From Scratch: How the Head of Marketing at Drybar Launched Their Wildly Successful Massage Business
“Entrepreneurship is a dance.”
We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do but before you get ahead of yourself, let’s start at the beginning. To kickstart the process (and ease some of those first-time founder nerves) we’re asking successful entrepreneurs to share their story in our new series, From Scratch. But this isn’t your typical day in the life. We’re getting down to the nitty gritty from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves, we’re not holding back. If you want to know how to start a business, you’ve come to the right place.
Photo: Courtesy of Squeeze
Drybar. If you haven’t tried it yet then it’s highly likely (in fact, we’d say it’s a guarantee) that you’ve at least heard about the chic salon for blow-outs. The buttercup yellow is hard to miss along with its co-founder and C&C 100 nominee, Alli Webb—she’s taken her 117,000 Instagram fans along for the ride. But we’re not here to talk about Drybar, this story is about their former head of marketing, Brittany Driscoll who, after taking the company from $30M to more than $100M in four years, was asked by Alli Webb and her brother, Michael Landau to head up their revolutionary new massage concept, Squeeze as the CEO.
The industry-leading business is so much more than just another massage parlor. Squeeze is also a technology company. Their app allows you to book, pay, tip, and review all in the one place so you can walk in and float out without the hassle—it’s the Uber of the massage world.
We tapped Driscoll to find out how they launched this new concept from scratch—from writing a business plan, to choosing the name, and funding it.
Photo: Courtesy of Squeeze
Did you write a business plan? If yes, was it helpful?
"I did. I outlined our company's positioning based on market analysis and competitive research, identified our target audience, created a rough go-to-market plan as well as a longterm vision for scale, and built a financial model to determine my staffing mix, expenses, and to determine if my pricing strategy would ultimately result in profitability. While we knew we'd have a lot to learn once in-market, the business plan and financial model has been a helpful guide in measuring the initial performance of the business.
How did you come up with the name? What was the process like?
I can't take credit for this one, it was all my co-founder's idea, Michael Landau. The entire concept for Squeeze, including the name, was really his brainchild. But we all immediately fell in love with the name. We knew there was so much fun we could have with it. All of our services include the name—Mini Squeeze, Mid Squeeze, and Main Squeeze, my email sign-off for example is always "Big Squeeze," our Valentine's Day campaign was "Squeeze the Ones You Love," and of course the commonly used "Easy, peasy, Squeezy"— there will be many more to come.
What were the immediate things you had to take care of to set up the business?
The initial things we did when setting up the business included creating the business entity, developing our operating agreement, securing our web domain, filing for a trademark, and securing our social media handles. I'm sure there were plenty of other small things that I'm forgetting at the moment, but those where the big ones.
“If there’s anything for certain, building a business is a rollercoaster, you have to be up for the ride.”
What research did you do for the brand beforehand? Why would you recommend it?
Squeeze was really born out of personal necessity. So many of the insights of our experience came from frustration with the lack of options available in the marketplace. We are all avid massage goers who wanted a personalized, convenient, and quality experience. Since there really wasn't anything else out there delivering on those things, we decided to create it ourselves.
Did you self-fund the company? Did you raise seed money or initial investment money? What would you recommend?
The founding team put in the initial capital to get the business off the ground and develop our technology platform, and then we raised a small friends and family round to open our first location and begin the franchising process.
Photo: Courtesy of Squeeze
How big is your team now? What has the hiring process like?
Our corporate team consists of just myself and our chief product officer, David Werner. Our Studio City shop has over 30 team members and counting. I did have experience building a team from my time at Drybar, but the process of building a team never gets old. It's magical and incredibly important. We're in the people business at the end of the day so who you are at your core matters most in our business. We conduct a cultural interview before we assess your skills because so much of what we're delivering is a genuine, healing service and that has to first come from the heart.
Did you hire an accountant? Who helped you with the financial decisions and set up?
Yes, setting up your books for long-term success is critical so I definitely recommend investing in this from the outset. The longer you hold-off on this front, the messier it's going to get.
What has been the biggest learning curve during the process of establishing a business?
What isn't a learning curve when starting a business?! I am still learning something new everyday. There's so much you don't know, so much you're figuring out as you go, and really the most important thing is that you keep going no matter what. Anyone who says they had it all figured from the beginning is lying. Launching anything from scratch is hard and there are many moments of doubt, it's important we are all honest about that.
Photo: Courtesy of Squeeze
Do you have a business coach or mentor? How has this person helped? Would you recommend one?
I'm super fortunate to have the business partners that I do who are available to help guide me when I have questions or need to gut-check anything. I believe having a mentor is crucial when starting a business—there are just so many small, but critical decisions to make in the beginning. Even if you don't know someone personally, don't be afraid to reach out on Instagram or LinkedIn. We all thrive on helping each other so you never know who will respond.
How did you promote your company? How did you get people to know who you are and create buzz?
My background in marketing and the success of the founding team of Drybar helped to launch Squeeze successfully. We used a mix of PR, social, and local marketing to get the word out, however I think ultimately the strongest form of marketing is word-of-mouth so anything you can be doing to create authentic conversation, the better off your business is going to be. The true measure of success is to have your customers market for you.
“Entrepreneurship is a dance.”
What is one thing you didn’t do in the setup process, that ended up being crucial to the business and would advise others to do asap?
I'm not sure there's one thing per se, but I would definitely dive into as many of the details as you can in the beginning. Think through all of the what-if scenarios and how you would respond. You won't think of everything but the more upfront preparation you do, the less frazzled you'll be. On the flip side, try not to stress yourself too much. I can't tell you how many times I woke up at 3 a.m. worrying about things that never ended up being an issue. Entrepreneurship is a dance.
For those who haven’t started a business (or are about to) what advice do you have?
If there's anything for certain, building a business is a rollercoaster, you have to be up for the ride.
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Pack This, Not That: A Celebrity Hairstylist Never Flies Without These 10 Carry-On Essentials
When Kristin Ess preaches, we bow down.
Traveling is fun but it can also be taxing on your body, especially when your job requires you to be on a plane every other week—because let’s be honest, planes are breeding grounds for bacteria. So, how do you stay healthy and make your flight more enjoyable? In our new series, Pack This, Not That we ask regular jetsetters—from CEOs to entrepreneurs—to share the carry-on essentials they won’t board a plane without.
Photo: Courtesy of Kristin Ess
If you haven’t heard of Kristin Ess by now, then do yourself a favor and give our 2017 C&C 100 nominee a follow on IG. The celebrity hairdresser—she is responsible for the enviable locks of Lucy Hale and Lauren Conrad (no biggie!)—is busy building an empire with her self-titled haircare line available exclusively at Target (think luxury haircare for a drugstore price without compromising quality.) From the product design to the branding, Ess touches every aspect of the brand and she doesn’t miss a beat which is why new product launches have been known to sell-out in store.
When she’s not designing the next viral product, Ess is on the road coiffing her client’s tresses for events or editorial, all the while creating content—have you seen her tutorials?— for her hundreds of thousands of fans. Yes, you read that correctly. Since she’s constantly on the move—and in celebration of her new haircare travel minis—we decided to ask Ess to share the carry-on beauty essentials she never boards a plane without. Click on the product name to shop her picks. You’re welcome.
Augustinus Bader “The Cream”
“It’s the perfect daily moisturizer that never feels oily underneath my make up.“
Creme d'Elegance Repairateur
“It’s so moisturizing and hydrating. I slather it all over my face when I am in flight. “
Kristin Ess Dry Finish Working Texture Spray Travel
“Texture spray is something I use (whether I heat style my hair or air-dry it) to get extra texture and volume.”
Summer Fridays Overtime Mask
“I have combination skin and sometimes I get little dry patches. I use this mask to gently buff away any dry skin. I also love using it to exfoliate my décolletage and the back of my hands, which can get a little dry.”
Megababe Bust Dust Anti-Breast-Sweat Spray
“Because boob sweat on your shirt ain't cute.”
Reverence de Bastien Glass Nail File
“But please don’t be that person filing your nails on the plane.”
Bobby Brown BB Cream
“Because I need SPF for the window seat.”
Corpus Natural Deodorant in The Botanist
“It’s the only natural deodorant I have ever found that actually works and trust me—I have searched far and wide.”
BKR Fifth Ave Water Bottle
“We all need to do our part to cut back on single-use plastics.”
Kristin Ess Style Reviving Mini Dry Shampoo
“I have very oily hair, so I need dry shampoo once a day to keep my fine hair from getting flat.”
Up Next: Pack This, Not That—The Travel Items a Seasoned Jetsetter Won't Board a Plane Without.
“You Need Just One Yes to Set You On the Path” and Other Memorable Quotes From Lenovo’s Think Big Speaker Series
Believe in you as much as they do.
The ah-ha! moment that takes you from daydreamer to business owner can occur at any given moment. Whether you just discovered a new talent or found a solution for white-space in the market, innovation lies at the crux of your new venture’s success. In a world that feels over-saturated with new ideas and business models, it takes true innovation, passion, and relentlessness to get your ideas off the ground. But how do you carve out original thought amongst the noise? Well, technology is the first place we start. So many successful businesses and entrepreneurs have relied on it to get them to where they are today.
That’s why we partnered with Lenovo and Microsoft to bring their Think Big Speaker Series to life in New York and Toronto. This dynamic panel event brought together cutting-edge entrepreneurs and founders from varied professional backgrounds to provide insight on how technology has fueled their innovation, created new business models, and disrupted entire industries (or even carved out new ones).
Lenovo is using smart technology as their driving force in creating inclusive, empowered communities of entrepreneurs, business owners, and thought-leaders. And as the workplace evolves, Lenovo actively tailors its new products to accommodate the ever-changing landscape of innovation. It was no coincidence that this speaker series took place amid the launch of the latest ThinkBook—“now is the perfect time to highlight technology’s impact on innovation”.
The ThinkBook presents itself as a vital tool for the movers and shakers of today’s digital world. And here's why! Its hyper-speed charging technology enables users to charge up quickly and stay unplugged for extended periods of time—adapting to our flexible working environments. Other key features for mobile business users include a dedicated Skype key (making conference calls easier) and a one touch fingerprint power button for extra security.
Not only is this piece of technology cutting-edge tech-wise, it’s truly nothing like we’ve seen design-wise. Lenovo has made a point of investing in style with the sleek body of the ThinkBook. The bottom line: as much as we rely on our phones for daily survival and a necessary accessory, the Lenovo ThinkBook gives our handheld friend a run for its money.
Whether you were in attendance and forgot to take notes or were unable to attend the events altogether, we’ve got you covered. Below are some key takeaways from our conversations with panelists in both cities—get ready.
Think Big Speaker Series:
A real-talk conversation on thinking big, innovating and building thriving businesses.
New York
Panelists:
Sarah Lee | Co-Founder & Co-CEO, Glow Recipe
Lindsey Greathouse | Commercial Marketing Manager, Lenovo
Lucie Fink | Video Producer & Lifestyle Host
Jilly Hendrix | Writer, Media Personality, Entrepreneur
Sophia Roe | Chef & Wellness Advocate
Moderator:
Heather Records, VP of Marketing, Create & Cultivate
“ If you’re trying to go into a new industry I think it’s really important for you to understand the potential of your idea, the market size, and ultimately what your point of difference is. You know it’s a colored market wherever you go but what is your uniqueness and how are you going to stand out?”
“I love just talking to people and that’s my source of inspiration. You know at work when you’re managing a team of 25 plus, you have back-to-back meetings. I think sometimes people take it as ‘oh no I've got too many meetings what’s happening?’ but if you can change your perspective, you can think about it as an opportunity to get inspired by each and every team member you interact with.”
“I think the biggest strength of having a co-founder is that you have a support system. When we first started our business, it was just the two of us. It can be a little lonely and to have somebody that you can always talk about these problems or concerns with is such a strong mental support system. I think that’s been really successful for our partnership.”
“I struggled for a long time knowing what my superpowers were. One thing that can help is paying attention to the compliments you get. Paying attention to what people say—the ones that you sort of brush off because they seem like second nature to you.”
“As someone in the corporate world, creativity is still so essential. I think it’s in each of us—we all have this creative energy. It’s not a “use it or lose it” thing. It’s always there but sometimes it just gets frustrating. So, I would say challenge yourself. Do something different. Make having a different perspective a part of your routine because it can be easy to get tunnel vision.”
“I think being able to survive is not enough. You want to be able to thrive. You want to be able to not just make enough to live, but make enough to be able to live the way you want to live. Money is energy. Money is very important. I think there’s no shame in seeking money—asking for more and saying you need more and want more.”
