The 10 Best Instagrammable Spots at The LINE Hotel
Not a bad angle to be found.
The LINE Hotel in Koreatown, Los Angeles is known for it's brutalist architecture, amazing food, and even better atmosphere. Just about every knook, cranny, and corner has a shot worth taking. Click through to peep our pick of the 10 Most Instagrammable spots at this hip hotel.
For more Instagrammable moments, check out our #CreateCultivateDTLA speaker dinner with our friends at Dove here.
Olive & June Founder Sarah Gibson Tuttle's Number One Concern
It's about more than changing polish, the swoon-worthy salons are changing the whole nail game.
Sarah Gibson Tuttle, founder of Vogue-and-celeb-approved nail salon Olive & June, worked in finance for a decade before quitting Wall Street and setting on her sights on something a bit more hands-on. A self-professed mani/pedi obsessee— she considers her initial career “bootcamp,” having come across mentors and bosses who taught her how to interact in business, and how to treat a client’s time and space.
“Everyone assumes that I’m a nitty gritty numbers person, I’m not,” she says laughing. “I just hired a CFO, but I grew up within finance, and I couldn’t be doing this without that training. No grad school could have done that.”
The first Olive & June opened in 2013, appealing to a predominantly female clientele looking for a warmer, more community-based nail salon. “One of our clients likes to say we’re the Cheers of manicures,” she says. “I wanted to get into a career that enhanced lives, and nails are one of the least expensive ways to change your look, especially in the beauty business.”
In the beginning, Sarah admits to being nervous about opening a brick-and-mortar. “They are the hardest to make profitable, but there will never be a machine that does your nails." She was terrified but also so confident in the idea, feeling, "so clearly that this was a hole in the market. I had that blind entrepreneurial spirit.”
"I had that blind entrepreneurial spirit."
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Founded on the idea that a manicure should be “downright lovely,” Olive & June was designed by the team behind at TenOverSix, and quickly attracted customers looking for something beyond the typical nail experience. Something a little brighter, boutique-ier, with non-toxic polishes and creams, the salons are both a getaway oasis and somewhere you can pop-in, get a quick mani and head to a meeting. The salons keep your preferences on file— round, square, favorite colors, and just how you like your cuticles.
There are currently three Olive & June locations, flagship Beverly Hills, Pasadena which opened almost two years after the first, and the latest of the bunch, Santa Monica, which opened about a month ago. The response has been overwhelming and tremendous. “I feel incredibly grateful,” she says, “that the Westside has embraced us so fully.”
Sarah is currently looking to open a fourth salon, scouting possible locations on a weekly basis. “I really want to have Olive & June in every neighborhood that it makes sense,” Sarah says, “but I am extremely cautious about fast and wide we extend our footprint.”
"I am extremely cautious about fast and wide we extend our footprint."
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Studio City, Manhattan Beach, and Orange County are on the radar, but she insists that Olive & June is a “slow and steady company.” Explaining that, “Every time we open a space we want the time to make it perfect. Because we are both a people business and we give service to people, it’s extremely important that every location can stand on its own.”
The next spot has to be the right spot.
There have been incredible opportunities to open in New York and Austin, but Sarah knew the team wasn’t there. “I was certain that as an organization we were not ready to support a New York location.” She admits the offer was “devastating” to turn down, but creating a strong foundation is more important to the business than expanding.
“I try and get into a least one salon every day,” she says. “It’s very important to me to communicate with the managers and the manicurists, and make sure that the people who work for Olive & June feel a part of the community as well.” That means connecting with the manicurists and management team, connecting with customers, sometimes going to two locations in a day. “It is extremely important to me that everyone that we hire is placed in a position of success.”
She calls this her “number one concern,” refusing to put anyone in a position where the client’s aren’t there. “Manicurist receive commission,” she says, “so I don’t want to open where they can’t be busy.” Currently there are approximately 80 people working for the company.
Beyond expanding locations and taking care of the team, Olive & June is looking toward the future on other fronts— product development and continuing to partner with brands that make sense.
Though her now-husband thought that she “might be a little crazy,” for following her instinct, Sarah knows that there are certain things the digital world will never take away: breaking bread, for one, and nails. “Hands-on is so important. We become these women’s therapists, their friends, the ones they turn to in the midst of a divorce.”
In short: A manicure has never been about the polish-- that's just the beautiful bonus, and something that Olive & June understands from top coat, down.
Be sure to check out Sarah speak on panel at Create & Cultivate DTLA this May 7th.
Images courtesy of Olive & June.
Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her at www.ariannawrotethis.com
Pushing Boundaries with Andy Torres of StyleScrapbook
Here's how going with your gut and moving to a whole new country can make you an international blog powerhouse.
For 7 years Andy Torres has been dominating the international blogosphere. And it’s not based on luck.
In 2008, Andy made the leap to move from Mexico, where she was born and raised, to Amsterdam to start an entire new life in the hopes of becoming a Fashion Editor. After many magazines denied her, she transformed rejection into fuel to start StyleScrapbook and the rest is history.
Andy’s story is one of going beyond one’s boundaries, making it work despite language barriers, and starting off from scratch. So to catch up with Andy before she takes the stage at Create & Cultivate DTLA this May, we picked her brain a little on how she was able to overcome her challenges in a whole new country and becoming an international blog powerhouse with StyleScrapbook.
Can you tell us about your background and what got you into blogging?
I was an Interior Design student in Mexico but I have always dreamt about studying Fashion and Music. On my 4th semester I decided to move to Amsterdam and pursue that. My best friend was living in Amsterdam which made everything so much easier as he was extremely supportive. After 2 years of living in Amsterdam, I took a couple of courses in Fashion Styling and my main goal was to become a fashion editor. I really wanted to go into styling and work for one of the Dutch fashion magazines, even if I had to start from the bottom.
I have always been very driven and hardworking, so I was ready to work hard to get my foot in the industry. I applied to every magazine I could think of and they all said no because I didn't speak Dutch. I was extremely disappointed but I had moved here all the way from Mexico. I wasn’t going to let that stop me, so I started StyleScrapbook. I started itnot because I thought people were going to follow it (I had no idea that was possible), but to use it as a platform to exercise my writing and hopefully one day use it as a CV to send to magazines.
When the blog started to get some traction and receive comments and followers, I had no idea where these people were finding me. It all grew so organically and fast, it’s almost like a blur now.
I feel so lucky to have started so long ago. I’ve always been fascinated that what started as a side project since I couldn't get a job in the industry, gained me an even bigger spot that I could have ever imagined . Always follow your gut feeling, that’s what I keep telling myself.
Following your gut to make the move from Mexico to Amsterdam proved to be very successful for your blogging career. What would you say to anyone who is not sure about moving? But thinks it might be lucrative for their career?
I moved to Amsterdam 2 years before I started my blog, so in reality, the connection between the blog and Amsterdam had very little to do with each other. I wanted to study Fashion Design and my plan all along was to study at the Amsterdam Fashion Institute. I think moving to a different country is a huge risk, but I always had a good gut feeling about it.
The key is to just listen to your gut and have a good plan set in place. I am not the type of girl that wakes up in the morning to do crazy spontaneous things, but I have always taken risks and try to stay very positive about the outcome. It's also comes down to having a good support system of friends and family around you to be there pushing you through and motivating you. The beauty of everything is that it doesn't have to work the first time and you can always try again.
The beauty of everything is that it doesn't have to work the first time and you can always try again.
How do you build relationships in a foreign country?
That is sometimes is the hardest part. You need to try to get out of your comfort zone and be social, meet up with people and network, but it sounds easier said than done. For me moving from a Latin country to a Nordic country was a huge culture shock, because cultures and personalities couldn't be any more different. It took me a while to get used to it but in the end. It’s been a huge learning experience for me as it has helped me improve some areas about my character that I always wanted to work on.
What was the biggest challenge you faced moving to Amsterdam? How did you learn to adapt?
I think the biggest challenge was getting used to the weather. It sounds simple but I come from Mexico, from a state where we pretty much get perfect weather all year round (Think of LA weather). Amsterdam has a very similar climate to London and it rains most of the time. It was extremely difficult to get used to grey days one after the other for months, and it took me quite a few years to get used to it. My escape route has always been that I get to travel so much, so I don't have to deal with it as much as I used to.
How has your style evolved over the years?
I have always been very true to my personal taste and I go for what I love to wear as opposed to just following trends. A few years ago I used to be a lot more feminine in my style, meaning you would probably catch me wearing skirts, dresses, florals and so on. The past few years have been a lot different, and recently I have been trying to explore mixing androgynous with a bit of a sexy touch. I believe in keeping it classy and I have never been the girl that dresses super sexy. That’s not my jam, however, I have been very drawn to lace and things that are a little more risky.
The blogosphere is highly competitive. What do you do to distinguish yourself from the rest and how to do stay ahead of the curb?
I was in very early in the game (almost 9 years ago), before this whole fashion blogging boom exploded, so I have learned to evolve with the industry but most importantly, keep true to myself. I think that has attracted my readers from the beginning because they know I am a true voice. They feel like they can trust what I say and I have always tried to keep a close relationship with them by answering messages, emails and what not. Also, I think that starting my blog in Amsterdam as a Mexican girl made me have a strong global reach from the beginning.
