Creating a fashion and accessories brand popular among celebrities

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[00:00] SPEAKER_00: Welcome to Canada's podcast.
[00:06] SPEAKER_01: All right ladies and gentlemen welcome to Canada's podcast. I'm Rivers Corbett, the Atlantic Canada host of One the Jackpot
[00:15] SPEAKER_01: hanging out with entrepreneurs from Atlanta Canada and that's because I'm one of them too. So it's really cool today to have
[00:22] SPEAKER_01: been chasing this lady for a while and I got her today on her four acre location where she runs multiple businesses in Nova Scotia.
[00:34] SPEAKER_01: Lisa Draper Murphy has just I mean I can't wait to tell you the story behind her. So I want to die in a bit before we welcome you.
[00:42] SPEAKER_01: Lisa Lisa is a Hollywood Hollywood and luminaries editor for for story of Fashion Magazine.
[00:48] SPEAKER_01: She Atlantic Business Magazine. She's a top 50 CEO, real world recipient and progress club women of excellence award winner.
[00:57] SPEAKER_01: Now I got to tell you I know that organization quite well and to have that award is really really amazing.
[01:05] SPEAKER_01: Lisa operates one of Canada's only remaining completely vertical fashion houses overseen all aspects of design, production and retail of her collections in five posh
[01:17] SPEAKER_01: privately owned locations. So Lisa we're going to dive right into how's it going.
[01:25] SPEAKER_01: I mean you say you've been kind of hanging out in isolation. Talk to us about where you're at right now physically because I love the journey of entrepreneurship as you said before we
[01:36] SPEAKER_01: get started. We're not looking for jobs so we can kind of do our own thing. So tell us where you're at.
[01:43] SPEAKER_00: Well I mean I always stayed in my own lane. I never really been what I guess that's typical whole of many of us all of us.
[01:53] SPEAKER_00: But always been thinking looking outside the box and trying to see things from a different perspective, which I started with my first launch of my very first independent collection was
[02:05] SPEAKER_00: upon the discovery of some 50 60 year old unused vintage caler and wolves at the warehouse of an employer of mine at the time I was head of design for the company and employees and management and ownership
[02:21] SPEAKER_00: I've been looking at this fabric that had been stored for 50 years and didn't see what I saw.
[02:27] SPEAKER_00: And I saw incredible opportunity that launched my very first collection.
[02:33] SPEAKER_01: So talk a bit about that because that's because that's what you know there's there's that visionary piece of entrepreneurship so you saw what somebody else wasn't seen so can you dig your little deeper in that because I want to talk about the emphasis of that great journey of been on.
[02:49] SPEAKER_00: Well what I saw was beautiful high quality tailoring walls Harris tweed from Ireland and Scotland and the UK beautiful
[03:06] SPEAKER_00: and I went to my employer and I said I found this fabric and I don't know why it's here but I'm quite intrigued maybe I could try something with it.
[03:16] SPEAKER_00: And he said oh this has been here for years, this is just old we were going to sell it off by the pound a couple decades ago and forgot about it.
[03:24] SPEAKER_00: I said well why is it here and he explained to me that his father was a Jewish immigrant from Poland who was a part of the company and grew it from you know tailoring a suit in the machine in the corner of the room to
[03:43] SPEAKER_00: extend into dry cleaning and then doing service contracts for you know police shirts and eventually they were a 300 operator manufacturing company doing bunker gear and technical industrial apparel for you know companies and and users all over the world.
[04:04] SPEAKER_00: So they hadn't done tailoring probably in about five decades but they still have a little off top and and I said let me just do something with it let me just play you know.
[04:15] SPEAKER_00: So my sample sores and we put together about a dozen suits and like jumpsuits and dresses using all of this tailoring wool and I called it in prompt to lunchtime fashion show in the board room nice.
[04:31] SPEAKER_00: Sores came in and they became models and they we did this show and everybody was so intrigued they're like what I could never have pictured I think they looked at one of them.
[04:44] SPEAKER_00: And said I remember my father had a had a leisure suit in that in the 60s and I made dresses out of them out of the same fabric so it was a you know a new perspective on some old fabrics.
[04:59] SPEAKER_00: And a lot of my colleagues thought you know this is not a good idea don't use vintage at the time in Calgary you didn't even shop and vintage sores and admit it.
[05:09] SPEAKER_00: Right right.
