

Taking on taboo with invention. 

 Miki Agrawal did what many inventors do: find the white space. Or in her case the red. No, we're not talking wine. We're talking periods. The CEO and co-founder behind the period-proof underwear, THINX, saw a need in a 15 billion dollar industry and went after it.

But converting people isn’t simple. At one point the company was $60K in the hole. “I had a struggling partnership,” she shares, “and investors who didn't ‘get’ the product…” So Miki once requested a male investor to wear a maxi pad over the course of a meeting. The point: to give him first-hand experience. 

It’s her out-of-the-box approach to all topics taboo that make Miki a force, and not just in the period space. She’s taking on incontinence with ICON, pee-proof underwear, as well as the booty with TUSHY, a bidet attachment for the toilet that she says, “elevates the American pooping experience to the 21st century.”

Get to know Miki, why a life coach changed her life, and what she’s looking forward to below. 

What is the most important step you took to get here?

Put one foot in front of the other (and also put reminders in my phone to breathe).

What are the challenges you encountered along the way?

Wrong partnerships, manufacturing struggles and generally growing a business! 

What keeps you going?

Changing culture and helping people at the same time. Truly. 

Who are the people you consider your mentors or influences and why?

My friends! They are all entrepreneurs or creatives and inspire me on the daily. 

What is the best piece of “real talk” advice you’ve received?

Hire slow; fire fast. 

What’s your favorite life advice?

Everything’s gonna be alright. 

How has your relationship to your career changed in the last five years?

I've worked hard on myself to become a better leader and human, cop to my mistakes quicker and be softer on everyone including myself. 

How has your relationship with yourself changed in the last five years?

Seeing a life coach has changed my life. It has forced me to face myself like I never have before and really find full integrity with what I am thinking, feeling and saying. 

What's on your career bucket list?

Impact a billion people and build a billion dollar company :-) 

What does female empowerment mean to you?

Women deserve a seat at the table. ALL studies point to the fact that women-led companies outperform male-led companies, boards that include more women have outperforming companies than only all-male boards, all signs are pointing to the fact that women absolutely deserve to have equal rights to men. It's time. 

Philanthropy: Lauren Conrad, The Little Market

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Philanthropy List Here. 

The CEO with heart. 

Lauren Conrad is no reality TV has-been, to say the least. A decade later, and with her first child on the way, the former star of Laguna Beach and The Hills has parlayed a flare for on-screen drama into a fashion and retail empire complete with best-selling novels, multiple fashion lines, and, now, The Little Market, an online fair trade shop empowering a network of global artisans to rise above the poverty line.

With The Little Market, Conrad and partner Hannah Skvarla are supporting female artisans around the world by selling their handmade goods to socially conscious consumers who value ethical and sustainable manufacturing, not just stylish design. It’s a mutually beneficial partnership that allows customers to purchase beautiful, one-of-a-kind pieces while enhancing the lives of women makers — it’s a far cry from tube tops, spray tans, and beachside boy beef with Heidi Montag and Stephanie Pratt.

Appropriately, the journey to the Little Market began in Africa, home to many of the market’s skilled craftswomen. “When we were trying to come up with the concept for The Little Market Hannah and I were visiting a girl's school in Africa,” Conrad tells us. “While we were there, we had the chance to speak to a lot of the students. When we asked them if there was anything they needed their requests were heartbreaking. Water, vegetables, and a bed. At the very end of our visit it began to rain and the girls started dancing around. The rain meant that they would not have to make their daily four hour round-trip walk to get freshwater and they would be able to read their books in the daylight because they have no electricity and can't study at night.”

Building a marketplace for remote regions devoid of technology isn’t always easy, but Conrad forges ahead with the help of her team. “Language barriers, internet access, long lead times, and customs all can make the process challenging. Fortunately, we have an awesome team who always seems to get it done somehow.”

Moreover, in a culture that increasingly craves fast fashion, it’s all the more important for The Little Market to establish that resonant emotional connection with its audience — to showcase the people behind the product, the lives who benefit from the exchange. “The more a consumer sees value in the story behind the product, the more likely they are to take an interest it where it comes from,” says Conrad, who knows a thing or two about design and manufacturing, herself a Kohl’s fashion mogul. “Continuing to tell these stories and see products for so much more than they appear to be will encourage others to do the same. Whether it's a shoe made from reclaimed plastic or an artisan made product that can help send girls to school, sometimes the message is just as important as the trend.”

"I've learned the value in saying no and learned to delegate."

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As The Little Market continues to make big moves, Conrad navigates the murky waters of being your own boss — she even allows herself at least one day a week off. “Even though you often have to work through the weekend you can give yourself a Tuesday off. It's important to have time to focus on things that aren't work related and to clear your mind. I've found that I'm happier and more productive this way,” advises Conrad, who knits, hikes, and hits the beach with her pups in her spare time and says having a partner has helped her to become more selfless. She’s also learning to be less hard on herself. “There was definitely a point in my life when I took on too much and was burning the candle at both ends. Since then, I've learned the value in saying no and learned to delegate. It can be hard to trust others to work on a brand that you spent so much time on, but you can't do it all,” muses the soon-to-be-new-mama.

At the heart of The Little Market is its mission to support women artisans around the world, but let’s not forget the work that’s left to do right here at home. “Female empowerment means looking at being a woman as a strength not a weakness. Because let's be honest, we are pretty damn strong.”

Food: Farryn Weiner

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Food List Here.

Leading the healthy fast food revolution. 

Farryn Weiner may be 31, but as VP of Brand & Marketing for Sweetgreen—the fast-growing purveyors of simple, seasonal, sustainable salads—she’s already changing the way people around the world think about food.

With roots in social and editorial—previously, Weiner did stints at Jetsetter.com and Michael Kors—the young VP has a long track record of telling compelling stories for adventurous brands through emerging media and technology platforms. Now at the paradigm-shifting salad startup, she has the opportunity to connect passion and purpose, inspire healthier communities, and make the world a better place to live and eat.

“Life is all one big jump,” says Farryn, who actually met Sweetgreen co-founders while skydiving, in a serendipitous event that seems almost too symbolic to be true. “Working in various industries spanning travel, fashion and food were all big jumps that put me in a position to learn, stretch, and in many ways, start over. At Michael Kors, I led a global team, which was a huge opportunity to understand and more thoughtfully communicate with other cultures. I continuously go after experiences that challenge me to gain a different perspective.” 

As a self-described “adventure capitalist,” Weiner is constantly capitalizing on and seeking out moments that expand her worldview. “I’ve always had this passion for connecting with communities, be it global or local,” she says. “Whether that means hiking a mountain in Nepal or connecting with a customer or building a kickass team, I bring a lot of energy and passion to my work. By being inspired, I hope to inspire others.” The best piece of real talk advice she’s ever received is to ‘pull up her big girl pants.’ “It’s the idea that you don’t have to ask for permission, you don’t have to ask for advice. You have the power and ability to figure it out on your own. Trust yourself and think critically to make the best decision you can and charge forward with confidence. Always show up with a recommendation, a point of view. There’s a real freedom and power in that.” 

