Hot Smart Rich with Maggie Sellers Reum - Tezza Barton: I Built A $2.5M App That Every Girl Needed... With No Tech Experience Or Investors!

Episode Date: May 20, 2026

Tezza Barton joins Maggie Sellers Reum on Hot Smart Rich to talk about building the TEZZA app, Instagram photo editing, creator culture, and turning a launch she nearly deleted into a $2.5M first year win!  Before Tezza became the app every cool girl, creator and brand had on their phone, she was selling Lightroom presets, building failed businesses with her husband, and trying to move out of their 250-square-foot apartment… Tezza tells Maggie about the brutal app launch, the reviews that made her want to delete it all, and the pivot that turned the backlash into a real business. They also get into Tezza’s rules for the perfect Instagram photo, what makes a photo dump actually work, and how her obsession with taste turned the TEZZA app into something bigger than her personal brand. Plus, working with Rare Beauty, 818, Bumble and Summer Fridays, Selena Gomez approving her work, and why the future of tech needs more feeling, not less. Get unselfish access to the insights that will help you own the room. Sign up now https://linkly.link/2jPXJ Tezza Barton is a multi-talented creator, artist, entrepreneur, and mother. She has spent over a decade as a commercial photographer, honing her vision for storytelling with brands and amassing a loyal following of over 1.2 million on instagram. In 2018, she founded TEZZA, a photo and video editing app with a mantra of "The Art of Life" which has over 2.5 million monthly active users. Barton is also a musician and has been honored by Forbes 30 under 30. She currently resides in California with husband and co-founder of the app, Cole Hermann, and her children. Download the TEZZA app here: shoptezza.com Timestamps: (00:00) Intro(01:48) Tezza Barton’s Creative Inspiration(04:05) Posting On Instagram(06:51) Curating Social Media Inspiration(08:44) Tezza Barton’s Creative Family(12:31) Female Entrepreneur Influence(13:54) Parenting With Social Media(14:54) Building An Online Community(18:25) Don’t Chase The Algorithm(20:45) Building The TEZZA App(22:25) TEZZA App Backlash(24:36) Tezza’s Creative Mission(26:23) Pipedrive Ad(27:21) Creativity In The AI Era(29:20) Failed Business Ideas(33:12) Turning Free Content Paid(35:00) TEZZA App Bigger Than Tezza(39:45) Unexpected TEZZA Fans(40:55) Rare Beauty, 818 And Bumble(42:07) Selena Gomez And Rare Beauty(44:27) Building Without Investors(46:10) Meeting Venture Capitalists(46:43) Raising Money Vs Profit(48:53) Bootstrapping The TEZZA Brand(50:12) Bilt Ad(51:09) Ollie Ad(52:09) Building With Your Husband(55:09) Tezza’s Personal Brand(56:47) Choosing Brand Partnerships(58:18) Better Creator Brand Deals(1:00:57) Startup Vs Big Brands(1:01:37) Most Popular TEZZA Filter(1:04:04) Tezza Edits Maggie’s Photo(1:11:56) Tezza Rapid Fire(1:12:08) Latest Credit Card Purchase(1:12:39) Favourite TEZZA Filter(1:13:13) First Morning App(1:13:35) Summer Filter Trends(1:14:21) Travel Photos Vs Home Photos(1:14:47) HSR Love Notes(1:15:21) The Art Of Chaos ⸻ Sponsors Pipedrive - http://pipedrive.com/HSR Bilt - Sign up at http://Joinbilt.com/HSR Ollie: Use code HSR for 70% off at http://ollie.com/hsr ⸻ Hot Smart Rich: Your Business & Culture Gossip For ambitious women wanting to own the room, gain power, and build wealth. Instagram: https://www.instagram.com/hotsmartrich/ Tiktok: https://www.tiktok.com/@hotsmartrich Maggie Sellers Reum: Instagram: https://www.instagram.com/maggiesellersreum/ Tiktok: https://www.tiktok.com/@maggiesellersreum LinkedIn: https://www.linkedin.com/in/sellersmaggie/ Locker: https://www.wantlocker.com/users/maggiesellers ShopMy: https://shopmy.us/maggiesellers Amazon Storefront: https://www.amazon.com/shop/maggiesellers Learn more about your ad choices. Visit megaphone.fm/adchoices

