Is Upstate New York the New Silicon Beach? 3 Founders on How Moving From the City to the Country Benefited Their Biz
Entrepreneurs are flocking to this incubator haven.
Upstate New York has always been a haven for creatives, and when COVID hit in 2020, many founders relocated from New York City to upstate out of necessity, desire, or both. Below are profiles of three entrepreneurs—Trinity Mouzon Wofford, the founder of Golde, Eliza Blank, the founder The Sill, and Hillary France, the founder of The Wylde—who made the move from the city to the country last year. Read on to discover how the change impacted these founders and their businesses.
Trinity Mouzon Wofford, Founder of Golde
Saratoga Springs, New York
During the summer of 2020, when COVID was surging, Trinity and her fiancé Issey, the cofounder of Golde, spent the summer in Saratoga Springs to gain some relief and safety from the intense situation in N.Y.C. They were going back and forth from Saratoga to Brooklyn, a three-and-a-half-hour ride each way, when Trinity had the realization that, for the time being, it made sense to return full-time to upstate New York to live and run their business.
On one ride down from Saratoga during late summer, she remembers thinking to herself that she needed to go back; that perhaps running her superfood health and beauty startup, Golde, and paying rent in Brooklyn for too little space was not benefiting the growth of her business nor her own personal growth. On top of these challenges, Trinity and Issey are in an interracial relationship and, in the city, tensions were becoming palpable during the summer of 2020 in response to the BLM movement and the upcoming election. In a way, she felt as though the systems of the city were starting to fail her and she needed to actively change her surroundings for the benefit of herself, her family, and her business.
Trinity grew up in Saratoga Springs. In fact, four generations of Trinity’s family have lived in the same house that she returned to, where her mother still lives. Returning to the house that her ancestors had lived in for generations felt very natural and provided a safe space to gain a fresh perspective. It’s allowed her to go deeper into outlets such as gardening and plant care, which, in her own words, have allowed for more creativity. Not surprisingly Golde has benefited from this positive energy and change.
During this past year, Golde has been lucky. The business hasn’t been negatively affected, and has, in fact, thrived. In January, Golde launched in Target, and one of the brand’s two new products scheduled for release in 2021, Shroom Shield, has launched. The team has always been remote so no adjustments were needed in order to keep the business running smoothly. The lack of pressure to be everywhere and do everything, something that anyone who lives in a big city can relate to, has allowed her to realize that she can’t predict the future. She can only think a few steps ahead, and for the first time, she is living in the moment and is fully enjoying it and the lack of pressure this brings.
Eliza Blank, Founder The Sill
Stone Ridge, New York
It’s a similar story for Eliza. Coincidentally, both she and her husband Steve grew up in more rural areas of Massachusetts, so the desire to feel the grass under their feet has always been there. She found herself at NYU for university, and although she loved the city, she always missed nature. It’s this love of nature that inspired her to start The Sill, an online plant nursery that delivers botanicals right to your doorstep. It also inspired her to buy her first home in Stone Ridge, situated in the Catskills, in 2015.
The paths to starting The Sill—as well as finding a house in upstate New York—were not straightforward ones. Eliza found raising money for The Sill to be challenging. Venture capitalists often want fast growth at all costs, and Eliza was committed to making sure her foundational economics worked, which, for her, meant slower growth with her eye on profitability from day one. After an arduous raise, she is confident they found the right investors for The Sill, and these investors have been by her side navigating the most difficult year yet. As was the case for most businesses, March 2020 was a very dark time. All five of The Sill’s stores were closed and the distribution center in California was forced to shut down. The bright spot is that sales didn’t suffer. As it turns out, people look to plants for emotional support, and since people could not be together, they found connection in giving small gifts of kindness in the form of plants to each other.
In 2015, when buying their house upstate, Eliza realized that their mortgage would be less expensive than their rent in the city. Little did they know that five years later this house would become their permanent residence, sanctuary, and office for over a year. The past 18 months have led her to question if the social convention of the office is necessary. Does the team even need a five-day workweek? Eliza has started to hire permanently remote team members as far away as Hawaii and the business’s headquarters are now fully remote. For Eliza, she firmly believes that the space and closeness to nature their home provided them mitigated the extreme pressure and stress she experienced during COVID as a leader and also as an Asian American woman. Her home upstate became an oasis from what the world had become, or perhaps further revealed, that we live during a time of extreme unrest and racism.
