Classifieds: Dragun Beauty, Blue Apron, and Tweezerman
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Photo: Colorjoy Stock Photography
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FEATURED JOBS
KT Merry | Social Media Manager | Remote
Dragun Beauty | Senior Manager, Social Media and Community | Los Angeles
Cuyama Buckhorn | Executive Creative Assistant | Los Angeles, CA
J Public Relations | Account Director of Consumer | New York or San Diego
August United | Social Media Manager | Tempe, AZ
Stitch Design Co. | Account Manager | Charleston, NC
REMOTE
KT Merry | Content Marketing Director
KT Merry | Assistant Project Manager
A Design Partnership | Account Executive
A Design Partnership | Account Manager
DIFF Eyewear | Influence Marketing Manager
C/C/G | Jr. Marketing Manager
WEST COAST
Omelet | Marketing Manager | Los Angeles, CA
J Public Relations | Social Media Manager | San Diego, CA
August United | Influencer Marketing Manager | Tempe, AZ
Lyft | Content Marketing Manager | San Francisco, CA
Deckers Brand | Social Media Manager, Tevas | Seattle, WA
Bitly | Website Marketing Manager | Culver, OR
EAST COAST
Revlon Inc. | Manager, Marketing | New York, NY
Blue Apron | Affiliate Marketing Manager | New York, NY
Frank Body | Manager, Marketing Analytics | New York, NY
Tweezerman | Junior Marketing Manager | New York, NY
Fresh | Executive Assistant | New York, NY
Mailchimp | Group Product Manager | Brooklyn, NY
"Starting a Company Wasn’t Something I Ever Thought About Seriously"—Then a Miscarriage Changed Everything
Pass the Salt founder Alexandra Glass on finding joy and purpose in entrepreneurship.
Photo: Courtesy of Alexandra Glass
To say that 2020 has been a tough year would be the understatement of the century. This year has brought the world to its knees, and my life is no exception. This is a story of how I picked myself back up. How I channeled my energy into starting a business after journeying down a rocky path to motherhood. But mostly, how I reawakened the lion inside me, which is as fierce as ever.
My tough 2020 started on January 2nd, just months before the pandemic began. To ring in the New Year, we had friends coming to visit us from Spain. My husband and I excused ourselves from playing tour guides for a routine check-up with our OB-GYN. That visit would be, what we thought, our first listen to our baby’s heartbeat. It never occurred to me that something could go wrong, or that life might deviate from the plan.
Truth is, I was one of those people that fell into the “a miscarriage could never happen to me” category. Sure, they told me that it happens to one in four women when trying to get pregnant, but that wasn’t the news I was expecting to hear on January 2nd. It’s hard not to put on the rose-colored glasses when you’ve got the excitement of becoming a mom on the horizon. And it’s because of those glasses that the words spoken by my OB-GYN that day brought me to my knees.
I tried to toughen up. I tried to swallow that heart-breaking pill. But getting over it wasn’t that simple. I couldn’t get out of bed. I felt empty inside. Like I had failed at becoming a mom. Like I had failed at my duty as a wife. My entire life I’ve had this mantra that I can accomplish anything I set my mind to. But this was the first time that everything felt completely out of my control.
I called friends and family for support. Instead, what I heard was, “You’re so young, you’ve got time.” And, “I have a friend who had it worse.” And then, of course, “You just started trying, this happens to everyone.” It’s as if I was asking permission to be sad, and all I got back was a move-on response blanketed in empty consolation words. I’d never felt more alone in my life.
Photo: Courtesy of Pass the Salt
When women suffer a loss like this, the healing period doesn’t boil down to a single moment in time. It takes weeks to recover physically, months to process emotionally, and even longer to overcome mentally.
After a few months of dealing with mild depression, my husband encouraged me to talk to a professional. I realized that I was looking for support in all the wrong places. On top of that, I had a mountain of residual emotions from old childhood trauma resurfacing that I never really dealt with. Emotions have a sneaky way of bubbling their way back up, whether you’re ready to process them or not. And in hindsight, talking to a therapist was one of the best decisions I’ve ever made.
I started getting acupuncture a couple times a week, taking vitamins daily, meeting with a fertility specialist, tracking my ovulation cycle, getting blood work done, and cutting back on the coffee and alcohol. I knew that staying in bed wasn’t going to fix my fertility issues. What I needed was motivation, a distraction, something to lift my spirit again. That’s when I started to flesh out my idea for a business.
Starting a company wasn’t something that I ever really thought about seriously. But in all honesty, I had no interest in returning to the corporate life grind.
Before the world went on lockdown, I took a solo trip to Oaxaca, Mexico (if you haven’t visited, add it to your bucket list immediately!). That trip was a major turning point for me. It’s one thing to put your idea on paper, but it’s a whole other thing to start building it alone, in a foreign country, while putting your own dollars on the line.
The best part was getting the chance to connect with the community. I’d wander through the markets, falling in love with the hand-stitched Otomi coasters that took hours and hours to make, speaking with the local merchants and sourcing products, while soaking up every drop of knowledge from the Oaxacan mezcaleros.
Photos: Courtesy of Pass the Salt
As the daughter of a Colombian immigrant, I’ve always had the belief that I can figure anything out. In fact, it was entrepreneur and author Marie Forleo who said it best: “everything is figureoutable.” I took those words to heart. I spent hours listening to podcasts, downloading audible books, and going down the Google rabbit hole. After many trials (and plenty of errors), I took my savings and an investment from my husband, and was finally ready to introduce Pass the Salt to the world.
I wanted to create something that simplified the art of hosting while capturing cultural traditions and giving people an excuse to gather with friends—something that felt particularly crucial this year. And Pass the Salt—an at-home hosting experience filled with cocktails mixers, tablescape additions sourced from my travels, and personalized entertainment recommendations—really achieves that.
What I’ve learned from starting a company is when you take a leap of faith, it’s not always going to be a smooth landing. But putting your energy toward something that you’re passionate about, something that motivates you, even in the face of failure, is what makes the leap worth taking.
When the second miscarriage came, it really dawned on me that fertility might be more of a journey than I’d hoped for. But this time around, I felt more equipped to handle it. This time, I gave myself space to heal. This time, I had a reason to get out of bed.
Motherhood will come when it’s meant to come, but right now, I’m focusing on sowing the seeds of my brand like it’s my child—watering it, nurturing it, watching it grow.
About the author: Born in Puerto Rico and raised in Orlando, Florida, Alexandra Glass always dreamed of traveling the world. And when she met her now-husband, Jesse, and moved to Barcelona, Spain in 2017, those dreams became her reality. Two years, twenty countries, and three wine certifications in the bag (WSET 2, WSET 3, and CSW), her unrelenting wanderlust and love for wine and the backstories behind the labels turned out to be a recipe for something great: a female-owned company that champions other inspiring women, sprinkled in with a few of her favorite things. Cooking, entertaining, cocktails, conversation, and pieces that tell a story—or what Alex likes to refer to as, stuff with soul. That’s the magic that is Pass the Salt.
Alexandra has generously extended a 25% discount at Pass the Salt for Create and Cultivate readers. Enter the promo code CCIWD25 at checkout. This is a one-time code, one per person, for 25% off site-wide, there is no expiration date to the promotion.
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How You Can Help Small Businesses ‘Foot the Bill’
Small businesses are not only the foundation of our economy, they are the heart of our communities.
In honor of National Women’s Month, we’ve teamed up with Vans to help "Foot the Bill" and provide financial support to women-owned small businesses across the country.
COVID-19 has changed all of our lives—socially, emotionally, physically, and certainly financially—in the blink of an eye. We have seen the impact of the coronavirus pandemic hit our communities, economy, and our main streets. While the business impact of COVID-19 has varied depending on industry, there's one group that has been hit particularly hard in America: women-owned small businesses.
In honor of National Women’s Month, we are teaming up with Vans to help “Foot the Bill” and provide financial support to local, and community-driven small businesses across the country.
The Vans “Foot the Bill” initiative invites independent shops and community-driven organizations to collaborate on a custom footwear and apparel design, featuring original artwork that best represents their business’ identity. The exclusive designs are available for purchase through the Vans Customs website, and the net proceeds from the "Foot the Bill" merchandise go directly to the participating partner to help them navigate through the present challenges.
New businesses and venues are added to the “Foot the Bill” website each week, where consumers can learn more about each business’ story, how they will be utilizing the funds that they receive, and the inspiration behind the design that they have selected for their footwear and apparel.
We believe that small businesses are not only the foundation of our economy, they are the heart of our communities. Supporting women-owned small businesses – as a woman-owned small business ourselves – is at the core of what Create & Cultivate stands for.
Our “Foot the Bill” nominees spotlight three amazing, women-owned businesses from across the country that were deeply impacted by the events of this past year. Their enduring resilience is an expression of the unwavering commitment they have made to their communities. Financial support through this initiative will not only benefit their business, but their respective communities.
Meet the “Foot the Bill” nominees below and then head to www.vans.com/footthebill to shop and show your support.
Portland Flea + Food
is a monthly market held on the last Sunday of the month in Portland, Oregon. It’s a monthly gathering place for the creators, curators and collectors, and a haven for small business owners, local shoppers and communities alike. Every market features 40+ local artists, makers, and curators of the best vintage, handmade and locally-sourced goods in town. It’s almost certain you’ll discover a new favorite piece to treasure.
Portland Flea + Food has taken a huge hit this year, like so many other small businesses, including many of their local vendors. Your contribution not only helps support the monthly flea market, but its many creators, curators and collectors.
Grit N Glory
is a rock n roll inspired clothing boutique and tattoo studio located in the heart of NYC's Lower East Side, led by native New Yorkers Emily Conley and Veronica Mallo alongside internationally recognized tattoo artist and TV personality, Megan Massacre. A combination of gritty fashion sense with an original edge and the glory of an exclusive and coveted tattoo expertise.
