"Let your values guide your business” with Sara Zellner

Dwayne Clacks

Sara Zellner is an entrepreneur on a mission to help individuals and businesses align their priorities with their values to create positive change. She is the founder and owner of Saz Healthy Living, which provides fitness training, health coaching, and sustainable living coaching services. She is also the principal CEO of Lynz Consulting LLC, which specializes in corporate responsibility; environmental, social, and governance (ESG); and sustainability consulting. PhD-trained, Sara uses her research and coaching skills to delve into her clients’ vexing issues and assist them in reaching their goals.

Can you tell our readers about your background?

My personal fitness path began early in life. I grew up in rural Wisconsin, the thoughtful but chubby daughter of two registered nurses. At the age of eight, I wanted to get my ears pierced and asked my mom for permission to do it. We struck a bargain that if I did 30 sit-ups every day for a month, my mom would allow me to get my ears pierced. That was my first foray into fitness goal setting and planning and has fostered a passion for exercise and health ever since.

Professionally, I obtained a PhD, and my career took me into business consulting in health, wellness, and sustainability. Along the way, I realized that I could use my knowledge to help individuals in their own health, wellness, and sustainability journeys. So I armed myself with the skills to make that happen and founded Saz Healthy Living. 

What inspired you to start your business?
Over the years, I spent a lot of time working out at gyms, watching the personal trainers interact with their clients. I got to know some of the trainers, and one of them said to me one day, “Sara, you spend so much time here and you enjoy working out so much, you should think about becoming a personal trainer, too.” Until that point, I’d considered getting certified in personal training but started thinking more seriously about being part of the fitness industry.

Then I met my significant other who is also a personal trainer. Through him, I was able to live vicariously and better understand the ins and outs of creating training plans, working with fitness clients, and reveling in their accomplishments. These cumulative experiences motivated me to finally get certified as personal trainer and health coach and to launch my own business.

Where is your business based?

I’m based in Washington, DC, but all of the services I offer are virtual.

How did you start your business? What were the first steps you took?

The first step I took to start my business was to become certified as a personal trainer and health coach. The process is actually quite a rigorous one, which required me to study for three months prior to each certification exam. Because I wanted to focus on nutrition and aging fitness, I also pursued specializations in nutrition and active aging.

Once I had obtained my certifications and specializations, I developed my business plan and model, set up my website, and began marketing in earnest.

What has been the most effective way of raising awareness for your business?

I’ve taken a multifaceted approach to raise awareness of my business, which includes creating online content through blogging and guest blogging, being active on social media, and spreading the word through personal connections. I have also created referral partnerships with like-minded health professionals to share business when possible.

 What have been your biggest challenges and how did you overcome them?

I struggled for a long time with whether I should tie my professional background in environmental sustainability with my fitness training and health coaching. I wasn’t certain whether potential clients would be receptive to the fusion of these topics and prioritize them in their quest to live healthier lives.

But for me personally, the health of our environment is too important an issue in our current age to not to combine it with our personal health. So Saz Healthy Living has been something akin to my Field of Dreams—“Build it and they will come!"

How do you stay focused?

I’ve always been a self-starter, and creating to-do lists with prioritized actions is one of the solutions to keeping me organized. Also believing in the mission of my business is a motivational driver to help me stay on track with my tasks.

How do you differentiate your business from the competition?

I also own a corporate responsibility; environmental, social, and governance (ESG); and sustainability consulting business—Lynz Consulting LLC—so integrating environmental sustainability into my personal training and health coaching has been the core differentiator from my competition.

In my fitness training and health coaching work, the term “sustainability” has two meanings, to: 1) Create lasting and enduring health changes, and 2) Foster personal health and wellness changes that also align with the environmental health of our planet.

With my exercise and fitness training, doing it sustainably means engaging in physical activity on a regular basis and using environmentally-friendly methods and equipment if possible. I also offer diet and nutrition coaching oriented toward organic, clean foods that have a lower carbon footprint. Finally, my services explore using household and personal care products that minimize exposure to environmental hazards, chemicals, and toxins.

There is no one-size-fits-all approach in my work with clients. Lifestyle choices like using environmentally-friendly exercise equipment, eating organic food, or using non-toxic personal care products are good sustainable health and wellness practices, but they are not for everyone. Using my knowledge in sustainability and health, I work with each of my clients to explore the range of possibilities; determine what their unique, healthy lifestyle looks like; and assist them in achieving that vision.

What has been your most effective marketing strategy to grow your business?

My most effective marketing strategy thus far has been word-of-mouth business. A referral from a former client who can vouch for my business style and my ability to help clients meet their fitness and health goals plays a potent sales role in generating new leads.  

What's your best piece of advice for aspiring and new entrepreneurs?

It can be extremely beneficial for your business as well as your mental health to find a support network that can assist you with the development and growth of your business. Seek out online communities or business groups focused on entrepreneurs with whom you can share ideas and learn from others' experiences. In addition, there are also coaches that specialize in entrepreneurship that can serve as wonderful resources and guides.

What's your favorite app, blog, and book? Why?

My favorite app is the Health app on the iPhone. It’s pre-installed on any iPhone and makes it easy to track the basics of physical activity, such as your steps, flights climbed, and distance covered.

For blogs, I’m a huge fan of The Minimalist Baker. Getting fit and healthy entails not only exercise, but also eating good, nutritious food. The Minimalist Baker has a wide variety of delicious, healthy, no-fuss recipes that simplifies cooking and baking.

Sheryl Sandberg’s book Lean In still provides great inspiration and insightful lessons for me on how to succeed as a woman in the business world.

What's your favorite business tool or resource? Why?

Beyond my love of fitness, health, and sustainability, I’m also a data geek. Google Analytics provides a plethora of information to help me track my website activity, users, and more. It’s a powerful resource to use. 

Who is your business role model? Why?

Elon Musk can be a very polarizing figure, but you can’t deny that he’s been an incredible force in business and our society. What I admire most about him has been his ability as an entrepreneur to diversify and pursue related passions and interests. Mr. Musk has demonstrated that if you have a vision for how to make a difference in the world, there’s no reason to limit yourself and not pursue that vision.

How do you balance work and life?

Running two businesses makes my work/life balance a challenge. However, I set aside time for family and friends during my evenings and weekends. I then do some self-monitoring to determine how I’m feeling about my balance. If I find that I’m feeling stressed and drained from work, then I incorporate more leisure time into my schedule.

I’ve also realized that it’s extremely important for me to have a set work cut-off time during the workweek to allow me to wind down for the evening prior to going to bed. Without this relaxation period, I find that I don’t sleep as well and my productivity suffers as a result.

What’s your favorite way to decompress?

I’m a big believer in practicing what I preach, so exercise is my main way to decompress. I typically work out on a daily basis, mixing cardio and strength training sessions throughout the week. Otherwise, I try to get out for a walk to burn off some steam.

What do you have planned for the next six months?

More work, more marketing, and more new clients!

How can our readers connect with you?

Saz Healthy Living website: https://www.sazhealthyliving.com/

Lynz Consulting LLC website: https://www.lynzconsulting.com/

LinkedIn: https://www.linkedin.com/in/sarazellner

Twitter: https://twitter.com/Saz_Lynz

"Have perseverance and just start" with Stephanie Andujar

Starring in theatre performances from 'The Wiz,' 'The Crucible,' 'The Good Woman of Setzuan,' to Television and Film including: 'Blue Bloods,' 'Law & Order: SVU', the Academy Award-winning film 'Precious', 'Marjorie Prime', ...While embarking on her acting career, Stephanie Andujar also obtained her Business Degree at Pace University in New York City. In 2016, Stephanie created Andujar Productions with her family and has been creating content around the clock. From web series to music videos, Stephanie is a force to be reckoned with. https://stephanieandujar.com/ 

Can you tell our readers about your background?

StephA: Yeah, I was born and raised in New York City and been performing forever (lol). I’ve been doing it since I was 12 years old and got discovered at a young age. I then went to Talent Unlimited High School for Drama. After that, I attended PACE University to get my bachelor’s degree in Business.  

