Meet Mel, the amazing lady behind #presetsbymel and so much more

I met Mel via Instagram, because where else do you meet people these days haha?! She reached out wanting to shoot some Dazey on a trip she had planned. One look at her feed and I knew she would get some amazing shots! And boy did she deliver. She is a Dazey Lady of many talents and runs her own jewelry company, digital product line, and travel blogs. One of her most recent trips was to LA so we planned to meet up. I figured this was this perfect opportunity to features this awesome lady! 

I began following her awhile back after her email and she kept posting all her amazing trips on Insta Story. But what really caught my attention was her before and after photo edits! I became hooked. She makes custom Adobe Lightroom presets and sells them on her website. You can literally make any photo look fabulous with them. I reached out asking if I could give them a try and Mel said YES! So basically this past month all of my photos have been edited with her amazing presets, including the ones you see below. I am in love and they match the Dazey vibe perfectly. Before this I edited all my photos in Photoshop and it took FOREVER and I was always struggling with my "signature editing style". Now I edit all in Lightroom, throw on one of Mel's presets, adjust a tick, and BOOM amazing photos!

Below we have a full shoot I did with Mel on the rooftop of her hotel, Freehand, and a few we snapped when she stopped by Biz Babez. The rooftop at Freehand is amazing and I have been wanting to check it out for awhile now. My assistant Megan, aka The Little Avocado Shop, actually helped create the colorful woven wall you see by the pool, along with the new necklaces and pom earrings you see on Mel!

We asked Mel a bunch of fun questions all about her life and how she built it. I also show some before and after examples of the newest Morocco set she has on her website! She's offering a special discount to any Dazey Ladies who want to try them out:

TAKE 10% OFF OF MEL'S PRESETS USING CODE "DAZEYLADY"

You have built a few different streams of income. Why don't you let us know a little about each of them.

I started a jewelry line called Melanie Audrey (@bymelanieaudrey) four years ago after I did my first solo trip. I was ready for a big change and that was to start something on my own and be my own boss. Each bracelet is inspired by someone and comes with a story about them. A year and a half ago I went to Bali and started building travel content for my Instagram account (@mvandersluis) and as I spent more time being consistent with my editing and posting I started to grow my account that now reaches more than 100,000 people, which blows my mind. I now work with hotels and brands from all over the world to create content as I travel. As I started to do more and more work with my camera I got into editing with Lightroom. I taught myself how to use it by watching countless tutorials on Youtube. I hated this program at first but within six months I’d grown to love it. In June of this year I launched my presets for Lightroom (a preset is like a photo filter) and I decided to do this because everyone had been asking me how I edited and eventually asked, “Do you sell your Lightroom presets?” Now I sell a few different packs on my website, www.presetsbymel.com.

You mentioned your Lightroom presets are now your main money maker which is amazing! I have been using them for all my Dazey photos. How did you learn Lightroom and what are some tips for beginners?

You use my presets better then I do! haha. I’m completely self taught with Lightroom. I’ve watched so many videos on Youtube, read blog posts and have collected advice from other Lightroom users along the way. The best advice I can give to beginners is to start watching tutorials on Youtube. I have a couple on my YouTube channel (Mel Vandersluis). Watching tutorials is great so you can get a feel for what all the toggles and buttons do. Then once you’re a little more comfortable I would purchase some presets. I’ve had so many people tell me that they learned so much just by purchasing presets so they could see what was changed and then they took that preset and made it their own. Another tip is try not to get discouraged and just have fun with it!

What gave you the idea of starting to sell these filters? How did you go about packaging and marketing them?

I had so many people from my community ask me if I sold my presets and I thought, “Oh maybe they’re onto something there.” So I looked into it and sure enough it was something that other creators were starting to do. After speaking to some other girl bosses I decided to open up a simple Shopify store, created all of my graphics, looked up, “How to attach digital products to Shopify” and within two hours I was all set up! In terms of marketing I decided on Facebook ads. I took a whole bunch of before and after photos and turned them into a short video with Final Cut and the conversion ended up being a lot better then just a static photo. 

Tell us about your jewelry business! How long have you been doing that and what is your inspiration?

I’ve been building Melanie Audrey for four years. My inspiration is always travel and people. I’m constantly inspired by the stories I hear from people, what they’ve been through, and what dreams they are pursuing. When customers shop the website they get to read these stories and see which ones resonate with them and a lot of them take their bracelets all over the world and then send us pictures. 

Your travel blog and your images are incredible! So many girls dream of traveling for a living. How did you go about starting your blog?

I started working on my Instagram account a year and a half ago. I was on a trip in Bali with my cousin (@tracy_komlos) and my best friend (@lisahomsy). As I’m sure most Dazey Ladies know, Bali has been one of the most popular places to shoot content in the last few years. We spent 10 days going on adventures, taking all kinds of pictures and consistently editing and posting. Some really big Bali repost account started posting my pictures and I started to see my following grow. When I got home I kept posting Bali content for at least a month or two! Not long after that I sent out as many emails as I could to try working with brands. There were a lot of noes but there were some yeses, and that’s how I started getting into the whole content creation world. 

What are the best ways to monetize a blog once you’ve started it?

In terms of monetizing Instagram, first start working with brands to promote their products. Some advice, don’t work with everyone! Promote products that you truly believe in and form a great relationship with them that can last a long time. Second, start a small side business to bring in consistent income that can be cross promoted. For me that’s presets and Melanie Audrey and I’m able to talk about those two things on my Instagram at any time. One business feeds into the other. 

What are your top three travel recommendations for girls who gram and why?

1. Make sure you do your research for all the places you want to go and take pictures. When you fly by the seat of your pants it can get really frustrating when you find out on the flight home that there was this really cute cafe with a swing that you didn’t go check out. 

Your social media following is massive and you have built it up so quickly! What do you attribute to your success? Top tips?

I have to say that having great content and consistent editing is probably the number one thing to focus on. When you travel with other content creators you always cross promote which is awesome but if your content isn’t great it’s not inviting to new followers who are just discovering you. Instagram is very much about being eye catching and being pleasing to the eye. That comes a lot with editing and keeping a theme. 

Has it been difficult balancing all these things you do? What are the toughest parts of the self employed hustle and how do you deal?

I work mostly on the road or at home so finding a good space to be able to concentrate and work is often a challenge. Also, when you’re on your own you have to motivate yourself and sometimes that can be really difficult to do. That’s why Biz Babes is such a great idea! But in this case I hop on YouTube and I watch either Gary Vaynerchuk or Casey Neistat. They really inspire me to get going. In terms of balance I make sure to write out all of my to-do’s and work through them one at a time. There also needs to be OFF time. I’m constantly on a laptop or phone and thinking about the million things on my to-do list so having time to reconnect to my friends and family and leaving my phone on silent in my bag is sometimes really important. But I have to say I wouldn’t have my job any other way. The challenges make the journey even better. 

