Touring the Legendary Smashbox Studios
After 25 years, it's as smashing as ever.
In 2015 Smashbox Studios in Culver City got a 5 million dollar major makeover. The legendary 25,000-square foot space with 22-foot ceilings has played host to countless photo shoots, video productions, parties. It's been a innovative and inspiring pillar in the artistic community for over 25 years.
A bright environment, bustling with creative energy, the studio is the perfect setting for collaborative magic to take place-- one of the reasons the offices are also located at the studio. Davis Factor, photographer and founder of Smashbox says, "These amazing fashion events go on all around us. There’s a creative energy here that’s unlike any place I’ve ever been.”
Ginny Chien, Executive Director, Global Consumer Marketing, says of working with the company, “Check the egos at the door. You have to come in, be open, accept the fact that you work with some outstanding people, and jump right into it.”
In 1996, Smashbox launched Smashbox Cosmetics, a makeup line developed to meet the demanding needs of their shoots. It's the only beauty brand born out of a real studio. But as Factor says, “This is a real place. We have makeup that we’re using on trendsetters every single day, and everyone gets a piece of that. No other cosmetics brand can make that claim: created, tested and photographed at a real studio."
Take a tour of the Smashbox offices above.
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C&C Classifieds Nº7: Fuel Your Career Hunt With May's Listings
May the job opportunities be ever in your favor.
A new month is here and you know that you can always depend on us to bring you a fresh list of great new job opportunities for those of you who are on the hunt for a career change.
Also, we’ve made sure to include tech and engineering jobs this round. However, sound off below on any other fields you’re on the hunt for, and we’ll make sure to include them in our next Create & Cultivate classifieds!
Attn:, Los Angeles, CA
Data Analyst
Growth + Social Media Fellow
Head of Data
Product Optimization Specialist
Managing Editor
Product Manager
Site Reliability Engineer
UI Engineer
Account Exec, Brand Partnerships (NYC)
Creative Strategist, Brand Partnerships
Junior Graphic Designer
News Producer/Editor
Photo Editor
SpaceX, Hawthorne, CA
Senior Graphic Designer
Director, Commercial Sales
Proposal Editor
Deutsch, LA, NY
Digital Producer
Media Planner
Integrated Media Planner
Account Supervisor
Assistant Account Executive
Freelance Senior Data Strategist
Entry Level
Senior Designer
ColourPop, Oxnard, CA
Customer Service Manager
Customer Service Specialist
Netflix, California
Senior Full Stack Engineer - Delivery Engineering
Engineer Leader: Application Security
Senior Software Engineer:
A/B Testing Experimentation Platform
Billing Platform
Account Platform
Cloud Network Engineering
Container Platform
Partner Integrations
Payments Platform
Platform Automation
Platform Security Team
Real Time Analytics
Billing Platform
PR Coordinator, Social Media - Netflix Originals
PR Director, Awards and Events - Originals Publicity
PR Director, Original Series Publicity
Digital Production Manager- Latin America
Manager, Global Digital Production - Marketing Operations
Senior Manager, Global Digital Production - Marketing Operations
AV Production Editor
BaubleBar, New York
Art Director
Digital Marketing Coordinator
Director, Paid Customer Acquisition
Social Media Coordinator
Senior Software Engineer, Core Platform
Business Analyst
Hello Giggles, Los Angeles, CA
Finance Manager
HR Manager
Junior Developer
GoLiveHQ, Los Angeles, CA
Web Developer - Please email resume and CV to hello@golivehq.co
Yes To Carrots, Pasadena, CA
Senior Digital Marketing Manager - Please email resume and CV to dayna@yestocarrots.com
NYX Cosmetics, El Segundo, CA
Create + Cultivate, Atwater Village, CA
Social Media Intern + Editorial Intern - Please email resume and CV to hello@thereisnosubject.com
The Sneaky Pink Tax You Probably Don't Know You're Paying
Not nearly as cute as it sounds.
Two years ago, my man and I moved in together. We’d taken it real slow, so when we were ready to cohabitate after four years, we’d already explored some of the less sexy territory of day-to-day domesticity. I knew what was critical to me in the arrangement: equality.
We would split resources down the middle – time, as well as money. We’d contribute an equal amount of cash toward buying household items and an equal number of hours toward keeping our home looking like adults live there. See, even though he makes more than I do, I wanted a down the middle split to ground the power dynamics that can surround money. I'm a modern woman, dammit! I was in for 50-50.
And then I realized: you can’t do life 50-50.
Because it costs more money to be a woman.
"You can't do life 50-50. Because it costs more money to be a woman."
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And no, not just because women are marketed to by the beauty and fashion industries more aggressively than men (though, that’s a real thing), and end up buying more shit that they arguably ‘don’t need’ because consumerism(!), and the unrelenting pressure put on women (by both men and other women alike) to always look pretty (though that’s also a real thing, even when it's very subtle).
What I’m talking about is far less nuanced: ordinary day-to-day products and services cost more money if the paying customer has a uterus. I’m talking really basic, gender-neutral stuff like razors, deodorant, and dry cleaning.
I first discovered this a couple of months into my new living situation. I was up for errand duty, picking up a few things at CVS for the house and for myself. Already beyond my cognitive load, I stood in front of about fifty deodorants (none of which seemed noticeably distinct) feeling annoyed that my usual choice was out of stock. I looked over at the significantly smaller selection in the men’s area and noticed, in passing, that the men’s version of the same deodorant, which my partner uses, was cheaper than the women’s.
I didn’t think too much of it. When you’re running on fumes, it’s easy to slide into ‘that’s just how things are’ complacency. I grabbed a women’s deodorant, threw it in the cart, and that was that.
It wasn’t until a couple of months later when a video caught my eye and gave both shape and name to what I had passively noticed: The Pink Tax, or the fact that essentially identical products cost more if dressed in gender-specific packaging that targets women.
So not only do women earn 79 cents on every dollar that men make, we are expected to spend more of our smaller earnings on the same basics that both men and women buy. In December 2015, the New York City Department of Consumer Affairs published a study that found that, on average, women’s products cost 7 percent more than similar products for men.
It’s been documented for years, and I was only just now catching up.
As pointed out by the New York Times, the French Feminist collective Georgette Sand has been showcasing this ‘phenomenon’ on Tumblr, with side-by-side images of the same product, but packaged for girls and boys. It’s striking to see. Another article I found by the Washington Post cut right to the chase: Why you should always buy the men’s version of almost anything.
Now deep in this wormhole, I wanted to observe the Pink Tax in the wild. And not so passively this time.
I went back to the deodorant aisle at CVS to fact check my memory and corroborate my own story. The proof was in the price tag.
Not only does the basic version of Degree deodorant cost twenty cents more if it’s for women ($3.79 vs. $3.59), but the brand comes on strong with SO MANY OTHER OPTIONS for women. Some range as high as $5.99. This means that if you happen to be deodorant shopping while in the mood to cultivate your womaness (which, is a glorious part of the female experience), the black dress on that ‘ultra clear’ option (a very tired symbol of femininity) might sucker you into paying $2.40 more for a stick of deodorant than your male counterpart.
It seems to get worse when it comes to products that are only for women. There is an actual LEGAL tax (not just a subtle price increase) on tampons in most states, where they are categorized as ‘luxury items’ rather than basic necessities. Watch Thinx founder, Miki Agrawal, break it down in this video:
So what’s a girl to do? Continue to have this conversation. Especially about money. Especially with other women. Especially with your partner. Especially with your political representatives. And try your best to notice. Notice other subtle ways the world is unequal to women. Subtle ways that might not yet have been given a clever name, like The Pink Tax.
"Try your best to notice. Notice other subtle ways the world is unequal to women."
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I continue to navigate the meaning of equality in my relationship, especially as our identities as individuals evolve independently of our identity as a couple. Although some of these negotiations are very cut and dry, like the Pink Tax. Sometimes we can interpret the 50-50 split very literally. For example, I now use 50 percent of his deodorant, shampoo, and shaving cream.
Now I’m on to reconsidering how to think about an equal split of another important resource: time. I wonder if this clock would cost 7% more in pink.