We launched the app, Tessa, and people were like, you're robbing me, you're coming for all my money. I was like crying and like delete the app out of the app store. But we pivoted. And then in our first year, we made $2.5 million. You are an expert at creating the perfect photo dump and you've worked with brands like Rare Beauty, 818, Bumble, what motivates you to do that?

I was constantly trying to figure out how I could make my own money. So I could be in control of my destiny. Like, your man doesn't have to be more successful than you. Would it be possible to have the success that you've had? had if social media didn't exist. My sister passed when she was 17, and that is a beautiful thing of social media. I was able to connect with so many people,

because I was able to be vulnerable. So when everyone was starting to post these reels, was there ever a part of you that was like, I need to start talking to camera? Yeah, trust. Some of it's out there. Do you have a framework for taking the perfect Instagram photo when your husband have such a good partnership?

Why? And how does it work? Where do you see the brand going from here? I will say like... Hi, Angels. Did you know that subscribing to our channel is free? And it's the simplest way that you can support our show and help us grow. If you do this, we can bring you even more of the content and the guests that you love.

All you have to do is just hit the subscribe button below. So please, if you wouldn't mind, subscribe to the channel. And thank you. In case you missed it, you're allowed to be hot, smart, and rich. So let's get into it. Tessa Barton, are you ready to get hot, smart rich? I'm so ready. Because you're probably one of the most creative people that I've had on the show,

how do you find creative inspiration? Gosh, it's changed so much over the years, you know? I'm very aware of what I'm consuming. Obviously, social media is one thing. But before that, I'm very into, like, vintage movies, old magazines, go into like record stores, bookstores, just like things that are tangible that I can have around me all the time. And I think especially now that social media is what it is, I have to be very, very careful of that. Like I probably have the lowest screen time of anyone on my whole team,

which is like crazy. Even my husband. Like I'm very like, I have to protect my, I don't know, like what's inspiring me. Otherwise I get overwhelmed. Things that just make me feel something, like that's always what I'm looking for. People just would say, like, I don't have a creative bone in my body. And I was like, yes, you do. It's even just the way you live your life. It's like these simple things that that kind of became my thesis of everything. Like the reason I wanted to play in a band was to, like, inspire people to feel that feeling.

Or, you know, the reason I started photography was to inspire people to want to take photos. And then, like, now that's why I do what I do is really to, like, give people that feeling. I love that. And I can relate so much because even just being on my honeymoon, being in Africa, being out of this world made me feel so inspired again, even though I felt a little guilty being away. But you need to let that go. Yeah.

Okay. You had to learn that. Yes. But I honestly, like, I crave that, you know, because I think this is what happens in your life. You're like, in your young 20s, you have all these hobbies. You're really good at things. You're like, everything you've worked for in your life, you're starting to, like, figure out

who you are, what you're good at. And then you, like, find the thing you're really, really good at. so you it becomes your job hopefully you know and then you're like okay wait now i don't have like these hobbies or these things that are you know i'm not as complex and interesting and you have to like make sure you're still doing that as you get older otherwise i think you you get bored of like what you're doing you're not as and i don't know i don't have as much guilt anymore i've let that go i can like step away and feel good about it okay can we get really specific about a few things that you are an expert at first okay i would love to know so yeah

Taking the perfect Instagram photo and then creating the perfect dumb. Like, I am talking about your Easter photo dumb. It was perfection. Thank you. Do you have a framework for taking the perfect Instagram photo and then crafting that perfect photo dumb? Yeah, I mean, I'm always thinking about the first photo first. It's not necessarily that that's what I'm taking, but when I'm taking all the images, I'm like, what's going to really, like, hit the heartstrings and make you feel something?

