Meet Kelsea Olivia, the founder of the distinguished creative agency East Olivia.

She is known for creating whimsical yet bold, large scale floral installations that will transform any space into an IG ready centerpiece and quite literally make you stop and smell the roses (or peonies or pampas grass). Her blooming creations are truly what Dazey dreams are made of and we are thrilled to feature her on the Boss Blog today. 

One thing that immediately stands out about Kelsea is her genuine eagerness to create community and carry out the mantra “empowered women, empower women” in her work. After just a few DMs and a fun coffee date, this gal went from a being super cool floral artist on my screen to a true badass business woman pitching the idea for a Dazey x East Olivia collab at the Create & Cultivate Self Care Summit. I’m inspired by her hustle to live out the ideas she dreams up and to see this one come to life today too! 

To prep for the big install, we met at the Penthouse to snap some content! During our hang, I got to learn more about what the floral design industry is like and how Kelsea stands up for sustainable practices throughout her work. Watch the IGTV feature on this badass babe to learn all about her tricks and even how she is leaning into self care these days and learning to slow down. Follow along throughout the weekend to see our collab come to life at the Create & Cultivate Self Care Summit too! 

 Click here to watch the IGTV Q&A with Kelsea Olivia

The sweet duo of P.F. Candle Co, Kristen and Tom, have just opened up their flagship shop in Echo Park. The space is fresh with stacks of amber candles, diffusers, and incense galore, along with a quaint, curated collection of handmade home goods. Warm and welcoming, like the founders themselves, the new P.F. Candle flagship is a space cultivated by passion and hustle. Read on to learn how the owners of P.F. Candle Co. stay on top of their business, mental health, and lessons they've learned along the way. (In the interview "K" is Kristen and "T" is Tom.)

Tell us about the beginnings of P.F. Candle Co. Do you remember how the process got started? What was it like to create your first batch of candles together?

K - I started P.F. in 2008. Everyone knows us for our candles and home fragrance goods now, but originally, I was making a lot of different products for our Etsy shop and craft fairs. Candles were the thing that stuck. It wasn’t until 2012 that I started enlisting Tom in making the candles during the busy season. Our entire bedroom was filled with racks of candles – we didn’t have any space left! In 2013, Tom came on board full time when there was a big order on the horizon.

T - I remember very well when the business went from second bedroom to studio. I got Kristen to bother the buyer of West Elm to write a PO by guaranteeing that I would make it in the required time no matter what. Yeah, that order was 4,000 candles, and I could only make 100 a day, so our first batch was us trying to figure out how to make 4,000 candles in a month. A lot of stress, but I wouldn’t change a thing about it, because it was also a lot of fun.

Was there ever an “aha” moment that helped move the brand forward?

K - I’ll always remember doing a market in 2013 where Tom and I both had a line 30-minutes long to buy our candles. It was when we realized – oh, people really like this!

T - Kristen has always been about the brand. For me the “aha" in the business was to try and create the type of business that others would want to work for. My experience in the workforce was pretty demoralizing, so I didn’t want our employees to have that experience.

What is the biggest lesson you have learned on maintaining a strong partnership in and outside of the office?

K - Running a business is similar to having a kid, in that it really tests your relationship because you are both in “stress” mode 24/7. It’s just about recognizing that the reason you’re stressed is because you have a ton of work (or a newborn baby, or both) and not because it’s something your partner did. The worst thing you can do is take it out on your partner. Having clearly defined roles and tasks is a lifesaver, too.

T - Defining our roles, which has only happened recently. Also learning to love talking about the business, because it is both of our passion.

You have a day off, a mental health day. This day is all about you realigning and gaining back positive energy. What does your ideal mental health day look like?

K - Going for a long hike followed by a vegetarian meal. 

T - Going for a hike. Nature is pretty rejuvenating because there isn’t much to think about out there. Just walking, breathing, eating, and drinking.

Self care matters because.... 

K - You only get one body to take you through this life! Unless we all become cyborgs in the future.

T - There is a Vox article about the pitfalls of extreme altruism. The moral of the story is if you don’t take care of yourself you can’t take care of others. 

As entrepreneurs, what is one piece of advice you can give to others on cultivating productivity in your passion? 

K - For us, it’s less about cultivating productivity and more about staying busy. Saying yes to every opportunity. Keep yourself busy. If you’re having to convince yourself to be productive, it’s probably not your passion.

T - This a place where most people tell you there is one thing you can do that will change everything. The truth is, cultivating productivity in your passion is the result of a lot of small things. Just try and like what you do and try and be good at it.

My current definition of success is: 

K - Setting a goal and achieving it. We have large overarching goals, that are broken down into smaller, bite size goal.  When you set small goals every day, you feel success every day, and that keeps you going.

The secret to making a great product is:

 K - Always Be Improving. Test your product, take feedback, and implement it. Never settle for “good enough.”

 T - Caring about about the product and caring what your customers think about that product. Customers are the source of the most valid criticism.

Kristen: Is there a matriarchal figure that you admire or one that has influenced your path? 

K - I love me some Martha Stewart, she’s just the boss queen.

Tom: As the business has grown, I’m sure the amount of work to do in a day has grown with it. What mindset and productivity hacks do you have to stay on top of it all while also steering clear of burn out?  

T - I like to use Apple apps, like Notifications, Reminders, and Calendar to keep me on top of things. I’ve taken this trick from Kristen – when I remember something or a great idea, I immediately write it down in the Reminders app and set a time for it to notify me when I’m back in the office. That way, I don’t forget it! The only times I’ve experienced burnout is when I’ve lost joy in doing my job, and didn’t want to come in. It’s also important to keep your staff happy, because they will always motivate you.

 Kristen is wearing the Matriarchy tee in Clay and Tom is wearing the Stress Doesn't Equal Success Men's Tee (sold out). 

Mama Cax - Model, blogger, world traveler, public speaker, advocate, and amputee

I discovered Mama Cax through a podcast. She talked about all the amazing things she was doing despite her disability. Of course I had to stalk her Insta right after and was blown away by both her stunning feed, amazing style, and those drop dead gorgeous looks! She had grown quite a large following of over 135k people who just adore all she's doing in the fashion and female empowerment world. This gal survived cancer at a young age and lost one of her legs but she did not let that stop her from fulfilling her dreams. Mama Cax is a shining example of strength, elegance, and bold self expression. Through all this she has become a well known spokesperson for the intersectional feminist movement.

It was a long shot, but I figured I should reach out to see if she was interested in being featured on our Boss Blog. As luck would have it she was in LA speaking at Create & Cultivate, the ultimate girl boss conference! I was honored she took the time out of her busy schedule to stop by Biz Babez and shoot with me. We made the arrangements to shoot about a month in advance and I was anxiously awaiting for the day to arrive. I wanted to do something more special than our usual shoots at the office so that morning I ran to the fashion district and got some amazing vintage fabric for a backdrop. She arrived with a bag of awesome clothing and accessories, including this epic wig. She said, "I want to make this a fun and playful shoot!" I couldn't have agreed more! Mama Cax was such a cool and down to earth girl and we had an awesome time shooting and chatting. It's always the best when you meet a role model who is so nice and relatable.

Scroll around below to see the full shoot and read our interview! Mama Cax has some powerful words to share. 

Mama Cax! First off why don’t you tell us a little about yourself. Where are you originally from and what's your full name? 

I was born in Brooklyn but originally from Haiti. I spent most of my childhood in Haiti before moving back to New York in 2004. Mama Cax is my blogging name but most people call me Cax. I hold a B.A and M.A in International Studies but currently I'm a full time blogger and model.

You’re a lady of many talents and pursuits! How would you describe all you do?

It doesn’t quite fit in one box I guess. Aside from blogging and modeling, I often get to speak at events and conferences and the topic of discussion varies from intersectional feminism, body image and sex positivity. Ultimately I like to bring the perspective of a disabled woman to these platforms as we are often not present in those discussions.

I love hearing how you went from working in a government office to being a fashion icon and jet setting around the world. What prompted this change?What does fashion and self expression mean to you?

