Boost Productivity & Concentration with One Simple Switch

It’s 2 PM, you’re on your 3rd or 4th coffee, perplexed as to why you’re still not percolated.

In fact, you’re nodding off, ready to head home and clock out for the day, even though you still have a solid amount of work to get done. It’s a common mistake to think that caffeine will help us stay energized throughout the day, when in fact it’s often doing quite the opposite.

Sorry to break the coffee bean bad news to you, but all the vanilla lattes and black coffees are probably sending you on a vicious cycle of jitters and crashing that’s slowing down your productivity. You feel sluggish, because it’s real. 

Part of the problem is that we’ve grown to love the crash and burn; the 2 PM java run is part of our work culture. Think of how many times a week you turn to a colleague and say, “Want to go grab a coffee?” It’s fun, it’s a break from the grind, but it may be the last thing you need. 

At a certain point caffeine addicts can’t feel its effects anymore. Beyond that, adding on one espresso shot on top of the last, can dehydrate you— another major flaw in caffeine’s DNA. Dehydration is known to reduce concentration and diminish productivity. Why coffee? We thought you were our BFF for life. 

So while it may not be as fun to ask your workmate if they want to head to the water cooler for a late afternoon boost, test it out. Save yourself the java drama and see how water can help you stay just as alert as a shot of pure, heavenly espresso.

DITCH THE 2PM CRASH & BURN

We know that our bodies depend on water. But though caffeine stimulates our sympathetic nervous system and gives us the temporary jolt we need, it also does something else: it make us need to relieve our bladders. The problem with this, is that it is incredibly dehydrating. Every time we use the restroom, we lose water. The less water we have in our systems, the thicker our blood gets and the slower it moves through our veins. That sluggish feeling you’ve experienced? It’s actually happening when our bodies use oxygen at a slower rate. 

Coffee also stimulates us in ways we aren’t aware, so though it may not be giving you the boost you need to make it through that Keynote presentation, it could be the reason you’re tossing and turning at night. And without a good night’s rest, you’re going to be tired the next day…hence, more coffee. So, how do you break this cycle? With water. 

Good ole H20 hydrates you for mental focus and doesn’t make you want to crawl back into bed. With Waiākea Hawaiian Volcanic Water, you can power up with its naturally infused electrolytes and minerals that will give you the clarity and creativity to get you through the day. Plus you can feel good while drinking it because it's ethical and sustainable. 

CHARGE UP + CLEANSE YOUR BODY WHILE DOING IT

Coffee may be a diuretic, but it’s not flushing out the right toxins that can help our bodies feel revitalized. Also, the more coffee Water, on the other hand, can do that, and manage to keep us awake without the crash. The more water you drink, the more you help your body by flushing out toxins (coffee and caffeine included). Waiākea Hawaiian Volcanic Water is loaded with potassium, sodium, calcium, and magnesium, along with many other minerals that make the water naturally alkaline, which helps balance out the over-acidic environment of our bodies. Not something coffee can really fight since it’s pretty acidic itself. The truth is in the science. 

MAKE DRINKING WATER A HABIT

Step 1: Hide the Keurig. Step 2: Hide the coffee mug. Step 3: Invest in a water bottle. 

It might sound silly, but once you start using a water bottle, especially one with a sipper or straw, you’ll find yourself sipping from the bottle every five minutes, ’til you find yourself drinking five or six bottles of water a day. Your body naturally needs water, so it won’t be a surprise when you find yourself refilling your bottle every hour.

"Need to boost concentration? Step 1: Hide the Keurig. Step 2: Hide the coffee mug."  

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This also becomes easier when the water you're drinking, tastes great. Not all water is bottled equally. When your water tastes like chlorine or feels lifeless, you'll be less inclined to drink it. But a good source of water is key when establishing a habit of hydration, and you'll be surprised to find that you actually crave water the way you once did caffeine. 

And trust us, the regular visits to the restroom won’t be as bad as the 2 PM crash. You need to get up and move anyway.

9-9 with Vibe Tribe Creative Co-Founders

Vibe Tribe Creative Co-Founders Hilary Schlesinger and Lindsey Cavanaugh live in different cities. It's good morning skyline for Hilary who is Chicago-based, and hello mountain majesty for Lindsey, who works out of Boulder, Colorado. But a thousand miles (give or take a few) doesn't keep these two partners and best friends from staying in sync. Something they attribute to their similar outlook when it comes to fundamental values and non-negotiables. Foremost, they both agree that "communication is everything." They also both believe in a healthy/work life balance. For Lindsey this is about treating "yourself right so you can continue to be a driving force, not a drained one."

For Hilary, the notion of hard work shifted after creating the company. "I used to think," she says, "that hard work was measured by a mix of time and energy, as well as the eventual outcome-how successful I was at executing the task at hand. However, I have come to pair this grit, shall we say, with a deeper sense of purpose. It’s not just about getting something done, it’s about having heart and passion for whatever it is you’re doing."

They worked with Giuliana Rancic and Catt Sadler and have the goal of making "your brand rad." 

We checked in with the Co-Founders to find out how they spend their days, how they stay on track and dig into the meat of their work, and what advice they have for entrepreneurial women starting out. 

7:30-8:30AM: Our cute alarm clocks (DOGGIES!) wake us up bright and early to get our days started, warm cuddles and all. Both of us frequent our local dog parks (and coffee shops, duh.) to tire our babes out, and breathe in fresh morning air as we transition out of sleepiness and into go-getter mode. 

9:00-10:00AM: Virtual date! We like to jump into our work day by connecting with one another. This entails anything from reviewing what each of us had for dinner the night before to random ideas that might have popped into our brains in the middle of the night. This time is all about tuning in and setting intentions for the day. We review what’s on our plate, update our shared status document, and divide and conquer across initiatives! We also utilize this time to look out for opportunities to unplug… if we don’t have anything pressing to get done, we’re all about maintaining a healthy balance of work and play!

10:30AM-12:00PM: Our late mornings are usually geared towards inbox maintenance. We’ll respond to new inquiries, client emails, and send a bunch of “next steps” love notes out to keep the momentum flowing across projects. This is sort of like an extension of our internal touch base, but all about connecting with our tribe members. 

12:30-1:00PM: Lunch and more dog walks! Probably a coffee refill if we’re being honest.

1:30-3:30: Though we are constantly in communication with each other throughout the day, our afternoons are when we really dive into the meat of our work on an individual basis. For example, we might each be working on different site designs or Lindsey might be editing photo galleries, while Hilary is drafting new proposals. We’ll touch base here and there, but definitely allow ourselves to get a little lost in our creative energies and rhythms. This is usually when we have epic breakthrough moments… of course while jamming out to our favorite beats. Do we still g-chat during this time? You betcha. Our topics range from “LISTEN TO THIS SONG ASAP,” to “What would the Titanic have been like if people had cell phones?” Our minds are always on. 

"What would the Titanic have been like if people had cell phones?” 

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4:00-5:00PM: After a few hours of grooving on our own, we end our day much the same way we started--grounding back to our connection as partners! This is usually the point where we share our progress on different initiatives and provide internal feedback. We’ll also evaluate how we’re tracking against what we set out to do that day and figure out if it’s time to sign off for the night, or if we should refill our mugs and keep going!

5:30-6:30 After we sign off, you can likely find Hilary on her yoga mat and Lindsey at the grocery store petting avocados. 

9:43pm: A few times a week we will both catch each other on g-chat during odd hours. It's that mutual, “I SEE YOU.” and we laugh. It’s in these moments we feel fortunate to love what we do so much that getting creative at night is something we truly enjoy.  

VIBE TRIBE SIX TIPS FOR ENTREPRENEURIAL WOMEN

1. Listen. To your gut. To your heart. Your ideas and inspirations.
2. Secure. Your domain and social handles as soon as you have a name. A solid support system.
3. Create. Business cards, right away. A lifelong relationship with your local barista who will know you to show up at all hours. A frequent flyer account. Trust. 
4. Invest. In building your website! Things that contribute to your sanity in stressful situations. A bomb planner. Workshops. A solid dry shampoo. Your time in something that is completely unassociated with work. 
5. Let go of: Perfectionism. People and things that waste your time!
6. Imagine. What would happen if you abandoned fear? Where you'll be in 5 years? How amazing it will feel to release your message, something you truly believe in, out into the masses. 

This Business Owner Put 50k Miles on Her Car In One Year

DO WHAT YOU KNOW. IT'S SOMETHING WE HEAR A LOT IN THE BUSINESS WORLD.

For Gorjana Reidel, founder of Gorjana, an LA-based jewelry line, it's a strategy that worked. "Creating," she says, "is in her blood."

Reidel moved around a lot as a child. From Serbia to Canada and finally, the United States for her freshman year of high school, her family was always on the move. So when she launched her eponymous jewelry line in 2004, with her now husband, the two hit the road-- literally putting 50k miles on her car, securing their first 100 stores. The goal was to create and sell beautiful pieces like she saw in luxury department stores, but at much more affordable and approachable price. 

It wasn't so much a strategy, she says but, "the only way we knew how to do something." Which might have something to do with why Gorjana was the top-selling jewelry line on Shopbop for seven years. We checked in with the designer to ask about why she's not the biggest fan of technology and how passing on a piece of jewelry is sharing a part of yourself. 

You’ve said that you make pieces that reflect who you are. So, give us a little background. Who are you and what were you doing before launching Gorjana?

I spend most of my childhood moving around; I lived in Serbia and Canada before moving to the U.S. my freshman year of high school.   Living in Serbia I was really close to my grandmothers and spent most of my childhood watching them create and then learning to create too. Whether it was learning how to knit and making sweaters for my Barbie dolls or making my first bracelet out of buttons and string, creating was in my blood. After high school I attended Arizona State University and moved to Southern California after graduating.  I was then faced with the harsh reality of getting my first job.  Quickly realizing that sitting at a desk was not for me; I started working at Neiman Marcus.  I worked in the jewelry department for most of my time there and fell in love with jewelry.  I was eager to learn more and I left to go work for a local designer.  Although the pieces she made were so beautiful, they were well outside of my price range.  I realized that I wanted to create pieces that were every bit as amazing but were much more approachable.  I decided to start my own collection 12 years and ago and the rest is history.

