BigDeal - #108 Ciara: How To Manifest Anything (And Win At Life)

Episode Date: December 17, 2025

Most people know Ciara as a Grammy winning superstar with 23 million albums sold and hits like “Goodies” and “Level Up.” What they don’t know is how a military kid with no connections built one of the most durable careers in entertainment and is now quietly building a business empire across rum and kids fashion. In this conversation, Ciara walks through the three goals she wrote down at 13 that led to a record deal at 16, millions of albums sold by 19, and a 21 year career that’s still evolving. She talks about why it’s necessary to stay “a little delulu”, how manifestation actually works, and how a good whiteboard session can turn an idea into a real-world business. We get into why being the only woman in rum is fuel not fear, how her apparel company 3Brand crossed $100M, and why culture and quality beat hype every time. This episode isn’t about overnight wins. It’s about confidence built slowly, emotions kept out of decisions, and learning to run your race without burning out trying to win someone else’s. I say it all the time: building real wealth doesn’t require a flashy startup — it just takes one boring, cash-flowing business. Join me at Main Street Millionaire Live to get my exact playbook for finding, buying, and scaling a business. Stop wondering how ownership could change your life, and come find out: https://contrarianthinking.biz/MSML26_BDYT ___________ 00:00:00 Introduction 00:01:25 The Power of Pre-Performance Rituals 00:04:03 Embracing Failure and the Amnesia Method 00:06:21 Being Delulu: Walking Into Rooms Fearlessly 00:09:18 Speaking Life Into Your Kids 00:10:27 The Army Kid Who Wrote Her Game Plan at 13 00:16:34 Manifestation: Writing It Down and Speaking It Out Loud 00:22:03 Faith as Your Shield in Dark Moments 00:25:56 Running Your Own Race: Don't Glorify Man 00:28:29 The Greater the Great, The More They Hate 00:30:19 Whiteboard Sessions with Your Partner 00:45:07 Building a 100 Million Dollar Brand: 3Brand Story 00:37:34 Ten To One Rum: Reimagining a Spirit Category 00:47:42 Quality Over Everything: The Business Superpower 00:50:48 Trust Your Gut: Knowing Who Not to Trust on Day One 00:58:34 Following Your Curiosity Down the Rabbit Hole 01:11:14 Beauty Marks and Attainment: Scars Are Your Story ___________ MORE FROM BIGDEAL 🎥 YouTube: https://www.youtube.com/@podcastbigdeal 📸 Instagram: https://www.instagram.com/bigdeal.podcast 📽️ TikTok: https://www.tiktok.com/@big.deal.pod MORE FROM CODIE SANCHEZ 🎥 YouTube: https://www.youtube.com/@codiesanchezct 📸 Instagram: https://www.instagram.com/codiesanchez 📽️ TikTok: https://www.tiktok.com/@realcodiesanchez OTHER THINGS WE DO 🌐 Our community: https://contrarianthinking.typeform.com/to/WBztXXID 📰 Free newsletter: https://contrarianthinking.biz/3XWLlZp 📚 Biz buying course: https://contrarianthinking.biz/3NhjGgN 🏠 Resibrands: https://resibrands.com/ 💰 CT Capital: https://contrarianthinking.biz/4eRyGOk 🏦 Main St Hold Co: https://contrarianthinking.biz/3YfGa8u Learn more about your ad choices. Visit megaphone.fm/adchoices

You didn't have a safety net growing up. You know, you were kind of like an army kiddo. How did you learn to take this risk, to go big? You can't get to where you want to get to in life that encompass. And I think the most important thing is just reminding myself the powers between life and manifestation. There's something that just happens psychologically for me. And I just start to wheel myself in that direction. Five, four, three, two, one.

Grammy Award-winning superstar, entrepreneur, philanthropist, and cultural icon, Sierra. If you're tired of chasing someone else's definition of success and you're ready to design your own, today we're going to start that journey with you. Does you have been a moment where you felt like the whole internet hated you? Like you got a ton of hate. Really? Yeah. I don't know one great that hasn't been told they can't or hasn't been tried to be knocked down. I think those moments like they make you more bulletproof.

It lets you know that you're doing something right, that they have something to say. It's like, okay, I'm making me feel some kind of way. Let me stay the course. You're going to be challenged. You're going to fall. And when you fall, what do you go to? My faith is the one thing that gives me peace to get things where they need to be and just to stay the course. What do you think is one of your business superpowers? Like, what are the things you're like, we think about the design this way that nobody else does? Like, what is that for you, do you think? Good question. I think it goes back to. So I was going through your bio. Holy hell. Not a slouch. Like, you know, 23 million albums sold probably more now because this is outdated, all of these

companies. Then I see some of your fashion stuff. And I was wondering, like, is there something that you say to yourself before you go out on a stage to like tens of thousands of people to hype yourself up? Yeah. I'd probably say a few things. I always pray before I go on the stage. That's a must do.

Even if I'm like rushing to the stage before I go. I can be in my little side, little, you know, silo in the back, on the backstage on the side, like in the wing, literally. And I'm like, get that prayer in. So I'm really big on that. I normally do with my team, which is always a beautiful thing. And I'm pretty much on time for the most part with stuff like that. But, yeah, I would say before I go on stage, you know, I also have to take a deep breath sometimes

and nerves, depending on the situation, the nerves can be, like, really high, you know. So I'm like, we got to bring them down. And I'm like, let's go. Like, we got this. Like, you're supposed to be here. Like, God called you here. Let's go. Let's go.

Get it. Like, I'll hype myself up inside. Like, you got this. That's probably the most consistent sentence. You got this. Like, let's go. You know? So you still get nerves.

Oh, yeah. I do. That never goes away. You know, I used to have a rule. I would say we don't say that the nervous. We don't say that word. Cool. There was something psychologically for me that I feel like it could trigger more nerves.

Yeah. You know, sometimes you get that fresh nervous feeling all over again. I'm like, why do I feel this way? God, I've been doing this a lot now. And why does it feel new, you know, all over again? And I remember being on Jenna Bush, you know, co-hosting some shows with her. And she said to me, I love it. She said, you know, those nerves are like what lets you know, like you're thriving.

Like it's like a feeling that you get. Like it's, you know, like you're alive. Like it's something to those nerves. Like something good's going to happen. when you have that feeling. So I've really worked and I continually work at like embracing when I'm having that moment like, okay, it's a part of it. Like we got this.

And then literally whenever hit the stage, the first three seconds or three to five seconds, nerves are gone. And now we're in the zone. Yeah. I do feel like that. You know, I always think pressure is a privilege. Yes. And so like recognizing those little butterflies, like this means this game on.

Yeah. Like at least we're doing something big now. We're not playing small. There we go. I think is so cool. Yeah. I've never done anything like you have, but I've like given a bad speech before, like where I just know it's bad, you know? And it hasn't happened that much, which is like so cool or I'm not aware of it yet.

But I'll get off. And it's such a horrifying feeling. Yeah. Have you ever like bombed a performance and thought, ah, this was so bad? And then what do you do to snap out of it after you've quote unquote failed? Performance, I've definitely had some moments where I'm like, man, that could have. been better. I wish I had one more take. You know, I think it's like you kind of have to like, I love this word embrace. Like you embrace the moment. You're like, okay, how do I learn from this?

You know, and it's like you got a psychological, you kind of kind of psych yourself out. Like, you know, it's like, okay, that happened. But all right, everyone wants to the next. Like you literally have, it's like, have amnesia. That's what it is. Like you got to have a little amnesia when you, you know, have your blunders in life or you make your big mistakes. It's like, okay, I've got to have amnesia so that I don't like hold onto that upset and disappointing feeling for too long. It's like, okay, where did we mess up? Why do we mess up?

Okay, now note it. All right, amnesia. Forgot about it. Let's go. Like, because it is a psychological thing. And because I'm a perfectionist, I will let the moments, you know, where I feel like I didn't do my best, you know, or I wish I could have, like, done something differently. I will let those things, like, get in my head.