"Always show up with a point of view. There's a real power in that."

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As Sweetgreen expands from an intimate eatery to a large scale global presence, Weiner’s flair for facilitating human connection is really being put to the test. For example: how do you preserve brand integrity and freshness of ingredients while maturing into new and faraway markets? Apparently, it’s something she’s put some thought into. “As we grow, it’s important to maintain our connection to our customers and farmers, and to create a connection between them, whether that’s through our app or high touch experiences. We’re focused on leveraging technology to enhance the customer experience, while maintaining the human touch that’s so important for building community.”

Over the last five years, and through meeting the team at Sweetgreen, Weiner’s relationship to work has done some serious evolving. While she used to view work and life as linear, often in competition with one another, today she’s done away with the tired notion of “work/life balance,” instead replacing it with a more fluid approach that’s inclusive of family, friends, career, and travel. “I’ve always wanted to work in an entrepreneurial environment where I could see the world and apply the lessons I’ve learned around the globe to my career. My sweetlife is a world where all these things coexist and thrive off one another,” she says. She’s also developed a quiet confidence about who she is and what she does. “I know what I bring to the table, and I have a strong understanding of my strengths and weaknesses. Every day, I lean into my strengths, and proactively work on areas for growth. There’s a lot of power that comes from knowing who you are, from being able to see yourself from 30,000 feet without judgment and acceptance.”

"Every day, I lean into my strengths, and proactively work on areas for growth."

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While Weiner is certainly proud to be recognized amongst the growing ranks of female entrepreneurs and leaders, she encourages others to focus on our “accomplishments as people as a whole, not just through the lens of gender.” Looking ahead, she’s excited to bring Sweetgreen’s mission to communities around the globe, asking, “Daikanyama, Japan sounds pretty amazing, no?”

Entertainment: Constance Zimmer

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Entertainment List Here.

Hitting a career high. 

Constance is wearing Keds' Champion Originals.

At the age of 46, Constance Zimmer, actress/mom/director/wife/advocate, is just now hitting her stride. Many of us first fell for Zimmer as ruthless, skirt-suited studio exec Dana Gordon on "Entourage." The cutthroat character was an instant fan favorite, in part because she served up some seriously strong female vibes in an otherwise testosterone-drenched plotline. After a six year run with HBO complete with a spin-off movie, Zimmer reprises her not-to-be-f*cked alter-ego as power producer Quinn King on Lifetime’s Peabody-winning, Bachelor-inspired "unREAL." In an industry as notoriously sexist and ageist as Hollywood, Zimmer is changing the game, defying stereotypes and shining in her first leading role as a woman in her 40s.

“I wish I could take credit, but it's the amazing women like Marti Noxon, Sarah Gertrude Shapiro, Shonda Rhimes, Sharon Horgan, Jill Soloway, Lena Dunham and the list goes on, who are changing the roles written for women,” says Zimmer, on overcoming the the industry’s well-documented women problem. “The audiences are changing. We want to see more characters we can relate to… the landscape of television is changing, too. There's more room now for actors to find their voice.”

In an episode of the female-fronted “Better Things,” co-created by the hilarious Louis CK and Pamela Adlon, Zimmer and Adlon’s characters play rival actresses often vying for the same audition. But if you’re looking for a catfight, don’t hold your breath. The competition is nothing more than fiction. “I've never felt competitive with my friends. I have gotten through the ups and downs of this business by believing that we all get the roles we are meant to get. I only have love and support for my friends whether we are up for the same part or not.” For this cool-headed approach, Zimmer thanks her acting coach. "20 years ago, she told me ‘You are enough.’ I still use it to this day, it's something I work on all the time.”

Constance is wearing Keds' Champion Originals.

A lot has gone well for Zimmer in the last five years, personally as well as professionally. “I have always been incredibly grateful for my career, but definitely since I turned 40 I feel so much more comfortable in my own skin,” says the "unREAL" leading lady, who jokes that playing fierce matriarchs on TV has allowed her to express her inner voice without getting in trouble for it. “Because of that, the roles I've been lucky enough to play in the last five years feel like I'm using a different muscle. I also feel a little more responsible in how I portray these strong women, I want them to be relatable.”

"Since I turned 40 I feel so much more comfortable in my own skin."

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In real life, Zimmer is fiercely devoted to family. While many of her shows aren’t exactly child-safe, she recently procured her old sitcom “Good Morning, Miami” on DVD and looks forward to a moment of calm to sit down and watch it with her daughter.

This year, Zimmer will celebrate yet another first — her directorial debut with an episode of "unREAL," already renewed for a third season. “I look forward to directing more. I have directors I dream about working with like the Coen Brothers, Jeff Nichols, or Wes Anderson, and of course some favorite actors to work alongside would be Meryl Streep, Tina Fey and Mark Ruffalo.”

Zimmer is is leading the way for a new era of leading ladies, and that means using her status for advocacy. “I find it unbelievable that a woman doing the same job as a man is not making the same amount of money. That's mind boggling to me.” On a personal level, she’s a firm believer in amplifying female voices. “I make sure that all women in my life know they are special and that their voice is unique to them and not focus on trying to being someone else.” While her favorite piece of life advice may not be what you’d expect: “Don't wait for a special occasion to wear that fancy dress, wear it now!”

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

Music: Claire Evans, YACHT

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Music List Here.

Take note world.

Claire Evans is not your typical musician. Throughout her years as lead vocals for the electro-pop band YACHT, making her mark in the Los Angeles music scene with her partner Jona Bechtolt, Claire's kept the hunger to create beyond a designated medium. “Like most creative paths, mine hasn’t been very linear,” says Claire. By taking the role of a multi-hyphenate creative as a musician, writer-researcher, and tech entrepreneur, it is safe to say that following a linear 5-year plan was never in her agenda. 

Still adding more titles to her repertoire, doesn’t mean she’s saying yes to every project that gets thrown her way. “For the first ten years of my career, I said yes to everything,” says Claire. “Now, I have learned to graciously refuse ancillary projects, and it has been one of the hardest and most important skills I’ve picked up in life.”

And much of her success is due to that very skill. Since Claire joined YACHT in 2008, the duo has released three studio albums (along with many art projects that they produce under the same moniker) and has created the popular Los Angeles recommendation app 5 Every Day.

Aside from her projects with YACHT, Claire is ready to make herstory.

“My first book will be released by Penguin in Spring of 2018,” says Claire. “It’s a feminist history of the internet. I’d like to do the story justice, to the farthest extent of my ability.”

"WHEN WOMEN HAVE AN INALIENABLE PLACE AT THE TABLE, IT BENEFITS US ALL."

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One main goal for Claire is ensuring that her support for other women translates to her professional work. “I want to make sure their stories are inked, before it’s too late.” And with the present being such a critical time in American history, where a heavy-handed government has plans to disenfranchise women and other marginalized identities, projects like hers are important now more than ever.

