From Scratch: Carolina Kleinman, Founder & Creative Director of Carolina K

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our series, From Scratch. But this isn’t your typical day in the life profile. We’re getting into the nitty-gritty details—from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves—we’re not holding back.

Photo: Courtesy of Carolina Kleinman

Name: Carolina Kleinman

Job Title: Founder & Creative Director

Business Name: Carolina K

Did you write a business plan? If so, was it helpful? If not, what did you use to guide your business instead? Why did you take that approach?

Despite growing up in fashion and having a foundation and understanding of what it meant to have a fashion business, I chose to do things my way by guiding myself with what felt right and using my intuition. I learned how to run a business the hard way without specific guidance but my own, without investment partners nor a business plan. Thinking about it now, I would say it is good advice to have a business plan but be prepared to have to pivot unexpectedly. As John Lennon’s “Beautiful Boy” song wisely states, “Life is what happens to us while we are making other plans.” My approach has always been to be open, prepared, and aware of what reality may bring because it can disrupt the most detailed and thought-out plans, in business and life.

How did you come up with the name Carolina K? What was the process like, how did you know it was the right name, and what are some of the things you considered during that process?

Because my brand is such a personal reflection of who I am as a person—the way that I live my life, and my beliefs—I spent a lot of time trying to think of names that would represent just that. A meaningful word that would take this “project,” that was so close to my heart, to another level of growth and development. I went back and forth with a variety of different names but nothing was resonating. I then opted to use my namesake to just include my first name and the first letter of my last. 

What were the immediate things you had to take care of to set up the business? (Website domain/setup, trademark, business name listing social channels, etc.)

I founded my brand 15 years ago and the most immediate action item for me was the initial filing to make Carolina K an official business and company. Then, setting everything else up that came along with that. I am so fortunate that my brother Pablo was able to help me with this process because I had no idea where to even begin. He was able to set up the paperwork and guide me through legalities.

What research did you do for the brand beforehand? Why would you recommend it?

Luckily, I’ve always been immersed in fashion and grew up playing around with rolls of fabric at my mom's clothing store in Argentina so everything came very naturally to me. Early on I had a very clear understanding that if I ever started my own label it would have to be done in an ethical and meaningful manner. This resulted in the research taking place as the development of collections happened. I traveled the world looking for artisans and factories, meeting and working with those along the way. Most, if not all, of whom I still work with today after 15 years. As I learned more about them I created a connection, and I knew I wanted to preserve the artisanal crafts, ancient techniques, and details of their culture. 

I highly recommend seeking to establish a true partnership, meet who you work with in person, get to know your suppliers, test each of them out with small projects so that you can scale accordingly and grow together. Growth is great, but it’s beautiful when you can do it together.

How did you find and identify the manufacturers that you work with? What makes a successful partnership and what advice can you share for fellow business owners on finding the right partners?

I found many of my suppliers, manufacturers, and artisans throughout my travels prior to starting my company and throughout its growth. Still to this day when I travel, I often visit markets or attend festivals and celebrations in small towns or cities. At both places, I often run into a variety of artisans that sell items I end up falling in love with. I then strike up a conversation which usually leads me to placing a small order. This allows me to ensure their responsiveness and reliability. If things go well, I take them under my wing and continue to work with them long-term. To this day, we employ around 300 artisans worldwide that I’ve met and maintained relationships with for the last 15 years. I cannot express how important it is to really know who you are working with and cultivate those relationships to assure that the best materials are being sourced and used. Especially, in my case where we make sure to use eco-friendly materials that do not harm the environment.

Did you self-fund the company? If so, how did you bootstrap it? Did you do a friends-and-family round? Or did you raise seed money or initial investment money? If so, how much, and what was that process like for you? What path would you recommend?

Carolina K is a fully self-funded brand. In my early twenties, I was living in Los Angeles working towards being a musician and I would take small jobs here and there in styling or other projects in fashion. I later went back to Argentina where a woman that I knew offered me a 90-day term on fabric, leading me to design my first collection under the Carolina K brand. All I could afford was a one-way ticket to New York City. I took a leap of faith and flew there with the intention of selling it. The full collection sold out in just one weekend! 

I paid off what I owed for the fabric and put the rest of the money back into the business. I repeated this cycle over and over; money always went back into the business. I must say, the journey has been hard. I didn’t study business, and it took me a long time to learn the business portion. Plenty of trial and error, especially when I was living outside of Tepoztlán, Mexico, and did not have internet access at home. Based on my struggles of scaling the business, I think I would advise others to connect and work with people that you trust and that are knowledgeable in areas that you may not be. For me, it would have been someone more understanding of the business side of things early on.

How much did you decide to pay yourself? How did you determine what to pay yourself? 

To be fully transparent, I only had one employee for the first nine years. As a result, I didn’t see the need to pay myself a fixed salary up until the point my company really started to scale. All of the hats I wear as an entrepreneur and a creative is a lot of work, but I love every minute of it, and I know we will continue to grow and meet our financial goals.

How big is your team now, and what has the hiring process been like? Did you have any hiring experience? If not, how did you learn and what have you learned about it along the way?

At the moment, my team consists of seven employees and myself. Many of them came into my life at the right moment and time, hired on organically as well as the traditional hiring path of creating a listing on LinkedIn and interviewing. The organic path is always the best and most interesting; we either were introduced to each other by mutual friends or timing just led us to meet. The traditional path is always fun, as we meet a variety of new characters and hire based on who is the most fitting of the position and company culture.

Did you hire an accountant? Who helped you with the financial decisions and setup? Are there any programs you recommend for bookkeeping?

Yes, as we started to scale and needed more assistance in finances we hired an accountant. I do feel that having a great accountant in-house is key. Having a strong person dedicated to finance is something that makes the growth of the brand much smoother. I found that Quickbooks is great if the brand is based in the United States. Two other programs that I advise for clothing brands are AIMS 360, a production management and processing software, and Joor, a platform used to connect with buyers for wholesale. These have been great in assisting my team with production and sales, automating the process, and leaving less room for human error.  

What has been the biggest learning curve during the process of establishing your business?

The biggest learning curve and challenge for me was learning how to seamlessly work with those outside of my brand while still maintaining important values such as caring and paying attention to customer needs while maintaining an eco-friendly brand. In our early years, I had to learn to block out the noise of buyers that would put us down or showrooms that wanted to mold our brand into something that it wasn’t. I realized that I had to trust myself, my good intentions, and work hard despite the external obstacles. 

What is the most rewarding part of running Carolina K?

My favorite part of my brand is working with artisans. This means there is no fabric waste nor is there any contamination, and together we are working to maintain their ancient craftsmanship techniques. I quickly learned that even all of the positives can bring challenges. In the first eight years, every piece by Carolina K was made entirely by hand, but it got to the point where the artisans were unable to manage our growing purchasing demand. As a result, they sometimes were late to delivery deadlines that had to be met as they were dependent on sales. Trying to scale growth for the brand became challenging at that point. I then decided to develop prints that would complement and resonate with the hand-made pieces to assist in speeding up production. I traveled to India and partnered with very small print factories and later discovered skilled male embroiderers. We still work with both to this day and they too work with love and passion.

How did you promote your company? How did you get people to know who you are and create buzz?

The buzz happened organically. I started participating in trade shows in New York and in Paris and met other designers and buyers. As more purchases happened, I began expanding my reach at multi-brand stores and became more well known and established.

In 2014, I opened my first store in Williamsburg, New York while I was still living in Tepoztlán, Mexico. In 2015, an opportunity presented itself to move to Miami and we moved forward in doing so along with closing our Williamsburg store and opening a store at the Faena Hotel in Miami Beach. That allowed for more visibility because of the hotel location. We began hosting branded events and fashion shows that attracted and led me to meet and dress interesting and like-minded people, resulting in more recognition and brand awareness on a global level. 

Years of growth also led to the understanding that working with a good PR company can be beneficial if you’re able to align on goals and beliefs. Our journey has been a slow but organic and meaningful one.

Do you have a business coach or mentor? If so, how has this person helped, and would you recommend one to other founders? How do you get one?

I do not have a business coach at the moment, but I did in 2019. I met this coach through mutual friends and having a coach really helped me establish important skills like how to manage my team better and how to set and achieve milestone goals for the business. The most important lesson that I attained from having a business coach was learning that I must build my brand around my lifestyle so it serves me, my personal beliefs, and my necessities. I did not want to be in a position where working consumed all of me. I found it very helpful to work with someone on strategy and learn more about the areas that you are unsure of so that you can learn to master them. I completely recommend looking into business coaching when it is financially feasible. 

How has COVID-19 impacted your business operations and financials? What tactics and strategies have you put in place to pivot and ensure your business is successful through this period?

COVID-19 was a very challenging time for my brand as well as almost every other fashion brand. We saw orders being canceled or delayed frequently at the start of the pandemic and we had no idea what to expect or what was to come. Due to the national shortage of masks, we began to work with our artisans to design and donate them to organizations that would get them into the hands of those in need. As things began to calm down and stores began to open again, we started to see retailers requesting their original orders, and we realized how lucky we were to have that support.

COVID-19 put many things into perspective—one being the need to pivot and put more backing into the direct-to-consumer model for our brand. We took this opportunity to strategically develop a more curated approach to our wholesale and work towards the positives this brought for the development of direct-to-consumer. It is important to take challenging times and try to find the positives in order to accomplish growth.

What short-term changes will be crucial to your business strategy long-term post-COVID-19 and what plans are you making for when we get back to “normal?” 

One short-term change due to COVID-19 that will be crucial to our business strategy, is the number of collections that we drop moving forward. In 2019, I was growing tired of doing so many collections; it didn’t feel authentic to my brand but rather robotic and stressful. Post COVID-19 we have opted to make collections less frequently and focus on making them better, more meaningful, and mindful. A great example is that this year we are skipping Fall/Winter ’21 and, instead, replacing it with a Zero Waste collection. This collection is designed with only repurposed fabrics from past collections and many are one-of-a-kind styles. We have also focused on our home collection expansion. It has been around since 2014, but this year brought the opportunity to focus on its growth. I’m excited to share that we are currently working on our five-year strategy, and there are plenty of great things ahead for the brand.

What advice can you share for small business owners, founders, and entrepreneurs who are also reeling in response to COVID-19?

I would give small business owners, founders, and entrepreneurs the same advice I keep telling myself. Stay positive, keep moving forward, take time to do a bit less so that you are able to make decisions with a clear mind and a clear vision. Make sure that what you do and decide has your heart in it. It took me 15 years to build this brand; I won’t let it fall apart in one to two years of crisis. 

Photo: Courtesy of Carolina Kleinman

What is one thing you didn’t do during the setup process that ended up being crucial to the business and would advise others to do asap?

The one thing that I didn’t do during the setup of my company was take the time to dive deep into understanding the business side of my brand and the fashion industry as a whole. It is very crucial to understand or have the correct people around you to advise. If you are a creative person like me, having someone managing the business side allows you to dream big while they point you in the right direction to set up structure, goals, and strategies to help you achieve your big dream.

For those who haven’t started a business (or are about to), what advice do you have?

If you are creating something from the bottom of your heart that is authentic to you, you will be just fine. Be sure to always find your own voice, be ethical and conscious of the planet, don’t look to what others are doing unless there is something you can learn from them, and be consistent. There is so much going on in the world but remember that each of us is unique and has our own point of view and each and everyone one of us should find that value in ourselves, always.

What is your number one piece of financial advice for any new business owner and why?

Always stay within your budget, make sure to calculate numbers beforehand, and do not overspend. There is plenty of time to grow organically and enjoy the fruits of your labor. You cannot expect results overnight. I read an interview with Patti Smith where she mentions a quote by William Burroughs that I always go back to when tough decisions come up or when my patience runs out: “Build a good name. Keep your name clean. Don’t make compromises. Don’t worry about making a bunch of money or being successful. Be concerned with doing good work. And make the right choices and protect your work. And if you can build a good name, eventually that name will be its own currency.” -William Burroughs

If you could go back to the beginning with the knowledge you have now, what advice would you give yourself and why?

I would tell myself to take some business classes and make the time to really understand. Remember to maintain consistency as that is the key to success. Lastly, continue to trust my intuition and always listen to my inner voice. She will never lead me astray. 

Anything else to add?

Stay passionate and remember to always have fun, as it is the journey that matters and not the destination.

MORE ON THE BLOG

Rebecca Minkoff Doesn’t Believe in Asking for Permission—and Neither Should You

“Really, the only person you need permission from is yourself. Not your parents. Not your friends. Not society.”

—Rebeca Minkoff, Co-Founder and Creative Director of Rebecca Minkoff

At Create & Cultivate’s Money Moves Summit, Rebecca Minkoff opened up about her slow-burn success, working hard and never giving up, and leading a company through tough times. In her new book, “Fearless: The New Rules for Unlocking Creativity, Courage, and Success,” she shares even more learnings from her decades-long career. Below is an excerpt from her new book in which she shares one of the most valuable career (and life) lessons she’s learned so far:

The first dress I ever designed for myself was for my bat mitzvah. A few years before, I had seen a polka-dot dress in a store window and became obsessed. It was just a simple A-line shift dress, but to me it was the coolest dress I had ever seen in my life. Even though I couldn’t touch it, in my mind, I knew it was made with the softest cotton I’d ever felt. The sleeves had just enough pouf to be stylish without feeling kooky or too kiddie. I knew it would land right above my knee if I ever had a chance to try it on. Like most kids, I begged my mom to buy it for me. And, unlike most moms, my mother said, “I’m not going to buy this for you, but I’ll buy you fabric and you can make it.” That was a real light bulb moment for me. I had been crafting and making cutesy, fun things like aprons and pot holders, and I’d been using puffy paint and sewing patches on my jean jackets, but this felt like a revelation. If I designed something fashionable, did that make me a fashion designer? That sounded really cool.

Asking my mom for things and having her turn me down was pretty much par for the course. But the truth is, she just wanted to teach me how to figure things out for myself. She didn’t buy me that dress, but she guided me as we made one—and I thought it was even cooler than the one I had seen. Now, I was twelve, and between the idea of becoming a “woman” for my bat mitzvah and having a size AA training “bra” (think: stretchy cropped undershirt), I very much felt like I needed a dress that would highlight and showcase my chest. (Why, you ask, was my focus on my chest instead of on my Torah portion? Tweens aren’t exactly known for their impeccable priorities.) This became my first design challenge. I decided on an empire waist with a square neck and a little princess puff sleeve, and I made it out of white matte silk. I made it just above my knees so that you could see my gams when I sat on the bima (that’s Hebrew for the stage). My mom wouldn’t buy me new shoes for just one night, so a family friend lent me her cream-colored pumps that matched the color of my dress exactly. I wore them with pride even though they were a half size too small. (But I did spend most of the time up on the bima worried that I was losing circulation in my feet.)

