RWO's WOMEN ENTREPRENEURS INSERT 2019

INSIDE

FEMALE ENTREPRENEURS INSERT

Enjoy

SOMETHING 4THE SISTA’S WITH COVER WOMAN YOLANDA SMILEZ

Enjoy SOMETHING 4THE SISTA’S WITH COVER WOMAN YOLANDA SMILEZ

FRIDAY MAY 17TH

7:30PM till late at The Jackrabbit Club

(Rochester’s hottest new venue, from the owner’s of Good Luck)

What could be better than drinking, dancing, taking photos, and eating cake in formal wear with your BEST gals? Raising money for women in need at the same time.

TICKETS ON SALE NOW! rochesterindieweddings.com/events Brought to you by: Rochester Indie Weddings, Natalie Sinisgalli Photography, Black Label Events, Marquee Events, Stacy K Floral, Hype Booth, Special Occasion Hair Design, Rachael B Cupcakes, and more!

MAY 15TH

40% OFF

NSPSTUDIO.COM | 11 ARNOLD PARK ROCHESTER 14607 | 585.413.0135

{ WOMAN ENTREPRENEUR }

NATALIE SINISGALLI PHOTOGRAPHY PHOTOS BY NATALIE SINISGALLI PHOTOGRAPHY

While the “what” and “how” of a business is important, it’s the WHY that matters most. It’s what creates impact within communities, and effects lasting change in people’s lives. At Natalie Sinisgalli Photography, taking photos is a relatively small part of our value equation. It’s how we do what we do. What we actually do, is empower women to feel good about themselves. So what does it mean to run a photography studio with that mission?

Here’s what it means to us...

1. OUR STUDIO IS A SAFE SPACE. Ou r s t u d i o i s a private and safe place where women can be vulnerable and comfortable in their own skin. It’s a judgement free zone.

Our staff is all-female, and we are surrounded by affirmational signs, velvet furniture and encouraging photos of real people. My team and I build you up, not pick you apart. We offer up an alternative message to the beauty and fashion industries that so frequently tell us women that we’re not enough. Their empires hinge on the belief that unless you buy face cream, high heels, shapewear, diet plan, makeup, shampoo, [insert whatever has been advertised to you just today here], that you aren’t worthy of love... especially your own love. We want to provide the antidote to this message. We believe every woman is beautiful, and deserves to feel valued and heard. That she is already enough, exactly as she is today.... and it’s our job 283

to prove this to every woman who walks through our door.

2. CHECK YOUR NEGATIVE SELFTALK AT THE DOOR. 90% of the people who show up to their photo shoot tell us they are “not photogenic”, that they hate having their photos taken, and they never like pictures of themselves. It’s alarming how pervasive this belief is... people automatically offer

and that it’s my job to make sure they look good in their photos, not theirs. I also voice every compliment that comes to mind about them – focusing on things that are intrinsic to them, “your eyes are sparkling” instead of things based on their weight “you look so thin!”. By putting my clients at ease and helping their true personality and light shine through, I am able to capture them at their very best.

up their perceived shortcomings to me as protection the moment they feel the impending vulnerability of being photographed. They try to prepare me and themselves for disappointment. I always listen and allow people to speak their truth – I let them know that I heard everything they said, and that I need them to set those beliefs aside for a moment and allow me to show them how I see them. I explain how I will coach them through the shoot process,

3. ALLOW YOURSELF TO SEE YOUR BEAUTY. As a studio of highly trained photographers, we have a unique opportunity to change the way women view themselves. It’s a powerful experience when women are open to receiving it. Symbolically, our studio holds up a mirror to women that only reflects back the positive. The first photo I show to women on the back of the camera during the shoot is quite frequently the first photo a woman has ever liked of herself. Through the process of making a woman feel at ease, letting her inner light shine through, and then taking photos in which she will like how she looks – we are able to transform her self-image and help her tune into the beauty she has always possessed, but has never truly seen or believed in before. When they see this in-person on the back of the camera in real-time, knowing it hasn’t been

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{ WOMEN’S HISTORY } “While the “what” and “how” of a business is important, it’s the WHY that matters most.“

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We are and continue to be grateful to our wonderful clients for entrusting us with capturing the precious moments of their lives.

“We believe every woman is beautiful, and deserves to feel valued and heard.

That she is already enough, exactly as she is today.... and it’s our job to prove this to every woman who walks through our door.”

{ SHIFT+CONTROL }

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{ WOMAN ENTREPRENEUR } “It’s how we do what we do. What we actually do, is empower women to feel good about themselves. ”

edited, it’s frequently difficult for them to reconcile what they are seeing vs. what they have always believed to be true about their appearance. It usually ends after a confused pause and an exclamation of “wow........ I actually look good!” That’s when the shoot really gets fun, because their walls come down, and they are excited and open to seeing more of the beauty in themselves.

4. CREATE A COMMUNITY OF WOMEN WHO SUPPORT OTHER WOMEN. We have several ways in which we foster and strengthen female relationships in our city. One of our

favorite avenues is through hosting events at our downtown studio. We have workshops, speakers, wellness activities, networking mixers and private events at our space, and are always delighted to meet so many beautiful women with hearts for supporting their sisters through at these functions. We have also created a blog series called Real Women of Rochester, a platform that allows women to share their stories of their journeys through womanhood, for the benefit of other women. We have also been fortunate in our ability to tap into and support existing groups such as the Women’s Council that are doing

a phenomenal job of bringing women together for the purpose of social and career advancement.

5. GIVE BACK TO THOSE IN NEED. There are many incredible organizations whose primary aim is to lift up women in our community. We are honored to be able to consistently raise thousands of dollars through the generosity of our clients to support such organizations.

Our biggest fundraisers come in the form of professional headshot marathons.

During these week-long events we offer discounted headshots with $25 from each session going towards a female-oriented

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{ SHIFT+CONTROL } } { WOMAN ENTREPRENEUR “As a studio of highly trained photographers, we have a unique opportunity to change the way women view themselves. It’s a powerful experience when women are open to receiving it.”

charity. We photograph at least 50 people during every event and host them biannually. Past beneficiaries include Dress for Success Rochester which supports disadvantaged women in a variety of their career needs as they enter or re-enter the workforce, Willow Domestic Violence Center which provides a safe haven for victims and survivors of domestic violence, and most recently the YWCA of Monroe County, whose mission is to empower women and eliminate racism.

We are floored by the generosity of our community and the way in which the people of Rochester rally to support those 289

in need. Not only that, but we get to provide local business professionals with fresh promotional images and a more positive sense of self to over 100 people per year. It’s a win-win for all involved.

We are and continue to be grateful to our wonderful clients for entrusting us with capturing the precious moments of their lives. For the last eleven years we have photographed countless wedding, High School senior, boudoir, headshot and family clients - and it’s these same clients that show up at every opportunity we provide to lift up women in our city.

We can’t wait for the next eleven years,

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and to continue creating new ways to effect positive change for women in our city and beyond.

P.S. To learn more and read their Real Women Of Rochester blog series, visit nspstudio.com. Stay tuned for information on Natalie’s newest business, Embolden, designed to provide support and resources for female business owners, encouraging them to own their bold.

{ SHIFT+CONTROL }

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“We are and continue to be grateful to our wonderfu moments of

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ul clients for entrusting us with capturing the precious their lives.”

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{ WOMAN OWNED BUSINESS }

2019

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WHEN:

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9:00 A.M. TO 3:00 P.M.

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Rochester NY 14602

{ WOMAN OWNED BUSINESS }

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{ ONE HIP CHIC }

ONE HIP CHIC OPTICAL

BY TAMRA ASMUTH I PHOTOS BY NATALIE SINISGALLI

The phone just rang here at One Hip Chic Optical. A new customer who’d picked up her first pair of glasses a month ago was calling to tell me how much she loves them. She said she’s been getting compliments from friends, family and even strangers nearly every day. I could hear the smile in her voice.

I know this article is supposed to be about me. But, truth is, I’d rather start out by talking about us. I’m talking about you and me. I’m talking about that woman at the bank and that guy at the coffee shop. We might not know each other but I think we have at least one thing in common.

I guess not giving in to peer pressure may have set me up for success in business.

Honestly, probably everything in my life set me up…and led me to…where I am today. I think that’s another thing we all have in common.

I think we are each the culmination of our choices and experiences.

I think we all want to feel good about ourselves.

We want to feel the way another customer of mine felt when a man 30 years her junior complimented her glasses and emphatically added, “YOU are still relevant.”

My customers would tell you that they have a desire for uniqueness.

They aren’t interested in the status quo.

They probably never succumbed to peer pressure. I know I didn’t. Unless you count that time I went to Bambi Burnett’s* house and smoked cigarettes after promising my Dad I would never, ever smoke. But, I digress.

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Long after my weekend of smoking at Bambi’s house, I got a part time job at an optical shop in the mall. Having ditched my aspiration of becoming a supermodel (true story), I was going to school for computer programming.

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But here, under the bright fluorescent lights at the mall, I fell in love with the optical business. For me, it was the perfect combination of science (learning what all those numbers mean on an eyeglass prescription and understanding anatomy and physiology of the eye) and art (knowing what frame shapes work with which face shapes and what prescriptions work well with which frames). I decided to quit going to school for computer programming and, instead, entered in to an apprenticeship to become a licensed optician.

For three years, I studied the college books of a co-worker and learned the trade by my daily experience at the mall optical store. After passing my state board exams to become a licensed optician, I began work at private doctor’s offices.

Though I may not have realized it at the time, I was honing my skills as an optician and as a business owner. Life experience should never be underrated. I was studying the way others conducted business in order to determine how I would. In many situations, I asked myself “How would I handle this if it were my decision?”

Sometimes we learn who we are by realizing who we aren’t.

{ ONE HIP CHIC } “I guess not giving in to peer pressure may have set me up for success in business. Honestly, probably everything in my life set me up…and led me to…where I am today.”

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{ ONE HIP CHIC } “People who have a passion for their product design the eyeglass frames, shoes and handbags sold in my shops.”

About 23 years ago, I made the decision to open my own optical shop and about 22 years ago, I actually did it.

The delay? Writing a business plan.

When people ask me what the single best piece of business advice is that I would give, I can’t say business plan fast enough. For nine months, I wrote (and wrote and wrote and wrote) about what my business philosophy was, what my optical shop would look like, where I would advertise, who my customer was, how day to day business would be conducted and exactly what I’d sell.

I could picture it all so clearly. And if you read my business plan, you’d see it clearly too.

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Since opening One Hip Chic Optical on Park Avenue in Rochester all those years ago, I’ve enjoyed meeting thousands of people. I’ve delighted in getting to know my customers and hearing their stories.

I love to study a person’s face…their complexion, eye color and face shape and imagine what would enhance their own beauty. In my mind…or maybe my heart…it all swirls together and oftentimes, leads me to the perfect frame.

I think that makes me a matchmaker, don’t you?

A little over a year ago, I moved One Hip Chic Optical to 1521 Monroe Avenue in Brighton. There, I opened

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my sister store, Sole by One Hip Chic, thereby extending my brand to include shoes and handbags. Like One Hip Chic Optical, the products in Sole are sourced from small, boutique companies from around the world.

People who have a passion for their product design the eyeglass frames, shoes and handbags sold in my shops.

Most times that product is made, at least partially, by hand. I like to think that means there is an extra dose of love infused in every thing I sell. *Name has been changed to protect the (not so) innocent.

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{ PURE BARRE }

WE GOT TO SIT DOWN AND TALK WITH PURE BARRE

BY CHRISTINE LIMUTI

This is Pure Barre We Are Pure Barre. Forever true to our roots. We’re for those in pursuit of excellence and those seeking the purest sense of self.

We are on a crusade to rise above who we were yesterday. If it didn’t make us feel this strong, we wouldn’t keep fighting for it.

passions coupled with business savviness seemed like a great fit!

CLIENT TESTIMONIALS Michelle: Pure Barre is my sanctuary…I’ve met amazing and inspiring women all in different walks of life. I’m in the best physical shape of my life and I found a workout that I truly love and enjoy.