Like, is there a moment that you can capture, like, something more than just, like, a hot stare? But, like, is there something you can make someone feel? And that's usually kind of, like, the first photo that leads whatever the story is that you're telling. And then I really focus on, like, just the little details, whether it's, like, you know, your accessories or something that's, like, fun versus something that's serious. I think it's, like, mixing all that together. But, you know, I've been through so many different eras of Instagram. Like, I've done it all from like, I mean, I missed the days where you just post one really good photo. Like, that was a great era.

Because I would send an entire day to get that one photo. And I would work really hard. And, you know, we just don't do that anymore. People don't, it doesn't hit anymore like it used to. I can. Don't get me wrong. But you said storytelling. So do you think about when you're putting something out, you have a story that you're crafting in your head that you want your audience to go on?

or is it a story that, like, you feel like you want to portray to the world? Like, how do you think about when you press post? Is it for you or is it for the audience? I, it's so for me. I mean, I was a photographer first and foremost. I love, like, capturing moments and, like, I've never deleted an Instagram post. Like, you can go all the way back to the day one? Wait, can I show you something?

Oh, no, did you? Yes. These are your first few. What's something that you wish existed from this 2010-2012 era that doesn't currently exist today. So funny, my little brother. Okay, I think like there was just more of a carefree energy. And, you know, I think we've come back to that a little bit. Like, it went from this to, like, very serious, like, you know, photography and people being like street style, fashion, you know, all that era. This was like 100 years ago. But, and now we're kind of getting back to this.

I think people are missing kind of that imperfectness without it being. Like there's still an artistic taste here. It's not just like, I think we got a little sloppy and a little lazy at one point where we were just taking photo like a bad food plate and people are like, this is so cool and effortless. I'm like, let's put a little more effort back in. So is that how you look at social media when you see something? You relate to the things that like you either are inspired bar or you want to be in. Like how do you consume the media that you are? Well, storytelling for me has always been like what's so fun.

And I've all, like, even back when we go to, like, the early days of Instagram, I was very into, like, props and things that would make you feel more than just, like, this is my outfit. But it's like, where is this outfit going? Who's in it? Why are they doing it? Or, like, you know, those kinds of things. And I think people love to connect to images that they, like, either wish they could see themselves in or they're like, wow, that's, like, so fun. Or, you know, like, even when I'm taking photos of, like, my Easter day, it's like, like, Like, I don't share all of them because a lot of them, I'm like, that's personal for me.

But, like, I'm capturing so much more of the story. So in my head, I'm, like, connecting those dots, you know. We talk so much about the negative side of social media. But I would say that, like, you've been able to benefit off of this incredible opportunity that social media has presented itself. Do you think that it would be possible to have had the career and the success that you've had if social media didn't exist? Yes. I know I would have been successful at something else without social media. media because I literally since I was I don't know eight I started a business I started like a candy

shop I started like knocking doors and selling cards I started like art classes for the people in my neighborhood like I just loved starting things and and figuring out how to make money how to teach people how to like I don't know I just know that would have been in my yeah realm but I don't know that I would have had the success I've had without social media and no, because I think the reach is just, we've never had that. And the generation before had no clue what that would even be like. And now it's even in the past 10 years, it's out of control. You have a really interesting family dynamic because you come from a family of entrepreneurs. And I come from a totally different friend group where when we wanted to do a creative pursuit, our families were like, no, there's no business there.

no opportunities doing that. You have to go to like this specific school and do this. And I have a friend who finally has actually made her way back into photography and into production. She works at like a jewelry brand that we're probably both wearing today as like the head of production. But it was a really long way to get there because there was a lot of people telling her no when she was a child of like really wanting to pursue photography. You also just mentioned something about having this mindset of being successful. So can you take us back to like who you were as that like eight, nine, 10 year old your environment. like the things that really helped you get to where you are and maybe the things that almost like motivated you so that you did become your potential.

