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Step Inside the Star-Studded Create & Cultivate 100 Launch Party in L.A.

Everyone came out to support the 2020 honorees.

When we launched the Create & Cultivate 100 four years ago it was about so much more than just creating a list. This initiative was started to honor 100 successful and inspirational women who are driven to #FindNewRoads by disrupting industries and smashing glass ceilings across 10 different categories.

But since then it has become a movement and inspired a ripple effect because when you honor 100 women who are 100% in it, you encourage 100 more to keep it at 100 and create a future we all want to be part of. This year’s honorees included Priyanka Chopra Jones, Gwyneth Paltrow, Sigal Cordeiro, Minnie Mouse, Mandana Dayani, Noor Tagouri, Sarah Barthel, Lindsay Peoples Wagner, Ally Maki, Marni Senofonte, Chriselle Lim, Adrienne Bosh, and so much more.

To celebrate the fourth Create & Cultivate 100 list in partnership with Chevrolet, we held a star-studded party in Los Angeles at the Valentine where guests experienced the amazing OM Booth, had their aura photo taken in the new Chevrolet Blazer, enjoyed hair touch-ups at the OGX pop-up, were served Coolhaus and Baked by Melissa treats, and sipped on delicious Winc wine as they danced the night away to Phantogram’s killer tunes.

We were so thrilled to have so many of our 100 honorees and supporters join us on the red carpet too including Tia Mowry, Arielle Vandenberg, Jessie James Decker, Noelle Scaggs, Hillary Duff, and so much more. This list continues to inspire and empower the next generation to ditch tradition, disrupt industries, and forge their own path.

Read on to see more photos from the night.


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Create & Cultivate 100: Entertainment: Priyanka Chopra Jonas

“Nothing comes easy. Yes, luck and destiny do play a part, but nothing works like hard work.”


When it comes to rewriting the rule book, Priyanka Chopra Jonas is the editor in chief.

The actor admits she took a “huge risk” to leave her thriving career behind in India to work in the U.S. and it’s safe to say the leap paid off. Today, the former pageant queen is one of the most successful women in Hollywood but she’s put in nearly two decades of work and hustle to get there. “If you don’t take chances if you don’t push yourself to do things that make you uncomfortable, you never evolve,” she tells Create & Cultivate.

For the next chapter of her rule book, Chopra Jonas has added humanitarian, producer, and a tech investor to her title. She launched her own production company Purple Pebble Pictures in 2015, became a Goodwill Ambassador for UNICEF, and an investor in dating app, Bumble. Let’s not forget that she has starred in more than 50 films and is slated for several major projects this year and next, including a starring role in Amazon's Citadel with Richard Madden.

Ahead, Chopra Jonas shares the story behind her bold move to the U.S. (and why it was the hardest professional decision she’s ever made), her secret to confidence, and how nothing works like hard work.

CREATE & CULTIVATE: So, we read that you originally wanted to be an engineer before your mom secretly entered you in the Miss India contest (which you won) and later the 2000 Miss World contest. How did that experience shape you? What did you learn? And how did that steer you towards your career path today?

PRIYANKA CHOPRA JONAS: It is essentially the foundation of what I would eventually become. I learned to get out of my comfort zone and try new things; that taking risks can yield big returns; that if you want something bad enough and if you work hard, you will succeed. Miss India and Miss World introduced me to the world of entertainment and also to my creative side, which I hadn’t tapped into at that time. It opened my mind to the immense possibilities that the world has on offer. 

If you don’t take chances, if you don’t push yourself to do things that make you uncomfortable, you never evolve.

Can you recall the hardest professional decision you’ve ever had to make and how you got through it? What did you learn in the process? Why it’s important to make decisions that aren’t easy?

Every few years I’ve found I am faced with a hard decision that is imperative to make and critical to my career. It comes in waves. The big one I can remember is the decision to work in Hollywood, while still having a thriving and very relevant career in India. In hindsight, I am glad I took the leap and that it paid off, but at the time it was a huge risk. What I learned in the process is that if you don’t take chances, if you don’t push yourself to do things that make you uncomfortable, you never evolve—and for me, evolution is important in my personal and professional life… ultimately it’s what allows you to define your own road.  

You have achieved so much success but that didn’t come without hustle and hard work. What advice would you give to young actors who are hoping to break into Hollywood but are feeling overwhelmed by the competition? What traits do you need to succeed today the way you have? Why?

Understand what makes you unique and special. Work on your strengths. It will give you the courage to go after your dreams and aspirations. In anything you choose to do, there will be many others who have the same idea—the competition so to speak—understand what makes you unique and special and embrace that. 

I understood early that nothing comes easy. Yes, luck and destiny do play a part, but nothing works like hard work. Have a vision for yourself and work as hard as you can to make it happen. Oh, and remember, life is rarely ever a straight road—with the good, there will also be the bad. It is what you do after the good and what you do after failure, how you choose to get up, that defines your life.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

I always find that acknowledging the failure and coming to terms with it, helps you move forward—then it doesn’t come back to haunt you or cause self-doubt later. Also, I have always believed in exploring all aspects of my creative self, which is why I am always pushing myself to explore new areas and try my hand at it. I never say I can’t do something until I’ve tried it. In the world, we live in today, and the immense amount of opportunities out there, it’s important to remember that it’s not a single lane of traffic but an eight-lane highway to an endless world of opportunities. 

You always seem so bold and self-assured. Where do you think this confidence stems from? What do you wish you could go back and tell yourself when you were first starting out? Why?

Confidence is self-taught. You’re not born with confidence. It is something you pick up along the way, and it is up to you how much you want to pick up. I am a firm believer that everything you go through in life leads you to the exact spot you need to be, as long as you are involved in shaping it rather than being a bystander and letting things happen. So, there is very little I want to change. I would probably just tell my younger self as I was starting out to breathe. Not every crisis is the end of the world, this too shall pass.

VIEW THE FULL CREATE & CULTIVATE 100 ENTERTAINMENT LIST HERE.

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Create & Cultivate 100: Entertainment: Shay Mitchell

“If you take no risks, where will you be in three years? Probably still unhappy and stuck.”


We talk about career shifts a lot at Create & Cultivate because there’s nothing more inspiring than seeing someone push their doubts and fears aside to embark on a completely new path, oftentimes without any previous experience or education. Shay Mitchell is one of those people. While she launched her career as the character Emily Fields on the hit show Pretty Little Liars (or as Peach on season one of Netflix’s new hit show You), that might not be where many of you reading this found out about her. Why? Thanks to Mitchell’s entrepreneurial mindset, she recognized the opportunity on YouTube very early on.

Five years into filming the show, Mitchell started creating videos for her channel across beauty, fashion, fitness, food, and travel. She has now amassed over four million subscribers on the platform—and almost 27 million followers on Instagram—and the popularity of her travel series, SHAYCATION led to the formation of her sell-out travel accessories line, BÉIS. Since it’s 2018 launch, the brand has seen more than 200% growth and is on track to deliver more than $20 million in profitable revenue. Oh, and did we mention that Mitchell recently became a mom too? Yep, she really is a pivot pioneer.

Read on to hear how Mitchell successfully switched lanes from actor to vlogger to entrepreneur and why she believes self-doubt is totally normal.

CREATE & CULTIVATE: Your career launched playing Emily Fields in the television series Pretty Little Liars but it continues to span across so much more than entertainment—your YouTube channel documents fashion, hair, and makeup tips, your favorite food recipes, travels, fitness routines and now your journey as a new mom. How did you make the pivot from actor to creative director and more? What advice do you have for people reading this who want to make a similar pivot in their career but don't know where to start or fear the leap?

SHAY MITCHELL: I’m a super passionate person, and I love to have my hands in as many projects as possible. At the time that I joined YouTube, I was five years into filming Pretty Little Liars and found myself itching to flex my own creative muscle. I was constantly surrounded by super fun, artistic and smart people, and thought it would be fulfilling to create original content with my friends and colleagues. My travel series, SHAYCATION, on YouTube, and my lifelong passion for travel, gave me real-life experience and inspiration for my travel accessories line, BÉIS. I purchased a lot of luggage and travel items over the years, and always felt that I was compromising for either form or function, and would doodle ideas for luggage and accessories that had both all the time.

When the opportunity popped-up for me to start my own brand, I literally jumped at it. To be perfectly honest, I am not one that likes really likes to give advice because I feel like what works for me might not work for others and vice versa. That said, as cheesy as it might sound I would say the principles that I try to live by are to follow my heart, vision, and intuition. If you take no risks, where will you be in three years? Probably still unhappy and stuck. Vulnerability is one of life’s greatest givers of lessons. It’s also okay to fail, so long as you use it as an opportunity for growth and not shutting down.

You launched your travel accessories company BÉIS! and the success has been phenomenal—congrats! What has been the biggest lesson you've learned through launching and expanding your business? What advice do you have for women with small businesses hoping to grow or change their businesses and achieve your success?

It was actually just a little over a year ago that we launched BÉIS! and again, I don’t really like to give advice but would say that authenticity in approach and execution are penultimate. I do things because I feel like I understand there is an opportunity or because I really believe in what I’m doing and think I can do a better job of what is already available. I don't think it is ever smart to do something exclusively for money or clout. You should do it because you really care about what you’re setting out to achieve.

If you take no risks, where will you be in three years? Probably still unhappy and stuck.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

First and foremost, I never view things as failures. If I make a decision and it doesn’t succeed then I feel it’s a learning curve and lesson from which to learn. Finding new paths and switching gears can be challenging, but if we’ve exhausted the roads we are on then the best thing to do is to find another way to forge ahead.

You always seem so bold and self-assured. Where do you think this confidence stems from? What advice do you have for people who are feeling self-doubt and want to have more courage?

That’s so nice to hear, though I will be the first one to admit, as most humans do, that I have self-doubt often. I doubt myself all the time, and I think that is totally normal. No one is ever really sure of themselves 100% of the time. As humans, we have to question ourselves because we care. To me, this is similar as to when people ask me if I'm nervous before an audition. Of course, I’m nervous! If I'm not nervous then it concerns me more because deep down I feel like it means I don’t care that much and that I probably shouldn’t be there in the first place. My “advice” (aye yi yi) would be to embrace the self-doubt. Questioning yourself is an important part of growing as a person and growing a brand—making sure you’re doing the right thing—its also a way to keep your intuition in check.

You've achieved phenomenal success but that didn't come without hard work and determination. What does it take to be successful today? What personality traits do you need in this competitive environment? Why?

The first word that comes to mind is tenacity. Being dedicated. Seeing things through—even when things seem impossible or difficult. Maintaining a positive outlook. Having a strong team and community to depend on.

What’s the biggest challenge you’ve faced during your business and how did you turn it into an opportunity?

I think one of the biggest challenges we faced was during launch when we sold out of six months of supply, of most products, almost immediately. We had invested so much in marketing and brand building and then didn’t have any product to sell. Some would say it’s a good problem to have, and yes, it was great to have early success but the team and I saw the opportunity cost in lost sales and frustrated consumers.

To turn it into an opportunity we decided to be very transparent with consumers and told them what was happening, which in some ways we feel resulted in a more emotional connection with our audience. Being out of stock also created pent up demand and a sense of scarcity which has proven to be a super-strong sales lever for us. We translated that into a strategy for some of our more seasonal and limited-edition styles: “get it while it lasts” if you will.

You have an incredibly busy schedule juggling multiple businesses, acting, and family—What are your productivity hacks to get it all done? What apps or is there a hack you use every day to help keep you organized and on track?

Truthfully, no hacks or apps, just a really steady head and have taken great care to surround myself with passionate people that are experts at what they do to support me along the way. My team is small but mighty, and they can always be counted on to keep me organized and on track.

Questioning yourself is an important part of growing as a person and growing a brand.

What is your 2020 vision? What is in store for Shay Mitchell this year? Why?

Nothing radically different, just more, more more! It’s the nature of my personality and the beast.

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

The Four Agreements by Don Miguel Ruiz. It’s an amazing read, pertinent to almost everyone and riddled with pertinent lessons we should take to heart.

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Create & Cultivate 100: Fashion: Disney’s Minnie Mouse

The fashion icon shares her career tips and life advice.


What does it take to be a pioneer? From the many interviews we’ve conducted on the Create & Cultivate stage, we’ve identified four key attributes that set them apart: Bold—they step outside of their comfort zone to shift culture; Fun—they do what they love for a living; Fashionable—they bring a design eye to everything they do; Classic—their ideas transcend the era they live in.

If we were to apply these traits to one person throughout history, there’s one name that instantly comes to mind: Minnie Mouse. From the moment she stepped onto the scene, Minnie Mouse has been a style icon. With her polka dot dress and yellow heels, she has inspired generation after generation with her loveable personality and undeniable influence in the fashion and lifestyle space. 

She is and always has been, positively herself, #PositivelyMinnie.

Read on to learn how you can embody Minnie’s key characteristics—Bold, Fashionable, Fun, and Classic—and inject more joy and confidence into your everyday life on the journey to being positively you.   


CREATE & CULTIVATE: You’ve been a fashion icon for over 90 years—how do you stay ahead of the curve and fashionable after all this time? What is your secret?

MINNIE MOUSE: Oh, you’re so sweet! Well, I suppose my secret is that I stick to my classic look but always try to add a contemporary twist. And of course, I love to have fun with what I wear by adding a touch of something whimsical, like sequins or a fabulous bow.

You are an inspiration to all of us but we’d love to know, where do you get your style and fashion inspiration?

Oh, from so many things, like my friends and all the wonderful places I get to travel. I’ve always found that fashion is a celebration of everyone’s unique style and personality. If you’re bold and wear what makes you happy, you’ll always be stylish!

I think it’s important to have a vision and believe in yourself.

You’ve had an incredibly successful career—what is your best advice for someone trying to break into the fashion or entertainment industry? 

Hmm… Well, I think it’s important to have a vision and believe in yourself. If your choices come from your heart, and you do your very best, you’re sure to be a success. And of course, always remember to have fun!

What do you wish you could go back and tell yourself when you were first starting out? Why? 

Oh, I’ll have to think about that… Well, I’ve had the most wonderful journey and met so many amazing friends, so I guess I would tell myself to get ready for a very exciting ride!

You always seem so bold and self-assured—where do you think this confidence stems from? What advice do you have for people who are feeling self-doubt and want to have more courage?

