Modern Fashion: Gina Mellish of Gina The Brand On The 5 Things You Need To Lead a Successful Fashion Brand Today
An Interview With Candice Georgiadis
Take Risks: Most of my success as a small business has come from taking risks. Even starting GTB itself was a risk! While they might be scary at first, they always provide the biggest rewards.
Many in the fashion industry have been making huge pivots in their business models. Many have turned away from the fast fashion trend. Many have been focusing on fashion that also makes a social impact. Many have turned to sustainable and ethical sourcing. Many have turned to hi-tech manufacturing. Many have turned to subscription models. What are the other trends that we will see in the fashion industry? What does it take to lead a successful fashion brand today?
In our series called, “5 Things You Need To Lead a Successful Fashion Brand Today” we are talking to successful leaders of fashion brands who can talk about the Future of Fashion and the 5 things it takes to lead a successful fashion brand in our “new normal.”
As a part of this series, I had the distinct pleasure of interviewing Gina Mellish.
After being crowned Miss New Jersey USA in 2020, Gina Mellish, decided to combine her love of the fashion industry with a hole that she found in the pageant world. This missing puzzle piece was on-trend, luxurious yet affordable jewelry that is safe to wear. Fast forward to today and Gina has blossomed her own line of edgy, modern accessories into a full-fledged business. All pieces sold by Gina The Brand are 925 sterling silver, 14kt gold vermeil, tarnish-free, water-friendly, hypoallergenic, and made to last.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your childhood “backstory”?
I’m a Jersey girl through and through! Growing up on the shore, NJ has a special place in my heart. I was raised here, went to school here and held the title of Miss NJ USA and Teen USA. Growing up my parents were always supportive of any dream I had, which seemed to change 100 times as a child. From music, to sports, to pageants and fashion, my family has always encouraged me to keep grinding. I feel very blessed to have that support.
Can you tell us the story about what led you to this particular career path?
During my reign as Miss NJ USA, I was also studying fashion at Marist College in New York and interning at Giorgio Armani Corporation. When the pandemic hit, I realized the city held less opportunity for me and it was time to make my own opportunity. At Miss USA I was constantly being asked who I was wearing, my friends would frequently ask me to style them, and the pageant community was always looking for my next move. I really wanted to put my name on something and sell not only my product but also me as a brand.
Can you share the most interesting story that happened to you since you began your career?
I don’t think anyone knows this but I started GTB with less than a thousand dollars in my bank account after graduating college and competing at Miss USA. In order to have the monetary funds to start Gina The Brand, I spent months selling all of my Miss USA gowns, swimsuits, rehearsal outfits, interview suits, accessories and more so that I could do this on my own. I definitely had to get creative, but it makes my business that much more special to me.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Discipline. I think this characteristic was really instilled in me from the pageant world. As a titleholder, we are really determined, disciplined and motivated to not only provide change for our communities but build a name and a brand for ourselves since we only get one shot at Miss USA. As the youngest contestant at Miss USA my determination was incredibly strong and it was really rewarding watching my hard work pay off as I placed Top 10 at Miss USA. I carry this quality with me through my business endeavors with Gina The Brand.
I am always learning. As a business owner, I think the best way to continue to grow is to continue to learn. I am always researching the newest trends, experimenting with ideas, and figuring out ways to expand. One of the best ways to always stay learning is to find an experienced mentor in the industry that has your best intentions and success at heart.
Consistency. As someone who is very determined to succeed, I often feel like I want to see results instantly. However, consistency really is key whether it’s posting daily on social media, reaching out to customers, or planning events every month. I am finally really seeing the results and sales I have been looking for after a year and a half of consistency.
What do you think makes your company stand out?
When creating GTB the original idea was for my followers and community to buy into who I am as a brand as Gina Mellish. Now that GTB is starting to expand, its really rewarding seeing people buy into it solely for the product and the quality! I am so hands-on with every single part of my business and am also the face of the brand. I do everything from pack orders and write out personalized cards with every shipment, to take product photos, film social content, respond to customer inquiries, plan product drops, create brand relationships, host and plan events and more. It’s been really rewarding getting this far on my own!
Do you have a favorite “Life Lesson Quote”? How was that relevant to you in your life?
My mom always told me if I love what I do, it will never feel like work. GTB has never felt like work to me, it has always felt like a passion project that I have given 150%. I wake up every day so excited to see what pieces I’m going to sell, what pieces I can create, and how I can grow!
Do you see any fascinating developments emerging over the next few years in the fashion industry that you are excited about?
Jewelry and accessories seem to be blending into the art space and really blurring the lines between jewelry and wearable art. This is super exciting to me as I’ve recently been able to launch hand-made acrylic body cuffs and crystal belly chains just in time for summer. Our consumers are really gaining the confidence to experiment with accessories which opens a great opportunity for creativity and uniqueness.
Can you share how your brand is helping to bring goodness to the world?
In a few ways, I hope! The first is just through educating our consumers about safe metals and why it’s important to know what we are putting on our bodies. Oftentimes we don’t realize that when we wear jewelry that makes our skin green or turns, it’s actually composed of harmful metals. At GTB, we are always transparent about using genuine 925 sterling silver and 14kt gold vermeil so our customers know exactly what to expect when they buy Gina The Brand.
In other ways, using my voice as a young woman is still really important to me even after Miss USA. Recently, Gina The Brand has donated a portion of proceeds of our RAINBOW ETERNITY RING to the Trevor Project, an organization working to prevent suicide within the LGBTQ+ community. We have also partnered with other organizations such as To Write Love On Her Arms for mental health as well as The One Love Foundation for teen relationship abuse.
Can you share with our readers about the ethical standards you use when you choose where to source materials?
All of our personalized pieces are hand-made directly in the heart of NYC. From nameplates, to initials and even custom requested pieces.
Fast fashion has an advantage, that it is affordable for most people, but it also has the drawback that it does not last very long and is therefore not very sustainable. What are your thoughts about this? How does your company address this question?
As a company that prides itself on pieces that are genuinely made to last, I wanted to shed light on why it’s so important to invest in your jewelry. I educate my consumers that when you are purchasing a GTB piece that is $75, you are investing in a piece that will last you years as opposed to a piece that may be $25 that you would need to replace after 3 weeks. Typically those lower pieces items are also made of materials that can be harmful and that most of us are allergic to. This is what often makes our skin turn green.
What are your “5 Things You Need To Lead a Successful Fashion Brand”. Please share a story or example for each.
Take Risks: Most of my success as a small business has come from taking risks. Even starting GTB itself was a risk! While they might be scary at first, they always provide the biggest rewards.
Stay Organized / Disciplined: Especially monetarily! Take a business course, consult an accountant, and know what is going on behind the scenes of your business at all times.
Stay Up To Date On The Industry: Always take a look at your competition and what is going on in the industry! Not to compare but rather to make sure you’re on trend, on top of price points, and continuing to grow with what your consumers are liking.
Plan Ahead: Being spontaneous isn’t always the best when it comes to running a business. It’s important to plan at least 6 months ahead whether it be for events, new collections, etc.
A Lot of Passion: Sales are never linear so it’s important to have something to fuel the slower days. For me, it’s my passion and my ‘why’.
Every industry constantly evolves and seeks improvement. How do you think the fashion industry can improve itself?
This is one of my favorite eras in fashion yet because of how many repeat trends and old eras are present. Typically when we see trends “come back” years or decades later, they don’t exist among other trends. Currently, in fashion, we are seeing 90’s, 2000’s, Y2K, and new futuristic trends all exist among each other. This is an incredibly creative and exciting time in fashion for me and gives me a lot of opportunities in the accessories space!
How can our readers further follow your work online?
Visit GinaTheBrand.com to shop online and follow @shopginathebrand on Instagram and Facebook!
Female Founders: Naz De Bono of Xali On The Five Things You Need To Thrive and Succeed as a Woman Founder
An Interview With Candice Georgiadis
1. BE READY — !
I had no idea how much time it would take to build a company from scratch — When you decide to start your own business — It pretty much consumes you. You need to be ready for that. I wasn’t! if I tried to do something for too long, I would feel guilty I wasn’t working on my business — Breathwork. Things you can do for yourself in small chunks is key.
As a part of our series about “Why We Need More Women Founders”, I had the pleasure of interviewing Naz De Bono.
A passion for the physical body within herself, and that of helping others reach their best place of physical health, fitness for Naz has never been just a job, it’s an innate, fire-in-the-belly passion. After having her own very lonely and confusing experience of Perimenopause and Menopause, Naz realised that she wanted to combine her knowledge with her own personal journey to drive the creation of XALI, and build a safe, supportive community for women to access.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
I wanted to be an actress, or an air steward — being in the fitness Industry was the furthest thing from my mind! I hated Physical Education when I was at school. I did anything to get out of it. Yes, including using my menstrual cycle as an excuse. I didn’t like it because my body never seemed to work well for me. However, I got into fitness in my early 20’s when I discovered my passion for Kungfu — which soon turned into an addiction!
My fitness career was booming when I had my first injury. I was skiing in Courchevel and I fell, snapping all the ligaments and muscles that attached to my knee. My knee completely fell apart which took me months to recover from.. I needed reconstructive surgery and I was on crutches for 11 months and lost my job. I subsequently tore my hamstring while I tried to rehab myself..Over the years, I had a number of injuries. A foolish incident on the dance floor ended up with my neck severely dislocated, nearly broken and I was told my life would be very different. My rotator cuff on both shoulders were torn, which eventually led to shoulder reconstruction surgery. And then to top it all my right hamstring became detached from my butt which makes it impossible to sit down for more than 20 minutes without the most excruciating pain or crazy amounts of pharmaceuticals. I have this really weird and rare connective tissue disorder called Elhers Danlos Syndrome. EDS is a disorder of the connective tissue and affects both my gut and the ligaments and tendons and tissues that hold our muscles and joints together. This is undoubtedly why my injuries were always so severe. But I never let this condition define me. I fund ways of making my life successful, happy and fulfilling all my dreams IN SPITE of EDS.
I got back into coaching when we moved to Australia and my husband converted our garage into a gym but I wanted to reach more people. That’s how my first online business started, RE-DUX, which featured 14 day challenges and extra burn workouts. It was popular but It was aimed at people wanting to push pretty hard with Bodyweight Workouts & intermittent fasting. By following this plan and eating only whole foods and restricting their carbs, people would get big results — FAST.
I then created Xali after going on my own journey with peri and menopause, and finding it an incredibly lonely and confusing time. This is something every woman on this planet experiences yet we hide from it.
I’m 50, I’m in the middle of menopause and I realised that instead of fighting it, I needed to accept that something profound is happening to me. I’m not the same as I was before. As a woman we are more than just our physical shell. Once I realised that I needed to express the emotional as well as the spiritual side of myself, I was able to find true wellness.
As a Health Coach I’ve been trying to train myself back to my 30’s. But I realised that woman has gone. There’s a new woman, the wise woman that I’m in the process of meeting. But I was scared, because I didn’t want to become irrelevant and that was keeping me disempowered. I am learning ways to meet this woman, find out who she is, what she looks like and how she occupies space in this world. Now I am really claiming my power! Xali is a safe space to do this, and I invite everyone to join our community… It’s not menopause, it’s metamorphosis.
Can you share the most interesting story that happened to you since you began leading your company?
As our team began growing, I didn’t really know what they expected of me as a leader. I didn’t ever think of myself as a boss, just someone trying to bring an idea to life, except instead of doing it alone, I had a team of people around to support me.
Once I stopped trying to be who I thought they needed me to be, and became myself, things started getting interesting and a lot more fun. It created an amazing work environment, and connected us all. It wasn’t unusual to start our day with either breath work, meditation or picking 3 cards from my animal dreaming deck.
In fact, Steve, (Sound Engineer) and Krystle (Make-up Artist) would always ask for their cards before filming any content for our platform.
So by bringing my slightly crazy true self forward, it made us incredibly connected as a team and more productive in bringing the magic. I believe this is what makes Xali special and different to other digital fitness platforms
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
When I first started to film content on my iPhone, I would have so many epic fails. It was only when I allowed these ‘fails’ to be seen that I realised how endearing they were to people and how they made me more human. People seem to relate to that.
And there were a few funny ones, most of them including animals or actual environments which resulted in me messing up a video. But hell, I didn’t have the time or money to keep recording new ones!
What did I learn from that? As long as I wasn’t hurting anyone physically or emotionally then it was going to be released!
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 about that?
I am enormously grateful to my husband who has always believed in me. Always.
My first business venture was called Nazworks in London. There were many films being done locally, and I figured I could physically train the actors for each of their roles. The idea was to have a lorry with a fully equipped gym. I would travel around from film to film set training celebrities.