[05:10] SPEAKER_00: You think it fabric was not a thing it had not been done but I thought that it was a great opportunity to use a high quality raw material without creating you know the demand for production of more raw materials like let's use up this this available.
[05:28] SPEAKER_00: Therefore sustainable material that can produce some gorgeous pieces so that's what we did launch their first collection.
[05:36] SPEAKER_01: And when you launched your business you called it turbine is that now talk about that because that's you know when I think of turbines I think industrial I think a big mammoth machines.
[05:50] SPEAKER_01: Talk to me about the irrational behind it and why I asked a question is I find so many entrepreneurs just now they just throw out a name and hope it's going to stick and I don't understand it's the identity of the business so can you talk about your rational behind the naming of your company turbine.
[06:08] SPEAKER_00: Well we were doing power suits for women.
[06:13] SPEAKER_00: And at the time we're about this is back in 1997 right no women's tailored suits like you you were in an entry level lawyer an article in lawyer or accountant or somebody that was breaking into their professional career out of university.
[06:29] SPEAKER_00: They were jumping from what they were to the bar to graduating to wearing mom's suit from very much right right.
[06:37] SPEAKER_00: All suits that reflected the style of a you know 25 to 30 year old young professional woman.
[06:45] SPEAKER_00: So we that reflected that and they were you know some of the first but a boot cut suits and some retro jackets and as long as it was professionally made and professionally cut.
[06:58] SPEAKER_00: We could reflect some trends and they took off it was it was quite a hit right from the start.
[07:04] SPEAKER_01: All right so Lisa you started your brand originally in Alberta but back then there was no worldwide with that point of time.
[07:13] SPEAKER_01: So how did you bring turbine to the marketplace in Alberta and I know you're hanging out in Nova Scotia now we're going to talk about that journey how you came across the country but talk about the brand entry.
[07:26] Speaker UNKNOWN: What you're going to do is to get a new job and then you're going to be returned to the Alberta marketplace.
[07:30] SPEAKER_00: In the Alberta marketplace well I was consulting at the time also I had sort of two companies going side by side at that time I was 27 years old I had just had my second child.
[07:41] SPEAKER_00: I was 9 years old and I was called back on my maternity meet which was to the factory that I subsequently discovered the vintage fabric so so picture this.
[07:55] SPEAKER_00: I had just had a tiny little newborn who I was bringing to work with me because my maternity replacement hadn't worked out.
[08:04] SPEAKER_00: While I was exhausted with this infant in my office with me every day I was all walking the production floor to try to help her fall asleep for her afternoon nap.
[08:16] SPEAKER_00: I discovered the warehouse of vintage fabric but at the time I was Canada's only freelance consultant for technical industrial apparel design.
[08:30] SPEAKER_00: I was working for this company as well as consulting to others caring for two small children and I was also launching my first collection.
[08:40] SPEAKER_00: But to ask your question to market it in Alberta without the internet without media anything like that.
[08:48] SPEAKER_00: It was just a matter of doing something that caught people's attention I recall you hanging your shingle and taking out the odd advertisement when you're a new business back then you would have to do a lot of research it was expensive and you could make mistakes.
[09:05] SPEAKER_00: It was just a lot of word of mouth and a lot of store events and within about six months I was also an industry expert on two international television shows.
[09:18] SPEAKER_00: It's always great for marketing business if you have some validation and exposure that compliments what you're doing and isn't you know you're not paying for that exposure in fact they're usually paying you for it.
[09:33] SPEAKER_00: That was a big impetus for spreading the word and getting my brand out there.
[09:40] SPEAKER_01: I love it.
[09:42] SPEAKER_01: There's a lot of it.
[09:44] SPEAKER_01: What I love what you said here is that you stood out you were different you were the unique kid in school.
[09:50] SPEAKER_01: High school is all about fitting in business is not and you were comfortable to be able to do that not only because of the value but because of your credibility you came with that.
[10:01] SPEAKER_01: I'm sure that a lot of the resolve and the confidence that came from you delivering that brand of the marketplace was shown and then word of mouth take off took off and it allowed you to grow it accordingly.
[10:13] SPEAKER_01: So Alberta this is this is kind of an Atlantic Canadian story too can you fast forward how did you get from Alberta to Nova Scotia?
[10:24] SPEAKER_00: Well back to the consulting while I was thinking my stores my turbine stores in Calgary I was also flying to various factories across this country designing anything from ballistics to bumpers.