In terms of launching, door-to-door is not a business strategy you hear about all that often anymore. But in the first year of your business you put 50k miles on your car to secure your first 100 stores. Can you tell us a bit about that approach and why doing things in person still matters (even in this digi-age?) 

I would not really call that a strategy ☺ It was more of a way to survive and the only way we knew how to do something - just hit the pavement and go for it. Being able to go and visit all our stores was so invaluable.  I was able to see different parts of our country and experience what they have to offer.  It really helped me understand our customer and build more meaningful relationships with them.  Having direct contact with the stores was also a great way to get feedback about the product first-hand and be able to evolve the collection based on it.  The best part, however, was all the amazing food I got to eat along the way.  I am a huge foodie and our road trips consisted of some amazing food spots.

Although technology has helped up in so many ways, it has also created a distance that I don’t really care for.  I am such a face-to-face person, even now I much prefer meet someone in-person than talk to them over email.

But speaking to digital- you were the top-selling jewelry brand on ShopBop for 7 years. What were some of your strategies to stay on the top of your game? 

It has always been about the product.  We focus so much on quality and making sure the design aesthetic stays true to the brand.  Our pieces have that timeless quality and I think the reason people love it is because they know they are making a wise purchase.  It is an investment in a piece that you will keep going back to and wanting to wear and most likely never take off.

Can you walk us through your creative process? 

It usually starts from an inspiration I get, it can be from a magazine, someone I see walking down the street, or beautiful curtains I happen to pass (that has happened).  The collection will evolve form there and the designs usually just flow out.  That’s actually how I know if it is going to be good or not.  There are times when I get stuck and I have learned to move on and revisit an idea later, or just let it go.

What is a piece of jewelry you never take off?

So this always changes because I go in waves.  Sometimes I will pick one or a few items and those will be my go-tos for a few months and then I will fall in love with a new beautiful piece and never take that piece off.  Lately it has been my Olympia shimmer studs and my power gemstone bracelet in rose quartz.

Is there a piece of jewelry you’ve lost that you still think about?

Fortunately no, I am pretty good at keeping track of special pieces because I know I would be so upset if I lost one.

Why do you think “passing down” jewelry has become such a tradition?

Jewelry is so personal and I feel like it starts to become a part of you and carry your energy as you wear it.  So passing a piece on to someone is like a sharing a piece of yourself.

If you had to pass down— or rather pass on some business savvy to women looking to launch their own business, what would you say?

My biggest piece of advice is to believe in yourself and be patient.  You have to believe in yourself and try to block the negative energy.  You are the only one that is in control of your vision and dream and don’t let anyone take away from that.  The second part is something it took me awhile to master, BE PATIENT!!!!  There are very very very few over night successes.  It takes a long time and a lot of work to achieve your goals.  Be patient and enjoy the journey!

What’s next for Gorjana? 

We will pursue our goal of making sure every girl has a Taner Bar necklace:) We are also looking to expand and open a flagship store.  We want a place where people can come and learn more about the brand and fall in love with the product.

5 Essential Office Decor Tips from the Creative Director of High Fashion Home

Echo Marble Dining Table, available at highfashionhome.com 

Dolley Frearson is Co-Founder and Creative Director of High Fashion Home, a destination spot for anyone looking to revamp a space or choose from a huge variety of high design products equally high on value and quality. But the pieces offered aren't just for the home, no matter what the name says. 

With the shift in corporate culture (which, for many means buh-bye to the cubicle!) and the continued surge in startups, office spaces are starting to feel a bit more homey-- or at least somewhere you don't mind spending overtime in. We asked Dolley for her 5 essential tips for creating a "high fashion" office that feels like home/work. 

MAKE IT A PLACE OF BEAUTY AND INSPIRATION 

People think that an office (home, startup, or otherwise) needs to look like an actual corporate office; bookcases, filing drawers, and executive desk, etc. but it doesn't. Whether you spend 1 hour a day in there or 8 hours, your place of work should be a space that inspires you. So, think about places that inspire you-- whether it's a clean modern space like the Apple store, a hip boutique hotel, a feminine retreat to call you own, or a historical library with art work and books for inquisitive minds. Start with your inspiration and build around that.

Click through for four of my favorite desk picks. 

Final Draft Writing Desk, $849. 

The Salon Desk, $1299. 

The Caravan Desk, $499.

Beverly Large Desk, White, $939.

MAKE IT USEFUL 

You don't want to build a study that no one uses. Think about who would use it the most and how you would use it. If you have a huge space, feel free to use a dining table instead of a desk (like the above Echo Marble Dining Table at the Create & Cultivate office in LA). With laptops, iPads and wireless printing these days, you no longer need the typical desktop computer technically. If you're like me and like to use your home office as a "study" or "library" for your kids to share, consider a round, oval or rectangular dining table with 4-6 chairs. It's also nice to have a larger table when they need to work on a school project or if your kids want to have a study group at home. If you don't want to share the space with the kids, a large table will still be nice if you need to share the space with your spouse or if you have meetings often or need more surface space for projects.

Click through for four of my favorite dining as desk picks. 

Henley Dining Table, $2399.

Toulon Dining Table, Brushed Gold, $2,599.

Cal Marble Round Dining Table, $1099.

Marren Dining Table, $1,199.

TO COLOR OR NOT TO COLOR 

For those who like a clean canvas to clear their minds, a neutral wall color with monotone or muted colors in the furniture and accessories is the way to go. Some need color to bring them ideas and energy. If color inspires you, by all means find that perfect artwork or rug that has the colors you love in it. You can also go with a black or dark charcoal gray or any shade of deep blue. I personally love home offices to look like a hidden cave or jewelry box, but that's my way of creating an office retreat. This idea works best with an office room that has higher ceilings and windows for natural light. 

DECLUTTER YOUR OFFICE (AND YOUR LIFE) 

 Declutter your office (and your life) - I'm a strong believer in the saying "tidy house, tidy mind!" I think it's incredibly important to keep your home (and office) organized and simplified. Nowadays, there are so many great boxes, file boxes, trays, etc. to keep you organize. If you start off with the right tools, it will help keep your space in order.

ACCESSORIES ON SHELVES 

If you love collecting books and objects, that's fine, but keep them organized and make them look like they have meaning on your shelves. If you have built-ins already but don't have enough books (or any at all), combine your current books or new and beautiful coffee-table books you love with some great accessories like objects, sculptures, pretty boxes, plants, etc. It's great way to inject color and add texture to your shelves. But keep these shelves a bit open so they don't look too cluttered and busy. There are so many great design blogs and Pinterest photos of bookshelves to give you some great ideas.

5 Ways to Make Your Fashion Business Profitable in Year One

Year one for every business looks different. This guide is for brands that already have a strong foundation (year 0) under their belt. Year zero is your startup phase and those startup costs should be considered separately. Some of those costs may include: branding, pricing, website, samples, manufacturing, marketing plan, sales plan, assortment plan, and a cash flow plan. In year zero you are also determining if you will be a collection based brand (a brand that sells tops, bottom, dresses – i.e. a whole collection) or if you will be an item driven brand (a brand that focuses on making one particular kind of product – think Bonobos when they first launched). If you want to create a brand with a budget in mind, start with item driven products then expand later. 

To make a business profitable your revenue needs to surpass your expenses. Seems simple, but it takes strict financial planning and strategy to take advantage of every dollar spent.

KNOW WHAT YOU WILL SPEND MONEY ON THIS YEAR, AND CUT ACCORDINGLY. 

Make a list of all the activities for the year you think you will spend money on (marketing, photo shoots, etc.) then start to rank them in order of costs and potential revenue (it's tough to know exactly in year one what will make you money). Focus on only the top 3-5 opportunities. Brands waste tons of money doing a lot of marketing activities poorly. 

LEVERAGE NETWORKS TO GET THINGS DONE AND GIVE YOURSELF ENOUGH TIME TO DO IT. 

When minimizing cost you need to trade off with time. Example: The less money you want to spend on hiring a graphic designer, the longer it will take to find a good one that is in your budget. This is especially the case when looking to leverage your current networks to execute something. Your friend who is really good at "X" may not have the bandwidth to do you a favor for three months. So, plan accordingly. Start by making a list of everything you need to get done for your business, for this example we will use a selling campaign. You will need to hire Photography, Hair, Makeup, and Graphic Designers, etc. Your next list should be everyone you know in your network, including Facebook Groups and other groups you are a part of. Finally have a list of things you can do for others.  When writing the posts' message include your offer and see who is open to trade. The low end of a photo shoot done professionally can run you $5,000, so if you have the time to pull this off working within your networks, you might save a chunk of change. 

DON'T PRODUCE EXCESS INVENTORY UNLESS THERE IS DEMAND. 

I’d rather you create demand through having a strong social media profile and 2-3 units on hand per item to sell online. Instead of producing your manufacturer's minimum at a lower price and getting stuck with aging goods. These days brands are launching with strong social media 6 months to a year out before the product launches. Why? To create demand, so when the products are available for sale, there is an audience. You do need some product to fulfill demand when your site launches, but wouldn’t you rather sell out and start to build demand, then have too much on hand?

FOCUS ON SELLING IRL.

It takes time to build your ecommerce following, and to get picked up by wholesale retail accounts. I have noticed that my clients who focus on selling in real life at markets, friends and family events, trunk shows and through co-branded popup events see a far higher increase in sales right away. This is because people can touch and feel your collection and you can sell to them with your charm and passion for your product. Build each event with a 360* marketing strategy to take advantage of every dollar spent. Example: Have a friend at the event taking pics for social media, give shoppers 10% off if they follow you on IG, and sell samples/damages at a big discount to get rid of inventory you cant normally sell. 

STOP TREATING YOUR BUSINESS LIKE A HOBBY. 

Hopefully, since you are reading this, you actually want to make money in this business. This means you cannot have a 4-hour work week or magically have a business you love. It’s just not possible. You should be clocking in 60 + hour workweeks if you are really hustling. If you have a day job, that means you are working on this nights and weekends and lunches. You need a plan of action. For every dollar that you spend and every hour that you spend on your business you need to outline the 3 ROIs you are getting. Those ROIs (return on investment) won’t always have financial implications, but they might have brand awareness implications and that absolutely will help you in getting sales. It takes the average brand 18 months of selling to really see a pick up in sales and to understand their customer. 18 months means 3 seasons of pitching, product development, sample making etc.