What does being  Dazey Lady mean to you?

Being a Dazey Lady is about embracing your journey, loving who you are, and following your dreams. It’s about collaboration not about competition. A Dazey Lady believes failure is an opportunity for growth and also celebrates her victories, big and small. Dazey Ladies stick together in good times and in bad and always inspire and empower each other to live their best lives!

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!

Izza the boss babe behind the brand @nestingzone reached out when we had the Dazey one year anniversary party. We hosted a Dazey Lady bazaar and had a bunch of female entrepreneurs pop up at the event. She wanted to join and after creeping her gorgeous products we thought they would be a great fit! She creates everything by hand using all natural ingredients. Izza is also an artist and designs all her packaging to be as beautiful as her products. 

After the event she approached me about a collab. I personally don't know a whole lot about skincare or apothecary, but was curious to try it on the shop. If I was ever going to venture into that world I knew a collab with Nestingzone would be the best way! We met up in her home office and she walked me through all her processes and we designed some amazing scents together. She uses essentials oils to scent her products and we made all sorts of unique mixes! One of my favorite parts was coming up with the soap colors. She creates the most gorgeous marbles textures in her soaps. We designed everything to have that bright happy Dazey feel and fruity floral scents! 

I have been using everything at home and I'm in LOVE! They have been amazing for my skin and I love using natural products. I hope you'll give it a try! Below you can read all about Izza and see our gorgeous collab pieces yourself. Here are some of the fun items we have for sale on the site:

Luxury Soap Collection:
MIMOSA (Champagne - Blood Orange - Grapefruit)
Cheers Dazey Lady! Let’s toast to loving yourself and the sweet smell of mimosa.
POSITIVITY PLEASE (Blackberry - Rosemary - Sage)
This soap is for those days where you are tired of the negativity and need to wash it away.
GOLDEN TROPIC (Lemongrass - Peony)
Seriously who told summer it could end. This soap is like bringing sunshine back into your life no matter what season.

AFTERGLOW CLAY MASK 
Bring back your glow with this botanically powered rose clay mask. Our soothing hybrid clay mask is a mix of detoxifying clays, lavender essential oil, ground lavender and chamomile buds to brighten up any skin type.

LOVE MORE BATH TEA
Love yourself, love your bath and soak in some positivity. Our Mineral rich hybrid bath tea is a blend of pink Himalayan sea salt, dead sea salt, botanicals, and love.

Facial Serums:
SOLARIS - This serum features velvety rich green tea oil infused with ginseng and seaweed extracts to energize your complexion so you can start your day like a glowing goddess without feeling oily. This serum is easily absorbed by the skin, helping you to maintain elasticity and moisture, especially under your eyes.
LUNARIS - This serum is a silky smooth tonic of kukui nut oil infused with sea buckthorn and chamomile extract to soothe and rejuvenate your skin. It's packed full of hydration to work its magic while you sleep. 

BETTER DAZE BALANCING MIST (Cucumber + Rose Facial Toner)
Our facial mist brings together cucumber and rose water to work in harmony to calm, soothe, moisturize, and balance your skin. It’ll bring you out of the haze of every day life and minimize your skincare ritual.

Did you go to college? If so what did you study?

I went to two colleges at the same time — The School of the Museum of Fine Arts (SMFA for short) and Tufts University. They are both in Boston and I studied printmaking, drawing, and art history.

What inspired you to start Nestingzone? 

In my last year of college I was facing the real anxiety of, “What am I going to do with my life.” I knew I wanted to be a maker and wanted a name that would allow me to grow, evolve, and be a space for collaboration. That's when Nestingzone was born.

Why do you think apothecary and self care are important?

Believe it or not, self care is a relatively new thing for me. Before I started creating skincare products, I would often burn myself to the ground with work and I didn’t know how to reset myself. As I began developing and testing the products for the apothecary, I think I learned a valuable lesson in the importance of slowing down and taking some “me time.” Self care is really the only way one can recharge the mind and body at the same time. So now everyday, I try to take a few minutes for myself, whether that's embracing my skincare routine or picking out a new beautiful bar of soap to use.

What do people get from supporting Nestingzone products as opposed to buying from a large company? Expand on your process!

When people support Nestingzone, they are getting a true expression of my passion and love. I love that everything I make is a small piece of my soul. The essence of soul is so important and integral in supporting a small business. I think that my art background amplifies the products and really makes them special. For my drawings I focus primarily on black and white illustrations but with the skincare products, I get to play with color and create beautiful pieces of skincare. They aren’t just beautiful things to use, but the attention to the ingredients is there. The ingredients are everything to the skincare. I don’t believe in adding things that don’t play a part in actively working magic on your skin. So if anything, Nestingzone Apothecary products are skincare show stoppers, you're not only getting the truest expression of who I am as a maker, but you get the purest form of the plant powered ingredients without fillers or other things getting in the way of how they perform!

You are also a very talented artist! Tell us a little bit about that side of you.

Awe, thank you so much! Drawing is my first love. It’s the medium that allows me to fully express myself. I love how powerful and honest a simple black and white drawing can be — it’s just me, a piece of paper and a pen.  One of my favorite things is to watch the viewer explore my drawings, to lose themselves in a new universe, and come out on the other side having a new perspective.  

You recently merged your art brand and apothecary brand into one. What made you decide to do this?

A few months ago, I sat down and had a really honest conversation with my husband about self reflection and an assessment of my creative outlets. While those sorts of conversations can be scary, I feel that it’s the only way to reveal to yourself want you want. I thought about why I had compartmentalized my artist identity and my apothecary into different names. I had the realization that the two weren’t mutually exclusive from one another, but rather the exact opposite.  It actually seemed kind of silly to me, to work so hard to express myself with different names when everything I do is an expression of who I am as one person. It literally clicked and felt right when I decided to merge everything into Nestingzone. Sometimes the simplest choice is often right in front of you the whole time.

Was transitioning your two different talents into one brand difficult?

I think the answer to this question is both yes and no. On one hand, it was incredibly difficult, especially wrapping my mind around all of the work and not feeling as if I am starting all over from scratch again. However on the other hand, the transition was actually far more natural than I may have initially thought. Whether I was fully conscious of it or not, the entire time Nestingzone had been influencing all of my creative and design choices at Beetle + Bones. This realization truly made the metamorphosis quite seamless. On top of that, I had the support of my incredible friends, family, and ‘Nestingcrew’. It was actually very beautiful to see how much support and acceptance I received for something that I honesty kind of dreaded. I’m still trying to strike the right balance, but I’m so honored and thankful to have so many supportive people that want to join me on my journey.

Your previous brand name was Beetle + Bones Apothecary and now you’re Nestingzone. What is the meaning behind these two names?