“When women and girls can see themselves in the development of our culture’s most transformative technology, they can see themselves in its future,” says Claire. “When women have an inalienable place at the table, it benefits us all.”   

Photo credit: Jaclyn Campanaro

Music: Daya

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Music List Here.

Supporting women through song. 

At 18 Daya writes songs about building confidence and taking control of her own life. Something the songstress hopes “inspires other women to do the same.” 

Born and raised in Pittsburgh, when she’s not touring Daya spends most of her time in the city that raised her. Writing music and performing are in her blood. “Music has been a part of my life for as long as I can remember,” she shares. “I played my first gig was when I was nine at a bar uptown from where I grew up in Pittsburgh and I’ve craved the stage ever since then.”

With the rust belt as her background and “four extremely strong, intelligent, and talented sisters,” as well as “hardworking parents who run their own business,” Daya been bolstered on all sides. She represents the best of the future. The Gen Z voice that’s intersectional, accepting, and most importantly: won’t back down. 

And the music world has taken notice. Her debut single, “Hide Away,” went platinum and she’s featured on The Chainsmokers’ double-platinum song of the summer “Don’t Let Me Down.” The idea of a young, female songstress with bold lyrics  

Her goal is to “empower others, especially females, to believe they have the potential to accomplish anything they set their minds to with hard work.” 

She says she feels free to speak to her mind, even in a music industry that is notoriously sexist. (see: Madonna’s recent speech at the 2016 Billboard Women in Music Awards.) But the sage-for-her-age teen recognizes that her “freedom to be honest and open” is not afforded to “many women in different cultures across the world.” 

She swears by journaling, forcing herself to do it even when she doesn’t want to. “It helps clear my mind and usually ends up sparking some cool ideas for songs.” 

Songs that she can’t wait to get up and perform. 

“The adrenaline rush of getting up on stage and seeing thousands of people singing along,” keeps her moving forward. Sure, she says “There have been people along the way who don’t take me seriously because I’m a female and unusually young for the industry.” And in the beginning, Daya “constantly felt the pressure to prove myself to those people,” to only realize, “I’m just as deserving of my own voice and opinions as any other artist.” Which is what the song "Dare," of her first full-length album, it Still, Look Pretty, is all about. 

“I’m just as deserving of my own voice and opinions as any other artist.”

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She’s been on grueling tour schedules and recalls getting very sick the morning of one show. "I tried everything I could but wasn't able to remedy it in time and it was too late to cancel. I proceeded to have the worst show I've ever had and I was embarrassed and depressed because I felt like I wasn’t giving the audience what they came for.  Momentarily I wanted to quit, but in the back of my head I knew I just had to push through because there would be much better days to come.” 

A self-professed perfectionist, Daya says she used to be really hard on herself about everything. “I can still be that way at times,” she admits, “but I’m much more forgiving now. I’ve learned the importance of self-trust and self-love.” She manages to squeeze in some normal teenage stuff as well.  Last year she graduated from high school, attended her senior prom, and managed to squeeze in hanging with her friends and binging on Netflix like the rest of us. Unlike the rest of us, she released Sit Still, Look Pretty and performed at the White House. 

She’s game to accept every challenge, motivated by strong female artists that have come before. “Amy Winehouse, Alanis Morissette, and Dido impressed me the most as women able to channel raw, powerful emotion and honest stories into their songs.” 

It’s what she intends to do with the music she makes. “My career was something that I used to fantasize about, and now it's my everyday life. I’m so passionate about it and determined to tackle anything thrown at me.”

STEM: Rachel Tipograph, MikMak

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full STEM List Here.

Saw the future of digital and commerce. 

“What risks can you afford to take?” This is the question Rachel Tipograph, founder and CEO of the world’s first mobile video shopping network MikMak, asks herself with every new challenge she faces. And in building a startup that takes on the Goliath that is the $250 billion home shopping industry, you can be sure the challenges abound. “The bigger the risk, the more likely the failure. You have to develop thick skin if you want to accomplish a lot in life,” says the 29-year-old minimercial mogul.

Tipograph, whose groundbreaking platform creates short, shoppable videos to market beauty, tech and home related products all priced under $100, has been destined for a career that bridges comedy and commerce since being crowned an eBay power-user at age 13. And she  harnessed the power of social media to launch an up-and-coming comedian she managed while attending NYU.

“The bigger the risk, the more likely the failure. You have to develop thick skin."

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After graduating, she cut her teeth working as a digital strategy consultant for corporate giants including Levi’s, GE, and PepsiCo. And then came the proverbial big break. By age 24, she was named Global Director of Digital & Social Media at Gap. “It was there that I saw the future of media and commerce, and decided to quit my job to build MikMak,” says the mobile shopping maven. With MikMak, Tipograph is on a mission to reinvent the traditional infomercial for the millennial generation. No more cheesy late-night sales pitches or impractical gimmicks. Just 30 second, mobile-friendly spots featuring actually-engaging comedians as spokespeople.

While Tipograph may have some of the biggest names on her resume, nothing has quite prepared her for the uphill battle that is building and running her own business. In May of 2016, a deal she spent four months orchestrating fell apart. For the first time in her impressive career, there was nobody to rely on but herself.  “I was exhausted. After a momentary pause where I allowed myself to feel defeated, I remembered I was the one who chose to build MikMak. No one will ever want this company to succeed more than me. The moment that energy waivers, it will spiral,” she explains. “Starting MikMak is the hardest thing I’ve ever done. I am MikMak. When you work for someone else, it’s not the same.”

As a CEO turning channel-switching ads into must-see entertainment, Tipograph does things differently, and that includes company culture. Every Sunday, she sends out the “MikMak Attack,” a weekly email that breaks down the goals by department and offers company-wide visibility into all high-level initiatives. “Each email ends with me answering the question: ‘What’s inspiring me to attack the week?’ The time I put in Sundays to organize saves me hours during the week.”

Just a little over a year old, MikMak has already raised its first millions in funding. And for Tipograph, it’s nothing short of all-consuming. “It’s my number one priority,” she says. “I do hope within the next five years it reaches a point where I can allow for other life milestones to occur. I want to own a home, start a family and for all the founders who do all of that while running a company, I have so much admiration for you.”

Music: Faarrow

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Music List Here.

Touching the world through song.

Somali sisters Siham and Iman Hashi makeup the Canadian pop duo Farrow, a name which combines combines the translation of their names into English -- Iman means "Faith" and Siham means “Arrow." They released their debut EP “Lost” in 2016, with tracks like “Shut Up” and “Chasing Highs,” both deal with subjects of empowerment.  

They released since “Rule the World,”  a jazz-infused pop track in 2013 and then took a three-year intermission while working on their EP with producer Elijah Kelley. The majority of the tracks are written and produced by the sisters and Elijah. 

The sisters are also political refugees from Somalia, who took refuge in Canada. Born in the Somali capital of Mogadishu they fled the country after war broke out in 1991. They are the the first female Somali artists to sign a major deal with a U.S. label. 

