It’s Okay To Be Fabulous!

Emily Blumenthal, known as the “Handbag Fairy Godmother,” is the author of Handbag Designer 101, a comprehensive guide for aspiring designers. She also founded the Independent Handbag Designer Awards to spotlight emerging talent and hosts the Handbag Designer 101 podcast, which showcases the stories behind iconic handbag brands. Emily is a Professor of Entrepreneurship at the Fashion Institute of Technology.

Emily Blumenthal
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Here’s a glimpse of what you’ll learn:

  • [5:10] Emily Blumenthal’s journey from working in media to creating her handbag empire
  • [11:34] The challenges women face building and scaling a business
  • [16:20] Emily talks about the skill sets that propelled her business forward
  • [19:31] The creation of Handbag Designer 101 and the Independent Handbag Designer Awards
  • [22:25] A synopsis of Savvy Suzanna — Emily’s upcoming book on entrepreneurship for kids
  • [26:26] What is the CASM (customer, agony, solution, monetization) framework?

In this episode...

Many women entrepreneurs struggle with scaling their businesses, often finding themselves stuck between growth and control. They are conditioned to take on too much, fearing delegation might dilute their brand or message. How can female founders shift from managing every detail to building sustainable, scalable businesses?

Handbag industry expert and entrepreneur Emily Blumenthal has developed the CASM framework — customer, agony, solution, and monetization — to validate business ideas before investing resources. This methodology, combined with persistence, allowed Emily to land her products on Sex and the City and QVC. She encourages female entrepreneurs to embrace delegation, reframe failure as a stepping stone to success, and develop clear strategies for long-term growth. 

In today’s episode of the Lead Like a Woman Show, Andrea Heuston chats with Emily Blumenthal, the author of Handbag Designer 101, about her entrepreneurial insights. She talks about empowering young girls through early entrepreneurship, the skill sets she leveraged to launch her business, and the origins of the Independent Handbag Designer Awards.

Resources Mentioned in this episode:

Quotable Moments:
  • “We are not built to scale; we are built to control.”
  • “If you want to teach kids to have hopes, wishes, and dreams, teach them how to fail.”
  • “You can’t fly if you don’t try. You don’t even realize you’re flying until you fall.”
  • “Homework is free. Do as much market research as you can before spending money.”
  • “Has it led to sales? What’s the conversion rate? Feet on the ground, and it makes sense.”
Action Steps:
  1. Understand your customer before launching a product: Identifying your target audience’s needs ensures your product solves a real problem in the market. Without this clarity, entrepreneurs risk wasting time and resources on ideas that lack demand.
  2. Embrace failure as a learning opportunity: Viewing setbacks as stepping stones to success helps entrepreneurs refine their strategies and improve resilience. Every failure provides insights that can be used to pivot, adapt, and grow a stronger business.
  3. Develop persistence and follow-up skills: Reaching out repeatedly, as long as it’s done strategically, can open doors that seem closed. Building relationships through persistence and humor can turn a rejection into an opportunity.
  4. Secure your brand name and trademarks early: Owning social media handles and trademarks prevents legal disputes and strengthens brand recognition. This proactive step ensures long-term control and protection of your business identity.
  5. Start small and test before investing heavily: Conducting market research and creating a minimum viable product minimizes risks and maximizes learning. Entrepreneurs who validate their ideas before scaling are more likely to build sustainable businesses.

Sponsor for this episode…​

This episode is brought to you by Lead Like a Woman, a podcast dedicated to empowering women to unlock their leadership potential and amplify their voices.

We’re excited to introduce our new newsletter, which brings you exclusive access to past podcast episodes, products and services from our incredible podcast guests, unique Lead Like a Woman merch, and valuable opportunities to help you grow and lead.

To sign up for our newsletter and stay connected, send an email to andrea@leadlikeawoman.biz, and we’ll get you on the list today.

And the easiest way to find us? Simply type #LeadLikeAWoman into your search bar.