Both of the names come from a place of dreaming. When I first dreamed up Nestingzone, it seemed like a name that could evolve with me and not confine me. It’s a multifaceted name that represents a combination of all my memories, emotions, and experiences. When a bird leaves its nest, it will go on to make a new one, but they always make their nest ‘home’. That is what the name Nestingzone means to me — A place that no matter where I go, I can call it home.

Beetle + Bones Apothecary also came from a dream state. Basically, the beetle is my spirit animal.  Beetles represent strength, creativity, and change. The “bones” came from my approach to skincare, of using only the absolute essential ingredients to make my products, the ‘bare bones’ if you will. I only add ingredients that will supercharge my skincare products. So there’s no fillers, phthalates, parabens, or other unnecessary additives.

What inspires you as an artist? How did discover your own unique look and style of drawing?

Nature is my main inspiration. Growing up in Tulsa, Oklahoma, I was often around nature.  Whether I was fishing, hiking, camping, or just exploring the woods, I found an organic beauty that really excited me.  My drawings represent visual dreamscapes, often combining elements of flora and fauna that don’t inherently go together yet seamlessly connect in my Nestingzone world.

I think my unique style developed by studying still-life paintings and watching too many cartoons as a kid; It may seem like a strange combo but I find that both have the power to alter your perceptions of world.

You’ve mentioned having very bad insomnia. How does that effect your work life as well as personal?

YES, It is seriously the worst! But I think my insomnia is directly tied to my level of excitement about life — I know this sounds kinda weird, but the more I see work and personal growth through incredible collaborations and connections, the less amount of sleep I get. When we first starting talking about working together, I was honestly sooo excited that my insomnia flared up again. A silver lining to my insomnia is that my creativity has free rein and thus is not inhibited by sleep, which allows me to explore and develop ideas quickly.

What does being a Dazey Lady mean to you?

To me, being a Dazey Lady is being a boss babe.  An empowered woman who is in control of her own destiny. Knowing that you’re a part of a ‘girl gang’ and that you have sisters at the ready to run with you. At the end of the day, only you can hold yourself back, but it’s such a powerful thing to know that people want to see you succeed. I’m really honored to call myself a Dazey Lady and I’m looking forward to joining alongside you with your adventure!

Zoe is your quintessential cool girl. I've followed her on Instagram for a long time now and always loved her style and look. This gal is constantly shooting and has racked up tons of followers through her hard work and artful approach towards modeling. I met her through mutual friends and she was so sweet and down to earth! I love when you meet people IRL you imagine being intimidated by and then they end up being super nice :) 

In the world of social media marketing, modeling has become so much more than having the "right measurements" and more about your drive, unique look, personal style, comfort in-front of the camera, and knowledge of the industry. These are the things I look for in Dazey models and Zoe has it all. At a young age she thought being only 5'2 would mean she wouldn't be able to pursue modeling, but years later she's proven herself wrong! She is killing it and I have been seeing her all over from Refinery29 to Dolls Kill. 

We met up in an adorable part of the Hollywood Hills and snuck onto a few gorgeous properties. A lot of my photoshoots are guerrilla style like this, with places I scout while driving around! I figure it's better to ask for forgiveness than permission ;) Luckily Zoe was game and we had an awesome time haha.

Below are the stunning photos we snapped along with some questions about Zoe's journey and some serious tips if you're interested in pursuing modeling as well. All the photos were edited with #presetsbymel in Lightroom, they are amazing and have brought my photography to a whole new level so be sure to check them out!! 

What did your life look like before becoming a full time model? School, previous jobs, previous dream?

Before I started modeling full time, I was going to school at FIDM, studying visual communications, ultimately with the goal of working on visuals in store and was really interested in creative directing. I was working at Urban Outfitters doing retail for a bit and then worked at a company called PYLO doing visuals for them. I was modeling while doing all of those things as well. But it wasn't until about mid May of last year that it became full time for me! 

When we shot you talked a lot about how modeling has really become your passion. Would love to hear all about why!

Modeling for me is an art form unlike many others. It's about bringing someone's vision to life in a creative and new way. I've had the opportunity to travel to so many beautiful places and meet so many beautiful people through modeling. It's that that makes me passionate about it. Everyday is a new day in the industry and I just love to be part of a someone's creative vision and create magic with so many talented individuals. 

When you were younger you thought you weren’t able to model because of your height. How did you push past that and do it anyway?

My mom had a huge role in helping me push past these limits I had set for myself. She has always been so supportive about it and reminded me in some of my hardest times that I am doing what I have wanted to do for so long and sometimes it just takes time. It doesn't happen overnight and the let downs I've experienced only push me forward and help me grow. For me, once I got my first job I realized I could do it. The rest is history. I've just been working hard and reminding myself everyday that I'm living my dream. 

What was it like moving from Arizona to LA? How are things different in LA?

It was definitely difficult. I moved to Orange County in high school and from there I moved to LA. The transition was intense and the first year in LA was confusing and tough and I spent so long trying to make ends meet (a common theme amongst us Angelenos). The thing I miss most about Arizona is the endless amounts of free parking to be completely honest. Everything is different in LA for the most part but I wouldn't want to be anywhere else. 

Tell us about your style! I love the mix between sweet and sassy you have going. How does this play a role in your work?

My style is all over the board! I love pulling pieces from every type of style. One day I'm very clean and simple, the next day I'm in bright colors and funky shoes. I've always been like that though so I'd say my style is based on whatever I'm feeling at the moment. Style plays into my work quite a bit honestly. When I go into a casting, it's the first bit of my personality that the client gets to see. Sometimes I'll even have stylists ask me on set how I would wear something. It's a way to set myself apart from other models and express myself when I only have a short amount of time to show the client who I am. 

What advice would you give to a girl who wants to start our modeling? First steps?

Get ready to hear no, get ready to not book for awhile, but do not let it stop you from pushing onward. It's a tough industry and there are so many of us trying to make a name for ourselves. The first step is always to put yourself out there. If it's something you want to do, grab a friend and ask them to take simple headshots of you. If you're not scouted by an agency, attend open calls or send an email in to some of the agencies you'd like to be with. Don't be shy to say hey I think I may have something. Even when some say no, try again with someone else. 

You have built a massive following, what tips do you have for gals trying to do the same?

My following grew pretty organically. I was working with a lot of companies who have a large presence and a lot of my followers have come through them. My ultimate tip is to have fun. Don't take it or yourself too seriously. I don't know a ton about growth and all that good stuff but I have always run my account the same. I post what I want to post when I want to post it. And I try to be real with my followers. I like to show them me with my friends just dancing to our favorite songs. It's a tough area to tap into but I just think that you should be yourself and people will like that, they'll want to see what comes next. 

The day we shot you had literally just landed from a flight, ran to our shoot, had another shoot later that day, and an event that night! Is your schedule always that crazy busy? How do you manage it!?