“I think starting your side hustle before you leave your main job is very important so you can see if it’s working. Do both at the same time until you can’t manage the side hustle because it’s so successful and then leave.”
“I create a lot of to-do lists on the notes app. You can make a bullet point that you can then check off so it becomes like a checklist.”
“I’ve failed at everything I’ve done I would say, and then I just keep going. I feel like if you don’t fail, then you’re never going to succeed.”
“Another interesting thing I do is to make Instagram accounts for all of my interests. I kind of treat them like Pinterest boards. So, if I’m interested in writing something I’ll just put all of those there. Maybe no one’s gonna follow it but at least it’s there and my creative energy lives there.”
“I use Instagram a lot to meet a lot of people for business. Just like anyone that’s doing something that I’m interested in. I’ll just send them a DM and be like ‘how did you start this?’, ‘do you want to meet for coffee?’ and that’s really helped me grow every part of my career.”
“I believe you have a true calling. If you want to be a doctor, if you want to be a lawyer, if you want to work for an ad agency—I feel like if you have a real reason why you want to do it, you will succeed. You will. You know. And for me it’s you guys, that is really why I want to do this.”
“So for me, at the core of what I want to do, which is everything I do now—is not just one thing. It’s humans… people first.”
“It's a really crazy thing to have someone there to facilitate your dreams—especially if it’s reaching more people, helping more people. I do a lot of nonprofit work so if I want to reach more people and I want to help more foster kids I need help to do that. So thinking in that narrative, really telling myself that every day has been really helpful when hiring someone.”
Toronto
Panelists:
Karin Eldor | Senior Contributor, Forbes
Lindsey Greathouse | Commercial Marketing Manager, Lenovo
Joanna Griffiths | Founder & CEO, Knixwear
Sharleen Joynt | Opera Singer & Blogger
Torri Webster | Content Creator
Moderator:
Jaclyn Johnson, CEO, Create & Cultivate
“Make a difference, even in the smallest way.”
“People told me to write for smaller local papers, but I said no, I want to dream big and write for global syndications.”
“You need just one yes to set you on the path.”
“Listen to those things you find personally frustrating. When you see them happening around you and you can’t understand why it’s not solved or why other people struggle with it because they all point to areas where you have unique strengths and you can excel.”
“As a founder, you learn to hit rock bottom multiple times.”
“If you don’t put your hand out you won’t get the cookie. Raise your hand and ask for the cookie.”
“Believing in myself and believing that I deserve something great—the second that I changed my mindset I changed my life.”
“My biggest learning curve has been to be a little less apologetic and a little more shameless”
“Beg for forgiveness instead of asking for permission.”
“It’s easy to undersell yourself and want to over deliver. I’ve learned that putting yourself out there a bit more and self-promoting a bit more usually works in your favor.”
“We’re the ones telling your brand stories so why not let us be in the room from the very beginning.”
“I don’t want to just be a creative—I also want to have my foot in the business world as well. So, I started networking with different agencies that I’d already worked with from an influencer perspective.”
C&C Classifieds: Olive&June, Ace Hotel, AWAY & More !
This weeks classifieds are up…and you’re not going to want to miss them!
It's Wednesday and we're sure you know what that means by now. It's time to dust off that cover letter and polish up the resume for some of the freshest job openings straight off the market. Our weekly classifieds list is the spot for you to envision yourself in new cities with a new title and new money. Dive into the openings below and get ready for a fresh start.
Olive & June - LA, CA
Director of Content & Community
Ace Hotel - LA, CA
Ritual - LA, CA
A List - LA, CA
Clique - West Hollywood, CA
Facebook - NY, NY
Director, Small Biz Channel Marketing
AWAY - NY,NY
Hello Fresh - NY, NY
Madewell - NY, NY
Apartments.com - ATL, GA
Mattel - Chicago, IL
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FROM SCRATCH: This Founder Did Not Write a Business Plan But Here's Why She Recommends You Do
Small business tips you don’t want to miss.
We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do but before you get ahead of yourself, let’s start at the beginning. To kickstart the process (and ease some of those first-time founder nerves) we’re asking successful entrepreneurs to share their story in our new series, From Scratch. But this isn’t your typical day in the life. We’re getting down to the nitty gritty from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves, we’re not holding back. If you want to know how to start a business, you’ve come to the right place.
Photo: Courtesy of Able Cosmetics
Have you always dreamed of ditching the 9-to-5 to pursue your lifelong dream of starting a company? This is an alluring vision for many of us who would love to be the arbiters of our own time, but here’s the thing, you should probably weigh up all of the pros and cons before you take that leap, ensure that your “why” is stronger than your “what,” and that your desire to do it isn’t just about the money. Because if there’s one thing we’ve learned through all of the interviews with small business owners at C&C, it’s that starting your own business is way more work than an office job (think late nights and working weekends) and it takes time before you see any money come in—the founder of Pai Skincare didn’t pay herself for three years.
You also have to level set your expectations. Society glorifies the 30-under-30 founders and the companies that go public, but your brand doesn’t have to be the next unicorn. You can start small and stay small. That’s okay, too. But, as ABLE Cosmetics founder, Dana Rae Ashburn advised us in our interview for our From Scratch series, it’s a good idea to think about that in the beginning, set your intentions, and write a business plan so you have some structure from the outset.
Read on to hear how the makeup artist turned her passion into a business, why she hasn’t paid herself a cent yet, and the many (many) lessons she learned along the way. You might want to write these small business tips down.
Did you write a business plan? If yes, was it helpful? If no, what else did you use instead? Why did you not take that approach?
I did not write a business plan. My plan was to launch a product that had not been previously introduced to the beauty/cosmetics industry. I assumed people would buy it because it was the first of its kind. I had the misconception that business plans were just an educated guess, so it wasn’t worth making one. Boy, was I wrong. As someone who dove head first into launching a company without a clear-cut business plan, I would absolutely recommend making one. Why? Because even if a business plan is hypothetical, it provides you with some structure. It can give you goals and guidelines that inform your decisions in real time.
How did you come up with the name? What was the process like? How did you know it was the right name?
Deciding on a name was very difficult. My hero product, Cat Eye 101, was conceived long before the company name, ABLE, came to be. For me, the name “Cat Eye 101” identified the educational, instructional, and innovative design. When I first began exploring names, everything I was drawn to had been previously trademarked. It was very frustrating and this process took quite some time. One day, I decided to get out of my usual surroundings (New York City) in order to be inspired on the name front. I took a train to Philadelphia and spent the day with my most creative friend.
We went to Barnes & Noble, sat on the floor, and looked through books, all kinds of books. I came across a children’s book about a boy named Abel. Looking back, I wish I had bought it, but I was so thoroughly consumed by my “AHA!” moment that I rushed outside to share my revelation with everyone who had been helping me up to that point. Immediately, it made complete sense to call my brand ABLE. The tagline, “Your Face. Your Features. Your Skills,” immediately poured out once I identified the name ABLE. Long story short, sometimes you need to mix things up to get re-inspired. Sitting in the same spot, looking at the same thing, speaking to the same people is not the move. Step out of your comfort zone and surprise yourself.
What were the immediate things you had to take care of to set up the business?
Establishing a trademark, website, domain, Instagram, finding a publicist, regulatory reviews, liability insurance, UPC codes, etc. You know, all the un-fun, bureaucratic stuff that creative people like me run away from at full speed.
What research did you do for the brand beforehand? Why would you recommend it?
I did very little research beforehand. I was a young makeup artist with a strong idea. I didn’t know about focus groups or market research. I put on a metaphorical blindfold on and wrote checks. Looking back, I would certainly change that approach. I would organize a group of demographically diverse friends and send them sample products, asking for honest feedback on all fronts. Next, I’d speak with industry professionals/mentors. I’d research the competition, maybe even asking a few cosmetics buyers what they think of my big idea. I’d take Instagram polls and attempt to decipher whether my blueprint of an idea is a realistic source of revenue or an undeveloped pipe dream.
How did you find the manufacturer/production facility that you use? Did you have any bad experiences? What did you learn?
My first (and only to date) manufacturer was recommended to me by an industry veteran. Unfortunately, I was naive and decided to launch ABLE in the most expensive way possible without considering all of my options. Due to product stability failure and high COGS, my manufacturing experience has been unstable. If I were to go back in time, I would either tackle product development with a packaging consultant and a formula consultant or take it on myself and reallocate those funds into strong sales and marketing teams.
Did you self-fund the company? Did you raise seed money or initial investment money? Why/Why not?
ABLE is self-funded with the help of friends and family. I didn’t know where the company would go and I didn’t want to have the pressure of strangers’ money, so I did not seek funding in that capacity. Everyone involved was aware that I was diving into uncharted territory. They understood that if things went well, it would be a win. On the flip side, if things didn’t go well, at least I wouldn’t be indebted. I always wanted to own 100% of my company with full control. Now that I have been at it for a few years, I’d certainly explore other options, but maintain that it’s crucial to protect one’s intellectual property when forging an unprecedented path in any industry.
How much did you pay yourself? How did you know what to pay yourself?
To date, I have not paid myself a cent. Furthermore, almost everything I make as a freelance makeup artist outside of ABLE is invested into the company.
How big is your team now? What has the hiring process like?
Currently, my team consists of myself, a general business consultant, a PR consultant, and sales consultant (my fiancé, who I pay in hugs). What I have learned along the way is that everyone you meet in business will tell you they are crucial to your success. SEO experts are going to convince you they can augment your traffic and customer conversion. Marketing teams will send you massive quotes because you “need them in the digital age.” At the end of the day, you need to determine what third party support your brand actually needs, and from there, who you can afford in those departments.
“To date, I have not paid myself a cent. ”
Did you hire an accountant? Who helped you with the financial decisions and set up? What do you recommend?
Yes. I have a fantastic bookkeeper and accountant who keep things organized for me. They don’t help me with any type of growth plan, but the financial organization has been key to my understanding, reassessment and growth over the years.
What has been the biggest learning curve during the process of establishing a business?
The entire process of starting a company has been one big learning curve. I’m not sure it’s possible to be 100% prepared, I certainly wasn’t. In my experience, the financial contribution, sales funnel, and distribution have been the biggest challenges and learning curves.
How did you get retailers to start stocking your product? Were you told no? How did you handle that rejection?
Luckily (from a new brand’s perspective), everything is publicly accessible these days. You need to do research (Instagram, LinkedIn, etc.) in order to identify the buyers you need on your side. Are you selling makeup? You need the beauty buyer or even better the beauty buyer’s assistant. Each category of every industry has a buyer. It can be difficult to get the buyers’ attention because they receive so many emails, but you should follow up with an unsolicited gift (your product) and reach out with an email that says “Hi X, I popped a package in the mail for you to experience my product first hand. I have attached my digital catalogue. Please let me know if you are available to speak during any of the following times. Tuesday 10am, Wednesday 2pm, Friday 10am... Talk soon!”
ASSUME THE SALE. BE PERSISTENT. Even when they say “no,” you should keep a list of buyers’ information, so that whenever you have a new SKU launch or brand news, you can send a targeted email. I have had many buyers say “no,” and at first, I would be so offended, so angry. Then I started to tell myself “next time.” I continued to send my target buyers “ABLE News Updates,” which touched on everything behind-the-scenes. This keeps the brand at the top of buyers’ minds, so when the time is right, they’ll think to place an order. Sometimes, you’ll get an order that isn't actually “worth” it when you consider all of the backend expenses (shipping, packaging, employees). But it’s important to get your name out there, likely operating at a loss until you receive massive purchase orders and can scale up production.
“ I’m not sure it’s possible to be 100% prepared, I certainly wasn’t.”
Do you have a business coach or mentor? How has this person helped? Would you recommend one?
I had the honor of being a part of the 2017 Sephora Accelerate. I was introduced to a plethora of mentors and friends, all of whom have their own companies. I realized the importance of connecting with other founders. Now, I meet with fellow female entrepreneurs for coffee, or even just to share stories and find comfort in our mutual everyday struggles. It’s also great for networking and connections to share names and information of trusted consultants. You can always go to your industry friends and say “hey, do you have a good product shot photographer?” or “hey, who do you use to make your cartons?”
How did you promote your company? How did you get people to know who you are and create buzz?
ABLE’s buzz was created through strong press and social media presence. I spent time and money finding women on social media who really resonated with the brand aesthetically. You may need to gift to 100+ people to find five that will support you with unswerving commitment. As far as press, it’s ideal if you can connect with an amazing publicist to spread the word on your behalf.