Run, Don’t Walk With Bad News!

Dena Enos is the Founder and CEO of StrongHouse, a strategic marketing consulting firm that transforms organizational growth and talent development. With over 15 years of senior leadership experience, she has led global teams in customer acquisition, brand marketing, and analytics, having served as Vice President of Traffic Acquisition and Revenue Management at TripAdvisor and CMO at Hopper. Dena was also part of the original startup teams for OneTime and VirtualTourist, both acquired by Expedia in 2008. 

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Here’s a glimpse of what you’ll learn:

  • [2:49] Why Dena Enos left corporate marketing to start StrongHouse
  • [6:20] Dena describes the resilience and mindset shift she adopted when building her agency
  • [10:26] How Dena built a sustainable business model around her values
  • [15:05] The three key aspects of an optimized marketing strategy
  • [21:29] Tips for breaking through the noise in marketing
  • [22:34] Encouraging collaboration between marketing and other departments
  • [26:25] How women can launch sustainable businesses

In this episode...

Many professionals struggle to balance their career ambitions with a deeper sense of purpose, often feeling disconnected from the impact they want to make. How can women entrepreneurs create a business model that aligns with their personal values?

Marketing expert Dena Enos built a mission-driven business that bridges her professional expertise with her passion for social impact. She advises leveraging your existing skills to make a broader impact and maintaining authenticity and empathy in your marketing efforts. Through optimized marketing, businesses can focus on specific channels and create authentic and empathetic messaging to build trust and foster genuine connections. 

Tune in to this episode of the Lead Like a Woman Show as Andrea Heuston chats with Dena Enos, the Founder and CEO of StrongHouse, about aligning personal and professional endeavors. Dena discusses the importance of values-based leadership, strategies for optimizing marketing efforts, and how resilience shaped her entrepreneurial journey.

Resources Mentioned in this episode:

Quotable Moments:
  • “Marketing is the connective tissue of a company — it should champion the customer and unify every department.”
  • “Empathy in marketing means stepping into your customer’s shoes and delivering what truly resonates with them.”
  • “Success isn’t just about profit; it’s about aligning your work with purpose and making a broader impact.”
  • “Optimized marketing isn’t being everywhere — it’s being in the right place with the right message.”
  • “Resilience in business means showing up for yourself, taking risks, and trusting the process.”
Action Steps:
  1. Prioritize empathy in marketing messaging: Understanding your customer’s emotions and needs allows you to craft messages that truly resonate. This builds trust and connection, making your brand more impactful and memorable.
  2. Focus on fewer, high-impact marketing channels: Instead of spreading resources thin, choose platforms where your audience is most engaged. Mastering a few channels ensures deeper relationships and better returns on investment.
  3. Align business growth with social impact: Integrating purpose-driven initiatives into your company creates a meaningful connection with customers and employees. Businesses that give back foster loyalty, brand differentiation, and long-term success.
  4. Build strong cross-departmental collaboration: Marketing should act as the “connective tissue” between teams, ensuring a unified brand message. When departments align, customer experiences improve, and business efficiency increases.
  5. Lead with kindness and authenticity: Customers and colleagues respond to genuine interactions and purpose-driven leadership. A culture of kindness fosters trust, long-term partnerships, and a more resilient business.

Sponsor for this episode…​

This episode is brought to you by Lead Like a Woman, a podcast dedicated to empowering women to unlock their leadership potential and amplify their voices.

We’re excited to introduce our new newsletter, which brings you exclusive access to past podcast episodes, products and services from our incredible podcast guests, unique Lead Like a Woman merch, and valuable opportunities to help you grow and lead.

To sign up for our newsletter and stay connected, send an email to andrea@leadlikeawoman.biz, and we’ll get you on the list today.

And the easiest way to find us? Simply type #LeadLikeAWoman into your search bar.