Grit N Glory was one of many tattoo and retail shops forced to close this year. Your support not only helps the business stay afloat, but also provides assistance to their many artists and collaborators.
Sweat Records
opened in 2005 to cater to Miami’s huge audience of music lovers, as well as visitors to the tropical metropolis. They carry Miami’s widest selection of new and reissued vinyl, as well as used LPs, turntables, accessories, enamel pins, local merch, zines, and more. Today, Sweat Records is not only known for being a world-renowned record store, but its regular schedule of in-store and all-ages programming and events.
Sweat Records, like many brick and mortar retail businesses, pivoted to focus on digital sales this year and were Your purchase not only supports the business of vinyl, but helps to preserve the legacy of its many artists and musicians.
To learn more about Vans’ “Foot the Bill” program, nominate your favorite small business, or shop and support the participating partners, head to vans.com/footthebill.
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Driven Women Who Dream Big
Key takeaways: Dream big and believe in yourself.
Ayesha Coker brings the Porsche brand to life as the Director of Experiential Marketing for Porsche Cars North America, Inc. She leads a high-performing team focused on experiential brand marketing, strategic partnerships, driving programs, and the Porsche Club of America. In the midst of our new reality, strong leaders like Ayesha stand out by innovating, adapting, and fostering connection in new and even unconventional ways.
As an entrepreneur, Mattie James is a total BOSS in the truest sense of the word and she really does walk the talk. Not only has she successfully turned her passion project into a thriving business but she’s bringing the rest of us along with her thanks to her online courses and downloads that teach us how to build a multi-figure business, too.
In this episode of WorkParty, host Jaclyn Johnson sits down with both of these ladies to discuss how to turn your ambition into a booming business, and level up your leadership skills. If there’s one message they want you to take away from the conversation, it’s to dream big and believe in yourself.
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“In a position of leadership, you must learn how to listen to your team.”
Ayesha Coker, Director of Experiential Marketing for Porsche Cars North America, Inc
On pursuing your passion full time...
“It was really easy for me because I was fired. When you get fired you have to figure things out rather quickly.” – Mattie James
“Take action – it's hard to stop momentum.” – Mattie James
“You cannot manufacture momentum.” – Jaclyn Johnson
On the challenges…
“2020 was definitely a year to remember, but I loved watching how my team came together to create unique brand experiences for our customers.” – Ayesha Coker
“We listened to our customer and really took it to heart, banding together as a team to create unique experiences during such a challenging time.” – Ayesha Coker
On ditching the perfectionist trope…
“Being present is way more is way more important than being perfect.” – Mattie James
“There is no way to be a perfect mother, but there's a million ways to be a good one.” – Mattie James
“I like to call it life-work balance, because those are my priorities. When you honor life, you honor work and vice versa.” – Mattie James
On pivoting experiential Porsche events…
We quickly realized that nothing replaced human connection. Nothing replaced that one-on-one experience that people were longing for.” – Ayesha Coker
“Our customers are an extension of us – they're like an extended family, as we would say.” – Ayesha Coker
“We had to create our own space, so that's what we did. We called it ‘Stay Driven’ because we wanted people to stay driven during the pandemic, not to forget that we will get through it.” – Ayesha Coker
Mattie James, Influencer
““Being present is way more is way more important than being perfect.” ”
On leadership learnings...
“Having a following as an influencer is one thing, but having a community that really believes in the value of your offering is another thing.” – Mattie James
“In a position of leadership, you must learn how to listen to your team.” – Ayesha Coker
“Sometimes leaders are expected to know everything, but I find what the team needs the most is support, honesty and a clear vision.” – Ayesha Coker
“As a leader, you have to make quick decisions and then you have to stand by them.” – Jaclyn Johnson
“I tell my team that we may have different titles, but at the same time, we have the same goals.” – Ayesha Coker
On pursuing your dreams…
“Find that uncomfortable middle – you don't want to be comfortable, but you do want to make sure you're taking a calculated risk.” – Mattie James
“Get clear on what it is that you want to do, get clear on what it is that you're trying to accomplish, and when do you want to accomplish it.” – Mattie James
“We love to overwhelm ourselves with big audacious dreams. Take a deep breath, and break it down into digestible pieces.” – Mattie James
On building your dream career…
“Go with your gut. Never second guess yourself. Show confidence at all times. Don’t be afraid to make mistakes. Live your most authentic self.” – Ayesha Coker
“Self-leadership is so important. It’s plays into the trifecta self-awareness, self-confidence and self-care.” – Mattie James
“Be intentional about self-care.” – Ayesha Coker
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This Founder Sold Her Engagement Ring and Drained Her 401k to Start Her Business—Now Rihanna Is an Investor
"The possibilities made those sacrifices worthwhile."
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 office 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.
Photo: Courtesy of Denise Woodard
Denise Woodard isn’t averse to taking risks. After her daughter was diagnosed with severe food allergies, she took the plunge and left a steady paycheck and a nearly decade-long career at Coca-Cola Co. to fill the void for delicious, allergy-friendly snacks in the packaged food industry. With her desire to create safe snacks for her daughter, her experience in consumer packaged goods, and her wide network, there was just one thing standing in her way: capital. Despite Partake Foods gaining traction and securing local placement in Whole Food and Wegman stores, funds were tight early on. “In the beginning, I sold my engagement ring and drained my 401k,” Woodard tells Create & Cultivate. “The possibilities with Partake made those sacrifices worthwhile.”
Fast-forward to 2021 and those possibilities have certainly panned out. Partake Foods is now stocked in nearly 3,000 stores, including retailers such as Target, Whole Foods, and Sprouts, and Woodard recently made headlines as the first Black woman to raise $1 million for a food startup. In fact, more than half of the $7.5 million she’s raised for her startup is from Black investors—including Marcy Venture Partners (the VC fund Jay-Z co-founded), Grammy Award-winning artist H.E.R., and Rihanna—and that’s intentional. “As a Black and Asian woman, it’s important to me that I am bringing profit to Black investors that are going to take the returns and successes and reinvest them into other Black founders to keep that money circulating and growing,” explains Woodard.
Create & Cultivate recently caught up with the founder and CEO to talk about how she bootstrapped her business (and later raised VC funding), why she believes women should talk about money more, and the enduring legacy she wants to leave behind.
You left a nearly decade-long career at Coca-Cola Co. to launch Partake Foods after your daughter was diagnosed with severe food allergies. Take us back to the beginning—what was the lightbulb moment for Partake Foods and what inspired you to launch your business and pursue this path?
Well, actually, it was our sitter Martha (who now owns shares in Partake!) who said to me, “Vivi’s diet is so boring! You should really do something about that.” What she meant, knowing me and my experience in consumer packaged goods (CPG) food and beverage was “DO something about it.” So, I did. I wrecked my kitchen recipe testing the first cookies, but I knew I was on to something when Vivi genuinely loved them.
You recently raised $5 million in Series A funding from investors, including Rihanna, which makes Partake Foods her first investment beyond her personal ventures—no doubt you’ve learned a lot along the way. What are three crucial elements everyone should include in a pitch deck when raising money and why?
The pitch deck is absolutely important, and Partake’s deck has evolved substantially. It’s gotten shorter, if you can believe it, the more we’ve grown. And that’s what I think I would offer to those seeking pitch deck advice. How can you tell your story as impactfully and concisely as possible? Prioritize your why, your market opportunity, your growth projections, and your potential exits. Know your numbers and keep it tight. Can you ride in an elevator and pitch in the time it takes to get from the lobby to the board room? If not, tighten your story.
More than half of the $7.5 million you’ve raised for your startup is from Black investors, including Marcy Venture Partners (the VC fund Jay-Z co-founded), and Grammy Award-winning artist H.E.R. What advice can you share for entrepreneurs on partnering with the right investors? What do investors need to bring to the table other than just money?
It’s been very important to me, as we’ve grown, to look at a few things when bringing on investors. First, I acknowledge the areas in which I want to lean on advisors. I am always learning, it’s in my DNA. I’m very curious and love studying the stories of businesses that succeed and fail. I also enjoy hearing from other people’s experiences, so having investors around me that bring a variety of expertise and disciplines to the table is critical.
Also, as a Black and Asian woman (my father is Black, my mother is Korean), it’s important to me that I am bringing profit to Black investors that are going to take the returns and successes and reinvest them into other Black founders to keep that money circulating and growing. Black business is not a charity. It’s a solid investment. It’s good business. Working with Black investors who see this and are willing to invest in Black and brown founders (especially Black and brown female founders) now, not just because it’s cool, is a legacy thing for me.
Startups led by Black women receive less than 1% of venture capital funding, and you recently made headlines as the first Black woman to raise $1 million for a packaged food startup. Why do you think there is still so much inequality in the venture capital world, and what advice can you share for WOC entrepreneurs who are currently seeking funding?
Project Diane and Digital Undivided do a lot of good work in this space, and I appreciate that they’re driving meaningful awareness around the details of this. Recently, they released their updated report that noted 93 Black women (of which I am one) and 90 Latinx women are the only ones on record to raise more than $1M publicly. That’s it. I think it’s important to contextualize and continue to reiterate that only 183 Black and brown women of record have achieved this. It’s not because of our ability, it’s because of an opportunity gap. And because of the oppressive systems that have kept us outside the leadership programs, the C-suites, the board rooms, the country clubs. It’s generations of being kept out and then “allowed in” when it’s convenient for white people in power. We are mentored much more than we are hired.
Non-whites are no longer the minority—that language should be retired. And Black and brown female founders are showing significant business growth. Forbes reported late last year that “majority Black women-owned firms grew 67% from 2007 to 2012, compared to 27% for all women, and 50% from 2014 to 2019, representing the highest growth rate of any female demographic during that time frame.”
We have buying power and can harness our communities to support each other. I am very grateful to be embraced and publicly supported by many in the Black community. Those who are white and in allyship with us can seek out and buy from us. And those allies in positions of power can invest in us. Again, not because it’s charity, but because it’s a solid investment.
