Create & Cultivate 100: Beauty: Franchelli Rodriguez

Franchelli Rodriguez, a.k.a. @chelliscurls is using her platform to empower women to unapologetically rock their natural hair.

To date, the New York-based beauty influencer has gained over 368k followers on Instagram and 93k subscribers on YouTube, due in part to informative posts filled with helpful info for transitioning to the no-heat lifestyle—a journey she undertook herself. And leading haircare brands like OGX have taken notice. Rodriguez partnered with the haircare line to become their resident OGXpert showing how to achieve stylish curly hairstyles using their products.

In our interview, Rodriguez outlines her hopes to create content that inspires viewers to embrace their own individual beauty, what she wishes her younger self knew when she was first starting out in the beauty industry, and what motivates her to get through even the toughest days.

CREATE & CULTIVATE: You really helped to launch the natural hair movement. How do you hope that your content inspires viewers to embrace their own individual beauty? Why is this visibility important?

FRANCHELLI RODRIGUEZ: It’s honestly such an honor to be a part of the natural hair community as a Latina woman. Growing up, I never saw anyone who looked like me or had my natural hair. Everyone’s hair was always straight and that was always labeled as “beautiful.” Fast-forward to now, where I fully embrace my crown of curls. I hope that, through my content, I can inspire women and men to love, care, and rock their natural texture unapologetically. This is so important to me because it’s not something I saw growing up as a kid, not even a teenager. I want my 7-year-old niece to always know that you don’t have to straighten your hair to be beautiful. Your curls are your crown.

What do you wish your younger self knew when you were first starting out in the beauty industry? Why? What message do you hope others are receiving from your work?

Wow. That’s a really great question. I wish my younger self knew that it was okay to be real and raw. Oftentimes, we see the highlights of everyone’s life on social media and all of their accomplishments but not everyone sees the struggle it took to get there. I wish I would’ve been more transparent from day one because I feel like now it would be much easier. I still struggle to show the “not so happy” moments of my life in fear of being judged, but by doing so, people could relate and actually get to know me a little bit deeper. I hope that through my work people could learn to love themselves in every stage that they're in and to always put God first. I am a strong believer in that.

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

We all have those off days or days that things just don’t go as planned. When those days come, I simply take a moment to just chill. Relax my mind, pamper myself perhaps for a day, and reprioritize. I also love listening to podcasts and audiobooks, which help clear my mind and set new goals for that week or month.

“Growing up, I never saw anyone who looked like me or had my natural hair. Everyone’s hair was always straight and that was always labeled as ‘beautiful.’”

You've really inspired a lot of change in the industry and innovation. What changes do you hope to see in the beauty industry in the future? Why? What more needs to be done?

Thank you, that’s honestly such an honor. The beauty industry has evolved tremendously in these last few years and I am so happy, grateful and honored to be a part of that! However, I would love to see more Latina entrepreneurs, women who look like me, representing us. I would love for every little girl, no matter her race, hair type, or skin color to have someone they can look up to and say, “Wow, she looks like me. I can do it too.” I do believe that the beauty industry is heading in the right direction and I would love to continue to be a part of this movement.

Talk us through your partnership with OGX hair care and the content you are creating together? Why has this collaboration been so successful? What tips can you share to achieve the perfect partnership?

OGX products have always been in my collection, even back in my transitioning days. I found myself constantly repurchasing their conditioners and curling cream throughout these last few years. Fast forward to now, having such a successful partnership has literally been a dream come true. Not only do their products work for everyone and they are super affordable and accessible but they also have an amazing team! Their team is super supportive and always allows me to be honest, creative and have fun with my content. When a brand is able to trust you enough to have fun with your content and be creative, everything is just so much fun and it shows in the content you create. This to me is the definition of a perfect partnership! I truly love my OGX fam! 

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

In all honesty, my supporters keep me motivated. I know it sounds a bit cliché, but it’s the truth. Whenever I’m having an off day where I don’t want to film or I don’t want to post a video, I get the sweetest messages from my supporters encouraging me to continue posting helpful content and to always keep pushing through. I also have a strong support team at home who are always motivating me to be the best version of myself.

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

A mistake I made was, unfortunately, choosing the wrong manager. At the time, I desperately wanted to be managed and impulsively made the wrong business choice. However, through that experience, I learned to trust the process. After making the tough decision to let that manager go and manage myself again, I came across my new manager who has honestly changed my life. Not only is she my manager, but I also see her as a mentor. With that being said, it’s okay to make mistakes because there’s always a light at the end of the tunnel.

The beauty industry is a saturated and competitive one. How do you set yourself apart from other major players in the industry? How do you stay unique and offer a point of difference?

The beauty industry is definitely competitive. I set myself apart from others by just simply being myself and allowing others to see right through me. I also talk about my faith a lot because that’s a big part of who I am and I think that brings a uniqueness.

What advice do you have for other young women reading this who want to embark on a similar career journey as yours?

The advice I have, and will always share, is to just do it! Don’t overthink it, don’t wait around for the perfect time, just go for it! Whatever it is you want to do, go for it. No one starts off with everything already “perfect” and put together. It’s a journey and a process and that’s what makes your journey unique and different from others. Also, don’t be afraid to be yourself and never compare others success with yours. We all work and grow at our own pace so don’t let anyone distract you from that.

“Don’t overthink it, don’t wait around for the perfect time, just go for it! Whatever it is you want to do, go for it. ”

How do you define beauty? What makes you feel beautiful?

Beauty to me is who you are! In my eyes, beauty is not always about the exterior but also the interior. Although of course there are things we do to ourselves that make us feel beautiful! I, for example, love a fresh wash and go and love doing my makeup. That always makes me feel beautiful!

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

The #1 book I always recommend is the Bible! The Bible covers everything we could ever ask for. I know not everyone is a believer, but I do believe that there is a message in the Bible out there for everyone. No matter your situation or circumstance, read the Bible and you will find comfort and even answers!

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 BEAUTY LIST HERE.

Create & Cultivate 100: Entertainment: Nicole Richie

Over the past two decades, Nicole Richie has cemented her status not only as an influential style icon but as a forward-thinking entrepreneur in the fashion industry.

As the founder and creative director of House of Harlow 1960, Richie has expanded the brand beyond its original jewelry offering to include apparel, shoes, handbags, and more, positioning it as a prolific lifestyle brand. In an interview with Second Life, Richie revealed that the brand has maintained a 30% year-over-year growth increase since 2016 and is one of the top 10 best-selling brands at mega online retailer Revolve.

Of course, before Richie launched House of Harlow 1960, she was best known for her role on the 2003 reality television show “The Simple Life.” Ahead, Richie reveals how she successfully made the career transition from reality television star to serious fashion designer, including the #1 piece of advice she has for anyone hoping to break into Hollywood, and the biggest lessons she’s learned from building her brand.

CREATE & CULTIVATE: You launched your company House of Harlow 1960 over 10 years ago, and it has since grown from a jewelry company to encompass apparel, accessories, and lifestyle products. What’s the biggest lesson you've learned by expanding your business?

NICOLE RICHIE: This isn’t a lesson per se, but every challenge I have come across while building my business has been valuable. 

You've successfully made the pivot from reality star to creative director of a fashion label to an actor (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?

When you love something, you find time and space to honor that part of you.

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

Take the time to step back. Listen to your intuition. Don’t be afraid to ask for help. 

“Invest in anything that you feel helps define you and your brand.”

You're a modern multi-hyphenate. What advice do you have for others reading this who don't have their eyes on one set career path? How do they go about it?

It’s not only enjoyable but it’s necessary for us to honor all sides of ourselves. Do it for yourself first because you love it, and then see if you want to make a career out of it. 

You've been very smart and savvy with your business and it's been incredibly profitable. Which is the most important area for business owners to focus their financial energy? Why?

There are endless options for where to focus your financial energy. Invest in anything that you feel helps define you and your brand. 

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?

I do not always feel confident, and that’s okay. Lean into the fear of believing in yourself and your work.

You've achieved phenomenal success but that didn't come without hard work and determination. What’s the biggest challenge you’ve faced and how did you turn it into an opportunity?  

Our challenges can be the best gifts. Lean into them!

Even though you’re a pro, sometimes things don’t always go as planned. How do you work around the worst-case-scenario when it comes true? Can you recall a mistake you made in your career? How did you handle it and turn it into an opportunity? 

I’m the most confident in the areas I have made mistakes in. I’m the type of person who has to do things a few times and realize it’s not working in order to be confident in the way I want to do it. It’s a process. Like I said, challenges are here for us. 

You have an incredibly busy schedule juggling multiple businesses, acting, and raising a family. What are your productivity hacks for getting it all done?

My key to getting it all done is accepting that I cannot get it all done. I do what I can. Balance is a priority for me. I can procrastinate and get behind on work with the best of them. I love working and spending time with my family is just as important, so I do what I can within those boundaries. 

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 in building your brand? 

Hold on to your DNA. Your signature. It’s not easy. It’s a constant challenge. You have to almost be aggressive about it.  

“My key to getting it all done is accepting that I cannot get it all done. I do what I can.”

What traits do you need to succeed as an entrepreneur or a founder in the competitive start-up environment of today? Why? What do you think set you apart from the competition? Why? 

You need to be knowledgeable in all areas of your business. Having help is necessary, of course, but no one will be able to shape your brand like you.  

What advice would you give to young actors who are hoping to break into Hollywood but are feeling overwhelmed by the competition?

Have confidence in your individuality. You are an original. Don’t forget it. 

 Success is such a broad term and it means something different to everyone. How do you define success? What does being successful mean to you?

Success to me is living in creativity and balance. 

VIEW THE FULL CREATE & CULTIVATE 100 ENTERTAINMENT LIST HERE.



Create & Cultivate 100: Entrepreneur: Jaime Schmidt

Jamie Schmidt knows a thing or two about building a successful business.

Case in point: Less than 10 years after launching her eponymous natural skincare line Schmidt’s Naturals from her small kitchen in Portland, Oregon, it was acquired by the personal care powerhouse Unilever in 2017. Schmidt and her company really led the charge for the natural movement around personal care products.

But just because she sold doesn’t mean she has removed her entrepreneurial cap. Quite the contrary. After the phenomenal acquisition, Schmidt turned her attention to launching an inclusive investment firm, Color, which enables and empowers underrepresented female founders. And, more recently, she launched Supermaker, a media platform “that celebrates diverse, independent brands and modern workplace thinking.” Talk about paying it forward!

Here, Schmidt tells Create & Cultivate about deciding to sell Schmidt’s Naturals, navigating the challenges that come with balancing the creative and logistical sides of a business, and supporting women and non-binary founders.

CREATE & CULTIVATE: You are an incredibly successful entrepreneur both in terms of creativity and profitability, but we'd love to know, what does success mean to you?

JAIME SCHMIDT: Success is not something that you either achieve or you don’t. Success is about impact and, at the end of the day, we must decide for ourselves whether our actions have made the difference we aspire to.

When I think about my own life, I understand that I’ve “made it” in the sense that I am in a secure place with achievements that I am proud of. But, I know that I will never be done seeking success. That journey will be ongoing throughout my life.

While growing my brands Schmidt’s Naturals and Supermaker, I focus primarily on what’s right in front of me, taking things one step at a time. Success is feeling inspired every day in the knowledge that I have an impact on the world, no matter the magnitude.

When I see now that Schmidt’s changed an industry by bringing natural, healthy products to the mainstream, it feels like a great success. Today, my passion has evolved to inspire and support other entrepreneurs who are seeking their own interpretation of success. By supporting underrepresented entrepreneurs through my investment fund, Color, and changing the media landscape through my platform, Supermaker, all my businesses are built to enable impact. Rather than defining success for my fellow entrepreneurs, I instead see my value as being their biggest supporter, trusting their vision and supporting them by giving them resources to thrive.

You made the decision to sell your personal care business, Schmidt's Naturals, in 2017. How did you personally handle this big change? What was that process like for you? What advice can you share for others who might be in the same position?

When I sold my brand Schmidt’s Naturals to Unilever just seven years after growing it from my Portland, OR, kitchen into stores like Target, Costco, and Whole Foods, it was one of the most deliberated decisions of my life. While I was approached by many private equity and venture capital firms, plus some of the world’s biggest CPG companies, I knew that Unilever was the best choice, because they were also committed to my original mission of bringing the best natural personal care products to the greatest number of people.

I knew that in partnering with a conglomerate of over 400 brands, Schmidt’s would gain access to greater research and development capabilities, untapped global distribution, a rock-solid supply chain, and troves of consumer insight. While I’m still supporting and am very connected to the brand today, I now have more time to put towards my other causes. 

If you’re in the position of considering an acquisition deal yourself, listen for signs that it could be time for the next chapter. Some might be more literal, like the need for greater capital investment or capabilities. Or, maybe you find yourself daydreaming about your next life phase. When I started Schmidt’s, I never imagined I’d sell it. But by the time the opportunity arose, it was obvious it was the best thing for the company and for me.

“If your heart isn’t in it, walk away. It’s never too late to change your mind, even if it means completely deviating from a career path or business idea that you spent years developing.”

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

If your heart isn’t in it, walk away. It’s never too late to change your mind, even if it means completely deviating from a career path or business idea that you spent years developing. And if that means maintaining a random side gig for financial support to get you to your next stage, that’s okay, too.

Your new company Supermaker is a platform dedicated to celebrating unique businesses and supporting budding entrepreneurs. What motivated you to kickstart this company? Why? And what advice do you have for people launching a business today?

Supermaker is a media company with a conscious agenda focused on celebrating inclusive, disruptive, and independent brands. We are also host to progressive and relevant conversations around work and career development, including issues of political and social significance. Supermaker is committed to changing the homogenous and predictable landscape of business media.

My advice? If you’re launching a business today, know there will be no shortage of competition. To truly succeed, you need to find something that literally sets your soul on fire. Without real passion, you can only go so far.

You also need to be willing to take risks and step outside of your comfort zone. This often means saying yes to opportunities that might seem far fetched. Often times, your success as an entrepreneur is directly related to your tolerance for risk.

For many entrepreneurs, it can be challenging to balance their creativity with the business side. What is your best advice for mixing the two successfully? How did you manage the financials of your business in the early days? Why is this so important? Are there any apps or tips you can recommend?

As an entrepreneur, the struggle to balance it all just comes with the territory. Once your budget allows, you can start to make hires to take on some of the responsibilities you don’t enjoy, but until then you really have to own all of it.

I find it helpful to devote certain days or blocks of time to focus on specific tasks. This way, you can take comfort in knowing that no aspect of the business is being overlooked. It can also give you something to look forward to. For example, if you know that every Wednesday afternoon will be devoted to writing or product development or whatever it might be, you won’t feel so agitated by the less sexy stuff.

Don’t underestimate the importance of keeping your finances in order—the one thing I messed up on in the earliest years was mixing my personal and business money, and it took a lot of work to clean up for accurate bookkeeping.