When asked what’s next for her and her business, Eliza responds that she wants to live a life well-lived. She wants her two-and-a-half-year-old daughter to have the space to play and become independent. For the business, she wants to further realize the broad ways in which nature can be infused into our homes and what the brand essence of The Sill is, and how it can evolve to fit into this new space that we have all found ourselves living in. For Eliza’s family, they will go back to the city for a year in the fall and see how it feels. For right now, the country has allowed her to have creative breakthroughs and reimagine how The Sill can further help us maintain our well-being within our home as we spend more time there than ever before.
Hillary France, Founder of The Wylde
Hudson, New York
Hillary had always thought she would make the gradual move from spending weekends in Hudson, New York to living there full time. What she could not have predicted was that this move would happen as abruptly as it did in March 2020. For seven years, through her company Brand Assembly, Hillary had been running trade events for some of the most enviable fashion brands. Her business had been thriving, and then, within the first month of COVID, the Brand Assembly’s trade show business was almost obliterated.
She saw an 80% drop in activity and she soon found herself in the position of having to reimagine her whole business model. She immediately gave up her office, attempted to pivot but was unable to make it work, and slowly drained her resources. She had to accept that perhaps this almost fully offline and in-person event business was not an operation that could survive a pandemic. Not surprisingly, for the last year, her trade show business has been on hiatus (and the good news is that they are set to return in October of 2021), however, the backend operations piece called The Faculty is still fully functioning. This situation could have fully devastated Hillary, but instead, it pushed her to finally pursue a dream she had always had: to create a space for brands and community to convene in one place in Hudson. At that point, she had nothing to lose so she packed her bags, gave up her N.Y.C. apartment, and moved to her weekend house in Hudson to create what is now called The Wylde.
Hillary had spent nine years going back and forth to Hudson and saw an opportunity for a retail annex in this quickly growing city. In fact, Hudson was recently ranked the #1 metro area in terms of the biggest change in net migration. With the influx of people to the area, she figured there was more of an opportunity than ever to create a space where people could feel a sense of community and continue to be inspired by fashion and conversation. On April 17, 2021, Hillary launched the Wylde’s first outdoor market Summer Saturdays with a selection of handpicked vendors across apparel, accessories, vintage, and apothecary. Local N.Y. brands like M.Patmos, Hudson Hemp, and Lail Design are featured within the market while the permanent retail store that opened on April 30th launched brands like Rachel Comey, Dôen, Mondo Mondo, and more.
Is The Wylde solely an upstate dream? In Hillary’s mind, it’s not. When taking the Amtrak train down to the city she has daydreams of opening The Wylde up in another emerging market if she finds success in Hudson. Rather than feeling consumed by the fashion space she feels excited about how fashion, culture and even coffee (a Wylde cafe is slated to open in August 2021) can bring people together to create community and meaning. This evolution of the business more truly reflects the changes she has felt personally this past year and the community that she had always sought to be a more permanent member of.
Melissa Grillo Aruz, Founder of Aruz Ventures
About the author: Melissa Grillo Aruz has been an active part of the New York startup ecosystem for the past 20 years having senior roles at Forerunner Ventures, Gilt Groupe, and more. She currently runs her own marketing and talent consulting business under www.aruzventures.net where she helps commerce companies scale their business. She currently splits her time between upstate New York and Brooklyn. Instagram and Twitter @melgrilloaruz.
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How to Ask Your Boss to Buy Your Create & Cultivate NY Ticket
It’s so worth it.
Tickets are going fast for C&C New York! Don’t have yours yet? Have you considered asking your boss to foot the bill?
While some companies have established budgets for career advancement training, many don’t. If you’re not so lucky, here’s how you can pitch your boss on the paying for your ticket to the NY conference.
RELATIONSHIPS THAT COUNT
The connections and relationships you’ll build at C&C are unparalleled. Where else can you interact with like-minded hustlers, smart CEOs, and boss ladies you’ve looked up to for years on such an intimate level? If you take advantage of the golden opportunities you’ll receive in New York—whether through our mentor sessions, keynote speaker tips, or mingling during happy hour—it could open a myriad of doors...not only for you, but for your company as well.
GETTING A FOOT IN THE DOOR EARLY
Relationships matter, but so does having your finger on the pulse of what’s happening in your industry. Sure, we’ve had keynote speakers like Jessica Alba, Rachel Zoe, and Chelsea Handler on our roster, but also smaller, lesser-known names your boss might not know...yet. This conference is your chance to get your foot in the door before anyone else, introducing you to people, ideas, and relationships you may not have heard of otherwise. Do your research on who’ll be at the conference, round up some stats, and present your boss with a good case of why you think it would be good to get on their radar.
