Dear FoundHer...Real Founder Stories for Women Small Business Owners

Latest Episodes:

Creating One of the Most Coveted Experiences in Fashion, With Nina Garduno, Founder of FREECITY Dec 08, 2022

Show notes

“We want to make things that people keep, that hold sentiment and personal memory in this journey of life,” says Nina Garduno, Founder and Creative Director of FREECITY which she describes as a way of life more than a brand. Nina grew up in Laurel Canyon and began working in fashion in 1981. She worked for Ron Herman at Fred Segal, working her way from sales to Vice President of Men’s until 2006. She created FREECITY in 2001 with the idea of seeing, making, and experiencing art and commerce through the retail space. She opened her first shop in Malibu in 2005, eventually opening spaces in Hollywood, Tokyo and Venice, CA. FREECITY is a visual language that communicates through storytelling, shared space, graphics and collected materials that relate to the people who experience it. FREECITY’s prints are made in local factories, using custom developed materials, fabrications, washes and dyes. They are made individually and hand-thrown, using hand-mixed paint with on-screen mixed gradients. It carries an innocence and a simplicity, a feeling that the wearer could make it, too. The making of it is the being of it.

Top takeaways from today’s conversation include:

How the pandemic woke stores up to the many ways they could make money
The immediate validation of social media
How to adapt when you’re forced to change
How to move from dreams into reality
How to avoid poisoning your pool with toxic elements like greed, branding, and money
The way art and commerce push up against each other in the retail experience

Quotes

• “It didn't come easy. It didn't come fast. It's self-funded. And I've really kept it in a place that I could be really proud of, and I am proud of it.” (39:35-39:53 | Nina)

• “It's not about being ahead of time, it's about being on time.” (51:02-51:05 | Nina)

• “Now, I want to be on time and be in real connection.” (52:21-52:25 | Nina)

• “I have reached my potential.” (55:52-55:54 | Nina)

• “Dream it to real. Dream it to real ideas. Who cares? Show me. Make it find a way. That's FREECITY. That's what it is. Stick with it, find a way, make it, dream it to real. Do it again. Do it right.” (57:33-57:57 | Nina)

Connect with Nina Garduno:

Instagram | http://www.instagram.com/freecitysupershop

Website | https://freecitysupershop.com/

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Episode 100! Connecting Through Celebration and Tradition, with Susan Sarich, Founder of SusieCakes Dec 06, 2022

Show notes

“We remember where we came from. That’s everything,” says Susan Sarich, Founder of SusieCakes, one of California’s top destinations for all things sweet. After graduating from Cornell University’s School of Hotel Administration, she spent 25 years holding a variety of positions within a number of renowned hospitality groups. Realizing that women tended to leave the industry around the time they decided to get married and start families, she set out to create a space where women could continue to work throughout all of life’s changes.

SusieCakes pays homage to her grandmothers, Mildred and Madeline, by bringing the treasured recipes they passed down to her on 3 x 5 index cards to her customers. Since opening her first shop in 2006 in the Brentwood neighborhood of Los Angeles, she has since opened in 26 locations across California and Texas, and now ships classic Midwest desserts like layer cakes, cookies and pies, nationwide. In October of 2022, she was included in Forbes’ 50 Over 50 list, which spotlights women over 50 who are shattering age and gender norms across all sectors. Linday’s own grandparents played a large role in shaping who she is today, so it’s fitting that Susan and her legacy business is the subject of Dear FoundHer’s 100th episode.

Highlights from today’s conversation include:

The importance of grassroots marketing. Get your product into as many homes and events as possible.
Don’t be afraid to go against industry norms to build a business that works best for you and your demographic.
How to accept and roll with being the face of your brand.
Staying true to your brand and values, true to the reason you started, and trusting your gut.

Quotes

• “Do not let anybody tell you your idea is a bad idea. Just push naysayers aside.” (47:10-47:18 | Susan)

• “Trust your gut instinct, always.” (47:23-47:25 | Susan)

• “Make sure that you are being true to the reason you started out. Be true to your values. Because a lot of people lose their path once they start getting successful, or the things in life change. They forget about who they were. So one of the values of our company is that we remember where we came from. And for me, that's everything.” (47:41-48:06 | Susan)

Connect with Susan Sarich:

Instagram | http://www.instagram.com/susiecakesbakery

Instagram | http://www.instagram.com/susiesarich

Please don't forget to rate, comment, and subscribe to Dear FoundHer on Apple, Spotify, or wherever you listen to podcasts!