Your company Supermaker is on a mission to create a better world. How do you create and maintain a company culture that supports that movement? Why is this mission important to you?

Supermaker works with an endless list of consultants, employees, agencies, and talented individuals who are all committed to the greater cause. In keeping these relationships healthy and satisfying for all, we prioritize inclusivity, recognition, and personal growth. We hire outside of our circle of sameness and crave diverse points of view. It’s the only way to learn and grow.

I’m most interested in giving people an open playing field with all the tools they need to succeed. This gives people a great degree of excitement and passion to follow their own “why.” Then, as a founder, it’s my job to mindfully guide that sense of purpose towards the company’s end goal, so we’re all set up to thrive.

My personal “why” all goes back to impact. And when you’re thinking about impact, you can’t forget about those closest to you, your own team.

My belief is that the success of a company is directly tied to the culture it builds.

You have a lot on your plate with Supermaker so we'd love to know, what inspires you? What motivates you to keep going even on your most challenging days? Why?

I have a number of projects and businesses that require my attention. I have six registered companies, actually, on top of those that I invest in. Yes, you could say my plate is full! I love being busy and pulled in many directions. I stay driven and inspired by reminding myself that I am here because I chose to be. I wanted this.

Before becoming an entrepreneur, I spent many years soul searching and trying to find fulfillment in my work. In building my own businesses, I’ve finally found my purpose.

What do you wish people knew about being an entrepreneur that you didn't?

Mistakes are just research and development. They aren’t a sign that you are failing or that you don’t know what you are doing. Every “setback” is actually a stepping stone towards better understanding yourself and your business.

“Mistakes are just research and development. They aren’t a sign that you are failing or that you don’t know what you are doing.”

What is the best advice you’ve received? Or your favorite piece of #realtalk?

Trust your gut and follow your heart. When faced with a big decision, pay attention to how your mind and your body are responding to the idea—that will tell you everything you need to know.

You started an investment fund dedicated to supporting women and non-binary founders. What do you look for when choosing companies to invest in? Why?

My investment fund Color was created, alongside my husband and business partner Chris Cantino, because we noted a lack of transparency, diversity, and social mission amongst institutional VC’s and private equity firms. We believe that even small investment companies can make a big impact by investing directly in companies founded by diverse, underrepresented entrepreneurs.

Color invests in early-stage companies—typically seed to series A—and specializes in the consumer product industry, retail and direct to consumer marketing, brand positioning, and growth strategy.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 ENTREPRENEUR LIST HERE.

Create & Cultivate 100: Find New Roads: June Diane Raphael

The word multihyphenate gets thrown around a lot these days but if we had to provide a true example to define the term, June Diane Raphael would be our pick. She clearly doesn’t pay attention to outdated rule books and definitely doesn’t believe in staying in your lane. Let’s take a look at some of her titles—actor (no doubt you recognize her from her roles on “Grace & Frankie,” “Curb Your Enthusiasm,” and “New Girl” and she has lent her voice to animated comedies “American Dad!” and “Big Mouth”), writer, comedian, and podcaster (she’s the co-host of How Did This Get Made pod), just to name a few.

And more recently Raphael added entrepreneur to that list as the co-founder of The Jane Club. The inclusive co-working space is geared toward mothers—it’s aptly (and cheekily) deemed the "the mother of all workspaces" on the club’s Instagram profile—and they’re on a mission to rewrite the rules between women and work. Beyond a (staggeringly beautiful) workspace, the club also offers full-time childcare and amenities like gym space, car washes, and wellness exams.

But as if that wasn’t enough, she also co-authored a book last year with Kate Black titled Represent: The Woman’s Guide to Running for Office & Changing the World to inspire women to run for office. Yes, Raphael really walks the talk.

Ahead, she explains how entertainment prepared her becoming an entrepreneur, her tried-and-true advice for women who haven’t found their passion yet, and why she firmly believes that failure is vastly underrated.

CREATE & CULTIVATE: You have been a successful actress, comedian, author, and now you’ve added founder to the list by creating The Jane Club, a community workspace for women that offers on-site childcare. Where did the inspiration for The Jane Club come from? What has the founder experience taught you? Was it harder or easier than you expected?

JUNE DIANE RAPHAEL: I had been incredibly frustrated with the conversation around "women having it all" and the focus on how one woman balances her work and home life. I found that the conversation was just that... words. I was craving infrastructure that actually supported that idea. Real spaces that were built with the fullness of women's lives in mind. That desire to acknowledge and honor all of the work women do (inside and outside their homes, paid and unpaid) inspired The Jane Club. I've learned so very much from founding The Jane Club. How to ask for what I need, from money to emotional support to introductions. I've become a lot better at simply making these asks. I've also learned how difficult it is for women to raise money. And also, how the starting line for me is set much further ahead (because of my race, access to education, networks of wealth, etc.) than it is for other people. It has been a much harder experience than I expected but also much more rewarding than I could have ever dreamed.

“Fail. Fail again. Fail harder! We can be so obsessed with ‘success,’ and, specifically for women, I think it’s very easy to fall into a pattern of ‘being good’ and ‘being right.’”

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

I've had many major career disappointments and failures along the way. Still running into them every day! I'm not super intentional about switching gears and changing paths, I just try to follow whatever it is that I'm interested in and passionate about. I have found that following those instincts (although it doesn't always lead to success!) leads to me feeling joyful.

What is the biggest work challenge you’ve faced? What did you learn from it? What's a mistake you made and what did you learn from it? How did you turn it into an opportunity?

One of the biggest professional challenges I faced was when "Ass Backwards," the movie I was starring in and had co-written with Casey Wilson, shut down with five production days left. We spent the next two years raising money to complete our unfinished film. No small task! We then completed the movie and it was accepted into the Sundance Film Festival that year. I made so many mistakes making the movie, but the main one was not asking more questions about how the movie was being financed. Not asking more questions in general. I learned so much about perseverance and commitment and simply pushing the ball down the court every single day to complete a project.

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

Don't be afraid of trying something and failing. Failure is underrated! It's in the big drops in life that we find out what we are really made of.

You spent many years working as an actress and comedian. How has this background shaped the way you work at The Jane Club? What lessons or skills from the entertainment have transferred over and helped you?

So many skills have transferred over! I love telling stories as an actress and I also love telling the story of The Jane Club, how the women in my life came together to finance our incubator space and get us started. How women in our space don't have to choose between taking care of small children and pursuing their professional dreams. How much change we would see in our culture if we truly valued the work of care-taking. As an actress and comedian, I'm also very comfortable with risking humiliation and working without a net. Two skills that I think are so valuable when starting a business!

You recently co-wrote the book Represent: A Woman's Guide to Running for Office And Changing the World that offers step-by-step instructions and a workbook to help women run for office. What inspired this book? Why did you feel it needed to be written? What do you hope readers will get from your book?

I was feeling incredibly hopeless after the 2016 election. I felt hopeless and humiliated and angry. But that anger soon turned (like it did for so many women!) to motivation, and I started asking myself if I should run for office. If Donald Trump could do it, then wasn't I just as qualified? I started doing some light Googlin' and realized there was not a comprehensive, accessible guide on how to do just that. So I set out to write one! I think the book is so vital because so many of us think of civic engagement as mysterious and best left to others (read OLDER, WEALTHY WHITE MEN) to do. We don't think of ourselves. I'm hoping that every woman who reads this book will consider themselves as a qualified candidate who is ready to run for office. Because they are.

You've established yourself as an activist and advocate for women. What do you hope to show women and the world? What changes would you like to see?

My hope for the future is that women are making decisions that directly affect their bodies, their children's future, and the planet they live on.

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

Ah, there are so many books I'd recommend. My current demand is that everyone read Thick by Tressie McMillan Cottom. She is one of the greatest intellectuals we have right now and her thoughts on race/beauty/gender/politics are challenging so much of what I've thought to be true. In the very best of ways. 

You've worn so many hats over your career—what is your best advice for women looking to make a career shift or branch into a new venture?

Fail. Fail again. Fail harder! We can be so obsessed with "success" and specifically for women I think it's very easy to fall into a pattern of "being good" and "being right." I'm really inspired and interested in women taking big bold swings and failing in big, bold ways. The other piece of advice I'd offer is to turn to your village of women and ask. Ask for advice, for money, for support, for a half-hour coffee. Women are so communal by nature, and I'm constantly amazed at what we are willing to do for each other.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 FIND NEW ROADS LIST HERE.

Create & Cultivate 100: Small Business: Alexis Andra

Alexis Andra is the first to admit that running a business isn’t as glamorous as it appears on the ‘gram. And the irony isn’t lost on us. As the founder of The Shift Creative, a custom art installation, event design, and product styling company, Andra knows a thing or two about curating an exceedingly Instagrammable moment.

So, we asked the successful entrepreneur to pull back the filter for a second (the Instagram filter, that is) and fills us in on how she successfully turned her creativity into a profitable business. Ahead, she shares all the nitty-gritty details, including the biggest mistakes she’s made along the way, the tools she swears by for staying on top of her business financials, and the hardest decision she’s ever had to make professionally.

CREATE & CULTIVATE: The Shift Creative is an art installation and product styling company that specializes in large-scale art for conferences, events, and storefronts. How did you turn your creativity into a profitable business? What is the secret to taking the leap and making your dream career happen?

ALEXIS ANDRA: There’s no magic key. Work hard, seize opportunities, and be great to work with. Here’s the deal, it doesn’t matter how many followers you have or how talented you might be: If you lack character, no one is going to want to work with you.

In an interview, you mentioned that, at the beginning of The Shift Creative, you started contacting people you knew and organized photoshoots. From there, you started to submit to larger blog platforms and noted that social media was also a big part of growing the business. Can you talk us through that process? Would you recommend it now? And what was your social media strategy? How did it grow your business? What advice do you have for other founders who want to grow their brand organically as you have?

When I started my company, I had no idea what I was doing. Heck, I didn’t even think it would be a company. I started by utilizing what little I did know, and who I knew. I reached out to friends who were graphic designers, models, hair and makeup artists, and so on. I straight called on those I knew and said, “Hey, I’m starting a blog I think we could create some really cool stuff together. You in?” Start with what you know. You might have more resources than you think! I started creating content I loved, submitting it to large blog platforms, and they got ACCEPTED! So, I kept doing it. The more you’re known the more possibilities you have in being hired! Seems like a no brainer right?!

It’s really from my early days of styling shoots and collaborating with others that my following grew. Instagram is essentially my portfolio. It reveals my past and current work, who I’ve worked for, and gives some insight into my personality. I’ve shared a lot of personal aspects on my feed. While I know a lot of companies don’t mix their business with their personal life, I have become the face of my company. People can relate to my stories, to my pain, and can celebrate with me in my successes. I always say that people don’t just invest in your business; they invest in you. Use social media in a way that helps others. Use your story. Use your talent. People are attracted to relatable, not perfect.

“The people you look up to started off with no followers. They started off with no clients. They started off just like you. But, they started.”

Starting a new business is never easy—what have been some of the biggest lessons you’ve learned along the way and what have they taught you?

Don’t take shortcuts. Do the hard work upfront. If you get lazy or overwhelmed by the onslaught of work it’ll only be harder to do things the right way after the fact!

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

Comparison, failure, and self-doubt will always rear their ugly heads in business. When I find myself going down that rabbit hole, I think about the opportunities I’ve had, the company I’ve built, and the people I’ve impacted. So often we lose track of our own success because our eyes are too busy looking at others. I focus on the success of The Shift Creative and how I’m going to continue to challenge myself creatively.

You've achieved so much success, but what do you wish you could go back and tell yourself when you were first starting out? Why?

Being in this industry, you either won’t get taken seriously or you will be deemed superficial—or both. Remember, God has your reputation.

When you're a small business 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?

You have to execute at the caliber of your ideal client. I remember when I was first starting out, I would get frustrated that potential clients would ask me to execute champagne-level work on a beer budget, ya feel? I started to create pieces that I really liked just for me and that I wanted to be known for, and eventually, it targeted the right client (i.e the one with the larger budget). If you don’t believe in your work, your client won’t either. You have to answer why they need your services. What can you do for them? Not only why they should invest in your services but why they need too!

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

I seriously just use Quickbooks as my main business tool! I utilize payroll, run profit/loss reports, and pay taxes through it!

From the outside (and social media), you run a very successful business, but the reality is “not all that glitters is gold.” What is it really like to run a small business? And what is your definition of success?

Running a business is not as glamorous as it appears on the ‘gram! Most days, I’m on my computer preparing quotes, brainstorming ideas, taking conference calls, designing (and then revising), and managing my team (and that has its own difficulties). PLUS, being a wife and mom of two! Someone hand me a coffee! Some days, I don’t feel motivated to create and I get discouraged. Other days, I thrive off my work but feel conflicted in my family life as I miss field trips on install days. Each day, I aim to do the best I can.

“Success” is tricky, isn’t it? You achieve a goal, and there’s another one right behind it. You make (x) amount and all of a sudden it needs to be more. You’ve worked with so-and-so, but there’s someone cooler right around the corner. If I chase after that meaning of success, I will be chasing it forever, unsatisfied, discouraged, and discontent. I ask everyone that comes on my podcast, It’s Not What It Seems, how they define success, and I love hearing their answers. So, here’s mine.

Success to me is a bike ride with my family after a week where I’ve worked hard and done my best. It’s family movie nights with pizza after my team and I have pulled off another big and crazy install. It’s working hard in my marriage, overcoming obstacles, and persevering even when we’ve wanted to quit (BTW, did I mention we work together?!). Above it all, success is having my faith be the cornerstone of every aspect. My work. My relationships. My business. Without that, I’m just chasing the wind.

“Don’t take shortcuts. Do the hard work upfront.”

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

Choosing to let go of someone on my team was really hard. It came at a very busy time for Shift. I had to ask myself if I wanted this person to stay in that role that I knew was the wrong fit, or let that person move on, but be short-staffed. I chose the latter. Sometimes, you have to do what’s best for your team even if the timing seems chaotic.

What advice would you give to young entrepreneurs who have an idea but don’t know where to start to execute it?

Seek wisdom from those who have gone before you. Ask those who you look up too! Email them. DM then. No answer? Do it again. What’s the worst that can happen? They don’t respond? But what if they do? Sounds like a risk worth taking! Collaborate with others in your industry. The people you look up too started off with no followers. They started off with no clients. They started off just like you. But, they started.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 SMALL BUSINESS LIST HERE.

Create & Cultivate 100: Health & Wellness: Kirsty Godso

She’s famous for her hot sauce burpees and avocado obsession, but Kirsty Godso is so much more than fitness’ latest It girl. The New Zealand native has motivated thousands to incorporate movement into their lives as a Nike Master Trainer but her journey there is just as inspirational. She was teaching HIIT classes at her local gym when Nike recruited her on the spot and started recording her for their app and incorporating her into their workout schedule around the world.