"You should be clocking 60 + hour workweeks if you are really hustling."

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There is no magic wand to make your business profitable in year one, but there is smart planning and smart execution that can get you there. How you set up and manage your business goals and brand vision can bring you closer to profitability. But keep in mind, the industry is not set up so that the brands with the most exposure, press and sales make the most profit. In fact, many highly visible brands are in debt. But, by following the tips above you will keep yourself on the safer side of cash flow management and be a stronger, wiser CEO for it. 

Syama Meagher is the CEO of Scaling Retail, a consulting firm for fashion and retail brands. Her Launch My Brand course, 6-weeks to building your business foundation starts 3/31/16. Watch Syama in action on Scaling Retail TV, The Channel to Grow Your Fashion & Retail Business. 

Sarah Kunst Is Part of the 4%, But She's Changing That

In an op-ed for Fortune last month, Sarah Kunst, founder of Proday, referenced a report published by Digital Undivided called Project Diane. The report found that just 4% of female-led startups are run by black women, and that those companies pull in about .01% (an average of 36K) of funding typically raised by a successful startup. She wasn't surprised by the findings, but she wasn't impressed either. 

And while Project Diane calls that 4% "the real unicorns of tech," Sarah is no mythical creature. She's astute and purposeful in her own efforts and her leading work to bridge the digital divide. 

We checked in with Sarah pre-SXSW where she will be joining us on panel: How to Launch Your Business, Create Community, and Stay Relevant in the Modern Marketplace. 

The stories we hear about women in tech, and WOC in tech are usually upsetting due to the lack of diversity and frustration of fundraising. But let’s talk about the positive to start. What are some surprising conversations you’ve had about Proday? 

The best thing about building Proday.co into an app that connects pro athletes with their fans for workouts has been the support from the sports community. The doors that have been opened and the help I've gotten from top athletes and agents has been beyond my wildest dreams. I'm so grateful for it. 

What’s the most surprising backlash you’ve experienced?

Many tech investors have gotten jaded or burnt and they are afraid to believe that someone can finally break through in a crowded market that's seen a lot of failure. Much like many investors weren't hot on Facebook a decade ago because Myspace seemed unstoppable and Friendster had failed, I sometimes talk to investors who think that fitness and apps are hard markets and that because no one has won the entire thing yet, no one will. It's fun to prove them wrong. 

Where do you see your work changing what you’ve called the “broken dynamic” of venture funding? Can you talk a little bit about the stats in the Project Diane report?

My work is building a billion dollar company in the sports, fitness and content space. That I do that as a black female founder may make me an outlier in an overwhelmingly white male tech world, but it doesn't change my mission or discourage me. It's kind of cool to beat the odds and know that my success will only help pave the way for more like me. 

Businesses with diverse leadership teams are proven to do better in the marketplace, and yet parity is still rare at high-level jobs. Why do you think it is so hard to break this mold?

People who run the most successful funds and countries in the world aren't dumb and they aren't incapable of changing things when they put their minds to it. They are though, not incentivized to make these much needed changes. When you see top execs fired for not having diversity in their teams you will see a change. Releasing diversity data from top companies in tech is a start, but there needs to be accountability and action for these execs to take the truth to heart and start building diverse companies that will deliver better returns. 

"When you see top execs fired for not having diversity in their teams you will see a change."

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Why is it important for you to invest in other women?

I invest my time, money and expertise into things that will make me money. When I was a venture capital investor that meant focusing on founders who I knew would be successful. Clearly, female and minority founders will be successful so I've invested in a diverse group of founders as an investor and advisor and I know that I will see huge returns on those bets. 

Piggybacking on that, you’re female and black in an industry known for blatant sexism. How does the idea of intersectionality influence your work?

Well, if I tried to split the parts of me that are black from the parts of me that are female, I'd literally die because humans aren't capable of separating their race from their gender any more than you can put ingredients in a smoothie back into their separate, pre-blended form. Intersectionality doesn't 'influence' my life, it is my life. It's all of our lives. We all are the sum of our experiences and bringing that whole self, all our parts, into our work is vital to innovation. 

In what ways do you think it is a key component of building a strong movement? 

If we ask people to silo themselves - to not like a certain kind of music or dress a certain way or be a certain thing because we assume that their resume or race precludes them from certain interests or traits, we're being close-minded and shallow. Close-minded and shallow people rarely change the world for the better. Be open minded and don't be afraid to go deep. Don't assume to know where someone else 'intersects' and what drives them. Ask. If we remind ourselves that everyone we meet has intersects that we'd never expect, it's a lot easier to remain open to the new ideas and innovation they bring. To think that we're a sum of our demographic qualifiers devalues all of us. 

"To think that we're a sum of our demographic qualifiers devalues all of us." 

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Be sure to check out Sarah on panel at #CreateCultivateSXSW.

Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her at www.ariannawrotethis.com

Startup 101: Your Year One Essential Checklist from Above the Glass

FEMALE ENTREPRENEURSHIP IS GROWING FASTER THAN EVER. BUT TO CAPITALIZE ON THE WHIRLWIND OF OPPORTUNITY, YOU NEED TO UNDERSTAND THE STORM FROM WITHIN. 

Enter, Danielle Yadegar and Heather Serden, co-founders of the freshly launched Above the Glass, an online platform providing women in business with straight talk interviews with women in business and actionable take-it-to-the-bank advice. Like free downloads, because Above the Glass wants to see you succeed. They believe that, "without a doubt economic empowerment and the capability to start businesses should be available for all women.”

So, if you are on the precipice of launching, download the Startup Essential Checklist from Above the Glass, and get the engine on your business running. 

To download the checklist, enter your information on the the form below and a link to the free download will pop-up. Good luck! 

Founder of Career Contessa on the Non-Reality of Dream Jobs

While on the hunt for her "dream" job, Lauren McGoodwin became a career junkie, obsessed with finding her place in the working world. She tried on the idea of numerous careers, from event producer to teacher, before realizing that she didn't believe in a dream career. 

With this clarity, and loads of experience behind her, she left her job at Hulu to work on her brainchild, Career Contessa. Launched in 2013, it is an online platform dedicated to career and business advice for women, sharing inspiration, information, and direction-- the likes of which she's sharing with us.  

You can never have too many honest conversations about the real work, 

Did you have a dream career when you were young?

When I was a kid, I had many dream careers— I wanted to be everything from an interior designer to a dermatologist. In college, I decided to pursue a degree in education with the idea that I wanted to become a teacher. Somewhere around my junior year, I suddenly realized becoming a teacher wasn’t my dream. Instead I wanted to pursue a more “business-focused career.” I laugh looking back on that now because I really had no idea what that meant— or how to get started—I think mostly I just knew deep down a traditional 9-to-5 job wasn’t for me.

Was there a point when you realized just because it’s a dream doesn’t mean it’s always fun? And how did you handle that disconnect?

After stepping away from the teacher track, I asked myself what my “dream job” would be if I could pick anything. For me, event marketing sounded dynamic and exciting. I remember thinking: “How could it not be amazing?” 

I worked very hard to find a summer internship—in fact, that was my first real introduction to job-hunting, networking, etc. Ultimately it worked, and I wound up at an event stadium in Portland, Oregon. Initially, I felt on top of the world. I got cool bragging rights with my friends because I spent all summer at concerts, and I could hook them up with free tickets. But behind the scenes, I was shocked to find I was bored.

"Behind the scenes, I was shocked to find I was bored."

During the internship, I had this moment where I realized that everything I’d tried so far, I’d hated. That was terrifying. I handled the disconnect by going back to school on a mission to participate in everything and anything the Career Center hosted, whatever it took to find my way. I was like a career junkie. I went to workshops, information sessions, career fairs, etc. to figure out what career I should pursue— and how to land it. 

It was a period of experimentation, but letting go of the idea that there was one “right answer” ultimately saved me from myself. Actually, it was around this time that I realized I didn’t believe in the idea of a “dream job,” and I still don’t. Careers are so fluid these days, if you don’t leave yourself open to evolving, you’ll wind up unhappy—even if you’re sitting in the most gorgeous corner office or traveling the world and eating delicious meals on your per diem. 

Same goes for moments of fear. What’s your advice for taking risk?

The majority of my life I’ve been very risk-averse, honestly. But running a start-up, suddenly fear and the unknown becomes just part of the day job. 

For me, the secret is preparation. That might be writing something out, talking to a friend, or just giving myself plenty of time to think before I jump. I planned for over a year before I left my full-time job at Hulu to launch Career Contessa. I talked to other entrepreneurs, created a business plan, mapped out my expenses, etc. It was still scary to leave my stable career, but I felt more excited than anything because I’d spent the time to let the idea noodle. At some point, you’ve prepared so much, it just feels like you can’t turn back. 

"I want to prove my fear wrong.  Let your fear inspire you." 

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For the times when you can’t really prepare, I say “fake it till you make it.” I’m an introvert so public speaking makes my nerves go crazy. But I’m also competitive as hell so when I host a workshop or panel, I let the fear push me forward. It’s like competing with myself—I want to prove my fear wrong.  Let your fear inspire you.

Can you take us through the evolution of Career Contessa? Where is started and where it is today?

Career Contessa actually started as the project for my master’s thesis. After college I’d found myself struggling in yet another job, I was shocked by that because I’d been so proactive throughout college. After all those hours in the Career Center, I still felt poorly equipped. Even after I went back for my masters, I couldn’t let go of that frustration —so I decided to use it. 

We’re so lucky that there are so many different types of jobs and companies out there, but all those options can feel paralyzing. It’s no longer simple to answer “What do you want to do when you grow up?” you know? 

Career Contessa was my alternative approach to answering that question. In 2013, I started the site—although it was more like a blog really at that point. Back then, we only had our Contessa profiles, which are these great interviews with successful, professional women. I’d hoped that by reading about the career paths of successful women, our audience would find inspiration and direction for their own careers.  