Totally unplanned. I always thought I’d end up working at a non profit organization. While I worked at the mayor’s office, outside of my 9-5 unbeknownst to me at the time, I was creating and nurturing a brand. From curating my Instagram feed to blogging about travels and body image, it all started paying off when I realized I could also get paid to create content for some of my favorite brands. I took a year off to get my masters, with the hope of getting a better paying position. Life doesn’t always workout the way we plan and that’s not necessarily a bad thing. After getting the opportunity to model on a Wet n Wild campaign it made sense to get represented by a modeling agency. Although me being where I am is completely by chance I also can’t deny the work I’ve put into it. People tend to organically label me and those labels often come with negative assumption. Fashion is one of many ways I let the world know who I am; risk taker, confident and creative.

Where are some of the places you have traveled? Which place is your absolute favorite and why?

I’ve studied in Europe and embarked on a solo backpacking trip in south east Asia. I’ve probably been to 35 countries across the Americas, Europe, Africa and Asia. I’ve created great memories in every single one. If I absolutely have to pick one I’d say Iceland in the spring; Dreamy landscape, the weather is perfect and I love the 22 hour daylight. If I could pick more than one, I would have to add Haiti (because it will always be home), Ivory Coast, South Africa and Thailand. These countries have great food and vibrant cultures from the clothing to the music.

How would you say having survived cancer and an amputation at age 16 has shaped you as a person?

I think surviving cancer has pushed me to aim to enjoy the little victories in life and try to live it to the fullest. I always say that if I had a do-over there’s very little that I would change. These experiences have made me the person I am today, they have definitely made me appreciate my ability to adapt.

You have become a huge advocate in the body positivity movement. Why is this movement vital not only to you but all women?

I was unaware of the movement until I joined Instagram. For the longest time it had been a movement to get plus size women (mostly white) to accept their bodies but I’ve slowly watched it include other women (thankfully). I often use the term self-love, but to me it is meant to celebrate and elevate bodies that have been marginalized for so long; plus size, hairy, queer, trans, diverse skin shade and disabled. I think self perception has a strong link with self esteem therefore it affects so many aspects of our lives. 

You have not let your disability get in the way of a very able, full, and colorful life. What does the word “disability” mean to you? After posting on our Insta-stories we had a few girls reach out who also wear prosthetics and are struggling to embrace and show them off the way you do. What’s one important message you have for these girls?

Disability is essentially an impairment, often times it affects us because our environment is not designed with us in mind. Having a disability has allowed me to find a new community and look at our world through a different lens, one that constantly pushes me to think of ways of making opportunities and spaces accessible. As an amputee, there isn’t one way of embracing yourself, for me it meant showing off my prosthetic leg but I understand that our society is not very accepting. To other girls who wear prosthetics I say do what makes you feel comfortable and work on loving yourself at your own pace. 

As a blogger you’ve had a large following on Instagram for some time now, and are now signed with an agency as a model. You travel the world speaking at conferences like Create & Cultivate. What has all this attention and fame been like for you?! The good and bad.

Yes I’m currently represented by JAG Models. I’m always amazed by the messages from all over the world, especially from people whose stories are similar to mine. And always honored to get invited to speak at conferences and events, rubbing elbows with women who have inspired and continue to inspire me. From the likes and comments it’s easy to see the positive but it can be frightening and lonely. Once you’re considered a public figure, your picture can be shared on any platform where the comment sections are not always positive. Often times people equate popularity with “doing well” or “she’s made it” but my life is still very much like a roller coaster; I have great days, depressing ones, worries about not budgeting well and an almost non existent dating life. 

What’s in store for the future of Mama Caxx?! Tell us all your wildest dreams :)

I’lll be on yet another exciting panel at South by South West (so follow me on Instagram for a chance to see me talk). I shot an amazing campaign for Tommy Hilfiger and that will be out in the Spring. Since I never imagined I’d be a full time blogger, model and speaker, It’s hard to allow myself to dream but some things on my list are:

 - to help provide prosthetic limbs to children

- be featured in Vogue print magazine(I like the tangible stuff)

- and finally setting up a fund to provide scholarships for students with disabilities to study abroad

What does being a Dazey Lady mean to you?

Being confident, pursuing my dream, helping my community but most importantly encourage other young women to do the same.

I first discovered Bossladies Magazine in a stationary shop. The soft pink cover and Bossladies title instantly got me! I had only recently started Dazey and was obsessed with learning more about entrepreneurship from a female perspective, and still am! I happily bought my first copy and haven’t stopped since. They are designed more like keepsake coffee table books and are now all proudly displayed at our Biz Babez office. Each magazine comes out quarterly and the Bossladies boss, Chelsea, curates the most inspiring group of women located in the city she’s highlighting. As a writer she really knows how to ask the right questions to get authentic and real stories behind the amazing women she features. Her and the Bossladies team shoot each woman and really spend the time to tell their story and do it justice. Everything about this brand is thoughtful and heartfelt, which is why I love it so much!  

I began following Bossladies on Instagram and that’s when I first saw Chelsea’s stories. She is very much the face of her brand and exudes the same warmth and authenticity as her magazine. I began to follow her journey and saw she kept talking about this Work Sesh, her monthly boss meet up held at new gorgeous locations around town. I was so curious and as soon as we began to put together our Biz Babez office I instantly thought to reach out to Chelsea. We chatted about collaborating since both of our brands are so in line. During our first few months of Biz Babez Chelsea said she had a few friends attend events at the space and told her she had to host a Work Sesh there. During the month of January we were so excited to actually make that happen! We met so many rad women and had a great time. I also took the opportunity to snap some photos and interview Chelsea while we were under the same roof! As a woman who has personally impacted my business I’m beyond stoked to feature her. Below is the full feature, Q & A, photoshoot, and some snaps taken at her Biz Babez Work Sesh! 

Before Bossladies was a twinkle in your eye what did you do?

I was an in-house editor for a novelist. I worked with her off and on for about five years, helping to bring her vision to life and get her stories out in the world. She was an incredible mentor to me.

What was your path to get there?

I studied English Literature and Creative Writing at Colby College, which is a small liberal arts school in Maine. There I studied creative non-fiction: travel writing, food writing, feature writing, the personal essay – and poetry. After school I moved to LA – spent some time working for a commercial real estate firm building communities on their properties, worked for the author, and started a small events business.

What inspired you to start Bossladies?

At some point it became clear to me that I’d like to start my own business, so I began studying other women entrepreneurs. I had no shortage of role models; Los Angeles is full of ambitious women. I followed their businesses closely on Instagram and came to realize two things:

1) The most successful creative women in LA all seemed to be best friends, and they all supported each other.  

2) They all got lots of press in lifestyle publications -- but not in business publications. They were revered for their style and their aesthetic, but no one was recognizing them for the businesswomen they were. I set out to do two things: create a community of entrepreneurs that any woman could join and design a business-focused publication that showcased the women I admired.

I know you had originally started with a Kickstarter. How did that go? Would you recommend it to someone interested in getting a project off of the ground?

Kickstarter was an incredible platform for us. It allowed us to test the market before we launched the magazine. (We discovered that women were hungry for a business-centric publication.) And it was a great tool for spreading the word about the project. I would certainly recommend it for anyone creating a tangible product that takes capital to produce.

How do you go about finding the right women to feature and getting them on board? What’s the process involved in a feature?

Curating the group of women we feature is one of my favorite parts of my job. It requires a lot of research, following my curiosities down the Instagram rabbit hole, and asking friends which women they find inspiring.  We have a series of guidelines that govern the types of businesses we feature; for example, we like to feature sustainable, ethical businesses that are rethinking their industry and using design to drive innovation. My team and I travel to our featured city and spend about two weeks interviewing and photographing each woman.

So on top of Bossladies being a gorgeous female-driven magazine, it’s also a monthly gathering called Work Sesh. Why don’t you tell us all about that!

Work Sesh is a weekly event series that we host here in LA. We gather with 30 other women entrepreneurs for a morning of relationship building, resource sharing, and support. It’s my favorite thing in the world. I love the way women share their hearts with one another and show up to support each other.

How do these two entities work together under the Bossladies umbrella? Was this a part of your original plan or something that came about after?

Bossladies as a company is focused on providing inspiration, education, and community for women entrepreneurs globally, so the magazine and Work Sesh nestle really nicely under that driving mission.

Bossladies recently underwent a big branding change, and you were very transparent about your thoughts and struggles with it. What was your thought process on the rebranding and future image of Bossladies?