And I try to do, like, good mind control for my mental sake. Because the more you, like, you know, you harp on things not being right, there is a negative impact to that. If you hold on to that energy and that weight. So I have to, like, reset, clear slate. Nothing happened. All right. Now, what are we doing today? Where are we going next, you know?

And then you're like, the next time I get that shot, I am. never doing that again, right? And it can be, to your point, whether it's on the stage or it can be a meeting, like you said, you know, it can be a speech, you know, any of those scenarios. Yeah. You got to clean the slate. Yeah, I think it's all contextual, too, right? When you're at your level, you're like, oh, I was supposed to be here, you know, and maybe I was right here. But I think we all, wherever you are in life, it can feel like it's the end of the world, even though, you know, later you is not going to think anything about it. We were talking before the podcast about how like young you has to be kind of you use the word delusional. You got to be

delulu. And I think you got it. I mean, when I was younger, well, I don't want to stop. I want to hear it. Well, what I realize is that hindsight 2020, you know, when I was a little girl and I walked into rooms and also being a woman of color, I never walked into the room thinking that I had any issue, like anything against me. I didn't think there were any odds to act against me because I was so committed to my vision and I believe so much in it. And I think I just saw, like, the vision happening and coming to life in front of, in my mind,

that when I walked into rooms, like, I was, like, very, like, fearless. And, like, I mean, I probably would have been outspoken to some. Like, they're probably, this girl, she's saying too much or she needs to shut up, you know. They probably were saying all these things, but I was, like, I was a little delool. I wasn't, like, really mindful of, like,

I didn't think about those things, first, right? And I think that you kind of have to have that mentality, especially being a woman. You know, I think there's an automatic perception of us when we walk into rooms, especially back then. I think it's kind of starting to change a little bit by bit for us. But you have to have that mental approach. Like the moment we start putting all these thoughts in front of our, in our minds and in our heads, we start to like curtail things or like to change it up versus like, what's your instinct tell you to do? What's your instinct tell you to do? what's your gut tell you?

Like, I still have to challenge myself to stop prefacing things. Like, you know, if, I mean, if this sounds right, you know, or, you know, stuff like that, like, you know, if that makes sense. Like, I'll say that kind of stuff. It's like, no, it does make sense, right? But when you're young, it's just like a little puppy. Like, you don't know. You just do what you feel. And I'm so glad that I had that.

And then I also had to learn along the way, okay, there's ways you have to like, you know, do things. And most importantly, as a woman, emotions left at the way. door. Emotions have to stay at the door. Like when it comes to business, there's no black and white. I mean, there's no grades black and white. Emotions put them like this, toss them and attack, you know, like so it took me some time to learn a lot of things a long way, but I'm so glad that I was a little delulu as a young girl coming up because I went for it and I'm so glad I did. No kidding. But it's a great point that you say, which is, I don't think we were told, like I'm Latina and sometimes people will say, oh, well, it must have been hard as like a Latina in finance or whatever.

And I'm like, bitch, those guys all look the same. It was Chad and Brad and Matt and, you know, whatever. And at least I look different. So like, I don't know, I think you kind of can write your own narrative and say like maybe it's a win. Yeah. So like now you have, you have kids. Like, what do you tell them? Like are there words in Sierra's house?

You're like, no, no, no. You don't label yourself this way. I'm like, you, this is how we talk about ourselves. I think the greatest thing is like, you know, really catching my kids if they say negative things about themselves. Like, I can't, you know, do this. Or I'm not good at math or I'm not good at this. Like, I'm really big on removing that negative thought. And I'm just consistent.

I follow through with like, you can. Like, you're so smart. You're so capable. Like, always speaking life, you know? Like, you're so amazing. Like, you know, you're so awesome. Like, you're so fun to be around. Like if there's friendship challenges, like, I try to, like, go opposite of the things that, like, you know, I know their little mind start to process.

And I'm like, let me speak life into them. So the biggest thing for me that's been a standard internally is, like, we don't quit, right? Just because something didn't work out and maybe you, you know, you didn't ace a scenario doesn't mean your failure. To me, failing is when you quit, right? So that's kind of like my mentality. and I'm really big on that, passing that down to my kids, because I think that's really served me well. And, yeah. Well, you know, it's interesting.

So you have, you know, this giant career. But from what I can see, like, you didn't have a safety net growing up. You know, you were kind of like an army kiddo. Yeah. You moved around constantly. You didn't have connections in music. And so how did you learn to take this risk to go big? So I always say, I'm an almost.

I think that when you're an only child, you have a lot of time on your hands to dream and, like, you know, imagine things and, like, you know, just do all that kind of stuff. And I've naturally been a very ambitious individual. And I don't know if it's my only child in me. Like, it's kind of like, I'm going to get what I won't, you know. I think I am. But most importantly, I was given a lot of love growing up. You know, we didn't have a lot financially, but my love made me feel like I was so rich on the inside, especially.

My greatest thing, though, what I did is I'm always big on like, you can't get to where you want to get to in life without a compass. And that was like a natural instinct for me. So the moment I decided I was going to be an entertainer, I literally sat in my room. I was probably 13-ish years old. And I had a goal sheet. And I was like, I'm going to write down my game. plan because I had decided I had a conversation with my classmates at lunch and I was like we were

talking about life after high school and it's time to start talking about you know the colleges you're going to go to and registering registering and all that stuff and I'm like I run track I'm fast I am leaving a couple people in the dust but I ain't breaking records okay um I did long jump triple jump four by one 100 I mean like I was thriving but again I was realistic I'm not breaking records that's holding up a gold metal just may not be for me. And I also did cheerleading, which I loved. But I was like, that's not going to be my ultimate job, but I love it and respect the sport. Shout out to the cheerleaders in the world. Okay? It is a sport, all right? But I was like, I know I can sing and dance and was never trained to do any of it. Like, it was me just kind of being within myself. Again, only child,

you know, energy. Like, you're like, I got, I think I have some talents here. Like, okay, let me channel these talents and I knew I wanted to be an entertainer. In the moment I decided that, like me being a determined little girl and like ambitious, you know, I said, let me write down my game plan to get there. And literally two weeks after I wrote down my game plan, which was it was a yellow blue line paper, I've got to go to my mom's house to find this and my mom and dad's house. But basically I had three goals is my first goal was to get discussed. And then I said, I wrote down how I was going to do it. So I was going to put myself in talent shows and, you know, find ways to be exposed so someone could discover me.

And I remember signing up for a, the national anthem at my high school. It was the first thing I ever did publicly, right? Now, mind you, I'm coming raw. I had no training. Nobody's told me, you know, how to do this. I'm just doing what I thought I saw on TV or like, you know, what I was studying. So I'm singing the national anthem. Then I'm on, and the rock is red clear.

I cracked. And then I'm like, sorry. The von's bursting. But, I mean, I was really so nervous. Okay, but that was the beginning, right? I said, put myself in talent shows, go do the national anthem. Just do anything to be exposed. That was their first goal.

Get discovered and how to do it. So the second goal was once I got discovered to sell three to four million albums. And then the third goal was to have longevity. Okay. So this was like my little short list, my short goal list. my short goal list. At 13. Yeah.

So I did the National Anthem, you know, talked to my friends at school about this is what I'm going to do, you know, at that same table where you're talking about our goals post high school. And one of my friends remembered that I said, I wanted to be an entertainer. And he comes up to me like two weeks later. And he's like, hey, see, there's this group. They're looking for a third member, which you want to audition. And I'm like, yeah. So I get on the phone.

I start singing and I sound a hot mess. I don't know, I don't know why they wanted to see me, to be honest with you, but they still wanted to see me. Maybe my friend, like, pumped me up and saying, I'm telling you, she's so talented or something. I don't know. But they still wanted to see me. I went to the group's house. And this third member they were looking for, I was probably like the fifth person to audition for this. Like, they had already had four girls before me kind of thing, right?

