A billion dollar exit and the Coachella debrief for founders

0:00This episode of Female Founder World is presented by Omnisend.

0:04Jasmine:Hey everyone, welcome back to your weekly business group chat with myself, Jasmine, Natalie and Paige. This week we're talking about a brand that just sold for$1.2 billion after less than three years in business. We're unpacking what actually worked at Coachella in 2026 for brands and we're getting into one of the best pieces of reactive marketing that honestly I have seen in such a long time. It's Sephora, Sierra Miller and the loyalty post that's got us thinking. Coachella is happening right now and weekend one just wrapped up. Weekend two is going to be starting in a couple of days and the internet is buzzing with content from headliners like Sabrina Carpenter, Justin Bieber, which we all saw, plus all the brands that are just showing up in such a big way this year.

0:48And Natalie, you brought to the Female Founder World group chat something that you've been

0:53Jasmine:observing about brands who are filling houses with maybe one or two big creators and their friends this year instead of kind of doing that more classic creator house that's filled with influencers and I'm curious what are you seeing? I feel like there's obviously so much going around in the creator world during festival season but something that caught my eye was exactly this I I felt like a lot of large brands had these houses where maybe they had like one or two creators that they had a relationship with or had worked with in the past that people recognize. And then they filled that house with friends of theirs, like their circle of friends, which kind of creates this FOMO effect, which we've seen a million times in marketing.

1:35But I found it was interesting because when we think back on the OG revolve around the world or like the days of Coachella 2016 and before that, we think of like these massive houses with a bunch of influencers who are kind of strangers who come together and create content together and I feel like this has been a gradual shift over the past couple years where these brands are kind of just providing the house and kind of letting the creators run with it which I think has its pros and its cons I think it's really great because it's kind of low-lift for brand they don't really have to like do much other than give the tools and the resources to the creators and then kind of like let them do whatever's organic which hits a certain demographic and a target that feels a little bit more organic but at the same time I feel like every brand is just copy and pasting the same group of people with some you know influencers swapped in and out if you really like that group of people it's super entertaining and you're super invested and people have these parasocial relationships with them but if you're the guys who are those people for example one that I saw was Alex Earl obviously and then they had Jake Shane with her and they threw in like Alex's sister and Alex's two best friends and Madeline Klein was randomly in the mix which I have to research more about that connection great PR for her I'm sure her PR person was like yeah let's get you in the Alex Earl house and boom like now she's on the radar again after not having a season of Outer Banks in a while so I don't know like I think it's genius in one way but also like how many times have I seen Alex Earl and her two best friends that we all know by name now and her sister do a house together like it's not necessarily my target demographic I love watching them I love her but I think it kind of can get like old um and it's not necessarily like super inspiring that's just one example but there's so many you know what I