My schedule fluctuates quite a bit! Sometimes I'm uber busy like I was that day and sometimes I get to run errands and relax at home. I'm always on my toes though. Sometimes things come up very last minute and I have to be ready to tackle it. I've always been so horrible at keeping a calendar so I rely a lot of my phone's calendar and am always double checking emails from my agents for dates and timing. If I get overwhelmed, I try to remind myself that it isn't the end of the world and I'll have a day to relax soon! 

 So exciting you just signed with such a big agency, Wilhelmina! Tell us about how you got connected with that and what it means for your career?

I was scouted by Wilhelmina in October of 2016 and signed with them in November of 2016. I am so forever grateful for the connections I made that made it possible for them to even see me. As far as what it means for my career, it's nice to be with an agency like Wilhelmina because they have such a name in the industry and so many connections and clients that it helps put my career ahead by default. My agents are just amazing people and are always pushing for me and booking me amazing jobs. It's been a whirlwind since I signed with them to say the least and I'm so grateful for my little Willy fam! 

What’s your plan with modeling and life in general the next few years?

It's hard to say. I try to live one day at a time but I hope I continue to model in the next few years, who knows, maybe even give acting a try. Or maybe music. The world is my oyster so I'm just excited to see what comes my way in the next few years! 

What does being a Dazey Lady mean to you?

Being a Dazey Lady is about being a boss. Being your own boss and doing so with grace, fun and a hint of sassiness. It's about showing up and saying, "I'm here. Let's make magic" in every part of your life. It's about empowering other women and by doing so, empowering yourself.

Victoria reached out to me on Instagram awhile back and we met up for drinks. When you meet a fellow small business owner you instantly have a million things in common so we clicked right away! I was familiar with her storefront, Wallflower, in San Francisco's popular and ultra-hip Mission District.  Wallflower is a magical place filled with the most gorgeous vintage, handpicked by Victoria herself. She lives in LA specifically to focus on buying the best vintage and sends it up to her store in SF! 

Victoria's outfits are always so put together and freaking adorable so it was no shock to me when she decided to start her own line that the pieces were equally amazing. She began wearing them out and about earlier this summer and I knew I had to have them in the DL shop as soon as they were released! I love seeing friends embark on new exciting, adventures, and it's even better when I can play some sort of part in it.

We met up at Victoria's adorable Hollywood apartment to shoot the collection for this feature. She's the queen of vintage, not only in fashion but decor as well! Her place was the perfect backdrop to shoot these gorgeous pieces. I threw on a few too and we did some self timer shots haha! 

Below we have a full Q & A with the boss babe behind the brand. We have also included some photos of her storefront which she runs with the help of her business partner pictured below as well! 

What was your journey up until starting wallflower? College and jobs right before?

I mainly went to school for Fine Art, majoring in Printmaking at the Academy of Art in San Francisco.  Before that I dabbled in Business at American University and Art History at MMC in NYC.  Never really happy with where I was, I made the move to San Francisco without ever having visited, and ended up falling in love with it.  I quit college when I was 20 or 21 and lived and worked in the city for a few years, modeling for live drawing classes and other random jobs as I didn’t know what I wanted to do with myself or the direction my life would take, but I knew I wanted to be in SF and would do what it took to stay.  When I was 23 I met an amazing man who I married a month later, and we lived in my tiny studio apartment in SF together creating and developing our craft- he was a photographer and a graphic designer so it really helped to be with someone so creative and kind to help me figure out what my next steps were and how to tackle that.  That year I decided that I was going to go back to school for Visual Merchandising to get a proper degree and a proper job, and eventually open a store.  However, the thought of taking out another loan for almost 40k was just too much to handle, and instead I said f*ck it, I’ll figure it out on my own. I started selling vintage online, styling and shooting etc and through the power of Instagram I got my first job at Belljar- a local boutique that I loved.  From there I spent a year and a half doing everything from store remerch- clothing, jewelry, art, clothes, and decor- to making handmade window displays that took 40+ hours each time, and really got to learn how to make things look good in every aspect of a store.  I got knowledge of installation, a few power tools, ladders, and those basics of shop maintenance.

So you started with a small space before moving into your current location. Would love to hear about how you began there!

While I was still working at Belljar an opportunity opened up in a friend’s shop and I jumped on it.  My neighbor owned a vintage furniture store that was very large and they were looking for someone to come in and basically rent the back room to drive sales and take some of the burden of overhead of running a giant shop in the Mission off of them.  However the back room was totally thrashed and needed some serious work, so I got down to it.  Literally everything that could go wrong went wrong haha.  I think it took me at least 6 weeks to renovate the space and build it out- sanding, painting, cleaning, replacing floor boards and electrical, etc.  I wallpapered nooks and built racks, I turned the world’s most terrifying closet into a dreamy little dressing room, and I learned how to do everything by doing it and figuring it out as I went along.  

Moving into a shop in such a popular and high cost area must have been scary! Tell us how you found your current location.

For a year at the first space I was in the shop 5-6 days a week, leaving the house at 9am every morning to do all the buying and then lugging all my bags to the shop without a car, steaming and prepping clothes, tagging, making orders, merchandising, helping customers, managing payments, posting on Instagram all day long and leaving around 7 or 8pm at night.  The shop was doing really well, people were loving it, and I wanted to grow it and get out of the back of another store basically.  I wanted to have full control over all the elements, and at 26 I thought I now had the experience to execute that.  When I found the space around that Christmas, it was yet again a turd and a half lol.  Only someone as crazy as me would take a space that needed a TON of work, including a new floor, walls, electrical, the works. But hey, I had already done that once so why not again.  The biggest issue was that it was four times the size of the old store and I was one small person already doing everything on my own seven days a week.  I reached out to my manager at BJ who I had been working with for almost two years and who I adored, and asked if she wanted to partner up and help me make Wallflower a real live Valencia street store!    

But back to the question, yes very scary.  We did the most intense construction on another insane timeline- six weeks- and if anything had gone we would have been screwed.  We didn’t have a huge loan, we didn’t have a huge budget for build out, and we did as much of the work ourselves that we could.  I was back at the wallpaper game haha. I almost asphyxiated myself making glitter walls for the dressing rooms LOL. But it looks beautiful so it’s all good.  The fact is that if you want to be making sales in-store on a daily basis that support you, you need to be in a high traffic area and therefore have high traffic problems like ever-expanding overhead, taxes, crazies, people stealing, construction next door, anything you can think of we’ve seen. Though thankfully no one has pooped in my planters so I still consider that a huge win.  

You sell online and in stores. What would you say are some major differences between the two?

I’ve always loved having a store and getting to create an amazing space that people can experience visually and fall in love with.  Having an online store is similar in a need to tell a story, but also relies on so many other technical elements in addition to visuals that can be way more intimidating for me!  I guess I’m more of an in-person shopper, I like to shop for things by looking at them and touching them and trying them on, but know tons of girls who shop exclusively online so everyone is different!

What's the scariest thing about starting your own business?

