This CEO Is Rebranding a 30-Year-Old Company
And based on her previous experience, she's going to kill it.
Joy Chen can transform a business, even in midst of economic downturn. She joined Yes to Inc., after 17 years at Clorox, quadrupling the business revenue and increasing the valuation of the company five times. During her role as CEO of Yes to, Inc. the natural beauty brand was recognized as one of the Top 100 fastest growing companies in the SF Bay Area.
Last year, after five years with the company, Chen left Yes to for H20+, a beauty brand that's been around since 1989. Chen is helping modernize the co. (it's now H20+ Beauty) grow its global presence, and remains ever-enthusiastic about the jump from startup to established brand.
We checked in with CEO to get her take on innovation and playing it safe.
Can you tell us a little bit about your background? You’ve worked with some major brands, you were a VP at Clorox, you’ve turned major companies around, but where did you get your start?
I worked on many brands when I was at Clorox – from cat litter to cleaning products to bleach. Through this time, I worked on many brands including brand turnarounds where the brand was in trouble and had to revitalize it for growth. I realized that I was most challenged and excited when I was fixing a business problem like that. That’s why when I left Clorox, I was looking for a brand that I could turnaround to profitable growth.
Was there a “grunt job” that you remember hating, but ended up taking away some major lessons that you’re now grateful for?
I had to take a sales role at Clorox, but my career was in Marketing and my goal was to be a general manager someday. I saw the sales role as a setback to my career path. It turned out to be the best role I have ever taken because it set me up to be a better CEO. It taught me how to sell my ideas and influence others to come along with my vision. I met one of my mentors, who was then my boss. He taught me how to be successful in a male-dominated corporate world.
Let’s chat about your current position as CEO of H20+. This is a brand that’s been around since 1989. How do you innovate and differentiate with a brand that’s almost 30?
Innovation and differentiation are the lifelines for building brands. It does not matter how old a brand is, there is always a way to innovate because consumer needs always change. I worked on Clorox Bleach when it was around 80 years old and I launched concentrated improved bleach which ended up changing the entire bleach category.
"Innovation and differentiation are the lifelines for building brands."
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At H2O+ Beauty, we took the DNA that made H2O+ successful 26 years ago, and brought it into our re-imagined brand to meet changing consumer needs. This resulted in a collection of simple yet effective products, which brings beauty back into the hands of the consumer. As part of the legacy of H2O+ Beauty, innovation will continue to be part of our ongoing plan in addressing consumers’ ever-changing needs.
What are you working against when you’re rebranding?
The challenge is how to retain our current loyal consumers while making changes in the rebranding to appeal to new consumers. We made the products better and more effective, and we also removed the no-good ingredients like phthalates, parabens, mineral oil. Additionally, we are also working to shift our distribution channels so they are consistent with the omni-channel shopper. For example, we are placing emphasis on establishing our website as our new flagship store and supporting it with other brick and mortar beauty retailers like Ulta.
When rebranding you have to take a creative approach. But what are some creative approaches you’ve taken with leadership?
We have studied and gotten inspiration from disruptive brands in categories outside of skincare and beauty to refine our rebranding. In addition to consumer feedback, we have incorporated feedback on our rebranding from industry experts including retailers, beauty editors, influencers, and agencies. We found these creative approaches have shaped the reimagined H2O+ Beauty brand.
What’s exciting about working with an older brand? vs. a brand like Yes to?
H2O+ Beauty has a strong heritage and many have heard of it. It also has proven to be successful in the marketplace with its innovative products, particularly its Oasis Hydrating Treatment, the first of its kind featuring hydrogel technology. When we share the news of our rebranding with industry experts it’s even more exciting as they are familiar with the success and history of the brand.
When is the right time to play it safe?
Never if you want progress. One of my favorite quotes is a great reminder: “Progress always involves risks. You cannot steal second base and keep your foot on first.”
On the flip side, you’ve talked about “punching above your weight class.” When is the right time to aim up?
Always. My mentor has told me that danger lies not in setting your aim too high and falling short but in setting your aim too low and achieving the mark. It’s always important for a leader to aim high and lead the team to achieve the goal.
"Danger lies in setting your aim too low and achieving the mark."
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What are some tenets of building a smart brand that will always be successful?
1) Be clear and consistent with what the brand stands for. 2) Respect your consumers as they are always right. 3) Strive for positive change that benefits the consumer, the team and the broader community.
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Enter to Win a SoulCycle Ride with Your Favorite C&C Boss Women
Squad up.
CALLING ALL CREATE & CULTIVATE + SOULCYCLE ENTHUSIASTS.
We're kicking off Create & Cultivate DTLA with a SoulCycle ride with some of favorite boss women (not to mention, the C&C social and editorial team). If you want to join, enter below for a chance to find your soul with us. The ride takes place Thursday, May 5th at 5:30pm at SoulCycle's newest DTLA location. If selected, we'll send you all the details!
We hope to see you there. In love, sweat, and soul! xx Create & Cultivate
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Touring the Legendary Smashbox Studios
After 25 years, it's as smashing as ever.
In 2015 Smashbox Studios in Culver City got a 5 million dollar major makeover. The legendary 25,000-square foot space with 22-foot ceilings has played host to countless photo shoots, video productions, parties. It's been a innovative and inspiring pillar in the artistic community for over 25 years.
A bright environment, bustling with creative energy, the studio is the perfect setting for collaborative magic to take place-- one of the reasons the offices are also located at the studio. Davis Factor, photographer and founder of Smashbox says, "These amazing fashion events go on all around us. There’s a creative energy here that’s unlike any place I’ve ever been.”
Ginny Chien, Executive Director, Global Consumer Marketing, says of working with the company, “Check the egos at the door. You have to come in, be open, accept the fact that you work with some outstanding people, and jump right into it.”
In 1996, Smashbox launched Smashbox Cosmetics, a makeup line developed to meet the demanding needs of their shoots. It's the only beauty brand born out of a real studio. But as Factor says, “This is a real place. We have makeup that we’re using on trendsetters every single day, and everyone gets a piece of that. No other cosmetics brand can make that claim: created, tested and photographed at a real studio."
Take a tour of the Smashbox offices above.
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C&C Asks: What Is Smart Head-to-Toe Dressing?
Sole Society on stepping up their retail game.
In 2011 online-native footwear company Sole Society launched as a direct-to-consumer e-commerce venture selling shoes for $100-and-under. In 2012, they added traditional retail to their business model, selling through the department store. Today, the brand has expanded into head-to-toe dressing, taking a unique approach to their foray into fashion.
We caught up with the brand who will be onsite with us at Create & Cultivate DTLA to chat sales, buying practices, and using an omni-channel approach to reach customers.
First things, first. What is smart dressing?
We think smart dressing is Fashion Without Sacrifice. Sole Society gives our girl a smarter way to style. We give her the quality and fashion she craves with none of the trade-offs.
What inspired the brand to expand beyond footwear, handbags and accessories to selling apparel?
We have always encouraged our customers to style from the shoes up. Historically, we’ve styled our accessories on the site as a full look, offering unique “How to Wear” suggestions for each of our offerings. For each of these looks we call out the featured apparel brands. This is a unique approach for a footwear and accessory brand, but we’ve learned that our customers love it, and in turn, have come to trust our styling suggestions and expertise. Our customers have told us they enjoy seeing the fashion and the creative ways that we style our accessories. It helps our customers visualize the many ways they can wear their Sole Society accessories. Along the way, our customers have continuously asked “where can I buy the apparel?” As a result, we decided to start selling a curated selection of apparel that perfectly complements our accessories offerings. Our customer can still come to Sole Society for great shoes, bags and accessories, but now they can take our fashion inspiration and purchase the entire look in one place. Given the recent results, we think our foray into apparel has been a success!
How does Sole Society drive sales for “head to toe” dressing?
We use an omni-channel approach to reach our customer and offer her key fashion inspiration, which drives her to purchase our products. On solesociety.com, we showcase our catalog and offer product detail pages, where we feature completed looks in our shoppable How-To-Wear images. We inspire our customers with our carefully curated and thoughtful point-of-view. We also send daily emails to our database with creative imagery demonstrating both classic and trendy ways to style our product.