About the author: Joanna Pawlowska is a curious human of many interests living in Silverlake, a neighborhood in Los Angeles, CA. Her experience ranges from tech startups to public radio, where she takes new ideas and brings them to life. She's passionate about issues and stories about the lives of women.
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C&C Asks: What Is Smart Head-to-Toe Dressing?
Sole Society on stepping up their retail game.
In 2011 online-native footwear company Sole Society launched as a direct-to-consumer e-commerce venture selling shoes for $100-and-under. In 2012, they added traditional retail to their business model, selling through the department store. Today, the brand has expanded into head-to-toe dressing, taking a unique approach to their foray into fashion.
We caught up with the brand who will be onsite with us at Create & Cultivate DTLA to chat sales, buying practices, and using an omni-channel approach to reach customers.
First things, first. What is smart dressing?
We think smart dressing is Fashion Without Sacrifice. Sole Society gives our girl a smarter way to style. We give her the quality and fashion she craves with none of the trade-offs.
What inspired the brand to expand beyond footwear, handbags and accessories to selling apparel?
We have always encouraged our customers to style from the shoes up. Historically, we’ve styled our accessories on the site as a full look, offering unique “How to Wear” suggestions for each of our offerings. For each of these looks we call out the featured apparel brands. This is a unique approach for a footwear and accessory brand, but we’ve learned that our customers love it, and in turn, have come to trust our styling suggestions and expertise. Our customers have told us they enjoy seeing the fashion and the creative ways that we style our accessories. It helps our customers visualize the many ways they can wear their Sole Society accessories. Along the way, our customers have continuously asked “where can I buy the apparel?” As a result, we decided to start selling a curated selection of apparel that perfectly complements our accessories offerings. Our customer can still come to Sole Society for great shoes, bags and accessories, but now they can take our fashion inspiration and purchase the entire look in one place. Given the recent results, we think our foray into apparel has been a success!
How does Sole Society drive sales for “head to toe” dressing?
We use an omni-channel approach to reach our customer and offer her key fashion inspiration, which drives her to purchase our products. On solesociety.com, we showcase our catalog and offer product detail pages, where we feature completed looks in our shoppable How-To-Wear images. We inspire our customers with our carefully curated and thoughtful point-of-view. We also send daily emails to our database with creative imagery demonstrating both classic and trendy ways to style our product.
To complement the styling suggestions on our dynamic website, we work closely with a number of bloggers and digital influencers. We love to collaborate with these talented, fashionable and creative people to see how each of them organically styles our product and makes it their own. Instead of sending a partner a pair of shoes to promote, we prefer to let her choose her favorite shoes, bag, accessories and apparel to organically style on her own. Through her creativity, she inspires her followers to wear Sole Society from head to toe and incorporate it into their wardrobe. As a result, we gain compelling content to share on our social channels so our customer can see how women with all different styles wear our brand.
How do you buy for the online store vs our brick and mortar retail location?
Our online store includes the full Sole Society collection. We have a broader and deeper assortment on the website. Our customer can browse the website for inspiration across categories and utilize the e-commerce features like ratings and reviews, how-to-wear images, “Shop the Look” and Q & A.
Our store has limited space so the assortment is a curated selection of our most seasonally and regionally relevant merchandise. There, we take advantage of merchandising our product categories into stories so our customer can see how well our pieces work together to create a stylish look. Visiting the store also has the advantage of an in-person experience. Customers can touch and feel the quality of the product, and try pieces on to ensure the best fit. Our customers are always commenting on how beautiful our merchandise looks in-person.
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Maximize Your #CreateCultivateDTLA Break Next Weekend
Visit all the pop-ups next week and enter to win a trip to our next Create & Cultivate conference!
We're officially a week away from #CreateCultivateDTLA next Saturday, and we cannot wait to see you all next week! This might just be our biggest Create & Cultivate to date, and with all the pop-ups and activities on site, you bet that there are tons of things to do during your break next week. Just to give you a taste of what to expect, here are all of our amazing sponsors that will be having great activations for you on site next week:
Who What Wear Book Signing with Hillary Kerr and Katherine Power
Also, during break, you will be given an activity card to check out all of our sponsor pop-ups. When you visit all of the pop-ups make sure they stamp card your card to show that you visited their booth. Once you've checked out all the booths, turn in your card to the Create & Cultivate pop-up to enter to win a round trip to our next Create & Cultivate city! The winner will be announced right before Chelsea Handler's keynote!
Good luck, and see you next Saturday!
3 Ways to Innovate & Stay Creative After 30 Years In Business
Tammy Price of Fragments Identity shares her tips.
For interior and product design veteran Tammy Price, owner of Fragments Identity, "pillows are like art. They can transform a space, they can make a plain sofa come to life, they can change the texture of a chair." But when you've been in the interior design game for 30 years, and the work is a reflection of things you love, how do you continue to innovate and stay ahead of game?
We asked Tammy the three ways Fragments continues to maintain its unique look and stand out in a saturated design market.
DON'T FOCUS ON TRENDS, ANCHOR THE BRAND TO YOU
Even after 30 years in the design business, we still use a tone on tone and neutral palette as the anchor to all of Fragments Identity brand products. Rather than focusing on short-lived trends, we keep it true to ourselves and our own aesthetic. We then, will go in an implement or edit our collections in very specific ways that fit with the market of the particular time. Rather than chasing the newest trends, we stay true to the timeless, classic, monochromatic vibe that is Fragments Identity.
DON'T SKIMP ON QUALITY
Quality and product fabrication of the highest level is just as important to our brand as the design is. In order to stand out in a saturated market, we are committed to providing impeccable goods of the highest quality. Not only do we design in house, but we also control and oversee all manufacturing from the beginning selection process of the textiles and furniture frames to the last tissue paper fold in the customer's packed order.
THERE NEEDS TO BE HEART AT THE CORE OF THE BRAND
Fragments Identity is not commercially driven, but rather comes from a deep place of passion for design. To us, this passion never stops, and design flows 24/7. That's what we believe, truly sets us apart, and reflects in every aspect of the Fragments Identity brand.
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Why This Founder Says Wait Until You're 30 to Start Your Business
Life and business experience matter.
When she read “The Tipping Point” by Malcolm Gladwell, Ivka Adam, founder and CEO of Iconery, immediately identified with the archetype of the Connector. Connectors make things happen through people. They galvanize people and act as catalysts for change.
So it makes sense that the idea for Iconery, a curated online selection of fine jewelry, was born from Adam’s idea of creating an ideal online business model, one where you “don’t have to hold inventory but have the vibrancy of a marketplace.” A business that connected a marketplace model with e-commerce.
“I knew I wanted to build a marketplace where I was supporting designers and their passions,” the founder says. “My passion is to support other people’s creativity, and give them access to manufacturing in a vertical that is very capital intensive.” For instance, the cost of gold, diamonds and other gems, as well as the labor cost in stone-setting, is very expensive. From funding to manufacturing access, Adam knows the fine jewelry market is a difficult passion to pursue.
She took no shortcuts on the road to Iconery, and believes that entrepreneurs should actually wait until they are in their thirties to launch a startup. She bootstrapped the company, used up her entire savings, and moved home to live with parents. “I was 35, living at home, single. It’s a really tough place to be, and founder depression is real.” But she adds, “When you have twelve years of experience behind you, it’s so much more compelling to investors, they trust you. And you’ve made enough life decisions that you know how to make decisions quickly.”
Adam has always been incredibly thoughtful and strategic about her career, learning early that the road to success is paved with good connections. Home-schooled until high school, she went to a “ton of summer camps, where I had to very quickly learn to make friends.” She credits this as one of the experiences that has informed her networking ability.
While in business school at USC, Adam worked at three different startups. One of those was Cash Warren’s (Create & Cultivate keynote Jessica Alba’s husband) startup, ibeatyou.com. She also knew that she wanted a product management internship at eBay, but at the time eBay was only recruiting from the top four business schools. “I had zero chance of getting an internship there,” she says, “Plus no one ever does product management internships.”
But that didn’t stop her. She leveraged her product management experience at ibeatyou.com, and then “networked the hell out of eBay.”
What does that mean? She might want to thank mom for those summer camp experiences.