Focus Is a Superpower

Sena Wheeler is the Co-founder of Sena Sea, which brings wild Alaskan fish to consumers’ doors. Specializing in quantifying omega-3s in fish and determining preferred handling practices for premium quality, she is passionate about sustainability and educating people about the brain-boosting benefits of wild fish. Sena has preserved a five-generation-long family fishing legacy. 

Sena Wheeler
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Here’s a glimpse of what you’ll learn:

  • [2:56] Sena Wheeler shares how she transitioned from food science to launching Sena Sea
  • [9:42] How sustainability and traceability became core principles for Sena Sea
  • [11:59] The importance of building an email list to communicate consistently with customers
  • [16:50] Repurposing email content across social media and marketing channels
  • [18:27] Sena Sea’s flexible seafood subscription service 
  • [21:11] How does Sena involve her children in the family business?
  • [24:30] Advice for women launching a family business

In this episode...

Entrepreneurs often face the challenge of standing out in a competitive market, building customer trust, and maintaining a work-life balance. For those in traditional industries, adapting to modern business models while preserving authenticity can be a struggle. How can you leverage sustainability and best practices to compete in your industry?

Food science and nutrition expert Sena Wheeler tackles these challenges by drawing from her fishing heritage to build a thriving DTC seafood company. She emphasizes the importance of maintaining consistency during growth by building an email list to communicate regularly with customers. Sena also highlights the importance of sustainability in business practices and operations to ensure long-term growth. By leveraging her industry knowledge, focusing on transparency, and using efficient content strategies, she has built a niche business while maintaining flexibility for her family.

In this episode of the Lead Like a Woman Show, Sena Wheeler, the Co-founder of Sena Sea, joins Andrea Heuston to discuss how she turned a family fishing legacy into a modern, sustainable business. Sena shares how storytelling strengthens customer relationships, the impact of subscription services on retention, and the lessons she learned from growing up in a multi-generational fishing family.

Resources Mentioned in this episode:

Quotable Moments:
  • “Sustainability isn’t just a buzzword for us; it’s the foundation of our business and a commitment to future generations of fishing families.”
  • “I never set out to start a business, but when the opportunity aligned with my expertise, I knew I had to try.”
  • “Consistency is everything; whether it’s email marketing, storytelling, or customer engagement, showing up regularly builds trust and long-term success.”
  • Our mission is simple: make it easy for people to eat high-quality, sustainably caught seafood while understanding where their food comes from.”
  • “I used to hate writing, but I realized that storytelling is the key to building a strong and loyal customer base.”
Action Steps:
  1. Build and nurture an email list: Communicating with customers consistently through email marketing fosters engagement, strengthens brand loyalty, and drives sales over time.
  2. Leverage storytelling in marketing: Sharing personal experiences and the story behind your business creates an emotional connection that resonates with customers and builds trust.
  3. Prioritize sustainability and transparency: Educating customers about sustainable sourcing and ethical business practices enhances credibility and sets your brand apart in competitive markets.
  4. Streamline content creation for efficiency: Repurposing email content into blog posts and social media updates saves time while maintaining a cohesive brand message across platforms.
  5. Embrace focus as a superpower: Identifying and concentrating on key priorities helps eliminate distractions, optimize decision-making, and drive meaningful business growth.

Sponsor for this episode…​

This episode is brought to you by Artitudes Design by Andrea Heuston. Artitudes Design is an award-winning creative agency that has been creating visual communication for Fortune 500 companies for over 25 years. They have worked with notable companies such as Microsoft, Starbucks, Expedia, and have also served startups and nonprofit organizations.

They specialize in connecting speakers with audiences by creating visual value with presentations and through the creation of motion graphics, video, and content.

To learn more about Artitudes Design, visit their website today. Checkout their portfolio to see their previous projects, and contact them today to find out how they can help you bring your business a cut above the rest.