Thanks to my mom shutting me down, I got way more out of the experience than just an amazing (go with me here) dress. Sewing something that I could wear gave me confidence. The idea of turning nothing but a piece of fabric and some thread into something I would actually wear out in the world seemed like magic to me. I would do as many chores around the house as I possibly could in order to earn money and then spend it all on fabric. When I was out of fabric and out of cash, I would go through my closet and find pieces that I was tired of, take them apart, and make something new to wear. Taking the clothes apart allowed me to see how the clothes were made, and then I could replicate the look if I wanted to.

When Life Throws You Lemons—or Florida Oranges

I was born in San Diego in the eighties. It was absolutely as fun as it sounds. My early life in California was a truly idyllic time period. The weather was always perfect, my two older brothers and I could go outside and play at night unsupervised, and I spent weekends boogie-boarding or selling jewelry at the flea market while my mom sold her Amway products. My dad had just finished his residency in pediatric medicine and had opened his own practice. He worked a lot, but when he was home, he was all ours. We were not wealthy by any means, but my life felt rich. My elementary school self already knew that I was going to marry Steve and that Sarah, Caren, Rachel, and Tami would be my bridesmaids. I was going to wear a ruffled one-shouldered white organza minidress, and my bridesmaids would each wear their own unique look that reflected their personality, but it had to be coral pink, obviously, because the wedding would be on the beach. Cue the mic drop.

Shortly after I turned eight, my parents told us we would be moving to Florida, where my dad would be taking a short sabbatical. All I knew about Florida was that there were alligators in the swimming pools. I remember coming home and my parents breaking the news to my two older brothers, Uri and Max, and me. They presented it like it was an adventure, and I was completely not on board. As I sat there panicking about losing my friends, my dad sold us on the move with big talk of a house on the ocean, building sandcastles in the front yard, and promises that he would have tons of time off to play with us. So we packed up. Everything I owned, which primarily consisted of Barbies, Barbie clothes, Barbie gear, and a Barbie Dream House, was in boxes and ready to be loaded onto the moving truck. On my last day of third grade, my classmates gave me a memory book full of photos and drawings from my elementary school friends. I’d never held anything as tightly or cried as hard as I did that day.

The Big Adventure

We piled into our sedan, hitched up the U-Haul, and drove across the country in true Griswold-family fashion. It was the absolute worst. The whole time, I had to sit in the middle seat, squished between Uri and Max, because I could never yell out “Not it!” fast enough. At any given point during our drive, I was either being used as a pillow or an armrest. There were a lot of tears: like when my personal stash of mini candies fell out of the trunk into the muddy parking lot, or when we pulled into New Orleans and I felt completely haunted while semi-lost from my family, or when my dad fell asleep at the wheel in the middle of the night and we did not one but two 360s across the freeway. It was the longest, crummiest week of my eight-year-old life. But at least we were moving somewhere awesome, right? Wrong.

The night that we arrived in Florida, we were tired, it was hot, and I was sure that when my dad pulled into the dilapidated, half-rotted apartment complex, he had made a wrong turn. It was just like The Karate Kid, but I wasn’t Danny LaRusso and there was no Mr. Miyagi waiting to give me a shiny yellow convertible. I remember piping up to say, “Dad, you made a wrong turn. We are not at the beach.” He replied, “Oh no, honey. This is correct. We decided this would be much better.” We went upstairs to a two-bedroom, one-bathroom apartment that was roughly the size of our living room back in San Diego. The place smelled. Mold was everywhere. My heart sank. Even our two dogs seemed grossed out. This was not part of my plan. I woke up the next morning before everyone else. I threw on my Chucks and ran out the door, determined to find the mythical sand and magical beach that Dad had promised. I knew it was all wrong the moment I stepped outside and didn’t feel the tangy taste of saltwater surrounding me. Lo and behold, all I saw was dirt. It could have passed as sand-colored dirt, but it was definitely dirt. That’s what was at the bottom of the stairs. That’s what I was supposed to turn into castles? And where was the water? How was I going to fill the moats of my princess castle without the ocean nearby? I had promised Barbie a beach day, and she was going to be pissed. Even more than me.

I quickly ran back up the steps, found my father, and demanded, “Dad! Where is the beach? And the sand?” His reply: “That’s sand! Right at the bottom of the stairs!” The first few months went like this for everything we did. When I looked for the Floridian version of the fun downtown we had grown up with back in San Diego, where kids could innocently loiter, he told me it was out there somewhere and we would find it. When I looked for the group of really nice, super-friendly girls my age who were destined to be my new best friends, he told me I was sure to meet them soon. When I wanted to boogie-board, there wasn’t even a wave. And what I did find wasn’t helping the situation: I missed the soft green grass of California, but all I had to look at was dry, hard, spiky patches of Florida turf. I had always liked being connected to our Jewish community back home, but the jerky tweens at the temple in our new town made fun of me for my buck teeth and frizzy hair. I was constantly disappointed, and I missed my old life deeply.

The only saving grace was that it was temporary. At least that’s what I thought. Since the plans were up in the air, my parents rented furniture instead of buying it or moving our old stuff out from California. I marked the day our first furniture rental contract was up on the family calendar. When the big day finally arrived, I ran to tell my dad: “Hey, Dad! We have to return the furniture! Does that mean we can go home now?” He turned to me and very casually said, “We’re not going home. We’re going to stay.” My parents had found a small piece of land that was going for a good price and had decided to save up to build a house of our own. I knew at that moment that my fate was sealed. I was stuck there for good. (And, Florida, if you’re reading this, please don’t take offense. I’ve grown to love you, and you know it.)

Even now it stings. I say this fully aware, as an adult human, that I was very lucky to have a roof over my head, to have a loving family, and to always have food to eat, but San Diego was all I knew. When everything you have ever known as a child is ripped from your life, it has a huge impact, whatever your circumstances may be. This was like a bad after-school special, but it was my real life—though it wasn’t the last disappointment I would face, so technically it was training.

So why was Florida so bad? Let’s unpack this:

• It was hot—the kind of hot where you just are never not sweating. All the time. I couldn’t even walk from my mother’s car to the front of the school without my sweat staining my shirt.

• I had very few friends. I thought I had made some, but Chrissy turned out to be a traitor in junior high when she up and decided I was too nerdy and awkward to be seen with in public. I wound up getting bullied left and right and dreaded every morning that I had to get up and go to school.

• My older brothers turned into teenagers and left me behind. While they were suddenly doing all the normal, eighties-movie high school stuff, I was stuck at home, playing with my dolls, and waiting for my hot-glue gun to warm up.

• On top of everything, we were the only Jewish people for miles and miles, which made us the talk of the town.

All of this is to say that I found myself flying solo. A lot. Depending on my mood, it either felt as if I had all the me-time in the world or as if I had been forced into isolation. The upside of it all is that it gave me the space to discover creativity. Crafting saved my life. (Does that sound dramatic? I hope so. I really want it to.) I was a mini Martha Stewart always ready with my Mod Podge and handful of puffy pom-poms. My mom had given me an old sewing kit and showed me the basics. It wasn’t long before I was making scrunchies for myself and avant-garde outfits for my dolls.

Out of everyone at school, my favorite person was Miss Laurie, the art teacher. She had moved to Florida from New York City, where she had been a print designer. Now she handed out construction paper and was on scissor patrol for a bunch of kids. Miss Laurie was kind and soft-spoken, and she used validation and encouragement to keep you going. She could always find something in whatever mess we kids were working on to compliment. After school, she taught art classes out of her home. For twenty dollars an hour (her rate was actually thirty dollars an hour, but my mom insisted that I negotiate her price down), she would teach me whatever I wanted to learn. Over five years, we drew, painted, illustrated, sketched, knit, and crocheted, and, most importantly, she taught me to follow a pattern and use a sewing machine. Thanks to her (and the extreme nothingness of Florida at the time), I found my love of fashion, art, and design.

Don’t Ask; Do

From then on, I was hooked on doing things for myself. When I decided I wanted to go to the performing arts high school that was forty minutes away, I mapped out the bus route and got myself there and back. How much I earned doing chores around the house or scooping ice cream at the local ice cream shop, where I worked after school and on weekends, was how much I could spend. The responsibility was on me. At a certain point, making things, doing things, and figuring things out on my own became second nature to me.

With my love for all things fashion, it wasn’t a surprise that, when I was eighteen, I decided I wanted to move to New York to work in fashion. My mom said, “If you want to go, go.” That was all I needed. She wasn’t giving me permission. She wasn’t saying yes or no. She was putting the responsibility exactly where it belonged: on me. A few years ago, I finally asked my mom why she didn’t help us kids out more. She explained that when she turned eighteen and moved out of her parents’ house, she didn’t know how to do anything. She felt like too much had been done for her, so she had trouble knowing how to live on her own. As a parent, I’ve learned that is the greatest gift we can give our kids—just a push in the right direction. (Thanks, Mom. Love ya.)

I didn’t have a plan. I wasn’t sure how I was going to make it happen. But I knew I was going to figure it out.

Sign Your Own Permission Slip

We spend so much of our lives waiting for permission. As little kids, we ask our parents if we can do just about everything. We ask for snacks, for toys, or if it’s okay to go out and play. We even ask our teachers if it’s okay to go to the bathroom. By the time we’re adults, we’ve been conditioned to look outside ourselves for someone to give us permission to do even the little things.

But do we really have to? No.

Really, the only person you need permission from is yourself. Not your parents. Not your friends. Not society. When we ask someone else to validate our choice before we make it, it puts the responsibility on that person. Suddenly, it’s their problem if something goes wrong. Getting outside validation protects us from feeling like it’s all on us if we screw up. And on some level, we’re all afraid of screwing up.

But here’s the thing: if we get permission to do something, or validation before we do something, we aren’t off the hook. We still have to deal with the fallout. We’re still the face of the mistake. Often, the only person who actually cares, or even knows, that someone gave you permission is yourself, so if you want to do something, do it. If you want to wear something, wear it. If you want to try something new, by all means, go for it. Whatever happens next is yours to own. It’s all you.

“Fearless: The New Rules for Unlocking Creativity, Courage, and Success” by Rebecca Minkoff

$26

SHOP

Taken from Fearless by Rebecca Minkoff. Copyright © 2021 by Rebecca Minkoff. Used by permission of HarperCollins Leadership. www.harpercollinsleadership.com.

MORE ON THE BLOG

After Climbing Mount Kilimanjaro, This Entrepreneur Found the Confidence to Take on the Fashion Industry

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our new series, From Scratch. But this isn’t your typical day in the life profile. We’re getting into the nitty-gritty details—from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves—we’re not holding back.

Photo: BKM Photography, Courtesy of Shobha Philips

Shobha Philips can remember feeling frustrated by the lack of nude bras available in her skin tone for as long as she’s been wearing one. But it wasn’t until she climbed Mount Kilimanjaro that she discovered the confidence to start her own lingerie line and address this glaring lack of inclusivity in the fashion industry. “It was a nine-day journey, and it was the most physically and mentally challenging thing I had ever done,” the founder tells Create & Cultivate of the climb. “Coming down from the summit, I realized what I was capable of, and suddenly starting a business seemed less intimidating.”

After summiting the tallest free-standing mountain in the world and experiencing this perspective-altering epiphany, she started Proclaim, an inclusive lingerie line. And true to her vision, there is an intention behind every element of the brand, from the name and mission to the ethical production of each garment. The brand’s pieces are made from earth-conscious fabrics (think wood pulp and recycled plastic bottles) and cut and sewn by skilled workers in Los Angeles who are paid fair hourly wages rather than per piece (a practice that often promotes wage exploitation and unsafe work conditions).

Ahead, Philips tells C&C how she brought Proclaim to life, from how she found the right manufacturing partners to why she used her own savings to fund the business.

Can you tell us a bit about your background and what you were doing professionally before launching Proclaim? 

I studied marketing in school and had a few corporate roles in supply chain before starting Proclaim. I always knew in the back of my mind I wanted to start my own business—it just took a while to figure what that business would be.

Did you write a business plan? If so, was it helpful, and if not, what did you use to guide your business instead and why did you take that approach? 

I started several versions of a business plan, but what I ended up with before launching Proclaim was more of an outline than a full-on business plan. I ended up pivoting and adapting throughout the development process and the first year so much that it felt like my business plan would have been invalid almost instantly. I do think it is important to think through each of the components of a business plan, but perfecting a business plan document was not something I focused on.  

How did you come up with the name Proclaim, and what are some of the things you considered during the naming process?

I had a long-running list of possible names on a spreadsheet that I shared with friends and family to get their feedback. I wanted a name that spoke to the bold and disruptive vision and I had for this business, and in the end, Proclaim was the one that just felt right and resonated with people the most.

What were the immediate things you had to take care of to set up the business? 

Setting up separate business accounts for checking and credit cards was important to keep track of business expenses and to keep them separate from personal expenses. I also made sure the domain name and social media handles were all available with the business name. 

What research did you do for the brand beforehand?

I did not have a design background so I spent almost a year and a half researching the fashion industry in general and really trying to learn everything I could about bra construction and manufacturing. I purchased a ton of bras and took them apart to see how they were made. I also just had a lot of conversations with friends about their bras; what they loved, what they didn’t. I spent that year consuming all the information I could about this industry I was jumping into. 

How did you find and identify the manufacturers that you work with? What was important to you during this process and are there any mistakes you made and learned from along the way?

Making connections for sourcing material and manufacturing took a while. It was a lot of Google research, cold calls, and dead ends trying to find the right partners who aligned with the brand values of being a sustainable and ethically made brand. I would recommend taking your time with this step. It takes a while to find the right manufacturing partners. I remember feeling like I was not moving fast enough and was anxious to get my collection made, but I think it’s such a crucial component to your success that it’s worth taking your time.

Photo: Marissa Alves, Courtesy of Shobha Philips

How did you fund Proclaim? What were the challenges and what would you change? Would you recommend your route to other entrepreneurs? 

I used my own savings to fund Proclaim. As a values-driven brand, I wanted to be able to bring my vision to life without compromising for investors and outside stakeholders. As far as what I’d recommend to other entrepreneurs, I think it depends on the industry and what success looks like for you. For me, success was bringing a product to life that I felt needed to exist. If your goal is to be like the next Amazon, you’ll probably need outside capital. 

Did you hire an accountant? Who helped you with the financial decisions and setup? 