Almost immediately, those profiles sparked endless dialogues and debates. Our readers sent us questions about informational interviews, networking, personal branding, etc. They needed so much more help than those profiles could provide. That’s when I started to realize that Career Contessa had the potential to be much more than a passion project or a weekly interview series. 

In 2014, I left Hulu to focus on building Career Contessa into a full-fledged site. 

I’ve always believed in trusting your audience—ultimately, they’ll make the right decisions for you. In 2015, we sent out a series of surveys, asking our readers what they wanted from us, what they loved about Career Contessa, what they hated. We realized they wanted two things: sophisticated advice and a direct connection to women like them who’d successfully advanced their careers. That’s what guided us to where we are now. 

Everything from there went really quickly. We hired a Managing Editor to shape our content and shift it towards the kind of smart advice our readers wanted. Then we launched our first paid service, Hire An Expert, which lets readers work 1:1 with a trusted career “mentor” of sorts, without the commitment of pricy coaching packages. 

As we evolve, we always try to stay close to our audience, and we know that a one-size-fits-all approach won’t work for them. Our goal is to continue the conversation as we go.

What parts of your professional history and personality did you leverage when starting Career Contessa?

All of it! I was a Recruiter at Hulu so I was very familiar with how the hiring process worked on both sides. I also leveraged many of my professional relationships to help me recruit career experts, launch a College Tour with corporate sponsors, and hire our first employees at Career Contessa.

My personality is also a big part of Career Contessa. I’m very ambitious, which helped me get out of a dead-end job and into my gig at Hulu. It also helped me leave there to start my own company. And although I’m an introvert, I love meeting new people and hearing their stories. This makes me a natural networker, which is really key to growing a company.

Was there a woman you looked up to that helped shape your career?

There have been many! From mentors to sponsors to colleagues, I’m constantly shaped by the hard-working women around me! The women that I’m particularly shaped by are women leaders. I’m trying to build a company and lead a team at the same time. Of course I want to be “good” at both so I look up to women that are successfully doing this like Alexa Von Tobel of LearnVest, Sheryl Sandberg of Facebook, and many of our own Contessas.

The culture of women in the workplace is shifting. It not every woman for herself, but rather, you scratch my back, I’ll scratch yours. Why do you think this shift toward empowerment is vital?

One of my favorites quotes is, “When women support each other, amazing things happen.” This is 110% true and I think women are catching on that supporting each other and rooting for another woman’s success won’t dampen your chances of succeeding.  I also think this shift is vital because empowered women help empower others and they serve as role models for everyone coming after them. 

"Rooting for another woman’s success won’t dampen your chances of succeeding."

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What does it mean to be a Career Contessa?

It means realizing that your job can and should be an integral part of your life. It’s part of what makes you feel fulfilled and, ultimately, happy and sane. A Career Contessa knows that thinking proactively about her professional growth is both necessary and empowering. She’s daring and she takes constant risks. She also makes mistakes—sometimes huge ones—but she knows how to evolve from them and she has a sense of humor about it. Honestly, she’s the sort of woman who’s way too smart for cheesy, traditional career advice or gross life coach retreats. but she’ll read all day about careers and professional growth when the information is clever and valuable. That’s who we’re trying to reach.

What about those WTF career moments? Where you think, I have no idea what I’m doing. How do you work through those?

Easy. I find other women to talk to. I’m not the first woman to launch and build a business and I wont be the last. Yes, we have Google to help but nothing replaces a great conversation with another women. The energy, momentum, and direction I get from a career conversation with another women is really vital to moving me out of me WTF freak out moment.

"The energy, momentum, and direction I get from a career conversation with another women is really vital to moving me out of me WTF freak out moment."

What’s next for you in 2016? 

2016 is going to be a big year for growth for Career Contessa and me. At Career Contessa we are focused on building our brand awareness and Hire An Expert service. We’re also focused on more engagement opportunities like our monthly webinars, college tour, and other workshops.  Navigating your career is tough— and pretty much never ending—but we’re doing our best to make it fun and personal.

Photos courtesy of Joe + Kathrina. 

Mara Ferreira of M Loves M Could Have Been Your Lawyer

Relatable. It's not something all too often associated with fashion bloggers who rub elbows and create collabs with luxury designers. But when Mara Ferreira created her blog M Loves M in 2009, that was one her goals. That, and finding a creative outlet to connect with her then long-distance boyfriend, now husband, while studying for the LSAT. In the process however, Mara found that blogging was more her bag than legalese. 

But even though she may have skipped out on the Bar, she's definitely set the bar for bloggers higher. 

We caught up with Mara pre #CreateCultivateDTLA to find out memorable lessons, weighing the pros and cons of big changes, and why following your heart is always a risk worth taking. 

What were some of the most memorable lessons for you when you started off as a blogger? What’s the one lesson you still keep in your back pocket today?

I learned to not be afraid of starting something new. It can be scary at first, especially when you don't know what you're doing, but the challenge is so rewarding. One lesson I keep in my back pocket today is always be nice and easy to work with when working with brands. If you're difficult they won't want to work with you, and they'll also tell their other friends in the industry! I've heard some awful stories which prove it's always better to be kind!

Who do you think you would be today if it wasn’t for your blog? What would you be doing?

It's so hard to say! I think I might still be in law, working as a lawyer and wishing that I had pursued my other passions and interests. Working at the law firm really inspired me to have a creative outlet, though. If it wasn't blogging I know it probably would have been something else. 

You went from studying law to becoming a marketing professional. What would you say to anyone that wants to make a switch in their career after they’ve gone to school for a certain profession?

I think it's important to really weigh the pros and the cons. I'm a big list maker and that helps me when I'm making a decision. But at the end of the day, you really have to follow your heart. I knew that I was headed in the direction of a career that wouldn't make me happy. If I hadn't taken that risk to leave, I wouldn't have discovered what I truly loved. Even worse, I probably would have had a lot of regrets.

"At the end of the day, you really have to follow your heart."

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How do you find a balance in being a full time blogger and having a 9-5 job?

Finding balance is so tricky! I was working all day and then coming home to work on my blog at night, often until 2 or 3 am. Weekends revolved around the the blog with shooting outfits, recipes, and trying to constantly stay ahead. It was extremely exhausting, as you can imagine. Try doing that for 6 years and you definitely need to rethink some things. Now, I have a lot more flexibility by being able to work on my own schedule. My bedtime has gotten a lot more regular, which is a good thing!

If you were to start your blog today, in the midst of all the competition, would you take a different angle? Where would you focus your attention?

There is a lot of competition now and while some people say you need to have a specific angle, I think if you just stay true to yourself and write about what you love, the readers will notice. I've seen several bloggers who have started within the past few years and they've been able to be incredibly successful by just being themselves. I think it's important to not try to be like everyone else or write about what you think you need to. I've always loved cooking and baking, and that's been a part of my site since the very beginning. The posts aren't the most popular, and they don't get the most comments, but it's something I enjoy and love sharing with my readers. When I do get those emails from readers saying they tried something I shared it makes me so happy and reminds me how important it is to follow my intuition. 

What do you hope to be doing in five years’ time?

In 5 years I'd still love to be working on my site but working on a book or creating a product line would be a dream! Matthew and I will probably move in the next few years so I'm sure we'll be doing more home projects and DIYs.

What do you hope to get out of Create & Cultivate DTLA?

I hope to meet some readers and make new friends! The blogging community has been an incredible source of inspiration and comfort these past 6 1/2 years and I'm also learning new things and being challenged in a different way. Hopefully I can help out some new bloggers that are just starting out, or looking to take their blog to the next level.

What advice do you have for women who ARE starting right now? 

Do it! There's no time like the present. Also, don't worry about making it perfect. You have time! Start small and write about different things until you find your niche or passion. I know a lot of new bloggers feel this pressure to label their site before they even start, but don't! You might start wanting to write about fashion and then realize you're more passionate about beauty and hair! 

Photos courtesy of Mara Ferreira. 

Why Business Cards Still Matter & 3 Go-to Sites

Just because your entire business lives online does not mean you can’t make an impression in real life.  Business cards provide an inexpensive, customized way for you to leave your mark with a new networking connection, collaborator, or client.

And since most business cards are available online, there is really no excuse not to have cute business cards—you can create a bespoke, on-brand card in less than 15minutes and for around $20.  Check out these sites to get started. 

You can create a bespoke, on-brand card in less than 15 minutes and for around $20. 

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VISTAPRINT

Arguably the most inexpensive, basic business cards on the market, Vistaprint offers an affordable, professional way to get the word out about your brand.  You can browse their designs or upload your own logo, and the interface is very simple.  Standard cards start at just under $10.

MOO

A favorite of creatives, Moo has a clean, easy-to-use website and on-trend fonts, colors and designs. You can choose from a huge collection of the brand’s pre-designed business cards, many of which are specifically tailored to the arts, fashion, beauty and media industries.  The company also has a large collection of specialty cards, like spot gloss, raised spot gloss and gold foil.  Doubled-sided business cards start at $9.99. 

ZAZZLE

Basic business cards at Zazzle start at $21.95, so it’s a little pricier than Vistaprint or Moo. However, Zazzle offers a money back guarantee, so if you don’t like what you create, you can send the cards back for a full refund. The company offers over 50,000 custom templates, or you can design your own.

What is your go-to for business cards?  Share with us in the comments!

An original version of this article appeared on Ipsy. 

#FAQ: Should I Buy a VIP or GA Create & Cultivate Ticket?

As we get closer to May 7th and our biggest Create & Cultivate yet, we'll be answering a few of your most frequently asked questions about C&C. From where to stay, what to wear, and what to bring, we want to make sure you get the most out of the conference. That starts with a ticket. 

We offer both GA ($300) and VIP ($500) tickets. Both give you access to a full day of ground-breaking panels, the opportunity to network with peer creatives and entrepreneurs, mentor breakaway sessions, and delicious meals and sweet treats. A VIP ticket simply sweetens the deal a bit with some Very Important Perks. 

Below is a breakdown of all of the Create & Cultivate DTLA ticket offerings. Items in bold are only available for VIP ticket holders.  