Renee: I have never felt like I’m going to

Pure Barre is a collection of 45-50 minute total body workouts. At the core of our technique we use a thoughtful series of low impact, isometric movements that are designed to produce results. You’ll use the ballet Barre and other light equipment as you move through class, focusing on different areas of your body. Your muscles will shake. You’ll get stronger with each class. And ultimately, you’ll rise above who you were yesterday.

Precise. Proud. Balanced. Passionate.

Dalya (Crawford) and I (Christine Limuti) opened Pure Barre in November 2017 with sincere hopes to attract, train and retain a committed team and foster a sense of community within our studio.

Pure community. To date, we’ve served nearly 2,000 members of the Rochester community and over 35,000 class bookings. A true testament to our client base and instructors. We love what we do.

Who we are: I’ve always had a passion for working for and with people and a passion for movement. I took my first Pure Barre class during the peak of marathon training and was humbled by the intensity and challenge. Coincidentally, my best friend, maid-of-honor, and now business partner Dalya Crawford was taking Pure Barre routinely and was a believer in the technique and practice. Our fitness 305

plateau. I am always challenged in my Pure Barre classes, no matter how much I’ve improved. I’m always learning.

Yan: I thought my athlete days were over when I started working. But Pure Barre has shown me that I am nowhere near done.

I can have biceps, I can shape my abs, and there’s no such thing as “over” when it comes to progress.

We offer three different modalities of classes - - Pure Barre (Classic), Pure Empower, and Pure Reform.

ROCHESTER WOMAN ONLINE :: MAY/WOMEN ENTREPRENEURS EDITION 2019

PURE BARRE Rooted in our classic technique, Pure Barre is the fastest, most effective full-body workout. You’ll be guided through a series of low-impact, high intensity movements that are designed to strengthen and tone your body in ways that no other technique can. Give us 50 minutes and we’ll give you the best of barre - long and lean muscle tone without the bulk.

PURE EMPOWER More cardio. More ways to crush your goals. Pure Empower is a fusion of barre and interval training designed to elevate your heart rate, build strength and rev up your metabolism.

For 45 minutes, you’ll use multidirectional, dynamic movements with ankle weights and a plyometric platform to target different muscle groups simultaneously - all at an invigorating pace.

PURE REFORM Inspired by resistance training.

Perfected by Pure Barre. Pure Reform is a total body workout that targets, shapes, and defines all major muscle groups through resistance‐based strength training. The 50‐minute class merges the elements you love from our Pure Barre technique with moves that challenge your strength, coordination and balance by using resistance bands, sliders, and the barre.

Try Pure Barre today! Visit www. purebarre.com/ny-pittsford/ to view our schedule and register for your first class! We encourage first time clients to try our introductory Pure Foundations class (Tuesday at 6:30pm or Sunday at 11:00am). Email pittsford@purebarre. com, call 585-305-4466, or send us a message on social @purebarreroc to book.

{ PURE BARRE } “We Are Pure Barre. Forever true to our roots. We’re for those in pursuit of excellence and those seeking the purest sense of self.”

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Pure Barre Rochester-Pittsford, NY a: 3349 Monroe Ave. Ste. 27b, Rochester, NY 14618 I p: 585-690-6102 e: pittsford@purebarre.com I w: purebarre.com/ny-pittsford/

Pure Barre Rochester-Pittsford, NY a: 3349 Monroe Ave. Ste. 27b, Rochester, NY 14618 I p: 585-690-6102 e: pittsford@purebarre.com I w: purebarre.com/ny-pittsford/

Pure Barre Rochester-Pittsford, NY a: 3349 Monroe Ave. Ste. 27b, Rochester, NY 14618 I p: 585-690-6102 e: pittsford@purebarre.com I w: purebarre.com/ny-pittsford/

{ A{ WOMAN’S RETREAT SHIFT+CONTROL } }

CAMP LOON WELLNESS RETREATS

BY GINA LATHAN

HOW IT BEGAN Gina and Jeff Lathan’s first trip to the Adirondacks was in September 1991, just before they were engaged. They fell in love in the Adirondacks, with each other, and with the area! They continued to visit the Adirondacks every year, even as their family grew. Every year it was the vacation choice...offering lots to do and the chance to unwind together!

In the summer of 2009 they began staying in Inlet, NY on Sixth Lake. They were hooked!

Simply put, Inlet and Sixth Lake were the perfect get-a-way destination for them.

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for their family of five, which at the time included three young children. Sixth, Seventh and Eighth Lakes are all connected, and all sit on the north side of Route 28.

Most of the north shores of these lakes are protected State Land. Together, these three lakes offer over 1000 square acres of lake and over 15 miles of shoreline to explore and enjoy. Most of their vacations were not spent running from excursion to excursion, but rather canoeing, swimming, watching the loons play, having campfires, talking, reading, laughing, enjoying every moment

INLET & SIXTH LAKE Inlet is a quaint, welcoming town where the shopkeepers learn your name, everyone gathers at the ice cream stand on summer nights, and the grocery store will open back up after closing if you need a pie (yes…that really happened!) You can watch the beautiful sunset from Arrowhead Park, take a seaplane ride to see the foliage, hike several trails or take a leisurely stroll down main street. No matter what your pleasure is, if you are in Inlet you are slowing down, connecting deeper with those you are with, and living in the moment.

and creating meaningful memories of time spent with each other, their children, friends and family.

Sixth Lake, like the other Fulton Chain of Lakes located in the Adirondack Park, is a crystal clear, mountain filtered body of water. It is one of the smaller lakes making it perfect for canoeing, kayaking and swimming without the worries of excessive boat traffic.

Gina and Jeff found it a perfect destination

CAMP LOON Camp Loon is a special place located on Sixth Lake. Built and renovated with family in mind, with love and care. Camp Loon has become a perfect gathering place for friends and family. This little slice of Adirondack heaven sits on just under 3 acres, backing up

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to State Land that will never be developed.

The camp’s 100 feet of shoreline, includes lakefront, as well as a peninsula and a quiet little “pond” area. Because the property backs up to State Land, there is no road to the camp. It is boat access only, which provides the perfect opportunity for a private retreat, but not remote. It is secluded enough to feel like you have really gotten away from everything, however if you forgot a bottle of wine, the liquor store in Inlet is only five minutes away. The property is unique, serene, and awesome for exploring!

The abstract of the property dates to the early 1900’s. It was parceled off sometime between 1895 and 1902 as a plot of wilderness campsite. In the late 1980’s Blake and Linda Pomeroy purchased the parcel from Harvey and Betty Dunckel. Blake had hopes of building a rough hunting cabin on the property and constructed a simple “A” frame structure. The neighbors share stories of Blake sitting on the front steps with his shotgun, waiting for a big buck (or maybe a bear) to wander through!

In 1997 Mark Bibbens and his wife, Renee, purchased the property and shell of a cabin from the Pomeroy’s, as a family vacation getaway. Mark traveled from their home in Pennsylvania every weekend for over a year working on the camp. By trade Mark was a home inspector, and paid attention to every detail. The interior was framed out, the back porch was enclosed and converted into bedrooms, the interior was finished with

{ A WOMAN’S RETREAT } “In early June 2018, ten ladies gathered at Camp Loon for a soulful retreat. The weekend was filled with mindfulness, reflection, good food, laughing, crying, wine, nature and new friendships. The idea of Camp Loon Retreats was born!”

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{ A WOMAN’S RETREAT } “It was as if their everyday stresses shed away as they walked across the footbridge. The first night, Gina and Jeff sat out on the porch swing, listening to the peepers and the loons and the quietness. They knew Camp Loon might just be the place they had dreamed of having for so many years.”

tongue and grove knotty pine. Every board was hauled over to the camp property by pontoon boat or row boat, cut and stained

by Mark, his family and friends. The kitchen cabinets custom made. The front porch enclosed and screened in. New foundation piers were constructed. The septic system was designed and installed (although the original outhouse shell still stands at the far corner of the property!)

The exterior was sided, and the dock/boat house was built. All with love, care and attention to detail.

time together at the ADK camps, as well as each other’s homes in the Rochester area.

Gina and Jeff always jumped at the chance to come up to camp to help the Bibbens open or close for the season. A weekend of “work” at camp is not a weekend of work at all...especially when spent with friends in the Adirondacks!

Toward the end of their stay, the Lathans and Bibbens celebrated a successful camp-opening weekend over pizza, wings and “beverages”.

During dinner Gina and Jeff popped the question....”Mark and Cheryl, would you ever consider selling Camp Loon to us?” They responded, “To you folks?

Of course, we would!” The placemat was flipped over, and a plan was scratched out. Three months later Gina and Jeff became the proud owners of Camp Loon and everything it represents.

Sadly, nine years later, Renee passed away. Mark and their children still enjoyed visiting Camp Loon, a place to come together as a family and enjoy nature and together time. In 2008 Mark remarried and introduced Cheryl to life in the Adirondacks.

Together they continued to meticulously maintain the Camp Loon property and opened their doors (and hearts) to guests.

Over the next nine years they shared their Adirondack camp with dozens of families and groups of friends from all over the country.

In 2009, the Lathan family became renters of Mark and Cheryl. They stayed at Bibbens’ camp “Sixth Lake Retreat” on the south side of the lake. During their first stay, they met Mark and Cheryl and immediately became friends! Mark and Cheryl’s hospitality, warm hearts, down-to-earth, and genuine kindness was contagious! Over the next few years, the Bibbens and Lathans spent 315

stay over at Camp Loon, so they could enjoy some quiet time. It was the first time they had stayed at Camp Loon. It was as if their everyday stresses shed away as they walked across the footbridge. The first night, Gina and Jeff sat out on the porch swing, listening to the peepers and the loons and the quietness. They knew Camp Loon might just be the place they had dreamed of having for so many years.

In 2014 Gina and Jeff seriously started looking for their own little slice of heaven in the Adirondacks....a camp or cottage they could call their own, and share with others, just like Mark and Cheryl had done.

In May of 2017 they came up to camp to help Mark and Cheryl spruce up for the season. Mark suggested that Gina and Jeff

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WELLNESS RETREATS AT CAMP LOON About a year later, Gina was talking with a friend who teaches meditation and reiki. Her friend, like many others, appreciates the magic of the Adirondacks.

She asked Gina if she would host a Ladies Meditation Retreat at Camp Loon. In early June 2018, ten ladies gathered at Camp Loon for a soulful retreat. The weekend was filled with mindfulness, reflection, good food, laughing, crying, wine, nature and new friendships. The idea of Camp

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{ A{ {WOMAN’S SHIFT+CONTROL ONE HIP CHIC RETREAT }} } “As you can imagine, the possibilities for wellness retreats are endless.”

For Gina, the idea of organizing, managing and hosting was not new. Throughout her life she has thrived on planning, organizing and executing. Her almost thirty-year career in the construction industry has demanded skills such as project management, budgeting, marketing, sales and trouble shooting. In her personal life, she and Jeff are the couple always planning for the next gathering…. a wine tour with twenty close friends, a weekend “antique crawl”, a soccer team camp out, a wedding in the Lathan Barn, or a Fear Factor-themed birthday party for thirty teenagers. Gina has served on several boards, and without fail, ends up chairing most event committees.

Organizing, entertaining, bringing people together, making people feel good…Gina’s experience and passions all seem to align 319

when it comes to the Wellness Retreats!

Most people in the wellness, holistic and spiritual communities believe that when you manifest and put something out there, passionately, and for the good of others, a greater power takes over and things come to fruition. This is what happened for Gina with Camp Loon Retreats! After a couple of enlightening, successful retreats, Gina began to “put it out there” and her phone began ringing. Like minded women started coming forward saying “I want to be part of this!” Gina soon had compiled a list of potential partners who she connected with including yoga instructors, nutritional experts, a counselor and certified therapist, photographers, reiki practitioners, massage therapists, authors, CEO’s of successful

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businesses, and even TED Talk speakers!

