YouTube Star Shares Her 3 Essential Tools for Creating Video Content

@melissalalatorre

Self-taught professional makeup artist and YouTuber Melissa Alatorre clearly has a knack for figuring things out for herself. The San Diego born has amassed over 250,000 subscribers in a little over a year, having only joined the platform in 2015. 

That's right. The first-generation Mexican-American MUA joined YouTube April 21, 2015. So for those of you who think it's too late to start, Melissa is living proof that if you put your mind to something, you will get it done. (And perhaps look drop dead gorgeous while doing so.)  

We caught up with Melissa ahead of Create & Cultivate Atlanta, where she'll be joining us on panel, to talk tips, learning the basics of videography, and the one thing she really "sucks" at. 

In a little over a year, you have gotten over 250k subscribers on YouTube. For some content creators, it's almost impossible to get that many followers in that short amount of time - what do you credit your success to?

I would have to say that passion, persistence and consistency are what really helped me gained a following.  I had been wanting to start a YouTube channel for over 3 years but never had the right tools in order to get started so as soon as I did I knew that I had to hit the ground running.  This is something that I am not only passion it about, but I also knew it was what I wanted be doing with my life full time.  So I began producing 2-3 videos a week and putting my all in to them to make them the absolute best I could at the time.  I also made sure that my videos weren’t just there to watch for entertainment, I wanted to really teach my viewers how to improve their makeup skills having been a freelance makeup artist for years. I think my subscribers have noticed that and for that reason my videos have resonated well with not only them but with everyone they share my videos with!

"Passion, persistence, and consistency are what really helped me gained a following."

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You created your YouTube channel after already having built an Instagram following. How was your transition from just posting on Instagram to creating video content?

What’s interesting is that you think everyone from Instagram would immediately just follow you on to YouTube, but that wasn’t the case for me.  I would say about 30-40% of my followers actually went over and subscribed to my channel, so my thoughts were “Dang, this is going to be so HARD!” Then miraculously my YouTube channel managed to surpass my Instagram following... by a lot! I think that my Instagram has now become a platform for promoting my videos, whereas before it was more so just creating beautiful images that weren’t linked to any other external content.  I tell everyone Instagram has become your magazine/TV Guide that is simply there to visually please the human eye on a daily basis, whereas YouTube is your TV show that people are more actively engaged with and more emotionally connected to. 

What are your keys to creating a great video?

Great lighting…just kidding, but not really.  Great lighting, camera set up and all the technical production aspects are obviously keys to a great video but what matters most is the content you are producing. Like I mentioned, in the beginning my videos were NOT a great quality, production wise (even though I thought they were at the time) but people, my subscribers still loved my videos because the content was great - they could care less that the tungsten bulbs I was using were making me look a pale shade of yellow.  A great video/content has to have substance, it needs to provide your viewers with something that will benefit them.  In my case, it’s showing my viewers my “ secret” little tips and tricks on how to make your makeup look its best.  

Since you started your YouTube channel, what are some of the things that you've learned along the way about creating video content? 

Plan your content in advance, again, think of your channel as a TV show. Don’t just throw content out there for the sake of having to upload a video weekly. Take the time to plan out what videos you will be uploading on what dates and around trends that are current.  The more you carefully plan and strategize your content the better response your videos will get.  Also, use all the other tools available to you in order to promote your channel - Snapchat, Instagram, Twitter, etc.. It makes a HUGE difference #snapchatfam.

"The more you carefully plan and strategize your content the better response your videos will get."

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What are three essential tools to creating your video content?

1. Familiarize Yourself with Some Basic Videography Knowledge  

I get SO many emails from aspiring YouTubers that simply say, “What are your camera setting and lighting, please tell me.” I encourage everyone to watch some YouTube videos on basic videography skills because you are going to have to tailor your filming setup to what you are working with. My setup might be completely different from yours.  What if I film in a dark dungeon with no lighting? You'd never know! Haha. Same thing goes for editing software and lighting, just watch some YouTube videos on it and learn the basics, after that it’s all trial and error!

2. Utilize Your Audience

Really listen to them and take into account what their needs are and what they want to see you do next on your channel, after all without them there is no us!

3. Be Active on Your Channel

Don’t just upload and disappear, engage with your audience in the comment section and on your other socials, it makes a difference!

How do you create a content calendar to make sure you have a new video every week?

To be honest, I suck at this so, next question… hahahaha. I’m in the process of planning out a 3-month system so I have my videos planned out strategically.

What are your tips on creating collaborations with other content creators?

Try to meet other content creators organically versus just emailing them first. If you can go to events where other content creators will be at and engage with them in that way first. Then spark up a conversation about a potential collaboration.  Also, collaborate with creators that have a similar style to yours so that the collaboration has a great response from both of your audiences, not just one or the other.

What are three strategies that you abide by to make sure your content is always getting traction and your channel is always growing?

1. Utilizing ALL the social media channels that are out there to my full disposal - when a video is freshly uploaded tell your Snapchat fam to go watch, post on Instagram that it’s live, and have Twitter automatically tweet out your new video.

2. Upload videos on the same days each week - I still struggle with this from time to time but I try to stick to every Tuesday and Friday.  My subscribers LOVE Quick Tip Tuesday videos!

3. Stay creative - Don’t just upload the same thing one after the other, after the other.  People get bored easily and will drop off, keep everyone entertained with new and fresh content that will get shared and attract new subscribers!

Tickets for #CreateCultivateATL are going fast! To catch Melissa on panel be sure to snag your ticket now. 

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What Do Your Jewelry Choices Say About You As an Employee?

Ever wonder what your jewelry choices say about you as an employee? Whether you’re slaying Keynote proposals in a statement necklace or you’re a simple bangle kind of boss, we’re breaking down jewelry choices and work styles with Simon G. Jewelry.

There is a rapport between what you put on and how you go about your day.

THE STRAIGHT SHOOTER IN THE SIMPLE BANGLE

A simple bangle says you like to get into the office early and clear out your inbox ASAP. It’s a no-fuss approach to business and dressing that says, I bang that drum, but with a bangle that doesn’t get in the way.

With an arresting intertwined design of white and rose gold and white diamonds, you’re also a bit of a dreamer who takes chances by bending the rules a little bit. You’re not afraid to mix metals and you’re certainly not afraid of mixing it up in the conference room, stating your ideas with confidence; two-tone means you’ve got ideas in every hue.

THE GO-GETTER IN THE CLIMBER EARRINGS

Call it a hike, a journey, or a climb, you’re all about getting to the top. But as dedicated as you are about going after your dreams, you also make sure to reach down and to the side as you go.

These climber diamond earrings mean you’re a go-getter, you want to be noticed, and you make a statement with both your earrings and your handshake: firm and no-nonsense.

You know that not everything you do will be a success but that never stops you from trying.

You like talking strategy and growth with your team and you’re constantly brainstorming innovative ideas for expansion. In 18k white gold with floral pattern you’re classic but crafty and nothing will hold you back.

"You’re classic but crafty and nothing will hold you back."

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THE WORKER BEE IN THE SIMPLE DIAMOND PENDANT

You work out at 6am. Are in the office by 8:30, and you’ve corresponded with more people before noon than most people do in a day. You’re practical, fast, and you like jewelry that you don’t have to think about—  but know is always looking stunning.

This is the kind of necklace you can wear morning, noon, and night. In part because you’re always heading from the office to work drinks!

You never have to take it off (and you often don’t). Don’t underestimate it’s simplicity for simpleness. This necklace works hard for you and you need something that works like you do: around-the-clock.

Like they say: you want something done, give it to a busy person.

THE OFFICE UNICORN IN THE RIGHT HAND RING 

You are always there to jump in, take on a challenge head-on, and come up with ideas that benefit the whole team. If someone is out sick, you’re helping.

If a co-worker is hitting a wall with creative ideas, you’re staying behind to spitball. You’re a true right hand to everyone in the company and it’s an attitude that doesn’t go unnoticed. It has helped you advance your position in the past and will continue to do so.

This spiral ring is comfortable and resilient due to the design of tiny, almost unnoticeable joints in the solid 18k rose gold design. Which mirrors your personality precisely. The diamonds add a bit of sparkle— just like you add to the workplace.

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How Rachel Martino Moved From Corporate to Full Time Blogger

Rachel Martino isn't your typical blogger. She recently became a full time blogger after working corporate as Origins' community manager, and she has created an international brand with over 384k followers all before 25. For Rachel, age ain't nothing but a number.

Now, Rachel is putting all her focus on making sure her blog continues to thrive and living her true calling to the fullest. We caught up with Rachel as we get ready to have her at Create & Cultivate ATL this fall, and had her tell us a little about her experience moving from the corporate world to a full time Francophone blogger. 

Make sure to catch Rachel on panel this fall - get your tickets now here!

Francophone American YouTubers are a very rare kind to run into on the internet. What was the ah-ha moment where you thought, "I’ll do both an English and French YouTube channel"?