I wouldn’t say it’s a scary thing at all to be honest.  For me, working in an office is terrifying. Using my creative talents and ideas to build something for someone else, not being able to say what I want to say, those things are scary.  I’ve always been fine working as hard as I can because I know those other jobs aren’t options for me.  If you can’t take orders, you have to get good at what you do fast.

What got you interested in vintage clothing? What do you look for when buying?

I always loved vintage, the aesthetic of well made garments and decor, the patterns and prints.  I also married a super 70’s dude and our style melded into one, a lot of mustard in that closet.  He took me to my first flea market and I was like hmmm I don’t know about all this!! But every week we would go, and take so little money, maybe $40 or $60 for us both to spend, and take home all our treasure on the bus!  We became pros, living for Sunday morning haha and that’s when I started selling online after learning by osmosis what was rare and coveted and cute and in good shape and the value of it all.  Now I pick based on everything from size, style, condition, time period, color, and fabric content.  After 2.5 years on Valencia and another year before that of being the only buyer for a store you just learn what sells and what doesn’t, and of course I still take into account what I love and what are flattering shapes that our customers keep coming back for.

Your store is in San Francisco and you live in LA! What's your reasoning behind that and do you find it difficult?

I moved to LA a little over a year ago mainly to pursue our Wallflower line.  The vintage game has gotten way more competitive, the best pieces are way more rare, and we wanted to use our experience and reputation for having the best colors, styles, fabrics, and prints to create what was getting harder and harder to find- quality garments. It is difficult, I still do all the vintage buying and process and ship every item up to SF in boxes for the girls to unpack and tag there.  I go up every 6 weeks or so to help with remerchandising the store, any creative or construction-related projects, do new window displays, drive up product, do photoshoots, etc.

I was also fresh out of my divorce last year and was working 7 days a week and just worn out from the stress of it all, so I needed to make a change and get some sunshine and some personal space in my life to stay creative and inspired.  San Francisco has become unaffordable to live in- even as a business owner and decently successful human- and after almost 10 years there I said goodbye, packed my bags and moved South.  

You have a business partner, what are some of the advantages of that?

My business partner is the best person there ever was.  We are both very lucky because we balance out each other perfectly, and each do very different roles in the company so there is not any weirdness or competition internally.  Where I do the creative- buying and designing/production, Lindsey does logistics, manages the shop which is open 7 days a week including training our staff, accounting, scheduling, consignors, bills etc.  She is also a great seller and who I learned to sell from way back in the day!  She is super positive and great with customers, and we have a perfect Pisces/Virgo dynamic going on. The advantage is that we both get to focus instead of trying to do both creative and logical tasks which divides your brain and your attention away from what you’re best at and your long term goals.

Wallflower just launched it's very own in-house line! Would love to hear the process of how you went about designing and producing the collection as someone who is new to cut & sew.

Yes!  Literally a year ago I had no knowledge of how clothes were manufactured in LA or the process at all.  From picking and processing garments, I have experience with the clothes themselves, how and why they fit and look good etc, but not technical book learning lol. I’ve learned a TON since starting, but still go on my deepest instincts when it comes to design.  I worked with a friend to get started who introduced me to my pattern maker, but soon I realized I was accidentally doing all the work I had hired her to do, and loved just working with him and it was easier to do that directly than involve a third person’s input and direction and schedule into the mix. After the first collection I did a lot of troubleshooting for the next one and was able to identify things I would do differently for moving ahead with design and production.  Once you get a handle on your timeline and where to buy all your pieces of the puzzle, it’s all good.

What is your collection inspired by?

Wallflower has always been about catering to awesome chicks who are also on a budget, and proving you don’t have to have a ton of money to have great style.  The perfect fit, color and pattern have always been our focus so making sure that stays true is our top priority.   

What's next for wallflower?! The storefront and collection!

We are currently working on capsule collections for next year and beyond!! Our pre-fall collection was so well received that we are running more of our amazing cropped pants (which I’m personally stoked on because I want them in every color lol).  Get ready for metallics especially, as we meditate on color stories that will blow your whole mind!

What does being a Dazey Lady mean to you?

I’ve been a big fan of Dazey for a while, especially because I know how hard it is to start a business on your own.  Here was this very young girl putting herself out there for the cause, using her experience to help other women solve the mysteries of Instagram, algorithms, Illustrator, all the tidbits that people usually keep to themselves, and I just loved her instantly.  Being a Dazey Lady is like being a part of an awesome girl squad who help each other and build on each other’s greatness instead of competing and being catty or negative.  They are all doing amazing things and Dani has built a great community just by being herself and being creative and inquisitive and kind. In the fashion industry that’s a very difficult thing to find so I have nothing but respect and love for Dazey and all the Dazey Lady squad!

DAZEY LA X SOLSTICE INTIMATES

SHOP THE SUIT HERE

I could not be more excited to announce our new collab piece with Solstice Intimates! I have been following their journey on social media since the beginning and have always been inspired by their amazing products and boss babe behind the brand, Natalie! She began Solstice just a few years ago sewing everything by hand and now it has quickly become a huge success. 

For our collab we wanted to incorporate the feel of both of our brands into one magical piece. With her gorgeous handmade silhouettes mixed with my hand-drawn graphics we knew it was going to be special. After some back and forth we decided to go with a mod pop-art look to match the bold spirit of the Solstice girl and playful feel of Dazey. The bodysuit is made from a soft beatable cotton with bright screen printed design. Wear it solo or with pants or a skirt! However you wear it we know you won't want to take it off ;) 

Solstice began with unique silhouettes and 70s styles sewn all in velvet. They looked different than any other lingerie I had seen before. Very playful, fun, and looked more comfortable and durable than your usual slinky silk underpinnings. I saw them as being more made for the wearer's benefit than anyone else. They are empowering and all about self expression. With amazing marketing, social media presence, and the support of their fans, the brand expanded. They now carry many more styles including amazing swimwear and dresses!

It only seemed right to include a Dazey Lady feature on Natalie along with the launch! Read below as she talks about humble beginnings, her inspiration, and how she's managing to scale her business!  PS Natalie is the red head babe you see scattered in between our lookbook photos :)

Model 1st look: Reid Cox

Photog 1st look: @danidazey

Model 2nd look: @uhclarice 

Photog 2nd look: Joseph Maddon

Solstice has got to be the coolest and fastest growing lingerie brands! How long have you been in business?

Thanks girl! We have been going at it just under two years. Solstice came about from my own personal love of beautiful underpinnings. I started just making for myself what I could not find in other shops. When I first started it was just the basics: bodysuit, bra, underwear, all in velvet only. I quickly realized that they were being worn as outerwear. I remember the first time I saw a woman wearing one of the bodysuits with jeans, like just as her shirt and at first I was confused. Then I realized I needed to step my game up if these pieces were the actual outfit and not just hiding under the outfits. From there I started adding more panels, colors, textures, etc. 

What did you do before Solstice? Did you get any degree in the art or fashion world?