Well, I know that my friends help me to be brave and bold. We always support and encourage each other to try new things and follow our dreams. So, I suppose I’d say that if you’re feeling doubtful, look to your friends or family.

You’ve achieved phenomenal success but that didn’t come without hard work and determination. What are some of the biggest lessons you’ve learned along the way and what have they taught you?

One of the most important things I’ve learned is that when faced with a challenge, always be positively you! Be there with a helping hand or a hug for the ones you love, don’t ever be afraid to ask questions, and take time to enjoy the wonderful world around you.

You have worn so many amazing outfits through the years—can you recall one of your favorite looks, where you wore it, and why it was so iconic?

Goodness, I’ve been so lucky to work with amazing designers like Christian Siriano, Vivian Tam, Diane von Furstenberg, Stuart Vevers, Stacey Bendet and many more. They’ve all created such pretty dresses for me. But I suppose my most iconic look is my classic polka dot dress. And you know, the classics never go out of style! Oh, and this year, I’m very excited to be working with Paige! 

Fun is in your DNA—what advice do you have for people who want to inject more joy and fun into their every day from personal to professional?

Oh, just think about the things that make you happy—even if they’re little things like reading a book or listening to your favorite song, and try to do one of those each and every day. And always remember to stay positively you!

Photographer: Jenna Peffley

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Create & Cultivate 100: Entrepreneur: Gwyneth Paltrow

“Never give up.”


We talk a lot about career leaps at Create & Cultivate and if there’s one person who has perfected the art of the pivot, it’s Gwyneth Paltrow. From Pepper Pots in the Iron Man franchise to the icy beautiful Estella in Great Expectations (and who else was glued to Paltrow’s Georgina Hobart in The Netflix’s hit show The Politician last year?), the esteemed actor has enjoyed a very successful career with numerous industry accolades (including an Academy Award) for her work but perhaps her biggest achievement is becoming an entrepreneur.

In 2008, Paltrow embarked on her second life by launching a humble newsletter from her kitchen called goop—yeah, you might have heard of it! Since then, she has successfully transformed that email into the multifaceted content, e-commerce, and experiential lifestyle platform it is today—and we hear it’s worth a cool $250 million. Now, that’s a boss we want to emulate.

Keep reading to hear from Paltrow on why she believes goop has struck such a chord with readers, the lessons she’s learned as CEO, and the three traits you need to be a successful entrepreneur.


CREATE & CULTIVATE: You launched goop in 2008 out of your kitchen as a weekly newsletter and now it's a go-to destination for millions of people around the world for information for health/wellness but also as trusted e-commerce for clean products from home to beauty. What do you attribute to that success? Why do you think it has resonated so much with audiences? How do you feel about the growth and its success? What are your hopes for the brand?

GWYNETH PALTROW: A lot of the success is rooted in the authenticity of what we were trying to create. I was passionate about wellness and food and great product, but I didn’t think I had the authority to run a business. We were content only for a very long time, and out of that content came a need, determined by our readers, to curate incredible products to go along with our stories. We started very slowly, with one-off collaborations with brands we loved, which always sold out right away.

Once we'd built a strong multi-brand assortment, we realized that we had the authority and the white space to create our own efficacious, well-made products. But it was all very organic, and it took a long time. We started the business in 2008 and we didn't fully realize the business model until much later, starting in 2015 when we took venture money.

While we're firmly rooted in contextual commerce, the model is still evolving. We didn’t know that experiential would be such a huge driver of the business. Over 57% of our brand partnership deals have an experiential element. From a consumer standpoint, we're becoming almost as well known for our experiential activations, such as our In goop Health summits, live podcasts and retail stores, as our core businesses.

I’m a perfectionist, and I can be very demanding of myself, which is something I’m trying to work on personally.

You began your career as an actor and made the pivot to become the CEO of goop—How would you describe your leadership style? What kind of boss are you? What have you learned about yourself and about being a leader through this process?

I'm a perfectionist, and I can be very demanding of myself, which is something I'm trying to work on personally. I expect a lot from my team but in the same respect, I try to lead with empathy. I want my team to feel that they have autonomy and to cultivate an environment where people can take risks, be collaborative and not feel paralyzed by the fear of failure.

As we scale, we're less like the little family we were for the first iteration of the company, but it's crucial to me that we sustain our values. It's not a top-down thing; everyone in the company needs to feel responsible for the culture we create.

In your opinion, what are the top three traits of a successful entrepreneur?

Self-belief, the willingness to be vulnerable and ask questions and to hire people who are smarter than you are.

What is the best advice you’ve received? 

Never give up.

What is the #1 book you always recommend?
Dream Work by Mary Oliver.


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Create & Cultivate 100: Entertainment: Jameela Jamil

“My fight is to be taken seriously as something other than a pair of tits and legs.”


It’s no secret that we’re major Jameela Jamil stans here at Create & Cultivate.

The unapologetically outspoken actress has blessed us with her words of wisdom as a guest on the WorkParty podcast, as a keynote speaker at our Desert Pop Up in Palm Springs, and as a fireside chat panelist at our Aerie REALtreat in Los Angeles. So, naturally, we’re thrilled to announce that she’s one of our 4th-annual Create & Cultivate 100 honorees. And here’s why.

Though her career kicked off in entertainment—she was the first solo female host of the BBC Radio 1’s Official Chart Show before she landed a coveted role on the hit show “The Good Place,” despite having no acting experience—now, she is well known as a leader of the body neutrality movement and as the founder of I Weigh, an organization she launched in 2018 to encourage people to weigh themself by their positive attributes, as opposed to numbers on a scale (the hashtag has been used over 37,000 times on Instagram). Since then she has called out big brands and celebrities for false advertising and marketing that promotes unfounded diets, appetite suppressants, and misleading messages to women and girls.

Ahead, we chat with the role model about her career in Hollywood, including the moment she decided to become a body neutrality activist, and the barriers she’s still working to break down in the entertainment industry.

CREATE & CULTIVATE: You moved to Los Angeles with the goal of becoming a screenwriter, but you had no contacts—something a lot of entrepreneurs can relate to. You are now a successful actor, but what did it take to get to where you are today? Was Hollywood receptive or have you had to fight for your spot? Why? 

JAMEELA JAMIL: Hollywood has been receptive to me, but that’s because I was championed by such legendary showrunner Mike Schur who takes a chance on unknowns and on women, in particular. I was very lucky. In general, my fight is to be taken seriously as something other than a pair of tits and legs. But I have come in at the most progressive time in Hollywood’s history, where I believe change is coming.  

My fight is to be taken seriously as something other than a pair of tits and legs.

You're not content with just being another pretty face in Hollywood and you refuse to be quiet, using your profile to advocate for social justice. Can you recall a moment where you felt the call to arms and knew you needed to fight for equal rights and body neutrality?  

I was 19 and watched a 12-year-old in a modeling agency made to cry about her weight. This reminded me of my time as a teen model, and how pushed I was towards starvation, that I decided to enter into activism to challenge body standards for women. I can’t believe 15 years later I’m still In this same fight. We aren’t moving fast enough. 

Not only do you dispute the term “body positivity” but you also refuse to be airbrushed, which, in Hollywood, is a huge statement. When did you make that choice? Why?

I’ve been asking for years, but I had to become powerful to get my way. I suffer from body dysmorphia which makes Photoshop very problematic for me. I don’t do well with seeing physically perfect images of myself when I already struggle with the mirror. It’s not good for any of our brains to see that comparison. It diminishes self-confidence. It’s also so irresponsible as a celebrity to showcase unrealistic ideals. It’s a lie you are selling to impressionable women who are already under enough attack from society as it is. We have a duty to have more integrity. 

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

I’m afraid of failure. I think it’s noble to try when success isn’t guaranteed. So I just move on and try new things. I don’t think we know what we are capable of as women because of how long society has told us we are incapable of everything. So I treat it as getting to know myself, and it’s fun. Stressful at times, but fun.  

You have become a role model to so many young women everywhere. What advice would you give a young woman hoping to follow in your footsteps?

Get therapy. Have a predominantly female team. Fight for other women to join you at your level. There is power in numbers, we are much stronger together. Ask for more. It’s available to you, but you will never find that out until you ask. 

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Create & Cultivate 100: Health & Wellness: Lauren Kleban

The founder of LEKFIT on launching a fitness studio that's garnered A-list regulars.

Los Angeles has its fair share of celebrity fitness instructors, but Lauren Kleban stands apart from the rest. The founder of LEKFIT, a low-impact, high-intensity fitness method, has attracted a devoted fan base and A-list regulars by the likes of Busy Philipps and Emmy Rossum with her musically driven, dance-based workouts, inclusive studio space, and body-positive mindset. 

And to think that Kleban built this cult following from her own backyard? Yes, the mother of three converted her guest house into a fitness studio and after several years, she’s finally set to launch her first location in West Hollywood. Kleban was also one of the pioneers in the digital space sharing her popular workout online with digital subscriptions and live streaming.

Ahead, the successful fitness entrepreneur shares the biggest work challenge she’s faced so far and what she learned from it, the #1 thing she wishes more people knew about her job, and the best advice she’s ever been given (courtesy of Who What Wear co-founder Hillary Kerr who also just so happens to be a huge LEKFIT fan).

CREATE & CULTIVATE: A lot of people have heard about LEKFIT either on IG or through celebrities but how would you describe the brand/the workout? What makes it different? 

LAUREN KLEBAN: LEKFIT is a uniquely curated fitness method featuring concepts that are designed to work the full body using intervals of low-impact, high-intensity, fat-burning cardio with muscle sculpting techniques created to strengthen and tone. Our musically driven, fun, challenging and effective workouts are produced in a safe, inclusive, body-positive space. The LEKFIT experience is offered both digitally and in our L.A. studio. LEKFIT offers three class concepts designed to complement each other for a well-rounded fitness experience. LEKFIT BOOST and HYPE provide both cardio and sculpt while LEKFIT DEFINE is strictly full-body sculpting.

How did you decide to get into the health, wellness, and fitness industry? 

As a former professional dancer, my transition into the fitness and wellness space was truly organic. I knew early on that would be my path and began taking the necessary steps to get there while maintaining my career as a professional dancer.

Obtaining a healthy body and a healthy mind are equally important—real health and wellness are only achieved when those are combined.

What is the biggest work challenge you've faced? What did you learn from it? 

In 2019 we carefully and meticulously made changes to our digital platform. We were so excited about the launch of our new site and our new and improved digital experience that we failed to realize many of our digital customers would not feel the same joy toward our new platform. Although it was the platform we had always intended, it wasn't what our consumer desired or at least not the way they wanted to learn about the changes. This particular challenge was absolutely the most trying thus far, but we learned and gained so much from the experience. We ultimately arrived at a better and more user-friendly digital site while allowing ourselves to be open and vulnerable with customers.

You've recently taken LEKFIT online with streamable workouts. Why did you decide to go online? What have been the challenges along the way? How has it changed your business? 

We actually launched LEKFIT Digital before opening a brick and mortar. We launched our digital platform at a time when the direct-to-consumer business model was super hot and it made sense for us as it held the least amount of risk. We were able to test many variables with extremely low overhead and risk that it allowed us to arrive where we are today; a profitable fitness brand with zero outside investment.

What do you wish more people knew about your job? 

I am truly and deeply in love with what I do and whom I get to do it with. 

What is the best advice you have been given? Or a favorite piece of #realtalk? 

The hiring process is brutal and building a solid team you can trust to help you grow the brand you pour your heart and soul into can seem almost impossible. The brilliant Hillary Kerr once said to me, as she stood outside the original LEKFIT garage studio, "Nobody will care about your brand as much as you do... hire slowly and fire quickly."

You've seen incredible success with LEKFIT, but it hasn't all been smooth roads along the way. What advice would you give to someone at the start of their fitness business journey? 

You have to love it and be prepared to constantly remind yourself of that passion.

What do you wish you could go back and tell yourself when you were first launching your business? 

Nothing. All the good and all the bad have brought me to where I am. It was meant to happen this way.

What changes do you hope to see in the health and wellness/fitness industry? What is next for you at LEKFIT? 

I hope the industry continues to expand on the conversation that fitness and wellness are longterm lifestyle decisions that don't include fad diets, juice cleanses, deprivation or overexertion. Obtaining a healthy body and healthy mind are equally important and real health and wellness are only achieved when those are combined.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

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Create & Cultivate 100: Content Creator: Rocky Barnes

The OG influencer knows a thing or two about amassing a social following.

With over 1.8 million followers, Rocky Barnes knows a thing or two about Instagram. But, believe it or not, the model slash style icon entered the influencer space well before the visually-driven social media platform was a thing. She got her big break back in 2012 when she starred in Justin Beiber’s “Boyfriend” music video and then quickly started gracing the pages of Vogue and Cosmopolitan and becoming the face of brands such as Sam Edelman, Furla, and bare minerals.

But don’t call her an overnight success. Barnes has been hustling for years to get where she is today. As she told us at our Desert Pop Up event in Palm Springs last year, “An overnight success is 10 years in the making.” And she’s put in the work. She launched her eponymous blog, Rocky Barnes, over seven years ago (a.k.a. during the digital stone ages) and has slowly but surely amassing a loyal band of followers. Not only has she partnered with big-name brands like PAIGE, Moët Chandon, and AmEx, but she’s also stepped into the role of designer by launching an exclusive collection with Express last year. And she has plans to make more major moves in 2020—like giving birth, among other things.

Below, Barnes gives us the low-down on starting out when Instagram wasn't even around (in other words, when the influencer space was very different from what it is now), on staying true to herself in order to stand out amongst the competition in a saturated space, and on struggling to draw boundaries around what she does and doesn’t share on social media—especially now that she’s expecting.

CREATE & CULTIVATE: As a model, influencer, and style icon you are always pursuing interesting collaborations. How do you choose what companies to partner with? What makes a successful collaboration?

ROCKY BARNES: There are many different reasons I choose to collaborate with a brand. I, first and foremost, must believe in the brand and the product we are creating. Another important factor is finding a partner who allows you to have input and creative freedom. My most successful partnerships are the ones born from organic relationships where brands that I have been wearing for years approach me to collaborate. 

What is your best social media advice? What can other content creators learn from your success?