Yes we certainly are a rare breed! When I was in college I had started my US YouTube channel and was loving the interactions with girls all over the country. As a French major gearing up to study abroad I thought to myself, "I wonder if French girls make beauty videos?" And of course they do. I started watching French YouTubers to practice my French learning and listening skills. I decided to try out a video, and I was hooked! For me it was such a fun way to engage with girls on the other side of the ocean! 

You mentioned you studied abroad in France for a while. What are some of the lessons that you learned abroad that you have applied to your brand today?

Taking chances! I first studied abroad in high school and that experience changed my life. I felt I could step outside my comfort zone and try new things. Studying abroad forces you to push yourself! I can't recommend studying abroad enough. In college I was able to spend 9 months on France really learning the language and culture and it really changed my life. 

From a young age, you were creating your brand while helping Origins develop their digital footprint as well. What are some of the things you have learned as a digital influencer and a strategist for a corporate environment that have translated into your own business strategy? What are some of the differences?

Working in a corporate environment for a large beauty brand was an incredible experience that helped shaped my business and my life. While at Origins, I learned how a brand operates on every level. Launching and growing the @OriginsUSA Instagram was a highlight of my professional career. I leveraged my knowledge of Instagram from my experiences growing my own audience @RachMartino to help propel our brand's IG to success. Through running a corporate IG I learned the importance of consistency, quality and engagement. 

"Through running a corporate IG I learned the importance of consistency, quality and engagement." 

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Last year you made the decision to leave Origins as their community manager, to become a full time blogger. How did you come to this decision?

It wasn't an easy one! There were so many things that I loved about my job at Estée Lauder. Working with a team, a daily routine, feeling like a part of a bigger goal not to mention a steady paycheck and benefits. But as more and more exciting projects started to come in, especially travel projects I realized I was at a crossroads. I could continue to dedicate myself to my full-time job and move up in the company, or I could forge a different path and focus on my blog and YouTube channels. I thought about it for a long time but once I made the decision I knew it was the right one. It was certainly scary, but worth it! I gave a long notice, 6 weeks, so I could wrap up loose ends and help find a good replacement, which was so important to me after three years in the position. Now it's been a year and I've never looked back!  

What is a piece of advice would you say to anyone who is in a corporate setting who is aspiring to be a full time blogger?

Learn everything you can! Working full time in a very corporate setting taught me so much about business and helped me become the successful blogger I am today. It can be really hard to focus on your blog and a full-time job! It's important to make a schedule for yourself to stay organized. I would often film videos early in the morning before work and shoot blog looks on the weekend, it's all about maximizing your time. If you truly have the passion for blogging that work won't seem so tedious. Also save, save, save! If you want to go full-time freelance you will be in much better position financially if you save money while at your corporate job. It's tempting to buy thousands of dollars worth of clothes, I know, but becoming a blogger can be stressful because you're not getting the weekly paycheck anymore. I saved all the money from my blog and a percentage of my corporate salary when I was working 9 to 5, so when I did decide to make the move to freelance I still felt secure. 

"If you truly have the passion for blogging that work won't seem so tedious."

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The brands that you partner with are always in line with the brand that you have created for yourself. And as you have grown as an influencer, you surely get tons of requests to collaborate. How do you know which brands to decline and which to say yes to to maintain the integrity of your brand?

This is always difficult. As a blogger it is so important to stay true to yourself and your brand but as a business it can be hard to say no to incoming offers that pay the bills. I always try and think "would I buy this?" IF it's something I would pay the money and buy, then it's a good fit. And sometimes it's about infusing your own style into a brand you may not have considered before. They have chosen you because they think your look can align with their brand! But always, always be true to who you are. 

What are some of the challenges that you have run into while creating an international brand?

Working at an international level is so exciting for me! I love having an audience all over the world, especially in my beloved France. It can be difficult, however, when working with international teams. There is a language barrier, different customs and sometimes opposing work styles. I always make sure to get everything in writing because calls can be stressful in another language. 

Even at an audience level I have made some mistakes. For example, a few years back I made a few Halloween tutorials on my French YouTube channel including a 'Lana Del Ray' costume makeup. I got all these really negative comments and it really upset me. It wasn't until later that I realized in France, if you're going to dress up, it's really only as something scary. For them I was making a mockery of Lana Del Ray! So you have to learn as you go and do research when you can. 

"Learn as you go and do research when you can."

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Can you let us in a blogger secret that all bloggers know but their audiences are unaware of? 

We do have lots of secrets! People always ask me 'how are you so photogenic in photos?' Look at my camera roll and for one photo posted on IG there are 100 that I didn't post! Getting the perfect photo is a bit of an art that required patience, proactive and great filters. Also most bloggers shoot maybe 3 looks in one session - I'll meet with a photographer and have 2 more outfits in my backpack and then change in a public bathroom (very sexy, I know) One time I met with my friend Noelle, who is also a blogger and we each packed 6 swimsuits and a pop-up tent and headed to Rockaway Beach! We changed in the tent which was blowing around like crazy in the wind! But by the time we were done we each had 6 different swimsuits photographed! 

"Getting the perfect photo is a bit of an art that required patience, proactive and great filters."

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If you weren't a digital influencer or community manager for a beauty brand, what would you be doing today?

That's a tough one. As a kid I always wanted to be an actress. I think I've always had that urge to 'out myself out there' which is probably why I ended up as a blogger/YouTuber.

Can you teach us french, sil-vous plait?

Oui! :)

Ayesha Curry Explains The Major Key To Her Business Strategy

ayeshacurry.com

Motherhood and being a business woman isn't any easy feat, but for Ayesha Curry, it's a challenge she was born ready to tackle. Today, the wife and mother of two has her YouTube channel Little Lights of Mine with over 435k subscribers, is getting ready to launch her first cookbook The Seasoned Life this fall as well as launch her own meal-kit company GATHER. 

We caught up with Ayesha as we get ready to have her on panel this fall at Create & Cultivate Atlanta, and got to hear about how she balances motherhood, the importance of transparency in her brand, and what her strategy is when making important business decisions.

You've created a brand that puts family and wellness at the forefront - how do you make sure that yours stands out among other culinary and family brands?

I think for me personally when I started my journey in the culinary world, I wanted to be accessible. I think that is what’s missing a lot these days in food. People love transparency and so I wanted to be honest, easy and approachable when it came to the way that I presented myself and the way that I cook. Nothing is perfect, and I want people to know that it's okay and that we're all in this together. 

"Nothing is perfect, and I want people to know that it's okay and that we're all in this together."

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100 recipes is a LOT for a cookbook. We're sure you had a lot of inspiration to create The Seasoned Life - where did you find it?

I found inspiration through my family and just everyday life. Most of the recipes are things I've created over the years through trial and error, some are family recipes that have been passed down. I even have recipes in there that I recreated from my favorite restaurants. I simplified them for the home chef. 

Fans know you as a supportive wife and devoted mother, but how do you assert your sense of self within and outside that role? How do you make sure that your brand stands alone? 

I think for me it's been a matter of staying true to myself. I don't compromise and I've learned to say no... a lot. Again, it's the transparency. When I stay true to myself, I am automatically staying true to my brand. I only hope that people can see that. 

"I don't compromise and I've learned to say no...a lot. It's all about transparency."

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What’s the first dish you ever created? 

The first dish I created was a sweet and savory mango shrimp dish on my 13th birthday! I had a cooking party and invited all of my friends and cousins over. It was a blast!

What is one of the toughest challenges being a culinary entrepreneur and being a busy mom and wife?

Balancing it all has been the toughest challenge for me. I seem to be in a constant state of mom guilt. It’s hard. I am lucky that I have a supportive husband who encourages me and wants me to succeed. It keeps me going.

Your blog touches on food, wellness, and family. Are there any other topics that you think you might delve in later on the blog?

Food is definitely the focus. I love splicing in bits of family and wellness because it's the biggest part of my life and just makes sense. In a dream world I'd love to dive into more lifestyle and home decor. Unfortunately I am quite possibly the most disorganized person on the planet. 

In two years, you have been able to grow Little Lights of Mine's YouTube channel to 435K. What has been your growth strategy from day one? How has it evolved?

My growth strategy has been quality over quantity. I never want to put out content just because "it's been a while". Everything I put out needs to make sense and be true to myself and my brand. 

"I never want to put out content just because 'it's been a while.'"

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You share a lot about your life on your social channels, but do you feel there's a need for privacy within the media and the digital world? Are there things that you make sure to keep to yourself and your family?

I think the biggest thing for me and learning process has been knowing when to involve my girls and husband and when not to. People are so quick to take advantage and it's been difficult deciphering what makes sense and what doesn't. I'm getting better at it. For me, I feel like the media is quick to take small irrelevant matters and turn them into big false beasts. It's tough at times but it comes with the territory. We just make sure we don't bring the outside noise into our home. It keeps everyone happy and normal. 

Aside from your book release this fall, what else is in the pipeline?

