Inspired with Alexa von Tobel
00:06:32 · Alexa von Tobel
[00:06:32] S2: Julia, I was gonna throw to you, which is the creator economy has grown into a, you know, $500,000,000,000 global industry. I mean, it's wild. Curation being, you know, you mentioned ShopMy, Thomas being... And obviously, we're investors and on the board of ShopMy. Curation being one of the most powerful things. Julia, you love to curate. Can we just talk a little bit about for, like, your... How you start every morning and and what you do every single morning? You can can can serve all of us with great product and carried it so well?
00:07:06 · Julia Berolzheimer, Alexa von Tobel
[00:07:06] S0: Every morning. And this is just out of habit, something I've been doing for so long. And just as somebody who... I love being a consumer. I love discovering a new brand. I love introducing new brands to our audience. I am constantly shopping and buying. I mean, I would I would say, you know, I I think most people think that influencers or creators just get free product all the time, and I'm sure there's lots that do. But I turn down 99% of the product that comes my way because I want to buy it, test it, and try it on my own. And in the morning, I check all of all of my favorite retailers. I check the new arrivals. I get early access to some brands and retailers. And I'm really going through with my lens and my eye and deciphering what I think... What I would wear, what I wanna share, what I think has sort of, like, the JB feel that we will then integrate into blog posts, our shops, social content, and then narrow down what I'm gonna buy and shoot. So, I mean, every day, I'm sort of calling from many different places on the Internet and figuring out what I would recommend to buy so people don't have to do that. [00:08:19] S2: Julia, what sites are you hitting? Polish maximalism, which I know we've discussed is really... You own the category of polished maximalism, which I love, and I love [00:08:31] S0: Thank you. [00:08:33] S2: What's your process?
00:08:33 · Alexa von Tobel, Julia Berolzheimer
[00:08:33] S2: What's your process? [00:08:34] S0: I mean, I know most retailers have new arrivals first thing in the morning. So I go through, and I sort of scroll until I... It's not some, you know, technical AI search way, but I think just having that human interaction of, like, I know what the last product from yesterday was. You know, it's two and a half pages in, and so I stop after that. It takes me a couple minutes. And I do that on, you know, ShopMy, Net A Porter, Nordstrom, Tuckernuck. And then I go in and check to see, you know, what of my favorite brands have new arrivals. I'll... You know, just... I'm constantly saving things on Instagram to go and discover. So, I mean, the search is always happening. [00:09:24] S2: One of my favorite things is that you guys care so much about quality and not having somebody... Like, Julia, you literally approve every single thing that you curate. Yes. Talk more about your view on quality.
00:09:24 · Alexa von Tobel, Julia Berolzheimer
[00:09:24] S2: One of my favorite things is that you guys care so much about quality and not having somebody... Like, Julia, you literally approve every single thing that you curate. Yes. Talk more about your view on quality. [00:09:38] S0: Yes. Well, while we do have a team to help us because the amount of content we're producing is too great for, you know, me me to be able to pull for. It's important to me to always have my eye on the market, what's on the runway, what's in new arrivals, because I am the leader of, you know, our aesthetic. And so if I want our team under us to follow that, I have to, you know, have a good sense and pulse on what I think our readers would want because it's it's really based on what I would want. You know? While there's millions of trends out there, we're not gonna partake in every trend because I don't think that that resonates with me. So it's just... It's this innate... I can go through a website so fast because I just in... Am innately drawn to certain things, or I love print. I love color, and those are two things that a lot of people associate with our brand. So it's... I... It just is very easy for me to... I'm a quick yes or no in immediate in immediate person. And every time I've done a design collaboration or even we're working with our interior designer on our home, they're always sort of blown away by how quickly I can make decisions because I just I've always been somebody who knows what what they like and what they don't like.
00:09:38 · Julia Berolzheimer, Alexa von Tobel
[00:09:38] S0: Yes. Well, while we do have a team to help us because the amount of content we're producing is too great for, you know, me me to be able to pull for. It's important to me to always have my eye on the market, what's on the runway, what's in new arrivals, because I am the leader of, you know, our aesthetic. And so if I want our team under us to follow that, I have to, you know, have a good sense and pulse on what I think our readers would want because it's it's really based on what I would want. You know? While there's millions of trends out there, we're not gonna partake in every trend because I don't think that that resonates with me. So it's just... It's this innate... I can go through a website so fast because I just in... Am innately drawn to certain things, or I love print. I love color, and those are two things that a lot of people associate with our brand. So it's... I... It just is very easy for me to... I'm a quick yes or no in immediate in immediate person. And every time I've done a design collaboration or even we're working with our interior designer on our home, they're always sort of blown away by how quickly I can make decisions because I just I've always been somebody who knows what what they like and what they don't like. [00:11:05] S2: I'm dying to know who'd you pick for... To work with for your home. Have you shared that yet? [00:11:09] S0: We're using Summer Thornton. Fun. She's based in Chicago, and she's got this really great maximalist style, which is very reflective of my of my personal fashion style. And so it's been very fun.
00:11:09 · Julia Berolzheimer, Alexa von Tobel
[00:11:09] S0: We're using Summer Thornton. Fun. She's based in Chicago, and she's got this really great maximalist style, which is very reflective of my of my personal fashion style. And so it's been very fun. [00:11:27] S2: Oh, I can't wait to see [00:11:28] S0: It's sort of like we live in each other's brains, but in different categories. [00:11:32] S2: Oh, stay... I'm dying. Can't wait to to see all of that. Thomas, let's talk a little bit about... You know, at its core, you guys are really running a business, and you think of it like a business. And we're gonna talk a lot more about being a husband and wife team and how much I love that. There's so much attention spread that you have to think about using and training and delivering high quality to all of your very passionate followers and and subscribers and paid subscribers. Can you give us a sense, Thomas, of how you think of Instagram versus Substack versus your own website versus ShopMy versus these huge... YouTube and Amazon? Again, you have many, many, many huge revenue lines. How do you think about managing attention and content across all of those? Give us a quick one on one for everyone out there that's listening. School us on what you've learned.