Keep a close relationship with your readers by answering messages, emails and always engaging.
In what ways would you like the blogging industry to evolve?
I'm very interested to see how much more traditional media (magazines, television etc) and bloggers can work closer together, and more specifically, how we can bridge the different industries in a way that neither side has to compromise their own ways of working, nor what makes them successful. There are huge opportunities that bloggers and magazines can collaborate on, and I know we will start to see some of the true potential and direction our industries will collaborate on over the coming years.
What’s your social platform of choice?
Ironically enough (and I say ironically because I was resisting it from the beginning), I love using Snapchat! Instagram has become so curated and I love seeing peoples real personalities shine through Snapchat. There you can really be yourself, so you get to connect with people in a more personal level. Still one of the platforms that I use the most as well is Facebook, as I get the most reach and where I have the most following (1.7 million), so Facebook has always been a very powerful tool for me.
Forget Shattered Ceilings, These Co-Founders Want You Above the Glass
Female entrepreneurship is growing 1.5x faster than male entrepreneurship.
If Heather Serden and Danielle Yadegar, co-founders of Above the Glass, were to poll 1,000 women, these are the top five questions they'd ask:
WHAT IS YOUR MAIN SOURCE OF MOTIVATION?
WHAT DOES SUCCESS LOOK LIKE TO YOU?
WHO IS YOUR BUSINESS ROLE-MODEL?
WHICH BUSINESSES DO YOU WISH EXISTED OUT THERE?
WHAT DO YOU WANT TO SEE FROM ABOVE THE GLASS?
Recently launched, Above the Glass is setting out to empower and mobilize young women and female founders by removing the fear around the financial and business aspects of a startup. While the class of 2017 at top business schools reported record numbers of female enrollees, there are not enough resources for women who are not afforded similar opportunities. But that's exactly what we can expect from Above the Glass: business resources and downloads, interviews with women paving the way, and career advancement advice.
We checked in with the partners ahead of Create & Cultivate DTLA where they will be joining us as mentors.
We talk about understanding the who of your brand, but also the why. What’s your why?
We started Above the Glass to fill what we saw as a huge void in the market – a lack of formal business training amongst creative female professionals. We knew from time spent with private clients what types of questions these women were asking, and what services and information they were looking for.
The real turning point came when Heather experienced sexism at work. She was working in tech, which is notoriously a boys club, and honestly didn’t realize discrimination in the work place was still an issue. We think that as women get older, get married and have families, that a lot of the dynamics change, and we often get stereotyped to be on the “mommy track,” or taken less seriously as we climb the corporate ladder. She knew she could go start a business with the tools she had, but so many other women didn’t have the background or the knowledge to take that leap - so we started Above the Glass to give that opportunity to all women.
And why is now the right time to launch?
There is so much inspiration out there right now for female entrepreneurs. It is a really great time for female empowerment, and women are stepping up to help other women. Women have the ideas, and are inspired to take that next step – often they just don’t know how to do it. We think that Above the Glass can give them the information and the resources that enable them to execute on their ideas.
What is Above the Glass doing to close the gender gap?
Women are under-represented in business school and in leadership positions in corporate America. We are definitely as smart as men, but the numbers show we don’t have the same formal business training. By creating Above the Glass, we provide women with access to information and tools that can empower them to start businesses. This equal access to information and resources to take that leap can allow us all to be our own boss, regardless of gender.
"We are definitely as smart as men, but the numbers show we don’t have the same formal business training."
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April 12th is Equal Pay Day. A year from now what do you hope has been achieved?
Starting a business isn’t necessarily about making money overnight, it’s about building a future. We hope everyone has the opportunity to start their own business, if that is what they really want to do. Being your own boss means you have a say in what you get paid, or the success of the business dictates it, not someone else.
What women do you admire?
We admire all women who have built and scaled businesses, despite the challenges they faced. We also admire the women who have taken the time out of their busy schedules to give us their feedback and advice. Kindness has made the greatest impact on us – we will always aspire to be like the kind women who have been so generous with us.
Who is your dream interview? What would you want to know?
Our dream interview would be Alexa Von Tobel. She started her company, Learnvest, to help women manage their personal finances, and turned it into this incredible investment platform - she transformed an entire male-dominated industry. She was young, hungry, and just got it done. Being an entrepreneur is so hard - an emotional roller coaster - and we would want to know all of the challenges she faced and how she got through them. We would want to know everything about her journey.
What are some skills you want to help women in business hone?
Women are often intimidated by a lot of the numbers and abstract concepts in business. We think that by just talking about it more, and breaking some of these topics down into simpler terms, we can make all of it approachable. Whether it is the financial side of starting a business, the legal side, or just the ability to discuss business in casual conversation, we think the best thing we can do for women is to make it more familiar.
Do you ever feel the pressure to perform both genders in the workplace?
When you start a business, you are every role and every gender. It can be hard, as a woman, to negotiate deals that are in your best favor. Men would push harder for the lower prices on contract services, and higher fees for their own services, but women can come off as “bitchy” or “high maintenance.” At Above the Glass, we just try to continue to do what is in the best interest of our business, despite the traditional gender roles others may want us to play.
"When you start a business, you are every role and every gender."
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How do you think women are taking up space differently than they were a decade ago? Both at work and at home?
We think women are starting to see some creative options on how to have both a family and a career. Statistically speaking, the rate of female entrepreneurship is growing 1.5X faster than male entrepreneurship – and the types of businesses that women are starting tend to be smaller, lifestyle businesses. There are fewer boundaries between work and life, and if you can create a business for yourself, then you control your own hours. A tradeoff of in having your own business is that you never officially turn off. If there is a work emergency, you are responsible for it, not matter what the hour is!
What does ‘Having it All’ mean to you, respectively, and how do you think this differs from your mother’s generation?
These days, so much about having it all is about timing. You can have it all, but not necessarily all at once. Our parents’ generation focused on having a family early and fitting a career into that family life, no matter what sacrifices they had to make. These days, people are so focused on a career that they often wait until later in life, once they are successful, to have children. For some people that timing works out better, but we don’t think it has to be that way. We can still have families and careers simultaneously, we just need to be aware that there are trade-offs. If you are scaling your business with an infant at home, you may not be able to spend as much time with your baby as you want. If you want to be a full-time mom, you are going to have to wait to scale your business.
These days we know we have more options, in terms of timing, for how to have it all.
Answer Heather and Danielle's questions in the comments below to give us more insight!
Get to Know the Colorful Creative World of Oh Joy
Building a brand, one colorful idea at a time.
"Oh Joy! is a community as much as it is a brand."
NAME: JOY CHO
CURRENT CITY: LOS ANGELES
HOW YOU KNOW HER: CREATIVE DIRECTOR AND BLOGGER AT OH JOY
STARTED BLOGGING: 2005
SOCIAL PLATFORM OF CHOICE: INSTAGRAM
Over a decade ago Joy Cho had just moved from New York to Philadelphia with her fiancé, now husband. She began blogging as a place to store inspiration during the transition. Oh Joy! was full of color and patterns, attracting the eyes of both designer and enthusiasts, but, there was no silver bullet success. In the beginning it served as a great marketing tool for her client-based design business, but it was a few years until she felt confident that the site found its world wide web sea legs.
A lot has changed in the last ten years-- geographically, she's now LA-based with two kids, and she wears multiple business hats, all of which inform the other: graphic designer, blogger, and entrepreneur offering specialty services in portfolio development and brand brainstorming. She's also published three books, worked with hundreds of brands, and continues to inspire creatives around the world. NBD.
How does she do it? We chatted with the lifestyle maven to find out.
Describe to us the ah-ha moment of when you knew your blog wasn't just a creative outlet anymore and started to evolve into a brand?
Within 6-12 months of starting my blog, it began to serve as an incredible marketing tool for my then client-based design business. But I didn’t really feel like the blog itself was anything that could stand on its own until a few years later. When Time Magazine featured Oh Joy! as one of the top websites in the “Design 100” issue in 2008, I really felt like it might be more legit. It was truly an honor. Getting that kind of recognition really made me realize that more than just a handful of people were reading it.
How has your business strategy shifted from when you first started your blog in 2005 to today?
When I first started my blog, it was very much just a place for me to keep all my inspiration and design work in one place (Pinterest didn’t exist yet!). Once my readership grew, I was able to create a design business from people who read my blog that then turned into design clients. I made it a goal to work with and design for brands that I love, like Anthropologie, Urban Outfitters, and eventually, Target. Now, we’re able to focus on mostly Oh Joy! projects and I have more flexibility to really choose the work I love most to move forward with. I think your business strategies grow with you as your business grows and evolves.
"Your business strategies grow with you as your business grows and evolves."
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You have made the best of such an amazing collaborations with Target and Urban Outfitters. What piece of advice would you give someone who is looking to collaborate with big brands?