At the same time, women looking for ways to live with more positivity, connect more deeply with their spouses, define their next life chapter, or find and fire up their inner passion began reaching out to Gina. They wanted to be included in future retreats!

POSITIVITY, PEACE & PASSION at CAMP LOON As you can imagine, the possibilities for wellness retreats are endless. It seems that everyone is looking for guidance, support and direction at some level. Gina decided to focus on what she knows best, and what she can attribute her so far very fulfilling life to….living with Positivity, finding time for Peace and doing everything with Passion. Each retreat focuses on these three

{ A WOMAN’S RETREAT }

mantras, while also introducing practical ideas on how to work these into every day life, especially during some of life’s more challenging times.

Gina also believes in Balance. Her retreats are a perfect Balance of fun, relaxation and mindfulness. Along with interesting topics and speakers, her retreats offer great food (special dietary needs can be met), wine tasting, tea tasting, massages, reiki treatments, yoga, meditation, hands on activities and wellness exercises, kayaking, (light) hiking, sunset boat tours, campfires, group time, plenty of personal time, and of course the incredible accommodations of Camp Loon!! Retreats are held at Camp Loon in June, September and October.

THE GIFT OF INTENTION DAY RETREATS As wonderful as Camp Loon Retreats are, Gina recognized that not everyone can get away to the Adirondacks for three days. She is pleased to announce beginning in June she will be offering Day Retreats at “The Barn at The Lathans” located in Genesee 321

County. “The Barn at the Lathans” dates back to the early 1900’s. This beautiful property offers a country setting, surrounded by pine trees, open fields, and a unique gambrel barn gathering space. Conveniently located minutes from 490 exit 2 or minutes from Thruway Exit 47, in the town of Byron.

Similar to Camp Loon (destination) Retreats, like-minded women are invited to gather and explore ways to create and improve their life intentions with Positivity, Passion and Mindfulness. Gina has tagged this 2019 Summer series “The Gift of Intention”.

The first Saturdays of June, July and August, Gina will welcome guests to her property to gift themselves just a few hours of relaxation, reflection, fun and of course great food!

June’s Day Retreat will focus on The Gift of Positivity and cover Intuition, Authenticity, Self-Compassion and Gratitude. July’s Day Retreat theme is The Gift of Passion focusing on Our Strengths, Creating Purpose and Joy. Finally, August’s Day Retreat, The Gift of Mindfulness, introduces ideas on Being Present, Manifesting and Building Your Support Circle.

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LIVING WITH INTENTION This journey has created unexpected connections for Gina with other wellnessfocused people who have their own special talents and gifts to offer. As Gina’s journey progresses, she realizes what a pleasure and blessing it is to provide avenues for women to unplug, relax, reflect, connect and fire up their positivity and passion. She and Jeff both appreciate how fortunate they are, not only for the opportunity to call Camp Loon theirs, but also for the chance to share their camp home and their country home. The evolution of Camp Loon Retreats and Day Retreats is their way of spreading Positivity, Peace and Passion… and empower others to live life with intention!

Gina Lathan Email: retreats@camploon.com Cell: 585-409-8009 Camp Loon www.camploon.com

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{ DISHING WITH THE DIVA’S }

DISHING WITH MINI COOPER

BY CHERYL KATES & KELLY BREUER I PHOTOS BY CHARLENE MANN PHOTOGRAPHY

This months Rochester Woman Online’s Dishing with the Diva’s was so much fun when we got to party and test drive at Rochester’s Mini Cooper dealership for our “Fashion Under the Stars” launch party.

Diva 1 (me, Cheryl Kates) and Diva 2 (Kelly Breuer) along with RWOs newest writer joining our Something for the Sistas section Titiana Bogar and even the little diva in traing were all in the building!

We had music pumping from DJ C Melz, some of our wonderful

advertisers and vendors joined us and even some of our fabulous models came out to get the party started and support Worth More Nation.

It was so interesting seeing the custom selections regarding colors etc. available to choose when selecting your new vehicle. They are fun, hip, and stylish.

It was clear the Mini Cooper was a great car selection for anyone.

Looking for a car for you kid going off to college? Diva 2s daughter Torrie was in the building and she made it clear that’s what she wanted. Hope she gets a job soon!

Half way throught the evening, Tom, Mini Cooper’s manager came over and handed us some keys for us to go take a test drive...and we couldn’t wait to take him up on his offer!

So the girls and I decided to take a Mini for a spin. We test drove a snazzy turquoise convertible. Diva 2 was happy as the “Mini Cooper” was just her size lol. I am 5’11, so my first thought was “oh this is gonna be fun with me trying to squeeze into this tiny little car”. I was surprised the car was still easy and comfortable for me to drive even being so tall.

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{ DISHING WITH THE DIVA’S } “The launch party was a amazing experience. I got to meet and network with different people, out of all things taking a test drive in the Turquoise Mini Cooper was amazing.”

clear that’s what she wanted. Hope she gets a job soon!

“The launch party was a amazing experience. I got to meet and network with different people, out of all things taking a test drive in the Turquoise Mini Cooper was amazing. The speed on that car is a thrill to live for. The gizmos and gadgets that the car offer is a girls dream come true. In due 329

time I think I am going to own one once my kids are all grown, it will be my travel car. Mini Coopers are a thrill to live for Especially when riding with Diva 1 and Diva 2,” said Titiana Bogar.

I am just so impressed with the customer service, all of the amazing options that are available, and the way the mini drove was truly not at

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all what I had thought it would be like. The Diva’s (and our mini diva) highly recommend this awesome vehicle and thank Tom at Mini Cooper of Rochester for giving us this opportunity. Be sure to visit them on W. Henrietta Road and tell them the RWO Diva’s sent you!

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LINDA WILSON: REALTOR

BY LINDA HARRIS I PHOTOS BY JOE MARINO

Linda Wilson is an Associate Broker with Howard Hanna Real Estate Services. With over thirty years of experience, Linda provides services to buyers and sellers within the Rochester region, and also mentors and supports fellow agents in the area.

After high school, Linda Wilson pursued and completed her Associates Degree in Criminal Justice with a minor in Psychology. Upon completion of her degree, the plan was to become a police officer. LInda completed police training to include the written test, agility test and civil service test. She passed all requirements and was put on a wait list. While waiting to reach the top of the list, Linda applied for other jobs. She was offered a position at Dupont.

Linda was satisfied with the money she was making, had weekends off and best of all did not have to worry about being in danger. She learned just about every positions, if not all at the factory. Linda enjoyed the variety of tasks and that every day she could work in a different area. She is not a huge fan of repetitive work. When rumors traveled around the workplace that a possible layoff would be in the near future, Linda decided quickly she needed to start working on her next steps in her career.

Linda knew whatever career she choose, she wanted a career where each day would be slightly different. The idea of working in real estate dawned on her. She picked up the newspaper, circled and applied for the top two postings in the classified section.

Prior to this, she never thought about a career in real estate. She attended her first 343

open house, in pursuit of her new career.

She started out working with an agency part time, while simultaneously working at Dupont. LInda quickly realized that the job of a realtor is more than just sales. A big part of the job is developing relationships and building trust. “People are trusting you with their biggest investment.” Linda realized this was the job she loved and decided to pursue her new found career full time.

As with any career, you can face challenges starting out. Linda described the main challenge faced was the lack of training or mentorship programs when she started out. It is hard starting out with little to no experience and not having a formal program to guide you through. She describes her first experience as “Here’s your desk, there’s your phone, and good luck.” Nowadays, new

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agents have a lot more resources than she had. Many agencies partner a brand new agent with a more seasoned agent to learn the ropes. Linda was determined to succeed in her new career and spent numerous hours researching on her free time. She also listened and read the works of many motivational and inspirational speakers to include Tom Ferry and Zig Ziglar.

When asked what challenges for females in general did women face during the beginning of her career, Linda stated the main concern was safety.

During that time, safety measurements was not like they are today. Linda made sure to go to showings with a partner and also felt more secure with her previous police training and accomplishment of reaching an upper belt in Karate.

Although there are other ways of purchasing property, without the use of an agent, Linda is convinced the benefits of hiring a reputable agent is essential. Realtors follow a strict code of ethics. Linda notes that whether you are buying or selling, one of the many jobs of the realtor is to screen and make sure to the best of the ability, that they are connecting quality people together. They are showing property to potential buyers and know where that prospect works, lives and potential buying power. Homeowners looking to sell, can feel confident leaving their home for a showing in the hands of a realtor.

Linda specializes in the buying and selling of

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{ WOMAN OWNED BUSINESS } Her father taught her, “Your word is your bond. If you say something, you better really mean what you’re saying, or don’t say anything at all.”

move up home, residential, investment and new construction. Her favorite areas are a toss for ironically opposite reasons, between the sale of a first time home buyer and a step down buyer. There is joy with the purchase of a new home, and LInda often times find that the relationship during that process transitions from “My real estate agent to my friend”. Linda also states “Everybody needs a place to live. It is the American dream to own a home.”

out the foundation and the roof. Both of which is hard to show in the snow and dark. Other than that aspect Linda loves her job and mentioned several times that hse is “blessed”.

She is grateful she gets to take part in that journey.

Step down buyers, are on the other hand not so full of joy. Most of the time, step down buyers are older and are looking to purchase a new home due to maybe a spouse passing on. Linda feels with her thirty plus years of experience with this type of situation, she know how to comfort people during this very difficult transition. She feels it is imperative to give back to people, especially during this phase in their life. She even encourages giving back, by using “AOK” at the end of the Greater Rochester Association of Realtors meeting, which she is the President of. AOK stands for Acts of Kindness.

“Someone helped you along the way, and you should be helping others.”

The least favorite part of Linda’s job is not the job itself, its the sometimes brutal winter weather in Rochester, NY. Between the snow and the fact that it gets dark much earlier, it makes it hard to show several houses to a potential buyer after traditional work hours.

Linda stressed the importance of checking 345

what you’re saying, or don’t say anything at all.” She makes sure that she keeps it real with her clients and sticks to her word. Her mother made sure Linda knew she could do anything she wanted and don’t be afraid to do it. Linda also has three brothers who are military veterans and she credits determination and self discipline traits to them. Linda also credits her best friend Lisa for being her sounding board and pushing her to be a stronger person each day.

They bounce opinions off of each other, and Linda values not only her professional expertise, but friendship as well. Linda made an amazing accomplishment by becoming the first African American female president of the Greater Rochester Association of Realtors (GRAR). What is more coincidental is that the GRAR was formed on October 6, 1910 and LInda was born on October 6th.

Linda is also honored to be able to represent over 3.000 members at the National level when voting. She is grateful for the trust that her association has in her and her leadership skills.

Final thoughts with LInda is “I love what I’m doing and I’m truly blessed.”

Linda credits her values she takes with her both at work and off to her family support system from early upbringing. Her father taught her, “Your word is your bond. If you say something, you better really mean

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To learn more about Linda Wilson or to set up an appointment to discuss your current real estate needs, please visit her webpage at https://lindawilson.howardhanna. com/Agent/Content/111167432/about_me

{ WOMAN OWNED BUSINESS }

Buying & selling your home is one of the largest financial decisions that most people make. Having an experienced agent to help educate and guide you through the process is key, With over 30+ years of experience helping buyers and sellers I’m the connection you need to succeed!

Designations

• E-Pro: Advanced Real Estate Technology and Social Media Proficient • Certified Residential Specialist (CRS) • Certified Buyers Representative (CBR) • Residential Certified Construction (RCC) • Short Sales and Foreclosure Resource Certification(SFR)

Affiliations

Make that Connection, Connect with Linda for all your real estate needs!