To complement the styling suggestions on our dynamic website, we work closely with a number of bloggers and digital influencers. We love to collaborate with these talented, fashionable and creative people to see how each of them organically styles our product and makes it their own. Instead of sending a partner a pair of shoes to promote, we prefer to let her choose her favorite shoes, bag, accessories and apparel to organically style on her own. Through her creativity, she inspires her followers to wear Sole Society from head to toe and incorporate it into their wardrobe. As a result, we gain compelling content to share on our social channels so our customer can see how women with all different styles wear our brand.
How do you buy for the online store vs our brick and mortar retail location?
Our online store includes the full Sole Society collection. We have a broader and deeper assortment on the website. Our customer can browse the website for inspiration across categories and utilize the e-commerce features like ratings and reviews, how-to-wear images, “Shop the Look” and Q & A.
Our store has limited space so the assortment is a curated selection of our most seasonally and regionally relevant merchandise. There, we take advantage of merchandising our product categories into stories so our customer can see how well our pieces work together to create a stylish look. Visiting the store also has the advantage of an in-person experience. Customers can touch and feel the quality of the product, and try pieces on to ensure the best fit. Our customers are always commenting on how beautiful our merchandise looks in-person.
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Maximize Your #CreateCultivateDTLA Break Next Weekend
Visit all the pop-ups next week and enter to win a trip to our next Create & Cultivate conference!
We're officially a week away from #CreateCultivateDTLA next Saturday, and we cannot wait to see you all next week! This might just be our biggest Create & Cultivate to date, and with all the pop-ups and activities on site, you bet that there are tons of things to do during your break next week. Just to give you a taste of what to expect, here are all of our amazing sponsors that will be having great activations for you on site next week:
Who What Wear Book Signing with Hillary Kerr and Katherine Power
Also, during break, you will be given an activity card to check out all of our sponsor pop-ups. When you visit all of the pop-ups make sure they stamp card your card to show that you visited their booth. Once you've checked out all the booths, turn in your card to the Create & Cultivate pop-up to enter to win a round trip to our next Create & Cultivate city! The winner will be announced right before Chelsea Handler's keynote!
Good luck, and see you next Saturday!
Finding Joy in Your Work: The Joie de Clare Vivier
And creating a line that outlasts trends.
“My strategy is definitely slow and steady,” says Clare Vivier, Founder and CEO of Clare V. the CA-made luxury leather handbags, apparel and footwear line that has a definitive California cool imbued with a French timelessness. “But to be an entrepreneur you have to trust your instincts.”
In bright red socks and silver shoes, carrying a matching vibrant red leather drawstring pouch, Clare is her brand through-and-through.
“The thing I strive for— and I think I hit, thankfully, is making a product that feels special and makes people feel confident to buy something on their own without having to subscribe to a trend.”
Clare first made waves on the fashion scene in 2007 after asking herself the simple question: “Why don’t we have cute work bags and laptop bags for women?" So was born La Tropezienne, a single vegetable-tanned leather tote, the first to hit her blog and website. So was born Clare V., a company started in her home where Clare and her earliest first employee, Jocelyn, were hand-sewing bags while learning the ins and outs of wholesale and e-commerce.
By 2012, she had done $2 million in sales and was still self-funded. She took everything one day at a time, something she says is still her absolute motto. “I was self-funded, and didn’t have family money to put in, so every dollar I earned I put back into the business.”
The brand is now on the cusp on turning ten. A double-digit feat.
“I own five stores now,” she says, the fifth of which just opened in Cobble Hill, Brooklyn, and the first still selling and sitting strong on a lovely corner in Los Angeles' Silverlake neighborhood. “A lot of people are scared of owning retail stores, but I’m excited by that. A common thread among entrepreneurs is the desire to take a risk.
“A common thread among entrepreneurs is the desire to take a risk.”
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In the beginning she was entirely self-funded. “I wouldn’t say it was a conscious decision, but every dollar we made I put back into the business.” She liked having “complete autonomy and producing locally,”-- a part of the Clare V. story that is extremely important to her.
When she first started she had little experience in the fashion grind world or in production. “When I knew I could no longer sew the bags myself, I thought, ‘I don’t know anything about production in China or India, and I’ve never been to those places.’” Nor did she have money to travel and scope it out. So her solution was the alternative right in front of her: produce in L.A.
Every place she went— from where she bought her leather to where she purchased the bags' hardware— she would ask questions about production, eventually falling upon her first factory, one of five local L.A. factories she still uses today.
“There are many things I love about this company. I do what I love. I get to design. I love that I am creating jobs for people in the community— meaning our factories are growing because of us and they are creating jobs in Los Angeles county.”
As for hiring practices and expanding? When the company was smaller she was hiring friends, and friends of friends; people who could do the job. “We all can be scrappy and smart, if we’re willing to put in the work,” she says, “but at this point I’m looking to hire people who are qualified who also fit into the culture of the company."
Adding, “I never realized how important it is when you have a growing company to keep transmitting the beliefs, ethics, and aesthetics— everything that went into making this company. As you grow, so does the potential for that message to get watered down. You really have to find creative ways to transport that message and you need to transmit the message of the company loud and clear to everyone that’s hired."
Part of conveying the message to the team supporting her from the studio in Atwater Village (and beyond) is the open-floor plan of the office. There are leather samples to the back right, bright light that shines through west-facing windows, and an easy, relaxed feel to the space. Which is something Clare says her newest employees keep telling her reflects the aesthetics of the company. "We're no-nonsense," she says, "but we don't take ourselves too seriously."
‘Liberez les sardines’ print, referencing Ile de Re’s fish by way of French street art.
Hers is an open-door policy. She also shares her office space with three other women: Lizzie Swift, Art Director, Colleen Englestein, Director of Product Development, and Greta Heichemer, Design Director. Something we’ve seen from many successful CEOs.
“So I’m interrupted 900 times a day,” she says, “which, I love. But when outsiders, or say, my sister comes to visit me at the studio, she’ll say ‘I don’t know how the hell you get anything done, you are interrupted every five minutes.’”
People wander in and out, but Clare recognizes this as her employees really wanting her input— information she's happy to share because it means they have an real interest in the brand and understanding her vision.
“You need to transmit the message of the company loud and clear to everyone that’s hired.”
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Even when she was legally required to rebrand from Clare Vivier to Clare V., the through-line of the company helped her ride that wave— the logo may have had to change but the meat of the company was still, undeniably Clare.
“It’s not a 'label' that’s going to make you feel good. It’s looking at something and knowing, 'this is going to be beautiful, for me.'”
That’s what she strives for when creating her product— something that feels special while imbuing the wearer with confidence. With five stores, five factories, and no plan to slow down, she's looking to forward to "having more retail stores, growing our e-commerce presence, and telling our stories in more places."
Consider us ready to listen. (And wear.)
Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her on this site she never updateswww.ariannawrotethis.com
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Mandana Dayani Has Mastered the Art of Growth and Transition
Advice from the former Rachel Zoe VP.
Transitioning can be a challenge, but challenges are made for women like Mandana Dayani who, from a young age was taught to work harder than everyone else in order to build the future she wanted. Today part of her daily strategy is challenging herself by taking on work that intimidates her-- career changes included.
She joined Rachel Zoe, Inc. in 2010 where she served as vice president of the fashion empire for five years. Last year she accepted the role as Chief Brand Officer at Everything But The House (EBTH), a company transforming estate sales into a sophisticated online auction experience.
We caught up with Mandana as she gears up to take the stage next week at #CreateCultivateDTLA.
You made the jump from working as VP at Rachel Zoe to Chief Brand Officer at Everything But the House. Can you tell us how you see a cross-over between fashion and design and how your prior work informs your job now?
Fashion and design are very symbiotic. Your personal style plays such an important role in every part of your life - from the outfit you wear to a job interview, to the way you decorate your bedroom to create a calm environment. I have always loved vintage and have been collecting for a long time, so I was thrilled to have the opportunity to learn more about it all at EBTH.