There’s lots of things in the works that i’m super excited about. Aside from the book release, this summer, I’ll be launching my very own meal-kit company, GATHER. GATHER will be delivering fresh ingredients based around my favorite recipes right at your doorstep. I’m also currently working on rebranding my olive oils and aprons. I also recently partnered with ZÜPA NOMA which is soup in bottle - soup reimagined.

So exciting to hear that you'll be launching GATHER soon! What are some of the things that you have learned in building a subscription business from the bottom up?

It’s been such a fun process. The main thing I’m trying to infuse is real world solutions. I set out to create a meal kit that I would use myself to make putting a delicious, nourishing meal on the table easier and less stressful. I’m learning that my ability to customize that experience is what’s going to really set it above and beyond what’s being offered by other meal kit companies. That’s where I’m really focusing my efforts. I can’t wait to share it with everyone. 

What is your funniest parenting story to date?

My husband and I went to our daughters parent teacher conference and one feedback was that she needed to work a little bit on her listening skills (like any 3/4 year old). When we got in the car, we explained to her what we had learned and what she needed to do. She threw her hands on her head and said "I just can't handle this anymore." We had no words. We definitely have a drama queen on our hands. 

What’s one thing completely unrelated to what you do now that you want to do or learn?

I would LOVE to learn how to ride English Style and compete. It's always been a dream of mine. 

What is your process when making crucial business decisions, whether it involves your career or your family?

I always do a pros and cons checklist. I look at it from a time and financial standpoint, and if I'm passionate about the opportunity. It's really hard to turn down opportunities, but again, quality over quantity. If I don't feel moved and passionate about the project, I pass. I'm a firm believer in intuition and gut instinct. It has to feel right. 

"If I don't feel moved and passionate about a project, I pass. It has to feel right."

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How Jessi Malay Took Her Creative Power Back With Her Blog

mywhitet.com

From a young age, Jessi Malay is no stranger to hard work and dedication. It has been engrained into her daily life since she began performing at 8 years old, which has ultimately led to her success now as a musician, dancer, and blogger today. 

But working in the music industry has been no easy ride, especially when you want to make sure that your brand and creative vision stays true to you. We caught up with Jessi to see what she has learned from being in the music industry from such a young age, how it has led her to take back her creative power with her blog mywhiteT and have her become the ultimate multi-hyphenate creative business woman she is today. 

Also, make sure to catch Jessi on panel this fall at Create & Cultivate Atlanta! Click here to get your tickets now! 

You started working at a very young age. Can you talk a bit about your different path and why this was the right move for you?

From the time I could walk, I was begging my mom to take me to dance classes. At 2 years old, I started studying ballet, jazz, and tap, and by 8 years old had joined a performing group, started singing, and was touring internationally. At 14 years old, I auditioned to be in a girl band, and by that evening, recorded my first song. Within weeks we were signed to Jive Records (Britney Spears, Justin Timberlake, Chris Brown) as ‘No Secrets’ and spent the next three years recording, rehearsing, performing, and touring. We put out a self-titled album that sold 300,000 copies and were #1 on the Billboard Heatseeker charts.

After 3 years, the group broke up and I went on to signing a solo deal with Warner Bros Records. My time at WBR was a completely new experience for me. I went from a world of pop and relatively quick and easy success with my girl band, to having to learn how to hustle more for myself and play the politics of the music industry. I toured from radio station to radio station, working the mix show market and negotiating with DJ after DJ for airtime. It was grueling, and definitely a man’s world that I had to learn how to conduct myself in a way that could be taken seriously and respected.

"Working in man’s world that I had to learn how to conduct myself in a way that could be taken seriously and respected." 

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At Warner, there was no pop division at the time. They were pretty Rock heavy and had a budding Hip-Hop and R&B department, which is where they placed me. I had very little say in the production of my project. I collaborated with people like Young Joc, E40, opened up for Three Six Mafia, and Wiz Kalifah used to open for me. Needless to say, the branding was a bit off…

The label used to also get on my case all the time about my look, telling me I had no style and wanting me to be more eccentric like Nicki Minaj or Lady Gaga, and that’s just not me. I always appreciated more pedestrian style, streetstyle, and it was this time that spawned the desire to start a fashion blog, a bit to show and prove and explain my personal aesthetic in a way that could be understood and appreciated.

"I started a blog show and prove and explain my personal aesthetic in a way that could be understood and appreciated." 

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We talk about work/life balance a lot. Is there anything you learned being signed as a teen and touring the world that has helped you with work/life balance as an adult?

Work/life balance will always be a struggle for me because I love working so much and grew up understanding how much work and sacrifice goes into anything that is worthwhile. I think that in itself was the lesson through all of my years of being signed as a teen and touring, just knowing what to expect. I’ve made sure to surround myself and work with the people I love most so we can be in each other’s lives on a regular basis, and we really love what we do. We’ve managed to figure out a way to make a living off of what we’re passionate about, and because we all have a common goal, we keep each other balanced. We work really hard so we can play harder, and set benchmarks and big picture goals for ourselves so we can keep everything in perspective, which can be hard to lose site of when working for yourself.

Despite your early success you made the choice to get a college degree? Why was this important to you?

Getting a college degree was really important to me, especially after all of my years spent focusing on my music career as a teen because I just wanted to be a more well rounded person. I had other interests, talents, questions I wanted to explore and develop. Everything I learned during school really helps me to adapt quickly and think outside of the box which is vital in a job where you have to create and share new content every day, multiple times a day, in a way that is authentic and true.

"We work really hard so we can play harder."

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How do you balance your creative side with your entrepreneurial side?

I have to compartmentalize time for each because they come from very different places. If I’m focused too much on the business aspect of the blog or music industry, it’s hard to be creative because I start to only think of my work from a marketing standpoint, of what’s going to sell or get the most likes, and that’s not where great art stems from. So if I’m going to do something creative like sit down and write a song, get in the studio and choreograph, or location scout and shoot something really beautiful for a brand I’m working with, I have to separate myself from that business side of me, let loose, and let my mind flow. I get myself there usually by doing physical activities like taking a dance class, going for a run, browsing through my dad’s old art books, or going out and hearing live music.

mywhitet.com

Let’s break down the behind-the-scenes of the blog. How much time are you putting into it? What goes into crafting your editorial calendar?

The blog is my LIFE! Lol. It’s my business, my diary, a forum for my readers and I to share ideas and comments, and just my place to document my daily life, travels, and passions, so I spend most of my time either conceptualizing, shooting, or writing for the blog. At the beginning of the month, I sit down and fill my calendar with all of the brand collaborations I’m working on, which days I’ll be shooting them, which days I’ll be editing them, their 1st draft due dates, final assets due dates, and posting dates for both blog and socials. If I don’t lay this all out at the beginning of the month it’s impossible to keep track of. It’s also very important to stick with your deadlines because if you’re late for a brand, you could really screw up their whole marketing strategy.

Because I also create and post about music, travel, now food, and soon to be fitness, I work those posts into my editorial calendar as they come. Those categories are a bit more free form and at the moment, passion projects that I just enjoy doing and sharing with my viewers.

How are you coming up with content that’s both authentic and monetize-able?

It starts with really having a strong understanding of your brand, what kind of products and other brands are in line with yours, and only accepting jobs that fit and you believe in, otherwise your audience won’t trust your voice anymore. From there, it’s easy.

What is your biggest current concern as a blogger?

Because blogging is so much more than just a job, it’s truly a lifestyle and all encompassing, I’ve started to become concerned with how I will eventually balance kids and a family and still accomplish all I’m doing now and everything I still want to do professionally. It was really encouraging to hear women like Rachel Zoe and Jessica Alba at CreateCultivate DTLA this past May speak about how they became ultimately more focused and productive after having children. I also have great friends who are bloggers that have kids and are making it look easy…so much respect for those ladies!

What is your approach to business? Slow and steady or jump in and go for it? 

Jump in and go for it, absolutely! I know no other way. When I want to do something, I become obsessed and don’t think too much about how I’m going to do it, just that I want to do it, and I’ll figure it out along the way. The hardest part of business is just starting.

"The hardest part of business is just starting."

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What sets you apart? 

I think my music is definitely what sets me apart. I’m an artist first and singing, dancing, and performing will always be my heart. I think people really connect with me that way because I’m a lot more vulnerable and open through my music.

Nany's Klozet Shares the Four Hard Lessons of Blogging

nanysklolzet.com

Daniela Ramirez is a dreamer who started her blog to create an inspiring space for Latinas and WOC in fashion an beauty. The Miami-based influencer now has over 150k followers on Instagram.

But she doesn't think blogging should be an end goal. We caught up with the woman behind Nany's Klozet to chat hard lessons, blog evolution, and why Latinas and WOC should support each other more. 

You've been blogging for 5 years now - how has your blog Nany's Klozet evolved since? 

I actually started blogging in 2009. Back then it was called Fab Chic and Fit and it was only in Spanish- it had absolutely no personal style and was almost anonymous. I opened Nany’s Klozet in 2011 as a way to separate “magazine-ish” content from personal outfits. 