I believe a huge part of my success has come from consistency and a strong sense of self. I really try to post based on what I find interesting and beautiful versus trying to get the most likes—not every post has to be about the numbers. It’s about showing people a glimpse of the world through your eyes. Something I am personally trying to improve on is being more vulnerable with my followers. I really appreciate it when people are able to share the good, the bad, and the ugly.

To some people, I may look like an overnight success who just popped up out of nowhere, but in reality, I have been busting my ass for the last 10+ years.

Did your follower count on social media increase gradually or was there an event that escalated your growth? 

My growth has been slow and steady. I’ve been consistently posting on Instagram and blogging for about seven years! 

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success? 

I always find I get the most attention and movement from personal projects. I am very adamant about always making time for passion projects and not letting sponsored jobs take up all my time. It’s important to stay inspired! 

You started out when Instagram wasn't even around and the influencer space was very different from what it is now. How have you remained unique and true to your voice in what is now a saturated space? How do you continue to differentiate yourself and stand out among the competition?

An important thing I have learned over the years is when to say “no.” It can be hard at first, but having a long term goal in mind versus capitalizing on a short term goal is very important. Stay confident, and don’t be afraid to hold out for your dream clients! 

How do you hope to empower and inspire women through fashion and your modeling career? What advice do you have for those looking to start out in the space today?

I hope that I can inspire other women and demonstrate that hard work really does pay off. To some people, I may look like an overnight success who just popped up out of nowhere, but in reality, I have been busting my ass for the last 10+ years. I worked four jobs out of college and never gave up! I am grateful for the connections I made in the modeling world, and it has been fun seeing my peers grow in the industry next to me! Fashion has been a passion of mine for as long as I can remember, and I feel grateful to be in an industry I love! 

You share much of your life with your followers on Instagram. Most recently, you shared your pregnancy—congratulations! How do you draw boundaries around what you do and don't share? What advice can you share for others? 

The beauty of Instagram is that you truly have control over everything! You can share as much or a little as you like.  I always felt like a picture says a thousand words, but these days it’s hard not to feel like I should be sharing more. I struggle with finding a balance between sharing my life and living in the moment. I am still working that out myself. 

What do you wish you had known when you were first starting out? Why? What about your job do you wish more people knew? What are the biggest misconceptions?

The biggest misconception is that our lives are a permanent vacation. Don’t get me wrong, we do have amazing experiences, but it isn’t always as glamorous as it seems. As is true with the modeling world. Dealing with the modeling world prepped me well for the influencer world. We work all the time, weekends aren’t a thing, and there is no such thing as sick days or paid vacation days. Working for yourself is stressful and scary, but when it hits,  also the most rewarding. 

Being an influencer can be a 24/7 job. What is your content planning process like? How far ahead do you schedule/prepare content? What are some best practices when it comes to creating and planning content?

For me, I like to shoot and post as much in real-time as possible. For sponsored jobs, you usually need to have content approved, so I shoot those ahead of time. Luckily, I work with my husband (he is my manager and photographer) so we have the ability to shoot almost every day.  I try to have a rack of outfits always styled and ready to go to make shooting on the fly easier! 

With success comes opportunity, but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?

My husband, Matt, is always amazing on days when I struggle with motivation or when I’m feeling overwhelmed. He is so supportive and positive and helps me prioritize and focus when I can’t do it myself. I am also so grateful for the position I am in and always try and remind myself how far I have come! 

What is the #1 book you always recommend? Why?

The Four Agreements by Don Miguel Ruiz. Learning to not take things personally in our industry has helped me more than anything.

Photographer: Jenna Peffley

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Create & Cultivate 100: Fashion: Rachel Antonoff

“You can think and plan forever, but at some point, you just have to do.”


Rachel Antonoff is no stranger to taking major career risks.

In fact, the designer frequently makes headlines thanks to her politically charged designs. (ICYMI, she’s the mastermind behind that bestselling “I’m With Her” sweatshirt and that now-infamous uterus sweater Lena Dunham auctioned off at a Planned Parenthood fundraiser.) Needless to say, we can’t wait to see what she does in 2020.

Below, the accomplished designer opens up to Create & Cultivate about her career, including what she wishes more people knew about the fashion industry, how she keeps her cortisol levels in check, and why she's proud to be at the helm of a company that’s not afraid to take a strong political stance.

CREATE & CULTIVATE: Your designs are truly one-of-a-kind and have set your brand apart which is no mean feat in a saturated space. What inspires your creativity? What is your secret sauce? What do you think differentiates you from the rest/makes you stand out?

RACHEL ANTONOFF: Very kind of you to say. There are so many incredible brands out there, and in some ways, we are all looking at the same trends. Most of our prints are painted in-house which is really important to me. I take great pride in the fact that as a company, we are not neutral. We have a strong political stance that has at times, cost us business, but it's the only way I can do this and still sleep at night.

You are such a style icon and role model in the fashion space but what do you wish people knew about the industry? Why?

Thank you! I truly wish people knew that the fashion industry is stacked with interesting, funny, cool, hard-working people who like fart jokes as much as the rest of us.

I take great pride in the fact that as a company, we are not neutral. We have a strong political stance that has at times, cost us business, but it’s the only way I can do this and still sleep at night.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

Well, first I try to look at it from a bird's eye view. I find that zooming out if you will, is helpful in determining how weighty the issue really is. Is this something I really need to be making myself crazy over? Will this or that actually impact the future of the company? If the answer is “yes,” I do my best to remove myself from the equation and ask, What is best for the company?

What is the best advice you’ve been given? Or a favorite piece of #realtalk?

You can think and plan forever, but at some point, you have to just do.

You emphasize the ethical policies behind your brand. Do you feel as though others in the fashion industry generally hold themselves to the same ethical standards when curating their brands? What are your hopes for the industry moving forward?

I really can't speak for the industry at large. I think it's fantastic that so many brands are taking the route of transparency with their ethical practices. It's so easy to throw the terminology around without actually backing it up. So I really appreciate brands like Mara Hoffman who are explaining exactly how they are going about it, who their factories are, etc. At the end of the day, it needs to come from the top.

The fashion industry moves so fast that it can be stressful and take its toll on young designers. How do you keep your cortisol levels in check? What does your self-care look like?

I recharge through time alone. I really need a solid few hours where no one is talking to me and I'm not beholden to anyone or anything. My dream weekend is zero plans and just being at home with my dog. It sounds sort of sad but it's how I keep the balance.

I get genuinely excited about margins. I’ve come to really embrace the creativity of solving the Rubik’s cube that is business. It’s a different kind of magic.

How has the way you view fashion changed since you first entered the industry?

It has changed a lot. I see fashion much more pragmatically than I did before. When I started, the business aspect was not my focus. I was 90% creative, 10% business. Now, I get genuinely excited about margins. I've come to really embrace the creativity of solving the Rubik's cube that is business. It's a different kind of magic.

What is one book you always recommend? Why?

I will always recommend Mary Karr's Cherry. It's a perfect book.

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Create & Cultivate 100: Food: Wendy Lopez & Jessica Jones

“We've had so many people of color—particularly black women—tell us that they thought nutrition and healthy eating was for white people, but once they discovered our platform, they realized it was for them too.“


Dietitians Wendy Lopez and Jessica Jones are on a mission to make health and wellness more inclusive, diverse, and accessible.

And it’s a good thing too, because the stats on food insecurity—aka not having enough access to nutritious food to live an active, healthy lifestyle—are staggering. According to Feeding America, more than 40 million people (and 12.5 million children) lived in food insecure houses in 2017. And, unfortunately, increasing access isn’t the only hurdle to ending food insecurity. The cost of groceries and purchasing patterns also play major roles too, according to The New Food Economy.

To help fill the void for healthy recipes made with ingredients that are both accessible and affordable, Lopez and Jones founded Food Heaven in 2011. Fast-forward to 2020, and what started out as a humble YouTube channel is now a full-fledged brand complete with a podcast, multiple cookbooks (28-Day Plant-Powered Health Reboot and A Diabetes Guide to Enjoying Foods of the World), merchandise, and a devoted social following. Proof that all their hard work is truly resonating with people and paying it forward.

Below, we chat with Lopez and Jones about what it’s like being at the helm of an influential mega-brand with a BFF slash business partner, why they encourage people to eat for nutrition and enjoyment (sans guilt), and how they built a successful business without losing their friendship in the process.

CREATE & CULTIVATE: Food Heaven has grown from a blog into a mega-brand—was this always part of the vision? How do you stay on top of all of those projects?

WENDY LOPEZ & JESSICA JONES: Not at all. We started as a creative outlet with no business aspirations. After about three years of making food and nutrition content with no real plan, we decided we wanted to try selling a product. The first items we ever sold were black shirts that read "kale & spinach & collards & chard" in white text. I remember being so excited when we sold our first tee. We decided to use all of the revenue we earned to create a more professional website and invest back in the business. After we sold out of shirts, we started creating different products and experiences (digital downloads, books, retreats) and then began working as dietitian-spokespeople for a bunch of different food and nutrition brands.

Your mission is to increase access to health and wellness and to allow black people to see their bodies and their needs reflected in conversations about wellness. What are some of the ways in which you are connecting and following through with this MO? What impact have you seen this have on the community already? How has it resonated with audiences? 

We've had so many people of color—particularly black women—tell us that they thought nutrition and healthy eating was for white people, but once they discovered our platform, they realized it was for them too. We think it's really important to not make wellness a one dimensional, one size fits all conversation. Our motto is that we all have the power to define what wellness looks like for us, and for most people, it's going to be a lot different than what we see on Instagram. What's more, we don't all have to be pursuing weight loss or be a size 2 to be healthy. Research shows that our behaviors play a bigger role than our weight when it comes to health. Our audience members often feel both seen, accepted and relieved that we talk about health and wellness in a complex and comprehensive way that doesn't involve restriction or guilt.

You were best friends before you launched Food Heaven. What is it like to work with your friend? How do you build a business with a friend and not lose your friendship in the process? What are some boundaries you've set? 

Having a business partner is legit like being in a relationship. Add being BFFs to the equation and, to quote “Basketball Wives,” it can go "real right or real wrong." For us, we lucked out when it came to working with a friend. We both have pretty chill personalities so over the last several years there haven't been any major conflicts of blow-ups. That's not to say that there haven’t been disagreements, hurt feelings or differences of opinion. At this point, we do a pretty good job of telling the other when one person is upset or unhappy with something. I think we've also gotten good at reading each other and knowing when we have reached our threshold or are starting to get annoyed (ha!). The good part about having a business partner is there is always someone to help with the load. Especially if one of us is going through a hard time - i.e. a breakup or loss. Having said that, there isn't always a clear distinction between a friend relationship vs business relationship. They both overlap all of the time. We try to maintain our friendship outside of the business by talking daily and going on fun trips.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

We are the queens of pivoting. If an idea or aspect of our business is not working, we have absolutely no issue slashing it and moving on to something else. We have to make sure that the work that we are doing is enjoyable, helpful and profitable. One thing that helps us evaluate this is by having quarterly meetings where we discuss "what's working, what's kinda working, and what's not working". Taking the time to look at the big picture is crucial for ensuring longevity and success. 

We’ve had so many people of color—particularly black women—tell us that they thought nutrition and healthy eating was for white people, but once they discovered our platform, they realized it was for them too.

Today's diet culture is constantly skewing people's relationship with food—how do you cut through the noise and encourage people to enjoy their food and eat for nutrition without the guilt?

We are big advocates of helping people tune out the noise and tune in to their bodies. For the most part, our bodies do an excellent job of letting us know what we need without us having to micromanage our food intake. We love to help people bring satisfaction and joy back into the eating experience. Our podcast is our favorite platform teaching people concrete tools for becoming more connected with themselves. If someone wants to get started with tuning out diet culture, one place to start is unfollowing any social media accounts that make you feel bad about yourself or provide a one-dimensional portrayal of health and wellness that isn't realistic for you.

You have seen incredible success so far—what advice do you have for other entrepreneurs at the beginning of their journey? How can they achieve the same success you've experienced?

As entrepreneurs, I think it's easy to fall into the comparison trap because there are so many examples of success on display. I have found it useful to disconnect a bit from what everyone else is doing. It's important to create a path to success that reflects your own passions and goals. Taking on this approach has allowed for my own creativity to flourish. I also think that as entrepreneurs, we strive for perfection when starting out because so much is on the line. In my experience, the perfectionist mentality has been very paralyzing because it limits the amount of growth you can have with your business. Once I embraced progress over perfection, I adapted much better to the ever-evolving nature of our business and as a result, we've been able to take our business to the next level.

With success comes opportunity but that also means you have your hands full—what keeps you inspired and motivated to keep going even on your most challenging days?

Our community keeps us motivated and inspired. They're constantly sending us words of affirmation and gratitude for the work we're doing, and that really helps us continue creating and grinding. We want all people to feel seen and represented in wellness, and our platform has been able to provide a space where all bodies are celebrated.

The wellness industry has seen a massive boom in recent years. How are able to stay unique in such a saturated industry? How do you cut through the noise and ensure your voices are heard and you access the audience you're targeting?

We're registered dietitians, and so all of the information we provide is evidenced-based. Unfortunately, the wellness industry has become saturated with people giving out recommendations that are not based on any science or research. Oftentimes these recommendations are based on personal experience and don't take into account an individual's health history, socio-economic status, culture, and personal preferences. We take on an individualized approach to health. Everyone's wellness journey is different, and that should be celebrated. Instead of trying to look like someone else or live their lifestyle, we should support people in creating a lifestyle that works for them. 

Having a business partner is legit like being in a relationship. Add being BFFs to the equation and, to quote ‘Basketball Wives,’ it can go ‘real right or real wrong.

What is your best nutrition advice for those of us who want to eat better and take care of ourselves? How can we be healthier on a busy schedule?

Same advice for entrepreneurs applies here! Progress over perfection. Identify 2-3 things you want to work on, and create practical steps that you can do consistently over time to help get you there. Perhaps you add 2 cups of vegetables to your daily intake, get 8 hours of sleep, drink at least 5 cups of water a day, or move your body in the morning. These things may not sound like much, but it's really the small habits that add up over time. Doing a complete overhaul with your meals or fitness routine may not be realistic for you long term. This doesn't mean that you should ditch it all completely. Focus on what you're able to do at this very moment.

What's a mistake you made and what did you learn from it? How did you turn it into an opportunity?