At the time Adam knew no one at eBay, so she did some research and found out that there was one recruiter who was going to be at the National Black MBA Conference in Texas. Adam hopped on plane and headed to the conference just to meet that one recruiter and get on her radar. She also went through all of her connections on LinkedIn to find an in. Through all of her networks she was only connected to two people at eBay, but they both happened to be product managers. “So,” she says, “I scheduled a 30-minute coffee with each of them.” She flew up to San Francisco, on her own dime-- the cost of all three trips was about a thousand dollars-- just to have those coffees. But another one her beliefs is that, “You have spend money to make money.”
“I got on their radar, I showed them that I was gung-ho eBay — I was a longtime customer, I knew the ins and outs of the site, and I had read up on everything.” When the time came for internship offers to go out, one of those coffees resulted in an internship in product management. AKA: she did the impossible.
“You can’t expect an internship to come to you.” she says, “You have to go out and fight for it.”
"You can't expect an internship to come to you. You have to go out and fight for it."
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“I also believe,” she adds, “in putting all your eggs in one basket, instead of spreading yourself too thin.” She stays that if a company can see that you’re on fire to work there, it will feel real, authentic, and they’ll take you seriously.
Some of the best advice she ever got was during that eBay internship, where she was told “To set the goal to get to know two new people at the company every weekend.” That meant she was having lunches with VPs and coffees with a wide variety of people throughout summer of 2008. When offer time came in the summer of 2009, which she points out was “one of the worst financial climates to finish school,” only 5% of her graduating class received job offers. Adam got one of the top offers.
She credits the offer to building her network the prior summer. And by the time she was ready to leave eBay she had advanced from intern to Head of Mobile Marketing for North America, while simultaneously working as the Chief of Staff to the CMO.
“The big company experience is really important. It automatically gives you an incredible network. Because of my time at eBay,” she says, “I now know the CMO of Facebook. I know the CEO of One Kings Lane, and a ton of people at Pinterest and Google.” People she worked closely with at eBay are now leading teams and departments at other startups. She can ping them anytime. “It’s an automatic, built-in network.”
But even so, it wasn’t a straight shot to starting her own company. She moved to LA and was recruited by another startup, Modnique, which she joined as VP of Marketing and Mobile Development. In July 2014, a private equity firm bought the company's assets and laid-off all employees. When it happened, Adam was on a backpacking trip, trekking the John Muir trail in the Eastern Sierras. She was quite literally finding a different path without knowing it. “It was a bit of a shock to come off the trail to no job,” but it’s something she says is simply “the nature of business,” and has been an invaluable asset in starting Iconery.
She had the big company experience. She had the startup growth experience. “Between the eBay experience, which was a true marketplace, and Modnique, which was true e-commerce, I knew there were pros and cons to both business models.”
One of Iconery’s main strategies to lowering costs is using CAD design software to create a 3D model that is fed into the 3D printer, which in turn prints the model in wax, and that wax model is cast in metal. They’re using technology to reinvent an age-old industry, and the company is at the intersection of fashion, e-commerce, and the 3D printing technology.
Another strategy was making the deliberate decision to find a team of experts. She did a ton of research when building her team, cold emailing and reaching out through warmer introductions from past connections at eBay. The response was enthusiastic. The women she approached were excited about Iconery’s new take on the jewelry industry. Her team consists of an award-winning CAD designer, a woman who runs jewelry product development who has been in the jewelry industry for 40 years, and fashion industry veteran Andrea Linett, one of founders of Lucky magazine. “There are a lot of startups,” Adam says, “who think, let’s do this, we can be scrappy, let’s teach ourselves, and find young, cheap, talent. My team is a little more expensive than the average startup because we have incredible expertise.”
It’s the opposite of what we often hear: say yes and figure it out. It’s an approach that mirrors the kind Adam has taken with her entire career: strategic and thoughtful.
However, she always says it’s so important for startup founders to understand their limits when it comes to uncertainty. “If not knowing whether the company you work for is going to be around in another month freaks you the fuck out, you’re not a startup person. It’s sexy to be in a startup, but there’s tradeoff. Being at Modnique really tested me, and made me very comfortable in uncertainty.”
Startup Tip: Understand your limits when it comes it uncertainty.
The business model was so compelling, and airtight, she knew she had to go for it. “I was looking to poke holes in Iconery, looking for any opportunity to find area of risk, and I had two other job opportunities. But I knew what I was aiming for.”
“I had other options and I powerfully chose Iconery.”
Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her on this site she never updates www.ariannawrotethis.com
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7 Ways Successful Women Say Yes to Their Day
Today is definitely the day.
Moaning about Monday is very 2015. This year is all about finding ways to infuse our days with happiness and joy that lead to a sense of fulfillment and empowerment. Shifting your mood and what you say YES TO affects your career (and life) in more ways than you know.
So we checked in with our friends at “Yes to” who know a whole lot about just that. So yes to you with these 7 tips that will make your day naturally brighter.
1. SAY YES TO MUSIC IN THE MORNING
Music isn’t just entertainment. It can also give you the sense of power needed to get you through the day. Scientists have found that songs with heavy bass (hello #LEMONADE #sorry #formation) motivate us and give us the energy needed to make it through the day.
So whether you sing in the shower (while detoxifying with Yes to Tomatoes Charcoal Cleanser), drive to work, or rock a headphone while on the subway, you can play tunes that inspire feelings of power and more complex conceptual thoughts.
2. SAY YES TO FLOWERS ON YOUR DESK
Everyone knows that fresh flowers look pretty, but studies have shown that florals in an office setting can also help reduce stress (yes, please) as well as pollens in the air.
You may not be thinking about air purification when decorating your space, but when you breathe easier, your head is more clear. Which means, you’re working smarter. A lot of people assume air plants and greens are best for desks, but did you know that gerbera daisies pack quite the air-purifying punch? They are a pop of color that also work to filter out benzene that is spread in the air by inks.
3. SAY YES TO A COFFEE BREAK
As if you needed an excuse to take one, a mid-morning java run is good for the brain (and body). It’s important to keep moving during the day and leave your desk from time to time.
A coffee break also boosts workplace culture two-fold. One, there is something about a coffee break that feels like you’re rewarding yourself. It sends signals to your brain that you’re doing a good job and you deserve it-- which, let’s be real, you do. Two, if you snag a co-worker and bring them along, they are receiving the same reward benefit and you’re also building non-competitive office culture.
4. SAY YES TO SOMETHING SURPRISING
No matter what, you are going to have to say “no,” to certain projects, people, and proposals. That’s part of any job. But sometimes we tend to say “no’ to things because of an unaddressed fear. Maybe you don’t want to take the lead on a meeting. Maybe you think that you’re not quite capable of taking a client meeting alone. Maybe someone offers you an in-person interview when you’d rather send an email Q & A. There are a lot of ways we say “no” to things during the day at work out of fear-- oftentimes without even realizing it.
Next time your knee-jerk reaction is to say “no,” say “yes” instead and inject your career with a bit of confidence when you realize you are capable of handling the situation.
5. SAY YES TO WIPING OFF YOUR MAKEUP BEFORE HEADING TO THE GYM
If the work week is a marathon, the individual days can feel like sprints. And sometimes we forget to do the most simple tasks. From remembering to drink water (proven to increase productivity and focus) to taking off our morning makeup before we head to the gym to let off some steam, these small actions are important. Keep Yes to Cucumber Facial Wipes in your work bag and be sure to remove the day’s ups and downs from your skin. Sweating is great for our mind and body, but if we’re sweating with pores clogged from makeup it can create impurities known to affect self-confidence. This in turn, affects our work.
6. SAY YES TO A HEALTHY DINNER
On average you can raise your productivity by 20 percent if you are eating the right foods. Fish is the classic brain food fortified in Omega-3 fatty acids and rich in oils essential to brain function and development. Omega-3s also help our memories as we age. Sushi for dinner anyone?
7. SAY YES TO GETTING A GOOD NIGHT SLEEP
A good, restful sleep is imperative to starting the next day with a fresh perspective. That means, keeping the tech out of your bed--sorry! How many of us sleep with one hand on our phones? Or scroll Instagram before snoozing? Or get locked in a three-hour Netflix binge on accident? It’s affecting our sleep-- we know you know this. Get a calming night sleep, do your skin a favor with Yes to Cucumber Calming Night Cream, and say yes to you and wake up refreshed.