I have an accountant for taxes and I do all of the bookkeeping with Quickbooks. I recommend keeping up with it weekly because it does become daunting if you keep putting it off.

How did you promote your company? How did you get people to know who you are and create buzz?

Proclaim has grown mostly through Instagram. I’ve been lucky that I’ve had a lot of success on the app reaching like-minded people organically who believe in our mission. I started the account six months before launching so by the time we launched, there were already a few thousand followers who supported the vision.

Do you have a business coach or mentor? If so, how has this person helped you, and would you recommend one to other entrepreneurs?

I’ve met so many amazing women on this journey of running a business. There are a handful of women who are fellow designers and fashion entrepreneurs with whom I am in constant contact during the week. We help each other with everything from sourcing issues to marketing strategies and everything in between. My business would not be where it is today without the support and guidance of these fellow small business owners.

What is one thing you didn’t do during the setup process that ended up being crucial to the business and would advise others to do asap?

I’d say, make sure you’re building your email list from day one. Make it easy for customers who discover you to sign up on your website and social media pages. It is such a powerful and relatively inexpensive tool; I wish I had focused on it earlier.

What is your number one piece of financial advice for any new business owner and why?

Find a good CPA! Even if it seems pricey when you are first starting out, in the long run, it will save you money.

Photo: Marissa Alves, Courtesy of Shobha Philips

MORE ON THE BLOG

How 11 Honoré Design Director Danielle Williams-Eke Is Making the Fashion Industry Size-Inclusive

Photo: Courtesy of Danielle Williams-Eke

Early on, I never really thought of designing plus-size clothing. Truthfully, nine years into my career with a bachelor’s and master’s in fashion, I still felt that my future was to design straight-size clothing. I always wanted to design high-end contemporary womenswear.  Traditional education teaches about the “fashion greats” including Coco Chanel, Christian Dior, Cristóbal Balenciaga, and more. I fell in love with them and fashion.  I recently looked back through my 2009 graduation portfolio and it struck me that all the assignments included tall, slim figures, perfectly following the "nine head rule" with six-foot-tall, size-two women. Not a curve in sight. This wasn't by choice; this was how I was required to design to make the grade. The curriculum was void of any trace of plus-size fashion. One could only take this to mean that plus-size women weren't welcome in the fashion industry.  

Since I am a plus-sized woman, essentially, I wasn't welcome in the fashion industry.  Imagine loving and working in an industry that refused to acknowledge you. This forced many plus-size women, like me, to seek out the brands that recognized our existence. It was like a scavenger hunt. When I occasionally discovered a new brand that got it, there was a great feeling of being seen and served. I remember that feeling back in 2004 when I found Torrid for the first time while shopping for my sweet 16 outfit. While a few other plus-size lines popped up in the well-known chains, I didn't see this recognition in luxury fashion. Plus-size women weren't on runways. Designer and contemporary brands didn't produce their clothing above a size 12 or 14. 

“Since I am a plus-sized woman, essentially, I wasn’t welcome in the fashion industry.  ”

Then, in 2018, I discovered 11 Honoré and I knew this was something different. The brand offers plus-size high-end fashion, which was something I never thought was possible. It was around this time that I also attended The Curvy Con for the first time during New York Fashion Week. This was also the Fashion Week that Kellie Brown launched #FatAtFashionWeek. In her words, "We are here, we work in this industry, we get it, we are leaders and consumers." I felt that! I felt the shift in the atmosphere at NYFW that year. The runway was getting more inclusive. It was building on the great year before when I had the opportunity to sit in on the Christian Siriano show watching Precious Lee, Marquitta Pring, and Candice Huffine slay the runway one after the other. Things were happening!

Fast forward to November 2019. After a year of stalking the 11 Honoré career site, a colleague reached out to me. The company was ready to start their in-house brand and they wanted me to design it! The collection I never imagined would exist was the collection I would have the opportunity to create. I was playing a part in a brand that was moving the industry forward. I was in the company of legacy brands like Carolina Herrera, DVF, and Dior, who were finally moving toward inclusivity but also a part of this new wave of designers, like Henning and Baacal, whose brands were founded on inclusivity. The scavenger hunt was getting easier for this African American designer from humble beginnings. 

“The fashion industry has to acknowledge the blatant prejudice that exists towards those who don’t fit the ideal beauty standards related to size and body shapes of all women.”

While there is more work to be done to normalize varying body types and shapes as well as amplifying the voices of Black people and people of color, we are moving in the right direction. I'm honored to be a part of the ride. My hope is that inclusivity and diversity become the standard. 

For me, this starts with fashion education. In the same way that America has to take a good look at how we teach and talk about the history of racism in America, the fashion industry has to acknowledge the blatant prejudice that exists towards those who don't fit the ideal beauty standards related to size and body shapes of all women, particularly those of different races and ethnicities. Only after we acknowledge those faults can the industry move forward and truly reflect its consumers.

About the Author: Danielle Williams-Eke is the design director of luxury size-inclusive e-tailer 11 Honoré’s private label line, The 11 Honoré Collection. As design director, Williams-Eke spearheads the design team and production of the private label, a collection that blends modern minimalism with power dressing. The designer is quickly making a name for herself in the fashion industry as a balanced voice and leader in size inclusivity. Prior to her role at 11 Honoré, the Los Angeles-based designer oversaw the design team at Torrid. For the last decade, Williams-Eke has specialized in designing extended sizes and pioneering patterns, fits, and silhouettes for the plus-size consumer. Understanding the power of clothing is instrumental to the designer, who is influenced by classic Americana style that eludes a hint of sex appeal. “I design for a lifestyle. Women are multifaceted and when I create a collection, I keep that in mind. I’m designing clothes for moments in the 11 Honoré woman’s life.”

MORE ON THE BLOG

This Mom Founded a Kid’s Clothing Company to Spend More Time With Her Family

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 Fiona Sahakian

In 2010, Fiona Sahakian was a hairdresser and new mom working long hours and daydreaming of spending more time with her growing family when a client introduced her to Etsy. “I was so intrigued by working from home and using my creativity to generate income through a platform,” Sahakian tells Create & Cultivate. Less than a year later, she launched the first iteration of Posh Peanut, a line of handmade accessories that eventually evolved into the beloved children’s clothing brand that it is today.

Fast forward to 2021 and Posh Peanut is a favorite among celebrity moms by the likes of Chrissy Teigen, Gabrielle Union, and Eva Longoria, to name just a few. If you’re not an A-lister you can still add the brand’s coveted pieces to cart—but you’ll have to act fast. Last year, Posh Peanut launched at Nordstrom and Saks Fifth Avenue, and the brand’s weekly collection drops have been known to sell out within five minutes (!). But the business wasn’t an overnight success. “I funded my business one sale at a time,” the founder explains. “I spent $500 from my own account for my first ‘big’ inventory purchase. Every sale and every dollar went back into inventory.”

Ahead, Sahakian talks about what it takes to slowly but surely build a successful brand and why hiring an accountant ASAP will save you money in the long run.

Take us back to the beginning—What was the “lightbulb moment” for Posh Peanut? What inspired you to launch your business and pursue this path?

I really wanted to stay home with my growing family. I was a hairdresser working crazy hours over the weekends. When I had my son in 2010, a customer turned me onto Etsy and I was so intrigued by working from home and using my creativity to generate income through a platform. Posh Peanut has evolved over the years from handmade accessories to the softest essentials you can imagine. Although I now work more than ever, it has given me the opportunity to also work on my own terms and around my kids’ schedules. 

Today, Posh Peanut is beloved by celebrities including Chrissy Teigen, Gabrielle Union, Mindy Kaling, Eva Longoria, and more. How did you create buzz around your business in the beginning?

In the beginning, we had no marketing budget but we used social media outlets to rally up fans and our community. Our community built the buzz surrounding our coveted designs with lots of hashtags and resharing. 

Last year, Posh Peanut launched on Nordstrom and Saks Fifth Avenue. Congratulations! What has been the biggest challenge in scaling your business and what lessons have you learned along the way? What advice can you share on how to scale a business sustainably?

Our biggest challenge has been keeping up with demand and diversifying our supply chain. Our collections are known to sell out in 5 minutes and our production lead time is 8-12 months out on the calendar. We have had exponential growth in the past two years. Finding new supply chains to meet our growth and finance the business has been our biggest hurdle. We are 100% bootstrapped, and in order to scale to our projected numbers, we need capital.

We have been lucky to have great relationships with our suppliers and banks, and have learned that it is better to grow slow and sustain that growth rather than raising a bunch of capital. We don’t put ourselves in a corner or bite off more than we can chew. I suggest negotiating with your suppliers, banks, and find funding yourself if you do not want investors. There are many great lending programs in the e-comm space. 

How did you fund Posh Peanut? What were the challenges and what would you change? Would you recommend that route to other entrepreneurs? 

Don't run, walk. I funded my business one sale at a time. I spent $500 from my own account for my first “big” inventory purchase. Every sale and every dollar went back into inventory. I didn't pay myself out until many years later. I was lucky enough to have a supportive husband. I also kept my job as a hairstylist until I was able to save enough to focus 100% on Posh Peanut. I didn’t take any loans out or seek investors. 

This path of course is a slow growth, but I wanted to be self-funded. I think many entrepreneurs seek out funding very early on without getting their feet wet. As we scaled, it did become more difficult and with larger inventory purchases we needed more capital. I don’t think I would change the way we funded the business. Although it took us a bit longer to scale, I think it taught us a great lesson of not over-investing in products, growing too quickly, and then figuring out how to sell them. Slowly growing taught us to invest in the correct places. 

Where do you think is the most important area for a business owner to focus their financial energy and why?

Payroll. I think you can add tons of people to your team who don't add value, making your financials top-heavy every month. 

What was your first big expense as a business owner and how should small business owners prepare for that now? 

Inventory. Inventory was our biggest investment but also the only way to sell. Negotiate. Negotiate. Negotiate. If you are a product-based company, your inventory will always be the biggest expense. Ask vendors for terms, don't bite off more than you can chew. You can always buy more and replenish when you see demand.

What are your top three largest expenses every month?

Payroll. Inventory. Paid media.

Do you pay yourself, and if so, how did you know what to pay yourself? 

I started paying myself four years ago. I didn't pay myself in the beginning as I used all the money to fund the business. However, every time I hit a goal of X I would take a little bit of the revenue and spend it on myself on something I really wanted. I believe in setting goals and rewarding yourself with a gift, trip, or whatever that thing is that really motivates you to get to that next step.

Would you recommend other small business owners pay themselves? 

If you can, yes! I was lucky because my husband had a good job and paid for the necessities and I was able to save all of Posh Peanut’s earnings to pay for the business expenses. I was able to put every dollar made back in the business. I don't see a wrong or right answer. It's how your personal financials pencil out while sustaining the growth of the business.

Did you hire an accountant? Who helped you with the financial decisions and setup? Are there any tools or programs you recommend for bookkeeping?

We did hire an accountant early on. He helped set up our corporations and made sure our finances were aligned. I did not do any accounting or financials in-house. We did hire a controller a few years ago as the company was scaling quickly. I think hiring an accountant or financial advisor is very important as soon as you see traction in your business. You'll save more money outsourcing finances than trying to do it all yourself. I know how to make the money but I would never have been able to scale without the guidance of professionals.

What apps or software are you using for finances? What’s worked and what hasn’t?

We currently use Avalara for all of our e-comm state taxes and our controller does all the other finances through our ERP system. 

How did you know you were ready to hire and what advice can you share on preparing for this stage of your business? 

Jack of all trades, master of none. When you get to the point of, “Oh, shit,” you need to hire someone ASAP. You have to spend money to make money. Unless you have a degree in finance or lived in this space, don’t try to carry everything on your shoulders. Having a great accountant, CPA, etc. will save you a lot of money in the long run. 

Do you think women should talk about money and business more? Why? 

Yes! Yes! Yes! Why not? Women need to start sharing their experiences more and talk about capital. In a male-dominated space, it is incredibly nice to find other women you can relate to. Hopping on a call to get advice from another woman that understands the struggles is refreshing. You don't feel alone. Women are often more reserved or don't want to ask questions. I wish more women would find confidence and open up with what they are doing in their space.

You’re a mom of two and a founder! How has being a mother changed your priorities and your focus in terms of your career? Do you think motherhood has made you a better business person?

I always say I have three babies, my two kids, and my business. I love what I do. I love my kids to death but I also love working, building teams, and creating community. My career has made me a better mother. My schedule is always run, run, run, but my kids understand why I am doing it, and in the end, it's for them. When I am not working, I am 100% with my family. My career has taught me to slow down and do everything 100% with intention. Especially with my kids.

Do you have a financial mentor, and do you think business owners need one?

Yes, we have consultants for finance. I think when you become seasoned in your industry it's great to have different eyes and mentors in all aspects of your business.

What is your best piece of financial advice for new entrepreneurs?

Know your numbers.

MORE ON THE BLOG

"If You Aren’t Growing in a Role—Whether That's Your Title, Salary, or Responsibilities—Leave ASAP!"

Photo: Courtesy of Cassandra Dittmer

Walking away from a 9-to-5 job with a steady paycheck and health benefits to start your own business isn’t easy. To help you to take the plunge, we’re introducing a new monthly editorial series The Case for Quitting where we ask self-employed women all about how they successfully struck out on their own, from how they balanced their side-hustle with their full-time job to how much money they saved before handing in their two-week notice. This month, we caught up with fashion stylist Cassandra Dittmer who has not once but twice left a full-time job to start her own venture. Here are her tips for when it's time to put in your two-week notice.

What was your major in college and what did you want to do when you graduated? 

Apparel merchandising and design with an emphasis on international relations. I wanted to be a fashion designer or work in trend forecasting.   

What did you actually do after you graduated? What types of jobs did you apply to and what industry were you looking to break into?

I graduated and 48 hours later drove out to Los Angeles. I was looking to break into the fashion industry and definitely wasn’t looking to be in entertainment. I had interned the previous summer for a celebrity stylist and she offered me an unpaid gig while I was looking for paid work. I took the opportunity so that I could be boots on the ground in L.A. looking for work and taking freelance styling jobs. I fell in love with the styling industry and, at the time, was only interested in styling gigs.  

How did you get into fashion?

I was always interested in fashion from a very young age. I grew up in rural Iowa and always loved how dreamy and artistic the fashion industry appeared. It seemed so glamorous and foreign to me. My mom got me really interested in personal style and runway shows very early on. She was always dressed to the nines and instilled in me the mindset to dress for yourself and cultivate a deep sense of personal style. Where I grew up had absolutely nothing related to the fashion industry. Every internship started with a lot of cold emails. Instagram didn’t exist at the time and I would exhaust myself emailing every stylist in the industry for an interview. Eventually, I flew out to L.A. one weekend my junior year of college and literally knocked on doors until I could convince someone to hire me as an intern.  

