Why This Blogger Says Don't Worry So Much About Your IG Feed
Not the most typical blogger advice.
Do something special with people you love the most. It's simple advice that most of us forget to take. But for Jacqui Saldana, the woman behind the Baby Boy Bakery blog and Baby Boy Bakery Kids, they are words of wisdom she takes to heart. And part of the reason she created My First Year: A baby journal and My Little Years: A toddler journal dedicated to important moments.
Though she started her blog six years ago with the intention of making friends, it has turned into so much more, including being a way to deal with the loss of her three-year-old son, Ryan. It's been a long, often hard journey, but the Jacqui always puts on strong foot in front of the other and is now happy mama to daughter Mila.
We chatted with the mom and entrepreneur about blogging, next steps, and where she finds joy in the day-to-day.
Read our interview below.
Your honesty and sharing your story has helped so many people. How has it helped you?
Writing and sharing my life, how I deal with grief and the joys found after suffering a great loss have helped me cope immensely. Ever since I was little I have been known to expel my thoughts and emotions to anyone who will listen, because in doing so it helped me process what I was feeling. I wear my heart on my sleeve so to speak. When someones asks “How are you?” I soon rattle off exactly how I am in that moment in time. I guess it could be viewed as a blessing or curse. Being so emotional and open with my thoughts have gotten me into some weird relationships and also heartache. But it has also allowed me to help others close to me and people all over the world. I’m damn proud of my life and what has become of it, sharing it is all I know how to do. I am so blessed it has been a light and hope for others.
When you started the blog did you know anything about the influencer/blog world? What about your background made it a no-brainer?
No, I started my blog nearly six years ago with the only intention of making friends. I was craving conversation with other like minded moms as I was the only one in my friend group who had a child. I felt lonely and turned to the only thing I knew how to do well, talk. I started out sharing recipes and all my motherhood mishaps. I began sharing our daily happenings on social media and as the years went by life happened. As life started to truly unfold I just continued to share. My back-ground is in human development. That was my major in college. I studied humans from birth up until death and I am not really sure if it prepared me for owning my own business and being a social influencer. I think becoming a mother has prepared me more for everything I do now. Upon becoming a mother life took on this new ultra vibrant look. I was birthed into a stronger more resilient woman. Being a mother and business owner is forever under construction if you will. Constantly being worked on, re-built. But it truly is the most rewarding. I am not sure how long this will last, but I work hard everyday and I’ll keep creating and sharing until I join my son up in Heaven!
Where was the learning curve? Something you really had to learn?
I think with owning your own business and running your own space on the internet is a constant give and take. There is never a moment when I take a step back and think “Oh, now I get it!” Meaning I’m always learning and always baffled at how quickly things change. I know I’ll mess up. I know I’ll say “Yes” too often and feel like I am drowning. But what I try to remind myself is that most likely many of us feel like that. I think what I have been forced to learn is that I need to go at my own pace, create things that make sense to me and products I am passionate about. I need to share what I feel and not worry about a picturesque Instagram feed. If I remember all that then I can’t go wrong.
"I need to share what I feel and not worry about a picturesque Instagram feed."
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Why did you decide the first book should be a baby journal and not say, a cookbook?
To be frank I was pregnant and couldn’t find a baby book that fit my needs. I wanted a journal that I could freely write in when I wanted about what I wanted. I wanted something more chic with minimal design. So, I created one! [Ed note: The above mentioned My Little Years.] I remember getting home from the hospital after my daughter was born and the sample copy got delivered just as we were unbuckling her from the car seat. I was high off hormones but I cried such happy tears! I think my time will come when a cookbook that also shares my story will come. I reached out to a publishing company once last year about my cookbook idea and it got denied. I’d be lying if I said that didn’t rattle me and make me scared. With that said, if you know of a good publishing company that would be interested in me let me know! ;)
How did you make the decision to work with Inked Brands?
Inked Brands approached me at a conference with one sentence, “We can make whatever you come up with!” In a few short months I told my husband about this random cooking kit idea I had and we flew to the Inked office and pitched it to them. We then sat together for days brainstorming what this all would look like and Baby Boy Bakery Kids was born. Essentially, I wanted to create products that would bring families together and enhance memory keeping. I wanted to drive home the fact that families need to spend time tougher and capture this time with their children while they have it. All the products I create for my brand Baby Boy Bakery Kids come from my heart and are fueled by my passion for parenthood. A portion of my Baby Boy Bakery Kids proceeds benefit various child based charities each month. It is important for me to give back because as mother I believe in the betterment of not just my own children but ALL children. Inked Brands has allowed me to focus on content creation, design and giving back. Working with Inked Brands in bringing Baby Boy Bakery Kids to life is something I am quite proud of. Our partnership has allowed me to dream up things that make a difference in the lives of families and children all around the world.
How do you hope to continue to grow your blog and community?
I hope to continue what I am doing. I hope to bring new eyes to my brand and my story while inspiring them to live intently. I’d also love to collaborate with other women business owners. When women help other women out magic happens! My dream is to make Baby Boy Bakery Kids a household name wherein both parents and children thrive with my products and make lasting memories.
I think this online world is ever growing, ever changing. I am doing my best to keep it all moving and grooving with things that are important to me. I can only hope that myself and what I am doing resonates with others and inspires them.
What’s coming up next?
I have some very exciting things coming out this Summer and later this Fall! Think activity placemats for your children, a fun apron collab and the coolest gift box for the children who enjoy time in the kitchen! Plus the third installment to my memory journal collection and a coloring book that takes children around the world! I couldn’t be more proud and excited about what is coming up, it has been the best year yet for Baby Boy Bakery Kids. I love my #BBBKids so much and I am thrilled we are growing so quickly!
What’s something you do every day to find joy?
I find joy when spending time with my daughter, we read a lot of books and she is slowly but surely finding interest in helping me cook. My therapy though is writing my thoughts and emotions. I use my blog as a safe place where I can share my deepest thoughts and my motherhood experiences. Posting on my blog brings me such joy as it has brought me together with such incredible people. I adore my online community. I also take SoulCycle classes regularly and sip on a nightly glass of chilled white wine or rosé after my daughter heads to bed!
For more inspiration from Jacqui follow along her journey here!
To learn more about Inked Brands and the future of influencer commerce, click here.
Arianna Schioldager is Editor-in-Chief at Create & Cultivate. You can follow her @ariannawrotethis.
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You'll Def Want to Stay Here on Your Next Palm Spring Vacay
Meet the woman striking desert gold.
Image courtesy of Bridget Fleming .
Jaime Kowal is a full time freelance photographer whose work has appeared in publications like The New York Times and Conde Nast Traveler-- snapping everyone from Reese Witherspoon the to Dalai Lama. But she's also a full time entrepreneur.
Almost four years ago, the business-savvy Canadian came to Palm Springs on what was supposed to be a ten day vacation, but every day found a new reason to stay: the weather, an exhibit, the endless supply of inspiring architecture. Six months (and one 0-1 Visa later) those reasons were business ventures.
She first struck desert gold with The Amado. A multifamily property build in the 1950s which she renovated, acting as both general contractor and interior designer, her photographer's eye lending its attention to detail to the project.
Next she and partner Chris Pardo opened Bootlegger Tiki, a "Tikeasy" as she calls it, located in the same space as the original Don the Beachcomber restaurant that opened in 1953, and the adjoining Ernest Coffee, which serves up Stumptown Coffee. Between these two spaces she has staff working almost 24/7. Ernest opens its doors at 6am, Bootegger at 4pm, and by the time the bar staff is heading home, the java crew is rising and shining in the desert light.
But why stop there? The Junipero, a six room boutique hotel which celebrated its opening in Feb 2016 is a Spanish Colonial property with Mediterranean architecture and easy Moroccan vibes (yes, please). It's proof that The Amado wasn't just a one hit wonder and why Jaime even recently expanded her work to include a historical property in the exquisite wine county of Prince Edward County in Canada as well. She and The Desert Collective seem unstoppable. But you should definitely stop by one of their awesome properties and check out what the founder has to say below.
Interior of Ernest Coffee. Image courtesy of Jaime Kowal.
She has a renovator's spirit-- the kind of (perhaps mad) genius with the ability to breath new life into places, and it's attracting not only the OG Palm Springs crowd, but the cool travel-on-the-weekends LA kids. Between her ventures she served almost 100,000 people last year.
We caught up with the photog and proprietor to find out how she makes it all work, and why following that one crazy idea might be the best business decision you ever make.
Word is, you came to Palm Springs for vacation and never left. Can you talk about making bold decisions in both business and life and why they are important to you?
I was at the point in my life where I was ready to make some bold decisions. I had planted the seeds of research and exploration, and was clear about my goals. I believe the saying “luck is what happens when preparation meets opportunity”. It was the right time and place. I felt like I was jumping off a cliff and taking a chance but I completely trusted I would be supported. And it turns out I have been more than supported. The most wonderful things in my life have always come from making bold decisions and not looking back. I feel most alive when I’m taking a chance.
Desert relaxation at The Junipero. Image courtesy of Jaime Kowal.
When you’re spreading yourself between multiple properties and businesses how do you stay organized?
I am disciplined with the systems I use to remember and prioritize action items. I get up at 6am every day to do a few hours of work before the barrage of calls, texts and emails begin. I have built a fantastic team and I am now able to delegate which helps tremendously. It’s not a perfect system. Like everyone else I wish I had more time in the day. My inbox creates the most stress as I can’t keep up with the volume. On occasion there are emails I miss or things that don’t get done and I’m learning to be ok with that.
How do you stay sane?
I practice yoga, eat healthy and go for acupuncture to balance my body physically. My mental respite comes from humor. It’s hopping on FaceTime with my girlfriends to break up my long days to talk about anything but business. We make jokes and laugh and it shifts my mood every time. Personal connection and quality conversation is important to me and I meet with friends or clients for dinner or drinks regularly. I love getting away for the weekend if I can.
Inside the Junipero. Image courtesy of Jaime Kowal.
What are some of the most challenging aspects of being a small-business owner?
It sounds cliché but for me the most challenging aspect is finding the balance between my personal and business life. Setting boundaries and finding time to relax or turn off is tricky. I haven’t taken a real vacation in two years. I’ve come to realize my business is my life. I apply my creativity and expression to the business. My team are my extended family. We spend so much time together it’s inevitable. The only way to handle the long days and constant demands is to be at peace with it and make it fun and meaningful. It’s a marathon. I feel like I’m surfing a really long wave…
What are some highlights?
I love bringing people together and building community. I genuinely love and care for the extended web of people in my life. I now have a staff of twenty and it has been fascinating to see their relationships grow over the past few years. We share similar values and support each other. That care extends to our interactions with guests at The Amado and The Junipero, and to our customers at Ernest Coffee and Bootlegger Tiki. We served almost 100,000 people last year! We literally have a personal connection with each and every one of our customers, and community and relationships have grown from that.
Secondly, we are offering products and services that make people happy. Everyone loves Palm Springs and we’re offering a beautiful place to stay, a caffeine fix, and craft cocktails. It doesn’t get better than that.
Orange doors welcome you in at The Amado. Image courtesy of Melissa Gidney.
Were you always business-minded and savvy, or is it something you grew into?
I have always been entrepreneurial. I remember literally writing business plans for fun when I was a child. I see opportunity for growth, change, design, or efficacy everywhere I go. I have learned over the years that where many people see blocks I see a creative challenge. I’m not scared to try something new.
"I’m not scared to try something new."
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When someone comes to stay at one of your properties, what can they expect?
Our properties are design-driven and detail oriented. The Amado is a classic example of mid-century modern architecture and The Junipero was originally built as a Spanish Colonial home. The decor is inspired by the unique architecture of each property and provides a direct experience of the relaxed lifestyle that Palm Springs is famous for. The outdoor areas are built for poolside lounging and dining. We’ve integrated large-scale works of original photography and art throughout, integrated natural and organic materials and stocked the kitchens with all kinds of cooking utensils. Each suite is fully contained with a dining room, living room, bathroom, kitchen and king bedroom so guests have privacy but can come together in the common areas. We rent the entire property out to groups every weekend who are celebrating bachelorette parties, family reunions or birthdays. They love having their own private compound they can make their own for a few days.
Why do you think Palm Springs continues to be such a destination spot?
It’s the perfect storm. The weather is amazing. It’s within close proximity to LA, San Diego and Las Vegas. It offers great restaurants and bars, quirky day trips to the desert or mountains, incredible architecture, the best mid-century furniture and thrifting, cultural events and parties every night of the week and something new every visit.
What’s next on your Palm Springs takeover?
I do have a few exciting projects I’m exploring right now with different partners but it’s too early to talk about!! :) I can say they would be a natural extension of what we are already offering.
"Once you begin the process the next step appears."
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For someone looking to get into the hospitality business, what words of advice or encouragement do you have for them?
Trust your instinct and stay true to your vision. I had a lot of trusted friends, advisors and contractors challenge me in the beginning. They thought I was crazy and taking too much of a risk. But I had a vision and I stuck to it. And if you don’t know where to start, just start somewhere. Once you begin the process the next step appears.
Cover photo: Sarah Sherman Samuels.
The original version of this article appeared on our site on Feb 5th 2016.
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Why "Insecure" Star Feels Good as a Black Woman in Hollywood
The future of TV is fierce AF.
R: Yvonne Orji by graphic illustrator Monica Ahanonu
When Insecure actress Yvonne Orji says, "I feel good as a woman in Hollywood. I feel good as a black woman in Hollywood," you can tell she means it. And she doesn't think her job would be easier if she were a man. "No, because I like being a woman. I think there is beauty and benefit to being a woman. I like being able to go into male-dominated spaces and blow people’s minds away."
That’s not to say she is blind to the discrepancy in Hollywood. Race issues. Age issues. Wage issues. There’s no way to avoid them.
"I like being able to go into male-dominated spaces and blow people’s minds away."