However, it’s not always easy to find the right match in this department. Large PR companies have huge retainers and often treat you like a number, whereas smaller firms often lack the powerful connections of the former. In my opinion, the best situation is to find a freelance publicist who is genuinely invested in your brand and has personal connections with the media and influencers you are targeting.
What is one thing you didn’t do in the setup process, that ended up being crucial to the business and would advise others to do asap?
A sales team and a marketing team. I launched with neither and it took a huge toll on my inventory.
For those who haven’t started a business (or are about to) what advice do you have?
Have a story. Have a purpose. Have a differentiator. Know your competition as well as you know yourself.
Up Next: How a Successful Entrepreneur Built Her Beauty Brand From the Ground Up.
What to Expect At Our Self Care Summit in Los Angeles—You Don’t Want to Miss It!
Put July 20 in your calendar, stat!
Did you know that more than 59% of America’s women are in the labor force and almost 47% of U.S. workers are women? Impressive, right? It’s safe to say that women have become key players in our country’s business market. And with that heavy-lift comes the possibility of burnout. In this “always-on” culture, we are exposed to the likelihood of professional exhaustion which inevitably overflows into our personal lives.
Interestingly enough, we have seen a rise in the wellness industry amid this grind. It makes total sense that with the hustle comes a need for self-care. Which is why we have brought our first ever Self Care Summit to sunny Los Angeles. We have carved out a day to shine a light on women killing it in and out of the wellness industry to showcase what self-care means to them. This day will not only leave you reinvigorated to spearhead the Mondays to come but also ready you to amp up your own self-care regimen. Follow along to see what the day has in store.
THE NITTY GRITTY
Ticket sales are poppin’ so make sure to snag a ticket before we sell out! Our DTLA event location doesn’t include parking, however, there are paid lots nearby. We encourage ride sharing to ease you into this jam-packed day of self-care. On the day of the event, you will receive your access badge, super cute Ban.do notebook, and schedule for all the things when checking-in. Our events fly by, so we suggest planning ahead see below for all the amazing activities!
Need help? Look for gals in pink jumpsuits throughout the event! Shoutout to Dazey LA for making these custom for our team! Bathrooms by Birchbox and Rael will be located on the 2nd and 4th floors and pump room on the 1st.
LOCATION
Hudson Lofts
DTLA
1200 S Hope St, Los Angeles, CA 90015
Enter on the corner of S. Hope and W. 12th
C&C INSIDERS PERKS
Not an insider yet? No worries! Our Insiders members get a ton of on-site perks at our events and Self Care is no exception! Sign up today and pick up your membership kit and swag on-site at the Insiders booth. No worries! Here is a rundown of what you can expect as a C&C insider at the Self Care Summit and beyond:
Hate waiting in line? Receive expedited check-in
You’ll also be granted front of the line access at the Zen Den for all events like the Music Therapy with Fender Play and the Cannabis Culture panel.
Don’t miss the exclusive meet & greet with Lauren Gores at the main stage from 2:50-3:30 PM
You’ll have priority seating at the main stage (yup, that means front row).
Free flower therapy with East Olivia
We have a ton of of swag for you at the C&C Insiders booth to pick up on-site
Skipped a panel to get your Grow Girl braid on? Access panel footage after the event on your C&C Insiders dashboard.
Less wait time, more glam time!
Get your hair done at the Grow Girl Braid Bar Vanity exclusive to Insiders in the Beauty Lounge
And last but not least, don’t forget to enter the Alaska Airlines round-trip giveaway! Four lucky Create & Cultivate Insiders will each receive two round-trip tickets from Alaska Airlines. That means you’re about to get that #selfcare PTO you so badly need and deserve! We’ll be announcing the winners on stage before our keynote conversation. Not an insider yet? You can sign up here or sign up at the event at the Create & Cultivate INSIDERS pop-up (located in the Self Care Market on floor 4).
SCHEDULE
Want the full lineup? Check out the play-by-play schedule to map out your big day.
FLOOR 2: ZEN DEN ACTIVATIONS
We’re excited to share our very first Zen Den—a space for all things wellness on this day of self-care. And by that, we mean activations and hands-on classes that will leave you feeling truly zen. To ensure access to this special portion(s) of this event, take a sec to RSVP by using the form below and a reminder that all Insiders skip the line!
Zen Den Play-By-Play:
The Loving Kindness Practice - A workshop with Naaya Wellness with guided meditation and movement
Living with Less - A workshop on downsizing your stuff and upgrading your well-being
Cannabis Culture - A blunt conversation about the billion-dollar industry
Ukulele Lessons - Music therapy powered by Fender Play
Reiki Healing - Enjoy complimentary Reiki Healing with Millana Snow + Wellness Official
FLOOR 2: PHOTO OPS
Alaska Airlines Confetti Corner
Get your grid poppin’ with a photo in the Confetti Corner thanks to our go-to travel partner, Alaska Airlines.
This clothing was designed for people who care by local female artist and founder, Danielle Nagel, to empower women and create conversation. Make sure you set aside time to see her special mural perfect for selfies and group shots—you won’t want to miss this one.
Check out this beautiful custom-made backdrop that is sure to be the most-liked post on your for your latest Instagram this year.
FLOOR 4: BEAUTY LOUNGE
At this pop-up, you can sample some amazing products and write a letter to a local lawmaker to support the push on the U.S. banning certain toxic ingredients in cosmetics. Cool, right? Don’t miss makeup touch-ups throughout the day will be provided by Beautycounter at the beauty bar.
Self-care for your hair! Get your hair braided and sample some amazing hair growth and shine gummies at the Grow Girl Hair bar.
Get your brows waxed by the experts from FLYBROW at the Beauty Bar.
You’ll notice the bathrooms on the second floor will be adorned with cute graphics and products from our friends at Rael! Be sure to stop by their pop-up for a great Insta moment.
Haven’t you heard? Vitamin C is having a moment. And I DEW CARE is going to be showing off their new line of Vitamin C products, chock-full of well, Vitamin C of course—along with grape seed extract and vitamins E and B5. Come by and try their Bright Side Up serum, Say You Dew Moisturizer, and First Things First mist to complete your day of self-care.
Pink Marine Algae?! Sounds good to us. Experience this mystical, nontoxic, key ingredient for yourself. Discover Biossance’s new hydrating Squalane and Marine Algae Eye Cream that delivers a visibly smoother, lifted look with the first application.
FLOOR 4: RITUAL ROOM
CRYSTAL READINGS:
Thanks to our friends at Goodful, BuzzFeed's wellness lifestyle brand, you can make all your crystal reading dreams come true with fashion stylist turned energy practitioner, Colleen McCann. Be sure to check out their latest products while you wait.
WORKPARTY TAROT CARDS
Get your boss babe biz reading with our WorkParty Tarot Card reader, Alex Chrys. You’ll want to see what this year has in store for you and your career path.
AURA PHOTOS
Curious to know what colors you embody? Red hot or cool blue? Discover your aura with the Aura Photobooth.
FLOOR 4: POP-UP MARKET
Checkout Brooklinen’s stunning new bedding and loungewear line. From comforters to luxurious robes and candles, Brooklinen covers all things home. Come see this cozy pop-up for a unique photo op and some major bedroom inspiration—You’ll want to take it all home with you.
Make sure you RSVP to the Zen Den in the form above because you won’t want to miss these ukulele classes powered by Fender Play. Can’t get enough of the ukes? Fender will have a pop-up with ukuleles to test drive and play.
Stop by the Purple pop-up to check out their special grid mattress material. There is truly nothing like it. This pressure-reducing, motion isolating formula looks as good as it sounds. Come see for yourself.
Beauty just got better. Josie Maran Cosmetics has combined the virtues of Argan Oil with the power of CBD and is crafting a pop-up you’ll definitely want to stop by. We will be showcasing Josie Maran’s customizable CBD body butter in their most popular and natural scents. There will be enough to go around so come and try for yourself.
Recharge and replenish at the Vital Proteins pop-up. Make sure you snag their new Collagen Water for extra skin and body hydration
Make sure you save some time to check out the best shoes in the game at the Tamara Mellon pop-up and get a real feel for some shoes you never knew you needed. We totally encourage shopping as the “treat yourself” part of the self-care experience. Tamara Mellon has kindly offered $100 off purchases and gifting slippers in your gift bags. Side note: enter the IG giveaway using #flashyourmellons to win a closet full of shoes.
Crack open a cold one with Lacroix at their pop-up and at the Self Care bar on the 4th floor. This super special, colorful setup will be loaded with fun branded merch and “Instaworthy” moments. Don’t miss it!
Snag a flower crown or bouquet at the AVEENO Hair booth. There will be plenty of photo moments and don’t forget to enter the AVEENO hair care product giveaway. Did we mention there will be a Meet & Greet with Daphne Oz, Emmy Award-winning television host, author, chef, and Aveeno Hair Brand Ambassador?!
FLOOR 4: SELF CARE MARKETPLACE
Sev Laser will be providing B12 shots on-site.Vitamin B12 is known for its energy raising, “pick-me-up” capabilities and a must for rejuvenation.
Ear seeds?! Yup, ear seeds! These little beads are placed in the ear in specific pressure points to relieve stress and promote calmness.
Grab your C&C swag at the Insiders booth. It’s not too late! You can also sign up here if you aren’t a member yet.
Insider Alert! This interactive pop-up is free for insider members. Ever heard of flower therapy? Stop by the East Olivia pop-up to see what it’s all about.
FOOD & BEVERAGE:
Whether you want a pick-me-up or a fun cocktail, we got you covered. Snag a Good Day CBD-infused Cold Brew or Smirnoff Spiked Sparkling Seltzer cocktail.
BREAKFAST
Grab one of the many delicious smoothie flavors for some amazing self-care benefits like Green Mango for supporting energy, iron levels, and headaches; Cookie Dough for mood, energy, and cravings; and Cherry Dreams for anxiety, insomnia, and relaxation.
Purely Elizabeth
Serving Cauli Hot Cereal in flavors like Strawberry Hazelnut, and Cinnamon Almond. Rushing to the next panel? Grab one of their breakfast bars.
BREAK
We are all for “treating yourself”. What better way to indulge than with one of Donut Friend’s assorted donuts?
Pitaya Plus
Pick up a Pitaya or Acai Sorbet with some amazing toppings like granola, coconut shavings, and fresh fruit for your enjoyment.
HAPPY HOUR
Twist open an Aluminum Sweet Star Mini with your new and old C&C fam!
That’s right! The delicious McConnells ice cream will be handing out their mouth-watering flavors to end the day in true C&C style.
You haven’t lived until you’ve tried Milk Bar’s B’day Truffles and cookies. Grab a chocolate truffle or a famous compost cookie.
Unwind with some wine provided by Obvious Wines.
GIFT BAGS
We know you want ‘em! Get your shoulder ready because this bag is jam-packed with amazing goodies from some of your favorite brands like Vital Proteins, and Biossance. The gift bags are only available at the end of the night and will be handed out where you checked in at the beginning of the day in exchange for your badge. If you have to jet off early, you will receive your bag but forfeit your right to come back in. Head to the 1st floor to grab yours!
Prep for next weekend by follow along on social @createcultivate and using hashtag #ccselfcaresummit.
WE ARE SO EXCITED TO SEE YOU IN LA! Who are you most thrilled to see? Share in the comments below!
This Month in Money Moves: The RealReal, Away Luggage, Revolve, Reformation, Madewell (and the U.S. Women's Soccer Team)
From raising capital to going public, these female-owned or led companies are showing us how it’s done.
In this monthly series, we take a look at the female-owned or led businesses that are making serious moves in the $$$ department. From raising funds to going public, these women are showing us how it’s done and giving us all serious inspo to finish out this week like a true boss.
#SupportFemaleOwnedBusiness
The Real Real
Within minutes of debuting its initial public offering on Friday, stock for the popular secondhand luxury retailer, The RealReal jumped 50% raising $300 million. But this isn’t Julie Wainright’s first rodeo. The founder and CEO of The RealReal took Pets.com public in 2000. What a boss.
The U.S. Women's Soccer Team
The headlines have been blazing this week with news that the U.S. women’s soccer team are suing for equal pay after their historic win. Sen. Joe Manchin proposed a bill that would withhold funding from the 2026 men's World Cup—jointly hosted by the U.S., Mexico, and Canada—until the two teams are paid equally.