What inspired you to start your business?

StephA: Instead of waiting for another opportunity, I decided to create my own. I’d been performing for so long and said why not make a production company. In 2016 I formed Andujar Productions with my family and made a web series, music videos, and so much more. It felt good to finally have something of my own and put out what my fans would like too.

Where is your business based?

StephA: It’s primarily based in NYC but my work reaches a lot of people all over the world. Thank God! (lol). 

How did you start your business? What were the first steps you took?

StephA: I took a leap of faith and started filming with my cell phone. I knew I wanted to do a web series and worked with what I had. Then from there I kept learning different programs and applied them to my work. Andujar Productions then became a trademark and that was a process too. From there I just started promoting it via social media to my fans and the demand became great.

What has been the most effective way of raising awareness for your business?

StephA: Just creating and sharing the work via social media. With all these platforms, you’re able to reach so many people. I also make sure to share on our websites, in case someone doesn’t have a social media channel. Word of mouth is also that old school way of raising awareness for your business that I recommend.

What have been your biggest challenges and how did you overcome them?

StephA: Trying to stay positive with all the work you do. Sometimes I get so caught up in producing content that I don’t see the big picture. Believing in myself reminds me that what I’m doing is important and it’s making people happy whether I know it or not. All the setbacks can lead to becoming stronger and keep putting out what I love.  

How do you stay focused?

StephA: I just remember everything I’ve been through and what it took to get here. I’ve always been disciplined in what I do and know that it takes commitment to see the results you want. It’s also something  I love to do so staying focused is not too difficult.

How do you differentiate your business from the competition?

StephA: I stay in my own lane, you know? I create what works for me and Andujar Productions. Everyone is different in their way and what works for them is for them. As long as I’m happy with what I’m doing for my business, then we’re good. By getting this far, I know I’m already winning no matter what.  

What has been your most effective marketing strategy to grow your business?

StephA: I’ve been blessed with many media outlets, such as this one, who’ve been kind to spread the word about my Production Company and all the work I’ve done. Also, again, social media has been great to share everything we’re creating too. There is power in the hashtags (lol).  

What's your best piece of advice for aspiring and new entrepreneurs?

StephA: Have perseverance and just start. It won’t be easy but it’ll be worth it because of all the work you’ll do to succeed. Believe in yourself too.  

What's your favorite app, blog, and book? Why?

StephA: I love the Simpsons Tapped out App (lol) it’s fun because there’s this whole town you can control and create. I also loved reading “The Book of Unholy Mischief.” It takes place in Venice in the late 1400s and it’s just a really great book on life’s wonder…food.

What's your favorite business tool or resource? Why?

StephA: Staying on top of business trends. Just by reading the trades and updating myself with things that are changing within the industry. Reading good old articles will always be a great resource to access, which helps you manage your business.

Who is your business role model? Why?

StephA: I’ve always admired Selena Quintanilla and loved that she was a businesswoman too. She showed that you can be a performer but you can also run your own business too. If she can do it, I can do it too, you know. I’ve always had this business side in me and it’s cool to know she was another Latina who did it too.

How do you balance work and life?

StephA: I dance, bike, do kickboxing, and a lot to stay active. Getting those endorphins going always helps (lol). I also spend time with my Chihuahua Teeka and my turtle. They make me feel good when life gets hectic but I remember why I’m doing what I do and it’s for them too (lol).

What’s your favorite way to decompress?

StephA: I love watching a good movie or Hell’s Kitchen (lol).

What do you have planned for the next six months?

StephA: I have a lot of projects set up. I’m currently working on the rest of the Episodes for my web series StephA:One Woman Show and I have another song that will be coming out soon too. So many other things are lined up these coming months and I hope to keep growing spiritually as well.

How can our readers connect with you?

StephA: Always happy to connect (lol) via Instagram @Stephanie_Andujar_

Twitter @StephAndujar & StephanieAndujar.com

"Do not be afraid to stretch and venture into something great even if the circumstances seem difficult" with Dijana Fiorentino

Scheherazade Fashion is a clothing line based in San Diego, CA, the USA poised to change the fashion industry with its unique collection of ethical, vegan fashion trends for women who love folk art & fairy tales. The brand's versatility and uniqueness are demonstrated in every fashion piece from the brand, as it effectively turns designs into emotions, helping fashion lovers to express themselves freely.

www.scheherazade.us

instagram.com/scheherazadefashion

Can you tell our readers about your background? 

After moving to America from Croatia and becoming a USA citizen, I spent many years designing jewelry and editing women’s professional wardrobes. Being a stylist has taught me how to effectively create figure-flattering capsule wardrobes for women with different style sensibilities and personalities.

What inspired you to start your business?

The inspiration to start a clothing line came after writing style articles, creating style quizzes, collaborating with American artists, creating tailored gift guides, organizing professional modeling workshops, and creating a Wardrobe-how-to guide for millennial women.  Not long after watching “Making the Cut” with Tim, Hedi, Naomi on Amazon Prime I felt so incredibly moved and inspired to launch a sustainable brand based out of America, my new home country.  

Where is your business based?

The first collection is based out of my new home studio in San Diego, CA, USA.

How did you start your business? What were the first steps you took?

The first step I took was I went to the fabric store and selected the materials that felt organic and had a soft texture. Subsequently, I then came upon some incredible artworks I found in vintage fairy tale books and decided straightaway order that the digital artwork is printed on fabrics and theme the line based on one of my favorite  1001 nights heroine, Queen Scheherazade.  

What has been the most effective way of raising awareness for your business?

Using the Fashion Week San Diego runway platform has thus far really helpful. The team has helped me launch a video on social media and given me expert guidance and feedback on making my collection on point and cohesive for the virtual runways on October 17, 2020.

What have been your biggest challenges and how did you overcome them?

Launching a brand in 2020 during a health crisis has certainly been a huge challenge. Luckily I had support from my family to keep going and the team at FWSD decided we would not let the Covid 19 health pandemic stop the show. The show will go on. That is FWSD’s motto.

How do you stay focused?

It has been challenging to stay focused but my partner and family keep me motivated. I believe in my brand wholeheartedly and it has provided me a new sense of hope to pursue a goal of launching a clothing collection dedicated to the magic of storytelling, despite the difficult circumstances of starting a garment line during the pandemic.

How do you differentiate your business from the competition?

Scheherazade Fashion is the only brand currently using micro-suede and fairy tale prints.

We are certified Vegan by PETA.

What has been your most effective marketing strategy to grow your business?  

The most effective marketing strategy has been to partner with our local team of fashion entrepreneurs and leaders in our local community who have the experience and the platform to reach our fashion community.

What's your best piece of advice for aspiring and new entrepreneurs?

The best piece of advice is “Ask for guidance from the experts”. Do not be afraid to stretch and venture into something great even if the circumstances seem difficult. I am so glad that I finally took the leap and applied to show my collection at the Fashion Week San Diego Runway, it has kept me accountable and motivated to keep pushing toward my dream with other like-minded creative local designers.

What's your favorite app, blog, and book? Why? 

I am old fashioned and do not have many apps, but if I had to choose a favorite app it would have to be youtube, I connect with like-minded women from SewingMastery.com and Professor Pincushion’s youtube channel. I subscribe to channels of enthusiasts who believe in sustainable fashion, ethical fashion, and expert sewing teachers who instruct me how to do fabric embroidery and pattern making.

What's your favorite business tool or resource? Why?

I love using LATER the app that automatically schedules posts on your Instagram. When my schedule is busy I schedule all of my new photo/event updates in advance over the weekend. I love it.  

Who is your business role model? Why?

My husband. He is devoted and organized. I have learned tips from him on how to block my schedule, plan ahead, and budget all of my business expenses. He is a math teacher.  

How do you balance work and life?

I take time to unwind and relax and spend time with my two beloved dogs. I meditate and spend time in prayer and spiritual learning.

What’s your favorite way to decompress?  

My favorite way to decompress are reading a novel or folk tale, and listening to classical, traditional, and healing music to nourish the body and soul. 