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Finding Joy in Your Work: The Joie de Clare Vivier
And creating a line that outlasts trends.
“My strategy is definitely slow and steady,” says Clare Vivier, Founder and CEO of Clare V. the CA-made luxury leather handbags, apparel and footwear line that has a definitive California cool imbued with a French timelessness. “But to be an entrepreneur you have to trust your instincts.”
In bright red socks and silver shoes, carrying a matching vibrant red leather drawstring pouch, Clare is her brand through-and-through.
“The thing I strive for— and I think I hit, thankfully, is making a product that feels special and makes people feel confident to buy something on their own without having to subscribe to a trend.”
Clare first made waves on the fashion scene in 2007 after asking herself the simple question: “Why don’t we have cute work bags and laptop bags for women?" So was born La Tropezienne, a single vegetable-tanned leather tote, the first to hit her blog and website. So was born Clare V., a company started in her home where Clare and her earliest first employee, Jocelyn, were hand-sewing bags while learning the ins and outs of wholesale and e-commerce.
By 2012, she had done $2 million in sales and was still self-funded. She took everything one day at a time, something she says is still her absolute motto. “I was self-funded, and didn’t have family money to put in, so every dollar I earned I put back into the business.”
The brand is now on the cusp on turning ten. A double-digit feat.
“I own five stores now,” she says, the fifth of which just opened in Cobble Hill, Brooklyn, and the first still selling and sitting strong on a lovely corner in Los Angeles' Silverlake neighborhood. “A lot of people are scared of owning retail stores, but I’m excited by that. A common thread among entrepreneurs is the desire to take a risk.
“A common thread among entrepreneurs is the desire to take a risk.”
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In the beginning she was entirely self-funded. “I wouldn’t say it was a conscious decision, but every dollar we made I put back into the business.” She liked having “complete autonomy and producing locally,”-- a part of the Clare V. story that is extremely important to her.
When she first started she had little experience in the fashion grind world or in production. “When I knew I could no longer sew the bags myself, I thought, ‘I don’t know anything about production in China or India, and I’ve never been to those places.’” Nor did she have money to travel and scope it out. So her solution was the alternative right in front of her: produce in L.A.
Every place she went— from where she bought her leather to where she purchased the bags' hardware— she would ask questions about production, eventually falling upon her first factory, one of five local L.A. factories she still uses today.
“There are many things I love about this company. I do what I love. I get to design. I love that I am creating jobs for people in the community— meaning our factories are growing because of us and they are creating jobs in Los Angeles county.”
As for hiring practices and expanding? When the company was smaller she was hiring friends, and friends of friends; people who could do the job. “We all can be scrappy and smart, if we’re willing to put in the work,” she says, “but at this point I’m looking to hire people who are qualified who also fit into the culture of the company."
Adding, “I never realized how important it is when you have a growing company to keep transmitting the beliefs, ethics, and aesthetics— everything that went into making this company. As you grow, so does the potential for that message to get watered down. You really have to find creative ways to transport that message and you need to transmit the message of the company loud and clear to everyone that’s hired."
Part of conveying the message to the team supporting her from the studio in Atwater Village (and beyond) is the open-floor plan of the office. There are leather samples to the back right, bright light that shines through west-facing windows, and an easy, relaxed feel to the space. Which is something Clare says her newest employees keep telling her reflects the aesthetics of the company. "We're no-nonsense," she says, "but we don't take ourselves too seriously."
‘Liberez les sardines’ print, referencing Ile de Re’s fish by way of French street art.
Hers is an open-door policy. She also shares her office space with three other women: Lizzie Swift, Art Director, Colleen Englestein, Director of Product Development, and Greta Heichemer, Design Director. Something we’ve seen from many successful CEOs.
“So I’m interrupted 900 times a day,” she says, “which, I love. But when outsiders, or say, my sister comes to visit me at the studio, she’ll say ‘I don’t know how the hell you get anything done, you are interrupted every five minutes.’”
People wander in and out, but Clare recognizes this as her employees really wanting her input— information she's happy to share because it means they have an real interest in the brand and understanding her vision.
“You need to transmit the message of the company loud and clear to everyone that’s hired.”
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Even when she was legally required to rebrand from Clare Vivier to Clare V., the through-line of the company helped her ride that wave— the logo may have had to change but the meat of the company was still, undeniably Clare.
“It’s not a 'label' that’s going to make you feel good. It’s looking at something and knowing, 'this is going to be beautiful, for me.'”
That’s what she strives for when creating her product— something that feels special while imbuing the wearer with confidence. With five stores, five factories, and no plan to slow down, she's looking to forward to "having more retail stores, growing our e-commerce presence, and telling our stories in more places."
Consider us ready to listen. (And wear.)
Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her on this site she never updateswww.ariannawrotethis.com
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Mandana Dayani Has Mastered the Art of Growth and Transition
Advice from the former Rachel Zoe VP.
Transitioning can be a challenge, but challenges are made for women like Mandana Dayani who, from a young age was taught to work harder than everyone else in order to build the future she wanted. Today part of her daily strategy is challenging herself by taking on work that intimidates her-- career changes included.
She joined Rachel Zoe, Inc. in 2010 where she served as vice president of the fashion empire for five years. Last year she accepted the role as Chief Brand Officer at Everything But The House (EBTH), a company transforming estate sales into a sophisticated online auction experience.
We caught up with Mandana as she gears up to take the stage next week at #CreateCultivateDTLA.
You made the jump from working as VP at Rachel Zoe to Chief Brand Officer at Everything But the House. Can you tell us how you see a cross-over between fashion and design and how your prior work informs your job now?
Fashion and design are very symbiotic. Your personal style plays such an important role in every part of your life - from the outfit you wear to a job interview, to the way you decorate your bedroom to create a calm environment. I have always loved vintage and have been collecting for a long time, so I was thrilled to have the opportunity to learn more about it all at EBTH.
In my previous role at Rachel Zoe, I focused on developing and executing brand strategy across all platforms and media properties. Big projects such as launching the brand’s contemporary fashion collection and overseeing licensing, endorsement, television and publishing were incredible learning experiences for me. Also, having the opportunity to work with an inspiring visionary like Rachel Zoe taught me so much about how important it is to build an authentic and credible brand, as well as the work ethic, passion and dedication it takes to achieve that growth. All of these learnings have affected how I approach my role at EBTH. We have an opportunity to transform the entire estate sales industry - I can’t wait to share what we have planned!
What was it about Everything But the House that appealed to you?
EBTH is one of the most exciting and impressive companies I have come across in years. The company was created to solve a real market problem: what’s the best way to remove and sell the entire contents of a home? We have completely disrupted how estate sales have traditionally been conducted and deliver significantly better results for our sellers. I also instantly fell in love with the brand heritage and culture. Our founders are two of the most genuine and innovative leaders I have worked with and we have built a brand that is authentic, quirky, innovative and that prioritizes service. I am inspired every day by the impact we are making on people’s lives.
Are you satisfied with how your career has changed and progressed?
Yes! I have made a few big career shifts and they have all been very rewarding. Taking the first leap from working at a big law firm was really scary. Although I knew I made the right decision to switch from practicing law to the fashion industry, I am grateful to have spent time in an environment that taught me the importance of discipline, attention to detail, organization, and initiative. When I made the shift to working with Rachel Zoe, I truly learned why surrounding yourself with entrepreneurs that are positive-thinking and hard working is crucial to your personal and professional growth. Now, at EBTH, I feel so challenged working in a very fast-paced tech company. I am learning so much every day!
"Surrounding yourself with entrepreneurs that are positive-thinking and hard working is crucial to your personal and professional growth."
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What are some tenets of building a smart brand that will always be successful?
I could write a book on this one! There is so much that goes into building a brand. At the core, there must be an authentic and credible foundation. I believe this usually starts with the purpose of the brand - why do you exist? Why are people going to be interested? And why you? I find that the best built brands offer a real service to their community, which is what will always keep people coming back. When companies get too focused on a product and not the real emotional connection with their audience, they tend to lose themselves along the way. However, when that authenticity exists, it creates the correct organizational culture that can then permeate every touchpoint the consumers and employees have. This includes company culture, customer service, product assortment, visual representations of the brand, communication, social media and experiential marketing. I believe that when you can strike the right balance between brand consistency and innovation, you are definitely on the right track.