Here’s what ESPN told Broadsheet:
“FIFA will award $30 million in prize money for the Women’s World Cup. The men received $400 million last year. [FIFA president Gianni Infantino] said this week he wants to double the prize money for the women’s tournament by the next edition in 2023, but the gap between the genders could actually grow with FIFA expected to award $440 million for the men’s tournament in 2022.”
Does that seem fair to you? Sound out in the comments below.
Away Luggage
The founders of Away luggage are on a roll. Co-founder Jen Rubio was featured on the cover of Inc. Magazine after the brand became a unicorn after being valued at $1.4 billion after raising $100 million (they were also named one of Forbe’s 2018 Next Billion-Dollar Startups). This week Rubio and her co-founder Steph Korey are featured on Fortune's 40 Under 40 list. Congratulations, girls!
Revolve
One of our favorite online retailers renowned for their impressive social media and influencer parties (and trips around the world) surprised everyone this month when they announced their IPO and raised $212 million in their initial public offering. Color me impressed.
Madewell
In the spirit of IPOs, Madewell is also (reportedly) on track to announce theirs. According to a Reuters report, three sources confirmed that “J. Crew has hired banks to prepare for the public offering of the denim-centric brand, pegged for after Labor Day, as part of a strategy to revive the larger retailer.” This would position Madewell CEO Libby Wadle at the head of her own public company.
Reformation
While founder and CEO, Yael Affalo of Los-Angeles based clothing line, Reformation will remain CEO, the company will soon be majority-owned by private equity firm Permira Advisers. The brand is on track to deliver $150 million in sales this year.
Did we miss something? Share the money moves you’ve seen this month so we can add it to the list!
WIN a Trip to Portugal With Wild Terrains! (Make Lifelong Memories and Friendships)
You should see the itinerary.
Just like hump day, the middle of the year can have us all feeling a little tired and uninspired. How many times have you caught yourself staring out the window into nothingness without realizing? *Slowly raises hand* It’s okay, we’re feeling it too. This year has been non-stop since we sung the countdown for 2019 on NYE. But don’t fall prey to that summer slump. Inspiration is never far away and we have the perfect remedy to fire up your internal passion meter and spark that next big idea.
Well, our friends at Wild Terrains have found the cure with their curated travel experience to Portugal filled with culture, food, art, design, history, and plenty of “stop-and-smell-the-olives” time. What sets this experience apart from the rest is that Wild Terrains is about supporting women-owned businesses across the globe. A mission that’s near and dear to us, as well.
This is their first trip to the stunning European destination and the itinerary is jam-packed with incredible restaurants, artist studio visits, museums and galleries — all owned, curated and built by women. The best part? You’ll get to meet and network with these amazing ladies along the way.
We’re partnering with Wild Terrains to give one lucky winner the chance to join a group of 8 travel enthusiasts for this life-changing trip on September 4-11, 2019. Network and create life-long friendships with likeminded small-business owners and founders while exploring special sites in Portugal. From A to Z, this trip is fueled by local female-owned and run businesses as well as makers—leaving you with a newfound appreciation for traveling, friendship, and hustle.
If you’re ready to make lifelong memories and friendships, then fill out the entry form below for a chance to win!
ENTER TO WIN A SPOT ON THE WILD TERRAINS’ TRIP TO PORTUGAL
Official Sweepstakes Rules. Please check the Wild Terrains Terms & Conditions for more details.
This post is in paid partnership with Wild Terrains.
Sweepstakes is now closed. We’ll be contacting the winner via e-mail soon! Stay tuned.
"Make Your Own Waves"—How to Create a Brand (and Website) That Stands Out From Industry Voices
Do something different.
Even if you have a strong idea of who you are as a person, you can have a difficult time laying it all out on your website. It’s way too easy to get lost trying to imitate your favorite boss icons even though you already have an amazing personality and ideas that deserve to be seen. When I send out questionnaires to new clients, I often receive similar responses when I ask who they most admire for their writing. Many of my recent clients have been photographers who admire industry giants like Jenna Kutcher and Katelyn James, both of whom are known for their fun, personality-driven words.
It’s great to have role models, but too often we don’t look past those who we believe are setting the tone of our industry and realize that we can make waves of our own. When copywriting is a major part of building your personal brand, you have to stick the landing just right. The only way to accomplish this is to go through your own brand-building process to ensure that your words stand out in a competitive landscape.
Industry role models are awesome, but having your own voice is important if you really want to stand out. It may seem like one person is the tastemaker in an industry and that we should all follow that person, but why not try to do something different? Read on for four ways to make your brand and website stand out.
Tell your story.
When many solopreneurs dive into writing their website for the first time, they skip the all-important step of spelling out their offer, unearthing their core values, and surveying their ideal client. To really understand what needs to be on your website, you have to engage with your brand as an entity.
What do you envision for the future? How do you seek to help others? And why should your ideal clients be lining up around the block to work with you? This is also a great time to dig into your story and why you started your business in the first place. After all, every brand needs to have a point of difference. It’s likely you’ll find yours in your story.
The process may not look like everyone else’s, and this could also be what sets you apart. During this time, think about what you’re tired of seeing in your industry and what you wish you saw on other websites but have yet to discover.
Think about your ideal client.
When you’re fired up about an industry voice, it’s easy to get swept up in their brand so much so that you want to be exactly like them. It may seem like they are the only voice anyone would want to listen to. But think about it: You may love these industry voices, but does your ideal client? It’s possible and even likely that your ideal client may not resonate with the same people you do. Plus, even if your ideal client does admire them just as much as you do, isn’t it important to stand out?
The last thing you want to do is appear as if you’re imitating someone else. So take a little time to break down exactly why you like this industry voice. Is it because they are personality-driven, friendly, professional? Keep this tone in mind when you go to write your website but close the tabs with their pages so you can hear yourself think. When you go through the process of developing your messaging you can keep these adjectives in mind while writing but ultimately come to your own conclusions as to how you should write.
Walk through the user experience.
Too much of the time, we think of copy and design as separate entities but they’re really two different ends of the same process that leads to a cohesive brand and website. Which is why you should keep design in mind while writing copy.
Instead of trying to emulate someone else’s site, consider the main goal of your website. What do you want readers to take action on? Should they schedule a consult call or book their session? If they aren’t ready to buy from you, can they download a free guide or read your blog? Make sure your site offers something to the reader and make it extremely clear what you need the reader to act on so they can connect with you.
Not only will this make your site targeted to your ideal client but it will also be unique from others with different goals for their readers.
Get inspired.
If you’re still struggling to imagine writing differently from industry greats, it’s time to find yourself a larger pool of inspiration. Pinterest is a great resource for web design and copy inspiration if you just want ideas for your general aesthetic and style. It could give you ideas about how to lay out copy, configure your site, and place calls to action. But always remember that you should never imitate someone else’s site and always aim for uniqueness.
About the Author
Kayla Dean is a website copywriter and content writer for visual creatives helping entrepreneurs say what they mean with confidence and strategy. Her byline has appeared in publications like Bustle, The Believer, and Darling. When she’s not writing, you’ll find her planning her next big trip or marking a book as “currently reading” on Goodreads.
MORE ON THE BLOG
The C&C Team Share the Best Career Advice From Their Moms
Mom’s the word.
Photo: Kristie Lee for Klee Photography
Even if you’re not conscious of it, the words of encouragement and support you hear throughout your formative years have a significant impact on us and shape who we are later on in life. Of course, we all have the ability to empower ourselves and only heed the words of advice that fit with our identity and purpose in life (because it doesn’t always align) but there are significant moments that we carry with us and draw strength from during times of need.
In honor of these personal mantras, we partnered with Smirnoff Spiked Sparkling Seltzer to pay homage to one of the biggest motivators in our lives—our moms. They have stood by us, inspired us, fought for us, and loved us at every step along the way so these little cans of sugarless cocktails (they’re under 90 calories) with delicious flavors ranging from Berry Lemonade to Cranberry Lime are the perfect way to celebrate. So here’s to you mom—cheers!
So, read on to hear some of the best career advice our C&C team received from their moms. Be sure to scroll through to the end for two cocktails you can make to cheers your mom today.
Caitlin Shier, Vice President, Brand Partnerships & Accounts
“My mom was a professional dancer and actress, often dancing over 12 hours a day, so she helped instill my strong work ethic and determination to always work hard for what you want. She also always taught us to treat everyone with respect, compassion, and empathy. I carry that with me both in my every day and in my career. In keeping in mind where my colleagues and clients are coming from, I think I’m better able to work collaboratively internally as well as come to the best external negotiations and partnerships. It’s important to remember, too, that at the end of the day, we’re all only human.”
Dana Saperstein, Senior Event Producer
“My mom has always had a lot to say about me and my sibling's careers. Here are a few:
1. Stay at a job at least one year before moving. I can't say I 100% agree because I've always been in the mentality of if you don't enjoy your work, get out, but what I do like about this advice is that one year is a really good amount of time to gauge the work you're doing, the company culture, and determine if there really is future growth for you. The shortest job I've ever had was a month shy of a year. On paper, I thought I would really enjoy it but quickly realized that I wouldn't be there forever. I kept setting assessment deadlines (three months, six months, nine months, etc.) for myself. I would use this check in to gauge my happiness, what projects I've worked on, what I've learned, and see if there are future projects that might be work staying for.
2. Don't ever quit a job until you have another job. As mentioned above, I'm in the mentality of if you don't enjoy your work, get out but if you're in a position that you can stick it out for a little longer, I think its the wise thing to do before jumping. You might be pleasantly surprised that you might have a few options.”
Heather Records, Vice President, Marketing
“My mom taught me everything about who I am in my career. She’s still the person I call when I need work advice or need her to read over an important email or negotiation. I feel like the biggest thing I learned from her was how to keep calm (and caring) under pressure. I might not have learned it as a mantra, but now that I’m older I can tell how much pressure she was constantly under whether at work or at home and how you could never tell by the way she treated you or any person that crossed her path. When I feel things piling up, I can still have a warm conversation with people around me and I think I inherited that from seeing her do it every day.”
Adry Perez, Social Media Manager
“My mom always told me to stand tall and walk into a room with confidence. I’m in the room because I’ve earned it and I feel like I use that advice when I start a new job or walk into a meeting or even an event.”
Nairi Najarian, Senior Director of Marketing
“The best career advice I’ve ever received from my mom is to not let intimidation beat determination. Over the years, I’ve had the privilege of working on large-scale marketing campaigns and productions for different brands but when I was starting out in my early 20s, the first few times I was assigned that "big project”, I wanted to run for the hills. My mom’s advice was so helpful, because it helped me realize that those “project scaries" are normal but fleeting, while hard work and tenacity stick with you for much longer.”
Jaclyn Johnson, CEO
“‘Fall in love with the numbers’—My mom is an accountant and while I was always the creative these are wise words for any business person.”
Neha Kumar, COO
“My mom told me when I was younger ‘you have to hold to your commitments. If you don’t honor your word, what else do you have.’ I have used this for my entire career. I follow through with my commitments no matter what others are doing. Sometimes, I would find myself to be the hardest working person in the group. At times, I might take a second and think why am I even doing this? Why am I working so hard? Then I remember my mom’s words and I know that I’m honoring my word, my commitment and that I’m not doing this for anyone else but myself. That simple principle has helped me reach high heights in my life without even directly realizing it. I do right by my job and the people in my life not because I have to but because I want to.”
Sacha Strebe, Editorial Director
“My mom has always been my number one cheerleader, championing me from the sidelines, even when I had career aspirations to take over from Anna Wintour as EIC of Vogue—yes, mom truly believes I am capable of anything. I have always felt her supportive presence and heed her reassuring words of advice but there was one moment that really stayed with me. I was about to relocate to the U.S. from Australia and my mom looked at me from the kitchen and said, “I hope you get what you wished for.” I felt equally saddened and motivated by those words. If I was going to sacrifice being near my Australian family to chase my dreams then I wanted to make sure I worked really hard and made her proud of me. I love you mom.”
Follow our simple Smirnoff Spiked Sparkling Seltzer cocktail recipes below and raise a glass in celebration of all the moms in our lives:
Cranberry Lime With a Minty Twist
Ingredients:
1/2 can Smirnoff Spiked Sparkling Seltzer cranberry lime flavor
1/2 lime, cut into quarters
Fresh mint
Ice
Directions:
1. Pour half the can of Smirnoff Spiked Sparkling Seltzer into a cocktail shaker with the fresh mint. Squeeze in a quarter of a lime. Muddle together until mint flavor is infused.
