Happy 2011! I'm back. The New Year has ushered in a new exciting energy that I'm really excited about. The New Year tends to be the time when folks reflect on the past, and make decisions to change for the future. I've found that it's also a time of renewal, if only figuratively speaking.
While I'm still working on the transfer of the blog to Word Press, it turns out that this is a bigger undertaking than I initially thought, there are some really exciting things I am looking forward to sharing with you in the coming months. So, prepare to be inspired. Whatlookslikecrazy.com has your Daily Dose of Inspiration for 2011!!
Check out Part 1 of the first Behind the Brand of 2011. I hung out with Jodie and Kiara of Georgia NY in their Soho store before the holidays. This was probably one of the most exciting and enjoyable interviews I've had the pleasure of conducting. These women are phenomenal! We chatted about products, store design, and how family and life experience inspires every detail of their business.
More after the jump...
Check out Part 1 of the first Behind the Brand of 2011. I hung out with Jodie and Kiara of Georgia NY in their Soho store before the holidays. This was probably one of the most exciting and enjoyable interviews I've had the pleasure of conducting. These women are phenomenal! We chatted about products, store design, and how family and life experience inspires every detail of their business.
More after the jump...
BEHIND THE BRAND w/ Jodie & Kiara of GEORGIA
PRODUCTS
How do your products compare to natural hair care products on the market?
Jodie Patterson: EVERYTHING WE DO, AND ALL THE PRODUCTS WE CREATE ARE INSPIRED BY OUR LIVES. OUR VERY BUSY, GLOBAL LIVES.
WE'RE BOTH MOTHERS. I'M A MOM OF 4 AND KIARA IS A MOM OF 2. WHEN WE GET TOGETHER AS A FAMILY ON THE WEEKENDS, WE ROLL LIKE 25 DEEP. TONS OF KIDS, NEWBORNS, TODDLERS, TWEENS, GRANDPARENTS, FRIENDS- IT REALLY IS A FABULOUS CIRCUS! SPACE IS LIMITED AND BATHROOMS ARE HECTIC!
I OFTEN FOUND MYSELF IN THE WRONG BATHROOM WITH THE WRONG PRODUCT. FINALLY GETTING THE KIDS IN THE BATHTUB AND ALL I COULD GRAB WAS MY HUSBANDS OLD SCHOOL ANTI DANDRUFF SHAMPOO. NOT GOOD. OR WITH ONLY A SECOND TO MYSELF TO WASH MY FACE AND THE ONLY THING AVAILABLE WAS BABY LOTION. VERY HECTIC! KIARA AND I, DECIDED TO CREATE A LINE THAT MAKES BEAUTY SIMPLE. OUR PRODUCTS ARE PURE ENOUGH TO BE USED ON OUR ENTIRE "SUPER-SIZED" FAMILY. OUR INGREDIENTS ARE SO GENTLE AND NATURAL- THEY'RE LUXE. THE ENTIRE GEORGIA EXPERIENCE IS LUXE.
WE'RE BOTH MOTHERS. I'M A MOM OF 4 AND KIARA IS A MOM OF 2. WHEN WE GET TOGETHER AS A FAMILY ON THE WEEKENDS, WE ROLL LIKE 25 DEEP. TONS OF KIDS, NEWBORNS, TODDLERS, TWEENS, GRANDPARENTS, FRIENDS- IT REALLY IS A FABULOUS CIRCUS! SPACE IS LIMITED AND BATHROOMS ARE HECTIC!
I OFTEN FOUND MYSELF IN THE WRONG BATHROOM WITH THE WRONG PRODUCT. FINALLY GETTING THE KIDS IN THE BATHTUB AND ALL I COULD GRAB WAS MY HUSBANDS OLD SCHOOL ANTI DANDRUFF SHAMPOO. NOT GOOD. OR WITH ONLY A SECOND TO MYSELF TO WASH MY FACE AND THE ONLY THING AVAILABLE WAS BABY LOTION. VERY HECTIC! KIARA AND I, DECIDED TO CREATE A LINE THAT MAKES BEAUTY SIMPLE. OUR PRODUCTS ARE PURE ENOUGH TO BE USED ON OUR ENTIRE "SUPER-SIZED" FAMILY. OUR INGREDIENTS ARE SO GENTLE AND NATURAL- THEY'RE LUXE. THE ENTIRE GEORGIA EXPERIENCE IS LUXE.
What is your best selling product?