You know, I one grew up with five siblings, so a big full house. My parents were both extremely creative and worked extremely hard. My mom started an interior design business when I was two. And so I just watched her like be so passionate and work so hard. I mean, and I'm not joking to this day. my mom still sleep three hours a night because that's how hard she's working. I will never be her. I cannot keep up. I don't even know that I want to be at this point. But she like, she, I'm like, I'm like, I'm like, I'm like, I need to do this. And this is what I'm good at. I'm like, okay. I'm not getting in the way. But it was just like so inspiring to watch her. And my dad also to support her. Like he put his career a little bit on the side so that she could, you know, thrive. And she was doing so amazing. And then I have. had a grandma who, you know, my grandparents had no money their whole lives. And then in, I think when my grandma was about in her 50s, she was a painter her whole life. And her kids sold, started like

making prints of her art and selling it. And it like went viral. She became like this famous watercolor artist. And in her 70s started making like millions of dollars. And it was just like crazy. So I watched like all these different people start these different careers. And And I thought, you know, okay, there's so much value in having ideas and being like passionate. And I really, so I was constantly trying to start different things to figure out, you know, how I could make my own money. I don't know why that was actually at the core of what I wanted to do, but I just felt like I could, you know, be in control of my destiny if that was how I was handling my things. And then my mom had a really unique way of parenting where it was like, if you had an idea, she would say, okay, well, what is it? And then you would explain and she'd be like, well, how are you going to do it?

And you'd have to like kind of know. So I wanted to be a fashion designer. She's like, so what are the steps? So I had to go, like, research the steps. You know, there was like, I'm Googling around. And then I got into Parsons in New York City. And she's like, I was 16. And she's like, do you want to go to like night school and move to New York?

And I was like, well, yeah. And she's like, so figure out how to pay for it and how you're going to do it. And then she let me go live in the dorms and do that when I was 16. And I, like, was in control of that. And then I was like, wow, I guess I can actually be in control of doing whatever it is that I want to do. So I really had such amazing parenting. I do have to say, like, it's not like all my siblings are entrepreneurs or, you know, we're all doing kind of our different creative things.

But I do think, like, having parents that really looked you in the eye and said, like, I believe in what it is you want to do and I'm going to and like helping me realize that I'm in controlled figuring out how to do it was impactful to who I am to that. Being around female entrepreneurs, I feel like it was very rare back then almost. The way that they talked about money and talked about financial freedom, how do you think that influenced you versus like the people that are listening to this that maybe saw like their dads have more of the financial control in their families? Yeah, I mean, especially I grew up in Utah.

which is like, you know, most moms just don't work. That was not the norm. So it was constantly brought up to me that my mom was like an anomaly and unique and my grandparents and my, you know, everyone in my life. I was just like, oh, okay, this is unique. But I think there's like something really unique to partnership, right? So like I watched so many men support women in this amazing, beautiful way, which, you know, is not the norm.

And it can be done. let's just first say that like I think there's it your man doesn't have to be more successful for you than you like and you can find someone you can marry someone that you know supports your ideas and the things you want to do but like that also comes with other hardships like when you get pregnant you have kids there's a lot of pressure on you as a woman and you have to be able to like balance all of that and you you get no breaks and it's it's a lot so I think it's not necessarily like always as glorified as that like needs to be. But I think it's a beautiful, amazing thing. Talking about parenting a little bit, how do you think about raising a family in the age of social media, especially when both you

and your husband are involved in social media? Well, I'm taking notes. I'm trying to figure it out. I honestly don't know. It is. I'm so scary and so stressful. I have, you know, people on my team who have kids that are, you know, in their teens, and I'm, like, overwhelmed with what I'm hearing. Even just attention spans, you know, we're very, very careful about how we're even on our phones in front of our kids, right? Because, like, the second your kid's asking for you and you're, like, one second and you're just glued to your device, like, I get the ick of myself. I have to put my phone in a drawer on the weekend. I put it in a drawer. I actually, like, don't look at my phone for at least six hours.