2. Pour over ice in a glass tumblr. Add additional Smirnoff Spiked Sparkling Seltzer as needed.
Spicy Piña Colada
Ingredients:
1/2 can of Smirnoff Spiked Sparkling Seltzer piña colada
1/2 cup coconut milk (from a carton)
1/2 pineapple juice
Squeeze of fresh lime juice
1 japaleno, seeds removed
Ice
Directions:
1. Combine all ingredients in a cocktail shaker with ice.
2. Shake to chill and combine.
3. Strain into a glass over crushed ice and serve.
What was the best career advice your mom gave you? Share them with us below?
This post was sponsored by Smirnoff Spiked Sparkling Seltzer.
20 Interesting (and Busy) People Reveal the Work Hacks That Keep Them at 100
From list apps to a bluetooth keyboard—it’s time to ramp up your productivity.
There’s nothing more intimidating than a jam-packed to-do list. There are only so many hours in a day (despite how much we try to stretch time) which means there are only so many things we can accomplish during office hours but with a little help it is possible to make some magic happen.
Thanks to some sly work hacks, handy new age apps—and avoiding the distracting alerts from the social ones—and some old-school time management tricks, we guarantee you’ll see your productivity sky rocket and successfully streamline your day so you have more time for yourself.
If you’re finding the days are just slipping away from you lately, then keep reading to hear the work hacks of 20 successful people we admire that keep them at 100.
Suzanne Hall, Founder, Chalkboard Magazine
Photo: Suzanne Hall
The Hack: Bluetooth keyboard
Why It Works: “This work hack has changed my life. If I'm driving across L.A. for events and meetings for the day or traveling away for the weekend, I prefer to travel as light as I can. I leave my laptop at home and throw a bluetooth keyboard in my bag instead. I find a cozy spot in a hotel lobby or coffee shop here and there, sync the keyboard with my phone and hammer my email box like nobody's business.”
Brittany Kozerski, Owner and Designer, JADE Swim
Photo: Courtesy of JADE Swim
The Hack: Trello App
Why It Works: “I'm obsessed with Trello. It’s a list-making app that allows the user to make lists (called boards), organize them into categories, code with colors, add due dates and share with other users. This is how I give my team members tasks for the day or week and set deadlines. What I love most is that I can open the app and see how their work is progressing; what tasks they’ve finished, what tasks they’re currently working on, etc. This allows me to see what is getting done without having to interrupt my team for updates throughout the day or week. It has become so invaluable that I actually use it to keep my personal life organized as well.”
Chelsea Moore, Jenni Olivero, and Sabena Suri, Co-Founders, BOXFOX
Photo: Lexi Hatch
The Hack: Reminders App
Why It Works: "We're the most productive when we are hyper-aware of what's going on at every aspect of our business. We, three founders, live and breathe through the Reminders app and use it to share important tasks, meetings, and follow-ups with each other to help them stay top of mind. Management can sometimes take away from our high-level innovation headspace, so we collectively also try to schedule one day a week with no meetings or calls to help us get into the right mindset to move big projects forward. "
Lily Kunin, Founder, Clean Market
Photo: Courtesy of Clean Market
The Hack: Listen to your body.
Why It Works: “Take a break when you need to. Walk around the block or meditate for 20 minutes. You will end up being more productive with short spurts of focus mixed with breaks. Mono task. We have a million browsers open and ways for people to contact us. Try to do one thing at a time and don’t leave the screen or meeting until the task is complete. Stay hydrated and well fueled with healthy fats and protein. Supplements help too.”
Rachel Krupa, Founder and CEO, The Goods Mart
Photo: Courtesy of Goods Mart
The Hack: Self-Care
Why It Works: “Schedule your self-care routine like you a schedule your professional meetings. Get out of the office routinely. Around 4pm daily, I take a walk, grab a tea and clear my head. Talk to friends. When you have a difficult decision to be made and you’re not sure what to do, talk to a friend about it. Talking through a situation out loud can help bring clarity to the situation.”
Adriana Najera, CEO, ACN Public Relations
Photo: Courtesy of ACN Public Relations
The Hack: Miracle TimeCube Timer
Why It Works: “Lately I've fallen into a deep productivity wormhole, and I am happy to share with you my one simple, inexpensive gadget that has made a significant change in my work habits—the Miracle TimeCube Timer. I first heard about it from an influencer that I work with. I was 'Influenced' myself. Go figure. Whether it be a 5, 15, 30, 60 minute deadline, the Miracle TimeCube Timer keeps me on precise track. I start every morning by jotting down of things to tackle for the day, and as any publicist would know, random tasks/asks from talent and clients get thrown at us daily.
“With that being said, the Miracle TimeCube Timer helps me to not get side tracked and work till the given designated minute deadline buzzer. When I have the TimeCube out, I know to put my phone away, and that's part of what helps to keep me distraction-free, and IG scroll-free. Additionally, the five-minute side is my best friend when it comes to work breaks aka 'social media break.’”
Ally Downing, Fashion Publicist, Adam Worling Public Relations
Photo: Ally Downing
The Hack: Organize your inbox.
Why It Works: “Statistics say, on average more than a quarter of your working day is spent reading and replying to emails. In order to stay on top of my inbox and ensure that I prioritize replying to the most time conscious correspondence first—and not just the easiest. I approach my inbox by reading every new email to ascertain importance.
“I then mark these emails unread once again, and flag each email according to priority. At any given time my inbox is consistently up to date with what needs to be addressed first. The color code I use is red flag for highest priority, which requires that I reply as soon as possible; orange flag implies I should reply by end of day; and yellow flag suggests I reply at my next available opportunity.”
Lauren Bozicevich, Founder, Lauren Bozicevich Consulting
Photo: Lauren Bozicevich
The Hack: No meetings Mondays.
Why It Works: “Two years ago I took the leap and started my own PR and Events consulting business working with clients across the fashion, travel, and beauty. When I first started, everyone gave me all kinds of advice, some good, most bad. I work from home when I'm not traveling, which I prefer—the idea of going to a coffee shop and not getting a seat is a complete day ruiner for me—but when you lose the traditional office you have to create your own structure, which can be tricky. Every day, after 9 a.m. (sometimes earlier) my apartment becomes my office, i.e. TV off, headphones in, time to work.
“My tip is keeping Monday's for yourself. For me that means no calls or meetings unless absolutely necessary, which allows me to get organized for the week, follow up on any open ends from the week prior and prioritize what needs to be done for whom across the next few days. It also allows me to follow up with anything before my status calls on Tuesdays. It seems silly but in a very client-focused industry that involves lots of personalized request and attention, creativity, and communication sometimes you have to set time (i.e. calendar invites!) to actually work.”
Lauren Urband, Founder and President, The Consultancy PR
Photo: Stephen Busken
The Hack: Work calls in the car.
Why It Works: “As I’m based in Los Angeles, I often take work calls with contacts on the east coast while driving to/from spin class while it’s still dark out in the morning.”
Jackie Brockman, Principal, Narrative
Photo: Courtesy of Narrative
The Hack: Time Management.
Why It Works: “My biggest work hack is time management. As a mother of two toddlers, every second counts. I commute about an hour each way to the office so scheduling conference calls during my commute is a must. Whenever I have calls where I do not have to look at my screen, my first suggestion is the hours that I am in transit. That is a major time saver during my hours actually in the office and opens up more time for in person meetings.”
Lindsay Wolf, Director, PR & Brand Marketing, Anine Bing
Photo: Temoc Gonzalez
The Hack: Multi-tasking.
Why It Works: “I'm a big multitasker, so finding ways to optimize my time by tackling a couple things at once always works for me. For example, I live in L.A. so if I can take a call in the car on my way into the office or on the way home to minimize the amount of time I'm on the phone during work hours, then that's a win for me. I'd rather spend my time at the office collaborating with colleagues, taking time to be strategic, working with my team so as long as a call doesn't require taking notes, then I'm good. Also, it's not like I'm going anywhere on the 101 at 5 p.m., so I've got nothing but time.”
Rebecca Atwood, Founder, Rebecca Atwood Designs
Photo: Tory Williams
The Hack: Asana and a Business Coach.
Why It Works: “I use Asana to manage my to-do list for smaller tasks that could get lost in the shuffle. It even integrates with slack (our team chat channels), and you can create tasks from conversations. I also work with a business coach. It keeps me accountable and focused on the big picture so I can prioritize what is most important to do to reach our goals.”
Christina Bryant, Founder, St. Frank
Photo: Jessie Webster
The Hack: Getting 8 hours of sleep.
Why It Works: “This may sounds too basic, but I honestly think my #1 productivity hack is sleeping eight hours a night. I notice a huge boost in my productivity when I’m well rested, so this is something I really commit to. My Sunday night routine is to make a to-do list, but really it’s more to organize a to-do list. I make a list of what’s achievable Monday, for that week, and for several weeks out, including a list of long-term projects. I can’t do everything, so regularly pulling up to organize urgent and important tasks helps me to put my efforts towards the highest impact projects.
“ I thought everyone does this, but apparently not? I use the Mail app that comes with my Mac computer, so that even when I’m offline I can be chipping away at my inbox.”
Jeannie Jarnot, Founder andCEO, Beauty Heroes
Photo: Courtesy of Beauty Heroes
The Hack: A work uniform.
Why It Works: “I am always moving fast, so being comfortable and having a wardrobe uniform helps me stay efficient as I get dressed for work. I have a collection of sustainable fashion brand DINO Apparel pieces that are super comfortable, stylish and easy to mix and match so I don’t look exactly the same every day. Having a wardrobe of work clothes are comfortable, functional and easy to get on and out the door has definitely boosted my efficiency and comfort so I can get to work faster and feel good.
“I, like most of us, have a to-do list. Mine is quite long and I update it every night for the next day so I can wake up and hit the ground running. But on my to-do list, I have the names of my key team members, and I move as much off of my list and onto their’s, delegating as much as I can so I can stay focused on my zone of genius.”
Julia Chalmers, Founder, Lucky Chalm
Photo: Courtesy Lucky Chalm
The Hack: Be nice. Track your time. Schedule emails.
Why It Works: “There's an old adage 'nice guys finish last', and I couldn't disagree more. Everyone has an extra 30 seconds to, at the very least, address someone by name in an email, or thank them when signing off. People remember people who are easy and pleasant to work with, and it pays to show others the same level of respect you'd like to receive in return.
“Begin tracking your time: I've only recently started tracking my time through the Harvest App, and it's changed how I structure my entire day. You might already be tracking the hours you commit to your clients, but tracking your personal hours can be a game changer. If you add a monetary figure to those minutes you spend mindlessly scrolling, you'll soon see just how much money you lose without even realizing it.
“Scheduling emails: This is my favorite Gmail addition. Working internationally across multiple timezones is challenging enough, but ensuring your timely pitch or important message is actually seen requires appearing in inboxes at the perfect time. Gmail offers a scheduling option, but I personally love Boomerang for Gmail. Boomerang even tells you how likely you are to receive a response based on the content and word length of your email.”
Courtney Claghorn, Founder of SUGARED + BRONZED
Photo: Courtesy of Sugared + Bronzed
The Hack: Google Voice. Pixelmator. Notion. Instacart.
Why It Works: “I feel like the Google Voice app allows me to have two phone numbers on one iPhone. I created a free Google voice number and give it out to vendors and then I title my Google voice phone number "work call" and that way I know when I see my phone ring if I need to drop everything and answer it or if I'm out to dinner and can send it to voicemail.”
“I love the Pixelmator iOS app for graphics editing. It''s far less bulky and much more intuitive than Adobe Photoshop and I feel like I can teach myself and complete semi-basic graphic design work without waiting on my graphic designer to turn something around or watching a long YouTube tutorial.
“I just started using Notion and it's a great way to keep both personal and collaborative to-do lists because otherwise my inbox becomes my to-do list, and I feel like that's always a bad habit to get into.
“Instacart! I don't know if this counts, but if it does it's probably my all-time favorite work hack. I think I get at least an hour more of work done every day by having my groceries delivered within an hour.”
Rachel Sanders, Co-Founder and CEO, Rootine
Photo: Courtesy of Rootine
The Hack: Calendar everything.
Why It Works: “I block out my calendar for everything—emails, calls, weekly strategy review (and even meals and exercise). I only work on what is blocked on my calendar which keeps me focused, on task, and able to accomplish much more with minimal distraction.
“As a CEO there are 1000 things you need to get done every day. To stay organized I keep my task list in Trello to make it accessible from anywhere so I can always review it and add to it regardless of where I am. New tasks always go at the bottom so as to not get distracting and each week I review my list and prioritize the top 10 things I have to get done (and yes only 10).”