And if you’re one of the 178,000 people who follow her on Instagram, then you’ll know this is a girl who never hits snooze. In fact, she starts the day with a cold shower. Disciplined is an understatement. Read on to learn more about this fitness icon, how she’s cultivated a global community, and how she always comes back to her “why” when she comes up against life’s hurdles.

CREATE & CULTIVATE: You grew up in New Zealand and always dreamed of working for Nike. How did you become a Master Trainer with them in NYC? What drew you to this career path?

KIRSTY GODSO: Nike actually found me in NZ when I was teaching HIIT classes at my local gym. It was such a shock because at the time Instagram wasn't really a thing and I'd also never heard of Nike trainers. I started out looking after NZ and Australia for them then became a Master Trainer in 2014 and started to travel to the U.S. more for my role. By 2015 I was traveling basically non stop on the Nike Training Club Tour and filming for the Training app as well as being in most of their training shoots. In 2016 I made the move to the U.S. and have been based in New York for Nike and love it!

After graduating with a double business degree I was drawn to fitness because I personally loved it so much and relied on it in many ways to feel good. Fitness always gets spoken of aesthetically but it’s really the way it makes you feel that is so powerful. I wanted to be part of a movement that could change the way that people viewed and experienced training. In the early stages of my teaching career, I was working full time as a brand manager for a fitness company which was such a nice synergy to work on both sides of it. It got to a point where I was traveling so much I had to focus on training full time and everything that came with that. It's been the most wonderful journey and nothing makes me happier than seeing people showing up for themselves in the gym, in outdoor workouts, at any moment really but just with an appreciation for their body.

Through your work with Nike, you've built an impressive community that aligns with your fitness values. How do you cultivate that loyal following on social media? Why do you think people gravitate to your method and style?

I'm very true to what I believe in and I like to share that information or any findings with my followers. Ultimately I want everyone to feel better so I do my best to always offer a mix of education, motivation and obviously sneakers, haha. I'm grateful that people who follow me understand and appreciate my strange sense of humor, love of avocados, and cats. I always say that life is a team sport and I'm just so thankful we can all be in it together.

The health/wellness/fitness industry is incredibly saturated. What advice do you have for people who want to build a personal brand like you? How do you stand out in a sea of competition?

Be yourself! Don't try and be a version of someone else (even if it's someone that inspires you). You have to find your own angle. If you're always confidently coming from a place that is so true to you, your passion and authenticity will keep you going through any fatigue, challenges, and setbacks. Have a strong internal GPS so you don't get lost or overwhelmed because like anything there will always be temporary temptations that try and distract you from your vision. If you want people to believe in you, you must believe in yourself—I think that's the best starting point.

“If you want people to believe in you, you must believe in yourself.”

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

I always come back to my “why.” This usually helps clear things up pretty quickly because often the problem contains the solution we just have to slow down and assess the situation without emotion involved.

Your Instagram makes your job look really glamorous but the reality is very different. What do you wish more people knew about your job? What are the biggest misconceptions?

It really does! Honestly, I'm so grateful for all the jobs and travel I get to do but it is exhausting and takes a big toll on the body. Flying and just airports, in general, are awful and happen way too frequently in my schedule so I do my best to stay healthy throughout it all. It can be lonely traveling by yourself all the time so I am good at staying connected with my friends and family through FaceTime and social media—even a quick convo with a loved one always helps.

I workout way less than people expect, haha. My workout is the last priority most of the time because there are so many other people to train, jobs to be at, etc. so that's something I've been changing recently because it was making me really sad and I was losing the connection with my “why.” Training is my happiest time of day and I always want to be my best self for others so it's actually a necessity that I prioritize my wellbeing also (please remind me of this in 2020 if you catch me slipping, haha).

It's important to talk about life beyond the filter, the good with the bad. What's a mistake you made in your career and what did you learn from it? How did you turn it into an opportunity?

I spent a lot of time looking backward at a work situation that hurt me and feeling so upset about it even though it was such a necessary event to push me forward to where I am. Once I conquered why it affected me, I started to control the emotion around it and saw everything as a blessing and rather a guide in the right direction not a turn for the worse.

What’s a piece of advice you’d give to women starting out in your field? Why?

Always keep learning—you can never know enough! The body is so fascinating and that's something to always be humbled by. Be part of something bigger than yourself—a community is so important in this industry.

“Often the problem contains the solution, we just have to slow down and assess the situation without emotion involved.”

On top of your work as a Nike Master Trainer, you also launched your own whey protein Made Of. What has your experience as an entrepreneur taught you? Was it harder/easier?

Having my own business has been my greatest joy (and challenge) over the last 18 months. I am so proud and excited by Made Of that honestly any of the business challenges that come along are greeted with different energy because it's my own business—you have to figure it out! The product stems from a need to encourage people to care more about what they put in their body so it's been so beautiful to watch it grow and see people evolve with their relationship with food and mindfulness about how they fuel themselves. We are a small business but we care a lot and I think that's what has helped us carve our way in a big market.

You're always sharing inspiring books on Instagram—What is the #1 book you always recommend

Relentless: From Good to Great to Unstoppable by Tim Grover.

VIEW THE FULL CREATE & CULTIVATE 100 HEALTH & WELLNESS LIST HERE.



Create & Cultivate 100: Beauty: Priscilla Ono

If there’s one person whose job title instantly incites pangs of envy, it’s Priscilla Ono. As a global makeup artist for Fenty Beauty, Ono works with one of the most innovative partners in beauty, Rihanna, at one of the top brands in the industry.

And, as if that wasn’t enough, Ono has also developed her own makeup course, drawing on her experience working at Sephora and Fenty Beauty, and she’s created a plus-size clothing line in collaboration with Eloquii. (Honestly, when does she sleep?)

Here, Ono tells C&C what it’s like to work with Rihana at one of the fastest-growing beauty brands on the market, her mission to create “beauty for all,” and the beloved books every aspiring makeup artist should invest in, stat. 

CREATE & CULTIVATE: You are a global makeup artist for Fenty Beauty. How has your professional background prepared you for this defining moment in your career? Can you tell us about your role and what a day in the life looks like?

PRISCILLA ONO: I think it was more of my personal background story that prepared me most to be a Fenty Beauty global makeup artist, rather than a particular professional moment. I started out in the beauty world doing makeup on the set of music videos with my (now) husband, which ultimately led me to assist a makeup artist who was scheduled to work for Rihanna’s “S&M” music video. I ended up doing the makeup on set and when Rihanna saw me she was incredibly complimentary and ultimately asked me to be an extra in the video! That’s how we first met. 

Being raised by first-generation Mexican immigrants in L.A., “makeup artist” wasn’t necessarily the most obvious (or approved) career choice—they had wanted me to go into the medical or law fields. But I followed my passion and always pushed myself to be the best and work with the best—to make my grandmother proud. Hard work was always instilled in me growing up. My grandparents would say, “You have to work extra hard because you are Latina, and people won’t always give you the chance. You’ll have to prove yourself more.” So, I’ve always had tunnel vision when it comes to my work—I wouldn’t let any negativity or discrimination hold me back. I’ve always wanted to let my work speak for itself. Believing in myself, working hard, and celebrating diversity is what prepared me best for this position—especially because it’s something that Rihanna and Fenty Beauty also so strongly believe in.

One of the things I love about being a Fenty Beauty global makeup artist is that it’s definitely an eclectic role. No day is really the same as the next. I get to travel the world representing Fenty Beauty—educating cast members at our retail partners, contributing to product development, shooting videos for social media and campaigns, attending press events, or doing Rihanna’s makeup for a red carpet. I love that one week I’ll be in Asia for a Beauty Talk class with Rihanna and the next I’ll be in San Francisco in the office testing out new products and finessing shades. It’s always exciting and new with Rihanna.

What is it like to work with one of the most innovative beauty partners, Rihanna? What have you learned from her since working at Fenty Beauty? What is her greatest piece of advice?

Rihanna is such a fearless leader and it’s incredibly rewarding and inspiring to work for her. She’s a secret makeup artist in her own right, with such unique perspectives on beauty and how to create looks and accentuate features. I love that she believes in “beauty for all” and that makeup should be there for people to have fun with and to express themselves. She really celebrates everyone with her makeup line and I love that. It really resonates with me. She is so creative and free, she is like a chameleon and can pull off so many looks. Her fearlessness and confidence are so refreshing and the best advice she could offer.

“I’ve always had tunnel vision when it comes to my work—I wouldn’t let any negativity or discrimination hold me back.”

The beauty industry has changed so much, even in the last year, and Fenty Beauty is really leading the charge. What are your hopes for the beauty industry in the future? Where would you like to see change? And how are you influencing that at Fenty Beauty?

I think Fenty Beauty has started a great new chapter when it comes to representation in beauty. It’s amazing to be a part of the movement that’s prompting so many brands to showcase all the different skin tones and features so that everyone can feel included. We definitely make sure that’s at the forefront of all that we do at Fenty Beauty—whether it’s creating universal shades, or offering formulas that work for different skin types, or creating video tutorials on a variety of skin tones. I hope the industry just continues to build on this momentum.

I hope that the industry also continues to innovate in the future—I would love to see products that allow you to do fewer steps because time is precious!

What do you wish your younger self knew when you were first starting out in the beauty industry? Why? What characteristics make you successful in this industry?

Be patient. Practice makes perfect. It took me 15 years to get where I am.

On top of your Fenty Beauty role, you love to teach and have even developed your own makeup courses. Why did you take this educational path? How did you discover your passion for teaching? What advice do you have for someone who wants to pursue teaching too?

I got into teaching because I really wanted to inspire others, particularly Latina women, with what I had learned over the years. Makeup is part instinct and part practice. I had experience from working at Sephora for three years, which helped shape my artistry, as well as helped me in becoming an educator. I also assisted professional artists which really helped me understand how to work on major sets. To set yourself apart in this industry, you need to be more than just good at makeup. It’s about adaptability, common sense, problem-solving, that really gets you to the top. So, yes, I teach skill and technique, but more importantly, I teach was set etiquette really is.

You also created a plus-size clothing line in collaboration with Eloquii. Why did you decide to move into the fashion space and develop this line? What did you learn through the process?

I’ve always been really attuned to fashion trends because I use it often as inspiration as a makeup artist. I’ve been plus size my whole life and have always struggled with finding clothes that are fashion-forward. Because of that, I always wished I could just create my own! Eloquii, though, is one of the few brands that actually is fashionable for plus-size and it was a really natural partnership because I was already a fan and existing client.

You are obviously a multi-hyphenate with so many careers happening simultaneously. What is your best work hack for getting everything done? Tell us your productivity secrets!

Oh man, this one’s tough! When you have so much going on, it’s important to just absolutely love everything you do—it makes it so much easier to digest. There’s no real secret to getting it all done, but I like to promise myself a nice vacation periodically as a light at the end of the tunnel.

You are one of our favorite people to follow on social media, so we'd love to know: What is the secret to growing a community like yours? 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?

Try to be aesthetically pleasing. Make sure your posts are crisp and clear and pleasing to see.

Make sure your posts are remarkable. Don’t post anything boring or repetitive. Quality over quantity. You should always ask yourself, “What would I want to see,” or, “What stops me in my scrolling tracks?” 

Don’t compare yourself to others, you have to set yourself apart and be unique. People want to be inspired by something new and fresh.

Social media always shows the highlight reel, but we know that this is not a depiction of reality. What's a mistake you made in your career and what did you learn from it? How did you turn it into an opportunity?

When I first started doing makeup, I tried to please a client by implementing a technique that I didn’t usually do to create a look that they wanted. Since this wasn’t something I did regularly, I failed miserably when I did it. The client was upset with the end result, and so was I. I learned that instead of trying to do something that you’re not used to or experienced enough at, it’s important to communicate to your clients and instill trust in them that your own techniques and aesthetic will prove more successful. Don’t try to be someone other than who you are. I’ve carried this experience throughout my whole career and it’s served me well.

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

Another tough one! I am deeply obsessed with my industry and even on down days I do research and make mood boards to lift me back up. I also find that when I have time off, I really “turn off”—I find that I end up missing work and wanting to get back into the routine as soon as possible and get my creative brain going again.

“If you try and compare yourself and have a competition with your peers, you’re setting yourself up for a big letdown.”

Fenty Beauty is a unique and diverse brand. What has been the best part of working for Fenty Beauty? What is something about Fenty Beauty you would like to change?

It’s been such an amazing experience. I’ve always wanted to work with a brand that prioritizes diversity. I’ve been a makeup artist for 15 years and it was a struggle for many years to carry the right products in the right tones I needed in my kit. I always had to mix pigments. I’m so proud that Fenty Beauty has set the tone for everyone to see that this is so necessary and overdue. I wouldn’t change a thing!

There is so much competition in your industry. How do you set yourself apart from other major players in the industry? What is your advice for others reading this who want to achieve your success?

I don’t compare myself to others in my industry. I have realized over the years that if you try and compare yourself and have a competition with your peers, you’re setting yourself up for a big letdown. You have to always be yourself and do what drives you, do what inspires you, not just follow the latest trend that another makeup artist is succeeding at. Everyone has a different style and that’s what will make you stand out—you have to be remarkable in your style of creativity—and that has to be different from the others.  

How do you define beauty? What makes you feel beautiful?

Beauty is pure CONFIDENCE! I, personally, feel my most confident in a full face of my favorite skincare and makeup. I’m not sure if it’s because I personally researched, chose, and applied the best products for myself, but it’s just incredibly rewarding and confidence-boosting to see the end result—it’s like, “yeah, I just did that.”

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

I love all of the Kevyn Aucoin books! When I was growing up as an aspiring makeup artist, we didn’t have social media or the internet for makeup inspo. Kevyn Aucoin was way ahead of his time when it came to artistry and being a celeb makeup artist. His makeup looks are timeless and his background and story are so inspiring. Any aspiring makeup artist should invest in reading them.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 BEAUTY LIST HERE.

Create & Cultivate 100: Fashion: Karla Welch

One look at Karla Welch’s client list and you could be forgiven for thinking it was an IMDB cast list of a must-watch movie. Sarah Paulson, Ruth Negga, Elizabeth Moss, Tracee Ellis Ross, Busy Philipps, and Olivia Wilde (who is always serving lewks) are all among the A-listers who turn to Welch for style advice. Karlie Kloss and Anita Hill are also on that list, ICYWW, and then there’s Justin Beiber.

Yes, Welch has been responsible for helping Beiber put together his most “authentic” outfits. He told The Cut, “She knows my taste so well and is always introducing me to new brands and styles. She is very collaborative.” Authenticity is Welch’s M.O. From her fashion choices to her activism, Welch boldly goes where no stylist has gone before and both her clients and her fans (she has over 250K Instagram followers) stan. In fact, her IG bio lists her titles as “Stylist / Creative / Freedom Fighter”—Welch doesn’t mince words when it comes to causes she cares about.