And the third member just kid just was not working out for this group. But I made the group, was there, made the group. And then clearly that didn't work out. But I still have my eyes set on the prize. And I ended up pursuing my solo career with the same person that discovered the group or was working in the group. Signed my first admin deal when I was 15. And then I signed my first recording contract with a major label at 16. That is wild.

Okay. So now, goal one, check. Check. Get discovered. Thank God it happens, right? Then I put up my first album, goodies when I turned 18. well, the song goodies came on. I was 18, album 19, all in the same year. That was 18.

And I put that out and then thank God, you know, we not only did three to four million albums, we did five. And it's still rolling, right? And then the third goal was to have longevity. And so now I sit here talking to you, you know, 21 years later since I put out the album, you know, but I just always been a big believer that you can't get to where you want to get to without a compass. And I think the most important thing is just reminding myself the power of speaking life and manifestation because it is real. Like a lot of things that have happened in my life, it's happened, of course, by working hard for it, but also by speaking life into it and like manifesting it. And I'm really big on like when I say I want to make something happen. Like once I

believe it and then I start saying it, there's something that just happens psychologically for me and I just start to will myself in that direction, right? So somebody wants to manifest like, what is the process? Do you write it down, then you say it out loud, and you start taking action to it? Like, how do we copy Sierra? For me, I would say, you got to have a vision first, right? And we got to be realistic with our vision. I knew I could sing and dance, you know?

I knew I was raw at it. Like a lot of my training happened in front of the world in real time. Right? I didn't have a lot of show experience or any of that stuff. But, you know, I had a vision. It was very clear. And I think that vision that you have is got to give you goosebumps. It's got to give you an exciting feeling, right?

Because you're going to need that exciting and passion feeling more times than you can imagine, right? Because it's a passion. They say when you do what you love, you never work a day in your life. So it's my passion that gives me the will and like sustains me through it all because I love what I do because it's hard sometimes. You know, so I think it has to give you that excitement. Like, are you going to be ready to wake up every day early in the morning, have some sleepless nights, be tired as a dog, eyes, red, everything, exhausted, mad at the world sometimes. Like, are you going to be ready? It's like, are you going to be ready for that?

Like, you know, and that passion, again, is what's going to, like, push you through it, right? Especially because you do the stilettos, too, on the stage, which was one of my glaring questions. is how does that like, we'll get to it later. But I don't think people quite understand. I don't do what you do. But like even a YouTube video, the 42 takes you have to do for a YouTube video, I can't imagine. Right.

The passion. Right. I'm like, I want to make this great. Yeah. So you might go to bed, you know, sore, like, I mean, beat up, shot. But it's like for me, you know, what do they say? What do they say? Sometimes beauty is pain.

Like, you know. It's worth it for me because my mission is to be the best I can be. My passion is what, like, drives me. Like, I want my fans to have the best experience and visual, right? Like, visual experience, performance experience, song experience. So, like, again, it goes back to my passion for that, right? So I'm always like, the day that I stop having that passion and love for what I do, then I stop. Then you're out.

Because I know I won't, I mean, what you have to put into it. Like, there's not enough zeros to quantify, you know. the hard work, you know, or at least you're trying to work to get enough zero as to quantify. But who knows, you may never get it. So that's why the passion is so important. Yeah. Yeah, there's this quote from Emma Bombach. She was like an old school feminist. But she says, like, when I stand before God at the end of my days, I hope I will be able to say I'm wrung dry. I have not one drop left. I love that. I know. I always think about that. Like, that's what it takes. You got to, like, do the work that is fun for you that other people feel like is work. One hundred. And

Then you win. Yeah, 100%. So I would say the passion, I would say, you know, once you've locked into that vision of what you want to do, it is big to write it down, like to write down your goals, like surrounding it, you know. And then if you have other goals in general that aren't even connected to it, like write down your goals. Because again, like, what's your compass? Like, you know, for me, in this very moment in my life, I'm overdue a whiteboard session. Like, I love it. I love it. I love it. I love it. of whiteboard sessions. Of a whiteboard. Right? You know, like, you put everything up on the board. It helps you to see clear, like, what do you have going on at this moment? And then what do you need to do less of? And then are we staying focused? You know, so like, again, check your compass. Start, set your compass and then continually check it. Yeah. But yes, write it down, right? And then there's this part of, like, believing, right? Believing in the vision and then speaking life into it. I love that line. So when you're whiteboarding is, Is this like, do you and your husband whiteboard?

We whiteboard together. Stop it. That's adorable. We do. Who's in charge of the marker? We both get on the board. We are both so passionate and so determined together to accomplish our goals that we have individually and together. You know, it's important, I think, for one hand to know what the other hand is doing, we both feel that way.

And so we love a whiteboard because it also in the midst of our, like, hectic lives because his world goes a malaminted. world goes amalgamint, our minds go amelam in it, but it helps us to kind of be like in sync in the midst of the chaos. Yeah. Yeah. So, and we love doing it with our teams, you know. So, yeah, I think if you have those visualize, you know, visualization, you know, writing it down, believing in it, writing it down and speaking life into it, those things work, you know, and they have worked. And then obviously, you know, I'm a spiritual person, so I believe in praying over what I'm trying to accomplish. It's really significant. and it's a very important piece.

You know, like, I believe it's Habakkuk 2-2. And please forgive me if I'm misquoting it. All of the people that, like, have the Bible down to the team, which is one of my goals, right? They'll tell us. But, you know, it says, you know, write it and make it plain. You know, like, it's a really, you know, or faith without, what is it? Faith without works is dead. There's these different things that they say.

Like, it's like, you know, you've got to believe in the vision. You got to be clear in your vision. Like, don't be all over the place. like hone in on what you really want to accomplish, like, and then go for it. Yeah, you know, my pastor the other day said something that I was like, that's so good. Sometimes I feel a little guilty asking for like material things or stuff in life, right? And he was like, who are you to think that God is so small that he can't handle that and everything else? And I was like, I don't know, but I feel that, you know?

So is there, I mean, I love that you're talking about faith. I think it's like we were talking about it before. It's having like a little bit of a resurgent. It's okay to talk about it publicly. I feel like for a while it wasn't so public. But I'm curious for you, like, how do you integrate faith into what you do? Your husband and you are both faith-based from what I can understand. And what does even praying over it look like to you?

Oh, man. You have to have faith because you're going to be tested. You're going to be challenged. You're going to fall, right? And when you fall, what do you go to? Like, what is your, like, you know, what do you fall back on? Like, what helps you to get back up? It's your faith.

Like, it's the ability to see the light at the end of the tunnel. And for me, I'm always looking towards the light. And even if I have a moment where I have to pause and regather myself, I'm sincerely, I really mean what I'm saying. I'm not even saying it just to say it. Like, I always see the light at the end of the tunnel. My philosophy is also, too, like the sun is shining no matter where I am. You get people talk about the weather.

And they're like, you know, living in Seattle, they're like, it's always so good. I'm like, listen, the sun is always shine no matter where I'm like. That's my mentality. Yeah. Right? But you have to see the light because, again, it goes back to that passion, right? Your passion is going to drive you. But man, when it gets tough and you're like, can this really happen?