There have been so many mistakes. I think one of the biggest ones was thinking that I could do it all myself because I was afraid of delegating tasks. I quickly learned that this was a fast path to burnout. I've been much better now at releasing control, and trusting that other people can handle things within our business. They may even be able to do it way better than I can! Since taking on this approach, I feel much more at ease and have been able to direct my energy to growing the business.

What is the #1 book you always recommend? Why?

Health at Every Size by Linda Bacon is a great starting guide to understanding our approach to food, nutrition, and wellness! Linda dives deep into the research surrounding weight science and addresses the history behind some of the prevalent wellness trends we see now.

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Create & Cultivate 100: Food: Aishwarya S. Iyer

“I’ve learned to really lean into my discomfort. There will always be unanswered questions and many, many problems that need to be solved.”

It’s been hailed as the most Instagrammable olive oil on the market but Brightland is so much more than just pretty packaging—it looks as good as it tastes. While producing top-quality olive oil was a priority for Iyer, so was the design. The white powder-coated bottles (designed by the Charleston-based graphic design firm Stitch Design) are essentially a free form of marketing with people choosing to share them on social media and displaying them on their open shelves at home. They’re also UV protected to ensure the oil stays fresh.

Good branding aside, however, they’re also filled with small-batch, hand-crafted extra virgin olive oil by California farmers on a single-estate farm. Now, that’s smart. But here’s the twist, Iyer’s background isn’t in the food industry. Her early years were spent at tech startups in New York. It wasn’t until she started researching olive oil companies in the U.S. (after a bout of stomach issues with the current brands) that she realized the industry was ripe for disruption, so she filled the gap.

Ahead, Iyer shares how she moved past the fear to start her own business, her strategies for shutting out the “inner critic,” and the secret to staying inspired and motivated on her most challenging days.

CREATE & CULTIVATE: You worked in public affairs at a finance startup called SecondMarket before working at ff Venture Capital. How did you make the pivot from the corporate world into entrepreneurship? How did you move past the fear to take the leap and start your own business? What was it like making the transition from tech to food?

AISHWARYA S. IYER: I’ve always broken barriers and was never afraid of life transitions. I went to college in Texas before transferring to NYU just because I wanted to be bold and experience the change of pace. While at NYU, I studied at the Gallatin School of Individualized Study, where you create your major from scratch. You are empowered to shape your own time at school as you see fit. When I began my career, I took with me this ethos of being bold and when I decided to launch Brightland, it gave me that same feeling of breaking through—there are not many women, let alone South Asian Americans, who are in the olive oil world, and I knew taking the risk and pursuing an entrepreneurial path in the food world was my purpose.

What drew you to olive oil? And why did you want to start your own olive oil company?

When my partner and I started cooking together years ago, we started getting a little nauseous after eating our home-cooked meals. After cutting out almost everything else to try and solve the problem, we were left with one constant—our olive oil. After discovering that most of the olive oil that Americans consume is rotten, rancid, and adulterated, I knew I needed to do something about it. Olive oil has been a foundation of wellness and nourishment for thousands of years. After moving to California a few years ago, it was time to start Brightland and champion American-made, beautiful, and elevated extra virgin olive oil.

Shutting off my ‘inner critic’ has been an enormous challenge for me during every step of my career, and one that I still have to tackle every day.

What were some of the early challenges you faced? What surprised you the most about being an entrepreneur that you didn't expect?

Life moves much faster in 2019 than it ever has and our attention span is much shorter than ever before. The week before launch, we found out the labels we were planning to use were actually defective, and we ended up on a wild goose chase to sort it out at the last minute. We ended up with an even better solution but sometimes it feels like we have to race before rest.

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

I’ve learned to really lean into my discomfort. There will always be unanswered questions and many, many problems that need to be solved (plus, so many more that pop up every day).

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

Shutting off my "inner critic" has been an enormous challenge for me during every step of my career, and one that I still have to tackle every day. We all have an inner critic based on our past experiences and feedback that affects the way we view ourselves, make decisions, and sometimes sabotages our natural power. Over the past few years, I have done quite a bit of mental, emotional, and spiritual work in order to create space from my inner critic, helping me to unleash my own powerful qualities.

How did you maintain the confidence to successfully transition from the world of tech to the world of food?

Honestly, just putting my head down and doing the hard work. It has also helped me to apply lessons from my years at early-stage startups—be nimble, be adaptable to change, be resilient—and apply those lessons to building my company.

What are some mistakes you made along the way that ended up helping your success?

I would have never guessed 10 years ago that I would be where I am today. What has made me more flexible and, ultimately, better at my job, is admitting when I don’t have all the answers, having confidence in my path even though it’s trajectory has been anything but straight-and-narrow, and not attempting to predict the future. One step at a time is always the best way.

What advice do you have for women who haven’t found their path/passion yet? What steps can they take to get there?

Remember that all you need to do is take one step forward at a time—that will get you through any day.

The food industry is vast and incredibly saturated? How do you remain unique and find a white space? What is the secret to standing out?

The key to standing out is staying authentic to yourself. I broke into the crowded food space because I know that consumers deserve high-quality, honest, traceable olive oil made in the U.S. We all deserve to know where our food is coming from and who is making it from start to finish.

I’ve learned to really lean into my discomfort. There will always be unanswered questions and many, many problems that need to be solved.

With success comes opportunity but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?

I really try to focus on living a life of joy which for me means always living with gratitude, being comfortable with discomfort, and finding charm in the tiniest of things. Remembering mortality helps me too—our time here on Earth is short, let’s make the most of it.

What is the #1 book you always recommend? Why?

Embracing Your Inner Critic by Hal and Sidra Stone. It changed my life by helping me to overcome my own inner critic.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

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Create & Cultivate 100: Entrepreneur: Joanna Gaines

"Stay curious, be willing to try something new, and trust your instincts.”


Long before Joanna Gaines was the star of the hit HGTV show, Fixer Upper, she was trying (and failing) as a designer. In fact, she tells us there were many times she didn’t get the design right in the beginning but did that stop her? No chance. The determined mother of five used it as fuel. of course. She kept practicing and honing her skills, discovering her own style and aesthetic along the way.

Cut to today, and Gaines along with her husband, Chip has built an impressive empire with her Magnolia brand that includes the Magnolia Journal, Magnolia Home furniture line, and Hearth & Hand Target collaboration. Oh, and did we mention she is also a best-selling author with Homebody, Magnolia Table Cookbook, We Are the Gardeners and more books to her name. Gaines is proof that practice really does make perfect (or should we say progress because we know there’s no such thing as perfection).

Now, whether it’s selecting the product for a new collection or a magazine design, Gaines tells us she’s still operating from her gut and relying on her instincts to lead the way. Read on to hear more from this inspiring visionary and hear first-hand how she built a successful brand, how she handles failure, and her advice for entrepreneurs starting out today.


CREATE & CULTIVATE: Between writing best-selling books and a magazine, managing Magnolia Market, designing a best-selling Target line, and raising five children, you already have a lot on your plate but now you're gearing up to launch a brand-new cooking show—Congrats!—But we need to know, what is your secret to getting it all done? What are your top productivity hacks? Tell us everything!

JOANNA GAINES: I’d start off by saying that I genuinely love the work that I get to do every day. There’s just something about designing and problem-solving that I enjoy so much, whether it’s a story for the magazine or renovating an old house. And my family and my kids, they are my joy—they make home the greatest place on earth for me. I would never pretend that I’ve found the secret to balancing it all, but I think that because my family and my work are the very things that ground me and push me, they drive who I am and what I’m most passionate about, it really feels like a privilege to wake up every day and give both everything I’ve got.

When it comes to the business, I have an amazing team that helps me carry every project we tackle. Chip is my biggest supporter, he helps me see the vision and the ‘why’ to a lot of what we’re doing, and then our team really gets behind our dreams and helps us get every one of those projects across the finish line. It’s taken years of fine-tuning my schedule to make space for both our family and our work. Every season is different, but I have learned that I have to fight for what I want in terms of my schedule so I don’t fall into the rut of just being busy. Right now, I spend two days at home and three days in the office. When I’m home, I’m focusing my time on things that really ground me—whether it’s playing with the kids, meal prepping, doing things around the house, or working in the garden—so that the next day when I go back to the office, I feel filled up and ready to get to work.

All that to say, maybe one of the secrets to being productive is first being passionate about what’s in front of you, and being able to give yourself grace in those inevitable hard moments. I think a steady diet of both passion and grace makes all the details of work, home and family feel like a gift rather than an insurmountable to-do list.

I think a steady diet of both passion and grace makes all the details of work, home, and family feel like a gift rather than an insurmountable to-do list.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

When I look back on my life, at the intersections of things gone bad, money lost, or a project failed, each one of those circumstances gave me the space and permission to pause and evaluate where I was heading, and oftentimes it has even redirected me to a better next step. That's not to discount the hurt or frustration that comes with hitting a roadblock, but I think the big difference is looking at those bumps in our lives as opportunities to move towards the right thing, rather than roadblocks.

Not only that, but I think this all hinges on how you define success. I’ve learned that what matters more to me is finding the thing I was built for and living out who I was created to be. If spending a season on an unplanned path or in the trenches leads me closer to those things, then hurdles and bumps in the road are well worth it to me.

The filtered world of social media often hides a lot of the hard work and hustle behind-the-scenes—For those reading this and considering the pivot, what is the reality of being an entrepreneur today? How hard is it? What are some of the challenges? What did it take for you to get to your level of success now?

When I was young, I used to think to be an entrepreneur meant setting your own schedule, making a lot of money, and being your own boss. I should have known that seemed way too good (and easy) to be true. When it’s your business, you pour so many hours, emotions, and hard-earned money into the equation—it’s hard work. But I’ve also found it to be the most rewarding work. I remember the years I spent working with my dad when I was younger, watching him run his tire shop here in Waco. At the time, I never thought about the weight he carried running his own business. I remember him always being the first one there and the last one to leave. He was the hardest worker at that business because it was his. That’s when I first learned the importance of assembling a great team around you because you can’t do it all by yourself.

There are things I did when we first started Magnolia that I just don’t have the capacity to do now. Even though some of it was my favorite work, I had to learn how to loosen the reins. But I’ve realized that when I let other people step in and help, it not only gives me the space to evolve and try something new, it also gives them the opportunity to rise to the challenge and flourish. If I continued to do everything myself, there'd be no room for growth for any of us.

A huge part of your success lies in the edit. Every product is thoughtfully designed and curated with the Gaines seal of approval—Where did you hone your eye? Where do you seek your inspiration? What advice can you share for others reading this who want to cultivate their own design style but don't know where to start?

I tend to operate from my gut, and maybe that’s because it’s the only way I know how. When Chip and I started renovating homes together, I'd walk through a house and, in my mind, could easily imagine walls removed and rooms brought to life in a new way. Of course, there were many times when I didn’t get the design right, especially at the beginning. But the more and more I practiced and worked on these homes, the more I honed those skills and discovered my own style and aesthetic. And now, whether it’s selecting product for a new collection at the market or magazine design, I’m still operating from my gut and trying to uncover the unique story we can tell with what’s in front of us.

The advice I’d give to people wanting to cultivate a personal design style is to follow your instincts. Keep learning what you love, what you don’t love, and be willing to try and fail. Despite what some may think, design is not rocket science. It’s all about trial and error. If you give yourself the freedom to mess up, eventually you will figure out what works for you. Design is always evolving and pushing the boundaries, so stay curious, be willing to try something new, and trust your instincts.

Before you begin building your business, dig in and get back to the core of who you are in your gut and your soul.

What is the #1 piece of advice you'd like women to know when starting out or building a business? Why?

I believe that our instincts are the strongest power we have, and it’s so important to stay attuned to them. Before you begin building your business, my advice would be to do dig in and get back to the core of who you are in your gut and your soul. The world and all its noise can easily crowd our intentions and passion, so it may take removing all the false filters in your mind, whether it’s coming from social media, voices from the past (or your own critical voice) or other people’s expectations that have been placed on you.

Go on a retreat, journal regularly, talk to a counselor or friends you trust—whatever you need to do, do it. This kind of emotional maintenance is so important to do on a regular basis. Remove all the layers that have piled up over the years that have told you what you’re not good at, who you should or shouldn’t be, and rediscover who you truly are and what you were made to do in this season. Then go from there and get after it!

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

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Create & Cultivate 100: Entertainment: Marie Kondo

“Surround yourself with people who believe in what sparks joy for you.”


Marie Kondo is officially a household name, which is fitting considering the tidying expert’s rise to fame is all thanks to her trademarked home organization philosophy.

The New York Times bestselling author of The Life-Changing Magic of Tidying Up and, more recently, the star of the hit Netflix show “Tidying Up With Marie Kondo” is such a sensation that her name is frequently used as a verb (as in, How to Marie Kondo Your Desk) and her nickname, KonMari, is a trademarked tidying method.

Ahead, Kondo opens up to Create & Cultivate about starting her first business when she was just a 19-year-old student, waking up every morning at 2 am to write the first draft of The Life-Changing Magic of Tidying Up, and learning to slow down in order to mindfully reflect on her (many) accomplishments.

CREATE & CULTIVATE: You have helped people all over the world "spark joy." What does sparking joy mean to you? Why do you think this concept has resonated so much with people?

MARIE  KONDO: I believe the concept of sparking joy resonates with so many people because it’s about assessing what’s truly important to you. It’s about understanding your values and what your ideal life is. 

You started your first business when you were just a 19-year-old student—and organization is a very competitive market—why do you think your business has been so successful?

The KonMari Method is about tidying up in a way that will spark joy in your life and change it forever. Organizing and decluttering are not the end goals—they are steps you take along the way. 

You are a New York Times bestselling author and, more recently, the star of Netflix hit show “Tidying Up With Marie Kondo.” What inspired the decision to move to the entertainment space and bring your brand to TV? What has the response been like?

After witnessing the response to my book in the United States, I wanted to share the joy of tidying with more people. I’m thrilled—and deeply grateful—that people around the world have connected with the show. What surprised me the most was the speed at which people put the KonMari Method into action—folding their clothes and joy-checking their belongings! It all happened so fast.

Investing time in work that excites you will help you acquire skills that will distinguish you from others.

You are new to the world of entertainment—what have you learned in the process of making your show? What advice can you share for others who are interested in turning their books into TV?