Where do you think is the most important area for a business owner to focus their financial energy and why?
This is a subjective question, but to date, I do as much as I can with “sweat capital.” In the beginning, Partake was self-funded and self-distributed. I didn’t hire a full-time employee until 2020. All of our early dollars went to operations. But now, we have a larger and more balanced budget to ensure that we’re investing and reinvesting in areas that make the most sense for our growth. The safety and quality of our products are top priorities for us because customer enjoyment and trust are most important to us—for the short and long-term, it always comes down to enjoyment and trust.
What was your first big expense as a business owner and how should small business owners prepare for that now?
Buying ingredients in bulk took getting used to!
What are your top three largest expenses every month?
They all tie back to operations. We are consistently buying for production, producing for current and forecasted orders, and shipping to distributors and retailers.
Do you pay yourself, and if so, how did you know what to pay yourself?
I pay myself a modest salary, yes, but in the beginning, I sold my engagement ring and drained my 401k. The possibilities with Partake made those sacrifices worthwhile. It’s my, and my husband Jeremy’s, hope that we’ll eventually be able to repurchase an engagement ring one day!
Photo: Courtesy of Denise Woodard
Would you recommend other small business owners pay themselves?
This is really a personal decision, but my husband and I live and work in the NYC metro area, and our circumstances mandate a two-income household.
How did you know you were ready to hire and what advice can you share on preparing for this stage of your business?
For the past few years, I have worked with trusted marketing and PR consultants, but gaining distribution in multiple regional stores (Whole Foods Market and Sprouts) and the possibilities of national distribution that came to fruition (Target, Trader Joes, Kroger), I knew full-time leadership and support was critical to getting everything done well. We now have a full-time team of six and the plan is to grow to 10 to 12 by the end of this year.
Did you hire an accountant? Who helped you with the financial decisions and setup?
Yes, we have a consulting accounting team.
What apps or software are you using for finances? What’s worked and what hasn’t?
We use Quickbooks Online.
Do you think women should talk about money and business more? Why?
Yes, the more we share, the more we bring to light the disparity that women, especially Black and brown women, live with every day. Not talking about it keeps things status quo. We need to move away from the status quo.
Do you have a financial mentor? Do you think business owners need one?
I have many trusted investors who have decades of experience building CPG businesses like ours, and I do check in often with them on a variety of questions. I wholly recommend seeking out mentors who have done the doing in your industry!
What money mistakes have you made and learned from along the way?
One of my most memorable to date was in buying booth space at a large industry trade show a few years ago. I felt pressured to be there because of the other brands that were attending. With the money I spent, especially when you factor in travel expenses, I could have covered more ground hopping on the phone, flying to see individual buyers, or even cold emailing on LinkedIn. It just reiterated to me that this is my journey, and it doesn’t have to look like anyone else’s.
With that, it’s important to note I wholly believe in real-life events. I’m always so grateful to get to connect with customers face-to-face, and I can’t wait for the world to open back up again so we can get back to offering samples of our products in grocery stores and at local consumer-facing conferences.
What have been some of the hardest money lessons you've learned along the way?
I have to spend money to make money. I know this intellectually, but my scrappiness and upbringing ingrained in me the need to make the absolute most with what I have.
What is your best piece of financial advice for new entrepreneurs?
Know your numbers. Know your burn rate. Know how much it costs to acquire a customer (if that’s relevant to your business). Stick to your budget. Do everything you can to make the most of every dollar.
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'Real Stories' From Vistaprint Alum: Jera Foster-Fell, Founder, The Social Media Saloon
Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint to grow, adapt, and evolve their business.
As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Jera Foster-Fell, Founder, The Social Media Saloon
What do you love most about having your own brand/ business?
There are three things that I love about having my own business: First, I love being my own boss. This means I craft my own schedule, play by my rules, and work towards my own goals. 2. I get to build what I am passionate and excited about. 3. I have the ability to choose who I want to work with and have a direct positive impact on their life, which is incredibly fulfilling!
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?
Let me rewind back to April 2015 to first give you some context. I was a graphic designer, which is what my degree was in, working at various startups and doing a bit of freelance work. Truth my told, I was absolutely miserable. I was working so hard, yet severely under-appreciated and underpaid, to the point where I developed a bald patch on my head due to extreme stress and exhaustion. I had also recently found out I was struggling with social anxiety. I had no friends and zero social life. It was definitely a dark time for me.
It was then also in April of 2015 I made a decision which had a profound impact on my life: I decided to download a 12 week PDF workout guide I had discovered through Instagram. On that same day, I decided to create an Instagram account to hold myself accountable throughout the process, because that’s what I saw so many other women doing.
This was the beginning of my social media career in regards to content creation! I absolutely fell in love with instagram. Through this platform I found community and creativity, which was so very needed at the time.
From 2016 to 2018, in addition to working on my instagram, I was also a SoulCycle instructor, but in 2018, I left to pursue being a full time content creator. By mid 2019, I knew it was time to think even bigger. I was a successful influencer on Instagram, but I wanted to figure out what more I could do from a passion standpoint, as well as what more I could do to develop an additional stream of revenue.
Towards the end of 2019, I began developing my social media strategy business, and in the beginning of 2020, I ran my first ever Social Media Saloon program, which is my three month social media group coaching course where I teach business owners and content creators how to master instagram. Fast forward to current day: I’ve taught over 100 students and I am about to launch the fourth round of The Saloon!
What challenges have you faced in launching your brand / business? How did you overcome them?
The absolute biggest challenge hands down was imposter syndrome. I have taken so many pivots over the years from graphic designer, to fitness instructor, to content creator, to now social media coach, and each time a new path is begun, it’s so easy to let fears of inadequacies or voices that say “who are YOU to be doing this?!” creep into your mind.
What I’ve come to learn is though is that imposter syndrome is something we all feel, and at the end of the day, no one has it all figured out. No one knows exactly what they are doing. We are all figuring out as we go.
The biggest thing is to continue to take action and to continue to show up despite feelings of self doubt, because that is when people usually quit. Instead of saying “why me?!” I’ve learned to replace that with “why NOT me?!”.
“Vistaprint...has been a one stop shop for all things printing and promotional, so I can easily log on, select what I need, upload my designs, and voila! ”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
Anytime it comes to making decisions for my business whether it be for marketing, development, or finances, I try to be efficient as possible. Vistaprint has absolutely fulfilled that need for me as it has been a one stop shop for all things printing and promotional, so I can easily log on, select what I need, upload my designs, and voila!
One of the most important parts of my program, The Social Media Saloon, is the community aspect. Over the course of the three months, the students really bond and develop a camaraderie which is beautiful to see. I want to add to that collective energy however I can, so I decided to develop some merch for my students: sweatshirts, hats, notebooks, pens, and post-it notes. Sending off these packages of Social Media Saloon items has been a wonderful element of surprise and delight for the students when they embark upon their social media journey!
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
I would say that the bulk of the visual elements that make up my business currently are the ways in which I present my brand via social media, so think photography, videography, graphics, etc. Coming from a creative background, these visual elements are an important representation of what I do, and in a more laid back sense, they’re an expression of myself as well. I absolutely love taking creative photos, trying new photos, or incorporating props. I also really enjoy creating short form videos, whether they be for TikTok or for Reels. The rise of different things like trends and transitions has really unlocked a new way of creating for me and has pushed me to think of new ways to show up in social media in a visual sense.
“Don’t wait until things seem perfect or when you feel totally ready. Take messy action. We learn from doing, creating, and making mistakes.”
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
Comparison is the thief of joy. Don’t compare your chapter 1 to someone else’s 57. Everyone started somewhere, and just because someone is “further along” than you doesn’t mean you can’t throw your hat into the ring.
Don’t wait until things seem perfect or when you feel totally ready. Take messy action. We learn from doing, creating, and making mistakes.
Invest in yourself. Sometimes it’s necessary to spend money in order to get to the next level. Investing in a business coach a year ago was one of the smartest decisions I’ve made for myself. It was the most money I’ve ever shelled out before, but it was a pivotal decision in me taking action to create my business.
You’re not here to please everyone. The quote from Dita Von Teese has always resonated with me: “ You can be the ripest, juiciest peach in the world, and there’s still going to be somebody who hates peaches.”
Don’t take yourself too seriously. Remember to find the humor in the everyday and to laugh at yourself along the way.
What would you like to see change for the next generation of female entrepreneurs?
Here’s what I would like to see for the next generation of female entrepreneurs:
To inherently believe in their worth
To fully step into their confidence and voice
To always push boundaries and stereotypes
And lastly, a society that encourages and supports more female entrepreneurs
Jera Foster-Fell went from drowning in a soul-sucking job with no defined purpose while suffering from social anxiety, to dominating the lifestyle sector of social media and owning a multiple six-figure social media coaching business. She has crowned herself the queen of pivoting: from graphic design, to SoulCycle instructor, to content creator, to social media coach. She has built her community to more than 170k on Instagram and 1 million on TikTok (in less than a year!) and now Jera's current passion is teaching all that she's learned to others with her signature course The Social Media Saloon and with her one-on-one clients. Jera coaches on the ins and outs of creating your own personal brand online, the secrets to building a loyal and engaged community, and all the steps that it takes to use social media as a power + positive tool for your business.
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Priceless Tips for Women in Business From Stella Simona, Co-founder of Haati Chai & Amarilo
Sage advice is #Priceless.
In celebration of International Women's Day, Mastercard and Create & Cultivate are teaming up with prominent female leaders and business owners to share their #Priceless advice to inspire and elevate women entrepreneurs.