Blogging has changed in so many ways. At the time most bloggers were either in school or working- few saw it as a business career, most of us were sharing content simply because had a need to share our passion or knowledge. I find it amazing how brands slowly started to realize the influence bloggers have, and we definitely have changed how brands market to their audiences. Also it is interesting to see how people have shifted from reading online to instant gratification with social.

What is one thing you used to do in 2011 for your blog, that you will never do again?

Never say never! But we (my now-husband takes all my photos) used to take outfit pictures in abandoned streets in the middle of nowhere. I was super shy about taking pictures with people around me, so I guess that’s why I liked it.  Now I'll look at them and it didn’t make sense. I think that the outfit has to match what you are doing and where you are going. 

What would you say are some of the hard lessons of blogging?

There have been many hard lessons along the way:

1. Be very careful with contracts. Have a lawyer look at them. Some brands want to take advantage of you.
2. Never lose yourself for money. Never take opportunities because of a good pay. It’s important to stay true to yourself. Your audience notices.
3. Also don’t change for your audience. I’ve seen people change the direction of their content. I understand thinking about what content they need, but blogging is about sharing your passion, not pleasing others.
4. We need to stop obsessing over numbers and followers….and focus in quality content (and quality of heart and soul)- with that, the following will come organically.

"Never take opportunities because of a good pay. It’s important to stay true to yourself. Your audience notices."

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Everyone has their one growth hack or strategy to help their blog grow - what is yours that you stick to religiously?

I try to interact with my readers as much as I can. To always answer their comments and keep the engagement high. Blogging is a two-way form of communication. It’s not only a “come, read me” but also listen back to what they have to say and answer. I always go to my reader’s profiles and comment on their photos. I’ve met so many amazing girls and I’ve found amazing blogs that way too.

"Blogging is a two-way form of communication. It’s not only a 'come, read me' but also listen back to what they have to say and answer."

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In a way your blog is a testament to making it look easy, while also looking polished and perfectly composed. However, we know that are BTS stressors that all bloggers deal with. What are some aspects of blogging that your audience doesn't see?

I don’t even know where to start…there are so many! My husband and I have had countless fights while taking pictures…I don’t even remember why but I get frustrated easily (and often!).

I also think we don’t wear heels as often as seen on the blog- I always have another extra pair on the car. Sunglasses are always great to increase the chance of a good picture. Plus sunglasses mean you don’t necessarily have to wear makeup!

Sometimes I think readers don’t know the amount of work we do and it all looks super flawless. Recently I did a nail polish campaign in Mexico where I had to change polish twice a day for three days and run around doing specific activities at the hotel. It was a blast, but it definitely wasn’t as polished and composed as it looked.

"Sometimes I think readers don’t know the amount of work we do [as bloggers]…and it all looks super flawless."

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As a Latina, you have been able to encourage other WOC to start their own blogs and become a part of the digital space in fashion. What else do you feel needs to be done for representation of Latinas and other WOC in the digital space?

Being 100% honest, I think Latinas and WOC need to start supporting each other MORE. I absolutely love my Latina community and I’m so proud to be Hispanic. However, I think Latina readers still prefer the tall/skinny/blonde/European looking blogger.

I also have been in many situations where I know I was filling the “Latina spot”- like campaigns with a blonde, a brunette, an African-American, and me. Brands need to stop looking at us as a space to fill, and instead acknowledge that we are a BIG part of U.S society.

What is one piece of advice that you have for anyone that is looking to start a blog today?

I would tell them to see a blog as a step to a reaching a bigger goal. I don’t think being a blogger should be the end-goal. For example: if you want to be a personal stylist….share your tips, do make overs, share your work. If you want to be a magazine editor, imagine you are already doing the job and treat your blog like it. Treat your blog as your portfolio…a passionate portfolio. Enjoy every second of it and genuinely network…you are going to meet some amazing people along the way!

"Treat your blog as your portfolio…a passionate portfolio."

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Make sure to see Daniela on panel this fall as she joins us at Create & Cultivate Atlanta. Click here to get your tickets now! 

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

Food is one powerful force. It's tied to memory. It's hands-on. And it connects people. It's something 1/3 of the Foodstirs co-founders Galit Lebow knows well. "I remember the homemade cinnamon raisin kugel that grandmother would make for us on special holidays," she says. "I remember running into the house and we knew grandma was over. She passed away last year and it’s one of my goals to learn how to make it! I miss the smell." 

The other 2/3 of the e-commerce baking company that delivers creative baking kits and mixing to your home are Sarah Michelle Gellar and Gia Russo.  

Each woman brings something different to the table of the company that is "reinventing the baking category" and "intends to give consumers an opportunity to be creative and share their experience." We caught up with Foodstirs to talk all things baking and business in anticipation of #CreateCultivateATL where all three will be keynoting in conversation with Self magazine's entertainment director Rebecca Sinn. 

Founders and CEOs often talk about the “problem” their company will solve. What “problem” is Foodstirs trying to solve? 

Foodstirs is reinventing the baking category. We are offering a clean and green better tasting baking experience that is high quality, tastes amazing, and most importantly is accessible. There is nothing in the marketplace like us that exists right now. We see a huge opportunity to revolutionize the baking aisle and re-traditionalize home baking. 

Moreover what is the ‘why’ of your brand?  

Most of us are consumed by our digital devices, we're always on and always connected. Yet somehow because of this we often feel disconnected with our loved ones. We are so busy in our everyday lives that we are doing more but experiencing less. We wanted to create a product that gives you that time to spend with your family and friends - connecting, sharing and experiencing. We believe the act of preparing and enjoying food together has incredible power. Foodstirs allows us to connect effortlessly and create meaningful memories. 

You were part of Mucker Lab, an accelerator based in Santa Monica. We’ve talked to female entrepreneurs before about the benefits of being in an accelerator. What was your experience? 

We have had a great experience. We knew we wanted to launch an e-commerce site with a subscription component  but we did not have a tech background. We decided to surround ourselves with e-commerce advisors and investors that could help. Our good friend  of ours had been part of Mucker accelerator and recommended we take a meeting. We have a ton of respect for the founders of Mucker capital, Erik Ranalla & Will Hsu. They are smart investors who saw a unique opportunity that was a little out of their wheelhouse. They took a chance on 3 female entrepreneurs with an idea for a baking brand and we will be forever grateful for their early support. They have been super helpful to our business by offering resources, advice and mentorship. We have also met fellow start up founders in the program who are very collaborative. It’s a fun environment. 

Why was it the right decision for Foodstirs? 

We had big ideas and a big plan that involved an e-commerce subscription business that none of us had experience in. We believed that an accelerator would help guide us through the initial start up process and get us focused on the right things. We have been able to gain access to a network of amazing entrepreneurs and executives who we have built great relationships and have helped us execute more effectively. 

"There is nothing in the marketplace like us that exists right now."

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Have you heard of the Rule of Three? It’s a concept in writing that says things that are presented in threes are more interesting, enjoyable, and memorable. Any thoughts on this as it pertains to having three founders? 

We all have different strengths that compliment each other. Galit is the operator and visionary, Gia is the product innovator, and Sarah is our brand ambassador and creative officer. We share the same vision and passion. We sometimes agree to disagree but that's what makes it special. We respect each other. I have the best job in the world because we get to work with my close friends. 

For female founders looking to raise capital, when you walk into a room of investors what are you thinking? How would you say your first meeting went compared to a later one? 

Well first, we usually walk into a room of all male investors and we are 3 females selling a baking mix company. We knew it was going to be a challenge to sell them on this vision but luckily we have found amazing investors who believe in what we are doing and see the opportunity to disrupt a sleepy category. Sarah and I had our first investor meeting at a coffee house back in March and it was a disaster. We didn’t really know what to expect and probably weren’t as prepared as we should have been but it was a great lesson. We keep in contact with the investment fund and recently got a second chance to pitch them as we are currently in the process of raising another round. It was a much better presentation and we all laugh about it now.

With Sarah as the brand ambassador what challenges are you facing? People assume having a celebrity as the face of a company makes it easier, but in what ways is this not the case? 

Having a celebrity as part of the start up comes with great advantages but also challenges. We have found that people sometimes don’t believe that Sarah is as involved in the day-to-day. She actually does come into the office everyday and even answers customer service calls. We are focused on producing the highest quality product and best experience. We take pride in what we have created and having an amazing partner who is also a celebrity allows us to amplify our message and get our story out there. 

I’m pretty useless in the kitchen, but have a three-year-old and would love to bake with her. Why does Foodstirs make sense for me? Why does it make sense for her? 

We created Foodstirs to make it simple and convenient for the modern parent to create a traditional home baking experience with their families and friends.  We were inspired by our children and longing for a product that’s high quality made up of simple and delicious ingredients that allows us to spend quality time with family. Our mixes and baking kits are less than 6 easy steps - we call it quick scratch baking.  

Among the three, who is the best chef? Who is the worst? 

Gia is definitely the best chef, she grew up in an Italian household. She has also written three cookbooks! We go to her house when we want an amazing homemade meal. 

What is a meaningful experience you each remember in the kitchen?