A little known fact is that “Tidying Up With Marie Kondo” was not my first foray into entertainment. Back in Japan, I often appeared on late-night television shows as a tidying expert! My advice is to surround yourself with people who believe in what sparks joy for you.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

For me, everything goes back to tidying. By physically organizing the environment around you, your mind is cleared. Being aware of what you have in your life—and where you are placing everything—allows you to understand the thoughts and emotions you’re carrying with you. When your home is tidied, you are better equipped to handle bumps in the road and the emotions that come with them calmly.

You're now building an empire around your books. What advice can you share for aspiring authors out there? How long did it take you to get your first book published? What was the process like?

When I was writing The Life-Changing Magic of Tidying Up, I would wake up at 2 am, write until 7 am, and then focus on my tidying lessons. It was a labor of love! I didn’t know the first thing about publishing a book, so I entered a publishing training course and won first prize with my book proposal. I was very fortunate that one of the judges believed in my work and became my editor. To aspiring authors out there, I’d say to believe wholeheartedly in your work and do what brings you joy. 

What are some of the biggest lessons you’ve learned throughout your career and what have they taught you?

After the success of The Life-Changing Magic of Tidying Up, I became so focused on work that I took a long time to respond to texts or emails from my family or would forget to send thank you messages when someone did something thoughtful for me. My father reminded me that when you receive recognition for what you’ve accomplished, it’s not only a reflection of your own efforts but also of the people who have supported you along the way. I’ve learned to always cherish my foundation and where I came from. 

What traits do you need to succeed as an entrepreneur or founder in the competitive start-up environment? Why?

Trust in your own sense of what sparks joy for you. Above all, work on something you are passionate about with concentration and dedication. Investing time in work that excites you will help you acquire skills that will distinguish you from others. 

Surround yourself with people who believe in what sparks joy for you.

You've had incredible success bringing the KonMari Method to the masses both as a book and a TV series. What's next for your brand? How do you hope to grow?

My first children’s book, Kiki & Jax: The Life-Changing Magic of Friendship, came out in November 2019; and this spring I’m publishing Joy at Work, which is about applying the KonMari Method to your career. We’re also launching the Spark Joy Shop, a collection of items that I use in my everyday life and that spark joy for me. My hope with each of these projects is to inspire others to make room in their lives for things that spark joy.

With success comes opportunity, but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?

The time that I get to spend with my family.

What is the #1 book you always recommend (besides your own!)? Why?
Big Magic by Elizabeth Gilbert. Elizabeth’s approach to work and life celebrates many of the same values as the KonMari Method. I admire her vulnerable path to self-discovery.

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Create & Cultivate 100: Find New Roads: Mandana Dayani

Inspiring voters to make their voices heard, one election at a time.

Mandana Dayani has made a lot of major pivots over the course of her career.

She went from being a lawyer to working in the fashion industry at Rachel Zoe, Inc. Then, she worked at the startup Everything But the House, an online marketplace for estate sales, before founding I am a voter, a nonpartisan organization aimed at improving voter turnout and civic engagement.

Below, the multi-faceted media personality, entrepreneur, attorney, and activist shares her advice for women who haven’t found their passion yet, her tried-and-true tips for avoiding activism fatigue and staying positive, and the #1 book she always recommends (psst… it’s a must-read before the 2020 election).

CREATE & CULTIVATE: How did you decide to start I am a voter? What called you to take action?

MANDANA DAYANI: I am a voter was founded by some of the most brilliant women I have ever known. As an immigrant, I have always felt incredibly privileged to be an American, and I was really heartbroken seeing our country so divided the last few years.

After making the decision to just dive in and learn what I could do to help, I quickly saw that there was an opportunity for a modern voting brand that really spoke to our generation. One that was positive, empowering, and more focused on what unites us. A brand that really captured how cool it is to be an active participant and maybe made you feel a little FOMO if you weren’t. And I knew that if I could get these incredibly talented and inspiring women together in a room, we could build a meaningful message and leverage our relationships and skills to create true impact.

After doing lots of research, I learned that identity was an important predictor of voter turnout, which is where the name came from. And once we partnered with CAA, they were able to provide us with the tools, infrastructure, and support we needed to really get this off the ground.

Fail fast. Time is incredibly valuable. If the job is not right, if the boyfriend sucks, if your friend continues to disappoint you and if the campaign isn’t gaining traction, move on quickly.

I am a voter's media shutdown campaign has swept social media by storm. What was your plan for that campaign? How did you get partners to participate? Why do you think it has resonated with voters?

The media shutdown campaign was created by Vice Media for I am a voter and we launched it last year on National Voter Registration Day. It was a huge success and we all decided to do it again this year.

Since the beginning, I have always believed that the success of our campaign would be contingent on the support and participation of our communities. So when we reached out to all of our contacts and provided them with a very simple way to participate and with a nonpartisan message that wouldn't create conflict on their channels (but would instead provide their followers with a clear way to engage), many immediately jumped on board. 

We also believe the simplicity of the message is what resonates with many people—we can all put everything aside for two minutes to participate. We were completely blown away by the support this year and just feel so grateful for everyone who showed up, believed in our mission and supported in any way possible. 

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

This has actually happened several times throughout my career. Each time, I begin with research. I take lots of meetings, do lots of LinkedIn stalking, ask countless questions, read tons of books about my heroes and think about who I am at the point in my life and what my goals actually are. 

I find that so many people feel pigeonholed by decisions they made about their careers early on and I try to encourage them that they can pivot—it's crazy to think that who you are as a person, what your interests are and what is important to you will be the same forever. I don't think I could have ever predicted any of the major shifts I have taken in my career. But the challenge of learning something new that scares me is also so exciting. 

I would also highly recommend listening to Hillary Kerr's “Second Life” podcast—it's incredible. 

With success comes opportunity, but it also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?

I have the incredible privilege of working every day with some of the most brilliant women I have ever known on a mission we all really believe in. We have all become mentors to each other and have built an invaluable support group for one other. I remember about two years ago, I was at an event that I didn't want to be at and I looked around the room and couldn't answer why I was there—there were so many things I was much more passionate about. And I was just determined to change my room. And so I guess that's what we did. We built the room we want to be in—with the people who drive us to focus on the work that inspires us.

Speaking of challenges, what have been some of the biggest mistakes you’ve faced throughout your career and what did you learn from them? How did you turn them into opportunities?

By far, the biggest mistakes I have ever made were staying in situations longer than I should have—both personally and professionally. So my advice is to fail fast. Time is incredibly valuable. If the job is not right, if the boyfriend sucks, if your friend continues to disappoint you and if the campaign isn't gaining traction, move on quickly. Learn from it. Pivot. Grow. 

What advice do you have for women who haven’t found their path or passion yet?

Just start trying. If there is something you are curious about, dive in. If there is a topic that keeps you up at night, just take one little step forward today. I find that people often wait for the right time—there is no right time. Just begin now!

I also find that people too often doubt their ability to have a meaningful impact. But they don't realize just how much help all these organizations need across all functions and skillsets! 

Moms Demand Action is also a great way to start getting involved. They have volunteers on the ground in every state, and you can participate with as much (or as little) time as you have to give. 

I would also highly recommend they read Fight Like a Mother by Shannon Watts—it is everything you ever need to know about how to make a real impact!

What are your plans for I am a voter as we approach the 2020 elections?

We are working on many different media campaigns, partnerships, registration drives, and activations all across the country. We would love to partner with anyone interested in supporting the campaign! Please email me or DM me on Instagram any time!

What are your tricks to avoiding activism fatigue and staying positive?

I don't engage in Twitter battles and I block trolls on Instagram. I also stay focused on several issues that I am very passionate about.

Whose work do you most admire? Why? 

At this point in my life, I am really passionate about my work in activism so I would have to say, Shannon Watts. She is the founder of Moms Demand Action, a grassroots organization of six million moms across America fighting together for gun safety. She was a stay at home mother of five when she began this incredible movement and has been a leading force in defeating the NRA. The clarity in vision, commitment to community, and ability to mobilize and inspire, that it takes to create something like this in just seven years is beyond extraordinary. She is as badass as it gets.

What is the #1 book you always recommend? Why? 

Last year, I read On Tyranny: Twenty Lessons from the Twentieth Century by Timothy Snyder. It was incredibly eye-opening and a critical reminder that we must learn from our mistakes. It also provides context for how critical this time is for democracies across so many countries in the world.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

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Create & Cultivate 100: Food: Tieghan Gerard

From the dining table to global domination.


There is something incredibly nostalgic about food. A certain smell or ingredient can transport us back to our childhood and we are immediately removed from our reality and into those surroundings—reminded of the emotion we felt in that moment and the comfort it brings. For Tieghan Gerard it was at 13 making Rachel Ray’s mac and cheese for her brother in the family kitchen (apparently he still asks for it!). Since then her love for preparing food for others has extended beyond the family table and into a very successful business with a New York Times bestselling cookbook and a million followers on Instagram.

If you haven’t heard of Half Baked Harvest yet then you’re in for a real treat. Even if you don’t make the recipes, the visual feast is delicious on its own. We promise you’ll be pinning every one of them to your recipes board. Read on to hear how Gerard took her passion from the dinner table to global domination and the mistakes she learned from along the way. We predict she’ll be the next Rachel Ray—watch this space!

CREATE & CULTIVATE: You come from a family of nine and in a bid to get dinner on the table at a respectable hour, you started helping with the cooking—Can you take us back to that time? How old were you when you started cooking? What were some of the first meals you cooked? And when did you realize that cooking was something you wanted to do for a living?

TIEGHAN GERARD: I was 13 when I started cooking and my very first recipe was a Rachel Ray mac and cheese bake. To this day it’s one of my oldest brother’s favorite recipes. He begs me to make it all the time. It was within that first year of cooking that I began to realize just how much I love to cook. Seeing the reactions on my family members’ faces when I served them a dish they truly enjoyed was the greatest feeling. It's really how I developed a true love for cooking.

It wasn’t long after starting Half Baked Harvest that I realized I wanted to make this my career. Reaching so many people and being a part of their lives excited me so much. I loved giving my readers recipes they could enjoy together.

Eventually, this passion grew and you took over the cooking of your family meals full time—that is no small undertaking! This is also where you started capturing the process and sharing your best recipes online—That is now called Half Baked Harvest—What was your vision for the site back then? Did you ever expect it to grow as it has? What has the journey been like for you?

Back then I really didn’t have a vision for HBH. I was just creating recipes that my family and I loved. I never expected HBH to become my full-time business, but over time it's been amazing to see it grow. We have the kindest and loyal community. I’ve loved building the brand and in turn helping more people break out of their cooking ruts and find a place in the kitchen. It's so special to be able to help so many through food and I’m excited to continue to do so.

It’s very demanding and it took a lot of hard work to get to this point. I spend nearly seven days a week working, I don’t really shut off.

You just released your second book, Super Simple which just hit the New York Times’ bestseller list—congratulations! What is the difference between this book and the first? How did it feel to see this one make the NYT list? What advice do you have for other people reading this who want to write a book and don't know where to start?

Thank you! The first book was very much a reflection of the crazy creative HBH blog recipes I was creating then. Some were quick and easy, but some had multiple steps and took a bit more time than people might have on an average weeknight but all are still delicious. The second book is heavily focused on the simplest dishes with the most flavor. There are 30-minute meals, instant pot recipes, one-pan dinners, and simple five-ingredient desserts too. This is the cookbook for everyday cooking.

It’s been beyond amazing to see the book on the NYT list, I still can't believe it. I never expected to make that list, but now that I have, well it’s just the greatest feeling. For anyone who'd like to write a book, you first need to find your audience. What is the purpose of the book? Who does it serve? Ask yourself these questions. Then, I’d recommend a literary agent to help you write a proposal and get the book in front of the right eyes.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

I just keep pushing through, keep creating, and working hard. Everything has a solution and as long as you work hard to find the fix, all will be okay. You'll learn a lot in the process and come out with a better business in the end.

What advice would you give a woman today who's about to begin her career in the food industry? What traits/characteristics does she need to be successful and navigate that industry? Why?

My best advice is to just jump in and do it. Find your style of cooking, what makes your recipes unique, and what makes them stand out. Use social media to get your work seen and always work to create something that is truly yours, that’s unique.

Can you recall a specific time you failed and how you turned that around/into an opportunity?

I was accepted at a design school in L.A. where I was going to finish my last two years of college. Before starting school, I spent three months in the city and quickly become homesick. I moved back home and spent a week or so feeling like a complete failure. It was during this time that I decided to put all my energy into starting Half Baked Harvest. It was the hardest time for me, but in the end, it ended up being the best move I ever made.

The filtered world of social media often hides a lot of the hard work and hustle behind-the-scenes. What is the reality of being an entrepreneur in the food space today? How hard is it? What are some of the challenges? What did it take for you to get to your level of success now?

Oh man, so much goes into running your own business. It's truly a 24/7 job, especially when social media is such a huge part. It's incredibly hard and demanding. The challenge for me is the balance between work and life. It's hard to shut off and stop working when the work literally never ends. There is always something to do, someone who needs a question answered, or content to create. It's very demanding and it took a lot of hard work to get to this point. I spend nearly seven days a week working, I don't really shut off.

Can you recall a specific mistake you made in your career/business and share what you learned from it? How did you turn it into an opportunity?

So far my biggest mistakes have been with hiring. I've made some bad hires, but I’m slowly learning what it takes to manage a team. I am nowhere near the perfect leader, but learning as I go.

What is the best advice you have been given? Or a favorite piece of #realtalk? Why?

Work harder than everyone else and always be kind—I live by this. Running your own business is hard work, you have to put in the time. But if you do, you will be rewarded. And the kindness part? It's the golden rule, you just need to treat others the way you want to be treated.

I strive for perfectly, imperfect—our flaws make us unique and I try to embrace mine now.

What is the #1 piece of advice you'd like women to know when starting out or building a business? Why?

Know that running your own business is going to be a lot of work. You have to love it to be successful and you have to put in the hard work. Nothing happens overnight but if you have the passion and drive for what you do, your hard work will pay off.

There has been so much innovation and disruption in the food and beverage industry—what changes are coming next? How are you continuing to bring change and newness?