"What is the purpose of your brand - why do you exist? Why are people going to be interested? And why you?"
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How do you balance ‘staying on brand’ with pushing the brand to evolve?
I think the process of figuring out that balance is at the heart of any brand (and for a geek like me, it’s the most exciting part!). Our company was founded on strong and well-defined attributes that guide many of our decisions. Within EBTH, we are constantly thinking through how we can innovate as a tech company, drive our brand mission and deliver the absolute best experience for our audience. I also really believe in the importance of trusting your gut.
What are some ways you’re working to achieve brand loyalty— a concept many claim is a relic?
That’s a really sad claim! I don’t think I could ever do what I do if I believed it. Brand loyalty is critical to the growth of any company. I think everything we do - from our user experience on the site, to the experience of our sellers, to the customer service we provide - is aimed at achieving the loyalty of our community.
Do you believe that brand loyalty has been replaced by “deals on the internet?”
I don’t. I think that it’s great that there are so many options for people when it comes to shopping online. But when someone is looking for the perfect vintage armoire for their living room, a beautiful antique tea set as a gift or a cool mid-century art piece for their client, they want to shop from a company that they trust, offers the best value and tells a unique story. Our job is to make sure that their brand experience from start to finish exceeds their expectations and that they’ll want to come back and shop again.
How do you challenge yourself in business?
I try to take on any work that really scares me. I love the challenge of working through something that I initially find intimidating. I also try to surround myself with as many brilliant friends and colleagues as I can find! When I started building our team in LA, I worked incredibly hard to find the most talented experts in their respective fields. Lastly, I read a lot, attend many conferences, and ask a lot of questions.
"I love the challenge of working through something that I initially find intimidating."
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What advice do you have for women looking to make big career changes?
Do it! It sounds scary but it’s really liberating and rewarding. You should always make sure you are learning and being challenged. Before you make any big decision, do a ton of research! There are so many jobs and opportunities that you probably don’t know about. Take people you admire out to coffee and ask them about their careers. Reach out to people through your social channels. Ask a lot of questions! It is incredible how much you will learn about yourself through this journey.
Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her on this site she never updateswww.ariannawrotethis.com
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Kelly Ripa Is Not a Diva For Taking the Week Off
How to handle getting blindsided at work.
We've all found ourselves in tricky work situations. An unexpected firing. A demotion. A bad performance review when you were expecting a glowing one. When your boss hires outside talent for the job you were gunning for. (But you were promised they promoted from within!!)
It's always "difficult" to process (read as: fire alarms, bells ringing, hot body, time moving differently and slow) when a bomb gets dropped on you in the office. But these kinds of situations don't only happy to lower-level employees. Even the top dogs get "blindsided."
Case in point: Kelly Ripa. Last week after Tuesday's taping of Live! With Kelly and Michael, the longtime host was called into a meeting where she was told her co-host, Michael Strahan would be leaving to take a full-time role at Good Morning America. The next day Ripa was not on set when Strahan announced his departure alongside Ripa's stand-in, Ana Gasteyer of Saturday Night Live fame. And that's when the media went ham on Ripa, who was labeled as a "diva" for taking the rest of the week off.
“She is acting like a child, a diva and hurting her reputation with this sort of behavior,” a source told the Daily News. “It makes her look bad and makes all the horrible rumors about her bad attitude off camera seem true.” But is diva the right word? Not exactly, but we'll split hairs over that another time.
Voice of reason, Oprah, came to Ripa’s defense, telling Entertainment Tonight: “Blindsided is never good. I don’t know who’s in charge, but somebody should’ve said, ‘This is gonna happen.’ You shouldn’t have to read it in the paper. Ever.”
1. HAVE THE INITIAL EMOTIONAL RESPONSE SOLO
It's OK if you get emotional about office politics. Robots and machines haven't replaced us in all capacities after all. And while we don't think you necessarily have to step outside to cry, if you are going to have an emotional response, it's best to do outside the presence of your co-workers or boss. No matter what, it looks unprofessional to have a fit-- even if it's justified. This is the time to phone a friend. (Or if you're in a position like Kelly, take a few days off-- a luxury we understand is not available to all.) And then approach the situation with a cool head.
2. TRY TO SEE IT FROM BOTH SIDES OF THE TABLE
You're mad as hell. We get it. For Ripa, this was the second time in her career similar events occurred. In 2011 Regis Philbin also informed Ripa of his departure 20 minutes before announcing it live on air. It's not great to feel so disrespected in the workplace, especially when you are clearly dedicated to your job. However, if and when possible, think about the possible reasons as to why the blindsiding occurred. It may help alleviate some of the anger, and actually motivate you to do better.
3. SET A MEETING AND ASK SOME QUESTIONS
If you don't know how you're doing, ASK. If, instead of promoting from within, your company brought in outside talent-- ASK WHY. Instead of brooding in the corner with your headphones on and talking smack at the Nepresso machine, set a meeting and ask specifics. Your boss has expectations of you, but that doesn't mean you aren't allowed to have expectations from the company-- especially if they were discussed as options upon hiring.
"Your boss has expectations of you, but that doesn't mean you aren't allowed to have expectations of them."
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You can't always know when it's going to rain, but you can always have an umbrella in your trunk. The more prepared you are, the better your chances of dodging the droplets.
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The RealReal Is Changing the Way Millennials Shop
Real Women, Real Style. Real freaking Real.
For the modern career woman, a wardrobe that works for her is clutch. If she also happens to have a Proenza Schouler lunch clutch for afternoon power meetings, all the better. But the woman who thinks she doesn’t have the salary to fund a Saint Laurent wardrobe, should think again. Because though you might not be in the position (yet) to ask for a promotion, you can give one to your wardrobe.
So how does one craft a closet that keeps up with fashion and doesn’t break the bank? It’s RealReal simple.
The RealReal is the must-shop luxury consignment site, offering the largest selection of pre-owned items across women's and men's fashion, fine jewelry, art, and home. With 4.5 million members, it's quite literally the real deal, it’s changing the way modern millennials are approaching fashion.
THE NEW, SMART WAY TO SPEND
Forget fast fashion, this is smart shopping. With items up to 90% off retail, the first thing you can do is fill your wardrobe with 7 key items that never go out of style.
For under $1,000 dollars you can nab these essentials for spring and summer: Frame Denim, Equipment Silk Button-Down, 3.1 Phillip Lim Straight Leg Pant, Stella McCartney Blazer, Elizabeth and James Long Vest, Loeffler Randall Textured Leather Ankle Boot, Raquel Allegra Tee.
These are basics that you will wind up replacing far less than those inexpensive items that tend to get ruined quickly.
We also tend to take better care of clothing that we know is worth more, and won’t fall apart in after a couple of wears. The bonus is, you won’t be playing host to a hoard of knock-off, inexpensive pieces taking up coveted space in your closet.
WHY IT MAKES THE MOST SENSE TO CONSIGN
The RealReal makes the consignment process so incredibly streamlined for a busy working woman. No lugging an old IKEA bag full of clothes you no longer want to a shop.
You can choose free in-home pickup or free shipping, and the turnaround is fast. Priced-to-sell, items are photographed and merchandised and typically sold within 3 days.
Which means you can:
GIVE YOUR BOSS SERIOUS WARDROBE ENVY
She might even start to wonder if she’s paying you too much. (She’s not.) Swapping out your clothes is like borrowing from a besties closet. If you replace two items per month, instead of stockpiling clothes you end up donating, you end up saving money by seemingly splurging.
Sellers receive up to 70% of sales, which means you can turn that right around and invest in a new piece. Like that Chanel Boy Bag you have both eyes firmly fixed on.
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Meet the Poet Behind LEMONADE's Jaw-Dropping Interludes
Beyoncé could not have done this without her.
“I tried to make a home out of you/But doors lead to trapped doors.”
So goes the beginning of the first interlude for "LEMONADE," Beyoncé's new "visual album" released on April 23rd on HBO. While many critics have noted the deeply personal aspect of the hour long special, a rare glimpse into the artist's innermost feelings and thoughts, especially in relation to hubby Jay-Z, some of the most personal language is not hers. It's Warsan Shire's, a Somali-British poet who takes second billing in "LEMONADE's" production credits for 'Film Adaption and Poetry." That's right, her name appears before the directors. Shire's words reframe the entire album, making the tribulations that Queen B calls out the struggles of all women.