He then took me skiing and I tore all the ligaments in my knee! He always joked that he ‘broke me’! so I was no longer able to fulfill that particular dream. Maybe this was a blessing in disguise.
Nevertheless, my husband has always been my biggest supporter, my biggest critic, and my biggest motivator and as long as he thought I was capable & qualified, he would push me as well as support me financially and emotionally.
What I find incredible, is that my husband knows my words better than myself. He knows me that well. So he must have been listening all those times I was rambling off about my dreams and visions of what I believed in. Even though he takes the mickey out of me he also believes in my intensely spiritual side. Just because I am grateful to him doesn’t mean that he doesn’t wind me the hell up though!
Ok, thank you for that. Let’s now jump to the primary focus of our interview. According to this EY report, only about 20 percent of funded companies have women founders. This reflects great historical progress, but it also shows that more work still has to be done to empower women to create companies. In your opinion and experience what is currently holding back women from founding companies?
In my opinion, there are a couple of things. We have so many different jobs to do, and so many different roles in our lives, not to mention the gender biases women still face in business (even in 2022)..
So in the new time that we’re heading into, things are changing that women have the edge and this is definitely the time for women founders to step forward and we need to support one another and build our fellow women up in their business journey.
I feel that when women are operating at their best potential, men can harmonize into that balanced state of being. To quote the Dalai Lama “The world will be saved by the western woman”. So step up ladies! I am not sure it is about who is more powerful in business i.e. men or women — it’s how we all learn to work together to bring about greatness or magic. I myself feel ever more powerful in my feminine essence WITH the constant emotional support of the men in my team. Although not true for all, many women are more connected to their emotions and instead of being a negative thing as a society may have us think. I feel this gives us the edge as we move into a world that is having to shift into this more feminine space.
Can you help articulate a few things that can be done as individuals, as a society, or by the government, to help overcome those obstacles?
I think women need to support other women, but perhaps equally as importantly, we need to back ourselves. It takes guts to start your own business, but you have to back yourself to make it successful.
This might be intuitive to you as a woman founder but I think it will be helpful to spell this out. Can you share a few reasons why more women should become founders?
Emotional intelligence is being recognised more and more as something that we need to place more emphasis on and really succeed in the world that we’re walking into now.
What are the “myths” that you would like to dispel about being a founder? Can you explain what you mean?
You don’t have to be an academic to be a founder, because the most intelligence you need to have is to be a leader who inspires. Another myth is being afraid of failing. I believe an essential part of creativity if not being afraid to fail
Is everyone cut out to be a founder? In your opinion, which specific traits increase the likelihood that a person will be a successful founder and what type of person should perhaps seek a “regular job” as an employee? Can you explain what you mean?
As long as you have a vision, a passion, and an idea that will make the world a better place. So like Walt Disney said: “The way to get started is to quit talking and begin doing”
Furthermore, being a founder is a hard job and requires a lot of energy. So if you are someone who prefers to be led, or someone that is wanting to be of service to another’s vision, then being a founder isn’t for you and that is totally fine. Everyone is driven by different things and everyone wants different things out of their career/job.
Ok super. Here is the main question of our interview. What are your “5 Things I Wish Someone Told Me Before I Started” and why? (Please share a story or example for each.
1. BE READY —!
I had no idea how much time it would take to build a company from scratch — When you decide to start your own business — It pretty much consumes you. You need to be ready for that. I wasn’t! if I tried to do something for too long, I would feel guilty I wasn’t working on my business — Breathwork. Things you can do for yourself in small chunks is key –
2. WHO INSPIRES YOU?
Far too many people to list! Listen more to the people you admire and the steps they took to succeed. It’s that simple.
3. EMERGENCY CONTACT!
Don’t drop your friends. My life became about being the best I could with XALI and I lost many connections — it can be lonely starting your own business. Make sure you make the effort to stay in touch with at least 5 people who allow you to be you.
4. TEAM FAMILY!
Be very smart about building your team — you will spend more time with them than your family so you need to get along … really well! I got very creative when interviewing people, to work out if they would bring an extra za za zing, or if they didn’t really get it!
5. IMPOSTER SYNDROME!
If it’s your idea — YOU are the Expert. Believe in yourself, back yourself. Passion, Patience, and Persistence are the ingredients to be an entrepreneur.
How have you used your success to make the world a better place?
The whole concept of Xali is to ask women not just how they feel today, but how they want to feel. Whether they want the exercise to invigorate, strengthen, or repair. Whether they want food to fill them with zest, to calm inflammation or simply to nourish. I’m figuring this out as I go through hormonal changes — but in hindsight it’s what I have always needed.
I would like to use my success to spread the word about how we women work. To communicate the concept that when a woman says “I’m feeling hormonal today”. That it isn’t a negative thing. It’s a normal thing. It’s only ever understood as an excuse for an off day, maybe a crazy day. But what it might be is the reason why we’re ready to conquer the world today, ready to smash it. The reason why I was not only ready to have kids, but I am also strong enough to raise them.
Going through menopause has put my hormones front and centre; so I want to take the stigma out of hormonal and I want people to see it as the empowering state it is and women as the powerful people we are.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
My movement would be to bring horses into schools, into all areas of learning, struggle and development. From old to young, or at least made them easily accessible because of the incredible benefits of Equine Therapy. There have already been very successful programs run in prisons, and residential homes to help rehabilitate or revitalise seniors.
I feel this would connect people to their emotional centre and immediately following that therapy important talks could be had. Subjects like anti bullying, understanding how to really support children going through puberty, mental health, supporting females from a very young age. Equine therapy opens up the heart centre, after that you have the important conversation
We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them.
Hands down, No question…. Angelina Jolie! She is the biggest inspiration in so many ways. So yes please, hook me up so we can cook up some magic together ❤️
Thank you so much for sharing these important insights. We wish you continued success and good health!
To be successful in the cannabis industry you need to find your niche. There are too many companies out there trying to do the same thing and trying to do everything from growing, to selling, to sourcing, to marketing, etc… There is plenty of room in the industry for many amazing businesses to form and exist. We just need to do what we do best. Don’t try to do everything as a company. Form partnerships, find a company that can source better than you, make products better than you, do lab tests better than you, distribute better than you, or market better so you can form a healthy partnership and stick to what you are good at and can confidently succeed in. At Hemp Generation, we’ve constantly tried to do everything from seed to sale and have run into difficulties and struggles that were improved through strategic, win-win partnerships.
As a part of my series about strong women leaders in the cannabis industry, I had the pleasure of interviewing Chloe Blesh.
Passionate about business development and management, Chloe is responsible for the finances, logistics, and operations behind the brand and retail storefront for Hemp Generation. Her compassion, consciousness, and pragmatism help the business stay on track for exponential growth and long-term success.
Thank you so much for doing this with us! Can you tell us the “backstory” about what brought you to the cannabis industry?
My journey in the Hemp in the industry started while I was in college at NC State University. My boyfriend and I attended a Hemp conference at NC State in 2018 which first opened our eyes to the new emerging industry and is where we made our first few amazing connections. From the conference, we both got spring jobs at a Hemp nursery making clones for NC farmers in Durham. From here, we made more connections locally, on instagram, and through events that allowed us to slowly start our own company. I had always been into natural healing, plant medicine and homeopathic remedies, so hearing that cannabis was legal and discovering CBD made me very excited knowing this was a new industry that would help tons of people, and I needed to be a part of it. The journey was never easy and it took a lot of sacrifices, but now Hemp Generation is over 4 years old and we are excited to be a part of this unique industry and to see the help and change it will bring!
Can you share the most interesting story that happened to you since you began leading your company? Can you tell us what lesson you learned from that?
One of the most interesting things that have happened to us is how we met some of the people we work with today. One company who we work with closely, we met off Instagram. The head grower was from Italy. They came from a large family hemp company in Italy, found us online, and wanted to work with us. They had a huge greenhouse, a 10 year industry plan, and needed a license to start their grow. We worked with them and in-turn they let us rent two small greenhouses which allowed us to stop sourcing flower for our brand and grow it ourselves. This was huge at the time for our company because we were trying to source organic flower and it was nearly impossible to find quality NC grown flower at the time. This partnership was essential to the growth of our company and It happened right here in NC from an Italian hemp farmer picking NC as the best state for his long term cannabis business plan. To this day, we still work with them and it has been an amazing opportunity seeing two very different companies work together and be mutually beneficial to each other. From this I’ve learned that you never know what connections you might make or where they will come from. Always keep an open mind when meeting new people and also always work together, we are not all competitors, no one in the industry can do everything perfectly themselves, each company needs to use their own strength, and we must work together to build this industry into something great!
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
One mistake I’ve made is underestimating how crazy this industry could get and how fast it could change. When I was first starting the company, CBD was pretty much the center of the hemp industry. The industry was growing, and businesses and products were expanding all around CBD. Then producers and labs started finding loopholes in the industry by creating hemp-derived THC forms like Delta 8 THC, THCO, THCP, THCV, Delta 10, and many more. It felt like the industry was moving at lightning speed, labs were making cannabinoids faster than consumers could want them or be educated on what they are, and companies were selling these unknown cannabinoids faster than standardized lab testing could keep up with. The hemp industry became a crazy free-for-all of companies trying to make the “next best thing” without prioritizing consumer knowledge, testing, or industry standards. I underestimated the changes and challenges we’d have as a company to compete and find that balance between catering to these new cannabinoids that were wanted by consumers, and trying to still hold high-standards and not cut corners as a company who values quality products, testing and safety.
I knew going into it, the industry would be rocky and take time to stabilize but I definitely underestimated how much these new hemp laws would completely change the cannabis industry. Recently I went to Colorado, one of the states that I previously viewed as defining the recreational cannabis industry and who weren’t interested in CBD at all three years ago were now jumping in the hemp industry. They recently started having CBD stores and in my recent visit this summer employees were even vouching for Delta 8 THC when I told them about our store in North Carolina. Very crazy how this industry has changed over the last few years in such a short amount of time, redefining cannabis completely shattering barriers about what THC is and broadening understanding and differences that cannabis brings. The best we can do as a company is research as much as we can, make valuable connections in the industry and stay true to our mission and goals throughout this industry wave.
Do you have a funny story about how someone you knew reacted when they first heard you were getting into the cannabis industry?
It was definitely a learning curve trying to explain to people what CBD was, what my company was selling and how it was legal when we first started. It was such a new emerging industry and definitely wasn’t accepted by everyone. One of the funniest moments I had is when I would tell people that I studied physics at NC State, but went to pursue this new cannabis industry instead. A lot of people would question my actions, not just the industry, but the entrepreneurial journey and that it was not worth the risk and irresponsible of me. They would tell me how a physics job was so much better and more secure, and that I’d be crazy to go into debt and not “use” the degree. Those moments were hard for me. I had to continuously move past those doubts and really believe in what I was pursuing. I think these reactions ended up making me more attached to the industry and more loyal because I really believed in it and didn’t care what it took to succeed. I had my fair share of doubts and regrets because being a business owner can often have few ups and many many downs, but consistency is key. Showing up everyday and creating that foundation to build something big is essential.
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?
Definitely my business partners Louis Rubio and Alex Amaya. We’ve stuck together through thick and thin in an industry that is difficult to build a foundation in and keep up with. I couldn’t have chosen better people to go through this journey with who have just as much passion, perseverance and dedication as I do. Through all the hard times of growing hemp in the heat of the summer with no machinery, no employees, living in a camper for two summers, risking it all and starting a retail store in Cary, NC, sacrificing all our weekends to do pop up local booth events, and battling all the industry changes and challenges we face on a daily basis. I couldn’t have chosen better people to go through this journey with and will forever be grateful.
Are you working on any new or exciting projects now? How do you think that will help people?
Yes, we definitely have a lot of new and exciting things coming! Currently, we are looking into expanding our retail store, Hemp Generation Wellness, into another location. It has been a slow grind but I think we are finally ready to expand our retail footprint here in North Carolina and try to provide more CBD-wellness products to the Raleigh area. We are also releasing our Delta 9 THC gummies soon! This is exciting for us, we are slow to release products because we do rigorous research and testing to source the best high quality extracts. Our main goal is to provide many unique cannabinoids and products that could help a wide variety of people.
Ok. Thank you for all that. Let’s now jump to the main core of our interview. Despite great progress that has been made we still have a lot more work to do to achieve gender parity in this industry. According to this report in Entrepreneur, less than 25 percent of cannabis businesses are run by women. In your opinion or experience, what 3 things can be done by a)individuals b)companies and/or c) society to support greater gender parity moving forward?