I'm very, like, strict about those things, but that is even just for me. That's like my mental health, but also just the example I'm setting. I don't really know my rules yet or like, I don't know. I'm trying to navigate that. So if anyone has tips, I'm ready and available to hear. Well, I feel like the reason it's so exciting to have people like you in the chair is because I've noticed this what I would call like creator evolution curve where you start off doing social media, maybe you're single or maybe like you, you were living in a 250 square foot

apartment with your boyfriend. And then as a creator, your life evolves. you end up doing well for yourself. You're able to have a bigger place. Like you have children and the relationship that you have with your customer, which is like your follower, your community, it evolves and changes. And what I've seen is like there's been dips.

There's even like a huge kind of conversation right now about I'm following anyone that gets married or has a baby. And as someone that's successfully been able to manage this curve and actually like not see that dip, how do you explain the relationship that you've had with your community as you have evolved as a person, as a founder, as a mother, as a partner? Oh, that's deep. I'm like, I always want to be relatable to everybody. Like, that is in my core.

I still feel like the scrappy girl living in the apartment. Like, even today, like building my business, it's hard for me to get away from it. And I have certain guilt about, like, sharing too much. You know, I really like to keep things at bay, we'll say. But I think, like, as long as you're sharing something that's, like, authentically true and valuable, like, people will stick with you. There are, I know for a fact, like, I'm like, I'm so much more boring than I was a few years ago. Like, I have kids. I have other priorities now. I'm also, like, my main business is running my business. Like, I don't have as much time to be creative and to be offering as much value. But I don't have.

I think, like, as long as you keep the, like, the, your standard at a certain point, like, you don't have to be posting as much and doing as much as long as, like, what you're putting out is actually a value and, like, authentic to who you are. Has there ever been, like, a really hard moment to share or go through publicly? I guess when I lost my sister, I mean, social media was a thing, but, I mean, it was very early days. and I did find it healing in a way to be able to connect with people, but this was like pre-instagram stories. Like it was pre, I don't even think you could send messages.

So it was anything like a post and a comment. It was very just like different interaction. But, you know, I was 19. When my sister passed, she was 17, we were like doing the music thing. We were, you know, social media was just barely happening. That is a beautiful thing of social media I was able to like connect with so many people I never would have connected with

ended up you know going to New York sleep with on someone's couch that I had like I think message or maybe I wrote on their page I don't even know how to trust me like the things that I did but because they were like interested in my story and then I was like

oh I'm coming to New York and then like just the opportunities that became because of something like hard that I went through I think were so interesting because I was able to be vulnerable but I mean there are just hard things every day that I'm not sharing. But I think that's like a personal choice. Like some people build their brand around sharing everything.

And I'm grateful for those people. I find it fascinating. But you have to kind of protect your inner piece too. You have this relationship with your audience as a tastemaker and thought leader in photography and in creativity that like people don't necessarily need that from you or not that they don't want it. But I think you are like one of the people that has been. able to like ride that wave when everyone was like, be posting reels. You're like, no, I'm going to keep posting my photo. I was like, you're laughing because it's true. Yeah. But I think it says a lot about your values, morals, and principles. And like when the whole world is telling you to go one way,

you can find it in yourself to be like, I'm actually going to stay here. Yeah. I do think it's hard. Like, you know, these algorithms, they change. They come out. You're like, how am I going to keep up? And ask someone that's been doing this for 10 years, I will say like, it comes back around. Like, don't freak out, don't panic. Don't change your whole brand and identity just because, like, someone on the internet is preaching to you and telling you that you have to keep up. I do think, like, people create their own algorithm.