3:31Jasmine:that reminds me of and not necessarily Alex Earl but just like in general is like brands making this shift towards doing more community events rather than the influencer events and I would actually really like to see brands more brands next year sending their customers to Coachella than maybe the creator house I think that that's kind of like the next shift that we need to see more of did you guys see anyone do that this year I saw Coco kind yes they would be the perfect brand to do that yeah advertising for next year which I love I think one comment so I'm totally with you at that I'm like okay we've seen this you know what I mean like we've seen this somebody commented on a TikTok on one of these houses and they were like something about like how they always select the comfort creators like the Jake Shanes the Mickey Gordons and I do think there's a lot of I don't know if it is strategy or if it's just like implicit but that to me like makes so much sense that I'm like okay if it's your comfort creator it's like your show is on um but where do we go from here I didn't even have a thought on this beforehand until we got here but um on the brand side when we've done influencer events when we have you know an influencer co-host and they're totally owning the guest list and it's their friends and we just like literally have a roaring time like Natalie you were there for our Christmas um holiday dinner that we did and it was like the most fun and a lot of these creators are still like reaching out about it and like will mention it to us so I think the more fun and like just organic genuine authentic fun you can bring like the better as a brand especially as a new brand I know we've done other events with like the same kind of group but it wasn't as like friend curated and it wasn't I don't know it just didn't seem to make the same splash with creators so it's hard like I would love to send community for Benny like one day to Coachella but it's like we need the boost of the big dogs to to get the eyeballs so hopefully the poppies of the world like I'm like bring your community guys you guys you've got the eyeballs I love that Paige has this brand take because from a consumer standpoint I'm like oh I want to be included I have FOMO I'm watching the show so I do understand the strategy behind it and then as a creator I've been on brand trips where I have gone with a bestie and it's been the best time I'm posting so much because we're just having a great time and I've been on brand trips where I don't know anyone and I'm just it's also really great but I'm so tired and so emotionally exhausted and trying to make friends and not everyone is as friendly like not everyone is trying to make friends and so I do also I see both sides and I'm just interested to see where this goes because people love it so why would brands change it if it's working so I'm just curious to see but I think the community piece could be so good so good last week we talked a little bit about Coachella and kind of whether or not it's something that's worth the investment for brands and I've just got some stats here that in the first 48 hours after Coachella weekend one, Google searches were up for 350 % for Gap Coachella hoodie, 130 % for Poppy, 130 % for Alex Earl brand, 350 % for 818 Outpost and so we can see these brands who were showing up at Coachella like there obviously is a direct impact for the brand after activating and I thought maybe we could just go through a couple of the interesting activations obviously like the Bieber of it all um Haverly Bieber launched her first ever collaboration with Justin Bieber her husband under the name Spotware Road x the Biebers and that was timed perfectly obviously to his Coachella headlining debut which I think is which is interesting and something that I think we need to call out but the thing that I really loved was the Pinterest activation did you guys see this okay I saw it Jasmine but I'm so curious like when will I like see it you know what I mean like will I ever right see anything from it so I'm curious like everyone's like what do you mean what do you mean when will I see it so the whole the whole concept and maybe we can play a little bit of the ad because it really I don't know I saved it I shared it it's they had this phone free analog activation and that's why Paige you're saying when will we actually see it because no one had their phones to capture it um and they asked people to put their phones down they featured custom charms they had little beauty touch-ups with our cosmetics styling all that all of that and I think that in a sea of brands just screaming for attention and me me me I think when you're long-term building a brand I think having those offline moments that are memorable for the people who are actually there rather than being about the people who on the other side of the screen can be really powerful and I'd be interested to see what the long-term effect is for that because I know that Pinterest like they um I don't know if they're a sponsor or how they've partnered but they work with half the story that youth digital tech like mental health non-profit by Larissa May and I know that they're big on this space and they're kind of the the last platform that hasn't completely ruined society not to like be dramatic but they seem to be the social media platform that's going still trying to be very much about inspiration, offline inspiration, rather than maybe how you feel when you're on Instagram and TikTok.

8:45Jasmine:Although I will say that so much of what I'm seeing on Pinterest now is AI generated content. So I do wonder if this was an intentional brand play to kind of recapture what they're about when people are feeling that exhaustion around seeing AI content on Pinterest. I think it honestly, Jasmine, just goes back to the point on the friend houses it's like let's optimize for the people in the experience having the best time ever and they're going to share and they're going to be excited like nat you were saying when you're on a trip and you're excited so i'm like what can we do phone free i like it yeah i really love that and also i'm thinking the same thing about when we think about female founder world summit or our events at least having phone free spaces i think it's also important when you think about wanting people to be vulnerable and connect in your event being able to have that space where they feel like they're not being perceived or performing or in the background of people's content I think it's really powerful yeah yeah so on the Coachella house piece which we're gonna do it someday Benny like it's it's a bucket list stream we'll do it next year hopefully I think to me and I'm curious if you guys saw the same houses really stand out So I think the like almost TV, TVification of the houses and like having like a larger content strategy behind the houses, not just like reach eyeballs.