The rebranding was such a fun process for me because it forced me to really interrogate what the brand represents, who it is for, and what I want it to feel like. I’m really happy with where we landed. I think our new visuals communicate the strength, elegance, maturity, vulnerability, and intimacy that are central to the brand.

Right now I’m exploring ways to allow the brand to continue evolving but to give it certain parameters, so it feels contained. I think that brands can (and maybe should) evolve as quickly as their founders and creative directors do; otherwise things can feel stale. But you also need certain elements of the brand to remain constant and create a visual home for the brand.

You are always active on Instagram Story and very much the face of your brand. How has this benefitted your business? Are there struggles that come with it?

Instagram Stories have been an incredible tool for sharing more of the behind the scenes moments of running the business and creating space for ongoing conversations with our community. One of the trickiest things about being so forward-facing in that space is that it requires being really open and vulnerable with thousands of people, and, of course, there are moments when you crave a bit more privacy and yearn to keep more of your life sacred. I tend to give 

myself permission to share everything or nothing depending on how I’m feeling in the moment.

What’s in store for Bossladies future? In both the not so distant future and beyond!

So many things! Our San Francisco issue will release May 2018. This will be the first issue that has full chapters on each of our featured women, and we’re doing some innovative and beautiful things with book design.

Events-wise, we’ll continue to strengthen and nourish our Work Sesh community. And we’ll host our first annual conference this autumn. The conference will look much different than any conference we’ve ever seen, and I think it is going to be a really special experience.

What does being a Dazey Lady mean to you? 

Learning from Dazey Lady Lavendaire 

I met Aileen, aka Lavendaire, through a mutual friend, Lynette. Lynette had a vision board event at our Biz Babez space. I not only got to meet and chat with Aileen but was gifted a copy of her amazing book. The year was coming to an end and I was anxiously planning for 2018 and I found it so incredibly helpful! After hearing more about her journey as a YouTube star come author I had to ask for a feature!

She's gone through the self discovery journey and now makes it her goal to help others with the skills and tips she's acquired along the way. Her mission is to equip and empower people to persue their dreams! Obviously something we can really get behind here at Dazey. :)

See the full shoot and deep dive into Aileen's inspiring journey below. We talk about all the odds jobs she had along the way, how she got started on YouYube, and how she went about creating her workbook!  

Let’s rewind back to the beginning! What was your personal experience in college? What was your major and why?

I went to USC and majored in Business Administration. I didn’t know what I wanted to do with my life, so business seemed like a general and practical major that could lead to a variety of career paths. It was a major I could count on to get me a job when I graduated, because my biggest fear was to graduate jobless and unsuccessful. I was really ambitious and wanted to feel like I was “doing well” compared to my peers.

On the side, I pursued my creative passions: I was making singing videos on YouTube, on the hip hop dance team, and played the lead in a school musical. Around junior year, I started to question my life existence, asking questions like “What’s the meaning of life?” “Why are we here?” and “What the heck am I doing with my life?” I started thinking differently about everything I knew - it was quite dramatic for me.

Then I got the opportunity to study abroad in Milan, which is where I embarked on a “soul search” and introduced myself to self help books about finding your life purpose. Traveling abroad opened my eyes to so much more. Away from the demands, stress and competition of school in my old bubble, I was able to learn more about myself and what I truly wanted out of life. I gained clarity and inspiration to take my life in a new direction, a direction that aligned with my true dreams, rather than the expectations of others.

The irony is that in the end, my biggest fear came true: I graduated jobless and “unsuccessful” in the eyes of my family and peers. It was a struggle. But it taught me to let go of what others thought of me, and it led me to create my best life.

Following college what did you decide to pursue? You mentioned having a lot of internships!

I had six or seven internships throughout college in entertainment, social media, marketing and advertising industries. I loved the idea of working in entertainment, because I love performing and the arts. But each internship taught me the reality of the business-side of these industries, how unglamorous it is and how it’s just regular work, like everything else. These internships taught me more about what I don’t like and what I don’t want with my life, which I’m grateful for. I got honest with myself and realized that deep down I had always wanted to be on the talent and creative end of the work, instead of the business end.

After college, I decided not to pursue the corporate route that I was expected to take, and instead set off to explore all the creative paths that interested me. I pursued music, making more YouTube videos, performing often, and producing an album. I pursued acting and hosting. I volunteered for a food festival startup, doing marketing, PR and video production, which later became a fun freelance job.

What were some of the highs and lows you had before deciding to work for yourself?

Some highs: Recorded and produced my own album and threw an amazing album release party. Some of my videos were shared by DJs Dash Berlin and Nicky Romero. I got to manage a video team for the food festival and produce my first short film, entered a singing competition on Chinese TV.

Some lows: Dealing with depression my last semester of college, getting fired from a couple internships, clashing with parents & family who didn’t understand me, working with other creators and getting burned/disrespected from people I thought were my friends, getting disqualified from the singing competition because of irresponsibly showing up late to rehearsals.

It’s funny to organize it this way because as you might suspect, there’s a story in each of those lines. Another observation I made right now: I listed my highs in past tense and my lows in present tense, maybe because my highs are “things I’m proud of accomplishing” and lows are “difficult times I had to go through.” Interesting!

What lead you to start producing content on youtube?

In those years of creative and self exploration, I realized that we can really shape our lives in any way that we want, and that was so exciting. Because I didn’t have a 9-5 job, I had the flexibility to say yes to all of these odd jobs and opportunities that made my life so much more interesting than it would have been otherwise. In those years, I learned how to be an artist of life.

I started Lavendaire to share this discovery and all the insights and lessons that came from my experience so far. I had gained so much knowledge in personal growth from reading books & studying people I admired online. I was totally a sponge during those years. Lavendaire was my outlet to share all that I was learning. At the time, it was hard to find people my age talking about self help on YouTube—I was like “Why isn’t anyone talking about this?” I knew that there must have been others my age going through the same struggles, so I decided to start sharing.

What are the best tips you have on building a following on YouTube?

Find your voice, your message and your style. You really have to know who you are and what you want to say. Then, commit to creating and posting consistently. Stick to a schedule and treat it like a real job! Always create the highest quality videos you can with what you have, but don’t worry about the technical aspect, because you can learn along the way. Start with the gear you have and just create something and put it out there. Ask for feedback on your videos, and make efforts to learn and improve so that each new video is better than the last. Wash, rinse, repeat.

I love your brand name, Lavendaire, what does mean?

Thanks! It’s just a word I made up because I liked the sound of it. I wanted to create an original word that didn’t exist online yet, so that if you searched it up, I would be the only result that shows up! I brainstormed some other options but Lavendaire stuck, because I love lavender and the multiple meanings behind it—it’s a light, dreamy color, a flower, and a calming scent—all qualities I liked for my brand. And my hair was purple at the time. My friends at the time joked that it was just “lavender + hair” put together. But I added “aire” because I like an airy feel and wanted the word to sound a bit French. 

You really focus your videos on teaching people and trying to spread a positive message! What is your main focus for your videos and why?

My mission is to empower people to realize and embrace their truest self, and set forth to create the life of their dreams. That’s the meaning of being an “artist of life.” I truly believe that we all have gifts and strengths to share, that make us incredibly unique. We’re meant to bring our uniqueness to the world, to light it up in some way. If everybody lives according to others’ expectations (like I did in my youth), the world would be made up of a lot of mediocre copycats, and our gifts would be wasted. The world benefits when you are being yourself and you share your unique light. You’ll also be infinitely happier. It’s a win-win situation for all parties.

So after building a popular fan base on YouTube and Instagram you decided to launch a book! Tell us a little about Artist of Life?

The Artist of Life Workbook is a book of questions and exercises to help you plan your best year. It’s essentially all the questions and exercises that I’ve personally done, that have helped me in my journey. Within are questions to help you reflect on the past year, clarify what you want for the new year, set your goals in all areas of your life, and help keep you accountable for your goals throughout the year.

You can learn more and see photos of the Artist of Life Workbook on my website here.

How does one go about creating a book!? Walk us through the process of idea to final product!

