« RISE podcast

117: How to Build an Online Empire with Nothing But a Dream (with Alicia Shaffer of Three Bird Nest)

2019-10-08 | 🔗

You know that idea you've had forever, the one you push to the back of your mind every day because you're "too busy", but at night it comes bubbling back to the front of your mind? Well, today's episode of RISE is the wake up call you need to start working on it RIGHT THIS MINUTE, courtesy of my guest, Alicia Shaffer. Alicia is here to tell you about how the scariest failure of her life motivated her to take her Etsy shop from side hustle to life-changing empire. You don't need thousands of dollars in the bank, or a business degree, or the flashiest technology in order to succeed: Alicia's gives her insider tips on how to build something big, bold, and beautiful when you're starting from less than nothing.

Visit threebirdnest.com to shop the latest products, and follow Alicia on Instagram to see her ranch adventures!

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Listen, I get it! I spent years struggling to grow and scale my small business, desperate for the knowledge that would help me grow my profit and be a better leader for my team and my family. After attending countless business conferences over the years and speaking at even more I became aware of something that was missing. I wanted to create a business conference that was TACTICAL and INSPIRING. I wanted attendees to leave feeling UNSTOPPABLE and EMPOWERED by all of the new tools in their tool kit. That's why I created the RISE Business Conference. I am positive this conference will be the most impactful event I’ve ever done because when someone learns to successfully grow their business, it changes their lives --and their families lives-- for generations. Over 4,500 men and women have already booked their seats at our last event of 2019, get yours today ---> https://thehollisco.com/pages/rise-business

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This is an unofficial transcript meant for reference. Accuracy is not guaranteed.
Hey guys, it's reach our houses, and I'm here is my friend. Trent Shelton was originally you. Don't I live in the dream, man. You tell listeners why we're hanging out together right now we're going out because we're launching my New Parker straight up and I'm super except that the seller add, if you guys, are not already familiar Trent, he has millions and millions of fans all around the globe who come to him for. A very unique style of coaching yeah rearing Rights are the point: is really and put a stray from the heart and break through those negative mindsets breakin through of which only you backing. Are we haven't people's lives for love that If you guys want here more you're, already listening on a podcast platform, go subscribe to straight up with Trent Shelton Short: let's go get it.
One of the cruellest things that I get to see as part of my job is the manifestation of the product or products that I dreamed up and created and figured out how to do like. So many of you as a business owner, you get these ideas in your head and it is incredible to get to watch them come to fruition, and I started dreaming about one of our most popular products thus start today journal. I start dreaming about this. A couple of years ago I had been doing this daily practice based on several different people. I had heard about several different things and I'm gonna put them together into one daily practice, which was every single day. I wrote down the dreams I had for my life, but I wrote them as if they had already happened there, something really powerful about claiming a goal
as if it's already done- and I wrote down every day- and it was how I set my intentions and then I would post about it on social, and so many people are like what are you doing? What is that? Where do I get that journal? And I was like guys: it's not a journal, it's just a notebook, I'm just writing down the same thing every single day, but what I think is interesting, as business owners or creators is often times. In fact, most of the time your audience will tell you what it wants from you and I kept pushing it off because I was like you guys. This is not a big deal, but it was and people kept asking for it, and I finally just thought what, if I turn
into to a product, and I started to dream and plan, and I literally taped pictures to the wall of my office, of what I dreamed that my journal would look like in the intention behind it, and I wanted the covers to be really pretty, and I wanted it to be something that you could do once a quarter and then, as you completed, each journal you'd have a stack of this evidence of how intentional you, about your life, and we figured it out, and I mean you know some time times. We messed up on the shipping and sometimes we rest up on that interior, but we failed our way to where we are today, which is the start today journal in the hands of hundreds of thousands of people. Oh so incredible such a blessing for me to be able to go on Instagram and see hashtag start today journal and see people all over the world using this practice as away to aim in the direction of their dreams, so
you are not familiar, and you want to check it out. You can go over to the Hollis code, dot com forward, slash shop and find all about my favorite practice turned my favorite product and, if you're not anymore to buy. Remember that episode. Seventy two of this podcast gives you the exact step by step so that you can do it in whatever note book you have laying around for free, you dont have to buy a product, but you should be doing is daily practice. It will litter. We literally change your life. What actually have to lose right it out. Like I have my pride, I have a hundred dollars in the bank and I can't lose it all. Ok with fifty dollars. You know right that out what you have to lose. If you take that step in for me, what I had to lose was the building
and it was my worst what I had to lose, then what I had to potentially lose. If I didn't try, I re to Hollis and I've felt a multi million dollar media company with a high school diploma and the free information I found on the internet in the fifteen years that I've been building and scaling my company, I have become deeply passionate about helping other entrepreneurs to do the same so each week I'll be sharing tangible and tactical advice and inspiring interviews with the same intention. Bees are the tools to change your life and your business. This is the rise podcast first one so throw, but you came to Austin, because I never get to actually talk to someone face to face. Yet no, I'm of faced
these persons, I had two she's like MIKE. Can I come? Ok, I'm there that's the main idea. Now I have admired your company for so many years. I've use you as an example in teaching so many times. I just think you really get your brand, but for people who have never met you before our familiar, would you tell us tell your story tells me, you're are and how you got here sure so my name Mozilla Schaefer and I am the founder of three birds nest with started out as a woman's accessories company on at sea and the way grew to an entire online boutique, but my main focus, like you mentioned brand, is always inspiring our customers to just be better We think they do and if that's true clothing are being more confident in what their wearing that's really Ben. The essence of the brain for me and everything comes back to that is, make a shark farmers happy in that's kind of the full circle. So three Burne S came out of, ironically, a failed business