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Her journey through Hollywood certainly hasn't been without sexist moments. Having first made a name for herself on the stand-up circuit, Orji says there was always a moment where the announcer would prep the crowd. "Are you ready for a woman? are you ready for a woman?" they'd ask. These are the micro-aggressions that continuously diminish women at work. "They never do that for man," she says and it's no laughing matter. "Apparently," says Orji, "there are rules as a female standup comic. You can’t be pretty, skinny, and funny. Pick one. You can’t be all these things. To be funny, you have to be overweight, and you have to be dirty with your jokes." That's not the case for Orji. "I do clean comedy and just really want to make people laugh in a positive way. Yes, I know how to work out and put on makeup. Why are there so many fractions in order to make people laugh as a woman? You don’t hear this from guys. You can just be funny."
But she's never let those intros deter her or hold her back. "I stand my ground and stand my own. This is me. I am not backing down. You may not know me now, but by the time I finish my set, you’re going to think I’m incredibly funny."
These are also stereotypes she’s been working to break with Insecure, which is about to release its highly-anticipated second season on HB0. Orji plays BFF Molly (a high-powered DTLA attorney) to Issa Rae's character, Issa. The show has been properly lauded for being an important show with great roles with great roles for women as well as one that tackles social and race issues while avoiding cliches. "Molly can be insecure. Everyone can be insecure. And that happens in life. You have one thing set and then you don't. You’re dating someone, but then you want a new job. You have the job, but you don’t have the relationship. There are always things that aren't working."
Orji and Rae on Insecure.
It's this kind of material, and the specifically multi-faceted role she's currently playing, that makes Orji love being a woman in this town. "Especially now," she says. "With the type of content we put out there and the content creators that are allowed to have their voices expressed." She brings up Living Single. “There were shows that were popular in the ‘90s that featured strong black characters, and then that fell off for a minute. There was a gap in programming." But shows like Living Single allowed for the progress and next iteration of strong black female-led comedies. i.e. you can be a high-profile black, female attorney who also doesn't have it all together. It's the true Millennial experience, where women, and here specifically black women, are more than one thing.
When asked about the latest success of Wonder Woman and Gal Gadot, Orji quotes an article that talks about how true success will be when a female-led movie is allowed to fail and Hollywood will still make another. “Men have been failing for years. And they are still given development deals and big deals with studios. There is so much pressure on women. ‘Oh if this fails, Hollywood will NEVER make another movie like this. It HAS to be great.” It’s a dangerous setup. For Orji, “Divide and conquer doesn’t work here,” she says. Not if Hollywood wants to make progress. "Women helping other women is the way." And it's why she explains, "It’s so important for Issa and I and why we work really hard at it. It’s also more comfortable to look around a set and see a female sound tech, a female executive producer." She brings up award-winning director extraordinaire Ava duVernay, a champion for diversity in Hollywood. “It’s the same thing with directors like Ava. When people say, 'I don’t know another black actress.' Ava will say, 'Well, how about her?'” We bring up the all-female set of Zoe Lister-Jones’ new movie Bandaid. “Ooh, checkmate, Hollywood,” she says. Except Orji isn’t sitting around waiting for Hollywood to make its move. She’s making her own. Taking her future into her own hands— a space where she is clearly comfortable. She's been tied down with ADR for Insecure Season 2 (which returns Sunday, July 23rd of HBO) and she's also hard at work on her own show, First Gen, which draws from her stand-up and her experience as a Nigerian-American and the daughter of two immigrants.
"I came to Hollywood as an intern in the writer’s room and I didn't really know what that meant, but I saw how much power exists in there. With First Gen, maybe I didn’t know structure, but I knew people. And you have to be willing to take the risk. At least for me. It was up to me to take this into my own hands." Thats’s the kind of go-getter she is. And that part is so crucial.
"I stand my ground and do my thing as me. I can go toe-to-toe with the next guy. There is strength and power in being a woman: we are smart, we are creative, and we are compassionate. Are there great women out there doing amazing things, with a guy coming in not doing anything extravagant and everyone thinks what he’s doing is amazing, but yet she has to prove herself? Yes, that does still exist and it does still suck, but not to the point where I want to be something other than an African immigrant black woman. No, no, no! I’ll take my portion, I like it."
She also notes there has to be more diversity because the women at the forefront of society are more diverse. “Who is going to play the First Lady (Michelle Obama), who is going to play Oprah?” she asks. Good questions. We have a couple of answers and a strong feeling she'll be in the running.
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Check Out the Newest Vogue Approved LA Venue
You'll want to get married here.
Lourdes Hernández, a Spanish indie and folk singer-songwriter known as Russian Red, moved to the United States from Madrid with a successful music career in tow. But when she got here, she had a bit of a crisis. “I stopped making music,” she shares, “and I didn’t know what I wanted to do. We didn’t have the church space yet.” She didn’t even know if she was going to stay in the US.
That church space, built in 1905, is now known to the Highland Park neighborhood of Los Angeles as The Ruby Street. It’s bright. Blue. And boasts the church's original stain glass windows. Not surprisingly, it plays host many weddings. “We opened and people just wanted to get married here,” she says. ‘“In that way the building has taken on a life of it’s own.” The first event was not a wedding. It was a music show where Lourdes, AKA Russian Red, performed as did Meryl Streep’s son Henry Wolf. The space wasn’t yet complete. She says the doors were still “trashy,” and there were about 120 people present, but it created a buzzy word of mouth that got people inquiring. The Ruby Street currently hosts around five to seven events per month, mostly weddings, but the space has seen dinners, workshops, baby showers, and above-mentioned music events-- though she says, they'd like to do more shows.
"They" is Lourdes and her boyfriend Zack (and business partner), who is the one who found the church. Lourdes says, “It became very meaningful. It helped us stick together and learn that we were not only romantically compatible, but compatible in business as well.”
The duo is now two years in, after completing a record breaking six-month renovation. “The hardest part is having the vision,” she shares, “but having to adapt as you go. Sometimes the building doesn’t let you do what you want.”
Lourdes doesn’t see her two careers as separate. “They are very much related,” she says. “To put a space together like this, you need to have a creative force to make every decision. To have an aesthetic equilibrium and to create home in a space. They’re not two different things, it’s the same for me.”
“Now things co-exist with me. Or I co-exist with them. It’s a nice balance. When you work hard and create a space for yourself, you flow with it, instead of stressing.” For a woman handling two careers, it’s nice to hear that she’s not at a breaking point, but rather has found the balance that we’re all so desperately in search of. “Every decision that we make about our lives— it needs to come from the same place,” she says. “Even if it means sacrifice, it still a decision that you’re making. It’s your responsibility.”
"When you work hard and create a space for yourself, you flow with it, instead of stressing.”
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The sacrifice she made when she stopped creating music turned out to be her biggest blessing.
“Making decisions like that is hard sometimes. I was in the infinity.” But the artist says that (however scary) decision opened so many doors. ‘It expanded my life.” She now has what she calls “a very specific way of approaching music. I used to play festivals and tour all year long. Music was my life and that was it. For me that became a nightmare at a certain point I thought, there can’t be just one way to do this. No way.” Today, alongside running Ruby Street, the creative has been recording music, “on the side,” and in May she put out a covers album, Karaoke. This August, Lourdes will hit the road in Spain and Mexico for about three weeks.
“I have such a weird, but amazing flow,” she laughs. “I don’t know how things come to me.”
We say, keep ‘em coming.
Photo credit: Hilary Walsh for Vogue Spain + The Ruby Street
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How #Girlgaze Founder Amanda de Cadenet Plans to Create $$ Jobs for Young Women
All that hustle has to lead to something.
Amanda de Cadenet pulls very few punches. “If I have zero interest in the question,” she tells us, “I won’t answer it.” It’s a refreshing frankness from the founder and CEO of The Conversation and now, #girlgaze, a multimedia photo project designed (and recent book!) to support girls behind the camera. The project's first exhibition, #girlgaze: a frame of mind, opened at the Annenberg Space of Photography in October 2016 and ran until February 2017. It featured work from up-and-coming female and gender non-conforming photographers. It was received with open arms.
As the tale of implicit career bias goes, only one-third of professional news photographers are women. Which begs the question: whose eye is capturing what's important? The goal for de Cadenet is to get more perspectives seen, and begin championing that potential early. “It’s so important for girls to understand that they have the power,” the photographer slash founder says.
“It’s so important for girls to understand that they have the power.”
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And understanding it they are. According to de Cadenet, the #girlgaze community is seeing exponential growth. “We are growing so fast that our heads are spinning. Our little team is just trying to keep up,” she shares while noting that this is good news. “Girlgaze is obviously a much-needed platform.” One that focuses on empowerment, something, she shares, “is anything that facilitates a person feeling better about themselves, or good about themselves. Building self-esteem is empowering. For me that means hiring more women across the board in various sectors, because careers build self-esteem.”
That means getting dollars. #girlgaze isn't only about giving women the platform, it's about getting them jobs. "Our goal is to close the gender gap one job at a time," she says. "My hope is that we give as many girls as possible the opportunity to work and share their point of view with the world by creating paid opportunities and ways to connect with each other and the people who write checks."
"Empowerment is anything that facilities a person feeling better about themselves."
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Where The Conversation addressed the fears and realities of women-- bringing the conversations taking place in Amanda’s kitchen about postpartum depression, sex, and gender stereotypes to light, #girlgaze has intentionally focused on the younger generation. "My audience was getting younger and younger-- that doesn’t happen," she says. The multitasking mama (of three) had to ask herself, why it was happening. What content was missing? She saw the gap, realizing that young girls’ exposure to the media, subtle racism and sexism and misogyny, was deeply affecting their self-esteem. “Something does well when it’s needed,” de Cadenet explains. And there was a need.
“They were getting impacted,” she says. “They wanted guidance younger, so I consciously made a choice to create something for them. Creativity is the vehicle for change for a lot of young girls that I know.” A generation she thinks highly of, citing young feminists like Rowan Blanchard. ‘It is our job and my commitment, now more than ever," she says, "to not abandon these issues and to support the next generation of girls tenfold... You have to take stock on a situation before you can change it and then you can create realistic tools.” For the lifelong activist and journalist #Girlgaze is one such tool, helping uplift strong female voices and views.
She also recently published, "It's Messy," a book of essays that came at the behest of her followers and focuses on the Brit's own story. "I wrote 'It's Messy' because many women and girls asked me to,” she explains. "The chapter subjects are curated by my social media audience and I pretty much stuck to what they wanted to know about except TMI about my sex life." The TMI part is debatable.
While it may seem that oft outspoken de Cadenet shares exactly what is on her mind, when it comes to young women sharing their POV she wants them to know, "Just speaking up without that consideration is not always smart. It doesn't need to be complicated, but stay truthful to your point of view no matter what and know your audience.”
Photography by Amanda de Cadenet
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#Careergoals + #Hairgoals: Find Out Why This Celeb Stylist Is Both
beauty boss.
Kristin Ess has been doing hair for more than half of her life. Since she was 15, the hairstylist whose roster includes Lauren Conrad, Lucy Hale, and Halle Berry, has said “yes to anything and everything” that came her way. The stylist and her trademark vibrant redhead has done the salon thing, the editorial jobs, the freelance route, as well as assisting hairdressers she admired for free “a lot.” In 2011 she launched The Beauty Department, aimed at bridging the divide between the glam squad and the every-girl, work she has continued as founder of Kristin Ess Hair.
Taking on the role of founder it’s only natural that her workload has gotten “more intense,” as there is now “more to see, more to create,” as well as “more to dream up.” But don’t expect her to start slacking as a result. With a new Target collab, she's only getting started.
“I try to be as original as possible,” says the mane guru. “I don't go on Pinterest and just copy whatever pretty visuals I see. I don't creep other hairdressers and copy what they do. I do my research and try to bring something inspiring to the table.”
Despite her superhuman hair prowess and boss ass hair flips (see: above photo), the mane goddess is mortal. Over the holidays Kristin says she was walking about her house crying, wondering if she would ever sleep again. Between The Beauty Department relaunch, Kristin Ess Hair, the steady stream of content creator, travel, and being down two assistants, she had averaged between three to four hours a night for four days. “I actually googled, ‘Can you die from exhaustion?’”
She didn’t.
The hairstylist doesn’t set goals, something she says may be “a big no no according to some, but so far it’s worked for me.” She also doesn’t have habits or routine. “The one and only habit I have is brushing my teeth.”
As for her relationship to herself and career she’s keeping it real. “I think I've started to judge myself a little bit more in the last five years,” Kristin openly shares, “which I never did before. I thought I would have launched my line sooner, I thought I would have traveled more, I thought I would have lost weight, I thought I'd be more organized, I thought I would have a bigger team. I never would have thought those things about myself 10 years ago. But you get into your 30s and you start being a little harder on yourself. I catch myself in the moment, almost every time. I stop, mentally step back and look at what I am/do/have experienced and I remember I'm doing fucking great.”
When her clients feel good, she feels good. And her number one takeaway for them when they leave her chair is that “That they've been heard. That I get what they want and that I can deliver on what they've asked for.” It’s simple, but powerful and is in harmony with what she sees as one of the next big trends in beauty. “We're breaking down the walls of overpriced beauty!” she exclaims.
In an industry not known for being soft, rather one that Kristin says “can be very competitive and sometimes nasty,” she’s focused on a positive future. Encouraging “women, both friends and people I haven't met, via social media and throwing down all the YAS KWEENS I can. We’re all in this together and no one woman is better than the rest.”
While it may seem that the follicular feminist's career is on fire ('cause it is), Kristin remembers a past and “very wise” client who told her, "You never want to be on fire. Fires burn out. You always want to be smoking."
"You never want to be on fire. Fires burn out. You always want to be smoking."
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Sound advice that has stayed with her. “I’ve never desired to be the most famous hairstylist on earth. I never needed to have every single celebrity in my chair. I just want to do my job really well for a long time, and hopefully people will love it whether they're famous or not.”
Kristin will be joining us in Seattle for Create & Cultivate Seattle on September 9th. Nab a ticket now, before they sell out (they always do).
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Gal on the Go: The Ultimate Boss Guide to Seattle
It's BOSS up there. And so happens to be the next stop for Create & Cultivate!