What do you have planned for the next six months?  

For the next six months Scheherazade Fashion will be available for purchase to the general public at our trunk show in San Diego, CA, date TBD, where buyers will have the option to pre-order and select their favorite micro-suede colors and fairy tale prints.

The brand’s focus is to encourage the world of fashion through the wisdom of stories, art history, literary illustrations, and sustainably made materials. We welcome new brand partnerships with environmentally conscious clothing shops and sustainability-oriented quality apparel buyers.  

How can our readers connect with you?

Follow the brand ig page @scheherazadefashion or visit the new website at www.scheherazade.us

"Truly love what you are attempting to launch and work on" with Mallorie Dunn

Mallorie Dunn is an NYC based fashion designer, business owner, and professor. After graduating from the Fashion Institute of Technology and Pratt Institute she had many corporate design jobs before deciding to switch to a life of freelance work. Through the freedom a freelance schedule allows her – she was able to launch her line, SmartGlamour, in Spring 2014. She is also an adjunct professor for Parsons/Open Campus at The New School and teaches virtual online sewing and sketching courses.

Can you tell our readers about your background?

All of my childhood, I was interested in fashion - which to me was clothing + personal style. I never thought you could have a career around it - so I thought I’d be a math teacher. Upon entering high school, I learned they offered a fashion design course. I was so excited and jumped straight in! I then went to the Fashion Institute of Technology in NYC, studying Fashion Design. Unfortunately, the environment of the school and the trajectory they put you onto turned me off - and after receiving my AAS degree, I transferred to Pratt Institute in Brooklyn and received my BFA in Art and Design Education. While pursuing that degree, I began to miss making and designing clothing - so after graduation, and a year of careful thought - I hopped back into fashion, working multiple corporate design jobs in the Juniors sector. I was then put off once again - by the very high stress, zero creativity, and completely unethical production practices. I switched to a life of freelance work - and during that time, I launched my company – SmartGlamour.

What inspired you to start your business?
SmartGlamour came to me as a way to correct all of the problems I had with the fashion industry - and also with how society at large negatively affects women + feminine folks’ body image and confidence. I was also well aware of the disparities within the fashion industry when it came to sizing and accessibility to ethical clothing.

SmartGlamour addresses these issues and then some by offering clothing in sizes XXS-15X and beyond, having all clothing be customizable - for both fit and design wants + needs, ethically hand making our clothing, having it be made to order - reducing waste, recycling any of the fabric waste we do create, hiring models that accurately reflect and represent the actual population - this means every size, shape, height, weight, age, ability, gender, and ethnicity - without ever photoshopping or airbrushing them - and accurately depicting the percentages of the population who are plus size (67-72% of American women + femmes.) 

Where is your business based?

We are based in NYC, NY, USA.

How did you start your business? What were the first steps you took?

The first step I took was inviting a group of about 10 women who inspire and motivate me to grab some wine and snacks - I described what I had in mind for the company and asked for feedback and questions. I then launched an IndieGoGo campaign and raised $4K to launch the website, create and shoot the first collection, and host a launch event and runway show. For the first year of the business - I was still doing freelance work. As SmartGlamour grew, I took fewer and fewer jobs - until SmartGlamour was my only source of income.

What has been the most effective way of raising awareness for your business? 

150% social media and press coverage. When I started the business, I didn’t have any funding for advertisements - so building a brand and community on social media was crucial. I also began creating and promoting campaigns (like #SameSizeDifferentEyes, #InYourSize, and #ImFlattered) which got us coverage in publications like Bustle, Seventeen, Cosmo, HuffPost, Refinery29, HelloGiggles, and more. Also - by hosting biannual inclusive runway shows, we were able to receive great video coverage and press from folks like Mic, UpWorthy, Bustle, PBS, and more.

What have been your biggest challenges and how did you overcome them?

My biggest challenge has been that I truly run the entirety of the company on my own - and due to this fact, I have a lot of work to do - some of which I could just be working on day in and day out if I did not stop myself. Over the past few years, I have had to learn to set boundaries for myself, prioritize rest, ensure I am doing activities for fun, for myself, to relax - and asking for help when I need it. As an anxious person and a recovering perfectionist - it is work reminding myself to also care for me, and not solely for others.

How do you stay focused?
This is the part that has never been an issue for me - if anything, I am too focused. I feel very, very passionately about accessibility and inclusivity in general, but also specifically within fashion. I also love making things with my hands, being creative, and problem-solving. These are things I think about all day every day - so focusing on them for work is never a problem.

How do you differentiate your business from the competition?
Quite frankly - there are no other businesses doing exactly what I am doing. There are some businesses that focus on customizations, some who focus on environmental issues, some that focus on basic style staples, some that focus on accurate representation via imagery - but really none that are doing all of those things at once. I am not too worried about competing companies - I want there to be more sustainable, accessible, affordable options for folks of all shapes and sizes, not less.

What has been your most effective marketing strategy to grow your business?
For SmartGlamour and myself - this is the same question/answer to raising awareness. Social media and press + campaigns have been the best way to market our business. SmartGlamour is a small business that was founded on a message - and staying true to that message constantly, no matter what we are posting or selling, is what has curated an online community, a community of our models, a community of our customers. It’s what gets us press coverage - it’s what sets us apart.

What's your best piece of advice for aspiring and new entrepreneurs?
My best piece of advice is to really, truly love what you are attempting to launch and work on - because it is going to envelop your life. Don’t become an entrepreneur just for the sake of being an entrepreneur - work on something you are truly passionate about and invested in.

What's your favorite app, blog, and book? Why?

I feel like I probably use the same apps everyone else does - all the go tos for social media, mail, messaging, etc. For editing photos and videos - I use VideoShop, PicPlayPost, CutStory, Pic Stitch, etc. For inspiration, I use Pinterest. For shopping small virtually (specifically during Covid) - I use Etsy. Organization - the notes app on the iPhone. Payments - Venmo, PayPal, and CashApp.
I don’t really read blogs - most things I am reading and consuming online are either social media posts or news articles.

And unfortunately, I haven’t made time for a good book in quite some time - years even. The closest thing is listening to podcasts - and I specifically listen to entertainment-based podcasts, it gives my brain a break and lifts my spirits while I work. I am a huge fan of drag - so I listen to multiple drag related podcasts - Sibling Rivalry, Race Chaser, Alright Mary, The Chop, etc. I also like funny, interesting conversations so I listen to - Why Won’t You Date Me, You Made It Weird, Unqualified, 3 Questions, The Read, etc.

What's your favorite business tool or resource? Why?

Perhaps OpenOffice and my Adobe Suite? Those are definitely the tools I use the most. I keep things organized in OpenOffice Calc - and I use Illustrator and Photoshop daily. I also run my website via WordPress + WooCommerce - so I suppose those platforms as well. Social media - Instagram, Facebook - although I have gripes with them both, they are invaluable.

Who is your business role model? Why? 

I don’t really have a business role model. I didn’t start SmartGlamour because I am interested in “business” or being a “boss.” I want to make clothes and I want to help people - and I also want to be able to make a living - so I combined the three. The folks I look up to in this world are social leaders, activists, writers, thought-provoking people - like Ijeoma Oluo, Lindy West, AOC, Indya Moore, Ashlee Marie Preston, Rachel Cargle, and endless other content creators who are trying to make the world a more equitable place for all.

How do you balance work and life? 

My husband is the best help with this. I thoroughly enjoy him - so I want to make time for him, to sit and laugh and eat and talk with him. I also, especially during Covid, have been scheduling video chats with my friends - which is another great way to dedicate a chunk of time to having fun and being social. 

What’s your favorite way to decompress? 

Painting my nails while enjoying a glass of wine. I do my own gel nails at home - and it is a great way to get myself to stop working on anything else.

What do you have planned for the next six months? 

Unfortunately, this is a pretty tough question now that we are in the middle of a seemingly never-ending pandemic. In April, I pivoted to mask making. I haven’t done a photoshoot since March - and will not do one until vaccines are available. Folks’ safety is more important than clothing - hands down. In this production downtime - I have been working on boosting our SEO and planning a bit of a relaunch + visual branding overhaul that will come out at some point in the upcoming months when the world’s future looks a bit more clear.

