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REACH VANCOUVER’S BUSINESS LIFESTYLE MAGAZINE

COVER STORY

>> WELCOME TO JOSEPH RICHARDS >> FROM “SHE TO SHIC” >> INTRODUCING: TRUNKSHOW

BY MISTY GREER

RITZ CLINGING’S MUFF LOVE


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Phenomenon Is Gre

at F or Are you Bus looking for ways to get people talking o in S es about your products? Consider tapping into the social shopping he s T phenomenon and building buzz for your business. Research shows that the vast majority of North Americans purchase online through recommendations from friends and via the power of consumer choice and collective bargaining. Social Shopper has used this intriguing offspring of social networking and online shopping to offer a wealth of opportunities for entrepreneurs with limited budgets and businesses looking for ways to gain more exposure. It works like this – a business gets a 1 day feature on Social Shopper offering 50-90% off their products or services. If it’s attractive enough, the subscriber will jump at the chance to purchase the deal, and by doing so they are essentially saying they like your business. If enough people do the same the deal goes ahead and the consumer gets an awesome discount and the chance to experience your business. As a business you don’t pay for anything for this amazing advertising. Only once the deal quota is surpassed does Social Shopper take a portion of what they’ve helped you sell. They only make money if you make money. That’s the very reason this type of service is seeing phenomenal growth - it’s a win-win situation. When you calculate the costs of traditional forms of advertising both online and offline for this type of targeted exposure it’s a no brainer. | Customers, Customers & More Customers | Subscribers to SocialShopper are looking for a reason to check out new things to buy, eat, see, and do in their city – that’s why they signed up. The customer has a great reason to check your business out, and you’ll have the chance to receive new customers and earn their loyalty, a chance to showcase the rest of what your business offers, gain repeat business and even referrals. | Huge Exposure & Great Word of Mouth | SocialShopper memberships increase on a daily basis as people hear of these amazing deals. Once they see your offer, they have the ability to spread your deal like wild fire. They’ll inform friends, family, and co-workers via email and social media such as Facebook, Twitter, YouTube and more so that they make sure the deal goes through. This creates a buzz about your business, even months after you’ve been featured which means ongoing exposure. Your business is the shining star the day it’s featured and you’re not sharing the spotlight with any other competitors. | No Risky Business | The beauty of a service like SocialShopper is they take the risk out of your marketing efforts and customer acquisition. SocialShopper actually pays you, rather than you paying upfront and you only have to pay if your deal is successful. That’s a smart deal.

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contents

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the buzz

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joseph richards

Entrepreneurs from the Vancouver Freelance Camp are Buzzing. Hosted by The Network Hub

Vancouver’s nightlife gets a facelift

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trunkshow

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moeski

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Editor Dammy Og finds out what TRUNKSHOW by Misty Greer is all about

Reach Magazine hangs out with entrepreneurship dynamic duo Karin Bohne and Brett Turner

she to shic Entrepreneur Erin Shum shows us how she’s making change – her own way – in the beauty industry

muff love Do you love your Muff? Entrepreneur Ritz Clinging talks to us about the Muff Revolution

my business Reality Check & In The Know

red carpet Carly Thomas & Negar Hooshmand


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Dr. Raul-Pacheco Vega | Is a Vancouver-based researcher, educator and consultant in environmental politics and policy. Raul has conducted independent research on wastewater governance, comparative environmental policy in North America, urban sustainability and environmental NGO mobilizations. His main teaching interests include environmental politics, public policy, water governance, and global environmental politics. Raul’s speech at the Vancouver Freelance Camp centered primarily on how to avoid being perceived as willing/able to work for free, primarily in the non-profit sector.

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Bonnie Sainsbury (Duet Media) | Duet Media brings creativity, new imaginative concepts and the most effective best practices in the social media world right to the client’s door. Armed with a fresh perspective, Duet Media provides start-ups and emerging companies with in-dept social media strategies incorporating Facebook, LinkedIn, Twitter, and so on. Bonnie’s speech at the Vancouver Freelance Camp centered on how entrepreneurs can use free tools to promote their business.

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Pete Quily | Is a trained professional Adult Attention Deficit Disorder Coach in Vancouver. Pete who has ADHD has been coaching Adults with ADHD for 6yrs. When asked why he does this, Pete simply replies; “Assisting people in getting the most out of their lives gives me great satisfaction.” Coaching changed Pete’s life, and he hopes to use the same methods to help other individuals with ADHD to achieve their goals and dreams. At the Vancouver Freelance Camp, Pete spoke on how to recognize, manage and reduce being overloaded and overwhelmed at work.

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Corwin Hiebert (RedWagon Management) | Corwin Hiebert specializes in strategic event design, marketing, and management. With over 13years of experience in the event industry, Corwin has managed every type of event from international road shows to local fundraisers. Corwin’s speech at the Freelance Camp dealt with how entrepreneurs should manage their projects.

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Tom Varjan | Works exclusively with management and technical consulting firms who already sell their expertise, brainpower and intellectual property, which their clients perceive and receive as care, protection and guidance, through processes like coaching, consulting, speaking, facilitating workshops, and corporate training programs. At the Vancouver Freelance Camp, Tom spoke about how entrepreneurs can price freelance services.