First comes the idea. I’ve actually had the idea of creating a life guide type of book five years ago, but the idea came back to me in 2016 with more clarity. I had so much inspiration to make the idea come to life, so I committed to setting aside time to get it done. I made the first version (the 2017 Artist of Life Workbook PDF) on Pages and launched it as a digital workbook. My audience asked if there would be a print version of the workbook, since a lot of people like using pen and paper. So, I started researching printers and emailing for quotes to get my digital workbook printed. In the end, my boyfriend connected me with a manufacturer in China who could help us with production. I collected photo examples of what I wanted and sent over samples for color and material for the workbook cover as well as samples for the paper I wanted to use. I also sent over the dimensions and design for the workbook and cover. Then, it’s up to them to source the right materials that are similar to my vision, send me photos of their findings and (if time permits) create samples to send over for me to review.

Because we were on a time constraint last year, we skipped the step of creating samples, so the workbook I sold was the first workbook they created. This year, I had more time to create the workbook. I took a class to learn Adobe InDesign and created the new workbook design on that. In production, we went through 2 rounds of samples before landing on the third and final design.

Tell us a little bit about your podcast! How long has it been going on? What are you trying to accomplish with it?

My podcast, The Lavendaire Lifestyle, has been going on for almost two years. It’s an extension of my channel so I chat about the same topics of lifestyle design and personal growth, but more in depth. I bring in a variety of guests in the self help, wellness and creativity spaces to share about different aspects of how to create your dream life. My guests embody what it means to be an artist of life, so they always have nuggets of wisdom to share on in our interviews. I actually learn a lot from interviewing guests on the podcast. My YouTube channel is generally me sharing my experiences and what I’ve learned. But my podcast is a chance for me to learn from someone else, an expert in a certain area, and share that experience with my audience.

You are a lady of so many talents and pursuits! What’s next for Aileen and Lavendaire?!

This year I’m focusing on laying the foundation for new beginnings. I’m looking to hire a couple people to help with video editing and production. I want to elevate the brand of Lavendaire and create content that’s high quality. I’m realizing that I can’t do it all myself at the quality level I want it to be. I have to collaborate and work with others, others who are better than me in areas where I am lacking. That’s the next step! Learning to build a small team, create new systems and learn to manage it all.

Another reason for wanting to get help is to free up my time for writing a book! Publishing a book has always been a dream of mine, so I’m just getting ready to tackle that.

What does being a Dazey Lady mean to you?

It means being a woman who feels empowered to express herself confidently and go after her biggest dreams, regardless of what anyone else thinks.

Su of Father's Daughter Denim - Generations of Denim Done Right

If you follow along with our blog and Instagram you know slow fashion has been a big topic of conversation around here! We made it one of our goals in 2018 to be a powerful leader in the slow fashion movement for both the environment and humankind. We have been working overtime to find brands that are both female-owned and sustainably sourced to carry in our Dazey Lady Shop. And we're not talking smock dresses made of burlap, we're looking to curate only the cutest of course! 

In the post below below I talk about my #SHOPSLOW2018 new year resolution! It's not going to be easy because I am far from perfect, but I'm so excited to give it a go and be a voice for such an important topic. 

HEY 👋 Cute dog photo to capture your attention 😜 I've decided to make 2018 a bit more difficult for myself 😱 My resolution is to #shopslow2018 ❤️ I will only shop the three S's: 1) Small 2) Sustainable or 3) Second hand 👊 So why is this difficult you ask?! Because almost every piece of clothing and company out there these days is hurting both people and our planet. Fast fashion is the second biggest source of pollution next to big oil. On top of that people work for pennies in horrendous sweatshop conditions. And guess what?! You're likely fueling this vicious cycle 🙃 It's easy to ignore the facts, I tried to for so long. But enough is enough! We are the same ones who demanded more and cheaper clothes, why can't we be the ones to reverse it?! At @dazey_la we've been working hard to find gorgeous goods that are sustainably made by female entrepreneurs 👊 This whole look you see is guaranteed guilt-free and on our site ❤️ Who's with me for #SLOWFASHION2018?! Comment below and tag other slow fashion brands you know👇Let's do this 👯👊🙌 #shopsmall #slowfashion #sustainablefashion #dazeyladyshop #danidazey

A post shared by Danielle Roxanne Nagel (@danidazey) on Dec 28, 2017 at 12:07pm PST

This is why we are so excited to have discovered Father's Daughter Denim and the incredible boss babe behind the brand, Su. I have been hard pressed to find a small female-owned jean brand that truly does denim right! Without extensive industry knowledge on washes, fits, and production, denim just doesn't feel the same as you find in the store. Many small companies I find producing jeans have stiff, thin fabrics, terrible fits, and cheap construction. Father's Daughter is the complete opposite, they make the DREAM JEANS! Su has some serious experience in the denim industry with heavy-hitter brands and this truly shows in her handcrafted products. 

I discovered Father's Daughter as I was wondering around The Row in DTLA and stumbled upon their sample sale. I loved what I saw and Su and I got to chatting. I knew I found something special and asked right away if she was down to be carried in the Dazey Lady Shop. Turns out her office was just a few blocks from mine! We planned her full feature photoshoot then and there for the following week. It was thrilling to conduct serious business so off the cuff! 

What's even better is the heartwarming story behind the brand. Denim is literally in her DNA. Father's Daughter was aptly named after the partnership of her and her father, a long time denim pattern-maker and specialist! She followed in his footsteps and then he took the leap alongside her when she was ready to start her own label. They proudly design and hand make everything from start to finish in their studio blocks from Biz Babez. Read all about her journey below and see photos from a-day-in-the-life as I shoot her in her studio and about town.

First off tell us a bit about your family’s background in denim!

I grew up around denim. My father was a denim pattern maker and there was a lot of protos in our house. He would bring his work home, or moonlight over the weekends. I met several designers during this time when premium denim was having its heyday. 

Your story is amazing. I would love to hear about your experience in the denim world at a young age. What you saw and felt. What drew you to following in your fathers footsteps? What does denim mean to you?

During that time, denim was just something that was around, I had no idea I would get into it myself as a career. I was just this college girl who got to wear premium jeans. It was a luxury.  When I was just about to graduate as a sociology major, and the economy tanked in 2008, my father suggested going to fashion school abroad. 

So you attended a school in Paris. What school was it and what brought you there? What was your major?

It was ESMOD, and I did an accelerated program for international students. It was for nouvelle couture, so I made like these crazy architectural costumes. So far from denim and sportswear. It was fun to let my imagination go wild. But it's more interesting interacting with the public, making wearable pieces. 

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Girls considering college often ask me if I think it’s necessary, but I know everyone has their personal experience and opinions on it. Do you considering going to school an important step in your journey?

Hmmm, you know I'm kinda on the fence about that. I mean it's definitely helped me to get my foot in the door and having the confidence to flex my opinion, but I feel like everything else is what you learn on the job, a lot of just maturity to work as a team, and doing things efficiently. 

So you worked at the very popular denim brand, AG jeans, for quite some time, six years right ? How did you go about landing such an epic gig?! Do you think your time working for another company gave you the experience you needed to start your own brand?

My father knows the family that owns and runs it. I met with the son of the owner, who became my creative director. Over the six years I had various positions at AG, which gave me experience developing my own brand. I think the nitty gritty details you learn on the job is essential. It almost has to be like second nature so that you can devote time to thinking bigger. 

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How long have you wanted to start a company of your own? What made you finally take the leap to do it?

Actually I'm not naturally a big dreamer, but I have an insatiable hunger for projects. I'd work on sketching ideas after work to satisfy that drive. One day, I realized I kinda hit the ceiling in terms of learning what I can from my regular job. Everything else would have been climbing the politics of work, which I didn't really have an appetite for.

What is Father’s Daughter and your mission behind the brand?

Initially it started as this humble project to make things I want to wear. It turns out that I was on the other side of a wave of big brands going overseas. That wave put a lot of contractors out of business this year. So the fact that we're here on the corner of 9th and Spring, became part of our identity as a local manufacturer. It's not easy, but the resources are here.

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We loved touring your production facility and office. It’s amazing you do everything in-house! Tell us about your careful production process, we want to know all the love that goes into a pair of your jeans!

We get fabric from Japan, and my dad does the pattern on his computer, prints out the marker, spreads the fabric and cuts it. From there my mom organizes it and prepares the cuts for our sample maker. Our sample maker, overlocks and sews and bartacks the denim. Then I'll take it to a wash house, along with our wash standard. When we get this back, we trim and press, label and hangtag, pack and ship from our workshop. 