My biggest advice for anyone is to keep putting yourself out there and show work that you want to be making (even if no one is hiring you to do that work yet). I think the biggest misconception is that these things fall into my lap, and that’s not true. 90% of the bigger projects I’ve worked on were from me reaching out and pitching my work and ideas to a brand.
When you work with larger clients and companies, it can be really exciting because you get to reach a bigger audience. I started my business and career working with boutique companies—who I love and continue to enjoy working with. So larger companies just provide a nice change and a wider customer base to interact with. Another tip is to just do your thing and be true to your style. It's easy to try and change your style in the hopes that a certain customer or client will come your way. But every brand—whether big or small—is looking for you to be uniquely you and will hire you for that reason.
The Oh Joy! brand has thrived off of collaboration, yet there are many other brands that refrain from collaborating to keep their brand linear. What would you say to those brands that have yet to introduce collaborations in their strategy?
Collaborations aren’t for everyone. For me, I want to design so many different things that licensing collaborations make the most sense because I can partner with a retailer who already is an expert at producing and selling certain items, and by working together we can create Oh Joy! items that fit well with their customers. For me, collaborations are a great way to expand your audience and partner with someone who has a different expertise other than your own. And together, you can make something new and wonderful.
"Collaborations aren’t for everyone."
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The design world is very crowded, and yet Oh Joy! manages to stay ahead of the pack when it comes to branding and product. What strategies have you implemented to make sure the competition doesn't catch up to you?
The Oh Joy! brand is all about adding happiness and inspiration to your everyday life. It's colorful, fun, and happy. But what I’ve realized most recently is that in order to succeed, you need to know who you (and your brand) are and stay true to your gut. I don’t really think about competition because we are all just trying to make it and do our thing. I just think about what I and what my team at Oh Joy! can do to keep providing amazing ideas, wonderful products, and ideas and images to inspire people and add a bit of joy to their day.
Let’s talk about trends outside of the design world. 2014 was disruption, the word was everywhere. 2015 was innovation. And now culture and community are the new hot button words. How are you working to build community?
Being an online brand, building community with our readers is so important. We work hard to make certain our readers and fans are heard and answered. Oh Joy! is a community as much as it is a brand. For me, this job wouldn’t nearly be as fun without all the amazing people I get to connect with both in real life and virtually. I attempt to inspire them with a small slice of Oh Joy but they also inspire me by sharing moments from their lives with us as well.
Finally, what is your social platform of choice?
Instagram! It allows me to mix various parts of my life and my brand. And community there is more intimate and immediate than any other social media right now. But I’m also really getting into Periscope right now, too. I love the conversations that can happen there and the interactivity of it.
A 10-Minute Workout for Your Busy Career
Plus a playlist to boost your mood.
THE AVERAGE WORK WEEK IS 47 HOURS LONG.
Which means there are plenty people clocking hours that don’t allow for an after work barre or yoga class or spin session. So where does one find the time to fit in a workout while working toward their dreams? Anywhere. Your office, your living room, in a hotel room. Whether you work from home, meet with clients coast-to-coast, or hold court daily at an office, you’ve got to move while you make moves.
Working out is proven to improve your mood and increase productivity. And can help fend off everything from jet lag to post-lunch crashes. So grab some water, a co-worker, and maybe that free conference room, and follow along with this ten-minute workout from barre3 Founder Sadie Lincoln. It's one of our favorite do-anywhere workouts. Oh, and if you still need to put some bass in your day, click through to the barre3 x Create & Cultivate Playlist.
If you love this workout as much as we do, there are over 200 more videos available online. Enter promo code barre3CC here to start your 15-day free trial.
Your Blog Is Money and You Don't Even Know It
Affiliate marketing is the gateway to $ marketing.
SO YOU'VE GOT A BLOG.
Your analytics are telling you that people are reading your content. Now you know you want to make the leap into monetization on your website without losing your authentic voice. What’s next?
AFFILIATE MARKETING.
I know it doesn’t sound sexy, but I can assure you, it is. This is your gateway to $$$!
Affiliate marketing at its core is simply placing trackable links within your content to get paid when your users shop. Aside from the obvious benefit of getting paid for promoting products you already love, affiliate marketing will give you data around your shoppers’ behaviors. This data will be crucial for you as you learn about your demographic. You’ll gain insights into what products and brands your readers respond to. You can then use these statistics and success stories as part of your media kit and story when speaking to brands and marketing yourself. You’ve just armed yourself to become an insanely professional, money-making machine.
[define it: Affiliate Marketing: At its core this practice is simply placing trackable links within your content to get paid when your users shop.]
You are probably wondering where you go to get these mysterious monetizable links. If you haven’t already, create an account on ShopStyle Collective, ShopStyle’s influencer network. You’re going to be able to access links, data on your link performance, and insights into your shoppers’ behaviors in one handy login. There’s even an app so you can monetize on the go!
Now that you’ve got your ShopStyle Collective account, there are a variety of ways to create links. You can do so within the interface, use the toolbar link generator, or create widgets for your blog. It’s fairly self-explanatory.
Now that we’ve discussed why and how, let’s talk about the most important issue: where.
You don’t want your site to look like one big advertisement, nor do you want to miss out on opportunities to earn revenue. The goal with affiliate marketing is to build upon content you are creating organically and simply add another layer of visual interest, while driving your readers to brands and products you love.
"The goal with affiliate marketing is to build upon content you are creating organically."
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Affiliate marketing also gives you a lens through which to think about your content calendar — do you want to create entire style guides for a season with looks for every occasion? Link those products! Create gift guides for holidays and special occasions. I personally love content where bloggers create how-tos and share ideas for how to wear trends or incorporate statement pieces. One of my favorite bloggers, The12ish Style, does a series where she re-creates celebrity looks in her own unique style. I actually just bought a sweater today from one of these posts (proof they actually work!).
KEY TIPS FOR PLACING LINKS
Make sure you are hyperlinking any photographs on your blog to the primary item you are showcasing.
Always use text and hyperlink, describing your products right underneath the top photo of your post — many readers won’t scroll down to read your entire post.
Hyperlink any text that describes a product throughout your post.
Provide alternatives — if you are showing a $2,000 Chloé bag, you can contrast that with a more affordable bag in a similar style as an added opportunity to drive traffic and convert your readers into shoppers.
Another great spot for links is within a scrolling widget beneath your post. ShopStyle Collective’s widget helps you generate a scrolling visual where you can add multiple product options beneath each post. These products can be directly related to your content or they can be another place to get fun and creative. Let’s say you are posting an amazing recipe for truffle french fries or a crazy-cool birthday cake. You can include your favorite cooking tools, new apron, dishes, or serving pieces in the widget beneath the post to impart additional visuals, stylish objects, and drive more traffic to shopping partners. The idea here is to give your readers access to your aspirational lifestyle, which they already want to re-create for themselves (and their own Instagrams).
One more idea: use the widgets for vacation packing lists — so necessary (and shoppable) with all the summer travel opportunities right around the corner!
Hilary Sloan leads ShopStyle’s North American business development team and works with top brands like Net-a-Porter.com, Saks Fifth Avenue, and Barneys New York to monetize via affiliate and creative partnerships. In building relationships with brands and working with ShopStyle and ShopStyle Collective’s blogger community, she realized that many young bloggers don’t quite have the tools to get started on building their business. She’s spoken in the past at Create + Cultivate, IFB, and other blogger conferences on the topic of monetization, revenue, and brand partnerships. When not at ShopStyle, Hilary can be found applying all her skills to her own mini influencer, her dog, Ella Bean.
Building Your Audience: Two Maker Studios Executives Share the Secrets
"There are a lot of things we do, that content creators can't do on their own."
THE YEAR IS 2009. JUSTIN BIEBER IS 15 AND HAS BEEN CAPITALIZING ON THE POWER OF YOUTUBE FOR JUST ONE YEAR, HAVING BEEN DISCOVERED ON THE PLATFORM.
You might not remember it, but Maker Studios, the now largest content network on YouTube which attracts more than 10 billion views every month with over 650 million subscribers, certainly does.
In 2009 a group of dynamic content creators joined together to drive audiences to a single destination–The Station. Maker is now home to top digital stars, multiple channels, and content, where programming is organized by genre. Court Petrie, Head of Audience, and Rona Moser, Director of Programming, spearhead Life + Style, developing content for The Platform, Maker's global beauty and fashion destination. With shows like The Fashion Statement with LA DJ and trendsetter Amy Pham, The Platform has over 37M views on YouTube.
But with ever-changing platforms, why is YouTube and Maker still relevant?
"With ever-changing platforms, why is YouTube and Maker still relevant?"
According to Court it doesn't hurt that Maker is, "one of the oldest multi-channel networks. We’re the pioneers," he says, "the OGs if you will." But even OGs have to pivot and change. "We’re moving past being a multi-channel network and into being a true media company," explains Court, "with a focus on original programming and intellectual property. We want our creators to constantly be creating and pushing their brand, and that is where we are really strong."
Strong they are, at least if Disney's nearly 1 billion dollar March 2015 acquisition is proof for the Maker pudding. In a deal that raised a few eyebrows and got comment sections shaking, Maker received 500 million upfront, cementing the company's belief in the massive opportunity that short form digital video holds.