Like, this feels impossible. This feels insurmountable. Like, I've got to stand on something. And my faith is the truest thing. it's the one thing that also gives me peace. It's the one thing that makes my weight or the heaviness of things feel lighter because it allows me to believe again. It allows me to like, you know, reinstill my hope, like to get everything, like to get

things where they need to be and just to stay the course. Yeah. So I picked up my phone because there was this thing I looked up about faith the other day. Faith strengthens us during trials. Because we live in a sinful fallen world, we will face difficulties. But our faith is what helps us remain strong during hard times. We have an enemy, and it's our faith that acts as a shield to protect us from his schemes and plots, above all, taking the shield of faith, which you will be able to quench all the fiery darts of the wicked one,

Ephesians 616. It says, we should not be surprised on our faith that's tested. James 2.3 says that the testing of your faith, I love this one. I can just say it without looking, because it's one of my favorite scriptures, but the testing of your faith reduces perseverance so that you may be mature and not lacking, right? And it says before that, to consider it pure joy, my brother's. and sisters when you face trials of many kinds for the testing of your faith produces perseverance. So you will be mature and not lacking, right? That's a whole. But think about that ability

to consider it pure joy when you're in the toughest part of your life or feels like the toughest part. To have faith, to be able to smile through it all. What, like, what a feeling. I remember having like a really hard time, like, you know, some years ago. And this is a the scripture that Russ and I, we love, is one of our favorite ones. And I remember him saying it to me, and it was almost like a weight was lifted because it was a reminder like, there's going to be something so good. There is some gold in this valley. There is something that's going to be so good that's going to come out of this. And I've just got to like stay the course, you know, like keep my faith. So, yeah. Is that ever hard to have faith like that in Hollywood? I mean, I'm such an outsider,

but people say so many things about the place and how crazy the music world is. You know, it's really interesting. You know, I will say this. I believe that my spiritual foundation is really important. And I think if I went to school, I'd be a psychologist, I swear. Like there's something that I'm really fascinated with about how the mind thinks and processes. And I do think that in our industry, it can be a very dark world. because oftentimes people are fighting themselves.

One, you know, you've got to be mindful. Don't glorify man and things. We are in an industry that makes you, kind of pushes you to do that. Like you look at others and they may be way ahead of you and you're like, I want their life or, you know, awards. Like you feel like that's the high point. Like all these tangible things that you can't even take with you anyways, right? But people sometimes, like in the Bible, it also says.

says, what good is it for a man to gain the world and lose his soul? You can have everything and have nothing. And I feel like that's a more commonality in my industry than not. And I think the examples of that is in, you know, when people, like I was reading something about, you know, I want to be mindful because I don't want to feel like I'm calling someone out, but someone, you know, an actor who is massive, like he's living homeless at this moment. He went through some some tough times. And then you see another moment where someone's kind of like, you can see the mentally battling things, like all these different scenarios. And like, it's real, you know, and you can help want to pray for people. But it's like, man, like, you just pray for God's

protection, right? You know, I'm like, we got to have a foundation of, for me, God and Jesus are important for me, faith, you know, all those things. You have to. And then, like, run your own raise at your own pace. You know, like, don't be distracted by what's happening to the right and left of you. Like, if someone's having a successful moment, they feel like they've been, you work harder than them and, like, why am I not there? Like, don't even question it. Like, your journey of success is perfectly designed for you.

Your big moment's going to happen for you when it's supposed to happen for you. So celebrate those moments. Like, change that energy, flip it. Don't be jealous, you know, of it. Like, actually celebrate those individuals. give them a pat on the back, like, you know, all those things. And just like, be good with where you are, right? Yeah.

It's so true. And hard to do, but so true. Yeah. But, you know, you've seen the full spectrum. You've gone through tons of cycles. I'm sure there's been, has you been a moment where you got like you felt like the whole internet hated you? Like you got a ton of hate.

Really? Yeah. For sure. It's like every Tuesday. I know it's hard when you're. No, I mean, listen, I don't know what one great that hasn't, you know, reach some of the highest points that hasn't been told they can't

or hasn't been tried to be knocked down. You know, and that's a part of the process. And again, I think those moments, like, they make you more bulletproof because I'll be darn if I let a human tell me what I can and can be. Like, I'm so sorry. Like, you can try and write it all kinds of ways.

And I'm not going to, like, sometimes I do, I'll be taking names. I'd be taking screenshots because I'll be like, I'm going to run this back when I go platinum McGee, you know? Like, oh, remember, you know, uh-huh. Like, okay, no. You know, sometimes I actually do that.

I might need to share a couple of names. I was like, no, but. Let's do it. Yeah, no, no, no. Like, there's something about a chip on your shoulder. Well, I keep a name. I had a guy tell me, I hope one day you get more followers because you dumped down the firm today.

Like, I remember the exact sentence. Wait, what? And I screenshot at that shit. I have it to this day. Sometimes, because I'm real low, I'll have the audience go, F you, Dan. I wish I was better. I am trying, God. But it also fuels me.

Oh, my gosh. It makes me feel better that you sometimes keep names too. No, I do. I do. I don't want to spend too much weight on those people, but I do. And I think, you know, you use it as motivation, you know? Like, it lets you know, like, you know, they say that, well, Russwoods is, Alani, you would say the great you're great, the more they hate. Like, it lets you know that you're doing something right at the way.

if they have something to say, right? You know, it's like, okay, I'm making you feel some kind of way. Let me stay the course. Okay, when I sell my business, I want the best tax and investment advice. I want to help my kids, and I want to give back to the community. Ooh, then it's the vacation of a lifetime. I wonder if my out of office has a forever setting. An IG Private Wealth Advisor creates the clarity you need with plans that harmonize your business,

your family, and your dreams. Get financial advice that puts you at the center. Find your advisor at IGPrivatewealth.com. In communities across Canada, hourly Amazon employees earn an average of over $24.50 an hour. Employees also have the opportunity to grow their skills and their paycheck by enrolling in free skills training programs for in-demand fields, like software development and information technology. Learn more at aboutamazon.com.

Let's talk about love relationships a little bit. Like, not only have you had this big successful career, and I know that every relationship has got its things, and I'm very happily married, and he's incredible, but we fight it. We just try to fight fairly if we can. Fights are healthy sometimes. I think so. At least we need it. I'm Spanish.

He's Greek. We're crazy. Oh, that's good. I mean, yeah, we're not docile. But, you know, now you have this beautiful partnership. up. What is some of the things you do, some of the secrets that you have, how do you stay grounded and happily married in a world that is chaotic and a crazy career too? Yeah, I think, well, we always say, we said it since day one. We got engaged. It was one of the first,

it was actually part of the first conversation we had after he proposed to me. It's like we say having Jesus at the center. Having a spiritual foundation is really important. Because, you know, what is it? Like, lean out on your own understanding. Sometimes we put the matters into our hands, it gets real tricky, you know. But I would say communication, man, sometimes you have to have hard communication moments. And I do believe that, you know, at least historically for us, whenever we've had a conversation where it's like, okay, this is a big conversation. Something, so many good things have come out of it, right? And we've grown together it through those moments.

So you can't be afraid to talk about the stuff that makes you uncomfortable. You know, communication rules and nation. And I've always said that. And we really believe in doing that, you know. And so I think that's important. How did you decide that he was your dude? Oh, I knew. Right away.

Yeah, they say when you know, you know. It's funny because he and I, when we were talking the first night in person, is a really unique situation, you know, because my dad was actually at my house and my first one was at my house too. And, you know, I said, you know, well, we were, we were. you were meeting up as friends, you know, and he's like, I want to come over, I want to meet up just to be no friends, you know. We joke and we laugh about that.

Yeah. No, but it was, you know, more so than anything because in this world that we live in, unfortunately, when you step outside, like normal people would when you're dating. If someone sees you, they preset things for you, you know, and so you want to protect that and give yourself a chance to really get to know each other. So when we were talking, you know, in person for the first time, we literally forgot to eat, right? We were supposed to eat at some point. And he had a meeting, actually, and then I needed to get my food.

We talked about, I actually talked about a restaurant that we liked in the conversation. But anyways, we chat it, you know, for hours. And, you know, when we were talking, I'm like, he's different. And the conversation, the initial conversation that we had felt like no initial conversation I ever had in my life. And I remember calling my best friend and makeup artist, Yolanda, Frederick Thompson. I called her and I said, Yoli, I was like, I don't want to jinx anything. I was like, but I think, and I didn't even want to say it. And she said, he's the one.

And I go, yes. And the same thing for him when he was talking to his friend, you know, after we were together, he said the same thing, right? But you just know. When you know, you know. It's a feeling you can't fully describe, but you know the difference. And so that's my, you know, my story. I felt the same way with my husband.