which is thing is alive? People don't know is It's not my first venture. It was not my first business that I started so my first, I've had price similar to you. And I was a kid- I'm like a hustler. May I make money. I wanna hamster I'm selling Bologna, like actually so that was one of the funny stories is I hide him turn- that I wanted my dad that oh yeah, you can get it, but you have to earn the money and make the money to get they hamster cage and get their hamster in the feed. And so I am, I think it was like aid at the time and make a k. What can they do? So? What now back yard may impose a total hippy. So we had all these abalone shell from him, going diving, safe, wash them off and vividly remember this, and I don't know why it was so long ago. So oh and hung them by bungee court on one of those. You know those moving Dolly's yeah went door to door and sold them. So I came home and had the money sigh when my dad
took me. What got hamsters and my hamstrung being pregnant has baby is able to sell the baby's back to the past. Or for money. While then, at that age, MIKE ok and make money
me why I dont have to wait for somebody to make money. I can do it, so I will set the tone yeah for literally the rest of my life, in what I want to do. I was hungry my twelve wrote about the other day. I said you nobody by the time. I was your age, my eye, what my thing was baby sitting. I guess vague sitters clubs book on all right, like that. I was like. Oh, these girls are on, I'm gonna do as, and I made a lot of money is rightly said her, and I was thinking like man you're twelve year old at this point. Where's your ritual side, hustle brother, but you'd like to give a good look at your church of like that babysitters yeah. Yours was public car with your could yet photos whose aim I had a page like you got put like a card and mondo I'm taking a whole page. You know put taken it yeah. I gotta do that Brad, I know. So what was then the business that came before this one, that so the business that came before three burden us was a baby products. Company called the Pinocchio, ok and my first son was born in two thousand and four and after I had him, it was a
we carrier, and so it started with just a bad sheet, and I wanted to stick sling and at the time there was just a big rings things and there wasn't a cute ones like there are now tat. It was legitimate tie boom, yeah, no new super uncomfortable Rex. I just want something soft I could mean a walk round, and so I started the bedsheet and then I went and bought some micro fleece and had once sewn up for me and then a kind of started from there, and this was you know, pre rule in days that this was literally I did that mom groups and had it but more made in founded. Seamstress, that was local and it was an inch Think story. She, was charged me and it was like fifteen dollars just to use cotton, so the slings, and so we had a pocket on the front, and so I would put a business card in the pocket because at the moment o walking
With this thing, I wanted to again promote man, so if you know she has a friend who says Hague in a less acute slang, here's a cart, yeah work again like set yourself up for such from day one year, and there was couple that had issues with them. So I took him back to the lady. Had her resell them, then I get this phone call and it's from Lady who says: hey, if you know, but the guy you're taking these things to isn't the one is actually so now she's paying my mother in law to sell them, which is paying her a dollar. Yes, I'm not getting, I'm not kidding, and you ve gotta be jerk me so areas without started a whole new grow and I hired this lady and started paying her when I was paying other lady and really allowed her provide for her family yeah. That was for me was really a great start to the business so
the youngest son's name my eldest son. At this point I also son's name was peanut. That was like our nickname for himself. He was in a shawl Pinochet. The address was natural, so that bitch, groom. We- Did it being carried a target and babies, our ally and It was the best this where I was your confidence and I had a very good. I was very successful. As you know, we were featured in along in a lot of magazines and its tvs, but it wasn't looking back humbling. I was not humble and I'm all so being there first time. True having a lot of money coming- and I wasn't watching my profit? I wasn't watching them! We know the marginal over fifty thousand or check coming and cooler. Fifty thousand dollars spent no yeah. That's a fact, as you know, really figuring out how much everything cost I didn't do and look
back you can only know what you know absent, and so it was really oh really school of hard docks and then this college Trina Luria as you go so. Long story, short, we got into production, we had many That was overseas. That was doing over production. For us, babies are us, we did a contract with them than we did a private cut for them and which means We explicitly had to sow the product to them two thousand and eight thousand nine economy started going down a baby. It wasn't our slang and it wasn't the same style, but a baby had died in the slaying, as they were stomach. The elevator with awful also day issued just the government issued but be careful baby thinks of babies are pulled. We had eighty fifty thousand hours them into our home. My guy sitting on it, we couldn't solid wow, so we can itself it we there is. Nothing we could do Ducas,
we couldn't even discounted. There was the real another. I do because king actually wasn't our pattern. They owned it, and so we had done this private production. They work in a cell. They pulled all things from their line at that time, worsted with eight hundred fifty thousand dollars, which means that our ass of inventory ass, which means that we owe that to our many pictures- and we had an inventory warehouse with three people, which is third party logistics company- that I'm dead, all our shipping for us, so bills were astern. Michael and everything stopped? Why? Like black stop death, within a matter of two weeks- and it was a exe serenely humbling experience. At the time a husband were still working full time, think her husband was still working full time. Thankfully I was pregnant with our third and
we were in the house that was way more than we could afford and sings. Distorted falling apart? So we were, Are we can literally? What are we going to do tat? And you know my husband, always been the type where you don't down and fail. You have, option in this is with everything in life you either sucking up. Pull up your stripes and make it happen, and you don't even have to know what that's going to be. You just have to make it happen and figured out or you give up. Yeah and so we were not going to give up- and this is two thousand and eight slash. Two thousand and nine, when everybody's losing every has anything, but everybody was okay like oh, you know we're going to short, sell our house or we're going tonight. Get you know a lot of that was you had to do that but had so many things that were like. I can't lose. My house
we're gonna go became an archipelago alone yeah, because we have almost a million dollars in Dad's, yes and no one's gonna lowness anything I no longer have a company so we're not getting people. Got any house in the Bay area off of his salary, even though he make it a lot, and you know our credit was going to start taking hits now cuz we weren't able to pay for stuff and then the lawsuit start coming in and your you can't sleep and It's just a massive cycle. So what that happening was when this started happening. The first thing was: what is totally how percent God, we don't knock on our door and it as a real iter and said I have somebody who wants to buy your house war. This isn't foresail yeah and am I still get chose. I clicking Javier and he's like well, it's only house in downtown and it has placed park, there are we, so they want to buy your house.