Martin Ertl (LexPublica) | Not everyone can afford lawyers. Especially startups. LexPublica aims to solve this problem by opening up the world of legal knowledge to everyone. The first step they have taken is to make common contract templates available free of charge on their website. A community of volunteers came together to create these contracts, which include agreements that many businesses need. Martin’s speech at the Freelance Camp was rightly titled: Contracts for people who hate contracts.

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REACH magazine editor–in–chief dammy og creative director era pogoson photographers matthew burditt andre lai sandra-joy unaegbu correspondents uzma rajan mandy wong contributing writers karren watts (in the know) natalie sisson (womanzworld.com)

editors alvin bajwa melissa welsh emmy unaegbu special thanks matthew burditt @ (www.mattewburditt.org) next canada negar hooshmand ken werner minna van @ the network hub emmy unaegbu joseph richards ken macintyre christine rose

EDITOR’S NOTE I’ve been thinking about what to say for the past 30mins, and I just don’t know where to start. From thinking that I wouldn’t write another editors note again, to actually writing one, can be a little bit overwhelming. A few factors led me to believe that I was not going to produce another Reach Magazine issue. I was frequently getting ill because of a genetic anemic disorder, and the pressure I was putting on myself to succeed was becoming a bit too much. I truly believed that I was going to retire, and move on to the next project. To cut the long story short, I’m very happy that I stuck with it. I’m going to use this moment to share with you the many things I have realized ever since I started REACH MAGAZINE. There is so much more to life than living one’s life for that extra shilling. Its very important to do what you love doing, and being content with what is available to you. NEVER let anyone decide what your goals should be. NEVER let anyone tell you that you are not good enough. You don’t need people around you to tell you how good, or bad you are. Do what you want to do, just make sure you do it well. As long as you are in a good place, mentally, you can create amazing things. I worked with so many talented individuals, and this issue is a testament to their hard work. I personally want to thank all the entrepreneurs, photographers, writers, designers, and everyone else that helped bring this issue to life. Era, Joy, Matthew, Negar, Deanna, Christine Rose, Natalie Sisson, Minna Van, Melissa W. – Thank you for allowing me to bug you guys, I am in awe of your talents… most of all, thanks for being true. What more can one ask for? The Bawse Dammy. Og

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welcome to

joseph richards Vancouver’s Granville Entertainment District is home to an eclectic variety of trendy hot spots, and while it’s newest resident fits into the neighborhood, Joseph Richard is a notable exception to the rule: a boutique nightclub that’s taking trendy to another level. Owner Ryan Moreno wanted to offer Vancouver something different but accessible too and his newest venture is exactly that. Faux fur covered booths, crystal chandeliers, and gold accents offer patrons of Joseph Richard with something unique and something to talk about. “ We wanted to make [Joseph Richard] a nicer trendier place that anybody could come to and feel welcome. It’s not a privilege for them to be here, it’s a privilege for us to have them here” Ryan acknowledges that if customers simply want to have a drink with some friends they could stay home, but those that choose to dress up and head out are looking for an experience worth their while and that is exactly what Joseph Richard is all about. “If you’re going to get dressed up and pay fifteen dollars to get in and then six dollars a drink versus one dollar for a drink you are going to get a six dollar experience, that’s my belief. The music is good, the rooms are nice, and you get quality products and premium service and that’s the experience we want to offer.” Joseph Richard’s design and feel can

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be described as trendy with an edge. Couture wallpaper, cobblestone flooring, and a custom-made white dance floor are just a few of the unique aspects of Granville Street’s youngest offering. “We always want there to be a lot of wow factors; we wanted all the little elements to stand out so you’re constantly exploring the room.” Born and bread in the greater Vancouver area, Ryan Moreno is a family man with a passion for the hospitality industry. Ryan can be described as an individual that has what seems to be the golden touch and while Joseph Richard is his 5th foray into the nightclub industry he has been involved with the hospitality & service industry since his late teens. Beginning as a busboy and graduating up to bartender, Ryan has run the gamut and what he’s learned is that excellent customer service is the cornerstone of success in his line of work. “The nightclub business is a service business; I think a lot of times people forget that. You can have the coolest room, the loudest sound system, and the neatest lights but at the end of the day if you’re not taking care of people no one’s will visit your venue.”

outside of providing Vancouver with a unique experience, is to be able to provide for his family, which not only includes his parents and brothers and sisters, but also his new wife and their new born baby. “It’s never been about money; I don’t care about being the richest man in the room, I’ve always just wanted to be able to support my family. Being an entrepreneur, you have to sacrifice everything hopefully to get everything. It’s a catch-22 but I’ve been very lucky because my family has been involved in a lot of my businesses, my wife is super supportive, and my partner is great too.” The service industry isn’t for everyone but Ryan can’t imagine himself doing anything else, especially since he has such a good understanding of the business. “It’s the most extreme business because there are many nights when you’re standing outside where you have a ridiculously long lineup and you’re like ‘I love this business and then there are nights where you’re waiting and waiting and you’re like’ oh my God why do I do this?’ But at the end of the day we’ve been very blessed and very lucky.”