It's strategically-enhanced storytelling with plenty of room for growth and expansion. In 2016 Court and Rona are focusing on pushing their current audience, trying to get new audiences, and thinking about what will do well in distribution with Maker's 20 plus distribution partners in the US and worldwide, maintaining that content creators should be thinking about this in the same way.
As for retaining an audience in an over-saturated market both content and platform-wise, it's a two-part strategy: "Audience is based on listen and learn," explains Rona. "You have audience comments- listen to those. Learn their habits. When are they dropping off? When are they tuning in? For instance, with The Fashion Statement we know if they don't see the looks upfront in some kind of a montage, they aren’t going to stay to watch."
"Audience is based on listen and learn."
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Adds Court, "You have to look at the algorithms and the numbers to figure out how to bubble your content up."
In terms of new platforms, they think betting on Facebook Live is a pretty safe. And over the next year audiences can expect a rebrand from The Platform as well as Court's strategy for social programming that involves Snapchat and Instagram working together.
“We know what we do really well. As long as we create strong brands, we can change platforms easily. You can't just be on YouTube anymore. This is the time where you can experience and grow your brand and grow your audience,” heartens Court.
"As long as we create strong brands, we can change platforms easily. You can't just be on YouTube anymore."
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“Women are looking for inspirational, but relatable content,” says Rona. “That’s what we want to develop, and that’s not always a ten-second clip.”
The biggest mistake they see with new talent is inconsistency. "You have to figure out a system," explains Rona. "Whether that's Tuesday, Thursday, Saturday, or something else, but you have to have a schedule."
"There's a reason it's called social programming," says Court. "It needs to be consistent. But early on you should be taking risks and trying new things. I've had a lot of conversations with green content creators who say, 'This is my brand,' but they're not established enough yet, so taking risks is paramount."
Which means breaking from the pack. "Everyone is doing 'What's in my Bag' and smokey eye tutorial," Rona points out. "Don't do that. You do you boo."
"Everyone is doing 'What's in my Bag' and smokey eye tutorial. Don't do that. You do you boo."
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The talent Maker wants to get in bed with are those with an original POV-- because what Court and Rona are looking for are the possibilities beyond short-form. For instance, developing a television show that's unique to that person, merchandise that's special, and brand partnerships that live online and off. They need to understand the 'why' behind the talent before they can start a conversation with a brand. You can post a photo that everyone else is posting, but if there isn’t intention or your voice behind it, “You’re just another follower,” says Rona.
Two such Maker talent with an understanding of their respective brands are Chriselle Lim and Alisha Marie. "Chriselle is one of those rare talents that has mastered her brand on every platform, says Court. "Her brand carries out across platforms in a very fluid way. There are large brands that don’t do it as well as she does."
"Luck," vocalizes Rona, "has nothing to do with it. The most successful talent in the content game understand the numbers and analytics." Something Court and Rona say the Create & Cultivate audience will glean from listening to Maker's roster talk about harnessing the power of digital platforms this coming May 7th.
As Rona says, "Be a beginning." Which is clearly something Maker has been doing since 2009.
Images shot by Joshua Escueta.
The Bright and Colorful World of Content Queen Bri Emery
It's a Design Love Fest.
It's been said that "Good clothes open all doors," and perhaps no one knows this to be true more than the entrepreneur who has merged business and fashion. Like Bri Emery, the LA-based art director and creative director behind the lifestyle blog and design studio, Design Love Fest (where she hosts regular workshops for creatives). Launched in 2009, out of an obsession with type and images, Bri has lent her creativity to countless brand campaigns and brings her knack for bright colors and composition to life on her popular Instagram feed.
The color and style maven has found a way to present herself, define her brand, and stand out in a crowded design space. So stop, look, listen, and see what doors open when you do. And be sure to join Bri on panel May 7th at #CreateCultivateDTLA as she outlines her journey to the top.
INSTAGRAM: @designlovefest
EARLIEST INTERNET MEMORY: Lots of AOL chat boxes and my terrible guessshopr29 screenname!
BREAKTHROUGH MOMENT IN YOUR CAREER: When I quit my full-time job and took a leap of faith that this blogging world would work out for me!
YOU'VE BEEN GRANTED A 2-WEEK, ALL EXPENSES PAID VACATION. YOU GO: Just Google “natural baths in Turkey”—it’s unreal.
YOUR DREAM LADY BOSS TO RING UP FOR BIZ ADVICE: Tina Fey.
CREATIVE PROJECTS YOU LIKE TO TACKLE: Product collaborations.
"Why are we working so hard if we can’t pause for a second and be proud of our efforts!?"
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WORDS OF ADVICE FOR FELLOW CREATIVE HUSTLERS: When you are a hustler, I think it’s easy to forget to enjoy your successes. I know for me, I will finish a big project and immediately start thinking about what’s next. Why are we working so hard if we can’t pause for a second and be proud of our efforts!? We should all do that more often.
Photos by Calvin Lim, @killacalshoots
The original version of this post appeared on August 15, 2015
Meet The Mentors: Create & Cultivate DTLA
Get to know the amazing lineup of mentors we have set for #CreateCultivateDTLA.
Create & Cultivate DTLA is going to be our biggest and best conference yet, which means we have another group of amazing mentors ready to give you the best tips to bring your business, brand, or blog to the next level.
If you're wondering what mentor is the best fit for you, check out of the ladies that will be sitting down with you this May at Hudson. Also, if you haven't gotten your ticket yet, what are you waiting for? Get your ticket now.
Paola Alberdi, Creator, Blank Itinerary
Best for: Social Media, Blogging
Since 2011, Paola Alberdi has been to document her versatile and flawless style on her blog Blank Itinerary. 5 years since its launch, Paola has been able to grab the attention of over 250k followers on all her social channels, and continues to grow her brand with strategic partners like ShopStyle, Aveeno, People Magazine, Tresemmé, and Neiman Marcus just to name a few. Get the best tips on how to step into the world of blogging at her mentor session.
Natasha Case, Co-Founder, Coolhaus
Best for: Entrepreneurship, Business Development
Natasha Case founded Coolhaus in 2009 with Freya Estreller. They launched their architecturally-inspired, gourmet ice cream sandwich company from their barely drive-able postal van at the Coachella Music Festival to an audience of 100,000. They built a loyal following over the festival weekend and returned to LA to an abundance of viral press and an eager foodie audience. Since then, Natasha has been named a Forbes 30 under 30 and Zagat 30 Under 30, and has also been featured in many national publications and TV shows including Food Network’s "Chopped" and "King of Cones". Learn how to jumpstart your brand and grow your product fan base by selecting Natasha as your mentor!
Erin Condren, Founder, Erin Condren Designs
Best for: Entrepreneurship, Graphic Design, Branding
Erin Condren started her stationery company after coming down with a terrible case of “cabin fever” and trying to find a way to search for new career opportunities that she could so from home as a “stay-at-home” mother of two. She then began creating note cards for friends, birthday gifts, new babies and hostess gifts, and after her friend encouraged her to sell her designs at a “shopping party” at her home in June 2004, the rest was history. Now, 12 years since its inception, Erin Condren Designs is thriving business, and has helped Erin build a business that fits into her life as a wife and mother. If you’re looking to launch a business but still need that inspiration to find your direction, or are running a business while raising a family, hear from Erin on how she has gotten to where she’s at during her mentor session.
Mara Ferreira, Creator, M Loves M
Best for: Social Media, Blogging
Mara Ferreira’s M Loves M is a lifestyle blog focusing on a classic, feminine and fun approach to style, food and entertaining, and living. This site started in 2009 as a creative outlet and online diary for her as she was working towards law school while working at a law firm. Since then, she transitioned from aspiring to be a public interest lawyer, and has moved to documenting her love of fashion, cooking and home design. If you’re in the same shoes as Mara was, and want to transition to fashion from law or totally contrasting field of work, be sure to pick Mara’s brain at her mentor session.
Chloé Watts, Founder, Chloé Digital
Best for: Brand Development, Tech, Web Design, Branding, Marketing
Chloé Watts is the mastermind behind Chloé Digital, the destination for premium Wordpress tech support for style publishers. As a fashion technologist, Chloé has been able to marry tech and fashion into a cohesive way that has allowed bloggers to present their blogs into dynamic and fully functional sites. Who said women in fashion couldn’t run tech? Learn from Chloé on how to tap into the world of tech, and bring your blog to its full potential during her mentor session.
Nicolette Mason, Creator, NicoletteMason.com
Best for: Social Media, Blogging, Strategic Partnerships
Nicolette is a Los Angeles native who lives and works in NYC & LA . She is a freelance creative consultant, contributing editor at Marie Claire, and pens her blog nicolettemason.com, where she shares personal style snaps, travel, and the many things she loves.
Since launching her blog and graduating from Parsons School of Design, she’s contributed to dozens of publications including Marie Claire, Vogue Italia, Brooklyn Magazine, The L Magazine, Refinery29, Glamour Italy, and more, and has partnered with brands like ModCloth and Addition Elle, where she has a cocktail dress collection launching this spring, to design collections. She has also partnered with Target on the heralded launch of their plus-size brand, Ava & Viv.