Stella Simona, Co-founder of Haati Chai & Amarilo
Stella Simona is an LA-based mother, wife, content creator, visual storyteller, creative entrepreneur and co-owner of fine jewelry brands Amarilo and Haati Chai. With a clear love for aesthetics and storytelling, Stella is passionate about skincare, wellness, and design. In addition to her creative ventures, she partners with various organizations that shed light on issues close to her heart, epitomizing the importance of allowing passion to guide your process, and fostering an authentic and impactful connection with both her brand and audience.
In her role as creative director and director of marketing and strategy, she seeks inspiration from the women in her life lives to integrate both brands into the bigger conversations that speak to the identity and values of its consumers.
Below, Stella shares her #Priceless advice to inspire and elevate women in business.
What is one piece of advice you would give to women looking to turn their passion into purpose?
You are meant to do great things. There is someone out there who needs to see you and your work and get inspired to follow their passion.
What is the most important message you have for women advancing their career or growing their business?
Do not underestimate the power of having your own voice. Invest in yourself because the success of your business is rooted in your well being-- and this trickles down to your business growth. Take mental breaks, take small vacations, workout, sleep, eat well, have fun with your family. Don’t sacrifice everything for business. We are living to not work but work to live. Balance is key. Once you nurture heart, body, and your mind your business will thrive.
What tips would you give women entrepreneurs to help them grow their businesses, especially in our digitally evolving world?
Always be prepared to pivot. Have a plan a, b, c, etc. Partner with other amazing businesses and entrepreneurs whenever you can. Build a community.
What’s next for Haati Chai and Amarilo?
This past year has taught me to take it back to my roots. I began doing what I do to personally grow as an individual and an artist and giving back to a bigger cause. It’s really important for me to give back whether it’s to important organizations in our community or ones on a larger global scale.
In celebration of women in business, what are (3) small businesses you want to highlight to encourage others to shop, share and support?
Three small businesses I would like to highlight include:
Priceless advice for women in business in two words, or less:
“Love Yourself.”
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Priceless Tips for Women in Business From Lo Bosworth, Founder & CEO, Love Wellness
Sage advice is #Priceless.
In celebration of International Women's Day, Mastercard and Create & Cultivate are teaming up with prominent female leaders and business owners to share their #Priceless advice to inspire and elevate women entrepreneurs.
Lo Bosworth, Founder & CEO, Love Wellness
Lauren Bosworth is the founder and CEO behind the leading clean, personal care brand, Love Wellness. Bosworth has made a name for herself as an entrepreneur, using momentum from her decade-long career in television to shift her focus to creating and running a modern feminine care brand from the ground up.
Love Wellness was born in 2016 after Bosworth began experiencing chronic health issues for over five years and old-school products from legacy brands didn’t address her problems. With the guidance of doctors and some trial-and-error, Bosworth finally found relief through a holistic approach that combined natural products with a healthy lifestyle.
Ultimately, through this journey, Bosworth became aware of the lack of innovation in the women’s healthcare category, and made it her mission to change it by sharing the information she had learned with women everywhere. Love Wellness initially launched with a focus on creating better-for-you feminine care products, but has since grown to include multivitamins, supplements and other products to help women tackle issues like gut health, stress, sex, and skincare.
Beyond products, Love Wellness is committed to giving women support and the space to learn, engage, and share experiences with each other through the brand’s community platform, ‘The Love Club’. Bosworth is seeking to change the narrative around self-care culture and empower women to feel supported, welcomed, and safe during their wellness journeys.
Below, Lo shares her #Priceless advice to inspire and elevate women in business.
What is one piece of advice you would give to women looking to turn their passion into purpose?
If you know you are working on something good, don’t give up easily. Never lose sight of what you are trying to achieve.
What challenges have you faced as a woman in business? How did you overcome them?
I think for me the challenge was the transition from being known as somebody who was on television. When you're on reality TV, you're definitely put into a certain box. It was finally through education paired with effective products that I was able to bridge the gap between being known for TV and being taken seriously as an entrepreneur.
What is the most important message you have for women advancing their career or growing their business?
Growing a business will have low lows and very high highs - embrace the good times and the failure. This will teach you how to adapt and pivot, both of which are important to scaling your business.
What’s your perspective on the importance of mentorship? What advice do you have for women seeking mentorship or looking to become a mentor?
Mentorship is extremely important and helps you look at things through a different lens. My advice for those who are seeking mentorship - remember that mentors are people too. Invite them for a coffee (or a virtual one these days) and have a casual conversation...ask them about how they’re doing. Let the relationship build organically.
What tips would you give women entrepreneurs to help them grow their businesses, especially in our digitally evolving world?
Build a team you can learn from and trust. As we continue to work from home and live in this virtual world, it’s important now more than ever to trust and rely on your team. Secondly, you need to hire people who may know more about certain subjects than you do - that’s how you grow and take the business to the next level.
What’s next for Love Wellness?
Our strategy is hyper-focused with a crawl, walk, run strategy meaning we don't bite off more than we can chew. We have some exciting things coming up this year, so be on the lookout!
In celebration of women in business, what are (3) small businesses you want to highlight to encourage others to shop, share and support?
Priceless advice for women in business in two words, or less:
“Trust Yourself”
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Priceless Tips for Women in Business From Monique Rodriguez, Founder and CEO, Mielle Organics
Sage advice is #Priceless.
In celebration of International Women's Day, Mastercard and Create & Cultivate are teaming up with prominent female leaders and business owners to share their #Priceless advice to inspire and elevate women entrepreneurs.
Monique Rodriguez, Founder and CEO, Mielle Organics
Monique Rodriguez is the CEO and founder of Mielle Organics, a Black-Owned global hair and skincare brand. Since founding the beauty brand in 2014, Monique has expanded her empire from one signature product to half a dozen collections. Mielle Organics has been distributed in more than 87 countries and can be found in more than 100,000 stores across the U.S.
The inspiration behind Mielle Organics was born through Monique’s journey of self-discovery after loss. After the passing of her son, she used haircare as an outlet to regain her natural roots and build a community for women to connect and share their stories.
In addition to her work with Mielle Organics, Monique is recognized as a leader in the business community as well as a role model for women of all ages. Gems from Monique on her experience as a Black entrepreneur in beauty, business, and more can be found on her ‘Secret Sauce to Success’ Podcast.
Below, Monique shares her #Priceless advice to inspire and elevate women in business.
What is one piece of advice you would give to women looking to turn their passion into purpose?
One piece of advice I would give to women looking to turn their passion into purpose is to remember your why. There will be amazing days and then there will be hard days where owning a business isn’t always glamorous. So it’s important to remember the why that’s attached to your vision, so you can push forward.
What challenges have you faced as a woman in business? How did you overcome them?
As a Black woman in business, I would say one of the most notable challenges I faced in the beginning of Mielle Organics’ founding was raiding funding. When my husband and I founded Mielle Organics, we backed the company with our own funds. We were later blessed to receive funding from investors, but as new business owners that area.
What is the most important message you have for women advancing their career or growing their business?
The most important message I have for women advancing their career or growing their business is to always remember no one can grow your vision like you can. If you have an idea or a plan, don’t allow yourself to be distracted from executing it.
What’s your perspective on the importance of mentorship? What advice do you have for women seeking mentorship or looking to become a mentor?
I believe that finding a mentor is very important. As you elevate to that next level in life or in business, it’s important to speak with someone who’s already where you want to be. Without a great mentor, new business owners end up working harder and not smarter.
What tips would you give women entrepreneurs to help them grow their businesses, especially in our digitally evolving world?
Leverage social media to connect with your customers.
Develop a great team that understands your vision and knows how to creatively communicate that vision to your customers.
Develop quality partnerships that align with your vision and allow you to grow.
What’s next for Mielle Organics?
The next chapter for our business includes continuing to create opportunities that aid Black women succeed in business. Whether it’s through our recent Secret Sauce to Success Retreat or our partnered education program with the Newark Business Hub and Rutgers University, we are dedicated to creating new opportunities for women to thrive in our community.
In celebration of women in business, what are (3) small businesses you want to highlight to encourage others to shop, share and support?
Three small businesses I would like to highlight include:
Priceless advice for women in business in two words, or less:
“Stay motivated.”
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Priceless Tips for Women in Business From Sharon Miller, Bank of America's Head of Small Business
Sage advice is #Priceless.
In celebration of International Women's Day, Mastercard and Create & Cultivate are teaming up with prominent female leaders and business owners to share their #Priceless advice to inspire and elevate women entrepreneurs.
Sharon Miller, Bank of America's Head of Small Business
Sharon Miller is the head of Small Business at Bank of America with over 25 years of bank, wealth management and payments leadership experience, and is a member of the company’s Management Operating Committee. Her team is responsible for providing 12 million+ business owners with a full range of financial products and services through Bank of America’s network of 4,300+ financial centers including 2,300+ Business Advantage centers as well as 17,000 ATMs and its award-winning digital banking platform.
Her team provides a full suite of financial advice, guidance, products and solutions to companies with up to $5 million in annual revenue. Each client relationship is personalized so that entrepreneurs have the power to achieve their business and life priorities.
Sharon appears regularly on national and local TV and radio, discussing small business issues and advocating for the nation’s entrepreneurs as the engine that drives the U.S. economy. She serves as a council member on Bank of America’s Global Diversity and Inclusion Council and is committed to fostering a diverse and inclusive environment within the company.
Below, Sharon shares her #Priceless advice to inspire and elevate women in business.
What is one piece of advice you would give to women looking to turn their passion into purpose?
Many successful businesses are built around a passion. I hear stories about parents creating products to meet their children’s needs, students developing tools to learn more efficiently, and restaurants centered around a family recipe. It is important to do thorough research and think through questions before transforming an idea into a business. Look into the industry at large – where are their holes? What impact will your product or solution have on the marketplace? Will your product or service solve a new issue, or perhaps create a more effective solution? How can you make your offerings unique – which will help them stand out? Following this initial research, work with a banker or tap into mentors in your network to develop a strong business plan. To ensure your best chances of success, lay out your short- and long-term goals, avenues for funding and staffing needs before opening your doors. Planning is essential to successfully starting your business and critical to navigating bumps in the road as you become established.