[10:37] SPEAKER_00: I used to be lumping here you know for caves explorers linemen's apparel and doing these for every company actually eventually I designed the collection for every company in Canada that focused on that manufacturing.
[10:54] SPEAKER_00: Not as I mean globalization has taken away our manufacturing industry to a large degree in Canada so a lot of that isn't produced here now.
[11:02] SPEAKER_00: It was actually a contract that I had been working on and the company offered me the position of director of design and product development and offered to move my family and my entire business to Nova Scotia so that's a whole other story.
[11:23] SPEAKER_01: So what did you do with your store in Alberta did you keep your store did you from when I'm reading the bio you kept adding stores so can you talk about that?
[11:34] SPEAKER_00: One of my stores I kept one of them downtown Calgary and I took about a year and a half and I just found I couldn't.
[11:44] SPEAKER_00: I just found it too difficult to maintain the creative need that it that it requires.
[11:51] SPEAKER_01: Right.
[11:52] SPEAKER_00: For most of us create entrepreneurs and you could be said that all entrepreneurs are creative but especially when you work in the creative industry.
[12:01] SPEAKER_01: Yes.
[12:03] SPEAKER_00: Our energy our creative energy is the oil that keeps our machine running and it was too much so I ended up doing the consulting renovating our 250 year old carriage house on our property and I moved our entire company there and I started I opened the restaurant in it.
[12:24] SPEAKER_00: I did our manufacturing our retail and we've just traveled around doing talk shows primarily but I was the beginning of me trying to store it out.
[12:37] SPEAKER_00: You know cut through the noise of all of the opportunities because I see them everywhere and what I wanted my lifestyle to do.
[12:47] SPEAKER_00: What's the need give me and my family a sense of balance and that was one of the big reasons that I accepted the position and work to know Scotia.
[12:57] SPEAKER_01: Yeah well you said you said a lot of things here one is you move to a large to a large land wise location so I'm intrigued with that open up a restaurant so obviously went against the norm there you did not do it in downtown Halifax.
[13:16] SPEAKER_01: You did it you created a destination again building your brand around that three you talked about lifestyle that was pretty important to you so you know as busy as you are right now what let me back up for a second you when our original conversation we talked about four businesses from where you are in your home now can you quickly
[13:35] SPEAKER_01: touch on the floor and why I'm asking that question Lisa's because I want you to talk about lifestyle how you're able to build a lifestyle for you and your family that you want managing for company running for not managing the money running them.
[13:53] SPEAKER_00: Well.
[13:54] SPEAKER_00: I know how.
[13:55] SPEAKER_00: I know the route and the route all of that yeah.
[14:02] SPEAKER_00: It was challenging first and it still is at times and the pandemic really it my chain I got it it took me back to I had to make some really big hard decisions just to maintain the ability that were in it they were
[14:21] SPEAKER_00: in contrast to the goals that I had set for myself and was so adamant that I wanted to maintain but now we were in survival mode break.
[14:32] SPEAKER_00: You know there it's never it's not perfect all the time but I'm it's like a slot machine like you keep pulling the slot every day.
[14:43] SPEAKER_00: Like three things are resources yes and by ability so I'll line up and I've got that all in my in my view then we start looking at at ways of up expanding on that and maintaining all of those things that balance and that passion and that
[15:03] SPEAKER_00: that that's the ability so I mean that's been done with every business.
[15:10] SPEAKER_01: So those are those are key pillars for you to keep focused in on when it comes to starting and building your businesses which is fantastic which ones your favorite business that you're working in right now.
[15:24] SPEAKER_01: It's they're all near children I've got three children and I get asked that question to what's one of your favorite all of them are I get it.
[15:32] SPEAKER_00: Yeah you know it all depends I've created this this sort of universe from for myself.
[15:40] SPEAKER_00: Yeah if I'm inspired by a certain aspect of one company I can jump on to that and that could become the things that fuels my creativity for a little while.
[15:52] SPEAKER_00: As well parts are in order everything's working and things are made are maintained and running.
[16:00] SPEAKER_00: I get very very focused and to the exclusion of almost everything else in my world right right.
[16:09] SPEAKER_00: So what's important to me is that also that I have a very solid team that that I can count on I don't have to be micromanaging or making sure that things you know balls aren't getting dropped everywhere because my team are very knowledgeable and they're reliable.