Though to the music world they are “pop,” Faarrow sees their work a bit differently. “We feel like the culture clash of our upbringing really shaped who we are as women and artists,” they share. ‘Our music is what we like to call underdog, girl power anthems and has the spirit of breaking out and wanting to be heard.” 

They’ve found that “the biggest challenge,” to their work has been, “people trying to put us in a box when there are so many layers to us.” It’s music they’ve said is “pop with undertones of hip hop and rhythmic African percussion. It's a fusion of everything.”

Having recently walked away from their record label, they gained more insight into themselves and their music. “The relationship between us became so toxic that we had to walk away. The biggest thing we learned was when a situation creates chaos within yourself, the best thing to do is let it go.”

"When a situation creates chaos, the best thing to do is let it go.”

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These are wise words from women, but this duo also describes themselves as “ageless.” 

Siham and Iman are wearing Keds' Triple Metallic and Triple Solids.

“Being able to see yourself in every woman regardless of race, class, religion..." the site duo says. "When that happens empowerment is just a byproduct.” 

Boundless as well. In the last five years they say their relationship to their career has changed for the better. “We've completely let go of the notion that a label or anyone for that matter can make or break us. We are the architects of our lives.” Dream gigs include performing at the World Cup. They like to keep it in the family. “Dad was a professional soccer player in Somalia and I think we'd secretly be fulfilling one of his dreams as well,” they share. 

As for secrets to success? “We're taking responsibility for everything that happens in our life both good and bad. Thankfully it’s mostly good.”  

Their music and their capital "P" Purpose, which includes working with the UNHCR, keeps them going. “We know that our musical gift is our tool to touch the world.”

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

Fashion: Yael Aflalo

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Fashion List Here.

The eco fashion warrior. 

Yael Aflalo didn’t set out to be the eco-warrior fashion mother for the A-list and beyond, but if you dig a little into her fashion roots, you’ll find the beginning buds of Reformation. 

Prior to the eco-conscious label that counts influencers like Taylor Swift and Karlie Kloss as repeat Ref'ers, Yael founded her first label, Ya-Ya, in 1999. “Towards the end of my time at Ya-Ya,” she shares, “I started to dislike a lot of the things that I had become a part of - overprinting lookbooks and tossing 80% of them, yards of leftover fabric getting thrown out. In 2009 I created Reformation with the goal of changing the way people see ‘green’ fashion and to offer eco-friendly designs that don’t sacrifice style.”

Prior to Ya-Ya, Yael kickstarted her career in fashion by hand-making skirts from pashminas and selling them to Fred Segal. It was her first business foray into repurposing fabric.  

Today, Reformation uses sustainable fabrics and vintage garments, manufacturing a large swath of their want-it-all-outfits in their environmentally friendly sewing factory. Based in LA, investing in green building infrastructure to minimize waste, water, and energy footprints, was a must. The company uses 100% recycled packaging for all shipments. And in a move toward transparency, they track their environmental footprint with what they call RefScale.

It’s a move Yael says is one of the riskiest she’s ever taken. “Making the decision to step away from traditional fashion was a terrifying but incredibly rewarding experience. It allowed me to let go of what I knew and begin to develop new and innovative practices that didn’t harm the environment.” She's grateful she listened to her gut. 

Though “green” dominates fashion conversations today, Yael was initially told to “play down the fact that we were an eco-clothing brand,” noting that concerns arose that “people would automatically roll their eyes at us and associate ‘green’ with ‘granola.’” She also shares that, “At the time, many eco brands weren’t looking at trends or focusing on fit,” another strong motivator for her to do something different with Reformation. So she did. Now her career goals include pioneering sustainable technologies in fashion and cheekily, “becoming a billionaire.” She encourages women “to seek solutions to problems they want to fix. If you don't like something," Yael says, "create a path to change it.

"If you don't like something, create a path to change it."

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Today for the new mom that includes changing some of the culture and contradictions around female empowerment. “We as women, are holding on to some inherently sexist practices and calling them ‘old fashioned’ and yet demanding to be treated as equals,” Yael says. “My favorite example of this is women who insist that men should pay for dinner on a date. Then in their very next breath complain about the wage gap. Men used to pay for women because women weren't employed or had very low paying jobs. If women want to be paid exactly the same as a man then why should men pay for us on dates? When I ask this of a lot of women they reply, ‘Oh I'm old fashioned like that. I expect a guy to pay for me on a date.’ Why shouldn't higher ups at corporations say, ‘I think 74 cents on the dollar feels right. I'm old fashioned like that.’ Anyway, what's more empowering than being a superstar in your career, making good money, going on a date and saying. "Oh no really I have the check!”

“What is more empowering than being a superstar in your career?"

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The CEO admires thinkers like Elon Musk. “[He] said something a few years back that was really impactful,” she says. “‘The path to the CEO’s office should not be through the CFO’s office, and it should not be through the marketing department. It needs to be through engineering and design.’” And calls Patagonia, a brand that is helping destigmitize eco-fashion (and one she’s had in her wardrobe since youth) “the holy grail, start-it-all sustainable brand. They have pioneered some of the most innovative materials and production methods, motivating other companies to do the same. And that's what I hope to do with Ref.” 

From the looks of it, she’s doing it, and doing it well. 

Entrepreneur: Sugar Paper

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Entrepreneur List Here.

Making paper out of paper. 

Jamie Grobecker and Chelsea Shukov simultaneously found themselves in a similar position: unhappy with their jobs and looking for a creative outlet. But rather than start a blog, they bought a letterpress. 

A slightly heftier investment but as they learned how to print, initially for friends and family, a company was born. Thirteen years later they are still running Sugar Paper, a trusted resource specializing in bespoke letterpress stationary. 

“When I suggested opening a retail store to Jamie,” shares Chelsea, “she said I was crazy.” But in the age of digital invites and paperless communication, a brick-and-mortar location in the iconic Brentwood Country Mart, was exactly the right move. An IRL store for IRL paper. 

“I grew up in a home where manners were required and traditions were valued,” says Chelsea. “I also grew up with a mom who taught me that I could do anything I could dream up.” Combining those traits and lessons was natural. 

Sugar Paper began as a passion project. “We never intended the brand to be what it is now,” they both agree.  “Growing a company, building a team, learning distribution, manufacturing and managing a brand requires knowledge, qualities and skills we’ve had to learn along the way.”

The only constant along their journey has been change. “It’s better to embrace it,” they say. 

“When you are growing a business and running a household you are always letting someone down,” says Jamie. “The people that love you give you grace and cheer you on.”

"When you're growing a business & running a household you're always letting someone down."

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It’s a mindset derived from Jamie’s favorite advice from her dad: “People that love you know the truth… people that don’t, screw ‘em.” The two go fly fishing when she has downtime. 

The co-founders agree that if they had more time they’d focus on family first.“Becoming mothers significantly changed our relationship to Sugar Paper. Having kids while working full time has forced us to manage our time more effectively and wisely. It has challenged us to learn how to effectively give time to both work and family. Its a constant balancing act.”