JP: GOLD LUXURY SKIN CREAM WAS THE FIRST PRODUCT WE LAUNCHED. IT 'CAME OUT THE GATE' WITH A BANG AND HAS REMAINED OUR STRONGEST EVER SINCE. IT'S ONE OF THOSE "MAGIC-CAN'T-LIVE-WITHOUT-
Are all the product recipes created in house? If so are they family recipes? How did you discover them?
JP: WE COLLABORATE WITH 2 AMAZING COMPANIES TO MAKE OUR PRODUCT. ONE IS BASED IN BROOKLYN, THE OTHER DOWN SOUTH. WE CHOSE THEM BOTH BECAUSE THEY'RE SMALL AND INTIMATE COMPANIES DEDICATED TO HAND CRAFTED PRODUCT. OBVIOUSLY, WE RELATED TO THAT. IT'S COMFORTING TO DEAL DIRECTLY WITH THE OWNERS. THAT TYPE OF TRANSPARENCY MAKES US FEEL GOOD. WE COLLABORATE ON EVERYTHING FROM BASE FORMULA, TO INGREDIENTS, TO SCENT. WHEN WE SAY "NATURAL" THEY GET THAT WE'RE NOT INTERESTED IN FAKING IT. WE'RE SERIOUS ABOUT BEING A NATURAL BRAND WITH AUTHENTICITY AND INTEGRITY.
THE HAIR
When it comes to Black hair and naturally curly hair, what are some of the lessons you've learned in terms of care and maintenance since opening Georgia?
JP: LESS IS MORE. IN EVERY WAY. PEOPLE ARE APPROACHING LIFE, HAIR, SHOPPING, LIVING IN AN ENTIRELY DIFFERENT WAY. WE'RE MORE WE CONSCIOUS NOW. AS CONSUMERS, WE KNOW WE CAN USE LESS PRODUCT TO ATTAIN THE SAME EFFECT. WE CAN APPLY LESS HEAT AND CHEMICALS TO SEE THE SAME IF NOT BETTER RESULTS. OFTEN TIMES WE CAN EVEN SPEND LESS ON OUR HAIR OVERALL AND RECEIVE THE BEST CARE. WE'RE DEFINITELY SEEING A TREND OF LESS IS MORE IN EVERY WAY. OUR CUSTOMERS ARE SMART WOMEN WHO HAVE EMBRACED THIS NEW ERA. WE LOVE IT!
What is your current hair regimen? Products, Styling, etc.
JP: I CHANGE MY HAIR ALL THE TIME. I'M CONSTANTLY EXPERIMENTING WITH NEW STYLES, NATURAL OR EXTENDED, COLOR, CUT,LENGTH - ALL THESE THINGS ARE FUN FOR ME. THE PRODUCT I CHOOSE IS ALMOST ALWAYS ALL NATURAL. I USE PURE ARAGAN OIL ON MY HAIR AND FACE. I USE SHAMPOOS WITH OUT SLS's AND HARSH FRAGRANCES. RECENTLY, I'VE BEEN STEAMING MY HAIR. I LITERALLY USE A LIGHT WEIGHT CLOTHING STEAMER ON MY HAIR EVERY DAY. IT BRINGS BACK THE VOLUME TO MY CURLS AND INFUSES MOISTURE INTO THE HAIR AND SCALP. THE BONUS IS IT KEEPS YOUR HAIR SMELLING FRESH! MUCH BETTER THAN WASHING DAILY!
INSPIRATION
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| Images from the Georgia business card. This is also a portion of the photo montage that hangsin the store. |
Your business cards are very innovative featuring product info and beautiful photos of your respective ancestors. How your connection to family, culture, and ancestry inspired or influenced your journey to entrepreneur?
JP: EVERYTHING WE DO IS BECAUSE OF THE AMAZING WOMEN IN OUR LIVES- EVERYTHING. FROM OUR GREAT GRANDMOTHERS TO THE YOUNGEST "GRANDE DAMES" IN TRAINING - WE'RE TOTALLY TUNED IN. CONNECTED.
MY MUSE IS MY DAUGHTER, GEORGIA. SHE'S 11 AND SHE KEEPS ME MOVING FORWARD. SHE INSPIRES ME THE HAVE INNOVATIVE THOUGHT BECAUSE SHE IS FULL OF UPBEAT AND PHYSICAL CREATIVITY. SHE'S INTO PHYSICAL EXPRESSIONS OF BEAUTY AND I TAKE FROM HER AND TRY TO TRANSFORM THAT ENERGY INTO IDEAS THAT WORK FOR OUR BRAND. I TRY TO BRING HER OPTIMISTIC ENERGY TO EVERYTHING I DO!