If you’re looking to start your blog, or are looking for tips on how to become a contributor for publications like Nicolette has written for, make sure to attend her mentor session!
Grasie Mercedes, Creator, Style Me Grasie
Best for: Blogging, Social Media, Acting, Modeling
Grasie Mercedes is an actress, model, and author of Style Me Grasie, a blog dedicated to all things style and Grasie’s personal life, which include her adventures in acting & beyond. You can call Grasie a serial multitasker, with having a seamless blog and a great acting resume that includes roles in NCIS, Criminal Minds, All My Children and Masters of Sex, just to name a few. However, her blog she’s able to keep her own character alive through her blog making sure it keeps its readers in the loop with current trends, style how to’s, beauty & lifestyle. If you’re looking to see how to balance being a multi-hyphenate boss or looking how to find your voice within your blog, sign up for Grasie's mentor session!
Danielle Yadegar & Heather Serden, Founders, Above The Glass
Best for: Entrepreneurship, Branding, Business & Career Development
Women are natural leaders, creative thinkers and problem solvers. We also get paid less than men for the same work while juggling family responsibilities. Every day, more of us realize that working for others no longer works for us.
That’s how it went for Above the Glass founders Heather Serden and Danielle Yadegar. From finance to business school to start ups, Heather experienced the effects of the glass ceiling that push so many of us into entrepreneurship: traditional careers that fail to meet our economic, personal and professional needs.
But even with her MBA and career experiences, Heather still wondered: Do I have what it takes? Finding the confidence she needed to launch her own business led right to her own pivotal moment. Heather realized her skills and knowledge could be just the edge so many women need to find the confidence to strike off on their own. She knew she could demystify intimidating things like business plans and fundraising. And she believed without a doubt that economic empowerment and the capability to start businesses should be available for all women.
Danielle’s experiences as a fashion editor, stylist and business owner were all preparation for her role as Co-Founder of Above the Glass. As an entrepreneur herself, Danielle faced many challenges in starting her business, primarily lack of understandable information.
She knew she could use the expertise acquired over the course of her career to communicate traditionally complex subject matters in an approachable way. By creating engaging content, she hopes to empower women to pursue their own entrepreneurial endeavors.
Childhood friends who noticed the same gap in the market knew that they could join forces to make business approachable and empower other female entrepreneurs. Sign up for these powerhouse ladies as your mentors to give you the knowledge, the tools and the edge to own your working lives.
Promise Tangeman, Founder, Go Live HQ
Best for: Brand Development, Tech, Web Design, Branding, Marketing
Promise Tangeman, the founder and designer of Go Live knew there could be a fun, efficient, and helpful way to create your home on the web.
She envisioned a quick turnaround time, technical support at your fingertips, designers everywhere, and collaborating together in a fast-paced, energetic environment to create a site that you would be proud to call your own. And that is when the Go Live workshop was created in 2012. Creative small business come from all over the continent and we help them build, design, and launch their brand and website in person in two days flat. With rave reviews and thousands of websites launched through our brand our passion for fun, efficiency and web design has spread to several other avenues including our website themes, custom design services, and in-person experiences. If you’re looking to dive into tech, or find the best ways to make your website even more dynamic, let Promise give you the best tips on how to do it at her mentor session.
Jessy Fofana, Founder, LaRue PR
Best for: PR, Marketing, Social Media
Jessy Fofana is our go-to for all things PR. With her PR agency LaRue PR, she has a wealth of knowledge when it comes to utilizing PR to strategically grow brands and get them on the right radar. Not only that, she is our seasoned PR correspondent for the Create & Cultivate blog.
Jessy founded LaRue PR over seven years ago after successfully directing public relations initiatives for an impressive list of well-known fashion, lifestyle and cosmetics brands and retailers. She brings a unique perspective of understanding what every player in the PR game needs. Having worked in magazine publishing, she knows what editors are looking for, and as the co-creator of Femme Arsenal, an indie cosmetic brand, she understands what business owners need to grow to the next level. Get her advice in-person at Create & Cultivate Los Angeles!
Natalie Willis, Head of Business Development, ShopStyle
Best for: Business Development, Marketing, Strategic Partnerships
Natalie Willis leads ShopStyle Collective’s business development team. She partners with the industry’s leading influencers on scaling their business and growing their brand. In a market that is increasingly competitive and ever changing, Natalie and her team work closely with influencers on content strategy, brand partnerships and monetization. She is proud to partner with so many creative, intelligent women and support them as entrepreneurs turning their passion project into a business. Understand how you can inspire, be creative with clear business goals in mind with Natalie as your mentor.
This Blogger's Curves Once Took Center Stage, But She's Shifting the Spotlight
Tanesha Awasthi is shedding her former blogging moniker and stepping out on her own.
MORE THAN HER BODY.
It's something that most, if not all, women can relate to.
When Tanesha Awasthi started her eponymous blog (formerly Girl with Curves) in 2011, she paved the way for plus-sized fashion bloggers. But this year, she's rebranding, stepping out from behind the body label as just herself-- a woman with brains, gusto, a champion for the body positive and female empowerment movements, mom (to 2-year-old son and English bulldog), digital influencer, and so much more. Her body may have carved out a place for her in the blogging world, but it's her other more compelling attributes that have staying power.
Below, find out more about Tanesha, how she feels about Barbie's three new body iterations, and why it was time to say goodbye to Girl with Curves.
When you started your blog what was the motivation? Was there a moment where you thought— OK, I’m underrepresented, I’m going to be that girl.
I started the blog as a creative outlet and never imagined in a million years it would turn into a business. When my husband suggested I should start one, I had no idea people were sharing their personal style online, and even thought it was kind of ridiculous! But after posting a few pictures, I got an overwhelming response from women of all ages explaining how inspired they were seeing someone they could relate to. From that moment on, I knew I had something special to offer and I ran with it. I enjoy knowing I'm helping women feel better about themselves on some level. The work is rewarding because it's changing lives and creating change.
Mattel announced three new Barbie body types in January— Tall, Petite, and Curvy. How did that make you feel?
I think it's great that such an iconic doll is becoming more inclusive of body types, especially when Barbie is the first doll most of us pick up, play with and emulate as adolescents. Showing different body types, races and hair colors is definitely a step in the right direction to helping girls love themselves as they are vs. wanting to look like one form of beauty we see in a traditional Barbie doll.
That said, I also think it's important for us to learn to value more than our appearance, by valuing who we are, what we do and what we stand for vs. what we look like.
You left a job in tech— an industry that is known for being sexist and male-dominated, for a job in fashion— an industry that is likewise known for not being inclusive. Is a thick skin part of your work-DNA at this point?
I was always the youngest person at any corporate job I ever had, and I'm the type of person that gives everything I do 110%, regardless of if it's my passion or not- I aim to excel and do my best, regardless, and I encountered some pretty harsh criticism being young and not having much experience, as well as being a "bigger girl" throughout my life. But I think the thick skin really came from realizing I was in fact plus size according to the fashion industry, which isn't something I really acknowledged about myself when I first entered the world of blogging.
How do you navigate the “haters?” The hard moments?
Shockingly, I don't get many negative comments, but when I do I practice the kill 'em with kindness ideology and I educate. I think most internet trolls are hiding behind their own issues and projecting them onto others. Sometimes people just need a good, intellectual response to set them straight and 9 out of 10 times it works and I get a respectful response in return.
Was there a point you ever felt like giving up? How did you stay motivated?
It was definitely hard staying motivated to blog while pregnant, unknowing if my audience liked or disliked me sharing such a personal part of my life. But as time went on, I realized my blog is about me, and alI I can do is be myself and share what I'm going through in life at any given time. The brand had to grow with me, or not at all.
"The brand had to grow with me, or not at all."
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What do you think is the most important part of your messaging?
My mission is to show women they can look and feel amazing, regardless of size. I also enjoy breaking the size barrier between straight and plus size fashion, working with brands on both sides of the playing field, being able to wear both ranges at times.
Do you ever feel pressure to be a consistent role model for other plus-sized women? And females in general?
Not at all, I'm honored and flattered to be a role model. I love sharing the knowledge I have of fashion and beauty and my journey to self-acceptance. I think my message resonates well with women of all sizes because we all want to change things about ourselves and we all struggle with self-esteem and confidence at some point. My goal is to impact the lives of all women, regardless of size, race or age. There's a lot of work to be done!
"My goal is to impact the lives of all women, regardless of size, race or age."
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You’ve always put yourself front and center, but you have rebranded as Tanesha Awasthi. Why is now the right time?
My brand has grown to cover so much more than plus size fashion and when the blog recently turned 5, it was weighing on me quite heavily that the name didn't make sense anymore, so I made the decision to change it to my own name vs. being known as a phrase that only describes my body.
How are you evolving as a business woman?
I've learned a lot about business in the past 5 years since starting the blog. I worked in tech since I was in high school, but I started a jewelry business in college and a social network for adolescent girls after graduating, which never panned out because I didn't follow through. I've always been an idea person but never truly put my all into any of my own ideas because it was a lot of work- it wasn't as easy as getting a paycheck from someone else.
