Cassandra Gray, Founder, Neta discussed on Self Service

Self Service
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Automatic TRANSCRIPT

Hi everyone nor to gory here, and you're listening to in-progress an imperfect journey navigated. And this podcast is presented by girl boss, radio in partnership with to me. So over the course of ten episodes, we will be going on a journey together. We'll be deep diving with the best in the brightest female founders entrepreneurs and creatives out there and offering you the motivation. You need to transition from where you are to where you want to be these brilliant women. And I mean, brilliant will be dishing out real world advice for self development on the go. So you can dare to change direction. And so you can live a more fulfilling and productive life. You know, the life you deserve. Let's go. Today we are talking about how to transition into a purposeful life. So basically, what does that mean? You have a dream and end goal now what? So this episode is pretty much a crash course in the do's and don'ts of transitioning from the life you have to the life you want and avoiding as much as possible. Today we are speaking to an amazing guest. Her name is Cassandra gray, and she is the founder of violet grey, which is pretty much the rotten tomatoes of beauty now can Sandra once had a marketing consulting business and wrote the business plan for violet grey while she was still in her old role, and it was quite a journey before she jumped into doing this full time. So I wanna welcome Cassandra on the show. Thank you so much for being here. Thank you for having me and take us back to win. You had the marketing consulting business where. Where was your head in your heart at at the time? I, I wanted to start a company, you know, since I'm twenty and was constantly dreaming and scheming up ideas. And you know thinking when I was dreaming I was mostly dreaming about a team of people that were like executing something that I wanted to build like that was the dream. And I worked, as I mean before sort of getting into entrepreneurship or working for myself, I worked as a waitress as a barista. I, I was a manager of children's clothing store. So I had like a lot of working experience with bosses before I started my own consultancy, and I think you know, consultancies like seems like a big word. I didn't think I had a career and I was, you know, pursuing my career, I thought I know something about marketing for whatever reason. Like to study human behavior and I like to. Collect people. And so I had the sort of like corral of influencers that I- parlayed into helping companies attract and associate with those people that community. Are that culture. When was the first moment when you realized you needed to make a transition in your career? I mean, I think the, I always knew that I wanted to start a company in that was my dream, and I always knew that I wanted to pursue my dream. So I think when I I knew that I was going to do it was when I was ready to make that commitment. I mean, I knew that starting a company was really hard just being around lots of companies and that once you start and particularly if you're taking investors and spending other people's money, it is it is nonstop. And I think the common thread. Red with successful companies is like an obsessive founder. So I sort of like wasn't ever really didn't feel ready to do that until I was like thirty. But I think what gave me the drive or the guts to actually start something is, is the vision for violet grace. I think I think everything great starts with vision and dream, like, you know, like biggie Smalls like it was all dream. I mean that that's where it starts, and I think that in order to attract the kind of people that I want to get to work with, I knew that it was about art. I knew that it was about, ah vision and a dream world that people would wanna be a part of. So it real and it started with me for me to make that kind of commitment and completely changed my life. I had to like get really excited about what I wanted to. Killed. And how important do you think that was in giving you the drive you needed to build this? How important is for other people to find something that they're just so passionate about to give them the drive to make that take that jump? I mean, I think for me, it all starts with inspiration. So I think that I'm a big vision board person on my gosh. Yes, same. Yeah. And so to me, everything good that I've wanted to do, whether it was like, you know, redesign my bathroom or start a company or a, you know, I don't know, get the dream body I ever wanted. It always started with with a mood board of images and language, and you know, telling a story through visual assets that would help me get there because of its not real like, how do I, how can I. Articulate what I want it to be and how can I do that with other people that I need to be able to build what I wanna build. And once you do it, like once you build a brand book or a mood board or business plan, I mean, if you're not really excited to build whatever it is that you sat down to map out on paper, then you can't. I mean, then you know it's not a good idea for you. When people ask you to describe violet gray, how do you do? So, I mean, I think about violet grey as a band of editors experts in the beauty industry or entertainment industry that that curate beauty products across all categories. So I think like the future of sort of shopping is about curation, not contributing to the noise and I think starting via the gray and thinking about, okay, what problem are we going to solve for customers? And the problem that I saw as a customer was that there was just way too much. Choose from and beauty is is such a such a. As a broad word and space. So it's and it's really to me about the self esteem and sort of living the best version of yourself or living your best life. I guess what they say. So. So yeah, I mean, I think I think we describe it as, you know, we were very much in the service business and we're very much about curing for our customers and we think about everything we do with the sort of box of like, does this strengthen our relationship with our customers? Does this garner her his loyalty? So did you did you solidify the idea when you identified the problem you felt you were having in wanted to become the solution? Said the idea for violet grey. I mean, I usually give credit to Neta portray. So like at the time when I was writing the business model, I was just writing business models like I was just like, what's good busy. And I was reading something about not portait, and it was something about like combining to addictive activities like perusing a magazine and shopping, and I thought that's cool. And I and I was really interested in technology and obviously digital businesses. 'cause that was sort of seemingly the future like that was catching on. So you know, there was at the time there was nothing like Neta port in the beauty industry and as a beauty consumer. I, I've found that I mean, I thought that the the, the process of going to the store or reading something in a magazine or hearing something from your trusted best friend or whatever, and then having to go to the store and wait in line, and you know, all that stuff just felt like a problem we could solve with the internet. Did you feel like this was becoming your purpose? My purpose has. I've always been a Nate late to create. So I want I need to create like if I'm not being creative, if I'm not learning if I'm not building, if I'm not feeling vulnerable or scared or challenged, I'm not creating an and then I just feel like I'm living like a an authentic life. All right guys, quick break Vernon, portent announcement. This podcast is brought to you in partnership with our friends at to me. And if you're thinking right now, that to me is essentially synonymous with luggage for effortlessly chic jet-setters. You're absolutely correct my friend, but here's something you can add to that mental sociation, elegant, timeless handbags that bring the same level of sophistication to your everyday life. Obviously, our journeys are always a work in progress, and while we can't have our act together, one hundred percent of the time we can certainly carry around a bag that makes us look like we do whether looking to pick up a gorgeous new bag in the softest of leathers or a nylon number. That's as adaptable as you are. You

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