#CreateCultivateDTLA VIP Perks:

Choose your Track of your liking: Get the panels & hear the speakers you want most!*

Guaranteed first selection of your (2) Mentors for the Mentor Power Hour*

VIP Gift Bag: Valued at $350, filled with the latest products and gift cards

Mix & mingle with fellows in VIP Roottop Garden* 

Receive your ticket ahead of time in the mail*

Dedicated VIP check-in line at registration*

Complimentary event VIP parking*

Plus, everything included with a General Admission ticket.

#CreateCultivateDTLA General Admission 

Access to our Attendee Happy Hour (May 6th, location TBD)

Admission to Create & Cultivate DTLA Conference on May 7th: A full day of workshops & panels with industry execs, bloggers, thought leaders, & creatives.

Create & Cultivate Starter Kit to get you prepped for the day (pens, notepads, & more)

2 Mentors Sessions in an intimate setting with a C&C Mentor (to be assigned)

Pop-up Shops: Shop on-site for exclusive deals from our partners & friends

Breakfast, Lunch by SWEETGREEN, and Afternoon Sweet Treats & Happy Hour Cocktails + Bites!

Photo Booth Access Fun: Snap shots with friends & fellow attendees

All Day Glam Bar: Hair, nail & beauty treatments in between panels & at breaks

A Gift Bag: Valued at $200, filled with the latest products & gift cards

Unlimited coffee, fresh pressed juices, & healthy snacks all day

Happy Hour to socialize & engage with fellow attendees

*indicates VIP-only Perk

We're constantly adding and updating what you'll experience at Create & Cultivate DTLA, so sign-up for our newsletter or check back for updates! 

So which will it be? Tickets are selling out fast, so get your GA or VIP ticket at createcultivate.com and tweet us or use our hashtag #CreateCultivateDTLA to let us know you're coming! 

The 6 Personality Types Every Startup Needs

Your startup is your tribe.

You spend more time with them than you do with your family (#sorrymom). There are shared lunches and late hours and at certain points, you all wear every single hat. Because when you’re working to build something together, you switch hats, pants, shoes; the words “I can’t do that,” are not part of your vocabulary. In many ways each of you is the "ideal worker"-- something that gender and labor scholars have identified as the person who shows up early, leaves late, never says no, never gets sick, answers emails morning, noon, night, weekends, makes every meeting, is a go-getter, ad infinitum. These are employees who work hard and challenge themselves on a daily basis. In a dream world, every team member of your start-up is that person.

Here on earth however, there are specific people that fit better into certain roles and make the squad function like a well-oiled machine. 

THE VISIONARY 

Often the CEO. They think big and small, they see far ahead but also catch the tiniest of details right in the moment; the little things you would never even notice. Nothing gets past them, but it's because the Visionary knows how they want to see their vision executed. Thinking outside-the-box is one part of their supernatural abilities. They are highly-functional, fast-paced, and fastidious. "The ways in which people consume everything," says Jaclyn Johnson, Founder and CEO, "has changed significantly. So if we are not evolving, we are not doing our job. We want to help advance the new creators, the thinkers, the other dreamers. And we've only just begun. We don't want to create a pipeline of new workers, we want to burst open the whole channel and see what happens." 

"We don't want to create a pipeline of new workers, we want to burst open the whole channel." 

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THE CLOSER 

The Closer has perseverance and structure like you wouldn’t believe and solutions to any problem. In part it's because they’ve "been, there, done that"— and bring experience from many industries to the table. They know how to work a conversation to their advantage. They are great at team management and turning ideas into action items— especially at executing the vision of the dreamer. Bess Wyrick, Senior Events Producer at Create & Cultivate is our Closer. "It's just not an option," says Bess, "to not get it done. And if you have that attitude at work, don't expect to go very far. You take an idea, or you have an idea, and you make it happen. If it doesn't look or feel right, you do it again. We've nixed entire concepts day-of the conference because it wasn't perfect. I mean, look, there's no wrong way to enjoy a glass of wine, but there is always a smarter way."  

THE UNICORN

Part social butterfly part go-getter. The unicorn of the the bunch is known for making magic, and doing it with pep and a smile. Hope Evans, Accounts Director. is as gregarious and unicorn-like as workers come.  From meeting with clients to working with talent, she's the ultimate team player. Because part of that sociable charm is the inherent caregiver— keeping team morale up even as stress rises. "It's not magic," says Hope, "it's about chemistry, about making a room feel at ease by making every person feel taken care of-- from talent, to speakers, to sponsors, to everyone who has purchase a ticket. If you treat everyone as an individual, your company will standout as a whole. Especially day of the conference, it's a runaway train that you just have to ride, and make sure everyone is riding along with you. No one falls off this train. No one."  

THE NO-NONSENSE TYPE

Follow-through is one of the main traits of the no-nonsense employee. Enthusiastic but firm, the no-nonsense type is a bit like sandpaper— firm, tough, but smooths out anything. For C&C that’s Steph Chang, Director of Events. She’s a nose-to-the-grindstone, no-nonsense worker that will always be crystal clear on what she needs-- especially if she doesn't like the way you're doing something. "When you're planning events you are dealing with so many vendors, sponsors, the venue, parking, food, people, everything--  everything where you can't see the work, a ton of work went into it. So you have to be firm, tenacious, get everything in writing. If you miss one detail, Rome topples. And we've already learned that lesson. From big picture, to the nitty-gritty, nothing is falling apart on my watch, even if it means a sternly worded convo, or two." 

THE HEART 

You know the person. They're always saying yes. They are there to talk out an idea with you, jump in, give you their thoughts, and share their best ideas-- all the while grinding out what's on their own plate. The Heart sticks on brand and is less concerned with credit than with crafting the right message. At times our Heart, Director of Social Media, Priscilla Castro is a headphones on and head down worker. But tap her shoulder and she's right there with you. "A startup like ours is about the collective, so even though my job revolves around spreading the word, it's important that everyone else on the team is on message as well. Which, yes, means breaking from my to-do list and jumping in where I'm needed."  

THE PISTOL 

A bit of a worker bee that’s self-motivated, the Pistol is a straight-shooter that fires off ideas, and gets work done at the same speed. The Pistol doesn’t wait for ideas to come to them, nor do they second-guess themselves. Editorial Director, Arianna Schioldager says, "We don't take what we're doing lightly, and the idea that our conferences and content are encouraging young entrepreneurs to take major leaps fuels our days and nights, but that responsibility means we have to always be innovating. Always providing the best. That means tons of ideas. Plenty of which get thrown out. But you have to keep shooting, and shooting straight or we lose the trust of our audience and attendees. We shoot the moon every single day, and even though this makes for tough moments, no one ever said landing the moon was easy."

"We shoot the moon every single day, but no one said landing the moon was easy." 

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Small but Mighty PR Duo Is Transforming Marketing & Advertising

Small Girls: Bianca Caampued, left; Mallory Blair, right. Photo credit: Scott Furkay. 

Small-bodied, big brained, big city. 

When Bianca Caampued and Mallory Blair launched Small Girls PR in 2010, the duo decided that part of their "sauce" would be working with friends.  As the agency of record for GE and Panasonic, we'd say they've made some friends in high places. But while some of their clients are corporate, their strategy is anything but. From the gate they tossed pre-packaged ideas out of the window from their office in Brooklyn, successfully proving that a PR "stunt" can actually shift into a sustainable business strategy; they are one of the most successful boutique PR firms in New York. 

They don't issue press releases or BCC hundreds of people at a time. Their messaging is crafted, creative, and gets people buzzing. In a 2011 blog post celebrating their first year, Mallory wrote, "Small Girls PR is a happy accident balancing carefully on the precipice of fear & hard work. What I’m saying, Dear Internet, is that I am a fraud. Maybe a diligent one, but a fraud nonetheless."

At this point, we beg to differ. 

We checked in with the small but mighty duo to get the low down on their SG game. 

Can you tell us a little about your backgrounds and why PR was the right move for your careers?

Bianca: I started out working in promotions and advertising at Lucky Magazine out of college and I really loved the creative activations that were being done for advertisers. I eventually ended up doing in-house "PR" at a thrift store where I did it the way that made sense to me - inviting my friends who were bloggers and downtown 'cool kids' (what I guess you would call "influencers" now) to the store to create content for and around the store's socials. I ran the Tumblr, Twitter, and Facebook, produced lookbooks and shoots for the special things that came into the store, threw events, and even occasionally pitched an outlet if a writer's interests were in line with the brand and it caught my eye. 

Mallory: Bianca and I met right when I was graduating college, while still working long hours at a small, four-person brand consultancy whose clients were tech giants like Apple. When I saw what Bianca was doing, I thought it could make sense to merge surfacing trends in technology with creative campaigns. That's how we built Small Girls PR in the beginning - taking all of the ways she was playing with new media & events at the store plus the positioning & trend-jacking I'd gleaned from the consultancy. We leveraged our mutual blogger networks as talent, tapped our friends as tastemakers before the word "Influencer" was a thing, and called it the new PR. 

Bianca: I still run the team that handles these kinds of projects at SGPR, though we now have 3 entire hubs dedicated to press strategy and media relations as well. Even when it comes to more "traditional" comms work, we use the same spirit of creativity and personalization.

Small girls. Big business. What does that mean, respectively, to each of you? 

Mallory: To quote me quoting a tumblr meme quoting Shakespeare, "Though she may be but little, she is fierce."

Bianca: It literally means we are small girls (5'0" and 5'3") and we're capable of doing big business.

"To quote me quoting a tumblr meme quoting Shakespeare, 'Though she may be but little, she is fierce.'"

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You’ve worked with brands like Google and GE, both at SXSW. What is it about a startup, and yours in particular that you think is compelling to larger corporate brands? 

Mallory: We're neophiles so we're always thinking about what's next, testing out new platforms, and meeting up with rising bloggers. Our entire team is in the same tech-savvy, marketer-aware audience that brands are trying to reach by participating in things like SXSW or launching a web series on a VR platform or creating an Instagram treasure hunt (all things we've been hired to execute and do PR for).

You both put yourself front and center for certain campaigns. Why do you think it’s important for bigger companies to brand themselves in relation to people? Are corporations people too? 

Mallory: This has gone so far that brands are now dipping into the uncanny valley, using 'bae' and 'fleek' more than 'discount code' and 'click to purchase'. I love brands playing into this weird twitter apocalypse and hope it never ends. [insert hands praying emoji]

This will be your 3rd year at SXSW, what is it about the festival that’s so exciting and appealing to such a wide audience?