I wish I'd know that perfect isn't reality. I spent a lot of time trying to make recipes perfect, trying to make photos perfect, and my writing flawless, but over time I’ve realized that perfect is great to strive for, but it's not reality. Now I strive for perfectly imperfect—our flaws make us unique and I try to embrace mine now.

What do you wish your younger self knew when you were first starting out? Why? What characteristics/traits make you successful?

Passion for what I do, having a drive to succeed, persistence, being innovative and finding ways around obstacles, developing a tough skin… not giving up!


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Create & Cultivate 100: Content Creator: Jacey Duprie

“You truly need to eat, live, breathe, and fight for your company.”


When Jacey Duprie started her blog, Damsel in Dior, in 2011, people told her that she was “too late” and that “the blog bubble was about to burst.” Needless to say, they were wrong. Today, the humble blog she started simply as a creative outlet while she was working at E! Entertainment is a veritable empire. The digital darling has amassed an impressive following, collaborated with major brands by the likes of La Mer, Tory Burch, Nordstrom, and, fittingly, Dior, and even flexed her interior design muscles. And she’s still only just getting started.

Last year, the L.A.-based fashion blogger made her first foray into brick-and-mortar retail by bringing Damsel in Dior to life with a pop-up store called By Damsel where Angelenos could shop female-produced wares personally curated by Duprie herself. And when she’s not running her wildly successful business, collaborating with brands, or consulting with clients, she’s busy raising her daughter, June. Oh, and did we mention she’s the creative director at 1212, an organic cotton kids clothing company? Like we said, she’s only just getting started—and we can’t wait to see what she does next.

Ahead, we ask the blogger all about how she manages to keep her content fresh after nine years of being in the spotlight, the characteristics that have made her successful in a wildly competitive industry, and the biggest misconceptions about her job.


CREATE & CULTIVATE: You've been running your business Damsel in Dior for over nine years now. How do you manage to keep your content fresh? How has your approach to content changed since you started?

JACEY DUPRIE: When I started, I only did collages and shopping inspiration lists. Now my content consists of almost all original content that we shoot and produce in-house. Over the years, my audience wanted more personal topics shared, so a lot of my content is a look into my life.

My approach to content shifts regularly. There will be a year where I'm posting everything in "real-time," and then a year where we bulk shoot content in a more editorial structure. It truly depends on the climate of the industry and what people are gravitating toward. It's wonderful that one month I can be sharing Paris fashion week and the next I can be sharing family-friendly content of my daughter.

My goal is to not stray too far down an inspirational road or a relatable road. I like to dance between both sides which helps me keep things feeling fresh and different.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

I try to think of doing something outside of the box that excites me. For example, this past year I felt a little burned out by my website so I decided to turn the website into an actual store in the fall. If I hit a road bump, I either take a day off to recharge or I'll go to the beach, go for a run... try to find anything that will take my mind off of work, and then, usually, a new idea will present itself. I am also a very firm believer in cleaning my office. If I have a clean office, new ideas will fill the space.

It doesn’t matter how many followers you have, so long as you have “real” followers who you can engage with.

There is so much competition out there now. What makes you and your business stand out? How do you find/create a unique point of view? What characteristics make you successful in your industry?

When I started my blog, people told me I was "too late." They said "the blogging bubble is going to burst!" That was over eight years ago. There's competition in every industry and that is a great thing. I think that what makes my business stand out is that I have always, and will always be, truthful, honest, and as relatable as I can be. Even if I'm going to the Chanel show at Paris fashion week (not relatable), I'm going to be geeking out about it (relatable).

I think my success can be attributed to my ADD. I hyper-focus on tasks and topics until I've exhausted every single possibility. If I get something in my head, like giving away $80,000 worth of products for a holiday giveaway series, I am going to find a way to make that happen—and most of the time, I do!

You have built an impressive social media presence. How do you grow a loyal following on Instagram? What's the secret to growing a community that is engaged and resonates with your brand? What are your top three tips for growing a following and building a brand on social media? In a pay-to-play world, how do you grow your business organically on social media?

Rule number one: Do not buy followers or likes. You can grow a loyal community by engaging with all of your followers. When I only had 10 followers, I wrote to each and every one of them every day. These are not only your "followers" but they are your clients and your community. It doesn't matter how many followers you have, so long as you have "real" followers who you can engage with. Don't get hung up on finding the "right followers," because they will find you.

Tips: Consistency is absolutely necessary. How often you post, what types of content you are posting, and the voice you are posting within. People want to know what they can expect from your channel. Also, pay attention to the people that are following you, not the ones who are not. Who else do they follow on social media? What types of photos are they sharing? Sometimes I'll stay up until 2 am going to random accounts that follow me just so I can better understand who these people are.

Don't get too worried about the brand you are building because sometimes your community will provide a lot of the answers for you. Ask your community questions and try to use them to better understand what they want from your account. These are actual people—not just numbers!

You are bringing Damsel in Dior to life by launching a pop-up store in L..A. called By Damsel. Why was an IRL experience important to you and the brand? Why right now? What have you learned through the process of creating a store? Would you recommend it to other influencers?

It's always been a dream of mine to run a boutique of my own. I worked in my aunt's store in Chicago all throughout college and really loved the hands-on experience and interacting with customers. The entire reason I started my blog was to help women with their shopping choices. Sometimes it can be difficult to translate style and taste into photographs and a curated feed. I felt that having a place where people could truly experience the Damsel brand—where you can touch and smell and see everything first hand—would feel more meaningful. We live in a very digital age, and that's great. But, I wanted to bring things back to what makes me tick, which is a more tangible sense of the Damsel brand.

In your pop-up store all the labels you are carrying are female-founded, was this part of the strategy? Why did you opt for this direction? What else can you share with us about the store and the messaging behind it?

I went to my network and it was a beautiful surprise that the brands I was reaching out to were female-founded companies. Female entrepreneurs are faced with multiple challenges such as defying social expectations, dealing with limited funding, lacking support, and balancing family/home life with business life. It's an uphill battle, and as a small business owner, I value the support I receive from my peers and fellow female-founders so I wanted to pay it forward. The name "By Damsel" is a derivative from the name of my blog, Damsel in Dior. But it just so happens that almost all of the products we are carrying are made by women—by fellow damsels.

What do you wish you could go back and tell yourself when you were first launching your business? Why?

I feel like this is a trick question because if I changed anything then it might have changed the outcome. I guess I would tell myself to trust others more with delegating responsibilities. I was very hesitant to delegate responsibilities and it cost me a lot of late nights and long hours in the beginning because I thought I had to do everything on my own. I would tell myself to join Instagram ASAP because it took me a year or two into blogging to joint that train. I'd also tell myself to enjoy the ride!

What is the hardest decision you’ve ever had to make professionally? And how did you get through it?

Hiring a manager was definitely the hardest choice I've made to date because, prior to doing this, I managed all of my own deals and partnerships in-house. I was very nervous about trusting someone to represent my brand because it is such a personal thing that I'd spent five years doing on my own. I was very worried that things would fall apart. I got through it by talking it out with my future manager, Hilary Williams. Rather than putting up a barrier, I shared my insecurities with her, and by talking it out, she assured me that things would be great. It was the hardest and best decision I ever made for my business.

What traits do you need to succeed as an entrepreneur or founder in the competitive start-up environment?

I think you need to be obsessive over your project in order for it to succeed. You truly need to eat, live, breathe, and fight for your company/project so that, in any environment, you are finding new ways and exhausting all options to help it grow.

What's a mistake you made and what did you learn from it? How did you turn it into an opportunity?

My first year of blogging, I didn't treat it as a business and neglected to save anything to pay taxes at the end of the year. I was drowning in debt and had to crawl my way out which was a true low point. I didn't understand how I could have made so much money in a year, but also feel so broken by it. Because of this, I started to read more and teach myself how to manage my finances in a healthier way. It was through this experience that I gained a better understanding of how business actually works and I was able to grow from it, both personally and financially.

Ask your community questions and try to use them to better understand what they want from your account. These are actual people—not just numbers!

As the blog space and social media world get more and more saturated how are you adapting to stay fresh and keep driving traffic? What is the secret to standing out?

To find a niche audience and really speak to that community seems to be the way to thrive on social media lately. For example, I have an English bulldog, and when I post about her people come out of the woodworks! The little things that make people truly interesting are what set them apart from everyone else. If you are a closet collector of old stamps, then you should be loud and proud. Everyone is looking for a diamond in the rough, not just another blonde posting outfit photos every day.

What is the #1 book you always recommend? Why?

The Hard Things About Hard Things by Ben Horowitz. It gives quick little nuggets of business advice that you can actually apply to your day-to-day.

You work with some major brands, including Dior (how fitting). How do you approach sponsored content and collaborations? What strategies do you use when creating partnered content?

I always go with my gut. The minute I get an e-mail about a partnership I know in my heart if it's something we should be doing or not doing. The next step is trying to find a fun way to collaborate. My goal is to keep things as honest and real as possible. If something is sponsored, I am always very transparent about the context of our relationship because my number one goal is to build trust with my audience.

What do you wish more people knew about your job? What are the biggest misconceptions? How do you debunk them?

That it is a JOB. Even when you get to travel all around the world for free and get to wear incredible clothing and do amazing things.... it is still a J-O-B. I know it sounds bratty, which is why I can't debunk it (haha)! I can't really explain how the work gets hard, not to my followers and not even to my family. Yes, It's a job. But it's one that I wouldn't trade for the world!


Photographer:
Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

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Create & Cultivate 100: Health & Wellness: Julianne Hough

The Dancing with the Stars alum doesn’t believe in “staying in your lane.”


It was only a matter of time before Julianne Hough stepped into the fitness space.

The professional actor, singer, dancer, and two-time “Dancing with the Stars” champion is aiming to bring dance-based fitness classes to the masses with Kinrgy (kin as in family and kinesthetic, plus energy), a new workout method that pairs dance with meditation that’s caught Oprah’s attention (Hough is joining Oprah on Oprah’s 2020 Vision Tour).

The “America’s Got Talent” judge developed the new workout method—that Women’s Health has deemed the SoulCycle of dance—to help people feel the transformative power of movement, and its impact is sweeping the nation. But Hough has much bigger plans. She is looking at opening a residency in Los Angeles, developing an app, and hosting global events so stay tuned.

Ahead, Hough talks openly about how dance has changed her life, why she believes in pursuing multiple passions over “staying in her lane,” and the #1 piece of advice she’d offer to anyone entering a saturated space.

CREATE & CULTIVATE: You’re preparing to launch your fitness empire KINRGY where you will be bringing dance-based fitness classes to the masses. Can you tell us more about KINRGY? Why did you decide to create your own fitness company?

JULIANNE HOUGH: Dance has always been my superpower. I went through a lot of anxiety and depression as a kid, and without dance, I don’t know where my mental health would be today. Dance was a way for me to connect, transform, and remember who I am. Dance has saved my life many times. I believe we all inherited the gift of dance, it is a superpower that lives within each of us and when we ignite that, we are unstoppable! When we were all babies, we danced before we crawled, we danced before we walked before we spoke. Somewhere while growing up we either got told, or we told ourselves, that we weren’t good enough to dance or if we did a dance that we had to be perfect. We have lost our connection to what is natural and ​that​ is why it is so exciting that we have the opportunity to reconnect and wake it back up to find the freedom that’s within us! KINRGY. We are in the business of helping people remember that anything is possible. On all levels. Everything starts with the KINRGY method, which helps people connect to themselves, relate and understand others, and then experience the world in its truest form, Love.

This is all done through movement, breathwork, visualization and so much more. This will then invite guests into comprehensive programming that will transform their lives from the inside out. I wanted to start my own fitness company because that’s the first place people go when they want to make a change. We usually start with our body which in turn usually shifts our mindset, the next layer to that is what I believe is KINRGY’s magic, which is our soul expression, and that is expanded fitness.

KINRGY is such a great idea, but you’re also entering a very saturated and competitive space in the fitness industry. How is the KINRGY brand different? What makes it stand out? What advice can you share for others reading this who have a great idea but are worried about the competition?

KINRGY is the first of its kind. I created KINRGY out of a necessity for myself to heal and grow after trying every methodology you could think of and knew something was missing. I created KINRGY to reconnect people to their bodies, when you’re in your body, you get out of your head and let your truth come through.

Dance connects us to our true nature, we are designed to move, to be expressed, and that is when transformation happens. Every podcast or book I’ve ever read from entrepreneurs and leaders talks about how they created something that didn’t exist that they needed themselves & that’s what KINRGY is. It’s the combination of the signature 45-minute dance-driven method and powerful philosophy that’s going to offer something that’s never been done before. Stay tuned, there’s more to come.

My advice for others who are worried about competition is to first understand the market and the field in you are going into and then keep your eyes on your paper. There’s room for everyone and we’re better when we collaborate. Everyone has a unique gift to share and if what you are creating comes from truth and contribution, you are on the right path.

There’s room for everyone and we’re better when we collaborate.

You are a classic multihyphenate with a career that spans from dance to actress to singer and now fitness professional? What have you learned about your creative passions over “staying in your lane?” What advice can you share for other women who want to make a pivot in their careers?

Put your purpose behind your passion. I feel the trick is to be super clear about your purpose and ultimate impact. Mine is very clear. I want to help people connect to who they really are, to their most vibrant, powerful selves. That can come through dancing, acting or singing and sometimes through fitness, hosting events and even in design. I’ve learned through the joy of transformation over the last few years what my true purpose is so it makes everything I do, super clear. And the only way to find your purpose is by delayering and coming back to the essence of who you are and I believe KINRGY is a beautiful way to help you connect back to who you are. It’s what I used to find my purpose.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

I’m constantly hitting hurdles, one of my gifts and curses is that I want to do everything. A phrase I’ve been using recently is “just because I can, doesn’t mean I should.” I tend to fill my space and when that happens that’s usually a sign that I need to create space and come back to what the true purpose is behind every project that I do. I have so much creative energy, and if I’m focused on what creatively inspires me, everything else falls into place. If I’m doing something because I think I should, I hit a wall and know I need to adjust.

Starting your own business is different from making a career pivot. What have been some of the biggest challenges? What has surprised you most about launching the company? Why?

Well, I have not made a career pivot. So that’s the biggest challenge ha! Balancing heading a company while maintaining a career as an artist is my biggest challenge, but honestly, it’s also the most exciting—there is so much that inspires me that makes everything I do better.