What challenges have you faced as a woman in business/a position of leadership? How did you overcome them?
Heading up small business for Bank of America – overseeing 2,600 small business associates serving 12 million+ clients that drive the engine of U.S. economic growth – is my dream job! I’m proud to represent the company as a woman in a leadership role.
Most recently, one major challenge our team faced was rapidly creating our Paycheck Protection Program (PPP) application and portal last year. Our team worked around the clock to get the PPP process up-and-running, as we know that getting this funding into the hands of business owners is essential to keeping them operational, their staffs employed and local communities thriving. Bank of America was the first major bank to begin accepting PPP applications in early April. To achieve that, we redeployed and trained thousands of teammates and developed new technology—all in a matter of weeks. It was one of the most challenging but rewarding experiences I’ve had so far during my time with Bank of America. I am unbelievably proud of how our team responded resiliently in an uncertain time.
What is the most important message you have for women advancing their career or growing their business
Throughout my career, I’ve made it a priority to build and surround myself with a strong network of peers and mentors. I would encourage aspiring women business owners – as well as those generally interested in advancing their careers – to do the same. The ability to tap into a network provides women with an opportunity to connect, and share common experiences, which is immensely helpful especially for women entrepreneurs looking to get their feet off the ground and grow their business. A strong network can unlock access to resources, expertise and unexpected opportunities, all of which can help women thrive.
What’s your perspective on the importance of mentorship? What advice do you have for women seeking mentorship or looking to become a mentor?
A good mentor can be an invaluable resource for any business owner—and we know from our recent research (based on a survey of more than 1,000 small business owners nationwide) that a majority of women entrepreneurs believe having a mentor directly contributed to their professional success. I currently serve as a leader and mentor for the Global Ambassadors Program, which has given me the incredibly rewarding opportunity to connect with emerging women leaders and accelerate their leadership and economic empowerment.
For those seeking mentorship or looking to become a mentor, I suggest looking into your local chapter of national organizations dedicated to supporting women in business, whether that be the American Business Women's Association, National Association for Female Executives or other organizations. At Bank of America, we have a longstanding partnership with the National Association of Women Business Owners, or NAWBO, and I would highly recommend getting involved with your local NAWBO chapter where you can tap into a strong professional network, either as a mentor or mentee.
What tips would you give women entrepreneurs to help them grow their businesses, especially in our digitally evolving world?
As we’ve seen over the past year, the shift to doing business digitally has only been accelerated by the pandemic. I would strongly encourage entrepreneurs to virtually meet with a trusted advisor to develop a clear business plan to help them navigate the current economic environment. A trusted advisor can be a friend, mentor or even your small business banker. Whether it’s setting up short-term goals, evaluating funding options or discussing different digital innovations that can aid a business, an advisor will be able to provide input that will help a business owner set their own growth path.
As business owners continue to navigate challenges on the road to recovery, it is important to remain resilient, creative and innovative. Our recent research found many business owners stayed open by implementing enhanced safety measures, changing their primary revenue stream (such as distilleries that retooled to make hand sanitizer; or clothing designers investing in the production of face masks) and shifting to a more digitally-focused strategy (such as shifting sales to e-commerce, or boutique fitness studios offering online classes when physical locations close).
In celebration of women in business, how can we encourage others to shop, share and support?
Despite the challenges of the past year, an overwhelming positive has been seeing the way people are investing directly into their own communities. I have been inspired by just how much communities have rallied around their local businesses—and businesses have returned the favor by investing back into their communities through donations to support coronavirus relief efforts and offering products like face masks and hand sanitizer. Small businesses are a vital part of our communities and by committing to support these businesses, we can help to jumpstart their recovery.
There are so many small businesses deserving of promotion, that I’d be remiss to just pick a few! I encourage everyone to continue to support local businesses in their communities, and shop small whenever possible.
Priceless advice for women in business in two words, or less:
“Foster Community.”
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Priceless Tips for Women in Business From Morgan DeBaun, Founder & CEO, Blavity Inc.
Sage advice is #Priceless.
In celebration of International Women's Day, Mastercard and Create & Cultivate are teaming up with prominent female leaders and business owners to share their #Priceless advice to inspire and elevate women entrepreneurs.
Morgan DeBaun, Founder & CEO, Blavity Inc.
Morgan DeBaun is the Founder & CEO of Blavity Inc., the leading media company for Black culture and Millennials. She is also the Founder of WorkSmart, her signature advising program and The WorkSmart Podcast, both designed to help small business owners scale their business.
Morgan founded Blavity Inc. with the intention to build a media company that is a reflection of the new majority of America, and to create a platform for Black thought leaders, creatives and storytellers. Blavity, Inc. began as one brand with 4 college friends in an apartment, and has grown to encompass 5 brands with a company full of employees dedicated to serving the multifaceted lives of Black millennials.
She is committed to small business owners and helping them scale up their business to employ more people, build their operations and take home more profits through her free WorkSmart Advisor Podcast and her mentoring program WorkSmart Advising Program.
Below, Morgan shares her #Priceless advice to inspire and elevate women in business.
What is one piece of advice you would give to women looking to turn their passion into purpose?
My advice to women looking to turn their passion into purpose is to focus on a core demographic and solve their problem.
What is the most important message you have for women advancing their career or growing their business?
People growing their small business should always keep learning new skills and studying great leaders so they can learn new ways of thinking. Entrepreneurship is a journey and successful business owners will constantly need to navigate changing customer and market environments.
What’s your perspective on the importance of mentorship? What advice do you have for women seeking mentorship or looking to become a mentor?
People looking to find mentors should narrow in on skills or areas of development they are looking to grow in and focus on finding advisors for that specific area.
What tips would you give women entrepreneurs to help them grow their businesses, especially in our digitally evolving world?
Entrepreneurs looking to grow their business in today’s digital environment should stay committed to exploring new technologies and tools but try not to spread themselves too thin. There are a lot of digital tools in the business that can help you automate or streamline your process internally in your company or reduce your overhead.
In celebration of women in business, what are (3) small businesses you want to highlight to encourage others to shop, share and support?
Books, wine, and self-care through health & beauty have been staples of my quarantine routine and I encourage others to shop the small businesses that I’ve used continuously throughout the last year. Shelves Bookstore is an incredible online and mobile pop-up bookstore that is committed to celebrating the joy of reading. McBride Sisters has a beautiful story, great-tasting wine and is the largest Black-owned wine company in the US. Golde’s mission is to make wellness accessible and fun through their superfood-filled smoothies and skincare products.
Priceless advice for women in business in two words, or less:
“Think Big!”
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Priceless Tips for Women in Business From Denise Vasi, Founder of Maed
Sage advice is #Priceless.
In celebration of International Women's Day, Mastercard and Create & Cultivate are teaming up with prominent female leaders and business owners to share their #Priceless advice to inspire and elevate women entrepreneurs.
Denise Vasi, Founder of Maed
Brooklyn-native and Los Angeles-based Denise Vasi first became known by many for her high-profile modeling and acting career, but the mother of two has also organically built an inclusive online community. In 2018, Denise launched the digital resource, Maed.co, that focuses on nutrition, beauty and mindful life-balance for women who find themselves juggling careers and parenthood. Growing up in an inclusive community of engaged women, Denise realized that she was consistently being asked to share her tips and suggestions on parenting, beauty and non-toxic living living. With the encouragement of the many women in her community, she created Maed with the intention to inspire, inform and empower her readers.
Since launching Maed, Denise has exponentially grown her close-knit audience with her well-informed clean beauty recommendations, vegan recipes, and conscious parenting tips. The site has since evolved into a supportive community and thriving business, partnering with dream brands and ambassador programs, while helping the community advocate for equal rights and encouraging them to invest in themselves through self-care challenges.
Below, Denise shares her #Priceless advice to inspire and elevate women in business.
What is one piece of advice you would give to women looking to turn their passion into purpose?
Be consistent, show up every day and don’t aim to replicate what other people in your space are doing. While it might work great for your peers/competitors, what makes your brand and your business unique is your voice, your opinion, and your authenticity.
What challenges have you faced as a woman in business/a position of leadership? How did you overcome them?
I originally pitched a man my idea for MAED, in hopes of finding business support for my idea. He didn’t understand the aspect of what I was trying to do.
If I had the support of his company I would have been able to build my site much faster and have some financial backing. But because he passed and because I decided to go out and do it on my own, I can proudly say I own my business outright, learned every role it takes to run my business and I only have to answer to myself both financially and creatively.
What is the most important message you have for women advancing their career or growing their business?
Hire out your weaknesses! It’s important that you can perform each task of your business but then it’s vital for every entrepreneur to know when it’s time to add people to the team.
What’s your perspective on the importance of mentorship? What advice do you have for women seeking mentorship or looking to become a mentor?
Even though there are men who have taken women under their wing, it’s more the exception than the rule. In my opinion, if you're a woman who has #MAEDit, you should seek out women with talent and mentor them. Show them how you were able to break glass ceilings. If you can mentor other females and show them what worked for you and your business and what didn't, you could save another woman months, maybe years of mistakes.
What’s next for Maed?
I have a lot of big goals for Maed but my immediate next steps are to continue building out my team and delegating responsibilities, expand my community and to collaborate more with inspiring women and business owners. It takes a village!
In celebration of women in business, what are (3) small businesses you want to highlight to encourage others to shop, share and support?
Care Package is female founded. They do incredibly beautiful curated boxes of hand selected items from other small businesses. I love sending these boxes as gifts.
SoCal ISR gives infants and kids the skills to survive in water with Infant Swim Resource Self-Rescue swim lessons. I love businesses that are modeled this way because it affords a lot of mothers the ability to run their own businesses offering them tools, resources, but most importantly credibility.