It’s one of the main reasons she launched her own brand, X Karla: to fuse fashion with philanthropy to ignite social change. She has collaborated with brands like Hanes, Stripes, Meta, and Levi’s, the latter who made donations with every purchase to Everytown for Gun Safety Support Fund. Now, she’s on a mission to democratize styling with her new app, Wishi.

It’s no wonder she’s been hailed one of the industry's most powerful stylists by The Hollywood Reporter and The New York Times. Ahead, we chat with Welch about Wishi and her mission to put a stylist in everyone’s pocket, the mantra that’s helped her find new roads and switch gears when she hits bumps or hurdles, and the #1 piece of advice she’d give to any aspiring stylist.

CREATE & CULTIVATE: You recently launched your app Wishi—congrats! Why did you decide to start a tech venture? What have you learned from entering the tech industry? What is your mission/vision for the app?

KARLA WELCH: To bring my process to everyone, at an affordable price. Getting dressed should never be stressful! Tech is interesting. I am very intuition-based, but tech has really made me focus on the data. It’s fun to flex that side of the brain.

You've been known for your ability to help clients make a career shift simply through their style choices. How do you do that? What's the secret? How can we do that at home too?

That’s sort of exactly what my goal with Wishi is: giving everyone their best style!

You've had your own career pivots before moving into fashion, by chance, when you started working on your husband's photoshoots (including the original iPod campaigns) and, with a whole lot of drive and passion, you made your own unique career and POV as a stylist. What advice do you have for someone trying to shift in a new career direction? What are some of the biggest lessons learned in those early years? How did it form you into the stylist you are today?

Work harder than you even think possible.

“Failure is part of every path and every story. Don’t be afraid of it.”

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

I just don’t stop. Failure is part of every path and every story. Don’t be afraid of it.

The actress Judy Greer, who has been your client for a decade, told Naomi Fry for a feature in The New Yorker that you are the most self-confident woman she's ever met. 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?

Ha, well that’s Judy’s perspective. Haha, well, I feel confident in my skills so I guess that helps!

You work with some huge celeb clients and you're known for your ability to highlight the individuality of each client or, as The New Yorker article puts it, you work hard to make your clients look like themselves. How do you make sure a client’s personality shines through? How important are your relationships with them in creating those looks? How did you develop your own style?

I really just want to make sure I’m bringing out the best of each client. Again, to bring it back to the Wishi, it’s about the client (you) versus me. Although, there is def a bit of me in all my girls.

 You also sell your own line, x karla—why did you decide to launch your own brand? What is the design process like? What have been some of the biggest challenges in launching your own business? How do you manage that alongside your celebrity styling business?

Barely! Manage, that is. Well, I just wanted to do different things. It’s crazy trying to manage production and teams and ideas, but here we are doing it!

The industry has changed so much since you started. What do you wish you could go back and tell yourself when you were first starting out? Why?

Hmm, I don’t really look back!

You're a vocal activist on Instagram. Why have you decided to make your feed a platform for change as well as a place for fashion inspiration? What advice can you give others who want to make a difference?

It’s just who I am. IG is a language, and that’s my place to share what I do and who I am and what I believe in. I’ve never been so superficial as to only show work.

“Work harder than you even think possible.”

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

90% is still an A.

Being a celebrity stylist is incredibly competitive. What’s a piece of advice you’d give to women starting out in your field? Why?

Assist someone. And be there to be an assistant and learn, not to try and make it about yourself. Do the time.

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

The War of Art, Catching the Big Fish, and Just Kids—because they are all perfect.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 FASHION LIST HERE.

Create & Cultivate 100: Food: Natasha Case & Freya Estreller

It’s hard to imagine that Natasha Case and Freya Estreller started Coolhaus out of a beat-up postal van. Since its humble beginnings in 2009, the Los Angeles-based ice cream brand has grown into a formidable franchise with a fleet of ice cream trucks, two scoop shops, and premium placement on the shelves of over 7,500 grocery stores from Whole Foods to Safeway.  

The women-owned (and women-run) food brand has successfully disrupted the freezer aisle with their “farchitecture” ice cream and the side hustle is paying off—literally. In 2018, Coolhaus had gross revenues of $11 million—raise your hand if that figure inspires you to get started on your own passion project—and has garnered a cult following that includes celebrity fans (Cindy Crawford was once an ambassador for the brand).

Ahead, Case shares how she and her partner built Coolhaus from the ground up, including the moment she knew they had a brilliant business idea on their hands and how they come up with the brand’s most innovative flavors (think street cart churro dough, buttered French toast, and balsamic fig and mascarpone).

CREATE & CULTIVATE: Did you ever dream your brand would reach this level of success and popularity? What has been the greatest memory from this journey so far?

NATASHA CASE: When we started out, we did have a very big idea and a very big vision, but it was relatively abstract and we didn’t have the pieces to put it all together specifically. Now we definitely do, and it’s a matter of execution. 

I’m lucky that I have so, so many great memories of running and growing this business, but if I would have to choose it would be an even tie between catering the Obama’s last Fourth of July party at the White House, raising $100k for No Kid Hungry charity by offering up one hour of a ice cream truck catering from one of our Coolhaus trucks, judging Chopped and Top Chef Jr. (the kids were too cute!), and I’ve loved public speaking like our TedX talk and keynoting for Martha Stewart!

The Coolhaus brand has been titled “farchitecture," which is a delicious fusion of food and architecture. How did you come up with this concept? Why do you think this innovation sets you apart from other companies?

I came up with this concept because I was searching for a way to make architecture fun and accessible, and in design school, I discovered food as an incredible way to do that. I fell in love with the way food brings people together, how it creates memories, how we let our guard down and around a great meal... how this form of hospitality, per se, could build a bridge to design. I found a ton of white space around the intersection of food and architecture and knew that these were two passions where I had endless curiosity and even more passion for the combination. I think this innovation sets us apart because firstly, it’s a broader philosophy of how to approach building a culture, defining a brand, and making a product. 

For example, everything that we’ve done with Coolhaus is thoughtfully crafted in its design and build, and everything has a deep and authentic aesthetic touch. It speaks to: "What does a brand look like when its founder and CEO is an architect?" Also, because, by definition, we are innovative in merging food and design, this makes the progressive and out-of-the-box thinking infiltrate everything we do whether that’s elevating ice cream and ice cream novelties (sandwich) or who knows soon enough, reinventing a whole new category… it gives us a deep core philosophy that we can scale beyond the typical brand or product.

“When you are a true CEO, you are driving your own dream but you think of the company as a place for all of your employees to accomplish their dreams as well.”

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

In order to do this business and to be a successful entrepreneur, you always have to be recognizing new opportunities and new directions for you and your company to evolve. The entrepreneur who is very dialed into this will always push the boundaries and bring the biggest achievements. You have to know that the hurdles are necessary and defined in terms of making the tough decisions that are going to get you ultimately put you above the pack. What is going to define you as an entrepreneur is more the challenges and failures and how you react to them than the wins. The challenges bring out the opportunity to go deeper and reinvent, so I approach them with an open mind and excitement and rather than as "problems."

Growing a company can be tricky when you are used to doing everything yourself and now have to delegate and relinquish control. What is your advice to other entrepreneurs who are feeling these growing pains? What are the three traits you look for when hiring?

The delegation is super exciting because it really allows you to specialize and dig deeper into your passion. Ask yourself what got you here in the first place (sounds like a mushroom trip, I know). The goal is to really spend your day aligning your vision and creativity with your energy on executing that element of the brand. Nobody can be the top-performer in all aspects of the business, and when you grow enough to have an incredible luxury, the gift, to bring other experts to the team—it’s all excitement for me. It’s time for you to learn from them and it’s going to make you so much better at what you do as well. 

I personally feel very comfortable with the delegation, and I love to guide my team, but then see what they accomplish and where they can be most creative. I think when you are a true CEO, you are driving your own dream but you think of the company as a place for all of your employees to accomplish their dreams as well and how can you set them up to do that best. Three qualities I look for when hiring are a willingness to collaborate, unique ideas with self-motivation, and ideally, a passion for food or at least consumer products.

We love that Coolhaus embraces being a certified women-owned business. Why is this important to you? What advice would you give a woman at the beginning of her career?

This is important to me on so many levels. One, we have a lot of work to do in terms of building equal opportunity at the top and as creators. So, I believe in leading by example for my generation and the next ones to come. But on another level, it impacts everything we do. For example, how we run our culture: we are not just about a female CEO, but about women leaders throughout the company and embracing gender equality in how we treat each other. And I believe that women thrive in a collaborative environment, are very in touch with emotion and feeling, which is great for the consumer business. I have found many women are very thoughtful and detail-oriented. So that influences how we go about our innovation and product creation. 

Also, consumers today look for the story behind a brand, so the women-owned/women-founded and -led gives them a way to understand what we’re about with a simple message. The advice I would give to a woman at the beginning of her career is to think really big and not approach business as something you have to do all on your own.

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

A mistake we made was our packaging when we were doing a three-store test with them. We didn’t have the dollars or experience to really create a proper visual that would thrive in a grocery store setting. We were much more used to three-dimensional branding that could happen with our trucks. However, I’m really glad we started small with a three-store test at Whole Foods because it allowed us to build, measure, and learn from that initial prototype and then pivot very quickly to quite a different design that made a lot more sense for what we’re trying to accomplish in the grocery store. It’s so important to just put an idea out there, then be willing to listen to feedback and evolve.

What drives your passion for your product? How do you come up with the innovative flavors?

A huge part of the passion for the product for me is how meaningful it is to bring joy to people's lives. It’s such an incredible, vital element of our existence, and it’s such an honor to play that role in people's lives. Coolhaus is all about joy and joy through indulgence, and I treasure that. I also love running the innovation side of our business because the work is truly "soup to nuts:" from coming up with an idea for a product or flavor, developing it, tasting it (hardest part of the job, of course), and then developing the visual, the story behind it, how we communicate that to a consumer. There are so many layers to it, and I have an endless curiosity for it. 

As far as behind the curtain in terms of how we build flavors, I would say it’s a function of right- and left-brain: there’s one side where we look at the data in the marketplace and find opportunities. But there’s another side where we can we lean on instinct and unique thinking. And this is where, as creators, being the literal profile of our consumer comes in handy. I ask myself, "What would I want to see on the shelf? In a truck? A scoop shop?" And that answer usually is a good direction to go in for what we’re going to develop next.

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?

What keeps me inspired even on the toughest days is that I’m so passionate about what I do. There are no problems I would rather solve than Coolhaus' problems (it’s ice cream and cookies after all!). I think that something you really have to ask yourself if you’re going to start a business is: on the darkest days of what’s ahead, is there anywhere else you can imagine spending your days? If no, start that business. Then my other passion, my family. My wife, Freya Estrellet, with whom I also founded the business, is my greatest mentor and partner in all things. Speaking of, our son Remy is an incredible inspiration to me because I know I’m building the Coolhaus empire for him. And we have another one on the way, so it’s for her as well!

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

I read books for pleasure, so 1Q84 or Gone Girl, which you can inhale in one long weekend. For meaningful reads, The New Yorker has phenomenal writing.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 FOOD LIST HERE.

Create & Cultivate 100: Food: Nancy Silverton

As the co-owner of the Mozza Restaurant Group, Nancy Silverton's food has taken L.A. by storm. Not only does she create delicious meals but she is also the most stylish chef we know—take a look at the photos from our CC100 shoot to see why. The award-winning chef and baker inject that same individual style into her work, too.

From the menu to the atmosphere, Silverton doesn’t miss a beat. It’s why her Mozza pizzeria is still booked out 10 years later and she was awarded a Michelin star for her Osteria Mozza restaurant.

Silverton actually rose to fame through her La Brea Bakery (which she sold in 2001) and it was her scientific approach to bread-making that formed the foundation for her pizza making, which is now legendary. Read on to hear why we're big fans of her inside and outside the kitchen.

CREATE & CULTIVATE: You are the co-owner of the Mozza Restaurant Group that has taken L.A. by storm. How hands-on are you in each of your restaurants? How do you ensure quality when you can't be there? Why do you attribute to the restaurant's success?

NANCY SILVERTON: I’m extremely hands-on. There are several key people who are there when I'm not. Delicious food with good service in an attractive setting—Wow, that's breaking news!

You have had a very successful career—what is your secret sauce? What tips do you have for people who want to achieve your success in the food industry? What do you wish you could go back and tell yourself when you were first launching your business? Why?

Love it—love it so much you can't do anything else. I don't wish like that.

“This is gonna sound corny, but you have to trust yourself. Trust your taste. Keep pushing.”

Your latest venture is an L.A. restaurant called Pizzette to add to the long list of restaurants you have (and your gelato line). How do you decide when it is time to expand and open a new restaurant? How long do you plan for a new venture before it's opening?

It might be as simple as going somewhere, somewhere far away, and having something that I so enjoy that I want to have it again in Los Angeles. And that dish wouldn't fit in with what I currently have. It is extremely rare for that to happen.

What advice do you have for other upcoming female chefs? What are the main traits/characteristics you need to be a successful chef today?

I don't have advice only for ‘female chefs.’ One must have to be a chef. If you don't have to be, don't.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?
”This is gonna sound corny, but you have to trust yourself. Trust your taste. Keep pushing.”

Recall a mistake you made and what did you learn from it? How did you turn it into an opportunity?
”Made a wrong turn in Tuscany and ended up at Dario Cecchini's butcher shop in Panzano in Chianti.”

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?
”Knowing there is so much more to learn, so much more to taste and love, although that gets rarer and rarer. I go to Italy every summer for about 40 days and If I get one or two inspiring food ideas, I am happy.”

Success is such a broad term and it means something different to everyone—How do you define success?“Chasing down contentment and getting closer and closer and closer and…”

Your restaurants are located in Los Angeles, one of the most competitive markets in the country -- How are able to stay unique in such a saturated space? What advice do you have for other restaurateurs looking to open their own? How hard is it, really?
”Hard work. If it wasn't hard, it wouldn't be easy to do and there would be outstanding restaurants on every corner. Your last question in this segment, ‘How hard is it, really?’—Really.”

What advice do you have for women who haven’t found their path/passion yet? What steps can they take to get there?
”I don't dish out much advice but I have a good pair of ears and they listen well. It might be the person doing the talking to me that might want to follow that path of what they are mostly talking about.”

“If it wasn’t hard, it wouldn’t be easy to do and there would be outstanding restaurants on every corner.””

Osteria Mozza was recently awarded a Michelin Star. How much do awards like this mean to you? How has it changed the business, if at all? How do you set goals? Is recognition like this ever a goal you try to reach? Why/Why not?