CREATE & INNOVATE in collaboration with Marriott Hotels
photo credit: Turkan Najar
It's home to Nordstrom, Microsoft, and Amazon. But there are also plenty of independent women making names for themselves in Seattle. It's nicknamed the Queen City after all.
And last year (before we even knew we were heading to Seattle for Create & Cultivate hosted on the Microsoft campus) we headed to the Pacific Northwest to stay at the newly renovated and modern Seattle Marriott Bellevue. It was chilly, but uncharacteristically sunny (and even made us consider making a move... and clearly a conference). Especially after hearing the stories of the three women below. Did the city live up to its sleepless status? Perhaps. But only because it's full of women, like the below, who are working so hard.
Read through and check out these ladies' stories and favorite spots in Seattle and then head to our conference page and nab a ticket for our upcoming conference!
ELLIE DINH, CO-FOUNDER, GIRLFRIEND COLLECTIVE.
When Ellie and her husband, Quang Dinh, decided to go into business together she knew it wouldn't be easy. "Usually you get some kind of separation," she shared with us the day we visited the start-up office in downtown Seattle. It's a co-working space with big windows, bright light, and a team of about 10. With her perfect blunt bob and dreamy office, it's not surprising that the co-founder explains, "I’ve always admired brands that have a consistency and “less is more” approach to their overall messaging and design, like Reformation, as well as ones that inspire community and engagement in the way that brands like Glossier do." She knows that design matters when it comes to messaging and creating Girlfriend's visual voice. But she also saw it as her "opportunity to inspire customers to learn more about where their clothes come from and how to shop responsibly." The incredibly comfortable and functional leggings are crafted from polyester made from recycled water bottles. To date, the company has diverted 6,000,000 post-consumer plastic water bottles from the landfill. But it's not only their green approach that got Girlfriend noticed.
Girlfriend Collective received attention when they soft launched with a promise of sending anyone a pair of leggings who signed up on the site. Yes, there was the goal of capturing emails, but they also wanted to capture people's attention. That they did, receiving over 10,000 orders.
Find out how the entrepreneur filled such a massive order and why she says, "Seattle has the advantage of being a few steps ahead in the tech world," below.
When you’re designing for women, what do you keep in mind? What’s the most important?
It’s so important to me that women feel amazing in not only what their wearing, but also in what they’re supporting as consumers. It goes hand-in-hand when we’re sourcing our ethical and eco fabrics and designing each silhouette. The intention of every design is to bring simplicity and femininity to the forefront, focusing on great design in a way that makes it possible for everyone to feel great in their body.
After a very successful “stunt,” how do you go about filling 10,000+ orders?
Lots and lots of long hours and a frightening amount of coffee. We (and by we I mean the 5 of us in the office) spent every day post-launch answering every question and email we received, making sure our fabric production was perfect, and even tweaking the design of our legging until the very first shipment went out.
From idea to first pair, how long did R&D take?
R&D was a full year. My husband and I had wanted to create a clothing brand together for awhile, but we didn’t seriously pursue it until the beginning of 2015. By early spring the actual concept for Girlfriend Collective took form, and we spent the following 9 months researching recycled yarns, fair-trade manufacturing, and every legging silhouette known to man (there are more than you’d guess). The process was more of a zig-zag than a straight line, and all our R&D ended up intersecting at the same time. We were sampling fits and recycled fabrics in parallel until we cracked the code for our “unicorn fabric” - polyester made from recycled water bottles.
And from first pair to launch, how long of a process was that? And what went into it?
We received our very first prototype around September 2016, and began to steamroll through many many variations of fits and fabrics. We wanted to find the perfect balance between a technical legging that was still minimal and classic for everyday use, and a legging that flattered every body type. Let me tell you, it was not easy! We spent roughly 8 months perfecting the design before we launched this past April, and even after that continued to tweak them until the first shipment was sent out in July.
What has been the hardest part of starting your own company?
I’m a perfectionist, and the hardest part of starting my own company was realizing no matter how careful you are or how much you prepare, the process is very messy and very much a journey. You have to dive into it and find that delicate balance between doing your best and being forgiving toward yourself. I’ve learned a lot about patience the past two years since we started, and had a few “everything bad that can happen, will happen” moments, but you realize that’s all part of it. Nothing worthwhile ever comes easy, you have to work really hard for it and get comfortable with a bit of chaos along the way.
"Nothing worthwhile ever comes easy; get comfortable with a bit of chaos."
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What is it about the Seattle start-up scene that makes sense for your company?
Seattle has an advantage in that it’s a few steps forward in the tech world, but still somewhat undiscovered in the fashion realm. The Pacific Northwest has a very specific aesthetic and culture, and we don’t exactly fit that mold, so it’s exciting to offer something new to west coast ladies that have east coast sensibilities. There aren’t a lot of brands that crack the Seattle fashion ceiling and we’re aiming to be one of them.
What is your favorite part about working in Seattle?
Seattle is a little big city. I’ve lived here 6 years and it didn’t take long to discover that the community here is incredibly tight knit and nurturing. Everyone knows and supports each other, especially in business. It’s also doesn’t hurt being 20 minutes away from both mountains and the ocean, even though we live and work in the heart of downtown.
Ellie's recommendations below:
Your favorite place to fuel you when you’re burning the midnight oil: My go-to for late night food is always a bowl of Pho Ga at Ba Bar.
Best place to head when you get off and need a stiff drink: Still Liquor or The Nest on the rooftop of the Thompson Hotel.
Or to hear the best live music: The Paramount
If someone could only take a ferry to ONE island, which would you recommend and why:
I went to Lummi Island last year with friends and loved it. I think it’s one of the smallest San Juan islands. It has a 5-minute ferry ride, one convenience store, and a “would be” Michelin star restaurant on it, Willows Inn - so basically everything I’d ever need if I was stranded on an island.
Best date night spot with your husband: Our date nights have turned into more of a ‘Saturday morning brunch’ situation, and we love going to either Oddfellows, Juicebox, or Tallulah's.
Tourist location that’s a guilty pleasure: I love Pike Place Market!
Tourist spot that you’ve never visited: The Space Needle.
Greatest workout you’ve ever done in Girlfriend Collective leggings: My first boxing class with some friends (at Gotham Gym, the last time I was in NYC) and it kicked my ass.
You have one of the best bobs we’ve ever seen in person. Who cuts it?: Thank you! I’ve seen both Evan and Adam at Antonio Salon, and they nail it every time.
ARAN GOYOAGA, FOUNDER, FOOD BLOGGER & AUTHOR OF SMALL PLATES & SWEET TREATS
It's fitting that Aran Goyoaga, twice over James Beard Award finalist, food blogger and fountain of gluten-free recipes, says that "everyone should take Instagram with a grain a salt."
Food has been a part of Aran's story from the beginning. As a child in the Basque region of Spain, "surrounded by pastry chefs," it never occurred to the now Seattle-based culinary mind behind Cannelle et Vanille, that baking would be her path as well. "My family encouraged me to go to university, travel the world, get a higher education and get away from the blue collar job that baking was," she shares. "When I was growing up cooking for a living did not have the same aspirational career perspective that it does today." She ended up going to university, where she studied business and economics. "It was only after I finished my studies, moved to the US and found myself so far away from my family that I realized that pastry was the one bond that kept me connected to my roots." Her first stop was Florida, where the professional pastry chef worked for a large hotelier. A job which taught her reigns and ropes of all aspects of the kitchen. She initially stopped working to stay at home and raise her son. But the kitchen called her back. And food became her gateway to photography. Her photos have been described as romantic, unfussy, and nostalgic. Many writers have described Aran in the same way.
Today, the mother of two, baker, food stylist, author and photographer of the cookbook Small Plates & Sweet Treats, stays grounded and connected to her heritage through cooking and baking. "I have always loved working with my hands," she adds.
We met up in her gorgeous photography studio by Pike Place Market to chat social media, building a brand, and how her works feeds her soul.
How do you decide what to show, what to keep private? And how to be/not be a brand?
I am not sure what connotation "to be a brand" has (it probably means different things to different people) but I don't necessarily identify myself with that term. I suppose that with every piece of work I choose to show the world through social media, I am establishing a style, a personal taste, an affinity to something, but I don't generally want to sell anything or push product on people. I engage in some advertising work that I relate to or products I might naturally use but honestly my goal is to develop personal content that has an emotional narrative so branding doesn't really fit into that so easily. My instagram account is a bit of a cinematic world view that I have. Visual narrative is what drives my work and I would say I focus very much on that aspect. Sure, what I show is part of my life: my friends, my children, the food we eat, the places I see, but it has a very specific filter and I am not trying to say that is everything my life is. Everyone should take instagram with a grain of salt.
After working for a large hotelier, what work lessons did you bring into your own business?
I loved working in a big team, especially in a company that has such high standards for service, but honestly, it made me realize that I love working for myself and making the kind of work that I want to do. I love the flexibility of working for myself despite the perils of instability.
Can you tell us a bit about the new project you’re working on and why making something that feeds your soul is important?
I spent big part of 2016 working on a new video series that explores my relationship with food, from my family roots to an eating disorder, to feeding the creative soul I never thought I had, to being open to the world and let go of a lot of the rigidity that ruled my life for so long. It is the manifestation that there is no beauty without imperfection. The series is called "A Cook's Remedy" and will be releasing the first few episodes early 2017 on the new site I am developing. I have produced the series with an incredible team of women in Seattle called Common Thread Creative. I am so excited to put it out into the world.
"There is no beauty without imperfection."
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You moved from Spain to South Florida and have settled in Seattle. What about the city feels like home?
Seattle reminds me a lot of the Basque Country where I grew up. It's a lot larger and more majestic than the landscape of my youth, but there is a similar quality to a lot of northern countries that make it feel like home. The rain, the green, the introspection... Seattle is a city that looks forward and inward and that is a perfect balance for me. Makes me feel safe.
Aran's recommendations below:
Favorite market to buy your ingredients: Ballard farmer's market on Sundays, especially between May and October.
Have a morning cup of coffee: There is so much great coffee in Seattle that it is hard to choose. I love the morning vibe at Oddfellows. It truly is the place to get inspired in Seattle. And The Fat Hen makes incredible lattes. I also love Porchlight Coffee and Records for the obvious reasons: Coffee and music. My two favorite things in the world.
Eat a delicious gluten-free meal: Again so many places. I am just going to name a few because one wouldn't be enough. The lamb burger with no bun and fries at Tallulah's, the roasted vegetables and Jersey salad at Delancey, anything at Sitka & Spruce and Whale Wins (so many gluten-free options), baked eggs at The Fat Hen, pho at Ba Bar, Juicebox for almost everything on the menu, tacos at Copal, London Plane for their papadum and salads, Stateside for amazing Vietnamese and the list goes on.
"Seattle is a city that looks forward and inward."
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Take your family out to dinner: Pho is the one thing we all agree on so Ba Bar is definitely our spot. Also El Camion which is a little taqueria in Ballard, especially in the summer. We are a family of simple tastes.
If you had to take a ferry to one island, which would it be and why: Vashon Island because that is where my dear friend Carolina lives and I love visiting her there.
Tourist spot in Seattle that you’ve never visited: The Underground Tour... I've heard it's interesting, but just creeps me out a bit.
Favorite spot in the city to sit and be still: That is the one thing that is abundant in Seattle. Just take a hike in Discovery Park, Lincoln Park, a walk around Greenlake.....all around us.
Best free entertainment in Seattle: Going to KEXP radio station and watching one of their live performances. The new space is incredible with La Marzocco coffee shop and Light in the Attic record store. It's close to my home and love spending time there.
PORTIA SMITH, FOUNDER & BLOGGER AT OBSESSED BY PORTIA
She's collaborated with General Motors, Uncommon Goods, and Whole Foods. And she's turned her blogging know-how into a role in PR.
For Portia Smith, the "obsessed" blogger behind her eponymous blog, Obsessed by Portia, having the PR career second allows the mom and content creator to "continually grow on a personal, professional, and creative level."
"It felt like a natural integration, since both involve proficiency in social media, networking, and writing. Brand promotion is a key aspect in blogging, which significantly mirrors a PR perspective - so it made sense to lean in towards the role. And I absolutely love it!" the Seattle-based blogger says.
We met up on Capitol Hill, and despite cold temps, Portia indulged in ice cream at Molly Moon's (as did many other Seattle residents that day) and braved the cold without her coat while shooting in the famous Rainbow Crosswalks. And it wasn't just an "anything for the shot," attitude. Portia was game for anything, yes. But the for the Pacific Northwest native, a sunny day in Seattle was a reason to celebrate.
We wanted to know how she manages kids, career, and what's on her current obsession list.
When you shoot an image for your Instagram/blog, what are three key components you keep in mind?
It’s important that my blog and Instagram have a professional, curated look. Three components I keep in mind are lighting, background, and consistency. In the past I’ve worked with a variety of photographers, but in order to maintain a seamless look - I’ve realized the value in working with just 1 or 2 that fit my style exactly. Photos have so much power in engagement, it’s an aspect that deserves undivided attention.
The old work/life balance question— how do you make it work? As a mom and business woman what tricks have you developed?
I’ll be the honest, the struggle is real…and it’s a daily conscious effort to reign in what’s really important, and what can wait. Creating lists of priority have been helpful, especially since I’m a visual person. I have a running Google spreadsheet with current projects, deadlines, details, etc. It helps to have everything in one place - to ease the mind from overload - and when i get something done, there’s nothing greater than crossing it off! Another helpful aspect of being a working mom is having an incredible village of friends and family. They have been the ultimate resource in my success - knowing I have the flexibility with both my schedule and caregivers has freed up the anxiety which is commonly associated as mom guilt. And lastly, realizing you just can’t do it all. This is a hard one, but the ability to say no to things that don’t bring you joy - that’s the golden ticket. As women, we often say yes to everything and that needs to stop. Your sanity will thank you.
"As women, we often say yes to everything and that needs to stop."
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What are you currently obsessing over?
I created Obsessed by Portia to share all things I’m obsessed with. This varies across fitness, fashion, beauty, motherhood, travel, etc. My top obsessions right now include trying out new workouts, podcasts, audio books, home design, and travel.