Galit: I have three sisters and both my pretend worked full time. We did not spend a lot of time in the kitchen, although we had dinner as a family every night. We had this amazing recipe for a sugar cookie with homemade frosting. Every Valentine’s Day we would make these cookies together - it was one of the few times we did not fight, we just had fun! We would frost, decorate and share them with the neighborhood. They were the best tasting cookies and more importantly, the inspiration for our amazing organic sugar cookie mix and frosting. Now I get to make it with my kids every weekend! 

Why do you think there is such a tie between food and good memories? 

Food just brings people together - it makes us happy. Everyone has a memory of favorite dish or recipe from when they were young.  We hope to provide a product that gives you that opportunity to easily create your own food memories with your family and friends. 

Why do each of you want to be a part of Create & Cultivate? 

We believe in the power of collaboration and creativity. We believe that creativity leads to innovation. It’s important as women business leaders that we support each other and learn from each other.  Our website has tons of recipe inspiration using our base mixes and we encourage our Foodstirs community to share their own. We love looking at the thousands of social posts of customers sharing their creations.

What Is Transgender Model Gigi Gorgeous' Most Vulnerable Career Move Yet?

Being inspired keeps up alive. And YouTube star Gigi Gorgeous, currently clocking 2.2 million followers on the video platform and 2 million on Insta, is nothing short of inspiring. Born Gregory Lazzarato, the middle of three brothers, Gigi began sharing YouTube videos from her bedroom in Toronto in 2008. They were confessionals, makeup tutorials, and normal goofy videos with high school friends. At the time Gigi identified as a gay male, receiving support from both her parents. Her brothers appeared in videos alongside her as well. 

For a 14-year-old, Catholic school kid in Toronto, she says YouTube was “an amazing outlet,” and like we hear from so many bloggers, it was a creative space where she nestled into an online community.  

“I found so many people online through my comment section who were like me, and I think that’s what is so amazing about YouTube. You can type in any topic and find it— it makes you feel like you’re not alone.”

The first YouTuber Gigi watched online was Michelle Phan, "pre-empire," when she doing makeup tutorials. “That’s what got me started, I was a huge fan of her, I started making videos and grew a community from there.” 

It was after losing her mother to cancer that Gigi posted a video officially identifying as transgender. That was December 2013. She had spent the year prior not posting anything too personal to the channel. It was a move she recognized as not “fair to her fans,” later citing one of the reasons as wanting to “keep being the person that they loved.” In perfect makeup and fuzzy blue sweater she told her audience, “I’ve done some soul searching… I’m not the same person I was when I started my YouTube channel. It’s still my heart, it’s still my body, it’s still my mind, I’m just choosing to be identified as a different gender.” 

It was an exercise in self love that she calls “successful and freeing.”  

“Obviously not everyone has had as dramatic an experience as transitioning to another gender, but everyone is under pressure, everyone doubts themselves.” 

"Everyone is under pressure, everyone doubts themselves." #selflove

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Looking back at her 14-year-old self she says, “I was so out there and unapologetic. I was in my own world, which I kind of still am. I was having fun.” 

Fun is a lot of what Gigi has online, from answering fan questions to blindfold taste tests with Kylie Jenner, but she draws a fairly definitive line between her online personality and off. She’s always honest and forthcoming, but also acknowledges she hasn’t always shown an emotional side. For some it might be hard to imagine that Gigi, who has shared endless personal stories and laughs with her viewers, could share more. However this fall, she is, with a forthcoming documentary that follows her transition.  

Gigi says she's "over the moon" about the release while also recognizing, "It's the most vulnerable thing I’ve ever done. It wasn’t just months. It’s years of footage and I’m sharing things that are so personal.” 

The documentary will show an “in depth” view of her transition, “sadness, happy parts— there are tears," she says. "I go into aspects of my life that I’ve never touched on on my YouTube channel: family, relationships, really going in depth with my transition, whatever you haven’t seen on my YouTube channel, you’ll see in the documentary.”

It was a move she was hesitant to make and admits to being nervous about the camera crew following her around. “I do like to keep myself somewhat private, and online, making videos from my bedroom I have control over that. It was nerve-wracking but it was freeing,” she says. 

“I think a lot of people watch my channel and think that everything is perfect, but the documentary shows that I am just like everybody else and I’ve gone through a really hard time.” 

Still a hard time hasn’t slowed her down. She’s spent almost a decade in front of the camera. She edits all her own videos. She's taken acting classes and made a few moves in the world of cinema. As to who she wants to work with? "Any major star would be amazing," she says. "I really love acting." But she's also broken barriers, working with major brands like Pantene and Crest- what she calls “pinch me moments.”  "When I signed the deal for the Crest campaign for 3D White, I bawled my eyes out to my dad, but it shows what you put in, is what you get out.” She’d love to work with MAC cosmetics, she says “for the same reason I use the products every day. I’m never going to work with someone that doesn’t align with me. It was the first makeup I ever bought as a young teenager, and that was a huge moment. I love their brand through and through.” 

At the end of the day Gigi’s dreams “are to be happy,” adding, “I think everyone can relate to that.” As a role model for the LGBTQ community and LGBTQ youth, Gigi also serves as a role model to anyone who has ever felt alone, confused— human, really. Again, thinking back on her younger self she says, “I would tell myself to be strong. You’re going to get shutdown and feel alone and depressed, but I would also applaud myself.” 

“If you’re feeling alone or not accepted, turn to YouTube, find a group of people or a community online, or in real life if you can, where people love and accept you for you," she says. "No one is alone. I definitely felt alone, but love yourself and find people around that support you.”

"No one is alone. I definitely felt alone, but love yourself and find people around that support you.”

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Standing ovation is more like it. 

Be sure to catch Gigi on panel when she joins us for #CreateCultivateATL and follow her on IG, Twitter, and YouTube. 

Arianna Schioldager is Create & Cultivate's editorial director. Follow her @ariannawrotethis. 

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Find Out Whitney Port's Key To Success

whitneyport.com

Whitney Port has come a long way since her days on The Hills. At 21, she was interning with Teen Vogue and Kelly Cutrone’s People’s Revolution. At 24, she took the leap to becoming her own boss and launched her own fashion line Whitney Eve, which was a Create & Cultivate Chicago darling last summer. 

Now, at 31 she’s taking everything she’s learned as a businesswoman throughout the years and is restructuring her brand, with plans to make it even bigger and better than before. 

We chatted with Whitney as she gets ready for her third Create & Cultivate appearance this fall in Atlanta. She told us that in the midst of changing your brand, you have to embrace change -- even if you think you might fail. It's all part of the process in becoming a better version of yourself.

Make sure to catch Whitney on panel this fall and grab your tickets for Create & Cultivate Atlanta here now!

What is the biggest lesson that you've learned as a young entrepreneur?

The biggest lesson I have learned, though extremely cliche, is that when one door closes, another really opens! It is easy to get all bent out of shape as a young entrepreneur because so many of the trials and tribulations we deal with are the first we have ever had to deal with, and thus we have no coping mechanisms. It is important that we take deep breaths and allow initial shock and horror to pass before we get all worked up when we're hit with hardships. 

whitneyport.com

What is a common misconception that people have about you as an entrepreneur? What do you do to break away from those notions?

I think people have thought that since being on The Hills I have just put my name on things and simply been a face for my businesses when actually I have micromanaged everything. I'd love people to know that I actually grew up in the fashion business and have been behind every business decision that has been made for me! I do that by continuing to take an active role in my businesses and always making personal connections. Nothing gets by me these days. 

"I continue to take an active role in my businesses and always make personal connections. Nothing gets by me these days."

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What would you say to the 21 year old Whitney just getting started at Teen Vogue?

I would tell myself to really nurture my relationships there and absorb all the lessons all the amazing people that worked there had to offer. In your early 20’s, you sort of think you know everything or you are too busy to make connections. I should have taken time out of filming to form relationships with the likes of Lisa Love and Amy Astley who could have been amazing mentors for me at the time and even now.

"Nurture your relationships and absorb all the lessons all the amazing people you work with have to offer."

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What kind of boss would you describe yourself?

In three words, I would describe myself as decisive, pragmatic, and motivational. 

Overall, I think I am a pretty cool boss! I want to drive those working alongside of me to reach their fullest potential and motivate without feeling like I am their superior. 

You are currently going through some brand restructuring - what are some of the keys that you are holding on to make sure it's the smoothest transition?

I make sure that every collaboration and partnership makes sense for my brand. That I am working alongside good and like-minded people and that I am really taking the time to think about things without making rash decisions. 

whitneyport.com

One of the pieces of advice we like to follow is recognizing your fears and leaning into them instead of running away - what are one of your biggest fears that you've had to lean into no matter how scary they were?

My biggest fear in work was that my clothing line would fail and people would then look at me as a failure. But I have learned that nothing is a total fail, or fail at all for that matter, that change is a great, great thing and we truly need to learn from these changes and use them to become better versions of ourselves.

"I have learned that nothing is a total fail, or fail at all for that matter, & that change is a great." 