When I think about the different processes, its crazy how we get it all done. We're hoping to grow so that we can hire a few more people that would make this process easier. Perhaps outgrow our office and work with other contractors.

What are all the responsibilities you have along with designing? How do you balance it all?

I'm responsible for all communication with customers, showroom, our team. I'm responsible also for the cash flow aspect of it, which can we a bit of a tight rope situation. 

I work with multiple people with various talents, it's definitely a challenge to try to juggle my own work as well as directing people. I'm not a micromanager, but I could probably work on delegation. 

I know you’ve been running your social media in order to grow your brand and foster direct sales. Would you say your company focus is on wholesale or direct to consumer? What are your tips for each?

Our company focuses on wholesale. I'd say until we can find someone with the same spirit and put a lot of effort into social media, direct to consumer will alway be secondary.  

Ideally it's great for a company to have both, wholesale is less risky, and builds a client list for predicting future sales numbers. Direct sales is more profitable but requires constantly fostering community. I.E. a lot of time.

At the moment our priority is in the product, but would love to eventually give attention to our story.

What does being a Dazey Lady mean to you?

Dazey Lady means not settling for a half-assed type of life. It means knowing your value, and the reality is that we are all conduits of how life happens. It also means being curious, and using the resources you have, and recognizing a path that's opened, have been opened, and you're ready. 

Also, you guys are super awesome, and just generally top shelf type women. 

Dazey Lady Feature on Alden Steimle 

So excited to feature one of my best friends, Alden! You may recognize her from one of my Dazey lookbooks, or on her popular Instagram page, or one of the thousands of photoshoots she's been in for countless companies. This gal is not only gorgeous but has a heart of gold. Amidst her successful modeling career she wanted to give back and find more meaning, so she launched Soul Shapers. 

I met this babe back in college. We lost touch but reconnected again a few years back when she was living in LA through, surprise suprise, Instagram! Since then we have become super close and both help each other out in our businesses as well. She's always been a huge help in promoting Dazey and doing shoots with me. When she first told me about her business idea I was so excited to help her out too! We even designed her logo together :) 

Soul Shapers just launched this year and she's already worked on countless collabs and has even thrown a few events I was able to attend. So I bet you're asking yourself what is Soul Shapers!? I have a full interview below with all the details! I also shot Alden in Dazey all around town, including her adorable bungalow, at her most recent pop up shop event, and at Biz Babez! 

I know there is so much to Soul Shapers, but what’s a quick description?

Soul Shapers is good people doing good things — it is collaborations with artists, entrepreneurs and philanthropists who are making a difference in this world and inspiring others to do the same. 

Most of your adult life you have spent modeling and have found a lot of success in that. What has your journey been?

Modeling has brought some of the most up and down experiences of my life. I feel so blessed to have been given amazing opportunities to travel and live all over the world, learn about myself, work for myself, and challenge myself, yet I have also seen my lowest lows from being in the fashion industry. Constantly getting judged almost entirely on my appearance, and constantly getting rejected from various jobs and castings really takes a toll on you. It's hard to always feel good enough and loved. Sometimes I also get a sense of emptiness, like all I'm doing is selling more product so there is more stuff in the world, and I'm selling/representing what beauty should look like. Those are not things that I believe in and stand by, which makes it difficult when I also appreciate the positives of my career. I want to use the doors and connections that I'm presented in this life to do good in this world.

What are some of the highest points and lowest points you have experienced along the way as a full time model?

The lowest point has been during moments of depression and anxiety when I don't feel fulfilled or good enough. The highest points are when I'm entirely in the moment experiencing connection and what is for me, ultimate happiness; ie when I am having fun on set and connecting with people, traveling and working in a beautiful place like Tahiti for 10 days, and most recently, when I am using my connections and audience from modeling/social media to fuel Soul Shapers and help others in need. 

What inspired you to start this new venture, Soul Shapers?

I started to realize that since I work with so many different people at my jobs, I was meeting so many individuals who are doing amazing and inspiring things. Around this time, my blog was completely uninspiring to me and it became meaningless. Don't get me wrong I still love fashion and have fun with it, but I had this epiphany that I wanted to bring awareness to these amazing people doing amazing things! 

What is a Soul Shaper?

A Soul Shaper is anyone who has helped someone in a way that has brought happiness or positivity to another's life... Everyone, in some way, is a Soul Shaper. The Soul Shapers that I feature are making waves by pushing to be their best selves, encouraging others to do the same, and help others in need.

Why do you think inspiring and giving back is so important?

I think that a huge reason we are here is to help each other and lift each other up. There is just too much hurt and suffering in this world to not do anything about it and make an effort to make a difference. Some of us are extremely blessed to not experience extreme trauma or poverty etc. but that doesn't mean we can just ignore other innocent people who can really use our help. Even the tinniest efforts can make big changes. 

Who are some of the makers and shakers you have collaborated? What are some of the projects?

One of the first Soul Shapers I featured was Dazey LA of course! Each feature is a profile on that Soul Shaper with interview questions, photos and sometimes video. Some of the collaborations have a limited edition product that gives back to the featured Soul Shapers favorite organization. I've had two events so far that acted as a Soul Shapers collaboration— one was a unique retreat collab with Nicolette, Founder of Expansive Voice, and another was a Pop-Up Shop with Andrea, owner of Van De Vort Boutique. Both events combined raised around $5,500 for Hidden Treasures Foundation, and The Her Initiative.. that was insanely gratifying for me!

A few other products: 
- A wood piece by Aleksandra Zee that gives back to Planned Parenthood.
- An print by Marissa Quinn that raises awareness for the endangered Vaquita Dolphins (illustrated in the print) giving back to Sea Shepherd Nonprofit to help save these Dolphins.
- The Soul Shapers T-shirt that I call the OG Give-Back Tee — 100% of the proceeds go straight into fueling my company and enable me to continue these features, tools, fundraisers, collaborations, etc. 
- Unique leather bags that Rachel & Josh from Voyages of Agape brought back from their travels in Guatemala (on the site soon).
- And more are in the works!

What’s planning an event like, will this continue to be apart of your brand?

Planning an event is A LOT of work. But it's something that I've realized I love doing. Both of my recent events were very different, one being about shopping for clothes that gave back 100% of the proceeds, and another that was a retreat with crystal and meditation workshops where a portion of the ticket sales was donated. It's hard to say if events will continue to be a part of my company, but doors are continuing to open in that space and since I feel pretty good about it, I will keep following that light.
That's been a lot of the fun in Soul Shapers, it's a completely made up concept and I don't have many rules or guidelines holding me back. :) 

Soul Shapers has been something you have wanted to do for so long and now it’s finally here! What has been the process so far?

The process was so long for me, because I couldn't get past the fact that I just didn't know where to start. Being that there aren't any other companies (at least that I've heard of) that are doing what I had in my mind for Soul Shapers, there was no example or guide for me to follow. After two years of feeling paralyzed and craving to start, I really pushed myself to figure out WHAT it was, what is Soul Shapers?? As soon as I figured that out, the ball started rolling from there!

Tell us about what you and your family have recently gone through and how that has effected your new business? How can people help?

On October 9, 2017, the Sonoma County fires burned down my Dad's home which is the home I grew up in, along with 6,900 other homes. Just take a moment to think about that number. It's just unfathomable what has happened, and the fact that this is my home and my hometown will forever bring knots to my stomach. This fire has been recorded as the worst fire in California's history— it's pretty surreal to be a part of that. Helping my dad has been extremely devastating, but I try to stay strong and have hope. Unfortunately they're estimating 4-5 years until people will get their homes rebuilt because the devastation is so extreme. There are also very difficult political and financial aspects involved in the aftermath of this natural disaster.
Although blatantly asking for money is one of the most uncomfortable things I've ever done, I set up a GoFundMe for my dad. I also just placed an order for a new Soul Shapers Tee that I hand drew, and I'm donating 100% of the proceeds to victims of the fires— stay tuned!

 What do you see for the future of Soul Shapers as you move forward and further define your brand and what you do?

At this point, I see Soul Shapers continuing to feature people who are doing amazing things for this world, along with expanding the shop page to have more philanthropic products that gives back. I can say events will definitely be around for a while longer as well. I'm trying to have fun with it and not hold myself back from anything!

 What does being a Dazey Lady mean to you?