“We always want there to be a lot of wow factors ... the little elements to stand out”

As a young entrepreneur Ryan’s main goal with his business ventures,

Ryan attributes the success of his ventures to one very important


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written by uzma rajan

pictures by sandra-joy unaegbu


thing: people. Whether it is his family members who are always willing to pitch in extra hands or cultivating and challenging individuals to grow within the company, Ryan has a dedicated team of people behind the scenes and on the frontline. “Beneath the glitz and glamour of the nightclub it’s the people and we’ve been very fortunate to have great people that work for our company.” As a successful, yet relatively young business owner, Ryan has an enviable place in Vancouver’s entrepreneurial scene; He is quick credit his success to his upbringing, his staff, business partners, and his many supporters. “Never forget where you’ve come from in terms of where you’re starting from and what your goal is so that along the way you don’t have to step on any heads to get there. I think that the people you do business with and especially those that work for you are important. If you can develop your people, you’ll be a lot more successful, because you need those people to grow with the business. Don’t be greedy, spread the wealth, because you can’t stay in business without good people.”

Staying power in a city like Vancouver for a nightclub is difficult but Moreno feels that Joseph Richard has definitely potential to become a household name for years to come because of management’s understanding the nightclub culture. Knowing and accepting that trends change and having the ability to redesign and rebrand is a pivotal aspect of Moreno’s concept with Joseph Richard. “The nightclub business is changing all the time; people are always reinventing the wheel; whether it’s service, whether it’s music, this business is arguably the most innovative because people are always coming up with new and creative ways to get people into the bar. The competition is fierce, but constructive, which is only beneficial to the consumer because they are going to get a better product.” When asked, Why the name Joseph Richards, who exactly is Joseph Richards? Ryan states... “He’s whoever you want him to be.”

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She slips into the restaurant without fanfare, hairdo perfect, Trunk Show designed outfit, 3-inch heels to match, Marilyn Monroe-esqe figure with a rockability sprinkle. Nothing else to see here. She smiles in my direction as I stand to say hello – and in her low American accent, she explains that the extra outfit she drags in tow are for a client she has to meet after the interview. Born and raised in the United States, fashion designer Misty Greer moved to Vancouver to pursue a career in fashion. In 2008, Misty earned her B.A. in fashion design and technology from Kwantlen Polytechnic University’s revered fashion design program. After graduating top of her class, she launched her branded label Trunk Show, and has not looked back since. Reach Magazine caught up with Misty to talk about her steady rise in the fashion industry, and what it really takes to become a successful fashion entrepreneur. | Who is Misty Greer? | Hmm. Straight to it eh! [Laughs]. It’s funny that one never gets to think about whom they really are. Well, I guess I’d say that I’m a reflection of everything I put out. If you see everything in life as smoke, I’m the mirror that reflects all that. I’m everything that motivates me - in a philosophical sense. | How was Misty Greer – the fashion designer – created? What triggered your desire to become a fashion designer? | My life has been an interesting adventure. I’ve always tried to learn from everything that has happened, and

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how all that cultivated into fashion was some sort of a fluke. I’ve always had creative habits – my love for visual arts started when I was very young. After high school I spent time in college dabbling in arts and film. It was exciting but I wasn’t really motivated. You can say that I was in some sort of crisis. My husband turned to me and said, “Why don’t you go to fashion school?” Till that point I never knew that people made a career out of making clothes. I had always made my own clothes; edgy with that rockability status style. To cut the long in-between story short, we moved here to Vancouver and I started researching schools. Kwantlen’s Bachelor program fit my career plans, plus it gave me the chance to become a fashion entrepreneur and not a hobbyist. I remember that it took me 6 months to get my pre-reqs in order, which was followed by a rambunctious [laughs] proposal that managed to get me in. From that point forward I was intensely focused. AND that’s how Misty Greer the fashion designer was created. | As a fashion designer, a lot of emphasis is based on creativity. How was your niche developed? | Trunk Show can be seen as a derivative of my personal style. Before I launched the brand, I started looking for ways in which I could evolve my own style. Look, you can always find pin ups, polka dots, rockability-esque clothing, e.t.c. in boutiques and markets. I set out to evolve ‘that style – ‘my style’. Why would I want to wear the same thing as a 14 year old? I also noticed that there were other women that were looking for the same thing I was looking for. At this point, I asked myself how could I keep it on a level that’s affordable, playful, and yet respectable. This was how I developed my niche – from the necessity to produce unique fashion designs that are in-