There is definitely a lot of work needing to be done in the industry to achieve gender parity. Personally, I first observed and experienced the lack of gender parity while studying physics at NC State, and being one of the 3–5 women in the whole class. Being in a male-dominated field brought many limitations and skewed perspectives to many people. I remember anytime some older or out-of-college person asked me what I wanted to do with my degree they would always assume I wanted to be a teacher. Due to our current society, it is not as accessible for women to work in labs, make discoveries and be a part of physics research because of gender restrictions and discrimination. The cannabis industry has a lot of similarities in restrictions and discrimination in being a male-dominated industry. I think we can change this by becoming and supporting women leaders, building communities, creating high reputations and supporting women-owned businesses. Over the past few years in my entrepreneurial journey, I’ve seen many women becoming leaders in business and it is very inspiring. I listen to countless podcasts and channels and read books and articles about inspiring women in business. Supporting and building communities is one of the best ways I think we can help bridge the gender gap. I would highly recommend checking out women-owned business podcasts, books, connecting on LinkedIn with different women-owned companies, attending expos, buying from women-owned businesses and creating partnerships.
You are a “Cannabis Insider”. If you had to advise someone about 5 non intuitive things one should know to succeed in the cannabis industry, what would you say? Can you please give a story or an example for each.
Right now the cannabis industry is very unstable. Adapting, persevering, and being dedicated are key for long term success in this industry.
Being flexible is a must. As a company you will have to mold to the industry to some extent. Definitely still keep your goals, standards, and mission true, but be open to changes. We first only sold CBD and catered towards that market, and over time our company shifted to selling other cannabinoids because we realized that different combinations of cannabinoids and products can help different needs and different people. This was necessary for our company to keep up and succeed while still holding true to our core values.
Being persistent and working hard is a must in this industry. Because of the quick changes and market innovations, as a cannabis business owner, you have to constantly be working and adapting. Industry standards, laws, and practices are constantly evolving and you must be persistent. I’ve seen many companies fall short and be forced to close down sadly because they had a poor foundation, and an undefined goal and mission to hold on to during times when the change was necessary and risky. I’ve been building the same business for over 4 years now, and there have been many times during the first few years when I wanted to quit because of how hard it was to adapt in this market. Hold true to your passion, and you will build something great!
Research is key in succeeding in this industry. The hemp industry opened the door to cannabis innovation and in order to keep up and make the best decisions for your company, you must stay on top of current research, regulations, and ideas. Digging deep to find those scholarly articles about new research on cannabinoids can help people. Don’t be a trend follower. Lots of claims come out about different cannabinoids and marketing follows “CBN is for sleep” or “this CBD product is a Sativa,” when actual explanations are deeper and more complicated. Do your own research, show your customers, educate them, and you will come off more authentic this way compared to following current short-lived unresearched trends.
To be successful in the cannabis industry you need to find your niche. There are too many companies out there trying to do the same thing and trying to do everything from growing, to selling, to sourcing, to marketing, etc… There is plenty of room in the industry for many amazing businesses to form and exist. We just need to do what we do best. Don’t try to do everything as a company. Form partnerships, find a company that can source better than you, make products better than you, do lab tests better than you, distribute better than you, or market better so you can form a healthy partnership and stick to what you are good at and can confidently succeed in. At Hemp Generation, we’ve constantly tried to do everything from seed to sale and have run into difficulties and struggles that were improved through strategic, win-win partnerships.
Making good connections is key to success in this industry. Many people view other hemp companies as competition and want to box them out. While there is competition in the industry, there is still a need to work together. There are so many great companies and I encourage everyone to find mutually beneficial relationships in the industry. Attend cannabis expos, connect on Linkedin, participate in help industry talks, speeches and articles, reach out to like-minded people in the area and share ideas.
The industry is rapidly growing and I see it being successful if we all build solid foundations, network with other companies and create this huge web of companies supporting each other in what we each do best in order to make cannabis the safest most helpful natural plant medicine for consumers.
Can you share 3 things that most excite you about the cannabis industry?
The three things that excite me about this industry are how quickly it evolves, seeing it help so many people, and the community it creates. Despite the negatives that a quickly evolving industry brings, it is also exciting. Faster growth means more opportunities for research and discovery which has been amazing to see. The mass production of Delta 8 THC would have never come about if it wasn’t for this CBD industry, and I’ve seen the Delta 8 help many people who need something stronger than CBD but get paranoid and anxious from Delta 9 THC. It seems to be the perfect median for a lot of people. It is exciting to see so many people find this plant medicine and have it help them when previously there were limited options. It is life changing to see. Many of our customers at Hemp Generation Wellness in Cary, NC tell me amazing stories about the products that have helped them or a loved one and it is so inspiring. I wouldn’t be here today without all these amazing stories and supporters. The community that this industry has helped create is exciting. I’ve made many amazing connections on instagram, linkedin, at expos, at local hemp events and through the store that have changed my life and made the company better.
Can you share 3 things that most concern you about the industry? If you had the ability to implement 3 ways to reform or improve the industry, what would you suggest?
People not in it for the right reasons, unclear regulations, and a lack of education are three of my biggest concerns in this industry. Time after time I’ve seen companies pop up that are just trying to make quick money and don’t care about the consumers or care to be involved in industry movements or regulations to help keep people safe. I think these companies are bad players and end up harming the industry, making consumers lose trust and making the industry seem deceitful and irresponsible. Regulations also concern me about the hemp industry. Regulations are necessary and needed to keep consumers safe and hold companies responsible to create good products. The huge lack of regulation right now is extremely harmful to the industry because it allows for these “bad players” to take advantage and potentially harm consumers and the hemp industry’s reputation. Hopefully, soon we can have some rules and standards that aren’t too strict and limiting to the industry while allowing for safety and regulation of the products. Lack of education is also a huge concern in this industry. Research is extremely behind compared to the products currently out in the wellness market. A lot of people don’t know what the effects of these products are or how to take them properly, what the dosage should be, how it affects other medications, different people, etc… There need to be some larger efforts in cannabis research over the next few years in order to keep consumers safe and well informed.
What are your thoughts about federal legalization of cannabis? If you could speak to your Senator, what would be your most persuasive argument regarding why they should or should not pursue federal legalization?
Federal legalization of cannabis would be great and I think it is coming. It has been proven in the past and even more so through the hemp industry that cannabis can help a lot of people seeking answers to many health issues. However, contrary to popular belief, I think the perception of cannabis being “federally legal” is changing. Technically, cannabis or THC is “legal” depending on how it is grown, manufactured, and processed. For instance, here in North Carolina, we can legally sell Delta 9 THC by following the current laws of it coming from hemp plants and abiding by the 0.3% rule. 10mg of THC can be in one small gummy following these rules and that is the same dosing as any “recreationally legal state”. Many people don’t see cannabis as legal because there was no huge feat of national legalization that everyone celebrates even though it’s been here all along through the hemp industry. That being said, even with this “legalization” we are still missing products like high THC flower and concentrates so I do hope cannabis can be fully legalized someday allowing all parts of the plant to be researched, tested, and sold to people who need it. I believe CBD, the different forms of THC, CBN, CBG and all the other cannabinoids are necessary and we need to break the stigmas around cannabis in order for beneficial research to boom.
Today, cigarettes are legal, but they are heavily regulated, highly taxed, and they are somewhat socially marginalized. Would you like cannabis to have a similar status to cigarettes or different? Can you explain?
I think it would be best for cannabis to have a different status compared to cigarettes. I don’t think it should be highly taxed, socially marginalized or even highly regulated. I do think there need to be strict guidelines and education in place to sell the products because safety and education need to be the number one priority for consumers. Right now there are no guidelines for testing, no strict rules for amounts of heavy metals, residual solvents or pesticides in products and no packaging or dosing guidelines and education. These need to be addressed in order for the products to help people.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
One of my favorite life lesson quotes “Each day you get the chance to be a better version of yourself than you were the day before”. This applies to my life personally and in business. No one is perfect, but if we have an open mindset to strive to be a better version of ourselves it will open the door to growth and success. If each day we can be more charismatic, more empathetic, more understanding, more motivated, and more dedicated it will build us a foundation for personal growth. In business, you have to constantly learn from your mistakes and become a better leader for your company. Not everyone starts off at the same place or has the same journey but doing the best we can to become better people is something we all share.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the greatest amount of people, what would that be? You never know what your idea can trigger. 🙂
If I could inspire a movement it would definitely be a movement where everyone values natural/organic products, using herbs as a form of medication, and doing research for their own self help. Our current society is set up in a way where people seek help, get treated with medication, those medications can often have side effects and then need more medication to combat those side effects and so on. Being in this wellness and CBD business, I’ve witnessed many people struggle and lose hope when the traditional medical system fails them.
During the first year of starting Hemp Generation I started having lots of health issues including anxiety attacks, pain, sleep paralysis, memory problems, fatigue, dizziness, face numbness, brain fog, and I found out I had lyme disease. After months of these symptoms, doctors prescribed me antibiotics twice and they did nothing. I was desperate for help so I started reading books about lyme healing and doing my own research until finally seeking help through a holistic practitioner. This was the first step in my healing journey and I realized that I was capable of my own research and healing by being a part of the holistic community, taking herbs and natural remedies, and making lifestyle changes. After 3 years and many different herbal regiments, non-FDA approved alternative treatments, finding ways of detoxing, and avoiding toxins, I was finally back in good health. By no means was this an easy journey, many times I was frustrated because one herbal regiment would help a bit but not all the way and time after time i’d have to do more research and spend more money on other natural treatments that are sadly not covered by insurance, however it was more successful and hopeful than traditional medicine and doctors could offer me. I learned that we can take control of our health, learn about our bodies, and find what is best for our own health. I still think traditional medicine is necessary and life-saving, however it is easy to fall into the trap of prescription medication when there are safer, natural alternatives or lifestyle changes that can make a significant impact.
Next time you go to seek help from a traditional doctor, I’d encourage you to do your own research beforehand, ask them as many questions as you need, and know what solutions there are; traditional and non-traditional, and decide what is best for you. I’d encourage you to look into natural, healing foods and seek herbal remedies so that you can try different options. Having this mentality will allow us to take control of our health. Never think that there is only one option. Always do your own research. This is the self-awareness movement that I’d want to create.
Thank you so much for the time you spent with this. We wish you only continued success!
Female Disruptors: Shireen Salehi of GoMaterials On The Three Things You Need To Shake Up Your Industry
An Interview With Candice Georgiadis
“Focus on your core”.
This is one of my key mottos, which was particularly helpful in the early phases of the startup. It comes down to understanding what your product is and what customers are really paying for. Narrow your focus on that. You would be surprised to see how difficult this can be.It’s easy to get distracted by the number of great ideas that you’ll have and continue to bounce off one another. But getting carried away with these ideas will ultimately affect the quality of the final product you’re offering your customers.
As a part of our series about women who are shaking things up in their industry, I had the pleasure of interviewing Shireen Salehi.
Shireen Salehi is the co-founder and CMO of GoMaterials, one of the fastest-growing start-ups for landscape materials in North America. Having left the corporate environment at Mattel working in Global Brand Marketing, Shireen felt the call to take on a new and challenging adventure in an industry where the lack of female C-Suites is especially prevalent. Shireen brings a unique perspective to the green industry as one of the few leaders looking to solve its complex supply-chain issues with technology.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
I worked for 5 years at Mattel in product and global brand marketing, but I had always had a vision of starting my own business in collaboration with my friend, Mike, from business school. Mike and I had started meeting regularly to come up with innovative ideas for a startup. His friend Marc who’d started his own landscaping business for ten years was also looking to get involved in a new venture.
Marc joined in on brainstorming sessions and inspired by the troubled experiences sourcing for his landscape jobs, the roots (pun intended) for GoMaterials were beginning to be formed!
Can you tell our readers what it is about the work you’re doing that’s disruptive?
The landscape industry is far behind as it relates to tech innovation, particularly in the supply chain. As a result, industry workers need to work 32% more for the same level of output as other industries. GoMaterials is disruptive because we are intervening in the landscaping supply chain issues head-on with our tech. We’re helping landscaping professionals with the estimation, sourcing, and delivery of plant and tree materials to their job sites in the most efficient way possible. Our successful run in the last few years is the best way to demonstrate that tech-based services like GoMaterials can solve real-world challenges for landscaping.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
Not many people know that when we first started, our business name was “Redwood Materials”. A couple of months after we bought the domain and created some of our basic branding (including logos, colors, etc), we found out that a new venture by the same name had just been launched by an ex-Tesla founder!
Needless to say, we knew that any chance of our brand ranking on Google felt unachievable. We contacted the business to sell the domain and quickly pivoted to GoMaterials.
In retrospect, our brand name today is much better seeing as it is descriptive and indicative of what we do. Here’s the lesson: be mindful while picking your business name before going through the hassle of investing in branding. I also learned through this experience that sometimes what might seem like a setback is in fact a blessing in disguise.
We all need a little help along the journey. Who have been some of your mentors? Can you share a story about how they made an impact?