Well, you know make us an offer. Well, nobody knew what was going on tat. Nobody knew that we are about ready to lose everything. Nobody. I was even pregnant with our third. All of this was, going down and they offered us this. Way more than market value cash, wow enclosed in ten days. Oh my god. Let us stay, and that was the first thing that started check of that risk list for, How are we gonna pull ourselves out of this? What are the things that we can? Do? You know start from them, biggest things that we have and what are the things that we can do along that way to really work towards Most of our law yeah. How are we going to overcome this and that house was one we had a month to buy another house before we knew that the credit was the head and how little literally or we haven't, we have to go find a house. We ve got a bite with adequate for the loan because, as soon as the credit heads, no,
go now. I yet he announced to show that yes, how the business- and we make it happier. So we did so. We found a house we bought it. We got in and then we kind of just started working on the died? He some of the debt we had to settle. We didn't have a lot of saved up, because again everything was going back into the business and when you think money is gonna, keep coming and rolling in. There was absolutely no risk management plan. Yeah and everything that was coming in was it's been salary at that point, so we had a list of debt, and we own the building in the downtown it was vacant, so he said: what are we gonna? Do we are going to lose the building? Are we have to make something happened without building to turn a profit, somehow we can build anything like he can make anything so put our heads together here that you love fashion of clothes. I can build anything thing. Let's do store show two thousand like
tat, a great I had a greater after there's no stores in downtown pleasant in everyone's, you know shut indoors. No businesses are opening by we had to the worst case can happen, was it failed yeah, and at that We like having another failure, wasn't really that big of a deal here. So I wonder I want impact that for one second, because I think so many of the listeners really struggle with this mere failure, and I think there's something so amazing, like you have just walked through a oh yeah, it's not your fault, but massive failure and you're like oh. The worst thing that can happen is that I fail again. What do you think that is there gives you because many people would be like. I am never expect Russia S again, you know, and I definitely do that. I never want to have a business again, because I can't do this to my family air. I definitely had that, but on the flip side,
what do I have to lose the and I think that Huge thing is a lot of you Well, I think, are afraid to take that next step because of that, because they worried about the failure afraid to take the next step because they don't want to fail. But I look at it is what, if you don't and what do you have to lose like? Actually, what do you have to lose? If you try yeah and tangible, and not just as a concept, but when who sit down and really right? we think like I brought my journey like I bring with me everywhere I go, and what do you actually have to lose right it out? Like I have my pride, I have a hundred dollars in the bank and I can't lose it all. Ok with fifty dollars, no right that out what you have to lose. If you take that step in for me what I to lose, was the building and it was my worst what I had to lose, then what I had to put him.