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+

next canada

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liz bell agency

all clothing designed by misty greer for trunk show*

makeup by negar hooshmand

hair by ken werner

photography by matthew burditt

model: britt

written by dammy og


spired by retro high glam but remains lowbrow and campy in spirit. | What was the most difficult time in your career, and how have you dealt with the struggles of competing in an oversaturated industry? | My career is very new; however there was a time after Kwantlen when I was apprehensive just like everyone else. The void between doing and actually getting it done was difficult. Starting a business is a risk in itself, and at the moment I do everything by myself. If I can cut it, sew it, sell it, and then deliver it, I’ll do it. Every entrepreneur aims to grow his/her business, but the fact that I do everything by myself doesn’t leave that much room to expand. However, being safe and less risky about my decisions, added with the learning experience gained from running things at my own pace can be seen as an advantage. Also what I’m doing in a microcosm is testing my market. At the moment I’m selling, and I’m getting orders; that’s what matters. | As a fashion designer, and an entrepreneur, how do you keep yourself grounded, knowing that the line between design creativity and monetary success is blurry in the fashion industry? | [smirking] I’m a cheater. Yes I cheat. I always say that I’m not a fashion designer; I’m a glorified seamstress. [Laughs]. As a glorified seamstress, I have to strike the line between creativity and the bottom line. For instance, my ready-to-wear collections are 10 pieces each, with 2 – 3 size-runs a piece, which means

I create small seasonal collections. Quality beats quantity. Trunk Show pieces are futurevintage attires that are meant to be worn, treasured, and passed from one rebellious generation to the next. I make statement pieces. Pieces that my target audience save for and keep forever when bought. This is the target market I cater to. There is absolutely no need for me to be making about 40 – 50 pieces. When I make my pieces, it represents my target audience, my niche, and me. Yes, as a fashion entrepreneur one must worry about the bottom line, but in my case it doesn’t tug at my creativity. That’s why I see it as cheating. [Laughs]. | What’s next for Misty Greer? What advice do you have for the kids? | Well, I’d love to gain a couple more stores/boutiques across Canada. I have an amazing relationship with Scout Boutique (152 West 8th [@ Main Street]); they carry Trunk Show pieces. I feel that I’m still going to be running things by myself for the next couple of years [laughs], but maybe I might bring in 1 or 2 employees. I’d love to expand my business down the west coast. Maybe set up a pop up shop for a month at a time in different cities- Seattle, Portland, Los Angeles. As for advice, if you want to become a fashion entrepreneur you’ve got to find that magic element. Dig deep for it and make sure that it’s something viable. Be willing to work your ass off. I’ve had loads of sleepless nights, but that’s what it takes.

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MOESKI RESTAURANT CONSULTING & DESIGN

born into the restaurant industry. His parents are both food and beverage managers that have worked in various cities. Brett’s talents were recognized early, he has worked on brand development for many restaurants, including Browns in North Vancouver. When they first met, they knew instantaneously that they would work together in the future. They were given that opportunity a year ago when they both worked on The Terminal Pub. Through the interview, I noticed their ying-yang personalities. I can’t help but ask how they manage to work as a team in this fast-paced industry – “We always have an opinion about what each other does. We always challenge each other.”

what? There is no secret, no magic touch, just the know how. Brett notes that, “as entrepreneurs we all must understand the industry you are getting in. Make a checklist; have plan B’s, and you must have the right people around you. Many people jump into the industry without a sense of direction, and that’s why they fail.” The advice they provide to our entrepreneur readers and future restaurateurs: Karin: Stick with it. It’s not going to be easy. Just keep your head up and never doubt yourself.

Brett: Get a great female partner [laughs]. Make sure you are passionate about what you are doand willing to “We always ing work really hard have an for it – make sure opinion about you have a strong concept.

When you think of partners in crime, Karin Bohne and Brett Turner of Vancouver’s Moeski Restaurant Consulting & Design fit the bill perfectly. I sat down with this impressive duo to talk about being entrepreneurs in industries that surrounds both their passions – design and restaurants. Karin and Brett are the duo you call if you are about to launch your own restaurant, or if your restaurant needs a facelift. Moeski can cre-

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ate from scratch, or renovate a restaurant in every aspect: design, menu, design, staff, brand development, market research, and so much more. You might recognize Karin Bohne from the second season of HGTV’s show “Design Interns”. Artistic all her life, Bohne has been in the design industry since 2004 where she has been involved in a number of projects all through Canada. Brett on the other hand was

“Starting a business is not as easy as all might think, what each and we discovered early that commuWhen I asked other does. nication is the most them what duo We always important thing would best dechallenge as partners, and scribe them, I e nt r e p re n e u r s .” each other.” was surprised Brett states. They when they both usually find themcame up with a selves talking about work all food related combination.. the time. They provide each other alone time after a good Karin: Chocolate and Vanilargument, despite that their la. I’m dark and sexy chococollaborations always turn late and Brett’s Vanilla, plain out amazing as showcased in and everyone loves him. their past projects: The Terminal Pub, Freshbowl, Pivo Brett: I would say we’re Public House, and much more like oil and vinegar. more. We’re good on our own, but we’re even better together. It hasn’t been the easiest journey but Karin and Brett’s hard Far, from the Bonnie and work is certainly paying off. Clyde dynamic duo combinaClients have been approach- tion I was thinking, but whating them with their restau- ever works, works. HUNGRY rants to ask for their exper- ANYONE? tise. The shaky restaurant industry can be quite unpredictable as many restaurants close down within their first year, so do Brett and Karin know the secret in keeping a restaurant open? Well, guess