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What is next in the pipeline for your brand? 

I am working on multiple collaborations that you will start to see out there in the fall! One of which is an activewear collection! I am also continuing to better myself as a writer and content producer on WhitneyPort.com

Favorite hashtag?

#cleanskinisin or #nofilter!

A Double Take With The Beckerman Twins

Twins: they share the same birthday, the same room growing up, and sometimes, they even share the same clothes. For Cailli and Sam Beckerman, it’s all that and more. 

As OG bloggers since 2009, the Beckerman twins have shared their eccentric style with the world via Beckerman Blog. And although their style may stray away from being serious, these girls mean business in the world of fashion, online and offline. 

We spoke to the stylish and eccentric twins from the 6ix on their move from designers to bloggers, splitting the finances of their blog, sibling rivalry, and how they make blogging look so easy. (Spoiler alert: it’s not.)

Also, make sure to catch them on panel and as mentors this fall at #CreateCultivateATL. Grab your tickets now! 

You’re designers turned bloggers. Both are tough businesses, capital T. Why did you decide to cross-over?

We were always photographing our own look books and making our own video's for our clothing line. We also kept fashion scrapbooks, pictures of our fittings and fashion shows, and journaled everything!  So blogging was really the next step for us. It was just putting it all on an online platform so everyone could see!

Any plans to go back to the design world?

Never say never! We both have our BFA’s, but really enjoy blogging! 

What’s another area you’d like to expand into?

We are writing and illustrating a children's book! 

If you went your separate ways, what would that look like? 

That's a cute question, and one that is very hard to say! Because we were wombmates, we enjoy hanging out and working together. However, we both have our separate things and hobbies we like to do.

For college kids looking for internships— you both landed some pretty stellar gigs, with Bottega Veneta and Marc by Marc Jacobs. How do you stand out as in intern candidate? What did you do to land the jobs?

We both cold called them and gave them our resumes! It was a lucky situation, but when Cailli interned for Oscar de la Renta, it was through F.I.T (Fashion Institute of Technology) that she did for credits for a class. 

How do you keep your blog life and your real life separate?

We keep our boyfriends and dating life not on social media. It makes it easier to have something personal. That's not to say, it's always going to be like that, but it makes it easier to have a relationship. 

Since you have a blog together, how does it work from a creative perspective? Who vetoes what? 

We both are always 1000% in to what we do and talk a lot about our opportunities together. 

What was the first big fashion invite where you screamed— internally or externally— with excitement? 

When we got invited to Dubai with Chanel to see their resort show! It was a trip of a lifetime!

You’ve been blogging since ’09. What some changes in the blogging world that took a minute to get used to?

It really depends on what apps are being created and how social media keeps changing! Instagram, Pinterest, Twitter and Snapchat changed everything when they came out. So always being in the know of the new apps! 

Where do you see the fashion blogger world heading? 

It's really an exciting time for bloggers and influencers! The possibilities are endless! 

In defense influencers, what do you have to say people who think you don’t work hard?

The only way people really know how hard a blog is to keep and maintain is when they start one themselves. It's a real compliment when people think we don't work hard because it means we make it seem effortless. It is a lot of fun!

Who is someone you’d kill (with kindness obviously) to work with?

We are working with our most favorite people and friends already! Wait... does Ryan Reynolds count? 

Sibling rivalry, ever? Or nah?

Naaaaaaaah! It's too much energy to fight!

Favorite social platforms?

Instagram, Snapchat and Pinterest

Life After Reality TV Is Real Good for Courtney Kerr

Reality check time: Courtney Kerr is not your typical reality star. In fact the days of reality TV are behind her, and the Southern charmer is now calling all the shots. 

After the premiere of Most Eligible Dallas in 2011, Courtney’s life landed on the national stage, but that was just a jumping off point. Today, the Dallasite has created her own brand, become her own boss, and is focussing on expanding her digital presence with her online publication KERRently.com and her YouTube channel. 

From reality TV to entrepreneur, we caught up with Courtney to chat in anticipation of #CreateCultivateATL where she'll be joining us on stage! 

Coming from the world of traditional media, what would say are some of the things you had to adapt when going digital?

Going to digital, you have to figure out clever ways to tell stories and weave your personality into your content. Everyone can take pretty pictures these days, but it is more difficult to infuse your personality and tell your specific story. This is something that not only readers want to see and feel, but clients who choose to have you represent their brands do as well. 

If clients just wanted a pretty picture, they would hire a professional model. Clients want to push product and engage your readers with an emotional "OMG I HAVE TO HAVE THAT" feeling attached to their product. You as the influencer are responsible for delivering that. 

Everyone can take pretty pictures, but it is more difficult to infuse your personality and tell your specific story.

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Was there ever hesitation about sharing yourself with the world? 

Well, once you get in a hot tub on reality television, the hesitation to share is out the window, and I have Bravo to thank for that! (LOL)

As I have grown and my brand has developed, I have definitely learned to edit what I share with the world. I have purposefully kept my romantic life private because I have to have something that is mine...something that I choose to not share. Granted, if the day comes and I get married, you'll probably hear about it. But for now, it's not something I'm ready to offer up.

You’ve had multiple platforms where you are able to voice your opinions and show who you are as a brand. Have you ever felt restricted?

No. I have never felt restrictions because I own KERRently. It’s mine and it is my space to do with as I please. As long as my readers, audience and clients are pleased, then I am happy!

What would you say was the push that convinced you to launch Kerrently.com this year?

Readers constantly wanted content that I knew didn't fit into a traditional style site. They asked about my beauty regimen, where I was traveling, what I was cooking, etc., so I knew there was definitely an opportunity to expand. Thankfully, there's been nothing but incredible feedback. Still, I know I couldn't have done this if their trust wasn't there to begin with. Luckily they trust me, and that's valuable to me.

If I’m starting my Instagram tomorrow, what should I focus on? Should I go hashtag crazy? How do I stand out? 

PHOTO QUALITY IS EVERYTHING! No one wants to look at a blurry picture, and no one cares what you ate for breakfast (leave that for Snapchat). Understand that in addition to your site, your Instagram is an online portfolio easily accessed by anyone and everyone. 

"Understand that in addition to your site, your Instagram is an online portfolio easily accessed by anyone and everyone."

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You've touched on everything from fashion, lifestyle, travel, beauty, and shopping. What is another topic you’d like to cover?

Entertaining is something I’d like to share on my site eventually. I LOVE throwing parties and hosting friends, so finding a way to incorporate those into my site without making my friends feel like they are being subjected to be on KERRently would be a fun move!

Describe your brand in three words.

Realistic, Trustworthy, Colorful. 

What is the smartest business decision you've made thus far?

Hiring a team of employees whom I trust and knowing when to delegate something to them.

Flip side— what’s the craziest business decision you’ve made thus far? 

Honestly the smartest business decision I have made was also the scariest/craziest for me. Since launching my blog in 2011, I have always been a one woman team, so sharing the work load, delegating tasks, and having multiple people represent me and my voice was a scary thing to me. 

You’ve been blogging since 2011, and KERRently.com just went through a rebrand 6 months ago. Where do you see Kerrently.com in 5 years?

I see KERRently continuing to grow as a destination that people trust as a go-to resource for fashion, beauty, travel, and shopping. I would also love to bring on more team members to help enhance each category of the brand. 

A lot of entrepreneurs tell us that if you can’t answer a simple ‘why?’ you’re on the wrong track. What’s your ‘why’?

So why do I do what I do?! I do it because I found something that: 

1. Inspires women 
2. Pays my bills 
3. I really freaking love. (I mean, I get paid to play dress up and help women feel more beautiful. What else could I want?! )

Are you more of a ‘go with your gut’ or ‘go for it”? business woman?

I definitely 'go with my gut' everyday! My friends and family tell me that I would be a horrible poker player because you can read every single emotion I have on my face! Trust me, if I feel it, it shows, so I can't possibly ignore my gut!

Make sure to catch Courtney on panel this fall at Create & Cultivate ATL - grab your tickets now before they sell out!  

Highlighting Diversity in Atlanta's Startup World

Credit: Laura Dee Photography

When it comes to diversity and inclusion in the workplace, Atlanta is king (or in our case, queen.) 

Today, more and more companies are looking to be at the forefront of diversity and are shifting their focus towards inclusion and representation in the workspace. (To that, we say what a beautiful time, to be alive.) And with Atlanta being the poster child for diversity and our next #CreateCultivate stop, we had to highlight some of the ways other companies can take notes from the state that’s leading the pack.

INTEGRATION AND BREAKING THE INVISIBLE LINES

As Atlanta continues to move away from a history of segregation, the same concept has been applied to work practices, landing two of the city’s biggest companies (Coca Cola and Southern Company) on the list of Black Enterprise’s Top 40 Best Companies for Diversity List last year. 

And inventors are taking more risks in the city because of its potential. In 2014 firms invested about $500 million in Atlanta companies — the most in a decade.