Cool is an overused word, but it was cool to get the star. We were in Brooklyn and my assistant Kate Green was at the awards presentations and she was giving us reports back via text and we had a blast. It hasn't changed the business. I’ve never set a goal like “I gotta get a star or a James Beard Award.” They come, fine. The only goal is to please yourself and hopefully, you are very hard to please.

You've been very smart and savvy with your business and it's been incredibly profitable—Where do you think is the most important area for a business owner to focus their financial energy? Why? What money mistakes have you made and learned from along the way?

A financial person who you've known for decades. Money mistakes? Ever heard of Bernard Madoff?

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

A good novel to escape into. For the last few years that has been Goldfinch by Donna Tart, The Overstory by Richard Powers, The Neapolitan Novels by Elena Ferrante and Southside by my boyfriend Michael Krikorian.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 FOOD LIST HERE.

Create & Cultivate 100: Music: Lennon Stella

Like most of the world, we fell in love with Lennon Stella back in 2012 when she covered Robyn’s “Call Your Girlfriend” with her sister Maisy Stella. (You probably remember the viral video, which now has over 30 million (!) views.) Luckily for her fans, she quickly landed the role of Maddie Conrad on the hit ABC TV series “Nashville” and her overnight success grew into a lasting career in the music industry.

Fast-forward to 2020, and the 20-year-old singer-songwriter is still one to watch with an empowering EP and a number of singles to her name—not to mention, an upcoming tour on the horizon. Below, we chat with Stella about her meteoric rise to music stardom, including the valuable lessons she’s learned along the way, the person who’s shaped her career the most, and the #1 piece of advice she has for aspiring musicians.

CREATE & CULTIVATE: You launched your career on the hit ABC TV series “Nashville” as Maddie Conrad, alongside your real-life sister Maisy Stella. Can you take us back to that time? What are some of your fondest memories of those early years learning music and finding your voice/style as a musician?

LENNON STELLA: It was a really beautiful way to grow up. The cast and crew are the best people to learn from, both professionally and as humans and it really made me who I am.

You gained national attention when you covered Robyn's "Call Your Girlfriend" with your sister and it went viral. You even appeared on “Good Morning America” and now your YouTube channel has millions of views and subscribers. What did that experience teach you? How did you handle the overnight success? How did you turn that virality into longevity and bring those new fans over into your world now as a musician?

I think the most important thing that keeps everybody with me and on the same page as me is to remain honest and true to myself. I think that’s the reason why people have stuck around. Being honest is what I’m going to continue to do, no matter how I evolve and change and an artist throughout my career.

How did you learn how to write music? What does your writing process look like now? Where do you source inspiration? How has your music evolved?

Typically, I’m in a session with one producer and another writer and I just write about however I’m feeling at that time. Or, if I have some concept that I want to write about, I’ll go from there. My music has evolved as I’ve evolved as a human and as I’ve discovered more things about myself. I’ve discovered me as an artist and the music I want to make.

““My love of music, above all, will forever keep me going—whether that means being heard by few or many.””

In an interview earlier this year around the time of the launch of your EP, you spoke about the importance of allowing yourself to grow and refusing to put yourself in a box. How have you grown as an artist/person since that launch in January? How have you cultivated that confidence to be yourself and not be tied down to limitations?

I feel that I’ve grown so much in making the album, writing and touring, and all that I’ve done since the EP release. If I’m being entirely honest, that’s something I’m still learning. I’m still finding the balance of trusting myself and doing what I want, while also respecting the opinion of my team and working together. I think I’m just taking it all as it comes and trying to learn the best I can.

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

I think if I were to hit a bump in the road, that would probably also mean that I wasn’t satisfied with what I was doing and I’d want to make a change. I think following whatever I’m doing and naturally trusting the changes I want to make will naturally lead to success.

The music industry is historically male-dominated—what has been your experience? Do you see a change coming through? What hopes do you have for the future? What advice can you share for other female musicians coming up behind you?

I definitely see a trend and people talking about the power of women and that they want to have women be seen equally. I think that it’s a very positive thing being apart of the music industry at a time like this where there is so much evolution and growth happening. I’m happy to be a part of it.

Who are the women in the industry that have been mentors and supporters for you? Why? How has this person shaped you and your career?

My sister is a big one. She’s the most authentic and true-to-herself person I've ever met and she always reminds me to stay true and not stray too far away from what I know and love.

What advice can you share for other musicians reading this who are struggling with society’s and the industry's expectations or limitations on them? How can they develop the confidence to be themselves and grow into their own voice?

I think, just in general, if you really believe it with your whole heart, the people listening to you will believe it. If it’s honest, then it will work and people will listen. To find that honesty within yourself and listen to it is the most important thing, everything after that falls into place.

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 love of music above all will forever keep me going—whether that means being heard by few or many.

The filtered world of social media often hides a lot of the hard work and behind-the-scenes hustle. What is the reality of being a famous musician today? What are the key traits required to be a success?

If you look at every true legend or icon, one thing I think they all have in common is their honesty and truth. So, I think that’s the most important thing to practice and the thing that will give you all that you could ever want.

The music industry is fairly cut-throat and competitive, what advice do you have for musicians coming up now? What do you wish you'd known when you were first starting out? Why?

Not everything everyone tells you is true, and, above all, you need to trust yourself and your gut instincts. I think your gut knows best and will lead you where you’re meant to be.

You've achieved so much success since your EP, what are some of the biggest lessons you’ve learned along the way and what have they taught you?

I’m still learning and I’m open to forever learning. I’m just trying to take everything as it comes and I’m learning to be more trusting in myself and sure of what I want.

“Not everything everyone tells you is true, and, above all, you need to trust yourself and your gut instincts.”

You have had incredible success already, but what does success mean to you? How do you measure success? Why? What characteristics make you successful in the music industry?

I love this question because I think that success really is completely up for interpretation and it’s different for everyone. A failure to someone else may not be a failure to me. In my opinion, if I had a number one song that I didn’t love fully, that would not be a success. To me, truly loving the music I’m making, regardless of the world recognizing it, is the most important thing.

In a saturated industry, what do you think makes you and your music stand out? How can others reading this find/create a unique point of view? How do you stay true to who you are and your voice?

I think the only way to be unique is to be yourself. You’re the only person with the exact opinion and voice and things to say, so that’s the only way to be unique and stand out in life or in the industry.

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

Astrology for the Soul and The Power of Now. These books really centered me and helped me understand myself and accept myself entirely. “Rumours” by Fleetwood Mac. I think this album embodies everything that music should be.

VIEW THE FULL CREATE & CULTIVATE 100 MUSIC LIST HERE.

Create & Cultivate 100: Entertainment: Tia Mowry

Tia Mowry first graced our screens back in the ‘90s when she starred in the popular television sitcom “Sister, Sister” alongside her real-life identical twin sister, Tamara Mowry.

But fast-forward a decade, and the actress is still just as busy as ever. Not only is she starring as Cocoa Mckellan, a free-spirited mom in the hit Netflix comedy series, “Family Reunion,” but she’s also sharing game-changing hacks with over 659K subscribers via her YouTube channel, “Tia Mowry's Quick Fix.”

And that’s not all. This pivot pioneer doesn’t stick to one lane. Mowry is also the best-selling author of the clean-eating cookbook and guide, Whole New You, and the founder of the new health supplements line, Anser. Oh, and did we forget to mention she’s also a mother of two? Yes, Mowry is a total boss.

Ahead, we chat with the actress about her decades-long career in entertainment, including what it’s like to be a role model to so many young women, and why she looks up to her “Family Reunion” co-star, Loretta Devine.

CREATE & CULTIVATE: You came back to our screens this year via Netflix's hit comedy, "Family Reunion." How was that experience? What did you learn through your character Coco? Can we expect to see more of you in another season or show soon? What can we expect next from you? Where do you see your career taking you next?

TIA MOWRY: It was a great experience. I feel like this is the closest that I am personally to any character I've played, so it was lots and lots of fun. I also love working with children. As a child actor myself, I can be sympathetic to what they're going through. We're a big family on that set!

What I’ve learned from Coco is that, even if you have different parenting styles (traditional or non-traditional) or a different approach to life, it doesn't mean you can't get along. This show is about the new and the old and how we come together as a family. Just because there are differences doesn't mean there's no love there. You can work it out!

Season two of "Family Reunion" starts shooting next year in February! So you can expect more episodes of that and "Tia Mowry's Quick Fix." Other than that, I just hope to continue to do what I love to do and grow in the entrepreneurial space and the culinary world.

Your career spans so many categories from author to actor and YouTuber with your channel "Tia Mowry's Quick Fix," what have you learned from following 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?

I believe women are multi-faceted. We have so many layers to what we want to do, who we are, and what we can give. It's important to reinvent yourself, and the best way to do that is by following your passions. What I've learned from doing that is that work doesn't feel like work when you're doing something you love. Moving into that new space is going to take lots of time and energy, so it should be something you're truly passionate about.

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

Just reset. Whenever I encounter a hurdle, I step away for a minute, recharge myself, and start all over again. I also meditate on the idea that whatever is happening right now won't last forever and that I can get over the hurdle to the other side.

“Don’t wait for anyone to validate what your talent is. Take it into your own hands.”

You've had an incredibly successful career. If you could go back and talk with young Tia, what do you wish you could tell her? Why?

I would tell her to not worry so much. And to not focus on what others think of you.

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? How should they be prepared? What are the key traits to succeed in entertainment today?

Stay true to yourself. Follow your instincts because that's where you'll find your passion. You won't find it looking at other people and focusing on what they're doing. It takes time to discover yourself, but once you do, the rest is history.

Practice makes perfect. I know that sounds cliché, but it's true. As an actor, you practice. You go to class. You work on your talent so when the spotlight comes you're ready. It's the same with cooking. The more you practice what you want to do, the more success you'll find at it. Use that muscle. Constantly work at it. That's the best preparation you can do.

Don't wait for anyone to validate what your talent is. Take it into your own hands. Put it into existence now. Don't waiver. Stay focused. Get out there and meet people who are like-minded, see what they're doing and how you can help each other.

The entertainment industry is incredibly competitive—how do you create a unique voice and character that stands out above the rest?

Be yourself! There's only one you. I truly believe that.

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?

Confidence was a process for me. I had to learn to get there, to be bold and secure. It's like the rainbow after a storm. The more you overcome, the stronger you get. It might hurt for a minute, but you'll get through it. Learn to embrace the struggles instead of fearing them.

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

I decided to star in my own television show as a child! That was hard. It was new and I was still growing, maturing. Thankfully, then and now, I don't focus on the negatives. It's important to know they're there, but not to let them drag you down. Just switch your thinking. Flood your mind with positivity and you'll start to feel the change.

Who in your field most inspires/influences you the most? How has this person changed/influenced your career? Why?

I recently had the privilege to work with the amazing Loretta Devine on "Family Reunion." She is a legend! Has been in this business for years! She inspires me every day. I like how she stands up for herself. It's important to know that, no matter what age you are, as a woman in this business, which can be intimidating at times, you have a voice and you should not be afraid to use it.

Success is such a broad term and it means something different to everyone. How do you define success? Why?

I define success as doing what you do and loving it because then it never feels like work!

“Unfortunately, people only see the success. They assume it’s easy and perfect, and they don’t see all the work it took to get there.”

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 have two beautiful children looking up at me every day. It's incredibly motivating to know that they're watching me. The best thing I can do for them is to SHOW them how to work hard and follow their dreams.

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

Unfortunately, people only see the success. They assume it's easy and perfect, and they don't see all the work it took to get there.

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

It's very hard! When you're an entrepreneur, you're constantly hearing "no" or "maybe later" or "the time isn't right." You're the one with the creative ideas and you're trying to get others on board, so it takes a lot of confidence and building yourself up on a daily basis.

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

The best advice I've been given is "believe in yourself.” If you don't believe in yourself, how can you convince others to believe in you?

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

The Alchemist. This book taught me that whenever you feel like you're alone, you're not. No matter what you believe in, you're always being guided. You just have to be sensitive and open to embracing the omens.

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

"The Goonies." What a great movie! It reminds me of childhood, and nostalgia is needed. Often times we get distracted by the "nos," the stressors of life, our routines. For me, because I watched "The Goonies" when I was a kid, it reminds me of not being under so much pressure. It takes me back to that time and place of letting go and enjoying the moment.

VIEW THE FULL CREATE & CULTIVATE 100 ENTERTAINMENT LIST HERE.

Create & Cultivate 100: Beauty: Lily Aldridge

It was only a matter of time before model Lily Aldridge made a foray into the beauty industry. But while many of her celebrity peers have entered the space through makeup, skincare, or hair care, Aldridge gravitated toward a rather unexpected facet of the industry: fragrance.

Aldridge, who developed a love for scents at a young age, is taking a personal approach to perfume. In fact, the first fragrance from the model’s eponymous line, Lily Aldridge Parfums, is a romantic floral scent inspired by her Nashville home’s garden that’s aptly named Haven—we talk all about her career pivot from supermodel to entrepreneur on the WorkParty podcast.

Ahead, Aldridge shares more details behind her new business including the decision to pair each of her perfumes with a charity so her customers can give back, and how her modeling career prepared her for being an entrepreneur.

CREATE & CULTIVATE: You recently launched Lily Aldridge Parfums. We love how each perfume has a story and a location associated with it in order to create a "journey" for your customers. Why did you decide to set your brand up this way? What was the inspiration for this direction?

LILY ALDRIDGE: Since I was a little girl, I have loved to travel and discover new places and things. I am lucky that I found a career that takes me around the world, not to mention a husband that tours the world as well. When I think back on my travels, I can identify different scents that remind me of all these special places; like the candles burning in a small shop I found walking around a new city while touring with Caleb or the fresh flowers being cut and arranged into beautiful bouquets at a flower stand. I want to share some of my favorite places with others, through these four different scents. Hopefully, everyone that wears my scent experiences it in their own way and makes new memories they will cherish.

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

I have always been very introspective. That’s why I love nature so much because it allows me time to be at peace; an escape from the noise. I truly believe that when one door closes another one opens. It’s about mindfulness and making sure your eyes are always open. When your eyes are open you can see opportunities you may not have seen before. Don't spend time looking down or looking back because you may not see what is right in front of you.

“Don’t spend time looking down or looking back because you may not see what is right in front of you.”

What do you wish your younger self knew about the fashion and beauty industry when she was just starting out? What advice would you give her now?

My advice to my younger self (and my future advice to my daughter) is to embrace your differences. Everyone is unique and everyone is beautiful. The cliché that “beauty is in the eye of the beholder” is true! Be true to yourself and believe in yourself and always dream big! 

Do you think your modeling career prepared you for being an entrepreneur? How? And what advice do you have for other entrepreneurs reading this? What is it like?

