Creating Confidence with Heather Monahan - Why NOW Is The Time To Take A Leap of Faith With Annabelle DeGrazio, CEO and Founder of Taja Collection Episode 197

Episode Date: March 8, 2022

In This Episode You Will Learn About:  Trusting your intuition  Following your passions   Taking a leap of faith  Resources: Website: tajacollection.com  Email: [e-mail]  LinkedIn: @Anabelle DeGrazio  Facebook: @tajatribe Twitter: @TajaCollection Pinterest & Instagram: @tajacollection Call: 305.420.5559  Overcome Your Villains is Available NOW! Order here: https://overcomeyourvillains.com  If you haven't yet, get my first book Confidence Creator Get your TAJA x Heather Monahan candle & use code: Creatingconfidence15 at checkout! Show Notes:  If you aren’t feeling fulfilled in your job, you don’t have to stay there forever! While change can feel scary, you’ll never know what you can achieve until you take that leap of faith. Joining us today is Annabelle DeGrazio, an expert when it comes to going after your dreams. As a lawyer turned CEO, Annabelle will guide you into following your intuition and believing you can succeed! You need to stop putting off your goals, because the time to invest in yourself is NOW. About The Guest: Our amazing guest, Annabelle DeGrazio the founder and CEO of Taja Collection, a customizable home accessories company based in Miami that is re-defining gift giving! Anabelle is a lawyer turned entrepreneur who followed her passion and found success with her customizable keepsakes that inspire people daily.   See acast.com/privacy for privacy and opt-out information. Learn more about your ad choices. Visit megaphone.fm/adchoices

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Get yours at starbucksready2drink.com slash pink and paradise. I definitely wasn't fulfilled, but I wasn't actively thinking of what my next move was. The idea sort of just came to me. I was just looking for a gift that was thoughtful. I love candles. I wanted to get my secretary of candle. I looked everywhere and I wanted something that was higher end, non toxic, and it didn't exist. So it really did fall into my lap, like out of a need. I knew I wasn't gonna be a lawyer forever.

It wasn't bringing me that kind of fulfillment that I had wanted. Now I'm in a very different position, thankfully, and it's the total opposite. It's a really nice feeling. It's definitely a huge change, but it's a good one. I'm on this journey with me. Each week when you join me we are going to chase down our goals.

We've come at first aid and set you up for better tomorrow. After no sleep, I'm ready for my close-up. Hi and welcome back. I'm so excited for you to meet my friend and tell to Grazio she is the founder and CEO of Tasha. Ann-Cell, so excited to have you here today. So excited to be here. All right, so let's, here's where I wanna start, is I remember you went to law school, you were a lawyer,

you're like doing all the big things, and I remember being so impressed and then catching words that you're going to leave law behind to start your own company. What? I know and not only that but a chemical company that was online. Try explaining that to your parents. How did that go? You know, it was a challenge for sure. They're very supportive, so I'm grateful for that, but they were very confused.

And obviously those questions that came up were how are people gonna buy candles if they can't smell it. You know, it's kind of like the same idea as like a warri parker. Like how are you gonna buy sunglasses if you can't try them on? And so that's obviously a challenge.

But luckily, we have great descriptions. We send out fragrance samples and we've kind of worked around that. But it is a great direct consumer business. And it works so far, so good. So I think now they obviously understand it more. But in the beginning, it was definitely there was a learning curve. What pushed you through in those early days when I mean, obviously

you weren't passionate or excited about law anymore. And so you're thinking like, okay, I'd like to do something different. But how do you go from being not totally fulfilled in one job to making that leap of faith to jump into something completely unknown? I mean, I definitely wasn't fulfilled, but I wasn't actively thinking of what my next move was. The idea sort of just came to me around holiday season, like I was just looking for a gift that was thoughtful. I loved candles. I wanted to get my secretary a candle. I wanted to put her cat on it. It didn't exist. And I really, I looked, I looked everywhere.

And I wanted something that was higher end, non-toxic, and it didn't exist. So it really did fall into my lap, like out of a need. So it did happen more organically. I knew I wasn't going to be a lawyer forever. It just, once I was there, I was like, this is not me. It wasn't bringing me that kind of fulfillment that I had wanted.