One that has been bolstered over the years by a stellar team.“As founders, we understand that we need smart people to help us with specific pieces of the business.” But they still rely on “trusting our gut and remaining true to our core values.” That’s a “nonnegotiable.”

While they admit that “the amount of responsibility that you carry as a business owner can weigh you down,” they have “found that the positives outweigh the negative.

Thirteen years in and they still love what they do. 

“Making beautiful things,” and “keeping the art of the handwritten note alive,” continues to motivate their entrepreneurial journey.  “It’s incredible to see that something we’ve created has impacted so many people. Where there was nothing, we created something.”

"Where there was nothing, we created something.”

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Something that their loyal customers respond to. They remain loyal to their customer as well as other women. “This is a unique time for women,” they share. “There are so many female founders who are connected, whether by geography or social media. We are choosing to help one another rather than view each other as competition.”

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

Beauty: Deepica Mutyala

This article is part of our Create & Cultivate 100 List created in collaboration with Dove, you can view the full Beauty List Here. 

Beauty without borders. 

In her first tutorial upload to YouTube, Indian-American on-air beauty expert Deepica Mutyala takes a friendly and simple approach to contouring. It's not over-the-top. She uses her day-to-day products. The lighting... could be better. It's her barebones, barefaced entry to the world of YouTube. Never in a million years did she think millions of people would tune in. But they did. 

"I grew up in a South Asian community in Texas," shares Deepica, "where two things were always clear to me: my love of beauty and obsession with the Big Apple." Though her father wanted her to be a doctor, Deepica landed a college internship at L'Oreal launching her into the beauty world. She most recently worked as the Senior Manager of Brand & Product Development at Birchbox, where she was exposed to a rolodex of contacts and measurable experience. 

It was at the beauty box brand that Deepica started doing on-camera makeup tutorials, soon realizing there was no reason she shouldn't launch her own channel. Doubt got in her way for a moment, but in January 2015 she faced the camera and launched with the premise of "beauty decoded." After talking about it for years, she finally stopped listening to the voice in her head. The one that told her she didn't have time or that she didn't know where to begin. "When I stopped listening to that voice," she explains, "and just started, my whole life changed."

Her second video "How to Cover Dark Under Eye Circles" went viral, with over 9 million views to date. "What started as a hobby," she says, "quickly turned into much more." 

For Deepica beauty is a universal language, one that speaks to all women. "Since I was 16 years old, I told everyone in my life that I was going to create a global beauty product line catering to women of color. Every year that goes by, my eagerness to do that only escalates. Let’s just say, I won’t stop until I make that 16 year old girl’s dream into a reality."

More from Deepica below. 

What are some of the biggest challenges you've encountered along the way?

My biggest challenge is that I want to do so much - sometimes I find myself taking on too much because of that. I don’t want to say ‘no’ to anything, but I really need to be smart with how I allocate my time. I’m only one person and I need to remember that! It’s a marathon, not a sprint.

What keeps you going?

Emails I get from young women telling me that I’ve inspired them in one way or another.

Who are the people you consider mentors and influences and why?

I have so many mentors/influencers from Jessica Alba (Honest Co.) to Hayley Barna (First Round Capital) to Payal Kadakia (ClassPass). But truthfully, my parents will always be the greatest source of inspiration. They came to this country and established a great life for my sister and me through hard work, will and love.

What is the best piece of real talk advice you've received?

I never take time to celebrate my wins - I’m not sure if it’s because I never want to be complacent or if it’s because my goals are still so much bigger. Either way, I don’t. I remember talking to my friend who is also an entrepreneur and I said “what if this all goes away tomorrow?” He simply said “...but what if it doesn’t?”

That response was not only refreshing but also gave me perspective. He followed up by saying, “Worst case scenario, it does, but everything you’ve achieved so far is more than most people could ever imagine. You should be proud of that.” It was such honest advice and has helped calm my anxiety but also keeps me motivated.

What is your favorite life advice?

Surround yourself with those who want to see you win.

Is there a time in your life when you thought, 'I can't do this anymore?'

Is ‘everyday’ a fair answer? Being an entrepreneur is an emotional roller coaster! You find yourself having the highest of highs and lowest of lows all within a 24-hour period, but I wouldn’t have it any other way. It makes up for everything. I will say there was one specific moment pretty recently I remember thinking “is this all worth it?” but when you focus on the purpose of why you’re doing what you do, I made a decision to block out all the other noise and to keep going.

I actually have a folder in my inbox of all the emails I get from young women telling me that I’ve inspired them in one way or another. Those emails really keep me going and remind me that I can’t stop. There’s too much I want to achieve and change in the world for that to even be an option.

"Surround yourself with those who want to see you win."

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How has your relationship to you career changed in the last five years?

Five years ago, I told people I was going to be empowering women and working for myself. Five years before that, I told people I was going to live in NYC and work in the beauty industry. My point being that I’ve spoken everything that’s happened in my career into existence. The more I say it out loud, the more I’ve made others believe my vision, and the more it’s turned into a reality. Five years from now, I know I will be able to say the same. The key to my success in this has always been self-intent - I truly believe that.

International Women’s Day is coming up. It's a global day celebrating the social, economic, cultural and political achievements of women. If you could steer the conversation around International Women’s Day, what would that dialogue be about?

There are so many conversations, but I think the one that hits home to me because of my culture is the importance of women in the workplace. Don’t ever feel like you have to stand behind a man. The strongest men will want you to stand beside them and win as well. You do not to take the back seat for anyone. Your voice is powerful and must be heard in the workplace but also in your personal life. We do not need to make sacrifices with our career for others. There are ways to find compromises and help us all achieve our goals.

What's on your career bucket list?

Create a global beauty product line catering to women of color.

What does female empowerment mean to you?

When I see a woman succeed, I can’t help but have a massive grin on my face. I find genuine happiness in seeing another woman win because I feel like if she wins, I am too. We are in this together. It’s important to remember that. There is room for us all to make it and the more we stick together, the stronger we are. All I want to do with my career is empower other women to go for their dreams and give them the opportunity to do so. What’s the point of having a platform otherwise?

Wellness: Sky Brown

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Wellness List Here.

Pint-sized skateboarding prodigy. 

At eight years old, Sky Brown is the youngest pro skateboarder in the world. In 2016 she competed in the Vans U.S. Open as the youngest skater at the event. 

Born in Miyazaki City, Japan, Sky picked up a skateboard at just three and has been calling skate parks her home for more than five years now. 

Sky started going to skate parks with her dad, Stu, a skater himself, saying that she’s always preferred ramps and bowls to swings and slides. Once she hops on a board it’s easy to see the natural talent, but where it’s easy to deem her a prodigy, Sky’s talent doesn’t come without hard work and commitment. Stu recently told Buzzfeed, “She used to get burnt constantly by older boys and grown men. But instead of backing down she just got fired up and is on a mission. You’ve never seen an 8-year-old girl so determined to do what she loves.” 