DIVERSITY IN ATLANTA’S STARTUP CULTURE

More POC in Atlanta are looking to change the face of what the typical startup founder or entrepreneur looks like. More men and women of color are starting their own companies, especially in the tech sector, and not only that: Atlanta has been named #5 in the best cities for female founders with 44.3% number of female-owned firms in the city.

While only .2% of venture capital deals have gone to black female founders and black women-led startups raising only an average of $36k in outside funding, more WOC are getting out there to show they are the future of innovation. 

Thanks to programs like The BIG Innovation Center, which is currently housing a four-month long accelerator program training black and Latina women from Atlanta how to launch their startup, how to acquire office space, and how to find mentors, we’re not too far from seeing more of “The Real Unicorns of Tech” in the startup world.

"We’re not too far from seeing more of 'The Real Unicorns of Tech' in the startup world."

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Atlanta still has a long way to go when it comes having more POC-- especially women-- as the faces of companies. However, this city is taking exemplary steps to ensure that not too far from now, when a female WOC is represented as the boss in a startup sitcom, it won’t be too farfetched.

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Interview with a Fierce & Feral Creature

It's not surprising that you can spell "genuine" with the letters of Eugenie Grey's name. 

The brazen blogger grew up in the suburbs of LA, but just one look at her Instagram and you'll find she's shed any evidence of a "little boxes all the same" kind of life. There's no one like her, which is part of her "brand." 

So, what makes Eugenie, unique? In part she's always wants to stay away from safe. Find out more below and be sure catch her on stage when she joins #CreateCultivateATL. 

You are considered one of the OG bloggers and have now amassed over 460k followers online. From a business perspective, what's been your growth strategy? 

I was blessed with being an early adopter. I started blogging in 2008 and got social media accounts very early on, and have been able to observe trends and adjust quickly ever since. I also think that staying true to my unique style has helped build my brand--I wanted to stay away from "safe".

I think that staying true to my unique style has helped build my brand--I wanted to stay away from "safe".

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You go to school, live bi-costally between LA and New York, are a full time blogger, and still manage to have a pretty exciting social life that we're a little envious of. How do make time to fit it all in?

Ever since I was in high school, I worked three jobs at once while going to school, blogging on the side for fun all the way. The gradual increase of my workload with various transitions in my adult life felt natural to me.

For you to work with a brand, what are they guidelines they have to meet in order to create a partnership?

Does the brand appeal to me? Do I believe in the product? Will this benefit my life, and in turn want me to share it with others?

What is the smartest business decision you've made thus far?

Probably purchasing my domain name for $2500 off someone many, many years ago. That was a fortune to me back then!

What's the worst business decision you've made? How did it help you grow?

Maybe this wasn't the "worst" decision, but it was a lot of work to keep up my blog while finishing up school. It taught me a lot about proper time management and priorities.

Via Feral Creature, you have been able to create a brand that embodies being your true self and breaking away from the status quo. What other messages do you hope translates to your followers via your blog?

I hope to inspire others to embrace their individuality, quirks, and weirdness. I hope people feel confident in their differences and what makes them unique.

I hope people feel confident in their differences and what makes them unique.

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How do you see the world of Instagram evolving?

Instagram is moving more to video. Algorithms made likes go down, but video views (which you see instead of likes on video content) remain high.

Describe your brand in three words. 

Bondage Sith Lord.

What is one hair color that you've yet to dye your hair? 

Orange!

What is your trick to taking the perfect Instagram #OOTD pose?

Head down/looking away will usually leave you without any gripes about a weird facial expression. Stand straight up, pop one knee out to the side. Do something with your hands: put them in your pockets, hold your purse strap, brush your hair behind your ear, cross your arms, etc.

What's a creative area that you'd like to explore?

 I've a keen little nose. I'd like to get into making fragrances one day.

Press Play: Create & Cultivate DTLA "What Have You Created & Cultivated?" P1

We asked speakers at Create & Cultivate DTLA to tell us one thing they created and one thing they cultivate. Hear from Oh Joy! Taylor Sterling of the Glitter Guide, Bri Emery of Design Love Fest & more.

Press Play: Create & Cultivate DTLA "What Have You Created & Cultivated?" P2

At Create & Cultivate DTLA we wanted to know what our panelists were proud to have created and cultivated. It was so good, we needed two parts. 

Why the VP of a Beauty Company Is Learning to Code

Disruption is part of our business culture. The world’s largest ride-sharing company owns no cars. The world’s largest accommodation service owns no property. And the world's largest social network produces no content. 

The most disruptive businesses are those with an interface; a means of connecting the consumer with the good they desire. So is the case of beGlammed, the first on-demand app that connects hair and makeup artists with the consumer.  

Launched in May 2014 it is now the leading on-demand beauty app. It seems simple enough. Combine two billion dollar businesses-- beauty and the on-demand platform-- and watch it spread like wildfire. On the surface, it is. 

It was an idea so compelling, or a “no-brainer” as VP of Marketing and Business Development Alexandra Amodio says, that it made her rethink the aphorism “Perfect is the enemy of good.”

“I know,” she says, “It’s important not to delay until you have a ‘perfect product’ that can come to market, but at the same time, you need to have perfect branding and perfect service, because that’s how your customers will remember you.” 

Alexandra Amodio at Create & Cultivate DLTA, May 2016

The app didn’t exist when the business first launched. In the beginning, for the first two months people would call and book. “We were a technology company and we had this amazing idea at the cross-section of technology and beauty and we didn't have the app yet." BeGlammed now offers services in 20 U.S. cities and one international city. 

“I looked back at records the other day, and I was the first appointment.” 

She was also the first employee and has been with the company before they had investors, which, she says has been a “wild ride.”

In January 2014 she met the Maile Pacheco, the founder, shortly after the idea had been hatched. Pacheco got her start in sales, as a makeup artists for MAC on the floor, but pivoted her way to the corporate side of the business, eventually pioneering her own way and creating a role as the facilitator between MAC’s celebrity clients and the brand sponsorship.

After staying with the MAC for almost a decade, Pacheco had built so many amazing connections within the beauty industry that her own business was a natural next step. She was operating out of Vegas at the time so that’s where beGlammed launched. The next two markets were Dallas and Los Angeles. 

“I remember three years ago, I was going to makeup counters to get my makeup done for events and every time I would buy three products, and I thought— like so many— that was the only way an ‘average’ person could afford to be done up before an event.” 

She was spending more money on products than she would on the beGlammed service— which now comes offered in tiers.

This is one of the major shifts the company has made. In the beginning there was only one pricing option, but now beGlammed offers three pricing options to fit any budget. “We’re making a luxury service affordable for all, no matter your budget, and we’re the only brand doing this. That’s become a big part of our marketing strategy that I didn't foresee in the beginning. You can get a blowout for forty dollars. Or you can get your makeup done by a celebrity makeup artist."

Photo by Arnelle Lozada

Instagram has also been very influential in their business. “We get so many clients who see Gigi Hadid’s makeup from the Met Ball and say, ‘I want that.’” It’s a direction she sees the interface moving.

Creating shoppable looks and creating affiliate partnerships is likewise something she’s passionate about and has performed very well in the fashion space. BeGlammed wants to create the ability for consumers to see a beauty look they love in the afternoon, ‘purchase it’ and have it applied by a professional in their home, office, or hotel that same night. “From a selling standpoint,” Amodio says, “there’s no better opportunity to sell a product than when you’re getting your makeup done. You have a 90-minute one-on-one very organic interface between the consumer and the makeup artist whom you trust.” 

Potentially that means beGlammed product or a bigger partnership with larger beauty brands.

“There are a lot of opportunities within beauty,” she says, while acknowledging that the speed of the on-demand market means there is pressure to keep up with Uber and Airbnb, both of which have “tons of resources and are moving really quickly.”

“You want to keep up and have the ‘Uber-puppies,’ but we always need to keep in mind what our MVP is, why we started, and make sure we are never losing sight of that.”

"We always need to keep in mind what our MVP is, why we started, and make sure we are never losing sight of that.”

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For now beGlammed is focussed on becoming the beauty authority in the space, as well as continually growing their influence.  Says Amodio, “This could mean we spend more energy promoting the artists within our senior tiers, growing our editorial presence— in a way that brands like Who What Wear and Into the Gloss have done a fantastic job at— and delving much more heavily into the beauty tutorial and vlogging space.”

The need to “keep up” is one of the reasons why after ten years in the startup work she’s learning to code. She started with Codeacademy, now receives coding-related news from Hacker News, and is part of the GitHub community.  “The very first computer science class I took was an online CS50X course from Harvard, which was intro to computer science and programming. It’s incredibly empowering to have an idea for the interface and be able to have a conversation with developers. It also gives you a deeper understanding of how feasible something is and how much it will cost.” 

It’s incredibly empowering to have an idea for the interface and be able to have a conversation with developers.

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She quotes the late Steve Jobs in the Lost Interview with Steve Jobs, who said, “I think everybody in this country should learn how to program a computer because it teaches you how to think.” 