Ashley, lose? If I didn't try yeah and think that was from me in that is we been one of the biggest things at his cat. Propelling me to take that next is more along the lines of what do I have to lose. If I dont dear Anne that is Ben credit. School in failures in success, that I've had in my successes are all people might see but they only come because all the failures of how they ass pre in love that that is so- a profound in the success of everything I do because when open the store in two thousand and ten the neighbourhood and friends, came in and to shop to start supporting it? We, started breaking even within a month how we opened it with three thousand dollars, because that's all we had, we went to salvage yards. We went to,
we know, would farms and took scraps of metal and wood to build the fixtures for the store are. Counter. Was this old bar that smelled like old out today in a wee wee white? washed painted and my husband would come home from work and you know he'd be at work all day and he's a fireman and then- your dinner and everything at eight o clock he'd go to the store until four. I am and build out the store because we had two year and not to other thing. Is you have to be willing to take, recipe also to be willing to work for it, yeah and that's a huge thing of, What are you, how hard you actually willing to willingly but it does not measure up with what you want your success too, and if they're out of line than you'd have to be realistic with what you want your goals, or you have to adjust how
you're gonna put into yes, oh the store started, doing better and was left or three Verdun ass. No, the elder always call prim, ok, and it was. I want a kind of like a throwback the name and those present proper yet and it just read, descended Q yeah. So I try to keep everything affordable and it was just cute clothes and it was a great place for a lot of the moms, the neighbourhood to come, and shop and started doing really. Well and again, you have kids, you understand that as someone called sick, I would, have my one year old, a two year old hast or we will have been from ten to two yeah. I guess what I had to take my oldest school and I had to go to pick him up at two thirty. So when we're coming to the store. I would literally would just say, I'm sorry kids are here. Just I'll make your shopping bags, it is pleasant. But where do you see this too and one euro gardening around you have to you may go where you have to make it work and looking back though it so funny because it just
worked, I had to make it were so we start a kind of slowly climbing out of that massive debt that we had and then at the store is where I wanted to start something else. I knew that I didn't want to have an online presents for the store itself, because I had this inkling in the back of my mind that maybe I will do another on company. Maybe I will take that next step of really too and grow and another brand in the did that used to sell for me from my sling. She was out of work now too, and I felt back as she has five kids and I reached out turns and hey do two more work. She said yes, so we put our
the other and she start making had banned for the store yeah, and that was where three Burnett really started, and I remember coffee at all long ago, and I will I'm logger. I remember like my in turn, YAP bringing me the head bands and B. I like look at this company. There suffers so cute armor that age Jack and take all the photos, diagonally, surfer, saturated filter, yeah again, you do at work, so it didn't have a name I just had had been in the store and they were selling really great music. You went. What are they put? just the headband online and I didn't want to do a website is this is when you had to have more hard coding. There wasn't chop a fire earlier these turnkey sites and as a cookie at sea I gotta at because they're all had made and I turned to them, they went in registered and I'm trying to think of a username every image
gate email, nobody everything's taken Ria, so I might go case. I've attached to my form of three Bert for my kids, a three birds in and asked my talk today. Ray bird ness cool, it's not taken so there that's my username and thats, really how the brain name came about it's funny, because hindsight I probably would have named it something different just because I would have tried to think of something cheeky or yeah. I don't know something that seem too. A bit more that went along with what we are trying to do. It's been perfect yeah, That was really the inception end really the brand started and die. Started growing. I focused on a kind of put everything that I knew that had worked for me before into action on photography on. We know he words on a look our Europe competition and shopping at sea-
as if you are a shop or thing that was the biggest thing, I'd even tell people that reach out to meet this day as shop. It like you we're one of your customers in what photo would you click because you have a one and a half and one and a half by one and a half tissue Oh you don't even have words. You have a little tiny square and if the square next year's looks better they're going to click on the one equity. So you need to look better than any other square. Yeah All you need it doesn't matter what the rest of the little tiny square is like what you, what the focus on. So that's what I did and looking back like somebody those like, I probably would change, but again yeah. It was taking anything that I had failed at the things that I succeeded, add an meshing. Together and Making them work am the biggest that came out of the FAO, experience and D. This company, I have was the
humbly experience and the appreciation that someone earn a dollar and spent that dollar with me to this, day. I am so thankful and so over the moon every single time somebody places in order. I am so great. I'll be has guess what I've lost, as if anything, I've been there where I've lost everything I've been. There were some of our customers who are have twenty two to buy than outfitted the weak and that's all I have, and they want to look you I've been there, and so I don't take for granted anti any sense that occurs. Numerous spends with us for I will. I do think that will ever change here,
hey our next women's conference is only a few weeks away and if you have never attended before this is the events that will change. Your life rise is a three day: women's personal development conference, where we laughed until we pay our pans, and we talk about our things that we cry and we find community and we create the road map to changing our lives or businesses or whatever it is that you're working on. If you want to find out more your curious, what it's all about, I highly recommend you go check out the instagram and see what our community says. You can hear it straight from them. It's at: let's rise, dot, co and, if you're looking for the next one, it's happening in Toronto. On March this through the seventh that's Toronto March. This, through the seventh check out all the details at the Hollis cold dot com. If you have been looking for a nudge, if you have been looking for something to kick start change, I promise this is the thing. Can I.