Are you ready to Tackle 2023? Lindsay has limited spots left to get you up, running and off to the races as you look to build and monetize your community in the new year. Choose from any one area: content planning, social media strategy, email marketing, events or partnerships. Click here for more information---space is limited, so grab them before they’re gone and let’s get you ready for 2023.

Make sure you sign up for Lindsay's newsletter and have all of the takeaways from every podcast episode sent straight to your inbox.

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Use code FoundHer for 50% off your first month with both HiveCast and Fireside

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

How to Reach 1MM Downloads of Your Podcast with Rana Campbell, Founder and Host of Dreams in Drive Dec 01, 2022

Show notes

“There is no book for how you need to live your life,” says Rana Campbell, Founder and “chief dream driver” of Dreams in Drive, a podcast that helps millennial creatives take their dreams from park to drive. In just six years, the podcast has grown to 300 hundred episodes, has had a million downloads and streams in over 80 countries.

With a full-time job, Dreams in Drive is Rana's side hustle. Throughout her whole life, she has been a storyteller committed to sharing others’ journeys of success. Today you'll hear her discuss how she's turned her passion into a viable revenue stream through the process of planning and executing with efficiency.

In today's discussion you'll hear Rana share:

The importance of planning ahead.
How to create structure to maximize effectiveness and efficiency.
The need for a strong support system–balance is a myth.
Convincing guests of your credibility.
Ways to repurpose your content.

Quotes

“You really have to become good at selling yourself. You have to sell the value of your platform. Even if by definition, you don't have the numbers that showcase typical value to people. (28:18-28:35 | Rana)
“If you're a founder, LinkedIn should be your best friend. LinkedIn is a very slept-on social media network.” (27:05-27:11 | Rana)
“Being able to build on partnerships. And also making sure that I was also reaching out to guests who had larger communities. Because although my podcast wasn't huge at the time, I was still an avenue through which people could tell their stories to an audience that they hadn't reached before.” (27:59-28:17 | Rana)
“You have to be strategic. You have to really think and be a grassroots guerrilla marketer, especially if you aren't investing a lot of money in ads, or you don't have a huge marketing budget. There are still ways to grow organically. That is important.” (30:21-30:37 | Rana)
“Know what your number is. Everyone has a number. What's the number that you're trying to hit? How can you hit that number and not have to stress yourself out about it.” (37:50-38:00 | Rana)
“You have to plant seeds, even if you don't have the soil yet.” (35:53-35:58 | Rana)

Connect with Rana Campbell:

Instagram Rana | http://www.instagram.com/rainshineluv

Instagram Dreams in Drive | http://www.instagram.com/dreamsindrive

Please don't forget to rate, comment, and subscribe to Dear FoundHer on Apple, Spotify, or wherever you listen to podcasts!

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Use code FoundHer for 50% off your first month with both HiveCast and Fireside

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

From Side Hustle to Seven Figures Through Their Service-Based Business, with Kelley Lentini and Berkeley Minkhorst Founders of House of Nomad Nov 29, 2022

Show notes

“If not now, when? What’s the worst that could happen?” says Kelley Lentini of co-founding House of Nomad, a full service interior design firm and homewares brand, with partner Berkeley Minkhorst. The two met while Kelley was working at Restoration Hardware. They bonded over a love of travel and design, believing that travel fosters creativity. They started their business as a side-hustle, taking design clients in their spare time. Two initial investments helped set the stage for success: professional photography of their project and lawn signs that they placed int their client's yards. Eventually they took their side-hustle full time, and soon launched a retail component of their business. House of Nomad is a 7-figure full-service interior design firm and homewares brand founded on the notion that travel fosters the best creativity.

Key takeaways from today’s conversation include:

Reinvest back into your business.
Leveraging your success. There are great grassroots marketing opportunities. Take them.
Riding out the initial scary period between cutting the cord with your corporate job and first seeing wins from your side hustle.
For those with visual products, the importance of investing in photography and using it–with press, influencers, and advertisements– to your best advantage.
Test concepts, have a proof of concept before you make a giant investment in a new revenue stream.