You did. Yeah, totally. Well, we've known each other since we were 11. So I guess when I first met when I was 11, I wasn't feeling that way. But we like reconnected later in life. He stayed friends with my dad. They're very close. But our first date was three days, which is crazy because we went to music festival.

And then three weeks later, we moved in together. So wait. How did you guys, okay, your friends, but you re-go, when you reconnected, the energy was like, we're connecting on some other stuff. Okay, because I'm like, how y'all just turned to like, we're going to go on some dates. Like, okay. So wait, then what happened? You said you moved in when?

Three weeks later. Oh, my gosh. Which is unhinged. I'm like not that unhinged. How long have you guys been married for? We've been married for seven years. And been together for 10. Yeah.

That's amazing. Yeah. We're going on year 10 of being married. Congratulations. Yeah. That's amazing. Yeah. So it's funny because, thank you.

The first, we basically, we always say we were hanging out ever since we met. So, you know, shortly after, then I'm living in Seattle and, you know, and now here we are. That's wild. It's crazy. What do you think? I mean, I know it's always tricky giving relationship advice, but like it seems. like a lot of statistics. People are getting married less than ever. They're finding less love, you know, having less sex. And you could feel a certain way about those things. But I think there are

a lot of people out there that are like looking for their person. Oh yeah. What do you tell a young woman or not so young woman, like about how to find their person or how to be a type of person that attracts your person? Well, see, I think it goes back to some of that stuff I was saying early about manifestation and speaking life. You know, and I think there's also the take care of self phase, that's important for us, right? Like, we have to, I think, love on ourselves first so we can be, like, good with self, right? And we don't want to be in a place where love is what makes us complete. Like, right? Love is a cherry on top, right? Now there is, you know, a saying in the Bible about without love, like you have nothing. So now, you know, you want to move

from a place of love, like, you know, you would say God is love, you know. But yeah, I think that you want to be right with yourself first, right? Like, go out yourself sometimes. Like, it's okay to eat by yourself. Like, it's okay to be by yourself. Like, we have to embrace the self phase first, I think. And then I think that you have to, like, visualize what you want to attract in your life, right? What do you not want, you know? What does he or she look like to you? What do they, how do they love on you? Like, how do they love on themselves? How do they love the people around them? Do they make the room better? Like, you know, like, you start to visualize all. You know, like, you start to visualize all these things. And I do believe that there's power in that because you know what I

do think we do sometimes. When you loftly throw in the air that I want love, but you don't define it, you will get that. But then when you put in the air, like, I want love but under these conditions or it looks like this, you know, like it feels like this. Like it makes me feel like this. Like, you start to like have this thing to where it's like when you see it you go that's it yeah but you're not able to see it if you don't define it that's so true right it's like trying to explain a zebra to somebody who's never seen it you're like but once you've seen it you're like strives you know that that's exactly it donkey yeah totally yeah i also you know what's interesting about your relationship if you guys have built businesses together so we have one of your

businesses right here which we haven't even tried yet i can't believe you made me so i've got A poikito. I have to shout out Tony Chapman, the chef, because she taught me how to make this for the first time. No, what? And when I tell you, I could not stop going back. No, for real. Because you can, like, slick, get licked because it tastes so good. I had to be hammered by the end of this podcast.

But it's a fun holiday drink. Thank you. This is lovely. And this is your rum. Yeah, 10 to one rum. I'll tell you a little bit after the first sip. This is delicious. Oh, my gosh.

Also, I feel kind of fancy. You just stick this cinnamon stick in here. I'm into things that are fantastic. fancy, but super easy. You know what I mean? The little tops of detail. Yeah, exactly. And it's not complicated. No. Some coconut, condensed milk. We have our white rum and our dark rum. And I'll just tell you we are, there's zero sugars in our rum. We want people to reimagine rum, right? Look at rum in a way that you've never seen it before. Get out of the colonial, got to make it in peanut collad, a strawberry daacarees only.

Rum can play. We say that any other spirit, anything you can do. rum can do better. Just facts. But no, seriously, like, you can have so much fun with rum. So, like, for example, you're a Latina and you know, we like margaritas. I said we, because I'm black-de-I'm Mexican, okay? Black and Mexican. I never heard that. I love that. Black and Mexican, but I love a margarita, but I take the rum. I call it a rumorita. So you do the white rum in place of the tequila. That's hot. Yes, but you can have fun. Like, you can have so much fun and play, And that's been an amazing discovery for me on the journey of rum and sharing my story. That was the first drink I ever had in my life was rum at 21.

And so it's a real thing for me. Yeah, first time. You never had a drink before 21? Never. Good for you. I accidentally sent some gin in my mom's fridge. I thought it was water. That sounds awful.

That's not okay. I spit that thing out so fast. But my first drink official, like, this is what I'm doing was 21. That's wild. I was not as good as you. I had a few cocktails. Or you're Latina. So you know.

I start early. I'm going to blame it on that. I'm Mexican, so I understand. But also you speak Spanish. Actually, I heard a funny thing about you. I heard you can do all the accents. Yeah, kind of. I can. I play around. I think it's the military baby and me. Oh, that's probably part of it. Well, plus you're entertainer. Like, even the way you say sentences is interesting because they're thoughtful. Like you said a thing, well, two ways. One, I want to hear your favorite accent. This is so good. Dude, I'm telling you. My favorite accent is Latin. It's Mexican. Come on. Okay, let's the best ex-exic. Hello, me am Sierrez. I don't expect. I'm not sure. I'm very aggraced for today. Nailing. And I,

yeah. I'm, uh, I'm happy to have you to do. See. I want to tell you, I know you can do a crazy stuff. Oh, my gosh. I think we should embarrass her.

She's like, Girl, I don't know if I'm going to be up in there like that, because we ain't going to be doing that interview if they're talking crazy. We ain't doing it. I'm telling them right now, I'm going to call them up. Watch this. You know. I'm from Decatur, Georgia. So.

You nailed that. I'm a southern girl. I'm like, I'm a little bit crying. No, she will. That's that voice, right? I'm going to tell him. We ain't cop on his ass. Oh, my God.

I'm calling right back. I told him one story about, like, throwing a shoe. And she was like, you, I can't do accents. But she was like, I told them, if you throw a shoe at me, you better knock me out. That's exactly. Exactly. She said, she's like, I'm a chihuahua. She said something crazy about being a chihuahua in a pit bull's body or something she said.

That was crazy. A pit bull in a chihuahua's body or something. And I was like, in the pit bull, always wins. You know, something about the tiny ones. They're just so big. You know what? Shout out to the tiny ones. Shout out to the tiny ones, yes.

But I am obsessed with like, you know, languages. So, like, my biggest thing is when I travel. I like to, it's kind of my way of showing respect and appreciation to that region or that country. And I love being able to always say like, hi and bye and thank you. So I go to Japan, I say, Chauton Japanese. Whatasian, my name is Sera desu. Hi, you know,

thank you know, uh, thank you guys. Like, I'm really big on like knowing, you know, how to communicate, how to get around. And my biggest thing is to ask how to do it. So if I want to learn, because I'm like a little obsessed with learning languages. And so if I want to say in Japanese, how do you say, say, Nante uno, water. Nante uno, where's the bathroom?

You know, and they'll say, to do that. In Spanish, how do so I love you? Or how do say, you know, which we know, te ama much. You know, but I'll say that. or, you know, if I'm in France, I would say, bonjour, do you my perseilaga, how do you, so much, et cetera. A pleasure to you va, like, I always would say that to my fans,

like it's so nice to meet you, you know, merci beaucoup. Or if I go to China, nihal, she-she, you know, Bukachi, like, I love doing that, you know, and my dad, my dad was in the Army, my mother was in the Air Force, so it's a military baby in me

that's like kind of obsessed, you know. So do you like go out on the stage and you'd say their language too? Yeah, so if I'm in Japan, I say, Nikki, he diedy. Oh, that they booze. Oh, yeah. Undo Bouge in French is one, two step. I remember back of the days.