Be Inspired

Mara Smith is the Founder of Inspiro Tequila, a women-owned- and led clean, additive-free tequila brand. A former attorney and corporate strategist, she began her legal career at a large law firm in Chicago before joining the corporate strategy team at McDonald’s. Mara launched Inspiro Tequila to bring more female perspectives into the spirits industry. 

Mara Smith
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Here’s a glimpse of what you’ll learn:

  • [3:42] Why Mara Smith transitioned from law to the tequila industry
  • [12:20] How Inspiro Tequila targets female consumers
  • [14:31] The inspiration behind Inspiro’s Rosa Reposado and its unique aging process
  • [16:57] What does it take to become a B Corp?
  • [20:06] Mara talks about the Purple Bicycle Project and its mission to support female entrepreneurs 
  • [23:24] How Inspiro Connectors Connective fosters community

In this episode...

Women entrepreneurs face unique challenges in breaking into male-dominated industries, but by amplifying their voices and championing each other, they can redefine entire markets. How can you foster systemic change to elevate opportunities for women?

Mara Smith, a former corporate attorney and strategist, founded Inspiro Tequila to disrupt the spirits industry by bringing more female voices to the forefront. Recognizing that women were a major segment of tequila consumers yet largely ignored by existing brands, she created a premium, additive-free tequila that speaks directly to them. Through initiatives like the Purple Bicycle Project and the Inspiro Connectors Collective, Mara uplifts female entrepreneurs, providing mentorship, funding, and community-building opportunities to support their journeys.

In this episode of the Lead Like a Woman Show, Mara Smith, the Founder of Inspiro Tequila, joins Andrea Heuston to discuss how she elevates women’s voices in the spirits industry. She shares her experience re-entering the workforce after 16 years, the challenges of launching a brand in a male-dominated space, and how to become a B Corp.

Resources Mentioned in this episode:

Quotable Moments:
  • “I didn’t see a brand that spoke to women — so I created one.”
  • “Women make over 85% of purchasing decisions. It’s time brands reflect that.”
  • “Success isn’t just about profit; it’s about impact and lifting others up.”
  • “No one knows more about your business than you — own that confidence.”
  • “We need more women at the table, in leadership, and on the shelves.”
Action Steps:
  1. Identify gaps in your industry: Research overlooked demographics and unmet needs to create a product or service that fills a genuine market void.
  2. Build with purpose and authenticity: Ensure your business aligns with your values, incorporates social impact, and remains true to the audience you serve.
  3. Create opportunities for underrepresented voices: Intentionally hire, mentor, and collaborate with women and diverse professionals to bring fresh perspectives into your industry.
  4. Leverage community and networking: Engage in organizations, pitch competitions, and mentorship programs to build a strong support system and elevate others along the way.
  5. Embrace adaptability and resilience: Challenges will arise, but staying flexible and mission-focused allows you to navigate setbacks and turn obstacles into opportunities.

Sponsor for this episode…​

This episode is brought to you by Artitudes Design by Andrea Heuston. Artitudes Design is an award-winning creative agency that has been creating visual communication for Fortune 500 companies for over 25 years. They have worked with notable companies such as Microsoft, Starbucks, Expedia, and have also served startups and nonprofit organizations.

They specialize in connecting speakers with audiences by creating visual value with presentations and through the creation of motion graphics, video, and content.

To learn more about Artitudes Design, visit their website today. Checkout their portfolio to see their previous projects, and contact them today to find out how they can help you bring your business a cut above the rest.

Be Comfortable With Ambiguity

Kathy Andrews is the Founder and Managing Director of Cinga Leadership & Learning Inc., a boutique leadership consultancy. With over 20 years of experience as a people and culture strategist, executive coach, and master facilitator across public, private, and nonprofit sectors, she specializes in aligning business strategy and culture through high-impact leadership programs. Before Cinga Leadership, Kathy held various senior HR and leadership development positions at several global organizations. She also hosts For Leaders By Leaders, a podcast featuring global thought leaders and executives. 