What are you looking forward to in 2017?
International travel…with my kids.
Portia's recommendations below:
Favorite spot in the city to grab a coffee: Seattle Coffee Works! A great location near the iconic Pike Place Market, paired with a beautiful, artisan-style espresso - makes for the perfect coffee date.
Best spot to take your kids: Seattle Center! On rainy days, we love to explore the Seattle Children’s Museum, Pacific Science Center or Museum of Pop Culture. When the sun’s out, we head to the Artists at Play playground or wander around the 74-acre Seattle landmark, making a stop at the International Fountain.
Tourist spot that’s a guilty pleasure: Dinner at the Space Needle. A definite must for tourists, but typically saved for special occasions with the locals.
Tourist spot that you’ve never visited: Seattle Japanese Garden - a 3.5-acre stroll.
Your favorite spot in the city to sit and be still: Washington Park Arboretum in the Spring! Nothing beats sitting on a bench amongst the cherry blossoms!
Grab an afternoon bite with a girlfriend: Plum Bistro on Capitol Hill - The best vegan restaurant in Seattle which features only local, sustainable and organic ingredients. Perfect for a healthy PNW lunch!
The best place to take a drive: Head to Alki Beach in West Seattle!
If you had to pick ONE island to head out to and why: We have a beach house on Camano Island, so that will always be my favorite island in the PNW. It’s about an hour North of Seattle and has great beaches, cabins available to rent, and a fantastic State Park!
Best place to grab dessert: Molly Moon’s Handmade Ice Cream! (Pictured above.) The seasonal flavors are my favorite!
Your wine/date spot: Circadia just opened up downtown Seattle and has the most romantic vibe! They brought back old-school hollywood glamour, with gorgeous chandeliers, luxe textiles, and an impeccable dining experience.
Be sure to check out the entire Gal-on-the-Go series in partnership with Marriott Hotels. Over the last year we've chatted with female entrepreneurs in San Francisco, Charlotte, Miami, Los Angeles, Atlanta, and Seattle.
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Wait, What?! How This Founder Is Applying the Tinder Model to Motherhood
Motherhood used to be about wiping, not swiping.
We're not going to mince words. The solo dolo doldrums of new motherhood is real. Too real. We'd say it's almost harder to find your #momsquad than to master breastfeeding (which, power to all breastfeeding mamas and your boobs; it's no walk in the park).
This thinking is exactly what drove Michelle Kennedy, the former deputy CEO of European dating app Badoo, to develop Peanut, a social app aimed at platonically connecting mothers who feel isolated, alone, and often cut off from friends and their old lives. It's a pain point for many women (which means, there's a solve). "When you're up for a 2am feed and your friends are just leaving the club, those feelings can compound and you wonder 'What does Michelle the mommy look like? Do I have to change?'” the founder shares. The answer the mom and business woman arrived at was no. You certainly don't have to change. But that doesn't mean you have to feel alone.
Taking what she learned from the dating app space, Michelle applied to the same thinking to motherhood. As a generation armed with a fleet of apps at our disposal, from transportation to shopping, to dating and streaming music, Michelle, who was the first of her friends to give birth in 2013, decided that moms "should be able to have that too." And it didn't have to be through a patronizing or unsexy product. "I really learned a lot from working in the dating industry," she says. Including, a unique understanding of how, why, and when people use social apps. It's why the app includes a poll feature and a scheduling feature, making it easier for moms to meet up-- which is highly encouraged.
The founder says Peanut is not meant as substitution for grabbing coffee with a mom friend in person, but rather, the point is "break down the barriers to make it easier to have the conversation." For Michelle that means any conversation. "Yes, sometimes it is not all roses when you become a mommy and that is OK. It's safe to say that. It won’t make you a bad mom and no one is going to judge you. And sometimes you drop plates and you feel like the worst mom in the world or employee, or partner. Whatever it is we can keep having those conversations and it is all OK."
Peanut is the barrier to entry for many moms who are too anxious to approach strangers in the park. When she became a new mom, Michelle says, "I could never approach those groups of women who looked like they really have it together and like they were all so close. I couldn't put myself out there in case I got turned down. I used to mentally exhaust myself, as I judged them thinking about them judging me."
She recalls a bad experience in a Starbucks when her own son was tiny. She saw a woman who looked like she had it together and so Michelle gathered her courage and asked if they might want to get together. "She then said to me, 'You know what I’m so busy at the moment I don’t want to take your number incase I never get back to you.' I was so traumatized by this. So I thought is there a way to erase all of this and make it easy?"
"Sometimes you drop plates and you feel like the worst mom in the world...it is all OK."
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It's also why Peanut uses the double opt-in model favored by dating apps. "You have to think about a woman and the position she's in and how rejection would feel-- especially if it's her and her child. It's one thing for you to reject me for a date, but if you reject me and my baby, that's a whole different ballgame." Michelle insists that the way Peanut works protects "your dignity and your pride. You can put yourself out there first and swipe right. The other mom will never know unless they swipe right on you too."
Though meeting a mom through an app might initially feel impersonal, it's the way we operate. And in this case, Michelle insists that a picture is worth a thousand words. "If you see another woman's profile, it is never about her picture. You are looking for the clue in her picture. Like is she wearing hiking boots, is that part of who she is, or is she eating food, where is she eating, what is she eating? You are always looking for those social cues, that look and acknowledgment that says 'let's play next to each and play together.'"
She also insists that, "Anything we do on our phones has to be an extension of what we are doing in our every day lives, otherwise we aren’t going to use it." And using it women are. After all, we all get by with a little help from our tech.
Follow Peanut on IG here. Photo credit: Peanut
Feel like sharing your struggles as a new mom? Comment below. We got you.
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Actress & Director Zoe Lister-Jones Just Took on Hollywood in a Major Way
She's a bit of a Wonder Woman herself.
Zoe Lister-Jones does not drink coffee. In fact, the writer, director, actress, and producer of Band Aid, her new indie film, says “I don’t drink any caffeine.” If you rattled by this (what, how, why, how?) you’re not alone. But there’s a pretty simple reason.
“I never really started,” Lister-Jones shares. “I was a barista in high school at a coffee shop. I opened the shop one day at 5am and drank about six shots of espresso and got so violently ill that I’ve never gone back.” Espresso barfs aside, she still has her human share of the 4pm slump like the rest of us. But java does not jive with the NYU Tisch grad. Like a true artist, Zoe says, “I just suffer through it.”
Luckily, the only suffering in her new movie is that of the protagonist couple tortured by all of the things that torture married couples: Dishes, blowjobs, banality.
In Band Aid we’re witness to the world of Anna (Lister-Jones) and Ben (Adam Pally), a married pair hanging on by a pinky promise and some vows. Everything is out of tune, so the duo attempts to salvage their relationship by starting a band called the Dirty Dishes, turning all of their fights into songs.
The industry vet actress (did you know three-year-old Zoe starred in her mother’s short film?) and writer (her 2009 work for Breaking Upward was possibly the inspiration for Gwyneth Paltrow’s “conscious uncoupling,”) not only took on her first solo directorial role with Band Aid, but she challenged herself further.
Band Aid employed an all-female crew. From producer Natalia Anderson, director of photography Hilary Spera, and a team of female art directors, camera operators, electricians, sound editors— the WHOLE squad was women. Brooklyn Decker, who also stars in the film, told NPR, “Let me tell you, the efficiency on that set was unparalleled. These women are like, I have families to get home to. I have to feed my child at 6 o'clock. I've got to clean my house when I get home. Let's get this shit done, you know?”
As a first time director, Zoe understood that women face certain double-standards. “I think there was a part of me that was looking for as supportive an artistic community as possible.” She’s quick to clarify that she has “wonderful working relationships with a lot of men,” but acknowledges the female crew, “definitely shifted the energy on set in a way that was palpable and impacted the product for the better. The energy on set, it did feel more intimate. It was a really calm, quiet, and supportive energy that allowed for us to go to deeper places in some ways.”
She mentions the physical intimacy in the film. “As an actress, I felt my most free in those scenes to not be encountering the male gaze.” Others on crew and cast were quick to agree.
“I think what was so exciting every day was that as new actors came to set, immediately they all wanted to talk about the energetic shift that they were experiencing. And as the all-female set had normalized for those of us who had been on set for days or weeks, it was cool to get a fresh perspective on it.”
She also loved getting feedback from Pally, whom Zoe says was often the only male on set. “He now says he only wants to work with predominantly female crews or at least to push for more female crews. The decks are stacked against us. Until there is more equity you have to put more focus on it.”
She says, “I think as women we have to walk a tenuous tightrope. We have to be fearless in a lot of ways and lean into our confidence, especially in the workplace, but we also have to play the game because we also are still living in a patriarchy.”
Which brings up the fact that it’s not just Hollywood. Zoe is aware that the inequity exists across all industries (and is quick to praise Brooklyn Decker and Finery “that she’s moving into the tech space, especially as a woman.”)
Zoe claims that the idea that we’ve moved past any issues or injustices is the most dangerous flaw that continues to feed into these broken systems. “It does require such hyper-vigilance because we all have to confront our own biases every day. It requires so much self-awareness and awareness of others in a way that can be irritating to people. People want to continue on with their habits and way of life-- it’s hard for anyone to shift their lifestyle. We all get really stuck in our habits, especially when those habits have gone unchecked for so long. It requires work on everyone’s part.” For Zoe, putting in the work beyond the words is where change occurs.
“In Hollywood, when it comes to the gender disparity, the number of female directors and crew members has actually gotten worse in the last few years. We can talk about it, and talking about it is important, but so is walking the walk.” It’s exactly why making a movie this way was so important to her.
The LA Times agreed, taking a big stance with their headline: “Zoe Lister-Jones made 'Band Aid' with an all-female crew. Your move, Hollywood.” “That headline shook me. It’s an amazing headline. It’s something that people in the industry definitely read. “And,” the director adds, “it’s scary to be the face of that headline.”
Her indie film also happened to open the same weekend as Patty Jenkins’ superhero box office triumph, Wonder Woman. “It’s been an incredible moment in history to even be a small part of,” Zoey says. “The fact that we opened on the same weekend, it wasn’t something any of us really thought about, but to be in conversation with what Patty Jenkins and Wonder Woman mean in the grand scheme of things and what Band Aid means in the grand scheme of things is really cool. It’s nice to see it all working together.”
Guess she doesn’t need caffeine— she’s a bit of a Wonder Woman herself.
Arianna Schioldager is Editor-in-Chief at Create & Cultivate. You can follow her @ariannawrotethis.
Band Aid is currently playing in New York City and Los Angeles and will open in Chicago and other major cities on Friday, June 16.
Photos: Zoe Lister-Jones/Band Aid
Photo Credits: Mister Lister Films
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Exclusive Photos: Our CEOs Home Tour + Your Chance To Win a Total Living Room Makeover!
A total dream.
For the past 6 months, I took on a side hustle to C&C, full on home renovation. Is this for the faint of heart? No. Did I know what I was getting into? Absolutely not. Was it worth it? You bet ya! Over and over again people will tell you that real estate is the best investment and as such, I wanted to make smart moves with money I saved. My dear friend, Lyndsay Siegel, runs a home renovation company called The Tradecraft. She told me that the best real estate in LA is the fixer-upper market. After nearly one year of looking, we found our fixer. That's when the work started and we enlisted an army of amazing brands and partners to help us bring it to life. Here are the final results (as photographed by Monica Wang) and some of the tips and tricks we learned along the way. Best part? Myself Havenly and CB2 are teaming up to give you a living room makeover, scroll to the bottom for details! (Plus click here to read how their VP of Marketing creates the company's swoon-worthy appeal.)
The Entryway
Our house was a 1920s semi Spanish Style home. Our first big move (and investment) was adding the Spanish style roof! Once we nailed down the roof tile color, we teamed up with Dunn Edward on the paint colors (Which is one of the hardest things to pick out!). I definitely recommend doing test swabs as some of the initial colors I picked weren't working. We ended up using Vanilla Shake for the exterior and Misty hillside for the accent color. Lighting Fixture is by Cedar & Moss.
The Living Room
This is one of my favorite rooms in the home. We teamed up with CB2 and Havenly to design the space. The Space was beautiful to begin with, featuring an A -frame ceiling from the '20s, but the floorpan was a little trickier as the room was super long. My friends at Havenly helped re-jigger things to make it flow perfectly and I couldn't be happier. We added brass shelving which serves as our own kind of "built-ins" plus the couch is beyond comfy!
Feeling Inspired?
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The Guest Room
We wanted to make the guest room feel boho, chic, and comfortable but also wanted to combine some of the items we already had in our house into the mix so the results were a super eclectic mix with brands ranging from Design Within Reach to Target Style. The centerpiece of the room is the photography by Rick Rodney, framed by Framebridge.
The Kitchen
The heart of the home! The kitchen was the biggest overhaul we did-- we literally gutted walls, appliances, you name it! We teamed up with Kohler on the sink and faucet and used Cb2's Brass Hex Handles for the cabinets. The countertops are quartz by Cambria Quartz in the Torquay pattern.
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The Master Bedroom
My husband urged me to skew slightly masculine when it came to the master bedroom. We paired High Fashion Home's Hansen Bed and Hauser side table with navy and shibori accents including our wall, which is painted "Parisian Night" another Dunn Edward paint.
The Master Bathroom
The master bathroom was a fun challenge as it was a larger room that we wanted to strategically fill, but not crowd. The main focal point is the tile which is Fireclay diamond tile with dark grout. The pattern is so mesmerizing and when paired with a vintage rug and gold West Elm pots it's the perfect minimally chic moment.
The Guest Bathroom
We had a little fun with the guest bathroom! We designed the room based on the wallpaper we chose from Hygge & West (Strike / Mist in collaboration with Heath Ceramics), the vanity is from Kohler as are the faucets and towel bar. The mirror is from West Elm and the tile is by Fireclay.
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The Home Office
Notably cleaner than my actual office (LOL) I wanted to use this room to create a small little work sanctuary in the home for those weekends where I have to crank out some emails! The color palette was focused around black and gold which was perfect for CB2's collection. The wall hanging is from Target Style and part of the Nate Berkus collection.