The blog started as a hobby and organically grew into a business, so I didn't consciously decide to try to make it into a business, which I think is the reason I stuck with it. It's also a venture my husband is involved in as my business partner, and he keeps me sane and reassured on the days I want to take a break and disappear from the world of social media.
When it was just me fighting to stay afloat with deadlines and consistent content, it was much harder to create clear goals and grow the business. Now that he's involved, we're building a team and creating real goals I can actually be excited about!
Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her at www.ariannawrotethis.com
This Business Owner Put 50k Miles on Her Car In One Year
And now owns a very successful jewelry line.
DO WHAT YOU KNOW. IT'S SOMETHING WE HEAR A LOT IN THE BUSINESS WORLD.
For Gorjana Reidel, founder of Gorjana, an LA-based jewelry line, it's a strategy that worked. "Creating," she says, "is in her blood."
Reidel moved around a lot as a child. From Serbia to Canada and finally, the United States for her freshman year of high school, her family was always on the move. So when she launched her eponymous jewelry line in 2004, with her now husband, the two hit the road-- literally putting 50k miles on her car, securing their first 100 stores. The goal was to create and sell beautiful pieces like she saw in luxury department stores, but at much more affordable and approachable price.
It wasn't so much a strategy, she says but, "the only way we knew how to do something." Which might have something to do with why Gorjana was the top-selling jewelry line on Shopbop for seven years. We checked in with the designer to ask about why she's not the biggest fan of technology and how passing on a piece of jewelry is sharing a part of yourself.
You’ve said that you make pieces that reflect who you are. So, give us a little background. Who are you and what were you doing before launching Gorjana?
I spend most of my childhood moving around; I lived in Serbia and Canada before moving to the U.S. my freshman year of high school. Living in Serbia I was really close to my grandmothers and spent most of my childhood watching them create and then learning to create too. Whether it was learning how to knit and making sweaters for my Barbie dolls or making my first bracelet out of buttons and string, creating was in my blood. After high school I attended Arizona State University and moved to Southern California after graduating. I was then faced with the harsh reality of getting my first job. Quickly realizing that sitting at a desk was not for me; I started working at Neiman Marcus. I worked in the jewelry department for most of my time there and fell in love with jewelry. I was eager to learn more and I left to go work for a local designer. Although the pieces she made were so beautiful, they were well outside of my price range. I realized that I wanted to create pieces that were every bit as amazing but were much more approachable. I decided to start my own collection 12 years and ago and the rest is history.
In terms of launching, door-to-door is not a business strategy you hear about all that often anymore. But in the first year of your business you put 50k miles on your car to secure your first 100 stores. Can you tell us a bit about that approach and why doing things in person still matters (even in this digi-age?)
I would not really call that a strategy ☺ It was more of a way to survive and the only way we knew how to do something - just hit the pavement and go for it. Being able to go and visit all our stores was so invaluable. I was able to see different parts of our country and experience what they have to offer. It really helped me understand our customer and build more meaningful relationships with them. Having direct contact with the stores was also a great way to get feedback about the product first-hand and be able to evolve the collection based on it. The best part, however, was all the amazing food I got to eat along the way. I am a huge foodie and our road trips consisted of some amazing food spots.
Although technology has helped up in so many ways, it has also created a distance that I don’t really care for. I am such a face-to-face person, even now I much prefer meet someone in-person than talk to them over email.
But speaking to digital- you were the top-selling jewelry brand on ShopBop for 7 years. What were some of your strategies to stay on the top of your game?
It has always been about the product. We focus so much on quality and making sure the design aesthetic stays true to the brand. Our pieces have that timeless quality and I think the reason people love it is because they know they are making a wise purchase. It is an investment in a piece that you will keep going back to and wanting to wear and most likely never take off.
Can you walk us through your creative process?
It usually starts from an inspiration I get, it can be from a magazine, someone I see walking down the street, or beautiful curtains I happen to pass (that has happened). The collection will evolve form there and the designs usually just flow out. That’s actually how I know if it is going to be good or not. There are times when I get stuck and I have learned to move on and revisit an idea later, or just let it go.
What is a piece of jewelry you never take off?
So this always changes because I go in waves. Sometimes I will pick one or a few items and those will be my go-tos for a few months and then I will fall in love with a new beautiful piece and never take that piece off. Lately it has been my Olympia shimmer studs and my power gemstone bracelet in rose quartz.
Is there a piece of jewelry you’ve lost that you still think about?
Fortunately no, I am pretty good at keeping track of special pieces because I know I would be so upset if I lost one.
Why do you think “passing down” jewelry has become such a tradition?
Jewelry is so personal and I feel like it starts to become a part of you and carry your energy as you wear it. So passing a piece on to someone is like a sharing a piece of yourself.
If you had to pass down— or rather pass on some business savvy to women looking to launch their own business, what would you say?
My biggest piece of advice is to believe in yourself and be patient. You have to believe in yourself and try to block the negative energy. You are the only one that is in control of your vision and dream and don’t let anyone take away from that. The second part is something it took me awhile to master, BE PATIENT!!!! There are very very very few over night successes. It takes a long time and a lot of work to achieve your goals. Be patient and enjoy the journey!
What’s next for Gorjana?
We will pursue our goal of making sure every girl has a Taner Bar necklace:) We are also looking to expand and open a flagship store. We want a place where people can come and learn more about the brand and fall in love with the product.
Mara Ferreira of M Loves M Could Have Been Your Lawyer
But she followed her dreams instead.
Relatable. It's not something all too often associated with fashion bloggers who rub elbows and create collabs with luxury designers. But when Mara Ferreira created her blog M Loves M in 2009, that was one her goals. That, and finding a creative outlet to connect with her then long-distance boyfriend, now husband, while studying for the LSAT. In the process however, Mara found that blogging was more her bag than legalese.
But even though she may have skipped out on the Bar, she's definitely set the bar for bloggers higher.
We caught up with Mara pre #CreateCultivateDTLA to find out memorable lessons, weighing the pros and cons of big changes, and why following your heart is always a risk worth taking.
What were some of the most memorable lessons for you when you started off as a blogger? What’s the one lesson you still keep in your back pocket today?
I learned to not be afraid of starting something new. It can be scary at first, especially when you don't know what you're doing, but the challenge is so rewarding. One lesson I keep in my back pocket today is always be nice and easy to work with when working with brands. If you're difficult they won't want to work with you, and they'll also tell their other friends in the industry! I've heard some awful stories which prove it's always better to be kind!
Who do you think you would be today if it wasn’t for your blog? What would you be doing?
It's so hard to say! I think I might still be in law, working as a lawyer and wishing that I had pursued my other passions and interests. Working at the law firm really inspired me to have a creative outlet, though. If it wasn't blogging I know it probably would have been something else.
You went from studying law to becoming a marketing professional. What would you say to anyone that wants to make a switch in their career after they’ve gone to school for a certain profession?
I think it's important to really weigh the pros and the cons. I'm a big list maker and that helps me when I'm making a decision. But at the end of the day, you really have to follow your heart. I knew that I was headed in the direction of a career that wouldn't make me happy. If I hadn't taken that risk to leave, I wouldn't have discovered what I truly loved. Even worse, I probably would have had a lot of regrets.
"At the end of the day, you really have to follow your heart."
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How do you find a balance in being a full time blogger and having a 9-5 job?
Finding balance is so tricky! I was working all day and then coming home to work on my blog at night, often until 2 or 3 am. Weekends revolved around the the blog with shooting outfits, recipes, and trying to constantly stay ahead. It was extremely exhausting, as you can imagine. Try doing that for 6 years and you definitely need to rethink some things. Now, I have a lot more flexibility by being able to work on my own schedule. My bedtime has gotten a lot more regular, which is a good thing!
If you were to start your blog today, in the midst of all the competition, would you take a different angle? Where would you focus your attention?
There is a lot of competition now and while some people say you need to have a specific angle, I think if you just stay true to yourself and write about what you love, the readers will notice. I've seen several bloggers who have started within the past few years and they've been able to be incredibly successful by just being themselves. I think it's important to not try to be like everyone else or write about what you think you need to. I've always loved cooking and baking, and that's been a part of my site since the very beginning. The posts aren't the most popular, and they don't get the most comments, but it's something I enjoy and love sharing with my readers. When I do get those emails from readers saying they tried something I shared it makes me so happy and reminds me how important it is to follow my intuition.
What do you hope to be doing in five years’ time?
In 5 years I'd still love to be working on my site but working on a book or creating a product line would be a dream! Matthew and I will probably move in the next few years so I'm sure we'll be doing more home projects and DIYs.
What do you hope to get out of Create & Cultivate DTLA?
I hope to meet some readers and make new friends! The blogging community has been an incredible source of inspiration and comfort these past 6 1/2 years and I'm also learning new things and being challenged in a different way. Hopefully I can help out some new bloggers that are just starting out, or looking to take their blog to the next level.
What advice do you have for women who ARE starting right now?