Starting a company is a lot of work and a lot of pressure! The most important advice I can give to other entrepreneurs is that you cannot do it alone! You need a great team behind you. Just like a photoshoot—I rely on the team around me—the makeup artist, the stylist, the hairdresser, the photographer… I have learned from my years of modeling how important it is to have a support system to rely on and to feel inspired by. 

The fragrance campaign photos of you with your family are heartwarming. What are some of the greatest lessons motherhood has taught you? How has it motivated you and inspired you or even changed the way you move through life? Why?

Patience! It truly is the greatest virtue. And be kind to yourself. We all try to be superwomen and do it all but it is okay to not be perfect. Be the best you can be and don’t hold yourself to other people’s standards. Your kids love you unconditionally so you should love yourself the same way.

We can only imagine the number of opportunities in the beauty industry that have come your way over the years, so why fragrance? Why did this speak to you so much? Can you share your earliest fragrance memory?

The world of beauty has always fascinated me. I’ve been lucky enough to be a part of the industry for years, thanks to my career, but I’ve always wanted to do something on my own. When the opportunity to create Lily Aldridge Parfums came about, I immediately jumped at that chance. 

Fragrance is just so special. I love how different smells can evoke certain emotions or memories of specific places. That is why for my first perfume, Haven, I wanted my home in Nashville to be the inspiration. I love my garden and having fresh flowers in the house, and Haven perfectly encapsulates that. It’s a soft floral scent with notes of rose, peony, and musk. 

One of my earliest scent memories is going into my mother’s bathroom and spraying her perfumes everywhere. She actually gave me a rosewater spray when I was little from Whole Foods (then called Mrs. Gooch’s) so that I could have a scent of my own—and probably so that I’d stop spraying her expensive ones. To this day, I still love the smell of rosewater.

You decided to pair each of your perfumes with a charity so your customers can give back. Why was this an important part of creating your business? How do you pick the charities to work with? Do you think purpose should be an essential part of every business plan moving forward? Why?

Charity is so important to me, which is why I'm pairing each fragrance with a different cause. With Haven, St. Jude Children's Hospital was a natural fit. When a customer buys my fragrance, he/she will have the chance to make a contribution directly to them. And, unlike other hospitals, most of St. Jude's funding comes from individual donations. No family at St. Jude's ever pays for a single bill, which means that every gift counts. Giving back has always been part of my life, and it is what brings me the most joy. Every business should look outwards and do what they can to make a difference. We must take care of one another.

“The most important advice I can give to other entrepreneurs is that you cannot do it alone! You need a great team behind you.”

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 children. I want Dixie to know that she can do anything she sets her mind to and that giving up is not an option. This journey has been very challenging at times, but it is so rewarding and worth every sleepless night. It is easy to have an idea, the hard part and the most fulfilling part is seeing the idea come to life.

How do you define beauty? What makes you feel beautiful?

Beauty is confidence and self-love. I feel the most beautiful when I can look in the mirror and see a woman who has been the best mom she can be, the best wife she can be, the best businesswoman she can be, and the best sister/friend/daughter that she can be. When I can accept my shortcomings and celebrate my successes. 

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

The Alchemist by Paulo Coelho is one of my favorite stories of all time! It reminds me that we are on a path in life and that there will be ups and downs, but everything is happening for a reason and to trust the journey!

VIEW THE FULL CREATE & CULTIVATE 100 BEAUTY LIST HERE.

Create & Cultivate 100: Content Creator: Mamrie Hart & Grace Helbig

Rejection is the best thing that ever happened to Mamrie Hart and Grace Helbig.

When their YouTube show “This Might Get” was abruptly canceled in 2018, the longtime BFFs and comedic collaborators decided to take matters into their own hands. Today, they’re at the helm of their own media empire, complete with a wildly popular weekly podcast, “This Might Get Weird,” which boasts over 4,500 ratings and a glowing 5-stars on Apple Podcasts.

Below, Hart and Helbig open up to Create & Cultivate about how they overcame imposter syndrome, how they balance being BFFs and business partners, and what it takes to succeed in such a saturated space.

CREATE & CULTIVATE: How is your podcast “This Might Get Weird” different from others you've taken on in the past? What have you learned through the experience?

MAMRIE HART & GRACE HELBIG: The podcast is completely, authentically us. All of our work up until the podcast has, of course, been created in our voices, but the podcast is definitely the rawest, most unfiltered version of us. We get to have weekly conversations about the shenanigans and adventures we've gotten up to over the last week in the realest, silliest sense, which has been unbelievably freeing.

There is so much competition out there now, what makes you and your business stand out? How do you create a unique point of view?

As cliche as it sounds, we stay true to ourselves without trying to mimic or "put on" a persona. We also genuinely try to entertain each other and make each other laugh and by default encourage each other into new adventures and experiences.

“Imposter syndrome was a major challenge to get through, especially at the start of YouTube when most of the mainstream media didn’t take it seriously.”

You two are best friends and have worked closely together for years, how do you maintain a good working relationship? What tips do you have for working with a close friend? What happens when you disagree?

We've been friends and colleagues for over a decade, so we've unintentionally developed a system that really works for us. We give each other space (mental and physical) when needed, we listen and respect each other's ideas/opinions throughout the creative process, and we always share the toiletries that the other forgot to bring on the road.

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

We're both a little bit in the midst of this currently. Thankfully, we have the opportunity to talk (and bitch) to each other and other close friends about it. We try to encourage each other, and ourselves, to try new things or relieve ourselves of the pressure of having to figure out the "next step" so quickly. We're also the types that try to keep a lot of pots on the stove to see if any of them boil over. The podcast has been a tremendous, consistent source of joyful content for us because it's uniquely ours, but still allows us the time to explore other creative endeavors. That helps a lot.

What advice would you give to young entrepreneurs who have an idea but don’t know where to start to execute it?

Sometimes it helps to break a big idea down into smaller and smaller steps until you discover the first step that you know you can take. Take that step. If the next step doesn't present itself, do some research. Reach out to others you've seen do what you want to do. Ask LOTS of questions. Make mistakes. Try again, differently. And then continue to repeat all of these things in varying orders.

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

One of the biggest difficulties we face is visibly seeing numbers/views drop as algorithms change, but choosing to stay true to our personal POVs rather than play the algorithm game.

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

The ability to see failure as opportunity.

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

You got this, and you deserve to go for this. Imposter syndrome was a major challenge to get through, especially at the start of YouTube when most of the mainstream media didn't take it seriously. And look at it now! Sheesh!

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

When our series called "This Might Get" had its funding taken away, we took it on our own to turn it into a podcast called "This Might Get Weird." Fully owned and operated by us.

You both manage very busy schedules and juggle a lot of different projects. What advice do you have for prioritizing and managing so many commitments?

Get a planner! Both of us not only use Google Cal but also good old-fashioned paper planners. We're old ...school.

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

Things have changed a lot, but there's still a bit of a stigma about YouTube being a trivial form of entertainment. The medium changes so quickly, I wish more people knew how much work it takes to try and keep up with it after a decade of being part of it.

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

Probably our own books, Mamrie's I've Got This Round and Grace's Guide. (Sorry, we had to get shameless plugs in.)

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

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

Create & Cultivate 100: Beauty: Nyma Tang

Nyma Tang has accumulated over 1 million (!) YouTube subscribers in just three years. For the uninitiated, the beauty vlogger posts videos in which she puts the deepest shades of makeup on the market to the test in a series appropriately named “The Deepest Shade.”

In drawing attention to the importance of inclusivity in shade ranges, the 28-year-old has garnered a cult following of like-minded makeup fanatics—and big-name beauty brands like Maybelline, E.L.F. Cosmetics, and Bobbi Brown have taken notice.

Here, Tang shares what it’s like being a woman of color in the beauty industry, the changes she’s like to see in the market moving forward, and the thoughtful advice she’d give to her younger self if she could go back in time.

CREATE & CULTIVATE: How do you set yourself apart from other beauty bloggers? What makes your personal brand unique?

NYMA TANG: I think I filled a void that a lot of people didn’t know we needed in the beauty industry. I’m not just the average beauty blogger; there’s a bigger message than just what products look good or what products are worth the splurge.

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

I think the #1 thing I’ve learned is that businesses have ups and downs, and you just have to keep pushing. There are always going to be downs but you have to keep going. You’ll eventually reach up and out of that down situation and you’ll figure out how to move forward.

“You don’t have to settle for what people think you deserve.”

You’ve partnered with brands like CVS, E.L.F. Cosmetics, Bobbi Brown, how do you choose who to partner with? What advice would you give to someone exploring partnerships?

The biggest advice I’d give is to make sure you partner with brands you believe in and make sure those brands also believe in what you stand for. Don’t sell yourself short. Don’t devalue yourself because a brand wants to work with you; there’s a reason they want to work with you.

What changes do you hope to see in the beauty industry in the future?

I would love to see a fully inclusive beauty industry where products are available for everybody of every skin tone. Inclusivity is no longer a hot topic or a pressing topic because it just is!

What do you wish your younger self knew when you were first starting out in the beauty industry?

I wish I knew that you don’t have to settle for what people think you deserve.

What is your best social media advice?

Perfection does not exist.

Where do you find the most inspiration? What drives your passion?

I honestly find the most inspiration in my followers and those that let me know how I’ve helped their self-esteem grow, how they feel about themselves, and how they now navigate life with this level of confidence that they didn’t have before.

You’ve taken YouTube and Instagram by storm with your makeup tutorials and fashion inspiration. What’s next for you?

Well, that’s a big question! Let’s see, what is next for me? I think, obviously, being in a place to create products, brands (multiple), and really just taking over. Just being me and taking over!

What is it like to be a woman of color in the beauty industry? What change do you see coming and what more needs to be done?

To be a woman of color in the beauty industry feels like I’m on the outside looking in and I’m trying to change the inside to match what the beauty industry wants it to look like on the outside. Companies will launch 40 shades and think their brand is fully inclusive—but it isn’t. You have to consider bronzers, concealers, highlighters, etc. I want the beauty industry to not only grow in product inclusivity but also marketing inclusivity. I hope to see more people of color in marketing and advertising that’s geared towards black beauty.

How do you define beauty? What makes you feel beautiful?

Beauty is obviously more than just skin-deep. No matter how amazing a person looks, if they don’t think they look beautiful inside, they’re not going to feel it. I feel that’s really what it comes down to. Beauty is a sense of calm and content within yourself. But what makes me feel beautiful? My brows! LOL. And knowing that I am taking care of myself from the inside out.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 BEAUTY LIST HERE.

Create & Cultivate 100: Health & Wellness: Lalah Delia

In a world where burnout is officially recognized by the World Health Organization, we need more people like Lalah Delia to help us bring back to balance. The author, spiritual writer, and wellness educator has been a force in the self-care space encouraging and empowering us all to mindfully care for ourselves with her Vibrate Higher Daily platform.

Delia believes that our vibration governs how we show up in the world and how we perceive it, too—it’s how we step into our power and show up for ourselves. This message really resonated with our attendees at the Create & Cultivate Self Care Summit and one quote stood out in particular: “When we remember who we are, the game changes.” That’s the kind of motivation we want to take with us into this new decade.

Read on to learn more about Delia’s mission, how her work is helping people to maneuver through the stress and reach bliss on the other side with grace and joy.

CREATE & CULTIVATE: You help people vibrate higher daily, so they can live a higher vibrational life on all levels—Can you tell us more about your mission? Why did you decide to create your own wellness company? What are you doing there?

LALAH DELIA: So much of the programming and daily structures in the world are taking our power away. My mission is to inspire people to vibrate higher daily, remember who they are, and to live their power. I created Vibrate Higher Daily to offer a reminder of another way of being in the world. One, that wasn't usually being promoted. We have to have a path and way of honoring our vibration because on a cellular level, that's who we are. We are wondrous vibrating cells. We are vibrational beings in need of a better way to live a higher-vibrational life. And that's what I offer with my brand, and in my new book, Vibrate Higher Daily, Live Your Power.

You're a classic multihyphenate—author, spiritual writer, spiritual creative, wellness educator, and certified spiritual practitioner—How do you navigate between all of these mediums and careers? What have you learned in following 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?

Navigating with these titles to me is more about integrating them. The message is the same. It's all connected, the same, and not different. It's the same message working through various vessels within my life. This posture has created a sense of wholeness for me. Integrate yourself. Take up more space with the abundance of your experiences and gifts.

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

I love myself through it. This self-caring mindfulness supports me in pivoting in a better direction. And from there, I take all the time I need to learn, grow through it, and readjust my sails.

“When you move through fear and resistance, new strength and resilience that you never knew you had, takes control.”

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

The biggest challenge thus far was hands down, making myself go for it, starting. Each new unfolding is the same. The 'birthing pains' of creating and launching a new project or offering into the world are real because fear and resistance are there blocking the door until that is, you take your power back, inhale courage, exhale doubt, and move through the fear anyway.

The thing that has surprised me the most about launching a company is that when you move through fear and resistance, new strength and resilience that you never knew you had, takes control. And as you surrender to it, it guides you to accomplish your mission and goals. Our inner-power and higher compass know the way. Being in alignment and in flow with this inner and higher awareness is essential.

You've had a lot of press around your work from Glamour magazine to MindBodyGreen and you've even been including panels including Create & Cultivate Self Care Summit—How did you secure this press and buzz around your brand? How has this been beneficial to the growth and awareness around your brand? Why?

It's honestly all been organic. Every opportunity landed in my lap, like a sweet blessing. The buzz and press that I've generated, I hugely believe, is from 'vibrating in my power'. Which I teach how to do throughout my new book. I've remained true to my purpose and mission, and haven't folded under pressure or failures. And this creates strong vibrational magnetism around one's self.

People can sense and feel when your work and message are real, pure, and from the heart; it's a welcoming frequency that invites people and opportunities in. This can be relayed in the press through your passion, confidence, insightfulness, joy, and love for your work.

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 wellness space today? How hard is it? What are some of the challenges? Why?

For me, there's a lot of mindful caring for myself and my nervous system. Due to the amount of output of my work, my energy can become depleted if I'm not careful. This is not a bad thing, it's just how any operating thing works. So I journey in grace there and honor this. We all need moments of reprieve, rejuvenation, and restoration. And for me, this looks nothing like stereotypical branded wellness.

This was a challenge for me at first because it all looked so good, even cool. But sooner or later, my mind, soul, and body were requiring and thriving from much more in-depth, yet simple, wellness work than creamy lattes, facials, yummy smoothies, and quick drop-in yoga classes. My reality was that I had to find my own best soul medicine. And I had to create a daily routine and workflow that allowed myself room to adjust and tweak where and when necessary. I had to find what brings me home to myself.

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?

Yes! I once entered into an investment and contract without knowing about putting in a termination clause to terminate the agreement by a specific time if I was unhappy with the outcome. This was a huge, long, and expensive lesson. Nowadays, I redline contracts and add any necessary clauses. I took my power back. Whew!