How the relationship between the poet and Beyoncé came to be is not known, but "Lemonade" would not be the same without the poet's work.
Here are 7 things to know about the young poet.
1. In 2014 she was named Young Poet Laureate for London. Of the honor Shire has said, “Being Young Poet Laureate for London has been an incredible experience. It has been challenging, humbling and rewarding. I’ve had really beautiful moments connecting with Londoners over the transformative power of poetry. It has been truly inspiring and I’m excited about the way it has informed and accelerated my work as a poet.”
2. She's been working on a full collection of poetry since 2012. It is set to be published this year. In 2011, Shire published “Teaching My Mother How to Give Birth,” a collection of poems. She has published one other pamphlet, "Her Blue Body."
3. She was born in Kenya in 1988 to Somali parents and immigrated to the UK at the age of one. She writes primarily of her experience as an immigrant, but is also deeply focussed on love, the human experience, and telling the stories she sees unfold before her. "Character-driven poetry is important to me," she said.
4. In "LEMONADE" Beyoncé recites adaptations of her poems including: "For Women Who Are Difficult To Love," "The unbearable weight of staying," “How To Wear Your Mother’s Lipstick,”“Dear Moon,” “Grief Has Its Blue Hands In Her Hair,” and “Nail Technician As Palm Reader.”
5. Where does she get her inspiration? Shire usually writes at night, with music and film are crucial to the process. “My writing is always inspired by film,” she told africainwords.com. “If I don’t watch a film, I won’t write. I watch about 10 films a week.”
6. Her name almost seems like foreshadowing for her career. Warsan means ‘good news’ and Shire means ‘to gather in one place.’ Her parents named her after her grandmother of her father's side. Of her name she has said, "It is not easy to pronounce, it takes effort to say correctly and I am absolutely in love with the sound of it and its meaning.”
7. Writer's tip: She uses a Dictophone when recording the experience of her relatives, so that she has authentic and true accounts before turning their stories in poetry.
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Exclusive! Historic East Bay Landmark Gets a Makeover
Summer vacation ideas from 24 East. (Because even bosses need breaks.)
Summer planning is upon us, and there is a great reason to stay close to home for a relaxing and luxurious staycation. The Claremont Hotel, Berkeley’s historic resort, has undergone a major renovation and become part of the Fairmont family of hotels. I was thrilled to have an exclusive photo tour with the Claremont’s Marketing and PR Manager, Nicole Hankton, who welcomed me as a guest in her daytime home. I have been frequenting the Claremont my entire life growing up here, from holiday parties to family special occasions. The iconic hostess in the hills has been home to many, including Brad Pitt, Angelina Jolie, and their family when he was filming Moneyball in Oakland.
The second I walked in for my East Baycation, I was shocked. Gone were the heavy blue and gold carpets, dark central lobby, and ornate lighting. What enveloped me now were contemporary, elegant, and crisp spaces that elicited feelings of being at a true destination hotel and resort.
Fine attention to detail was given by LA-based design firm, KNA, who exquisitely preserved the hotel’s grandeur of the past, while taking her to a refined and warm future. The bar stools at the hotel’s restaurant are purposefully mismatched after deliberation led the design team to keep all of them. Proving that fun and creative solutions can be made by way of happenstance.
With its traditional meets timeless meets modern tone, my room could have been in any major metropolitan city. Though views of the Bay afar and lush grounds of the property below happily reminded me I was home.
The Claremont celebrates its 101st birthday this year. It has survived earthquakes and during the 1991 Oakland Hills Firestorm, every news channel in the country showed the hills behind aglow in red flames, while the hotel's white façade stood strong.
"The Claremont Hotel is the ideal place for an East Baycation."
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It is the ideal place for an East Baycation this summer and beyond. You may never want to leave and at the same time, you can still be home.
Photography by Jen Kay.
An original version of this article appear on 24 East. 24 East shines a bright spotlight on local businesses + products, highlights nonprofit causes + programs, and showcases local design + style. It is a community of enterprising and dedicated leaders, creatives, and families.
Celine Mactaggart is a fourth-generation East Bay resident, Oakland native, and mother of three. Her family has lived in the East Bay since 1895. Her site, 24 East is named for the highway that always brought her home.
NBD: Michelle Obama Is a Fan of This Duo's Newsletter
And they just released something else you need now. Right now.
Boss ladies are always looking ahead. Some of them even seem like they have the ability to see into the future.
Take Danielle Weisberg and Carly Zakin, for instance, the co-founders of The Skimm.
3.5 years ago, the two said NBC'ing you later to their producer jobs and began sending emails from their couch. Their strategy was simple: ask anyone and everyone (and everyone else's everyone) to sign-up for the The Skimm. A daily newsletter presenting a solution to keeping up with the (Dow) Jones, the Times, the HuffPo, the never-ending news chain, ad infinitum. The result was curated aggregation at its finest. A one-stop read of headlines and need-to-know info for on-the-go-get-em women. (AKA, your busy boss self.)
From their couches to Oprah's, their risk paid off. They now have over 3.5 million (#yaycongurentnumbers) active and highly engaged subscribers, the likes of whom include the two biggest Os in the game: Michelle Obama and yes, Oprah.
So this week when they announced their newest venture, we knew it would be good.
While The Skimm focusses on keeping you up to speed on current and relevant headlines, their new app, Skimm Ahead, takes the concept one step further-- literally.
What is it? Skimm Ahead puts the future into the palm of your hand, synching everything you need to know with your iPhone Calendar. For just $2.99/month, Danielle and Carly are making it easier to be smarter (BLESS), Miss Cleo style. It's an app, yes, but they "think of it more as a utility" that integrates fully into your calendar. As they say, "It's like your calendar ate a smart cookie."
Why should you use it? Well, you'll know just when to purchase those Beyoncé tickets. Or keep you on top of the 2016 Presidential Debate schedule. It'll make sure you're Slytherin line for the much-awaited Harry Potter release. And it might even help you drop some knowledge on your boss when you suggest a campaign perfectly timed with this summer's "Orange Is the New Black," season 4 premiere.
In short: they've got Skimm in the game. And their new app is a force multiplier for keeping you ahead of yours.
Download Skimm Ahead in the iTunes App Store.
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What's In Our Bag: Everything You Need for Create & Cultivate DTLA
A fully loaded bag perfect for this fully loaded day.
Designed for the 7am-10pm lifestyle, the 15” Tote from Dagne Dover is the ultimate day-to-night carryall, made with sneaky compartments to keep your essentials in place. And since your day at Create & Cultivate DTLA is going to jam-packed from when you first arrive to when Chelsea Handler takes the stage at 8pm, you want a bag that’s working for you while you work it.
We’re breaking your day, and just what should be in your bag. Sorry, no hot sauce needed.
8:00 AM: You’ve been waiting for this forever!! And it’s finally check-in time! If you already have your badge, head upstairs where you’ll receive your track card, notebook, and pen. Slip that notebook into one of the side pockets. You’ll need it, but right now it’s time to grab some breakfast. Fuel for the day ahead is vital.
9:00 AM: You’ve got your coffee and your track. Find your seat and set-up for the first panel. Pull your phone from the phone compartment, snag a shot of the empty stage, and then get ready for some amazing boss-piration. Which means, grab your notebook, your pen-- from one of the three pen loops, and get ready to put facts to paper.
12:00 N: You’re either heading to your mentor session or to lunch. If you’re going to meet with your mentor pull out your tablet (there’s room for an 11”) and record it. Seriously, this is advice you can’t get anywhere else and you might not be able to shorthand as fast as they’re doling out the goods. If you’re heading to lunch, tuck everything away, and get ready to shake the hand of the creative peer next to you.
2:30 PM: In 15 minutes it’s panel time again. Which means that notebook and pen are about to get another workout.
5:00 PM: Break time! There is so much to during the break. You’ll definitely want to pull out your phone from its pocket, take some Instagram shots (we #regram our favorites) and visit the multiple pop-ups, beauty bars, grab a juice and put it in your bag. We’ve got three keynotes ahead, so you’re going to want something to sip on while they spill their business secrets. There’s a pocket for a “water bottle holder.”