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photography by andre lai

written by mandy wong


styling

+ make up by christine

rose

pictures by sandra-joy unaegbu

written by shawn croze

SHE TO SHIC

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She to Shic: The art of transforming an ordinary woman to an elegant, stylish and fashionable individual. The first time She to Shic came to my attention was when a close friend told me about a certain spa that placed a high importance on eco-friendly aesthetics. I can’t quite remember what my immediate thought was, but I know that I wasn’t quite moved with the idea at the time. However, the importance of this niche finally dawned on me when I met Erin Shum. Born and raised in Vancouver, Erin Shum is the founder and co-owner of She to Shic. Known for her attention to detail attitude and business approach, Erin successfully launched She to Shic Beauty Lounge in September 2009. After meeting her staff, and touring the stunning beauty Lounge, I sat down with this young entrepreneur to find out exactly what She to Shic is all about. | What was the motivation behind opening your own spa, and why did you decide to go with an eco-friendly approach? | Erin Shum: The motivation behind She to Shic grew out of the cool relationship I have with my mother. Growing up, I always loved spending time with my mom; the times I spent getting manicures and pedicures with my mom are priceless. The idea was not just to create a beauty lounge for women, but to create an environment where mothers and daughters can come and spend time together. From a personal perspective, our eco-friendly approach made sense; I’ve worked with children with autism for a while and I’ve always believed in championing environmental causes. | Tell us about how you brought your dream into reality. | ES: I first have to thank my family and friends for helping this dream become a reality. Finishing up the business plan in May, and launching the business in September is not as easy as it might sound. I was able to find the space through an uncle; the design was done by a friend who needed a project for his portfolio; the market research for eco-friendly products was done with the help of friends; and so on. As entrepreneurs, we are taught how to compensate when we are faced with a certain problem. My way of

compensating was to rely on my support structure – family and friends. | Congratulations on winning the Interior designers institute of BC award for retail 2009 (IDIBC Award). Let’s talk about the design. How did it come about? | ES: The first thing we set out to do after finding the space was to make sure that every aspect of the building and renovating process met environmental and sustainable standards. It was also very important for us to use the interior design to showcase our concept and niche. The lounge had to be comfortable, clean, simple and smart for mothers who want to share a cool bond with their daughters. This is what the IDIBC Award speaks to – we accomplished the goal that was set forth. | Give us an insight into the ups and downs you have faced so far. | ES: Being the first spa that promotes eco-friendly aesthetic services in Vancouver, our challenges have been very specific. We’ve also had challenges that most retailers face. I’ve found that continued dedication is what matters when faced with a problem. | How hard has it been to stay true to your niche? | ES: (Laughs) Easy. Having worked with autistic children, it’s an added bonus too for me to see that the ecofriendly aesthetics we promote don’t cause any type of short or long term harm for the mothers and daughters we host. The beauty industry is a $19 billion industry. If a small portion of this industry focused on eco-friendly aesthetics, I wonder what type of miracles we could create. Nowadays, companies want to be green because they think it’s “in style”; we practice what we preach. We educate our clients about our products, and make sure they understand how products they use for beauty affects them. | What’s next? | ES: Different location, more services. She to Shic is not just about cookie cutting, but it’s about how changing your lifestyle and having fun doing it makes sense.

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e v o l f f u m


W

hen Henri Bendel’s flagship boutique in New York City is excited about your product, you know you have made it, so it’s unsurprising that Ritz Clinging’s personal search for better feminine hygiene products has turned into a successful business venture. Born in Laos, Ritz’s parents moved their family from a country rife with civil unrest to Canada for a chance at a better life, and Ritz has made the most of that opportunity by creating a sassy, original, and much needed line of products for down there. “Growing up here has been such an incredible experience; my parents were able to teach us tons of life lessons and we have worked hard to seize the opportunity.” Ritz initially worked in finance before moving onto advertising. She had always harbored a desire to become an entrepreneur and when she realized that the generic skincare products created for a lady’s MUFF was inadequate, she decided to create something unique for her most private of parts; “when you read the ingredients of certain products and you don’t know what they are, that can’t be a good thing

so I decided to come up with something better.” That “something better” was I Love My Muff, a range of cleansing and moisturizing vagina maintenance products that will provide, in Ritz’s words, “daily love and care for down there.” She saw a hole in the market and chose to fill that hole with a big, bold initiative. “The whole concept is to say I love my muff, I love my vagina, and caring for it is important; I wanted to create products that you could use every day – they are all handmade, vegan, and all natural.” Ritz’s idea is not a new one, but the execution is definitely unique to the beauty industry. Chic and cheeky, I Love My Muff tells women, and in the near future men, that personal hygiene of the intimate area is not shameful, but rather something to be proud of. “It’s not a topic that is discussed so we wanted to be bold, sassy, and cheeky. However, we also wanted people to love it, use it, and recommend it. We’ve had women buying for friends, mothers buying for their teenage daughters, it’s been amazing.” Based in Vancouver, I Love My