You know the thing that has surprised me the most is the willingness that is out there. We ran a national search for KINRGY Instructors. We had 30,000 people come to the website, 500 applied, 60 were invited to Los Angeles, 18 were accepted to our training and 11 graduated. And none of them knew the full scope of what we are creating until the last week of training.

I was overwhelmed by the response to our search because it confirmed my sense that people are ready for something new and want to be part of a powerful movement. I’m still getting messages from people excited to learn about what’s coming and asking how they can be involved. We still have not revealed who and what we are, yet people are hungry for it. It’s so exciting to me. I think it’s a reflection of the change people are yearning for.

The filtered world of social media often hides a lot of the hard work and hustle behind the scenes. What is the reality of being an entrepreneur today? How hard is it really? Be honest!

Oh, I’ll be honest! Yes, it’s hard. When you have a big vision and you want to create a significant impact in the world, the work becomes more involved. So I work hard yes but I’m excited and enriched by it because there’s a bigger mission at play. I like to let my social media share that journey of moving toward manifesting the mission and changing lives.

Can you recall a specific mistake you made and share what you learned from it? How did it turn into an opportunity?

I had a promising music career which I simply gave up on. I went on tour with Brad Paisley, I won Best New Artist at the American Country Music Awards, everything was incredible. I had the mentality that if I wasn’t winning (being number one) I was losing. And to me, that was a failure, so I quit. Honestly, it was my biggest heartbreak. But it turned into a gift because who I am today sees, feels, hears differently and that’s where my music today comes from, it’s about the many layers of life—love and our true essence. I recently performed my new single “Transform,” and it was my first public performance in 10 years. It was the most fun creatively I’ve ever had, and it was authentic and for me. The mistake became a triumph because I’m no longer attached to other people’s responses to my work and creativity.

You’ve said fitness has played an integral role in improving your mental health and self-love. How? Can you explain? And what advice do you have for women struggling with finding their own confidence?

The human body is an absolute wonder. There's something about moving the body that almost lets more life move through your body. For any woman that is struggling to find their confidence right now, let me speak to you directly. You are a freakin’ superhero because you are here. Period. And no matter what you look like, or how much you weigh or what you do—your gorgeous female body represents the divine feminine and a transformation that the world has been waiting for. A transformation where everyone remembers respect, compassion, grace and pure unconditional love. The significant shifts we are seeing on the planet are happening because balance is waiting. The world is primed for us. Just do you, the fact that you are in a female body is your superpower, so just f$%ck!n own it!

What is the best advice you have been given? Or a favorite piece of #realtalk?

Just because you have the capacity to do everything, doesn’t mean you have to do everything. Sure, stretch your capacity so you keep growing and creating what you dream, but you don’t need to overextend. You just end up missing the joy of the process.

Just do you—the fact that you are in a female body is your superpower, so just f$%ck!n own it!

Success is such a broad term and it means something different to everyone. How do you define success? What traits do you need to succeed today?

I love this question and I really feel it’s an important one for people to be asking today. We are living in a time where success is usually always driven by an outside influence. I haven’t always, but now, I define success through my hearts' contentment. I love collecting moments of feeling calm, inflow, time with myself, my husband, my family, my friends, being nurtured by nature, my work, being inspired by travels. When I feel these things consistently I feel successful, I can breathe, I’m enjoying. It’s a moving thing, and I know when I can’t breathe, I need to shift something so I come back to feeling successful.

I truly believe this is something we need to educate our children on—that success should not be defined by something or someone other than you. It should be based on what you feel and what lights you up. Otherwise, you continue to leave yourself behind and be constantly chasing something outside of yourself! We are too unique and magical to be giving that much power away!

What is the #1 piece of advice you’d like women to know when starting out or building a business? Why?

That the world needs and is ready for you. Really. The world is primed for the powerful feminine to rise and usher in a whole new way of doing things in the world, especially in business. We are leading the way for younger women to live an age where there is no question on whether or not women are capable. So I think remembering that to start is really important.

Then I think your gut instinct is everything. When you feel something deeply and you know that it’s the right thing for your business, don’t let anyone or anything distract you. Even if you don’t have a track record, even if others don’t agree - believe in you and stick to those beliefs because that will take you anywhere you want to go. Then collect a team of people who support those beliefs and are smarter than you. You want experts in their respective departments to actualize your dream. This has been a powerful combo for me!

What is the #1 book you always recommend? Why?

Oh wow, there have been so many over the years. Most recently I’d have to say Belong by Radha Agrawal. It’s an incredible book about approaching life through the lens of community, being in service, making powerful contributions through collaboration and remembering there is only one you who can make a difference like you can. I also love The Artist’s Way because as a performer my whole life, it's easy to lose sight of the artist within you. This book is really a program that can be supplemented with KINRGY to nurture the artist in all of us.

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Create & Cultivate 100: Small Business: Ally Walsh

"At some point, you do have to take risks in order to grow.”


If there’s one thing we’ve learned from the many interviews we’ve conducted at Create & Cultivate it’s to never let competition stop you from starting a business you’re passionate about. So, when Ally Walsh, a model/creative, and Casey Wojtalewicz, a musician/writer had the lightbulb moment to start their own coffee bean company they didn’t think about a saturated market, they just threw their ongoing passion for the java juice into their own brand and launched Canyon Coffee.

Now that little lightbulb is a shining spotlight that has successfully disrupted a space that desperately needed newness, and they’ve garnered a cult following in the process. Read on to hear how Walsh did it and her small business advice for those who want to take the leap too.


CREATE & CULTIVATE: In an interview, you said that Canyon Coffee came about one day when you and Casey (your partner and co-founder) were sitting around the kitchen table and you just decided to make it happen. Can you take us back to that moment? How did you take your lightbulb moment and turn it into a product and profitable business

ALLY WALSH: The light bulb moment was really a culmination of different events and ideas coming together over several years. It drew from our ongoing passion for coffee and relationships made within the field, knowledge of the industry and awareness of a gap (or opportunity), and the organic creation of a brand we had more or less been developing, unintentionally.

I'd say it felt a lot like connecting the dots, the opposite of forced. The brand creation and business strategy came after this moment, but we felt that by creating something rooted in an authentic passion—something that made our lives better on a daily basis—we couldn't go wrong!

Did you know anything about making coffee? How did you learn? What were those first steps? What is one thing you didn’t do in the setup process, that ended up being crucial to the business and would advise others to do asap?

Yes! The love and passion for coffee were there long before Canyon. Our learning curve took a big leap forward when Casey broke the french press one morning and brought home a Chemex to replace it. Not that the Chemex is superior—it just turned us on to how different coffee can come out through different brew methods. We slowly began perfecting our homebrew.

Casey took a deeper dive when he started working in the industry as a barista. As far as the setup process, I'm not sure what we would do differently. We knew we had a lot to learn, so we just went at it with curiosity. We didn't start by asking for or raising a bunch of money, because we wanted to learn every part of the business for ourselves before handing it off to others. I think if we were to do it again, we'd start off by making a greater budget/plan and starting off with more cash. But we'd only do that now because we have years of experience and would know what to do with those finances.

Take whatever time and space are available to get in touch with the things that you’re really passionate about.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

In a way, Canyon is almost an example of that. Both Casey and I come from careers that promise less long-term security than others (modeling and music). We didn't hit any big bumps, but Canyon was obviously a departure and a new road for both of us. It came about pretty organically.

Every situation is different when we encounter bumps or hurdles. My best advice would be to take whatever time and space are available to get in touch with the things that you're really passionate about and see what opportunities come to you that resonate with that. For us with Canyon, it was coffee!

Talk us through the bootstrapping process. How did you self-fund your business? Would you recommend that route to other entrepreneurs? Do you have plans to scale or raise?

We literally got going with a credit card. We've basically sold everything we produce, have been profitable from the beginning, and put everything back into growing the business. We were able to start with so little because, through connections and relationships, we were able to bypass the regular large expenditures and risk of building a roasting operation from scratch. I'd recommend that approach for first-time business founders, though the funding could also come from a family member who believes in your idea.

For us, as a model and musician, we didn't feel raising money to start a coffee company was going to be very successful, and therefore we didn't consider it at the time. Now that we've proven ourselves, raising the necessary capital to scale is a lot more realistic and our options are better. We do have plans to scale, and we want to consider all options. Maintaining our ownership of what we've built through love and sweat is a priority.

You've achieved so much success, but knowing what you do now, what do you wish you could go back and tell yourself?

Whenever I think of my younger self, I always want to tell her to not stress so much—that 90% of what she was stressing about was so inconsequential. And my future self will probably say that to the “me” now too!

When you're a small business owner, you have to fall in love with the numbers. What have been some of the hardest money lessons you've learned along the way? What is your #1 money tip for small business owners? Why?

Wrapping our heads around cash flow. It's different with every industry. In our case, we're a manufacturing operation, so it's not as simple as "Product A costs $X, and we sell it for $Y." There's a lot more that goes into it, and we produce multiple times a week. But it's so crucial to figure out and to stay on top of accounts receivable because we've definitely hit points whereby not staying on top of our accounts to pay on time, led to us to be late to our vendors. We hate that and strive to be a great customer to the companies that enable us to do what we do.

I'd say the #1 money tip that we've really begun to think of, for businesses at our stage, is to only raise or borrow money for quantifiable things that will turn a profit—like inventory. It always sounds really appealing to raise money and hire someone, but it only makes sense if there's a solid plan for how the business is going to scale to afford that person when the funding is through.

Creating buzz so people know about your brand can be challenging for small businesses. How do you market your business? How are people aware of your business? What are some unique social/marketing tools you've used to grow organically?

We've grown our brand exclusively through social media and events. We did two to three pop-up events a month during the first year of Canyon, and it went a long way. People would often remark ‘you guys are everywhere!’ because the events would have a life of their own through social media afterward. We also retain and grow our base through emails, which we're careful to stay consistent on but never inundate people's inboxes. We also try to focus on creating content that we actually find interesting. It's not always about coffee.

What has been the toughest business decision you've had to make? And how did you turn it into an opportunity?

We say no to so many opportunities. The hardest ones have been opportunities for shops and roasting spaces of our own. One such ‘no’ turned into a wonderful opportunity. The relationship with the brothers behind our now-partner shop, Neighborhood, started off with them asking if we were interested in starting a shop. We said, truthfully, no, that wasn't our mission. But we got along great with them and built a lot of trust and mutual respect. We began helping them with the shop in a consulting capacity, and it turned into one of our best accounts. We're excited to have them as partners and continue collaborating with them on more projects.

We didn’t start by asking for or raising a bunch of money, because we wanted to learn every part of the business for ourselves before handing it off to others.

What are some of the biggest mistakes you made early on and how did you recover from it? Or are you still making mistakes?

We'll always make mistakes. I think mistakes are inevitable. But when you're new and small, it's important to recognize that you're more likely to make mistakes and limit the size of those mistakes. You learn a lot from them. For example, don't invest in a huge inventory of something you've never sold if you don't have to. Start small to test it out. As we get bigger, we become more sure of certain things and feel more confident in our ability, so it enables us to take bigger risks. This doesn't mean we're not going to make mistakes, but at some point, you do have to take risks in order to grow.

Where do you see Canyon Coffee headed? What are you manifesting for 2020?

I see us continuing to grow. We've been growing at a really great rate organically since we started, and a lot of our time and effort is focused on maintaining that rate in a sustainable way. I see us entering into more key partnerships with shops, cafes, and hotels as more businesses recognize we offer support for those services, and I see us connecting with more people who order our coffee and make it at home. Turning people on to the beauty of a coffee morning ritual is really what it's all about for us. I also see us finally bringing a Canyon shop to life here in L.A., for people to come and experience us firsthand in a way that's intentional for us.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

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Create & Cultivate 100: Find New Roads: Julia Landauer

The professional NASCAR driver knows a thing or two about overcoming obstacles on the road to success.


As a two-time champion NASCAR racer, Julia Landauer quite literally knows a thing or two about navigating bumps and hurdles on the road to success. While she’s paving the way for women in racing, she’s also offering up plenty of inspiration to women striving to break into any male-dominated field. She made history at just 14 years old as the first and youngest female champion in the Skip Barber Racing Series.

She has had dozens of wins in a number of different racing series since then, but it’s when she veers off course and onto the stage where the champion shows her true colors. When she’s not racing, Landauer is a motivational speaker, using her platform to continue advocating for STEM education and women’s empowerment—her TED Talk “I’m A Racecar Driver. Yes, I Get Scared” is a must-watch.

Ahead, the professional racecar driver tells Create & Cultivate all about what inspired her to pursue an unconventional career path, how she stays motivated to keep going (even on her most challenging days), and why she hopes her legacy will inspire others to go after their dreams and goals with confidence. 

CREATE & CULTIVATE: What drew you to racing? What inspired you to pursue an unconventional career path, despite society's conventional expectations?

JULIA LANDAUER: I began racing go-karts at age 10 and racecars at 13. My parents wanted to find an activity for their kids where girls could compete head-to-head with the boys! What's great about racing is that the vehicle doesn't know if the driver is a girl or a boy, man or woman. While I've always known I don't fit the mold, I've had an incredibly encouraging and supportive family that has urged me (and my siblings) to be great. Plus, I love winning and it's an intoxicating feeling when all the pieces come together and I prove that I'm the best.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

If things don't go my way, I always analyze my performance and see what I could've done better. Then, I simply focus forward. What new steps can I take? Who else can I lean on for help? I also engage in positive self-talk, where I remind myself of my accomplishments, which helps my confidence tremendously.

You've led several TED Talks on the topic of racing and femininity. What motivated you to speak out? What message were you hoping will resonate with listeners? What challenges do you think women continue to face in male-dominated fields? How can we continue to support them and change the status quo?

There is no "right way" to be a woman in racing, but with so few of us it can be daunting to discuss things we experience and femininity. Yet I've always felt that the conversation is important because it helps build shared experiences and helps prevent people from feeling isolated. And the reality is that many fields are male-dominated, so by having the conversations I'm hoping to be relatable to many women across the board. I love the saying, "if she can see it, she can be it," and think about that a lot. 

As for continuing to support women, I think male allies are so powerful. There are still situations where a man's voice will be louder than a woman's, and if we can work with men who see some of the biases we face, we're likely to see things change more quickly. Plus, leaning on each other builds community. 