How can our readers connect with you?

You can follow us on Instagram - @smart_glamour, Facebook - /smartglamour, Twitter - @smartglamour, YouTube - /smartglamour, Pinterest - /smartglamour - and our website is www.smartglamour.com.

"Patience is a virtue. Rome wasn’t built in a day, so don’t expect your business to be either," with Daniela Milosheska

With a bachelor's degree in entrepreneurship at Gea College, Ljubljana, Slovenia, and a masters degree in fashion and luxury management from SKEMA university in France, Daniela has started her career as an intern for an event organizing company where she was working as a project manager for PR and marketing events. A few months later, she started working as a business focus researcher for the Ethical Fashion Forum in London. She founded Bastet Noir in 2013 with the idea to promote and sell Macedonian fashion designers outside of the borders of North Macedonia. Four years later in 2017, the company pivoted to offering custom-made, sustainable and socially responsible clothing pieces made by women single parents in North Macedonia. Today, despite Bastet Noir, she also runs a small coworking space in the capital of North Macedonia. 

Can you tell our readers about your background?

So my background is in entrepreneurship, exactly what I’m working like today. I got my bachelor's degree in entrepreneurship in Ljubljana, Slovenia where I was living for 3 years, after which I continued my studies in France. After finishing my masters in fashion and luxury management, I briefly worked on a project for an event organizing agency where I got to experience collaborating with some of the world’s greatest PR managers like Colleen Harris and Patrick Jephson. When that project was finished, I moved to London to work as a business focus researcher for the Ethical Fashion Forum in London. It was there that I became aware of the horrifying impact fashion had on the planet, as well as the ethical and sustainability issues in this industry. After 2 years spent in that position, I decided to start something on my own and that’s how Bastet Noir was born back in 2013. Fast-tracked to today, I’m running 2 small, socially responsible, and waste-free companies. I’m also a consultant on WiseHer.

What inspired you to start your business?  

It all started back when I finished my master’s degree. I always knew that one day I’d be running my own business, but always thought that I would work for someone else’s company for a longer period before starting something on my own. Well, that only lasted for 2 years before I realized that nobody was going to hand me the ideal job I wanted to have, so I thought why not build it on my own. Back at that time when I started, Macedonian fashion designers were extremely limited with the market they could sell on, so my inspiration behind it was to develop a platform that could potentially help them expand that market. The idea was to give these designers a platform to showcase and sell their work to markets outside of North Macedonia and create a sustainable, socially responsible, and waste-free marketplace. Of course like any other business that idea developed and changed, so today we’re working on launching our own label in collaboration with women single parents. 

Where is your business based?

Currently, we’re based in North Macedonia. 

How did you start your business? What were the first steps you took? 

Honestly, it was a long time ago, so I’m not really sure what came first, but I think the first thing I did was schedule meetings with the designers I liked and interview web developers to build the marketplace for me. I remember at the time I was hesitating between launching a Shopify website and building a stand-alone website and I went with the latter, a decision that cost me a lot of money and consumed a lot of time going back and forth with developers, a decision I regret to this very day. But hey, how else will you learn, right?

What has been the most effective way of raising awareness for your business?  

Well for us I would say social media has had a tremendous impact on raising awareness for the brand, particularly Instagram which is a really powerful tool to use. Another thing that helped us a lot is the content marketing we’re doing. We have a blog where we spotlight the women whose careers we find fascinating and we also write articles on the development of each and every collection, the scenes process of making that collection, and more information about the materials used in every line. We want our label to be as transparent as possible and we want the pieces to reflect that. We also want to educate our customers and make them feel like they are a part of the process 

What have been your biggest challenges and how did you overcome them?

I would say the biggest challenge I had to overcome was my imposter syndrome. I was always questioning myself and my skills and was always unsure of the decisions I’ve made. These doubts haunted me for such a long time. The way I overcame this was when people I didn’t know start contacting me asking for my advice. This is where I actually realized: Hey I must have done something right.  

When I decided to pivot the business was one of the hardest things I’ve ever done. On one side I had designers who were bringing in money to the company, but on the other side, I couldn’t quite develop the story around the brand the way I wanted to. Whenever you run a business, you know that cash flow is the king, so if I decided to take down those designers then that would have meant that for a while the company would not make that money. So I felt stuck for almost a year. By mid-2017 I decided that it was time to take that risk and so the first thing I did was taking down all the designers we carried and focus on developing our own line, invest in branding, and work more on writing the right copyright to be able to tell the brand’s story.  

How do you stay focused?

This is something, I’m still figuring out. Lots of coffee I guess. Another thing that keeps me focused on is playing the right type of music for my mood, so I have created all these playlists on Spotify for different mood swings. 

How do you differentiate your business from the competition?

I think the thing that differentiates Bastet Noir from other similar businesses out there is that it’s a company that primarily takes care of the people that work closely with us. Our biggest goal is to make sure the women single parents we work with are fairly compensated for their work and their businesses are given a fair chance to grow. This is why every woman that works with us is paid per piece immediately after the piece is made and handed over for shipping. Another thing that makes us very different from the rest of the competition is our on-demand production and emphasis on personalization and customization. We found a way to scale this process, so now we’re able to produce a custom-made tailored item for a record period of 1-3 business days. So our customers don’t have to wait for weeks to get their item.

What has been your most effective marketing strategy to grow your business?

Probably content marketing. The thing is that you don’t really see the effects immediately, but after a year of a well-executed content strategy, you start to realize that it was really worth it spending all those hours creating content that at first only 5 maybe read. 

What's your best piece of advice for aspiring and new entrepreneurs?

Patience is a virtue. Rome wasn’t built in a day, so don’t expect your business to be either. I remember when I was starting out, I had this grand idea of where my business needed to be by the time I was 28 or 30 or 33 and I found myself disappointed and discouraged each and every single time something went off course. I’m no longer doing this. It’s unrealistic and, to be honest, very unhealthy. Everything will happen when it needs to happen, you just need to give it a bit of time. And I know it’s hard to be patient, especially for ambitious people, but it’s the only thing that will get you through when those lows hit, and believe me you need to be prepared for those lows. As long as you’re willing to learn from the mistakes you’ll inevitably make and push forward, you’ll be just fine and you’ll build that empire brick by brick. It might not look like what you’ve pictured it would be, but that’s fine, as long as you keep on stacking those bricks, you’ll get there eventually. 

What's your favorite app, blog, and book? Why?

Favorite app Spotify, because I love music and can’t imagine spending a morning or even a working day without it, and Think Dirty, which I found not so long ago. It’s an app that tells you which ingredients are harmful in the cosmetics you use. You just need to scan the barcode on a product and it explains all the ingredients and what they do. It’s amazing. It really helps me quite a bit to get the right information before making my purchase. I don’t read a lot of blogs, to be honest. I only read one that I found like a year ago. It’s called Mirra and it’s mostly about the ingredients used in cosmetics. I like it because it explains a lot about the damages a certain ingredient can cause to your skin and what to look out for when shopping for skincare products. 48 Laws of Power by Robert Green is probably one of the books I could read over and over again. The laws are quite simple backed with historical facts and still are very much applicable to this day. It helped me quite a bit with the development and growth of my business as well as in general communication with people. 

What's your favorite business tool or resource? Why? 

Trello, because before I start using it I was buying these notebooks and my schedule was all over the place and whenever a new intern came to work she had to roam through Drive files to learn the structure of the business and now we have everything neatly organized so when someone new comes it’s pretty easy to learn how the company operates. We have everything in one place and everything is more visually organized and easily accessible. 

Who is your business role model? Why?

Probably Sophia Amoruso, because our entrepreneurial stories are very similar, and plus every time you read something written by her or hear something you always end up learning a ton of stuff. Her advice is extremely helpful especially if you’re a businesswoman. Although, recently I try not to compare myself with anyone. I used to do that a lot until I realized that we are all different people born under very much different circumstances which oftentimes, if not always, determines the level of your success and how fast you get there.