Lana Elie, Founder and CEO, Floom
Photo: Courtesy of Floom
The Hack: Scheduling calls for travel time.
Why It Works: “Instead of taking calls while I’m in the office (and could be better set working on my computer or with the team) I try to schedule calls for in between meetings that I have to travel back and forth from. So, there's never wasted time.”
Bobby Berk, TV Personality, Interior Designer, Founder, Bobby Berk.com
Photo: Bobby Berk for ART Furniture
The Hack: Check your calendar the night before.
Why It Works: "It's a habit that I have gotten into right before bed and it allows me to mentally prepare myself for the next day. It takes away the anxiety of getting to the office and then being overwhelmed with what meetings are on your schedule that day, and also helps you know that you have everything in order. It takes less than a minute but makes such a big difference in your day to day schedule and headspace."
Sarah Paiji Yoo, CEO and Co-Founder of Blueland
Photo: Courtesy of Blueland
The Hack: Instapaper
Why It Works: "I Instapaper any interesting articles I come across each day. It keeps me from shifting gears when I'm doing other work, and then provides me with great reading material when I'm on the subway or plane with no WiFi.”
What are the secret work hacks that streamline your day? Share them with us below and you could be included in an upcoming story on Create & Cultivate.
C&C Classifieds: Brand Assembly, Lawless Beaut, Haute Living & More
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Money Matters: How the Olive & June Founder Created a Sell-Out Polish Line While Being Scrappy
“I always wish we spent less.”
You asked for more content around business finances, so we’re delivering. Welcome to Money Matters where we give you an inside look at the pocketbooks of CEOs and entrepreneurs. In this series, you’ll learn what successful women in business spend on offices spaces and employee salaries, how they knew it was time to hire someone to manage their finances, and their best advice for talking about money.
Courtesy of Olive & June
Starting a business is no easy task. Thinking of the idea is the easy part, building it from scratch however takes tenacity, grit, and persistence to withstand the rollercoaster ride of entrepreneurship. But from what we hear from the multitude of panels we’ve witnessed at C&C, it’s definitely worth every drop of blood, sweat, and tears along the way. Just ask Sarah Gibson Tuttle founder and CEO of Olive & June.
After 10 years as an equity sales trader at JPMorgan and Morgan Stanley, Tuttle noticed a white space for affordable luxury nail salons and without a business plan or any experience in the industry, she launched her own company. Needless to say, it has been a whirlwind with many mistakes made along the way, but Tuttle has turned them into lessons and in doing so, carved a new niche for herself. She has single handedly filled that white space with her Instagram-famous nail salons and a newly launched product line of at-home nail kits, polishes, and sticker available at Target.
Read on to hear how Tuttle knew the brand was ready to scale and introduce product, how she opted for angel investors over raising from institutional funds, and why entrepreneurs should “be scrappier than is comfortable.”
How did you know the brand was ready to scale and introduce a product line?
I truly love the in-person consumer experience so much that I focused entirely on that first. I wanted people to have access to beautiful nails and an amazing experience that made them feel happy and to deliver that we built our salons. Over time, I thought about how to bring the joy I saw in the salons to more women across the country. I realized that to bring that Olive & June happiness to everyone, we were going to need to create a system that people could do at home. It was an obvious extension of the brand and we saw an opportunity to make a difference in a largely ignored space where people needed and deserved new and better options.
How did you fund the new product line? What was that experience like?
We raised a seed round to fund this next phase of innovation for Olive & June. Raising money is like having a second, third and fourth job especially when you're as focused as we were on having angel investors versus raising from institutional funds initially. We wanted to connect with individuals that we felt could bring expertise and value to our brand. Going the angel route took way more time but for us but it was so worth it because we have a cap table full of investors excited to help us grow this business.
What has the response been like? Did you feel the pressure when it launched to sell through? Why/Why not?
The response has been incredible. We are over 2x our projections and have sold out of polish twice. To inspire a movement of women doing their nails at home and actually enjoy it (and feel good about the results) is such a privilege. I love hearing from women who say they never thought they could do it themselves and that the Studio Box made it simple for them or that doing their nails on Sunday nights is now their new self-care beauty routine they look forward to. Plus, we were able to bring differentiated products to the market and they are resonating. To consistently hear how long the polish is lasting and have manicures lasting 10, 12, even 14 days is literally awesome. To have created a 7 free formula that truly lasts is a dream come true.
“Raising money is like having a second, third and fourth job.”
What other products are in the works and will they be available at Target?
We have a product pipeline of over 50 products for the next few years. While we cannot share our upcoming innovation yet, we are so excited to continue to disrupt nails. For us, it’s all about beautiful nails for everyone and making at-home nails easier, better and more fun than ever before. This north star will continue to guide us and there is so much we have planned to make this mission come to life. We will also have extensions of our current offerings and collaborations too. We have no lack of ideas over here, we're pretty nail obsessed. Target was an awesome summer collaboration. We will let you know when we have more news to share on retail partners in the future.
What are some valuable mistakes/lessons you've learned from the experience of creating a product?
The biggest focus should always be making sure the product solves a problem or need. Next up is making sure the product actually is good and works—the packaging is the sprinkles, not the cake or the icing. And finally, but equally important: what are the costs to make this product and can you still afford the soft costs on top of those hard costs.
Where do you think is the most important area for a business owner to focus their financial energy?
Efficiency is huge. We are focused on creating a sustainable business so we can continue to scale and grow and serve more consumers. For us, that means being smart on the cost of goods, being thoughtful about who we partner with and being disciplined internally to focus on efforts that drive results and impact the consumer most effectively.
What was your first big expense as a business owner?
Since I started as a salon owner, my answer to this will be different than a traditional CEO of a CPG (consumer packaged goods) company. The salons were extremely expensive to build—we use a lot of custom furniture and don't skimp on anything important that makes the Olive & June brand—but they are the hub of our IRL experience. I've learned in the process that some things matter more than others and have been able to assess where we can cut back but where it still totally makes sense to spend.
How did you decide what to pay yourself?
It's always been my belief that in the beginning, the founder should take as little a salary as they are able to. As you scale the business, I still adopt that philosophy mostly because the more cash you have, the bigger (and thus more effective) your team can be. For me, it has always been about surrounding myself with a team that is way smarter and more talented to continue to build Olive & June.
How did you decide what to pay employees?
Every position is different, but I always suggest talking to other founders and people in relevant businesses for factual industry checks on compensation. Compensation can get pretty emotional (in either direction) and it doesn't have to be. I also firmly believe that there are many factors that go into compensation and it's important to find out what matters to each person on your team. For one person it could be a work from home day every month, no questions asked while another would prefer more financial compensation. Everyone is different and a good manager learns what makes people happy.
“It’s always been my belief that in the beginning, the founder should take as little a salary as they are able to. ”
What are your top three largest expenses every month?
Team, creative, and facilities.
How much do you spend on office space?
As little as possible. We're scrappy.
What apps or software are you using for finances? How did you decide when to hire a financial advisor (if you have one)?
We work with an outside accounting firm and have since about six months in. We should have worked with them since before day one. Never skimp on accounting.
Do you wish you’d done anything differently in your financial journey as a business owner?
I always wish we spent less—I'm the one who has to fundraise ultimately—but all missteps are lessons. I am proud to say we have learned and grown a ton in the past six years.
“Be scrappier than is comfortable. ”
Why should women talk about money?
Hopefully, we get to a place where talking about money is factual. The emotional component creates anxiety which I have struggled with in the past. I really look up to women I work with at Olive & June—our CFO and GM specifically—who effortlessly have nonemotional financial conversations. It's both refreshing and inspiring.
Do you have a financial mentor?
I have a few, but my most recent is one of our investors, Vanessa Wittman, the former CFO of DropBox, Oath and now the CFO of Glossier. Vanessa is one of the most straightforward and direct people, while still having a real enthusiasm for life. Her passion for business is contagious while also totally grounded and warranted. She's my new numbers girl crush.
What is your best piece of financial/money advice for new entrepreneurs?
Rethink outsourcing key jobs to vendors that you can do yourself at the beginning. Be scrappier than is comfortable. It's easy to spend money, it's harder to think through cheaper solutions but you'll save money, equity and you'll be smarter than you were before.
Who do you want to hear money advice from next? Share it with us in the comments below.
“Bite Off More Than You Can Chew and Chew As Fast As You Can”—Elaine Welteroth on Unlocking Female Empowerment
More than enough.
They say anxiety can be mistaken for excitement. Or at least, that’s what my mom would tell me to ease my pre-interview jitters during my post-grad job search. You know the pit in your stomach that churns up until you are faced with something you are terrified to fail at? It’s quite a unique feeling. For me, I felt those jitters before every job interview—where I would be asked about my capabilities and qualifications for a position that I wholeheartedly thought would be my future. It was a change in pace when I felt those same jitters on the day I was going to interview someone in return.
My whole life I wanted to be a journalist. For as long as I can remember, I felt that writing was far more than an academic endeavor. Rather, it was something I was passionate about and wanted to pursue professionally. Fast forward to the present day, I was fortunate enough to land on my feet at Create & Cultivate as the editorial assistant under editorial director Sacha Strebe—a seasoned editor and writing guru. And within my first two weeks, I set off on my first big project. I was invited to an event hosted by All Bright—a membership community that was created for women by women to network, collaborate, and support one another.
On that summer afternoon, we gathered for an intimate paneled discussion and backyard lunch celebration for former Teen Vogue editor-in-chief, Elaine Welteroth, to unveil her new book More Than Enough. Spending that time “cheersing” to her accomplishments meant more to me than anything else I could really pinpoint at that moment. Welteroth has been a constant inspiration to me and my career path. So, I was nothing short of ecstatic to learn that I would be meeting her in person. Prior to the event, I mustered up the courage to ask for quality time with Welteroth to interview her and pinched myself when I was given the go ahead.
For those not familiar with Welteroth or her groundbreaking, culture-shaking milestones: she is 32 and practically at the top of Mount Everest (although she told me in our chat, she’s “still grinding”). Welteroth brought social and political context to a magazine that historically focused on surface level topics and teenage whimsy. She took a stab at reinventing an entire publication and was more than successful in doing so. She reframed conversations to educate not only the younger female generation of readers but caught the attention of adults, too. She redirected young women to a vehicle of truth and strayed from diluted content. She provided her audience with an empowered, female voice from a person who actually looked like them and consciously fought for them. Her intentions were fierce and strategic all at the same time.
Welteroth has broken a multitude of societal molds. She was the youngest person appointed editor-in-chief in Condé Nast history and the first African American ever to hold the post of beauty and health director at a Condé Nast publication. After making history at Teen Vogue and sparking an incredible social movement during her tenure, Weletroth made the decision to leave her role and continue her plight in bridging the gap—thus crafting her memoir. She summed it up here at the event when she said: “there is an audience for this book and they need the book now.” I couldn’t agree more.
After we clinked our champagne flutes and lunch wrapped up, I picked Welteroth’s brain about her career mantra, being the youngest at the table, and how social media has affected her mission. Follow along for some insight into the world that is Elaine Welteroth’s.
Natalie Engel: At Create & Cultivate, our mission is to empower women to create and cultivate the career of their dreams. I want to know, what is your mantra in regards to your career?
Elaine Welteroth: It’s interesting. When I was in my 20s, I remember thinking and saying all the time, bite off more than you can chew and chew as fast as you can. That was my mantra. Then I hit a burnout phase of my career and realized I needed to rethink the way I approach my work. I needed to reexamine the way I was showing up in this hustle culture that we live in. I heard another quote from someone that stuck with me and it was this wonderful educator and writer-activist Eve Ewing. She said, “there is no glory in a grind that grinds you all the way down.”
That really just stuck with me. Obviously, I’m still grinding. We’re all still hustling. But I think the thing is to make sure that you’re in alignment with and you’re hustling for work that is fulfilling and that work is energizing and not depleting. We still need to create boundaries around our work lives and our personal lives. I’m still finding that balance. I think balance is elusive. I don’t know if there’s a true destination where you can experience true balance but I do think I’m more diligent about creating boundaries now than I have ever been and 30will do that to you. I hear children will do that to you. I’m not there yet but will report back. Although my book feels like a baby, I will say that.
NE: That’s awesome. What advice can you give to somebody who’d like a seat at the table but feels like they are not prepared yet?