I hope I inspire people to go after their dreams and goals, regardless of whether or not they fit the mold.

You’re incredibly bold and self-confident—where do you draw your confidence from? How can other women summon that in themselves? What tips can you share?

I've always been on the confident end of the spectrum, partially because my parents instilled in us early on that with hard work, help from others, fierce determination (and a little bit of luck), we could accomplish whatever we want. But like everyone, I have my moments where I lack confidence, and in those moments I focus on 1) my past experiences, and 2) positive self-talk. I remind myself I'm a two-time champion, have dozens of wins, earned a bachelor of science, etc. And I literally look myself in the mirror and tell myself I'm great. Sometimes we just need to remind ourselves.

With success comes opportunity, but it also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?

I don't feel like I've "made it" yet and with that comes the desire to keep pushing. I'm in the minor leagues of NASCAR and only 40 people race at the top level, which means chances are slim for everyone. I never want to look back and think, "man, if I had just done X, Y, or Z, I might have made it farther." Regret is the worst. So I give myself breaks when I need them, but almost every day I think, "What else can I do? Who else can I contact? How can I move the needle?" and then I do it.

You have really blazed a trail for other women behind you who want to get into racing. What legacy do you hope to leave behind? What message do you have for these women? Have you had any mentors along the way? What did you learn from them?

I hope I inspire people to go after their dreams and goals, regardless of whether or not they fit the mold. And I hope to show that women and girls should be excited to be winners, which our culture doesn't always support. I also believe societies thrive when every member is an active participant, so if I can play some part in making that happen, that would be amazing.

Sometimes, all it takes is someone to have confidence in you for you to believe in yourself. What is the best advice you have been given and how did it motivate you? 

Remind yourself of your accomplishments. No one can argue with what you've achieved. Our previous successes are concrete examples of why we should be proud and confident, so use them!

What advice do you have for women who haven’t found their path/passion yet?

Keep experimenting and network! Go meet people who do different things so that you can learn about other industries, fields, areas of expertise, etc.

What is the #1 book you always recommend? Why?

Forever by Pete Hamill. It's a novel that's a beautiful love story to New York City, but it's also an example of living life fully, being present, and appreciating our own existence.

Photographer: Someday Sarah Photography

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Create & Cultivate 100: Content Creator: Becca Tilley and Tanya Rad

The co-hosts of “Scrubbing In” fill us in on what it’s like to work with your BFF.


It’s safe to say podcasts are here to stay. As of January 2020, there are over 700,000 active podcasts and more than 29 million podcast episodes available in more than 100 different languages across Apple Podcasts, Spotify, Stitcher, and more. But despite the stiff competition, Becca Tilley and Tanya Rad’s wildly popular podcast “Scrubbing In” stands apart from the rest—in part, because it’s so much more than just a podcast.

Former “Bachelor” contest, Becca Tilley, and TV and radio personality, Tanya Rad, have not only launched an award-winning pod (they’ve won not one, but two People’s Choice Awards), but they have also built a community of like-minded women. A community that’s comprised of 20.9K followers on Instagram (not counting Tilley’s 1.1 million and Rad’s 232K), 26.4K members in a private Facebook Group, and thousands of weekly listeners (the pod boasts a 4.8-star rating on Apple Podcasts with over 5.7K ratings). Like we said, it’s so much more than just a podcast.

Ahead, the co-hosts and real-life BFFs fill us in on what it takes to succeed as an entrepreneur in today's competitive start-up environment, why you should never take "no" as an answer, and how they stand out in such a saturated space.


CREATE & CULTIVATE: What led you to turn your friendship into a podcast? How did you come up with the concept and the name?

BECCA TILLEY: Funny enough, originally, it was just me on the podcast and I would interview guests who came on the show. I love “Grey’s Anatomy” and wanted to have a name that was an ode to something I love and that’s how I came up with “Scrubbing In!” Tanya ended up being one of our guest hosts and there was this undeniable chemistry, and I knew instantly she had to be a permanent co-host with me!

TANYA RAD: The podcast was actually Becca’s at first. She’d been doing it for a few weeks and I just happened to sub in one week as a guest host. It was then and there that Becca said, “I want to do this with you!!” It just clicked and felt special... and from there it was born. This podcast, and this friendship, have felt like something very special and significant—which just proves you can’t stop something that’s meant to be.

Have you been surprised by how rapidly the podcast has grown? What do you attribute its success to?

BECCA: I have definitely been surprised, but only because I started it as just another fun project to focus on and work on. Bringing in Tanya made me realize we have something special, and then, as we watched our Facebook group grow and I saw the support and community we were building, I realized this would be bigger than I could have imagined!

TANYA: Never in a million years did I think we’d be nominated for a People’s Choice Award, let alone win it two years in a row. I think our Scrub Sisters are a group of positive, empowered, encouraging women, and they’ve really created a community that reflects that. I’m just grateful that Becca and I get to be the medium that brings them all together. It’s so special.

You have to know that not everyone will see your vision—that’s why it’s your vision—but don’t let that discourage you, let it fuel you!”—Tanya Rad

This is your first time working together and creating a podcast—what are some of the biggest lessons you’ve learned along the way? What have they taught you?

BECCA: I think we have both have learned that we have to speak up for ourselves and speak up for each other. We are also complete opposites, so making sure we communicate in a way that makes the other feel understood has been an important learning lesson!

TANYA: I think, at the end of the day, I’ve learned there are a lot of things that are out of your control. But, the thing that Becca and I can control is our authenticity to the show. No matter what you’re getting, you’re getting all of us. You can’t control everything in life, but you can control your attitude, so when things get us down, we just brush it off and keep moving forward—cuz that’s what we do.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

BECCA: I imagine that happens in any career. You have a moment where you go, “Okay, this is fine, but how do we make it better? How do we make it the best?” And we will normally go get lunch or dinner and talk about ideas to about things that aren’t working. We also have amazing listeners who let us know when they love something we’re doing and also when they don’t like something we’re doing, which gives us something to think about and make decisions based on.

TANYA: Oh, I’ve experienced some bumps, hurdles, and boulders in my career. To me, not having an easy path has made me realize how much I want it and appreciate it. It’s not about the destination, it's always about the journey, so usually, if a door closes, it’s because there’s another one that’s meant for you!

Thanks to social media, we live in a filtered version of reality most days, so let's pull back the veil for a second—can you recall a specific time you failed and how you turned that around into an opportunity?

TANYA: I literally fail on a daily basis, lol. I pronounce words wrong, I say sayings wrong, I make mistakes constantly on the air. The good thing is, we all get a good laugh out of it, and now I just own them. 

What is the #1 piece of advice you'd like women to know when starting out or building a business? Why?

BECCA: It takes time. And it takes hard work. And when you’re not putting in the work, you’re not going to move forward. I’ve always been someone who has waited for opportunities to come to me because I was scared of rejection, but I looked around and realized everyone who was reaching their goal was going after it and working on it every single day. And just because someone might tell you “no,” it doesn’t mean it’s the end. I always thought “no” meant I should stop, but now I see it as telling me to work harder.

TANYA: You will constantly be questioning things. I used to analyze and over-analyze our data and downloads trying to figure out why some episodes did better than others. Do they not like it when I talk about X? Or do they actually like it when we talk about X? At the end of the day, if you stick to what feels authentic to you, you’ll never feel bad about that!

What traits do you need to succeed as an entrepreneur or founder in today's competitive start-up environment? Why?

BECCA: My word for this year is “audacious,” and I believe you have to be audacious and determined to succeed in ANY environment. I don’t think it’s limited to one category. It also helps to know what you are trying to do is for passion and not for ego. Do you believe in what you’re building? That’s a good question to ask yourself!

TANYA: Thick skin. I definitely don’t have it. But I can definitely say that I had skin as thin as paper when I started out in this industry, and now it’s more like a poster board! So I’m getting there!!!!

Not only do you both have large followings yourselves, but you’ve also developed a community of fans who support “Scrubbing In.” What is it about your content that has allowed this close-knit community to develop? What have you learned from them? How do they inspire the topics you cover on the podcast? Why?

BECCA: I honestly believe there’s a relatability in what we talk about on the podcast. Tanya has this amazing vulnerability when it comes to talking about her dating life—that is so rare. Like you said earlier, there’s a filter on everything! Tanya has taken the filter off and opened up her life to allow our listeners to connect with her, and I honestly admire it so much! Our listeners are next level. They not only support us, and the podcast, but they also support each other. The Facebook group is filled with advice and encouragement, and it’s something both of us are so proud of because we need more of that in the world.

TANYA: I think, at the end of the day, everyone wants 1) friendship, 2) to feel less alone, and 3) community. I think both Becca and I are unapologetically ourselves, like it or not. I also think the fact that we are so opposite on so many things means that a large range of women that can relate to us. I don’t even think our Scrub Sisters know how big of an impact they’ve had on me. I think, for many years, I’ve always questioned things I’ve said and done because I’ve never felt like I’m “coo,” as lame as that sounds. These women have made me feel the opposite. They always come with their arms wrapped around and say, “Girl, I’ve been there too.”

Just because someone might tell you ‘no,’ it doesn’t mean it’s the end.—Becca Tilley

How do you plan out your content for the podcast? What topics resonate most with your audience? Do you follow what's working and what the data is telling you, or do you go with your gut? Why?

BECCA: We focus so much on our daily lives and activities, so, because we record weekly, we always have something to talk about. We do pay attention to which episodes are the most successful and get the biggest response. If there’s something relevant in pop culture, we talk about it. If we have something going on in our lives, we talk about it. I think it’s a good mix of both of our personalities; Tanya likes routine and structure and I like just going with it, and I think the podcast brings both elements!

TANYA: Every week, we kinda just come in and talk about our lives. I feel like I’m always trying some new type of self-help something, so I’ve always got things to talk about in that department. And then, of course, there’s my dating life—because, at the end of the day, I think the majority of our listeners have a desire in their hearts for love and marriage.

With success comes opportunity, but it also means that you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days? What inspires you to keep creating content?

BECCA: I love Tanya. I love talking to Tanya and hearing about her life, so it honestly doesn’t feel like work when we do the podcast. When I’m having a hard day or not feeling it, I’ll normally say it on the podcast because it feels safe to do so. We all have bad days. We all have days where we feel uninspired or feel that we aren’t good at what we do. If I’m having an off day, I’ll normally order some food and watch a movie or TV show and reset for the next day.

TANYA: I can get very overwhelmed, very easily. Becca always helps calm me down, and it is so nice to have a friend like that. Also, I put every single thing on my calendar. I schedule my workouts, my meetings, any phone calls I need to make, errands I need to run, people I need to text. If it’s in my calendar I’ll get it done. If not, I’ll forget.

A lot of popular podcasts have expanded their reach beyond audio to books and even tours. Can we plan on buying tickets for a live show in the near future? What is your 2020 vision for “Scrubbing In?”

BECCA: We have two live shows coming up! In February, in Los Angeles and San Francisco!!! We are so excited to bring “Scrubbing In” to a tour format and to meet so many of our listeners! I would love to expand beyond these two shows and feel so much excitement about a tour!

TANYA: Heck yes!! We have two dates right now in San Francisco and L.A., and hopefully, soon we’ll do more!

You have to know that not everyone will see your vision—that’s why it’s your vision—but don’t let that discourage you, let it fuel you!—Tanya Rad

You’ve proven that it’s possible to be wildly successful in multiple ventures, what advice would you give to women who feel they’ve been “put in a box” in terms of their career path? How do you change people’s perceptions and expand your career options?

BECCA: I know that box. I normally put myself in the box, haha. I’ve been so inspired by some of our listeners who have decided to turn their hobby into a business and have had success because they just went for it. It’s a big commitment to step out of the safety box and try something new—you might fail, it might be way more work than you anticipated, but if you can find the passion and drive and create something for yourself, the fear is so worth it. I remember starting the podcast and thinking, “Who is even going to listen to this? Am I relevant anymore? Does anyone care what I’m doing?” And as soon as I got out of that mindset and decided to do it for me, that’s when I found the rhythm and found Tanya!

TANYA: Don’t ever take no as an answer. I’ve been told that I can’t do both radio and TV and that I have to pick.... I’m currently doing radio, TV, and a podcast. You have to know that not everyone will see your vision—that’s why it’s your vision—but don’t let that discourage you, let it fuel you!! I have no plans on stopping, actually quite the opposite. I plan on taking everything to the next level in 2020 and showing the people that didn’t think it could be done that if you can dream it, you can do it! (My fave Walt Disney quote).

What are some of the biggest misconceptions about your job? What do you wish more people knew? Why?

BECCA: It’s REALLY fun and exciting, but also very competitive and difficult at times. Trying to reinvent yourself and stay fresh and relevant is a lot to take on, so you really have to focus on staying in your lane and just working hard. People see the highs on Instagram and they don’t see everything in between!

If you could go back to the start of your career, what advice would you give yourself and why?

BECCA:I would tell myself that the impact you’re going to have on people has nothing to do with how you look or what your body looks like. When people have told me I’ve helped them or impacted them in some way, it’s always had something to do with kindness or vulnerability or saying something funny. So focus more on how you treat people and how you make them feel because that’s what people remember.

TANYA: I got the perfect advice a month into my career and it was from Chelsea Handler. She told me, “There’s room for everyone, don’t be competitive.” And that has stuck with me every step of the way. If a woman gets a gig over me or someone is doing a job I want, I root them on because a win for her is a win for us. I think it’s easy to get competitive in this industry, but I think I’ve seen firsthand that what is meant for me will always find its way. There’s so much peace and power in that.

What is the #1 book you always recommend? Why?

BECCA: How to Win Friends and Influence People by Dale Carnegie. It’s basically a book teaching you how to be kind to people and how to treat people you meet for the first time. I always go back and read certain parts because it’s always so eye-opening and being kind to people is never going to go out of style!

TANYA: Well, I just finished Calling in “The One” and I am obsessed with it!! It helped me learn so much about myself, my dating patterns, and helped me patch up some old wounds. Feel like 2020 is my year to CALL IN THE ONE baby! Also, The Hollywood Commandments by Devon Franklin is soooooo gooood!!!

Photography: Courtesy of E! News

VIEW THE FULL CREATE & CULTIVATE 100 CONTENT CREATOR LIST HERE.


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