I'll put you that. I love that. And then if I'm in London, I would say, darling, how are you? Right. Are you lovely? It's lovely to see you. You know, I'm going out with some pears to get some Rosie Lee.

It's like good in it. Is it all right? I'm like so amazing right yeah but whatever I love to do you know it's fun it's really fun and I'm gonna tell you talk about being determined I wanted to learn how to speak with an English accent so bad and listen I am not perfect okay with it but I do my best but I had to audition for a movie it was a big movie and I had to speak with an English accent and I went to go and audition for it And literally in the, I had like three days to learn how to speak with an English accent. And I had been trying to do it anyways. It was so bad.

I pray no one ever sees that tape. But I was like, I've got a baby in me tummy. And I'm like, it was worse than that. You know, because I really couldn't get like the, and I was like, you know what, I'm going to get it. Like I was so determined, you know. Good for you. I just, my husband says they all sound like a Mexican Russian, which is not really. really good. That's a lot of good combo.

You sound like a nice gift? Yeah, when I do my accents, they all just like converge to the mixture of the two. It's not good. But I do think, you know, I think there's something really beautiful about this like curiosity, you know? Like you continue. So your bio is so fascinating. Like we talked about 10-1 a little bit, which I hear is like one of the most awarded rums out there. I had no idea, by the way. And then you also have third brand, which is three brand. And three-brand children's apparel company. Is it public that you did $100 million in revenue in 2024? Can we say that?

Yeah, you can. It's wild. Yeah, we've been very blessed. Yeah, you know, I got to say it's been an incredible journey. You know, I think especially like you mentioned, doing everything together. You know, talk about a why not you attitude because we obviously have our why not you foundation. And we're just big believers. And like, you know, once we believe in something or we set out to do something,

most importantly being connected, genuinely connected to what we do, right, is important. Like you got to have that authenticity factor. And so 10-1 rum, as I mentioned, was a genuine spirit for me that I, you know, love since day one. And I love the challenge of, you know, getting people to understand the beauty of rum. And with three-brand, you know, Russ is, that's really his jam. You know, we talk about sports, music, and fashion. and the three, you know, one of the most powerful forces, you know, in the world and the power of what happens when they come together. And when you get to do it through youth, you know, the youth is really important to us.

We really love being able to speak life into the youth with the why not you mentality. When it comes to fashion, you know, it's a fun place to play in and a fun place to activate in. We obviously have our kids, you know, family is really important to us. And we get to share, you know, our passion and pour our passion and love into the brand, to three brand as a whole. And it's a gift, you know, when you say those numbers for just 2024 alone, even on this journey for like almost three years, so you can multiply that by three, right, which is a blessing. And so, you know, it's not, it's not ultimately about that. You know, it's really about the ability to impact, you know, that's our ultimate goal. We love being able to impact and inspire kids in such a great way.

And there's nothing better than doing it through fashion. So it's been a fun journey. And it's the coolest thing, you know, when we're taking our kids to school and you see other kids wearing three brand. It's like, hey, like, Russ was like saying to a dad, it's like, hey, that's my brand, you know. And it's the cutest thing. It makes you feel proud. It makes you feel motivated. And, you know, we've got some exciting things happening for the brand.

And it's really just getting started. it. Yeah, I mean, I think what's fascinating about you is like there's, obviously your songs are huge and you've done all these brand deals. But it feels like from a business perspective, you're starting to talk about business even more now with the podcast that you have or the show that you have. Apple Radio level up radio on Apple Music. There you go. And I think it's really cool because I don't even know that, you know, we've all known you. I remember when your first album came out. We've like known you publicly for a long time. But even when I was prepping for this, I was like, holy hell she's done so much more than I realized. Like what do you think is one of your like

business superpowers? Like why why is three brand $100 million? Like what are the things you're like, are we're so good at culture here? Or we think about the design this way that nobody else does? Like what is that for you do you think in some of these grants? I think it goes back to quality. Quality is everything. You know, you can talk a good game all day, but it comes down to how well does the item perform. I think that we do really great at quality when it comes to our products and the things that we associate ourselves with. That has to be hard, right? Because you're getting pitched a billion things a day. Yeah, it is. But, you know, fortunately, a lot of the things that we've been doing, we've actually kind of started them. And then there's like investment opportunities that you do. And that's like kind of gambling a little bit.

You're taking a risk. And those, you know, it's great when it works. Yeah. But the cool thing is that a lot of the brands that we're focused on right now are ones that have come directly from us to some extent. 10 to 1, actually, my partner, Mark Farrell, I met him a year after he got going with 10 to 1. It was in the middle of the pandemic. And I was pregnant as I'll get out. And then I also breastfed for 10 months long enough. And it was time for me to celebrate that moment. And I had a mojito with the white rum, the 10 to 1 white rum. And again, I had already had my passion about rum, but I was really curious about this brand. I'm like, oh, this is amazing. And then I met my partner,

you know, and then, you know, now we're five years in the journey, and I serve as an investor and a proud co-founder and co-owner. But it goes back to quality and the people, too. You know, people are everything. And then culture. I think culture is really key. You know, when we think about, like, the challenges or not even just the challenges, but like the fun parts of like 10 to one, like the culture of people that we get to engage with.

You know, I get to work with some of the best chefs in the world. with Chef Kwame, and we're actually in all of his restaurants, 10 to 1 is. And, you know, people like him or, you know, Tony, as I mentioned you, Tony Chapman and, you know, all these talented people, we get to, like, engage with people culturally. There's an Afro-Caribbean energy that's really coming strong. And, like, that's a big part of, like, our energy, too, you know, the Caribbean piece of it. So culture is everything. And then, you know, the place that we get to go to on the ground and how we get to touch and act with people. And then when it comes to three brand in particular. Again, it goes back to culture too, right? There's this sports energy. And as I mentioned,

sports, music and fashion, like, those are all big pieces of Russ and I, right? So we get to, like, we do this every day, right? And we get to bring it all together. And community. Community is really important for us, right? So I feel like that's another aspect that we really, I would say, tap into really well and are very connected with because we love the people. Yeah, you know. We've talked a lot about partnerships in varying ways. Yeah. But I'm sure a lot of people want your time and attention.

So like how do you determine, hey, I want a partner with this person? Passion. I want this person in my life. Yeah. It's the screen. Oh, the person, when it comes to people, you got to, you have to connect, you know. I think it's important that your vision, you know, how you see things, you know, how you connect to things, like it has to be aligned, right? And what's a person's vision? And can they

add value, right? You want to be around people that can bring even more than you can at times, right, that you can grow with, you can learn from. Like, I don't want to be a person with all the answers. I think if that's a case, then we're in trouble, right? Because I definitely don't know all the answers. I need help. You know, so you want to be surrounded by like-minded individuals. You want to be around people that, you know, share the same vision as you. And maybe it's people that have already been there before. So they can pass down their wisdom. Like, that's my greatest goal right now at this point in my career is I want to work smarter, not harder.

And also being a mom and being there for Russ. I say, I have my four babies. And Russ is my biggest one. Okay? You already know. Okay? I do. I mean, they be babies.

They be babying. But, you know, so like that's a real thing, right? So it's like, how do I work smarter and not harder at this point? in my life and in my career. Yeah, it's a good point. You know, it's interesting. I made that mistake so many times early on in my career. I would partner with somebody who, like, hadn't figured anything out yet.

Yeah. And then I would work harder than them. Or they wouldn't, you know, I'm sure with you it's got to have it. They're like, I see her. Like, I want to be associated with all that. Let me get on that coat train, you know? And at some point, we just realized, like, we're not going to partner with somebody who hasn't already shown, like, the best person.

predictor of future behavior's past behavior, I think. So you got to show that you're winning. You got to show that you want to work harder than I do because there's so many people that don't. And I think a lot of times with partnerships, we like buy into them in the same way we buy into like somebody's potential. And so we're like, no, no, no, I'll fix him. How many of us have said that? And so I think that's really interesting. So have you, like with a mark, like if somebody's trying to figure out their avatar of like, all right, how do I trust somebody, which is so big today. Yeah. Like, how are you like, here's what I ask them, here's what I do, or here's how I knew. Yeah. I mean, trust, I think you've been over time. I don't think I'll ever

trust someone from day one. I think trust is earned. And I can smell very early if I should trust or not trust someone. I can tell you this. I can tell you on day one if I can't trust you. Oh, that's so good. Yeah. I'm very, like, pretty good with that. I got good gut. That's the gift that women have. Women have the gift of intuition that is crazy. Yeah. It's a gift.