In my previous role at Rachel Zoe, I focused on developing and executing brand strategy across all platforms and media properties. Big projects such as launching the brand’s contemporary fashion collection and overseeing licensing, endorsement, television and publishing were incredible learning experiences for me. Also, having the opportunity to work with an inspiring visionary like Rachel Zoe taught me so much about how important it is to build an authentic and credible brand, as well as the work ethic, passion and dedication it takes to achieve that growth. All of these learnings have affected how I approach my role at EBTH. We have an opportunity to transform the entire estate sales industry - I can’t wait to share what we have planned!
What was it about Everything But the House that appealed to you?
EBTH is one of the most exciting and impressive companies I have come across in years. The company was created to solve a real market problem: what’s the best way to remove and sell the entire contents of a home? We have completely disrupted how estate sales have traditionally been conducted and deliver significantly better results for our sellers. I also instantly fell in love with the brand heritage and culture. Our founders are two of the most genuine and innovative leaders I have worked with and we have built a brand that is authentic, quirky, innovative and that prioritizes service. I am inspired every day by the impact we are making on people’s lives.
Are you satisfied with how your career has changed and progressed?
Yes! I have made a few big career shifts and they have all been very rewarding. Taking the first leap from working at a big law firm was really scary. Although I knew I made the right decision to switch from practicing law to the fashion industry, I am grateful to have spent time in an environment that taught me the importance of discipline, attention to detail, organization, and initiative. When I made the shift to working with Rachel Zoe, I truly learned why surrounding yourself with entrepreneurs that are positive-thinking and hard working is crucial to your personal and professional growth. Now, at EBTH, I feel so challenged working in a very fast-paced tech company. I am learning so much every day!
"Surrounding yourself with entrepreneurs that are positive-thinking and hard working is crucial to your personal and professional growth."
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What are some tenets of building a smart brand that will always be successful?
I could write a book on this one! There is so much that goes into building a brand. At the core, there must be an authentic and credible foundation. I believe this usually starts with the purpose of the brand - why do you exist? Why are people going to be interested? And why you? I find that the best built brands offer a real service to their community, which is what will always keep people coming back. When companies get too focused on a product and not the real emotional connection with their audience, they tend to lose themselves along the way. However, when that authenticity exists, it creates the correct organizational culture that can then permeate every touchpoint the consumers and employees have. This includes company culture, customer service, product assortment, visual representations of the brand, communication, social media and experiential marketing. I believe that when you can strike the right balance between brand consistency and innovation, you are definitely on the right track.
"What is the purpose of your brand - why do you exist? Why are people going to be interested? And why you?"
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How do you balance ‘staying on brand’ with pushing the brand to evolve?
I think the process of figuring out that balance is at the heart of any brand (and for a geek like me, it’s the most exciting part!). Our company was founded on strong and well-defined attributes that guide many of our decisions. Within EBTH, we are constantly thinking through how we can innovate as a tech company, drive our brand mission and deliver the absolute best experience for our audience. I also really believe in the importance of trusting your gut.
What are some ways you’re working to achieve brand loyalty— a concept many claim is a relic?
That’s a really sad claim! I don’t think I could ever do what I do if I believed it. Brand loyalty is critical to the growth of any company. I think everything we do - from our user experience on the site, to the experience of our sellers, to the customer service we provide - is aimed at achieving the loyalty of our community.
Do you believe that brand loyalty has been replaced by “deals on the internet?”
I don’t. I think that it’s great that there are so many options for people when it comes to shopping online. But when someone is looking for the perfect vintage armoire for their living room, a beautiful antique tea set as a gift or a cool mid-century art piece for their client, they want to shop from a company that they trust, offers the best value and tells a unique story. Our job is to make sure that their brand experience from start to finish exceeds their expectations and that they’ll want to come back and shop again.
How do you challenge yourself in business?
I try to take on any work that really scares me. I love the challenge of working through something that I initially find intimidating. I also try to surround myself with as many brilliant friends and colleagues as I can find! When I started building our team in LA, I worked incredibly hard to find the most talented experts in their respective fields. Lastly, I read a lot, attend many conferences, and ask a lot of questions.
"I love the challenge of working through something that I initially find intimidating."
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What advice do you have for women looking to make big career changes?
Do it! It sounds scary but it’s really liberating and rewarding. You should always make sure you are learning and being challenged. Before you make any big decision, do a ton of research! There are so many jobs and opportunities that you probably don’t know about. Take people you admire out to coffee and ask them about their careers. Reach out to people through your social channels. Ask a lot of questions! It is incredible how much you will learn about yourself through this journey.
Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her on this site she never updateswww.ariannawrotethis.com
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The RealReal Is Changing the Way Millennials Shop
Real Women, Real Style. Real freaking Real.
For the modern career woman, a wardrobe that works for her is clutch. If she also happens to have a Proenza Schouler lunch clutch for afternoon power meetings, all the better. But the woman who thinks she doesn’t have the salary to fund a Saint Laurent wardrobe, should think again. Because though you might not be in the position (yet) to ask for a promotion, you can give one to your wardrobe.
So how does one craft a closet that keeps up with fashion and doesn’t break the bank? It’s RealReal simple.
The RealReal is the must-shop luxury consignment site, offering the largest selection of pre-owned items across women's and men's fashion, fine jewelry, art, and home. With 4.5 million members, it's quite literally the real deal, it’s changing the way modern millennials are approaching fashion.
THE NEW, SMART WAY TO SPEND
Forget fast fashion, this is smart shopping. With items up to 90% off retail, the first thing you can do is fill your wardrobe with 7 key items that never go out of style.
For under $1,000 dollars you can nab these essentials for spring and summer: Frame Denim, Equipment Silk Button-Down, 3.1 Phillip Lim Straight Leg Pant, Stella McCartney Blazer, Elizabeth and James Long Vest, Loeffler Randall Textured Leather Ankle Boot, Raquel Allegra Tee.
These are basics that you will wind up replacing far less than those inexpensive items that tend to get ruined quickly.
We also tend to take better care of clothing that we know is worth more, and won’t fall apart in after a couple of wears. The bonus is, you won’t be playing host to a hoard of knock-off, inexpensive pieces taking up coveted space in your closet.
WHY IT MAKES THE MOST SENSE TO CONSIGN
The RealReal makes the consignment process so incredibly streamlined for a busy working woman. No lugging an old IKEA bag full of clothes you no longer want to a shop.
You can choose free in-home pickup or free shipping, and the turnaround is fast. Priced-to-sell, items are photographed and merchandised and typically sold within 3 days.
Which means you can:
GIVE YOUR BOSS SERIOUS WARDROBE ENVY
She might even start to wonder if she’s paying you too much. (She’s not.) Swapping out your clothes is like borrowing from a besties closet. If you replace two items per month, instead of stockpiling clothes you end up donating, you end up saving money by seemingly splurging.
Sellers receive up to 70% of sales, which means you can turn that right around and invest in a new piece. Like that Chanel Boy Bag you have both eyes firmly fixed on.
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What's In Our Bag: Everything You Need for Create & Cultivate DTLA
A fully loaded bag perfect for this fully loaded day.
Designed for the 7am-10pm lifestyle, the 15” Tote from Dagne Dover is the ultimate day-to-night carryall, made with sneaky compartments to keep your essentials in place. And since your day at Create & Cultivate DTLA is going to jam-packed from when you first arrive to when Chelsea Handler takes the stage at 8pm, you want a bag that’s working for you while you work it.
We’re breaking your day, and just what should be in your bag. Sorry, no hot sauce needed.
8:00 AM: You’ve been waiting for this forever!! And it’s finally check-in time! If you already have your badge, head upstairs where you’ll receive your track card, notebook, and pen. Slip that notebook into one of the side pockets. You’ll need it, but right now it’s time to grab some breakfast. Fuel for the day ahead is vital.
