Startups in Stilettos

Elisa Molina is the founder and CEO of COVEDOZA, a go-to marketplace for women to feel empowered, validated, and confident through art. Elisa is passionate about helping female artists and people of color bolster their artistic influence while generating passive income. She holds a Bachelor’s degree in International Business from the State University of New York College at Buffelo, a Bachelor’s degree in Business from the Florida International University College of Business, and has previously served in the Peace Corps in San Jose and Costa Rica.Elisa joins us today to share the humble beginnings of her company and how her experience in the Peace Corps inspired her to support and empower female artists and creatives. We discuss the challenges she faced while learning about import and export laws and how she developed a revenue-sharing model that supported the artisans she collaborated. Elisa shares how the COVID-19 pandemic impacted her business and her experience with crowdfunding and applying for small business COVID-19 relief grants. She shares tips for creating your first crowdfunding campaign and how she leveraged LinkedIn to promote her campaign. We also discuss PR strategies for increasing your brand awareness and the pros and cons of using H.E.R.O. as part of your PR strategy.“There are tons of opportunities and tools available for women entrepreneurs to apply for grants.” - Elisa MolinaIf you’re looking to take your business to the next level, join the Entreprenista League today at entreprenista.com/join. We can’t wait to welcome you, support you, and be part of your business journey!This week on Startups in Stilettos:What inspired Elisa to launch COVEDOZAFrom ideation to launch: How Elisa initially began collaborating with international artisansHow Elisa educated herself on navigating import and shipping challenges with international suppliersHow Elisa created a revenue-sharing model to support the artisans as well as her companyWhat kept Elisa inspired and motivated to continue building COVENDOZAApplying for grants and creating a crowdfunding campaignTips for creating your first crowdfunding campaignMarketing strategies Elisa used to promote her businessUnderstanding how grants work and how Elisa used the grand funds to grow her COVEDOZA How to find small business grants in your area and stateStrategies to increase brand awareness and identifying the best ways to connect with reportersWhat’s next for COVEDOZA and the inspiration behind the “It’s Me Season” apparel collectionResources Mentioned:GoFundMe Small Business Relief InitiativeiFundWomeniFundWomen of ColorShopifyGoogle DriveHello AliceFundedHelp a Reporter OutGoogle AlertsOur Favorite Quotes:“Don’t focus on perfecting. Focus on getting started. Launch it and as you go - as you learn, as you continue to raise funds - you will have an opportunity to always update your campaign.” - Elisa Molina“I noticed that the more grants I applied for, the better I was getting at pitching my business and injecting passion and mission.” - Elisa Molina“If we do not prioritize ourselves, we cannot take care of others.” - Elisa MolinaConnect with Elisa Molina:COVEDOZAEmail: Elisa@covedoza.comCOVEDOZA on LinkedInCOVEDOZA on InstagramCOVEDOZA on FacebookCOVEDOZA on TwitterCOVEDOZA on YouTubeElisa Molina on LinkedInConnect with your Startups in Stilettos hosts!Stephanie Cartin on InstagramStephanie Cartin on LinkedInJessica Abo on InstagramJessica Abo on LinkedInLearn more about Jessica Abo here