I know it's like a very typical one, you'll response, but it was like a thankless job. And now I'm in a very different position, thankfully, and it's the total opposite. Like I'm surrounded by people who are so grateful, we're making people so happy, we're bringing people to tears with the gift. So it's just, it's a really nice feeling. It's definitely a huge change, but it's a good one.

So it's hard for me, you know, I can remember being in corporate America and thinking, you know, I'm not fulfilled. Well, there's gotta be something more out there. The brands that I didn't have some amazing idea like you did with Helds, but still to make that leap, blows my mind. I was pushed out of the door, which was a lot easier to decision with me for me. What was it?

Was it like you just went home one night and you said to yourself, okay, now is the time. How did you actually resign? So I had just gotten married, and so I was kind of going through a lot of changes, and my husband owns his own business, and seeing him kind of run his business, but also have a really nice work life balance was really, really nice, but also I was very jealous of it. You know, I was glued to my desk all morning, all afternoon, all night, and some, and weekend. So it was, and which I'm, I'm totally happy to work hard, but it was just that feeling of like, when it's not for yourself, it's difficult. Also growing up my dad's an entrepreneur, he has his own

business. So I'm not used to what I was in and seeing it all around me. I just, I felt like this is my chance. If I don't take it now, then, you know, it's never gonna happen. It's only gonna get harder the longer I stayed. I was there for two years, so it's not that long, but Grandsais, I put in three years of law school.

I clerked for two years. So there was a lot of investment, time, money, you know, but I felt like let me just try it out. If it doesn't work, I always have my law degree. I always have my, you know, I passed the bar. I was practicing. So I had this great law firm on my resume. I had a great clerkship.

I had a great network. So I figured let me try it one year, a couple of years. If it doesn't work out, I'll go back to law. Thankfully, I haven't had to do that. But I'm going to work out. What are you talking about? Are you going to see really important things for everybody listening? One, and I really totally identify with this one. The longer you stay in something, the harder it is to leave, but such a great point. So you already had two years in and you said, okay, this is long enough. It's not gonna get easier leaving the future.

That's so true. The time is now so smart. And the second thing that I like that you said is about your husband, when you surround yourself with life-minded people that are pushing themselves, creating their own thing, living their best life, that's gonna push you to take that chance, to walk, like you said,

you don't want to be jealous anymore. You want to live that same great, entrepreneurial life that you saw him day and day out doing. And like just even, I mean, not just like from a financial standpoint, but also just from taking charge of your life and taking charge of your own success, you know, not being reliant on so many other people. I mean, when I started, I was very low on the totem pole. So I had a really long way to climb up. And not that I wasn't up for the challenge,

it's just you have to have a passion for that. You have to love it. And I would see, like, he really loves what he does. Like, he loves what he does. And he loves his business. And he puts everything in it. I just didn't feel the same way because it wasn't my own and it wasn't something I felt really passionate about. I mean, it's hard to get excited about that.

All right, everyone listening right now. You're not passionate about your job. You have got to look to make the leap. Okay, so you started Taja and I've seen what year was that when we started the company? 2017. Okay, so 2017 you started the company. How did you go? You were initially going business to consumer direct only, right? So actually no, we started out both. So we launched our website, but then we were also doing wholesale and that was accidental. Like we just had a couple of local stores reach out to us through Instagram, which, by the way, launched our business because at that time, Instagram, it was before you could do business ads and things like that. So everything, I mean, and no algorithm problems. So it was just straight up, people reaching out, like stores reaching out saying like, hey, we'd love to carry your candles.

And I'm like, you don't even know, like we just launched, but okay. So we started getting wholesale orders like that. Miami heat reached out to us. They were one of our first big clients. Yeah. And they're still one of our clients today, which is amazing. But we were like, we were pivoted mostly towards direct consumer. So I love that you kind of fell into it. But I truly believe the older I am,

I really believe when you're going and doing the right things for yourself and for seeing your best life and your passions and doing those good things, good things show up for you. And when you're not, when you're not living, I bet when you're in love,

great things were just showing about a nowhere for you. Totally. I totally agree with that. Yes. When we look at bringing a product to market, which you're getting incredibly well, what were your differentiators about your candle that made it so unique and different that they catch on? Sure. So there's definitely a few things. First one, it's funny because the whole we launched off of having a square jar and most candles that you see are cylinder. So that's kind of like a design choice. One to differentiate ourselves, but also squares look really chic in spaces and just like the look of it is really pretty.