9:00 AM: You’ve got your coffee and your track. Find your seat and set-up for the first panel. Pull your phone from the phone compartment, snag a shot of the empty stage, and then get ready for some amazing boss-piration. Which means, grab your notebook, your pen-- from one of the three pen loops, and get ready to put facts to paper.
12:00 N: You’re either heading to your mentor session or to lunch. If you’re going to meet with your mentor pull out your tablet (there’s room for an 11”) and record it. Seriously, this is advice you can’t get anywhere else and you might not be able to shorthand as fast as they’re doling out the goods. If you’re heading to lunch, tuck everything away, and get ready to shake the hand of the creative peer next to you.
2:30 PM: In 15 minutes it’s panel time again. Which means that notebook and pen are about to get another workout.
5:00 PM: Break time! There is so much to during the break. You’ll definitely want to pull out your phone from its pocket, take some Instagram shots (we #regram our favorites) and visit the multiple pop-ups, beauty bars, grab a juice and put it in your bag. We’ve got three keynotes ahead, so you’re going to want something to sip on while they spill their business secrets. There’s a pocket for a “water bottle holder.”
6:00 PM: Jessica Alba takes the stage in conversation with Katherine Power and Hillary Kerr. Pull out that phone and start live Tweeting NOW.
6:30 PM: Rachel Zoe takes the stage in conversation with Jen Meyer. Keep the inspirational Tweets coming. It’s maje. Bananas. Ah-mazing. All of it.
7:00 PM: HAPPY HOUR! Tuck everything away and head to the roof to grab a cocktail, pass out a few business cards from that zip pocket, make a few moves, and use one of the side pockets for the cards you’re collecting.
8:00 PM: Everyone’s favorite comedienne and all-around shero, Chelsea Handler takes the stage. You’re probably going to want to write down everything she says.
9:00 PM: You came, you saw, you conquered-- maybe in heels. It’s a very stylish crew at C & C. If your feet are killing you, grab the sneakers you tucked into the bag. (Yes, there’s room for sneakers) and slip them on. Grab your gift bag, and head home full of knowledge, a side pocket of new contacts, and plenty of info on that tablet.
7 Ways to Maximize Your C&C DTLA Experience
It's a full day. We're breaking it down.
We’re officially two and a half weeks out from Create & Cultivate DTLA, and we can’t contain our excitement! As we get closer to May 7th, we want to make sure you’re set for the big day, as this is our biggest Create & Cultivate yet! So here are the 7 ways to make sure you’re prepped and ready to make the best out of your Create & Cultivate experience next month.
PACK THE ESSENTIALS
You don’t need to load up a giant backpack for Saturday, but you do need to make sure to pack the bare necessities. That includes: a government issued photo ID (you will not be allowed entrance without one), your badge (if it was sent to you), a portable charger, camera, comfortable shoes, business cards, and an eager mind! You don’t have to worry about bringing a pen or notebook, we’ve got you covered. And snacks? We’ve got tons waiting for you when you arrive. Including gluten-free options.
CREATE YOUR C & C DTLA SQUAD
We’re so excited to have partnered with our friends at WeWork for this year’s Attendee Happy Hour. To make sure you make the best out of your entire Create & Cultivate experience, don't skip out on this event on May 6th at WeWork Gas Tower in Downtown LA. This is your chance to network, sip, and mingle with other attendees before the conference. If you are rolling to town solo (shoutout to attendees traveling from out of state), or want to grow your network for the conference, here’s the opportunity to create your C & C squad or meet your next business partner.
Beer, wine, light snacks, and valet will be provided, so make the most of this awesome networking opportunity before the conference. Bring your business cards and a strong handshake.
VALET + PARKING
If you are a VIP ticket holder, you have complimentary valet parking thanks to our friends at Luxe. Be on the lookout for an email from us to give you more information on how you can redeem your free valet parking from Luxe.
If you are a GA ticket holder, we have three different parking close to the venue that has all-day parking for $10. Click here to see the map of available lots that are reserved exclusively for Create & Cultivate attendees. Be sure to bring cash and read the parking signs!
PICK YOUR MENTORS NOW
If you’re a VIP ticket holder, make sure that you have selected your mentors.
As a VIP ticket holder, one of your perks is your choice of mentor, so don’t miss out on tailoring your C & C experience to your business needs and goals. If you haven’t familiarized yourself with our amazing mentor lineup, click here to get to know all about them.
TAKE ADVANTAGE OF THE BREAK
We have so much in store for you during the break. From visiting the beauty loft for your complimentary treatment, checking out the sunset on the rooftop, grabbing some ice cream courtesy of our friends at Coolhaus, juice from Pressed Juicery, and cupcakes from Sprinkles, you deserve it all. Rolling Greens is doing a succulent workshop. Shopstyle is holding monetization workshops for those of you looking to capitalize on your content. The RealReal will be playing a game called "Real or Faux." Count us in. Bar III Clothing is doing something special (!!)l with Paola from Blank Itinerary. Put it on yours. Who What Wear's Hillary Kerr and Katherine Power will be signing copies of their brand new book, "The Career Code," for the first 100 attendees that stop by the booth. It's first come, first serve-- and they are going to go fast.
Be sure to get glammed up by either TopShop Beauty, Honest Beauty, or BeGlammed.
You'll also be receiving an activity card on site. It's sort of like C&C Bingo. Here's how it works: visit every pop-up on site, get the sponsors to punch your card to show you've visited their activation, and then turn your card in to our C&C pop-up. You'll be automatically entered to win a trip to our next Create & Cultivate conference! Don't forget to put your name and email on the paper. We'll be announcing the winner before the end of day.
SHARE ON SOCIAL!
Each corner of Create & Cultivate DTLA is filled with amazing photo opps, so take tons of photos and share them on social! We love seeing all of your photos, and even #regram some of our favorites. So bring your camera, your photographer's eye, and take tons of amazing photos. Don't forget to #CreateCultivateDTLA so we can see your shots.
(Hint: It's also a great way to connect with people post-conference. Scroll the hashtag, see who was there, and slide into those DMs.)
GET OUT OF YOUR COMFORT ZONE
To make the most of the conference, you have to step out of our comfort zone; network with speakers, mentors, and attendees. It's the C&C way.
Start by setting some goals: Raising your hand and asking a question at the end of at least one panel, giving away all the business cards you came with, and/or leaving with as many business cards as you gave away. If you see yourself someday working with one of the brands at our pop-ups, feel free to introduce yourself and exchange info.
There are so many people to meet, and who knows - maybe your next career opportunity is waiting for you right at Create & Cultivate DTLA.
More from our blog:
This Wedding Company Made One Simple Switch to Help Couples Realize Their Happily Ever After
Because it's only supposed to be the best day of your life.
Your big day can be full of big stressors. It's only supposed to be the best day of your life. No pressure.
Which is why Zola took the wedding registry into the future-- and online.
Gone are the days of roaming the department store with a store associate and scanning items into your registry wish list. Zola streamlined the process so that couples can focus on more important things-- like cake testing, something that *thankfully* online will never replace.
So we checked in with Jennifer Spector, Zola's "Newlywed-At-Large" to find out why making this switch was imperative for a happily ever after, and what today's couples are looking, and registering, for.
What is the most rewarding part about being in the wedding industry?
The most rewarding part about being in the wedding industry is intersecting with couples at such an electric time in their lives. Taking the next step to get married is just the beginning, and being a part of a couple's journey as they build their home and their lives together is really gratifying.
How do you think Zola is inspiring couples to build their lives together?
We focus on what couples of this generation want and need to build their lives together. Zola offers gifts, experiences, and opportunities that uniquely reflect the couple - like cooking classes, camping equipment, artwork and funds - instead of gifts that don’t feel personal.
I used Zola before I started working for the brand, and it was a lightbulb moment for me - wedding planning could be fun! So much of wedding planning is solely focused on the bride, and Zola made registering feel inclusive for both me and my husband. That carried through in the products that were offered, and the way we could adapt the platform to our needs as we envisioned our future together. We registered for home goods, experiences, and even a fund for boxing lessons before our wedding to help take the edge off. Registering for certain items, like a nonstick pan we would use to make Sunday pancakes, made our marriage feel way more real and special than which color napkin would be at our reception.