[16:25] SPEAKER_01: So let's talk about that Lisa you you're very integral and one understanding the brand and then also delivering on that brand promise.
[16:38] SPEAKER_01: I get asked this question a lot how does an owner how does a founder start to bridge that branding piece that they know so intimately and start to bring that to the team because you talked about I have a great team.
[16:52] SPEAKER_01: So how do you bridge that that spirit whatever you want to call it to your team.
[16:58] SPEAKER_00: I think you know we've been fortunate like minded people have been drawn to this company.
[17:04] SPEAKER_01: Right.
[17:05] SPEAKER_00: You know where we are unique where we're a vertical fashion house there are many opportunities within the company itself to grow and learn and evolve.
[17:13] SPEAKER_00: I think that's the key that started out as well I had for example my executive assistant for six years started out as a part time cutter in my studio.
[17:25] SPEAKER_00: So he was learning the basic construction and manufacturing skills and was so intrigued by the whole company and was a very very big picture person that he ended up going through the ranks and open stores for me.
[17:40] SPEAKER_00: He did hiring a Toronto he did everything he was involved in everything.
[17:45] SPEAKER_00: So I really watched I watched people I watched for what gives them that twinkle in their eye and I try to move them in that direction I've been.
[17:56] SPEAKER_00: I've been advised for that on occasion.
[18:00] SPEAKER_00: Say that that's counterproductive and you need to just tell people what their job is and I disagree with that.
[18:06] SPEAKER_00: I know this for myself that I will I will work ten times harder if I've been given a challenge that is exciting and passionate for me.
[18:17] SPEAKER_00: Right. And opens up a door or potential doors for me.
[18:22] SPEAKER_00: So I try I try to do that for my team members constantly constantly at what they're doing and what they'd like to be doing and I listen to them and I ask them specifically for where they would like to see themselves or if there's an aspect of the company that they haven't had a chance to explore more and would like to.
[18:43] SPEAKER_01: The what's coming to my head and you talk about focus you talk about I die I can get very I don't want to say the opposite distract that you're not distracted from what it is you do.
[18:54] SPEAKER_01: One of my favorite things working with entrepreneurs is that the turtle won the race slow and steady and it seems to me that you've really adopted that strategy since 1987.
[19:07] SPEAKER_01: Keep focus keep moving keep that direction to your directs distract us on the way but you do not waver from those core fundamentals and the direction the company is going is that fair to say that and if it is fair.
[19:22] SPEAKER_01: How would you suggest that other people learn from that approach.
[19:28] SPEAKER_00: Well, I think that when I I mentor entrepreneurs and I'm merely re in the retail field or in design but others as well there's a lot of transferable information but I tell them to to focus on paying attention to what makes what gives you that fire in your belly.
[19:52] SPEAKER_01: Right.
[19:53] SPEAKER_00: All just about spreadsheets it's not all just looking for a commodity that you know might be hot right now and let's jump like if you're not passionate about that the product or the process or you know the customer that it that that is going to draw to you then you need to rethink it so that passion is really important.
[20:13] SPEAKER_02: Yes. Yes.
[20:16] SPEAKER_00: And I there are a lot of things that I can't do so I will not open a business focused on those things you know I won't open it I'm not that athletic I'm not going to open a you know a sports equipment store.
[20:30] SPEAKER_01: Right.
[20:31] SPEAKER_01: How do you how do you organize your team such that you've got you know there's Jim Collins wrote a book good to great and sure you know about it and it's talking about getting the right people on the bus and the right seats.
[20:43] SPEAKER_01: How do you how do you know where to put a person on your team.
[20:49] SPEAKER_01: What are some of the things you do to identify that as I think I see that a lot with entrepreneurs they get great people they're just doing the wrong things.
[20:57] SPEAKER_01: How do you focus on getting you to do the things that are they are passionate about their interested I know you asked them but there are other clues that you look at when you're watching.
[21:07] SPEAKER_00: Oh there's lots of clues just pay attention.
[21:10] SPEAKER_00: I give them the opportunity to see to experience various aspects of the company like my retail team for example we'll we'll bring them out to will avail and put them up in the sweets and do team building exercises in the studio.
[21:25] SPEAKER_00: Right.
[21:26] SPEAKER_00: Lots of so and they're normally on the front lines in my retail stores dealing with customer with it in a very different atmosphere than what we have here and sometimes they'll the group will come out and somebody in that group is like oh my gosh.