Being a Dazey Lady means being your true self and your best self. I think that at the end of the day, if you are working hard to be a good and honest person while helping people along the way, you're killing it at being a Dazey Lady!

Last month I had the honor of attending Yellow Conference, an amazing two day event focused on female entrepreneurs looking to make a positive impact on the world. It was seriously so incredible to be surrounded by like minded women for two whole days talking about our hopes, dreams, and accomplishments. They go above and beyond not only to teach you, but to foster a community. I left Yellow feeling inspired, refreshed, and with a ton of new friends! 

The speakers they lined up we're literally all my dream Dazey Ladies! One of the speakers, Moorea Seal, invited me via Instagram to the speakers dinner because she had been following Dazey. I had always wanted to go to Yellow and thought it would amazing to meet some of the women involved. I ended up having the best time and met Joanna, the boss babe behind the conference. I talked to her a bit about Dazey and told her I would love to come and shoot everything for the Zine. 

Below are some photos I snapped at the conference and of Joanna! Be sure to read about her incredible journey and event she has poured her life into. 

Walk us through your early career before Yellow. School, first jobs, basically your path!

My first two years of college I was a fine art major. I learned all about drawing and painting, I studied abroad in Italy learning about art history and about the great artists who came before us. My junior year of college I transferred schools and changed my major to graphic design and digital media. I got a job doing design at an agency in Newport Beach my senior year, was hired full-time after I graduated, and worked there for about a year.

After about a year at the agency, I moved to LA, got a part-time job doing graphic design at a small boutique studio in Echo Park, and worked on building up my blog and freelance work the other half of my time. The studio I worked for eventually switched gears and I got let go, but with that, I had the opportunity to take some clients from there with me. Through that, I was able to build up my freelance work enough for me to go full-time with it!

I worked on building up my graphic design business, Waterfall Creative, for the next few years, had an idea one day to start a conference, and boom- Yellow was born!

Tell us about the graphic design business you had prior. What made you decide to stop doing that?

It was a really slow progression. I didn't decide one day to stop doing it, and I still to this day take on a few clients here and there if it's a good fit. After the very first Yellow Conference, I knew this was something I wanted to be my full-time job, but I had to figure out the business side of it all. It took awhile and being that I worked for myself in the first place, I could slowly start taking on less and fewer clients, and slowly move more and more  into Yellow. It really wasn't until this year, 2017, that I was able to own the fact that I worked on Yellow full time and not put any effort into getting new clients for Waterfall Creative. 

What gave you the idea to start Yellow? What's the main mission behind Yellow and why do you think it's important?

It was an idea that came to me in the shower - a place where our brains can finally slow down for a moment, allowing us to pay attention to our ideas. I had recently met some amazing women who were working hard, running businesses and doing it all for a positive purpose. I started thinking about how special these women were, and what a great example they are to me. I started to think- do other women have these kinds of examples in their lives? They should! How great would it be to get a group of women like this together to talk about and teach others how to use their gifts to spread good. To elevate the world around them instead of focusing simply on ourselves. I have a lot of ideas on a day to day basis (too many!!) but this was one I knew I had to follow through with. It was one of those things that made my heart beat fast, made me feel extremely scared, yet totally excited at the same time. I knew it had to happen!

Our main mission is to empower creative women to become agents of good. An agent of good is someone who invests in herself, her relationships, and the world. We believe that when a woman is living as an agent of good, she is then able to make an impact on the world, simply by being herself. There's big power in the ripple effect!

This is important because as women, we have an inherent desire to nurture. We want to change the world, but often we end up forgetting that first and foremost, that starts with showing ourself care. Once we learn to do that, and we can lean into quality relationships and encouraging friendships, then we naturally change the world. The world needs us to come alive, to be our best selves, and to work for something greater than ourselves. This is important because the world needs us.

Walk us through the process of doing your very first conference! The fears and feelings you may have had.

The very first conference was me completely stepping into the unknown. I had literally no idea what I was doing. Never had run an event before, had no experience with events, and had only attended one conference in my life. I remember talking to my friend the day before the conference telling her how I felt like we lied to everyone and this isn't really happening. We had all of these people buy tickets to this thing that we didn't even feel was real! 

I was so overwhelmed the night before. Completely freaking out. I had no idea what to expect or what would go wrong or what it would be like- the unknown is so scary! 

It ended up being a magical event that everyone loved. We had a great time and enjoyed every minute of it! 

How many years have you held the conference? Would love to hear about it's evolution! 

2017 was our fourth conference. We've grown in many ways. Our first conference was about 150 people, nowadays we're around 500. We've added a marketplace for our attendees to shop goods that we stand behind and are doing good in the world. We also added a third day with just workshops. We found that people were craving more practical content, so we added in the workshop day to really allow them to dive into the tangible take home stuff. It's evolved a lot over the past four conferences, but the heart has always remained the same.

You host panels, speak, and work with some huge speakers and accomplished women. Does this ever intimidate you?

Why is it called The Yellow Conference?

When I was thinking about what I wanted this conference to be, I started thinking how I wanted to encourage women to be like bees. Bees are hardworking, they live and work in community, they do nothing but what they were created to do. And in doing what they were created to do, they make flowers bloom, plants grow and give us fruit to eat. They make the world a more beautiful, nourished place just by being themselves.

This is what I wanted to encourage our community to do. Be themselves, work hard, work together, and see the blooms spread. Bees are yellow! Also, being a graphic designer, I loved the idea because I could see the entire brand in my head. Everything yellow. I knew it would stand out, it's happy, positive and bright. Everything fell together! Aaaand the domain name was available. Always a good sign.

Tell us about your newer project, The Yellow Collective.

The Yellow Collective is our membership platform. We noticed that our community who was coming to the conference wanted to connect year round, but our conference was only annually. We decided to create a membership that brings similar inspiration, content, and community to our audience year round. That's where the Yellow Collective comes in! Members receive monthly Empowerment Packets (that come with a periodical, do-good challenge, discount or download for a product we love and other goodies), online access to our speaker videos, tools and resources and online community, and monthly gatherings either in person or online. We currently have 17 chapters (including a new one in Kenya!) and we're just getting started. It's been so awesome to see a new, deeper community form and come together. It truly feels like we're at the beginning stages of connecting and empowering the women of the world - and that's such an exciting feeling!

How do you see your brand evolving over the next five years? What is your longterm goals for Yellow and yourself?

I have a dream of having a Yellow Conference on every continent. Not sure if that will happen in five years or ten, but that's what I'm working towards! We're going on tour next year and will be really working on expanding our membership platform, connecting and empowering as many women as we can to become agents of good!

 What does being a Dazey Lady mean to you?

It means joyfully embracing who you are. Imperfections, quirks and all. It means being unafraid to let your true colors show. It means living your best life in your own skin. I'm a total fan of the Dazey Lady!

Meet Moorea, jewelry designer, "pinfluencer", store owner, & best selling author

1) You are a lady of many talents. Why don’t ya give us a little list of what it is that you do!

Probably the best word to describe what I do is entreprenartist. Does that count?

• I am the CEO of Moorea Seal, yes, it’s a company that has the same name as me. I’ll explain why later (I promise I don’t have a huge ego!) Moorea Seal is an online retail site mooreaseal.com where we feature over 160 designers who are either handmade makers or focus in sustainable fashion/ethical sourcing. We donate 7% of all proceeds to non-profits.
• I also have a storefront in Seattle, WA. After having a cute little shop in Belltown for 3 years, we are now mid-build out on a huge new storefront in downtown Seattle, right in the heart of the city. The new store opens in October and we are having a huge party all weekend long, Oct 14th and 15th. You’ll be there, right Dani ;)
• I have been a jewelry designer for 8 years now! Though I took a little break in the middle while launching mooreaseal.com
• I am an author. I published The 52 Lists Project just 2 years ago and it’s gone on to be featured on Oprah and is currently being translated into 9 different languages! My second book 52 Lists for Happiness came out a year ago and has been been just as successful. And my new book Make Yourself at Home comes out Sept 26th. So exciting!
• I design desktop product, you know, since I seem to have so much free time. And I’m hoping to get a new line out this Winter/Spring.
• Above all else, I deeply believe in empowering others. I do advocacy work for women in business, I am extremely passionate about women’s rights, minority and immigrants rights, LGBTQ+ rights, and children’s rights and hope to create positive change within the Foster Care system one day (I hope to get into politics in the future). And you can bet that you’ll find me at a rally, protest, or meeting with local and national policy makers more and more as the years go on.