585-750-5034 2349 Monroe Ave., Rochester, New York 14618 linda.wilson5034@gmail.com lindawilson.howardhanna.com

• Greater Rochester Association of REALTORS® Board President 2017, 2018 • Residential Real Estate Council State President 2017, 2018 • Greater Rochester Association of REALTORS® Board of Directors • New York State Association of REALTORS® Board of Directors • Women’s Council of REALTORS®, Past President - 2009 • National Association of REALTORS®

Awards & Honors

• Platinum Sales Award • National Sales Excellence Award • Sales Master Gold • Sales Master ROCHESTER WOMAN ONLINE :: MAY/WOMEN ENTREPRENEURS EDITION 2019

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{ CRUISIN WITH KARMA }

KARMA SPEAKS

BY DENISE “KARMA” CLIFFORD

YOU DON’T KNOW ME, BUT YOU WILL. IF YOU CHOOSE TO; Although I wear my story on my skin, you don’t know what lies beneath my eyes, or the untold truths I have to tell. Once a muted scared little girl with no voice, now I stand up to the hidden demons from beneath my bed. Scarred by the choices and mistakes of others, which led me to regrow my skin thicker, stronger, covered with the stories and tales I once was too ashamed to share. Band-Aids of life, left to remind me, to inspire me, to tell me: the one who matters most, the reasons I never gave up. I am not a victim of my circumstances, I am not a label you choose to put upon me to cover what truths I have to share. I am not afraid to speak, I have found my voice. And if you choose to you will see me as I am, from the inside out. Where you can make judgments, have an opinion, like or dislike the person I have forged myself into. I am exposing who I truly am, and you have decided to listen My early childhood was doused with the stench of last nights Genny Lite on the hot breathe that spewed profanity, and nicotine stained fingers that were never tamed. Gossip filled the air almost as much as the ring of smoke that encircled the wives heads as they would gather like hens to hash out last night’s bad decisions. Husbands sick with the flu so children had to stay outside and not come back in, not until dark, or an accident happened. We moved as a pack, the children of the trailer park.

We mostly parented ourselves, we went where we were not allowed, and in doing so we were stripped of our innocence.

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Living in an atmosphere where the drinks flow endlessly, the adults trust easy, and the influx of unknown individuals near a summer resort town is like the revolving door of yesteryears old towne Brothel. I learned how to drink away the pain I didn’t understand the root of, before I was even 10. I learned that trust is evil, and strangers lurking behind the smiling eyes of adult

friends, are just hidden snakes in a field masked with pretty flowers, and cute pets used to lure little lost girls. I learned that grown men run away from children who remind them of their own inner demons.

And place blame inside the souls of a girl too weak to let go. Even their own little girls that they are supposed to keep safe.

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Running away from the guilt and shame their choices have caused, leaving it in a pile like unwashed soiled laundry left for others to clean. But that’s a story for another day. For it is a blessing in disguise when toxic people leave and life is torn apart and even a trailer is lost, because your too poor to keep it.

My life as a child was a ride I had been strapped into, much like the unwanted roller coaster I never wanted to go on. I still hate roller coasters. Constricted, held in with no way to change course.

The feeling of uncertainty, not feeling safe. I couldn’t trust who the engineer was who designed this, nor the underpaid laborers who put the structure together.

Things break, they always do, and I’m strapped in at others expense whether it breaks now or later.

Whether this is the one last time that wears it down and fractures the infrastructure, and I am thrown off course crashing to my end.

Although, sometimes, as a child I thought that would be better, then I would be free. Free from demons wearing cinder blocks for shoes that I drowned inside stale brew filled holes and sealed up with the plaster of images of who and what I dreamt I could be. One day when I am grown, and I can choose the bumper cars, not the roller coaster. When I am not strapped in on a ride someone else wants to take me along for. Breathing through flared nostrils smelling the sticky waft of old duct tape covering my mouth, silencing my voice.

You don’t know me, unless you choose to know me. I am still this little girl, yet I have a voice. The tape has been ripped free to let

{ CRUISIN WITH KARMA } “Although I wear my story on my skin, you don’t know what lies beneath my eyes, or the untold truths I have to tell.”

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{ CRUISIN WITH KARMA } “The Establishment’s approach begins with creating a fresh environment for learning about financial topics.”

out the screams of forgotten memories, that play in the night where only I can watch. On the old school room projector with bits and pieces spliced here and cut there. Playing out till the film ends and slaps endlessly where my memory fails and leaves me almost as I once was. Scared and alone in the dark, labeled as the victim. But I do not live beneath one label others choose for me, I have reinvented and live fluidly between the logos of my past, creating the trademark of my future. Changing not only myself, yet giving to others who are stuck within the pain unable to move. Stagnant until I nudge them with my cattle prod. Until I bare myself and expose my truths to reach ears needing to hear they are worth it, they matter, that I too have seen the bottom of the barrel of life, yet choose to build my 349

own ladder out.

I have and am still becoming the woman I want to be, the woman I want my children to be proud of. I am stronger than my past. I have been abused, and abandoned.

I have lived with mental disease, I have had everything taken away. I fight addiction, daily.

own my own freedom.

I am a mother and I raise successful independent respectful individuals who will never know the demons I have kept them safe from. I am a daughter, who uses the life lessons to my advantage and am strong because of them. I am a sister, who will always know I have someone who understands where it is I came from. I am a contributing member of society with pride in self, empathy towards others. I own a new business but once I didnt even

set forth

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I am Karma, and I have a voice. let go as if demons

weeping of times i kept my words Concealed…

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{ FEMALES & FINANCE }

MAKING SENSE OF YOUR MONEY WITH THE ESTABLISHMENT

BY MARISSA DINELLO

Getting a handle on your personal finances is a lifelong journey, and one that can be a little intimidating for young professionals to dive into on their own. With so many aspects – from budgeting and saving, to retirement planning, to buying a house or a car – it’s difficult not to get overwhelmed by the idea of starting the process. But that intimidation factor can lead to major setbacks the longer we let angst keep us out of the game.

area in 2015, starting with three classes focused on investing, student loans, and credit scores. Since that time, they have expanded their curriculum vastly and have also begun offering private classes at off-site locations, including businesses, organizations, and even for groups of friends who want to take a class together.

The good news is that there is a local opportunity to begin taking those necessary steps into more comprehensive financial literacy with the support of some very knowledgeable guides. MassMutual New York State General Agent and CEO Joseph DiLeo originally presented the idea of designing a financial education platform that would specifically target young professionals, who were commonly underserved and falling behind on planning for their financial future. From this idea emerged “The Establishment” – a program designed to provide financial classes on a variety of topics in a laidback atmosphere.

The Establishment’s approach begins with creating a fresh environment for learning about financial topics. Rather than sitting in a stuffy office across a giant desk from a financial advisor, guests at The Establishment will find a low-key, comfortable scene complete with bar service, snacks, and group seating. They’ve created a setting where visitors can relax, eat and drink, and enjoy a presentation on a topic that interests them. Class sizes are kept pretty intimate – around 15 people - to encourage guests to ask questions and converse with the presenter and other guests who are interested in the same topics.

The Establishment began offering classes through their pilot program in the Buffalo 353

up and show up. Current topics include: • Buying Your First Home • Couples and Money • Crafting Cocktails and Financial Plans • Creating a Budget • Females and Finance • Making Sense of Student Loans • Understanding Craft Beers and Financial Plans • The Bigger Picture of Credit Scores • Wine & Investing 101 • Wine & Investing 201 • The Bigger Picture of Credit Scores • Tips and Trick to Navigating Your Taxes • Parents and Money • The Young Professionals Guide to Retirement Planning You may have noticed that a few of the classes blend financial topics with learning about specialty drinks.

The Wine & Investing 101 class, for example, pairs advice from one of The Establishment’s educators on navigating the world of investment and an outside partner’s suggestions for selecting the right wine for you.

Best of all – you get to do quite a bit of tasting throughout the hour. The class strikes a balance between providing important financial information and action items, and letting you kick back and enjoy learning about (and sampling) some new drinks in the process.

One advantage of taking the plunge into financial education with The Establishment is the wide variety of topics available and no limit to how many classes you can take. So even if you have a handle on say, budgeting, you may have never thought about investing. You can find the class that’s right for your needs and simply sign

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In addition to the inviting atmosphere and the diverse course list, The Establishment offers another great opportunity for newcomers to discuss and ask questions about their personal financial situation. After the class, guests have the opportunity to sign up for a 30-minute financial checkup with a financial advisor. It’s free, and it gives you the chance to take what you’ve learned in the class, process it, and sit down one-on-

“Getting a handle on your personal finances is a lifelong journey, and one that can be a little intimidating for young professionals to dive into on their own.”

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{ FEMALES & FINANCE } “The Establishment’s approach begins with creating a fresh environment for learning about financial topics.”

with an advisor to hash out a more personal approach.

The financial check-up is an opportunity to focus in on one or two specific items you’d like to address and get some advice on how to begin. A check-up could cover anything from understanding your cash flow and creating a savings plan, to reviewing investment options or life insurance, or crafting a plan for purchasing your first home. Though the 30-minute timeframe may seem brief, the goal is to leave the checkup with a roadmap and a list of concrete action items that you can take to get the ball rolling on your own.

Those who are interested in taking things a step further after connecting with The Establishment can also pursue crafting an individual financial plan with an advisor 355

through MassMutual New York State. This is a tiered program based on the complexity of an individual’s financial needs and with prices paired accordingly, from simple individual plans to more robust plans for families, businesses and retirees.

While The Establishment’s brick and mortar locations are based in Buffalo, they’ve launched an “On the Road” program that’s bringing their classes to the Rochester and Syracuse regions, too. Classes can be arranged for businesses, organizations, groups, or friends.

Those interested in learning more or scheduling a private class can reach out to The Establishment via email at info@ theestablishmentbuffalo.com or call 716.428.3475.

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Join Rochester Woman Online for our next class with The Establishment!

Wine and Investing 101 May 29, 2019 Metro Cowork 6:00 to 8:00 pm Complimentary food and drinks starting at 5:30 pm Register to save your seat: http://bit.ly/ WineMay29 The Establishment is a “doing business as” name for MML Investors Services, LLC when offering the classes and financial events detailed in this article. Our financial advisors are investment advisor representatives and registered representatives of MML Investors Services, LLC and are licensed insurance agents or brokers of Massachusetts Mutual Life Insurance Company and/or other affiliated or unaffiliated insurance companies.

Local sales agencies are not subsidiaries of MassMutual or its affiliated companies. Classes and financial events are general in nature, and not personalized for any attendee’s specific situation.

Financial advisors will not recommend specific securities during classes or financial events. CRN202104-246669

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VANESSA VILLENEUVE’S STORY

BY VANESSA E. VILLENEUVE, R.A. I PHOTOS BY JESSICA LK PHOTOGRAPHY

It started out with me drawing floor plans on my etch a sketch. I used Mario paint for doing renderings of elevations. I wasn’t a normal kid. I was an architect in training.

I was raised by business-minded parents north of Syracuse in the early eighties. My parents took a risk when I was born and decided to start their own business. They went for it. Throughout my childhood I watched their business grow by adapting to the changing times. They always told me I could be whatever I wanted and supported me in every way possible. They inspired me to be excellent at what I do, have pride in my work and to go for what I really want. They taught me to be my own boss.

My parents encouraged me to go to college. I was scared. It wasn’t home. It was unknown. It was so daunting to think that now was the time to decide. What was I going to do for the rest of my life? I double majored in Physics and Architecture, you know, to give myself options.

Going in to my last semester of college I decided to throw a minor of Urban Studies into the mix. Why not? I graduated from Hobart and William Smith Colleges in May of 2005.

I moved to Rochester and started a position at Home Properties as a design assistant.

I loved my job and the people but I was simply a contract worker. I finished all they had for me to do, then they made new tasks and I completed those too. I was out of things to do. There was an architecture firm down the hall and my then boss said to my future boss, “you’d be crazy not to hire her.” Thank you, Paul Booth, for that glowing recommendation that got me the job.

I started working for ADG Architecture (which would later become Glasow Simmons Architecture) in early 2006. There I worked diligently and climbed the ranks for the next 12 years. I dreamed of one day being a partner.

2016 was a year that changed everything for me. I became a mom. All that I had always wanted somehow changed. Not drastically, but it shifted. I spent the next two years agonizing. Torn between two strong pulls: being a present, happy mother and

my growing career in architecture. Why when I was trying so hard to do both was I feeling like I was failing? I wasn’t, but it sure felt that way. My life lacked balance.