What was it like balancing your full-time job with your passion? Do you recommend starting a side-hustle while you have a full-time job? 

I barely know any other way at this point because I am constantly piling on my projects and keeping myself really busy. I think starting a side hustle when you have a full-time job is the most responsible way to start. Side hustles are important to staying agile and open-minded. I find that I access different parts of my brain when there is less pressure attached to the outcome and that brings out a whole other side of my creativity. 

How did you know when it was time to make the transition from side-hustle to full-time? What was your strategy for making the transition?  

When you can make the economics make sense it is definitely the right time to leave a full-time job. Starting any new company or venture always takes more time and capital than anticipated. The strategy is to create a schedule and stick to it. It sounds simple, but it takes a lot of discipline to put in that after-hour work and source that reserve brain energy. I started with a lot of exploratory calls and coffee dates. I would reach out to everyone I knew who had experience related to my side hustle and start to build the research out. Don’t sleep on the research and product development portion of starting a new company. This foundation should be solid before you take a leap. 

How did you prepare for the transition before quitting your full-time job? What, if anything, do you wish you’d done differently?  

Twice I have left a full-time job to start my own ventures. The first time, I left a full-time styling gig to start my own styling company. Styling is a unique industry because it’s very difficult to grow your clientele while maintaining full-time employment. At times, I wish I had waited longer and had more clients so that I didn’t have to bootstrap so hard. Other times I wish I hadn't stayed so long (almost five years) in an assistant role. If you aren’t growing in a role—whether that’s your title, salary, or responsibilities—leave ASAP! I had very little business experience and spent most of my time working directly with artists. I wish I had prioritized my business acumen as acutely and with as much emphasis as I focused on the creative.   

Were you worried about money? What advice can you share for people who are worried about leaving a steady paycheck to start a new career? 

Money was my #1 concern when leaving my job. I was luckily in zero debt but had very little savings when I changed careers. There is a lot of legwork and preparation that can be done while maintaining a full-time job. I used to make 3-month, 6-month, and year-long projections and work backward from that. I have started many collaborations and designed projects by working only 3-5 additional hours per week. Set that schedule and commit to it. It’s easy to get overwhelmed, paralyzed, and not know where to begin. The hardest part for me is starting and staying organized. I always like to approach any new venture in bite-sized chunks. Start small and accomplish things weekly so that you are giving yourself positive reinforcement. 

“You will find more fulfillment and joy out of becoming the best version of yourself.”

—Cassandra Dittmer

Did you save up first or did you just jump in headfirst? 

I wish I had saved more, but I just jumped in headfirst! I think it’s hard to find the balance between boldly betting on yourself and being naive. I only saved about 15% of my annual income at the time I quit and would not recommend starting a new venture with that little savings. 

What's the most important thing you have learned from making a big change in your career life?

I have found cultivating and maintaining a set of ethics and standards is crucial. If you can create a business that truly reflects who you are as a person and maintains high standards you will be successful. It is crucial to add real value to your customer or client. When you have cultivated a community of people and you are truly listening to their needs, you will add far more value, and therefore be indispensable. 

It’s easy to celebrate the wins, but how do you handle failure or when something hasn’t worked out for you?

I try to meet failure with a humbled mindset. I work hard to remove my ego from the situation as failure often feels so personal. At the end of the day, in business, you have to have resilience and persistence. It’s important to keep evolving and realizing that everything isn’t personal. Failure is an opportunity to grow stronger as well as be more strategic in your decision-making. It’s also nice to take a bit of time and recharge yourself when you are forced to restart. I can’t create anything meaningful when my brain isn’t clear. 

What’s the biggest mistake you’ve made and learned from along the way?  

Working without contracts and making business decisions based on a handshake. I have been burned many times before, typically financially, by later realizing there is not an alignment in terms. It sounds simple, but get everything in writing and take the time to do it right the first time!  

When you look back and reflect on your previous career do you have any regrets or are you still really happy with your decision?  

At times, I have reflected on leaving a cushy job to leap into the highs and lows of self-employment, but I wouldn’t have it any other way. I find immense joy in poking holes and finding gaps in the industry and market. Being my own boss and having my own company allows me to be more agile, take bigger risks, and therefore have greater rewards and fulfillment. 

Going after what you deserve in life takes confidence and guts. Does confidence come naturally to you or did you have to learn it? What advice can you share for women on cultivating confidence and going after their dreams? 

I am naturally confident, but also very self-deprecating and critical. I oftentimes wish I wasn’t so hard on myself, but I have big goals and know that requires being uncomfortable and taking calculated risks. It isn’t productive to compare yourself to others, especially other women. Everyone is dealt a different hand and has different lived experiences. All you can do is focus on your capabilities and work within those constraints. You will find more fulfillment and joy out of becoming the best version of yourself.  

What is the #1 career or money book you always recommend and why? 

It’s been years since I have read Seth Godin’s “Linchpin,” but the title sticks out to me because I remember reading it right around the time I left my first job to start my own styling company. I remember thinking that becoming indispensable and learning how to add real value as a critical mindset to embody.  

What advice can you share for someone who is thinking about leaving their current gig to pursue their side-hustle or passion?

Make sure that you are providing a service that adds value and making decisions that are solutions-based. I have made many decisions in my ego and based on what I thought was cool and that doesn’t always translate. It’s important to take a step back and build a community around the product or service you are looking to sell. Entrepreneurship and the fashion industry are both highly glorified, and it really isn’t that glamorous 99% of the time!

MORE ON THE BLOG

The Fashion Industry Accounts for 4% of the Globe’s Greenhouse Gas Emissions—So These Founders Are Doing Things Differently

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 Londre Bodywear

It’s no secret that fashion has a sustainability problem. But while the industry currently accounts for 4% of all global greenhouse gas emissions, consumers are advocating for change and spending their dollars accordingly, investing in brands that are committed to reducing their impact on the environment. Londre is the latest sustainable fashion brand to catch our attention at Create & Cultivate, and we’re not the only ones. The Canadian fashion brand recently received a $208K investment on “Dragons’ Den” (a.k.a the “Shark Tank” of Canada) and we’re eager to share the story behind the brand before you see it all over your Instagram feed (because trust us, you will).

Based in Vancouver, Ainsley Rose and Hannah Todd launched Londre in reaction to the startling amount of plastic pollution in the world's oceans. To date, the brand has recycled 100,000 plastic bottles off of the streets and beaches of Taiwan into their sustainable swimwear offering. But sustainability isn’t just about the planet for Rose and Todd, it’s also about the people. “Our products represent 360-degree sustainability, and this is something we heavily invest in,” Rose tells Create & Cultivate. “We believe that you can’t take care of the planet without taking care of its people, so ensuring our internal and external teams are treated fairly is critical,” Todd adds.

Here, the co-founders share how they bootstrapped the brand with an initial investment of just $15,000 and turned it into a business that generates seven-figure revenue.

Talk us through your bootstrapping process. How did you self-fund Londre, and would you recommend that route to other entrepreneurs today? 

AINSLEY ROSE: We took an initial $15,000 CAD investment from a close friend to help with our first round of samples. Since then, we’ve completely bootstrapped our business and have been self-sustaining. As a sustainable mission-driven brand our finances have to be looked at strategically to ensure that we can make choices that enact positive change and benefit both the planet and our business. 

HANNAH TODD: Since inception, Londre has seen a 300% year-over-year growth, and a big reason why is that we’ve been scrappy. This has helped us develop clarity in our business because sometimes having too much cash allows you to put a bandaid on a problem instead of fixing the issue from the start. This has also allowed us to grow organically, putting community first and ensuring market need. Not being beholden to a VC or large stake investor also has allowed us to work without an additional layer of pressure, and better tune into our intuition about what is best for our business. 

Can you share three crucial elements everyone should include in a pitch deck when raising money?

HT: Because we were pitching to someone we have a strong personal relationship with, our pitch was super simple. We didn’t even have a sample made yet. Ultimately, they chose to invest in us because they had faith in the values and ethics we hold as people, and less so in the product offering itself. Being empathetic, speaking from the heart, and having a good understanding of market trends helped us in our pitch. 

AR: The person who invested in us originally is still a trusted advisor and has been able to provide incredibly helpful insights over the years. 

What are some of the most common mistakes people make when raising money?

AR: I think the most common thing we see is valuing skills over the relationship. In choosing an investor, or business partner for that matter, ensuring that you feel comfortable communicating honestly and have a strong foundation of trust is key. 

HT: We also see people asking for too much too soon. If you are creative enough, you can likely get by with less than you think, and having too many controlling voices involved can complicate things.  

How much do you pay yourselves, and how did you know what to pay yourselves?

AR: Londre started out as a side hustle for Hannah and me that eventually became our main gig and source of income. I was working as a photographer, which allowed me to set my own schedule and develop a great network. I eventually stopped taking on new clients once Londre had reached a point where I felt comfortable taking a meaningful salary.

HT: I was working as a yoga instructor so also was able to make my own schedule. We chose how much to pay ourselves based on our lifestyle. To decide on our salaries we budgeted how much we needed each to live comfortable, satisfying, and sustainable lives in Vancouver and worked backward from there! We also allocated a bonus structure to celebrate when sales goals are hit. 

How did you decide what to pay employees? 

HT: Currently, we work with a team of contractors who are all small business owners in their own right. We find that this gives both parties more flexibility and freedom. We collaboratively decide on compensation and offer performance-based incentives. We believe that you can’t take care of the planet without taking care of its people, so ensuring our internal and external teams are treated fairly is critical. 

AR: We look to third-party certifications like Oeko Tex 100 for our fabric and work with Vancouver-based companies with an A+ Better Business rating to ensure that our ethical and sustainable mandate is met. Although working this way is more expensive than using a more traditional fashion model, ensuring value alignment in our brand has made our business thrive, generating seven-figure revenue and feels deeply rewarding. 

Where do you think is the most important area for a business owner to focus their financial energy?

AR: Our products represent 360-degree sustainability, and this is something we heavily invest in. We notice more brands are using more recycled materials and it’s something we love to see! However, if sustainability isn’t looked at from a holistic lens, it may easily be greenwashing. 

HT: For example, even if a product is made from recycled materials but isn’t functional and high quality, packaged using sustainable materials, and without a plan for the end of its life cycle, it ultimately will end up in a landfill contributing to further waste. We’ve focussed most of our financial energy on product development and quality control. Ensuring that our products are high quality and long-lasting is our first concern, not only from a customer satisfaction standpoint but also from a sustainability perspective. We just launched our first loungewear collection, The Essentials, and a lot of research went into finding fabrics and components that stay true to our 360-degree approach. 

What was your first big expense as a business owner?

HT: Our first round of samples. What we thought was going to be a $5000, two-month project turned into a $16,000 venture, nine months later. The first suit we created, the Minimalist in Matte Black, is still our biggest seller, so ultimately the hundreds of revisions were worth it. 

What are your top three largest expenses every month?

AR: Production costs (ethical manufacturing and sustainable materials); shipping and compostable and recyclable packaging; and digital ads (we actually only started running them in the last year). 

How much do you spend on office space?

HT: $0. We are fully remote.

How much do you spend on employee salaries?

AR: Contractors and our salaries: ~$25,000 a month 

How much are you saving, and when did you start being able to save some of your income?

HT: We as co-founders save about $1,000 a month each. We’ve only started paying ourselves enough to save within the past year. 

Did you hire an accountant? Who helped you with the financial decisions and setup of the business?

AR: Yes! We have an accountant who supports our year-end and we use QuickBooks for day-to-day accounting. 

HT: Ainsley’s fiance is a CPA and he’s stepped in to help us with inventory forecasting and budgeting when we need support with more complex financial modeling

What are some of the tools you use to stay on top of your business financials? 

AR: We use QuickBooks for our accounting. We also have a detailed model which helps us plan our inventory, forecasting, and budgeting. Additionally, we have a recurring calendar event monthly to go over inventory and budgeting. 

What do you wish you’d done anything differently in your financial journey as business owners?

HT: We overspent on in-person events. The most successful event we held was actually the least expensive, as connection trumps extravagant details every time. 

Do you think women should talk about money and business more?  

AR: Absolutely! There is so much stigma around gaining wealth, particularly for women. We’ve both taken courses by Lacy Phillips to break down any blocks and baggage we may hold around money and learn how to move into abundance. 

HT: We feel privileged to have a community of entrepreneurial womxn who we can talk candidly about finances and this has helped us immeasurably. 

Do you have a financial mentor, and do you think all business owners need one? 

HT: Our investor, who still has a small stake in Londre Bodywear, is our financial mentor. This relationship works for us because we can communicate openly with them and have been able to lean on their entrepreneurial experience. We check in every two months so we can ask general questions. 

AR: We don’t think you necessarily need a mentor because your intuition is best, but having a mentor who you can trust to gather advice from and see if it fits has been helpful for us. 

What is your best piece of financial advice for new entrepreneurs?

HT: Get super clear on your values. There are tons of shiny things to be distracted by but when you have a foundation of nonnegotiable sustainability (or whatever your chief value is) it allows for further clarity. 

AR: Also, don’t be afraid to negotiate and see what transactions you can do as trade instead of monetarily. Get creative with your trades! We asked for tons of help and in exchange would not only offer store credit, but also services that lined up with our skills. For example, Hannah was a yoga instructor and would offer a private yoga session in exchange for someone helping us build a financial model.  

What have been some of the hardest money lessons you've learned along the way? 

AR: We originally wanted to start our business in Bali. Our fabric and samples were stolen, and I was left waiting at the airport at 1 A.M. for the sample maker, who never showed up, and had nothing to show for a two-week-long trip. We ended up restarting in Vancouver (where we live), and now are able to have eyes on production. Keeping things close to home so you can directly oversee everything gives you more control over how your money is used.

HT: Wait until you have clear market approvable before creating a huge run of your product. We’ve always valued organic growth and doing small runs and which has contributed to increased demand and zero wasted product.  

What is your #1 money tip for small business owners?

HT: Be scrappy, don’t be afraid to ask hard questions, and negotiate in a kind and empathetic way. 

AR: Keep your values at the forefront of all of your financial decisions.