Ask. I want listeners to understand, you're you. You are humble, and you are being humble about what this just but Are you pulled it off and then it was your own re e, and all that can you? splain the meteoric rise of your he shot because it got to a place where it was pretty massive, as my right Andy right. So and November third of two thousand and eleven is when I sat down on my couch and came up with the user name, I hide M product died. I put up within the next weak and for basic research If I had done at the time, you would maybe one or two sales are weakened again. That was fine because I'm in debt. Everybody who dollars and I had fabric YO, I had a gal that Vienna could so for me and I couldn't Para lot anymore, but I still had fabric left over. I had the goods I just in a make something out of it. So with
in a couple weeks. I started getting orders and it's the you know. See I ve given up on the phone ever to make in order to change sound, oh yeah, I could not everything I heard I wanted to cry earlier. Oh my gosh, but I wanted to cry had I saw that? Go doubt yeah. I saw us. Crossing off a line on this sheep that we had written in pink high later up that we needed to accomplish to get ourselves out of dead. Every single dollar made Prague us towards that goal, and it wasn't tens of thousands of dollars, but guess what it wasn't going backwards, yeah. So at every single time that that you know, they went to doing. It was one more success. So within a couple I heard about thirty orders a week said to me. I couldn't believe it and again it was before the holidays. I kind of took it for granted in woods. Writing
after oh, it's just Christmas gift and it'll, died down we'll a couple weeks before Christmas, I was sixty years. We can. I remember, crying because I I can't not do this year. I have store still. I still have three kids, my husband still working full time. Two I am and I'm trying to roll these headband that he handed it to them and figured out, because I am done we had a three people doing Oliver shipping before so I had done in the logistics for shipping product trying to figure that out and how you print labels in how you, Actually you weigh it because if you disgust me, your customer may get in half pay additional and their end or your overpaying piano? Is that hold figuring it out as you go, and hopefully I'm not making as many mistakes by starting to get sixty orders are we. And I realize the needed help and
not through the holiday so that was fantastic and got everything to everybody and then really January of two thousand and twelve is where, as you know, what game on I'm doing this I'm not gonna feel sorry for myself. Be. Oh you know, I'm not sure if I may to commit to this- and you know, I've had has failed here before and as a dope game on like a hundred per cent, So ever since die it's Ben. You know I am I find it interesting because the one thing I did learn the one thing, the one word for it from previous. From peanut shower was haven't exit strategy. And though In January I told myself I had to know what my exit strategy- was gonna be and that from he was selling the business you know we're selling the majority of it and in a really work
towards what that was. Gonna, look like and in working backwards to making that kind of take place, and that was what we the growing so we added so arms an additional products to that's a shop, and that was really what I focused on. Can I the two things that I think for those of you who are listening, who have your own shop there doing e commerce we tell whatever that. I think you tell me if I'm wrong, I think. Because I was observing at the time that we have really made you stand out, was one you- have a very distinct style that maybe now we see more representation of now, but I never saw anything like that back in the day. So can you talk a little bit about. Was that
I that you knew like hey other people are going to respond to this five or I'm just gonna, be true to myself like what made you put something into the marketplace that was different than what everybody else was doing it I'm. So what I looked out was a project. I would appeal to a lot of people included myself, but how would I? How would it appealed to me and I wanted to make sure that my brand was a representative of me. I want to make sure that it was something that I enjoyed. I wanted it to be different and disdain, and I wanted every single thing that we did to people to know that that was my brand and taking that a happy man from Photography or the model or you know your language or your logo, or the colors or the fonts, and how you take
Your photos is so important because every single touch your customer should be consistent and it should be consistent from you know the font that you use in your email templates to the fact that you use on any literature that goes out your customer because it there's inconsistency. It start to cause confusion yeah and for me starting, oh, I knew I wanted to be a strong brand. I wanted to be where I was proud of what I was putting out there, and I did not want to look at what anybody else was doing, because that for me, I am so squirrel brained that I have to stay here and my start worrying about what everybody else is doing or thinking or you know, saying I should, or should it do, it starts affecting what I'm doing here and I have to focus on what I'm doing. Otherwise, I won't make any progress so with the brow
and with three burden ass, it was staying true to what I wanted the brand to be pursued. Yeah and every day. Every thing we're doing tried to kind of proof that was really important to me that we stood out by we stood organically yeah, and that was my key thing. Is I dont want to pay for subscribers this was stolen, you could buy yeah email yeah. I don't want to pay, for anybody want people to find us. I want people to know our story. I want people to know that their and to me I want people to come. I want them to love their product. I want them to enjoy that at that end of the day I want my customer to be happy, and I want to know when they are buying something from me that They will be they'll know that it's from me and Canada, was the very kind of you. Option of it, and I with what my
no style and may God was telling me I wanted to do, which was everything to me had to have a little something extra Yeah, like our headband, had to have a lace trio or you know they had to have a cool pattern or they had to be dual purpose. Or the scarves had have less than it was just idle. I'd love, texture and I love textiles, and I'm very tactical and put indifferent patterns and fabrics together was really important to me, and I could look. Then get what anybody else was doing a had to look and stay true to what I wanted to do, and that was what my customer service turning to but its but it's scary, because what I put it out there and no one likes it yeah. What if I thank oh, I think this is super cute and everyone hates it s. What every night. Now, unless you try- and you won't know in you- don't
it was one of those things dieting to this day that people still love is- are connection with our customers. There. The other thing that I think you did, that was so wise, and I don't know if this was intentional or the suggestion was. The model is sheer sister. She might. Sister, ok, I'll get her yeah sizzler, unquote by are used as a model, Everything is still today so that, back in the day when you worst goin through at sea, even if I wasn't looking on your page, I was up there something new from three but like they're at it at that was so was that intentional or you touch that okay, it I wanted to be identifiable. I think that's! A huge thing is that you were if someone sees your image, especially for signing a product and smash if your online look at your end in a fur, everyone listening is look. Your website or look at your life sure or whatever is going out to your customers even as a military tell military. This, too, is your price
Eggs in your images should have your spin on it. It should have something that who can identify ways that is only yours, yeah and no one will be able to determine what that is, except for you, but you have to be willing to take that risk. To put that per a spin on it, but guess what that's when things start taking off, because that's when we are different You kind of step out from the Norman, it's scary, and it may not be immediate, but that was things for me as having so in all the images was huge and she worked for me so that was how it all started with a kind of started out of convenience. So she there. We would close the store I would run into the back of the store in