The Outdoor Space
Living in Southern California, we had to take advantage of the outdoor space. One of the best hacks I learned from a friend was using the corrugated metal fencing -- not only is it cheap and durable but it looks amazing! Further we wanted to add some green as we don't have true grass and olive trees are a great way to bring shade and greenery with very little upkeep.
The Giveaway
We are teaming up with our friends at CB2 to give you your dream living room makeover which means $2,000.00 worth of CB2 goodies and a design consultation with the team from Havenly. Enter to win below ( US Residents Only), winner announced July 1st, 2017 and will be contacted via email. All rules and restrictions apply. See terms & conditions.
Feeling Inspired?
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Create Your Own Dream Job: Meet the Woman Who Taught Herself Graphic Design
And entirely turned her life around.
photo credit: Anelise Salvo & Hey Mama
Anelise Salvo not only left an unfulfilling career behind to follow her dream of becoming a graphic designer, but she is completely self-taught. So don't ditch out on your dreams quite yet. Remember what mom used to say? Where there's a will, there's a way.
Anelise is here to tell you it is possible and breaking it down in six easy steps that anybody can follow. Her story below.
Like most people, I received an undergraduate degree in a field I ended up doing nothing with post-graduation. I studied Political Science, and while it enchanted me with dreams and aspirations of saving the world while living in a United Nations compound in a remote village in a far-away land, “real life” hit me with student loans that needed tending to that the non-profit world was, needless to say, not cut out for. I took any job I could get for the majority of my mid-twenties just to make some significant dent in my education-turned-debt. I learned a lot, but most importantly, I learned what I wanted from a career and what I could not stand another day of. I needed to be able to pick my ideal location and have independence and I would never again work for a cause I had no passion for.
Flash forward to today. I own a boutique graphic design studio, specializing in crafting custom WordPress websites and designing brands for outrageously superb humans and I’m happy to report I. LOVE. MY. JOB.
You may be wondering, how?! How did I go from knowing literally nothing about design to running my own design business. Well ladies …I’m here to share what I did and how you can do it too:
1. Absorb: Learn as much as you possibly can and seek out the masters
A: Start by learning the founding principles of design – what makes good design, what is the history? This is vital to understanding where graphic design is today and it’s also critically important to know the rules first, so then you can break them later (not the other way around). Good design can look so simple, but trust me, it doesn’t just happen. It takes intention, practice and critiques. To do this, read books (this is a fave, as is this) and take online courses through sites like Skillshare.
I did take an InDesign 101 course at my local city college the second I quit my cubical job, but the pace of learning dragged on, so I resorted to 100% online learning.
B: When you feel you have a good understanding of step A, then start to find other graphic designers who are doing their craft reeeaallllyyyy well. Learn from them. Email them and ask questions. Study them and their work. Chances are, if you surround yourself with well-crafted design, you will start to emulate it in your practice and then eventually, you will start to create original practices because you now know the founding principles.
2. Practice: Bring your knowledge into the Adobe Suite
A. Sign up for the Adobe Suite (at this point you only need InDesign, Illustrator and Photoshop) and, wait for it…yep, take more classes. This is the time to practice what you just absorbed and that can be done by committing to taking X amount of classes per week. I learned most of what I know through Skillshare graphic design and web design classes (with some hand lettering classes sprinkled in the mix) and Nicole’s Classes; Illustrator, InDesign and Branding 101.
B. Hire yourself to create something. Anything. By doing this you will struggle to figure out how to achieve what you are looking to achieve and through this process you will learn so much. At this point, utilize YouTube like it’s your best friend. Don’t know how to use the pen tool? No problem. YouTube it. This cycle is such an important part of learning on your own, so don’t rush it.
3. Don’t Say No: No job is too small. Do them all
Put your skills out there to your friends and family! Offer your services and you will be amazed at the things people ask you to do. You will learn a lot. Fast. When you get a request to make a flyer for a retirement home’s 10th annual pot-luck, trust me…don’t say no (even if you want to). You never know what that opportunity will bring; from learning a new skill, meeting a potential new friend, or a client with a job that may be more up your alley.
4. Find Your Niche: Do one thing really well
They say it takes 10,000 hours and yea, they are probably right. But in the meantime, start to hone-in on what you get excited about doing and do more of that. I firmly believe it is better for you and your future clients to do a few things really well instead of doing a bunch of things kinda well. By making your offerings short and concise, you are able to work on the things you dream about instead of things you dread. Don’t worry, this has taken me years to figure out.
5. Take an Hour: The learning never ends
Set aside one hour a week dedicated to learning. Be it learning by reading design-related articles or taking a class on a design element you have yet to tackle. Even when you feel you have it down, chances are you could benefit from refining your skills and soaking up new inspiration. Whether you’re taking graphic design on as a profession or not, this mindset will help you keep current.
6. Collaborate: PR is your best friend
A very fun and effective way to get your name and craft into the world is to collaborate with other creatives. Reach out to people whom you admire and make some magic. Styled photoshoots are a great way to show off your hand lettering talents, or your skills in invitations or print design. At this point, you will quickly realize that whatever you put out into the world you will get back, so choose your collaborations wisely so you are staying true to your niche and don’t find yourself being hired for jobs outside of your “love zone.”
The original version of this post appeared on Hey Mama.
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How This CEO Plans to Make Other Women Really Rich
If it don't make dollars, it don't make sense.
With the unofficial tagline “Make other women really rich,” Cindy Whitehead, CEO of The Pink Ceiling, the business she founded in 2016 focused on mentoring and investing in female-focused startups, expects the pay it forward model to work. “Money is in many ways power,” Whitehead says. “And it’s a power women need for the next stage of the entire women’s movement.”
Cindy Whitehead has spent 20+ years at the helm of companies. Most notably, her third venture, Sprout Pharmaceuticals was responsible for breaking through with the first FDA-approved drug for women with low libidos. This little pink pill, known to Whitehead as Addyi and to the media as “the female Viagra,” gave the entrepreneur “a front row lesson on what it means for women to advocate for themselves and each other.” It sold for a whopping $1 billion upfront payment.
She’s a businesswoman. A force. And a breakthrough artist in the field of health tech. Though Addyi’s trajectory didn’t play out as Whitehead expected (that story can be found here) and she says there isn’t a day that goes by that she doesn’t think about the company, she took away an understanding of how to champion for others, the way many supporters have done for her along the way.
Having always built companies from scratch, many people expected her to jump into the next operating role. She surprised them. “What rips the sheets off in the morning for me is fighting injustices. It is an injustice that women get 2% of funding. It’s a ridiculous idea that half of the population only has 2% of the good ideas.” It’s also statistically incorrect-- and Whitehead likes data. She also likes pink. For her, these are not incongruous notions. “I like pink,” the CEO explains. “I like being a woman. I think women have unique strengths to bring to the table and by god nobody is going to make me lose my pink.”
"It’s a ridiculous idea that half of the population only has 2% of the good ideas.”
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When she says people use “pink” and the stereotype it conjures as a means to dismiss an idea, those are conversations she tends to run towards, as breaking preconceived notions is what will ultimately create change. “It’s why I showed up in blazing pink to the FDA. Every time. Unmistakably I was there to have a conversation about women because we weren’t listening to them.” She’s had her critics, sure. But thinks women embrace an unapologetic approach. “When I showed up [to the FDA] talking about sex in all pink, there was a healthy dose of underestimation. And then I’d surprise them with all the data I know.” This piggybacks on her favorite piece of advice: “Prepare to be underestimated. And then show up and kill them with competence. I say it over and over again because underestimation as a woman in business is inevitable. It is going to happen. That can either force you to retreat or you can harness it and surprise them.”
The Pink Ceiling is not a classic VC. It is Whitehead’s own investment post Sprout.
Inbound proposals abound and Whitehead and her team take an active role in the companies they choose to move forward with. “We make decisions based on bandwidth and our ability for real impact.” Can she help a woman in fashion tech as much as she could help someone in the health tech? With the fundamentals of business, yes. With her rolodex, no. She thinks “below the belt for women” is an untapped area. “It is the last taboo in health. Even as women we don’t talk about the things we haven’t been ‘given permission’ to. If it’s below the belt it comes to me.” However, she says The Pink Ceiling teams works really hard with the companies that make it through the vetting process to find them a home. Admitting, “It’s not always with us. We have 11 companies that we actively work with every day. About another 4 that we’re about to go into. And we’ve taken 50 women through the 3-month mentorship program thus far.”
"Underestimation as a woman in business is inevitable. It is going to happen."
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The company’s battle against injustice is happening on two fronts. First, the lack of access to capital.“It requires an extra step and requires them [investors] to do their own homework with the audience that [the product] effects,” she says of why male investors aren’t funding female-focused companies or female founders. “My career has taught me the unconscious bias runs deep. I don’t think when [men] are sitting across the table that they’re intentionally thinking, ‘oh well this is for women I’m not going to fund it,’ but they’re sitting there not connecting to it.
She continues, “If I’m going to go up for investment dollars tomorrow, I have the highest probability that the entire table seated across from me will be men. And if I’m pitching an idea that is uniquely suited to women, I’m talking to an audience that fundamentally doesn’t relate. And I think the human nature component of that is that I’m less likely to invest in things that do not particularly impact me. Hopefully we’re catching up. But it’s why at the Pink Ceiling I equally look at men doing great work for women.”
To point: Undercover Colors, founded by four men. It is a nail polish intended help wearers detect the presence of date-rape drug. For Whitehead, that company is the sweet spot. “It’s not just a tool, it’s a conversation,” she says. “I’m always going to love health tech. I like the geeks that are innovating, creating a real tool-- one that creates a social conversation.” At the time we speak, she’s got at least one eye on Lauren Weiniger's “The Safe Sex” app. “We’re not yet invested, but I’m closely watching." SAFE let's you show your verified STD status on your phone, and know your partner's status.
The company is also fighting injustice with the “Pinkubator” program, The Pink Ceiling's way of addressing the lack of access to female mentors. It’s an integral part of the business that tackles the need for more straight-talk amongst female entrepreneurs. "The conversation that I’m going to have woman to woman is different," Whitehead says. "There’s nothing wrong with a climate of encouragement, I agree with that wholeheartedly. But we have to be careful that we balance that with candor,” she says.
And while she marks the powers of observation and empathy as a “superpower” of women, particularly when applied to business, she believes "data, in particular, is informed differently through the lens of empathy.” When combined the two have immense power and potential. Totally solo however, they might make for risky business.
“Oftentimes we’re delivering news that people don’t want to hear,” she explains. “But here’s my worry: If I’m a young woman coming out of college today and I know by the numbers that my chances aren’t as good in a classic corporate world and I have this idea of entrepreneurship from Shark Tank, which has given me the moxy to go out and start on my own, that’s great." The danger lies in blind encouragement. “If nobody talks about the scalability or sustainability of her business, here’s what’s going to happen: she’s going to fail. And when she fails, I fear that we are going to reinforce a narrative that women don’t have what it takes.”
Mentorship is so crucial to the process that it’s part of her team’s investment consideration. If you look at the numbers, she says, women are not only starting businesses faster than men, they're also often starting businesses alone. "One truly is the loneliest number in entrepreneurship. When we look at investments, I’m looking to see if they’ve been resourceful enough to find that network of other women who are going to help propel them.” She says resourcefulness is as easy as Google, where you can find conferences (*cough cough*), programs, accelerators, and the access to people who will push you. “Sometimes we have a paralyzing fear when it’s not going the way we expected that there’s no fallback. There’s always a fallback. And I hope that when women feel that way they can push through the moments of the deepest fear of entrepreneurship."
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Beauty Brand Founder's Favorite Emails Are From Women Who Don't Wear Makeup
Find out why.
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.
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."
"I love helping woman feel confident in their skin. The best emails I ever receive are the ones that say 'I have stopped wearing makeup.' It might sound silly, but there is a lot of freedom in that."
"
The best emails I ever receive are the ones that say 'I have stopped wearing makeup.' It might sound silly, but there is a lot of freedom in that."
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."
"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."
photo credit: Andrea Posadas
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Real Talk: Why Ruthie Lindsey Pulled Back the Curtain on Her Instagram Perfect Life
Life isn't always as it seems.
There is a kind of pain that can squeeze the soul right out of your heart.
Edit: If you let it.
Inspirational speaker, designer, and stylist Ruthie Lindsey spent the majority of her twenties confined to her bed. There was an accident her senior year of high school. There was her recovery. Then, years later, came an insane pain that “shot up her head.” Multiple doctors had no answers. Scans were read wrong for years. Until finally, one figured out that one of the wires from a spinal cord surgery had pierced into her brain stem. Shocked that she wasn’t paralyzed, they operated and removed the piece. A new pain ensued. Nothing helped. And the pain medication dependance dominoed.
But all dominoes can be reset. Picked up. And Ruthie realized she didn't want to live confined to pain; sunlight would be the best antidote. Her life started to change.
But as direct messages rolled in from strangers on social media, those who wrote her that her life looked perfect through the lens of Instagram, she felt a conviction to give people the full context. That story can be found in the below video where Ruthie says of the pain, “I would pinch myself to draw blood because I thought I was living in a nightmare.”
video: Loupe Theory, directed by Max Zoghbi
These days you could throw Ruthie to the wolves and she’d return leading the pack. When we speak, she is in Telluride, Colorado, having travelled there for Mountainfilm, a documentary-based festival held every year since 1979. The theme for 2017 is “The New Normal.” Spoiler: there is no normal and Ruthie would be the first to agree.
“It’s very intentional,” she says of the festival, though this also serves as doublespeak for how she lives her life. “And full of people who want to do good in the world— incredible humans are coming together here to try and make the world better.”
After traveling to Telluride in the fall for a job Ruthie made a pact with herself that “no matter what,” she would be back in May. She’s made it. This is her first year in attendance. “I’m jumping in at the end,” she says, noting friends like BFF and writer Jedidiah “Jed” Jenkins, who has been coming for about eight years. Those friends, including Jed, are currently on a hike, and while she admits she’d like to be with them, she’s also happily in awe at the sight right outside the window. “The view I’m looking at right now is so beautiful. I’m sitting on this couch, looking at glory and it is majestic.”