MORE ON THE BLOG

This Founder Left a Steady Paycheck at Microsoft to Pursue Her Side Hustle Full-Time

Photo: Courtesy of Diana Nguyen

Walking away from a 9-to-5 job with a steady paycheck and health benefits to start your own business isn’t easy. To help you to take the plunge, we’re introducing a new monthly editorial series The Case for Quitting where we ask self-employed women all about how they successfully struck out on their own, from how they balanced their side-hustle with their full-time job to how much money they saved before handing in their two-week notice. This month we caught up with Diana Nguyen, a senior finance manager turned fashion designer who quit her job at Microsoft to launch her own workwear label, Madison / Savile. Read on to learn how she broke into an entirely new industry, saved up to make the transition, and successfully turned her side hustle into a successful startup.

What was your major in college and what did you want to do when you graduated? 

My major was in accounting with a minor in marketing. When I graduated, I wanted to go into marketing or advertising. 

What did you actually do after you graduated? What types of jobs did you apply to and what industry were you looking to break into?

My stepfather was very strict and adamant that I should pursue a career in accounting, not marketing. I ended up applying to public accounting firms and graduated with five offers to work at the top five accounting firms at the time. I spent 15 years as a consultant, auditor, finance manager, and data analyst serving public and privately held companies in industries spanning from manufacturing and technology to retail.

How did you get into fashion?

During my corporate career, I noticed a lot of women around me at work and in my network (including myself!) that would talk about how much they love blazers, but how hard it was for them to find the right one with the right fit and design. Fit is everything, not only can it make a garment look amazing, but it allows for comfort and mobility. I saw a gap in the market. I love how a suit with the right fit looks on a man, so sharp and powerful and I wanted the same for women! 

All my life I knew I wanted to do more and that I had a higher purpose or calling. It kept getting louder, but I didn’t have clarity on what that was earlier in my life. I got a career coach that helped me narrow it down to being an entrepreneur, which eventually led to the idea of reinventing and redesigning the blazer based on the gap in the market I observed. However, that still wasn’t enough for me to take the leap until it aligned with my passion and purpose to help and empower others and to inspire a more beautiful world inside and out. Thus, the name Madison / Savile came to be. It is the definition of two worlds I’m combining; Madison means gift of God and warrior (inspiring others to bring out their inner warrior, reminding them of the gift that only they can bring to the world) and Savile is for Savile Row in London known for its bespoke suiting.  

What was it like balancing your full-time job with your passion? Do you recommend starting a side-hustle while you have a full-time job? 

I definitely recommend starting a side hustle while you have a full-time job. You are at a stage of exploring, experimenting, and building. I talk about this in one of my podcast episodes “Taking That First Step in Pursuing Your Dreams.” As my podcast guest Jessica Johnson, the CEO of Buzzworthy Content, put it: “It’s chasing your curiosities” and testing out if you even like your side-hustle. Having a full-time job helps to provide the security and funding to spend on exploring and building out your side hustle. 

However, it took prioritizing and discipline to balance my full-time job and my side hustle. How much do you want this in order to re-arrange your schedule and make sacrifices to spend the time needed on exploring and growing your passion/side-hustle? It takes planning and a commitment to yourself of how many hours a day or week you want to allocate to it. Only you can make it happen and only you can move the needle on your passion.

How did you know when it was time to make the transition from side-hustle to full-time? What was your strategy for making the transition?

Working at Microsoft, I was blessed to have a great manager and team where I was able to be fully transparent with them about my endeavors and my plan to quit. I kept my manager informed of my progress and timeline so I could transition my role with plenty of time and make sure the team was set when I leave. They were supportive of me every step of the way and still are. 

I was working on Madison / Savile on the side until it got to a point where it became a full-time job and I needed more hours during the day for meetings and research. I honestly thought if I can get 40 hours a week back and spend that additional 40 hours on Madison / Savile I could launch in six months. I was wrong and it was one of the first lessons I learned.

How did you prepare for the transition before quitting your full-time job? What, if anything, do you wish you’d done differently?

I wish I had stuck with my full-time job or explored working part-time until I actually officially launched. With product development and looking for the right fabric, factory, and suppliers it took much longer than six months and more like 2-3 years. It is all part of the entrepreneurial journey of learning and growing… you don’t really know until you are actually in it. 

Before quitting, I did a lot of financial planning personally and for the business. I had two plans for my personal finances; one if things go according to plan and one if they don’t. Let’s just say with COVID, I am very glad I planned for two different scenarios. 

Were you worried about money? What advice can you share for people who are worried about leaving a steady paycheck to start a new career?  

Money was definitely a worry, especially as I was in a comfortable position for so long and had become accustomed to a certain lifestyle. Jumping into the unknown and not knowing where money was coming from was definitely scary. 

My advice is to plan for a long runway and then plan for a longer one for yourself, your family, and the business. Apply for a line of credit, loan, or whatever you need while you have a steady paycheck as it would be challenging to apply for financing, loans (home/auto) without that. Save the money you need to live and finance your business and then take that leap because if you don’t you will always be wondering—and I always say, don’t live a life of “what ifs.”

Did you save up first or did you just jump in headfirst?

Being in a role for 15 years that was all about managing risk, I definitely saved up money before jumping. It was the hardest leap to make going from a very risk adverse role to being an entrepreneur which is all kinds of risk. I calculated all my expenses each month, evaluated where I can cut the unnecessary expenses (but still live comfortably), and calculated that out for the year and the next three years. I also set aside the money needed to get Madison / Savile going as it takes a lot of capital upfront to launch a fashion/retail brand. 

What's the most important thing you have learned from making a big change in your career life?

When you are working on something that aligns with your purpose and passion, the days and hours go by fast and you learn you have to have a very strong will to keep going and to bring it to life. It was definitely hard to go from a comfortable position at Microsoft to being a budget-conscious entrepreneur. To be honest, I felt that I lost my identity that was tied to my career and my position, but that’s where the learning and the growing happens. You discover who you really are, what you really stand for, and you redefine yourself as who you truly are as you become more aligned with your purpose.

It’s easy to celebrate the wins, but how do you handle failure or when something hasn’t worked out for you?

Great question! Because it happens often especially as entrepreneurs and in life. You definitely have to learn to accept, to let go and pivot. It’s important to reflect back to learn and understand why things happened the way they did. I believe in things happening for a reason. Obstacles stand in your way to redirect your path or because it wasn’t the right time yet. Trust in the process, trust in the timing, and trust in yourself.

I always say your will will get you back up and your why will pull you forward. You have to have your WHY, meaning why are you doing this, and if it’s for money only it’s not going to take you far when you do run into bumps in the road. What if you were only days or weeks away from your business turning the corner, you were so close, but you stopped?

What’s the biggest mistake you’ve made and learned from along the way? 

Not listening to my gut right away would have saved me some money along the way, but again, it’s all part of the journey of learning and growing. Whether it is an idea or a solution suggested for your business or someone that is not the right fit for your team, sometimes it doesn’t sit right with you and you have to listen to that, and eventually, you’ll understand why.  

When you look back and reflect on your previous career do you have any regrets or are you still really happy with your decision?

I wouldn’t change a thing. My experience in finance has helped me tremendously. Knowing the numbers and being able to put together your own financial model helps to see where your costs are, your profitability, and set expectations for growth and long-term projections. Understanding business processes and procedures helps you to see where things can be improved and the pure discipline behind deadlines helps you to stay on track and be a self-starter. The people I’ve met along the way who are now my mentors, friends, and future customers are priceless. 

Going after what you deserve in life takes confidence and guts. Does confidence come naturally to you or did you have to learn it? What advice can you share for women on cultivating confidence and going after their dreams? 

Yes and no. I’m confident in the things I know from experience, confident in my values and principles, and a fish out of water when it comes to things I’m learning. Going from finance to fashion, I had to build my confidence on the fashion side. It’s about surrounding yourself with people you trust, with mentors that you can learn from, surrounding yourself with like-minded people to help you. I’ve learned that there are so many skeptics out there, and also people that project their own failures or fears onto you and what you are doing. That knowing and confidence in what you are doing and what you are bringing to the world is so important. You don’t have to have everything perfect to start, just start.

What is the #1 career or money book you always recommend and why?

I have a tendency to start books and not complete them, so I have seven books on my nightstand to finish! The one book that I finished pretty quickly was “You Are a Badass” by Jen Sincero. It’s an easy and fun read. I read it in the summer of 2020 after we were supposed to launch in March 2020 and had to put everything on pause due to COVID. I was so devastated having to postpone everything and was in an unmotivated, depressed state. I read “You Are a Badass,” a book one of my mentors gifted me, and it helped change my mindset around. It was a reminder to get up and keep going. 

What advice can you share for someone who is thinking about leaving their current gig to pursue their side-hustle or passion?

I have so many pieces of advice, but if I have to narrow it down it is to know what your why is and what your north star is for what you are building. There will be many times when you are so in the weeds or have been pulled in so many different directions that you will lose your vision and knowing your why will bring you back. Your will ensures you get back up, your why will pull you forward. Be patient with yourself, you are learning. Stay true to your values, your core, who you are, and your vision. 

Anything else to add?

No one is like you. If not you, then who? Everyone is different, everyone works differently, everyone’s situation is different. Don’t beat yourself up if you hear this person worked 100-hour weeks or got funded in x months because everyone is on a different journey. At the end of the day, if you know you put your best in for where you are, that’s winning because it’s progress. My favorite quote is: “Don’t fear failure, fear being in the exact same place next year as you are today.” One step at a time.

MORE ON THE BLOG

Why This Sought-After LA Designer Just Launched a New Line

Women in LA know all about Anine Bing. In fact, women all over the world know about Anine Bing. The singer turned designer launched her self-titled line in 2012 and the response was explosive. Consumers were immediately attracted to the cool-meets-laid-back vibe of her designs. They are simple, and yet, at once, recognizable as a Bing piece. 

Six years later and the designer is aiming lower. Well, height wise at least. Inspired by her daughter Bianca's desire to "dress like Mommy," the founder launched BING KIDS. A no-fuss collection at a lower price point for boys and girls. 

What compelled you to launch a kids line? 

It's been a goal of mine to launch BING KIDS for the last couple years now, ever since my daughter Bianca was asking to "dress like mommy." I wanted to create clothes for my kids personally that were both comfortable and cool, so when we set out to do the collection we had those two points in mind specifically.. It's a very no fuss collection with rock n roll tees, skinny jeans, joggers and sleeper sets, a really cool leather jacket, all very ANINE BING.. And we wanted it to be super versatile for both boys and girls to wear. 

Is the design process different from designing for adults? 

It is and it isn't.. Again, comfort and cool factor along with versatility were our priorities in designing. And I had my very own fit models right at home! 

What’s your favorite part of designing for kids? 

First of all, it's all SO cute.. It melts everyone's hearts to see a moto leather jacket in miniature size for a 2 year old! But I really loved and welcomed the challenge of making the line unisex. I had moms in mind when doing this because I know personally that it can be tough to get the kids dressed and out the door some mornings. So we set out to make a collection that cut that process down a little bit, and also kept the kids happy and feeling unique and cool.

Are the models cuter, be honest. That's easy - YES!

How will you balance your time between designing the adult line vs. the kids line? I have an amazing design team and we've tripled in size since the Fall so we all work together to prioritize each line but in different ways. ANINE BING is still the main focus because we just launched BING KIDS and we're only doing monthly drops instead of weekly drops for now, and only selling on eCom. But both of the lines are very close to my heart, and I can't wait to see what we do with both.

Any other secrets up your sleeve you can share with us? None that I can get TOO into, but I'll say this -- we're excited to grow our retail presence in 2018!

The full collection is available online now! 

And be sure to RSVP to see Anine in person when she joins us on panel for the MINI x Create & Cultivate "More of What Matters," speaker series. RSVP HERE! 

MORE FROM OUR BLOG

Create & Cultivate 100: Fashion: Jennifer Meyer

COOL. CALM & TOTALLY KICKASS.

"You know when it’s a Jen Meyer piece. Her pieces have an identity.” So says stylist Karla Welch of jewelry designer Jen Meyer. A top-seller at luxe stores like Barney's New York, there is no mistaking when someone is rocking a Jennifer Meyer piece. Whether that someone is Jennifer Aniston or Gwyneth Paltrow, both of whom support the designer who has been hard at work since 2005 when she launched her jewelry line.  

Now over a decade later, she remains Hollywood's go-to red carpet jewelry designer as well as the designer women look to for casual, every day jewelry. Her versatility and ease is part of her charm. And it doesn't hurt that she's always rocking her own pieces-- she believes in them. It's the kind of jewelry you can wear on a first date. The kind of jewelry you can sleep in. Something you'd be proud to gift a friend. 

Kind, smart, creative, and opening her first boutique in LA... read more below. 

In addition to being one of THR's top 20 red carpet designers this year, you have two kids. You're busy. Is that why you haven't watched a show since Sex and the City?

I haven’t watched a show since Sex and the City, until Big Little Lies. I’m obsessed with Big Little Lies and I think the next show I will watch will be Reese and Jen’s new project because I love them both so much!

What's your secret sauce to getting it all done and doing it well?

It’s all about balance! I have an amazing family, support system and an awesome team at work! It’s important to prioritize each day. What needs that little bit of extra attention? Is it work? Kids? A best friend? You stop and concentrate on the things that need it most.

What's your biggest pet peeve?

I have to say dishonesty and cattiness. Nothing is more important to me than being honest and supportive of one another – in all aspects of my life.

What would you consider your superpower?

As a mom of two, a CEO and someone who loves margaritas with her friends, I shock myself how well I function on such little sleep!

When you run into a career obstacle, what drives you forward?

I look at obstacles as learning experiences. I always try to take my time and assess the situation and respond with a clear head. What drives me forward is knowing where there’s a problem, there’s a solution.

Speaking of superpowers, if you had to build an apocalypse team of 5, who would be on it and why?

My dad – he always knows what to do and say. My kids Ruby and Otis – of course, I can’t live without them! My two favorite Sara(h)’s: Sara Foster and my sister Sarah Meyer – for moral and comedic support and the balance they bring to my life. And probably Nobu Matsuhisa – for the best sushi… we gotta eat!

Not to go too dark, but who would be the last one standing?

This is the ultimate team – we would all stand together. No one would be left behind!

Tweet this

Let's go back to biz. What's been the most challenging part of running a company with your name attached to it?

As the company grew, I had to let go of being involved in every single moment and decision, but lucky for me I have an incredible team behind me that represents the brand beautifully.

What would you like people to know about your job and day-to-day that they might not know?

I love that I get to start my day by taking my kids to school and end it with family dinner. In between, I collaborate with my amazing team, have business meetings, attend important events, and have weekly taco dates with my girlfriends. I have a lot of balls in the air and somehow manage not to drop too many. My kids remind me when I start the day and end the day that I have everything in the world to be grateful for. I try and remind myself, and those around me, that your day to day attitude determines the outcome of it all!