You shove it down, right? You don't. You listen to it. No, no, no, no, no, no. Sometimes people can, but no. I think when you've bumped your head a few times, you just know better, right? And then sometimes, too, you do like to give grace. Like, grace is important.

But the moment you show me that I can't give you the grace or the grace past should be revoked, I'm revoking it. No second chances. We ain't even plan. it. It's actually smart. There's too many people. There's billions of people on this planet.

They can go try with somebody else. Yeah, no. 100. Over there. Exactly. You keep that over there. But no, I think back to your point, you know, people, too, I think history is great. Like, for example, my partner, Mark, he was the youngest vice president at Starbucks, right,

before he started 10 to 1. And Harold Shultz was actually our first investor. Oh, that's a great sign. On the journey, right? And we have some amazing people. at the party that are supporting us along the way. But I think, you know, he also went to Harvard and, like, he had a great educational background, but also, too, just his experience within the space and also his education within the space.

And, you know, also, again, it came back to the product. The product says a lot. People can, like, talk a good game, but what's the product doing, right? Yep. So there's all these different things that you check off the box to make sure, you know, your foundation is going to be a strong one and that you feel confident in the tools that you have to get going on things. And then time tells you everything, right? So yeah, you know, I think the person that walks into the room is really important in anything that you do. Like, who are they as a human?

First and foremost, right? Because you want to work with good humans, right? You really do. Because I think it makes it worthwhile when the times are tough and you have to come together and grind together. They're like, it's not easy, right? Like grinding for 10 to 1. It's not easy. Because, again, rum is a category that's like still telling a story, right? Tequila and bakers and gins, they're already like, they've already like done it, done it. Rom is still doing it, which is exciting because there's so much opportunity.

And there's not many of us ladies in this category. Zero. Yeah, I don't know one. I'm sure there are some, but that is exciting. You know, so. Love being a first. Yeah. You know, that's amazing.

And, you know, what's interesting is, like, you have all of these practices now, it seems like, that you do every day. And these things that have led you to be the person that you are today, what are some of the things that if you knew them when you were 20, that you know now, would you tell like, God, I wish 20-year-old Sierra would have done this every day? Just be patient. That's the greatest thing. That's why I say run your race at your own pace because what life has shown me, like, 21 years later, right? I am, you know, and I would say a little bit before 21 years later, you know, after goodies came out. But I remember, you know, being signed in the systems and like, you know, wanting to do certain things or achieve certain things. I'm like, when are they going to happen?

Like, and I was very blessed. A lot of my songs were really big out the gate. But still, you could have that big hit record, but then you're like, and then what? And then like, I still, if I'm missing this, I still feel like I'm missing this, this and this. But it's taken me 21 years to now start having certain things like happen for me how I've always wanted them to. So it just shows me like the power of patience. Like, you know, there's a saying where they say like a parent would be like, patience is a virtue. They would say that when you're young, like, what is that?

What is that even mean? Patience is a virtue. You know, it's like, I'm trying to get to, I'm bump the virtue stuff. Like this is what I'm trying to do. You know what I'm saying? Whatever's not. when you understand life and the way that it goes, it's all going to work itself out. And you've got to trust the process. Like, you've got to keep your faith, right? So, but if I could, you know,

think back to when I was younger, you know, I would just say the patience factor, you know, and I would also remind myself, like, again, don't glorify man. Don't glorify the things on this earth because some of the people that I looked up to that were like, you know, I thought the coolest and the biggest ever, you know, they've had their own journey. I don't want to speak negatively on anyone, but it's like everything's not what you think it is, you know? So like just worry about you. Yeah. Worry about you, you know? You have had a bunch of like new albums come out, obviously. They're crushing.

Level up. Does it ever happen to you where like you hear a song and you don't realize it's yours? Like level up I didn't even realize was a Sierra song and I was like singing it. And then, but you know, as you're creating today, what does that look like? Like what is, if you want to tap into the muse, if you want to find it, if you want to get your creative juices, what do you do? Is there a process? Well, it depends on what I'm doing. Musically, you know, it's so funny, I'm actually like really in my Afro deosporter bag right now. And so I kind of like to let, I let life take me where it.

wherever it takes me when I'm making music. You know, the cool thing about music is that it's a feeling. It's nothing technical. So that's the place I'm playing. And, like, I have my song nice and sweet with Molly and Oxley that I just put out. Molly's from Ghana. Yes. Hey, hit it.

Okay. Not dancing next to you. Okay. Molly's from Ghana. Oxley's from Nigeria. And then my friend, also Diamond Platinum, so my song, Lo. He's from Tanzania. I just recently went to Benin, Kottinu, and I got to get my dual citizenship.

I got my passport. The first international artists or American artists to, or any person to participate in this new program that they had, that his excellency President Talon granted me the opportunity to have there. And I'm just deeply connected to that place right now, this place right now. So I'm living in that moment, right? And I think that when you're like committed to a creative direction, you start to delve deeper into things just for, it's just fun to you. And it just naturally like takes you there. But I, I think I let life like kind of tell me where I want to go. And then there's also a sonic connection. You know, I can hear sounds or hear a song and be

obsessed with like, I do know where I want to go next right now in my mind. Right now I'm here. Yeah. But I know what I want to do next. it may take me a second to just chill and do it. Like, I'm not going to rush it, but I'm also not going to take forever either, you know. But I just go with like what feels, how I feel. Music is a feeling. It's not technical. I love that. So you're, you're kind of like following your curiosity down a rabbit hole. Yeah. All my curiosity, you know, going where the music takes me. Yeah, you just flow with it, you know. But you do, oftentimes when you go into me, make music, you do have some kind of ideal direction because that's what leads you to the

producers you want to work with and the writers you want to work with. So you do typically have a creative base. But then there's this thing that when you start to create, then the magic really happens when you just let it happen, right? But you have some kind of like baseline foundation of where you want to start from. A question for me and for nobody listening is like the abs. What are we doing? First of all, let me tell you're so sweet because my abs do abs do not be ab. And let me tell you why say that, okay? Okay. Okay, listen, I say this because I, I've had my four precious baby, as we all know, and they gave me something called diasis recti. Okay. Some people say diasis recti or whatever it is, but my ab wall is like kapes.

Wow. So my abs will never be the same. Okay. Now, do I work hard to get down and like back to my base weight? I do. I have not gotten back down all the way after my last baby or and she's almost two. But I'm giving myself some grace, okay? You look so good. I really appreciate that. You know, Russ, he's like, babe, now, whatever you're doing, don't get too crazy, because he likes a little hips or grip, okay?

My husband, too. It's just women worth the hard part on us. No, no, let me tell you something. I was looking at something. I said, no, where did that don't come from? Because I've been praying for this all my life. Praying for that dump. The babies gave me something.

So I'm like, I'm a hold on for as long as I can hold on, you know. But your babies do give you. They give you some hips. They give you a little bit more, you know, a little bit more than you want sometimes. You know, but it's funny because I'm actually going to really like dive into trying to train my core even better. It is a thing. I'm literally holding on for dear life sometimes because the diastasis makes your belly like push. Like the instinct is for it to go out.

versus like in. Any mom or woman knows. Yeah. So you're like, it's an extra sucking for the carpet. Oh, yeah. To get together. I always like that. I always like that Jamie Curtis thing where she's like, I've been holding my abs in for 30 years. I'm done. She's like, no more. No, not 30 years. I'm out. Listen, I'll be baggy because I just be like, I ain't got time for this every day. And when I want to snatch, get snatched and I get ready. Like I may eat like different. Like I'm doing a red carpet tomorrow, so today I'm kind of going no carbs, you know, like, so I'll be strategic. Oh, yeah, now this, the coquitos is, it's not a, see? It doesn't count.