Why was it important to take the wedding registry online?
Because couples live online! Zola is a digital first experience with best-in-class iPhone and iPad apps, as well as desktop versions that help you manage your registry wherever you are. Zola allows you to manage thank you notes, fulfill gifts, add new items to your registry, automatically transfer funds directly into your bank account, and import items from anywhere online. Couples expect a seamless digital experience and anything less does not reflect their needs, and is also extremely frustrating.
Do you think streamlining parts of a wedding makes it easier for brides and grooms to focus on the big day?
Weddings are incredible celebratory milestones, but they are also major events, which come with lots of emotions, expectations and frustrations. Plus the added pressure for it to be the best day of your life! Streamlining wedding planning helps couples focus on having a good time and what is truly important - celebrating the love they share. Using Zola helps streamline because you have everything in your pocket and on your phone - so you can delay shipping if you need to, exchange a gift digitally, or add/remove things on your registry as your wedding date gets closer.
The goal should be to focus on the big day and beyond - a wedding is only one day but a marriage should last a lifetime - so you don’t want wedding planning to take a toll on the relationship.
"You don't want wedding planning to take a toll on the relationship."
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What is the modern couple looking for when coming to Zola?
Couples are looking for a well-designed registry that has gifts that reflect their personal style and helps them build their lives together. Thousands of couples have shared with us that Zola was their favorite part of wedding planning, and many couples continue to shop the site after their wedding day because it still represents their tastes.
Are you seeing more of a shift from traditional gifts to gifting experiences and honeymoon funding?
When Zola first started 2.5 years ago, the hypothesis was that couples were moving away from traditional gifts. But what we saw instead was that couples wanted it all - they wanted a KitchenAid mixer, they wanted the experience of cooking together through Blue Apron, and they also wanted a fund for their trip to Thailand. Our couples register for a mix of gifts, experiences and funds because all three categories reflect what couples need and want in this next chapter of their lives.
"Happily ever after may be starting a family, traveling around the world, or enjoying a lifetime supply of avocados."
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What does Happily Ever After look like today?
Previous generations had a very cookie cutter ideal of happily ever after, which thankfully is no longer the case! For Zola couples, happily ever after means so many things. Happily ever after may be starting a family, traveling around the world, or enjoying a lifetime supply of avocados (a couple really registered for that). For me and my husband, happily ever after right now means living in a tiny apartment in a great neighborhood, traveling to new places, and continuing our boxing lessons!
Photo credit: Claire Esparros
This Designer's Boss Encouraged Her to Leave Her Job
But that job loss catapulted her career. We talk candidly with Amber Lewis of Amber Interiors.
Multi-hyphenate Amber Lewis of Amber Interiors is interior design #goals. Have you seen her #shelfie game? Or the way she mix and matches patterns? She didn't always think she'd be a business owner.
It was a former boss who encouraged her to break out on her own, and from that point she didn't look back. Currently, she has more ideas than time-- and is in the midst of designing her dream home-- so what else can she take on? Plenty.
There’s no such thing as perfect in the beginning (or middle) of launching your business. When you decided to launch Amber Interiors where were you in life? What was going on?
I was fortunate enough to have an amazing job working with a really gifted interior designer for a few years. When my husband and I had our daughter and bought our first house at 28 years old, I decided to start my blog as a way to share the process of our remodel. I thought I had some semi-decent content and thought it would be fun to at least start the blog and share with family and friends. We definitely didn't have a lot of money, so we tackled a lot of the projects on our own and I was a bit of a DIY fanatic. I am not sure if it had to do with luck, timing, or what, but I got some attention from a few really big bloggers, and what felt like overnight, my name started to get out there a little. My old boss picked up on my enthusiasm for all things design and was kind enough to tell me she thought it was time I went out on my own. The rest is history. I was definitely scared and didn’t feel “prepared” but I was laser focused on making something happen…even though I wasn't quite sure what that was and was kinda “winging-it” for a while.
Why was then the right time?
I don’t know, but when I lost my job, that kinda catapulted me to do something bigger. I was a "work from home" mom, so I would literally be feeding my little and commenting on blogs, and when she would nap or go to sleep at night I would stay up for hours blogging, pintresting, and creating my business. It felt like I was on autopilot for a while just making small steps forward in a direction where I would have a couple clients, or start to get noticed for my style etc. I didn't know it was the right time, I was just moving forward, and doing what I could, when I could. I basically had no clue, I just had an insane drive and a lot of blind faith.
I basically had no clue, I just had an insane drive and a lot of blind faith.
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From day one, what were you thinking about that you’re still thinking about now? What has been a through-line in your business?
I have always thought, "What’s next?" Social media and Pinterest is mostly a blessing, but it can be aggravating, especially in the beginning. I think because there is so much saturation now, it's really hard to determine where an idea or design style originates from. I remember feeling so stoked to have my work out there in the world and feeling like it was so unique to me, and then I would go on Instagram or Pinterest and see someone completely do the exact same thing after me and watch commenters congratulate them on their talent etc. In the beginning it bummed me out, because I was like, “hey thats MY IDEA” but then I just started telling myself it was an amazing compliment to have someone like what you did so much they wanted to re-create it themselves. Now I always strive to do “what’s next” and do better than my last job and the spotlight of social media forces you to push the envelope with each project.
[Related content: How to Handle Competition In a Creative Field.]
"The spotlight of social media forces you to push the envelope with each project."
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How do you differentiate yourself as a designer?
I don’t think there is a definitive answer to this, however I hope I have established my style and brand enough that it can be recognized as my work. I think maybe the use of patterns and how I mix styles in almost every project I do differentiates me to other designers. I can take a big box sofa, and make it look unique with fabrics and pillows etc. I love to mix, thats my jam!
For new designers, what do you think is more valuable? School or experience? You did a little of both.
90% experience and 10% school. I never mastered CAD, so I have to rely on my team to do computer drawn technical drawings for me, which can suck when I think faster than I can draw. So I say, go to school and learn CAD and Photoshop, and the usual stuff like excel etc. and then get yourself a job! Even if you're just getting coffee for a design firm for a while, thats OK as long as you immerse yourself around creative people and absorb everything you can. I learned way more in the field working for a designer than I ever did in school.
What’s your favorite part about being a designer?
EVERYTHING. I swear I LOVE my job so much, I pinch myself that I get to make a living doing what I love. It’s always changing, and I get to be creative in so many different ways. I would not work so hard if I didn't truly enjoy every single second of it. Even the crappy days aren’t so bad.
What’s one aspect of the business you would change if you could?
Budgets! Haha!!!! No but actually, budgets suck but they are part of the job. So I tolerate the challenge, but work on managing clients' expectations with what their budgets can realistically do for them. I don’t know if I would change anything, but I hope to get to a place where I can be extremely selective with the projects I work on. Unfortunately, I have to pay the bills, but I am so lucky to have such rad roster of clients so far!
Sometimes as an entrepreneur your biggest strength is also your largest challenge. Would you say this is true for you and what would that be?
I feel a great expectation to do something different with each project. Unfortunately, some clients want you to just do what you did last time and don’t want to do much different than what they have already seen. That can be such a challenge because like I said….I am always thinking “Whats next?”!! As a business owner with multiple employees, I need to make sure I look out for the growth of the business, as well as balance what pays the bills with jobs that are super fun, but maybe a little less money. Those are usually the ones I am most fond of in the end!
You opened Shoppe, Amber Interiors last year. How are you feeling about the move into a physical location?
It’s so great! I have heard so many horror stories about retail locations and opening an actual brick and mortar, but knock wood, my husband (also my biz partner) and I love it and have had some really positive feedback. We feel like we are a part of the local community but also are proud of going for it and throwing caution to the wind! We kept asking ourselves “whats the worst that can happen” and so we feel good about the big jump. As crazy as this sounds we haven't even been opened a year and are already expanding and making it larger! Again, I pinch myself daily….but we are just going for it!