Also, it helps us to engrave on all four sides of the jar. So they're fully customizable, which is the whole concept behind Taja. It's thoughtful gifting. And so you're able to put your favorite quote on the jar. You can put your dogs face on the jar. You can do anything you want on all four sides of the jar. And then on the top and the inside of the wooden lid, you can grave anything you want as well. National security experts are warning. Our aging power grid is more vulnerable than ever. January marked a third time at power station North Carolina was damaged by gunfire. Authorities are saying the attack raises a new level of threat. Authorities are now checking our grid

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Get serious about selling and try Shopify today. This is Possibility powered by Shopify. Sign up for a $1 per month trial period at Shopify.com slash monahen all lowercase. Go to Shopify.com. Slash monahen to take your business to the next level today. Shopify.com slash monahen. And that is so different. And so unique. And you mentioned this earlier. It's so emotional. The story that you end up hearing from people even from the collab that we did a month ago. I had people messaging me. They had our you can't leave up my wife said when she opened the candle and read the message. I left her and they'll have that forever.

I mean, that's just you're doing something that obviously smart business, great business and brings it to market with the field that element of it is priceless. Christless. And that's really, I mean, that's, I would say number one, we're all about thoughtful gifting. And then kind of like secondary to that, but really important is that we're non-toxic.

So it's super important to know what you're burning. And you know, and I say this to everybody because they're like, well, I have like a hundred dollar candles, so it doesn't have that in it. And that's not necessarily true. You know, there's paraffin and parabens and thallates and all this junk that could be found in candles. So we stay away from that.

All of our candles are non-toxic. We also have two, and working on the third right now, essential oil candles that are 100% natural. So it's just soy wax and the essential oil. And so, you know, from that perspective, you as a consumer, you should feel confident with what you're purchasing. You should want it to be non-toxic and just expect it to be non-toxic. So that is also very, very important. And then we're all about sustainability. So when your candle burns out, you can bring it into the store.

We can refill it. Or you can use the jar forever. You can use it for your hair brushes. You can use it for your pens on your desk. You can really use it. You can plant succulents. So really for anything. And the whole idea behind that is, we don't want you

to throw it out. It's something that's sentimental. It's something that was gifted. Or maybe you got it for yourself or whatever it out. It's something that's something that was g yourself or whatever it is that forever. I love that that I know nobody hasn't about, at least I don't hear

around handles or you're m and educating people, which we know we can make better why wouldn't we go with the one that is the better choice? But clearly, I was assumed that your life is... Right, absolutely. So unlike cosmetics, which are heavily regulated, candles aren't because they don't have contact with the skin.

So we are subject to different rules and it's just not as regulated, which is unfortunate because even me, prior to having Tasha, I would just buy candles. I didn't look at what was in it. I didn't ask anybody, you know, if it was a pretty candle, it smelled good, I would buy it.

So it is really, really important. I try to tell everybody this because we're not the only ones with non-toxic candles, but it's just so important to learn what you're burning because at the end of the day, some of these things, like paraffin, it's a byproduct of petroleum. You don't want to inhale that. You know, satellites are endocrine disruptors. You don't want to inhale that. So, and it's just like something that you don't really think about again because why would you? So, it's really something that we do try to educate people on

because it's your health, it's important. And I think that the cosmetic industry has come so far with that kind of stuff, but not the candle industry. Thanks, Lee, because that's definitely the leg up that your business has. Look back at how you started. I remember, first-hand, how generous you gifted so much to so many people, myself included, of your products. Is that always been part of your strategy? Yes. Yes. All about that. I mean, look, it's about thoughtful gifting. So, it's not

gifting just to gifting, but really like intentional gifting. If somebody in the community that maybe is not like my closest friend that they got married and whatever, I want to celebrate that, I think it's a great thing. It's sort of like a pay it forward thing, where if you gift something thoughtful to someone and they have that reaction,

then the next time that they need a gift, they're gonna say, oh, you know what, when I got that candle, I felt so special and I I love lighting it. And I love looking at every, looking at it every day. I'm going to gift that to my friend because I want them to have that same feeling. And it's really worked. I mean, we do obviously ads and all that stuff. But I would say the best marketing that we do is like referrals and like friends and just word of mouth and you know people getting them and and understanding it because obviously it's so different when you just see it on a photo or on Instagram and when you actually

touch and feel it. It absolutely it is and the feedback that we said from people is off the charts when they get it so I love that your strategy coming out of the gates was keeping your own products of people and for example, listen, when you do good in business, good will come back to you. And that sort of is that center of that gifting strategy. Yeah. And listen, we gifted so many people. And at the time, five years ago, four years ago, maybe they were like small influencers, micro influencers or whatever.