Please tell us a little about your backstory and how you became a skateboarding champion!

I was born in Japan, and girls here are brought up to be very safe and clean and polite.. well I was never into that. I love to do exciting things and I love getting mind getting muddy, wet, dirty and just playing rough.

My father is a surfer and I used to make him take me with him to the beach to surf or the skatepark. I loved it. It made me feel like I was free and could do anything. I realized that I could do anything if I tried and I could beat the boys. At first they didn't like it but they realized they couldn't stop me. Because I live in Japan I had never entered any contests.  My dad doesn't like contest surfing for kids and said it's not what surfing and skating is about… it should be for fun. But I got to a level where I was doing tricks that other girls haven't done and this is when I was invited to do some contest in SoCal, I have beaten Pro skaters in contests since I was 7, this year I was invited to the Vans US open and ended up beating my fav pro skater ever.. I'm not sure if I will continue to do contests. But for now they are fun. I like pushing myself and think that I don't need contests to do that. I find they sometimes hold me back since I skate safe to make the heat.

“I realized that I could do anything if I tried and I could beat the boys.

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I do know one thing and that is I want to get out in the world, and let every little girl know if they try their best at something they can do anything, it doesn't matter if your a girl or a boy old or young just go for it.

How much time do you devote to practicing?

I never practice, I just skate and surf. And don't think about it like practice .. I would skate and surf all day if my parents let me but they usually make me do homework and school and stuff hahaha

Who are the people you consider your mentors or influences and why?

Peggy OKi because she was one of the first Females Skaters in the world she opened the doors for females in Skateboarding at a time when the men were savage around Skating and women's rights were really bad.

Heidi Lemmon, she works in downtown LA, she never self-promotes but works silently behind the scenes. She gets Ramps and Skateparks made in project and areas where kids have it really bad with drugs and gangs. I helped her doing demos in really scary areas and she's not scared at all and she hugs even the scariest looking guys and they all respect her. She's Underground LAs mom and she's saved so many kids through skateboarding, and she helped to get Venice Skatepark built which is my favorite. 

Nikki Minaj she's just so strong she says bad words and has the coolest fashion she breathes confidence and I just love it.

How does it feel to be so young and successful?

I don't feel I'm that successful because my dreams are soo big hahaha. I want to go to Afghanistan and Africa while I'm still small.

What is the most important step you took to get here?

The most important step so far is when I entered my first ever skate contest in SoCal called exposure. It's was in a big Concrete bowl and I had just turned 7. I begged my parents to let me enter even though I had never Skated in a Bowl before and this was a big concrete one. Anyways my parents said yes and I was the youngest girl in the contest. I ended up getting 3rd and being in the podium. This step made me realize that not just gender but also size and age doesn't matter, it's all about heart.

"Size and age doesn't matter, it's all about heart."

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Other than skateboarding, do you have any extracurricular activities?

So many I love dancing, singing, I love UFC , BMX, diving in the ocean and watching fish and snowboarding.

What's the best piece of advice you've received from someone you look up to?

Go confidently in following your dreams, be you. And live the life you imagined!!

Wellness: Christina Lonsdale

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Wellness List Here.

Pushing boundaries of human perception. 

Although she’s shot for Vanity Fair and Harper’s Bazaar, and been profiled on Goop and The Huffington Post, Aura photographer Christina Lonsdale does not brag about holding an MFA from some pretentious, overpriced art school. When asked about how, exactly, she landed the unique role she finds herself in today, she simply replies, “My parents met because a goat named Foxy Lady,” as if there’s nothing odd or unconventional about it. Naturally, we asked her to elaborate. The rest is too intriguing to paraphrase.

“My dad started a commune in New Mexico named Lorien, named after an elf village in Lord of the Rings,” says Lonsdale, the Portland-based visual artist who wanders the world with her roving, adaptable aura photography lab, popping up at art fairs, festivals, and the coolest-of-cool-girl events. “My Mom, who was hitchhiking with the goat, realized that catching rides with Foxy Lady was not efficient and went to my dad's commune to attempt to sell the goat. They ended up with two daughters and a goat herd.”

“My parents met because a goat named Foxy Lady.”

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The daughter of a two-time commune-founding Jungian psychologist (dad) and a meditating, energy painting mom, Lionsdale was all but predestined to a free-spirited life of art, wanderlust, and mysticism. While there’s been no shortage of challenges along the way — getting laid off, her dog dying, breaking up with a boyfriend, having no money, and moving into a friend's basement all in two months — Lonsdale has found that sometimes the only way to charge forward is just by showing up. “When the going gets weird, the weird turn pro,” she says, reciting her favorite life advice from legendary Gonzo journalist Hunter S. Thompson.

For continued inspiration, the aura photographer to the “it girl” set, who goes by the alter ego Radiant Human, turns to travel, and a few of her idols. “I have to be creative so I keep my momentum up and I don't get homesick,” says Lonsdale, who has developed a tactic called “The secrets of home” to help her stay challenged, focused, and hungry on the road. “One of my secrets is to surround myself with who I call my ‘posse’ or my ‘backup,’ I have two brass frames that are joined by a hinge, so it opens like a book and can stand by itself on a nightstand or a desk. I print out photos of my heros doing human things and put them in these frames so I see it everyday. It helps me humanize my heros so that I can see that they eat, breathe, and heartache just like me.” Right now, she has Andy Warhol and Frida Kahlo leaning against a wall in the sunshine. “I love both of these icons because they have used portraiture to change our way of looking at ourselves,” Lonsdale explains.

While her unearthly photography is dedicated to pushing the boundaries of human perception and enlightening those who seek a new, less definable, kind of self-exploration, Lonsdale herself has had to do a fair share of soul-searching. “At first, I felt like I needed to know and do everything,” she says, echoing the entrepreneurial spirit we’ve come to associate with more traditional professional spaces. “Now, I love the freedom and the exploration of learning from other people. This has been amazing because I can play to my strengths and outsource what I don't know how to do. This is empowering on two levels, I am supporting someone else in their dreams, and I am conserving my own energy for something I would rather do.” We guess one thing remains unchanged across all career realms: the importance of knowing your limits and delegating.

STEM: Leura Fine, Laurel & Wolf

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full STEM List Here.

Democratizing design. 

Leura Fine, CEO and founder of Laurel & Wolf, the interior design company that offers its services online only, has come a long way and is bringing the design world along with her. 

A Jewish, southern girl who grew up in Alabama, Leura moved to Montreal to study at McGill University. But she graduated early, moved to LA where she worked for a world famous Burlesque dancer, all the while building a career as an interior designer. Then, she started a tech company. All before the age of 30. 

An innovator in the online design space, Laurel & Wolf has developed a platform and software to allow for easy communication between a client and a designer, from anywhere. The entire service takes place in the digital world, and has opened the industry of interior design to people who never thought they could afford such services. 