Do you think it’s important for your business to have an offline shop?
Totally! We have tons of items in store that are not online. There are lots of vintage pieces, and higher end antique rugs, that I think need to be touched and seen in person rather than on a computer screen. Plus we have some vignettes in the store and have an amazing sales team to help you pull pillow combos, or pick the perfect accessories and rugs.
So, now we have to ask "What’s next?"
Oh, my favorite question! Well I am writing a book, and developing a product line to sell in the Shoppe. I am also designing and starting to build our dream house, which I am so flipping excited about! At the moment I have more ideas than time, so I am trying to work smart on my passion projects and seizing the growth opportunities available to me now. At the moment the future looks bright!
Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her on this site she never updates www.ariannawrotethis.com
3 Bold Looks That Show Why You're a Boss
You don't have to rock a power suit, to show your power.
There's more than one way to power dress these days. Like in a Shahida Parides piece, the luxury designer known for its bold handmade dresses featuring signature prints crafted to latest style forecast and fashion trends.
Launched in 2012, Shahida, the founder and designer of the eponymous fashion line, spent fifteen years successfully designing, manufacturing, and distributing private label dresses, before realizing her own dream. Shahida Parides was born, and is now in over 160 boutiques. A It’s a brand favored by by bold business women like Lisa Vanderpump, a fierce entrepreneur who always says exactly what's on her mind.
It's a fashion brand that understands that creativity and personality should be at the forefront of your business.
IF YOU’RE GOING FROM MORNING COFFEE TO BUSINESS BRUNCH
You can blend in with the crowd in a springtime pastel two-piece, or you can opt for a bold jumpsuit-- like a harem style with Swarovski crystals and metallic beads. Because bold and confident are Shahida attributes that you can bring to your meetings as well as your wardrobe choices.
SAY BYE TO BASICS, HELLO TO BOSS
There is a time and a place for minimalist dressing. Like meetings with your legal team, perhaps. But when you want to dress to impress, go for bright. In a red, floor-length kaftan that can be worn three ways. It says, you do you, all the time. And can easily go from work to drinks to closing deals.
FOR DRESSING WELL DURING YOUR BEACH GETAWAY
Thanks to tech, your office is mobile. And business deals don't have to take place in an office or over dinner. Make a deal from the sands in Tulum. (Because we all know the smartest vacations are working vacations.)
Take in the waves in a python printed of-the-season one-shoulder dress, (that can also be styled three ways) as you wave hello to potential partnerships and success.
Freedom, flow, and fire, that's the Shahida Parides way.
Lulu & Georgia Founder Shares How to Style Your Desk For Max Output
Work hard, styled hard.
If you're a boss who knows that filing isn't just for your nails, you need a desk to match your hustle. Which means: organized, styled, and designed for max work output.
So we checked in with Sara Sugarman, Founder of Lulu & Georgia, the online home decor shop founded in 2012 of her five tips for keeping your workspace as boss as you are.
CLEAN UP
A clean and inspiring space makes for a more constructive (and positive) day. If you look around your desk, there are undoubtedly little odds and ends creating unnecessary clutter. I recently read, The Life Changing Magic of Tidying Up, and now ask myself: “Does this item bring me joy?” If it has no purpose and doesn’t bring me happiness, then it’s gone. The items that do stay on your desktop should be ones that you use on a daily basis.
BEAUTIFUL DESIGN
I’m most productive when I’m in a space that reflects my own style and personality. Whether it’s a statement rug, a colorful lamp, or a unique bookcase – it helps me think more creatively. I also love the idea of a pin board- not to place random samples or business cards- but as inspiration for where you want to be and what you want to do.
TASTEFUL ACCESSORIES
When I was younger, my mom would take me to Staples before school started, and I loved selecting all of the brand new supplies I would need for the year. I feel the same applies to workspace materials. Sure, we need staplers and tape dispensers, but why select the functional, yet boring ones when you could have gold and acrylic? It’s an opportunity to express your individuality, plus it adds to the overall aesthetic of the space.
GET COMFORTABLE
We all spend a lot of time at our desks, which is why it should be a space that is both livable and productive. Use a pouf as a footstool, keep a tumbler filled with water nearby, and invest in a chair that you don’t mind spending several hours in.
ORGANIZATION
There is a lot of time wasted looking for that piece of paper, pen or business card lost in the cluttered chaos on your desk. Create a functional, yet stylish system to help keep important dates and urgent tasks in sight. Incorporate a tray to store time-sensitive materials and file everything else away. Use a pencil holder to store pens and highlighters, so they are easily visible when you need them.
#CreateCultivateDTLA: Gift Bag Sneak Peek
Just just like we like to have major keynotes, we also keep the same standard for our gift bags.
We are only a few weeks away from Create & Cultivate DTLA, and with keynotes like Chelsea Handler, Jessica Alba, and Rachel Zoe, it's safe to sat that this is our biggest conference to date yet. But just like we like to have major keynotes, we also keep the same standard for our gift bags.
This time, we have a fully loaded gift bag with tons of amazing product from our sponsors, that we just hope we can fit it all in one Parachute Market tote!
From amazing hair and beauty products, to even a month trial of our favorite at-home barre exercise company, we've got you covered DTLA. Here is a sneak peek at the companies you can expect to find:
Dove
Smashbox Cosmetics
Kevin Murphy
Yes To Carrots
Beyond Yoga
Fromm Beauty
Physicians Formula
Topshop
Lorac Cosmetics
Honest Beauty
First Aid Beauty
Blue Sky Planners
Paper Mart
beGlammed
Framebridge
Gorjana
BKR
Iconery
Tulip
Darling
French Connection
H2O Plus
Bai
Goldpress Paper
Shahida Parides
Barre 3
Zola
Privilege Clothing
SoulCycle
Thrive Market
Consort Design
Belong Mag
Murad
Sprinkles Cupcakes
Judy B Swim
Lulu & Georgia
Emu Australia
Foreo
Laurel & Wolf
Herbivore Botanicals
May Designs
Bobeau Collection
Amanda Marmer
Kestrel Bags
Olive & June
Psyche Jewelry
Cityseat NYC
Love Tatum
SoleSociety
Olio e Osso
Limonada
Be Good
Minted
Dagne Dover
Origins
Brunette the Label
Uptown Sweats
Get excited DTLA! Just a few more weeks til showtime!
7 Must-Know Biz Tips from Rachel Zoe
The inside scoop from our very own #CreateCultivateDTLA keynote speaker.
Digitally-forward, socially-savvy, the fashion empire of Rachel Zoe is decidedly a stylish one— but it’s also built on the know-how of the entrepreneur.
From an open-door office policy to taking the high road, Rachel is dishing seven of her best business tips.
ALWAYS WORK LIKE YOU HAVE FIVE DOLLARS IN THE BANK.
My first job was as a sales associate at the Nine West store in Short Hills Mall in New Jersey. My biggest piece of advice for anyone starting his or her first job would be to make sure to never act entitled. It’s important that no matter what your situation is, you work like you have only $5 in the bank.
"No matter what your situation is, you work like you have only $5 in the bank."
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TRUST THAT SOMEONE WILL TAKE A CHANCE ON YOU.
If you show up every day and give your job 110% at all times, eventually you will get noticed. It may not happen as quickly as you like, but at some point the stars will align and you will get your first big break. For me, that occurred when Tommy Hilfiger hired me to style his huge White House ad campaign. I was only about a month into my freelance career at the time, and I was terrified. The job came with a big budget and took two weeks to execute. We shot a cast of young Hollywood actors, models and singers both in Austin and Los Angeles. To this day, it is still one of the most incredible productions I have worked on. I am eternally grateful to Tommy for taking a chance on me, because it not only led me to book many more jobs, but it also gave me a huge boost of confidence and proved my competence!
REALIZE THAT YOUR PATH MIGHT BE ON THE OTHER SIDE OF THE STREET.