54 Thrones is a Black-owned clean beauty line that recently made Oprah's 2020 Favorite Things list. The founder, Christina Tegbe, creates intimate skin experiences through African beauty rituals. Their body butter in the bomb!
Priceless advice for women in business in two words, or less:
“Trust Yourself.”
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'Real Stories' From Vistaprint Alum: Cass Dimicco, Co-Founder, Aureum Collective
Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint to grow, adapt, and evolve their business.
As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Cass Dimicco, Co-Founder, Aureum Collective
What do you love most about having your own brand/ business?
I love that everyday is a new challenge. Our team is very small so I’m constantly developing new skills in every area of the business. One day I’m tapping into my creative side designing new pieces or coming up with our next campaign, the next day I’m strategizing business development or coming up with a marketing plan.
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?
I’ve always been someone who isn’t afraid to think differently and take some risks. When I decided to launch Aureum I believed in myself and what I was capable of. I think it’s important to take it one step at a time and trust in your abilities to learn as you go. Sometimes the greatest lessons can only be learned through firsthand experience, so I was not intimidated by not having a formal business background.
What challenges have you faced in launching your brand / business? How did you overcome them?
Right now, our biggest challenge is expanding our team and scaling. Finding the right people is key to growing your business but it’s not always easy to find people with the same level of passion. I’ve been asking my peers who have experience building a team for advice – never be afraid to ask for help.
“Aureum has always relied heavily on visuals to tell the story of our brand. We love being able to utilize the Vistaprint postcards to add campaign imagery and a note from the founders. ”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
Vistaprint's design capabilities and wide product options have enabled me to personalize my product experience and made the customer unboxing experience Instagram-able, which has helped my business grow organically. We include a postcard made with Vistaprint in every one of our orders. It’s the little touches that make a customer want to come back and purchase from you again.
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
Aureum has always relied heavily on visuals to tell the story of our brand. We love being able to utilize the Vistaprint postcards to showcase our latest campaign imagery and include a note from the founders. Exciting visuals encourage customers to share their purchase on social media which has been vital to reach new potential customers. We pride ourselves on having strong campaign imagery and it is one of the most exciting parts of running the business and building our brand. Vistaprint helps make it all possible.
“Don’t always follow the playbook of how things are supposed to be done. Sometimes having no experience is the best way to be innovative and think from the customer’s perspective instead of a business owner.”
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
Don’t always follow the playbook of how things are supposed to be done. Sometimes having no experience is the best way to be innovative and think from the customer’s perspective instead of a business owner.
What would you like to see change for the next generation of female entrepreneurs?
I haven’t gone through the process of raising money for Aureum but when I hear how low the percentage of VC funding goes to female entrepreneurs it’s really disappointing. I hope for the next generation I see more opportunity for women to raise capital to fund their businesses.
Cass Dimicco is an entrepreneur and digital talent. In September 2019, Cass founded jewelry brand Aureum Collective alongside her fiancé, Matthew. Aureum is a jewelry brand of statement pieces designed to elevate the everyday. The brand has quickly grown into a 7-figure business and has been seen on countless top influencers and celebrities, including Kylie Jenner, Bella Hadid, Emily Ratajkowski, and Hailey Bieber. The pieces range from plated to demi-fine and are made in the US and designed by Cass DiMicco herself.
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‘Real Stories’ From Vistaprint Alum: Mary Orton, Entrepreneur, Investor and Influencer
Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint to grow, adapt, and evolve their business.
As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Mary Orton, Founder, Owning the Interview and Memorandum
What do you love most about having your own brand/ business?
Between my husband and I, we run several businesses and find entrepreneurship to be both incredibly challenging and hugely rewarding. Controlling your own schedule and having the independence to build a business you’re passionate about makes the grueling hours entirely worthwhile. I’m also an unusual mix of right and left brain, so I love that entrepreneurship often provides opportunities to use both business analytical skills as well as creative skills. As someone who started her career on Wall Street, I know that I would not be personally fulfilled by a job that only allows me to utilize one side of my brain!
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?Yes, I’ve definitely always had the entrepreneurial bug. In addition to Owning The Interview, Memorandum, and our other businesses, my husband and I are angel investors and are constantly talking about new, disruptive businesses and industries. Even when we were fresh out of college and both working for large investment banks, we were constantly discussing business ideas.
In many cases, I think the best businesses arise from a challenge you’ve experienced firsthand. Our most recent endeavor which is our digital interview course, Owning The Interview, was born out of our personal experience on both sides of the interview table and our realization that there was a huge hole in the market. We’ve seen repeatedly that even the most qualified candidates are often overcome by nerves, stumbling over the smallest details in the interview process. Yet, no one was providing people with comprehensive interview training that went beyond the superficial “sit up straight and make eye contact” and really dug into the strategies and psychology that make a candidate stand out. We decided to take our combined 30 years of experience on both sides of the interview table, along with insights from dozens of executives and hiring managers from Fortune 500 companies, startups and everything in between to create a comprehensive, universal interview course that provides the real insider tips to approach any interview with complete confidence.
What challenges have you faced in launching your brand / business? How did you overcome them?
I think one of my biggest professional faults is the tendency to be a perfectionist. I’ve learned over the years that when you’re starting a new business, the desire to work on something until it’s “perfect” is often counterproductive. It’s more important to get your product (or service) out in the market, solidify product-market fit, and get customer feedback.
For example, we began working on Owning The Interview almost two years ago and in early March of 2020 we were solidifying a production studio in NYC to help us film all of the course videos and content. Days later, Covid hit and we have spent the entire pandemic at our home in Wisconsin. While it was far from ideal, we had to adjust our plans for the perfect studio setup and professional film crew and create a makeshift studio at home during quarantine, filming everything ourselves. In the end, it worked out beautifully. Maybe our set design isn’t as perfect as it could have been had we filmed in a professional studio in NYC, but our course sales and feedback speak for itself, surpassing our wildest hopes. People have found immense value in the content and the rest just didn’t really matter. Ideally, style and substance go hand-in-hand, but when it comes down to it and you’re pressed against a wall in a pandemic, substance over style wins everytime!
“Vistaprint has long been our go-to for marketing materials, branded merch for our team or personalized items to send to business partners.”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
Vistaprint has long been our go-to for marketing materials, branded merch for our team or personalized items to send to business partners. Whether it’s business cards, t-shirts or even fun items like mugs and water bottles, we know we can always rely on the quality of Vistaprint products.
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
A strong visual brand is hugely important for any business. It engenders trust in the company, makes your business memorable, facilitates referrals and so much more. Especially in the digital age, visual branding that is weak or inconsistent can significantly undermine your credibility, no matter how spectacular your product or service. Strong visual elements, executed consistently wherever your business is represented, can be one of the best ways to communicate with current and prospective customers.
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
You have to be willing to roll up your sleeves and tackle anything that comes your way. No task is too small and no job is beneath you. For example, when I was starting out, I knew nothing about how to create a website and didn’t have the budget to hire a web developer. There also weren’t nearly the same resources online for creating inexpensive, visually-appealing websites as there are today. Instead, I had to spend many late nights researching HTML coding and figuring out how to take a basic wordpress template and make it my own. Would I have preferred to focus all of my energy on the big-picture tasks in building the business? Of course. But especially when starting out, you have to be creative and as the saying goes, there’s no substitute for hard work. Entrepreneurship is not glamorous, despite what social media might make you think!
What would you like to see change for the next generation of female entrepreneurs?
As investors, my husband and I are particularly interested in helping underrepresented founders and this certainly includes female entrepreneurs. Throughout my career, I’ve been in countless meetings where investors ask me questions that they would never ask my husband or other white male business partners. The biases that exist result in female and BIPOC founders receiving disproportionately less funding to start businesses. I certainly hope to see this change for the next generation of entrepreneurs.
Mary Orton is an entrepreneur, investor, and the influencer behind fashion and lifestyle blog, Memorandum. In late 2020, she launched Owning The Interview, the premier online interview course helping every job seeker learn the insider tips to land their dream job. Before starting her own businesses, Mary worked for many years in investment banking in NYC and is a graduate of Georgetown University.
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'Real Stories' From Vistaprint Alum: Krista Williams and Lindsey Simcik, Co-Hosts & Co-Founders of Almost 30
Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint to grow, adapt, and evolve their business.
As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Krista Williams and Lindsey Simcik, Co-Hosts & Co-Founders of Almost 30
What do you love most about having your own brand/ business?
Krista: Where do we even start? We’re grateful for so many aspects of having our own brand, but what we love most is that we get to be completely true to ourselves and share our own voices. When we feel called to create or share something, we get to follow that intuition — without being blocked or influenced by others’ opinions or objections. When I was in the corporate world, I felt like there were a lot of barriers to creation and innovation. As the leaders of our own brand, we get to remove those barriers (for ourselves and our team) and do what feels right to us.
We also love that the brand evolves as we do. We’re not the same people we were four years ago when we launched Almost 30 (for starters, we’re past 30 now!), so the podcast and brand has grown and matured along with us. We’ve gone through several visual rebrands, new logos, and changes to the podcast to reflect who we are now. Having our own business allows us to have that evolution.
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?
Lindsey: Yes, we have both always been entrepreneurial. Before starting Almost 30, I was an actress and singer, and I worked as a bartender, fit model, and a senior SoulCycle instructor, among many other jobs. Krista worked in marketing in the corporate world, but also had side hustles as a blogger, starting a travel business, nannying, and serving. We both always knew there was “more” for us — that there was a more impactful way to share our gifts. We met when I was an instructor at SoulCycle and Krista was auditioning to be an instructor. We were transitioning from our 20s to 30s, and we both felt really lost. We started having deep conversations around growing up, purpose, fear, and rejection. We thought we couldn’t be the only ones having these feelings, so we brought our conversations to a podcast. It took a LOT of work (we recorded for 7 months before putting anything out there and balanced full-time jobs with podcasting for 2 years), but making that leap was the best decision we ever made.