[21:41] SPEAKER_00: This is where I need to be how what do I hear and be part of the production team.
[21:47] SPEAKER_00: Right.
[21:49] SPEAKER_00: That love for fashion isn't just necessarily about dressing women up and clothing it's about understanding how how to make it and how different fabric will react on in different styles and how do you source the fabric and how do these machines work and how do you cut 300 garments at once there's a whole back story and
[22:10] SPEAKER_00: if you give your team members exposure to the broader company you're going to learn sooner what what interests them.
[22:19] SPEAKER_01: Right. Right. Got it. Willow Vale. I was going to get into that the turbine to willow Vale taught polish about willow Vale. Did I pronounce that right?
[22:30] SPEAKER_00: Yeah. Good. Good.
[22:33] SPEAKER_00: So willow Vale is it was our family home here in Nova Scotia. Yes.
[23:01] SPEAKER_00: We have a lot of things to do with the nature renovations and some outbuildings we have we've done quite a lot of here and when our children were grown and moved out about six years ago I started looking around and I don't need all of this I don't need this anymore it's just a lot to do.
[23:18] SPEAKER_00: So what are we going to do and I started putting my thinking cap on my entrepreneurial thinking cap and.
[23:23] SPEAKER_00: Yeah. We were going to turn it into a resort so adding sweets and amenities and hot tub and gazebo and hammocks and fire pit and a sonic cabin and and more sweets and we've just been over the the span of about five years turned it into a boutique resort and we host.
[23:44] Speaker UNKNOWN: So we have a lot of fun.
[23:47] SPEAKER_00: Hundreds and hundreds of groups here and you can book this the individual sweets we have part of the property that is ours.
[23:55] SPEAKER_00: Yes.
[23:56] SPEAKER_00: It's not accessible and we make it work it's it's actually been really good I thought you know we'll try this couple of years and and it might be a nice way to create some additional demand if we decide to sell.
[24:12] SPEAKER_00: And you can buy this property and you can live into this you can afford it or you can live in it and you can in it's a business that you can basically own and operate.
[24:20] SPEAKER_00: So someday that'll be the special plan that this property will go to somebody who will take it to the next step.
[24:26] SPEAKER_01: That's so brilliant.
[24:27] SPEAKER_01: Talk about it.
[24:28] SPEAKER_01: So so will avail is you know what you've done which is interesting ladies and gentlemen listening to just didn't turn it into a place to come and enjoy she came into it she turned it into her and her husband turned it into a place that was nurturing that helped people to grow that help people to connect and created destination not just a really awesome place to stay.
[24:56] SPEAKER_01: And I you know I really applaud you for doing that's the business mind and you do to look to look where others didn't see going back to when the the gentleman originally you didn't see what you saw in the fabric you've continued to focus on that as your business is grow.
[25:13] SPEAKER_01: Lisa talked to me about doing business in Nova Scotia you have obviously got way beyond Nova Scotia borders doing business.
[25:23] SPEAKER_01: What's the attraction to stay in Nova Scotia and I say that because I love Atlanta Canada so I want people around the world to hear your answer coming from your heart and your head.
[25:35] SPEAKER_00: Well you know one of the main reasons for the decision to accept the job and come to Nova Scotia all those years ago was really the lifestyle here.
[25:47] SPEAKER_00: I mean it's beautiful it's peaceful we could sell our house in downtown on the boat river in Calgary downtown Calgary 25 foot lot yeah right.
[26:00] SPEAKER_00: House you know one of the oldest houses in in Calgary but very cute but we sold that and for half the price bought for acres in a sea captain's home here yes.
[26:10] SPEAKER_00: It's sort of leveling out a little more property values here are you know they're catching up to the rest of Canada so that doesn't happen quite the same way anymore but I just thought what a great opportunity buys the property in the country.
[26:24] SPEAKER_00: Flip the tips the apple trees to climb and and you know exploring in the nearby woods and it was great it was a great place to raise kids.
[26:35] SPEAKER_01: How many kids do you have?
[26:36] SPEAKER_01: Two and there's twenty all 30.
[26:41] SPEAKER_01: Nice nice I've got two 23 year olds and a 27 year old so same sort of the trajectory how did you include them in your journey as an entrepreneur.
[26:52] SPEAKER_00: How did I include them well they were a part of they've been a part of everything that we've done.