Like, you can find people that will be interested in the way you're talking and the way you're doing content, whatever that is. Like, there are just so many creators that are coming up and doing things different and changing the way the algorithm is working, like, in their favor. So I think, like, that is true. Like, you don't have to panic and chase the trends. Like, if you just stick to your core values, like, people will feel that. And I think that's, like, probably the most important thing.

When it was happening, though, like, everyone's starting to post these reels. Was there ever a part of you that was like, I guess I need to start, like, talking to camera? Yeah, trust. I've done. Some of it's out there. No, like, it's so funny because I've started doing these videos where I'm, like, walking around with a mic. talking at events or whatever. And I'm more like comedic. And people are like, well, the Pinterest girl has a personality. And I'm like, yes, I do. I'm like actually kind of funny sometimes.

But like when I have to be like, it's almost because that is like a production. I love like the storytelling. I love the art of it. But like when it's coming down to like me telling you about my makeup, it's just not hitting. It's to me it's not feeling creative enough. So it's not authentic for me. So like I've tried it. I dabble. I'm still learning, and I know that, and I'm okay with that. Like, you don't have to be good at all the things, you know? When you're dealing with big decisions, change, evolvement, risk, as a founder, as a creative, as an entrepreneur, how do you decide what's the right thing to do?

I, like, came to this decision long ago in my career that there are no wrong decisions. You make the decision, and then you make it the right one, you know? And I think there's a lot of fear around, like, Like, for example, when we launched the app, we weren't necessarily sitting down and saying, okay, we're going to be the next, like, the next, you know, cool app and the tech space, and we're going to do all this stuff. We were thinking about it in just a completely different way. And if I had never looked at, like, App Store reviews, I would have thought we were crushing it

because it was so positive on social media. I was like, okay, we launched the app, like, people are loving it. Then I got to the App Store reviews. People were like, you're robbing me. You're like, coming for all my money. And I was like, wait, I'm so confused. Like, we were thinking about it, not in, like, a subscription way. We were thinking about it, like, we're building this world and you're being a part of this brand

and coming at it for more of, like, the photographer's space that I had come from. Anyway, I was, like, crying and, like, delete the app out of the app store. Then we, like, pivoted and we learn. And I just feel like every decision, even if it's the wrong one, like, it'll help you get to the right one. And there's, like, almost zero fear in making the wrong decision anymore because, you know, you get decision fatigue. Like I have to make so many decisions a day.

You have to like be able to just trust yourself and be like, this is the right one. And if it's not one, you'll figure it out, everything can be fixed. Everything can be like pivoted. I don't know. I'm just like not really afraid to make a decision anymore. When you launched the app, like your first launch, you had backlash as you just talked about and you considered deleting the app. But instead you went back to the community and you pivoted.

But can you take me back to that moment of like how you actually felt and how you you were able to like change the course of the direction and not just be like, it's over. I've made the worst decision ever and everyone hates me and my life is over and it's never going to work again. I mean, it's true. Like, I've been there. I've been there, but I'm kind of like, I guess I'm mostly through that. But I don't know.

It can, it's heavy. The social media commenting can hurt. But I think if I go back, like my husband, I'm lucky. Like, he's very grounded and very forward. thinking, like, even before we ever launched, his motto was, like, done is better than perfect. Because I could sit and noodle on something all day, and he's like, no, we got to get it out. We got to move. Otherwise, we're going to be too late.

And I'm like, okay, so it's like a really healthy balance to have someone like that in your life. And when we did launch and had that backlash, we were like, okay, like, let's just zoom out and take and look bigger picture. Because sometimes it's so hard when you're, you could focus on one comment and, like, think you, I don't know, you're hideous. User numbers 97. Thank you. And I believe it as well.

I'm like, I don't even know you. Why do I care? But like, you really have to think bigger picture. And it was so, I'm so glad we did because we were able to say like, okay, like, what business are we actually trying to build? Like, we were just kids trying to make money, to be honest. We weren't like writing a business plan. But then it really made us do that.