STRAIGHT BUSINESS ADVICE
Sure, there is fun to be had—goodie bags and a power cocktail hour, to name a couple—but C&C gets down to business. The panel discussions offer direct takeaways: You’ll learn from the best in the biz, like Rosie Huntington-Whitely, Michelle Lee, Rebecca Minkoff, and other CEOs who will share the deets on how they built their businesses.
IMPORTANCE OF GETTING OFFSITE
If you spent most of 2018 behind a computer in an office, explain the benefits of hands-on experience. Whether you want to use C&C to work on interpersonal skills—like sticking out a hand and introducing yourself to a stranger—or as the first place to make your mark in the business world, there is nothing like practical application.
"To make your mark in the business world there is nothing like practical application."
CONFIDENCE BOOST
In the same way that a wellness retreat works to revitalize your body, a conference like Create & Cultivate works to boost your brain power...which in turn, gives you a confidence boost like no other. When you leave New York, you'll feel energized, empowered, and ready to dive back into your job with more fervor than ever. There’s something about the energy generated at C&C that gives attendees the focus and confidence they need to really assess and hone their strengths.
NAIL THE PRESENTATION
When you're presenting a new cost to your boss, it's crucial to nail down specifics relevant to your job. Find the speaker, panelist, or mentor that would be most beneficial to you, your team, and your company as a whole. Elaborate on how building a relationship with this person will be of merit to all three. Bosses are interested in ROI, so show them why it’s worth it.
You can find the link to buy tickets here.
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Watch Us Work: Join Us in NYC for a Night with Local Small Business Owners!
Big night out for small biz owners!
Watch Us Work! We’re throwing a much-needed night out for the New York City small business community. We’ve teamed up with Mastercard to bring together a rad group of successful female founders for an evening of real-talk about doing it all for your business. The conversation, tips and tricks are sure to be…well, priceless! And so is the event—which is why it’s free to enter with a reservation. Secure your spot by adding your name to the form below. See you there!
The Breakdown:
Wednesday, October 10th, 2018 | 6:30pm-9:45pm
6:30 PM | Doors Open…
Grab a drink & some light bites while networking with your fellow Create & Cultivators.
7:00 PM | Fireside Chat…
Create & Cultivate CEO & Founder Jaclyn Johnson and Mastercard North America Small Business Lead Ginger Siegel talk small business
7:15 PM | Panel and Q&A…
Mastering Year One: A conversation on how you survive the ups and downs of a big year as a small business owner.
8:00 PM | Happy Hour…
Meet the speakers and your fellow NYC small business community over drinks and light bites.
The Panel:
Mastering Year One
A conversation on how you survive the ups and downs of a big year as a small business owner.
The Panelists:
The Location:
Union Park
5 East 17th Street, NYC, NY
This event RSVP is now closed. Please note that space is limited for this event. To guarantee entry, we always suggest arriving early!
Our Favorite Mic Drop Moments from #CCBeautySummit!
Do it like a Beauty Boss.
What does in mean to be a beauty boss? Lucky for you, we're laying the foundation.
Because we spoke all things beauty boss at our #CCBeautySummit with Mary Kay in New York City! Our panelists chatted everything from building a beauty business, starting their career, social media, and so much more.
Here are our favorite mic drop moments from the Beauty Summit!
Never think you’re too good for anything and be humble. We’re in the service industry our job is to make our client feel good. - @justinemarjan
Be cautious of who you follow on social media. Follow people who are going to make you feel good. You have control!
I want my legacy to be being a mom and being a good role model. I want my kids to be proud of me - @MollyBSims
I think when you’re consistent with your work and you’re a good person, then you’ll be able to top yourself. @MakeupByMario
A detox is so important because we’re always comparing ourselves and I think that limits your full potential. @katieaustin
Going bare face is something I do a lot. Having transparency is a way to connect more with your readers. @ColorMeCourtney
“When people say negative things to me, sometimes I comment back and say something positive. You never know what people are going through.” @ItsMyRayeRaye
“We didn’t want to wait for other people’s permission.” - @lindseydayy on starting @CRWNmag
"I love the quote, ‘You can be the juiciest peach out there, but there’s still going to be someone who doesn’t like peaches.'" @AltorreTweets
"It’s always been about, how do I deliver happiness to everyone?" - @gibsontuttle
"I’m a conduit for creativity and I have to be conscious of what I put out. I have to be real because I would never want someone to feel less than because they only get the best me." - @AllyMissLove
"Pick people that’ll teach you and push you to be successful. It makes you better." -- @SHershbergerNYC
Did you join us for our first ever Beauty Summit with Mary Kay? Let us know what your favorite gem of the day was in the comments below!