[26:57] SPEAKER_00: I mean we're modeling for my shows and for television when she was about to yes okay and she has done quite a bit of modeling over the years.
[27:10] SPEAKER_00: She's worked in our stores my son managed our Toronto location for a couple of years at a university and they've been involved you know they're nice.
[27:21] SPEAKER_00: He's a South America with his partner right now but yes.
[27:24] SPEAKER_00: So consulting and he's done some IT work for us remotely so even though he's kind of on a different path right now he still has some ties and connection.
[27:33] SPEAKER_01: I love it.
[27:35] SPEAKER_01: That is so cool.
[27:36] SPEAKER_01: I think it's I think it's a great education let alone a great experience and so good for you to do that.
[27:42] SPEAKER_01: One more question and then I'm going to lead with how do people hang out with you because more people are going to lean in this and I want to learn out more what's going on with Lisa but what was some of the things what was what was one thing that you had to totally change in your business because of COVID.
[28:01] SPEAKER_00: Oh my goodness.
[28:03] SPEAKER_00: That I had to totally change in my business.
[28:06] SPEAKER_00: The pivots right from the very beginning.
[28:12] SPEAKER_00: I think it was even before the two it was about a week before we were mandated for a two week you know flatten the curve that means.
[28:24] SPEAKER_00: We're just going to close our stores for a week or two like we we don't know what's going on.
[28:29] SPEAKER_00: This is really scary.
[28:30] SPEAKER_00: We you know we're just going to do the right thing and it's going to be really hard and how are we going to survive closing for a week.
[28:37] SPEAKER_00: And I announced that we were going to do that and I was sick to my stomach.
[28:43] SPEAKER_00: I was like what cable up just keep my staff until we'll just white knuckle it but when you're on the retail stores you don't just sort of pull it out.
[28:52] SPEAKER_00: You know all of those lost sales out of your back pocket and paid.
[28:57] SPEAKER_00: $1000 in commercial rents with no revenue coming in.
[29:01] SPEAKER_00: And like it was really quite frightening and then I received a message a Facebook message from a friend who had a daughter who was working in the emergency room and emergency room in New York City and they had no map.
[29:16] SPEAKER_00: And she said they were out of masks. She said they were wearing like hankies on their face.
[29:22] SPEAKER_00: The background of material science.
[29:25] SPEAKER_00: I know that you did all of this technical industrial apparel and safety gear and you must be able to come up with something.
[29:33] SPEAKER_00: And I spent the next 48 hours researching and I came up with a three layer non medical hydrophobic mask with a pocket for a meltblown polypropylene.
[29:45] SPEAKER_00: Polypropylene filter.
[29:49] SPEAKER_00: Which was finally the final recommendation about six weeks ago was exactly what we introduced.
[29:56] SPEAKER_00: Of course, of course.
[29:58] SPEAKER_00: Yes.
[30:00] SPEAKER_01: If you notice that ladies and gentlemen, she rolled her eyes.
[30:04] SPEAKER_01: I saw that.
[30:06] SPEAKER_01: And you should have by the way.
[30:09] SPEAKER_00: I didn't take it lightly. I had gone through my entire career had been, you know, designing a highly technical industrial apparel that sometimes one component of that of a garment might take a year to test.
[30:28] SPEAKER_00: Just that one. Not even the whole garment.
[30:31] SPEAKER_00: So I took that very, very seriously and I was really nervous when I saw some of the, like the homemade masks that were that were out there.
[30:40] SPEAKER_00: Putting, you know, the most porous fibers possible on their face, which is cotton and bamboo.
[30:46] SPEAKER_00: Which, you know, I could go on and on about it.
[30:51] SPEAKER_02: I bet you could.
[30:54] SPEAKER_00: I did.
[30:55] SPEAKER_00: I launched one photo, a selfie of exhausted me, wearing one background of my studio and I put up a photo and I said, I just said, um,
[31:08] SPEAKER_00: you know, I are working on this.
[31:10] SPEAKER_00: I know that some will find this controversial, which they did.
[31:14] SPEAKER_00: I've many people trashed me for making that.
[31:17] SPEAKER_01: Of course.
[31:17] SPEAKER_01: I'm not following, not following the science.
[31:22] SPEAKER_00: Right.
[31:25] SPEAKER_00: But we received orders instantly and in it shot our website shut down.