I’ve had many mentors along the way that were both budding and established entrepreneurs. The magic of mentorship is that you can ask the same question to three different mentors, but they will all give you a different answer. It is so rewarding and can be highly educational to hear different perspectives and approaches on the same challenge or issue. This way, you can make the best final informed decision.
In today’s parlance, being disruptive is usually a positive adjective. But is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?
Disruption is always good when the objective is to solve a real problem and/or to improve the ways things are currently done. It’s important to ask yourself: when all is said and done, will the disruption have caused a net positive in the lives of the people impacted? If so, it’s a good thing. If not, then that’s a case where disruption wasn’t necessary. Not everything needs to be reinvented- as the cliché idiom goes, you can’t reinvent the wheel!
To illustrate this point, I think that one of the reasons that so many start-ups fail is because their organization is not solving any problems and day-to-day headaches for their target audience. Perhaps startups sometimes fail to recognize the needs of their customer. So how can that be gauged? You need to see whether you can get repeat purchasing customers at scale.
Can you share 3 of the best words of advice you’ve gotten along your journey? Please share a story or example for each.
“Focus on your core”
This is one of my key mottos, which was particularly helpful in the early phases of the startup. It comes down to understanding what your product is and what customers are really paying for. Narrow your focus on that. You would be surprised to see how difficult this can be. It’s easy to get distracted by the number of great ideas that you’ll have and continue to bounce off one another. But getting carried away with these ideas will ultimately affect the quality of the final product you’re offering your customers.
“Walk before you run”
This motto exemplifies how to build a sustainable business. Make sure that you have strong building blocks in place before you aggressively scale. We learned this in our early days before we had a real website. We were considering spending on paid media to attract leads. One of our mentors detracted us from this and pointed out that we would be spending thousands on ads that would likely be wasted since these leads had nowhere to convert. Instead of jumping right into paid media, we invested in a comprehensive website instead and we’re very happy to have made that decision!
“Stand by your values”
Figure out what values are most important to you as you build your business and remember to always stick to your guns! Let those values guide you in making the next big business decision.
We are sure you aren’t done. How are you going to shake things up next?
We’re just getting started! There is so much more work to be done with GoMaterials in our mission to help landscaping businesses source more efficiently. It’s an exciting journey. I’m currently working to continue working on scaling the business and innovating the landscaping supply chain with more advanced tech innovation! Making our tech platform more intuitive for our users — both wholesale plant nurseries and landscaping companies will be the first step. The idea is to enhance our platform further to solve concrete, everyday issues in the industry.
In your opinion, what are the biggest challenges faced by “women disruptors” that aren’t typically faced by their male counterparts?
Being a disruptor means that a large aspect of your role is navigating the hurdles thrown at you. In a business context, this could mean building a team from the ground up, fundraising, negotiating, and convincing your stakeholders of the value of your big idea.
While every one of these steps is a challenge, women disruptors unfortunately still have a harder time than their male counterparts trying to overcome these hurdles. Gender bias continues to massively impact the startup and venture capital community. The stats speak for themselves- in 2021, the investment of venture capital for all female-founded teams had actually decreased as per a Forbes report. At its height in 2009, it was 2.8%. Mixed-gender teams of founders also have less venture capital than their all-male team counterparts. There’s no denying that there is differing treatment leading to meager investment in women’s ideas and innovation.
Do you have a book/podcast/talk that had a deep impact on your thinking? Can you share a story with us?
Yes, I do! It’s Simon Sinek’s “Start With Why” TED talk. This powerful talk focuses on shifting the ordinary business paradigm- instead of trying to gain customers by presenting the what and how the product or service does and instead you should present the why of the company. In other words, Sinek compellingly argues that companies thrive when they can successfully communicate the core values of their business. Companies first need to figure out what they believe in. This talk is included in everyone’s onboarding at GoMaterials.
What I’ve found is that once you have a why for your company, it gives a sense of direction, clarity, and motivation to your entire team. Sinek also has a book, Find Your Why, which is a super practical and actionable guide for organizations to find their why.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would it be? You never know what your idea can trigger. 😊
I’ve always loved the idea of “Paying it forward”. This notion is that when someone does something for you, instead of paying that person back directly, you pass it on to another person instead. This creates a domino effect of good for a larger number of people. I think this kind of movement could inspire some positive sharing of knowledge and expertise in the field of business, especially.
On a smaller scale, one movement we’re started at GoMaterials is similarly positive. In one of our Slack channels, any team member can shout out another team member for a job well done. It’s contributed to creating a fun culture of appreciation and celebration of other team members. Also, by specifying what the employee did successfully, it is its own form of paying it forward by showing behavior that other team members can also learn to emulate.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
I have a lot of favourite quotes, but my favourite life lesson quote is by Steve Jobs ; It really resonated with me when I first read it:
“People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I’m actually as proud of the things we haven’t done as the things I have done. Innovation is saying no to 1,000 things”.
Anytime we’re considering a new initiative, a new project, a new launch at GoMaterials, I’ll come back to this quote. It ends up being a practice of discipline to make sure you are continuously focusing on what is most important.
How can our readers follow you online?
You can follow me on LinkedIn under “Shireen Salehi”.
This was very inspiring. Thank you so much for joining us!
Be ready to work hard. It’s a lot of work, and it’s a lot of face time with people. Because it is such a saturated market, it’s hard to get on people’s schedules. You need to have an aggressive sales tactic. You need to figure out who’s important in the industry and how to get in touch with them — maybe it’s a phone call or maybe it’s stopping into the store and introducing yourself to the team. Do whatever it takes to get in front of the person you need to.
As a part of my series about strong women leaders in the cannabis industry, I had the pleasure of interviewing Brittany Yaffa.
Brittany Yaffa has been a proud cannabis user her entire adult life and has been working in the cannabis industry since 2020 — first as the marketing director for Pure Roots and currently as the brand manager at OozeX. Yaffa uses her platform to help eliminate the stigma against cannabis and raise awareness about the benefits of cannabis use.
Thank you so much for doing this with us! Can you tell us the “backstory” about what brought you to the cannabis industry?
I used to work in the salon industry overseeing operations. And it just became so repetitive — doing the same thing every day. I’m just not that kind of person. I don’t want to feel like a robot at my job; instead, I enjoy finding problems, solving them and, overall, playing a very active role. With the cannabis market being one of the fastest growing industries in the United States, when a friend told me he had invested in the business, it was a no-brainer for me that I wanted to get involved and support him. Knowing it was a unique opportunity and that there was a lot of money in the industry, I knew getting involved would be very valuable for my professional self-growth. When you work in the cannabis industry, every day is different. The state is rapidly changing its compliance and policies, which makes this industry challenging but also exciting and fun.
Can you share the most interesting story that happened to you since you began leading your company? Can you tell us what lesson you learned from that?
The Ooze board has been curating strong and influential relationships with dispensary owners over the years, and they’ve introduced me to all the people in the industry you would want to be in front of.
When OozeX launched, we sold out — and I credit that solely to the relationships we’ve formed. We entered the market with a cartridge when dispensaries were already carrying 30 –50 other cartridges on their shelves, and we owe our success to the fact that our umbrella company — Cannatron, formerly known as Ooze Wholesale — is already such a significant staple in the industry. Through this experience, I learned that this industry is about going back to old school handshake deals where it’s truly all about the relationships you form with customers. It’s an extensive process that we offer in terms of support, staff representing the brand, and running exclusive deals — really trying to stay competitive and listen to what the retailer wants.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
I don’t really have a mistake that’s funny — but, since the cannabis industry is an ever-evolving market, there’s a lot of trial and error that comes with it. While my background is in marketing and operations, I had to learn a lot about Metric, leaflink, leaflogics, dutchy, weedmaps and other platforms that I never had to dealwith before. In fact, I work a lot with a platform called Leaflink, which the cannabis industry
uses to facilitate the sale of cannabis related products. I had to teach myself how to use this program — but, in the end, it was really empowering to be able to expand my skills and have these metrics on hand to track the company’s growth and see how we can improve. I’ve since learned a lot about all the different software’s the market has to offer that can help you track sales/data and how we can capitalize on the metrics.
Do you have a funny story about how someone you knew reacted when they first heard you were getting into the cannabis industry?
I mean, a lot of people in my life have told me they don’t agree with me being in the cannabis industry. Even though medical and recreational marijuana is legal in the state of Michigan, there is still a stigma against it, especially as a parent. I don’t understand why people will judge cannabis — but not judge alcohol, nicotine or hookah. Cannabis is just another one of these regulated products. And the scientific research behind cannabis is there. It has been known to treat seizures, ease the symptoms and side effects of cancer treatment, relieve chronic pain, treat mental health conditions and more. Cannabis is an effective alternative to opioids with fewer side effects and risks. There are just so many medical benefits.
The likeliness of death by cannabis is beyond rare. Sure, you may misjudge your intake — but that happens every day with alcohol use. But most dispensaries in the market are very good about providing education to the customer about the safest use of the product. Budtenders often take the time to engage with customers and assist cannabis newbies.
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?
I’m thankful for a close family friend who introduced me to the industry. He asked me if I wanted to start doing marketing for him, and I said, “Sure, I’ll give it a shot.” I had been a cannabis user my whole adult life. Being a consumer already and seeing the benefits of cannabis firsthand, I just couldn’t say no.
Because of him, I changed career paths, and now I have a job I truly enjoy.
Are you working on any new or exciting projects now? How do you think that will help people?
Ooze X is launching new SKUS in the next quarter that will appeal to the market in a very classy way. We’re curating our menu with products we know are best-sellers. Concentrates will be first and a disposable cartridge will launch shortly after. For someone who is an avid cannabis smoker, it’s convenient to have something that’s disposable, just like e-cigarettes. It’s discreet and you’ll get a certain number of puffs, and once it’s done, it’s done. And, for those who want something that’s reusable, Ooze is known for its best-selling vape pens with impeccable battery life and safety features. We really have diverse products with something for everyone.
According to this report in Entrepreneur, less than 25 percent of cannabis businesses are run by women. In your opinion or experience, what 3 things can be done by a) individuals b)companies and/or c) society to support greater gender parity moving forward?
I mean, I think in the United States, most businesses are still owned by men — no matter what they sell. And male business owners, unfortunately, still make more money than their female counterparts. The cannabis industry is no different — but, if anything, I think the industry is more open-minded and, overall, I think women are more accepted than other industries.
In my experience, I have seen a lot of women in this line of work — but I do think more women should be in the room where the decisions are being made. Operators need to keep an open mind and know that women are just as valuable and capable as men in this industry — if not more. And women, in all industries, need to earn equal wages to men. Mother’s and or parents are required to work 8-hour days, yet schools and or childcare are only offered within a window of work hours. This formulates a convoluted finical decline in wages brought home. — There has been a substantial drop in venture capital funding for women-owned start-ups — with less than 3% of funding distributed across the industry going towards them. This needs to change. More investors need to take a chance on women-led businesses.
It’s also been shown that gender stereotypes affect female entrepreneurs — and so do stereotypes against the cannabis industry in general. As I said before, several people put in their two cents when I said I was going into the cannabis industry. Society as a whole needs to shift its focus and be more supportive of female-led businesses, as well as women in the cannabis industry. I’m thankful to represent a board of men that believe in me and have allowed me the opportunity to launch a brand and assist in years of hard work and dedication that built the fundamentals of their business.
You are a “Cannabis Insider.” If you had to advise someone about 5 non-intuitive things one should know to succeed in the cannabis industry, what would you say? Can you please give a story or an example for each.
Understand that it’s a very saturated market. A lot of cannabis products are the same, so you need to be competitive. At OozeX, we appealed to the market by setting a price point that made sense for both us as a brand and for our retailers. Your most affordable products will also likely be your best-selling products
You need to come to the market with something new in terms of look and feel. For us, we stood out because our marketing was fresh and unique — with bright colors and bold products. We appeal to all different types of customers — rather than a specific demographic.
If possible, work with labs and manufacturers to create entirely new products — maybe it’s different ways of consuming or different style edibles or different flavors.
Find your niche where it’s needed or missing in the market, and try to produce a product that can be appealing to everyone. Market to the people other companies may be missing — for instance, I think the 45 and up age group is an untapped market in the cannabis industry. That’s why we focus on creating products that are discreet and practically smell-less — so a mom or dad can stay out in the driveway for an extra five minutes after work before coming inside and jumping into their home responsibilities.
Be ready to work hard. It’s a lot of work, and it’s a lot of face time with people. Because it is such a saturated market, it’s hard to get on people’s schedules. You need to have an aggressive sales tactic. You need to figure out who’s important in the industry and how to get in touch with them — maybe it’s a phone call or maybe it’s stopping into the store and introducing yourself to the team. Do whatever it takes to get in front of the person you need to.