10:03But like, why are these people here? It was super interesting. So Poppy, obviously, they had a Jake Shane house and a Mickey Gordon house with all of their best friends, which some of them were big creators. Some of them are just like I think Mickey Gordon, like it was literally her friends from college, which is so fun, so cool. and now Mickey's obviously going to be a poppy fan for life if she was not already and then one I really thought was fun was Tarte did a collab house with St. James Ice-T and it was a bunch of rex or like current reality stars and they have done a ton of edits in like a reality star way I think that is like iconic I wish we had the budget for that like that's a dream but I love this idea of like cross collabing houses like such complimentary brands and then just being really thoughtful about like the why behind who you're inviting like what kind of content do you anticipating you know getting what can you own and edit on the tart side and then more on the poppy side like what can you just like expect like this like feel good like comfort creator story I

11:03Jasmine:thought those were super fun our gummy supplement brand that was founded back in 2023 I really want to talk about this Grunz I think is how you say it they just sold to one of the world's biggest consumer goods brands for 1.2 billion. They've only been around for like three years. So you would think when you see a sale like this, they've been at it for a decade, but no, they've only been at it for a few years. And I want to bring this to the chat to talk about, because I think it says a lot about the state of consumer, about some decisions they made around working with CPG investors and how that impacted their growth.

11:36Jasmine:For people that don't have the background around this brand, I genuinely didn't know what it was until I saw the headlines, but it was founded in 2023 by Chad Janice and they make basically like green gummy bear supplements. They somehow captured this market of like the vitamin gummy. They have whole food derived ingredients, vitamins, adaptogens, prebiotics and superfoods and they hit profitability in 14 months. Apparently the CEO Chad Janice was very, very obsessive with financial discipline. they maintained a 3x lifetime value to customer acquisition cost ratio and they really were a profitable brand really poised to scale and they had over a million customers and 95 ,000 five-star reviews by the time they were acquired.

12:25Jasmine:When we popped this in our Slack, one of the things you said Paige is that it made you want to bring a CPG investor into your team. Can you tell me why? yes no Julie and I so Julie's your co-founder as well for people who are new around here yeah and you have a beverage company called Benny exactly thank you Jasmine so we've been obsessed I feel like with this story for a while and Groon's like same to you too like they just popped out of nowhere to me but he's such a great follow Chad on LinkedIn the founder so he actually was a CPG investor for years before he launched Grounds and he had a board seat in that you know in that role at tons I think like Dr.

13:08Sasquatch Dr. Squatch whatever that is that soap brand that's the only one I need to look this up he he had a board seat on a ton of really successful CPG brands in his role as an investor so he really I think got to dissect and see in such a unique way what is actually working to create his own brand. He's also a second-time founder. He had a tech company, I believe, before. So I'm sure many parallels there. But you don't see a ton of the inverse. You see a lot of operators that go to become CPG investors. I haven't seen a ton of CPG investors that go to launch CPG companies probably because they know how hard it can be.

13:47But maybe this will be a trend now. But truly, I am like, what is this role we need to hire for? like bring in like a chief of staff as someone that is a cpg investor because they've seen the real deal and i think what we were slacking about in our group chat of timmy why it's so interesting and what he's seen what chat has seen in building grooms is like from the outside i don't get to see into tons of businesses i can just infer like xyz brand is crushing it but i don't know like about their profitability i don't know if they're just burning cash to like acquire customers so he's seen you know on the inside what is really going on in these businesses in a deeper way so i think the same way that companies and investors have been like striving towards this profitability conversation and these like unit economics being everything we're looking at these brands that probably don't you know have that same financial discipline but we're seeing this outcome from him i think it's very exciting i'm curious you're fundraising right now can we talk about that is that allowed can we ah okay your face is like no judgment okay

14:51Jasmine:PTSD all right yeah we can talk about it right now but surely when you're like bringing in investors into Benny they're playing that role if you know where they can or are you not getting that kind of access to them where they can give you that like as much insight as you need yeah no I think so I think that's a really good point like we don't so right now we've only ever raised from angel investors who are amazing but they're so busy just as like individuals the funds that we talk to like we'll bring on a larger fund I'm sure in the next you know 18 months is the goal I think so and I really hope so I will say in our conversations that we have even just like on the outside they give some great advice but sometimes you'll hear you know investors or just like folks referring to other brands like well why don't you grab a Kim Kardashian as well I'm like well she's a one of one you know what I mean like I would love to why don't we just call yeah also like have you got the hookup with Kim great let's go exactly exactly I can't tell you how many times I've really admired a brand from afar and I'm sure you guys have been through this too and then they kind of closed down out of nowhere and it just goes to show you really don't know what's going on in the back end of something that looks so seamless and we always hear in the startup community, growth at all costs.