[31:32] SPEAKER_00: I think it crashed about four times in the first.
[31:34] SPEAKER_00: I did it really.
[31:35] SPEAKER_00: Wow, two percent.
[31:38] SPEAKER_00: I'll shop a five.
[31:40] SPEAKER_00: Websites worldwide.
[31:41] SPEAKER_00: For that entire month.
[31:44] SPEAKER_00: And I did for six weeks with no break.
[31:47] SPEAKER_00: Not one break.
[31:48] SPEAKER_01: Wow.
[31:50] SPEAKER_00: Was pivot number one.
[31:52] SPEAKER_00: And I was able to keep seven employees working full time.
[31:58] SPEAKER_00: Which was my goal.
[32:00] SPEAKER_00: I was trying to keep my heart.
[32:01] SPEAKER_00: But then the government came out with all of these, you know, the serve and.
[32:07] SPEAKER_02: Yeah.
[32:08] SPEAKER_00: Give it again and figure out how to draw back our part timers who were making a lot more money.
[32:13] SPEAKER_00: Not, you know, on serve.
[32:14] SPEAKER_01: Not working.
[32:15] SPEAKER_01: Not working.
[32:16] SPEAKER_01: Yep.
[32:17] SPEAKER_00: They were getting from us for part time.
[32:20] SPEAKER_01: Right.
[32:21] SPEAKER_01: Right.
[32:22] SPEAKER_01: Well, I love the, again, the ingenuity.
[32:26] SPEAKER_01: I love the, you can do how to do it.
[32:28] SPEAKER_01: But I particularly love the fact you saw something that everybody else didn't.
[32:31] SPEAKER_01: And I think that's a real, you know, ultimately team that came out of our conversation today is you seeing stuff.
[32:37] SPEAKER_01: You seeing opportunity, you seeing things that drew into your passion and just doing it and then getting out there.
[32:47] SPEAKER_01: So I love that story.
[32:49] SPEAKER_01: I love that story and I love the story even against all the, the, the people who trashed you.
[32:56] SPEAKER_01: That's business too.
[32:58] SPEAKER_01: And even in the good old days, you're going to get those naysayers, but you're forced through that.
[33:02] SPEAKER_01: And so congratulations on your journey, Lisa.
[33:06] SPEAKER_01: I'm just thrilled to have this conversation.
[33:08] SPEAKER_01: How do people hang out with you?
[33:09] SPEAKER_01: How do they find you?
[33:12] SPEAKER_01: On the, on the space that you want them to hang out with you?
[33:16] SPEAKER_00: Well, they can follow us on Instagram and Facebook and I engage as much as possible.
[33:20] SPEAKER_00: You know, my, my socials are managed by members of my team.
[33:25] SPEAKER_00: But I do want to hang out here and I, if anyone sends me a person message, I'll respond.
[33:30] SPEAKER_00: And I'm also very open to anyone who wants to have a chat.
[33:36] SPEAKER_00: You know, I'll make some time if they want to have a chat about how to recognize that passion and how to take those first steps.
[33:42] SPEAKER_02: Right.
[33:44] SPEAKER_00: A lot of people come to me with those types of questions.
[33:49] SPEAKER_00: Like, how are you brave enough to take that step and come and entrepreneur?
[33:54] SPEAKER_00: Like, well, I think I, I think it's not bravery so much.
[33:59] SPEAKER_00: So I didn't have a choice.
[34:02] SPEAKER_01: Well, if you know, like, have you watched the, have you watched the series 1883 yet?
[34:11] SPEAKER_01: No one have not yet.
[34:12] SPEAKER_01: No, it's a pre, it's a pre clue to Yellowstone.
[34:14] SPEAKER_01: Anyway, there's a, there's a woman who's the main character in it.
[34:18] SPEAKER_01: And her name is Elsa.
[34:19] SPEAKER_01: And Elsa is a Maverick.
[34:21] SPEAKER_01: Elsa is a, is a woman who has decided that I'm proud to be a woman, but I'm also proud to be a Maverick.
[34:29] SPEAKER_01: And back in the West, you, my friend, are Elsa.
[34:32] SPEAKER_01: And you need to watch that show because through and through you are this amazing woman in this show.
[34:38] SPEAKER_01: And for those of you that have watched 1883, you'll know freaking well exactly what I mean by that.
[34:42] SPEAKER_01: So you're, you're driven by more than...