Muff was officially launched at the Fifth Avenue store Henri Bendel in New York City over the Christmas season. An opportunity of a lifetime has turned into a lucrative partnership with one of America’s chicest beauty retailer. “They gave us a pop-up shop during the holidays; we had people buying for friends and families. It also gave us a chance to educate people and discuss the importance of muff maintenance – eventually people started telling us their stories, and passing on the message, which was

very cool.” I Love My Muff provides a range of products that are suitable for women of all ages. Ritz notes that her mom and grandmother use

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and love the products. Her ambitions do not stop with the gentler sex. Ritz is coming out with a line of men’s products as well. “I don’t think that we should do all the work; we have a men’s line coming out because it’s not just women that need the products. The response from guys has been incredible; they want it now.” In present times, the beauty industry has been criticized for not caring about the environment. As an advocate of green policies, Ritz has made sure that her company follows strict guidelines when it comes to issues about the environment. Not only are the products and packaging biodegradable and made through sustainable processes, Ritz also finds pleasure in educating others about environmental issues. Ritz had a hand in every step of bringing I Love My Muff to the market “I wanted to see what was out there and find out what I liked and what I disliked. Then I set out to have a product that was different. I also wanted to work with

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someone locally so I could be close to the production of the goods. It took us a little over a year going through different rounds, whether it was the essential oils used or scents, to create something that we liked and that worked. We work with people that have a fantastic reputation in creating skincare products and really, skincare is what it is but for down there.” Asked what advice she has for aspiring female entrepreneurs, Ritz believes that her story, her company will motivate other women to achieve their own entrepreneurial goals. “I have met so many talented women in Vancouver who have a dream, a passion and it’s all about getting behind them. I love being able to talk to them and encouraging them. Women have such power to help each other and support one another, more so than any other group.” The success of I Love My Muff as a company can be traced down to Ritz’s can do attitude, and perseverance. Muff products can be found in several important stores:

Henri Bendal on 5th Avenue New York City, Fred Segal in L.A., Kiss & Makeup Boutique in Vancouver, Ritual2 in Toronto, and many more. When asked about the future, Clinging laughingly suggests world domination. “You never know; we’ve been approached by people in Europe so we’re looking at bringing it over there and Asia, wherever the market dictates. Muff will be there”


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written by uzma rajan

pictures by matthew burditt


+ REALITY CHECK

I have to admit when I first labeled myself an `Entrepreneur’ I thought I now sounded very intriguing, slightly mysterious, and seriously interesting. Almost sexy. If Entrepreneur had a `role description’ written by a recruitment agency it would read something like this: Desired Skills and Experience •

Must be able to move small mountains on a daily basis, be open to change, willing to take risk, flexible beyond belief and have the stamina of an ultra marathon runner. Must enjoy working ridiculously long hours for little money and enjoy being financially burdened 90% of the time. Should be used to getting little to no sleep or at least adopting irregular sleep patterns Able to cope with vast amounts of stress – mainly self induced and happy in the knowledge that work life/ balance is not in the dictionary as a realistic expectation Most comfortable having your ego bashed on a daily basis, able to enjoy the thrill of a rollercoaster ride and not prone to puking or showing signs of weakness. Used to doubting your abilities and having days when you wonder what the heck you’re actually doing and whether it is even a good idea let alone whether people will buy it.

If someone had told me it’s a sure fire way to lose sleep, lose all

semblance of a balanced life and become a slave to work I might have considered not taking this route…….yeah right! Deep down we love it. so why do we do it? I believe that for some of us it’s the allure of fame and fortune – that winning idea that turns into an overnight success. For other it’s the freedom of working our own hours and being able to take off at any time – even if this an elusive quest. For many it’s our complete and utter passion for doing what we believe in day in and day out. For others it’s because we don’t want to work for someone else or are lousy at it, perhaps we’re just not good at `regular work at all’. Then there’s those of us that didn’t get an education, really had no career skills but knew we could make something of ourselves and our endless stream of ideas. Whatever the reason that we landed in this spectacular role, we deserve to recognize our awesomeness from time to time. Who cares if we’re addicted to work and the lack of balance in our life, or that we’d rather be doing nothing else than working on all our many business projects? I can’t help it and I know I’m not alone. Especially when someone pings me at 1am in the morning with an idea, or an email response and I send them a note to say they should be sleeping… which is ironic in itself given I just answered. This is a common bond between many entrepreneurs and so this article is to honour those of us

that don’t take time recognize our awesomeness. Who else climbs the highest mountains unprepared just because? Who jumps from buildings without checking the parachute first or sails off on an uncharted course to enjoy a new adventure and reach a new shore? Yes that’s right – we do. So shout it out, celebrate your fabulousness and create your own definition of Entrepreneur, just like this: E = Extraordinary N = Neurotic T = Tenacious R = Restless E = Extreme P = Persistent R = Relentless E = Energetic N = Nimble E = Engaging U = Unstoppable R = Revolutionary I’m sure at least one of those words resonates and I think they showcase the many different facets that make us who we are. What sets us apart is the ability to accept our flaws and acknowledge our strengths and push on regardless of not knowing the outcome or whether we have the right ingredients for success. This is no ordinary role. This is not for the weak or fearful, the scared or the meek, this requires guts, courage and spunk and even moments of insanity. Go ahead, write your own description and make sure you leave a legacy you’re proud of. Or at least make the title bestowed upon you into an acronym you can spell like: PEER > ENTER > RUN OR PEE > RE-RUN > RENT