Bianca: This is actually my 7th year at SXSW and Mallory's 8th! Prior to starting Small Girls, I helped Tumblr with their first SXSW event in 2009. I was also a regular attendee of the music portion of the festival for a while. Since then, Small Girls has produced SXSW events for clients ranging from Google to GE to The Dutch Consulate.I think that the most exciting and appealing thing about SXSW is the fact that it brings so many people across tech, music, and film together in one place. You can meet new people who are also working on interesting, creative things and spend time with them in a way that jumpstarts a friendship or even a business partnership. Hopping from panel to activation to party (to after party to the hotel lobby) gives you the opportunity to get to know people quickly & outside of just what they do for a living. 

Piggybacking on that, how do you get a brand to stand out when there are so many onsite activation points?

Bianca: This is such a tough question because there is so much noise in the space. Producing an activation in 2016 is not like what it was throwing a party in 2010. You can't just book a venue, slap an open bar on the invite, and get a DJ to get people excited; brand participation is saturated so it's crucial to give guests something to interact with, learn about, or experience for the first time- something they won't want to miss. All of this means partnering with the right brands or talent that can help draw attention to the experience and knowing the corners of the Internet where the people who would genuinely be interested in the project you're working on are hanging out. 

Mallory: Last year, we spent months in advance strategizing the amplification of GE's BBQ Research Center (debuting a 12-foot tall intelligent brisket smoker). We thought through every part of the experience from a media standpoint as well as the kind of content we could generate that would actually compel people to share or cover, whether data visualization of barbecue or tweeting gifs to attendees of their brainwaves reacting to brisket flavors (tracked via an EEG headgear set!). It was one of the most talked about SXSW events, with spots on ABC News, NPR, Fast Company & Nightline, earning over 1 billion media impressions. 

What’s the most exciting part of your job? 

Bianca: Making charts. 💹

Mallory: Making those charts go up and to the right. #TEAM

What are you most excited for at SXSW 2016? 

Bianca: Our client KnowMe is doing a keynote & event with the founder Andrew Jarecki and JJ Abrams (who is an investor). I love Star Wars and am a very active user on KnowMe outside of doing their PR, so I can't wait to work with them down there! 

Do you really believe that there is no such thing as “bad press?”

Mallory: Kill this myth! The wrong messaging can be damaging (even if merely by being confusing). That said, when there is "bad press" the fun is the coming up with a game plan to overcome the challenge.

"The wrong messaging can be damaging."

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If disruption was the buzz word in 2014. And Innovation was 2015. What’s the word for 2016?

Mallory: Downround

Bianca: Spiritual (sub words - The Force & CrystalMagic)

What one song sums up your current office vibe? 

Mallory: RAC made a track for people to play with down at Deloitte Digital's Interplay lab at SXSW (a concert-meets-mad lab space with indie musicians). We've been playing the track on repeat as we work on the project. :)

Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her at www.ariannawrotethis.com

 

#Facts: What Beyonce Did Right That Kanye Got Wrong

In the music world (and the world in general) it's a widely accepted fact that Beyoncé is Queen. It's not just her music, her sweet dance moves, her all female drum line, and that hot sauce in her bag, she's a proper shrewd business woman who understands how to werk online and offline engagement in ways that boost her brand and staying power. Remember when she banned photographers from her world tour after unflattering images emerged? That image is locked up. 

ON THE OTHER HAND.

While there are some who believe Kanye can do no wrong, there are others who think Ye's methods are spastic, unedited, and unpredictable, but not in a business savvy way. Though there is much more to Yeezy than shoes and strange Twitter outbursts, his lack of self-control is one of the reasons he's *maybe* $53 million in debt. 

From a marketing perspective we're breaking down #facts.  

Pressing the Button When It’s Hot

Did anyone see Formation coming when it dropped on us that week like a gift from the heavens? Probably not. Beyoncé has mastered the art of surprise by releasing music without marketing it at all. With loyal and powerful fans like The Bey Hive, they flock to anything Queen Bey drops. Everything she touches is essentially gold, and her marketing strategy is making sure that it drops at the right time. There’s no teasing - no keeping you waiting. However, as we saw with Formation, releasing the video right before the Super Bowl was the perfect opportunity to have millions of eyes glued to their screens that Sunday and start a conversation that is still keeping some people a little salty.

Kanye on the other hand…

For months now, Kanye has been tweeting endlessly about his album The Life of Pablo (formerly known as Waves, formerly known as SWISH). Okay, we get it Kanye, you can’t make up your mind. It’s ironic that the new album talks about things that were just trending a month ago, however, we can see that timeliness is not Kanye’s forté when it came to releasing TLOP. We kept waiting…and waiting…until finally, he released it. Last time I remember, the album was supposed to be released on February 11th, but Kanye must have missed the calendar alert and remembered that he needed to release three days later. Trust us, we understand the need for perfection, but we're not sure if stalling is the best strategy to keep your fans waiting, especially when you’ve been hyping it up for months.

The Medium Is Not the Message

Formation is on Tidal. The Life of Pablo is on Tidal. Guess who’s not forcing us to listen to their music on Tidal? 

It seems like everyday Kanye is force-feeding Tidal to us, but is Beyoncé forcing us to listen to Formation on there? No. It makes us think, was The Life of Pablo truly the masterpiece that Kanye has been getting us ready for the past two years, or was it just an album to get people to give in to Tidal? Kanye keeps stressing how “cool and great” Tidal is, but Beyoncé released the video, left it for streaming on Tidal, and her work was done. With the song and video released and a mind-blowing performance that started a very heated nationwide conversation, it was evident that Beyoncé’s message extended far beyond that “hot sauce in my bag” lyric. Beyoncé is well aware of the power her name and brand holds, and doesn’t need to constantly push her fans, because she knows how they will react. 

Although Kanye is authentic and speaks what’s on his mind with no filter, he doesn't consider the reaction his fans and followers will have to anything he says, endorses, or releases. Granted, it is his brand, however, the lack of strategic marketing and awareness of what his fans respond well to can definitely dilute the power behind the brand. Kanye is essentially a persistent salesman that won’t stop knocking at your door, but he needs to face the #facts, and learn that nobody likes it when they’re being sold.

Lack of strategic marketing & awareness of what his fans respond well to can definitely dilute the power behind the brand.

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Is All Press Good Press?

Safe to say that most of the times that Kanye is on a headline, it doesn’t put him in the best light. And after Formation, press for Beyoncé has seen the good, bad, and ugly. However, both Bey and Ye know that everything that they do is under a microscope when it comes to press, and both have reacted in significantly different ways. 

Just yesterday, Kanye made headlines ranting about Taylor Swift, his album, and oh what a surprise, Tidal. There's a vicious circle to the Kanye show because everything he says or tweets is bound to make headlines. More often than not, it’s not positive. However, he’s very well aware of this, and only continues to fuel to fire. But noise for the sake of noise?  At a certain point people will change the station. What is he truly talking about besides himself? Is he really using the press to show that he is the next Pablo, or are we missing the real masterpiece? 

In Beyoncé’s case, although there’s been both negative and positive comments about Formation and the Super Bowl performance, she has directed the conversation to address a much bigger societal issue about race and the importance of being unapologetically black. She has ignited an important discussion, whereas Kanye’s message gets lost in translation.

She has ignited an important discussion, whereas Kanye’s message gets lost in translation.

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Queen vs. King aside, if there' s one we've learned it's that staying cool, collected, composed, and savvy a la Beyoncé is the way to go. Know the power behind your brand, use it strategically, yet always be unapologetically *professionally* you.

In the words of Formation, “always stay gracious, best revenge is your paper.”

"Always stay gracious, best revenge is your paper." -Beyoncé

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Dress The Part: Corporate, Startup, or Freelance?

Office culture has changed a lot of the years, and it’s left some of us a tad bit stumped on how to dress. #help. Just when does one wear a power suit? And what’s the deal with casual Fridays, when jeans have become an every day part of the work week? You’ve got enough to worry about in the morning without getting held up by your closet. 

So, we asked for a little help from Bar III, the fashion-foward line from Macy’s, to figure out how to get dressed (and out the door in time) in the AM. With modern pieces that fit into any office environment, you’ll look oh-so-profressional— whether you work in a corporate environment, spend days and nights at a start-up, or you’re on that freelance hustle. 

Start with a basic pair of black pants and top from their line, and follow the below to figure out the office culture style that fits your personality best. It’s a no-fuss solution to setting the bar higher.

3 Ways to Be Contagiously Social

Strong women can tell stories that simultaneously rock viral reach and niche connection, and guess what? You’re part of this squad, and we’ve got a name: contagiously social. When we’re contagiously social, it’s not just our stories that ignite, but also the style in which we share them. Best of all, this fierce fusion is surprisingly simple. Just do three things:

Abandon. Obsess. Infect.

1. Abandon labels (hashtags included)

You know the nuances of your industry, platforms, and followers, so trust that your social strategy will work like muscle memory when you let go of labels. Share in the moment. This strategy is so real, it might be surprised to hear itself called that. 

Teen Vogue Digital Entertainment Editor Ella Cerón rocks this. She’s a social media savant (Insta, Twitter, Facebook, and beyond), but people know her first and foremost as a funny, know-all fashionista who’s not afraid to get real when breaking news breaks hearts. It’s seamless yet unobvious content strategy focused on real-time stories, personality (on and beyond brand), and community (from close friends to influencers...and by that, I mean Kim Kardashian).

What inspires or surprises you right now? Tell that story, even if it’s not ready-made with a hashtag. There’s both freedom and followers to be found in this relatable-yet-reckless abandon.

2. Obsess over what you love

Reclaim obsession. It’s now a powerful, positive word that screams, “I’m passionate and my own person!” Be the #bosslady of can’t get enough. Champion what you love and pay no heed to “trending.” Start the social convo. Chances are, other women and brands obsess over cheap lipstick, hot sauce, and puns, too. (No? Just me?) Create a project, campaign, or partnership together! When you celebrate shared passion, the right people follow suit, and bam—obsession transforms into collaboration. 