like a little backyard and we take all photos back there, how fun and there was a tree with his bird that proved it was like a hot masked by again make it where and make it work. So you go in to January on your like this, I'm doing and then what happens from their so was I was so driven to get out the day I was he really what my goal was. You know it was to get out of it and I started out and that was really what my goal was. You know it was to get out of it and I sort of adding more products, are adding more colors to each the things and re listening to know your huge on this, too, is really listen to what my customer was saying. I think now is it as such, our full and I've done it before of this is what I want to do. This is what my customers telling me to do. Absence would wouldn't. Whenever you go to. This is what I want to do in your customer. Tell you something else Your sales are going to fall, Thea or you're in your customary
your fans or whatever it is their just gonna. This isn't what I want, so I following what our customers were tone is that they wanted additional staff, miles additional products, adding jewelry and real, growing. Not so, within a year we were doing and they were selling hundreds per week and two thousand and those two thousand twelve, two thousand thirteen two thousand fourteen was kind of that, the big where we started getting recognise or of being at these top seller and the fastest growing at the shop in you know, and that came with a lot of pain. Not was it was awful, in how it was it was off because the community of itself let us have it as being of fraud. Because they said oh there's no way you can make himself three thousand head bans in a in a week
of course I can't yeah. Take us a bit better than their criteria. Wasn't that as long as we're designing it now to get made yeah it. Nobody cared about. It was all there's no way she's my allowed, though so now, but it was it was. It was ridiculous, but that was really where I realize we need to do our own thing. Yeah happy reliant on so that it has won at sea, wanted it to be that you, like, as the owner of the store needed to be make ear. Sup come on people get out of here, periodic lookin for anything India, and then you know, Oliver images were being stolen and used by the by training manufacturers. So then he Miller, like oh, look at their now they're just find the stubble receives. Are you serious? You cleared the bag, exactly you, kids, in the process of their stealing our images, but anyhow that was and that was a very trying time. It was very challenging for me. I I was
you know we were out in the media and we're like good Morning, America and doing all these shows by it's a lot of things. Were you don't read your comment same with me yeah. I stop yet I would be quite yeah and you wanted defender yeah. You want to say That's not what I meant by writing guy, that's not what this is untrue and here's at sees. You know. Guidelines in you know I employ all these people on. There's not just me. We have this great him. How could I have grown without asking that? One thing I think, with even still to this day, is that I'm still the face. Of the company by. I couldn't have done. This will weigh my husband. You know he's like my biggest cheerleader ran he'd. All that you get yeah. It's of course takes an entire village and a half full. I think it's important that this, a really good topic for listeners as well, is with success comes haters. It just is what it is and their people say like. Oh you shouldn't when you too,
talk about it gives power to know it exists. A hundred percent exists and I don't care what anyone says. It's way worse for women in business, and it is for men because I get picked on all the time for stuff that men in this business nobody talk to them about and by the way, its other women who are saying those things and making those comments, and it sucks. But I also remind myself like this: is the price of admission yeah? This is what it is and, and maybe God willing for our daughters. This won't be the case, may be, it gets better each generation, but right now, this is what it looks like. So I if you are at home in your listening to this and that something you're dealing with I guess, there's a solidarity and understanding you're, not alone, but if you allow them to those people, all will. Thus you and your like that distractions will keep you from being who your meant to be in living into the potential that you have o n n. You get it
This, too, is heard. Yes, it's not as if you know were sitting here. Oh yeah, we had people hating on us and were totally find, nor I would be sitting my counter crying falling and falling, because how can people who don't know me? How can people who write say all these awful thing? Yes, but at the same time as it made me and my husband, I it's one of those moments. I was sitting at the table at our counter and a hammock computers going through. All these comments are people were just letting into me about. You know all that to say, and looks at me comes over. It closes my computer and it goes what are you doing here and said I'm reading miss me says why yeah because I want to know why,
no, I dont know if your city are crying and your letting it affecting a hollow in. This is really what he told me how long I've been sitting here reading this, for, I said like an hour, and he goes that's an hour that you could have put in growing or sales gather your now sitting here and mentally your letting them get tee ass when they are going to continue to do what they're doing, regardless of what you guess. So that for me, was a point where Think you can ever say does in fact you and I don't think you can say. Oh, I dont care, but I think they did and as you can care, but you can also it's how you deal with if I'm gonna care and let it affect me, look up to defend myself than that's an entirely different. They are probably you both them got to them. Wait where its hurtful and I care bites. This is who I am cannot grow and I'm the one that's kickin by yeah. Go me yeah, oh, and I think it to me. It really has become either that will.
Like a tree, falls in the forest and no one's around here at it. If I don't hear the negative comments, they don't exist. True and my husband will try and like argue with me to death about this, but like no Rachel similar to Buzzfeed article and I'm like yeah, but I don't read it, and so. Therefore, I don't know yeah, because the crazy thing- and you tell me if this was different for you- it doesn't at four- would freak out because I've built this company and there's all these people who work here and
I'm not being a good leader or someone's talking about me. Does that hurt the company and the company is what makes it possible for them to pay Ratan Ensign. That's where my like terror comes from, and then I realized wait a minute these random jerks on the internet. There not affecting our business at all because they're just being mean and the things that they're saying are really founded, so the business is still doing well and if the business is still doing well, then we need to be focusing on what matters, not what seven random by angry people on the internet. I want to say about me right and I'm five thousand percent agree with that and That is. The biggest thing is. How is this affecting? Yes personally, I'd hurts, but also is my he's gonna tank because of internet see, and we must think about me yeah, it's! No, it's it's it's making it. If anything,
Blog googling, the native yeah, and I know this is no. You know there's no such thing as bad press yard. That is as good as its what, do with it tat, and I think you ve done a phenomenal job with strong for your face. And in the way of this they in I'm sure people. You know they have to know, the pain that it causes, but look at you for practising what you're telling them to do and its horror and but making it better and then, at the same time, like you get stronger, each time you go through a pair of hate earlier. I now know what else to call it a download it so bad yeah, but you get stronger and I have We got a little bit more focused on like what my goal is and make sure my team also is in.
