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Just recently I had the dynamic opportunity to speak with a group of women about their work, their hopes and dreams, what were the motivating factors that galvanized them into starting up their companies and what would they have to say to others interested in pursuing their own companies.
The stories I heard were empowering, beautiful heartbreaking and profound. Privileged to have heard their words – here’s what a few had to say:
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BRANDI LEIFSO
Brandi Leifso is young, dynamic and at the helm of a successful, award-winning, beauty business. As founder and CEO of Evio Beauty Group, Brandi travels through life on a platform of positivity, a strong passion for work and a wonderful joie de vivre.
One wouldn’t know that ten years ago, at age 21, the young dynamo had escaped a harrowing relationship and had to move into a domestic violence shelter in Vancouver to escape her abuser. She brought with her two changes of clothing, and her laptop – her saving grace.
“People should know that a domestic violence shelter is a lockdown shelter so you’re unable to share the address with friends, family and colleagues,” said Leifso recently. “When you leave an abusive relationship, it’s one of the most dangerous times for the victim.”
Leifso embraced her new living arrangements knowing change would be coming. And it did – for the better.
“I shared a bathroom with 29 other women – but I always made sure I was ready for each day, my makeup on right, and ready to go.”
Using her laptop, she started scrolling beauty sites and videos, amassing makeup ideas by the dozens. She assembled a special catalogue, with photoshopped beauty products – and then started knocking on doors, selling her dream. During this time, she still struggled with the trauma of being abused – “it doesn’t go away the moment you leave,” – but she found her purpose. And her joy.
Ten years later, Brandi’s company has expanded, and works with North America’s top beauty companies, employs 10 full-time and others part-time, and her products are available across Canada, notably in Shopper’s Drug Mart locations.
A much most sought-after keynote speaker, Brandi has been written up in dozens of publications, including Forbes.
“I made a lot of mistakes starting out!” laughed Brandi. “But I just kept at it.”
As for dealing with her years of abuse, Leifso has this to say: I have consciously chosen from the beginning to look at the world through an optimistic lenses even in spite of what I’ve gone through…I walk through the world feeling love and light. I learned very early to let go other people’s choices and actions. This makes my life better.”
brandileifso.com
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LISA GATTONI IAFRATE
Lisa Gattoni Iafrate is a study in tenacity. The founder, owner and CEO of TaLii Towels Inc., a wonderful microfibre towel that is super absorbent, antibacterial, easy to pack and comes in a rainbow of colours. Gattoni Iafrate is one of Canada’s top entrepreneurs and knows the value of hard work and perseverance. And she’s not afraid of both.
Once a senior travel consultant with American Express, Gattoni Iafrate branched out with her own company years ago, after being introduced to the towel while visiting relatives in Belgium.
“They didn’t have anything like this in Canada,” said Gattoni Iafrate. “I just jumped at the chance.”
But nothing came easy for the single mother of an adult daughter – whose name graces the name of the company. Coming off a difficult divorce – her ex-husband bankrupted her and left her when her daughter was a baby – Gattoni Iafrate was left destitute and saddled with major bills, But she moved on with her vision, at one point, pitching her towels to Dragons’ Den, using her home as the corporate offices and warehouse for the products, and working hundreds of consumer and trade shows not to mention festivals, across North America to get her product into everyone’s hands.
Sometimes it came at a price – afraid to leave her booth even for a moment, Gattoni Iafrate would suffer health issues standing for hours on end, forgetting to eat or drink.
During the pandemic, Gattoni Iafrate started manufacturing masks for local fire stations – and couldn’t keep up demands they were so good.
Throughout all this, she’s found time to volunteer, sit on a variety of boards and offer her expertise to a variety of charitable causes. Her world revolves around her work – but her daughter takes precedent over everything. “I want to be a good role model for my daughter, and for other woman who aspire to run their own businesses, accountable to no one but themselves,” said Gattoni Iafrate recently.
taliitowels.com
SHIRLEY IBE
Shirley Ibe will tell you it all started with just one lipstick shade – and blossomed from there. The professional makeup artist and founder of Madeup Beauty, an inclusive, Black-owned cosmetics brand aimed at all women, including women of colour, Shirley set out three years ago to fulfil this life-long dream to establish her own beauty company. It came from her passion for makeup as a professional and “seeing people look and feel their best,” not to mention empowering people from all walks of life.
She brands her company as “a celebration of inclusivity.”
Interesting to note, Ibe’s dream came to fruition during the pandemic – but that didn’t stop her. And the company’s success can be seen in how many establishments now carry her brand, although the road hasn’t been as smooth as one would hope. “It’s never easy having your own business and only another small business owner can truly understand the highs and lows,” said the vivacious business person recently. “There are days when you swear it’s your last day in business – and then there are days when you reach goals you prayed for.”
Shirley looks to the the industry role models, and the “great women doing so many great things,” to have helped her reach her dream. One of her biggest role models include “my sister, Dr. Liza Egbogah. She is super-successful, and she took her career as a chiropractor and osteopath and made it fun, bright and exciting. She also created a shoe line after seeing so many female patients suffer debilitating foot pain caused by ill-fitting shoes.”
As for her biggest motivation that helped launch her successful company, Shirley says “I wanted my brand to feel relatable and honest. I wanted to use my knowledge and experience of not just working with models but with every type of person.”
Would she encourage others to fulfil their own entrepreneurial dreams? “Yes! It’s never too late to start your dreams. It can feel so overwhelming and scary but some days you dive right in and start taking steps towards creating that dream. Most days it’s one foot in front of the other but as long as you keep doing that, you’ll look back and see how many steps you’ve taken forward towards your goal.”
madeupbeauty.com