Wellness is integral to improving your mental health and self-love—Can you explain how we can all integrate more wellness into our lives to achieve a higher mental and physical state of health/wellbeing? What advice do you have for women struggling with finding their own confidence and self-love?

If we're not mindful, we can become too rigid in our thoughts and perceptions, and stuck in outdated patterns, spirals, or loops, that don't serve us. So to that, be mindful of not being too hard on your lovely self and journey in grace. Vibrate higher from wherever you find yourself, daily. Love yourself through whatever you go through. And remember that vibrating higher daily is how you take your power back. Do more of what makes you vibrate higher.

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

One of my teachers told me, ‘Look at the world each day as one big hospital and choose whether you're going to be the doctor or the patient.’

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?

Meaningful success to me is waking up each day as a vessel and doing what I love with honor, integrity, and higher purpose, and in return, being able to help others and support and provide for myself well. In order to succeed, it takes having a purpose, vision, a sure goal, resilience, courage, determination, self-discipline, honor, integrity, and not folding when it's too challenging, fearful, and unknown. It also takes having a powerful and effective support system to lean and depend on when necessary.

“Our inner power and higher compass know the way.”

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

These words from my book: ‘She remembered who she was, and the game changed.’ Whatever you experience on the path, remembering who you are and why you started, is how you take your power back, and it's how you live in your highest worth.

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

The Power of Your Subconscious Mind by Joseph Murphy. This book is essential reading because until we truly get and honor how our mind operates and how we can take control of it, we live a life that is controlled by external and internal forces, cycles, and thought patterns that don't serve us.

Now it's my new book, Vibrate Higher Daily, Live Your Power. The information in this book saved, enhanced, and transformed my life, mindset, health, and career for the better. I cracked a code, simplified it, and wrote about it all in this book, so it can support readers as much as it has supported me and carried me through to this day.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 HEALTH & WELLNESS LIST HERE.

Create & Cultivate 100: Music: Este Haim, Danielle Haim, and Alana Haim

Their harmonies have touched the hearts and imaginations of millions around the world along with their effortless style (California rock’n’roll with a 70s twist) and bohemian locks (there are thousands of Pins dedicated to their hair). Yes, the HAIM sisters, Este, Danielle, and Alana have taken over our lives and we’re not mad about it. But while their music is soothing, the lyrics tell a different story.

These Cali sisters aren’t messing around when it comes to their message—they’re not afraid to rip up the rule book and do things their way. They’re also paving the way for female musicians and aren’t here to be treated differently to their male counterparts telling the Guardian that “we can go toe-to-toe with any male rock band and blow them out of the water.” And we believe them. Read on to learn why we’re honoring them in our top 10 for music and how saying “no” more led to more “yes.’”

CREATE & CULTIVATE: Your parents started your musical education early. Can you take us back to that time? How old were you? What was it like in the HAIM household? Can you share some of your fondest memories of those early years learning music and finding your voice/style as musicians?

ESTE, DANIELLE, ALANA HAIM: We obviously grew up in a very musical household, there was always music playing. We would do the dishes to disco music with our mom and dad on Saturday nights. We would listen to the radio on family road trips and our parents would harmonize with each other. I think that’s what fostered our love of harmony.

How did you learn how to write music? In an interview, you said it was through dissecting classic rock songs and disco numbers your parents listened to—Is that true? What does your writing process look like now? Where do you source inspiration? How do you work together on music? What does each of you bring to the writing process? How has it changed from the beginning of your career to now? How has your music evolved?

Yes, that is very true! We would listen to the radio and record songs to tape and then learn them by ear. We’re lucky that we’ve built a very trusting relationship when it comes to songwriting in that there is truly no judgment when it comes to throwing out ideas. We know that you have to go through 100 million bad ideas to get to one good one so we collectively trust that the weird ideas we come up with won’t be met with anything other than support.

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

We love a challenge. When someone tells us that something isn’t possible we thrive on proving them wrong.

“We’ve said ‘no’ more than we’ve said ‘yes,’ and that has led to more opportunities than anything.”

The music industry is historically male-dominated. What has been your experience? Do you see a change coming through? What hopes do you have for the future? What advice can you share for other female musicians coming up behind you?

We have seen some changes for the better so we are hopeful. By the same token, we also have a long way to go! My sisters and I have always known exactly what we want and how we want it done and that has been the key.

Who are the women in the industry that have been mentors and supporters for you? Why? How has this person shaped you and your career?

Jenny Lewis was one of the first people who truly championed us which was crazy since we’ve been fans of hers since 2001. She took Danielle on tour in 2009 and ever since then has been a beacon of light that inspires us.

Your melodies and harmonies might be sweet but they have an edge and a rebellious spirit—you've ripped up the rule book and are determined to do things your way. Where do these "zero fucks given" energy come from? How do you summon that fearlessness? How has this influenced your music? What message do you hope it conveys to fans?

Our family is full of very strong-minded independent women who have always inspired us to do things our own way. We're also very lucky we have each other when support is needed.

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 creativity and drive never wains. We also make sure to surround ourselves with creative-driven people that keep us on our toes.

The filtered world of social media often hides a lot of the hard work and hustle behind-the-scenes—What are the key traits required to be a success?

Drive.

The music industry is fairly cut-throat and competitive—What advice do you have for musicians coming up now? What do you wish you'd know when you were first starting out? Why?

Never take no for an answer—if you want something done, do it yourself.

You've achieved so much success since your first album—What are some of the biggest lessons you’ve learned along the way and what have they taught you?

Take your time but also know when something is finished.

“We love a challenge. When someone tells us that something isn’t possible we thrive on proving them wrong.”

What is the hardest decision you’ve ever had to make professionally? Why? And how did you turn it into an opportunity?

We've said “no” more than we've said “yes,” and that has led to more opportunities than anything.

You have had incredible success already but what does success mean to you? How do you measure success?

It means so much to us that we can play shows anywhere in the world and our fans with show up! That’s the best part of the job.

In a saturated industry, what do you think makes you and your music stand out? How can others reading this find/create a unique point of view? How do you stay true to who you are and your voice?

Try to write something every day. Even if it’s just a cool line or one cool melody. Don’t feel pressure to write a full song when you sit down to work.

What is the #1 book you always recommend? And what is the #1 album you always recommend?

Letters to a Young Poet by Rainer Maria Rilke. And for album, Miles of Aisles by Joni Mitchell.

VIEW THE FULL CREATE & CULTIVATE 100 MUSIC LIST HERE.

Create & Cultivate 100: Music: Noelle Scaggs

Noelle Scaggs has been creating must-listen-to music for over 10 years as the co-lead singer of Fitz and the Tantrums. But last year, shortly before the release of Fitz and the Tantrum’s latest album “All the Feels,” Scaggs put out a solo single, “Great for You,” that’s decidedly her own. Featuring heartbreakingly personal lyrics and Scaggs’ larger-than-life vocals, it was a memorable debut.

But the modern multihyphenate didn’t stop there. Scaggs proved her creative nous with the launch of Adventures with Scaggs—a business centered around her love of food, travel, and culture—and she hosted a web series called “In Good Hands” with Tastemade. It’s fair to say that Scaggs has pioneered the art of the pivot and she’s not about to stay in her lane any time soon.

Ahead, the talented singer-songwriter tells Create & Cultivate all about the realities of being a musician today, including the #1 thing she wishes she’d known when she was first starting out, the secret to Fitz and the Tantrums’ continued success in a turbulent industry, and the creative process behind creating her first solo single, “Great for You.”

In a male-dominated industry (#GrammysSoMale, anyone?), we think Scaggs is a frontwoman to watch and we think you’ll agree. Scroll on to find out why.

CREATE & CULTIVATE: The title track of Fitz and the Tantrums album, “All the Feels,” is the rawest of the songs you've released so far. Can you talk us through the creative process for creating this song? What was the overarching message you hoped to portray with the uplifting yet vulnerable lyrics?

NOELLE SCAGGS: “All the Feels,” our title track, was written with Morgan Dorr of Boys Like Girls and Warbel. The overall message is about reconnecting with the human spirit. In this day and age, we are all wrapped up in technology and the woes of the world around us, so many of us struggle with our mental health and it can feel like we have all forgotten how to engage with one another. This album, in general, is about getting back to that place of authenticity and human connection. We wanted to tell stories that give some insight into our own lives and struggles and, hopefully, provide some sense of connection to the listener in that they find what is important for them to get through their day-to-day life.

You released a solo single last year, what inspired this move? What did you learn through the experience? Will you be pursuing more solo projects?

I had been writing a lot outside of the band and found that I was writing some of my best work with my friends Johnny What and Thorald and Isaac Koren, also known as Bråves. They always manage to help me get the real gems out of my sad love stories. We worked on “Great for You” on and off for about a year, just trying to find the right thing. I sat on it for a while then asked Johnny to have a crack at producing a track for it, I threw him some references and he came back with what I felt was undeniable for me sonically. It hit all the right notes. 

Since I had just been working on the band, and we weren’t on the road, I wanted to put something of my own out into the world. I had no expectations other than sharing my voice and my vision, and “Great for You” was the perfect introduction to what will be a future endeavor. I learned a lot about what my vision looks and sounds like, and how I want to present my art to the world as Noelle Scaggs. I was fortunate that Gregg Nadel saw and felt my vision and wanted to support the effort by releasing it under Elektra’s imprint. It brought back some creative confidence I was struggling with as well. There will definitely be more where that came from.

“I think failing is important. Perfection is the death of creativity and true happiness.”

Aside from being the co-lead singer of Fitz and the Tantrums, you're also pursuing other creative projects on the side around travel, food, and design. What can you tell us about these other projects? What can we expect to see from you next?

Earlier this year, I decided to turn what was once just a fun hobby while on tour into a full-fledged business with my brand and, now, media company, Adventures With Scaggs. I decided that my love for travel, food, and culture had a relevant place in the web-series and TV space. My focus is on bridging the gap between food, music, and travel by bringing in the narratives of food-passionate artists like myself and music-passionate chefs who have made their love of music curation apart of their culinary experience and presentation. I also want to diversify the faces and narrators in the food and travel content spaces and provide opportunities for people of color, and women of color, to be able to share their stories and unique experiences in these formats.

You run an Instagram account called Adventures With Scaggs that dives into your lifestyle. Why did you start it? What can we expect to see more of?

The initial idea for Adventures With Scaggs started while I was on tour, with a bit of encouragement from fans that had been following my IG feed who loved all of my food and travel photos. I was in New Orleans one day and decided to just create a separate account dedicated to my passion for finding places to eat and sharing my day-to-day life on the road when I wasn’t needed at a soundcheck or on stage. Things kept building from there. My following includes James Beard and Michelin star chefs, food writers, media groups, and just fans of food and travel. I’ve been finding out that a lot of people have been using my recommendations when they hit cities that are featured on the Adventures highlights. It feels good to know I am supporting great spaces and people are following suit. I plan to expand upon that with more original series-focused content in the future.

You've been making music with Fitz and the Tantrums for over 10 years. How have you been able to achieve longevity in such a turbulent industry?

Consistency in never allowing ourselves to color inside the lines. We have always pushed ourselves to do something else, to try and find something new in our sound and our songwriting. I think collaborating with others has also helped keep things from going stale. Fitz and I are constantly pushing each other and the rest of the gang. We also respect each other as creators and as a family. That helps, we all have an ingredient that makes Fitz what it is.

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

I keep people around who challenge my thinking. It’s easy to begin doubting yourself, even when things are going well. It takes a solid village and foundation to help keep things in perspective. I’ve been in the music world for a long time, and it’s always scary because there are no guarantees that things will keep moving in the right direction. Focusing on things that require gratitude is the best and the only way to get over hurdles. That, and just always living my most authentic self, even when no one else gets me right away.

Who in your field most inspires/influences you? How has this person shaped your career?

I have been fortunate in that I have had a lot of women in my corner, from my family to friends who are executives and VPs in their fields. On the music end, people like Amanda Berman-Hill, Julie Greenwald, Mollie Lehman, Mitra Darab, Lisa Nupoff, Nancy Matalon, Sharon Wixen, and Elizabeth Gregory (my badass attorney) and Michele Bernstein. Watching them navigate their careers and excel has had a major impact on me, motivating me to excel in my own career and expand my horizons.

The music industry is fairly cut-throat and competitive. What advice do you have for musicians coming up now? What do you wish you'd known when you were first starting out? Why?

I came up in the era of D.I.Y, and I am seeing that now, more than ever, the tool of knowing everything about the ins and outs of the business of music is as important as all of the creative requirements that come with it—especially in this streaming era of music consumption where it is harder to make a living from music creation. People are leaning more towards remaining independent, and there are now tools out there to help independent artists create profitable businesses and brands for themselves.

I have always been an advocate of artists educating themselves on the basics of music and creating teams that help them excel and capitalize on their audiences, especially young women artists. Sometimes, I wish I had gotten my law degree in an effort to help prevent some of the issues I see artists getting caught up in. There are so many artists getting caught up in horrible record deals—it breaks my heart.

You have had incredible success already, but what does success mean to you? How do you measure success? Why? What characteristics make you successful in the music industry?

I would probably say, I measure my success based on the stories of young women who have told me that I inspired them to pursue something they never thought they would have the courage to pursue their own careers. I think that if my success somehow lifts another human up in some way, then I’ve done what I’ve set out to do. 

I honestly don’t know what characteristics have made me successful. I’ve always just worked really hard, not knowing if there would be a result that others would measure as being a “success.” I’ve always worked on things that I like, I’ve never made my purpose in life solely about me or financial gain. Yes, I want to live my best life and I have to figure out how to stay competitive, but at the end of the day, it’s just because I don’t know how to do anything else but create. I do what makes me happy.

In a saturated industry, what do you think makes you and your music stand out? How can others reading this find/create a unique point of view?

Find your own voice, and don’t be afraid of telling your authentic-to-only-you stories. Also, take your sweet ass time in figuring out what that is and grow and nurture it like a chia pet. Make art that you love. Work with people that you gel with who add their own flavor as well. That is what we have always tried to do as a band. We don’t always agree as a unit on what that should look like sometimes, but at the end of the day, we know our sound and our approach to what we do as Fitz and the Tantrums is ours.

“I keep people around who challenge my thinking. It’s easy to begin doubting yourself, even when things are going well. It takes a solid village and foundation to help keep things in perspective.”

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

I’ve made so many, I’m not sure how to answer this one. I think I’ve turned lemons into lemonade by taking the lessons I learned from my missteps and growing from them intellectually so I can avoid making them again. I think failing is important. Perfection is the death of creativity and true happiness.

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 a musician today? Be honest!