Do it! There's no time like the present. Also, don't worry about making it perfect. You have time! Start small and write about different things until you find your niche or passion. I know a lot of new bloggers feel this pressure to label their site before they even start, but don't! You might start wanting to write about fashion and then realize you're more passionate about beauty and hair!
#FAQ: Should I Buy a VIP or GA Create & Cultivate Ticket?
But buy one, 'cause we're selling out!
As we get closer to May 7th and our biggest Create & Cultivate yet, we'll be answering a few of your most frequently asked questions about C&C. From where to stay, what to wear, and what to bring, we want to make sure you get the most out of the conference. That starts with a ticket.
We offer both GA ($300) and VIP ($500) tickets. Both give you access to a full day of ground-breaking panels, the opportunity to network with peer creatives and entrepreneurs, mentor breakaway sessions, and delicious meals and sweet treats. A VIP ticket simply sweetens the deal a bit with some Very Important Perks.
Below is a breakdown of all of the Create & Cultivate DTLA ticket offerings. Items in bold are only available for VIP ticket holders.
#CreateCultivateDTLA VIP Perks:
Choose your Track of your liking: Get the panels & hear the speakers you want most!*
Guaranteed first selection of your (2) Mentors for the Mentor Power Hour*
VIP Gift Bag: Valued at $350, filled with the latest products and gift cards
Mix & mingle with fellows in VIP Roottop Garden*
Receive your ticket ahead of time in the mail*
Dedicated VIP check-in line at registration*
Complimentary event VIP parking*
Plus, everything included with a General Admission ticket.
#CreateCultivateDTLA General Admission
Access to our Attendee Happy Hour (May 6th, location TBD)
Admission to Create & Cultivate DTLA Conference on May 7th: A full day of workshops & panels with industry execs, bloggers, thought leaders, & creatives.
Create & Cultivate Starter Kit to get you prepped for the day (pens, notepads, & more)
2 Mentors Sessions in an intimate setting with a C&C Mentor (to be assigned)
Pop-up Shops: Shop on-site for exclusive deals from our partners & friends
Breakfast, Lunch by SWEETGREEN, and Afternoon Sweet Treats & Happy Hour Cocktails + Bites!
Photo Booth Access Fun: Snap shots with friends & fellow attendees
All Day Glam Bar: Hair, nail & beauty treatments in between panels & at breaks
A Gift Bag: Valued at $200, filled with the latest products & gift cards
Unlimited coffee, fresh pressed juices, & healthy snacks all day
Happy Hour to socialize & engage with fellow attendees
*indicates VIP-only Perk
We're constantly adding and updating what you'll experience at Create & Cultivate DTLA, so sign-up for our newsletter or check back for updates!
So which will it be? Tickets are selling out fast, so get your GA or VIP ticket at createcultivate.com and tweet us or use our hashtag #CreateCultivateDTLA to let us know you're coming!
Dress The Part: Corporate, Startup, or Freelance?
If you're going to work the part, you should also dress the part.
Office culture has changed a lot of the years, and it’s left some of us a tad bit stumped on how to dress. #help. Just when does one wear a power suit? And what’s the deal with casual Fridays, when jeans have become an every day part of the work week? You’ve got enough to worry about in the morning without getting held up by your closet.
So, we asked for a little help from Bar III, the fashion-foward line from Macy’s, to figure out how to get dressed (and out the door in time) in the AM. With modern pieces that fit into any office environment, you’ll look oh-so-profressional— whether you work in a corporate environment, spend days and nights at a start-up, or you’re on that freelance hustle.
Start with a basic pair of black pants and top from their line, and follow the below to figure out the office culture style that fits your personality best. It’s a no-fuss solution to setting the bar higher.
Arnelle Lozada of The BeautifuLife Is Getting Rid of Fluff
"I'm thinking about the strong millennial women with big dreams and ambitions, who want to impact the world."
Arnelle Lozada is an LA/SF based Content Producer & Marketing Professional who specializes in producing compelling visuals and branded content. Having worked with brands like Urban Decay, Hudson Jeans, Pendleton, and Go Pro, both as a Content Producer and as a blogger, she created This BeautifulLife, her blog dedicated to travel, tech, and (good) taste dedicated to millennial women looking to change the world. Because she's not just blogging about fashion. In fact, what she wants is to tell beautiful stories that steer clear of fluff. Thought-provoking is her forté.
Her work with Humanity Unified, an organization dedicated to helping communities to rise out of poverty through education, food security projects, and economic opportunities, is one way she's doing just that. She also runs ExperiencExperiment, an ongoing project that curates unique experiences for high-visibility influencers.
We checked in with Arnelle to find out how she juggles such a crazy schedule and what "social good" really means to her.
How did you get started? If we were to peak into your professional background what would we find?
I dabbled into a bit of everything before I really found my place. I worked in Product Development and Design in the corporate fashion industry for a while, it lost its luster rather quickly. I worked in Post Production in the entertainment/television industry for a while after that, it lost its luster even quicker. I loved and appreciated aspects of both industries but wanted something else for myself, so I went for the fusion of the two: content production in the fashion industry. That led to content production with a number of reputable brands. I then birthed my blog early last year, and the rest is history. My blogging, content production, and storytelling are where my truest passions lie.
You’re involved in multiple projects. Can you tell us a bit about wearing many hats and how one platform has let you to the other?
I'm learning a ton about time management, prioritizing, and ridding of all the "fluff" work that tends to drain your time, energy, and resources. I feel like you can definitely be involved in multiple projects so long as you're passionate about them all, so none of them fall to the wayside or get shelved. My blogging and professional Content Production often go hand in hand; I think that's the angle I take with pretty much all of my projects. Not only do I sincerely enjoy blogging and writing, but I have a serious passion for photography and cinematography, and that comes through in both my blog and my content work. Often times my Content Production has allowed me to build relationships with big brands who then like to work with me as a blogger because they see that I enjoy being in front of the camera and talking about products just as much as I love being behind the camera and shooting them. Concurrently, my blogging also catches the attention of businesses who need more branding and compelling visuals to support their sites and social media, so they reach out to me as a Content Producer as well. I feel so blessed because think I have the best of both worlds. And then both led me to the lovely people at Humanity Unified when they needed a shooter to produce content for their site, and that marked the beginning of a very personally fulfilling relationship.
When you are creating content, who are you thinking about? Who is The Beautiful Life girl?
I'm thinking about the strong millennial women with big dreams and ambitions, who want to impact the world. They're stylish and beautiful, but that's not all there is to them. They've got brains, they've got substance, and they've got big hearts. Definitely confident, a little geeky, and a little awkward - but striving to become completely comfortable in their amazing, awkward skin at the same time. Just like me. :)
What lessons have you learned while traveling? Can you tell us about a travel moment that changed your relationship to work?
Mark Twain said it best, "Travel is fatal to prejudice, bigotry, and narrow-mindedness, and many of our people need it sorely on those accounts. Broad, wholesome, and charitable views of men and things cannot be acquired by vegetating in one little corner of the earth all one's lifetime." I literally can't say it any better! Traveling fills the void in the human spirit, and as much as it reminds me of my belief in personal/individual purpose and the gravity that that notion carries, it also reminds me that the universe and the world are so boundless, and I feel so small in the depths of it all. It's humbling. We are small, but very important parts, of something bigger than all of us ... that's the feeling that traveling instills in me.
"Bloggers need one another to stay relevant."
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Your work with Humanity Unified is inspiring. Why was it important to you to add humanitarian to the scope of your work?
I've always wanted to do it, I've always known it would be the most personally fulfilling type of work for me. Giving, giving back, spreading love and joy - I feel like these are things we are programmed to do as human beings, and we are here to be each other's support systems. Sadly, we often tear one another down, but that's because life's hardships reprogram us to be defensive and bitter to protect ourselves. But I wholeheartedly believe that at the core of it all we are wired for love, for compassion, for affection, and for connection. It's how we thrive. In my opinion, humanitarian work brings about all of these things in abundance.
You work in a highly competitive sphere. How do you feel about “competing" with other women? What do you think of the idea that “girls compete, women empower?”
I don't feel like I'm in competition with other women at all, for a number of reasons. One, everybody has their own unique style of storytelling, just as I do. Different people will connect with you no matter what your style, and there's a listener for every type of storyteller. Two, I've always felt that women should support and empower one another (this answers the second question), because I firmly believe our biggest contribution in this life will always be what we've done for others, not what we've done for ourselves. And three, bloggers need one another to stay relevant. It's because of the bloggers that have done amazing things and garnered massive followings that the rest of us even have a shot at something like this. Five years ago there was no such thing as "influencer" marketing, and the only people who had real influence in pop culture were celebrities. This day and age, so many people are self-made, and it's a beautiful thing. You can start a blog about almost anything and someone will find it, read it, and enjoy it, even if it's only 10 people. But if you're blogging for the right reasons and your blog is suited to fulfilling your purpose in this life, it won't matter how many readers you have, only how deeply you impact the ones you do have.
"We are small, but very important parts, of something bigger than all of us."
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Where would you like to see your work go from here? What’s happening in 2016?
A new destination every month, new human connections to be made, new stories to be told. All while fully supporting the brands who want to support me on this journey.