She’s been traveling for about a month, having arrived in the tiny mountain town from Paris the week prior, and she’ll touch back down to her home base of Nashville once the festival ends. Of the schedule she admits, “It’s not sustainable and after this I’ll take a break. Rest. Get back to routine and that’s my life.” But for now, she’s excited about the festival and "the one little strip in the main area [of town] where everyone knows each other.”
“I got my booklet today,” she says of the programming, mentioning the film Charged: The Eduardo Garcia Story. “The documentary is about how he found joy,” she says. “He woke up so grateful to be alive.” After happening upon a dead bear, Garcia poked the animal with his knife, only to find that the bear was concealing a live wire. Garcia was hit with 2,400 volts of electricity, which altered the course of his life forever. There are obvious similarities between them. “You don’t just have to survive,” says Ruthie. “You can thrive after trauma.”
"You don't just have
to survive.
You can thrive
after trauma."
photo credit: Chris Ozer
Thrive is a word that surrounds her like a halo. But for many millennial women wondering how to escape the feeling of hopelessness, whether because of a job or otherwise, there has to be a starting point; feeling stuck is a universal emotion. For Ruthie it started with action. "What I’ve realized,” she says, “is that the emotion doesn’t have to precede the action." She talks about the concept of, “Once I feel better I will… pursue this new job, then I’ll be happy, adventure more, or whatever it is— it’s not true. The action always has to come first, but it’s a choice and a decision. Take the action and trust that emotion will come.”
Ruthie explains that when she the made conscious decision to change her life she first made a list of all the things she loved to do before she had pain. “Each day I made myself do one of those things,” she explains. “At the time, I didn’t care about flowers or doing things for someone else. I felt black and numb and dead inside. Truly. But I made myself get up.”
In that transition period she gave herself one more task as well: “Look for beauty and speak it out loud.” She admits this all initially felt like, “a chore and a job — I hated it.” But there was something deeper at work. “I knew I had to do it,” she says. “There was something in my psyche forcing me.” A few weeks in she started to feel the things she was saying. “I had this image of myself in second grade getting glasses for the first time, and that’s how I felt. I was in awe after two months.” She was simultaneously weaning herself off of the pain medication she had been on for years. It took four months and her marriage didn't survive the detox.
“Look for beauty and speak it out loud.”
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Today, her life looks the opposite from the one she thought she wanted (as well as her life from bed) but therein lies the beauty: a sidesplitting pain can became a sidesplitting giggle. “People confuse happiness with joy,” she says. “Joy comes out of such a deeper well than happiness. Joy comes from digging into those really painful, hard, deep parts.” And Ruthie believes you can manifest the life you want. “I thought I would be married and have babies of every color from every nation and that is not my reality, and very likely might not ever be. But what I do have is so cool, so rich, nothing like I envisioned, but it’s better than what I ever hoped for and so much more beautiful.” At the same time she says, “It’s harder and more painful than I ever dreamed.”
Setting boundaries has been a big part of her story as well— understanding her limitations in a way that many young female millennials are grappling to understand. Millennial burnout is real. Young women feel like they’re replaceable. Ruthie says finding those boundaries has come with “a steep learning curve.” It wasn’t her natural state to say no or draw lines in the sand, but laughs, “My shitty body is the best thing that could have ever happened to me because it won’t let me do things. Everything I do comes at a physical cost. When I was stretching myself too thin, taking on a ton of little jobs, it came at a cost. I wasn’t able to be my best self.” Now she’d rather take a financial hit, instead of a physical or emotional one. “I also know I have the luxury of not supporting a family. It’s just me. I’ve done things for way less money that are life-giving and so much more important than any paycheck.” For anyone who might consider this "high-maintenance," Ruthie maintains it’s not so. “My time is valuable and so is every other human’s time. I’ve learned to take fewer jobs that sit better with me and pay better.” Sit better means that she won’t speak about something that she wouldn’t do, say, wear, or eat. “I just won't." She's firm on this.
"People confuse happiness with joy. Joy comes out of such a deeper well."
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Drawing those lines meant making a plan to only meet with three people per week that wanted something from her. “I was so exhausted and giving out so much. I didn’t have time for my people— or my own time. My body gave me the middle finger and said you can’t do this anymore.”
Now when home, she adheres to a morning routine and finds salve in the presence of friends. “Nothing can interfere with it,” she says. However does admit, “Routine is not my personality type. Not knowing excited me.” But she sticks to it. Before 9am Ruthie can knock out writing, reading (“my prize for writing”), using the app Headspace, and doing a 20-minute Pilates video. “That time is sacred. I schedule time with my friends and that is sacred as well. That is life-giving beneficial time."
It's not all flowers and awe all the time. She wouldn't wish this train ride on anyone else and says that learning self-care is a constant battle. "I don't always live in that place, but that’s what I want to step into the world with. That’s when I am my best self.” It is a means to life dividends. “You can’t love other people if you don’t love yourself well,” she says. “When you learn to live out of that space, everything else is better— you work better, you’re a better employee, a better friend, a better sister.”
Adding, “You get to live your best life when you put out your best life. We think we need to only take care of ourselves. But you don’t need to hoard every beautiful thing that comes your way. If you give freely with your words, time, and knowledge, it comes back so much greater. Nothing was ever really mine in the first place, so if it leaves…it was only passing through. It was a gift. Maybe someone else needs that right now. It’s freeing living out of that place. It’s freedom. It feels like freedom."
top photo credit L to R: Kate Renz, Jones Crow, Sadie Culberson; cover photo: Chris Ozer
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Why Kopari Co-founder Says Great Leadership Isn't About Gender
You'd be nuts not to read this.
The daughter of an entrepreneur (and surf legend Joey Cabell), some might say Kiana Cabell, co-foudner of the cruelty-free organic coconut beauty brand Kopari Beauty, has business in her blood. But it's the company's lightweight Coconut Sheer Oil that's on her body. Working since the age of 12, she's always be a go-getter goal setter. Unafraid to fail, the Honolulu-raised business woman knew she could take the coconut cooking craze (she's also a certified organic chef) and apply it to beauty.
Dedicated to exploring the different ways coconut benefits the body, inside AND out, Cabell, along with co-founders, beauty entrepreneurs and industry veterans, Bryce Goldman and James Brennan, launched with a firm understanding of their miracle multitasking ingredient. Today, the Kopari Beauty success is so real that some Hollywood heavy hitters have gotten involved. It's a startup tale that proves successful entrepreneurs know their business from soup to coconuts.
We caught up with Cabell to find out how she launched, what scared her, and her standout moment as a business owner this year.
What was your first job and are there any lessons you learned early on that help you today as an entrepreneur?
My father was an entrepreneur himself - he founded the Chart House restaurant chain - so those practices were instilled in me from a young age. It was important to him that I set up values and worked throughout my childhood. From the age of 12 and on, I spent every summer working at the Chart House as a hostess. I cleaned menus, greeted guests, managed the seating arrangements and answered calls, and that definitely helped position me as a self-starter. I began networking and really honed my communication and organization skills. Above all, I found that starting in the workforce early instilled in me a unique drive and understanding that hard work truly pays off.
People always tell you to find the white space in business. So what prompted you to start Kopari? Where did you see that white space?
I was initially inspired to go into the natural food space by attending New York’s Natural Gourmet Institute to become a certified organic chef. Consumer awareness of health and wellness, and a greater concern over what you put in your body, was quickly growing and I saw an opportunity within that movement. I never ate with any dietary restrictions, but I enjoyed learning more about nutrition and the benefits of good, clean ingredients and wholesome foods. I ultimately took what I learned at the Gourmet Institute and applied it to Kopari. Similar to the organic food movement, there was a wellness trend in the beauty space. I capitalized on the growth in awareness of the ingredients consumers were slathering on their skin, as well as a mounting love for coconut oil, to co-found a brand that really addressed an unfilled niche in the market. The movement for coconut products in food was blowing up, but in the beauty space, it was just now kicking off. I really just recognized that this was my time.
Can you tell us about the initial stages of your company. How did you get funding to get it up and running?
Everything came together so quickly. I was lucky enough to have two amazing partners, James Brennan (also the co-founder of Suja Juice), and Bryce Goldman who is an accomplished beauty industry veteran. They both really helped on this end. Additionally, we all reached out for initial funding from close friends and family, who were happy to contribute. They really believed in us and that was when we first knew that we were onto something.
Why did you decide to start online only?
Digital and social was where everything was moving. We knew that we could create a lot of buzz, drive traction, and create demand via a thoughtful, well-constructed online and social presence. As opposed to reaching out to retailers as so many brands do, we had them coming to us.
As opposed to reaching out to retailers as so many brands do, we had them coming to us.
Let’s talk for a minute about finding co-founders and taking the leap. What does your team look like? How did you know you wanted to go into business with them?
Initially, it was myself, Bryce Goldman and his wife Gigi Goldman, and James Brennan, and we immediately had great synergy. We were all on the same page with what we wanted to create, but everyone brought something unique to the table. Obviously our team has grown substantially since launch, but the four of us continue to balance each other well, and our team does the same.
Starting a biz is no small undertaking. Were there any lifestyle changes you had to make in order to make the leap?
Like my father, I was very entrepreneurially-minded. I never really had a traditional 9-5 job, so starting a business where you’re working the 9-5 plus was a different experience. I have learned a lot along the way when it comes to maintaining a good work-life balance, but I definitely still struggle with knowing when to “turn off."
Were there any growing pains? Did you ever doubt your decision?
I never had a traditional job and didn't come from a background of having my own business, but I have always been a hustler and a doer, so it came pretty naturally. There were definitely times when I was in the day-to-day and would get frustrated with the little things that you’d never think about; but I had to learn along the way. Now, I feel confident in what I do and it feels amazing. Sometimes you can be the person that gets in the way of yourself, but you have to put your head down and just get it done.
"Sometimes you are the person that gets in the way of yourself, but you have to put your head down and just get it done."
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Natural skincare and skincare products are definitely having a moment. How do you continue to stay out in front of trends and make sure that your business has legs?
Naturally, coconut oil lends itself to so many versatile uses which give our products endless multitasking possibilities. The versatility helps maintain a steady stream of innovation and the ingredient itself paves the way. Our use and knowledge of cutting-edge technology and complementary ingredients keeps us in front of the trends and our competitors.
You’ve attracted some high profile investors like Karlie Kloss and Ashton Kutcher. What was it like in those meetings? Have you seen a benefit to bringing on big names?
I actually didn’t meet with them personally. Most of the relationships are through my co-founder James Brennan's connections from working with brands like Suja Juice. Although, I am excited to be meeting with Shay Mitchell at the end of the month!
The benefit is providing Kopari with clout, and lending greater recognition to the brand. It’s validating to have some of the biggest, most recognizable names in the entertainment and beauty industries supporting and investing in our brand. It’s just another sign that we’re on the right track!
What platforms have been the most helpful in spreading the word about Kopari?
Definitely social media, and Instagram by a landslide. Consumers really connect with our lifestyle imagery and our packaging lends itself well to visuals. We recently did a big micro-influencer push that was extremely successful, but we also prioritize cultivating and maintaining relationships within the industry.
How do you continue to utilize digital even as you’re set to launch into 340 Sephora stores?
We use our digital channels to have a direct line of communication to our customers. We use our ecommerce store not only to sell our full line of products that aren’t sold in Sephora stores, but to also further educate the customer on the products - how to use them, their benefits, why they’re different, etc. Having a digital presence through our online store, as well as through various social media channels allows us to communicate directly to our customers for feedback on what they like or don’t like about our products, how the packaging could be improved, as well as what they want to see next.
What accomplishment are you most proud of in the past year? Or, what has been a standout moment for you as a business owner?
The growth of Kopari and where we are now, hands down. Knowing that the products and all of our success is real, and recognizing people’s awareness of the brand, combined with the overall growth of Kopari has been my biggest source of pride this past year. Additionally, I am extremely proud of where I am personally, today, compared to where I was when we started Kopari. I think that rings true for the team too!
Is there anything about your leadership style that differs from your male colleagues?
We’re all so different and I don’t think it’s a gender thing. I like to jump into things, make mistakes and figure things out through trial-and-error. As a leader, I know what I like and what I want, but I’m also very easy-going and laid-back.
Is there anything you were super intimidated by that you jumped in to learn? And what kind of difference has that made?
I was really intimidated by everything; the whole business. Starting a company is like drinking through a firehose all the time. From building a team and brand, to managing the marketing, social and public relations piece, it’s all super new to me and I just jumped right in to learn everything. I’m continue to learn something new every day.
"Starting a company is like drinking through a firehose all the time."
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When you are having a crazy day, what is your go-to for winding down?
I love to do power yoga. It’s enough of a workout that I can’t really think about anything else while I’m doing it, and yet it’s still relaxing and calming.
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Why This CEO Says You Have to Risk It All
Sorry. There's no half assed entrepreneurship.
Would you quit your job and risk it all for your business?
That’s what Daina Trout, CEO and co-founder of Health-Ade Kombucha, did in 2012. During graduate school at Tufts University for Nutrition, Trout discovered her love for holistic and fermented foods. But when she found herself climbing the corporate ladder of a pharmaceutical company in her late twenties, she felt her career going a little sour. And not in a healthy kombucha way.
Rather, Trout was coming home at night in tears from a corporate job that left her "feeling so unfulfilled." Though she was “moving up the corporate ladder and doing pretty well,” she explains, “I’m somebody who doesn’t even take Tylenol. So to work for a pharmaceutical company was weird. I was a number. It was very red-tapey and I was particularly rebellious. There were 100,000 employees there and I wanted to be a leader. I felt like I had it in me to do that.”
"I wanted to be a leader. I felt like I had it in me to do that.”
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Alongside her co-founders, husband, Justin, and BFF, Vanessa Dew, the now-CEO quit her job. She calls it her most important jump. “I had steady job, where I was moving up and getting awards, to start a kombucha company in the farmer’s market,” she laughs. At first she did attempt to split her time.