How do you balance work and life?  

I don’t. If you have any helpful advice for me here, please tell me. It’s very hard for me to switch from my work mood. I pretty much work 24/7 during weekdays. I’m always available to reach everywhere and I know this is not ok, but I can’t help it. If I don’t work, I find myself feeling guilty about it. The only thing that I started doing recently is to not work during the weekends and try to get as much nature time as I can, because I mostly spend my days in front of the computer so during the weekends I’m trying to avoid screen time as much as I can. In the past year, I also found nature to be extremely soothing. It calms me down and keeps me centered.

What’s your favorite way to decompress?  

I used to travel a lot, but now with this pandemic, since that’s no longer an option I try to at least go to my hometown Ohrid, as much as I can. We have a lake there and I’d like to go swim in the mornings if my schedule allows it. I practice yoga in the morning, which kind of sets the tone for the rest of the day and really calms and grounds me. Also during this pandemic, I found that planting stuff is something that relaxes me. So whenever I find myself stressed, I try to do this. I’ve turned into a complete plant lady, something that I didn’t quite understand before. But hey, don’t judge it till you try it. :)

What do you have planned for the next six months?  

We have a new collection out, so we’re currently working on that. We’ll be busy promoting it. We’ve also established a special fund for our small community of women single parents, so we’ll be working on spreading awareness around it as well. Hopefully, in the next six months, we’ll be able to grow our team again. Currently, we’re working with 5 women-owned studios and are planning to expand this to 6 by the end of the year. So wish us luck.

How can our readers connect with you?

Instagram - http://instagram.com/bastetnoir/

"Plenty of people can have a good idea but the magic lies in execution" with Damilola Adepoju

Damilola Adepoju has a unique, global perspective on his brand and business development. It's been built through an uncommon career path created at the intersection of his work as a mechanical engineer for a top airline in New York City, and his entrepreneurial experience from starting his fashion brand, Fini Shoes. Fini Shoes is a lifestyle shoe engineered and designed for maximum comfort and durability, without forgoing the luxury aesthetic. The company produces an innovative, multidimensional shoe that caters to all types of people and occasions, from day to night, weekdays to weekends. please visit: adepojudami.com or www.finishoes.com to learn more about Dami Adepoju and his work.

Can you tell our readers about your background?

Dami Adepoju is the creator of Fini Shoes. As a Nigerian/American designer, he has set out to change the shoe industry. Adepoju developed unprecedented design customization that allows consumers to completely transform the look of their shoes through a seamless and minimal zipper system. He graduated from college with a Bachelor of Science in Mechanical and Aeronautical Engineering and later earned his Master's in Sustainable Fashion at GCNYC. 

What inspired you to start your business?

Adepoju's business was inspired by the lack of true versatility in the footwear industry. The idea first came to him during his senior year of college when he was preparing for a spring break trip to Jamaica. He owns quite a few shoes, considering himself a "sneakerhead", and efficiently packing for trips has always been difficult.

While packing, Dami realized that not all of his shoes could fit in one bag and thus he had to make difficult decisions. This inconvenience inspired him to create a shoe that could be worn in multiple ways, transitioning looks to fit different occasions. The young designer found a gap in the footwear industry and combined his passions for engineering and fashion with his bachelor's degree in Engineering and a Masters in Sustainable Fashion to develop a truly innovative product through Fini Shoes. 

Where is your business based?

Fini Shoes are designed in New York City and produced in Portugal. 

What has been the most effective way of raising awareness for your business?

Dami utilizes social media guerrilla marketing and strategic influencer partnerships to increase his company's presence in the footwear market space. His team is focused on platforms like Instagram and Facebook which have already proved to give them the most site traffic. His team plans to increase presence on Pinterest as it’s also an effective platform for increasing awareness of consumer products.

What have been your biggest challenges and how did you overcome them?

Working to develop a sustainable shoe has been one of the biggest challenges Adepoju has worked to overcome. The fashion industry is the second most polluting industry globally, responsible for 10% of all carbon emissions. Many brands are huge contributors to global warming, a troubling fact unknown to the average consumer. Dami seeks to disrupt the wasteful standards of the industry by caring for the environment, meaning his customers can feel good about their purchases. While this takes time, a sustainable product is an ultimate reward.

How do you stay focused?

When asked how he stays focused, Adepoju laughed and said, "I don't". As a creative his mind is pulled a million different ways, but he likes it like that. He finds the beauty in chaos and attributes his unconventional approach to "focus" as the key to success when building his innovative Fini Shoes brand.

How do you differentiate your business from the competition?

Dami's business is unique because there is no other shoe trying to adapt to different occasions and offering attachments to do so in 1 purchase. Additionally, Dami has utilized his background in engineering to design and patent his shoe's model, ensuring no competitors can infringe on the copyright.

What has been your most effective marketing strategy to grow your business?

Adepoju has focused his efforts on growing a strong following on Instagram, working to connect with his consumers. By understanding consumer needs and creating trust he believes he can create a product that thrives in the sneaker space. Adepoju's team posts on Instagram consistently throughout the week, constantly engaging with followers in comments or direct messages. 

How did you start your business? What were the first steps you took?

Dami started his business when he saw a gap in the footwear space in the form of versatility. He developed his idea for a multipurpose shoe and then asked for feedback from close friends, family, and classmates. His peers doubled as potential consumers thus he valued any feedback they provided. The first step he took in starting his own business was primary market research and worked to understand the target customer for this innovative business model.

What's your best piece of advice for aspiring and new entrepreneurs?

Dami shares that the two habits every entrepreneur needs to be successful are: writing down goals, no matter how small and the other is taking action. From his experience, plenty of people can have a good idea but the magic lies in execution.

What's your favorite app, blog, and book? Why?

Dami's favorite blog/website is the BBC. He particularly enjoys this site because of the range of available segments and its global reach. It keeps him informed and is non-bias, a "true work of journalism" he notes. Specific to the fashion industry he works in, his favorite website is WWD for its cutting-edge coverage of fashion trends.

What's your favorite business tool or resource? Why?

Google. The power of googling things is incredibly underrated in Dami's eyes. When he first started his brand, he had no formal fashion education thus he relied on researching the industry and teaching himself via Google. He utilized research reports from fashion scholars, institutions, and professionals all available for free. He mastered the art of googling and noted that "with the right keywords and patience you can find almost anything on the web".

Who is your business role model? Why?

Elon Musk and Kanye West are two business role models that inspire Dami daily. They are both creatives that stick with their visions, even when doubted by the public. The authenticity they show to themselves is the root of their success and how Dami inspires to be.

How do you balance work and life?

Dami writes down all of his goals and keeps an informal to-do list that he follows closely. He tends to keep his weekend's structure-free, away from any work-related tasks.

What's your favorite way to decompress?

Dami enjoys rewinding by sleeping, meditating, long walks, or a workout class. 

What do you have planned for the next six months?

Dami's next six months will center on the marketing rebrand plans for Fini Shoes. He was also recently appointed as the Creative Strategist for Herve Leger's first handbag and footwear line.

How can our readers connect with you?

Readers can connect with Dami via his personal Instagram "@badwine" or business account "@finishoes". Fini Shoes also sends out a weekly newsletter via 'info@finishoes.com' where subscribers can learn of upcoming shoe drops and earn promotional offers.

For more information, please visit: adepojudami.com or www.finishoes.com

Instagram: @badwine or @finishoes

LinkedIn: ​https://www.linkedin.com/in/damilolaadepoju

"Everything can go so fast and feel like you're not moving at the same time" with Masha Titova

Masha Titova is a fashion designer who was born in Boston, raised in Moscow, and consulted in Los Angeles. After working for Kanye West and BCBGMaxazria, she took the leap and moved back to Boston where she officially launched TITOV in 2019. Pulling from inspiration from living around the world, she’s able to cater to a unique customer with one of a kind designs. She’s motivated by wanting every woman feeling like what they are wearing is made for them. 