Quotes

• “You can't get woe is me, feeling sad about this and that. You can’t get negative. You have to stay positive. I think that positivity and hopefulness is what brought Burke and Deke into my life and changed everything.” (42:34-42:48 | Kelly)

• “My mentor is Kelly, it's my husband, it's my friends. It's my family. I've got to talk about things. You have to put it out there. I think the more you're open to putting yourself out there, and the more you're able to talk through things, the easier everything becomes. Everyone's learning through experience.” (43:06-43:29 | Berkeley)

• “It's staying positive. If you can't keep a good attitude, starting a business is so hard.” (45:52-45:59 | Kelly)

Connect with Kelley Lentini and Berkeley Minkhorst:

Instagram | http://www.instagram.com/houseofnomaddesign

Instagram | http://www.instagram.com/shophouseofnomaddesign

Please don't forget to rate, comment, and subscribe to Dear FoundHer on Apple, Spotify, or wherever you listen to podcasts!

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Use code FoundHer for 50% off your first month with both HiveCast and Fireside

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

7 Steps to Take Now that Your Business will Be Thankful For in 2023, with Lindsay Pinchuk, Host of Dear FoundHer... Nov 24, 2022

Show notes

With just a little over a month left in the year, award-winning entrepreneur and host of Dear FoundHer... Lindsay Pinchuk, shares seven actionable steps that you can take right now to set your business up for success in 2023. These are the same exercises that Lindsay is taking for her own business as we wrap up 2022 and move into the new year.

You'll hear her give advice and exercises on the following topics:

System and efficiency creation.
Recognizing when and how to outsource.
Creating a content plan/calendar.
Setting an intention and template for partnerships.
Making a plan for publicity and to get people talking about your business.
Remembering to update all of your social media platforms and your website to reflect your 2022 successes.
Creating a schedule for business operations and sticking to it.

If you need help in any of these areas moving into 2023, Lindsay's developed an opportunity to Tackle 2023 with her--she'll get you up, running and off to the races as you look to build and monetize your community in the new year. Choose from any one area: content planning, social media strategy, email marketing, events or partnerships. Click here for more information---space is limited, so grab them before they’re gone and let’s get you ready for 2023.

Please don't forget to rate, comment, and subscribe to Dear FoundHer on Apple, Spotify, or wherever you listen to podcasts!

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Use code FoundHer for 50% off your first month with both HiveCast and Fireside

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

Finding Your Inner Fearless to Achieve Ultimate Success with Alexa Curtis, Co-Founder of GrasshoppHer Nov 22, 2022

Show notes

“I wish a lot of young people knew that it’s OK to be different,” says Alexa Curtis, 25-year-old Gen Z entrepreneur and co-founder of GrasshoppHer. In 2011, at just 12 years old, Alexa started a blog called "Life in the Fashion Lane" as a way to escape the relentless bullying she endured at school. She used this platform to discuss everything from body image, mental health, to teen life. Eventually, she became a Radio Disney Host, before leaving to launch the Be Fearless Summit. Hear what this summit was all about and how it was acquired by GrasshoppHer, an upskilling community for women ages 24 to 37. Co-founded with McKinsey consultant Heather Miller, GrasshoppHer helps other women become fearless founders just like Alexa.

Highlights from today’s conversation include:

It’s important to talk to people. Ask them how they do what they do so you can learn to do it in a way that works for you.
Figure out the natural extensions of your brand so that you can make more money without putting all your eggs in one basket.
Look around you, at what is missing from your life, and build a business around it.
Take a risk and go for it. No regrets.

Quotes

• “At the end of the day, trade shows and getting in front of people, and that face to face connection is really how you build that brand.” (16:17-16:26 | Alexa)

• “The the opposite side of not taking the risk is the possibility that it works out. So if you take the risk, and even if it doesn't work out, if you've taken a risk, that's that dramatic, likely something is going to happen to you in your life, that's gonna make you realize it was worth the risk. So I would say, you have to go for it. Because otherwise I wouldn't want to live with that kind of regret.” (22:12-22:33 | Alexa)

• “Limit your scrolling. The more that you're comparing yourself to other companies, the more that you're wasting your time not being focused on scaling yours.” (44:53-45:01 | Alexa)

• “I don't need to work 24 hour days, that's a me thing. I used to work and wouldn't stop until eight, nine, and I was so tired, and I was still so unhappy. And that was something I really struggled with at Disney. Trying something fun and unique, that's personal or even business related, just makes you a well rounded person. (45:27-45:49 | Alexa)

Connect with Alexa Curtis:

Instagram Alexa | http://www.instagram.com/alexa_curtis

Instagram GrasshoppHer | http://www.instagram.com/grasshoppher

Please don't forget to rate, comment, and subscribe to Dear FoundHer on Apple, Spotify, or wherever you listen to podcasts!