I wasn’t sleeping, I was skipping doctor’s appointments. I was trying desperately to make everyone else happy and my own health and happiness were suffering. I had to take a step back and ask myself, what do I want and need? Besides more sleep and time in the day, (typical wishes for every working mom), I came up with two things I needed more than anything: flexibility and support.

Forward to 2018. I knew I needed a big change. I walked away from a partnership opportunity at a job I once loved for the unknown. I was going to do my own thing, my own way. I didn’t need to wait for my dreams to come true. It was within my power to make them happen and create the life that I so desperately wanted and deserved. Creating is inherently in my nature, as is entrepreneurship. I genuinely feel I was born to do this.

What I realized is that I spent too much time waiting on other people to make my dreams come true. They couldn’t. Only I had that power. Realizing that has changed everything for me.

I worked to get my business off the ground, naming it one late night at my friend’s counter while also thinking about logos and branding.

I was getting my life back.

I was hanging out with a friend, dreaming about the future. I was excited!

I was building my brand, focusing on things that were important to me.

My ideals were going to be upheld and I was going to make it happen.

Change is scary and so is figuring out where to start, but I am very fortunate to have a supportive spouse who encouraged me to go for it. He assured me that we would figure out things financially while I networked and worked to establish client relationships.

Next, I surrounded myself with the right people. Hiring a business coach was a pivotal moment for me. Heather Allison helped me shift my mindset and taught me to “lean in” to what I wanted and start living life with incremental upgrades.

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“Women are powerful and so often we give away our power and let other people determine our schedule. What works better for women, and even society in general is greater flexibility.�

{ WOMAN OWNED BUSINESS } “Taking this risky and scary step of starting my own business allowed me to take my power back and be in control of my life.”

Women are powerful and so often we give away our power and let other people determine our schedule. What works better for women, and even society in general is greater flexibility. My goal as a business owner is to give people just that. I think having flexibility creates greater job satisfaction.

When you have job satisfaction, life is instantly better. Starting your own business gives you flexibility, but it ultimately gives you full undeniable responsibility. It’s a delicate balancing act, which you need get the hang of.

Taking this risky and scary step of starting my own business allowed me to take my power back and be in control of my life.

Not only do I get to do this for myself, but 363

as the business grows, I want to provide this opportunity, this gift, to others.

Now I get to grow my team. You want a team you can trust. You want others who share your philosophies on business yet bring complementary strengths to the table.

You don’t want just one point of view, you want a full spectrum. Someone who is your clone isn’t going to give you the difference in opinion that will push you to be better.

I am lucky that I knew an ideal candidate, my former colleague and friend, Jason Simmons.

I am so fortunate he decided to take the leap from a long-time partnership to join me in this adventure. We are like-minded in work-ethic and business strategies yet possess

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opposite professional strengths that provide us with the perfect ingredients for success.

Decisions like the one we both made, to leave the known for the unknown are not easy, or to be taken lightly, but, if you believe in something enough and you believe in yourself and the vision that you have, you absolutely owe it to yourself to try. Living a life that you create is a beautiful thing.

{ WOMAN OWNED BUSINESS }

DIGITAL MARKETING WITH DUNNE GOODWIN

BY SHEILA DUNNE

Dunne Goodwin is a full-service digital marketing agency founded by Rochester natives, Sheila Dunne and Luke Goodwin. The agency provides next-generation digital marketing solutions that drive business growth, focusing on social media management, social media marketing, and content creation.

Sheila Dunne, President of Dunne Goodwin, began her career as an Instagram influencer with over 200,000 followers. Dunne worked with national brands to promote their products and ser vices on her Instagram account, learning first-hand how to grow, engage, and convert an audience. After selling the Instagram account in 2014, Dunne interned a s a m a rk e t i n g assistant at a software company and met her co-founder, Luke Goodwin, who has a background in photography and videography. In 2017, Dunne Goodwin was officially founded and they have since worked with over 50 companies, generating hundreds of thousands of dollars in new leads and opportunities for their clients.

“My goal is to help brands stand out in an increasingly saturated digital world, 365

forming meaningful connections with their audiences,” says Dunne.

“We have a team that is dedicated to doing things differently and thinking outside of the box.”

The company works with clients on customized marketing packages and retainers. From real estate to food and beverage to CPGs, car dealerships, e-commerce, and more, Dunne

Goodwin works across a variety of industries in both business to business and business to consumer sectors.

Du n n e G o o d w i n c u r re n t l y employs a team of eight full-time account managers, social media coordinators, and content creators and also works with interns from surrounding universities including Nazareth College, Geneseo, Saint

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John Fisher College and the University of Rochester.

Dunne is a computer science major at Colgate University and Goodwin has been full-time on Dunne Goodwin since graduation from Honeoye FallsLima High School. After graduation, Dunne will begin full-time on Dunne Goodwin at their new office downtown located in the newly renovated Sibley Square building.

As a student entrepreneur and women in business, Dunne is passionate about challenging the status quo and pushing boundaries.

“If you asked me two years ago, I never would have guessed that Dunne Goodwin would be in the position it is now, forming relationships with business owners around the world, connecting with investors, and growing our team of like-minded, digital marketers,” Dunne says. “It’s been an eye-opening and challenging journey, and certainly many obstacles lie ahead...but I’ve never been more excited about the future of the company.”

If you are interested in learning more about Dunne Goodwin, visit www.dunnegoodwin.com or call 585-622-4731.

{ WOMAN OWNED BUSINESS } “From real estate to food and beverage to CPGs, car dealerships, e-commerce, and more, Dunne Goodwin works across a variety of industries in both business to business and business to consumer sectors.�

“My goal is to help brands stand out in an increasingly saturated digital world, forming meaningful connections with their audiences.�

{ WOMAN OWNED BUSINESS } “It’s been an eye-opening and challenging journey, and certainly many obstacles lie ahead...but I’ve never been more excited about the future of the company.”

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{ HOME AFTER THE HONEYMOON }

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{ BRED FOR BEAUTY }

MAKEUP ARTIST JESSICA MARIE Hi there, it’s Jessica Marie. Thank you for having me! I am an entrepreneur, mother of 2, have a dual degree in Ophthalmology & as a Certified Esthetician / Pro Makeup Artist.

Bred For Beauty is the name of the game and I have always had a passion and creative mindset for the Art of Makeup. I graduated from Continental School of Beauty in 2014 and shortly after I took right off!

since and have been one of the most sought after Makeup Artists in the area. And it feels incredible!

With the skill of marketing, a killer personality (wink wink) and professional mindset, I was able to

I had my name and I got business cards made, my logo designed, a DBA, a site on StyleSeat. com an ad in a local Bridal Magazine.

I also started a Business Account on Facebook. But, I knew I had to hustle more.

and the general know how, I am able to do every single day what I love and I can’t thank everyone for all of their support. I feel as if I don’t work a day in my life. I get to collect pretty people!

In 2015 I was Awarded the Best Makeup Artist by Rochester Bride & Groom. I have had my work published over sixteen times in magazines such a s Va n q u i s h Magazine, Rochester Woman Online, Rochester Bride & Groom Magazine, Skorch Magazine, Plus Model Magazine, to name a few!

I never thought it would be like this for me... this is my own.

This is my heart.

And I will never stop chasing this dream.

I went in the phone book and personally mailed out my business cards to any photographer listed, then to agencies, and any profession that had need of a headshot. Then it was on to schools for proms. I booked my first wedding, and that was it.

build on the strength of my notoriety online and my ability to catalyze trends in both fashion and beauty.

I have been word of mouth ever

Using only prestige product, cleanliness

Contact Jessica at bredforbeauty@ yahoo.com http://Styleseat.com/jessicamarie

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{ BRED FOR BEAUTY } “This is my heart. And I will never stop chasing this dream.”

CURRENT PRODUCT RECOMMENDATION LIST: Foundation : Born This Way - Too Faced Concealer : Shape Tape - Tarte Contour : Hoola Contour Stick - Benefit Mascara : Better than Sex (duh) Too Faced

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Eye Liner : Kay Von D Tattoo Liner

for my Blondes MAC cosmetics brow cream in Dirty Bonde

Shadows : Urban Decay / Too faced / Stila Magnificent Foil Shadow are my fave!

Lip stick : Dose of colors MAC and Stila Matte lip cream

Highlighter : Urban Decay Aura for powder form or liquid Cover Fx illuminating drops Brows : for my brunettes Anastasia Beverly Hills brow dip brow (there “blonde” oxidizes too much and shifts colors) and

ROCHESTER WOMAN ONLINE :: MAY/WOMEN ENTREPRENEURS EDITION 2019

Lip gloss! Is my thing! You can find me reapplying at least 100 times a day! And my favorite of all time is one of the most affordable! NYX butter gloss for the win! Apple Strudel is my go to color - BUXOM White Russian is also my top fave!

{ WOMAN OWNED BUSINESS }

Upscale Service at an Affordable Price!

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{ WOMAN OWNED BUSINESS }

Our definition of clean is:

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Because of our customers giving H2H Facility Services the opportunities to serve them, I am able to share that I am proud of my female ownership in our commercial cleaning business, for the past six years and counting!

My personal success secret - staying actively involved in my business. I do this by personally visiting my customers’ sites in Buffalo, Rochester, and Syracuse, to review workin-progress, as well as our finished jobs. Ultimately, I am responsible for all H2H work which reflects on our image.

Our H2H success factors include: • Locations checked nightly • Ownership visits customer locations quarterly Lowanda Jones, Co-Owner, H2H Facility Services

• Environmentally friendly cleaning products • Great communication • Women- and Minority- Owned Business • Family

We look forward to the day we can personally serve you the H2H way!

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{ PRODUCT SPOTLIGHT }

THE KERATIN LASH LIFT

BY TANYA CURTIS

The Keratin Lash Lift is the beauty equivalent of a push-up bra for your lashes—the treatment instantly gives them, lift, separation, and extra definition without the use of extensions or any harmful chemicals.

The keratin lash lift is described as “a perm for your lashes” and listen up, kids, it’s the real deal. Not only is the lash lift cheaper than eyelash extensions, it’s also actually good for your eyelashes (a sigh of relief for those terrified extensions would rip every last lash away). You may recall keratin from the hair care world, because it’s what your hair is made of! Products boasting keratin, a protein composed of amino acids, strengthen and fill in gaps in your follicles.

Well our lovelies, the same theory applies to your lash hair. While there are certainly other alternatives to scoring a Instagramworthy lashes, like using a growthenhancing serum or simply piling on Better Than Sex Mascara, a Keratin Lash Lift gives you the freedom to roll out of bed with gorgeously-sculpted lashes, without exerting any effort at all — See for yourself what the hottest beauty trend is all about.

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Touted as the gentle alternative to lash extensions, a lash lift essentially takes the natural hairs you do have lining your lid and gives them a dramatic curl worthy of a mascara ad.

It takes about 25 minutes from start to finish, lasts anywhere from 6 to 8 weeks, and unlike with extensions, you can rub your eyes, wear makeup, and your natural lashes aren’t impacted.

By comparison, they’re pretty lowmaintenance, you can put mascara on an hour after the treatment if you really wanted to, provided you steer clear of any oil-based makeup removers. Consult your expert first—if your lashes are naturally super-short, you may not be the best candidate for the treatment. Your technician will begin by using medical-grade glue to affix a silicone rod on your eyelid.

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Then, they will glue the tips of your lashes to the rod to create the shape for the curl, followed by a layer of the lifting serum to impart the shape. We use a brand called Elleebana, which uses gentle ingredients. The harshest ingredient is alcohol, which is in the lifting solution, but we follow it with the setting solution, and that is rich in hydrating ingredients like aloe and glycerin, The lifting serum is wiped off after about 8 to 10 minutes, depending on how thick your hair is, and is followed with the setting solution, which sits for 4 to 8 minutes. I typically recommend getting a tint along with the treatment, and if you decide to do that, the additional step will take roughly 10 more minutes. After that, the formula is wiped off, your lashes come unglued, and you can get on with your life.