Our two not be effect. Link that's hard to is based. It too here and there Inside of it and your working so hard? That's why it hurts so badly because you're like I am two when you're on the inside of it and your working so hard, that's why it hurts so badly because you're like I am so that's how I felt like I am so exhausted, I'm trying to be a good mom for these babies and good wife for this man and be a good leader for this online game unity and I'm getting the crap kicked out of young and I'm tired and it makes you a really does when I'm consume. In that it makes me want to stop. I grew and go like I'm good like I don't need the I dont need all of this, which is why
I can come back to myself and be reminded like man, you have such an incredible opportunity here and to walk away because some people don't like ray you like, I guess what I'm not for everybody right or are you like nobody, canopies everybody when you try, you rob yourself of the opportunity to do good for the people who do love you s cell, so. You went through that time yeah and you decided it was time to go out on your own. It was time to go out on her own, and so that was when we on our own online website and do. We left at sea nodded and others too many like to have kept a small in their gas- because that was our roots- but not at all- Rick nodded and others too many things die fell.
By staying there we were saying was okay with how we were treated absolutely not absolute. It is not. You should be able to grow and scale your business on the platform that you grew and have them support you yeah verses. Then, looking at you like your, even though you know you did some young and not supporting you, come on the press as yet yeah. So we would. That was a very hard transition because Oliver customers were used to going to us there, everything we had was there and so making that transition to the webs. Was hard we hire you have like. Do you have your customers, email addresses when you moved If you start all of that all over again, we had the ones who had signed up for our less, but not every. I repeat that stress yes, my god, so it was really like starting the business again yeah. You know we had the same social media, and this was one
Amsterdam wasn't as big as Facebook. Now Facebook was are go to yeah, so we were able to connect with our customers there. But again, will you know there was a lot lost in transition. But for me, was again polypi, Bootstraps, figure out what you need to do, how you gonna get in front of additional people and let's make it happen, and that was really you know what we did. So we started at that point then, including clothing, because we could yeah and so you know and again we would postal similar to you. You post, like a picture. I would you get your shit now ass. Now I can tell you tat, I want to tell you could have solid tat. I want to give someone like I'd know that sound awful bow. I guess I'm you know so now that I could sell it. Here's what you Here's reactors are usually get the pants hears re get the shoes and for me that a fire again, because I love being
what to have our customer have the whole look at me like that was so finds. I'd like it was kind of you know going. Adena, doing it all over again yeah? That was about the same point where most, right that we were had kind of God, the point where we did Benny. To settle a lot of it and lawsuits were gone and- and I'm telling you I mean, if anyone's ever been an interval Also, it is its. I cannot describe the amount of abstract. I you know a ghost when you're losing everything and trying to you now have a good game face on for your kids in trying to make it where you tell your customer, please just by distress for like. I really need the money. You know how many desperate being able to get to that point where I was like wait now we're going to darts saving money, yeah, just paying stuff back was so like
love you, customers even more, because look what you look, what you ve done for me now now. How can I repay that too? and that's how I feel you know. Every customer is just all right: let's go It's going so, start our own started growing the brand again laser focused on what we wanted to do, and even still I have always had, a I want to get in front of my cause, our customers differently, then how any other store would then be able to really try to keep that boutique. It's me talking. You it's, you know. I'll acts are talking to you. With any of our girls from the team, talking to you feel has been difficult as we ve scaled, but so vitally important to me to have our customer who's been with us? two thousand eleven feel that there still connected with us and being responded to the same yeah Bay guides, bandwidth, melodic, growing, pains, figuring out logistics and shipping and Power
the margins and really, learning how you make money yeah really paying attention to what business actually costs. You know I'm selling a hundred dollars and made a hundred dollars a k. What is your time? What is the materials? What is the packaging costs that shipping label. What is the sticker that you're pretty printing the shipping label on really evaluating. What all of those costs are is one of the big things you that allowed me to make a profit with three burden asked is. I was maybe in debt again like I was before, but an ordered. Do that I had to pay attention to every single cent. Absolute and one of the things die, especially for listeners, is dont, be afraid to charge what you need to charged money right and know what that is, huge thing is what does is actually cost you if you're,
making a painting. And you enjoy, making the painting that's great, but when you go to sell them and have to start making them because or ordering I'm not just from the joy of it. That's gonna. Take you away from other things that you're doing so. What is economic cost? You what is the materials and don't think people always had the tendency to downright yeah, oh no, it's five dollars. You know it's all five dollar area and eat a really getting too An idea of what your business is costing you to run and are you charging enough yes and being really honest with you charging enough, because if you're not do not apologise for what you need to charge, yeah don't yeah, because that's what you're going to be the one that's going to be like me, eight hundred thousand dollars in debt yeah and have fun coming back from that, because it's an awful awful experience absolute. So if there's a couple, You know for sure that Ito I've really focused on his.