Can you share 3 things that most excite you about the cannabis industry?
First of all, that the industry is rapidly growing and evolving. I’m excited to see where the market goes in terms of smaller scale operators being acquired by larger multi-site operators. And then watching the evolution of where metrics will be five years from now. I’m also excited to see what happens to cannabis brands — not just retailers. Like I said before, the market is so heavily saturated, so it’s going to be interesting to see who plays in the race in the near future.
Can you share 3 things that most concern you about the industry? If you had the ability to implement 3 ways to reform or improve the industry, what would you suggest?
The oversaturation is very concerning, and the upcoming recession before the incline. I’m expecting that there will be a change in the market; that it’ll get worse before it gets better. Gas prices are on the rise and grocery prices are on the rise — everything in our economy is so inflated right now. So, are people going to be able to afford cannabis the way they used to when they’re struggling to afford their basic necessities? It will be interesting to see how people will start budgeting differently and if they will be able to budget in the consumption of cannabis or what they will jeopardize to do so.
But, one thing to keep in mind is that, for cannabis, the prices aren’t rising. So, maybe people will be able to fit cannabis products into their budget because, afterall, it does help you reduce stress — which you may consider a necessity for your mental health during these times. I feel confident that, while we may not have a spike in sales, that we’ll at least have a flat line instead of a dive down.
Another concern I have is that there are people out there who think they don’t need to be compliant and are producing products on the black market that aren’t safe to consume. The Underground world exists and it’s still booming, even after marijuana has become legal in the state of Michigan.
One way I think we could reform or improve the industry is to marry recreational adult-use and medical- use cannabis. Some stores are only medical, and some stores are only recreational, but I think we should create an even playing field. Caregivers really spearheaded our culture of cannabis in Michigan and helped make people more open to the industry. These medical stores paved the way for recreational retail. We should give as much love to medical cannabis as we do to recreational. I think we need more spaces that have products available for both uses and clearer regulations established for safest use of consumption.
I also think, when a product is sold, there should be directions on the packaging — like, when you get a prescription drug, it typically says on the bottle something like “Take four times a day, every six hours” or “Take with food.” I think there should be a regulated process in the market, and our licensed products should include information on how to use it the safest and most effective way, not just “fast acting, 4 serving etc.”
The third thing I would like to see change is for states to treat cannabis retailers as a community and as humans — rather than just a license number. Give us the opportunity to market as the majority of other retailers. Welcome our ambition to give back to our community and use are platforms to raise awareness to
What are your thoughts about federal legalization of cannabis? If you could speak to your Senator, what would be your most persuasive argument regarding why they should or should not pursue federal legalization?
The fact that there are states that are licensed and states that aren’t, it’s just mindboggling to me. In the United States, we have constitutional rights, and everyone — no matter what state you live in — has those rights. The fact that each state can operate differently is just so stupid to me; it’s like, “I’ll treat you with respect in Michigan, but I won’t treat you with respect in Ohio.” In states where cannabis is not legal, and you need it for medical use and have to travel to another state, you could be charged with traveling across state lines with cannabis. It’s just not fair, and it doesn’t make sense to me, honestly. Cannabis is used recreationally, but it’s also used medically. And that’s what you need to bring up if you talk to your senator. Alcohol and cigarettes aren’t used medically, yet you can buy them in New York, you can buy them in Florida, and you can buy them in every state. So, why should cannabis be treated any differently — especially when they have more positive effects than other regulated substances.
Today, cigarettes are legal, but they are heavily regulated, and highly taxed, and they are somewhat socially marginalized. Would you like cannabis to have a similar status to cigarettes or different? Can you explain?
I mean, cannabis doesn’t give your cancer. If anything, cannabis has been known to ease the effects of cancer. So, I think cannabis should have a different status in society than cigarettes. There hasn’t been any scientific research that the long-term use of various methods of cannabis consumption can kill you one day — like cigarettes with your lungs and alcohol with your liver. I still think cannabis should be regulated, but maybe not to the severity of cigarettes. I think taxes are crucial to keeping our economy and our government functioning. So, should be taxed at the normal amount, just like anything else is taxed.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
My favorite life lesson quote is “Unpredictable moments will change your life forever.” Just enjoy life and keep an open mind because you never know what’s going to happen next.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the greatest amount of people, what would that be? You never know what your idea can trigger. 🙂
I would want to start a movement to remove the stigma behind the use of cannabis as a drug, and I would use my platform in the industry to educate others. I have seen a lot of people benefit from cannabis in a way that prescription drugs couldn’t offer them — whether its anxiety or depression or life’s stressors. There are so many people in this world who, because they hold a stigma against cannabis, they don’t take advantage of these benefits. Until we remove the sigma, we won’t be able to tap into those people.
Thank you so much for the time you spent with this. We wish you only continued success!
Modern Fashion: Nancy Daniele Berman of Nandanie On The 5 Things You Need To Lead a Successful Fashion Brand Today
An Interview With Candice Georgiadice
Undeterrable drive: It has always been my dream to work in fashion — ever since I was a young girl, sketching clothing in my notebooks during middle school. This dream got derailed for a time, but now, at 48 years old, I have decided that I am starting the next chapter in my life. I’m excited and optimistic about the positive impacts NANDANIE will bring to fashion. It’s only because of my unwavering drive and determination that I have conceived NANDANIE — and the same is true for you and your dreams if you have that drive.
Many in the fashion industry have been making huge pivots in their business models. Many have turned away from the fast fashion trend. Many have been focusing on fashion that also makes a social impact. Many have turned to sustainable and ethical sourcing. Many have turned to hi tech manufacturing. Many have turned to subscription models. What are the other trends that we will see in the fashion industry? What does it take to lead a successful fashion brand today?
In our series called, “5 Things You Need To Lead a Successful Fashion Brand Today” we are talking to successful leaders of fashion brands who can talk about the Future of Fashion and the 5 things it takes to lead a successful fashion brand in our “new normal.”
As a part of this series I had the distinct pleasure of interviewing Nancy Daniele Berman.
Nancy Daniele Berman is an entrepreneur with an expansive background in marketing, philanthropy, and hospitality.
After decades of work dedicated to helping others, she decided to make a bold move for herself and enter into the fashion industry — founding NANDANIE, a luxury tie brand that’s mission is to inspire confidence, build community, and embrace equality. As the founder, CEO, and creative director of NANDANIE, Berman artfully crafts collections of ties in the heart of New York City that are designed for women and worn by everyone.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory?”
I grew up in Southfield, Mich., and my whole life, I wanted to study fashion. I was a creative child who loved to draw — especially fashion sketches — and whenever I went to Toys R Us, I always went straight to the art section. I went to New York for college, and, after graduation, I intended to stay in New York and work in fashion. But I ended up moving back to Michigan to be near my now ex-husband while he was in medical school, where I still live to date.
At the time, Michigan didn’t have many opportunities in the fashion industry, so I changed my career trajectory. I worked in marketing at Ford Motor Company and then, to satisfy my creativity energies, I started a cake business — Nancy’s Fancy Shmansy Cakes. There I made elegant, whimsical, and kosher personalized cakes. Now, I’m divorced, and my kids are getting older — they’re 20, 17 and 15 — so I finally decided to go back and do what I’ve always wanted to do, which is working in fashion.
Can you tell us the story about what led you to this particular career path?
Earlier this year, my 17-year-old son finally got around to cleaning out his closet. It was long overdue. He grew five inches in the past year and outgrew almost all of his clothes. He brought me his ties that were now way too short on him. Occasionally, there is something in his closet that I will keep for myself and wear, and when I saw his ties, I thought about the ties that I owned in the 90s. I put one on and it fit me perfectly; I loved the look. And, right away, it made me wonder — why aren’t there ties for women? We wear suits, blazers, and scarves, but why not ties? I started to do research, and I couldn’t find any ties that were made specifically for women. So, I created a design for ties that were pre-knotted and easy to put right over your head, like a necklace. The ties have a more modern twist, and they’re made with luxury fabrics. And that’s where the brand NANDANIE began.
Can you share the most interesting story that happened to you since you began your career?
Well, my current career is completely new; my online store isn’t even available until Sept. 1 — that’s how new I am. So, I’m excited for the interesting stories I know will come after my store launches. Starting in September, Flying Solo, a fashion retail space in SoHo, is going to start selling the NANDAINE brand, and we’ll also be featured during New York Fashion Week on Sept. 10. I’ve already started flying to NYC about once a week in preparation. So, I can guarantee, I’m going to have some really interesting stories to tell after September.
But there is one interesting thing that happened after I announced I was starting NANDANIE that I wasn’t necessarily expecting — how excited every friend of mine in the LGBTQ+ community was about my new business. So many people reached out to me and asked, “When can I get a tie?” Although I had women in mind when designing my ties, I quickly realized that I was creating something for a much broader audience — for the fluid society we live in. NANDANIE is a brand that will have ties for everyone to wear. In my mind, I can picture Harry Styles, Reese Witherspoon, Zoe Saldana and Janelle Monáe wearing NANDANIE ties. These will be pieces to hold on to for generations.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Confidence and courage:At times it feels quite audacious to take this leap into a new career in my late 40s. I’m asked quite often, “Are you scared? Do you ever think ‘What was I thinking, taking this leap?’” To which I answer that I don’t have time to be scared; I’m too busy moving forward. But every few days, I do have brief pauses where I ask myself, “What made you feel like you can do this?” And it goes back to confidence. At the end of the day, it doesn’t matter what anyone tells you. You need to make it happen, and you need to believe in what you are doing. If someone told you that a play about Alexander Hamilton with rap music was going to be a hit, who would have believed it? You would’ve told Lin-Manuel Miranda, “That’s never going to happen; that’s crazy.” But it did happen, and it was a monumental success. The same thing can happen to you once you put yourself out there. You need to cheer yourself on. For me, I had a traumatic period in my life during the breakup of my marriage, but, I decided, from that point forward, I needed to move ahead with the determination to live my life to its absolute fullest and follow my gut instinct.
Empathy:I believe in a work culture and society that is infused with empathy, which is how I came up with the idea for NANDANIE’s logo of intertwined elephants. An elephant is the strongest mammal in the world — but they are also surprisingly gentle and demonstrate compassion towards others. While the individual characteristics of elephants are great on their own, they are better together and are known to develop strong bonds between their family members and friends. Elephants can’t give each other hugs, but they do intertwine their trunks together to offer comfort. That’s why I picked this logo of two elephants, intertwined together — creating a harmonious tie. I really believe that, whenever you wear a NANDANIE tie, you represent the ties between being empathetic to the world around you and the ability to make positive changes through your boldness, individuality, and vitality. Similarly, to the bond elephants have with each other, NANDANIE is fueled through unity, family, and friendships.
Awareness: When starting the NANDANIE brand, I wanted to make sure I avoided costly mistakes to create a luxury product. That’s why it’s so important to do your research, figure out what you don’t know and seek out others who can help you. Surround yourself with other creative and experienced individuals who can support you and offer you the wisdom that came from their experiences.
What do you think makes your company stand out? Can you share a story?
NANDANIE is the first and only company that has reimagined how a tie is constructed and worn, and it’s meant for anyone to wear. I’ve walked into so many meetings where there are 10 men, and they look like they’re in uniform with their white shirts, suits and ties. And, while I love that I can walk in wearing a dress, sometimes, I want to wear a tie too and feel like I’m on more equal footing. With NANDANIE ties, I want women who have been scared to walk into a boardroom to, instead, come to the table, sit back, cross their legs and no longer feel intimidated. I want women to have the confidence to go into a meeting with men and know they are equal in intelligence, experience and now in dress. There is something powerful about putting on a tie, and I want to empower others to feel they are capable of achieving success and contentment. I look forward to seeing so many brilliant, bold and capable women wearing NANDANIE ties. I’m hoping to shake up the fashion world a little.
Do you have a favorite “Life Lesson Quote”? Can you share a story of how that was relevant to you in your life?
One of my favorite quotes is by former first lady Betty Ford — “Being lady-like does not require silence.” I grew up with a significant divide between adults and children. As I child, I was intimidated by many adults, and wasn’t brought up to be assertive and speak my mind. At times, I believe that hindered my ability to express myself and stand up for myself. As an adult, I grew into my own and found my voice. After going through a difficult divorce, I was thrust into a court system where I had to find courage and strength that I never knew existed within me. I raised my three kids to all have strong voices and to advocate for what they believe in and what they know to be right. They are all strong-minded, outspoken, empathetic, and outstanding people. And, really, that’s what NANDANIE represents too — all of those attributes.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. Do you see any fascinating developments emerging over the next few years in the fashion industry that you are excited about? Can you tell us about that?