Kathy Andrews
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Here’s a glimpse of what you’ll learn:

  • [3:40] How Kathy Andrews transitioned from IT to founding a leadership development firm
  • [8:30] The meaning behind the name “Cinga” and its South African roots
  • [10:51] Why organizations should invest in leadership development programs
  • [14:52] What is the difference between healthy and unhealthy conflict in leadership?
  • [16:50] How to create an inclusive and positive work environment
  • [20:54] Addressing unconscious bias in hiring and promoting
  • [22:49] Kathy’s sustainable talent strategy for organizations
  • [26:36] Advice for women assuming leadership roles

In this episode...

Creating an inclusive workplace requires more than just hiring diverse talent; it demands a culture where every employee feels heard, valued, and empowered. When leaders foster psychological safety and open communication, they create an environment where diverse perspectives lead to stronger decision-making and innovation. How can organizations shape their cultures to eliminate bias and create lasting inclusion?

Leadership expert Kathy Andrews encourages leaders to make calculated hiring and promotion decisions. Unconscious biases often occur in rushed choices, so leaders must challenge their initial assumptions and seek diverse input. Additionally, storytelling is an influential leadership tool, as authentic narratives can allow leaders to communicate their values, build trust, and inspire action. By weaving personal and organizational stories into their leadership approach, executives can foster deeper connections with their teams and reinforce inclusive practices. 

Tune in to the latest episode of the Lead Like a Woman Show as Andrea Heuston welcomes Kathy Andrews, the Founder and Managing Director of Cinga Leadership & Learning Inc., to talk about fostering inclusive leadership. Kathy shares how to build psychological safety within teams, her sustainable organizational talent strategy, and how to differentiate between healthy and unhealthy conflict in leadership.

Resources Mentioned in this episode:

Quotable Moments:
  • “You don’t get the culture you wish for, you get the culture you deserve.”
  • “Healthy conflict is about attacking the problem, not the person. That’s where real progress happens.”
  • “Leaders who embrace self-awareness create workplaces where people feel seen, heard, and valued.”
  • “Storytelling is an irreplaceable leadership skill — it connects, persuades, and inspires in ways data alone never can.”
  • “If you’re making big decisions, slow down. Bias thrives in rushed decisions, but great leadership requires intention.”
Action Steps:
  1. Foster a culture of psychological safety: Encourage open and honest communication within teams to create an environment where employees feel safe expressing ideas and concerns. This builds trust and leads to better decision-making and collaboration.
  2. Develop conflict resolution skills: Recognize the difference between healthy and unhealthy conflict, ensuring that debates focus on problems rather than personal attacks. Leaders who manage conflict effectively can drive innovation and maintain a positive work environment.
  3. Slow down when making hiring and promotion decisions: Take time to check for unconscious biases when evaluating candidates for leadership roles. Thoughtful decision-making leads to stronger, more diverse teams that enhance organizational performance.
  4. Master storytelling as a leadership tool: Use compelling narratives to communicate vision, inspire teams, and influence key stakeholders. Leaders who tell impactful stories create stronger connections and drive engagement in ways that facts alone cannot.
  5. Invest in leadership development programs: Implement structured leadership training tailored to company culture and goals. Internal programs help build a shared language of leadership, increase engagement, and prepare high-potential employees for senior roles.

Sponsor for this episode…​

This episode is brought to you by Artitudes Design by Andrea Heuston. Artitudes Design is an award-winning creative agency that has been creating visual communication for Fortune 500 companies for over 25 years. They have worked with notable companies such as Microsoft, Starbucks, Expedia, and have also served startups and nonprofit organizations.

They specialize in connecting speakers with audiences by creating visual value with presentations and through the creation of motion graphics, video, and content.

To learn more about Artitudes Design, visit their website today. Checkout their portfolio to see their previous projects, and contact them today to find out how they can help you bring your business a cut above the rest.