Jill Apgar is the founder of Coco Beans, a luxury bedding and sleepwear brand offering luxurious silk crib sheets and pillow cases using the world’s softest, most innovative fabrics that families can trust. The company is best known for their machine-washable, 100% silk crib sheets. Following a forced layoff from her corporate career in 2020, Jill launched her company with a desire to source the best crib sheet fabrics that not only felt luxurious to the skin, but also helped reduced tangled hair for children and adults. Jill holds a Bachelor’s degree in Applied Economics and Management from Cornell University and is a member of the Board of Directors for Harper’s Corner Foundation, Inc. She has over 12 years of experience in the corporate retail merchandising industry with some of the most iconic brands, including Abercrombie & Fitch and Victoria Secret.Jill joins us today to share what it was like to launch a luxury bedding and sleepwear company during a worldwide pandemic. She shares the initial steps she took to launch her company and why it’s important to learn from your mistakes and failures as well as your successes. We discuss how her personal painpoint led to launching the company and the value of networking and pushing yourself out of your comfort zone. Jill shares her experience with crowdfunding and how her products have evolved over the last two years. We also discuss tips for being ‘media-ready’ and ‘camera-ready’ as a new startup founder and how to craft your startup story to have the most impact.“For 30 to 45 days, you’re selling. If you want to be successful at that - you need a strategy and marketing plan.” - Jill ApgarIf you’re looking to take your business to the next level, join the Entreprenista League today at entreprenista.com/join. We can’t wait to welcome you, support you, and be part of your business journey!This week on Startups in Stilettos:How a painpoint in Jill’s personal life led to launching the Coco Beans companyWhat it was like to launch a new business during the pandemicThe importance of learning from your mistakes and failures as well as your successesThe initial steps Jill took to launch her businessThe value of networking, pushing yourself out of your comfort zone, and keeping yourself accountableBootstrapping the product development costs and how Jill financed the launch of her businessThe lessons Jill learned while raising money to launch her businessWhat kept Jill going despite facing challenges and setbacksThe process of creating the Coco Beans brandHow the Coco Beans products have evolved over the last two yearsEmbracing and understanding your inherent strengths as an entrepreneurThe PR journey and how Jill promoted her productThe value of joining a business community of like-minded entrepreneursTips for being media and camera ready as a new startup founderHow to craft your startup story and identify what to include and what to leave outWhat’s next for Coco BeansResources Mentioned:Columbus College of Arts & DesignShopifyKlaviyo Email MarketingOur Favorite Quotes:“You have to start somewhere.” - Jill Apgar“Have a day-by-day marketing strategy to get you through that crowdfunding campaign.” - Jill Apgar“Understand what you are inherently good at as an entrepreneur, and find people to fill the gaps.” - Jill ApgarConnect with Jill Apgar:Coco Beans - use Promo Code: Entreprenista15 to get 15% off your first order!Coco Beans on LinkedInCoco Beans on InstagramCoco Beans on FacebookCoco Beans on TwitterJill Apgar on LinkedIn

Cassity Brown is the owner and operator of St. Brown & Co., a luxury candle brand based in Orange County, California offering hand-poured luxury candles made with a vegan wax blend. As the daughter of entrepreneurial parents, Cassity was inspired to launch her company out of a desire to create a timeless, luxurious brand of her own – as well as a dash of ‘divine intervention.’. She holds a Master’s degree in Business Administration from the George L. Argyros School of Business and Economics and has recently launched a business consultation company aimed at helping entrepreneurs achieve tangible solutions to some of their most complex challenges.Cassity joins us today to share the inspiration behind launching her luxury candle brand, St. Brown & Co., and the lessons she’s learned along the way. We discuss the trial and error phase of launching her signature line of products, the marketing strategies she explored when starting the business, and how she eventually branched out to offer her products to wholesale customers. She highlights the importance of staying open to change and being fearless about asking questions. We also discuss strategies to pitch your business to media publications and what inspired Cassity to launch her consulting company.“When you make pivots - it’s always to make the brand better. That’s never a bad thing.” - Cassity BrownIf you’re looking to take your business to the next level, join the Entreprenista League today at entreprenista.com/join. We can’t wait to welcome you, support you, and be part of your business journey!This week on Startups in Stilettos Podcast:The inspiration behind launching St. Brown & CoHow growing up in an entrepreneurial family impacted her decision to launch her company and how her family responded to her desire to start a businessThe trial and error phase of launching a startup candle companyThe importance of being open to change and listening to your gut instincts as a startup founderThe day Cassity officially launched her companyMarketing techniques Cassity used to promote her new startupNetworking and working with wholesale suppliers and shop ownersCreating a wholesale deck for product-based entrepreneursBeing fearless about asking questionsThe importance of having a mentorConnecting with and pitching to media publications for feature articlesWhat inspired Cassity to launch her consulting business and the three-part consulting method she uses when working with entrepreneursOur Favorite Quotes:“The parallels with candlemaking itself being a creative and scientific process - that’s the same with business.” - Cassity Brown“Keep digging. Keep trying to find the answers to what you’re looking for.” - Cassity Brown“Connect with the people that are willing to share.” - Cassity BrownConnect with Cassity Brown:St. Brown & Co.Cassity Brown Business ConsultantSt. Brown & Co. on PinterestSt. Brown & Co. on InstagramSt. Brown & Co. on FacebookCassity Brown on LinkedInCassity Brown on InstagramConnect with your Startups in Stilettos hosts!Stephanie Cartin on InstagramStephanie Cartin on LinkedInJessica Abo on InstagramJessica Abo on LinkedInLearn more about Jessica Abo hereIf you’re looking to take your business to the next level:Join our Entreprenista League community of women founders! You’ll have access to a private community of like-minded Entreprenistas who are making an impact in business every day, special discounts on business products and solutions, exclusive content, private events,