THE STORE
Tell us more about the vintage-inspired retail concept and how it evolved? Look and feel of the store, packaging, etc.
JP: THE ENTIRE BEAUTY EXPERIENCE HAS BECOME A DRUGSTORE EXPERIENCE. BASICALLY, WE'VE BEEN SPENDING OUR TIME IN DRUGSTORES, SOME HIGH-END AND SOME "DOWN TOWN COOL," BUT DRUGSTORES NONE THE LESS.
KIARA AND I WANTED TO MOVE AWAY FROM THAT AND BRING INTIMACY AND BEAUTY BACK TO THE INDUSTRY. WE DREW ON OUR LIVES FOR INSPIRATION - GEORGIA IS A MIX OF MEMORY FROM OUR PARENTS LIVES DOWN SOUTH AND IN GHANA COMBINED WITH MODERNITY FORM THE WAY WE DWELL. MEMORY & MODERNITY ARE THE TWO ELEMENTS WE ALWAYS TRY TO INFUSE INTO OUR ENTIRE PROCESS.
THE ARTIST, KARA WALKER, WAS A MAJOR INFLUENCE ON OUR LOGO AND IMAGERY. SHE'S VERY POLITICAL BUT WE FOCUSED ON HER STRONG BLACK AND WHITE SILHOUETTES. SHE'S ONE OF MY FAVORITE ARTISTS!
KIARA AND I WANTED TO MOVE AWAY FROM THAT AND BRING INTIMACY AND BEAUTY BACK TO THE INDUSTRY. WE DREW ON OUR LIVES FOR INSPIRATION - GEORGIA IS A MIX OF MEMORY FROM OUR PARENTS LIVES DOWN SOUTH AND IN GHANA COMBINED WITH MODERNITY FORM THE WAY WE DWELL. MEMORY & MODERNITY ARE THE TWO ELEMENTS WE ALWAYS TRY TO INFUSE INTO OUR ENTIRE PROCESS.
THE ARTIST, KARA WALKER, WAS A MAJOR INFLUENCE ON OUR LOGO AND IMAGERY. SHE'S VERY POLITICAL BUT WE FOCUSED ON HER STRONG BLACK AND WHITE SILHOUETTES. SHE'S ONE OF MY FAVORITE ARTISTS!
THE BUSINESS
You each had completely different roles in industries unrelated to Beauty in your past lives. How were you able to transition into entrepreneurship and break away from the "9-5"?
JP: I'VE ACTUALLY BEEN AN ENTREPRENEUR FOR YEARS. I FLOW IN AND OUT OF BOTH WORLDS. BUT TO TELL YOU THE TRUTH, I'M MUCH BETTER AT BEING MY OWN BOSS!
MY LAST JOB WAS DIRECTOR OF PR FOR THE FASHION DESIGNER, ZAC POSEN. PR WAS SECOND NATURE TO ME, ID BEEN DOING IT FOR YEARS. BUT AROUND 6 YEARS AGO, I WAS ON A FAST TRACK TO HAVING A VERY LARGE FAMILY (4 KIDS!). THAT'S MY TRUE PASSION. THE FASHION WORLD IS A HARD PLACE FOR THAT. AND I UNDERSTOOD THAT. AROUND THE SAME TIME KIARA AND I WERE LOOKING FOR SOMETHING NEW, SOMETHING THAT WE COULD JUMP INTO WHOLE HEARTEDLY, SOMETHING THAT WOULD EMBRACE OUR FAMILY LIVES. A BEAUTY EMPIRE SOUNDED JUST RIGHT!
MY LAST JOB WAS DIRECTOR OF PR FOR THE FASHION DESIGNER, ZAC POSEN. PR WAS SECOND NATURE TO ME, ID BEEN DOING IT FOR YEARS. BUT AROUND 6 YEARS AGO, I WAS ON A FAST TRACK TO HAVING A VERY LARGE FAMILY (4 KIDS!). THAT'S MY TRUE PASSION. THE FASHION WORLD IS A HARD PLACE FOR THAT. AND I UNDERSTOOD THAT. AROUND THE SAME TIME KIARA AND I WERE LOOKING FOR SOMETHING NEW, SOMETHING THAT WE COULD JUMP INTO WHOLE HEARTEDLY, SOMETHING THAT WOULD EMBRACE OUR FAMILY LIVES. A BEAUTY EMPIRE SOUNDED JUST RIGHT!