Can you tell our readers about your background?  

I was born a first-generation child to my amazing family who moved here from Russia. I have been lucky to have lived in many different cities because of my upbringing. While living in Moscow, I saw a much more glamorous fashion sense than my sweatpant dominating suburban American upbringing. It was there I started to take sewing classes and attend Moscow Fashion Week that led me to my fascination with the industry. Upon returning to the USA, I became committed to applying to a Fashion Degree program for college and have been working in the industry since. 

What inspired you to start your business?

Three years ago, I noticed a rash spread around my chest, getting so bad, I had to take my bra off. I realized the materials on my bra had led to severe irritation. Following this incident, I spent many hours researching the art of making the perfect bra. TITOV was my solution to uncomfortable bras offered in hard to find sizes.

Where is your business based?

We are based out of Boston, Massachusetts.

How did you start your business? What were the first steps you took?

At the very beginning,  I did a lot of research. I asked everyone who I interacted with questions about their bra experience. I would send out anonymous surveys to everyone on my contact lists, I’d even ask men on their preference.   

What has been the most effective way of raising awareness for your business?

The most effective way has been going out and meeting my community. I love to hear about their struggles and be able to solve it for them. I always make time to satisfy our clients and sometimes that means making custom bras in sizes we don’t have yet!

What have been your biggest challenges and how did you overcome them? I

I originally thought not being in a fashion city like LA or NYC would be difficult, but I quickly realized that the community in Boston has been nothing but supportive and welcoming. I think it’s actually worked to my benefit since there are such a limited number of fashion brands in the area I don't need to be competing with anyone like I would in NYC. 

How do you stay focused?

When I really need to buckle down and get something done I activate Freedom, it’s an extension you can download and when activated it denies you access to any distracting websites. It won’t reactivate until the time you set expires - life-changing. 

How do you differentiate your business from the competition?

I feel like most of the brands out there are either overly sexualized or beyond basic. I felt like I could provide a fun approach to lingerie that combined comfort with whimsy, that would make you feel confident. We also carry 42 sizes which are three times more than the average lingerie brand carries. 

What has been your most effective marketing strategy to grow your business?

The most effective strategy has been listening to our customers. We realized a lot of the women who want to purchase our lingerie didn’t feel comfortable ordering online. They would ask where they could find us in real life. After realizing this, we decided to increase our pop-up schedule, as well as think outside the box, and offer at-home visits. We come prepared with their size in all styles and they treat it as a Sunday afternoon treat for trying on lingerie in the comfort of their own homes. This has boosted our word of mouth and created much stronger relationships! 

What's your best piece of advice for aspiring and new entrepreneurs?

Don’t expect it to become huge overnight, and celebrate the little wins. Everything can go so fast and feel like you're not moving at the same time. If you take a step back and think about the achievements, you’ve made it will ignite you to keep going. 

What's your favorite app, blog, and book? Why?

My favorite app is Evernote, it’s on all of my devices, keeps me organized, and everything is at my fingertips. My favorite blog is Man Repeller, I love the quirky stories that are somehow always relevant. My favorite book is Shoe Dog by Phil Knight. It was after reading it that I decided to put all of my spare time into building my own company. It gave me the inspiration to focus. I figured if Phil could go through everything he did and still end up on top, then why not at least try? 

What's your favorite business tool or resource? Why?

Last year, I was inaugurated into the Female Founder Collective run by Rebecca Minkoff and can’t be more grateful. This community is filled with the most brilliant and successful women, open to sharing resources and personal experiences. I’ve met a number of friends through this program as well as gained business leads. 

Who is your business role model? Why?

Sara Blakely. She is a true visionary in business. Her story is one I never get sick of reading about, it’s incredible how she started and how much she had to fight people and convince them that she wasn’t crazy. Now basically everyone owns a pair of Spanx. She hosts a MasterClass that is inspiring and offers a true insight into the apparel industry. I would highly recommend taking it.  

What is your beauty routine? What are some of your favorite products?

I am huge on skincare. I’ve figured out my perfect routine to keep my face clear and looking like I had more than four hours of sleep. I always use a moisturizer with SPF in the mornings and a night moisturizer, my favorites right now are Lotus Youth Preserve Moisturizer and Olay SPF15 Moisturizer. Twice a week I use Glossier’s Solution to keep acne at bay.

I rotate between retinol and Hyaluronic Acid to keep wrinkles away and for extra hydration. My makeup routine is very basic, I won’t leave the house without mascara and boy brow from Glossier. If I’m feeling extra I’ll add blush and a black eyeliner from Nars, and maybe a glitter shadow from Pat McGrath. 

How do you balance work and life?

I think “balance” is a myth. I’m never fully shut off because my work is so relevant in parts of my life that aren’t at the office.

What’s your favorite way to decompress?

I have two: cooking and a bath. With cooking, the messier the thing, I’m making the better. It’s the only time I am completely unplugged from my phone and emails, and by having hands covered in food it keeps me from randomly checking for notifications. Same reason I love to take baths, I’m too paranoid I’ll drop my phone in the water so it’s the perfect 30 min to let my body reset. 

How can our readers connect with you?

You can find TITOV @titovlabel on all channels or @mtitova3 on Instagram for my personal life. 

"There’s not enough of it in a day or enough in startup mode when you’re alone putting in the sweat equity" with Laura McGuire

Laura McGuire

Hipstik Legwear​, LLC materialized out of founder, Laura McGuire's, frustration from years of trying on dozens of styles and brands hoping to find a comfortable pair of hosiery. Laura realized she could make tights and pantyhose women of all shapes actually want to wear. Hipstiks have a stretchy lace waistband that sits on the hip for ultimate comfort and a stick strip that keeps them in place without sagging or rolling down; the sizing, to include plus sizes, is unlike the industry, based on the unique body shapes of women. ​www.hipstiks.com.

Can you tell our readers about your background?

​I've worked with entrepreneurs and companies to launch or relaunch and market their own projects for the past 10 years, so I know what it takes: passion and a meaningful idea. When I was struggling to find a pantyhose product that was comfortable, I realized I could be one of those entrepreneurs and make this product a reality for women. Launching Hipstik Legwear has given me a deeper understanding of those entrepreneurs in my past. We build on ourselves with each year.

What inspired you to start your business? ​​

I’d been taking a pair of scissors to my tights and pantyhose for years to loosen the control top so that I could breathe (and I knew other women were doing it, too)! ​It was almost as if all the manufacturers were saying that we need to be three sizes smaller to be comfortable in their product. ​After years searching for a comfortable pair and asking other women their experiences, all points aligned, and I realized I could be the one to make tights women actually want to wear.

Where is your business based?

Hipstik Legwear is based in North Carolina. We also proudly manufacture in the USA, in the same state - a short 90-minute drive apart.

How did you start your business?

What were the first steps you took? ​The first step I took to start my business was pouring over a business plan. It took me months but it was worth getting it all down on paper. My husband jokes that it’s the length of W​ar and Peace​ but this as the first thing you do with thoughtful consideration; a business plan is non-linear to running your business so it helps think outside of immediate next steps. After the plan was written, the brand name I originally came up with was changed for the better to Hipstik. These type of things come out of this vital process; it’s less about the actual words that end up on paper and more about the thinking, considering and idea editing you must do to get words there.

What has been the most effective way of raising awareness for your business?

​Cartoonist, Tom Fishburne has said it best: The best marketing doesn’t feel like marketing. The most effective way we have raised awareness for Hipstik is to put the product in real customers’ hands (or in our case, put Hipstik onto their legs) and let them tell their friends, family, and colleagues about their experience. The best way to describe our product has actually been the way real customers describe it to others.

Awareness via traditional methods merely whispers to the customer. Awareness via first-hand product reviews is louder and stronger.

What have been your biggest challenges and how did you overcome them?

​Our challenge is changing women’s negative perceptions of hosiery. We’d stopped wearing them. Hipstik’s problem-solving product design, to lots of women’s amazement, actually delivers on shape-based comfort and style.