Any other exciting projects you're working on that you can tell us about?

Yes! I’m so excited to be designing and opening my first boutique in Los Angeles. It’s always been a dream of mine and watching it actually happen is beyond exciting. I finally feel like I’m giving my jewelry a home.

How do you continue to engage the Jennifer Meyer Jewelry audience in this digital age?

Social media is key, which is no surprise! I love to oversee our Instagram, so my team and I come up with all of our content. I find it really important in this age of social media to be authentic, and I think my audience is savvy and able to tell the difference. I’m just as excited to post a great earring shot, as I am a picture of my best friends. It’s all part of the brand. It’s me. It's my life. When you see me and my friends, my family, my quotes, etc… that comes straight from the heart and is exactly what I want to share at the time.

As someone who grew up in LA before the dawn of IG. Do you feel like you understand digital and social media well?

I’m learning something new every day! Lucky for me, I have smart, young awesome people on my team that know a lot more about digital and social media than I do – they give me lots of tips!

What's your favorite piece of biz advice you've ever received?

Be kind always. And my dad has always said to me: “Assumption is the mother of all fuck-ups”

What's a piece of biz advice you ignored, but you kinda wish you hadn't?

I never ignore good advice!

Photo Credit: @davisfactor

Hair & Makeup: @SmashboxCosmetics @TheGlamApp @TheOuai

TO SEE THE FULL CREATE & CULTIVATE FASHION LIST CLICK HERE. 

---

FULL 2018 CREATE & CULTIVATE 100 LIST BELOW. 

Create & Cultivate 100: Fashion: Jasmin Larian

THE CULT (GAIA) LEADER.

Meet Jasmin Larian, the LA-based designer behind Instagram’s coveted crescent-shaped bamboo “Ark” bag.

As founder of Cult Gaia, a lifestyle label known for its feminine yet sculptural silhouettes, Larian created an accidentally iconic handbag beloved by blogger babes and Beyoncé. But before there were sold out carryalls, there were festival-favorite flower crowns. Handmade by the FIT grad, it was boho-headwear that first put her on the map.

While the internet has a tendency to make success appear as though it happened overnight, it actually took two years before the Ark compelled anyone to bite. “Start with one iconic product and be patient. I think it takes much longer than one season for a 'it' item to reach critical mass.”

More from Jasmin below.

Name: Jasmin Larian 

Instagram: 

You side-hustled flower crowns before they hit critical mass. We're always curious about trendsetting and trendsetters. What made you think, this is gonna be a thing?

It was an easily recognizable piece which is what makes it iconic. It also had an emotional element to it where it made you feel special in one way or another when you were wearing it. I think those are two important things that are built into our brand DNA.

What kind of a kid were you? Creative? Outgoing? Dressed yourself?

All of the above!

What was your fave book as a child?

Richard Scarry's "Best Storybook Ever."

What most inspires you now?

Nature and vintage chairs are often a source of inspiration, but I nd inspiration in almost everything.

Obviously having a celeb like Jessica Alba helps brand recognition. But it's so much harder than that. What would you like people to know about launching an "it" bag and brand that they might not?

Start with one iconic product and be patient. I think it takes much longer than one season for an 'it' item to reach critical mass if happens organically, which is ideal. I also think content and imagery are key to having people understand how they can pull a piece off.

"Start with one iconic product and be patient." 

Tweet this.

And now, you've expanded into full ready-to-wear. As a business owner how did you know it was time?

I was making my own clothes my whole life, and people were asking me if they could purchase them anywhere. I also didn't want to do any shoots with other brands clothes so decided it was time to round out the lifestyle aesthetic of our Gaia girl.

What do you think is your secret weapon?

Product innovation, restlessness, and my team.

As a woman in the world of fashion, what are some obstacles you've come up against?

I'm learning to be a better manager, leader, wife, daughter, friend, communicator, and creator all at once and there's a lot of pressure as a woman to do it all gracefully- but I'm learning.

What are you most excited for in your industry?

Less waste, less seasons and more focus.

Photo Credit: @davisfactor

Hair & Makeup: @SmashboxCosmetics @TheGlamApp @TheOuai

TO SEE THE FULL CREATE & CULTIVATE FASHION LIST CLICK HERE. 

---

FULL 2018 CREATE & CULTIVATE 100 LIST BELOW. 

Create & Cultivate 100: Fashion: Jessie Randall

THE CREATIVE CRAFTSMAN.

photo credit: Taylor Jewell 

Living her dream, one step at a time. 

Devoted mom, wife, and designer behind the brand she founded, Jessie Randall has called her shoe and handbag label a brand “for women who lead dynamic lives.” A woman like herself. 

Loeffler Randall began in 2004 as a bit of a fairy tale. The brand sold into Bergdorf Goodman year one, and won a CFDA award two years after launching. People were hot on Jessie's heels. The brand stayed the course and is now one of the most sought-after brands of digital and fashion darlings.  

Today, her office space in Manhattan's Soho neighborhood is equally as dynamic as the brand itself. It's minimal but bright, the large entryway serving as a yoga studio for the tea Artist Dana Haim's yarn installations hang on the walls. It all fits the brand's clean, cool aesthetic. And why wouldn't it. 

As we said, it's Jessie's fairy tale. We're just wearing her shoes. 

More below. 

Where do your drive and passion come from?

My love of making beautiful things and my life-long passion for shoes.

We love this quote from you about Loeer Randall's design aesthetic: “Oh yeah, that feels like me. I’m pushing a stroller and then running to work.” How are you designing for the modern working woman?

Our customer is dynamic and multi-faceted. She has so many interests and things going on and she needs her shoes and bags to function and also be beautiful. My company is a company that is comprised of 95% women and we understand what our customer needs because we are her. Everything that goes into our line has to be distinctive, beautifully well made and built to last season after season.

What do you think she needs most right now?

Our customer wants products that authentically distinguish her as an original. She wants to wear designs that help the outside world understand who she is inside.

When you run into a career obstacle, how do you find new roads?

Let's see: my circle of women business friends who always have great advice, lots of late night texts with my girlfriends, cognitive behavioral therapy, working out and making time for creative pursuits that have nothing to do with my job (like writing and knitting).

What is your biggest pet peeve?

I'm a pretty honest person so I would say it bothers me a lot when people are disingenuous.

What are your biggest fears about running a business?

I don't really have fears, but I definitely have anxiety. I like to work in a happy, positive environment so I do everything in my power to make sure we have great, upbeat people on our team, a lovely work/life balance, product we are crazy about and a happy vibe in the office.

"I don't really have fears, but I definitely have anxiety."

Tweet this.

What do you do when you lose your creative juice!?

I keep pushing. There are always millions of great ideas to be had. I'm lucky in that I feel really inspired lately. It's always so nice to be able to design the kinds of things you want to wear yourself. Then you can trust your instincts and have fun.

L: Jessie's mood board at her Soho Offices. photo credit: Sarah Elliott. R: Loeffler Randall's latest and greatest.

What's something you'd like people to know about your job that they probably don’t?

I guess that every job has parts of it that aren't fun, including and maybe even especially when you are the boss. I'm lucky in that I love what I do, but that doesn't mean that I don't have extremely boring or un-fun parts of my job.

I'm lucky in that I love what I do, but that doesn't mean that I don't have extremely boring or un-fun parts of my job.

What about your career makes you feel the most complete?

That my kids are proud of what I do.

If you had to trade jobs with anyone else in the world, who would it be and why?

I honestly can't think of anyone I would trade with. That's a good sign, I guess!

At what point in your career did you find the confidence to really take charge and become the woman you are today?

Haha. I don't think I ever found the confidence! I think everyone is secretly questioning themselves and often unsure lots of the time - I know I am. But the hardest thing for me was starting my company. I was so scared to fail and there was so much pressure on me to succeed. But I'm really grateful that we did take that leap.

What's the best advice you've ever been given? Or your favorite piece of #realtalk?

I've had lots of great advice over the years. I guess the most important to me is to just be myself, be authentic and stick to my guns, doing what I believe in.

What song do you sing in the shower when you’ve had a bad day?

I don't sing. But I do love to take a bath when I've had a bad day and soak in Aesop soap.

TO SEE THE FULL CREATE & CULTIVATE FASHION LIST CLICK HERE. 

---

FULL 2018 CREATE & CULTIVATE 100 LIST BELOW. 

Create & Cultivate 100: Fashion: Something Navy

THE RECORD BREAKER. 

There are bloggers, and then there's Arielle Noa Charnas of Something Navy.

With north of one million Instagram followers, Charnas’ exclusive clothing collection with retail giant Nordstrom is reported to have raked in more than $1 million in sales in just 24 hours, earning her the coveted title of "super influencer." If you're charmed by Charnas, you're not alone. The 30-year-old entrepreneur, wife, and mother has found success on her own terms, building big business out of the breakup blues. After starting Something Navy in 2008 in the aftermath of a split, her authenticity, effortlessness, and devotion to family have kept the likes rolling in—talk about living well being the best revenge.

Find out how Charnas stays inspired more than a decade later, and why it's all blue skies ahead for Something Navy (hint: it involves another baby!)

Name: Arielle Noa Charnas

Instagram: @SomethingNavy

You've created a life on your own terms. What does that mean to you?

I didn’t conform to the social standards or look at what other people were doing around me. When I started blogging, there was no thought of it being an aspirational career. I didn’t do it for anyone else, but for myself as an outlet to get over a break-up from a boyfriend. I feel like I’ve grown my audience by being authentic, sincere, and honest. I’m not trying to be someone I’m not—I’m a 30-year-old wife and mom to a toddler who prefers to be at home with her family in sweatpants, over a red carpet event.

"Yes, those jeans from last season are still very, very cool." That's a line from you that we love. Especially because it's really hard for young girls trying to keep up-- no one has an endless budget. If you had to start today on a limited budget, how would you do it?

I’ve been there and started blogging with a limited budget. Besides stealing designer pieces from my older sister and mom, I loved going to H&M and Zara—which I still do to this day! As long as you have staple key pieces in your wardrobe, you can easily mix in fun trendy shoes and other accessories from Aldo and Steve Madden.

I’ve been there and started blogging with a limited budget.

What do you think it was about you that brought the masses? And how do you continue to keep them engaged?

Instagram is what changed everything for me, bringing in a whole new audience that may not have stumbled across my blog before. Other than that, it allowed me to really showcase more of my personality and the person behind the staged/modeling blog photos. I was now able to share a closer look into my life that included my husband (boyfriend at the time), friends, and family. Once Snapchat and Instagram Stories came about, that allowed me to share an even more in-depth behind the scenes and I think my followers are captivated by it because they genuinely feel as though they know me.

Let's chat your collection with Nordstrom. It was an INSANE success. The numbers blew everyone's expectations out of the water. Was that a pinch-me moment?

My Nordstrom collection was an absolute dream — it was the pinnacle of my career to even have the opportunity to design and create my own clothing line with the best household name retailer. Then to see the incredible reaction and hear how successful it was...it was and still is surreal.

After you recovered from the excitement, what kind of business strategy went through your head?

What crossed my mind is how can I do this over and over again because I have so much more I want to do with them! And I want to keep riding this high forever.

"I want to keep riding this high forever."

Tweet this. 

What do you think is your secret weapon?

With everything I do, I deliver it with honesty— and with that, I’ve gained trust. Any sponsored jobs I speak to, I’ve tested it out and stand behind the product 100% before I sign onto the deal. 

When you hit a career bump in the road, what drives you forward?

Reminding myself my intentions for why I started doing what I’m doing and what led me to live out this dream job. At one point, the few followers and comments I would get on my blog posts motivated me and helped me feel content about myself and instill positivity. I read through each of my comments and DMS and they still continue to do so, but now I aspire to deliver back whatever that reason may be that people follow me: advice, fashion and beauty tips, or just pure entertainment to escape for a moment from their own life. 

What are you most excited about for 2018?

A fresh start and a new beginning. I have a better understanding of what my goals are and I just want to keep doing what I love doing. 

TO SEE THE FULL CREATE & CULTIVATE FASHION LIST CLICK HERE. 

---

FULL 2018 CREATE & CULTIVATE 100 LIST BELOW. 

Create & Cultivate 100: Content Creator: Katie Sturino

THE TABOO SMASHER.

It’s not everyday a major blogger drops bombs like “thigh chafe” and “boob sweat.”

But this is Katie Sturino of The 12ish Style we’re talking about, and we’ve come to expect nothing less. A proud size 12ish in a size 2 world, the body positive blogger and patron saint of dogs is changing the face of the plus size fashion space with the simple tenet that great style is not size dependent. In addition to running a multi-channel fashion empire, Sturino is the late @toastmeetsworld’s momager. Rescued from the horrors of a puppy mill, the celebrity king cavalier was beloved by allc, a huge fan of sunglasses, spooning, and Rob Lowe. Most recently, Sturino is tackling beauty taboos with the creation of Megababe, a line of anti-boob sweat and anti-chafe sticks designed to further celebrate the perfect imperfection of women.

Read on for more from this taboo-smashing game-changer.

Name: Katie Sturino

Instagram: @the12ishStyle

Where do your drive and passion come from?

A desire to help women thrive and have a positive feeling about themselves. And I want to save dogs. All of 'em.

What is the biggest message you would like to leave behind with 12ish Style?

Put your confidence on first! So much of looking great is feeling good on the inside.

What is your biggest pet peeve?

When men tell me that "boob sweat" and "thigh chafe" are not common problems for women.

Whenever you get stuck or find yourself up against a wall, how do you find new roads?

Don't puke on me, but I meditate. I try to release all the emotions around what I THINK should happen and accept what is happening. I reevaluate and see if the goal is still one I am looking to achieve. Usually, I receive some sort of resolution or step forward just by taking a min to step out. If that all fails, I ask everyone I know for an opinion and then do what I want to do anyway.

What are your biggest fears about running a business?

That is will all fail and I will have to go work for someone else for the rest of my life.

Do you think it's still a Size 2 world? Or have you seen formidable and lasting change?

I do think it is still a size 2 world because stories for extended sizes are still labeled something like "Jackets for all sizes" rather than just "Jackets!" Some retailers are starting to offer extended sizes, which is great, but putting a size 14 IN STORE is not really that much of a step forward. Campaign models and online models are still mostly size 2s. BUT the conversation has started. And I am not going to complain about that!

"Putting a size 14 IN STORE is not really that much of a step forward." 

Tweet this.

What's something you'd like people to know about your job that they probably don’t?