You need to consider whether you're on the right career path. Who says you can't have an "I'm going to be a...just kidding!" moment like I did? Before I started my career in fashion, I was a student at George Washington University majoring in sociology and psychology. At the time, I thought I was going to be a psychiatrist! Looking back, making the jump to fashion was a natural choice for me. Bottom line: It's never too late to start over. We hear stories all the time of people later in life going back to school for something completely new and different. Those stories are inspiring. If you're lucky and you're honest with yourself, you might realize that you need to make a change.
"Bottom line: It's never too late to start over."
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FOCUS ON SOLUTIONS, NOT THE PROBLEM.
Everyone makes mistakes, but how you handle them can set you apart in the workplace. When something goes wrong, find a solution (or twenty) before you present the mistake to your boss or colleagues. Then, use the misstep as a chance to come out on top. As a designer, often times I will conceptualize and sketch a design for my collection only to have the prototype turn out differently than I expected. Rather than starting from scratch, I work with my team to find a middle ground that will work for the customer while not compromising my vision.
TAKE THE HIGH ROAD
When drama arises, it is tempting to want to set the record straight to everyone within the workplace. In my experience with the media reporting false stories about me or my company, I have learned that silence is almost always golden. If you try to deny or defend yourself, you are ultimately just fueling the fire. On the other hand, when you are quiet, the drama tends to fizzle much more quickly. Bottom line: take the high road and save the venting for when you are at home behind closed doors. Believe me, this is not easy.
KEEP YOUR OFFICE DOORS OPEN.
As a leader and CEO of a company that is constantly growing, it is important for me to have an open-door policy with my employees and always be honest with them. I do believe having transparency with my team shows that I trust them—I always want the lines of communicate to be open. In today’s corporate culture a lot of leaders choose to sit with their team, and not have separate offices, and I like that. The offices of my company headquarters have glass doors for a reason, to advocate transparency and openness.
DO WHAT YOU LOVE.
My number-one piece of advice? Do what you love. It is the only thing that will keep you going through long days, stressful situations and a low bank account balance. When I was a fashion assistant at YM magazine, I worked literally on my hands and knees all day long, doing everything from packing and unpacking boxes to running around New York City in blizzards on foot (in heels!) moving full wardrobe trunks solo. It was physically taxing on a person of my height and build, but I did it all with a smile on my face. I never once complained because I felt it was such a privilege to do what I love.
How Design Star Emily Henderson Really Feels About Working for Free
And changing her mind about the color brown.
NAME: Emily Henderson
OCCUPATION: Designer, Stylist, Boss
ONE DEGREE OF C&C SEPARATION: She designed panelist Oh Joy’s studio!
HOURS SHE’S CLOCKING: Probably six during the day and three most nights, with shopping/writing on the weekends. So maybe 50? With kids taking priority of daytime hours.
SOCIAL PLATFORM OF CHOICE: Instagram for the business, but FB for myself because it’s the best way to keep up on good articles/current events.
PHOTOS SHE’S HEARTING ON IG: I heart what I try to create myself - anything that is both personal and beautiful. Ultimately - if it makes me smile, I double tap that shit.
"If it makes me smile, I double tap that shit."
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Emily Henderson, the HGTV host and designer, stylist, writer and editor of Style By Emily Henderson, thinks perfection is boring. In fact, it’s part of her design philosophy: "I believe that a perfect house is like a perfect person; no one really wants to be around them and everyone secretly hates them."
We tend to agree.
It's this kind of candor that has propelled Emily's career from dog walker to winner of HGTV's Design Star to Target Home spokesperson. Hers wasn't a straight shot to success (because it never is), but from clocking long days, spending time with her 5-month-old baby girl, and son, Charlie, while continually growing her taste and brand, it's success that is hard-won.
We checked in with the incredibly frank entrepreneur to get the scoop on creating a brand, changing her mind about the color brown, and the only time she'll work for free nowadays.
How do you create a brand that stands out? How do you come to understand what your “brand” is?
You need to have a product that is both unique and universal. There are too many people doing interesting things these days, you have to make a product that stands out, BUT at the same time it has to have enough universal appeal that you aren’t selling to 10 niche customers. I always think about Jennifer Lawson. Sure, she is a person, but she is someone that everyone likes and yet she is totally unique (which is why everyone likes her). This is extremely hard to do, but the people I know who are successful have done a pretty good job at it. Give your product a personality and ask yourself everyday, “Do I want to hang out with that person??” If the answer is no, then tweak it because if you are feeling that way, then everyone else is too.
"Give your product a personality and ask yourself everyday, 'Do I want to hang out with that person??'"
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How do you create a “voice”with an image?
It’s all storytelling. You need think about what overall story you are trying to tell every time you produce any content - it's basic marketing. But most of us (small brands) don't have a marketing person or team controlling all platforms. It’s our job to weave in elements of our story through all brands. I am by no means saying that I am queen at this and I think I could be doing a WAY better job. However, here is what I try to do: Show a happy, colorful image (whether it's an interior or my life) with copy that feels personal, informational OR inspirational. If I’m funny I get literally twice the likes, but I’m so busy that it's hard to produce good, funny, beautiful content all day. But that is the goal - pretty and entertaining.
You’ve called it the best marketing tool. But what else about the blog platform was attractive to you?
It’s all mine. Sure we have sponsors, but even they know it's all mine. And sure I have three people that work just on the blog, but there is still a sense of autonomy that we have with the blog that we don’t have with our design clients or my major partnership work. It has such a large audience now, so we really feel like our work is heard, and we have an influence. I know you can have an influence on many platforms, but with a blog you have more real estate to write and share than on social media so your audience is more engaged and reads and listens so much more.
Part of having a successful brand is fluidity. How do you go about introducing new styles to your audience when they’ve come to know and love your style?
It’s hard and people call me out all the time saying ‘but you said you don’t like brown!’ And sure, I didn’t like it, five years ago. But luckily most people are on the zeitgeist train with you and sense the trends and shifts too, and are happy to see someone they know embracing them and showing them how to use them. I started the blog when I was 29 and broke. I’m 36 now so my life has changed - I have two kids, and frankly I kinda want nicer things than I used to. That combo can be resisted by some people who want me to be thrifty and eclectic like I used to be. I’m still the same person, but I've grown up, which is now embraced by an entirely different community.
Have there been times when you’ve done something and thought, that was off-brand? But, you really liked it?
When your brand is yourself then in a way anything that you like is on brand. WAIT. YES. I recently did a sponsored post for a pre-owned luxury handbag website. My mantra has always been - don’t promote anything you wouldn’t buy yourself. I’m from a coastal town in Oregon. My parents are both teachers. In other words I’m not buying $3k handbags both on principal and the money. But before I said ‘no’ to it, I polled my staff and friends and sure enough a lot of people are into handbags - at least the idea of them. So I figured I’d style some outfits with some bags and if nothing else people could see what I’m into fashion-wise these days. I wrote about the brand/bags very honestly - saying it’s a luxury, it’s certainly not for everyone, while letting them know that this site exists if they happen to be handbag people. I really liked the post, the brand got a ton of traffic and purchases and ultimately the readers (even those who had sticker shock) liked the post. So yes, I guess I do things that are technically off brand but still work. It’s a risk though and you have to be very careful because trust is #1. Well, staying in business is #1, trust is #2.
"Trust is #1. Well, staying in business is #1, trust is #2."
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What would you say sets your work apart from others?
I know I’m not the best designer or writer, certainly, but I do think that I write about design and style in a digestible, approachable, and entertaining way. The site feels small even though it’s big, and people know that they are getting real opinions from a real person who is out in the field designing every day.
You’ve said “work for free” when you’re just starting. Do you still agree with that statement?
Hmm. Regarding working for free … I think i’d like to edit that and say ‘collaborate for free’. A large company should not be asking you ever to work for free - no matter how big or small you are. The only time I do work for free now is for magazines. Their model is simply to not pay you for makeover or design content because you will get notoriety and press out of it. But otherwise, I don’t “work” for free.
I also collaborate with other influencers and do their homes for press/portfolio and exposure to a new audience, but I definitely see it more as a collaboration and I make sure that everyone is clear on social media expectations. Most of the time I try to not go out of pocket and get all my assistants’ time paid for - so iIm just volunteering my time but they are covering all costs.