written by natalie sisson

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IN THE KNOW GETTING UNSTUCK— THREE STRATEGIES TO GET YOU GOING AGAIN - Karen Southall Watts It happens to all of us. The phone stops ringing, we get writer’s block, there are unexpected expenses, or we just get plain old tired. At that moment we feel stuck like an oversized truck in mud. How do we get going again? What can we, as entrepreneurs, do to keep from losing momentum and wallowing in our temporary setbacks? There are three principles you can apply to get going again: measurability, accountability and novelty. Peter Drucker, the man who is credited with inventing management, said, “That which is measured improves.” Sometimes entrepreneurs forget to measure; it’s so much easier to guess and follow gut feelings. But if you aren’t keeping score, how do you know if you’re winning? If you’ve got a vague feeling that things just are not going well, or that business is falling off, formalize your measurements to get a clearer picture. Some common useful measurements for entrepreneurs are: the number of new clients, accounts, sales, units sold, or deals negotiated; dollars earned, lost, invested or saved; prizes, awards, and recognition. An accountability partner is someone who knows what your goals are and regularly asks about your progress. Whether things are going well, or business is stalled you can always count on them to ask. If you feel like forward movement has slowed to a crawl it’s time to

seek out an accountability partner. Create a set of check-in questions to review on a regular basis with this partner. Remember your accountability partner can be a small group (like a networking or mastermind group). Accountability questions should be clear, for example: • • •

How many hours did you spend this week seeking new clients? Did you go to the gym (exercise class, meditation, park) this week? How many times? Are your records and files up to date?

Both the mind and body respond to novelty. Think about what finally pushes us past a weight loss plateau, a slow sales month or a stale ad campaign. It’s always something new and challenging. What’s a stuck entrepreneur to do? Join a new group or association and attend meetings. For that matter, get out and attend the meetings for groups you’ve been neglecting. Read new information about your industry and apply it to your business. Start a new exercise routine—this one usually gives you double benefits—healthier mind and body. So what’s an entrepreneur who’s feeling hip deep in mud to do? First engage in a pressure releasing activity like a walk or run, playing a board game, listening to music or a hot bath. Then ask yourself if you need to quiet your mind (for those running on a mouse wheel) or if you need to stimulate your thoughts (for those who’ve become potatoes of the couch variety). You can then plan your

next steps based on your individual need. Revisit the “game plan”. Sometimes being stuck is a signal that you or your business needs to change direction.

MAKE YOUR BUSINESS LIKE SUMMER IN VANCOUVER - Karen Southall Watts Not many events are more highly anticipated than summer in Vancouver. After months of dark and dreary days, Vancouverites revel in the wealth of cultural activities, outdoor sports and sunshine. To be honest, most of us are turning our thoughts away from business and towards the beach. But even as you are dreaming of those long, cool drinks sipped outside on a warm, summer night, there are lessons to be learned for the smart entrepreneur. Your business should be like summer in Vancouver. unique and rare Here in the Pacific Northwest, days of brilliant sunshine are super valuable, in part, because they are so rare. Summer is a change of pace for us; it’s different and that’s why we love it. This is the first step to being a summer day entrepreneur—be different, be unique and let the world know how rare you are. Build your brand around your brilliance. Answer the question: “Why should I hire you?” timeless and fun Ever notice how time stands still

on a summer evening? The sun shines until the late hours, and by the time you realize how long you’ve been chatting away it’s almost dawn. You want your business to make customers feel the same way. How? Start by creating a website or blog that is so great and so packed with content that readers want to linger…and buy. Make sure your marketing materials are a joy to read, not only clever and catchy but error free and understandable. Keep your message clear but don’t take yourself too seriously. warm and intense Have you ever been so relaxed you fell asleep in the sunshine? Concerns of sunburn aside, this is exactly how you want customers to feel about doing business with you. People like to buy from those they know and like. It’s up to you to get known and become likeable, and smart use of social media is one of the easiest ways to accomplish this. Share enough information that customers get to know you, your company and your mission, but not so much that you are embarrassed to have your Mom read your updates. Convey your enthusiasm and your intensity about your business. Soon customers will be eager to connect with you; you’ll have the same appeal as a picnic in the park. So the next time you hear the Bard’s immortal words, “Shall I compare thee to a summer’s day?” think to yourself—Yes, please do.