How do you stay focused? ​

I stay focused with a master to-do list on my phone. The checking-off part is satisfying. And there’s always something to add.

How do you differentiate your business from the competition? ​

Hipstik is​ a​ new take on hosiery. We don’t compete with other brands like us. We compete with women’s negative perceptions of hosiery - and her desire to wear pants because they have been more comfortable than the hosiery she’s tried. This is where we revolutionize how she sees her wardrobe.

What has been your most effective marketing strategy to grow your business? ​

There’s no silver bullet, unfortunately. It makes our job harder, but it’s also exciting to be constantly learning. What may work last season fizzles and a new winner takes its place. Facebook advertising was working well for the aspects of the peer to peer review, or digital word of mouth. Then we discovered Yotpo: a platform to harness reviews. Affiliate marketing is a way for influencers to share what they love in return for a percentage of the sale; they’ve spent their energy and smarts building their audience, so they deserve to be rewarded when they share, especially when it’s authentic love for a product. Marketing (and the way consumers want to receive information) is constantly changing, so as you can see, we don’t get complacent with one method of reaching women with Hipstik.

What's your best piece of advice for aspiring and new entrepreneurs? ​

My best piece of advice for aspiring entrepreneurs is that time is everything for a new business. There’s not enough of it in a day or enough in startup mode when you’re alone putting in the sweat equity. But time takes time. And there will be so many opportunities - so much you see you can do toward the goal of growth. But your job as an entrepreneur is to do the RIGHT work. You’ve got to solve the right problems fast enough to make a difference. So really prioritize. Some things will be trial and error and seem like a waste. Learn from it and keep prioritizing.

What's your favorite app, blog, and book? Why? ​

My favorite app is the Reminders app that comes standard on the iPhone. It’s a no bells and whistles tool but it motivates big things for me. Sometimes we get bogged down in the tech and tools and don’t actually get anything done.

What's your favorite business tool or resource? Why? ​

My favorite business tool is MailChimp, an email marketing platform. The company has found a way to be profitable while affordable for startups and small businesses. A lot of tools are too far-reaching into the wallet and only the conglomerates of the world can afford to use them. MailChimp is an effective marketing tool for consumer acquisition and retention, and I don’t have to outsource skills to put it to use.

Who is your business role model? Why?

​Joy (the Jennifer Lawrence movie character interpretation of her, as I have not met the real Joy in person) is my role model. ​Joy Mangano is an American inventor and entrepreneur known for inventions such as the self-wringing Miracle Mop. I own one. I know it works better than any other mop. Joy saw a problem and fixed it with simplicity. And did it before anyone else. Why is works, in the scheme of things, is just a small tweak on the concept of the mop. That’s how I see Hipstik.

My product doesn’t have WiFi running through the legs - it’s simply a comfortable design and an “aha” solution to comfortable tights that makes me wonder why it wasn’t done more mainstream before. That’s when you know you’ve hit on something. And then you patent it like we did! Joy has grit, determination and she believes in her solution-benefit products for women more than anyone else, which is infectious.

What is your beauty routine? What are some of your favorite products? ​

I’m fair and personally tested our Hipstik Light Nude Pantyhose; I always wear SPF on my face and neck daily and have been using Olay​ loyally since my mom introduced it to me in middle school. I’m addicted to BECCA Hydra-Mist Powder​ which I recently discovered from a magazine editor - it goes on with a cool sensation that wakes me up in the morning; I recommend buying the trial size because it does lose that “hydra” wow-factor in the regular size over time. I don’t leave the house without a swipe of blush and a coat of mascara since my eyelashes are otherwise blonde! I’m a brand switcher on blushes and mascaras - haven’t found my silver bullet yet!

How do you balance work and life?​

I don’t need to balance work and life. Now that I’m 35, I’ve discovered that what’s meaningful to me and my life is my work. I feel stressed when I don’t get to work on Hipstik. That’s how much fun I’m having and meeting amazing women in the process.

What’s your favorite way to decompress? ​

I take a shower with ​Bath & Body Works​ Gel every night since the day the Bath & Body Works store with the heartland theme opened in my small town’s mall. It was the 90s!

A few years ago, I went wild at their semi-annual sale and ended up with 10 body washes that I cycled through one day at a time, lasting me a long time; I crave product variety so ending my day with a final choice relaxes my mind to sleep. I always aim to get 8 hours of sleep every night to bring energy into the next day.

What do you have planned for the next six months?

​In the next six months which brings us into the fall/winter season, our plan is to get more women to try on a pair of Hipstiks! It’s really that straightforward.

How can our readers connect with you?

Email me anytime at ​laura@hipstiks.com.

https://www.facebook.com/hipstik

https://twitter.com/hipstik

https://www.instagram.com/hipstiktights/

https://www.pinterest.com/hipstik/

Q&A with Women's Empowerment and Fashion Visionary, Ashley-Victoria Smith

Ashley-Victoria Smith, founder, and producer of Descalzo Shows, a fashion show production company focused on women empowerment and working with female-owned businesses and brands, helps small business owners find the tools and resources they need to grow, scale, and build their businesses, and ultimately themselves.

Thank you so much for doing this with us! What is your “backstory”?

In 2012, I was fed up with my underpaid, underappreciated, Director of Marketing 8–5, a desk job that I decided to quit without any backup plans. I had been doing behind-the-scenes fashion show production for about two years by then and I knew that I wanted to bring something different to the table. That difference was to do a lingerie fashion show that focuses on WOMEN EMPOWERMENT to erase the taboo of lingerie being provocative, but rather as a statement for the woman wearing it; making her feel good.

I put together a theatrical lingerie fashion show with one of my good friends at the time with a $500 budget. We partnered with boutique lingerie stores and we showcased the most beautiful luxury pieces while telling a “star-crossed lovers story”. It was a hit. We sold out violating fire marshall code and donated ticket sales to a local breast cancer charity.

Can you share the funniest or most interesting story that happened to you since you started your company?

Really it’s the businesses that I first reached out to who told me no or no response, are now actually asking me to be involved. It’s like “hustle until your haters ask if you’re hiring” kinda thing.

What do you think makes your company stand out? Can you share a story?

I believe the company stands out because I genuinely care about the woman behind the brand and her well being. Being in a male-dominated industry is hard enough and when you’re a business it doesn’t get any easier.

I want designers to know that when they register for our showcase, I am with them every step of the way. For many, this is their first show, so the nervousness and insecurities are even higher. I will help show them the ropes in putting together their models, run of the show, etc…

Many producers have a team that does this for them so they can (obviously) focus on the logistics and production standpoint; however, I choose to do both.

Additionally, I am not competing with anyone, I am not trying to be like the other fashion show production companies out there; there’s nothing wrong with them but I feel that having a private, invite-only show isolates the everyday woman who reads Elle, W, and other high-end magazines that may not get invites to fashion shows but sure as hell BUYS what’s showcased on that runway. I want to give those women an opportunity to have a fun night out, meeting designers, experience the red carpet, shop the runway in person. This is also great for the designers because they can get direct feedback from actual customers & future clients.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?

There’s actually two; one is Ryan Philemon who held my hand and stayed up late hours with me offering me more wine to calm down and know that our first production was going to awesome. The other is my late best friend Carolyn Colon, whom we lost to suicide; she pushed me to believe in myself, she took care of the back of house, taking care of expenses, helping models, encouraging other women to believe in themselves; it was her that kept me running when the coffee ran out. I wish I could tell her that today.

Are you working on any exciting projects now?

Always.. I have several large projects in the works that Descalzo Shows will reveal in Spring 2019.

How have you used your success to bring goodness to the world?

My Grandmother told me, when you can, give. Then the money from the shows I give towards charities geared to help women; from breast cancer awareness to fighting human and sex trafficking. This year for Miami Swim Week, I am switching it up slightly to donate to The Humane Society.

Do you have a favorite book that made a deep impact on your life?

Yes, and of all them, it’s #Girlboss.