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Use code FoundHer for 50% off your first month with both HiveCast and Fireside

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

Turning a Dream Into a Reality...From Her Kitchen to Target with Beatrice Dixon, Founder of The Honeypot Company Nov 17, 2022

Show notes

“Serving your people isn’t even the foundation,” says Beatrice Dixon, Founder of the Honeypot Company, “It’s what the foundation is poured on.” Honeypot is the first completely herb-based feminine care system. After suffering from a months-long bacterial vaginosis infection, Beatrice had a dream in which her grandmother–whom she never knew– gave her a list of ingredients that would cure her. From there, she created a feminine wash, and eventually a line of safe and gentle, yet powerfully effective alternative treatments for feminine care.

Today’s episode takeaways include:

The importance of partnerships and grassroots marketing to your target audience when building a products-based company.
No connection to community = no transactions.
Take the time to learn all you can from your first retail partnership before moving on to another one
Serving as the foundation of your business
Dealing with your shit.

Quotes

• “We continue to talk to our base through social. Serving the humans that we serve has always been at the base– it's the dirt that the concrete is poured on. To say that it's the foundation isn't even the right thing. It's the thing that supports the foundation. Because that is where we come from, from our hearts. So mind, body, and everything.” (38:49-39:25 | Beatrice)

• “Do shit from a real place. Don't try to cover some shit up. Don't try to put paint where it ain’t, don't try to sugarcoat, don't do that. If it's not real, it's okay. Make sure that it's real, because I believe when things are real, and when they're coming from a real place, and when you're truly devoted to it and you want to make it work, that doesn't mean it's going to work. But it gives you the freedom to be able to see how you need to move, right.” (47:59-48:38 | Beatrice)

• “You got to deal with your shit. Take a break, but that break has to be useful. You’ve got to get advice. But you’ve got to make that shit count cause you have to get back to it.” (50:23-50:36 | Beatrice)

• “Serving the humans that you serve is the foundation of your business. When you come from your heart and your soul, everything that you do makes sense for you to be able to stay connected to your customer because it's coming from a real place.” (56:57:-57:09 | Lindsay)

Connect with Beatrice Dixon:

Instagram for The Honeypot Company | http://www.instagram.com/thehoneypotco

Instagram for Beatrice | http://www.instagram.com/iambeadixon

Please don't forget to rate, comment, and subscribe to Dear FoundHer on Apple, Spotify, or wherever you listen to podcasts!

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Use code FoundHer for 50% off your first month with both HiveCast and Fireside

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

Becoming a Midlife Entrepreneur with a Successful Fashion Brand, with Lyndie Benson, Founder of Bleusalt Nov 15, 2022

Show notes

“My mission is not to sell clothes,” says Lyndie Benson, founder of Bleusalt, a line of ‘elevated basics’ for men and women of all sizes, made in the USA, 100% sustainably from the natural fibers of beechwood trees. “It's really to make people feel and look their best so that they go through their life easier.” At midlife, Lyndie’s two sons had flown the nest, her marriage of nearly 30 years had come to an end, and she found herself having to start over with no idea where to begin. She turned inward to discover her true passion, and realized that all of the skills she had honed while running a household and raising a family were perfect for running a business. Five years later, Bleusalt continues to grow and boasts famous clientele like Cindy Crawford and Christian Siriano.

Key takeaways from today’s discussion include:

Start with the basics
The advantages of DTC and the valuable data it provides.
Don’t overthink your mission–it should come from your authentic passion.
Details matter. Learn to do them well. Nothing is too small or menial for you to do.
Learn as you go.
Use your resources.
Being at a crossroads doesn’t mean it’s over.

Quotes

• “I didn't know anything. I promise you. Zero. This was done on pure passion.” (10:00-10:08 | Lyndie)

• “Before you have a baby, you don't know what you're doing. So it's the exact same thing. You just take it day by day and be your authentic self. It's important to know that you have value. And it's important to know what you bring to the world, but it's also important to know what you don't have to know, you can learn while you go, and use your instincts and use your wherewithal to get to the next day just like you do with a baby.” (8:57-9:33 | Lyndie)

• “Create a team that is aligned with your values and your mission, who are good at what they do. Make sure whoever you align yourself with is a good idea. Don't just pick your best friend.” (33:01-33:22 | Lyndie)

Connect with Lyndie Benson:

Lyndie’s Instagram | http://www.instagram.com/bensonlyndie

Website | http://www.bleusalt.com

Bleusalt Instagram | http://www.instagram.com/bleusalt

Please don't forget to rate, comment, and subscribe to Dear FoundHer on Apple, Spotify, or wherever you listen to podcasts!