Luckily her experiences in the interior design world made a few things quite clear to the budding techie. 

First, “the days of physical style boards and long, unproductive in-person meetings,” needed to go. “The future of design could be digital.” 

Second, she noticed that most designers could not afford to support themselves because their were not enough people who could pay traditional industry rate. 

And third, and most important, people wanted interior design help, but couldn’t afford it. There was a design hole. 

“It was time to figure out a path to allow designers to earn a living doing what they love,” says Leura, “and for far more people to be able to afford access to those services. It was time to democratize design.” 

In January 2014 Leura began concentrating full-time on Laurel & Wolf. The first version of the site was up that month. "I was the algorithm" she says about the company's beta site, a very bare-bones version of what exists today. Instead of spending 100k on a website build out, she paid a local LA-based developer 5k to build out eight pages with no backend. "I started spreading the word through friends and friends of family, putting it out on social media, saying, 'Hey who is looking for interior design services that only cost 300 dollars?'"

She had about 1,500 people sign up over the course of six weeks. The first iteration of Laurel & Wolf took users through a "style quiz,"-- that had no outcome. What Leura was testing was the public's interest. The BIG question: Would people be willing to pay for an interior design service online? 

It's a simple, but brilliant idea-- take a service that only a small percentage of households can afford, and open it up to more people. More people=more work=more revenue. 

And then there were more questions, more late nights, and the step of raising money. 

“There are all sorts of moments you have as a founder and CEO where you might question the path you are on,” says Leura. “However, usually after a good venting session, a good cry, a few glasses of wine, I feel refreshed and ready to conquer the world.” Feeling failure she explains is an important part of the process, but you can’t dwell. “Take a deep breath and move on! You will realize that you are a lot stronger than you think.” 

You’d have to be to work her hours. “My career has evolved from having a job to being the job. My life life is Laurel & Wolf, which is how it should be when you start your own company.” 

But she says she can rely on herself more than ever before. “In my job, I’m constantly having to push myself harder to learn more, do more, be more, and as fast as possible. For the first time, I’ve realized I can actually meet those demands along the way.” That doesn’t mean she always gets it right, nor does she have the expectation she will, but knows if she’s willing to fight for it, there’s nothing she won’t accomplish. Which includes taking Laurel & Wolf public. 

Beyond democratizing design, Leura wants to level the playing field for dreams as well. “Little girls should dream of being scientists, designers, or CEOs and they should have women to look up to in every single field.When I was a little girl, I never dreamed I could be a CEO because I never saw one. We have the power to change that and therefore change the course of history.”

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

Entrepreneur: Katie Rosen Kitchens, FabFitFun

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Entrepreneur List Here.

Thinking outside the subscription box. 

Katie Rosen went from writer to business marketing guru, but you might be surprised to hear that prior to co-founding FabFitFun the mogul-in-making knew “next to nothing,” about starting a business. “This was a huge transition for me,” Katie shares. “I had over 10 years of experience as a writer. The editorial space felt very comfortable for me. But comfort hardly ever leads to true success.” 

FabFitFun, a subscription box that delivers premium, full-size lifestyle products four times a year, is Katie’s most successful venture to date. Plus she says, “there’s been something truly exciting and satisfying about learning an entirely new skill set in my early thirties.” And the mom of two loves being an example for her daughters. 

This past year FabFitFun nearly tripled its 2015 revenue, experiencing crazy growth margins. “I think investing in our team has been one of the leading sources of growth,” shares Katie, who also serves as the company’s Editor in Chief. She explains that in the past few years they’ve brought on “game-changing talent,” those that are “far smarter and more talented,” than Katie. That game-changing talent is predominantly female. 71% of the staff is female, their leadership (positions of director or higher) is 75% female, their senior executives (VP or higher) is 43% female, and their internal engineering team is 67% women. Katie notes, “Unfortunately, this is no the norm, especially in tech and startups, but we put real effort in finding and supporting talented women in our field.” 

"Investing in our team has been one of the leading sources of growth."

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From their fantastic marketing and editorial teams to their team of data scientists who work to “uncover the products that really make people happy,” Katie has made investing in top talent a priority. “Research reveals a strong link between trying new things and happiness,” she adds, addressing the company’s desire to inspire happiness and personal growth through discovery. “We strive to nurture that link. I think that is what is ultimately driving new growth.” 

But those growth margins have not been without growing pains. There are plenty of other subscription services on the market. “One of the challenges we face is helping brands understand why we are different and honestly better,” she says. “Once they participate,” Katie says, “they get it.” Almost every brand that has participated has asked to come back and be a part of another box. There are also days when the mom spends more hours at the office than with her family. But again, the upside comes back to people and the culture FabFitFun has built. “I’m happy we have built a team of such talented, dedicated and nice people who continue to inspire me and light with me every day.” 

No matter how many hours she clocks, family remains at the top of her to-do list. With a teething nine-month-old who wakes her up multiple times a night, Katie looks to an example set by her parents, both children of blue collar families who were the first in their families to go college. Both still work. “My mom was the true definition of an amazing, successful working mom,” shares Katie. “She got her PhD while I was in school but still found the time to be a great mom and encourage me every step of the way.”

“I have to believe that women can have a career while still balancing a wonderful family life,” Katie hopes. Though it means that her barre card is covered in cobwebs, dinner consists of stir fry and quesadillas, she’s fine giving up certain things if it means she’s home to cook her kids dinner and put them to bed. “That means I’m back on the computer at nine,” she admits, “but it’s worth it.” 

In 2017 FabFitFun will focus efforts on more personalization and customization. Katie believes it is a core factor in satisfaction and growth. She’s also focusing on building on content to bring the program to life, which includes treated members to exclusive perks from partners throughout the year. She also believes that the subscription box model will continue to grow, even though a day subscription service pops up every day. “I believe less traditional forms of subscription services will continue to emerge. And the need for better and more personalized customer service will lead to innovations in the market.” 

It’s hard to believe there was a time in Katie’s life when she thought her only real possible career was as a writer or editor. “It was my big dream,” she shares. “And it was very scary to think about doing anything else.” But embracing the change is part of life. Besides, shares Katie, “you can’t please everyone and you will be boring if you try.”

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

Content Creator: Cleo Wade

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Content Creator List Here.   

Power to the people's poetess. 

Cleo Wade has a presence about her that cuts through the digital divide, a kind of solar-powered positivity halo that recharges our batteries when we need it most. It’s rare to be a poet in 2017, but the 28-year-old made the decision to “lead my life with vulnerability,” 

Poet, artist, and speaker, Cleo was born in New Orleans and moved to New York City after high school where she began interning, taking jobs in fashion, and working for designers. 

She says her favorite thing about her childhood, “was attending poetry summer camp.” But though she was “always writing,” she needed “some time to grow up and get brave enough to make things with words.” 

They are words that interrupt a regularly scheduled Instagram stream of humblebrags,  Sometimes handwritten, sometimes typed, she’ll employs a feminist narrative: “every mother/is a boss/every woman/is the president…/of/the/universe.” Or she’ll challenge her readers with a more simple: “First things first— give a damn.”