6:00 PM: Jessica Alba takes the stage in conversation with Katherine Power and Hillary Kerr. Pull out that phone and start live Tweeting NOW.
6:30 PM: Rachel Zoe takes the stage in conversation with Jen Meyer. Keep the inspirational Tweets coming. It’s maje. Bananas. Ah-mazing. All of it.
7:00 PM: HAPPY HOUR! Tuck everything away and head to the roof to grab a cocktail, pass out a few business cards from that zip pocket, make a few moves, and use one of the side pockets for the cards you’re collecting.
8:00 PM: Everyone’s favorite comedienne and all-around shero, Chelsea Handler takes the stage. You’re probably going to want to write down everything she says.
9:00 PM: You came, you saw, you conquered-- maybe in heels. It’s a very stylish crew at C & C. If your feet are killing you, grab the sneakers you tucked into the bag. (Yes, there’s room for sneakers) and slip them on. Grab your gift bag, and head home full of knowledge, a side pocket of new contacts, and plenty of info on that tablet.
7 Ways to Maximize Your C&C DTLA Experience
It's a full day. We're breaking it down.
We’re officially two and a half weeks out from Create & Cultivate DTLA, and we can’t contain our excitement! As we get closer to May 7th, we want to make sure you’re set for the big day, as this is our biggest Create & Cultivate yet! So here are the 7 ways to make sure you’re prepped and ready to make the best out of your Create & Cultivate experience next month.
PACK THE ESSENTIALS
You don’t need to load up a giant backpack for Saturday, but you do need to make sure to pack the bare necessities. That includes: a government issued photo ID (you will not be allowed entrance without one), your badge (if it was sent to you), a portable charger, camera, comfortable shoes, business cards, and an eager mind! You don’t have to worry about bringing a pen or notebook, we’ve got you covered. And snacks? We’ve got tons waiting for you when you arrive. Including gluten-free options.
CREATE YOUR C & C DTLA SQUAD
We’re so excited to have partnered with our friends at WeWork for this year’s Attendee Happy Hour. To make sure you make the best out of your entire Create & Cultivate experience, don't skip out on this event on May 6th at WeWork Gas Tower in Downtown LA. This is your chance to network, sip, and mingle with other attendees before the conference. If you are rolling to town solo (shoutout to attendees traveling from out of state), or want to grow your network for the conference, here’s the opportunity to create your C & C squad or meet your next business partner.
Beer, wine, light snacks, and valet will be provided, so make the most of this awesome networking opportunity before the conference. Bring your business cards and a strong handshake.
VALET + PARKING
If you are a VIP ticket holder, you have complimentary valet parking thanks to our friends at Luxe. Be on the lookout for an email from us to give you more information on how you can redeem your free valet parking from Luxe.
If you are a GA ticket holder, we have three different parking close to the venue that has all-day parking for $10. Click here to see the map of available lots that are reserved exclusively for Create & Cultivate attendees. Be sure to bring cash and read the parking signs!
PICK YOUR MENTORS NOW
If you’re a VIP ticket holder, make sure that you have selected your mentors.
As a VIP ticket holder, one of your perks is your choice of mentor, so don’t miss out on tailoring your C & C experience to your business needs and goals. If you haven’t familiarized yourself with our amazing mentor lineup, click here to get to know all about them.
TAKE ADVANTAGE OF THE BREAK
We have so much in store for you during the break. From visiting the beauty loft for your complimentary treatment, checking out the sunset on the rooftop, grabbing some ice cream courtesy of our friends at Coolhaus, juice from Pressed Juicery, and cupcakes from Sprinkles, you deserve it all. Rolling Greens is doing a succulent workshop. Shopstyle is holding monetization workshops for those of you looking to capitalize on your content. The RealReal will be playing a game called "Real or Faux." Count us in. Bar III Clothing is doing something special (!!)l with Paola from Blank Itinerary. Put it on yours. Who What Wear's Hillary Kerr and Katherine Power will be signing copies of their brand new book, "The Career Code," for the first 100 attendees that stop by the booth. It's first come, first serve-- and they are going to go fast.
Be sure to get glammed up by either TopShop Beauty, Honest Beauty, or BeGlammed.
You'll also be receiving an activity card on site. It's sort of like C&C Bingo. Here's how it works: visit every pop-up on site, get the sponsors to punch your card to show you've visited their activation, and then turn your card in to our C&C pop-up. You'll be automatically entered to win a trip to our next Create & Cultivate conference! Don't forget to put your name and email on the paper. We'll be announcing the winner before the end of day.
SHARE ON SOCIAL!
Each corner of Create & Cultivate DTLA is filled with amazing photo opps, so take tons of photos and share them on social! We love seeing all of your photos, and even #regram some of our favorites. So bring your camera, your photographer's eye, and take tons of amazing photos. Don't forget to #CreateCultivateDTLA so we can see your shots.
(Hint: It's also a great way to connect with people post-conference. Scroll the hashtag, see who was there, and slide into those DMs.)
GET OUT OF YOUR COMFORT ZONE
To make the most of the conference, you have to step out of our comfort zone; network with speakers, mentors, and attendees. It's the C&C way.
Start by setting some goals: Raising your hand and asking a question at the end of at least one panel, giving away all the business cards you came with, and/or leaving with as many business cards as you gave away. If you see yourself someday working with one of the brands at our pop-ups, feel free to introduce yourself and exchange info.
There are so many people to meet, and who knows - maybe your next career opportunity is waiting for you right at Create & Cultivate DTLA.
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Why Fostering Relationships Is Key to Building a Business
Make real connections.
Real success is not only hard won, is rarely won alone. Balancing all those spinning plates takes know-how, long hours, and the skilled helping hands of others who support your career.
What we’re talking about goes beyond “It’s not who you know, it’s what you know.” This is about true connections, the kind that our friends at French Connection know all about.
It’s an attitude we most often apply to romantic relationships— that the next person we meet could be the one to change our life, but the same is true for business connections.
YOU NEVER KNOW…
Remember when your dad told you that story about the guy he met on a plane who turned into his business partner, which in turn led to the company that fed your college fund? OK. Maybe it’s not that exact story, but you hear this bit of knowledge from executives time and again: do not be dismissive of people because you think they can’t benefit you. It’s the wrong way to do business.
In fact, you should be more concerned with flipping the script. Head into every interaction thinking about what you can do for the other person. Over time this creates trust and makes you an invaluable asset, both personally and professionally.
That said, how do you:
MAKE YOURSELF INVALUABLE? BY BEING VALUABLE
We often hear about people who are successful in business finding a solution to a problem the client didn’t know existed. When you’re trying to build new relationships try to answer the question that’s not being asked.
"When you’re trying to build new relationships try to answer the question that’s not being asked."
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Behind the curtain of small questions is often a much larger question that needs answering. If you are able to address the larger issue and get to the crux of what is being discussed in an initial meeting, you’ve built a solid foundation from the gate.
It doesn’t hurt to you look great while doing so. Like in a smart casual outfit perfect for keeping comfortable while making the right first impression.
MAKE CONNECTIONS, GET CONNECTIONS
“I don’t do favors, for favors.” A helpful bit of business advice that applies to building authentic relationships.
Because another way to make yourself valuable is to offer services that are not a loss to you. For example, an email that connects people costs you very little time, but what you're showing confidence in recommending them.
The person you help out is likely to help you out down the line— often without you even asking. You’ll be top of mind as a good contact they’ll want to introduce to someone else. So don’t hoard your contacts. No one likes a hoarder.
SLOW DOWN, YOU’RE GOING WAY TOO FAST
It’s not a country song, it’s the truth. Fostering IRL relationships has taken a backseat to social media connections, but it’s effecting that speed with which we communicate in person.
Divided attention and half-hearted will never equal success. Focus in, put down the phone, and have a conversation that lives outside the social bubble.
THAT SAID, DON’T UNDERESTIMATE THE POWER OF SOCIAL MEDIA CONNECTIONS
Liking a photo or updating your Facebook status is not connection. But there is power in social media and real connections can be made.
Is there someone on Instagram that you follow that you could see yourself potentially working with one day? Go beyond the like button and DM with a short message about how you admire their work, give a small elevator pitch, and sell them on a small idea that you could collaborate on. It doesn’t hurt to ask. Trust.