This is one of the areas of life where I’m especially grateful to be a woman. Fashion for the everyday man has been evolving at a snail’s pace. You look around any boardroom or on wall street or at a wedding, and men have very limited choices of style. On the contrary, women’s fashion has become bolder and edgier. Women have endless possibilities when getting dressed in the morning. And as more and more women are having an equal seat at the table — from Wall Street to Washington, women can still look feminine while wearing a suit and tie. I am excited to watch women’s fashion evolve as their careers progress. I believe the fashion industry will be tied to the progression in women taking more roles in politics, business, and in all leadership positions.
My favorite book to read to my daughter, Grace, as a young girl was “Grace For President” by Kelly DiPucchio. It’s my favorite book, and it’s about this girl who looks at the list of presidents and asks, “Where are the women?” As adults, we’ve gotten used to this, but it’s unfathomable when a young girl first realizes there hasn’t been a female president in the United States. So, I look forward to seeing a NANDANIE tie on the first female president.
Can you share how your brand is helping to bring goodness to the world?
My brand helps women feel more confident — and, in turn, I hope this will get more women into leadership roles. My goal with NANDANIE is to also create a world where leaders are both strong and empathetic — as represented by the two elephants in my logo tied together.
On a practical level, NANDANIE ties require a small amount of fabric to elevate any outfit and, therefore, creates less waste in the world. They take up less space in a closet — yet they make an entire outfit. NANDANIE believes in a more sustainable wardrobe. Men’s ties have been timeless; the origin of the tie can be traced back to the 17th century and men are still wearing ties. And when women start wearing ties, I don’t expect them to ever put away their ties either. When you eliminate the trend factor and produce timeless pieces with ethical practices, you demonstrate to the world that a small change can have a large impact.
Can you share with our readers about the ethical standards you use when you choose where to source materials?
Fashion in one of the most polluting industries on earth; it’s truly a travesty. But NANDANIE is committed to eliminating waste. I have sourced material from luxury brands that have excess material. I am also committed to not purchasing material in bulk or creating excess waste. I recently attended the Luxe packaging expo and learned about the latest materials used in packaging to make every part recyclable and reusable — eliminating plastic and even replacing fabric ribbons with paper ones for tying a ribbon on a box. The entire process for me — not just the product but the packaging and everything else that goes into running the business — is going to be considered with a mindset of sustainability.
Fast fashion has an advantage, that it is affordable for most people, but it also has the drawback that it does not last very long and is therefore not very sustainable. What are your thoughts about this? How does your company address this question?
Sure, it’s great that you can go into a store and, for $50, buy three items — but, unfortunately, the clothing just isn’t going to last. I believe we need to shift from fast fashion. It’s very much an American philosophy of buying and shopping and buying and shopping and creating all of this waste. People’s closets are so much fuller than our grandparent’s, who would buy quality over quantity.
But, with NANDANIE ties, they are designed to be worn for many years. They are not meant to be a fad, but an addition to your wardrobe that can be worn in 2022, 2032 and 2042. I know that everybody wants to have new things — so that’s why I wanted to create a product where you can take something small and completely change an outfit you already own. When I go out, people always come up to me and say, “Oh my god! I love your tie!” I can be wearing jeans and a T-shirt, and I’ll add a tie, and it’ll completely change my outfit. The ties are also being produced in the United States. Paying workers fairly is of utmost important to me, and I will always hold NANDANIE to the highest standards of ethical practices.
Thank you for all that. Here is the main question of our interview. What are your “5 Things You Need To Lead a Successful Fashion Brand”. Please share a story or example for each.
Undeterrable drive: It has always been my dream to work in fashion — ever since I was a young girl, sketching clothing in my notebooks during middle school. This dream got derailed for a time, but now, at 48 years old, I have decided that I am starting the next chapter in my life. I’m excited and optimistic about the positive impacts NANDANIE will bring to fashion. It’s only because of my unwavering drive and determination that I have conceived NANDANIE — and the same is true for you and your dreams if you have that drive.
A great team: You can’t do it all on your own. From the beginning, I knew I needed to learn from the best. I was fortunate to be introduced to Emily Burnett, who worked as the creative designer for Dennis Basso for 15 years and is currently the CEO and creative director for Burnett New York. I have been working side-by-side with Emily and her business partner, Melissa Kurlan Francis, to start NANDANIE, and I have been fortunate to have their combined 30 years of design experience behind the launch.
Life experience: This might sound cliché’, but I feel I have lived a lot of life –working in marketing in my 20s, raising three children as a single mom, and a multitude of volunteer roles in the nonprofit world along the way. I have led teams in multiple professional roles involving strategic planning, training and daily management. I was the president of a local food pantry called Yad Ezra in Berkley, Mich., and I have served on many nonprofit boards and have been vastly involved with many causes overseas as well. So, I have gained insight into many issues facing the world today and have approached the launch of NANDANIE with experience and sensitivity unique to the industry.
Decisiveness: I have always been a very decisive person, even as a little kid when I would decide, “We’re going to jump rope at recess!” So many people are paralyzed by the inherent fear of making a mistake and the ability to move forward with a decision. Not a week goes by when I am not helping a friend select an outfit for an event. I kind of take for granted that I’m a very decisive person and most people are not. In my company and as a rule in life, I take the time to seek out the appropriate information that is necessary to make the best decision for NANDANIE. And for major decisions, I seek out a colleague or friend to challenge the status quo to help ensure sound decision-making.
Social responsibility: Businesses have a responsibility to be socially responsible. At NANDANIE, we are committed to employing local seamstresses and hand-picking our production establishments to assure equal and fair pay, safe work environments, and conscious sustainability practices. When consumers throw away clothing, it can take over 200 years for the materials to decompose in a landfill — causing an environmental crisis caused by textile waste. The fashion industry overproduces by 30–40% and is the world’s second worst offender in terms of water and plastic pollution. As a fashion enthusiast, I am committed to finding ways to create luxury brands without being part of the problem, but rather the solution.
Every industry constantly evolves and seeks improvement. How do you think the fashion industry can improve itself? Can you give an example?
Like I said before, fashion is among the most polluting industries in the world. Sustainability has many important components. We have to look at all of them — from creating higher quality, longer lasting products that can be worn over and over, to producing recyclable packaging. We have to change our mindset that outfits shouldn’t be repeated. The fashion industry wants to sell more clothes, but we need to encourage sustainable practices of repeating clothing wear. We shouldn’t live in a generation where people are like, that was so last season.” We need to stop shaming celebrities for wearing something they wore before and instead applaud them.
We are starting to see a little bit of a shift in this. For example, comedian Tiffany Haddish has worn her white Alexander McQueen gown multiple times, saying she’s going to wear it everywhere to get her money’s worth. I have a friend with eight children who can afford to buy new dresses for all of her children’s wedding, but she’s planning to wear the same dress for all eight weddings. And I think that’s something that should be celebrated.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
Again, NANDANIE is all about empathy and strength. I believe we need both to make the world a better place. I want to keep promoting these two traits — which some see as contradictory, but I see as complimentary. If you have ever been in a relationship with a person who lacks empathy, no matter how successful the person is, at some point you realize it’s just not going to work. These characteristics are important both personally and professionally. Imagine a world that is not described as a “man’s world” that’s cut-throat — but, instead, one where people make decisions guided by intellect and care. What I’m hoping is that, as people wear NANDANIE ties, they’re not only buying the product, but they also pay attention to the message behind the product. Just like with certain companies where you just know what they stand for, I want NANDANIE to be known for standing for empowerment for women and for all.
How can our readers further follow your work online?
You can follow me at www.NANDANIE.com, and on Instagram and Facebook @NandanieOfficial. Sept. 1 is when my online store launches on my website for direct-to-consumer. I will also be found at Flying Solo in SOHO, NY as of October 1st and in New York Fashion Week in September.
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
Female Founders: Suhay Gonzalez Of Seis Cosmetics On The Five Things You Need To Thrive and Succeed as a Woman Founder
An Interview With Candice Georgiadis
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You cannot be shy; you must be prepared to always represent your company. Sometimes, the audience is more interested in the founder’s story. Embrace it, be confident and enjoy the journey.
As a part of our series about “Why We Need More Women Founders”, I had the pleasure of interviewing Suhay Gonzalez.
Suhay Gonzalez had a passion for numbers at an early age. She pursued an education in Accounting, Finance and Business Law. She has led a team of financial individuals for years. However, as an independent Latina, she always had a passion for makeup. Suhay’s mother grew up believing makeup enhances natural beauty; wearing makeup was common in the family. When Suhay’s mother loss her battle to a brain tumor, Suhay decided to honor her mother by creating beauty out of sadness and launching Seis Cosmetics.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
Growing up in the Bronx, I would always hear you can do anything you want, but I recall my grandmother advising me to pursue something I loved but to make sure it was something I was good at. I decided to pursue my degree in accounting because I loved mathematics and everyone needs an accountant at one point or another. I eventually ventured into auditing, finance, and business law. I remember accidentally enrolling into intellectual properties as an elective and thinking this is interesting. So, when the idea of creating my business came to me, I was confident I had the necessary foundation. My mission was to create something beautiful; something my mother would be proud of. I already had the support from my older sister and close friends, but it wasn’t until a dear friend literally tattooed my company’s name, Seis, that I felt unstoppable. I worked diligently on product development, packaging, website, legality, and all the other elements of becoming an entrepreneur. For about a year, I would drive listening to YouTube and podcasts to virtually learn as much as I could. My mission was and still is to bring awareness toward brain health while contributing towards brain tumor research. While some asked why do this when I have a solid career as a CFO, I strongly believe that we all should pursue our purpose in life. Making women feel gorgeous, confident, and empowered while donating a portion of all profit toward finding a cure is important to me, it’s how I honor my mother.
Can you share the most interesting story that happened to you since you began leading your company?
The most interesting story since leading Seis Cosmetics has been the amount of support I’ve received, but most importantly, the amount of people that have shared their story and experience with brain tumors. I’m honestly surprised that brain scans are not a requirement similar to precautions taken with breast, prostate and colon cancer.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
(Smiling) I recall renting a studio in New York, hiring a photographer, getting the models and makeup artist scheduled, ordering breakfast … and the photoshoot is in session. My adrenaline is going, and I completely forgot to write down what shades each model was wearing. It was my first time coordinating everything and although everything worked out amazing, I learned my lesson to write the shades and products used. The group of people I worked with were amazing, so I have no regrets just lessons learned.
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 about that?
You are correct, and I’ve been blessed to be surrounded by so many wonderful people. My sister, Daelloy, my friends, Tlynn, Gliny, Heidi, Raquel, Ovidio, Tomeka have been beyond helpful. Even my former supervisor, Albert, was so supportive, I recall going to him and sharing the news when I obtained my cruelty free certification. He would joke about not forgetting him when I make it big, and all I could do was laugh because I could never. Another person I am grateful for is Brian from Juarbe Photos. We’ve been friends for about a decade, and when he learned about Seis Cosmetics, he did several photo shoots for a fraction of the cost. He also lost his sister to brain tumor. The words THANK YOU do not come close to capturing my sentiments for these people.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. According to this EY report, only about 20 percent of funded companies have women founders. This reflects great historical progress, but it also shows that more work still has to be done to empower women to create companies. In your opinion and experience what is currently holding back women from founding companies?
I am happy about the progress; the numbers are significant and trending in the right direction. There are a lot of talented women with ideas, drive and capability to create amazing things but there aren’t a lot of opportunities. In my opinion and experience, we need more education on what resources are available. I’m sure there are women that come up with ideas but don’t know what the next necessary steps are, especially if business is not your area of expertise. Mentorships on creating business plans, funding, marketing, supply chain management, customer services, advertising but most importantly networking. There’s so much under the entrepreneur umbrella and it can become overwhelming, especially if you’re raising a family too. With the right resources, a woman-founded company can thrive and be successful to ensure the company is not only woman-founded but continues to be woman-led years to come.
Can you help articulate a few things that can be done as individuals, as a society, or by the government, to help overcome those obstacles?
We all can help overcome some of these obstacles and challenges by supporting women-founded companies and woman-owned small businesses. I think the government and some institutions can develop free certifications or degrees in certain areas to assist women founded companies. Internships can be tremendous help to a new brand in numerous ways. Profitable companies can also mentor new women founders and provide networking opportunities. Women need more opportunities and the funding to truly showcase our abilities.
This might be intuitive to you as a woman founder but I think it will be helpful to spell this out. Can you share a few reasons why more women should become founders?
Being a woman is a phenomenal thing. We are talented individuals. Women can always identify and come up with great ideas to fix a multitude of problems. Women are known for shopping and have great intuition of what may work but also of what women want. I believe with the right resources and opportunities, women are building empires. We bring life into this world. We can most certainly build and run companies. The future is women!
What are the “myths” that you would like to dispel about being a founder? Can you explain what you mean?