Maintenance is also less precious than that of lash extensions. Because they are your own natural eyelashes, you can still use mascara and lash serum, if that’s what you would typically do.

For the first two days following your lash lift, keep your face out of the hot water in the shower, as well as not steaming your face since the heat can deactivate the solution, and swapping out oil-based makeup removers for

{ PRODUCT SPOTLIGHT } “The keratin lash lift is described as “a perm for your lashes” and listen up, kids, it’s the real deal.”

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{ PRODUCT SPOTLIGHT } “Touted as the gentle alternative to lash extensions, a lash lift essentially takes the natural hairs you do have lining your lid and gives them a dramatic curl worthy of a mascara ad.”

the next few weeks. If you tend to sleep on your stomach or side, keep a spoolie brush beside your bed so you can brush through your lashes before going to bed, and when you wake up in the morning— though, it’s a good practice anyway even if you don’t have a lash lift.

After about 6 to 8 weeks, which is the natural growth cycle of your lashes, you’ll start to notice the curled pieces disappearing, as the set you previously had starts to replace them.

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Keratin Lash Lift (Retail Value $150)$60 Keratin Lash Lift & Tint (Retail Value $170)$80 Keratin Lash Lift & Lash & Brow Tint (Retail Value $180) $105 Lash or Brow Tint (Retail Value $30) $20 Lash & Brow Tint (Retail Value $59)$40

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Haute Hair and Nail Design 11 Honeoye Commons Honeoye, New York 14471 www.hautehairdesign.com

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{ WOMAN OWNED BUSINESS }

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{ WOMAN OWNED BUSINESS }

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{ WOMEN FOR WINESENSE }

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{ WOMAN OWNED BUSINESS }

WOMEN AS ENTREPRENEURS

BY BONNIE FLOYD

Women have been very successful as entrepreneurs, in a very diverse number of areas. They possess multiple characteristics that are advantageous for achieving success in business endeavors. Despite these unique advantages, women also face certain unique challenges to obtaining success as entrepreneurs.

Women are very hard working. They also possess the ability to multitask, which is a distinct advantage for being a successful entrepreneur. Many female entrepreneurs successfully juggle full-time jobs, as well as childcare responsibilities, when they pursue launching and/or running a business.

Women’s social skills offer a unique advantage for creating, as well as maintaining, key workplace relationships.

Women are very attentive to details; this trait offers advantage for establishing, as well as running, a successful business.

In addition to these strengths, there are certain factors that may serve as barriers for women to be successful entrepreneurs.

Some women may lack sufficient knowledge regarding the financial aspects involved with establishing a business.

They frequently underestimate the length of time required before a business is successful enough to be profitable.

It’s also essential to be thoroughly familiar with the legal aspects of establishing a new business. Consulting with a

competent attorney is useful to navigate the initially confusing territory regarding the legal aspects of setting up a business.

Female entrepreneurs need to possess a very strong degree of confidence regarding the products and/or services that they are offering. They need to be fully convinced that their product and/ or service is truly important to promote,

Women who are contemplating the launching of a new business also need to b e comfortable with taking risks.

After all, success is never guaranteed when pursuing a new business adventure.

A decisional balance sheet may help with starting a new business. This involves listing the relative pros and cons of launching a business, versus not launching a business.

Even if a business is not successful, for any number of reasons, having attempted to start a new business offers valuable lessons for women.

Women entrepreneurs should not focus on why their particular business adventure wasn’t successful.

Instead, they should utilize their experience as a valuable learning experience. Even apparent mistakes in trying to launch a particular business may serve as valuable information for other women who are in the process of starting a business. Therefore, no experience need ever be truly wasted.

even when others may not necessarily endorse the same exact beliefs.

Female entrepreneurs need to be highly responsible in their actions. If a newlylaunched business has established hours, it’s essential that those hours be maintained on a regular basis. Failing to do so will powerfully undermine the confidence of others in any new business adventure.

Female entrepreneurs need to establish regular contact with other women who have already achieved success as entrepreneurs.

Other women’s successes, as well as shortcomings, provide highly valuable information to those who are just launching a business.

Networking with fellow female entrepreneurs really does go a long way toward reducing the sense of isolation that women may experiencing with starting a business. It’s critically important that female entrepreneurs be willing to accept constructive criticism about

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{ WOMAN OWNED BUSINESS } “Female entrepreneurs need to possess a very strong degree of confidence regarding the products and/or services that they are offering. ”

their business adventures. However, receiving such forms of criticism shouldn’t be interpreted as reflective of personal shortcomings.

Finding a mentor with more extensive business expertise is essential. Networking with a mentor allows women entrepreneurs to bypass some of the more common roadblocks that are typically faced by the majority of entrepreneurs.

Women entrepreneurs need to spend a considerable amount of time researching the specific products and/or services that they are launching. Doing so allows for a more successful execution of products and/or services. It eliminates the pitfalls associated with attempting to launch new 393

products and/or services, such as trying to launch services and/or products that have already been successfully rolled out.

Your product and/or service needs to offer a distinct advantage over similar types of products and/or services that are already available.

us feel more confident when we feel that we are the very best version of ourselves possible. Working within the limits imposed by their individual budget’s, women need to establish a professional wardrobe, style their hair in a flattering way, and learn how to effectively utilize cosmetics.

Women entrepreneurs need to take the best possible care of themselves.

Trying to establish a new business is incredibly demanding. Receiving adequate rest, engaging in regular exercise, and maintaining good nutrition are all essential to being as physically healthy as possible.

Finding an effective form of stress management is also critically important for women entrepreneurs. There are multiple forms of stress associated with launching a new business. Engaging in progressive muscle relaxation, meditation, or even a very pleasurable hobby are all effective means of reducing the deleterious impact of stress upon our health.

Achieving a professional appearance is essential for female entrepreneurs. All of

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Intro to Drip Special Pricing 2 Drip sessions for only $60 www.driphouse.com

a personal sweat lodge experience

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{ SENIORS ROCK }

CAN’T STOP THE FEELING

BY JOANNA PALVINO

Justin Timberlake’s “Can’t Stop the Feeling” is the upbeat theme song that sets the pace for one of Rochester’s most unique and exciting radio shows, Seniors Rock on WYSL. You just can’t help tapping your toes and feeling the groove surge through you when host Joanna Palvino hits the airwaves with Timberlake’s iconic song as the intro. Local listeners can join in the fun every Tuesday at 6:30 pm and Saturday and Sunday at 5 pm by listening on three signals: 1040 AM, 92.1 FM, and 95.5 FM.

and media before retiring in March of 2016.

“My focus is on education and entertainment for the young at heart as well as those that love and serve them,” says Palvino, a baby boomer herself. She can relate to many of the

Palvino works closely with her show intern, St. John Fisher college student, Owen Parshall.

Parshall is instrumental to the show and has helped Palvino keep up with her growing fanbase and assists her in booking guests for the program.

He’s learned a lot from Palvino, too.

Palvino’s show shines a light on important topics and tough issues in the senior community.

“Working for Joanna is amazing, I couldn’t have asked for a better job,” says Parshall of his internship with Seniors Rock. “She is a fantastic mentor to have. I am very happy I get to learn and grow under her guidance.”

“My goal is to help educate ever yone about the choices and services available as we age. I also want to raise awareness about ways to combat elder abuse and scams, especially against vulnerable older adults,” says Palvino.

But it’s not all serious or difficult topics.

She also highlights local entertainment and theater and sprinkles the hour with musical interludes. Palvino loves commiserating with guests about the freedom and fun of retirement, too.

She grew up in Rochester and worked for twenty-five years in advertising 397

Manager, says that, “the show offers important information on services and resources available to seniors, caregivers and family members. Joanna and her guests often discuss the topic of how seniors can age in place longer.

Seniors Rock also highlights events that seniors and their families can enjoy to keep life fun.”

subjects she presents on her show including caring for elderly family members and the joys of being a grandparent. Palvino and her husband John have four grown children and two grandchildren who they treasure.

Robert D’Angelo, WYSL’s Business

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But the show staff and radio executives aren’t the only ones singing Palvino’s praises. She was recently nominated for the “Second Half Hero” award at Lifespan’s 2019 Celebration of Aging luncheon in March for her work with Seniors Rock. And, Monroe County Executive, Cheryl Dinolfo, had this to say about

{ WRONGFULLY CONVICTED }

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{ SENIORS ROCK } “My goal is to help educate everyone about the choices and services available as we age.

I also want to raise awareness about ways to combat elder abuse and scams, especially against vulnerable older adults.”

the show and Palvino when she was a guest on Seniors Rock in April: “So glad you have a chance to showcase all of the wonderful ways that we partner with so many agencies in this community to ensure that seniors continue to have a happy, healthy, vital life! Seniors Rock, the Seniors Rock Show rocks, and so do you Joanna!”

Palvino plans to bring the Seniors Rock show on the road this summer for an unprecedented and highly anticipated show tour. She and her 401

crew will travel to area senior centers between June and November 2019 with the Seniors Rock “We Hear You: Hope & Love Tour.”

The tour will allow Palvino to engage with listeners and discuss ways to be healthy and happy as they age. The show will include live entertainment, audience participation, educational discussions, and vendor booths. Rock and roll style tour t-shirts will also be available so that fans can take home a memento.

Seniors Rock has listeners from all

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over the country and even the globe, and Palvino reminds them every week that, “We’re all in this together as we laugh in the face of aging, but also giving it due respect.” Palvino looks forward to meeting listeners at her booth at the Corn Hill Arts Festival July 13th and 14th.

Listeners can tune in to podcasts of the show and learn more about Palvino by visiting seniorsrockradio.com.

Christine Green is a freelance writer, teaching artist, and writing coach in Rochester. Visit christinejgreen.com.

The Seniors Rock Radio Show

LOVE, LAUGHTER, LIVING 1040 am, 92.1 fm & 95.5 fm Tuesdays 6:30-7:30pm + Sat & Sun 5-6pm

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{ WOMAN OWNED BUSINESS }

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{ WOMAN OWNED BUSINESS }

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{ CUSTOM BEAUTECH }

CULTIVATING A CODE OF ETHICS

BY SHERRY HALE

PREVENTING BOTCHED JOBS AND CULTIVATING A CODE OF ETHICS:

The SHALE Group’s Critical Role in Ensuring a Commitment to Standards For Safe and Responsible Practice

“Permanent Makeup”—known in the industry as “cosmetic micropigmentation”— has been a rising trend in the field of aesthetics for over a decade. Wanting the “perfect brows” is a common goal for many women, hence the all too popular social media hashtag #browsonfleek. When you are busy with work, school, or childcare it’s not always possible, or even desirable, to spend hours in front of a mirror before you start your day. So, the notion that you can wake up with natural looking and long-lasting makeup, applied by a skilled artist no less, relieves worry about smudging or daily maintenance sounds mighty appealing.

This is a service that The Shale Groups Custom Beaute out of Amherst, New York strives for perfection. With over 10,000 procedures completed, it has become a household name in cosmetic tattooing in Western New York.

Due to the gaining popularity, Aestheticians, cosmetic surgeons, tattoo artists, and cosmetology schools, amongst many others, have taken note and have been offering these services with varying levels of skill for a wide array of prices. Unfortunately, women on a budget might be more attracted to a lower price and are easy targets for the 405

underqualified who might also be practicing in an unsafe working environment. With such an assemblage of so-called “professionals” conducting these procedures without regulatory boards efficiently monitoring these activities, clients might find themselves with very expensive, lasting damage to their faces. Sherry Hale, founder and CEO of the Sherry Hale Group (SHALE Group) has made this her personal passion project and has devoted many years to creating and opening an academy for Permanent Cosmetics. Open in Amherst, New York— and adjoining Custom Beaute – is the

most cutting edge academic program for permanent cosmetics, provided by Custom Beaucademy. Academy Director and Head Instructor Karen Dionis is leading this stellar educational program.

Microblading has become a commonly known term for the implantation of pigment.