And we just kind of kept in touch. And now some of these people have like millions of followers. And it's just amazing because, you know, everyone's like, how did you get this person to post? And I'm like, you know, we don't pay people to post. So really it's just genuine. We want people to genuinely, you know, if they like it,

to post it, if not, don't post it. But we've had a lot of luck with that because, you know, it's a personal item. People tend to love it. And then we build these relationships from so early on. So sometimes it's beneficial to go for like a smaller influencer or for just someone who's genuine or someone who aligns with your brands. they don't even have to be an influencer. I mean, I don't have that many followers, but when you post something, your friends listen. So you don't need 10,000 or 10 million followers. Sometimes it's just a couple of thousand,

and it's just, if your audience is listening to you, then that's enough. That's so true. All right, so how did your business get impacted when they're pandemic? So staffing was really hard. You know, it was kind of like an unknown like, are we going to be out of business? Are we going to keep selling like what's going to happen? And then also like having everybody in the office because we do make everything ourselves. So we handpour the candles and we engrave the candles and we fulfill all of our candles.

So I had to stagger everybody on different days. So Monday, my candlemaker would come in Tuesday. My engraver would come in Wednesday, the fulfillment person would come in. It was just kind of like a, you know, because no one really at that time, especially in the beginning, like no one knew what was going on. Once things sort of come down and we had a little more grasp on what was happening, we just tried to keep it as safe as possible and keep it moving. Luckily, people were buying a lot of candles because a lot of people were working from home. So it didn't impact us from a business perspective that badly. Supply chain stuff. I mean, we do get 99% of our stuff locally,

like domestically. So it wasn't that difficult. There's delays, but you know, that was given and we just accounted for it. So luckily, it's kind of been okay. And like the icing on the cake was we were able to move into our current space in win wood and our gallery unfortunately had to leave and so we were able to get in there and so now we have this beautiful space in win wood where we do our production in the

back and then we have a retail space and like an entertainment space in the front. And so I guess in that way, it's been okay. It's been really good. I just wanted to say I have to mention, and this is, it actually came up on a show I did the other day where someone was talking about, I was so fearful, if I ever got pregnant, it would mean the end of my business. It would be the end of who I am at work.

And it's important for people to know that not only did you give birth to your son during this entire thing, but you're about to give birth to your second baby. Yes. You know, and it's funny because, you know, a lot of the women that work for me are a little bit younger. And so they're not at this stage in their lives yet. And I'm like, guys, I just want you to remember, like I'm doing candle making classes, 33 weeks pregnant, or 36 weeks pregnant. Like, you know, and I think it's like really nice

for them to see that. And they're like, wow, like that's great. And that's, it's not gonna like stuff everything. And if anything, I'll say this pregnancy has like flown by because I'm just so busy. Luckily, I feel good. So I'm able to maintain my crazy schedule, but I'm imagining in a couple of weeks it's going to slow down a bit, but yeah, I mean, who says you can't do it? Say you have a business idea, but you're not sure what to do next.

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Randalls home. They know fresh. Sincerely food. Sincerely, Randalls. You are seriously doing it all and you just recently announced that Taja is now available on a major website. Yes. Yes.

So we're on shop-up, which is so exciting. It's kind of been my goal all of 2021 to get onto like shop-up and at a quarter, like just like reach more of an audience. We don't do the customization through them, which hopefully we will add that soon, but just like an introduction to our brand, and it's such great marketing, and it's our demographic, and so it's so great,

and they have two-day shipping and it's free. So we always tell our customers, like if you're in a rush, like just get it on shop-bought, but it's great. They've been great to work with, hoping to do more. I mean, that's huge goals. How did you go about something like that when you set out?