The myth that women are emotional creatures and cannot make sound decisions, therefore, do not make good founders is far from accurate. Women’s ability to understand emotions and behavioral patterns is beneficial as a founder.
Is everyone cut out to be a founder? In your opinion, which specific traits increase the likelihood that a person will be a successful founder and what type of person should perhaps seek a “regular job” as an employee? Can you explain what you mean?
To be a successful founder, you have to have a good idea, vision, grit, dedication, communication, leadership and analytical skills, and the ability to adjust the demands. As a founder you must be well rounded and focused on the task at hand to ensure proper execution while being able to monitor the trends.
Ok super. Here is the main question of our interview. What are your “5 Things I Wish Someone Told Me Before I Started” and why? (Please share a story or example for each.)
1. Be prepared to spend a substantial number of long hours building your brand. Being an entrepreneur requires dedication, discipline, hard work and self-motivation.
2. Invest in a good quality camera and equipment. Content is everything, especially with the demand of social media.
3. Be clear on your mission and do not get discouraged when things don’t go as planned. Adjust and remain focused on your goal. For example, I wanted to launch for National Lipstick Day, and I had to push back the date because my website wasn’t ready; but it ended up working out because every makeup company had lipsticks on sale.
4. You don’t need a business degree, but you need to have a good understanding, plan and system in place to track expenditures and understand contractual agreements.
5. You cannot be shy; you must be prepared to always represent your company. Sometimes, the audience is more interested in the founder’s story. Embrace it, be confident and enjoy the journey.
How have you used your success to make the world a better place?
I am making the world a better place because I am bringing awareness toward brain cancer. Launching a beauty brand that offers vegan, gluten free, paraben free and products made with organic ingredients. Offering products for people of all ages and ethnicity to ensure inclusivity. We need more women of diverse background leading and inspiring our future leaders.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
I think we need more companies willing to work with businesses in the startup stage. Most advertising and marketing agencies require long term contracts. There are definitely some opportunities there especially as new business are growing.
We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them.
I would love to meet Sara Blakely because she founded her company and did it her way. She has achieved success by breaking barriers and making huge impact to the industry. I would also appreciate an opportunity to meet Lori Greiner, I’ve been watching her on shark tank for years and admire her journey and respect her expertise. It’s very motivating to see women doing amazing things and leading companies. It would be ideal to meet and hear their challenges and recommendations as women in business.
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
Change is going to come. Most successful companies / leaders will be ready to pivot at a moment’s notice. [Story: Challenges in building oOYes and need to stay agile and pivot on a dime when building a CPG cannabis brand].
As a part of my series about strong women leaders in the cannabis industry, I had the pleasure of interviewing Tanya Griffin, CEO of oOYes!
Thank you so much for doing this with us! Can you tell us the “backstory” about what brought you to the cannabis industry?
In 2011 I was living in Chicago and building healthcare companies under my company, Water + Trees. Sitting in a surgical center in Pilsen, IL, I read about medical cannabis coming to Illinois and could not look away. Of all the things I had built and sold in my life none of it was as compelling and made as much since as this magical cannabis plant!
At the time, Colorado was the most regulated and mature adult use market. While I was new to the cannabis space it did not take long to leverage my experience building restaurants, retail stores and health care practices. I booked a flight to Denver, met with the top players at the time and ended up partnering with The Green Solution, now Columbia Care.
Once drinking the cannabis kool-aide there was no turning back. Early days when the playing field was very different than it is now I wrote and won dispensary, cultivation and manufacturing applications and won a vertical license in Florida before building the first vertically integrated national cannabis franchise for The Green Solution. We went on to win medical dispensaries near my home town in Illinois. Those dispensaries multiplied and flip to Adult Use and I eventually exited to a multi-state operator (MSO) which allowed me to build my ecstatic sex lifestyle brand, oOYes!
Can you share the most interesting story that happened to you since you began leading your company? Can you tell us what lesson you learned from that?
2015, sitting in Kingston, Jamaica with the Mayor of Kingston and the leader of the Ganja Coalition as they asked my advice, this suburban soccer mom from Chicago on how to grow and scale cannabis operations. Surreal. Later that week as we all bunked up together in some condos we reserved on the beach in Negril I would spend the afternoon hiking up the mountain to patches of majuana, shielded from authorities, water trucked in, pulling females from the ground as a remarkable individual with dreadlocks that touched his knees told magical stories about the journey of bringing cannabis to the world and the challenges he faced.
I learned that the world is small and we are all in this together.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
Sharing edibles with virgins who you think are regular users!
So many funny stories but one that comes immediately to mind is sharing edibles with a man who touted his experience as a “regular” cannabis user”. Being in the business I used to be generous with showing up with cannabis treats. No more. This night would end that tradition when a new acquaintance, an older, 6’3” gentleman would turn pale, try to stand, faint. Watching as things went south I jumped to attention and found myself on the ground with this man nestled in my lap at a fine dining, Italian Restaurant.
Lesson learned… Marjiuana brownies do not pair well with short skirts and fettuccine alfredo!
Do you have a funny story about how someone you knew reacted when they first heard you were getting into the cannabis industry?
Early days, when I was first getting into the cannabis industry in Chicago I quickly got a reputation for being the “weed lady”! Of course, my four kids were still in grade school thru high school and I was suddenly deep in the cannabis industry, on news interviews, articles with a quickly growing reputation in NIMBY town. I went from being a regular “soccer mom” to being the “weed lady” among teachers, coaches, and my kid’s friends.
My kids were not so happy with their mom’s new reputation and would make up stories about what I was up to. As those stories made their way back the telephone game was nothing less than hilarious.
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?
Every step, every advantage I have had when breaking into a new industry has been the result of a kind, generous soul willing to teach me the ropes and connect me to the industry.
If I there is one person I am most grateful for it is my dad who taught me to be fearless, walk through every new door and be an entrepreneur whether that meant building a small business from nothing, or jumping into the film, sex and cannabis industries.
The luxury of knowing that nothing was as good as something and you could always start again was an invaluable lesson that allowed me to follow my dreams and always do what I love.
Are you working on any new or exciting projects now? How do you think that will help people?
Yes, I am building an ecstatic sex lifestyle brand, oOYes. It will help people have more and better SEX.
Ok. Thank you for all that. Let’s now jump to the main core of our interview. Despite great progress that has been made we still have a lot more work to do to achieve gender parity in this industry. According to this report in Entrepreneur, less than 25 percent of cannabis businesses are run by women. In your opinion or experience, what 3 things can be done by a)individuals b)companies and/or c) society to support greater gender parity moving forward?
3 things that support gender parity moving forward…
a)individuals: 1) Lead by example 2) Always be sharing! That means being consistently loving, kind and generous to others 3) There is always enough to go around, teaching others to do what you do will come back 10 fold
b)companies: 1) Share the profits 2) Be kind to others 3) Allow others to grow and fill your shoes
c) society: 1) Be tolerant and kind even when you cannot agree 2) Be mindful and considerate when things are falling down around you 3) Give to others who are less fortunate
You are a “Cannabis Insider”. If you had to advise someone about 5 non intuitive things one should know to succeed in the cannabis industry, what would you say? Can you please give a story or an example for each.
5 non-intuitive things to succeed in the cannabis industry:
Don’t romanticize! — Treat your cannabis business like you are running a small business [Story: Pipe dream relating the difference between operating Kangaroo Kids and The Green Solution]
Build it and they will come! Cannabis businesses are more challenging to build, consumers don’t always agree with your brand focus and an exit is not always the solution. [Story: Journey thru the cannabis industry and the hurdles inherent in building a company while navigating regulatory compliance / 280E and why shooting for exit only is increasingly unrealistic]
Rely on others, they will surprise you. Who you consider your competition can be your best ally. [Story: Helping one another… oOYes + Jon @ Foria]
Don’t overreach. Say “no” to that next idea until you get through the one in front of you. [Story: Taking on role as CEO in front of $100M fund and biting off more than one should and the inherent downfalls].
Change is going to come. Most successful companies / leaders will be ready to pivot at a moment’s notice. [Story: Challenges in building oOYes and need to stay agile and pivot on a dime when building a CPG cannabis brand].
Can you share 3 things that most excite you about the cannabis industry?
Constant change and solving new problems everyday
Destigmatization and widespread use
Consumers increased choice of cannabis and psychedelics over substances like alcohol and lethal drugs including sugar.
Can you share 3 things that most concern you about the industry? If you had the ability to implement 3 ways to reform or improve the industry, what would you suggest?
MSO running rough shot over mom + pops / craft brands and neglect of true social equity players
No unified voice or cohesive movement to help properly navigate legislation and regulations.
Disorganized approach to navigating regulated, grey and black markets
Start by rescheduling or de-scheduling cannabis and addressing 280E and SAFE banking. Attach the industry to leaders that can drive legislation and create a cohesive playing field across states as well as black, grey and regulated markets.
What are your thoughts about federal legalization of cannabis? If you could speak to your Senator, what would be your most persuasive argument regarding why they should or should not pursue federal legalization?
While I understand that Federal legalization or rescheduling/de-scheduling cannabis has the potential to send shock waves through the industry that will first benefit the larger multi-state operators (MSO’s) we are living in times where self interest dominates and logic and common sense are not always politically favorable with those in power.
If I could influence my Senator, I would lobby first for SAFE banking, thereby removing the threat of cash in the industry. Then rescheduling cannabis with provisions that clearly remove 280E from tax codes. Understanding that State will continue to protect their interest/cannabis revenues, I would suggest letting cannabis be regulated and governed along the lines of alcohol and tobacco but without the progressive tax applied to substances with such egregious health consequences. I would continue to remove the stigma and gross penalties levied on predominantly minority and poor people and continue to build programs (SBA, grants, etc.) that encourage larger entities to invest in social equity individuals while also creating space for smaller vertical operators and brands to thrive via tax, loan and grant incentives.
Finally, to protect consumers and offer affordable regulated products that can compete with the black/grey markets I suggest significantly reducing the progressive sales tax. This could be done in part by setting Federal standards while exposing the tax differences and advantages between cannabis-friendly states.
Today, cigarettes are legal, but they are heavily regulated, highly taxed, and they are somewhat socially marginalized. Would you like cannabis to have a similar status to cigarettes or different? Can you explain?
I do not agree that cannabis should be stigmatized and marginalized like more dangerous substances like cigarettes and alcohol. Instead, we need to invest in education and research while supporting/promoting moderation and regulated, safe use. Tax incentives can be levied to reward companies that play by the rules, promote moderation and invest in research and development.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
Do what you love and the rest will follow!
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the greatest amount of people, what would that be? You never know what your idea can trigger. 🙂
Love one another and have more and better sex.
Thank you so much for the time you spent with this. We wish you only continued success!
Modern Fashion: Austin Duvall of Duvin Design Company On The 5 Things You Need To Lead a Successful Fashion Brand Today
An Interview With Candice Georgiadice
Passion — I’d say there are a lot faster and easier ways to make money than fashion. I think the driving force must be that you really enjoy it and have a passion for the industry. Those are the people that I see having the most success.
Many in the fashion industry have been making huge pivots in their business models. Many have turned away from the fast fashion trend. Many have been focusing on fashion that also makes a social impact. Many have turned to sustainable and ethical sourcing. Many have turned to hi tech manufacturing. Many have turned to subscription models. What are the other trends that we will see in the fashion industry? What does it take to lead a successful fashion brand today?
In our series called, “5 Things You Need To Lead a Successful Fashion Brand Today” we are talking to successful leaders of fashion brands who can talk about the Future of Fashion and the 5 things it takes to lead a successful fashion brand in our “new normal.”
As a part of this series I had the distinct pleasure of interviewing Austin Duvall.
Austin is Co-Founder and Creative Director of Duvin Design Company, a Florida-based clothing brand that he started almost a decade ago. The brand has since been nominated for “Surf Industry Breakout Brand Of The Year”, featured on Highsnobiety, Esquire, Men’s Journal, GQ, Barstool Sports, In Style (among others), and can be seen on athletes, celebrities and tastemakers from all over the world.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your childhood “backstory”?
I grew up in Orlando, Florida. My dad was a professional water skier (Sammy Duvall), so I grew up on the water and around all the companies he was sponsored by. Companies like “NO FEAR” captured my attention from an early age. They had unique products and athletes from every sport wearing it. My dad also had his own line of apparel and ski equipment, and that entrepreneurial spirit was passed down to me. My mom also has an amazing eye for design and fashion, so growing up with them both gave me a pretty unique perspective.
Can you tell us the story about what led you to this particular career path?
My parents owned several surf shops and I started working for them in college. I worked everything from sales and buying to merchandising, which gave me a unique perspective on what was working and what wasn’t within the industry. I eventually started to feel like there was an opportunity for more fun and bright clothing in the market.