16:06But something that I loved during your conversation with Kira

16:10Jasmine:Jasmine in the episode this past week was how she, yeah, she was saying how you have to be so obsessed and hyper-focused with your margins if you're doing a business that has, you know, specific margins. And I think that a lot of people just fail to mention that or even maybe fail to prioritize that. And so being an investor and getting those quarterly updates or being a part of something larger, then you have access to that and you really know what's going on in these viral brands. So I know power to him. Like that's crazy. I feel like they did come out of nowhere. Yeah. Just to that like profitability conversation as well.

16:45Jasmine:I had Susan Yara from Nuturium on the show a few weeks ago and I was asking her about the sale to Elf Cosmetics because Nuturium sold for$355 million to Elf Cosmetics. And she's now starting another brand. Or I'm not sure if she actually bought the handle for Playa or if she bought the brand that already existed or like what's happening there. But there's a new brand that Susan Yara is leading and it's in hair and body care. But her original business, Naturium, was very much a skincare brand. And she said that they kind of looked around the landscape and realized that if they weren't profitable or didn't have a very, very, very clear path to profitability, they would not be an attractive acquisition for any of the partners that they were talking to.

17:38Jasmine:And so they like really shifted gears and changed quite quickly to prioritize profitability. And then that's when the Elf Cosmetics conversation started. So I think that is like an interesting thing to bring out because you said Nat about like, you know, growth at all costs. and I think particularly for me as you know the millennial in this conversation I kind of got started in this brand and entrepreneurship world when Glossier was kind of getting started and we saw these CPG brands that were being treated like tech companies essentially they're getting so much venture money poured into them and they're growing a lot through paid ads a lot of the time when the you know the meta landscape was quite different as well and so it really was about like how many customers can you acquire and um and then you'll be then you'll be able to sell and someone else will fix a profitability problem and that's just like doesn't seem to be the way that brands need to grow now is that what you're seeing too Paige?

18:35A hundred percent no I feel like that is like our number one question is on like the path to profitability the profitability the margins and it's so hard and I'm curious if anyone in the community like seriously leave a comment like reach out on Instagram I'm so curious if anyone in the community is seeing this as well where investors they want to see profitability but then they also want to see this like they they will tell us okay you're you're growing month over month every month looks great at target whatever but like are you beating Celsius like of course we're not you know like if we were we'd be pouring like fire money you know and we wouldn't be profitable in the way that we are so it's like this tension that's I think you know so insane and I don't know what the answer to that is but there definitely seems to be this push to profitability but maybe like I'm curious investors reach out to um like at what cost you know what I mean like I think they still expect to see that explosive first few years because that was something I noticed even looking at Grunz's first few years they did launch and you know he had that background and that network as an investor and a second time founder but he launched with about one point I think it was 1.4 million of like seed funding that he launched with so I think it's easy to find profitability when you have that like foundation or it's hard everyone is having a hard time I don't want to say that our experience is like any harder but I think that you know those are the things I reflect on but I'm glad you brought this up Jasmine this like acquire ability because it reminded me of one other thing that I've heard Chad speak about that made Groon super acquirable and I've heard Allison Ellsworth say the exact same thing um from Poppy yeah that they really built out this super strong foundation this super strong team and like an actual organization like it wasn't like this everything on fire startup they had really really great hires they had like their own processes that really worked so they could just plug into a larger company so that is something that we're thinking about a lot of Benny like there's like all of these pieces at play you know like the profitability the growth but then how are we able to like structure a company that can plug in one