Though she models and collaborates with big fashion brands like Barney’s, she says today she spends most her her time, “making things with words. Sometimes as poems. Sometimes as painting. Sometimes as public art installations.” She’s also currently writing her first book, sits on EMILY’s List’s creative council, supports Planned Parenthood, and canvassed neighborhoods in Charlotte, North Carolina during the last presidential election in support for Hillary Clinton. But Cleo is not a list of things or activities. “Sometimes all people need is to be seen and heard,” shares Cleo. “Sometimes I invite my friends over just to listen. Compassionate listening is the greatest and simplest form of peacekeeping.”

“Compassionate listening is the greatest and simplest form of peacekeeping.”

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In a world in which picking up a phone to speak with someone, let alone talking face to face with a stranger, Cleo is an anachronism. She is the woman with a booth at the Hester Street Fair in downtown Manhattan, set up specifically with the intention of conversing, offering “peaceful and loving conversation.” She is the “hello” that pulls you out of an echo chamber. 

“My life goal,” says Cleo, “is to just get up everyday and create tools that help others, listen more, and love big.”

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What keeps you going?

The people who have allowed my work to be apart of their day keep me going. it is a privilege and an honor.

Who are the people you consider mentors or influences? 

My brother, my best girlfriends and my parents. The people in my life who have shared with me their most intimate stories are my biggest inspirations and influences.

What is the best piece of "real talk" advice you've received?

My brother really taught me how to be radically honest with myself. The best advice he ever gave me was "seriously, it’s not that serious."

What is your favorite life advice?

There is a sign in someone’s yard in my hometown that says "Until Further Notice...celebrate everything" That is honestly the best advice anyone ever gave me and I stumbled on it on the way to the grocery store!

What is a time in your life when you thought, ‘I can’t do this anymore?’

I think we all have mini-moments of that feeling throughout our day. Our brain is constantly second guessing our decisions. I think you know you are doing something great if you have moments of feeling overwhelmed.

“You know you are doing something great if you have moments of feeling overwhelmed.”

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International Women’s Day is coming up. It's a global day celebrating the social, economic, cultural and political achievements of women. If you could steer the conversation around International Women’s Day, what would that dialogue be about?

I think there are certain points in time when women feel like they are continuously fighting and they aren't sure if things are getting better because the fights feel like the same fight over and over again. There is a Coretta Scott King line that Kamala Harris sites often in her speeches that says "Struggle is a never ending process. Freedom is never really won, you earn it and win it every generation." If there is anything I would like to discuss, it is the importance of continuously recommitting yourself and rededicating yourself to the betterment of women everywhere in every aspect of life, and because all of the issues intersect we must care about and root for them all. There is no future in the economic advancement in women without a future in social advancement for all women of every race and background. I always tell my friends there is no future of feminism without a future of anti-racism.

“There is no future of feminism without a future of anti-racism.”

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How has your relationship to yourself changed in the last five years?

I get a little braver every day and as my audience grows, I feel a deeper responsibility and dig more deeply to create a conversation about the challenges of today.

What does female empowerment mean to you?

Knowing that you deserve to feel safe and take up space in this world and knowing that if you have the privilege to know that then you have a responsibility to help other women realize that too.

Music: Butterscotch

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Music List Here.

 A role model for gay women of color. 

Though she’s widely considered to be the best female beatboxer in the world, it took a while for the musician known as Butterscotch to find her voice. “I grew up surrounded by a musical family, but never knew if I had the voice I would need to be successful,” the 31 year old from Davis, CA says. “I played classical piano, saxophone, Uute and other instruments laying around the house and would constantly keep myself entertained because my mother wouldn't allow me to watch TV.”

Though she always knew she had a deep love for music, it wasn’t until a chance encounter in her teens that Butterscotch was able to meld her interests and talents. “In high school I met an amazing beatboxer and he taught me the basics. Beatboxing was the glue I needed to fuse all my talents together and came up with my own style; I combined beatboxing, hip-hop, jazz and R&B into my one woman show,” Butterscotch says of that magical moment when it all crystalized for her. Within a few years she was winning contests left and right, including nabbing the title of first female beatboxing champion in 2005. All that competing eventually landed her on the television show America’s Got Talent in 2007. She placed third, and has been traveling the world wowing audiences with her unique blend of vocal percussion, singing, and instrumentation ever since.

Though Butterscotch says taking the leap to audition for America’s Got Talent was one of the most important moments in her career, when asked what got her to the place she is now, she credits her own persistence. “I have been let down so many times. I have been told 'No' so many times. I have failed. I have been depressed,” she admits. “But I never want to disappoint the little girl who had a dream she would one day change the world.” It’s no surprise then that her biggest influence growing up was Michael Jordan, one of the most hardworking, persistent athletes of all time. “I was obsessed with basketball and he was the greatest and exemplified this to the infinite degree,” she says.

The award-winning musician has performed with Earth, Wind, & Fire, Nile Rodgers, Bobby McFerrin, KRS-One, and Wyclef Jean, shared a stage with Stevie Wonder, and toured extensively around the world, but despite the fact that it’s precisely her uniqueness that makes her such a dynamic artist and performer, Butterscotch has dealt with some push back to her individuality. “Being a gay woman of color, I have felt that a lot of people in the music industry have tried to guide me in the direction that they want to see me. ’Don't be so controversial, act more feminine, don't cut your hair, get a fake boyfriend,’" she says of challenges she’s faced in her career so far. But that negativity fuels her desire to keep doing her raw, honest thing, especially for others dealing with the same pressures. “I want to make sure everyone knows that they are unique and special and that is what makes them beautiful,” she says. “We have been conditioned in our education systems that we all have one path; school, college, more college, get married, have kids, job, steady career, retire, die. There is not just one way to live. We are humans. Not machines.”

"There is not just one way to live. We are humans. Not machines.”

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Butterscotch released her first set of EPs in the summer of 2016, entitled “The Scotch Tapes,” and in them she uses her retro-futuristic blend of jazz, classical, hip-hop, and R&B music to spread her message of self-acceptance and empowerment. Through her art she’s even been able to find some of that for herself. “I am beginning to fall in love with how to let myself be in the natural flow of things and trust in the universe,” she says. Part of that includes taking time from her travel schedule to indulge in some of her hobbies, which include working out, riding her bike, and taking photos on road trips. That’s not to say she isn’t hard at work creating, with plans to release both more EPs and her first full-length album in the near future. As for her other musical goals? “I would also like to score movies, play with orchestras, win a Grammy (or two or three), and collaborate with Kendrick Lamar & Erykah Badu.” But that’s not all. Butterscotch has bigger dreams as well. “I want to invent an app to help artists, start a tea infusion company, buy some land, paint with elephants, and eat yummy food,” she says of her five year goals. With her proven track record for blending talents, it’s doubtful that she won’t soon be doing all of the above, and potentially all at once.