You have to weigh the amount of labor versus compensation and make sure you are being compensated somehow - whether it’s exposure, customers, high res photos of your work and press. IF someone has reached out to you and asked you for your work then they should offer to cover your out of pocket costs.
In short -If you are starting out, think about whether or not the exposure is worth it to you (ask for social stats and get all social requests on paper). If you are already established make sure they aren’t benefiting more from you than you are from the exposure.
Five years from now, where do you see your business?
Digital media is too fluid these days to know what is going to happen next, so we just try to work our asses off, be flexible, and keep our eyes open.
"We just try to work our asses off, be flexible, and keep our eyes open."
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We could go in the brick and mortar direction, we could go licensing lines all over the place direction, and when the kids are a little older I do want to go back into the TV (design show) world. Or maybe it's all of them. I know I want the blog to be both a personal documentation as well as a much larger resource for interior design.
Photos by Mike Garten for Good Housekeeping Magazine.
Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her at www.ariannawrotethis.com
10 Cost-Saving Tips for Your Wedding
The women behind 100 Layer Cake dish the bridal goods.
On 100 Layer Cake, we share a variety of weddings from DIY to Glam, and Bohemian to Romantic Elegance. All of these weddings tend to have one thing in common... they're super creative! While each wedding has an unique and varied budget, we're always so inspired when we find out that the couple was able to create their dream wedding on a small budget. To help you in your wedding planning process, and maybe save some $$$ along the way, we've combed through our site to give you a few of our favorite cost-saving tips.
USE OUR VENDOR GUIDE!
Our vendor guide is a place to find fabulous vendors as well as place service request for your wedding day. Yep, that's right, you can post a particular request for your wedding (from photography to music to flowers) and vendors in our guide will bid on your event!!! Our vendors are looking for creative brides, so pop on over and give it a try. These two New York brides found their vendors on our site.
This bride found her planner and photographer in our vendor guide.
This bride hooked up with photog Lauren Rae Photography after making a proposal right here on 100LC for wedding photographers within their budget.
RECRUIT FAMILY & FRIENDS TO HELP WITH FLORALS
Not only is this a cost saving tip, it's fun, and a great way to bring people together.
Simple one stem florals placed into antique medicine bottles can make such an elegant statement on your table.
For the adventurous bride, try foraging for your bridal bouquet.
Store bought florals popped into whimsical vessels by family and friends. So cute!
ALTERNATIVE WEDDING DRESSES
Okay, here's the deal, you don't have to go to a huge, well know bridal store to find your dream wedding dress. We're not saying you shouldn't go and try a few on, but there are other options. These creative brides found the perfect dress for their big day and saved lots of $$$!
We love that this bride spotted her vintage wedding dress on Etsy for $400.
This DIY bride found her dream wedding dress from Free People.
If you fancy an unconventional wedding, maybe think about forgoing the typical white dress for something more stylish. This bride really knew how to make a statement with her bright Mara Hoffman wedding dress.
CREATIVE CATERING
If you’re having a casual wedding, think about a potluck! This is great for an early afternoon wedding. All you need to do is create a menu and pick a few reliable friends and family member to bring a super yummy dish. Voila!
FAVORS
Try giving something really thoughtful and cost effective with these DIY colorful potted succulents.
CREATIVE DECOR.
Think beyond florals for wedding decor. The cost of hiring a florist can really rack up the cost, so think beyond a typical floral centerpiece or bouquet.
In lieu of florals, collect potted cactus or your tablescape. Bonus, you can decorate with them in your house or send them with a guest as a parting gift.
Paper flowers can be a festive, fun activity for you and your maids to create for your wedding decor.
DIY CEREMONY BACKDROPS & ARBORS IDEAS
Go bright and whimsical with this paper decor backdrop.
This couple had their family create this meaningful arbor for their ceremony.
The groom is a woodworker so he created this greenhouse structure for his bride, who's a floral designer. How thoughtful!
ALTERNATIVE CAKE
Behold the donut cake! Don’t get us wrong, we love a big dramatic wedding cake, but this donut cake concept is just too cute and a fraction of the cost.
SAVE ON YOUR LIQUOR BILL
This couple is really into beer, so instead of a full bar, they opted to pour their favorite blend. Talk about HUGE savings! We love how they stayed true to their passion.
CONSIDER A FREE VENUE
Save on your venue cost by hosting an intimate backyard wedding.
These are just a few of our favorite cost-saving wedding ideas. Be sure to pop over for more wedding ideas for your big day!
The Blogging Business Key Nobody Is Talking About
And everybody should be thinking about.
Being a style publisher in 2016 is a multi-faceted job if there ever was one. Creating blog posts, photoshoots, running a website, liaising with brands, networking, researching, snapping, Instagramming, and more - all within a week’s work. If you categorize all these tasks, you’ll see they fall into three block pillars: Content, Business Management, and Tech.
This division is technically right, but it doesn’t identify the most crucial factor: that all three pillars overlap, and understanding the intrinsic relationship between them is the key towards the longevity of your blogging business.
So what is this mysterious intersection between the pillars of your business? And why is it important to understand and develop it?
WHAT IS THIS MYSTERIOUS INTERSECTION BETWEEN THE PILLARS OF YOUR BUSINESS?
Translating an overarching business vision through your digital presence is the one thing most publishers should consider when thinking of all the tasks their job entails. And it’s not even their fault. To put it simply, nobody in the industry is really acknowledging it. Well, almost nobody.
I launched my company, chloédigital, when it became clear to me that there was a gap between the fashion and tech worlds that was stopping great publishers from moving forward. Through our membership, my team and I now offer bloggers access to an all-rounded support system to strengthen their personal brands and power their online empires.
At chloédigital we look after some of the most successful blogs in the industry and the common factor that makes top-tier bloggers stand out from the competition is very clear: their business vision is holistic and cohesive.
Working closely with leading influencers around the world (a few of which will be panelists and mentors beside me at C+C DTLA!) has put me in a unique position to gain insights on the fashion industry whilst still having a foot in the tech world myself. I have seen first hand how working with a multidisciplinary tech and strategy team can be a pivotal point to grow a blogger’s online authority. But there is still much more to be done in terms of connecting all aspects of an influencer’s presence and decisions, on and offline. Working with a PR agency on one end and a tech team on the opposite end, with any content decisions torn in the middle, is just not an efficient way of approaching your business anymore.
The future of digital publishing lays within integrating every team and detail cohesively to reach new goals.
A very extended misconception about style publishers is that, as mainly creative professionals, content creation is the aspect of their business that drives most of their strategic decisions. But the reality in digital publishing is that, when there is a disconnect between the technical and creative side, it is actually the technical side that holds the veto power in key decisions. Let me give you a couple of examples of things that are commonly heard:
“I would love to add a new awesome functionality to my blog that I’m sure my community would love, but I’ve never seen anything like it so I doubt I can do that on my site,” or “I was very excited about the new style of blog post I published recently but it seems my readers didn’t respond very well to it; I’m not quite sure how to look deeper into these reasons, so I will just go back to standard content”.
Great ideas, content, and opportunities for innovation that get lost in translation as soon as a tech barrier is encountered. This is exactly why bridging the gap between fashion and technology is essential in order to keep digital publishing thriving. When there is seamless communication between content creators, agents, sponsors, designers, developers - that is when new things can be both conceptualized and well executed.
"Bridging the gap between fashion and tech is essential to keep digital publishing thriving."
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If you’re a style publisher truly looking to create a sustainable business, stop thinking of tech and fashion as opposites. Connect your teams, think always big, and start creating a multidisciplinary space within your working process that allows you to push boundaries.
10 of Our Favorite Chelsea Handler Quotes
Caustic and clever, two of our favorite qualities.
Chelsea Handler has a way with words. From reminding us that we're powerful to breaking down social situations with a bit of bite, the comedian always seems to know just the right "wrong" thing to say. And since she's our keynote for #CreateCultivateDTLA, we're sharing a few of our favorites.