20:48Jasmine:day you know but what does that mean does that mean like in in the way that you are being really thoughtful about literally your processes and workflows or is it about building out a team yeah hierarchies and structures and yeah so Allison actually just recently did a key my my co-founder hosted a fireside chat with Allison and she was giving like the real tea on their acquisition basically Allison said if she was ever to build something new she the first thing that she would do is build an organizational chart yeah which was really interesting I I we don't have an org chart at Benny and I've never even like considered that to be a thing that we would do but I think yeah I know okay blew my mind all right the next thing that we need to talk about is for all the reality tv fans out there of which I am not one so I'm really leaning on both of you for this conversation but I know that it's a thing uh apparently according to you guys we have to talk about Sephora and Sierra Miller and it's I do agree that it is a really amazing example of reactive brand marketing and brands being able to plug into culture we spoke about uh you guys mentioned the conversation with Kira Mackenzie-Jackson and she spoke a lot about how brands need to tap into culture to be relevant and essentially what happened Summerhouse star Ciara Miller posted an Instagram photo of herself holding a Sephora bag on April 11th and it had the caption like at Sephora actually rewards loyalty and the timing of this post was very clever for the people who actually care about reality TV and Summerhouse can someone jump in and tell us why this is why this is smart well they're not like me i will tell you it's ironic because i don't even watch summer house anymore but i do know what's going on um so i fill jasmine in which is which is great but uh i mean they're just basically alluding to the fact that somebody on summer house wasn't loyal not somebody is amanda batula and west who are her co-stars on the show and she had a previous relationship with west amanda is like her bestie in the show and the fact that those two ended up together was a little bit of like a betrayal.

22:55Anyway, there's a lot more to the story and you can go online and indulge yourself, but that's basically what the post was alluding to. And there've been many posts and a lot of brands kind of like hopping on in and taking sides. There seems to only really be one side that I've seen at least online, but that is where Sephora came in and just snatched the opportunity up.

23:15Jasmine:it's so interesting to me because on one hand I'm thinking oh how clever to tap into this um this moment of culture and and it is brands I think do when you're thinking about PR you do need to be tapping into these cultural moments that your customers are already thinking about talking about on their mind rather than trying to you know send a press release to an editor about a new product launch like I do think that this kind of always engaged always relevant strategy does work but then at the same time like what are the risks if you're a brand and you're like always wading into these pop culture moments and as a founder how do you kind of build this brand voice that makes these moments feel natural rather than forced I guess when I spoke to Kira this week she said that she's working on a new brand she was previously the chief brand officer at set active and now she's with another startup that's in stealth i think it's in the beauty category not totally sure she couldn't tell us but she said that she's already seeding olympics athletes and like building relationships there so that they can be front of mind when the olympics happen and these athletes are pulling stuff out of their bag and like trying to engineer those natural cultural moments ahead of time and it's so interesting at the amount of pre-planning of thought that goes into something like that?

24:37I think it has to be the perfect storm of the replanning and then also jumping in at the time when it makes most sense and just being prepared for that. I think a lot of people fall short when they're not ready and they're not able to like capitalize on something that could be perfect for them and fall in their lap if they just don't have like the bandwidth or the creativity honestly to even make it work but from a personal standpoint I have such a hard time with this because I don't like the bullying and I feel like when brands start to jump in. Of this particular scenario you mean like it's so hard yes yes and I feel like as a brand you have to decide how involved you want to be in um but I mean I don't know it's a business move so it's it's so hard