For about four months over the summer of 2012 the three co-founders tried working the farmer's market circuit on nights and weekends while keeping on with their day jobs. “I was completely driving myself into a brick wall," Trout says. "I was starting to lose my mind." Adding, "And there is no physical way I could do this if I had a kid.” Noting that at the time, she didn’t.
Right around November 2012 is when the trio knew they couldn’t continue at this pace, nor were they doing at good job at either. They weren't going to expand, “certainly not into Whole Foods,” Trout shares, if they didn't commit. So in December they shook hands, made a pact, and as of January 1, 2013 they were full time Health-Ade. “I remember that first day we showed up, January first and realized, ‘Oh shit, there is no paycheck coming. And we have no money.’ Maybe 600 dollars. It was really dumb in a lot of ways when you look back at it on paper. I don’t know if you have to do it like that, but for us, this is our story.”
"We’re not cautious people. If an account wants to carry Health-Ade I don’t see how I could say no. And that’s the beautiful thing about being able to paint your own canvas: We get to make the choice and we deal with the impact."
She says from the beginning they set the pace at turbo. "We’re not cautious people. If an account wants to carry Health-Ade I don’t see how I could say no. And that’s the beautiful thing about being able to paint your own canvas: we get to make the choice and we deal with the impact."
During the startup stage, it was high impact all the time. “Those next two years were the toughest," she says. "Physically tough. We were manufacturing and brewing kombucha. Who do you think was carrying the cases around the brewery? Delivering it to stores? Working the farmer’s markets? It was us. I was in the best shape of my life, but physically and emotionally taxed. There would be times I would take a walk, look up to the sky and look for any kind of sign that I had an ounce of sanity in me.”
Health-Ade is now a national brand and report being the fastest growing kombucha company in the U.S. Something Trout calls, “a crazy ride,” but for now she’s “on the horse and it’s exciting.” In 2016 they raised more than $7 million in venture funding from CAVU Venture Partners.
This year alone the company is seeing 4x growth, which many companies never see. “But it’s hard,” she says. “There is a misconception out there that it's glamorous,” Trout says of starting a business. "We had to dedicate our entire life. It’s almost like having a child,” shares Trout, who is now the mother of a two-year-old.
And yet, she says, there is a lot of positive. "I had to start this business. I had no choice in a way. It was a voice within telling me 'There is something bigger out there for you. You’re going to regret this your whole life.' Now I can make my own rules and it is so incredibly fulfilling at the end of the day, no matter how bad of a day I’ve had I never go to bed thinking ‘I don’t want tomorrow to come,’ or wake up the next morning thinking, ‘Oh my God, I don’t want to go to work.’”
The CEO says the closest thing to the entrepreneurship highs and lows is being mother for the first time. “I’m 36 and have had a lot of experiences, and nothing in my life has come even close to starting a business, except for having an infant."
"Nothing in my life has come even close to starting a business, except for having an infant.”
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Like motherhood, Trout says, "You eventually come to terms that you need to find your own way. Follow your instincts. Starting a business is very similar. I had to find confidence in myself and my decisions. Once you get the confidence, it’s over. It’s a complete confidence game. I think that’s why men traditionally have been better at this. But women are realizing, ‘Hey we’re fucking awesome too and we can do this. That’s all it is.”
Doing it they are. “This year we’re going to sell two million cases.” Considering five years ago the co-founders were making the product by hand with siphons in their tiny apartment closet, "lucky to make 60 cases per week," to sell “two million is insane and really cool." That means the pace hasn't slowed down, nor has the uncertainty. "We’re running this thing really fast right now. And it’s a discomfort zone.” All the time Trout says.
But it all comes back to the company's tag line: Follow Your Gut, which the CEO jokes everyone assumes is about the gut-positive health benefits of probiotics. While that's fitting, it’s also not the case.
To risk it all, Trout and her co-founders really had to trust their own instincts. “It has to do with how we started this business: you surrender to the fact that nobody is going to give you the answer. You hold the paintbrush. And the sooner you realize that, the more you can paint. Our whole lives we’ve always had someone to assist us with that paintbrush. A manager or a teacher, someone you can call on. Maybe you don’t realize that you’ve gone through life painting with assistance or painting by numbers. The reality is, starting a business is like a huge blank canvas where nobody knows what you want to paint, but you.”
Arianna Schioldager is Editor-in-Chief at Create & Cultivate. You can follow her @ariannawrotethis.
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The Top 3 Questions All New Bloggers Should Ask Themselves
We checked in with a top Miami-based blogger to find out.
photo credit: Blame It on Mei
With a degree in graphic design and a masters in business admin, Mei Jorge, the Cuban-born blogger behind the fashion blog Blame It on Mei, had her pick of careers. But the Miami-based fashionista shares that, "It is very gratifying to know that I can inspire women to look and feel their best no matter the price tag, age, lifestyle, or even personal circumstances. Even though I love graphic design and have had a lot of fun in that career, I have always been passionate about fashion."
For years she skirted around the suggestion from friends that she should start a blog. "I pushed that idea aside," she explains. "Only to find myself wondering 'what if' a few years later. I finally took that big step and I couldn’t be happier about doing so."
We caught up with Mei to talk the importance of design, why her style is steeped in the traditions of Latin women, and the three questions new bloggers need to ask themselves.
How does your background play into your content?
My feminine style is flavored with the traditions of the Latin women. In our culture, feeling sassy is intertwined with timeless style, and our days are bursting with vibrant colors and music. Because Miami is an extension of my Cuban background, it’s easy for the customs, colors, and cuisine to inspire my colorful looks. Even when I wear muted or neutral tones, I always add a pop of color.
What is it about the Miami blogging scene that is different from the rest of the country?
Miami is such a dynamic and eclectic city. There is always something to do, a new place to see, or a new restaurant to try. Events like Art Basel and Swim Week have made the Miami fashion scene one not to miss. And because of our coveted beaches, warm climate, and especially large blogging community, many brands choose it as their destination to host events or launch products.
Since you studied Graphic Design, how important is a logo?
A logo is one of THE most important aesthetics of a brand. That is how your audience will visually identify you so I strongly suggest with a professional if you are unsure about where to start.
How much time did you spend designing your own site? And what are some tenets of site-building that you think bloggers should consider?
Initially, I took a few days to research, design, add widgets, and customize it to my needs. I am always trying to improve it, which makes it an ongoing project. Because of my graphic design background, I obviously had an advantage. However, building a website is not only about the pretty aesthetics. Finding a good host, searching for the right customizable template, whilst also learning the ins and outs of your publishing platform, takes time. If you are somewhat savvy, you can try to build it yourself but even then it takes time. It will probably take more time than if you hire a professional.
How did some of your first partnerships come about? Did you reach out to brands with a media kit? Did they reach out to you?
Most of my first partnerships reached out to me directly. At that point in my blogging journey, I was hesitant to reach out to any brand. After I gained some confidence and became member of a few blogging communities, I finally designed my media kit and reached out to some of my favorite brands.
How are you working to evolve your brand?
My brand is an extension of myself, my style, and my personality. By being consistent, adding value to my content, and being relatable to my followers, I keep true to my mission; which is to inspire women to be confident in their daily lives.
"I keep true to my mission; which is to inspire women to be confident in their daily lives."
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photo credit: Blame It on Mei
What is the “big picture” goal for you as a blogger?
I would love to work with a large retailer to create and design my own line of clothing and accessories. As an influencer, this would be a huge accomplishment and the climax of the hard work and dedication I have put into my brand.
Where do you think the blog/influencer world is heading?
The blog/influencer world is experiencing a growth phase that will eventually reach maturity. Currently, brands and influencers alike are learning that influencer marketing will become more meaningful in the years to come. This type of marketing will take over traditional mediums, it’s just a matter of time for brands who are not already aware, to grasp the concept.
What tips and tools are you using in your day-to-day to keep up with the changing world of social?
I try to keep myself informed, thus I am constantly researching the newest changes to the different platforms. But more importantly, I see what my audience responds to. At the end of the day, social media may change but I want to stay as loyal to my followers as they are to me.
"Social media may change but I want to stay as loyal to my followers as they are to me."
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Are you utilizing stories on IG?
Yes, I am really enjoying it and so are my followers. It can be hard to connect to your audience with a still image, but through the Stories feature, your followers get to know you on a one-on-one basis. They get to relate to your everyday life and see that you are no different than them.
If someone wanted to start a blog today, what are the top three questions you think they should ask themselves before they get started?
1. What is the main reason why I want to start a blog? Be specific; do you love writing and want a book deal? Do you have an on-air personality and want to be on TV? Do you want to help others?
2. Can I commit to blogging consistently? Blogging is a very self-sacrificing career, but it definitely comes with very rewarding opportunities and experiences. But if you want to grow your blog, commitment is a trait you will need to possess.
3. Am I willing to work hard? Blogging is hard work. It takes many hours in a week to plan your editorial calendar, reply to emails, pitch to brands, be active in your social media channels, prepping for a photo shoot, among other tasks. But with dedication and commitment you will reap the benefits.
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Why This Food Blogger Says There Is No Beauty without Imperfection
Real life doesn't have a filter.
image credit: Photography by Turkan
It's fitting that Aran Goyoaga, twice over James Beard Award finalist, food blogger and fountain of gluten-free recipes, says that "everyone should take Instagram with a grain a salt."
Food has been a part of Aran's story from the beginning. As a child in the Basque region of Spain, "surrounded by pastry chefs," it never occurred to the now Seattle-based culinary mind behind Cannelle et Vanille, that baking would be her path as well. "My family encouraged me to go to university, travel the world, get a higher education and get away from the blue collar job that baking was," she shares. "When I was growing up cooking for a living did not have the same aspirational career perspective that it does today." She ended up going to university, where she studied business and economics. "It was only after I finished my studies, moved to the US and found myself so far away from my family that I realized that pastry was the one bond that kept me connected to my roots." Her first stop was Florida, where the professional pastry chef worked for a large hotelier. A job which taught her reigns and ropes of all aspects of the kitchen. She initially stopped working to stay at home and raise her son. But the kitchen called her back. And food became her gateway to photography. Her photos have been described as romantic, unfussy, and nostalgic. Many writers have described Aran in the same way.
Today, the mother of two, baker, food stylist, author and photographer of the cookbook Small Plates & Sweet Treats, stays grounded and connected to her heritage through cooking and baking. "I have always loved working with my hands," she adds.
image credit: Photography by Turkan
We met up in her gorgeous photography studio by Pike Place Market to chat social media, building a brand, and how her works feeds her soul.
How do you decide what to show, what to keep private? And how to be/not be a brand?
I am not sure what connotation "to be a brand" has (it probably means different things to different people) but I don't necessarily identify myself with that term. I suppose that with every piece of work I choose to show the world through social media, I am establishing a style, a personal taste, an affinity to something, but I don't generally want to sell anything or push product on people. I engage in some advertising work that I relate to or products I might naturally use but honestly my goal is to develop personal content that has an emotional narrative so branding doesn't really fit into that so easily. My instagram account is a bit of a cinematic world view that I have. Visual narrative is what drives my work and I would say I focus very much on that aspect. Sure, what I show is part of my life: my friends, my children, the food we eat, the places I see, but it has a very specific filter and I am not trying to say that is everything my life is. Everyone should take Instagram with a grain of salt.
After working for a large hotelier, what work lessons did you bring into your own business?
I loved working in a big team, especially in a company that has such high standards for service, but honestly, it made me realize that I love working for myself and making the kind of work that I want to do. I love the flexibility of working for myself despite the perils of instability.
Can you tell us a bit about the new project you’re working on and why making something that feeds your soul is important?
I spent big part of 2016 working on a new video series that explores my relationship with food, from my family roots to an eating disorder, to feeding the creative soul I never thought I had, to being open to the world and let go of a lot of the rigidity that ruled my life for so long. It is the manifestation that there is no beauty without imperfection. The series is called "A Cook's Remedy" [ed note: the first few episodes released early 2017]. I have produced the series with an incredible team of women in Seattle called Common Thread Creative. I am so excited to put it out into the world.
"There is no beauty without imperfection."
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image credit: Photography by Turkan
You moved from Spain to South Florida and have settled in Seattle. What about the city feels like home?
Seattle reminds me a lot of the Basque Country where I grew up. It's a lot larger and more majestic than the landscape of my youth, but there is a similar quality to a lot of northern countries that make it feel like home. The rain, the green, the introspection... Seattle is a city that looks forward and inward and that is a perfect balance for me. Makes me feel safe.
Aran's recommendations below:
Favorite market to buy your ingredients: Ballard farmer's market on Sundays, especially between May and October.
Have a morning cup of coffee: There is so much great coffee in Seattle that it is hard to choose. I love the morning vibe at Oddfellows. It truly is the place to get inspired in Seattle. And The Fat Hen makes incredible lattes. I also love Porchlight Coffee and Records for the obvious reasons: Coffee and music. My two favorite things in the world.
Eat a delicious gluten-free meal: Again so many places. I am just going to name a few because one wouldn't be enough. The lamb burger with no bun and fries at Tallulah's, the roasted vegetables and Jersey salad at Delancey, anything at Sitka & Spruce and Whale Wins (so many gluten-free options), baked eggs at The Fat Hen, pho at Ba Bar, Juicebox for almost everything on the menu, tacos at Copal, London Plane for their papadum and salads, Stateside for amazing Vietnamese and the list goes on.
"Seattle is a city that looks forward and inward."
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Take your family out to dinner: Pho is the one thing we all agree on so Ba Bar is definitely our spot. Also El Camion which is a little taqueria in Ballard, especially in the summer. We are a family of simple tastes.
If you had to take a ferry to one island, which would it be and why: Vashon Island because that is where my dear friend Carolina lives and I love visiting her there.
Tourist spot in Seattle that you’ve never visited: The Underground Tour... I've heard it's interesting, but just creeps me out a bit.
Favorite spot in the city to sit and be still: That is the one thing that is abundant in Seattle. Just take a hike in Discovery Park, Lincoln Park, a walk around Greenlake.....all around us.