Keeping someone’s attention in this new era is harder than it has ever been. It is hard AF to make a living on music alone. You have to learn how to create a brand out of your art, your persona. Your visual stylings all have to be so unique to you, as to not get caught in the wash of sound-alike pop. Spending the time to craft great songs, being innovative in the way you present your art in a real and authentic manner, is the only thing we recording artists have to go on. Don’t forget the live show ‘cause touring is the way we are all surviving. Get that stage show right and tight and build your own music communities!! Keep each other working.

How do you stay true to who you are and your voice? What advice do you have for other female musicians reading this who want to break out in the music industry?

I try not to follow people on social media who don’t inspire me to be different from them. I try not to follow people who are like me artistically, especially when I am in creation mode. I work with producers and other songwriters who push me out of my box. I spar with people who are better writers than me and better vocalists and artists than I am because it pushes me to find my own voice and find my own unique point of view, in addition to making me a better songwriter. My advice is to never get comfortable and always work towards something that is new and uncomfortable.

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

The Power of Habit: Why We Do What We Do in Life and in Business by Charles Duhigg. It’s my life bible and everyone should have this book by their bedside. It lends a real perspective on human nature when it comes to routine and comfort. 

Album would be, “Songs in the Key of Life” by Stevie Wonder. That album had a major impact on me when I was younger, especially as a singer. There are so many layers in each of the compositions that make up that album that it’s worthy of study.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 MUSIC LIST HERE.

Create & Cultivate 100: Find New Roads: Cindy Eckert

In a word, Cindy “The Stiletto-Strapping CEO” Eckert’s résumé is impressive. Over just the past 10 years of her 24-year-long career, the serial entrepreneur has built and sold two, billion-dollar healthcare businesses. Like we said, impressive. 

After a successful stint in men’s healthcare at First Slate Pharmaceuticals, which launched a long-acting testosterone treatment for men, Eckert turned her attention to women’s sexual health and founded Sprout Pharmaceuticals, which developed a libido-boosting drug that's been dubbed "the female Viagra." But getting a drug on the market that was developed specifically for female sexual health has not been easy. In fact, it was an uphill battle with sexism every step of the way.

Eckert launched her Right to Desire campaign shortly after to empower women to own their sexuality. In her fireside chat with Rumer Willis at our San Francisco Conference, Eckert told the audience to “Get a piece of the pie. Own your sexual desire. You have the right to desire, to start your own company, to have your own voice.”

Read on to discover the story behind the self-made billionaire, her mission to close the pleasure gap, and how she is helping more women join the billion-dollar club with her "pinkubator" (a.k.a. The Pink Ceiling).

CREATE & CULTIVATE: You've founded and sold two companies in the pharmaceutical space for over $1.5 billion. Your success is incredible, but it but didn't happen overnight. Why is this work so important to you? How did you stay positive when success seemed out of reach?

CINDY ECKERT: There is no stronger incentive than working to right a wrong for someone who needs your help. There is no stronger motivator than knowing if you succeed at what you do it will result in a profound difference for so many. In my first year, I went on a tour to talk with women. I met with more than I can count. They grabbed me, pulled me in, and told me their stories. They cried on my shoulder. They cheered me on for taking on something so meaningful to them yet so dismissed by others. Not surprisingly, women having no choice for their sexual desire and well-being wasn’t due to science. Science and data showed us that there is a biological basis for desire in both men and women.  

What was a surprise was the rigid cultural bias against a treatment option for women. Isn’t that her choice? If a woman was suffering from low desire—and all the life issues that come with it—the flippant societal response was to tell them to have a bath or drink a glass of wine. It was dismissed as purely psychological. That was an insult and it ignited me. We had science on our side. Challenges, therefore, didn’t seem as hard and obstacles were just temporary nuisances. I was determined to crash that ceiling. You know the end of the story; we broke through with a first-ever for women. After all, don't women deserve a happy ending? *Pun intended*

You have been an advocate and inspiration in the conversation of women's sexuality and sexual health. What inspired you to join this conversation? Why is it important for other women to join in as well?

I have Irish Catholic roots so sex was the obvious career path, right? I’m pretty sure I think that’s funnier than my family does. Truth is, I’ve built a specialty in this area. Before Sprout, I founded and sold a company that focused on men’s sexual health. Women’s sexual well-being fascinated me because I knew that something so fundamental to the human experience is also remarkably misunderstood and, in the case of women, inappropriately stigmatized. 

When I started Sprout there were no choices for women. It deserved to be pursued. Women deserved power in one of the most fundamental parts of their life and their enjoyment and connection. The fact that an Irish Catholic girl can help spark a national conversation on women’s right to desire is proof that speaking up counts. If women don’t own this conversation, I promise you that no one is ever going to respect it on their behalf.

“Choose your investors wisely. Just because someone is willing to write you a check doesn’t mean you want them to own part of your company.”

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

Imagine me, in pink, pitching the first-ever drug for women’s libido to a bunch of blue and gray suits. Literally, the room used to erupt into middle school giggles. I remember those days well. I also remember maxing out on my credit cards to start the business and sweating every time the phone rang. Funding was in short supply for women owners and entrepreneurs. The hurdles came at every step of my career. By accepting them, I allowed myself to move beyond them. I didn’t have any damn time to be consumed with frustration over them, but I had all the fuel in the world to find the workaround. There truly aren’t two more powerful words in our vocabularies than watch me.

Your latest mission is supporting and funding women entrepreneurs with your "pinkubator," The Pink Ceiling, to help more women join the billion-dollar club. How do you choose which businesses to fund? What are some of the businesses you are funding currently?

When I looked around after my second exit, guess what hadn’t changed. Women still didn’t get funded and they still lacked real access to mentors. Never mind the billion-dollar exit club was grossly behind on its female membership. That disparity can’t stand. So I put my money where my mouth is and created The Pink Ceiling/Pinkubator to champion new health tech breakthroughs by and for women. We say, quite simply, that our mission is to make other women really rich. It’s funny the response that sometimes receives. Here’s the thing, with money, women get to invest in what they want to see in this world. And they do. That’s currency for lasting change. 

Today, I am honored to work with incredibly talented and passionate up-and-coming female founders. Some of them knocked on my door for advice. Some of them I sought out to learn more about their incredible ideas. What we fund are companies working on transformational products and products that only a woman could dream up. One company invented a technology to detect date rape drugs in drinks called SipChip. Another, Lia Diagnostics, has reinvented the pregnancy test, making it plastic-free, private, and flushable. Bethany, Lia’s founder, is an engineering dynamo packed in a barely 5-foot frame. The world doesn’t even see her coming. Soon they won’t be able to miss her. The list goes on, including getting my own company back with the first and only FDA approved drug for women’s low sexual desire. All of our products and platforms protect, empower, and provide women important choices. We view the products of The Pink Ceiling as creating ownership for female consumers while simultaneously creating an army of female business owners who will get to incredible outcomes and pay it forward themselves. 

When we are through, women will have just as much funding as men and it will happen through a magical multiplier effect.

What's your best advice for women who want to start companies that will make a difference?

Stop reading this right now and get to work!

You started the "right to desire" movement to further the conversation on women's rights. Can you outline what you mean by the “right to desire?" What is your mission? What do you hope to achieve with this message?

Right to Desire is an educational initiative for consumers and healthcare providers regarding HSDD, or low sexual desire, women’s most common sexual issue. It provides access to evidence-based information and has created a community for women who are looking to learn, lend their voice, and support other women on this important topic. A tidal wave of change is coming in the conversation about women and sex. We’re moving beyond a discussion solely about women’s reproductive rights to the next frontier where women’s right to desire and pleasure is front and center. And it's about time.

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

First, ask yourself if that’s really true. If someone asked you how you’d most like to use your time and talent, I bet you know. Give yourself permission to pursue that path. If you truly come up short on any answer at all, you need to find your way into different rooms for new exposures. There's nothing more powerful to ignite passion than surrounding yourself with people full of it. No matter which it is, take action toward figuring it out. Waiting for it to magically come to you will mean a lifetime on the sidelines.

“We’re moving beyond a discussion solely about women’s reproductive rights to the next frontier where women’s right to desire and pleasure is front and center. And it’s about time.”

You've been described as a "serial entrepreneur," so we have to ask: What is next?

With venture capital today, women receive only 2%. In the next 10 years, I will completely close the investment gap between men and women founders. My work today is focused on fueling the next wave of transformational female entrepreneurs through mentorship, cash, and a network of other women who share this vision. When they get to their outcomes, they'll fund the next group who will fund the next group and on and on.

What advice would you give someone looking for an investor, like yourself, to help them with their business?

Choose your investors wisely. Just because someone is willing to write you a check doesn't mean you want them to own part of your company. Investors that are misaligned with your vision can ruin the business. Never forget that the company you keep is completely your choice.

Who’s work do you most admire? Why?

I admire every stiletto strapping female entrepreneur out there who has made the conscious choice to bet on her own capability! Now, two epic examples you must follow are Ashley Graham and Ashley Longshore. They are each boldly breaking barriers while remaining entirely true to themselves. I love watching them win on their own damn terms.

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

Purple Cow by Seth Godin. Read it. It encourages the powerful idea that you should embrace what is unique to stand out in the sea of sameness. If only Seth would reprint it this year and title it Pink Cow.

VIEW THE FULL CREATE & CULTIVATE 100 FIND NEW ROADS LIST HERE.

Create & Cultivate 100: Small Business: Maura Cottle, Melissa Gore, & Melissa Bennett

Meet the women responsible for ensuring that the male-dominated, smoke-filled rooms of Mad Men remain a thing of the past.

After spending over a decade working for traditional agencies, Maura Cottle, Melissa Gore, and Melissa Bennett stuck out on their own to start Heat Waves, a women-led agency focused on developing digital experiences for beloved brands by the likes of Sephora, Sweetgreen, Sonos, and Reformation, to name a few.

Here, the creative collective of female founders shares how they built their disruptive digital agency from the ground up, including what it’s like working with major brands and why having a close personal relationship with your cash flow, P&L, and business model are essential for running a successful start-up.

CREATE & CULTIVATE: You are known as digital trailblazers in the industry, responsible for building experiences that are industry-firsts and true disruptors. What were your intentions when launching Heat Waves? What was your vision for the brand? How were you differentiating the brand from what was already available?

MAURA COTTLE, MELISSA GORE, & MELISSA BENNETT: We started Heat Waves because we wanted to do work that we felt passionate about with purpose-driven teams and brands. Our vision is to inspire the next generation of women and underrepresented people growing up in the historically patriarchal design and technology world. Inclusivity is at the core of every single thing we do at Heat Waves, from the clients we work with to the teams we build to the attitude and communication style we bring to the office. We create space for all people.

For those who are unfamiliar with Heat Waves, can you outline what you do for brands? What are the specific services you offer?

We are a design and technology studio that specializes in product innovation. Our services include branding, strategy, and product design and development.

You've each had experience working with major brands like Nike, Sonos, Sweetgreen, and FX, just to name a few. What advice can you share for new founders who want to work with big brands like that? How do they pitch successfully and get the business?

To get into the room with big brands, you need a reason to be there. Think about what you can bring to the table that's unique, valuable, or exciting. Be the meeting that people look forward to. Evaluate your networks and relationships for opportunities. Get specific about what you want and why.

Once you’re in the room, our philosophy is to make a pitch as interactive as possible. It’s not Mad Men; it’s actually just having a conversation with people who are also passionate about what they do and want it to be great. We identify the most interesting challenges, opportunities, insights or ideas for a specific brand and use that as an anchor to provoke conversation in the room. We find this approach is less about selling, and more about making sure everyone leaves the room with something tangible and understanding of what it’d be like to work together.

“To get into the room with big brands, you need a reason to be there. Think about what you can bring to the table that’s unique, valuable, or exciting.”

Being a founder is never a smooth path. What are some of the biggest lessons you've learned through the process of starting Heat Waves? What have been the biggest challenges? Why?

We have learned to be vulnerable and trust each other through this process. We are always learning how to be better partners.

We are a passionate team that loves to say “yes” to amazing clients who have ambitious plans. We put the work first which can enable scope creep and over-delivering, which is not always ideal for a small growing business.

Communication is half the work for any deliverable. Have you ever been to an escape room with people who don't communicate? You won’t make it out of there. It leads to frustration and inefficiencies. Doing everything perfectly won’t matter if you don’t communicate. We have learned that this isn’t easy or the same for everyone. It takes empathy, patience, and trust in your team.

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

Try to take a hard look at any perceived failure to see what you can learn from it. Identify things you can improve or change within your control, and let go of everything else. Take a step back and try to really understand what success looks like to you. Then find a mentor.

You've achieved so much success since your launch. What do you wish you could go back and tell yourself when you were first starting out? Why?

Flashback to two years ago. We’re sweating in a garage and pitching Sonos with some staged artwork behind us. We would tell those ladies to hoard every dollar and every cent to see what you can do in a year. Be more aggressive and focused. You’re too small to be an everything shop. It's easier to make decisions when you have money in the bank.

You are in the business of developing unique brands. What advice can you share for new founders/small business owners who want to create a unique brand that stands out from the competition? How do you create a brand that lasts?

If your brand was a person, who would they be? It’s not just what they look like, or what they can do for you, but how they make you feel. If you are coming from a source of truth and self-awareness, your brand will stand out.

There are so many channels for connecting with your customers and community—plus, the newsletter has made a comeback. What are your thoughts on this medium? And what other channels or platforms do you recommend? How can a brand be visible in a saturated space?

People love great content no matter what form it comes in. If it’s conveniently placed in my inbox, then that's fantastic. Our clients know they have to be deliberate and compelling in their ongoing conversation with customers. For example, Reformation emails feel like your witty friend sharing things they know you'll like.

Instagram is being hacked at the moment to support longer-form content. It's no longer just a single hashtag in your caption but a full thought, a blog post, an article. It’s also about building one-on-one relationships with consumers is much more important in the DM world we live in.

In the past, the mentality was "go where your audience already is." We are testing the hypothesis that the future of community and content will be more specific destinations for niche topics and causes regardless of platform. If your customers are engaged in the same purpose or cause you are, they will find you.

When you're a small business 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?

Have a close personal relationship with your cash flow, P&L, and business model. Never stick your head in the sand when things get hard. The more in touch you are, the more precise you can be with forecasting and hitting or changing your targets.

Social media always shows us the highlight reel but reality can be very different. Can you recall a mistake you made since launch and what did you learn from it? How did you turn it into an opportunity?

Speaking of highlight reels, as a new brand, we felt pressure to speak up and be cool on Instagram. Our approach failed hard for one obvious reason: we jumped into execution without a clear strategy. We got lots of great feedback but from the wrong people and for the wrong reasons. We had to confront the problem head-on. We were able to come together to create a more genuine experience that truly reflects who we are.

What advice would you give to young entrepreneurs who have an idea but don’t know where to start to execute it?

Make sure you are making something people really want. Talk to as many people as you can to identify your demographic and be sure it's viable.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 SMALL BUSINESS LIST HERE.