25:21Jasmine:yeah I guess you've got to think like the brand value for Sephora of Ciara's caption tag in them it's not just like the impressions and the reach it's also that association like yeah Sephora rewards loyalty and it's like at the time around the Sephora sale when you think about scroll stopping moments it really is one of those moments that um cuts through and makes you you know makes you think about the sale makes you think about Sephora makes you think about loyalty and like instantly understand what they're trying to communicate what do you think Paige no I loved it again I'm like back to Alison Ellsworth I sound like a crazy person she's gonna be like please stop talking about me all the time so she speaks about Poppy always having they call it their black ops budget and it's like I don't know what the percentage of their marketing budget is but you know say it's 20 that's just like ready to go for like jumping on these cultural moments which I think is so genius like you said Nat like being prepared being tapped in like I am so Gen Z but I'm not even Gen Z enough like I need my like 21 year old to know like what the heck is up and like to be deep on the internet but I like what you're saying Natalie on like is that who we want to be like as a brand like I think this moment was pretty undisputably team Sierra but there are moments that I think do kind of like gray that line on like do we want to be that not even edgy but like yeah do we want to be mean like I don't know I think it depends on what your product is and your brand personality I think a couple years back when Poppy was just a baby brand they would jump on those Gen Z funny cultural moments and they just it just made sense for the brand it's you know better for you soda their voice is bubbly no pun intended and I just felt like it worked and I feel like now I know that they had budget just waiting and ready to go which is genius if if I could take anything away from that conversation that is like so brilliant so smart no I love it hey do you said that you have your like 21 year old who's really tapped into this stuff what are you doing though like once they're they're noticing these moments like what are you actually doing I'm really curious yeah no I don't I need someone to 21 year olds reach out I don't even know it's hard I think that is something that I'm I'm like I'm gonna be asking so much of the community in this conversation but that's something that I'm thinking a lot about with like this whole Sierra situation and like situations like this where yeah we've got a little bit of budget to play with but we don't have a Sephora budget so how can we even like get you know meaningfully involved we did post a tiktok and a real right at like the peak of this stuff that was like it went fine it was not anything viral it was just like a little like you know play on the moment but to insert ourselves in a big way like it's almost like you need to there's like a influencer brand fit you know what I mean like in terms of like size and stage and like I would love mega mega influencers to take a big bet on us but I don't expect that you know what I mean can I just say also if you're like 21 and you're someone who is super obsessed with internet culture and reality tv and I think that there is now is the time where that is actually a very very very valuable skill I think that it's so interesting like as coding and these tech jobs are all going to AI actually it's the it's like the girlies on tiktok who are plugged in and understand how to make things relevant that have a superpower it's such going to be such an interesting shift in power and roles that are retained in the world of ai i know this is like an aside but it's something that i think about everything now for me comes back to the conversations of who has a job in ai no i love that jasmine we've all had that moment when you're sending out an email marketing campaign and you're stuck in some clunky platform drowning in features that you've never even touched, but you're definitely overpaying for.

29:12Jasmine:Then you go and ask customer support for help. Please help. And you're hit with an AI chatbot. It's genuinely so frustrating. That's why Female Founder World is partnering with OmniSend, a reliable and easy to use email and SMS marketing tool trusted by over 150 ,000 brands just like yours. The best part, at least for me, is their human award-winning customer support team. If you need help, you'll be answered in minutes by real people 24 hours a day, seven days a week. Switching to OmniSend is the smartest swap you can make in your business today. And right now, OmniSend will do the hard work for you and migrate your business from your existing email provider to get completely set up on OmniSend in just five days.

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30:05Jasmine:Try OmniSend at omnisend.com forward slash female founder world or by clicking the link in the show notes to get a 50 % discount for the first three months using OmniSend. Now it's time for our smart swaps and smart swaps are just a clever thing that you're switching out in your life, a recommendation that is making your life a little bit easier, a little bit better and getting you a little bit closer to your business goals. Natalie, do you want to kick us off? Yes, this is my favorite part. I have been using Cranel. I think that's how you pronounce it. Cranel. Is that right, Jasmine? That's them.

30:38Yeah. Okay. They're actually in the female founder world community, but I had seen them actually pop up a ton of my ads, but I'm a big collagen girl and I would just kind of use whatever was being sent to me or whatever my friends were using. And I wanted something that really focused done like hair and nail support because I'm getting married in a couple months and I just wanted like thick healthy hair and I really like it I really really like it I feel like in just a couple weeks I see a little bit of a difference which I don't know it also has a lot of protein I've been trying to eat more protein so that's my smart swap of the week and they were also um recently on short take which is amazing I love that Paige what's your smart swap for the week.