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CARLY THOMAS

NEGAR HOOSHMAND red carpet


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“When you’re from the world, you absorb the values and gifts life gives you. And so, you give them back”

The raw emotion. The questioning. The understanding. The bewilderment. The wonder. Life’s rare. So is talent. Born in Thailand but raised in Argentina, Paris, Ontario and just about every other place you can think of; singer/songwriter Carly Thomas has the ability to capture not just what life feels like but what it is. It’s poetry of and for the soul. And though most of us don’t connect with it any more, it’s what really matters. Because it’s in

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the feeling of it that makes us what we are. Logic knows its emotion - and there’s the paradox for you. Glimpses - Brief images - That feeling - the sun breaking through at the end of a cloudy day and the moon taking its place, in what seems like, a minute. And though it may seem the same, there’s a special difference to every day. In her music and lyrics, you feel alive. That’s the difference. She captures images sonically and locks them, securely, in your head. She writes from a place that to all of us is, vaguely, familiar. Carly has played in Paris, New York, and now calls Vancouver her home. Well versed in solo performances, Carly is now playing with a full

| Let our readers know who Negar Hooshmand is? |

Vancouver, Lizbell Agency. Its a new chapter that I am thrilled to face.

So this is such a hard question, because I’m not sure if I’ve figured it all out yet. I’d like to think that there are many diverse sides to me and that I’m always changing/growing. I hope that never stops, and that I always stay in perspective and open to viewing the world from another point of view, I think that is the key to staying fresh and improving in what you do.

| What inspired you to become a make up artist? |

In regards to my career side, I am a makeup/hair artist. I love the artistic world and it took me a while to figure out were my passions and strengths are.  I originally went into psychology, and while I wish I’d started makeup sooner, I do think it contributes a lot to what I do.  I think I’m also more clear as to what I’m not . . . I’ve attempted office work and can’t focus long enough to get any small task done.  I need to be on the move, and have new challenges daily, or else I create my own. I stress about everything but usually it helps me excel (knock on wood). I’m also really superstitious, if you couldn’t tell. My career as a makeup/hair artist started a little more than 2 years ago, since then I’ve had many amazing opportunities and fabulous people come my way.  I originally started out in the bridal industry and established my company Lip Gloss & Lashes, after I got the hang of this I began to explore the world of fashion and commercial work.  I developed much of my portfolio with some of the best photographers in Vancouver, and am so grateful for their support.  As a result of this work I’ve been published in many local and international magazines, as well as worked on some advertising campaigns.  Recently I’ve had the pleasure of joining the best artist agency in

From a young age I loved to draw, paint, and dress up. I would get so excited when my mother would let me wear makeup for costume parties.  I began applying makeup to my friends at school and we would take it off quickly before we went home.  I remember the first time I got a professional makeup application, I was amazed at how the makeup artist accentuated some of my features and she left me feeling so confident.  I wanted to have that talent, and to make others feel that way . . . in short I wanted to be her.  As I’ve grown in this industry I become more and more inspired by what I do.  The nature of the fashion industry makes it so that it is not a career that you would go into for financial stability, therefore to be surrounded by people who are so passionate about their work, and to be able to contribute and create something with them is exhilarating.  Many times at the end of a shoot I’m left feeling more energized than before I even started.  | Give us your thoughts about the fashion industry here in Vancouver Canada |

band - and just keeps drawing people in. Her second album titled, “Up This High” came together through a small group of close friends and musicians that Carly has been working with. It’s down to earth and honest, created with love at the Armoury Studios in beautiful Vancouver, BC. Carly takes her listeners on a narrative journey of purpose and intimate disclosure. Through country roads and busy emotional intersections, you feel that what she is singing about carries its own weight and integrity. Music is truly something she was meant to do.

that there is more to makeup than picking up a brush, or more to photography than picking up a camera. Fashion is an attractive industry and the business side is often overlooked, so many people think it would be an easy opportunity but are soon proved wrong.   I do think Vancouver will someday reach the recognition of other big cities. I think all this takes time but as long as we keep working together we can get Vancouver into the spotlight.  | What sets you apart from other make up artists? | I like to think that what sets me aside in life is my dedication to my work, when it comes to makeup/ hair I don’t take “no” for an answer and kind of look at it as “not now, try again later”.  I’m also lucky enough to have the support and dedication of my family, especially my mother.  She of course wasn’t thrilled with the idea of me leaving psychology to work in fashion, but usually artistic careers carry a stigma with them so I really can’t blame her.   However as she saw the enjoyment I got out of it, she began to really give me her support, this is much needed in an industry that can really hurt your ego sometimes.  There are times when you wonder “is my email working, are they receiving my emails?!” | What can we expect next from you? |

I think the fashion industry in Vancouver is ever growing. I do know that it struggles on occasion, unfortunately do to a large groups of new comers who sometimes don’t take the work seriously, don’t realize that it is a career choice, and offer low rates with poor quality.  Of course this isn’t the case for all new people and eventually the great ones are recognized and the others realize

There are many photographers I’m still dying to work with, and many magazines I would like to appear in. I think travel may be in my near future.  I do think I will keep Vancouver as my base for now but might venture out East sometime soon.


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Reach Magazine Summer/Fall 2010  

Reach Magazine focuses on entrepreneurs.

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