Yes, I did get a degree in Fashion Design from FIDM in Los Angeles. I started a business with two other friends from school when we were all 18/19 and quickly learned I was in over my head. I didn’t know enough about the business side of things. I also missed my family in Arizona so I moved home about a year after finishing college. I planned to stay in fashion and was working to get an internship while working full time with MAC makeup and making a few wedding dresses on the side. I met my now husband, got married, and had our first baby. I was working lots of hours, and hours I did not want to be working so much with a family so I went back to school, got a job as a finance manager, and got my masters degree in business finance. The plan was to use my degrees to start my own business but I got really comfortable for about 10 years in my 9-5 desk job. I started making kids clothes as a creative outlet while I worked my normal job but it was not something that I felt could support my family doing full time. I put the kids clothes on hold and focused on my career in finance. I started making bras for myself, then my friends, and when others started showing interest I launched a site thinking I would have a few nice friends that bought some stuff and the site blew up the first day. I tried to get orders filled at night after work and when my babies slept but within two months I had to make the choice to quit my job or quit Solstice. Solstice won and I have not looked back since. 

What did you set out to create when you started? What makes Solstice different than other brands?

I am a no fuss jeans and tee kind of girl in terms of my outerwear but I have always liked to get a little more fancy with my underwear. The issue was always that I still wanted to feel comfortable. Underwire and constrictive fabrics make me nuts. I started making pieces for myself that made me feel pretty but still comfortable in my skin. I can't stand taking my bra off and having all those indents and red stab marks everywhere that I am sure any woman can relate to at some point in life. I try to find a balance between intricate beautiful designs but they still have to feel good on my skin and look beautiful peeking out of a low cut tee. 

So each piece is handmade. Did you began sewing each piece yourself? Tell us a little about your growth process as your are scaling.

Balancing business growth and sticking to my handmade roots has been a learning process that I am still getting a grasp on. To this day I still myself sew at least 10 hours a day. Every piece that is shipped I still touch. Last year it was just me, alone in my kitchen sewing like a mad woman. Within about six months of starting I realized it was at a point where it was impossible for me to do it alone. I had a very hard time with that concept but people were already waiting six weeks for orders and I knew that any longer than that and folks would lose interest. I know I wouldn't want to wait that long! So I put out an add for a seamstress and interviewed countless people and cried for weeks trying to find someone that I trusted with my baby. I finally found a woman, Kim is her name, and she had 25 years experience in manufacturing of swimwear. She is perfect and has taught me so much and helped me to improve my product along the way. She sews way faster than I do so she does most of the everyday pieces and I do the specialty and one of a kind pieces. We also have my husbands childhood friend, Dan who helped me with my kids brand and learned to sew knits so he sews with me most days as well. From the beginning I wanted to do swimwear but I have never sewn a swimsuit in my life. They are a whole other beast. I have a small batch manufacturer in Los Angeles that helps me with those, which is why they are ready to ship and not a 4-6 week wait situation. They have also been slowly incorporating some of my everyday designs into their process so hopefully we will be able to add to our ready to ship line as we progress with them. I will never stop sewing. We have built a clientele of women who have a hard time finding ready made pieces. We will always cater to those with the long or shorter torsos, mismatched top to bottom ratios, etc. In order to do that, we have to make the pieces to order just for them. Those are my people, the ones that have been there rooting me on since the beginning. I have rows of patterns special made with customers names on them that I will always adjust as their bodies change. We also just bought a rad workspace so I am now (just as of this week) out of my kitchen and the hope is to expand, hire more people to help sew, and get my wait time down. 

What do you attribute to being the biggest factor in your insta-success?

My husband, Joseph Maddon, is an incredibly talented photographer. He did fashion photography before we started Solstice. We had built in models that are dear friends and he is able to create a culture for our brand based on his pictures. We always want Solstice to feel like a community that people want to be a part of and we are mindful of that and how we use social media. I also have a social media/marketing manger, Kat who also does customer service so many of our customers know her. She does fun stuff like read up on algorithms, media trends, and keeps our brand looking exciting. I never want my customers to feel like just another email so we keep things small, personable, and tight knit. Everyone involved in this venture is personally invested and we pour our hearts into this. The goal is for that to be evident in every garment that leaves our hands. 

We obviously LOVE your aesthetic and 70s vibe. What’s your inspiration when designing? 

My grandmother is a huge inspiration in my life. She taught me to sew when I was very young, about seven. She made my dresses for church and quickly taught me to make my own dresses for church. I wanted a new dress each Sunday so I had to quickly learn to hold my own. I cherish everything about this woman. She has hundreds of photo albums in her home documenting every life event raising her eight children and each of something like thirty of her grandchildren and great grandchildren now has dedicated photo books. The importance of these photo books for me is that growing up I studied them as if they were novels. My grandmother was and is the epitome of cool and her wardrobe in those photos will forever be burned into my mind as the ultimate style. She wore the most amazing outfits and looked like a total badass with a bunch of babies on her hip while wearing floral maxi dresses, her locks in a huge bun on top of her head, and cat eye glasses. I will forever be pushing myself to capture and recreate the image of what is “cool” that was instilled in me by Sandy. 

Solstice uses a wonderfully diverse group of models and often posts photos of pubic hair and lady-nipps. Somewhat “radical" marketing we admire, but some people may find this shocking. Whats your thought process and intention behind this?

We do not have any sort of formula for who we choose to represent our brand. The models on our site are primarily dear friends that we knew prior to starting Solstice. We are always looking for new people to partner with but it has much more to do with how they move, how comfortable they are in front of a camera, and what they represent as a human. Our models are moms, artists, bloggers, dancers, athletes, advocates, students, scientists, explorers, and all around badasses. What makes a photo enticing is not how toned or tanned the subject is. It’s that coy little smirk. It’s the disheveled imperfection that makes that subject relatable. I will often choose a photo where maybe there are twisted straps or the actual product is represented less than perfect but the woman wearing it is flipping her hair in a way that exudes sex appeal. Those are the pictures I want to represent my brand. I’ve had friends stop by, soaking wet out of the shower, no makeup on and I begged them to get photos taken for the site before our coffee run. You know when you wake up in the morning and the person laying next to you just looks so perfectly natural and comfortable? That’s it, that’s the look. 

You guys started out making very unique velvet pieces but have been expanding to things like swimwear and dresses. Whats on the horizon for your brand? In five years now where do you see Solstice? 

My vision changes daily based on what is presented to me by our community and customers. Since we are handmade to order we can evolve at the drop of a hat. If something doesn't work out, we pull it and try again without having stacks of inventory to lose. We are currently focused heavily on inclusion. We created the unisex Billy Brief after we started getting emails about men wanting to join the party. We will continue to expand in that area. Right now we offer custom sizing but I want to have a standardized plus size range within a year. I don’t have experience in grading patterns for plus size but the folks that make our swimwear are working on grading patterns and creating samples for us. Until then I just take measurements and make each piece individually but I really want to be able to offer more in terms of sizing. Another avenue we are working on is a wider range of products for our transgender customers. We have some samples out for testing and are making some pattern revisions but this will be coming soon as well. As we get requests, I do my best to accommodate each person that I come across and if there is a need, we will offer it to the masses. 