What does working for the social good mean to you?
It means working to positively impact and inspire those who are directly (and indirectly) affected by you. It means working for the greater good, and for a purpose that is beneficial to the world and to mankind.
Meet the Mentor: Style Me Grasie Is Conquering Multiple Verticals
The first generation Dominican-American bombshell is making mom proud.
Bios are boring. Or so says Grasie Mercedes, actress and lifestyle blogger on her site Style Me Grasie. But in reality, her life is anything but. Hailing from NYC and currently residing in LA (a transition she describes as exciting, new, and awe-inspiring), Grasie has a blend of girl-next-door charm and I'll-never-be-that-cool confidence. With a background producing for MTV-- something that keeps her grounded and respectful while on set (i.e. she shows up on time), Grasie has transitioned her career in a way most of us dream of.
And she's going to be sharing her know-how as a mentor with Create & Cultivate LA on May 7th.
Get to know Grasie below and find out she thinks you should never have a Plan B.
From creating your own content for your blog, styling, and acting, how do you manage to find the time to do it all?
Styling is what got me into blogging in the first place. I wanted an outlet for creative inspiration, then I found out about personal style blogs and OOTDs and started working in that direction. It was at that time, I named my blog Style Me Grasie and started getting a following. I'm also a TV Host/Style Expert and last year, was the first time that all three of my careers (acting, hosting and blogging) got really, really busy. It was tough to do all three and still have time for my husband and my life, so while I will still host a fashion segment from time to time, I'm solely focused on acting and the blog. It's hard to cut back on things in your life where you're succeeding, but at some point you need to focus on what you love the most. For me, that's acting and blogging. Luckily, I'm an extremely organized, Type A person, so I'm able to do both and give 100% to both! I do believe you can "do it all" and "go for it all" but I also think it's important to accept when you are stretched too thin and then go from there.
You’ve mentioned that there’s a theory that it’s nearly impossible to be a working actor, but you’re killing the game. How have you been able to make it work?
Ha! Yes, making a substantial living as an actor is like winning the lottery. I have done okay for myself especially in the commercial acting world but I'm far from where I want to be. Acting is the hardest profession in the world and the reason there are so many "failed actors" is because most people give up. It NEVER happens overnight. You have to LOVE acting and be passionate about it and never have a plan B. You can have other things going on, in fact, I encourage that, but you can never give up. Most actors have to wait tables or bartend in between bookings, and I realized pretty early on that wasn't not for me. It made me not like people (let's be honest, when you're sober, drunk people are no fun) and it made me desperate at auditions. I wanted to book work so badly, and that energy is terrible for an audition. So, my love of acting and wanting to survive was a huge motivation to turn my blog into a business. Now, my blog is my main source of income and acting money is icing on the cake. In the past year, I've booked 4 national commercials and done of few indie films and in the past, a few day roles on TV shows, but my dream is to star in my own television series that I write and produce. I'm working on a web series now with another actress/writer that I'm really excited about! I will always act and my blog is the perfect day job the supplement my dream.
You used to be behind the camera, and now you’re in front of it. Can you tell us about the moment where you realized that you needed to make that transition?
I went to NYU for Broadcast Journalism and wanted to be a news reporter. Right out of college, I worked at ABC World News and hated it. It was the overnight shift, everyone I worked with was nuts, and the news was/is so depressing! So, I quit and started working as a PA at MTV, which is where I interned in college. This grew into a career as an Associate Producer, then Post Producer and Segment Producer. But the whole time, I wanted to act. I had done plays in high school and in college but never thought I could actually go for it. I think a part of me thought I couldn't do that to my mom.
I'm first generation American; both my parents were born in Dominican Republic. I was the first in our family to go to college and felt this pressure "to have a real job." A pressure I totally put on myself because I have the most supportive mom in the world who loves everything I do. So when I was 25 (after three years producing at MTV) I told my mom I wanted to move to LA to be an actress. She told me I should go for it and I did! For the first three years in LA I was just figuring stuff out...it was my first time away from NYC/home and everything about LA was very exciting. Around 28 is when I really got serious, got into class and really started going for it. Knowing what it's like behind the camera always helps me on set. It's amazing how many actors don't respect all the work producers and crews have to go through to make a show, film or commercial happen. I know what it's like to work 16 hour days on the other side, so as an actor I make sure to always be on time, always say thank you, and always pay attention and listen to direction. You'd be surprised how many people don't do those simple things.
What are the ways that your acting career and blogging have intersected with one another to help each other grow and succeed?
More and more producers are interested in an actor's following. It's not like you'll book a job based solely on that, but if two actors are neck and neck for a job and one has 100k followers and one has 10k followers, they will probably go with the 100k actor. So having a following is definitely a good thing for acting. Acting or just being comfortable in front of the camera has helped me book brand collaborations and campaigns, which is great for the blog. A lot of bloggers are shy or not comfortable with video so I definitely have an advantage there and video collaborations are my fav!
How does personal style influence how you feel as a business woman?
My personal style is why I'm a business woman. I think it's important for entrepreneurs to stay true to themselves above all...that's what people will relate to and what will make you successful. With both style and business, I think the same principles are true: do what feels great to you no matter what the trends are, love what you wear/do and have fun with your style/work.
"My personal style is why I'm a business woman."
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Do you have a “power outfit” that gives you the confidence to work a room?
I'm most comfortable in jeans, a great top, heels, red lipstick, and hair pulled back. That's when I feel the most confident, powerful and sexy. That's my go-to for a big audition, business meeting or night out with the girls.
What’s next for you this year?
This year is off to a great start and I'm excited for the rest of it! In acting world, I've booked two commercials this month and hope to book more. I'm acting/writing/producing a web series and working with a new talent rep who I love. In the blog world, I'm working with a new manager who I love, growing my brand, collaborating with some of my favorite designers and doing more video content. In my personal world, I hope to start a family with my husband within the next year or so. There's a lot happening in 2016!
Guess Where We're Headed Next? Create & Cultivate Los Angeles
Just hold on until May 7th, because we're coming home.
Create & Cultivate is getting back to its roots with our biggest dream conference we've held to date. We're so excited to host our 10th (#doubledigis) conference at the Hudson Lofts in Downtown Los Angeles. Think: floor to ceiling windows and women who have shattered glass ceilings.
Hold on to your Moon Juice LA, this is gonna be GRAND.
A Look Back to #CreateCultivateDallas: Recaps From Our Attendees
Missed out on Create & Cultivate Dallas? Here are all the recaps from our attendees to get you up to speed.
Create & Cultivate Dallas may have been last month, but we still remember it like it was yesterday, and are so overwhelmed with all the love that we got from our amazing attendees! So many of you wrote amazing recaps and pointed out some of your favorite things that you learned on site, and we’re so glad that you shared them with us.
If you happened to miss out on Create & Cultivate Dallas and are antsy to know what you can expect for our next city (we’re so excited to announce this Monday!), read all about how amazing Dallas was from our attendees’ point of view, and check out the links below!
House of Harper - Little White Dress
The Skinny Confidential - Mini Delites: Create & Cultivate
Katherine Schwarzenegger - Create & Cultivate 2016
The Style Line - The Next Generation At Create & Cultivate Dallas (A Recap)
Livingly - 6 Inspiring Things Learned At The First Girl Boss Conference
Cobalt Chronicles - Create & Cultivate
Molly On The Move - My Create + Cultivaet Dallas 2016 Experience
Freckles and Figs - Create + Cultivate (And Then Combust From The Most Inspiring Day Ever): A Conference Recap
Fit Is Chic - 10 Things I Learned At The Create & Cultivate Conference
Girl Meets SF - Create + Cultivate Recap: Dallas Edition
Blonde Barrage - Wise Words
The Polished Workbook - Create & Cultivate
A Southern Style - Create + Cultivate Dallas
Between Two Coasts - Create + Cultivate Dallas
Obviously Elizabeth - Create + Cultivate 2016
Vici Loves - Create & Cultivate Dallas
Earn Spend Live - 13 Takeaways from Create + Cultivate Dallas
Passport to Friday - Create + Cultivate Dallas Recap: A Motivational Experience
Lady Goodman - Create + Cultivate: Dallas
La Vie Petite - Create + Cultivate Dallas
The Stylish Soul - Create + Cultivate Dallas
Chasing Kendall - Create & Cultivate Conference (and Some Dallas Fun!)
Buttoned Bears - Create & Cultivate
HerStory Blog - Takeaways From Create + Cultivate That Everyone Can Utilize
Champagne Darling - Travel With Me: Create & Cultivate
If we missed you on this list, share your recap below!
Reliving Our Favorite #LadyBoss Moments at Create & Cultivate Dallas
If you have C & C FOMO, we've got you covered. Watch this now.
#CreateCultivateDallas was only two weeks ago, but we're already looking back at some of the amazing moments and people we met on-site. To get you buzzing for our next city announcement on Monday, here's a little taste of what went down in Dallas!
Don’t fret if you missed out. We've got so much more in store for our next city! Sign up for our newsletter to be the first to know Monday AM where we're headed to next!