Could you have these big goals and you were constantly working towards them? Or what was that like? Yes. So we have still, you know, like a target list of maybe like 10 online retailers, or even just like shops that we want to be at. And like for the physical shops, like we just go in and like harass them. 10 online retailers or even just like shops that we want to be at. And like for the physical shops, like we just go in and like harass them. We give them samples. I think FaceTime is super important. With the online retailers, it is a little more challenging.

So I did hire a consultant to help us with that. And so she's been amazing. And so she actually helped get us into to shop up and hopefully many more. That's so smart though. Investing in yourself, investing your brand brings one who already has the relationship that you're looking to access. It just tightens up that window that could have taken so much longer for you to open. Yes, and listen, I wear many hats, but I have to know my limits. And there are things that, yes, if I spend all day, every day doing that, I'm sure I could have done it by myself. But it's just like in the interest of time and momentum,

sometimes it's better to invest in something like that and to invest in other people to take it off your plate. And in this case, it was really helpful because that would have taken me over probably like months to a year. But not all, just for everyone, let me not all ask that of your business are easy. And it was funny who I called you out of the blue the other day. And you were out in Palm Beach, just out pitching people and doing the things that I don't think people realize when you're really running your own company, what that looks like.

Oh yeah, for sure. It's funny because, you know, we look at our client base and Miami's great and New York is great and LA is great. We have such great presence there, but we really just want to expand to other areas. And especially with Palm Beach, there's so much interest there,

but we don't have like a touch and feel. And so we're looking into doing a pop up there. And just from that one day trip that I took with my head of the commerce, we just, we picked up some candles, we dropped them off at a bunch of different stores and it looks like we're gonna have a pop up there in the summer for about a year. So

more on that soon, but it's super exciting and that's all about manifesting because on Christmas day is like when things start to slow down for us a little bit. And so we can breathe and think about the next year. And so like our first conversation was like how do we activate Palm Beach? It's like right in our backyard and we don't really use it. And so it's just all about manifesting. Like we've been like saying Palm Beach, we were writing it down. And so now it's like actually becoming a reality. What is manifesting? Some people is making completely understanding what we're talking about and other people have no idea what manifesting is all about. Sure. So we write it down. So my head of e-commerce and marketing,

and I sat down at the beginning of the year, we talked about 2022, what does it look like? We wrote everything down explicitly. Like some things were very, very detailed, some things were more general, but especially with something like Palm Beach, we said, we wanna do a pop up there, maybe for six months, maybe for a year,

and then just kind of like reminding ourselves about it, you know, frequently. So like at every team meeting, which is once a week, we'll say like, okay, where are we on Palm Beach? Like where are we? And just like repeating it and talking about it. And then you don't realize it, but then like in conversations that you have

with other people, you start talking about it. And so this actually happened through my husband, somebody approached him and was like, hey, I do the leasing at this development in West Palm Beach, that would be great. And so that's how it happened because he happened to be talking about it because I talk about it so much.

So it's just sort of like repetition, putting it out in the universe, talking about it, not just to yourself, but to other people. And then, you know, maybe it takes a few days, maybe it takes a few weeks, maybe it takes a few months, but it does happen. I could not agree with you more. I didn't know this when I was younger, but I had accidentally done it. I'll never forget I was in front of one of the biggest advertisers in the country trying to get more of this guy's business And he said I'll do a deal with you get me a reservation of blah blah blah restaurant in New York This is back in 2017 and and you couldn't get into the restaurant me said and I will give you more of my business

And I said done consider it done. I'll be back when I have the reservation done I had no idea how I was gonna get that rez but I back when I had the reservation done. I had no idea how I was going to get that res, but I just like you said, I would talk about it to everybody and anybody I knew. I had it on my reminders. It would pop up on my calendar, get reservation for now. I came from the name of the restaurant. I mean, it was Ray-O's. It was Ray-O's. And so I just had it everywhere. It was so funny. I ended up one night I was at dinner with a ton of friends. We were at the bar waiting for our table. And I just yelled out to anyone knows someone at Ray-Als and a guy stood

up next to me and said, I do, I have a table there. And I ended up this guy gave me his table for one night. But it goes back to you just that keeping it constantly present and in front of your feet. And this is Annabelle. This is why I love why we have this collab that I'm actually if anyone's watching this I'm video right now you can see it all yours truly. I think that's hilarious and that was Annabelle. I do not mind. This is adorable. And the messaging we put in front of our face that we look at all the time really impacts our lives so much so that if you constantly are watching the news, you will end up panicked, afraid, and negative in some regard. If you're constantly watching happy baby movies, you're probably going to start feeling pretty happy. So when I look at the candles that you created that to meet a girl who just went for it, every day I see that message in my home, every night

I'm lighting that candle, it's seeks into your subconscious in a very real way. Oh yeah, we put physical pieces of paper with writing of our sales goals, other goals. We write all of that stuff down because when you look at that every day and you see it every day, it's ingrained in you and you don't realize it, but somehow it'll come up in conversations with other people and you never know.