Another is a bladeless nano-tech procedure using a micro-needle, which is the preferred approach for Custom Beaute’s artists. As microblading is generally a less expensive procedure to employ, this is what draws unsuspecting clients in to the hands of poorly trained practitioners and as a result, every day online women are sharing their

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mishaps and tattoo nightmares. Most recently is the case of Jami Ledbetter, who’s terrible microblading job has gone viral: In Ledbetter’s case, she had not one but two bad jobs from women claiming to be “certified” practitioners. Such a gross misrepresentation of expertise is the result of a lack of standardization in qualifications for practice, which allows for just about anyone to purchase a machine and start working on people.

One would hope that a regulatory board such as the FDA would be keeping an eye out for consumers, but they generally only step in when they identify a safety problem in the cosmetic itself, that is the pigments or inks. Even then they admit that they rarely flex their muscles on this matter “because of other competing public health priorities.” They have, in the past, stepped in to monitor color additives in pigments if adverse reactions occur, but per their website, “the actual practice of tattooing is regulated by local jurisdictions.” This means that there is no consistency in terms of training qualifications or proper sanitation techniques. This lack of supervision and consistency then results in women, like Ledbetter, getting horrible work done on their faces. Sherry herself has seen—and is frequently called upon to fix—more than her fair share of botched jobs. “It’s unfortunate”, she says, “that practitioners take advantage of these lax regulations, claim to be “professionals” and, after limited training, are working on clients who are not cognizant of their environment.” Bad work can be fixed, it’s true, but working

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{ CUSTOM BEAUTECH } ““Permanent Makeup”—known in the industry as “cosmetic micropigmentation”—has been a rising trend in the field of aesthetics for over a decade. ”

on someone without proper training and sanitation can be a potentially lethal scenario for a client.

Getting microblading on the cheap is always risky, and if you have an experience like Ledbetter, the cost to fix it will be far higher—in Ledbetter’s case, over $1,000 for the removal—than if you had gone to a properly vetted business in the first place. The costs could have been greater still for Ledbetter however, because along with the lack of regulation in relation to training time, there is also a huge risk that these technicians are not practicing proper sanitation. Poor working facilities could result in infections, cross-contamination resulting in the spread of disease, allergic 407

reactions, or even the use of non-FDA approved products, all of which could be potentially lethal for a client who is worked on in such a setting. Raising awareness for this significant problem is a critical component of The SHALE Group, as Sherry and her peers work tirelessly to set a high level of standards for not only their clients and students, but for fellow industry professionals to strive for as well. Recognizing a need for an exceptional, universally agreed upon measure for training and safety is not something that should be dividing legitimate practitioners. Hale’s hope is that there will be a united front on this matter in order to better protect the industry and their clients, as well as to foster an appreciation for and commitment to training standards

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in order to protect the public. This will, in turn, guarantee a clear, manageable and measurable level of care, as is expected in other medical or paramedical professions.

Students at Custom Beaucademy are subjected to a rigorous curriculum by Karen Dionis, Academy Director and Head Instructor, that includes sections on legislation and requirements to start working; risk assessments; treatment room set up; understanding blood borne pathogens; health, hygiene, and safety (and the importance of correct Personal Protective Equipment, or PPE). Students are taught that there are stipulations that must be adhered to based on their state, and they need to be aware of them and what they entail before starting

They are also taught fundamentals for their facilities—things like proper lighting and having a sharps container for the disposal of needles—that are critical to running a safe practice. Beaucademy training ensures that its students are imbued with knowledge from teachers with decades of experience, superlative results, and a devotion to a great education.

“Proper education, health, and safety” are coveted lessons considered to be a vital part of the curriculum and alums of this institution are certain to enter the workforce with a thorough understanding that: their treatment room set up is an essential part of correct working practice; and that personal protective equipment (e.g. uniforms, aprons,

masks, and gloves) is intended to be worn to protect a person against risk to their health, which may compromise their safety; and, in the event of an incident, they have a strong grasp of safety protocols and how to effectively employ them. More than anything, academy grads leave with the same commitment to outstanding care for their clients that their teachers hold in such high esteem.

and satisfaction are the top priorities, and you become immediately aware that you should accept nothing less than what you see there when it comes to how you are cared for. Custom Beaucademy trained artists are entering the field intent on ensuring that level of care for everyone, so that stories like Jamie Ledbetter’s are soon eradicated from our headlines.

All divisions of the SHALE group have the same end goal: increasing the health and happiness of their clients. When you go to Custom Beaute you’re welcomed warmly and know from the very first moment that you’re in an incredible facility with top-notch professionals. Client comfort ROCHESTER WOMAN ONLINE :: MAY/WOMEN ENTREPRENEURS EDITION 2019

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{ MORTGAGE TIPS FOR WOMEN }

STOP TELEMARKETERS

BY PHYLLIS HABERER

TWO SIMPLE STEPS T O E L I M I N AT E ROBO-CALLS A credit check is a crucial step of any loan process. Unfortunately, this step could open the door to unwanted attention from solicitors.

The credit companies take any lender pulling your credit report as “implied consent” to sell your information to other lenders. Because the buyer of your information already knows that you’re in the market for what they are selling, you are considered a warm “trigger lead”, and you’re pursued as a potential client.

These calls are notorious for being confusing and deceptive. They can even misrepresent themselves, and the sole purpose of their call or email is earning your application to their service by seemingly any means necessary. While they already have a good amount of your personal information, they can dig for more, which can raise concerns about identity theft.

Whether it be for a mortgage, a car loan, or a new landlord doing a check, protect your privacy and stop those 413

annoying solicitors. Protect your privacy before your credit is pulled with these 2 steps.

STEP 1: OPT OUT PRESCREEN WEBSITE WWW. OPTOUTPRESCREEN.COM *COMPLETE THIS STEP AT LEAST 5 DAYS PRIOR TO A CREDIT PULL. You will be given 3 options, choose

Opt-Out by Mail. Once Opt-Out

by Mail is selected, you’ll be asked to complete an online form. Once you fill out the form, be sure to click the “click here” link in the description to print the form, and also finalize your confirmation. Then mail in your Opt-Out Election form.

Important information: In the interim, they will complete a 5-year OptOut request on your behalf within 5 business days. They will make

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your request permanent when they receive your signed Permanent OptOut Election form. Although your interim request becomes effective with Equifax, Experian, Innovis, and TransUnion within five business days of your request, you may not see an immediate reduction in the amount of offers you receive. This is because your name may have already been provided to some companies that have not yet mailed their offers to you. You may continue to receive certain firm offers for several months.

While your name will be removed from the lists that Equifax, Experian, Innovis, and TransUnion provide to businesses for the purpose of making you a firm offer of credit or insurance, you may continue to receive offers from sources that do not use Consumer Credit Reporting Companies to compile their lists.

STEP 2: NATIONAL DO NOT C A L L R E G I S T RY W W W. DONOTCALL.GOV Register your phone number on the National Do Not Call Registry. Be sure to click the link in the confirmation email they send you to finish the process.

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Premium Mortgage has a long-standing policy of not buying trigger leads, and we are pushing to get this policy prohibited. Until we are successful, there is nothing we can do to stop our clients from getting these annoyances once the credit report is pulled.

The best way to avoid becoming a trigger lead is to opt out even before applying for a loan pre-approval, or asking your loan officer how to opt out of their information being shared before the credit report is pulled.

Once your information is pulled, you can’t stop the solicitations, but 415

opting out will prevent it from any future credit reports from being sold.

Connect with me on Facebook @ PhyllisHabererPMC

While these steps won’t solve all your SPAM calls/emails/mails, it will help.

Whatever your circumstances, I am happy to sit down with you, discuss your options, and find the perfect financing program to get you into the home of your dreams!

Phyllis Haberer Senior Loan Officer | NMLS# 58078 2541 Monroe Avenue, Rochester, NY 14618 (585) 241-0000 NMLS #3254 Equal Housing Lender Licensed Mortgage Banker NYSDFS

To learn more about our services and current mortgage rates, call give me a call at (585) 314-8511.

You can also email me at phyllis@ premiummortgage.com.

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HAVE YOU MET YOUR

Local Expert

IN HOME FINANCING?

Call Phyllis today for a FREE Pre-Approval!

PHYLLIS HABERER Senior Loan Officer | NMLS#58078

C: (585) 314-8511 D: (585) 363-7087 O: (585) 241-0000 x104 Phyllis@PremiumMortgage.com

Phyllis grew up in Fairport and is a graduate of Fairport High School. She attended the College of Saint Elizabeth in Convent Station, New Jersey. She became the very first Premium Mortgage Loan Officer in March of 2000, and brought with her over 15 years of experience in the mortgage industry. Her background includes extensive “hands on” experience in all aspects of home finance. Having worked as a Mortgage Loan Analyst, Mortgage Loan Underwriter and Manager of Operations, her indepth knowledge of the mortgage process offers true advantages for you, the homebuyer.

Phyllis has the know-how to quickly summarize your needs and find you the mortgage program that best suits your situation and she will guide you through the loan application process and be with you to answer your questions every step of the way.

Many Financing Programs Available!

CONVENTIONAL · FHA · USDA · 203K · VA · PORTFOLIO · SONYMA 2541 Monroe Ave. Rochester NY 14618 | Licensed Mortgage Banker NYSDFS | NMLS #3254 ROCHESTER WOMAN ONLINE :: MAY/WOMEN ENTREPRENEURS EDITION 2019

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{ WOMAN OWNED BUSINESS }

JILL JOHNSTONE

BY JILL JOHNSTONE

Hello, my name is Jill Merluzzi Johnstone.

I am a surgical physician assistant who graduated from the Le Moyne College PA Program in 1999. My career began in General and Thoracic Surgery at St. Joseph’s Hospital. For the majority of my PA career I worked in Orthopedic Surgery until, ironically, I developed orthopedic surgical problems myself. My neck issues lead to some serious soul searching after I was no longer able to perform my duties as a first assist in the operating room due to pain. In August 2013, I decided to leave Orthopedics and began teaching physician assistant students at the Upstate Medical University PA Program.

I spent two years teaching, and although I enjoyed teaching, I truly missed my clinical work as a physician assistant helping people. In 2015, I returned to clinical practice for two more years helping cancer patients everyday.

Before 2017, I never imagined I would start a business, let alone be able to sell anything! :) However, in February 2017, I started my business as a Rodan+Fields Skincare Consultant while working as a full-time PA. At that time, I was recovering from my second cervical spine surgery that occurred in December 2016.

In February 2017, I was gearing up to go back to my full-time demanding PA position and still having pain which led me to reevaluate my career path. I already knew R+F products do what they say they do, and I loved the fact that the founders are practicing dermatologists and female entrepreneurs, Dr. Katie Rodan and Dr. Kathy Fields. Three big reasons for joining other than I needed a Plan 417

B: 1) I knew R+F was the #1 skincare brand in the US in 2016, 2) I was loving my Redefine regimen for anti-aging and Lashboost for my lashes 3) 60 day money back guarantee. Hello?! I had never heard of just a guarantee before. This decision just made sense! Therefore, I decided to “go for it”, go big or go home is my motto, and I joined R+F and have not

looked back since. I did not know if or how long I would be able to perform my PA duties while enduring the level of pain I was in. The following year, my Plan B fairly quickly became my Plan A when my husband and I were called by DSS (Department of Social Services) to see if we would accept two foster children into

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our home. We immediately said, “Yes!” as we had waited what seemed like forever to start a family; this was are chance to become “parents,” albeit, foster parents, but still “parents.” They say everything happens at the right time and for a reason, well, I do now truly believe that. R+F has been a gift to me and our family. I still work as a PA on a part-time basis while building my R+F business. It has given me the time freedom to take care of these little ones, as well as fulfilling my desire and need to contribute financially for my family, a reason to talk to new people, build amazing relationships with my customers and other like-minded business women, and lastly, develop personally and professionally as a woman. Educating others is in my blood. As a skincare consultant, I get to educate and help people in so many different ways; it is so much more than skincare!. I have learned there is no limit to what you can achieve when you believe in yourself and be your authentic self. We are all busy people juggling a million different things on a daily basis, but what I know for sure is: You can do more than you think you can!