What advice would you offer to other "9-5er's "trying to make the leap?
JP: GAIN AS MUCH EXPERIENCE AS POSSIBLE - IN ANY FIELD, DOING ANYTHING UNDER THE SUN. GET AS MUCH EXPERIENCE AS POSSIBLE, SO MUCH THAT YOU DEVELOP A STRONG POINT OF VIEW. YOU'VE GOT TO HAVE A VISION TO BE AN ENTREPRENEUR. NEXT, TAKE A BEATING, TRAVEL THE ROAD LESS TRAVELED, SUSTAIN A FEW BLOWS TO THE CHIN. GET DIRTY. YOU'LL COME OUT STRONGER AND ALL THE WISER - TRUST ME. PLUS YOU'LL BE LESS SCARED OF DEFEAT AND THE 'UNKNOWN'. EXPERIENCE 'FAILURE' BEFORE THE STAKES ARE RIDING COMPLETELY ON YOUR SHOULDERS.
Jodie, one of your Georgia blog entries discusses an incident you refer to as the "tipping point." You discuss dealing with the pressures of starting a business in a down economy, and an unexpected, water catastrophe that threatened the very existence of the store. To what do you attribute your resilience as business owners and the "miraculous" turn of events 4 days later?
JP: I ACTUALLY GET A HIGH FROM THE UP'S AND DOWN'S AND THAT'S A GOOD THING BECAUSE THAT'S ALL IT IS - FROM THE BEGINNING TO THE END - IT'S ALL UPS AND DOWNS. IT'S REAL AND UNFILTERED. SO BEING AN ENTREPRENEUR ACTUALLY FITS MY TEMPERAMENT AND PERSONALITY. I LIVE FOR THIS! PERSEVERANCE IS IN MY BLOOD. MY DAD TRAIL BLAZED AND I STUDIED HIM. MANY OF THE MEN AND WOMEN IN MY LIFE HAVE FOLLOWED THEIR INSTINCTS AND 'DIRECTED TRAFFIC' - SO TO SPEAK. REGARDING THOSE GREAT TURN OF EVENTS .WELL, EVENTS ALWAYS TURN- ALWAYS. AND I'M ALWAYS AROUND LONG ENOUGH TO EXPERIENCE AND BENEFIT. I STICK TO IT. I STAY ON IT.
What is your ultimate vision for Georgia?
JP: WE SEE GEORGIA AS A VERY SUCCESSFUL GLOBAL BRAND, BUT FAR BEYOND THE DOLLAR VALUE, WE SEE GEORGIA HAVING SOCIAL IMPLICATIONS THAT WILL CONTINUE TO MOVE THOUGHT AND PEOPLE IN A MOST BRILLIANT WAY. FOR US, BEAUTY IS MOST RELEVANT IN THE WAY IT INTERACTS WITH HUMAN LIFE.
THE LIFE
How do you juggle your personal roles as wives & mothers with being business owners? Is it possible to have work/life balance?
JP: I HAVE THE BEST OF EVERYTHING I'VE EVER WANTED. MY FAMILY IS SO FULL, MY CAREER IS FULFILLING. MY HOURS ARE ENDLESS, BUT WHO'S COMPLAINING?? NOTHING IS BALANCED. I JUST MAKE SURE THAT EVERYDAY I DO A LITTLE OF EACH THING THAT IS IMPORTANT: LOVE, BE HEALTHY, INNOVATE.
What advice would you offer to women who are trying to grow in their careers, start a business, find time to work out, etc., and are having difficulty finding the time because of the many roles they play?
JP: BUY A LITTLE BLACK MOLESKINE BOOK AND OPEN IT UP. START EACH DAY WITH A LIST OF 5 THINGS YOU WILL DO FROM EACH CATEGORY IN YOUR LIFE. GET TO IT.
How do you maintain a healthy lifestyle and relieve stress?
JP: I'M HIGH STRESS. ALWAYS HAVE BEEN. BUT I TRY VERY HARD TO BE LIKE WATER - LIKE FELA REMINDS US: "BE LIKE EATER AND FLOW."
Stayed tuned for Part II of the Behind The Brand profile with Georgia. Be sure to check out www.GeorgiaNY.com for more info on the products, the team, and the philosophy!
Stayed tuned for Part II of the Behind The Brand profile with Georgia. Be sure to check out www.GeorgiaNY.com for more info on the products, the team, and the philosophy!
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