31:17Love that one, Nat. So your smart swap last week actually inspired my smart swap this week. So you recommended working with our good friend Claude on an email digest with, you know, AI. We're going to make emails easier. Everyone go listen to that episode to get the tea from Nat. So I have started to do that, which I love, but I was diving deeper with Claude on how can we like be even more efficient with my inbox? Because I, like I used to be so good. I really, really used to pride myself in my email hygiene but now we're just so busy we're traveling so much like I just can't seem to get out of like sub a thousand unread emails and I used to manage my email inbox just with like unread or read like that was the kind of like hierarchy and I've tried to do filters and it just never really worked but I have now been doing we'll see how long this lasts but I've really been loving it anything like truly important that I need to get to I just star it and then I have my star inbox and it's very satisfying to star and unstar things like it's my rachel berry moment um and i've really really been liking that now it's like don't worry claude told me don't worry to get to inbox zero just get to your star zero and it's been like life changing that's such

32:31Jasmine:a good hack my my inbox is disgusting i think i have like 3 000 at least unread emails at the moment no it gets crazy my uh my smart swap is something that's just making me feel so I don't know if I told you guys this but I've lost my entire wardrobe have I told you this no I saw this on Instagram Jasmine I died I know okay yeah I know I know no guys it's so bad um so basically you're taking it so well I am taking it well because I don't fit any of my clothes postpartum so I'm like oh well I wasn't seeing her for a while anyway but I we've recently moved into this new house we had a really bad leak there was a lot of stuff in storage and some of that stuff was already um had like become quite moldy so some boxes were in a different space and I'd already kind of known those clothes were ruined but there was some stuff that was fine and I had in our garage and we had this leak and um like the ceiling caved in and it has destroyed all of my clothes so I am starting from zero I'm starting from scratch I have like a suit a few t-shirts and activewear and some maternity clothes and like one like nice dress and that's kind of it it's so distressing all my shoes anyway whatever we move on it's just stuff but there is a woman her name is Shira Gill not usually the kind of influencer honestly that resonates with me she's kind of like a bit of a Gwyneth-y vibe and she does have this this concept around a signature everything though and I love this and the idea is that she kind of started where with the idea that you would have you know your signature style you would have like one uniform that you would wear and she's expanded that into a signature everything and this in this chapter of my life where things are just so chaotic and busy when I saw this I just thought yes like how absolutely freeing so signature style like just figuring out the the uniform that you're wearing and for me that is a like a kid day uniform a work day uniform and an event or out uniform and you just have those few pieces that you're going to and you're like this is what I'm wearing rather than sitting there and trying to pull something together that's new every single time but it goes beyond that it's it's signature everything so it is the signature like when people come over to your house for dinner or drinks like you're serving the same thing every single time we've got the same wine we've got the same food we've got the same thing that we're pulling out and it's not laziness it's your signature and I just loved that and it's like when someone comes on the show like there is a um we send them the same like thank you card it's the same it's the same card it's the same whatever it's the same um the same language on there and uh it's not laziness it's your signature so that's something that I'm going to be applying to all parts of my life when I think about okay how do we take uniform dressing and as I'm rebuilding the wardrobe to be very functional and simple how do I take that to literally every single part of my life so that I can reduce decision fatigue yeah I'm I'm laughing because you're literally Steve Jobs I am Steve Jobs I'm Steve Jobs but I would never wear a black like who wears the same thing or that was his whole thing like to avoid decision fatigue and save time he would wear the same thing if you create my Instagram and like any panel I'm on I'm like usually wearing a black turtleneck and it needs to stop.

35:50Jasmine:There you go. I think I'm just going to buy like a couple of like the same kind of knits. They're going to be like the same colors. Just get, and that's what I'm pulling out. Like you'll see me every time I'm on the podcast, I'll be wearing exactly the same thing. And like, who cares? Cost of living, no one's expecting everyone's turning up in a new outfit. Let's just get a uniform that works and apply this to every single part of my life. I love that. Okay, that's the show guys. This was so much fun. See everyone next week.