I change my clothes about 5 times a day and I do not enjoy that! Its impossible to keep my apt clean.

What about your career makes you feel the most complete?

When I get a message from a woman who tells me she wore something or did something for the first time because she was inspired to step out of her comfort zone by me.

If you had to trade jobs with anyone else in the world, who would it be and why?

Oprah. Everybody loves her and she has helped so many people. Plus she still gives away her favorite things.

At what point in your career did you find the confidence to really take charge and become the woman you are today?

When I realized that no one is actually better than me or knows everything or has it all figured out. We are all a work in progress. And the more we can help each other out the better we all do.

What's the best advice you've ever been given? Or your favorite piece of #realtalk?

Be nice.

What song do you sing in the shower when you’ve had a bad day?

Gross, I never sing but if you held a gun to my head and asked me what my perk up song would be I would have to tell you that its Taylor Swift Welcome to NY and then I would ask you to just shoot me anyway because I would be so embarrassed.

Who is your current blog crush?

@BatGio

TO SEE THE FULL CREATE & CULTIVATE CONTENT CREATOR LIST CLICK HERE. 

---

FULL 2018 CREATE & CULTIVATE 100 LIST BELOW. 

Create & Cultivate 100: Fashion: Paola Mathé

THE QUEEN OF COLOR. 

You don't need to write a novel to tell a story.

Paola Mathé is the embodiment of this. A storyteller at heart, the blogger and Creative Director was born a dreamer from a small town in Haiti. Paola moved to the United States during her teenage years, where she lived in a one bedroom apartment with her family in Newark, NJ.  Of her mother, the creative shares, “She’s had a very tough life and over the years I’ve seen her get stronger and smarter." It's certainly helped shaped the woman Paola has become. 

A driven individual, Paola was the first in her family to graduate from college, receiving her dual bachelor's degree in Economics and French Literature at Drew University. Post-grad she went on to launch a career in hospitality. As is the narrative with many bloggers, she started Finding Paola as a creative outlet during a time when her career was soaring. She recalls getting “four promotions over the course of about six months-- I was dominating and living that life," she says. "But I got really into it [the blog] and made time. I was working 50-60 hours a week, managing all of these different people but really wanting to be creative. So that’s what I started doing. And I remember thinking, I don’t have much, but how can I create this? How can I show people that they can live without having much?”

This was during 2009 when the blog in its infancy was called Finding Paola: Lost in New York. What was she searching for? Was she truly lost? Not exactly. “I was writing about things I was not familiar with but were intriguing and exciting. I was really trying to find who I was. I started seeing this girl," she says self-referentially, "who, whether she had someone to go to an event with or not, she would still show up, she would meet people, network, and then I started seeing me changing in front of me-- doing all these things I was never comfortable with, really trying to get stronger.”

She was busy documenting different events, but the content evolved over time to include her personal style. "I tried to keep up with that, while also being as honest as possible." She says that having a blog, especially before the dawn/explosion of social media was really hard. “I felt like everyone was studying a manual I didn’t have and everything looked the same. I didn’t want my blog to be that because my life is full of color and I felt like my story was so different from the blogs I was reading. I remember subscribing to a lot of them, trying to follow and keep up and then unsubscribing because I didn’t relate. But then I’d wonder why they were getting so popular. I didn’t realize that at the time my blog was also getting popular. I thought it would just be friends and family.”

“I felt like everyone was studying a manual I didn’t have."

Tweet this. 

Occasionally she'll read her old posts to see how much she’s grown, although many have been lost as she’s transitioned platforms over the years. “A lot of posts don’t migrate," she laughs recalling the days when twenty views would get her really excited. “I thought the only person reading it was my mom because she was terrified of me being in New York and wanted to keep tabs on me.”

Describing herself as a shy child surrounded by strong women in Haiti, including her mother, Paola says, “I remember always trying to be in charge of her money. I would always try to calculate everything. How much does sugar cost and how much does rice cost? I was shy, but I was very observant. I had very strong opinions and I knew when I was older I wanted to be treated a certain way. I remember being in this house full of women. My mom didn’t like to be alone so when we lived in our family house in Haiti she surrounded herself with friends-- people who weren’t relatives but I would call them cousin. I saw how all these women lived. As a little girl I saw their love lives, how they cried, how they handled things, and I remember sitting there-- because in Haiti it’s very strict you can’t just get into grown folks business-- and thinking about what I liked and didn’t like. That’s why Fanm Djanm is important. They were all strong in their own way, but I didn’t want to be treated how they were treated. As I got older and older I found myself solving problems. And I realized that I could solve problems and be creative.”

She is referring to her company, Fanm Djanm, a head wrap collection and popular lifestyle brand launched in 2014 that celebrates the strength of women while empowering them to live boldly. It means “strong woman" in Haitian Creole. 

More from Paola, a very strong woman, below. 

Where do your drive and passion come from? 

My drive comes from the way my heart races when I feel like I'm going to step out of my comfort zone. It's embedded in all my daydreams as a shy little girl. And it continues to evolve as I realize how much I can do with the right mindset. My passion? Maybe I was born with it? I don't remember not ever being passionate. I see beauty in abandoned cracks and crevices. Sometimes I create it. And sometimes it just surprises me. It's hard not to have passion. 

When you run into a career obstacle, what drives you forward? 

Knowing that it's not going to be permanent. Knowing that it only gets worst if I ignore it. So I have to push and find a solution. Sometimes reading about other entrepreneur's obstacles help me because I know I'm not alone. 

I know I'm not alone. 

We've talked a little before about how you created your office space in Harlem. And that even though it's small, it's yours. Why is having something that's all yours important? 

It's important to have something that's all mine because I make the rules. I create my world of beauty and happiness. The walls vibrate inspiration and truths that I don't find most places. I get to curate and be in charge of what I like. I can look around on a bad day and find a piece of artwork and some words that just lift me up. And that's where some of the magic happens. 

How do you manage your time between your personal brand and Fanm Djamn? 

It's hard to manage time between the two. It's hard to say that I'll work on Fanm Djanm for an x amount of time today and I'll dedicate another x amount to Finding Paola. It's exhausting. So I go by what demands my attention the most at the moment. Fanm Djanm is my baby, but it's just one of the long term projects I'm going to work on in my life. I think having a good team is extremely important. My transition to Austin hasn't made it easy. 

How have you been able to work remotely with your team since you moved to Austin? 

The move to Austin has been a big challenge for, and my pregnancy hasn't made it any easier. I'm happy to work young, ambitious, trustworthy people. I found that with the current state that I was, it was difficult to make solid plans. I've learned a lot about patience and not to be too hard on myself the past few months. 

What is your biggest pet peeve? 

My biggest pet peeve is how easy people find it to comment on other people's bodies, especially women's bodies. I think the world would be a better place for us if we weren't being reminded every time our bodies go through a major change or look different. It's our body, we know how we look, and we don't need your remarks unless we ask for it. 

"It's our body, we know how we look, and we don't need your remarks unless we ask for it." 

Tweet this.

Who or what are you most inspired by? 

I'm inspired by women. I'm inspired by black women. I'm inspired by women who have found their voice, and who know what they want (or at least what they don't want). And of course color! I love color and how it makes me feel. It doesn't have to be bright or bold (although that's my go-to). Neutrals can be fun too. I love how mixing or not can tell a story. And my friend Mama Cax continues to inspire me everyday. 

What are your biggest fears about running a business? 

My biggest fear is failing those who work with me. I want them to do well and be well just like I want to do well. It's difficult when you've started without much and are still finding yourself. But the more I learn, and the more I know, the more I'll be able to look out for them as well. 

You're about to be a new mom. What do you hope to pass on to your child? 

I'd like for my child to know that she was born from unfiltered and exciting love. I'd like for her to know that she will be privileged even as a biracial person, and that she should understand his or her role in all of this. I'd like to pass on open-mindedness, and being able to love, communicate, share, and inspire. I'd like to pass on that nobody is perfect and that life is unfair no matter where or how you're born. But if you're able to make a difference, you should. There's so much that I'd love to pass on. I think self-love is also one of the top things I'd like to pass on. Being free, but not carefree.

Where do you find inspiration?

When I was in Harlem I would go up to a stranger in the street if I thought they had a story or they’d be an amazing person to have a conversation with. I love talking to older women a lot. I started photographing older women in Harlem and I would approach them and tell them how beautiful and amazing they are. They would look at me like I was crazy-- that’s how you know you live in an ageist society. When you tell an older woman she’s beautiful often they think you’re making fun of them or it surprises them.

How does that make you feel as a woman?

People think you’re failing at life because you’re not doing something before you’re 30. I know so many amazing people who didn’t start to find themselves until later. When I meet a woman who says, ‘I’ve been doing this for a while, but it wasn’t until I was 45 that I really found my voice,’ to me that’s really inspiring. These aren’t just women breaking the rules but those who are doing something positive and impactful for their communities. I want to showcase stories like that.

"People think you’re failing at life because you’re not doing something before you’re 30."

Tweet this. 

When did you find the confidence to become the woman you are today?

There was a video recently of me and I started crying because I was like WHO is this woman, WHY are they using these words to describe her-- and I realized, 'Oh it’s me.' 

I painted the floors in my office in Harlem myself. I was tired and I wanted to get it done, because customers don’t care if you’re painting the floors, they want what they’ve ordered. But I was tired and I sat down and was looking around. And I remember thinking, “Oh my God, this is me. This is mine. The woman who wrote the piece about me in the New York Times described it as a matchbox and I was like 'damn, not even a shoebox?' But still, its my colorful matchbox.

TO SEE THE FULL CREATE & CULTIVATE FASHION LIST CLICK HERE. 

---

FULL 2018 CREATE & CULTIVATE 100 LIST BELOW.

Create & Cultivate 100: Content Creator: Leandra Medine

THE ORIGINAL. 

Nothing can stop them, our thumbs go all the way up to Leandra. Both of them. 

And yet, what can we say about Leandra Mendine Cohen AKA the Man Repeller that has not yet been shared? 

An American author, blogger, and humor writer best known for Man Repeller, an independent fashion and lifestyle website, from the beginning Leandra knew that good fashion is about pleasing women, not men. 

From that premise she built her online kingdom. Sometimes dressed in the role of King, sometimes Queen, and occasionally the oddball Jester, but no matter the outfit, the swagger and the wit, always took precedent. Followers and readers tuned in religiously to hear her take on Kanye West, on maximalism and minimalism, and most recently on her pregnancy. 

It's not that she dared to be herself. It's that her choices, both sartorially and editorially, seem to involve no dare at all. It was/is, quite simply, her truth. (Though we'd be willing to bet that at a slumber party she'd certainly choose dare.) She simply was/is an original. And as those slashes imply, has remained so in the face of trends and blogger takedowns, industry turnover and the highs and lows of heels and life. 

At her core she claims, she's a storyteller. "We're humans," she says. "We strive on a connection. We need it to survive."

More of her story below. 

Name: Leandra Medine

Instagram Handle: @manrepeller

Climb or be climbed. There's a cutthroat mentality to all biz worlds, especially the content world. Whatupclickbait. But you have managed to stay above the fracas, if you will, without stomping on anyone. How've you done it over the years?

I don't know that I agree that there is a cutthroat mentality in the content world, at least not in this day and age. There is enough business to go around, that has been my philosophy out of the gates and I am a very collaborative worker. The success of my peers only lights my star, and that's true vice versa also. I try not to forget that.

Given your recent "Different Kind of Pregnancy Announcement" and the overwhelmingly powerful response from women, why do you think you've been able to connect with readers?

At my core, I'm a storyteller and a very self-aware analyzer of my own identity and I think the combination of these things and how deeply I respect and honor honesty have made connecting really natural. This is a hard question to answer because I didn't necessarily set out to connect, it's something that is so embedded in my DNA and the way that I communicate. I mean, we're humans, we strive on a connection. We need it to survive.

What kind of content do you think women are craving?

Precisely the kind of content MR produces, that is why we publish what we do. The balance, we have found, never undermines a woman's intellect for the simple reason that she enjoys a candy piece every now and then. It's also a judgment-free zone, but one where no topic is off limits for intellectual dissection.

It's a judgment-free zone, but one where no topic is off limits for intellectual dissection.

I think all women in their late 20s and mid-30s have reached the 'will I ever be happy again' point. What would you say to those women struggling with life and/or career who don't have a partner by their side?

When we're in the throes of upset, it's hard to recognize that station lasts forever.

"We're humans, we strive on a connection. We need it to survive."

Tweet this.

SO. Let's LIGHTEN the mood for a sec. Do you sing in the shower-- and if so, what's the go-to jam?

Yes, of course, and mostly show tunes.

What is your biggest professional pet peeve?

Hmmm, being asked questions that maintain answers that are really easily Google-able! (This is absolutely not a comment on this questionnaire, which has been a delight to fill out)

What about your career makes you feel the most complete?

The piece that encapsulates my having a purpose that is bigger than I am.

What would you consider your superpower?

My hankering to learn about other people's vulnerabilities.

When you run into a career obstacle, what drives you forward?

The necessity to pay bills.

What kind of an 80-year-old lady do you think you'll be?

I'll probably talk out loud to myself a lot, and wear sunglasses in the dark.

TO SEE THE FULL CREATE & CULTIVATE CONTENT CREATOR LIST CLICK HERE. 

---

FULL 2018 CREATE & CULTIVATE 100 LIST BELOW. 

Create & Cultivate 100: Fashion: Ilse Valfré

THE BONAFIDE BADASS. 

In three years, about the amount of time it takes most of us to unsubscribe from email lists, Ilse Valfré went from being a kindergarten teacher to CEO of a million dollar indie lifestyle brand.

And her email subscription list is huge. With close to 700k followers on Instagram, the entrepreneur has a handle on her handle. Part indie, part pop, the Mexican-born artist understands the wild-at-heart millennial mind. Valfré’s mission is to bring her art to life by creating unique products that are a direct reflection of the psychedelic world that she has created. (Shoutout to her "grow a pair" denim jacket.) Her work explores the poignant tension between vulnerability and confidence as she transports her audience into the hearts and minds of the characters that she creates. 

More from the badass business owner below. 

Where do your drive and passion come from?

From my inner need to create stuff. It’s therapy for me.

When you were young, were there successful Latina businesswomen whom you admired?

My aunty Wanda Amieiro is a fashion designer from Mexico City. Seeing how she built her brand was a big inspiration for me, and it has always fascinated me how she was able to balance her family life and her career, and still look flawless.

Do you feel ever feel extra pressure as a Latina business woman?

To be honest, I really don’t. I love what I do and I just take one day at a time and try to have fun during the process. 