2) Walk us through the path that got you to where you are now. 

Woo! I’ll try and keep this as short as possible, haha.

I graduated college during the recession in 2009. And jobs were beyond scarce in Seattle so a few months before I graduated college and had to start paying back my college loans, I started a blog in hopes that I could get my voice and my art out into the world. By 2010 I was nannying over 70 hours a week, blogging daily, I was teaching myself graphic design and a little bit of coding, I was in a band (I sing and play guitar) and I was working as an artist’s assistant. Despite doing all that, I still had very little money and was barely surviving. I wanted to make art but I couldn’t afford to. So I kind of accidentally stumbled into business.

I started redesigning my blog as a way to practice coding and graphic design and eventually I started designing other people’s blogs as a side gig. As a musician, I had a ton of friends who needed design work for posters, album covers, etc. So I started doing design work for musicians. I started doing illustrated portraits for bloggers. And I taught myself jewelry making as a way to make mini sculptures that I could sell, get money back, and keep making more.

In 2010 I also started using Pinterest when it was in Beta. I thought it would be a great way to create inspiration boards for my blog design clients. Once I started using it, I realized it was like creating an online museum of everything I wanted and dreamed of but couldn’t afford, from “Beautiful Eyebrows” to “Dresses” to “Bathrooms” you name it, I had a board for it. It was the one space where I wasn’t hustling as hard as I could. And one day in 2012, when a sponsor for my blog asked me my stats on my social media channels, I checked out Pinterest, saw it say 250,000 followers and I thought, ok that’s a glitch. So I emailed Pinterest and they said, nope, it’s real. By the end of 2012 I had major retailers wanting to work with me as an “online curator” or “influencer” and it blew my mind because I had been hustling so hard just to survive since college, trying every job I could and making more up as I went, and somehow, Pinterest became the space where I really took off. My childhood dreams of being a museum curator somehow translated into being an online curator.

By late 2012 I had done content creation and collaborations with Madewell, Nordstrom, P&G, L’Oreal, Gap, and tons of other major brands. But I started to feel like my voice didn’t matter when I worked for other brands. I didn’t want to be known as “Moorea who has a big Pinterest following.” I just wanted to create and be known for being me.

So because my following online had happened so organically, I knew whoever followed me anywhere online trusted my voice for being honest. So I decided to create my own online retail site focused on handmade goods and that gave back to non-profits I deeply cared about. I was lucky to band together with my cousin and one of my best friends to bring it to life and now they are the CFO and COO of our company. We chose to keep the name of the company Moorea Seal because by 2013, I had almost a million followers on Pinterest who knew my name, my jewelry line was already under my name, and my blog was under my name. So here I am, with a retail site with my name on it! Accidental brand consistency.

Within six months of our online site taking off, we were growing fast and needed to move into a large office. So we figured, hey, all of these beautiful pieces of jewelry and goods are tucked away into boxes for online shipments. Let’s kill two birds with one stone, find a space that can work for a small storefront/showroom and then use the rest of the space for our online operations. So we opened a storefront in Seattle in 2014. Just a few months later, my publishing house approached me (literally approached me... they showed up at my store while I was working as the 6 days a week sales associate/owner) about a project I had done on my blog called The 52 Lists Project and they asked if I wanted to turn it into a book! Obviously, my answer was YES! And here I am, three years in with three books under my belt! I feel VERY lucky.

In the three years since, my team has grown and grown. Within six months of the store being open, we decided to take over the entire space next-door for our online offices. My crew has encouraged me to keep designing with my jewelry line and desktop products. And now after three years at our first little storefront, we are moving our store to a space twice as big and we’ve built out a two story space behind the storefront in a beautiful historical building to house our online operations. We’re moving in in less than a month!

3) In an era where the brick and mortar store is quickly being replaced by online retail how have you managed to succeed?

I think a lot of people are getting sick of seeing the same things over and over and over by big box retailers. In Seattle and across the globe, we're seeing people become more conscious of how they shop and where they are putting their money. And with a brick and mortar, you literally see where you are putting your money. I wanted a physical space where our customers could see and touch and feel the value of the handmade products we stock. From clothing to jewelry, accessories, home decor and paper goods, it’s all so much more fun to shop in person and get to talk one on one with customers. We wanted to not just build a store with beautiful things but also create a space where EVERYONE feels welcome. I see so many stores that look cool but don’t feel inviting, or feel inviting but there isn’t much progressive design to be found. My storefront is about providing a space to shop where you can find something you’ve never seen before while trusting, you are welcome here. Hosting events and parties all of the time also helps to cultivate and future that sense of community in our space. And I can’t wait to see that grow in our new store! Making the space Instagram worthy helps too ;)

4) How did you start the 52 lists project? What was your intention going into it and did you expect it to turn into a best selling book?

When I started the project, it was honestly just a way for me to battle my own depression and anxiety. I’ve suffered from both my whole life as have just about everyone in my family. And after getting to a point in college where I was at my lowest low, suicidal thoughts while also knowing I would never act any of it out, I hit just a snapping point of realizing, the only person who can save me is ME. And with the 52 Lists Project, I wanted to create a free online print out that anyone could use that would encourage people like me to list out answers to prompts like, “List what you are grateful for…” or “List the difficult things in your life that have changed you for the better…” Through the lists, my hope was to create visual evidence of why each person is valuable, worthy of love, worthy of loving and admiring themselves, worthy of living life to it’s fullest and celebrating themselves. It was a tool that I needed to feel well, to see evidence of who I am and what makes me me. And after posting a list each week on my blog for a few weeks, it started to spread across the web like wildfire.

When I was approached to turn it into a book, I was BEYOND shocked. To note, I was still barely surviving financially while trying to get my businesses going. And I thought only people who go to school for writing or just really famous rich people get to write books. But my publisher really believed in my voice and wanted to get my message out there. I expected it to not really take off, or just do well locally in Seattle. But that’s it. My publisher only printed 5,000 copies for the release of the book. But the day it came out, Anthropologie, Urban Outfitters, Paper Source, and many other retailers picked it up. And now it’s been printed over 350,000 times. I’m still shocked. I still live a pretty quiet life with my husband and my dog in a little apartment. And it always amazes me when a friend texts me a photo of the book in their favorite local store or in a store they stumble into in a different country!

5) What accomplishment are you the most proud of and why?

When it comes to mooreaseal.com and the storefront, I have to give massive credit to all the people on my staff. I could have never done any of it without their incredible skills that I lack. So when it comes to what am I most grateful for, it would be the people on my team who believe in me even when I’m not perfect or mess up. And when it comes to what I’m most proud of on my own, it would definitely be my books. They are my heart. I’m still the three year old girl who dreams of saving the world. And now as an adult I understand, you can’t save anyone. But what you can do is support and empower and trust others have the capacity to find their inner strength to live and thrive. And I feel like my books help. That’s all that matters to me in the world, that I’m at least helping someone in some way.

6) As a multi-talented creator do you find it difficult to balance it all?

YES would be an understatement. I have a hard time pulling myself out of survival mode. I have had to work really hard for myself for a long time, even beyond business, just in trying to fight depression and anxiety and dysfunction around me as a kid. I am not always the best store owner, the best designer, the best author, the best wife, the best friend, the best person. But what matters is I try. And those who know me, know that. I love them and they love me, and I’ve learned in recent months to really just forgive myself and move on if I don’t live up to my own high expectations. Regret doesn’t help anyone. I don’t think there is any perfect work/life balance for entrepreneurs or artists, especially when you are a woman. But we all live our own juggle and our own hustle. And as long as we are kind to ourselves and each other, we can keep going to do great things.

7) You’ve talked about your identity being very tied into your work. As someone who feels the same I would love to hear more of your thoughts on this.