What's your biggest piece of advice to an aspiring entrepreneur in the fashion space?

The fashion industry is so fast paced and fickle. I have to just not even pay attention to what anyone else is doing and get all hung up on it. I do what feels right for me. I sometimes find myself checking out other brands and being like, “Crap, why didn't I think of that.” Learning to just sit back and trust myself has been a huge part of my personal and professional growth. I had to stop worrying about what anyone else was doing, if people would like what I was making, or if it would sell. I have had a few pieces not sell and had to get ahold of my self-doubt and just move on. In the end, I only have to answer to myself and know that I put my heart into each piece I create. 

What does being a Dazey Lady mean to you?

I love that Dazey has the same ideals of culture and friendship. Above and beyond creating a brand, you are creating a community. I love that stuff. I love that when I purchase from a small business I am buying into the dreams of the creator. 

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.

Dazey LA x Marloe - Feature and collab clutches 

I met Analisa of Marloe a few months back when she reached out to me via email. She initially proposed doing a collaborative shoot but after looking at her website I had more in mind! I instantly feel in love with her gorgeous leather goods. She fuses simplicity with unique design elements giving the bags a unique twist. I also love the bright pops of colors she throws into the mix!

We met up for coffee and discussed details on how we could work together. I began carrying a handful of her bags in the Dazey Lady Shop, a section of our site dedicated to selling and supporting other female entrepreneurs. I also began carrying her bags on my body everyday LOL ;) The pink layover tote fits my laptop perfectly and is so comfortable to wear! I also use the black bucket bag as my everyday go-to purse! They were doing so well on the site that when Analisa approached me about a collab I was SO on board. I've always wanted to see my designs on leather. The two pieces came out gorgeous and I am so proud of them. Nothing like working with a fellow female on an amazing project!

Below we have a full feature on the boss babe behind the brand and on our collab pieces! Analisa began sewing all the bags herself out of her house before moving to her current studio. I love small beginnings stories like this. Be sure to check out all the fun Q & A's, photos, and our collaborative designs below! 

SHOP OUR COLLAB & HER BAGS HERE

1) What were you doing before Marloe? Walk us through your career up until the point you began your company!

No success story is simple. Mine is a success story of emotional roller coaster proportions. I quit my stable job as a visual merchandiser to set off on my own in order to discover a new me. What an undertaking! I was interviewing over and over for various creative jobs in leading companies, but there were no call backs. I was broke and unemployed for almost a year leaving me with no choice but to go back to retail in order to pay the bills. Funny enough, I met my soon to be husband, at the company that hired me for sales. He knew that retail was not where I wanted to be so he encouraged me to do some creative volunteer work on the side. I left retail once again to volunteer my time at a well known, leading event company based in LA. I learned so much from them but the biggest take away was a simple pile of faux suede that they threw away. Which I naturally scooped up for a creative project.

I volunteered two days a week and the rest of my days were spent job hunting. Again, I was down on my luck. No one wanted to hire me for creative positions. In order to fill my time, I started messing with that pile of fabric that the event company threw away. I decided I was going to finally master the art of using a sewing machine. That was easier said than done. It was awful! I couldn't sew a straight line to save my life!

So I practiced until my lines got better. Then I taught myself how to make a tote. A few samples later, I finally made a somewhat presentable version of a tote. I had no intension of making a career out this, but my tote came in handy for my intense volunteer work. Part of my job description was driving and running errands all over the LA area, from Santa Monica to North Hollywood, to Downtown LA and back to Culver City, where the event company's HQ was located. Well to my surprise, everywhere I went, people wanted to know where I got my bag!

2) What got you into bag making? Are you self taught? Would love to hear about how began making them.

It all started when I used a tote that I made as a time filler project. I couldn't go anywhere without at least one person complimenting or asking where they could buy that same bag. I always laughed when people asked where they could buy one, only because I couldn't believe that my sewing skills had gotten so good, that my tote looked store bought.

So, my "ah-ha!" moment happened right after that experience. I thought, "Well, people are constantly asking about my tote, I am a walking billboard, why not start an online shop for my totes?!" So, I did just that. I had really good sales with orders coming in constantly. Eventually as Marloe grew, I stopped producing the faux suede totes and started making genuine leather product, which I also taught myself how to work with.

3) How long has Marloe been around? Would love to hear the journey of how it began.

Marloe officially turned three years old this year in March! We're still a very young company, but we've come a long way, and hopefully have a full journey ahead of us.

4) You now have an employee and your fiance helping you out! How have things changed since you first started?

At the beginning it was literally just me! I was a single lady boss running the show. It was crazy once I started to get more inquiries than I couldn't manage alone. It got to be pretty challenging to make all of the endless orders and still have the time for meetings and all that comes with running a business. My fiance came to the rescue and took over my sales and marketing sector. I have since hired a part time production assistant that does just that, assists me in the production of Marloe goods.

5) Production can always be tricky! How do you plan on scaling that as the company grows?

Marloe has already come so far since I started this company three years ago. I started making bags from my home office in this tiny nook. Now housed in a warehouse, I still want to make sure that everything is made in house to ensure quality and Marloe standards. Not to mention, being able to provide a fair price to my customers. 

As Marloe grows, I hope to continue to add to my production team and continue to produce Marloe goods in house. My goal is to always remain affordable without compromising quality.

6) What makes Marloe different than just grabbing a bag from a department store?

Each Marloe piece is hand prepped and handmade in our warehouse studio just outside of Long Beach, CA. I personally hand pick each leather and make sure that it's tough and durable while still being soft and buttery to the touch. I never want to sell anything to my customers that I wouldn't use myself. All of our bags are priced fairly because I make each bag by hand with the help of my in house production assistant.

Marloe goods are different in the sense that our bags are not mass produced. Most of our designs are made to order in small batches. We hand trace the pattern onto the leather, then hand cut. Every step in the process is thoughtfully handcrafted in house.

Each bag has a story behind it. I designed each piece based on my own personal style, travels, and experiences. Some of my designs are even named after important people in my life. The Martina Backpack is named after my Dad, Martin. He taught the art of being a business owner. I have never met a more hardworking person on the planet. The Leena Cross- Body was named after my Mom, Avelina (ah-veh-leena). She taught me that one handbag is never enough! (haha).

7) I love your unique and simple logo & name! How did you come up with it?

Simple was always the inspiration for coming up with a logo and a name. For weeks I wrote down words and phrases and weird word combos. After a few ideas, I knew I wanted my company to have a, single, strong, but also, feminine word/name. I then heard the name Marloe in a song and thought, PERFECT! It was exactly what I had pictured as the name for my company. Then I jumped on my computer and started designing my logo in AI.