Can you share a story? I picked up this copy back in 2015 at a gift shop at the Philadelphia Amtrak Station because I had 13 more hours to go before I was back home, and this book was a game changer for me. For one, I was going through a rough time with the lingerie shows due to uncomfortable businesses situation with men. I felt that I wasn’t where I was supposed to be in my career path (still working a full-time job), and my relationship with my own man was just crumbling. I started reading this book and I cried because I realized that us women aren’t so different. We all go through financial battles, personal battles, health crisis, bad relationships, etc… #Girlboss simply enlightened me to know that I am not alone in this entrepreneur...ship (pun intended).

What do you “ wish someone told me before I started my company”?

Don’t try to be like everyone else. When I first started doing my lingerie shows, I wanted to be like New York Fashion Week, after three productions (while the audience was now at 400 people), I still wasn’t getting the response for mainstream press and media. It took coffee on the Chelsea Pier with a very notable photographer in NYC to tell me this; “do you think NYFW cares what London FW is doing? Do you think Paris Fashion Week wants to be like London? No. You have to do what works for your city, your audience”… and that is legitimately my Oprah, ‘ah-ha’ moment. He then told me, “If we weren’t friends, I wouldn’t be talking to you right now because, in NYC, time is money.” Jaw drop.

Is there a person in the world, or in the US whom you would love to have a private breakfast or lunch with, and why?

I want a date night with Ellen DeGeneres (aka De Generous). Ellen has heart, has character, and more balls than some of these men ruining, I mean, running our country. I want to work with her in doing a show with real everyday women, not models, help them bring out something they never saw in themselves or too scared to. Tell them to know their worth add shipping and handling fees.

Q&A with Twin Sister Entrepreneurs, Rebecca & Rachel

Twinnks, created by twin sisters Rebecca and Rachel, is a modernized t-shirt bra that solves all of the most common “brablems”. Not only does it have the molded, seamless cups for comfort and support, but it goes a step further and smooths out the edge of the cups, making it invisible under clothes. Eventually, they hope to expand into all things basic: t-shirts, undershirts, tank tops and more.

Can you tell our readers about your background?

We’re the youngest of four girls (I know...our poor dad), born and raised in Birmingham, AL. In 2015, after months of talking about this idea for a new bra, we finally decided to go for it.  We’re almost two years into development and plan to officially launch at the end of 2017. In the meantime, we both still have our full-time jobs (Rachel in marketing, Rebecca in insurance). In fact, up until this point, we have been keeping our identities on our website and social media pages under wraps because we didn’t want to risk having our work see it. But the opportunity to be on Fem Founder is worth it, so we’re throwing caution to the wind.

What inspired you to start your business?

Getting dressed. But really, it started with a mutual frustration for bras that claim to be “invisible under clothing” but after a short period of wear would show the visible cup lines (which we refer to as the “VCL”). We read countless articles as to why this happens: wrong size, you’re washing it too much or too little, you’re wearing it too much, you should get professionally measured every 6 months, the list goes on and it fueled us to start Twinnks. The reason it happens is simple: there’s an abrupt transition from the bra cup to the skin, so after the slightest wear, the line shows. We had a very clear vision of how a bra should be constructed to fix it and it didn’t exist.

Where is your business based?

Online, but we both live in North Carolina.

How did you start your business? What were the first steps you took?

In our initial research, we came across MakersRow.com, which is an online network that connects entrepreneurs with factories (very helpful, we highly recommend). From there, we contacted several manufacturers to see if they could make a prototype for us. We found one in San Francisco that really understood the idea and we’ve been with them ever since!

What has been the most effective way of raising awareness for your business?

Social media, hands down—especially Instagram. Not only is it a great way to build a brand and raise awareness, it also allows our potential market to get to know us and our personalities.

What have been your biggest challenges and how did you overcome them?

Coming into a very competitive industry with no experience in product development. In the beginning, we were overwhelmed because there’s so much to learn and we had no idea where to start. There is a ton of information out there about starting a company, but we realized that we’re never really going to learn until we do it. So we hired the factory, started on development and asked a lot of questions along the way (our designer can vouch for this). Now look at us, we’re product development geniuses.

How do you stay focused?

By constantly thinking about the end goal. We both have a really strong work ethic, so even though we still have full-time jobs, we’re extremely determined to make Twinnks a success.

How do you differentiate your business from the competition?

For starters, we’re women, which is a rare find in this industry. Most bra companies are run by men who seem to love lace, tiny bows and push up cups. That’s cute and all, but we’re not about the frill. Our focus is on functionality, comfort and, of course, making it flattering. Second, we’re committed to relating to our customers rather than talk down to them. There are a lot of brands that position themselves as experts and treat customers like students. That’s not our style. We’re extremely new to this world and we won’t pretend otherwise. Lastly, we’re actually building this company from the ground up. Everything is self-funded: no GoFundMe page (although, nothing against it) and no venture capitalist hurling money at us.

What has been your most effective marketing strategy to grow your business?

Social media without a doubt. We knew what we wanted our tone and aesthetic to be early on and started planning our posting-schedule four months before launching. We’re currently taking an Instagram marketing class through ilovecreatives.com. The creator, Jennifer Puno, grew her Instagram following from zero to 80,000 in one year so she’s good.

What's your best piece of advice for aspiring and new entrepreneurs?

1. This is cliché, but patience is a virtue. It's so easy to get caught up in the eagerness to launch, but it's so important to focus on the product and get it to where you want it to be, rather than where it's “just passable”. In reality, it probably won't happen according to your timeline and that's usually for the best

2. Use your support system and reciprocate. We were pleasantly surprised at how supportive everyone was, and not just our immediate friends and family. Our generation has the reputation of being entitled and unwilling to work, but we couldn't disagree more. Millennials have great work ethic, we just insist on working for something we actually care about. And what's even better, there's so much support from people (even strangers) in the same situation, so become a part of the comradery! There are a lot of startup communities out there that help connect like-minded people, whether it's for collaborations, feedback, advice, promotion, really anything. Groups like Rising Tide Society and SocietyGal are great places to start. Put yourself out there.

What's your favorite app, blog, and book? Why?

This is hard because there are so many good ones for both business & personal use.

Blogs: Instagram’s Business Blog is a great source for content inspiration (they literally have “inspiration” as a category). Also, Buffer and Entrepreneur.com’s blogs are great for startups and strategy.

Apps- It’s lame to say out loud, but pretty much all social media apps (you have to stay in the know!). We also use Later to schedule posts and Google Drive.

Podcasts- you didn’t ask, but we are podcast fanatics so we’re throwing it in there.

●      How I Built This is amazing. It’s really inspiring to hear how some of the most successful companies got started.

●      The Art of Charm (both a blog & podcast) ties personal development and social skills into successful business relationships. Let’s be honest, incorporating human behavior into anything is so interesting. We are a crazy species.

●      My Favorite Murder- We can’t talk podcast without mentioning this. A great go-to when you need a break from reality. We love true crime and the hosts are hilarious.

What's your favorite business tool or resource? Why?

We’ve already mentioned it, but MakersRow.com is a great one. Also, since we work in separate places, Google Drive has been extremely useful. Peoplemap.co is an Instagram tool that we use daily. It lets you comment, filter, build lists and analyze Instagram from a desktop. 

Who is your business role model? Why?

It's hard to pinpoint one but we have serious admiration for Whitney Wolfe (founder of Bumble). After being sexually harassed and suspended as Co-Founder of Tinder, she walked away with her middle finger up and started a competing app that empowers women and she's killing it. It’s inspiring.

What do you have planned for the next six months?

Perfecting and launching our product. We’ve worked so hard preparing for this moment and there’s finally a light at the end of the tunnel. Following our own advice from question #10, we will not launch just to launch. Above all else is the quality of the product so the first batch will go to our test audience to ensure it successfully solves the problem before selling it. We’ve mapped out our marketing strategy so once we’re certain it’s ready, we will H-U-S-T-L-E.

How can our readers connect with you?

Website: www.twinnks.com (*make note of the two N’s, using only one will get you a pornographic surprise)

Email: info@twinnks.com

Instagram: @twinnks_co

Facebook: @twinnks

Twitter: @twinnks_co