My WHY? - To have a rewarding business by educating and helping people achieve great skin (whether it is eliminating their acne, redness, or dark spots and/or improving wrinkles) which in turn helps my customers build confidence because they are now more comfortable in their skin.

Contact Jill to learn more by emailing her at jillgizzy@gmail.com.

{ WOMAN OWNED BUSINESS } “I have learned there is no limit to what you can achieve when you believe in yourself and be your authentic self.”

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{{ SHIFT+CONTROL QUEEN OF ARTS }}

ARTSHOW.ORG

BY WENDY LABARGE

At just seven years old, Wendy LaBarge was already an entrepreneurial artist. She used her mother’s nail polish collection to paint designs on small rocks, and sold them door-to-door to her neighbors— sales tax included, of course.

Business and art have been inextricably linked in her life ever since. In her early 20s LaBarge embraced the creativity and commerce of a hairstyling career, and quickly became the youngest woman ever to be promoted to management within the nationwide hallways of her well-known employer.

She polished her business skills in that environment before purchasing her first salon at 26 (a second salon would follow later), while maintaining side work as an educational representative for a haircare manufacturer.

By 1996 she was also running a national online hair-and-beauty forum, whose blend of content, chat and community sparked a new passion: technology, and how it could build bridges through shared passions. All the while, LaBarge was still making and showing jewelry, mosaic designs and other original art at her salon and in local festivals— planting seeds for a venture that wouldn’t fully bloom for years.

Curveballs and Home Runs So what does an artist do when the body parts she relies on for her bread and butter suddenly begin to give out? If you’re LaBarge, you step away from the things that create mechanical obstacles and walk directly into the path of joy.

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For the past 18 months, she has been working on a project born out of pure passion. After a ‘Eureka’ moment late one night in the fall of 2017, she had an epiphany about how to solve what she considers to be a communications crisis in the art world, and immediately began the development of ArtShow.org.

She and her team are designing the first centralized art content management system that allows all local artists, festivals, and galleries to have a community-based online home that tracks every artist back to every place that they show, both physically and digitally. By developing a unified space, she intends to raise the visibility of the arts in the area and monetize success in the art arena for all creators, regardless of their medium or their experience level.

Before ArtShow.org, no online entity has ever been uniquely configured to accommodate the varied interests and needs of these art lovers. That changes with the launch of this site, an original web-based community that will provide a shared online space for all dimensions of Rochester’s incredibly diverse art world.

An Online Art Community “It’s simple: If you love art, ArtShow.org is for you,” says LaBarge, the site’s SheEO. “If you can’t come home from a Rochester area art festival without a new wall hanging, ceramic sculpture or a pair of earrings, you’ll love being able to take a virtual stroll through our member pages to see the latest creations. If you work behind the

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scenes at one of those festivals, you won’t want to miss an opportunity to see and be seen. And if you’re a working artist, in any medium, you won’t have experienced a local site like this before. 85% of most artists’ sales come from within their community, so we intend to provide the necessary local connections to get more art out in the world for everyone to enjoy.”

Once the site is launched, browsing through the gallery-style pages of ArtShow.org will be free for the general public, while tiered membership levels for professional artists will provide the site’s foundational content.

Benefits will vary by subscription level, but all levels will give each member a customizable gallery page where they can post photos and descriptions of their work, pricing information, artist bios and more.

This commission-free gallery can dramatically increase year-round exposure and sales opportunities.

Labors of Love LaBarge, a lifetime creative soul and businessperson, tapped into her own awareness of Rochester’s burgeoning artists’ community to get ArtShow.org off the ground. Months of local market research and focus group interviews helped to direct the design of the site. “This is a labor of love for me, but it also represents a unique service for anyone who loves art,” she says. “We’ve heard for over a year now from professional artists and festival-goers that this is a longoverdue idea whose time has come.

People are super excited about it!”

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{ QUEEN OF ARTS } “We’ve heard for over a year now from professional artists and festival-goers that this is a long-overdue idea whose time has come. People are super excited about it!”

While art enthusiasts, show promoters and artisans have all mentioned reasons they’re looking forward to the site coming to fruition, the biggest excitement universally seems to be over the calendar. At any given time, you’ll be able to see upcoming art events. Whether it’s a gallery opening, an art fair, a lecture, a festival, a crafternoon or a paint n’ 425

sip, ArtShow.org will have it all listed with directions, dates, and deets.

The scope of this project has proved to be monumental, so as of this printing, the launch date has not yet been announced. Keep an eye out around town, and you’ll be sure to see the strong presence that LaBarge and her crew are cultivating.

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Follow this project on social media: @artshow.org on Facebook, and @ artshowdotorg on Instagram, Twitter and Pinterest.

Your Art

Where does

live?

Coming Soon Stefani Tadio

Jeff Lindgren

Meghan Brown Estaque

Balancing art and business is challenging enough without getting tangled in the web. An online space should support your muse and your bottom line.

Join a true artistic community of Rochester’s creators, collectors and exhibitors. Where creativity takes center stage, and your work gets the exposure it deserves.

• Flexible tiered memberships • Dedicated business tools • Commission-free virtual gallery • Connect with collectors, peers and exhibitors

ARTSHOW.ORG

The art and soul of Rochester @artshowdotorg

@artshow.org

{ WOMAN OWNED BUSINESS }

2170 W RIDGE ROAD I ROCHESTER, NEW YORK 14626 (585) 206-7000 I ROCHESTERWEST.BEBALANCEDCENTERS.COM

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{ WOMAN OWNED BUSINESS }

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{ HER EDGE }

ON TARGET

BY ROBIN DEWIND

Its spring, the grass is green, the air is warm, and Target is making me feel alive again.

I first heard about Target while sitting in a “Retail and Marketing” class in college. It was 1984 and never too early in the day to talk about strategy and buying trends, or in my world, a day at the mall.

I wonder now if she ever bought for herself.

The marketing class was filled with would-be business majors, but on Friday’s I was in the business of daydreaming about what the weekend would hold. Sixty minutes of retail talk made me want to shop. The class would end and my friend and I, who

My professor was giving her lecture o n t h e g row i n g popularity of ‘discount department stores’ and how they were creating lower price points and the psyche behind why consumers actually end up spending more money than they intend to in these types of emerging stores.

Rochester did not have a Target. As a kid, there was no Target in Rochester and all we had was Woolworths and Two Guys and it was a treat to go into either. My mom usually didn’t have much extra cash on hand to buy nonnecessary crap for us so whenever she would take me into either store I knew I was getting something small with cash she had stashed away from her grocery money. She called the purchases “little treasures” to take home and enjoy; a treat to break up the week.

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would have clothed my infant daughter, gotten through a holiday meal or finished a grade school project without this wonderful place.

I love what everyone loves about Target.

The intoxicating smell of buttery popcorn that hits you when you walk in the front door, the immediate need for a Starbucks latte, or the impulse to buy one of the little three-dollar temptations in the seasonal musthaves that greet you as you reach for the shopping cart.

Ah, the big red shopping cart that I’ve sworn I will not fill but always do.

I ’m h e r e f o r commend strips and makeup wipes.

That’s it.

also shared a passion for fashion, would head to the mall to find an outfit for our impending evening out. It had to be under the $15 since that was all that was left in my checking account by the end of the week.

Funny how life changes and yet, it stays the same.

Back in the ‘80’s I had no idea what a “Target” was. Now I wonder how I

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But just when I try to get out, Target’s color coordinated towels, low priced sandals or the Chip-and-Joanna Gaines hip house wares pull me back in.

I walk the aisles in a trance, thinking, “I’m just here to look.” Quickly my emotions take over and I’m justifying why I need another throw blanket, shower curtain, or decorative candle holder.

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{ HER EDGE } } { SHIFT+CONTROL “Ah, the big red shopping cart that I’ve sworn I will not fill but always do.”

I still go to my lover Target when I know I have bills to pay and the mall is too steep that month for a new outfit.

The red and white sign is a big security blanket that wraps me up and says, “I’m safe, everything here is $12.99.”

There’s no pressure here, no one wants anything from me, I can linger for an hour lost in a store that fills all my immediate needs and makes me feel good.

Target is not like walking through Wegmans. At Target, I can comfortably stroll around in sweats, slippers, wearing no makeup. It’s safe here, even if you see someone you know; you simply smile and nod and keep moving to the next great find for the cart. There’s no reason to talk or catch up. It’s Target,

and we are all just happy to be here. I think to myself, this is my time.

When my daughter is barricaded in her room, and immersed in her teenage angst and boredom, I’ll simply yell up the stairs, “Hey, want to go to Target?” It’s like a shot of adrenalin and positive energy. She’s dressed ponytail up and ready to go in a moment’s notice. Her childhood was spent at Target. The magical toy aisle was home to the Barbie camper we had to visit on every trip. The Disney princess costumes, the Taylor Swift CD’s and “Diary of a Wimpy Kid” books were all begged for and haggled over. Now it’s makeup, nail polish, trendy cloths and bathing suits. We’ve laughed at how hard it is to scan in the self-checkout and argued over late

night trips for school supplies that she forgot to tell me to pick up.

I can be in a bad mood, feel stressed out, and exhausted, but I’m never too tired for Target.

I always pledge to spend under $25 but it’s never less than $100, and that’s the secret to the store’s success.

It’s a great place to go when you have nothing to do. The longer you stay, the more you find what you “need”.

Let’s face it ladies, we love Target, and always leave with bags in hand. Little treasures for ourselves, our kids, our homes. We really don’t need everything we buy, but we do it anyway.

My mother and the marketers way back when, were right on-target.

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CONTACT ROBIN DE WIND TODAY! I ROBINDEWIND@GMAIL.COM

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{ VISIONARY MINDS }

MAURISHA STENSON

BY TAMMY REESE

I S O L AT I O N TO TRANSFORMATION

face painting. All of her talents she shares with youth have been making an lasting impression to their lives.

Educator/ Entrepreneur/ Healer Maurisha Stenson exudes herself in her many talents including modeling, acting, entertainment and hosting. Also being a business woman Founder of Mahimas Closet.

Coming out of high school, Stenson

Calling that day “ Drama Free Day”. Doing it every year on 3/23.

It’s a day when she encourages good vibes, for everyone to spread love , live positively as well as free of drama! It’s just one day , but the message is strong! Stenson is determined to push it for the rest of her life. This is an accomplishment she is most proud of along with the annual keep kids safe Halloween event she hosts making a difference in the community. Other differences being made includes volunteering her time with community and kid haircut events. She is all about giving, spreading love and sharing knowledge to others.

Mahima represents all of us, Mahimas Closet located at 404 Oak Street Suite 300 in Syracuse NY is the business name . Maurisha’s nick name Queen Midas means that she has that magic golden touch & blesses you with it. Including hair, make up, or anything else creative wise.

Mahimas Closet provides fashion, hair, skincare and body maintenance services.

A fashion and cosmetology instructor making her own skin care products teaching students in the Syracuse City School district to make their own also. Maurisha believes it’s important for women to have their own business and to be happy with what you do.

At 4 months pregnant she I lost her boyfriend. After being in isolation that 1st year began turning to God changed her as a person. Learning compassion ,forgiveness, and growing spirituality. By the time his 1 year passing anniversary came Maurisha didn’t want to mourn anymore. She transformed wanting to share her growth.

started a career in nursing and went for my LPN, that’s how she became interested in caring for the human body inside & out, combining that with her love of beauty.

To M a u r i s h a w o m e n empowerment is being supportive, finding self worth and contributing to something.

Advice she has for young women wanting to follow in her footsteps is to attack your dreams no matter how long it takes.

To contact Maurisha please email: mahimascloset@gmail.com

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“Advice she has for young women wanting to follow in her footsteps is to attack your dreams no matter how long it takes.�

Find Your InnerDiva...

MARIO’S HAIR SALON 1474 Monroe Ave Rochester, New York 14618 (585) 473-8593 marioshair.com

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