EW: Well actually, age has been something that has been a little bit of a challenge for me to grapple with overtime. I’ve often been the youngest person to be in my position. I’ve also been responsible for a team who are reporting to me, who are older than me and that’s never easy. Actually, for all of my 20s, I never told anyone my age. I protected my age fiercely because as women, ageism works both ways. You can easily be undermined and undervalued if you are perceived as too young for a leadership role and that’s definitely something I’ve confronted throughout my career.
So I understand that sort of anxiety or insecurity around being too young to have a seat at the table and to have a voice in the conversations, and it’s something I’ve definitely battled with over time. But what I think I’ve come to realize is that the most transformative work that I have been able to do in my career came from those things that made me feel like an outsider or feel less than, you know. Being the youngest, being the only black woman in the room often, and being a woman has actually equipped me to do the exact kind of work that I’m meant to do in the world. So, it’s been about leaning into those things that can cause anxiety or insecurity and recognizing that they’re actually your superpowers and trying to remember that, remember that you are actually there speaking on behalf of entire communities that maybe don’t have a voice at the table. I think that helps empower me whenever I feel isolated or alone I just think of all the people that I’m there speaking on behalf of and it’s empowering.
NE: Completely. I think it goes back to what you were saying about the highlight reel [on Instagram]. You are young and have accomplished so much which makes it seem like you haven’t had any missteps or you haven’t seen too many obstacles. So, from an outsider’s perspective, it’s like ‘oh, she has it down.’
EW: Yes. That’s why I wrote this book. There are so many universal aspects to this “success story” that we never talk about. I’m hoping this book is an invitation for women to come to the table and crack open a hard conversation around success—striving for life and work goals. It’s never what it looks like on Instagram. We are scrolling and comparing ourselves and I just think that I have a responsibility to tell more of the truth to this next generation coming up.
It’s the same sort of mission that you guys have at Create & Cultivate. It’s bringing women together to have real conversations so we can support each other, in real time. Not when we’re fifty and looking back at our lives and then telling the truth about all of that. Let’s do it now. This is the generation of new role models of women in business and in leadership roles. We’re rewriting the rules every day. We’re kind of creating our own playbook. We need to be sharing our tools and our experiences with each other so that we’re better preparing the next generation. That’s my purpose... that’s the goal behind writing this book and starting this conversation.
NE: How do you feel social media has affected your voice and your mission?
EW: It’s interesting. I don’t think I would have had some of the opportunities I’ve had if social media hadn’t come along. [Social media] has kind of broken down some of the old rules around there being a handful of gatekeepers that decide who gets to share information. I feel really grateful to be a part of this social media generation. There’s a proliferation of new voices who are carving out their own communities and ways to connect with each other. I think the old ways of being validated by a corporate structure or by a handful of gatekeepers is kind of a thing of the past.
So, I know that [social media] helped me find my voice in an industry where I often felt really intimidated. I was often the youngest and the only brown girl. Sometimes it was hard for me in real life to be in social environments and networking. I always hated those environments. But I found social media as a great outlet to really express who I am, what I care about, and causes that matter to me. I think through that, I was somehow able to find and bring my voice into the work that I was doing. So, it was actually a tool that I found to be really empowering.
It’s safe to say I left this conversation with goosebumps and a reinvigorated sense of empowerment. To get Welteroths’s full story, be sure to snag a copy of her book. Got the feels, too? Continue the conversation in the comments below on what makes you more than enough.
Cheers! Raising a Glass to 3 Small Business Owners This Month
Raise your glass.
At C&C, we believe there are few things more admirable than people who monetize their side hustle. In many cases, side gigs manifest into full-fledged careers, and small businesses. That trajectory requires a lot of hard work, late nights, and long-term commitment. So, we bow our hats to the side-hustler’s out there who put their heads down and make sh*t happen for themselves.
We had the pleasure of spending the evening with some small business owners at our intimate dinner in Miami. We discussed humble beginnings, missteps, and what the future has in store—we left feeling truly inspired. So, we partnered with Smirnoff Spiked Sparkling Seltzer to raise a glass in celebration of our current small-business crushes. These little cans of sugarless cocktails are the perfect drink for summer with flavors ranging from Berry Lemonade to Cranberry Lime. Did we mention our event attendees loved them? There’s no better way to celebrate one another than giving a shoutout to those we admire with tasty cocktails that are under 90 calories. Take a look below to see who we’re highlighting.
Danielle Barkhausens
Influencer and owner of not one but two small businesses, Danielle Barkhausen really shines under our spotlight. She has been able to embody her passion for fashion and love for coffee by starting her own clothing line and boutique cafe pop-up company. Who says she can’t do it all?!
Danielle Bernstien
Many of us recognize the handle @weworewhat for Danielle Bernstien’s iconic style and entrepreneurial charm. Bernstien has filled the white space in the fashion market with her notable overall line, Second Skin Overalls. Not to mention, she has partnered with Onia to bring us some incredible swimwear that repeatedly sells out. We can’t wait to see what is next on her agenda.
Vanessa Zambito
Vanessa Zambito’s love for fashion and stylish Instagram feed turned this successful influencer into a small business owner. Her clothing company, From VZ, has Vannessa written all over it and we can’t get enough of her graphic tees.
We Need to Talk: How I Dealt With Founder Depression and Came Out on Top
Never doubt the underdog.
We Need to Talk is a bi-monthly, anonymous series, where contributors share stories about business, life, and the stuff we don't like to talk about.
Photo credit: Laura Dee
“Worse than losing competence is losing the ability to even tell if you are competent or not.”
It was a sentence I circled around for what felt like twenty minutes. Once I got to “not” I’d find myself back at the start with “worse.”
Not worse. Not worse. Not worse. It began to feel like a mantra where I was trying to convince myself of a feeling opposite of what was happening. I’m “not worse” than I was a year ago. I’m “not worse” than anyone else in my position. Except, I was; at least I felt so in this particular moment.
The piece was written by Hanna Rosin for Lenny Letter. She was chronicling her switch from a 20-year career as a working writer to radio—a medium which she had no experience in. She then found herself back at career ground zero. Now, she is a co-host of the NPR show Invisibilia. It was a bold switch she made in her ‘40s and I was nothing short of envious.
Especially to me, founder of company "X," devouring her words while simultaneously spooning Honey Nut Cheerios into my mouth and wondering, what if I gave it up all too? What if I said screw this entrepreneur thing, the pitching, the selling, the sweat and tears, and pumping my own money into company "X" for the last five or so years, and started over? Would that even be possible? It’s one thing to switch careers, but to shutter your own baby? I don't know, I whispered to myself, I just don't know. Not. Worse. You're not worse.
The last statement is not untrue. My company is profitable, though small. I employee 7 people. They have health insurance and paid vacations and I do the right thing by them. I feel respected by other business people and can hold my own in a conference room full of investors. On the other hand, I feel a wave of uncertainty.
It's a feeling often pegged as "impostor syndrome." When you're not sure why or how you've made it and that soon those rose-colored glasses through which everyone sees you, will become less rosy and more mossy. They'll see that you don't have the experience, the foresight, and will challenge that you are charging exorbitant prices for your services. (Stick to your money guns, you're not. There's a reason someone paid you XYZ to start—you're worth it).
In some cases, impostor syndrome can manifest into something far less talked about: founder depression. They don't talk about it in business school or boardrooms. Women certainly don't seem to talk about it in front of male peers. From what I've seen, they don't even like to talk about it in front of other female founders. But why? What is founder depression and why does it hover like a grey cloud over your professional and personal life?
Starting a business takes a leap of confidence. It’s you telling the world, “Hey, you need this service or this product and I am going to be the one to deliver it to you. Me. Out of the 7.125 billion people on the planet, I have the ability to solve this problem for you…" That’s no small undertaking. And the outcome of all your hardworking and determination to make you company successful may not always end in happiness or perfection. In some cases, it is common to develop a form of depression that is hard to shake. And how does that affect your confidence and ability to sell yourself as a business owner and your product? Telling someone you're depressed feels like the opposite of both confident and competent. Especially as the leader of a business venture that you’re trying to sell to the world. Scary, right?
No one, not even your best, most trusted employee, will care as much as you do about your vision for your business. There are days when you’re completely disheartened, as if the anxiety is a tide waiting to pull you under and all your doubts pull you to the bottom of the ocean. There will be nights when you stare at the ceiling wondering why you started the business in the first place and there are moments where you lose the ability to discern if you’re competent or not.
"There are moments where you lose the ability to discern if you’re competent or not."
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There is no worse feeling—the feeling of incompetence. But it's also temporary. (You should also talk to other founders and understand that this feeling, this doubt, this low—is completely normal.)
As a female founder, you don't want to be perceived as weak. Beyond that, no one wants to feel weak in their leap of faith to launch your own business. I’m telling you to reconsider that feeling. Doubt should be used as a driving force rather than a setback. It’s our missteps that make us stronger. It is our weaknesses that make us reevaluate our strengths and propel us forward.
Look. Here’s what happens on a bad day: an employee quits, three deals blow up in your face, and your dog runs away. You feel completely alone; solopreneur for life.
Here’s what happens on a good day: homeostasis.
Here’s what happens on your worst day: your business folds.
Here’s what happens on a great day: you land an account, something that has been pending for months gets SIGNED, Forbes sticks you on 30 under 30, the most talented copywriter comes to work for you, and your grandma calls to tell you she’s proud.
And that is when you realize, you're "not worse." No. Quite the opposite.
"You are competent." You are brilliantly competent.
This story was originally published on June 26, 2016 and has since been updated.
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Turning a Page—5 Successful Women on the #1 Book That Changed Their Career
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In this age of information, we have everything we need to start a new business, create a website, or set up a budget right at our fingertips—Google is a powerful tool. But sometimes you need a deep dive into the topic to truly understand the scope of what’s required from every angle—that’s when we turn to books. In our new series, Turning a Page, we ask successful people to share their go-to tomes that helped transform their business. Whether you listen to them or need to physically flip the pages (and write notes or underline the text like us!), there is so much power in self-educating. Ready to turn a page in your career? These books will help take you there.
This time of year, there are dozens and dozens of reading lists being published. The best romantic novels, fiction finds, and self-help books get aggregated into lists so you can optimize your free time. And I live for these lists but while I trust these authors and their recommendations, it’s nice to take a page out of an expert’s book.
The experts I’m talking about are successful women who have grown their own businesses and represent aspirational careers and skill sets we all admire. So before you head out on your next vacation or need some reading material for your long haul flight, be sure to take some of these recommendations with you.
Sophia Roe, Chef & Sustenance Maker
Book: The War of Art by Steven Pressfield
“This is a hard one, as I am constantly reading, and working on ways to better my approach to business, and evolving personally as well. But consistently The War of Art by Steven Pressfield is the one I always find myself grabbing again, and again. It’s the perfect book for anyone who is struggling with inspiration, motivation, and/or all I wanna do is be a writer, but I’m not writing—why?
“He really gets to the bottom of what it’s like to break down barriers, resistances, and mental blocks that we create in our minds that keep us from following our dreams. It’s also a super quick, and easy read. I’ve easily gifted this book to over 10 of my friends who are struggling with creative blocks. It does such a great job of kickstarting your spirit.”
Jane Ko, founder of A Taste of Koko, Austin Food & Travel Blog
Book: Go Ask Ali: Half-Baked Advice (and Free Lemonade) by Ali Wentworth
“I was walking by one of those book shops in the airport and Go Ask Ali caught my eye and I read it on my flight back. I've been blogging for nine years and full-time for five years. Working with several brands every month, 10-15 on some months, is very stressful and I'm constantly asking myself what am I doing? Go Ask Ali was a hilarious read that reminded me to not take myself too seriously and most things will work out at the end.”
Joanne Encarnacion, Founder of GoFitJo
Book: Pussy: A Reclamation by Regena Thomashauer
“The book that I'm currently reading at the moment that is changing or evolving my business is Pussy: A Reclamation by Regena Thomashauer. This book was recommended by a friend when I mentioned that I wanted to get into relationship and sexuality coaching to help women show up as better partners to themselves and for their partners. Originally I had no idea that the author of this book and I had walked similar stories of pain and struggle in our upbringing. As I dove deeper into this book it gave me a better understanding of womanhood and the pieces of a woman's life that I can help guide and uncover as a women's life coach.”