I definitely screwed the pooch on this one by keeping my brand name the same as my real name. YIKES. Separating your identity from your work can get very confusing when you share the same name as your business! But what I have learned over the years in identifying as “Moorea the artist, musician, graphic designer, illustrator, coder, nanny, big sister, friend, blogger, writer…” the list goes on, in all of it, I’ve come to discover that what you DO does not define who you ARE. I’ve had to leave quite a few modes of artistic expression behind as I’ve grown in my career, things that deeply fulfill me like writing and performing music. But just because I don’t do that right now, it doesn’t mean that I am any less me. I get to bring that back whenever I want, and right now, it just needs to be put to the side. And I hope all women understand that too: you don’t have to do EVERYTHING right now. Your voice will still be important, even if you did none of the things you are doing now. It’s your mind and your heart and your unique perspectives on life and your own values that matter most. YOU inform your work. The more I practice remembering that I will be fully me even if literally everything I do is wiped away, the more stable I feel in my juggles. The more I name what my followers and customers ARE allowed to be a part of in my life, the more I can feel comfortable owning what I want to keep separate in my life, apart from my business entirely. No one, not even your most trusted friends, business partners or family can tell you what you are comfortable with in the overlap of business and life. Decide for yourself and stick to it.

8) Mental health is something you’re a huge advocate for. What sparked this interest in you?

As I’ve mentioned before, depression and anxiety are not only a part of me since I was little but also a part of my family. My great grandfather died by his own hand. Many of my family members have attempted and I’ve spent years of my life trying to talk some of them out of it. Thankfully, as of the last 2-3 or so years, no one in my family has been suicidal. And I think it’s because more of us have become vocal about our struggles within our family community and vocal within the communities around us. I believe in being a voice, a resource, and I’ve had lots of practice. I’m not here to save anyone or be a martyr, I just want to be a voice that I didn’t hear when I was younger, someone saying, “You are resilient, you are capable, you can keep going, you can thrive and you will."

9) What would you want to share with a girl who is struggling with anxiety and/or mental health?

My friend, I know you have some massive wisdom and strength. It’s inside of you, it has kept you alive up until this very moment. And you have the capacity to live and feel well. It’s fucking hard, but it’s worth every fight. You have had practice already. You can do this. Even in the place that I am with my career, it appears so shiny and fun and exciting, but girl, I fight battles everyday not only outside of myself, but inside of myself. And the same way that I have learned to use the trauma of my past as a resource for my own understanding and wisdom, I KNOW you can too. Those of us who have had trauma and endured pain and suffering that many people cannot understand actually have a secret power. We have knowledge. We have learned a lot quickly, whether we wanted to or not. And if we SPEAK more, honoring all that we are even in our darkest moments, we will find our communities. By sharing my battles with depression and anxiety, you know what I have experienced? SO many other voices around me saying, “Me too.” When we are trapped in our own minds, it can be so isolating. But I promise you, there are SO many of us out there fighting for our own wellness, our own lives. You have endured so much and you know what that makes you? You are not a fuck up. You are not stupid. You are not too much. You are not any of those negative things that have been placed on you. You are RESILIENT. You are mighty. And I expect to see you do great things for yourself because I know you can.

10) What’s next on the to-do list for Moorea Seal?

A nap? JK. My hope over the next coming years is to open another store in LA and Oakland, CA. Then I’d love a store in Austin, TX and Nashville, TN. One day even NYC. I’m dreaming up a new book that I can hopefully release in 2019. I’m working away on a new line of jewelry and desktop products. And amidst all that I want to adventure more, rock climb more, make friends everywhere I go, and continue living in the healthiest state I’ve ever been in. At the end of the day, if my depression and anxiety are manageable and I’m laughing everyday, it doesn’t matter what I do. It’s all a bonus on a joyful life.

11) What does being a Dazey Lady mean to you?

It means having a voice. And however you use that voice is up to you. But bonus points if you are using it to spread positivity and the empowerment of others :)

Dazey Lady Feature on Ali Hynek of Nena & Co.

I have been a fan of Nena & Co for a long time! Their bags and camera straps are just gorgeous, and the colors and prints they use are incredible. What's even cooler about Nena is it was founded by Ali Hynek, a mega boss babe and new mama of triplets! I had been following her along on Instagram for awhile and loved her sense of style in both fashion and home decor. Plus, adorable triplet pictures, are you kidding me?! I know firsthand running a business without kids can be hard, so I am beyond impressed and inspired by Ali! 

I was contacted by them for a giveaway and was stoked to collab with such an awesome brand. Around the same time, I attended an event for Show me Your Mumu and ran into Ali there! Of course I knew ALL about her life via Instagram and was borderline starstruck to meet her haha. Little did I know she knew about Dazey too and watched our Insta Stories! Of course I asked her if I could feature her as a Dazey Lady.

Up until now we have featured local LA ladies I can shoot myself but am so thankful Ali took the time to snap the photos below  :) She also really put the time in to thoughtfully answering our questions. She has built this successful business from the ground up and has some awesome wisdom to share! 

What did your life & career journey look like up to starting Nena & co?

I worked for big companies in the past in management and marketing and left knowing that I never wanted to work for a male dominated work space again.  When I married my husband Jeremy, I uprooted my life in Utah and moved back to California and was working at Restoration Hardware! It was part time and so I had some time to create Nena & Co. on the side.  

What inspired Nena & Co? What were your first steps in starting it?

I never focused on wanting to own a company, rather I wanted to surround myself with things that I loved and good people. I'm so in love with my heritage of being half Guatemalan and I was so taken with the talented artisans there and I decided I needed to fit myself into the equation. I started small and created my own logo, website and would use photos that I would take with my Iphone and use it for my product page cause I didn't have a camera! My mom had contacts in Guatemala that worked with artisans and so we worked with a liaison to get product. I used IG as my only source to sell and market Nena bags and just asked friends and family to spread the word for me! I remember getting my first order from a stranger! I couldn't believe someone placed an order that I didn't know. It was working! My business was growing!

Your bags are produced in Guatemala and made one of a kind, so amazing! What is the process involved in creating them?

Oh man...it is a BIG process! We have two main collections; The One-of-kind collection which is made up of "found" hand woven fabrics that we hand pick. The Artisan collection is made up of newly woven fabric which allows us to give sustainable work to weavers as well as leather craftsman. Because I believe in bring a fair trade company we decided the only way to truly know that the people making your goods are being treated and paid fairly is to manufacture ourselves. There is no middle man. We are it. So Nena & Co. has its own master craftsman shop in Antigua Guatemala where we make ALL of our bags. The fabrics are usually made in peoples homes by women and we make it as easy as possible for them to work with us. Everything gets shipped to our warehouse in Utah where we photograph every single item in-house and list it on our website. This is the REALLY simplified version of course!

Tell us about how you got Nena to where it is today.

Like most industries you have people that want to do what you're doing and so Nena & Co. has to constantly be evolving. We have to be more creative in our designs and marketing. We have to have better customer service and processes. So I try and set a high standard for myself and hire people that can do what I'm doing but better!  

What are some of the highs and lows of running a business?

Lows are always when things go wrong. I remember the first time I got a shipments of bags that were ALL made wrong. I had been trying so hard to set a high standard and the quality of these bags were not meeting it. But it was a good lesson on being creative. that's when I decided to have my first warehouse sale. It was the first time I had opened my doors to the public and I was so worried that no one would show but we literally had a line around the block! Women were even excited just to meet me and congratulate me on how far I'd come. Hearing people tell me they had followed Nena & Co. right from the beginning was so touching!

Okay so you are a new mama of triplets and run your company! SO IMPRESSED as is everyone else I’m sure haha. How do you do it?!

I'm not as on top of life as I wish I could be and it is definitely hard! I couldn't just abandon Nena & Co and all the people it now supported when my babies were born so I planned that I would have to let other people help me. We went through a lot of people in our office until we got the right ones and I was dealing with that right up until I had the babies. But lucky for me I work with my mom who never gave up on helping me create a good team. I was on bed rest for the last two months of my pregnancy and she would come to help me get things done around my house and then give me an update on people she had interviewed. She now manages all our Nena's manufacturing and has been a life saver! I also planned to hire a full time "house hold assistant" and she's been with me for almost a year! My number one most important role is to be a mother, so I'm with them every waking minute of their lives. But when the nap or sleep, i'm working and my assistant is helping me around the house or grocery shopping. My babies nap about 4 hours during the day and are asleep by 6:30 PM so that gives me time to get most of what I need to done at work.

What do you see for the future of your company?

I see us growing by adding more artisans from around the world!

What does being a “Dazey Lady” mean to you?

I think being a "Dazey Lady" means to stick to your values and your vision. There is something so pure about staying true to yourself and that is so attractive in a person.