See? It's all right. Well, I have a, I'm going to, you're friends with Ashley Graham, too, right? Yes. So I have, she has some award show tonight that I'm going to with her. And I was like, I'm feeling a little, I call it fluffy. Like, I feel a little fluffy lately. Yeah.

And so I, I bought a dress specifically because it could like, like, like, it could like wrangle it in in the midsection. But I love her because she doesn't give a fuck. No, she's like. No, we have another doctor friend who's like trying to like, hey, I want you to do. And Ashley's like, if you try to make me skinny, she's like, no GLP ones. I'm not into it. And I'm like, I'm over here thinking I would take a GLP one if I trusted it, you know. Oh, you know what that is?

What are those, what is the call? The thing that's making everybody skinny. Oh, it's another word for it. Is that thing called? Oh, Zepics. Oh, yeah. I'm like, what is it? I don't hate me.

Yeah. Yeah, exactly. So we'll just stay a little thick. Listen, man, to each his own, I think the greatest thing is we just have to embrace the journey, honestly. Like, give yourself grace when you need. Like, you know, I think that's been probably one of the best things I could have given myself along the way. And the journey of motherhood is grace, you know, because you have to, like, when I say to you life be life in, it'd be turd up, you know, being a mom of multiple kids. and, you know, managing all the personalities. You know, I was like saying the other day, I'm like, maybe it's called a mama piss.

You know, there's a therapist and there's a mama piss because I'm just telling you, like, everybody's got a different story. Every kid has a different story. They're walking TV stations and they have their own programming. And it's like, who we going to get today? Okay, got it. Like, I'm ready for everything now, you know? But grace, though.

You've got to give yourself grace. I love this. Okay, I want to end on what are you most excited for this year? We got 10 to 1. We've got maybe what else? So we have three RAND, which we're super excited about our growth and just the... What's your favorite piece of clothing from it? Like, if I'm going to go by for my holidays right now, what are you like?

You know what? I love our jerseys. Well, the thing is, we focus more on the youth right now, so we're not so much into the adult wear yet. What I'm going to give some gifts? But if you're going to give some gifts, listen, our backpacks are amazing. Okay, I like this. Never go out of style. I like it.

We just actually rusts. this really cool gifting experience for futures team. And, you know, I don't want to steal a thunder because I don't know what all I can reveal right now. But it was amazing to see how excited they were. And we have cool, like, duffles and all that stuff. So that's amazing. Our bags are awesome, the gift that keeps on giving. But just the whole clothing assortment, honestly, you have, you know, everything in there that you can eat from great sweatpants, you know, matching sweatpants to great athletic shorts and teas. there's a lot of shirts with great sayings on them and slogans like go time we have level up we have

why not you we also have you know for the not just the the giants community we have obviously stuff in red white and blue but we have stuff in all colors right um which is awesome so you know you you will you will have everything you need in in the three brand shop three brand dot com i love it um go there but obviously 10 to one you know super focused on this baby, and we are, as you mentioned early, probably the fastest going and most awarded rum. You know, again, a great story to tell. We want people to reimagine rum. So we're going to stay on the course to do that. Can we have your recipe for coquitos? You sure can. On the website? Come on. Of course. Pissabits. Yeah. Okay. Okay. And then also.

It's really, I'm not bullshining. It's really good. Yay. So good. That's like better than egg nong. I think I'd like switch that out. Mix it up. It's a gift that keeps on giving too. Like you give a gift to someone like Tony was telling me, you know, you know, who we were talking about were borikas when we were making it. Borikas making coquitas. But you can like, you know, just keep on making it. Like I'm excited to make new coquita for Thanksgiving. Oh, I love that. I'm excited for that. And then I also have my skincare line, OAM skin. And OAM stands for on a mission. I say I'm a woman of ambition on a mission to make clinical skincare simple for all. And I was a girl that used regular body wash and, you know, body lotion on my face. Like, I did not give two cents about

how I was taking care of me in that regard. And, you know, I, during the pandemic, again, another baby that I also had was OAM. I started building OAM, probably the perfect news at that point because you're in the most sensitive place of your, you know, with your skin. And so I started that journey then, my makeup artist Yolanda. You know, if you see her, like, sorry Yoli, I always call her out. Everyone knows this, but she does not look her age. She is like a box of like wisdom and like it's like anything she tells me, I really should listen because if you see this woman, you're going to be like, no way. Well, you too. Your skin's amazing. Thank you so much. Yeah. Thank you. I want some of that. Thank you. So, you know, she used to always tell me, she'd be like, did you use your eye cream?

Did you like? She's just like, just stop, you know. And I'm like, maybe I should listen to her. Because, like, if you see her, like, she does it all, she does all the right stuff. And so I started to, like, really take my skincare serious. And OEM was the results of that. And, you know, I'll be very transparent. We're a baby company, right? We're in the process of, process now of elevating, you know, our formulations. Or I want to say elevating, meaning we're going to increase.

We're going to level up because we're going to add more to what we currently have. What's your favorite product? So it's funny because we're completely. completely sold out of my one that's one of my favorites, which is our hydrating cleanser. We've sold out of it multiple times. We've got to do some marketing for you. Let me tell you. I'm about to do it right now.

I'm not going to get to it. I bring it up because I'm so proud that we've sold out of multiple skills, skews several time. And we currently have our 20% serum, which is very special. So it's 20% vitamin C serum. And we have the way that our vitamin C is formulated is it's what we call tricypropeptide complex. So it allows the vitamin C to release in microdosis throughout the day so your skin doesn't get irritated when you use vitamin C. And the 20% dosage is a very unique dose.

It's very potent. And it's very rare you see that amount of vitamin C in a product. But that's also another unique component. But when I tell you, it's so good. Like your skin feels so, it feels hydrated. You feel like it's just a great primer as well. Helps to protect, correct, and prevent. And so we're really big on that.

and you can get that now. That is on the site, okay? And then we also have our brightening pads. So for like anybody that comments, I don't know, level up, we'll give away a bunch of your favorite products. And my team will buy them and take care of them. So go to YouTube. Let's go. Yeah.

And we have our brightening pads. Okay, we'll give away both. Actually, why don't you tell us like your favorite beauty quote or something cute and we'll pick one? Favorite beauty quotes? Yeah. And I'll have them do it. Yeah. And then I'll send it to.

you and you can pick this one you like a beauty quote we don't yeah what's a beauty quote like like like you know what I think about it's like Marilyn and Roe was like she has so many good ones she's like if you don't love me at my worst you don't deserve me at my best I love that and then Pamela Anderson had I really she's coming into it lately I like her a lot she has one that's like um sex is a three letter word but another wait what did she say she's like sexy is a three letter word, but it hits as hard as a four letter. And I was like, that's such a good one, too, like just being sexy. Okay. So what I say, actually, at my company, my label is called Beauty Marks Entertainment. And I say that all the scars you get from the obstacles you face in life are

your beauty marks. Oh, that's hot. Oh, I did see that quote. Yeah. So like everything you've gone through, all the stuff that didn't feel so beautiful when you went through it, you know, all those things that felt ugly to you, they always amount to something so beautiful. and so much greater than you could even imagine when you're going to them. And so those things are what we call our beauty marks. And even your stretch marks, they're your beauty marks, right? Oh, I love that.

So, yeah. Sierra, this was amazing. Thank you so much. I'm excited to try your product and give it away. And thank you for being, like, such a generous soul. I can't believe you like made me. Now I don't have anything for you, but thanks for the gift. Now I owe you one.

Listen, I am like starting to rock over here in the chair. It's so good. Cheers. Cheers. Cheers, salute. Thank you.