Thinking she is. When you believe in the service you’re offering, and know that what you’re putting to market a service people will love, “it’s almost too easy,” says Amodio. But what separates the idea people from the success stories, is “cohesive branding, product development, and customer service. Having a completely integrated approach will always be the most important part of any puzzle.”

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11 Best Atlanta Street Art Walls

Aside from being a hub for a new wave of female entrepreneurs that are dominating the tech space, Atlanta is also one of the best destinations to go catch some of the best street art that decorates this amazing city.

Some of these walls have probably made their way to your Instagram feed, and if you were wondering where they were or where you could catch a glimpse of them, Atlanta is the place. Thanks to some Instagram stalking, we were able to find some of the best walls and some highlights from our very own #CreateCultivateATL speaker Kelly Mindell of Studio DIY’s wall crawl series with Sophie Loghman. Check out our favorites below! 

Ricky Watts Wall - Inman Park/Cabbagetown

Photo: @sophlog

Old Fourth Ward Bridge

Photo: @boodad6

HENSE Wall | Westside Cultural Arts Center in West Midtown

Photo: @sophlog

True Colors by Greg Mike - Paris on Ponce

Photo: @gregmike

Geometric Star Wall | Living Walls, East Atlanta Village

Photo: @sophlog

Purpose Wall by Greg Mike - Paris On Ponce

Photo: @gregmike

Jerk Face Kermit Wall - Bradley St. + Dekalb Ave

Photo: @sophlog

Best Of Atlanta - Paris On Ponce

Photo: @peterferrariart

HENSE Wall - Near Piedmont Park, Beltline Trail

Photo by: @hensethename

Disco Wall - Buckhead Atlanta

Photo: @sophlog

3ettman Wall - Living Walls, Summerhill

Photo: @sophlog

Make sure to catch us this fall at #CreateCultivateATL and join us in exploring all of what Atlanta has to offer! Tickets on sale now! 

Press Play: Create & Cultivate Downtown Los Angeles 2016

Create & Cultivate took Downtown Los Angeles by storm with keynote speakers Jessica Alba, Rachel Zoe and Chelsea Handler! The event hosted 600 female entrepreneurs and mavens of the digital space as well as over 30 brands who created one of kind experiences for our guests. 

The 5 Keys to Creating An International Business

Natalie and Dylana Suarez for Luisaviaroma. (Credit: Sara Mautone)

If your brand is online, you automatically have an international brand. Easily accessible to the entire world at just the click of a button, part of your strategy should be capitalizing on marketing your business to the world that’s already at your doorstep. If you’re not, chances are you’re missing out on making your brand internationally viable.

Take LuisaViaRoma, the fashion brand that has been one of the leading luxury retailers for 86 years. From its humble beginnings in in 1930 when Luisa Jaquin and her husband opened their first boutique on Via Roma in Florence to spearheading the worldwide online luxury shopping world in 1999, LVR has made its footprint as an international brand right from Italy.  Now with over 600 designer collections and a website that translates to English, Spanish, Italian, German, Chinese, Russian and French, this family owned and operated company is dominating the digital space with their marketing efforts that includes lifestyle content as well as influencer campaigns with some of the world’s most popular fashion bloggers.

We took notes from the international luxury retailer on how to build an international brand. If you are looking to grow your brand beyond borders, we suggest you do the same.

FIND THE INTERNATIONAL COMMON DENOMINATOR

To build a brand internationally, you have to fulfill a need in the worldwide market that isn’t exclusive to your own market. Seek out the international common denominator and find a product or service that is internationally known, as well as needed. The more complex and niche you make your service or product, the more you limit yourself to being received by a worldwide market. Start broad, narrow down your international demographic, and tailor your product or service to them.

UNDERSTAND YOUR MARKET AND ENSURE YOUR MESSAGE TRANSLATES

It is one thing to welcome the worldwide market to your business, but you have to make sure that they welcome you as well. Which means you need to make sure your business strategy speaks to them not in only their language, but in a cultural sense as well. Your message needs to empathize with the markets that you are targeting. You also need to understand values and cultural differences, because what might be acceptable in one market might be frowned upon in another.

It is one thing to welcome the worldwide market to your business, but you have to make sure that they welcome you as well.

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BUILD INTERNATIONAL RELATIONSHIPS

To build an international brand, you’re going to need to build your international rolodex. Just like you need an “in” with a celebrity, you need to do the same with the countries you want to do business with. The internet has made it easier to build those key relationships without having to board an international flight. For the 85 years that Luisa Via Roma has been in business, they have been able to create a massive network over the years that ultimately helped them transition to being a digital powerhouse as a luxury retailer. Tap into the people who will help make your brand known, as well as those that have the on-ground resources you need to achieve your professional goals. Everyone from distributors to influencers who can get your product into the right hands.

Additionally, if you onboard your international contacts as a part of your business team, you’ll have a POC on each home base, ensuring that your company is up and running in every touchpoint. You need people on the ground to get your business off it.

BUILD YOUR GLOBAL BRAND AWARENESS WITH INTERNATIONAL INFLUENCERS

Another advantage of building an international brand online is that you can tap into top-tier influencers in each of your markets and have them bring awareness to your growing brand. If you’re not fluent in the languages that your brand is trying to grow in, not only will the influencer speak the language but they will also speak the culture of the market you’re aiming at. In short: that influencers knows how to sell your message. With international influencers, the goal is to make sure that your market knows that as a brand you are willing to understand their language, customs, interests, and culture, and ultimately build a close proximity to them that will translate into sales.

BUILD AN INTERNATIONAL BRAND CULTURE

Selling a product or service is one thing. However, when you want to build a strong dynamic with an international market, selling your product with a brand ethos or culture that translates worldwide gives you leg up against competition. Take Luisa Via Roma for example: they have been able to sell luxury items internationally while investing in their cool factor. They have not only set themselves as an online luxury retailer, but they have set themselves as an online destination for fashion and culture in the world of luxury.

5 Reasons You Need a #CreateCultivateATL Ticket

Photo by Arnelle Lozada

Going to Create & Cultivate isn’t just another conference for you to network and meet people that are in your field of work and know how to speak your language when it comes to being a creative entrepreneur. There are networking events everywhere, and networking is just one part of Create & Cultivate, so don’t even dare call us just a networking event. 

For each conference, we make sure that you can leave with tons of knowledge from the leading female entrepreneurs in the digital space, apply what you learn to your own business and entrepreneurial strategies, and are able to not only network with tons of other creative entrepreneurs like yourself, but are also inspired to collaborate and cultivate ideas with them. Still need more reasons as to why you need to get your tickets to #CreateCultivateATL? Let us persuade you a little more. 

1. Creating relationships that count

While regular networking events might just be an hour of cocktails and mingling with those around you, at Create & Cultivate you have all day to make new connections with many more people who are cultivating the same entrepreneurial spirit that you have. Not only that, if you came to the conference alone and get to meet people in your track, you’ve made friends with your classmates for the entire day. The relationship that you build is even stronger than just exchanging business cards and moving on to the next person to network with. We make sure that it’s more natural and less forced. 

2. Entrepreneurial bootcamp

Not only are you networking with some of the most hard-working bosses, but you’ll also be able to take notes from boss women who already have it made with their own companies. And when we say bootcamp, you can be sure to be hit with the truth just to be prepared on how to deal with the real world of entrepreneurship. Our speakers lay down the truth when it comes to the ups and downs of running a business, how they have learned from their mistakes, how they have restructured their business strategies, and how every day is a learning lesson for them. We want to make sure that you’re prepared too, and can avoid their mistakes if possible. 

3. Confidence Boosting

We’ll be proud to say after you leave Create & Cultivate, you will leave so inspired and confident to go out and apply all your knowledge to your own business or entrepreneurial endeavors. And with good reason too: Create & Cultivate works to boost your brain power just like a wellness retreat works to revitalize your body. You’ll go back to work on Monday, and your colleagues won’t know what hit them, and then wish they had gone to Create & Cultivate too. While they sulk in their FOMO, you’ll be tapping into your strengths and make yourself an even bigger asset to your company.

4. Learn from top entrepreneurs & rub elbows with them

Not only do you have the opportunity to sit down and take notes from top entrepreneurs during our panels, but you’ll also have the opportunity to network with them and introduce yourself after their panel or if you catch them walking around the conference. This is your chance to make an even bigger connection and start making yourself known by those who hold clout as entrepreneurs.

5. Inspiration, information, and motivation to last you a lifetime

What you learn from Create & Cultivate isn’t just meant to last a weekend only to be forgotten by the Monday you go back to work. We make sure that you leave so inspired that you can take the world by storm with your ideas, knowledge, and connections. Our goal is to make sure you can look back at your Create & Cultivate experience and apply what you have learned to real-life work scenarios. We want to see you thrive and succeed, and want to make sure that your Create & Cultivate experience lasts a lifetime.

If you've set your mind on buying your ticket for Create & Cultivate Atlanta, don't waste another second and get your ticket now here! The conference is October 15th, but early bird gets the worm, and the last thing you want to do is have your business miss out on the best tips from rad business women in the digital space today.