What challenges have you faced in launching your brand / business? How did you overcome them?
Krista: We launched our show before podcasts became really mainstream, so there was no blueprint for how to do this. In fact, some people told us we were crazy for putting so much of our blood, sweat, and tears into this thing that no one else was doing. That was our first big lesson to tune out unaligned feedback and follow our own intuition — and we always come back to that lesson.
In the beginning, we had to figure out in real time how to record quality audio, grow our numbers, get sponsors, and structure our pricing. We didn’t have a lot of other people to look to and model ourselves after. That turned out to be a huge blessing because we got to follow our gut, experiment, and figure out what worked for us — and that paid off in a big way.
“Vistaprint has helped us express our creative vision in so many different ways”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
Lindsey: We love that Vistaprint has helped us express our creative vision in so many different ways. We used Vistaprint to create thank you cards to send to our podcast guests, which adds a personal touch that helps us build authentic relationships with our customers. When we were on a worldwide tour to meet our community in person, we used Vistaprint to create beautiful signage that made the events feel even more special. And most recently, we launched a line of sustainable slow fashion merchandise. We used Vistaprint to create stickers and postcards that we sent with each product. We were able to translate the branding and aesthetic of our merchandise onto these postcards and stickers, and it added a special touchpoint when customers received their purchase.
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
Krista: Visual elements are hugely important to our brand — they help us express who we are, how we’ve grown, and what we represent. Whether it’s graphics on our website (we just rebranded it with a new look!), social channels, downloadables, merch packaging, or podcast art, our look conveys our vibe and it helps attract the people who resonate with us.
“I hope that the next generation feels more free to express themselves openly, take risks, and try things that have never been done before.”
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
Lindsey: I would tell them, before you do anything, get really clear on the intention behind your business. Why are you launching this? Why are you passionate about it? Who is it serving? Having this idea in your head isn’t enough — speak it out loud, write it in a mission statement, infuse it in your branding and marketing. This intention may change over time, and there’s absolutely no shame in change (that’s called growth!), so revisit your intention every year or 6 months to make sure it still resonates.
What would you like to see change for the next generation of female entrepreneurs?
Krista: I hope that the next generation feels more free to express themselves openly, take risks, and try things that have never been done before. I think they’ll be fortunate to have a lot of amazing role models from this generation of female entrepreneurs, so I hope they learn from us but also do things in a completely new way that keeps us all evolving.
With 400+ episodes and more than 20 million downloads, the Almost 30 Podcast has been hailed as “The Best Wellness Podcast to Listen To Right Now” by Covetuer and nominated for “Best Wellness Podcast” and “Best Spirituality Podcast” by iHeart Radio. Hosts Krista Williams and Lindsey Simcik are your virtual best friends, impactful female founders and seasoned event speakers as seen on the stages of Create & Cultivate, BlogHer and POPSUGAR Play/Ground to name a few. Almost 30 is the go-to place for heart-centered, hilarious conversations and real, raw, impactful interviews with brilliant guests. In each episode, Krista and Lindsey dive deep into everything from modern spirituality to health and wellness, aliens to entrepreneurship, and social justice to self development. Almost 30 also hosts life changing events and retreats, as well as provides courses, workbooks and programs to assist in your spiritual and emotional evolution.
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'Real Stories' From Vistaprint Alum: Remi Ishizuka, Founder of RRAYYME, Co-Founder of HōmeBodies
Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint to grow, adapt, and evolve their business.
As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Remi Ishizuka, Founder of RRAYYME, Co-Founder of HōmeBodies
What do you love most about having your own brand/ business?
I love coming up with fresh new ideas for content, setting goals and figuring out how to achieve them. I also love connecting with like-minded individuals and brands, all while empowering others on their own journeys!
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?
Growing up, I saw my dad run his own business, but I never thought I had it in me to do the same. I was working corporate jobs 9-5, but I felt unhappy and unfulfilled. It wasn’t until I made a decision to better my own wellbeing from the inside out (exercise and eat healthier) when everything changed.
I started sharing a different breakfast recipe each morning on my Instagram, mostly to keep myself accountable. Without realizing it, I started impacting the people around me. Looking back it was the consistency of posting something of value every single day and connecting with others that led to more opportunities. Eventually I quit my full-time job in corporate, became a content creator, and now a co-founder of a popular at-home fitness program called, HōmeBodies.
What challenges have you faced in launching your brand / business? How did you overcome them?
At the beginning of the pandemic, my boyfriend and I hopped on Instagram every single day at 9am and led a full body workout on IG LIVE. During this uncertain time, people following along met us every morning on their mat. It was how we connected during a time of isolation - It created a sense of normalcy.
We became a super tight knit community, and after 3 months of free workouts, some technical setbacks, and people wanting a better experience, we decided to launch our own subscription-based fitness program.
The challenge we initially faced was the push back that came from turning a free service into a paid one. I learned that we can’t make everyone happy, but we sure as heck will try! While we knew our price point was on par with what we were offering, we wanted to give as many people as possible the opportunity to benefit from our program. One week later, we added a different package at a lower tier so people who wanted to join HōmeBodies, but couldn’t afford the full program could still weave in creative movement into their schedule 3-4X a week.
“The process was a breeze, the quality was amazing and all of our customers were so excited about it.”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
Vistaprint's wide selection of product options has allowed us to connect with our customers and enabled us to personalize the customer experience for our very first physical product launch, Deck of Cards! We created custom stationary through Vistaprint and included a handwritten note in every order to elevate the unboxing experience. The process was a breeze, the quality was amazing and all of our customers were so excited about it, which is exactly what we wanted.
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
I’m huge on aesthetics. Visually, I wanted HōmeBodies to feel luxe and unisex, but most importantly minimal since that is our bottom-line philosophy. Branding is important because it’s a direct reflection of not only the product, but the community you cultivate. When someone visits our website or unboxes a product from us, we want them to immediately feel what HōmeBodies embodies, if that makes sense? People should feel empowered to make incredible changes on their health journey, while also feeling accepted and welcomed as they are. Their power comes from within themselves and HōmeBodies helps them realize they don’t need to take excessive measures to get there.
“What you focus on, thrives. If your heart isn’t in it, your audience will know (sometimes even before you do). ”
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
1. What you focus on, thrives. If your heart isn’t in it, your audience will know (sometimes even before you do!). Don’t build or sell / promote something you don’t 100% believe in.
2. Social Media is free marketing, so use it, but remember you don’t own the platform AKA - it could go away tomorrow - we have no control over algorithm changes or guideline updates. Make sure you start to gather your communities’ emails. Create a free offer with SO much value that they want to sign up and give you their email. Oh, and keep offering them value. If you offer killer FREE value, they will trust you when you decide to create something they can buy. I missed out on that for years until the launch of HōmeBodies .
What would you like to see change for the next generation of female entrepreneurs?
This has already started happening, but I can’t wait to see more and more content creators turn into entrepreneurs in their own right. Creating their own products, growing their teams and using their platforms to solve problems and inspire their communities!
Remi Ishizuka is an LA based health and wellness expert. Remi shares relatable tips - making her channels a place for her community to access her daily workouts, healthy recipes, skincare tips, and love for her pups. She is also Co-founder of HomeBodies a successful virtual online workout program that consists of 365 unique workouts a year.
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'Real Stories' From Vistaprint Alum: Whitney Rife Becker, CEO/Founder, The Retail Therapist
Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint to grow, adapt, and evolve their business.
As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Whitney Rife Becker, CEO/Founder, The Retail Therapist
What do you love most about having your own brand/ business?
I love being my own boss and that I have been able to create a lifestyle that I love. I get to be a wife, a mom, I get to travel and experience life, and most importantly, I get to make women feel good about themself and express themselves daily with the cutest clothes, accessories, and shoes on any budget.
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?
Yes, it honestly started with selling food in a play kitchen, then in 4th grade, I made staple necklaces and bracelets, and sold them for $0.25 each. My parents both work hard and own their own business so I learned a lot from them. I have worked for as long as I can remember and had always wanted to own a boutique one day. I loved shopping and my mom had always dreamed of owning a boutique as well. It is so fun to get to do it alongside her and with the help of my brother we have turned our little dream into a big reality. I had no idea owning my own boutique would turn into becoming a Fashion Blogger/Social Media influencer as well and then open the door to owning a tanning salon as well – but that’s the fun!
What challenges have you faced in launching your brand / business? How did you overcome them?
In every business there are always challenges and curve balls thrown your way. Going to the Apparel Market the first time was overwhelming and I could have planned better for it but it only took one trip to learn what works best for us. There were days we had a negative bank account and some days we didn’t know how we were going to pay our employees. What I did know though is that this was my dream, my baby, and we were not giving up. Beyond the first year, 2020 as a whole was really tough for any small business. Thankfully with our online store and the power of social media we were able to adjust and keep going.
“ Vistaprint is essentially an extension of my business, and my go-to source for all of my marketing and packaging needs – business cards, flyers and sale flyers, pens, masks, and more.”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
I have used Vistaprint since The Retail Therapist opened online almost 8 years ago. Vistaprint is essentially an extension of my business, and my go-to source for all of my marketing and packaging needs – business cards, flyers and sale flyers, pens, masks, etc. Each order from the boutique gets a cute postcard as well, designed right on Vistaprint. You name it, Vistaprint has always been there for us. I’ll never forget the day I was able to order personalized bags from Vistaprint for our storefront.
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
I love to update our packing based on whatever season we are in plus sometimes like to include special discount codes plus features and highlight customer photos or influencers we are working with. If it is Christmas, every order gets a Christmas card, if it’s summer, you may get a cute summer card with return policy + if you tag us in a picture on social media, you may even see yourself on the mailer. It is so nice to be able to depend on Vistaprint to update all packaging plus ship in a timely manner and be so affordable. Every penny counts when owning a business and I am thankful Vistaprint is always cautious of that.
“YOUR time is now. While you’re waiting, someone else is already a step ahead of you.”