Jazmine Hughes and Jessica Kane rock this. Hughes, associate editor at The New York Times Magazine, wrote a brilliant Cosmopolitan story for which she dressed as Empire’s Cookie to explore a question on many women’s minds: Do I deserve this job? (Spoiler alert: Yes, you do.) Kane, director of millennial outreach at the Huffington Post, loves donuts. From HuffPost’s first-ever donut gif to deliciously-hyperlinked out-of-office emails, she bakes this love into her personal and professional brand like a boss.

Share what you love. Feelings and followers will be mutual. It’s the best answer to Mariah Carey’s enduring question, “Why you so obsessed with me?”

3. Infect with unique style

How is a huge part of storytelling. Take Tasty, for example. All it took was some sharp overhead camera footage in the kitchen, and now our Facebook feeds (pun intended!) are filled with BuzzFeed’s mac and cheese miracles. It’s all about style, so once you have your story, shake up how you share it. This could be visual or verbal, but it’s gotta be vibrant.

Fashion designer Misha Nonoo rocks this. Nonoo launched New York Fashion Week’s first-ever #instashow with her SS16 collection. Nonoo brought it to the hashtagged height of #NYFW with the help of 30 #bosslady influencers like Lena Dunham (hey, 2.4 million+ followers, nice to meet you). Media loved it, and it caught on: Nonoo just wrapped up her fall 2016 instashow in partnership with rewardStyle, this time using her personal Instagram and shoppable links with LiketoKnow.it. Now you see this content—monetized-yet-meaningful, Insta over in-person—and this style—larger images made from the ‘gram grid—from the best brands, corporate accounts, and small creative projects.

Stories and style infect our industry, and soon, we see their symptoms everywhere. We spread a brilliant bug. And don’t worry—“new” doesn’t have to mean “never before.” It’s all about finding fresh ways to fuse your what with your how.

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You’ve got something compelling and contagious to share. Go forth and abandon, obsess, and infect. I can’t wait to catch this wildfire. 

Aileen McGraw is a writer on on a mission to redefine sartorial by fusing all things social, art, and editorial. Her work intertwines stories and strategy to amplify the bold and the not-yet-told. She’s been published in the Huffington Post, majestic disorder, and Chickpea Magazine, among others, and currently rocks content strategy at Microsoft. She lives by the words, "There's no such thing as too spicy." Find Aileen’s portfolio here.

Arnelle Lozada of The BeautifuLife Is Getting Rid of Fluff

Arnelle Lozada is an LA/SF based Content Producer & Marketing Professional who specializes in producing compelling visuals and branded content. Having worked with brands like Urban Decay, Hudson Jeans, Pendleton, and Go Pro, both as a Content Producer and as a blogger, she created This BeautifulLife, her blog dedicated to travel, tech, and (good) taste dedicated to millennial women looking to change the world. Because she's not just blogging about fashion. In fact, what she wants is to tell beautiful stories that steer clear of fluff. Thought-provoking is her forté. 

Her work with Humanity Unified, an organization dedicated to helping communities to rise out of poverty through education, food security projects, and economic opportunities, is one way she's doing just that.  She also runs ExperiencExperiment, an ongoing project that curates unique experiences for high-visibility influencers.

We checked in with Arnelle to find out how she juggles such a crazy schedule and what "social good" really means to her. 

How did you get started? If we were to peak into your professional background what would we find? 

I dabbled into a bit of everything before I really found my place. I worked in Product Development and Design in the corporate fashion industry for a while, it lost its luster rather quickly. I worked in Post Production in the entertainment/television industry for a while after that, it lost its luster even quicker. I loved and appreciated aspects of both industries but wanted something else for myself, so I went for the fusion of the two: content production in the fashion industry. That led to content production with a number of reputable brands. I then birthed my blog early last year, and the rest is history. My blogging, content production, and storytelling are where my truest passions lie. 

You’re involved in multiple projects. Can you tell us a bit about wearing many hats and how one platform has let you to the other?

I'm learning a ton about time management, prioritizing, and ridding of all the "fluff" work that tends to drain your time, energy, and resources. I feel like you can definitely be involved in multiple projects so long as you're passionate about them all, so none of them fall to the wayside or get shelved. My blogging and professional Content Production often go hand in hand; I think that's the angle I take with pretty much all of my projects. Not only do I sincerely enjoy blogging and writing, but I have a serious passion for photography and cinematography, and that comes through in both my blog and my content work. Often times my Content Production has allowed me to build relationships with big brands who then like to work with me as a blogger because they see that I enjoy being in front of the camera and talking about products just as much as I love being behind the camera and shooting them. Concurrently, my blogging also catches the attention of businesses who need more branding and compelling visuals to support their sites and social media, so they reach out to me as a Content Producer as well. I feel so blessed because think I have the best of both worlds. And then both led me to the lovely people at Humanity Unified when they needed a shooter to produce content for their site, and that marked the beginning of a very personally fulfilling relationship.  

When you are creating content, who are you thinking about? Who is The Beautiful Life girl? 

I'm thinking about the strong millennial women with big dreams and ambitions, who want to impact the world. They're stylish and beautiful, but that's not all there is to them. They've got brains, they've got substance, and they've got big hearts. Definitely confident, a little geeky, and a little awkward - but striving to become completely comfortable in their amazing, awkward skin at the same time. Just like me. :)

What lessons have you learned while traveling? Can  you tell us about a travel moment that changed your relationship to work?

Mark Twain said it best, "Travel is fatal to prejudice, bigotry, and narrow-mindedness, and many of our people need it sorely on those accounts. Broad, wholesome, and charitable views of men and things cannot be acquired by vegetating in one little corner of the earth all one's lifetime." I literally can't say it any better! Traveling fills the void in the human spirit, and as much as it reminds me of my belief in personal/individual purpose and the gravity that that notion carries, it also reminds me that the universe and the world are so boundless, and I feel so small in the depths of it all. It's humbling. We are small, but very important parts, of something bigger than all of us ... that's the feeling that traveling instills in me. 

"Bloggers need one another to stay relevant."

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Your work with Humanity Unified is inspiring. Why was it important to you to add humanitarian to the scope of your work? 

I've always wanted to do it, I've always known it would be the most personally fulfilling type of work for me. Giving, giving back, spreading love and joy - I feel like these are things we are programmed to do as human beings, and we are here to be each other's support systems. Sadly, we often tear one another down, but that's because life's hardships reprogram us to be defensive and bitter to protect ourselves. But I wholeheartedly believe that at the core of it all we are wired for love, for compassion, for affection, and for connection. It's how we thrive. In my opinion, humanitarian work brings about all of these things in abundance. 

You work in a highly competitive sphere. How do you feel about “competing" with other women? What do you think of the idea that “girls compete, women empower?” 

I don't feel like I'm in competition with other women at all, for a number of reasons. One, everybody has their own unique style of storytelling, just as I do. Different people will connect with you no matter what your style, and there's a listener for every type of storyteller. Two, I've always felt that women should support and empower one another (this answers the second question), because I firmly believe our biggest contribution in this life will always be what we've done for others, not what we've done for ourselves. And three, bloggers need one another to stay relevant. It's because of the bloggers that have done amazing things and garnered massive followings that the rest of us even have a shot at something like this. Five years ago there was no such thing as "influencer" marketing, and the only people who had real influence in pop culture were celebrities. This day and age, so many people are self-made, and it's a beautiful thing. You can start a blog about almost anything and someone will find it, read it, and enjoy it, even if it's only 10 people. But if you're blogging for the right reasons and your blog is suited to fulfilling your purpose in this life, it won't matter how many readers you have, only how deeply you impact the ones you do have.  

"We are small, but very important parts, of something bigger than all of us."

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Where would you like to see your work go from here? What’s happening in 2016?

A new destination every month, new human connections to be made, new stories to be told. All while fully supporting the brands who want to support me on this journey. 

What does working for the social good mean to you? 

It means working to positively impact and inspire those who are directly (and indirectly) affected by you. It means working for the greater good, and for a purpose that is beneficial to the world and to mankind.  

Meet the Mentor: Style Me Grasie Is Conquering Multiple Verticals

Bios are boring. Or so says Grasie Mercedes, actress and lifestyle blogger on her site Style Me Grasie. But in reality, her life is anything but. Hailing from NYC and currently residing in LA (a transition she describes as exciting, new, and awe-inspiring), Grasie has a blend of girl-next-door charm and I'll-never-be-that-cool confidence. With a background producing for MTV-- something that keeps her grounded and respectful while on set (i.e. she shows up on time), Grasie has transitioned her career in a way most of us dream of.  

And she's going to be sharing her know-how as a mentor with Create & Cultivate LA on May 7th.

Get to know Grasie below and find out she thinks you should never have a Plan B. 

From creating your own content for your blog, styling, and acting, how do you manage to find the time to do it all?

Styling is what got me into blogging in the first place. I wanted an outlet for creative inspiration, then I found out about personal style blogs and OOTDs and started working in that direction. It was at that time, I named my blog Style Me Grasie and started getting a following. I'm also a TV Host/Style Expert and last year, was the first time that all three of my careers (acting, hosting and blogging) got really, really busy. It was tough to do all three and still have time for my husband and my life, so while I will still host a fashion segment from time to time, I'm solely focused on acting and the blog. It's hard to cut back on things in your life where you're succeeding, but at some point you need to focus on what you love the most. For me, that's acting and blogging. Luckily, I'm an extremely organized, Type A person, so I'm able to do both and give 100% to both! I do believe you can "do it all" and "go for it all" but I also think it's important to accept when you are stretched too thin and then go from there. 

You’ve mentioned that there’s a theory that it’s nearly impossible to be a working actor, but you’re killing the game. How have you been able to make it work?