There is growing. The business is in a really really being true to who you are who brand is and not feeling like. You need to look like anybody else. You look like you and, if you don't that looks like figured out there like what What do you want? Your representation of you to be and what does that look like even forming a logo. I think a lot of people look out at a bunch of other people logos and that's fine unit for inspiration. But when you go to a logo, designers, a hey- this is what I want It should be your words and your disk descriptions and sketches verses, other images of other. Love is because that's what you're getting at is one that looks like somebody else, yeah man, I have loved it, so called it get to hear the story from you, because I have watched from afar for every Irish they forever for a decade
I think, if you guys are already familiar where candy go, find you workin NATO shop, I always or comment. I seriously said this all the time, Pia every anyone who's in e commerce needs to be on your email list here, because I think that you guys do email of a product better than anybody, because there ample gets like one great thing you have to have for your closet this week, yours for beautiful photos of here's, the button to go by its essence, simple, and even if I dont want to shop, I will open your email, some like, oh well, when Ireland here today. I want to see the pictures and re Instagram bright. So where can they find you if they want to go shop and learn more and all that? Yes, there were online at three bird now stop com and then If anyone wants to follow me- and I shall schaefer- and I have like my whole- like I'm reading that's right now and we bought a ranch last year were doing the whole horse thing, which is that I was gonna. Ask when you say how many acres you had cause. That's my vision to, as I want to be like
Jane Fonda, yet head turn or when they were married. They had like thousands of acres, nine read their horses every day and warlike fabulous leather jacket, the ads just all I want for my life yet lot. I also fund right, yes started last year, I forgot given up a lot during this whole bit his journey and so last February I've always loved horses and I've kind of I put it off. Yellow last well? You know what I have no time to do this by I'm gonna make time, and I started twice a week- going writing yeah and then that turned into I don't know how I got through my week. Without writing. I then that turned into three days a week, and you take lessons like this- is online desperate and has a note that, like horseback riding loading, I always you wanna go on vacation and I live in Texas. I know somebody horses here if you took less
to learn to ride. I still do an ok yeah, so it's like a lifelong or like an ongoing thing. I think it depended depends on like what you want to do. So I started showing Cyrus resolving all call a trainer and their amazing edit it so crazy? How much that has done for me personally, a it is my. I know you run. It is my head clearing spay, I'm on my horse. That's all I'm doing and its look out. You know and I'm getting stronger and connecting with the you gonna more and riding for an hour and it's so powerful and I've loved every site. Of being able to do it and I ride everyday outside Sundays, Monday's I dont, ok, but every other day I do. I went to HOLLAND last year and went home shopping so yeah
Zactly, that's amazing, and that was where you gotta what you gotTa Europe to act like I do now. I do. I guess how rad gas that's been a lot, and I did so majority interests of the company, ok, which allows me to have more time to get more time, but it's great as I'm there to consult and help them with kind of branding yeah, staying on stay on track, and so the next. The next phase like looking into twenty two yeah. What's what's next for you, you know really what I want to start doing it. I've kind of naturally started is really working with my customers. These and other women and very similar to what you are doing. Is you can do this to yeah, like I've done that yeah girl like you can do that, and that is I'm one more example, too. You know segment of women die
empower them. I want to do there and that's why Spencer funny even just being here- and I spoke out, it was so far- I went, spoke it was they had it at a bar, and I sat on the bar. He hang gave my speech by speech and talked a written. It was so unlike. This is what I want to be doing as soon as one, and you know you you got it in. I want somebody else to hear this and I want them to take what they ve learned and stop putting it off, and I really also love working with what who were at that point in their business where their stock Oriana fail it yeah, and let's look at that as I I love looking at branding and what are you doing and how can we pivot that and make it successfully without causing a lot of money as it that's a little bit more of can have what I've started. Doing and people just reaching out to me can Ghana, now of hey. Can you help me
my business said: that's been a lot of fun, that, and thank you so much for all of the wisdom for the blessing of this time, because I wanted This conversation with you forever, and I know you said like ten things that I know people are taking notes and got so much out of today. So thank you there. You think you refer for coming out to awesome and spending in this area, therefore fun and guys. If you love this episode, go over to Instagram tag me Italian Asia put it on your feet and let us know what you thought, what questions you have and tell people that it's a good lesson affair in retailer economist or combat evermore value, or want to buy a horse and HOLLAND exactly how anyone could have been cut.
Ladies and gentlemen, did I mention I have a book coming out here to think it's called get out of your own way, a skeptics guide to growth in fulfillment and we're in the pre sell window of windows. I am super excited about having written a book for both men and women about twenty lies that I once believe that were keeping me in my own way. I have written this from the perspective of someone that
totally different from Rachel Hollis, even if the format is somewhat similar to grow wash your face, I wrote it from the perspective of someone who's been skeptical of tools like this book or even the pot Castro listening to for ever and ever its through. That lends that I'm talking about the ways that I was getting in my own way and I think in uncovering the truth behind those lies, and not only did it, help me get out of my own way to help you get out of Europe. There are two ways I want to say. Thank you for preparing this book. I have created an e course penny course. Yes and e course, a sixty minutes each course called finding your why it's a fantastic resource, it's available, absolutely for free right now for having pre order the book and if you go to get out of your own way, the book dot com right now and follow the prompts not only we get to eat course. You can hear the first thirty minutes of the book again
get out of your own way comes out March. Tenth, I'm super super excited about it, get out of your own way. The book dot com hit that link follow the problems, and I appreciate your support.
Transcript generated on 2020-02-13.