I later interned with Billabong and some of their brands like Element Skateboards and Von Zipper Sunglasses. At the end of the Internship, Johnny Schillereff (founder of Element) asked me what department I enjoyed the most, and I came to the realization that while marketing and design intrigued me, it was really Johnny’s position that I wanted.
After that, I started Duvin and it’s been growing ever since.
Can you share the most interesting story that happened to you since you began your career?
Hard to choose the most interesting story but a milestone quickly comes to mind. Similar to the day you first see someone wearing your brand in public, I remember the first big celebrity wearing Duvin. My phone started exploding and Bad Bunny was wearing Duvin in his new music video with Diplo. It was a bit surreal seeing something we started by selling t-shirts out of our cars being worn on that big of a stage.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
1. Consistency — it’s been a long road of ups and downs, but we just kept showing up. There have been so many brands that started and stopped over the years that had really great looks and stories, but just couldn’t keep the pace going.
2. Flexibility — While my main focuses were always design, product, and marketing, I had to keep my hands in everything from finance to the warehouse and even customer service. It’s tough to make decisions for the business if you don’t understand everything operationally.
3. Creativity — I always strive to have a unique point of view for the brand. I think that helped us stand out through the years when competing for both consumers’ closet space and retail shelf space.
What do you think makes your company stand out? Can you share a story?
When we started developing Duvin, brands were concentrated in California and New York. A lot of them were cold weather focused and used muted colors. We have always felt like Florida was underrepresented — the amazing vintage imagery, pastel color palettes, beaches, and sunshine. We wanted to use high quality breathable materials with unique designs that paid homage to where we grew up and where we still live.
Do you have a favorite “Life Lesson Quote”? Can you share a story of how that was relevant to you in your life?
“Easy choices, hard life. Hard choices, easy life.”
– Naval Ravikant
Honestly, I could have probably put 10 different quotes from Naval here. I really enjoy his frame of thinking. But I think this is the one I consistently find myself falling back on. There were several times in the business where we tried to take the shortcut or make the “easy choice” and the problems just compounded and got bigger and bigger. I’ve found that, almost always, taking the tougher route ends with the best result.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. Do you see any fascinating developments emerging over the next few years in the fashion industry that you are excited about? Can you tell us about that?
It’s starting to feel like all brands are jumping into new categories and telling stories you wouldn’t expect. Workout brands make dress shirts, dress shirt companies make casual wear, a leisure brand like Duvin makes workout shorts and moisture-wicking golf polos. It’s becoming more and more about your customers/audience and them getting behind your point of view, regardless of in which category it’s applied.
Can you share how your brand is helping to bring goodness to the world?
We try not to take ourselves too seriously. It’s obviously been a stressful couple of years and we try to provide content that people enjoy, make them smile, and provide products that they truly are excited about and feel good wearing.
Can you share with our readers about the ethical standards you use when you choose where to source materials?
We manufacture all over the world, from the US, to Mexico, to Peru and China. All our factories are WRAP (Worldwide Responsible Accredited Production) certified. The majority of materials are sourced through the factory and go through their standards to meet current certifications.
Fast fashion has an advantage — that it is affordable for most people — but it also has the drawback that it does not last very long and is therefore not very sustainable. What are your thoughts about this? How does your company address this question?
It’s a tough situation. I understand both sides of it and to be honest I’m not sure I have the answer for it. For us, we try to make high quality products that last a long time while still staying affordable for the everyday consumer.
Thank you for all that. Here is the main question of our interview. What are your “5 Things You Need To Lead a Successful Fashion Brand”. Please share a story or example for each.
1. A Unique Point of View — There are so many brands that already exist and new ones launching every day. What will make your brand stand out? What will make people want to associate with the brand? Early in the process of trying to sell to retailers, I truly began to understand that. There’s limited shelf space and if they already have something that tells a similar story or has a similar aesthetic, then there’s no reason to add your brand. Same thing applies with DTC. Make it stand out, make it easy to digest, and you have yourself a winning formula.
2. A Customer-Centric Approach — Our goal has always been to make the customer 100% satisfied with the experience. Even at a higher cost to us, we’d rather pay up and go above and beyond. On top of it being the right thing to do, it really starts to compound. We’ve see repeatedly that if we can fix any problems a customer may have, they end up being our most vocal advocates.
3. Ability to Identify Talent — Find your weaknesses and then find the right people that can fill those gaps. We spent a ton of time in the early years trying to grind out stuff we were bad at. Once we started hiring the right people (full time & freelance) is when the business started to grow much faster.
4. Content Creation — People want see behind the scenes more than ever. What story are you going to tell? Are you going to show them your journey as a founder? I’d pick one, maybe two platforms and go all in on content. There is only so much product you can create, but there is an endless amount of content to be created. No matter what business you go into these days, turns out it’s also going to be a content company.
5. Passion — I’d say there are a lot faster and easier ways to make money than fashion. I think the driving force must be that you really enjoy it and have a passion for the industry. Those are the people that I see having the most success.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
As the legend Wim Hof would say, “Just breathe, motherfu**er”. Every once in a while, it’s good to be reminded to take a step back, take a breath, and reset.
How can our readers further follow your work online?
Our Website is DuvinDesign.com, or can follow along at @Duvin on Instagram, or @DuvinDesign on Twitter.
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
Female Disruptors: Felicia Hershenhorn of Runi On The Three Things You Need To Shake Up Your Industry
An Interview With Candice Georgiadis
My mom always told me haste makes waste. This advice really changed how I approach business and even relationships. I am constantly reminding myself to slow down. In reducing my levels of stimulation, I am able to pace myself and be more intentional and thoughtful in thinking and in action. The faster you go the harder you chase, so I try to savour each moment, coincidentally this is also how I approach eating M&Ms.
As a part of our series about women who are shaking things up in their industry, I had the pleasure of interviewing Felicia Hershenhorn.
Felicia Hershenhorn is a burgeoning entrepreneur and tenacious CEO/Founder behind the hotly-tipped new sexual wellness brand RUNI. Hershenhorn first made headlines co-founding Imarais Beauty with model Sommer Ray, and then recently quit her day job as a lawyer at only 28 to create RUNI and redefine self-care as a pursuit of pleasure, radically transforming sex lives, and tackle the taboo of sexual wellness.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
As a lawyer turned entrepreneur, my story isn’t terribly unique. I didn’t have an incredible passion for law, I was a sort of romantic dilettante, but I was quite fiery. Soon out of law school, I was the youngest and only female Attorney and Head of Corporate and Legal at a Real Estate Development company. I eventually left law to co-found a beauty company, but when the opportunity presented itself to start something on my own, I couldn’t resist. RUNI is actually my childhood nickname!
Can you tell our readers what it is about the work you’re doing that’s disruptive?
RUNI is an intimate wellness company that is focused on pleasure but also emphasizes communication. The way sex has been portrayed by industry or even in schools requires some disruption. What we typically see from companies is the ‘male idealization’ of sex, and more importantly, sex education in America is antiquated and insufficient.
21 states do not require sex education and of the states that do, many do not require medical accuracy. Often in the states that require sex education, there is an emphasis on abstinence-only. Within these abstinence-only programs, students are taught to view most sexual behavior as shameful or even harmful and dirty. When people first learn about their natural desires in this way, how can we expect them to understand healthy relationships or boundaries, be comfortable exploring their passions, or communicate and make decisions about their bodies?
RUNI is fundamentally disruptive because we are having conversations based on medically accurate information, transparency, and honesty which is key for people to explore themselves. We are asking people to confront whether their pleasure matters if it’s outside the scope of “normal”? The answer is a resounding yes and this creates a safe space to tackle the taboos, unpack the complexities of sexual desires and discover pleasure in new and exciting ways.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
This happened when I was a summer law student at a firm. I was drafting a notice of motion, which is when you ask the court to make an order to resolve an issue, give direction, etc… We had very little time to draft and appear, so I was moving quickly. We worked off precedents and would fill in the blanks of pre-drafted forms with the requisite facts. For in-person hearings, you are required to specify the place for the hearing on the motion form. The form had either ‘town/city’ to specify the place, and if the motion was being heard in a town you would delete city and keep in town and vice versa. Because I was so rushed instead of deleting town and writing city, I deleted ‘own’ and ‘c’ and wrote tity. The judge read it out loud in open court. Needless to say, I was admonished and never rushed a notice of motion, or anything again.
We all need a little help along the journey. Who have been some of your mentors? Can you share a story about how they made an impact?
My dad is one of my greatest mentors and is the ultimate hustler. Growing up I saw him working almost 24 hours a day 7 days a week. When I was younger the one computer in the house, before laptops, Wi-Fi and iPhone was in my room, and I fell asleep every single night with my dad clicking away on the computer. So, I don’t know if he programmed it subconsciously — but I learned the value of commitment and hard work from him.
In today’s parlance, being disruptive is usually a positive adjective. But is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?
I always say don’t mess with a classic. I don’t want New Coke (Coca-Cola) or anyone to mess with the chocolate chip cookie. Just give me the formula we all know and love. However, the people behind Uber changed the world and they did it without asking permission, knocking down doors before society or legal institutions said it was okay. I think their success comes from disrupting the ‘how’ instead of the ‘what’ and sometimes it’s this nuanced disruption that has the most impact.
Can you share 3 of the best words of advice you’ve gotten along your journey? Please give a story or example for each.
One of the best pieces of advice I received is that adaptability is one of, if not the most important competitive advantages. In my industry, this advice has been critical to success. It is hard to measure position in wellness because the lines of where one category begins, and the others end are blurred. My prediction is that you will hear ‘holistic wellness’ being used more to account for this blurring. When starting RUNI it was imperative to build into my organizing principles the ability to experiment and expand, because whether or not I like it or account for it, I will need to constantly adapt to the growing category of wellness.
My mom always told me haste makes waste. This advice really changed how I approach business and even relationships. I am constantly reminding myself to slow down. In reducing my levels of stimulation, I am able to pace myself and be more intentional and thoughtful in thinking and in action. The faster you go the harder you chase, so I try to savour each moment, coincidentally this is also how I approach eating M&Ms.
Be kind. This was not necessarily advice I received but something I observed working for other people. Throughout university and law school I was a hostess at different restaurants. Some managers were sweethearts, and the others were quite frightening. You can imagine which shifts were more successful. The spillover effects of kindness are compound and when we all felt supported, empowered and generally content we were willing to give that much more effort. As a CEO and leader, I always try to lead with kindness, because I know how the positive effects can cascade and multiply.
We are sure you aren’t done. How are you going to shake things up next?
The category of wellness is expanding and the lines between traditional categories are blurring- skin care is as closely tied to hair care as it is exercise or pleasure and orgasms. So, the gap between your sexual wellness routine and your skincare routine is not as vast as you might expect. That’s all I’ll say for now 😉
In your opinion, what are the biggest challenges faced by ‘women disruptors’ that aren’t typically faced by their male counterparts?
I think even this question exemplifies the biggest challenge faced by women disruptors, we are always introduced first by our gender and second by what we are doing. But what makes us different can be advantageous and be that much more disruptive to help change the dynamic.
The community we are building at RUNI, with our products and our platform, empowers women to not be seen as anything lesser than their male counterparts. We are constantly striving to embody that there is nothing more powerful on this planet than a strong woman who has a great sense of self, who knows what she wants, and exactly how to get it.
Do you have a book/podcast/talk that’s had a deep impact on your thinking? Can you share a story with us?
Yes! On Being with Krista Tippet. I love this podcast because it is intellectually stimulating, the guests are some of the greatest academic, religious, political, and creative minds of our time but it can also be comforting. When I left law, I was nervous about how my life would pan out, after all, I spent almost 8 years becoming a lawyer. In listening to On Being, I realized that I was exactly where I was supposed to be. It always reassures me that even though there are lots of unknowns, the world as a place but also as a collection of people — is actually much more gentle and beautiful than we give it credit for.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
When I think about a “movement” capable of inspiring a large number of people, my thoughts go to the notion of greater self-awareness and self-actualization. So many people become anxious or insecure about external things beyond their control, but on a deeper level, it can be their own insecurities that creep into how they feel about so many outside issues. It can be a powerful thing when someone takes the time to really know themselves well and gets comfortable with their foibles, their misgivings, and their mistakes. Our minds open up to new ideas and fresh perspectives if we can remove the negative thoughts that keep us bogged down in regret and insecurity. It is a tricky idea, and not something easily accomplished. But I know that RUNI will always try to create a community for, and provide good guidance on self-love…in more ways than one 😉
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
Think big and you’ll be big. The thesis is to believe in yourself because whether you accept it or not, you are always involved in building your own life- so make it as big as you can imagine and go for it.
This was very inspiring. Thank you so much for joining us!