When you run into a career obstacle, what drives you forward?

My family, especially my partner who happens to be my husband. His ability to problem solve is incredible and he still manages to remain relaxed.

What are your biggest fears about running a business?

Like I said, I am taking this amazing journey one day at a time. But like anybody, I do have a fear of letting our employees down (who have become like family) if we make a wrong business decision. 

You quit your job to focus on your artwork and building your brand full time. How did you know it was the "right" time?

When I realized I wasn’t getting any younger and that to build a business takes time and effort. So I literally woke up one morning, called my boss and quit. That same day I started blogging and educating myself on how to start a business from home. This was back in 2009.

"When I became a mom at 25 I gained this confidence and a clear vision."

Tweet this.

What's something you'd like people to know about your job that they probably don’t?

That Bruno (my black character) is based off my real life cat that was rescued from the streets of Tijuana.

What about your career makes you feel the most complete?

I think I get the most excited when I see people connecting and interacting with the art. It never gets old for me to see people getting my work tattooed on them, or seeing how creative people get when they dress up like my characters.  

At what point in your career did you find the confidence to really take charge and become the woman you are today?

My personal life is really connected to my career. When I became a mom at 25, I gained a lot more confidence and a much clearer vision of how I wanted life to be. Becoming a mom has definitely helped me focus in on what's important and has ultimately given me a lot more motivation to make Valfré a success. 

What's the best advice you've ever been given? Or your favorite piece of #realtalk?

We live in a society that constantly tells us that we're not good enough, pretty enough, or smart enough. Something I always try to remember is that “the key to happiness is gratitude”. This means that no matter what, you always have to try and see the bright side and be thankful for who you are and what you have.   

What song do you sing in the shower when you’ve had a bad day?

When my calendar hits December, my brain instantly shifts into Mariah Carey mode.  During these days you'll definitely hear me singing “all I want for Christmas” on repeat. hahah

How many pins is too many pins on a jacket?

There is no such things as too many. 

Photo Credit: @davisfactor

Hair & Makeup: @SmashboxCosmetics @TheGlamApp @TheOuai

TO SEE THE FULL CREATE & CULTIVATE FASHION LIST CLICK HERE. 

---

FULL 2018 CREATE & CULTIVATE 100 LIST BELOW. 

Create & Cultivate 100: Fashion: Eva Chen

INSTAGRAM'S NORTH STAR. 

photo credit: Jeff Thibodeau 

She's never had a master plan, but Eva Chen, current Head of Fashion Partnerships at Instagram, has had one hell of a career.

The fashion boss spent a decade running leading fashion publications, including Lucky and Teen Vogue, where she worked in various roles for eight years, chiefly as the teenage fashion magazine’s beauty editor. During her time at the glossy, she finessed her digital savvy and grew her own social media (now 600k), before joining IG in 2015. 

She's worked under the masterful Anna Wintour, is heralded by the Business of Fashion as one of the 500 hand-selected people shaping the $2.4 trillion fashion industry.

More below.

Name: Eva Chen

Instagram Handle: @evachen212

You're fluent in the language of fashion. With your move to IG to you feel more fluent in the language of tech?

I am barely proficient in the language of tech and look forward to becoming more fluent. The team here at Instagram is wonderful and so inspiring to learn from.

What has surprised you most about being a woman in the tech sector?

Facebook has been an incredibly supportive place to work, especially as a mom to two young kids. And having women in positions of authority, like IG COO Marne Levine and Facebook's Sheryl Sandberg, is very important to me.

What's your biggest pet peeve?

People who stand on moving walkways at the airport.

What would you consider your superpower?

Ability to function despite prolonged sleep deprivation from children.

From pre-med to Lucky to Instagram. What has been the most surprising element of your career?

I've never had a master plan, I've always just gone where opportunities have arisen.

"I've never had a master plan, I've always just gone where opportunities have arisen."

Tweet this.

What has proven to be the biggest bump in the road?

My inability to say 'no'....

And how did you get over it?

Working on it for 2018!

Is there an early-on piece of advice that Anna Wintour gave you that you ignored?

No—Anna has the really vexing quality of pretty much being right about everything, at least in my personal experience.

What about your career makes you feel the most complete?

When I can help someone understand how to use Instagram better!

If you had to trade jobs with anyone else in the world, who would it be and why?

I don't want to trade with Oprah, but I'd love to meet her simply to absorb some of her magic.

At what point in your career did you find the confidence to really take charge and become the woman you are today?

Working on it! I think part of becoming an adult is realizing that life is an ongoing work in progress.

TO SEE THE FULL CREATE & CULTIVATE FASHION LIST CLICK HERE. 

---

FULL 2018 CREATE & CULTIVATE 100 LIST BELOW. 

Create & Cultivate 100: Fashion: Emma Grede

NOT JUST GOOD. GREAT.

As the co-founder of Good American, the inclusive denim line Emma Grede launched with Khloe Kardashian in December 2016, there was a lot of pressure to perform. But with a focus on inclusive sizing and showing the product on various models on its website, the duo found immediate, chart-topping success. 

It was the biggest denim launch in apparel history. NBD. With sizes ranging from 00 to 24, that they don't separate into "petite" or "plus-size" categories, the label relied on social-media marketing, featuring the product on an array of women on its Instagram. They've now expanded into bodysuits and sweats, as modeled by Khloe herself. 

Originating from a convo between Khloe and Emma about what it means to be a woman today, Emma shares “We believe everybody deserves to be shown off. Fashion should be made to fit women, not the other way around. Body ideals really have shifted in the last few years.”

Here's to shifting the industry, one Good pair of jeans at a time. 

Read more from Emma below. 

What an amazing year you've had! In 2016 you and co-founder Khloe did one million in sales on day one. Did you ever anticipate such wild, record-breaking success?

I knew we were going to be successful because I knew we had made a killer pair of jeans that doesn’t exist in the marketplace and I was sure women would react positively to that, but No! I didn’t expect that first day of sales and I didn’t anticipate the year we’ve had either.

As a company how do you one-up yourself on that? And stay ahead of the game?

You have to constantly and consistently do two things, one listen to your customers, what do they want, what can they not get and what can you do better for them? And then you need to act on that information from a product development perspective and keep improving what you do.

Your husband also co-founded a denim line that has seen astronomical success. What kind of jean talk happens in your household?

Ha ha! Yes it is quite odd but Jens, who owns Frame denim, and I have worked together for over 10 years now, first in the fashion agency group he founded - Wednesday Group- with his business partner Erik Torsteensen and now with Good American, so we literally talk shop all the time. Our business are our hobbies as well as what we do professionally but we also have two children together, so sometimes there just is no space for us discuss business and that creates a nice balance.

What would you say most prepared you to launch a company?

Good American isn’t my first company, it’s my third! But I would say all my experience leading up to now. Working in the fashion and entertainment business has given me an appreciation for what’s important and that’s product. If I look at how I spend my time it’s all in creating the best possible product.

When do you feel the most empowered?

At about 8:30 am every morning! I’ve worked out, had breakfast with my family, taken my little boy to school and I’m on route to the office listening to a Podcast……somedays I’d like to turn around and head back to bed!! But most days I’m feeling on fire at about 8:30 am!!!

What do you find most empowering about working alongside Khloe?

Khloe is the real deal as a business woman, she’s one of the most positive people I know and she’s also importantly, a really hard worker. She puts her all into every task, she’s super passionate about what we do and that’s both inspiring and empowering.

"We wanted to liberate women from an unreal external projection."

Tweet this. 

People always say a co-founder relationship is like a marriage. Why do you think you and Khloe work well together?

Ultimately we have a respect for one another and what each of us does. Khloe is very open-minded and she’s learned a lot from her time in the business with her various ventures, which is where my respect for her comes.

What's the Good Squad about and why is it an important part of the brand?

The Good Squad is so important to us, we believe very strongly that it’s so important to show a real representation of women in fashion and the wider media landscape. We wanted to liberate women from feeling as though they need to live up to an unreal external projection of how they should be. Our girls come from all over the world, from all different backgrounds, have different shapes, sizes and are all working hard to realize their dreams and potential.

"We believe very strongly that it’s so important to show a real representation of women in fashion."

Tweet this. 

When do you feel the most pressure?

At about 8:30 am every morning- Ha!! I feel pressure going into photo shoots and filming things, I really don’t do well on camera.

When do you feel the most relaxed?

On Sundays. I love Sunday brunch, the newspapers, hanging with my babies -- that’s just the best and most relaxing for me.

Any upcoming Good American news you can share with us?

YES! We just launched our spring 2018 collection and new styles will drop weekly! We are also very close to releasing our line of maternity denim called ‘Good Mama’. Launch details will be released on Good American’s social media channels very soon!

What would you call your superpower?

I’m really good at motivating people and just getting stuff done, out the door, over the line. That’s my super power.

Photo Credit: @davisfactor

Hair & Makeup: @SmashboxCosmetics @TheGlamApp @TheOuai

TO SEE THE FULL CREATE & CULTIVATE FASHION LIST CLICK HERE. 

---

FULL 2018 CREATE & CULTIVATE 100 LIST BELOW. 

How These Co-Founders Are Revolutionizing the Jewelry Industry

Gold is element 79 and its symbol is Au. And Sophie Kahn and Bouchra Ezzahraoui, the co-founders of AUrate, have struck their own version of the shiny element with their jewelry brand. Inspired by Warby Parker, the duo launched in 2015, with the intention of offering high-quality gold jewelry direct-to-consumer. 

What began as a friendship forged in the hallways of Princeton University's graduate school, where they met studying Finance, became a life-altering, business-founding partnership for the women. Both had recently moved to the US, Sophie from the Netherlands and Bouchra from France (and previously Morocco), and they connected over a love of fashion and a keen ambition to do things differently. I.e. smarter and better. "We realized that many fine jewelry brands have higher price points because of the wholesale markups and the customers’ lack of education about gold. For that reason, we decided to start a fine jewelry brand with a direct-to-consumer model, cutting out the middleman," says Bouchra. 

The powerhouse duo share a remarkably complementary partnership, combining Bouchra's sharp expertise in business and passion for artisanship with Sophie's fashion industry experience and design savvy. And this month, the brand is opening 3 new retail stores in Boston, Williamsburg and DC.

So we had to know, how are they doing it? And making it look so good...? Read on.

Turning a friendship into a business relationship can be challenging. What made you both know you were up to the challenge?

Sophie Kahn: Bouchra was a Derivatives trader at Goldman Sachs and I was doing strategy & Marketing at Marc Jacobs after a stint at The Boston Consulting Group. Our different backgrounds and our shared love for fashion and business were the reasons we came up with the idea, we saw a need in the market and wanted to address it. Instead of seeing it as a challenge we saw it as an opportunity, not only to turn “a friendship into a business relationship,” but to build a strong foundation for AUrate.

Piggybacking on that a little. You’ve said that you have a complimentary partnership. So what were each of your strengths and weaknesses that made you confident in each other?

Bouchra Ezzahraoui: We both realized very quickly we wanted to do build something of our own that is bigger and more meaningful while at our corporate jobs. Our complimentary personalities and skill sets enabled us to strike the balance you find in your ideal co-founder. Sophie built a great toolkit combining fashion industry knowledge along with her consultant skills, I on the other hand really learned how to work in a very fast-paced result-driven environment that forged my business and risk taking experience. I believe you need a business partner who shares the same vision but who can bring something different to the founders’ table.

To answer the last part of your question: We’re both very impatient and that’s the common denominator that keeps the AUrate journey going.

"You need a business partner who shares the same vision but brings something different to the founders’ table."

Tweet this.

Bouchra, from a BSc in Mathematics and an MsC in Applied Mathematics, your road to AUrate co-founder has certainly been an interesting one. You obviously bring a wealth of business knowledge to the team. So what would you tell young entrepreneurs just starting out that they need to be aware of on the numbers side?

BS: Make sure you keep the big picture in mind, know your market (all the numbers and your competition) and invest very early in your team and your product. Cashflow management is primordial but it all comes down to taking calculated risks. Your investors would appreciate that.

Sophie, similar question to you— because a successful company is not just about numbers. What should young entrepreneurs be focusing on in terms of branding and creative strategy?

SK: Use a consumer-centric approach to business – creating a brand with our consumers in mind, getting to know of what they want and appreciate, what are their preferences, instead of what we think they want. 

How much of business is going by the numbers? 

SK: Most of it, if not all. Our team focuses a lot on collecting data and executing on findings. We just opened 3 stores at 3 locations where our customers wanted an AUrate physical presence. We also just designed a whole collection based on customer feedback. 

How much is going with your gut?

BS: ALL of it. Really. You can simulate all the possible scenarios but in a startup environment, you won’t have enough data to allocate the appropriate probabilities to those very scenarios. It comes down to following your gut and just going for it. 

How did you each know that it was time to turn AUrate into a full-time gig?

SK: We had the proof of concept after a few months of operations. We saw a void in the market, we tackled it and our customers were receptive to our product and our mission. It was a no brainer. 

Was the transition hard for you?

BS: Neither of us had the jewelry background nor went through the traditional fashion route. We learned how to run a business from scratch. The market structure, hiring the right talent, looking for strategic manufacturers and partners all had to be done at the same time. You have to build structure within an endless list of priorities without having the traditional set up at a corporate job. The hardest part of the transition is learning how to be patient and dealing 100% with unexpected scenarios.

What was the hardest part of leaving your jobs and striking out on your own?

The trajectory is less obvious, you become your own boss and have to take all the decisions.   

What was the easiest?

SK: For me, it's having a real impact on this world. My parents are doctors, so I've always had this thing of wanting to give back. But I like fashion, so I felt very conflicted for a very long time. Now, we've got our company where we're a) helping kids read, b) creating jobs, and c) doing that all by ourselves.

How is AUrate revolutionizing the industry for the consumers’ benefit?

BS: We felt a true void in the marketplace, as we found it hard to find fine contemporary jewelry that was accessible. We realized that many fine jewelry brands have higher price points because of the wholesale markups and the customers’ lack of education about gold. For that reason, we decided to start a fine jewelry brand with a direct-to-consumer model, cutting out the middleman, empowering our customers, giving back in a transparent way and providing the same to better quality jewelry at a fair price without any concessions.

What is your hope for the company?

BOTH: We believe that the new generation of consumers cares not only about the aesthetics of the product but also its quality, how it is made and what it stands for.
It is important that we invest ourselves in more than just beautiful jewelry and business growth but we also strongly believe that true corporate social responsibility is increasingly critical in this world– we’re hoping AUrate will lead by example in a much bigger impactful way in our industry.

MORE FROM OUR BLOG