Best free entertainment in Seattle: Going to KEXP radio station and watching one of their live performances. The new space is incredible with La Marzocco coffee shop and Light in the Attic record store. It's close to my home and love spending time there.
Arianna Schioldager is Editor-in-Chief at Create & Cultivate. You can follow her @ariannawrotethis.
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You'll Never Guess What Birchbox Co-Founder Calls Her Secret Weapon
Call her the career ninja.
photo credit: Birchbox
Before launching Birchbox in the fall of 2010, CEO and co-founder Katia Beauchamp had to figure out how to get the attention of some of the world's biggest beauty brands. The recent Harvard Business School grad knew that her love of beauty and style combined with her finance background were a winning biz combo, but getting the heads of brands like NARS and Kiehl’s to pay attention was a different story. But Beauchamp, along with fellow Harvard grad and co-founder Haley Barna, kept it simple. They cold emailed presidents, CEOs, and executives at major companies with a subject line about reimagining beauty retail. It was their way in. And it worked.
Today, the $10-a-month subscription service that ships sample-sized products to consumers, has made good on that subject line promise. Birchbox has more than 1 million subscribers, sells full-size products on its website, and most recently announced profitability.
We chatted with the CEO about those infamous cold-emails, why she hires new moms, and raising money while female.
Let’s talk about cold-emailing. You’ve said that you and your co-founder started cold-emailing CEOs in the beauty industry to get the idea in front of them. What are a few things that every cold-email should include?
I cold-emailed several presidents, CEOs, and brand managers in the beauty industry and the majority of people responded! Here are some tips:
1. Have a compelling subject line. It needs to motivate the reader to open the message. At the very least it should say something more than "Hello" or "Looking to get in touch." I used "Reimagining beauty online."
2. Keep the email concise. The email should be short enough so that a person can read it without having to scroll down on his or her phone. The less time and energy it takes to read it, the better.
3. Don't attach a business plan to explain the idea. That's asking a lot. Try a one-pager that briefly describes the idea/value proposition. We framed our one-pager by introducing the brands as the stakeholder and how Birchbox could help that brand.
4. Ask for something that’s easy to say yes to. I asked CEOs and brand managers for five minutes of their time to give me advice. Those emails eventually turned into a meeting and the meeting turned into a pitch. Those pitch meetings ultimately led to partnerships with massive brands, early on.
You’ve said your secret weapon is hiring new moms because they are productive, efficient, and grounded. Why do you think this is important?
There’s a real appreciation at Birchbox that moms remain ambitious in their careers. This may not sound revolutionary but I believe this perspective can unlock the power of women at work and benefit all parties. The ideas of flexibility and ambition can seem at odds for some, but we have worked to give our team that space and see it pay off. As far as putting it into practice, we place an emphasis on on-boarding moms as they transition back to work, as a core part of our maternity policy. This has built stability and trust between us and our team members, and continues to provide value for organization. We have extremely talented people, who come back to work with energy, excitement, and a new perspective.
"We place an emphasis on on-boarding moms as they transition back to work, as a core part of our maternity policy."
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You interned at Estee Lauder during college, what about that experience made you want to get into the beauty industry? Did you have any mentors coming out of the experience that helped along the way to founding Birchbox?
I co-founded Birchbox in 2010, technically, as an outsider from the beauty industry. I did have one taste of the industry as an intern for the Estee Lauder executive training program while attending Vassar College. It was a very competitive program, which was something that initially attracted me to the opportunity. That summer, I fell in love with the business of beauty. At 19, I met Leonard and Evelyn Launder, and other executives with whom we now partner. I was struck by the passion of the Estee Lauder employees and for the beauty industry. I distinctly remember realizing that this industry was special and unique, and that it wasn’t the norm for people to feel so connected to what they did for work. I now recognize why this was the case; the Lauders and their executives put energy into their culture and they had a reciprocal passion for their people. Additionally, the beauty industry has unique and fascinating dynamics with a wide appeal. It doesn’t typically follow macro consumer trends in terms of the overall economy and the strength of the business (inelastic demand!). There are very healthy margins and a seemingly endless ability to reinvent and shift demand. Clearly, my internship experience had a lasting impression.
After starting my career in real estate finance, I went to business school thinking about shifting industries. Luckily, six months before graduation, Hayley and I had the idea for Birchbox. Seven years later, I still feel somewhat new to the party, but also truly embraced by this industry and grateful to so many of the insiders that have supported us from the beginning.
Work-life balance is now a buzz phrase. Why do you think everyone is so focused on finding a balance? And what has that meant to you throughout your journey?
My personal perspective is that this concept is becoming less and less relevant in its traditional meaning. Traditionally, work and life were stark extremes where the expectation was little overlap. Today, there is a lot more awareness in the value of having more blurred lines in these two areas that allow for a person to feel connected to their whole self. I am grateful to care so much about my work that it is something I want to spend time thinking through. I am stimulated by the challenges and motivated throughout my days, not just during specific hours. That said, I also believe it is critical to disconnect from work and have space to develop in other areas of interest. From experience, this allows us to bring more energy and a fresh perspective, but it doesn’t always need to happen during specific times of the day or week. I have learned the value in taking 10 minutes during the work day to meditate, or 20 minutes to walk outside and appreciate the world outside of our bubble. I also have experienced wanting to have meetings on a weekend to speak to a colleague or mentor about the company. There is no perfect work-life ratio but it is important to feel connected to who you are and what brings out your energy and motivation for life.
"There is no perfect work-life ratio but it is important to feel connected to who you are."
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Photo by Tory Williams
Talk a bit about the transition into a brick-and-mortar space. What was the full strategy behind that move? And how did you know you were ready?
We opened our first brick-and-mortar store in Soho, New York in July 2014. It was never our original plan to go the brick-and-mortar route, but as we learned more about our customer and her shopping habits, we realized we could add value to her beauty experience in the offline world. We experimented with pop-ups and saw how excited and engaged our customers were. They were hungry to experience the Birchbox brand in a tangible way, and it helped them understand the full scope of our value proposition. When we opened our permanent location in Soho, we thought carefully about how to create a new, unique type of retail experience for women who typically haven't enjoyed shopping for beauty. For example, we merchandise everything by category (hair, makeup, skincare, etc.) instead of by brand, which is a more approachable, efficient way for our customer to discover new products. We just opened a store in Paris, so we’re thrilled to be able to connect with our French customers a deeper way too.
And your expansion into Birchbox Man in 2012? Did you find it challenging to shift from a brand focused on selling to women, to a brand focusing on men and women?
Back in 2011, our female customers told us they wanted a Birchbox experience for the men in their life, so we tested a limited-edition gift box filled with men’s grooming products and lifestyle accessories. It sold out in less than three days. We thought it would just be women purchasing for men, but it wasn’t. It turns out guys were buying it for themselves too. With that customer insight, we put the wheels in motion to launch a men’s vertical and debuted BirchboxMan four months later in April 2012. We’re grounded in discovery, so just like with our women’s product, our try-before-you-buy sampling model is all about helping men upgrade their routines. However, there are some important differences. For example, we knew that men were less likely to talk about grooming products so we added lifestyle to the subscription to help with the vitality. We continue to test and iterate on the product for men, but believe that there is a big opportunity to serve this very different and underserved consumer base.
Over Birchbox’s lifetime, you’ve raised 71.9M. Did you ever feel at a disadvantage because you were two female founders pitching a product built for women?
It's a challenge to pitch a female-oriented business to mostly male investors who don't inherently relate to the value proposition and pain points you're working to solve. When we first started Birchbox, it took many no's before we heard our first yes. In part, we learned to better represent the opportunity, and eventually found investors who did appreciate the total addressable market, as well as relate to the human value proposition that we saw. I do believe that more gender diversity for investors will help female-focused and female-run businesses access capital more effectively.
"I believe that more gender diversity for investors will help female-run businesses access capital more effectively."
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Were you selective when it came to choosing investors? Or was it all about collecting capital?
We decided pretty early to raise capital once we tested the concept. We launched a beta in business school to understand whether it was a viable model, whether the unit economics were sufficient, etc. We met with dozens of investors, some independent and some institutional. Ultimately, we chose individuals (largely venture capitalists) who we connected with the opportunity and believed in it’s massive potential. We are so appreciative for their individual contribution to our business as well as recognizing that they could grow their investment with the business.
Any decision that you’ve made that you'd change if you got a do-over?
No. Of course, there have been mistakes along the way! My firm belief is that it is much more valuable to be naive than try to anticipate or know every pitfall or weakness. First, you can’t really “know” until you experience the hard. It shapes you and constantly sets a new standard for challenges you tackle. Second, putting one foot in front of the other is more digestible than expending energy on every impending challenge. Take things in stride as you do with every aspect of tackling an opportunity.
Arianna Schioldager is Editor-in-Chief at Create & Cultivate. You can follow her @ariannawrotethis.
MORE FROM OUR BLOG
A Day in the Life: How This President and Blogger Handles Two Jobs
On the move and loving it.
photo credit: Memorandum
Mary Orton, co-founder and President of Trove, and editor at the wildly popular blog, Memorandum, knows all about hustle. No two days are alike for the bustling beauty, who, in August of this year will celebrate the first year anniversary of Trove, the addictive mobile style app that she co-founded with her husband. Bringing together all of your favorite fashion bloggers into one beautiful, shoppable place, Trove allows you to find outfit inspiration, save favorites to a digital closet, and shop everything from the palm of your hand. With a schedule like Mary's it's no wonder she wanted to find a way to bring this content to consumers who, like her, want access to great style inspiration quickly and easily on the go.
So what is her day-to-day like? How about hour-to-hour?
From 6am inbox purges to morning coffee to design and investor meetings, the CEO does more than look the part-- she’s actively involved in every aspect of her business. And yes, she eats at her desk just like the rest of us.
Read through to find out what it’s really like to run a startup and a successful blog at the same time. Be impressed and then, get inspired.
6:00 AM: I violently slap my iPhone alarm into snooze mode and proceed to do this roughly 2-7 additional times over the course of the next 25 minutes. After reluctantly exiting my cozy sheets (muttering obscenities), I army crawl to the kitchen where I throw my Bialetti on the stove. Even the promise of coffee does Pavlovian wonders for my not-a-morning-person-ever self. While the coffee starts, I throw on gym clothes, grab my iPad and head back to the kitchen in the hopes that my coffee is ready and my email inbox is manageable. With coffee in hand and a hard boiled egg (or scrambled eggs if I'm feeling really bold and didn't hit snooze too many times) I start reading the news and triaging my email inbox.
7:00 AM: Depending on the weather and my workout plan for the day, I usually hit the gym or the pavement for a morning sweat sesh. My go-to workouts are barre classes, circuit training or long runs along the water watching the city wake up.
8:15 AM: Back home, I jump in the shower and start the process of making myself look like a presentable human being. As the co-founder of Trove and a style blogger, my go-to weekday looks are typically professional and classic with a trendy, urban edge.
9:00 AM: I make an iced tea in my favorite travel tumbler and with a protein bar hanging halfway out of my mouth, I hit the office! No two days are ever the same, but if I can, I typically try to concentrate meetings in the mornings and computer work and conference calls for the afternoon, so my mornings are usually hectic. On Mondays we always have Trove team meetings where we set objectives for the week and update everyone on different areas of the business. The rest of my mornings are typically spent running all over the city to design meetings, investor meetings, brand meetings and meetings with lots of other folks across the industry. If navigating NYC traffic and subway systems were an Olympic sport, I'm fairly confident I would make the podium.
12:00 PM: If I don't have a lunch meeting, I'll usually grab a salad and eat it at my desk while catching up on emails. I'm addicted to this quinoa and arugula salad at LPQ. It's insane and super healthy, which is good to offset my very unhealthy affinity for cheeseburgers and fries. And burritos. And also Indian food. Oh and CUPCAKES. You don't even know.
2:00 PM: On Tuesdays, I meet with my team that helps manage the business and operations of my blog, Memorandum. We touch base on upcoming posts that I'm planning and solidify plans for photo shoots, video content, and brand collaborations. I've recently started a YouTube channel and have been getting more and more into video--it's wild but so much fun! Since starting my blog three and a half years ago, I've gotten really into photography, but videography is still new to me. It's so much fun to bring my style content to life in this way.
3:30 PM: If I don't have any afternoon meetings, I usually have at least one or two conference calls. At Trove, we work with business partners and bloggers from all over the world, so often spend a couple hours in the afternoon on the phone or Facetime with them. For our business, there's no place like New York--of course, the fashion and technology community here is just incredible--but having so many touchpoints around the globe makes my job really fun and interesting.
7:00 PM: At this point in the day I'm either heading home or heading to drinks and dinner. We live in Tribeca, and are frequenters of Locanda Verde, Tiny's, Weather Up and Distilled. At Distilled, they always serve this crazy good seasoned popcorn at your table, and it's my mission in life to figure out how they make it.
9:00 PM: Once home, I settle into my home office to work on upcoming blog posts. My husband is not only the co-founder of Trove and the CEO of the business, but he also takes all of the photos for Memorandum, which we usually snap either on the way to the office, or in-between meetings during the day. I always keep my DSLR in my bag and we've gotten pretty good at it, so we can capture an outfit in 5-10 minutes when running from one thing to the next. People often comment on the movement captured in our photographs which makes me laugh, because it was borne out of necessity and the reality of my hectic work day, rather than a super conscious artistic choice.
10:00 PM: Once I'm done writing my upcoming posts, I then have to spend an hour or so going through the photos that we took that day and getting them ready. I'm an obsessive reader, but seldom have time to sit and read anymore so I've gotten completely addicted to audiobooks which I always listen to while going through photos in the evenings.
11:30 PM: Once the photos are done and the blog post for the next day is scheduled, I hit the sack! Although if I'm being honest, I'm extremely lucky if this happens as early as 11:30 PM. It's often much deeper into the early morning hours. But, hey, gotta support that coffee industry right? Just trying to do my part over here.
If you're heading to #CreateCultivateNYC be sure to check out Mary on panel, where she'll be sharing her know-how on Content Meets Commerce.