Karlee Andrews, Founder of Madame Andrews
Book: #Girlboss by Sophia Amoruso
“When I read #Girlboss by Sophia Amoruso, it changed me. She is unapologetically herself and I admire that so much. Confidence is always something that I've struggled with so when I read her book, I lived through her in a sense. And by doing that, it helped me have confidence that I can accomplish my goals, even if not how I imagined. Confidence, and believing in myself, are the main things that I took away from the book. My goals have changed about a million times through my career, but if I strive to be confident in myself and in what I do, I find that I'm more at peace (even when I'm stressed).”
Taylor Walker, CPT, BARRE, Holistic Health Coach
Book: The Subtle Art of Not Giving a F•CK by Mark Manson
“This may sound funny, but The Subtle Art of Not Giving a F•CK was a game changer for me. We live in the age of comparison and FOMO and I felt like I was shifting my brand to fit in with my peers—I started to feel inauthentic and a bit scattered. When brands would pass on a collaboration, I would begin to feel inadequate and harbor unnecessary anxiety.
“After reading the SANGF I was able to re-focus and find my confidence again. What I had thought were missed opportunities turned into an honor that I was even being considered. After reading it, I embraced the unknown with a newfound freshness and ability to forge forward, cultivate new relationships and develop a solid new vision for my brand.”
What book changed your career? Share it with us below?
Make a Difference—3 Steps to Kickstart Your Own Nonprofit Organization
It’s not exactly easy, but it’s worth it.
Jori Hamilton is a writer and journalist from the Pacific Northwest who enjoys covering topics related to social justice, business, and feminism. You can follow her on twitter @hamiltonjori or keep up with her latest work on her Contently.
As a person who is passionate about humanity, it isn’t difficult to see the disheartening array of hardships and problems that desperately need addressing. After recognizing the issues, the next step is to do something about them. Are you passionate and organized? Maybe it’s time to consider starting a nonprofit.
Starting a nonprofit is not exactly an easy task, but it is a powerful way to direct funding, people, and attention toward the causes that matter to you personally. Nonprofit organizations provide a substantial benefit to the communities where they are focused and play a major role in helping to address concerns. If you believe that you have the dedication and ability to start a non-profit organization, here are steps to help you get going.
1. Address Your Issue
There are so many reasons to start a nonprofit. So many, in fact, that it can be hard to choose just one to focus on. Some of your reasons may be:
You’ve suffered through a terrible situation but are willing and able to share your experience to help alleviate the same scenario in other’s lives.
The Pablove Foundation, a nonprofit that raises funding for cancer research, family education, and grants to improve the lives of children living with cancer, is the perfect example of this. Jo Ann Thrailkill lost her son, Pablo, to a rare type of kidney cancer at a young age. She turned her experiences from this hardship into a nonprofit that makes a positive difference in the lives of children living with cancer and their parents.
You have lived through difficulties you hope future generations can avoid.
The types of issues you see in the world can be greatly influenced by your background, and you may be in a unique position to help make a positive change. For instance, if you are a minority, it may be perfectly obvious to you that there is a need to increase diversity in STEM. A nonprofit designed to offer assistance and opportunities for minorities in the field may be just the ticket.
You are in a strong position to make a difference. Your upbringing or educational background may give you greater insight into how exactly to solve specific problems in the world today. Take Shanay Thompson, who started the nonprofit Every Kid Fed. Thompson was previously a model and is now a medical school student who realizes her unique experiences give her a profound opportunity to help tackle childhood hunger in a way that helps avoid common stigmas.
You are passionate about tackling difficult topics and reaching people.
A large part of running a nonprofit is convincing people to donate money or time to your cause. This means you have to be passionate enough to make them see why your cause matters. Some of the most difficult tasks to garner support for involve problems that are not in our backyards, such as wildlife conservation or climate change action. If you are passionate about a cause, a nonprofit may be the perfect way to express it.
2. Recruit Passionate People
After coming up with the perfect idea for a nonprofit and thinking through the ways you’d like translate your passion into action, the next step is to find the right people to help you make it a reality. Running a nonprofit is a great deal of work that may done on a volunteer basis for a long time, and you cannot be expected to do it all by yourself. Finding the right people who share your ideas and goals can ensure your nonprofit will thrive throughout the potentially difficult times ahead.
As you begin to put together your team, take steps to make sure everyone is on the same page and moving toward the same goals. Develop solid working relationships and work on team building right off the bat. This can help you to identify strengths and weaknesses, as well as communication styles in the team that can help you to move through workflows more efficiently in the future.
Additionally, start looking for partners and organizations that you can do work with. For example, if your nonprofit will focus on increasing English literacy in neighborhoods with recently settled immigrants, connect with local refugee centers and schools that may be looking for additional help. Consider your costs as well: Are there local businesses that may be willing to contribute time or space for practicing conversational English or exploring job opportunities?
3. Organize, Finance, Market
You have an idea, a plan, and a team; now it’s time for the most important and difficult step: getting off the ground. Organizing and financing a nonprofit can work in similar ways to a for-profit company. Clear budgets that account for all monthly expenditures are necessary to meet qualifications of a nonprofit and attract investors.
Nonprofit organizations are tax-exempt, which means they are able to redirect those funds into community-benefitting activities. It also means a boatload of paperwork at both the federal and state levels. Documents must be submitted yearly to both the IRS and any state-level revenue agencies to ensure you retain your nonprofit status.
Finally, you’re cleared to implement your idea with your team. In order to get off on the right foot, start with a strong marketing plan for your nonprofit—one that exemplifies who you are and what you have to offer your community. Get your name out there as much as possible. When it comes to your first public appearance, make sure it is clear everyone knows what you’re about. Work to create demonstrable improvements that you can point to and show off your success.
There are many, many noble reasons to start a nonprofit. If you are considering doing so, evaluate your idea and develop a strong plan. As things begin to come together, build a strong team, organize finances, and start marketing. Soon you’ll be making a difference to be proud of.
Are you starting a non-profit organization? Or do you have one already? Share it with us below.
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From Here On Out: 16 Steps to Financial Success for Every Stage of Life
The first day of the rest of your life.
This story was originally published on February 17, 2019 and has since been updated.
THE SOONER YOU START CRAFTING A FINANCIAL PLAN, THE BETTER YOUR CHANCES OF HAVING A LIFETIME OF FINANCIAL SUCCESS.
Have a 401k? Are you putting your dollars into an IRA? Do you know the 50-30-20 rule? You want to set out on your own, buy a house, plan for retirement? There's no time like the present to give yourself the present of a future. So let's talk money, honey.
YOU'RE TWENTY? WELCOME TO ADULTING.
No longer a teen, no longer relying on your parents to bail you out of tricky financial situations, and perhaps paying for your own health insurance. Your twenties are when you first really start to understand the inner-workings of earning, saving, and planning for your future. Especially since you're facing down an overcrowded job market and some oh-so-painful student loans. The Class of 2015 is the most indebted in history, the average student owing $35k, and many others taking out second loans for grad school.
In order you prep for a secure future, in your twenties you should focus on saving-- and that means living below your means. You might be tempted to blow that first big(ish) paycheck, or YOLO it for a bit, but if you're dropping dollars you don't have and racking up hefty credit card debt, you're screwing yourself. Forget FOMO, you should be more concerned with FOMRO (fear of money running out.)
Forget FOMO, you should be more concerned with FOMRO (fear of money running out.)
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1. PAY YOURSELF FIRST. You've heard of treat yo'self. This is pay yo'self. This catchy tagline is intended to encourage saving. Even if it's a small amount every week, you need to start putting money away. Here's a tip: If you're using cash and you break the bill, deposit the rest of the amount into savings.
2. YOU NEED AN EMERGENCY FUND. If you lose your job, get sick, or are unable to work, financial planners suggest having an emergency fund that can cover a month's expenses. That way you're not dragging yourself into debt when you're already down.
3. LEARN THE 50-30-20 Rule.50 percent of your income should cover needs like rent, food, and transportation costs. 30 percent should cover things you want like night's out with friends, the occasional trip, maybe a new pair of shoes. 20 percent should be put away. This doesn't always work out every month, expenses pop-up, but you should be tracking your finances too see how close you're hitting the goal.
4. STOP GETTING PARKING TICKETS. You need to be financially responsible now and stop wasting money. If you have a pile of unpaid parking tickets in your glove box, it's time to take a good hard look in the mirror and at those parking signs.
5. START SAVING FOR RETIREMENT NOW. If it sounds crazy, it's not. LearnVest, a financial program that is accessible to everyone, released a study finding that a planner who starts putting $600 a year away at the age of 25 will have $72k by 65.
6. TAKE ADVANTAGE OF 401(k) EMPLOYER MATCHING PROGRAMS. It's hard to think about the "future" when it feels like a distant nebulous blob. And you're first thought at putting money into a 401(k) or similar program might be: I want this money now. However, if you're lucky enough to land a job where your employer offers a contribution-matching 401(k) do not overlook this opportunity. It might mean a slightly smaller paycheck, but it's free money for your future. You'll barely even notice it, but you will notice the chunk of savings you've accumulated by the end of the year.
ALRIGHT, YOU'VE HIT YOUR STRIDE IN YOUR THIRTIES
If you learned how to save and plan in your twenties, in your thirties:
1. ALL OF THE ABOVE RULES STILL APPLY. You need to consistently practice saving-- both for short-term and long-term goals. Want a house? That down payment doesn't come cheap, and to get a bank loan you need to have proven steady income, and cash in the bank.
2. CREATE A DEBT-FREE-BY-40 SCHEDULE. You should also aim to be completely debt-free by the time you hit forty. That way you enter the big 4-0 able to focus on your nest egg instead of those student loans.
Beyond that many of us typically make some very significant financial decisions in our thirties, like buying the aforementioned starter home, or starting a family. You might have more money in your thirties, which means it's prime time to be even more careful about how you spend. It's called lifestyle inflation-- don't get caught in it. When we have money in the bank we feel a little freer to spend on "unnecessaries," which can be dangerous. Treat yourself, sure, but don't treat yourself right out of a comfortable future. Short term pain, long term gain.
"Don't get caught in lifestyle inflation in your '30s. Live within your means."
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3. PAY YOUR BILLS ON TIME. If you're looking into home ownership, you can be sure the bank is looking into you-- and every bill you pay, or haven't. From checking if you've paid your car payments on time and haven't lagged on other bills, to seeing what you spend monthly. If you have creditors chasing you down, you can bet your bottom dollar that those bigger life purchases are going to be impossible to acquire. Good credit is a must if you want a good rate from auto loans to mortgages.
4. START INVESTING. You need mix up your investments by starting a stock portfolio which sets you up for greater financial security in the long run.
5. BUY A COOKBOOK. All that money you spend out eating out in your twenties? It's time to meal-plan in order to financial plan. Americans spend more money on eating out than on groceries. And with apps like Postmates making food delivery a cinch, we're tossing away dollars.
6. STOP BLIND SPENDING. We tend to work longer hours with every passing decade. And the app economy has made convenience very appealing-- but it's at a high cost. Apps like the aforementioned Postmates make it easy to spend without seeing. What the tech banks on is that you're not registering how much you're actually spending. A five dollar delivery here, six dollars there-- in the immediate it seems small, until you realize you've spend 300 the last month of delivery fees. That's 300 dollars you could be putting in savings or an emergency fund.
WELCOME TO FORTY & THE REST OF YOUR LIFE
1. OUT OF DEBT? YOU SHOULD BE, OR CLOSE TO IT. Wild to think about it, but in your forties you're closer to retirement than you've ever been before.
In 2013 data showed that the average female worker in the U.S. retires at 61. You should be as close to out of debt-- especially with those student loans, than ever before.
You shouldn't be paying off your student loans while paying for your kids to go to school.
2. INCREASE YOUR SAVINGS. From your emergency fund to how much you're putting away for retirement. Since the aim for your forties is to be out of debt, you should be able to reallocate those fund into savings. Your life is probably a little more expensive than it was in your thirties and the stakes are a bit higher. So even if you're making more money, that mortgage, cost of kids, and that nicer car don't pay for themselves.
3. MAXIMIZE YOUR CONTRIBUTIONS. Currently, for 2016, the 401(k) and IRA contribution limits are $18k and $5,500, respectively. In your forties you should be maximizing these contributions, especially if your employer matches your donations.
4. START A COLLEGE FUND, IF YOU HAVEN'T ALREADY. If you're planning to send your kids to college, it won't come free or easy. Higher education comes at high costs. According to the College Board, the average cost of tuition and fees for the 2015–2016 school year was $32,405 at private colleges, $9,410 for state residents at public colleges, and $23,893 for out-of-state residents attending public universities. That doesn't include: housing, meals, personal transportation, or books.
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