Ha! Yes, making a substantial living as an actor is like winning the lottery. I have done okay for myself especially in the commercial acting world but I'm far from where I want to be. Acting is the hardest profession in the world and the reason there are so many "failed actors" is because most people give up. It NEVER happens overnight. You have to LOVE acting and be passionate about it and never have a plan B. You can have other things going on, in fact, I encourage that, but you can never give up. Most actors have to wait tables or bartend in between bookings, and I realized pretty early on that wasn't not for me. It made me not like people (let's be honest, when you're sober, drunk people are no fun) and it made me desperate at auditions. I wanted to book work so badly, and that energy is terrible for an audition. So, my love of acting and wanting to survive was a huge motivation to turn my blog into a business. Now, my blog is my main source of income and acting money is icing on the cake. In the past year, I've booked 4 national commercials and done of few indie films and in the past, a few day roles on TV shows, but my dream is to star in my own television series that I write and produce. I'm working on a web series now with another actress/writer that I'm really excited about! I will always act and my blog is the perfect day job the supplement my dream. 

You used to be behind the camera, and now you’re in front of it. Can you tell us about the moment where you realized that you needed to make that transition?

I went to NYU for Broadcast Journalism and wanted to be a news reporter. Right out of college, I worked at ABC World News and hated it. It was the overnight shift, everyone I worked with was nuts, and the news was/is so depressing! So, I quit and started working as a PA at MTV, which is where I interned in college. This grew into a career as an Associate Producer, then Post Producer and Segment Producer. But the whole time, I wanted to act. I had done plays in high school and in college but never thought I could actually go for it. I think a part of me thought I couldn't do that to my mom.

I'm first generation American; both my parents were born in Dominican Republic. I was the first in our family to go to college and felt this pressure "to have a real job." A pressure I totally put on myself because I have the most supportive mom in the world who loves everything I do. So when I was 25 (after three years producing at MTV) I told my mom I wanted to move to LA to be an actress. She told me I should go for it and I did! For the first three years in LA I was just figuring stuff out...it was my first time away from NYC/home and everything about LA was very exciting. Around 28 is when I really got serious, got into class and really started going for it. Knowing what it's like behind the camera always helps me on set. It's amazing how many actors don't respect all the work producers and crews have to go through to make a show, film or commercial happen. I know what it's like to work 16 hour days on the other side, so as an actor I make sure to always be on time, always say thank you, and always pay attention and listen to direction. You'd be surprised how many people don't do those simple things.

What are the ways that your acting career and blogging have intersected with one another to help each other grow and succeed?

More and more producers are interested in an actor's following. It's not like you'll book a job based solely on that, but if two actors are neck and neck for a job and one has 100k followers and one has 10k followers, they will probably go with the 100k actor. So having a following is definitely a good thing for acting. Acting or just being comfortable in front of the camera has helped me book brand collaborations and campaigns, which is great for the blog. A lot of bloggers are shy or not comfortable with video so I definitely have an advantage there and video collaborations are my fav! 

How does personal style influence how you feel as a business woman?

My personal style is why I'm a business woman. I think it's important for entrepreneurs to stay true to themselves above all...that's what people will relate to and what will make you successful. With both style and business, I think the same principles are true: do what feels great to you no matter what the trends are, love what you wear/do and have fun with your style/work. 

"My personal style is why I'm a business woman."

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Do you have a “power outfit” that gives you the confidence to work a room?

I'm most comfortable in jeans, a great top, heels, red lipstick, and hair pulled back. That's when I feel the most confident, powerful and sexy. That's my go-to for a big audition, business meeting or night out with the girls. 

What’s next for you this year?

This year is off to a great start and I'm excited for the rest of it! In acting world, I've booked two commercials this month and hope to book more. I'm acting/writing/producing a web series and working with a new talent rep who I love. In the blog world, I'm working with a new manager who I love, growing my brand, collaborating with some of my favorite designers and doing more video content. In my personal world, I hope to start a family with my husband within the next year or so. There's a lot happening in 2016! 

Enter the Now: The Dreamiest Bohemian Spa Destination in All of LA

Affordable luxury. It's not something Angelenos know that much about. That us, until now. Or rather, The Now. The luxury-walk-ins-welcome-spa that opened last year in West Hollywood, is all about that balance. After detecting a gap between high-end spas that cost a premium and Eastern foot spas that skimp on luxe, Erica Malbon and Gara Post looked for a way to unify those elements. 

Drawing inspo from the Coqui Coqui hotel in Tulum, Mexico, The Now offers the luxury spa experience at a (very) affordable price. Massages start at just $35 (just about the cost of two pressed juices), and guests can choose from a variety of add-ons. The first location attracted ladies like Kendall Jenner and Gigi Hadid, and the cofounders announced (today!) that a second location will be opening soon in Santa Monica. 

They're out to relax LA, one neighborhood at a time. 

We caught up with Erica and Gara to see how they spend their day, what advice they have for aspiring female entrepreneurs, and why touch is so important. 

Gara: 

5:30 am: Wake up and drink a large glass of room temperature water with lemon. Then meditate for 20 minutes. This is my daily ritual.

8 am: Get my kids ready for school. 

9 am: Go to Pilates or hot yoga at Core Power yoga - the works outs are so hard, but so effective.

10 am: Arrive at The Now and meet up with Erica to work on getting the boutique ready for the day.

Erica: 

12 pm: By noon we’re starving so we’ll run across the street to Erewhon for juices and salads. They have the best food!

1 pm: Meet with the team to review new ideas for products we want to sell at the boutique.

2 pm: In the afternoon we’ll have massage therapists come by for interviews with us and Amber, our massage therapist ambassador

Gara:

4:30 pm: Head home to get dinner ready for the kids and family. Creating balance between work and family is really important to Erica and me. 

8 pm: Back to work, usually with a glass of wine.

What made you decide to get into the health spa business? 

We both come from a design background, so we didn’t necessarily think that we would end up launching a massage boutique. That said, we are both really passionate about self-care and self-love. We really liked the idea of an affordable massage in a luxury environment, which is where our design background comes in. We want to give people the opportunity to connect with themselves and recharge on a regular basis. Since we’re both hard workers and entrepreneurs, it was a natural jump for us even if we didn’t have background that aligned in an obvious way. 

What are your respective backgrounds?

Gara: I have a jewelry line called Gara Danielle that I’ve been designing for 18 years (which is why I’m always wearing at least 15 rings and 10 bracelets!). I still work on it every day and am currently brainstorming a potential special collection for The Now. Stay tuned!

Erica: I worked in marketing and design with my husband on fashion and style brands. I had actually just designed my own line of luxury travel accessories, but I put that on hold to work on The Now. You never know how it will resurface though!

How do you scale a business and keep your massages starting at such a great price point?

We work with amazing massage therapists who love having a regular but flexible job they can come to. So it ends up being a win win for everyone!

A lot of establishments in LA run on the premise of exclusivity. But you’re offering an experience with very inclusive prices and still attracting an A-List clientele. What’s the secret? 

We have a couple beliefs that we always go back to. One of which is that we believe in the power of touch. It’s healing in a way that nothing else is and it really should be part of everyone’s regular routine. With that being part of our foundation, how could we ever create a place that is exclusive? Everyone deserves to feel great. That’s why our hashtag is #MassagesForAll. We think people, A-list or not, are attracted to The Now because our view comes from an honest place. Also, we’ve designed the space in a way that feels like a luxurious vacation. And who doesn’t want to go on a great vacation?

"We believe in the power of touch." 

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What is your best advice for aspiring female entrepreneurs?  

Gara: Work hard.

Erica: Don’t be afraid to put yourself out there. Yes, it’s scary, but that means you’re doing something exciting and new. 

Gara: And be kind. To yourself and others. 

To book online or via The Now App visit www.thenowmassage.com

The Now, 7611 Beverly Blvd., Los Angeles, CA 90036, 323-746-5525,

photo credit: Tessa Neustdt

Maskimize Your 2016: How to Put Your Best Business Face Forward

It’s the night before a big business meeting and you’re stressed. It’s totally normal, but do you know what happens when you have a mini-freak out? Your skin often has a mini flare up. Research shows that people are more likely to respond positively to good skin, so we asked our friends at Origins how to make sure we’re all putting our best business face forward this year. Their advice? Mix and mask your way to glowing success – and skin! 

To maximize success, Origins just released a totally new innovation in masking to obtain even greater high performance results. Maskimizer™ Skin-Optimizing Mask Primer is the first-ever mask primer to prep, prime and hydrate skin, leaving it more receptive to the high performance benefits of Origins masks. Just a few spritzes of Maskimizer on clean skin before mask application enables you to mask and relax. 

Next, choose one of Origins Single-Use Mask Pods, which are also perfect for carrying in your purse or stashing in your desk if you’re on the go. There are so many fan-favorites to choose from, but here are our favorite combinations!

Don’t Fret Before a Meeting with a Potential Client: Use Out Of Trouble™ 10 Minute Mask To Rescue Problem Skin

When you’re meeting one-on-one with a new client, your face is front and center, but nerves and stress can make you red and blotchy. Get “Out of Trouble” before your meeting with an easy ten-minute mask. This super absorbent mask redefines texture and wards off future outbreaks. That way, you’re securing your future by emphasizing your business know-how, and not your problem skin.

Go Into That Job Interview with Gusto: Use Original Skin™ Retexturizing Mask with Rose Clay

Glowing skin is like a great hair day, it can give you the confidence boost you need before meeting with a potential employer. After all, you want them to focus on what you’re saying, not any skin issues. Show them how you’re a true “Original” by outlining your best traits and what you can add to the company. Your glowing and radiant skin is a bonus.

Ask for a Raise with Confidence: Use Clear Improvement™ Active Charcoal Mask To Clear Pores

A meeting with the boss can be stressful, even to employees who are in good standing.  But if you’ve shown “Clear Improvement,” that’s the mask you should use. This active charcoal mask clears your pores, absorbs environmental toxins, and dissolves impurities. Which means, while you’re outlining the progress you’ve made as an employee and giving your boss reasons to give you a raise, your skin is working for you as well.

Before Flying In for a Meeting: Use Drink Up™ Intensive Overnight Mask

Hopping on a flight to pitch a new client can seriously dehydrate you. So what’s girl boss on-the-go to do? Before you take off, opt for the “Drink Up, Intensive Overnight Mask.” The avocado and apricot kernel oils instantly quench compromised moisture reserves and help build a reservoir for tomorrow— which you’ll need once you’re up in the air. 

And remember the best way to leave a killer impression in any meeting, is to be yourself. The best you is the one that’s comfortable in her skin— we’re just helping you give it some major glow.