8) So you have a side hustle still, tell us how and why you choose to balance both.

I had no real need of getting a side job other than I missed visual merchandising. I'm naturally very good at it and it's weirdly therapeutic for me.

I do the majority of the visual merchandising at 6th and Detroit, a vintage home goods shop in downtown Long Beach, CA. It sounds crazy and oxymoronic, but merchandising at 6th and Detroit is my zen. It's my spa day two days a week. It's pretty insane having a side gig while running a very busy and successful company, but I love it. It's something that is quite fun for me.

I want people to understand that it's a different era. You have to do what makes you happy. If you want to have multiple jobs then you should do all the things you want to do. Now, don't get out of hand and start a million different projects but if you can do at least two things that you love at the same time, then do it!

It took me a long time to let go of what people might think. I was afraid for a long time that my customers would no longer think of Marloe as a successful and legitimate business if they saw me working part time at a shop, but there's something to be said about people who can do both. It's incredibly humbling to walk into my office and run the show, answer emails from big companies wanting to work with Marloe and then two days a week answer to another lady boss and still feel powerful.

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

To me, being a Dazey Lady means always supporting fellow women. I feel that society has engraved in women's mind to think of each other as competition. I think that stems from the fact that even though, times are changing, there still is a lack of opportunities for women. Which forces us to compete for that one job.

I think is time to change that mentality and start encouraging change. Let's work together and push each other to do better and to be better.

Sisters & Cactus Connoisseurs - "Best Little Cactus Shop in LA"  

Last week I had the pleasure of meeting the lovely sister duo behind Ponderosa Cactus, one of LA's cutest cactus shops. Located in the up & coming neighborhood of Highland Park, this little shop with it's adorable orange door makes an amazing addition to this area. Boss babes Andanette (right) & Daniella (left) both came from very corporate worlds in the finance and pharmaceutical industry before taking the leap to boss-dom. Ponderosa has been in business for one year and they plan many more to come. 

As someone who runs their business primarily online, the Brick & Mortar concept both frightens and excites me! I feel like it's the secret dream of most online retailers including myself. It was awesome to meet some gals that really dove in head first and are living that store-front life :) I even took a cactus cutie home with me and it looks incredible in my living room! They really spent time helping me decide the best one, pot it, and carefully pack and load it into my car. That's the service and love you get when shopping small! 

http://ponderosacactus.com/

Read below Q&A and see the photos from my shop visit:

1) What is Ponderosa Cactus for those that don’t know? What did you set out to create when you decided to start it!? 

Daniella: Ponderosa Cactus is a small cactus shop that offers a variety of unique cacti to fit any space, indoor or outdoor. We like to say we have a "back door" because we offer other services such as landscaping, consulting, showroom decoration, staging and planting. We wanted to create a space that was inspiring to others.

Andanette: Ponderosa Cactus is a cute and unconventional cactus storefront nestled in Highland Park. We set out to create a new take on cacti. Thought as unapproachable, we want everyone to appreciate the goodness a cactus can bring any space at an approachable price.

2) We think it’s SO cool that you guys are a sister boss team. Is it hard working together with someone so close?

It's actually the best working with a sibling. We know that each of us is putting a 100% at the table. It really makes the days fly by and projects easier to take on and complete. We have each other as a support system and collaboratively make one another strong. 

3) Tell us a little bit about your background. What did you do before Ponderosa and did you have experience in the nursery world?

Daniella: Our summers were working alongside our mom in the nursery. When we weren't working on homework we were watering the lines of plants. I attended the U of A and focused my studies on physiology. After some time in Tucson, I headed west. I was offered a job in a phase one pharmaceutical company.

Andanette: I attended the University of Arizona and received a degree in International Studies focusing on world economies. After graduating, I found a job in finance, for a corporate law firm, in downtown LA. We grew up in the nursery world, our parents have owned their nursery for over 25 years. Each summer we would earn our allowance by helping out at the store. Our dad often joked that we would return back to what raised us. And here we are!

4) Many Dazey Ladies talk about the “big leap” being such a huge scary decision! How was it for you guys?

Daniella: There was a undiscussed fear that lingered for a few months after opening but we were so confident that the cacti, the stars of the nursery would do well. 

Andanette: Yes and no. The "big leap" felt so reviving! Walking into your future is scary, but it's mainly the self doubt caused by horror stories you heard from others. Once you learn to shut them out, it's smooth sailing. Of course the bright days don't make an experienced sailor.  The mistakes you make in the beginning are more like lessons that build a strong foundation.

5) You mentioned this younger generation being very supportive of small business, we love that! Would love to hear more of your thoughts on that. 

We feel that our peers are supportive of entrepreneurial ventures. More often than not they are at some stage of pursuing their own special interest. So we exchange some encouraging words and have a instant recharge.

6) OK so everyones dying to know what are the best tricks for keeping succulents and cactuses alive?!

Don't over think it. They are so simple to tend. Funny as it sounds, plants communicate with you when they are sad or happy. New growth will show if they are happy, wilting or lack of color will reflect their sadness. Succulents need water every 10 days. Cacti need water every 15 days. The amount of water is comparable to the size of the plant. Simple?

7) What are the highs and lows of being self employed? How do you deal with the hard times? How to you celebrate the good ones!?

When faced with a bad day, it's okay to just mope for 3 minutes, at most. Then wipe the bad thoughts! Don't let frustration pent up; if tackling a bigger than life project take it in baby steps. It will get done before you know it. Set a calendar with a new task to do every hour. As your own boss, you won't really have a day off, but you're rewarding yourself with a life of purpose. Celebrating the good ones is by soaking in the satisfaction, appreciating the very moment. Take everyday with a new light, "this day will be greater than yesterday."

8) What’s your #1 tip to someone looking to start a brick and mortar shop?

Daniella: Stick to your vision, stay true to your brand. Don't jump into a space unless you're completely sure. You'll know it's the right spot when you can imagine yourself on the opposite side of the room greeting people in your shop.

Andanette: The best way to find your brick and mortar is driving around your ideal area. Walk up and down the area get a good idea of the neighborhood. Just search up and down the area. Something will pop up. Don't hesitate to call be persistent with the search. If you can't find something there go to a nearby neighborhood. Restart the same process. Make your first ideal place be your ultimate goal for the year to come.

9) What are your future plans for the shop!?

We would love to expand! Keep the boutique style, but have more property to showcase our cacti cuties! 

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

Daniella: Being a Dazey Lady means a lot to me. It's an art of being conscious. We all have a purpose. With collaborative efforts, like what Dazey provides, we each help each other leave a larger imprint in this society.

Andanette: It's about supporting one another, radiating positivity. We each are on a venture to making our dreams a reality, learning of other Dazey Ladies in their different chapters is spirit lifting. So happy to be part of something so positive!