Like if you scream in a room, you know, and you say like does anyone have a reservation? Like someone will answer, you know, and that's the way to do it. And maybe they don't, maybe no one in that room knows, but then they know somebody else that might help you. You know what I mean? And so that's like, I'm such a big believer in that.

I think it works. I think that repetition and just like putting it out in the universe, saying it out loud, being specific, being intentional, it sounds so woo-woo. If I heard myself like five years ago, I would laugh at myself, but I do think it works. And so I'm going with it. No, I totally agree. I've seen way too many examples in my own life that completely validated. It does work. What's been the biggest surprise for you

along your entrepreneurial journey? How much time everything takes, you know? It's people think like I work for myself. They're like, ah, well, like you can have lunch whenever you want or like you have flexible schedule. And like for sure, obviously I dictate my own schedule. But when you have a team working with you and you have responsibilities, just it's non-stop. Like it never ends. So that part, I mean, I guess I kind of knew it in the back of my head. I just didn't really know it.

And so that definitely was a surprise, but also I love what I do. So I keep going. I look at people who are like miserable and don't like what they do when they work so much. And I'm like, how do you do that? It wears down on them over time. You see it truly sucks the life out of people we've all seen. Yeah. Well, now you are living your best life. And now, since it is Women's Month in March, I'm super excited to announce that you are offering a 15% off code for our collab collection. That's right. It's creating confidence 15 and it's 15% off anything on our site. It's very rare. So jump on it. want it, send a personal note to a woman that you care about, want to recognize that you want to feel seen. And because Annville is so funny, you can even put my head on the top of it, which I think is hilarious. It's beautiful. It's beautiful. It's amazing that you guys can create something that technical and granular and have it look as if it's a photograph right on top. It's unbelievable.

Oh, it's, yeah, no, it's awesome. You can also do it on the jar. I mean, really, I told you, we can do almost anything. It's amazing to see and I'm so glad you're enjoying your work and live in your best life. How can everybody find Taja and how can they find you? Our site is www.TajaCollection.com. Our Instagram. Yes, collection, singular. And then our Instagram is at Taja Collection.

Everything else is at Taja Collection. And we're always a phone call or an email or a DM away. Customer service is really important to me. So we're always on it. People always call us for help, for to design. Or with fragrance questions. So you can chat us on our website, you can chat us on Instagram, anywhere.

Well, I'm so excited for this collab. Check it out. I will link everything in the show notes and hoping to see you next week, hoping that little doll stays in there for a month. I hope so. Yes, yes, for sure. Thanks for being here, Annabelle.

And until next week year creating your confidence check out the creating confidence 15 code Check out the link and check out Taja. You will not be disappointed. to you by the YAP Media Podcast Network. I'm Halataha, CEO of the award-winning media empire, YAP Media, and host of YAP Young and Profiting Podcast, a number one entrepreneurship and self-improvement podcast where you can listen, learn, and profit. On Young and Profiting Podcast, I interview the brightest minds in the world, and I turn their wisdom into actionable advice that you can use in your daily life. Each week, we dive into a new topic like the art of side hustles, how to level up your influence and persuasion and goal setting.

I interview A-List guests on Young and Profiting. I've got the best guests. Like the world's number one negotiation expert, Chris Voss, Shark, Damon John, serial entrepreneurs, Alex and Leila Hermosi, and even movie stars like Matthew McConaughey. There's absolutely no fluff on my podcast, and that's on purpose.

Every episode is jam packed with advice that's gonna push your life forward. I do my research, I get straight to the point, and I take things really seriously, which is why I'm known as the podcast princess, and how I became one of the top podcasters in the world in less than five years. Young and profiting podcasts is for all ages.

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