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
DO IT! Quit searching for answers to questions you may have. Not every business is ran the same and you have to do what is best for you and your business. In today’s world, it’s so easy to compare your start to someone else's middle, especially with social media. STOP doing that and just start. You can’t wait on someone to get back to you with an answer that you just sent a question to via DM. You may always be waiting. YOUR time is now. While you’re waiting, someone else is already a step ahead of you.
What would you like to see change for the next generation of female entrepreneurs?
I would like to see females not worry about being a female. I started my business over 8 years ago when females were not as far along as we are now. Women clearly deserve to have CEO after their name and I’d love nothing more than for another female to never have to worry again IF she can do it all because SHE CAN.
Whitney Rife Becker is the every girl's girl. As a wife, mother, and entrepreneur, Whitney documents her love of fashion, food, and daily real-life experiences as a working Mom on her blog and other social media outlets. Coming from a small town in Virginia where she owns a women's clothing boutique and tanning salon; Whitney now resides in Murrells Inlet, SC with her husband, Shawn and son, Bo. After starting her blog in 2011, Whitney has reached over 400,000 followers across her social media platforms. Her signature style mixes high end designer pieces with everyday affordable styles. You can find her boutique storefront in Tazewell, VA or shop online at www.shopretailtherapist.com
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5 Essential Elements of a Strong Brand Identity
Hint: It’s more than meets the eye.
Meet the newest member of your marketing team: Vistaprint. Together, we’re bringing you an all-encompassing Brand Campus packed with free resources, ideas and tips to help you grow, adapt and evolve your business.
When we think about someone’s identity, we think about the characteristics that are unique to that individual. A brand identity is no different. It’s the sum of all the attributes that shape a business into being.
The term ‘brand identity’ is often used interchangeably with ‘brand image,’ – the visual elements of a company such as logo, colors, branding and typography – and while both appeal to the senses, they are two distinct concepts that support a common purpose. Brand identity is inclusive of brand image as it governs the entirety of a brand’s expression to the world and how it is perceived, but before you understand the visuals you want to constitute that expression, you first need to know who you are as a brand.
Beyond brand image, brand identity reflects the company’s character, principles and values. It anchors the business with intention and creates the lens through which all decisions in the organization should be evaluated. Brand identity lives in the everyday interactions of the brand. Every aspect of an enterprise from the packaging and the marketing materials to employee relations and customer service – is a part of its brand identity.
A strong brand identity is necessary to scale a business. Operating from a place of authenticity establishes trust and credibility with customers, and helps cement the brand’s authority within the market. Ready to bring your brand to life? Begin building an effective and comprehensive brand identity by contemplating the following five qualities, through the lens of your own brand.
Brand Mission
What’s your “why?”
A strong brand identity is anchored in an enduring mission statement – a declaration of your brand’s purpose, explaining WHY you exist. One of the first things any new business should do is get clear on the company mission statement. It is the foundation of your business. Though your business strategies and tactics may change over time, your mission statement will not. It represents the underlying philosophy of your brand, tethered at its core. Have you noticed that every great tagline includes the what, the who and the mission that motivates the brand?
Brand Values
What beliefs drive your business?
Like a person, a company has a set of guiding principles. These are the values that you uphold and emulate through your business, and the heart and the soul behind your mission. Think about what’s important to you about the way you run your business. How do you want customers to feel when they work with you? What about your employees? These are the core values upon which you build your brand, and from which you will govern decisions across every facet of the business.
Brand Personality
If your brand was a person, what would they be like?
The personality of a brand relates directly to its target audience, and reflects the qualities and traits that they expect the brand to be. Is it convivial, or sophisticated? Young or refined? Sarcastic or scholarly? The defining characteristics of your brand’s personality will manifest in the everyday interactions, so it’s important that they remain constant over time in order for customers to connect with its authenticity.
An important attribute of a brand’s personality is its voice – the style in which your brand speaks to your audience. The voice you use to communicate says a lot about your brand and helps positioning through communication – should reflect your audience and the way you want your brand to be perceived. Your brand voice
Brand Positioning
How does your customer identify and distinguish your brand from the competition?
Your brand personality should be reflected in the brand positioning — which is how your brand is perceived against its competitors and in the mind of your customers. More specifically, it's the strategy used to set your business apart from the rest.
Your brand’s positioning is influenced by its competitors, and what they have to offer. Tailor your strategy to highlight your product’s competitive advantage and share what makes your business unique in your messaging. What sets you apart from the competition? What do your clients love about collaborating with you or why do they love to purchase your products?
Brand Promise
What promise do you make with your customer – and consistently deliver?
A brand promise tells your customer, either explicitly or implicitly, what they can expect from your product or service. It sets their expectations on the quality of your products or services. The more a company can deliver on their promise, the stronger the brand value in the mind of customers and employees.
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'Real Stories' From Vistaprint Alum: Jaclyn Johnson, CEO and Founder, Create & Cultivate
Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint to grow, adapt, and evolve their business.
As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Jaclyn Johnson, CEO and Founder, Create & Cultivate
What do you love most about having your own brand/ business?
The ability to make decisions quickly – especially in 2020 when things changed overnight. We were able to pivot quickly and decisively, which in turn saved our business and grew our brand exponentially.
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?
No! Despite the fact that I grew up with an entrepreneurial family, I found myself in the corporate rat race early on. I was laid off from my corporate gig and left to figure out what I wanted out of my next career move, and accidentally fell into starting my first company – it worked out for the best.
What challenges have you faced in launching your brand / business? How did you overcome them?
We are a completely self funded entity with high growth, and scaling has always been a challenge. From knowing when to hire to when to invest in technology, it’s always a game of chance. For us, a major shift in our business happened when we brought on our COO, who really helped create systems and processes that gave us the runway to grow productively.
“Vistaprint makes it easy to create and customize marketing with easy-to-use digital tools and design-templates!”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
Vistaprint makes it easy to create and customize marketing with easy-to-use digital tools and design-templates! We have been wanting to design Create & Cultivate merch for awhile, and it felt like an arduous process with large minimums and high costs. Vistaprint, made it easy to test drive different products – from totes to hoodies – to see what our audience liked most!
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
BRANDING is so important when you are building a BRAND! The visual representation is part of your brand’s DNA from day one. Create & Cultivate’s signature pink/beige color has been our guiding principle throughout our design and in many stages of the business over time. It has become a signature of the brand, to the point where people will say “that’s so C&C!”
“Create your own momentum. Don’t pay attention to what everyone else is doing.”
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
Create your own momentum. Don’t pay attention to what everyone else is doing. Focus on your brand mission, and keep on creating from there.
What would you like to see change for the next generation of female entrepreneurs?
I would love to see more women having access to capital, whether its venture capital or angel investing. Women need money to see their ideas through, and need to be in the rooms where deals are being made.
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'Real Stories' From Vistaprint Alum: Hayet Rida, Founder, That Hayet Rida
Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint to grow, adapt, and evolve their business.
As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Discover "Real Stories'' from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Hayet Rida, Founder, That Hayet Rida
What do you love most about having your own brand/ business?
My favorite part about having my own brand and business is the connection to the community. As an entrepreneur, we tend to think we are just selling ideas or products – but our businesses are really an avenue to connect deeper with the community.
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?
I would say, yes – I have always been entrepreneurial. When I was about seven I started making bracelets out of beads. I had no idea what ‘business’ was but I understood at some level that I was making something other people would want, and that I could sell it to them. It took me a bit longer to cultivate the confidence to make the leap to full solopreneur, but I’m glad to be where I am now.
What challenges have you faced in launching your brand / business? How did you overcome them?
The greatest challenge I faced launching my business was getting out of my own way. I would overthink everything, wondering what if it didn’t work – but what if it did work? What if I don’t have enough time? What if nobody likes my product? At the end of the day I realized that I did not have the answers to those questions. And the only way I would be able to get the answers to those questions was if I gave it a try.
“I trust Vistaprint to help me create quality products that reflect and elevate my brand.”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
For one of my businesses, Aïya Candle Co., I wanted to convey a luxury experience to our customers with beautiful visuals in our shipping boxes. I used Vistaprint to design beautiful, high-end campaign cards, which really helped to elevate the entire experience. As for my other business, my blog, I like to keep stationary on hand to surprise my supporters with a handwritten thank you note from time to time. Through Vistaprint, I was able to create a quality set of ‘thank you’ stationary, which not only reflected my brand and my business, but my relationship with my community.
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
Visual elements are the key to branding. It’s not just the imagery and the photography, but how you communicate your brand message all the way down to your notepads, the stationary, the product packaging, and all of the things in between. I trust Vistaprint to help me create quality products that reflect and elevate my brand, without having to worry about ordering high volumes.
“We don’t always have to have these big audacious ideas. Sometimes the true value lies in the smallest idea executed by the smartest people.”
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
My only advice to other business owners and entrepreneurs, especially women, is to get out of our own way. Often we seek other people to help nurture us into the confidence to launch our business. But the sooner we realize that though we must work together, believe in each other, and share a vision, ultimately the chance is ours to take. And last but not least, know that it is OK to fail. Failure is a part of growth. When you fail, you learn, you adopt, you grow.
What would you like to see change for the next generation of female entrepreneurs?
I hope the next generation of female entrepreneurs is not afraid to share and build their ideas – even if they seem silly or obvious. Some of the best ideas are low hanging fruit and we wonder why someone hasn’t done it already. Well, the reason why nobody has done it, is because it’s for you to do. We don’t always have to have these big audacious ideas. Sometimes the true value lies in the smallest idea executed by the smartest people..
Hayet Rida
When I was starting this brand, I wanted it to be more than just a product, but a full experience that was built on not only my vision, but a strong team of black women. In every production, and visual decision I chose to hire 100% black women. Every product is the labor of our own vulnerability, trust in ourselves and desire to remind our customers that they deseve black owned luxury.
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