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What to Expect at our Beauty Summit
New York, we’re on our way!
We’re so close to our first ever Beauty Summit in New York City! We hope you’re ready because we’ve got a jam-packed day of activities for you to enjoy. Starting with breakfast and ending with a happy hour, you’ll be thoroughly entertained.
Here’s what you can expect!
Breakfast from Daily Harvest
10 - 10:30AM
Beauty is from the inside out. Enjoy overnight oats and chia parfaits from Daily Harvest and get ready for the big day!
Lights Camera Action Panel
11 - 11:45AM
The influencers and brands taking the web by storm are joining the stage to tell us what it’s like to be in the spotlight of this new beauty movement.
The Disrupters Panel
11:50 - 12:35PM
We’ll be passing the mic to the women shaking up the beauty industry to tell us what it’s like from the inside out.
Lunch
12:45 - 1:15PM
Enjoy delicious salads and wraps for lunch from our friends at Tender Greens.
Balancing Balance
1:15 - 2:15PM
Ladies from the new frontier of wellness and self-care are joining the stage to remind us that we are our most valuable asset.
Mary Kay Workshop
2:15 - 2:45PM
We’ll be learning how to master the 10-minute face with Mary Kay global makeup ambassador, Luis Casco.
BREAK
2:45 - 3:45PM
Check out all of our fun pop-ups and get freshened up for the rest of the day. Full list below!
Spotlight Conversation
Mario Dedivanovic & Michelle Lee
3:45 - 4:15PM
The Masters Panel
4:15 - 5PM
The Glamstars who are currently killing the glam game will hop on stage to give the 411 on how they get it done.
Keynote Molly Sims in conversation with Kelly Bales
5 - 5:30 PM
Happy Hour
5:30 - 6:30PM
Celebrate beauty and new friends during our Moroccan Oil happy hour! Enjoy cupcakes by Baked By Melissa and safe to eat cookie dough tasting jars by DŌ.
Pop Ups!
Check out all the pop-ups to get your beauty touch ups done and learn about new products and more from our partners!
Is it even a beauty summit if there’s no makeup? Check out the Mary Kay Beauty Stations throughout the day to get a fabulous makeover and stay photo ready all day long.
Stop by the OLLY Vitamin bar to learn more about how taking your essential vitamins keep your beauty game on point.
Our friends at OGX are hosting a braid bar to give you touch ups and a fun style for the day to ensure you’re mane is picture perfect!
Discover your best style with a dry styling session from a Moroccanoil artist, and receive complimentary must-have products from the leaders in argan oil-infused beauty!
Hair done, nails done girl! The amazing ladies at Olive & June will be hosting a mani stations with their new nail art stickers we’ve all been obsessing over. Don’t miss this mani!
For ‘gram-ready GLAM, stop by the Mane Addicts station and get your hair touched up by expert stylists to stay picture perfect throughout the day.
Travel through time with Halston! Take a photo with an original Studio54 disco ball and explore their curated collection of iconic vintage designs and new spring/summer styles with timeless allure.
Stop by the WEN Beach Cabana and snap a fun Instagram pic with your new friends. Shop till you drop and receive a special edition WEN branded coconut!
"Help Yourself" to a cup of confidence and complimentary coffee. At Audible's Help Yourself Coffee stand, featuring life-changing advice from Mel Robbins, author of The 5 Second Rule and the new Audible Original, Kick Ass with Mel Robbins.
#LoveWhatYouSee all day – find the frame that fits your face shape, personality…and completes your entire outfit. And learn more about maintaining vision health. You’ll also get a chance to win a complimentary Clarifye eye exam and frame!
Don’t forget to stop by the otterbox pop up to get a “device makeover” experience from Otterbox and their brand new collection. Leave the booth with a clean phone and a new case!
Headshot Station
After you’re all done up go get your new headshots taken in the photo studio and update those social media profile pics!
New York we cannot wait to see you!
Who's ready? Comment below to say hello to fellow attendees.
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