FINALLY. BE AN EXPERIENCE, WOMAN. WHAT DOES THAT MEAN?
It’s a concept that we find easy to apply to brands. “Be an experience brand.” You should think of your business self in the same capacity. You want to give people the experience of you that’s accurate, honest, innovative and dynamic. You want to ensure that you are amplifying every opportunity given to you to make for a great business opportunity in a smart way.
Don’t FCUK this up. Or rather, do. And make the connection.
French Connection + Create & Cultivate want you to look your best when building key business relationships. Which is why we’ve teamed up to giveaway a $500 shopping spree with FCUK. To enter fill out the below and go meet someone new today. Sure we have no way of checking if you do, but it’s only to your benefit. Contest ends Friday, April 29th. 11:59pmPST.
This giveaway has closed.
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How to Use Facebook's New Publishing Platform
We're totally sharing this on Facebook.
Previously only available to big publishers like Buzzfeed, BBC News, and National Geographic, last week Facebook opened up instant articles to all publishers.
Meaning, as a content provider you are now able to give your readers easier, faster, and more interactive access to your content on mobile while boosting your content’s traffic on Facebook.
If you are a publisher or are looking to amplify your web content, here are the ways that Facebook’s instant articles can benefit your brand.
NO BOUNCE: KEEP EYEBALLS ON YOUR CONTENT
With Facebook’s instant articles, your website’s content is easier to access than ever before.
What we saw with the early instant article adapters was that the load time for an article was practically instant. That's because readers don't have to click through to your site to read the content, and loading isn’t deterred by bandwidth issues or slow wi-fi. An audience is more inclined to stick around if they're not waiting for content to load. So invest in people’s love for instant gratification.
TRACK WHAT YOUR AUDIENCE READS, AND HOW MUCH
Before, you could only see what content was performing best and your UVPM on your site. Facebook’s instant publishing dives even deeper into your analytics to see how far your audience reads into a post and where they're abandoning content and if they're pressing play or interacting with media within the post.
Based on current analytics, Facebook’s instant publishing garners 20% more average reads than regular web content, and these readers are 70% less likely to abandon the article after opening. In part, the proof is in the numbers. Not only will you know how your audience engages with your content, but you can use these analytics to help you create better content.
Better content=more engagement.
AMPLIFY YOUR BRAND PRESENCE
Your brand is put first. There are header and footer slots for you to add in your brand's logo. That way reader's always know where the content is coming from, and is a way to gain brand loyalty.
Not only are you able to drive more traffic to your content and gather significant analytics from your audience, but this interface allows for your brand to be recognized at first glance rather than being lost in the midst of all the content circulating Facebook feeds. Write great content and remind your audience where it’s coming from and you will definitely see more returning readers.
THERE ARE ALWAYS CONS
While Facebook instant publishing feature is amazing, it definitely comes with a small list of negatives. While you can definitely drive more brand awareness and aggregate readers, advertising is minimized and your ability to monetize your content will be affected. It doesn’t mean that you should stop monetizing your website all together, but be aware that any traffic that is driving to your content from Facebook will decrease your advertisers’ traffic.
If you are using a feature like Shopstyle, you can continue to monetize your content as an alternative for advertisements within your post.
Which brings us to the next con. Before, readers were clicking through from Facebook to your site. Now if they're reading on FB, you might be attracting more eyeballs, but they're Facebook's eyeballs. Meaning, your UVPM is not growing.-- though certainly you can use these new analytics to your brand's benefit. For example, if you can show a brand who is looking to partner that your bounce rate on FB is less than 20% and X number of readers are scrolling to the bottom, that's a great sales point.
If you still want to grow UVPM, your approach should be multi-faceted-- using the publishing tool to both create brand loyalty, show traction on FB, and drive readers to your site. Play around with what you publish, i.e. whether your content on Facebook is image or content driven. Whether you're posting all your content on the feed, or giving readers to leave the Facebook page. A smart strategy would be to hyperlink to a related piece that lives on your site, and see if you're driving traffic. You can also embed links to your Twitter and other social platforms.
Give people a reason to stay and read your content on FB, while also giving them a reason to leave.
One more, though small drawback is that the feature does not support embedded photos. However you can upload your content within Facebook’s backend and tailor how your content looks. Be sure to stay on brand.
The feature itself is a very promising for content creators who want to amplify their brand and gain in-depth analytics about how their audience interacts with their content.
To find out more about Facebook instant publishing or to sign up, click here.
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Help! The 80-Hour Work Week Is the New Norm
And it's killing us.
It’s 10PM on a Monday and I’m still working. As painful as it is to say this-- it’s pretty normal. I expect it is the same for many of you reading this.
Work has taken over our world in this never-ending cycle of touch base, make moves, move the needle, squeak the wheel, hustle, bustle, go get ‘em, I can’t turn my phone off on the weekend, because nobody else does-- BUT HOLD UP! Hooooold up, slow that gravy work train down. What are we doing to ourselves?
We’re guilty of doling out advice about how to work smarter on a Sunday. In recent years there has been a steady rise of U.S. employees not only working after hours but also during lunch breaks and over the weekends. And while the U.S. does advocate for work-life balance, we are a country of "overloaded" workers.
We’ve talk a bit in the past about France, their commitment to the 35-hour work week, and their ban on emails past 6pm. There are other female-led companies that have taken similar steps to alter the course. Shani Godwin, CEO of Communiqué USA, a leading marketing strategy and creative content company serving small businesses and Fortune 500 brands has implemented this approach. Shani has a number of work-life balance policies, including no emailing after work hours, as a way to ensure her employees have time to manage their personal lives and spend time with their children and families.
The problem is that Godwin is part of the minority of companies that enforce such policies.
We’ve all bought into the myth of the hustle, in part because the fear of failing or “getting in trouble” as an adult is very real. What if my boss needs me at 2pm on a Saturday? What if there is a last minute crisis? If everyone else is doing it, and I’m not, will I be seen as a less valuable employee? Will I be replaced?
"The reality is we have to keep up with the Work Jones'. Even if that means responding to weekend emails."
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The answer is likely yes. The reality is we have to keep up with the Work Jones'. Even if that means responding to weekend emails.
***
Do you remember as a kid first learning about peer pressure? When your mom or dad would ask, “If everyone else jumped off a bridge, would you?”
“NO!” You’d yell indignantly, at that point secure in your sense of self and autonomy. Well, we’re a little less indignant these days and a lot less free-- at least from our phones, and we’ve jumped. But since we've all jumped it's up to us to figure out how to make it work, and understand the breaking point of our own burnout.
Most of us agree (even our bosses) that we have to give ourselves permission to take a break. Some creatives set ground rules about emailing, and will put up an away message telling emailers that they will be available from 8am-8pm, and that all weekend emails will be returned on Monday AM. Try it out. It might work for you. It might only add to the anxiety you feel about not responding immediately.
Carly Kuhn, an LA-based illustrator (@thecartorialist) who has worked with brands like Absolut, and just took over Coachella’s Snapchat this past weekend, says “You have to take advantage of situations, and hustle, especially when it’s your own thing, but that makes it so hard to turn off.”
But she sees a positive. “Our world is more collaborative than it's ever been, and work and life are similar. But for me, that makes those special gem moments when you meet someone new, and you realize we don’t have to talk about work, this is not about work, all the more special.”
Rachel Mae Furman, leisure expert (yes, that is one of her real titles, bless) of Smoke & Honey says, “The problem with the current work culture is that it doesn’t leave any time for leisure, and leisure is vital to working better. To be on top of your career game, you need to be on top of your leisure game.”
“To be on top of your career game, you need to be on top of your leisure game.”
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So how do we put an end to the imbalance?
You have to make a choice-- and it's a personal one. What are you willing to commit to your job? What are you willing to give up? Do you even see working toward a goal as giving something up? Are you OK with having after-work drinks be "work?"
In part, it depends on what industry you want to work in. If you work at a startup, you know you're going to be clocking insane hours. If you want a job that clocks out at 6pm, you can find one.
But very successful people work this hard. All the time. Don't shoot the messenger.
Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her on this site she never updates www.ariannawrotethis.com