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Use code FoundHer for 50% off your first month with both HiveCast and Fireside

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

Solving one of Mom's Biggest Problems, The Ultimate Mompreneur Journey with Cassandra Curtis Co-Founder of Once Upon a Farm Nov 10, 2022

Show notes

“I wanted to spend more time with my baby than with my blender,” explains Cassandra Curtis about what inspired her to Co-Founding Once Upon a Farm, the first HPP, organic, non-GMO baby food to be available in the United States. As an Integrative Nutrition Coach with an extensive background in the health and wellness spaces, she was committed to giving her three children nutrient-dense foods from the time they were babies. Yet, as a working mom, it was difficult to find the time to shop for, prep and blend her own food, and the few pre-made options weren’t up to standard. Knowing there must have been plenty of mothers having the same problem, she set out to find the solution, creating a line of foods that children loved and moms could feel confident serving to them. With actress Jennifer Garner spreading the word as the Chief Brand Officer, the company continues to expand, serving children up to six years old.

Key takeaways from today’s discussion include:

Whatever you’re struggling with, there’s a good chance others are, too. And by solving your own problems you help solve theirs, too.
For moms, word of mouth marketing works best. Other key methods are influencers, blogs, in-store sampling and coupons.
Brand loyalty and trust is everything. It must be built from the ground up over time, and the founder must always uphold the values of the brand.
Family is first and that should show through in the corporate space.
Surround yourself with people who have done it before. Pick their brains and get to know them.

Quotes

• “There was such a big need for it. I mean, more and more parents understood and continue to understand the importance of childhood nutrition in the first 1000 days.” (10:01-10:11 | Cassandra)

• “The key is to keep going. And to also be flexible and nimble when you need to change direction because sometimes we can have this idea that this is the way, it's the only right way, but maybe it's not. So just kind of opening your mind to maybe saying no more.” (39:57-40:18 | Cassandra)

• “Jen is a big piece of it, too. She is the megaphone for the brand. So we do get a lot of awareness because of her. And that's been a plus.” (25:03-25:07 | Cassandra)

Connect with Cassandra Curtis:

Instagram Cassandra | http://www.instagram.com/cassandracurtis

Instagram Once Upon a Farm | http://www.instagram.com/onceuponafarm

Website | http://www.onceuponafarm.com

Please don't forget to rate, comment, and subscribe to Dear FoundHer on Apple, Spotify, or wherever you listen to podcasts!

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Use code FoundHer for 50% off your first month with both HiveCast and Fireside

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

Special Election Day Re-Release: Building Curiosity Over Conflict in Politics with Sarah Stewart Holland and Beth Silvers, Founder of Pantsuit Politics Nov 08, 2022

Show notes

Today is November 8, 2022, Election Day and a very important one at that. Given that today is such an important day in the history of our country, we made a last minute decision not to release a new episode today, but instead to re-release an episode relevant to today.

Dear FoundHer... host, Lindsay Pinchuk, continuously says that she is honored that Sarah Stewart Holland and Beth Silvers, Founders and Co-Hosts of Pantsuit Politics, stopped by for a conversation here and is equally as honored to re-release this conversation on this historic day.

“We’re the political podcast for people who hate political podcasts,” says Sarah Stewart Holland, Co-Founder and Co-Host of the Pantsuit Politics podcast. She and Beth Silvers felt that there was an independent space for people who found themselves somewhere in between the increasingly divergent polls of the political spectrum. And this emphasis on community is what has made their podcast so successful. Growth isn’t always what matters, but instead, make sure to maintain a reach in which you are always serving your community.

Sarah and Beth are citizens who prioritize curiosity over the conflict that often drives political conversations. Which means you can Pay attention without the anxiety. During the show you will hear them talk about the fact that they research all the topics and sometimes they agree, sometimes they don’t—but they present all sides to have a healthy conversation.

As you wait in line at the polls today, or wait for the midterm returns to start coming in later, take a listen to this incredible conversation and make sure you follow Sarah, Beth and Pantsuit Politics and listen to their podcast for more.

Connect with Sarah Stewart Holland & Beth Silvers:

Instagram | http://www.instagram.com/PantsuitPolitics

Podcast | https://podcasts.apple.com/us/podcast/pantsuit-politics/id1055348656 Please don't forget to rate, comment, and subscribe to Dear FoundHer on Apple, Spotify, or wherever you listen to podcasts!

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Use code FoundHer for 50% off your first month with both HiveCast and Fireside

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

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