And we were able to say, like, okay, if we were able to, like change the subscription, make it more attainable. Like obviously we can have different tiers. We weren't even quite thinking about it like that. And then, you know, to look at a year later, I think we made like in our first full year of the app, we made $2.5 million. And we were like, oh, okay, like we have a business here. Like we, there's something that we're doing that's right and connecting with people. And you can always kind of pivot in business. That's just is what you have to be able to do and you have to be able to adapt quickly. And I think it's like a really important lesson to learn early on. So as someone who is trying to make money, like just move out of their

250 square foot apartment, for someone that's not familiar with 35-year-old Tessa almost, right, tomorrow? Tomorrow. How would you describe now the mission that you are on both with Tessa, the personal brand and Tessa, the tech company that's making millions of dollars a year? I think like truly, and it goes back to like that childhood story, I know it sounds kind of corny, but I literally in my very first blog, which was called Brain Litter, my motto was the art of life. And it always has kind of been my personal motto and the brand's motto and still is at this day, like really helping people find their inner creative and like figure out like the way they're living their life and their decisions they're making it. Like that is your art.

It's all part of, you know, this expression that you're living. And I'm personally like on that journey, always trying to figure out. how to like live that life for myself, but also give that to other people. And through, you know, the app, it's not, we're not just here to help you edit a photo or like make a cool video. It's, it's deeper than that. And I think it's about making you feel creative every single day and being inspired to want to create. And in a world where now we have AI and all these different things, like we're, we zag the other way. You know, we're building a photo booth. We build experiences for our users and like helping people connect with other creatives.

And I think like just as much as being like this tech online business, we're focused on building like the offline personal connecting experience that, you know, people are craving. And I think that's like what I'm personally craving too in my life. So it's kind of fun because they they go together. Can we take a moment to talk about the least glamorous but most important part of building a business, your systems. I see so many founders and CEOs in my ecosystem who are building incredible businesses, but their back end is just chaotic to the point where deals will literally go cold because no one is keeping track of where things are at. So if that's your business, you really ought to think about switching to our sponsor,

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Or like, do you have to also keep in mind, like, what's going on with AI? What's going on with those trends as you are building the experiences that, like, you are missing for yourself? For me, I mean, I'm always going to be aware of all the different ways creating is happening. I think it's healthy. And I think it doesn't mean that we have to be a part of it. I think, like, you know, of course, I'm always going to look at like, how can I make creating, easier, more attainable, fun, and also amazing for our user. And for me personally, I'm a creator myself. Like, I still want to, like, use the app and be fast and, like, be the most

creative person that I can. So it's not necessarily a bad thing to have to, like, adapt to these new ways. I'm, like, open to it, but I think I will always think about the person using it first. and what they want. I never want to like, you know, I curate that experience as a creator myself. Like, I want you to feel like that is a curated experience, not like a robot's just doing something for you. So I don't know.

You know, I'm learning every day. But, you know. Do you use AI to help you create? I mean, I guess like if I'm trying something new, like I'm learning. I feel like, you know, I went to art school. I was a photographer. I started in film.

And then I like learned all the ends. and now it's a Photoshop and Lightroom. And like, you know, back in the day when those came out, people were like so scared. But I think it's important to like know and learn what they're doing. I don't know. We're not like in some rush to try and be like every other AI app that's out there. I think we like, we're watching. We're seeing what people are doing.

And, you know, we love to have like a really strong perspective on it. But, you know. So you and your husband started this when you were living in New York City in a two. in a 250 square foot apartment, but this was not your guys's first rodeo together. I think a lot of people don't know that. Like, you had multiple failed businesses before this. What were some of the other things that you dabbled in that didn't work?

And why do you think that this one specifically took off the way that it did? We're still dabbling. I think, like, when we first moved to New York, we were just obsessed with the idea of brand. And that was almost like our love language. We were like, oh, we would dream about building brands. together forever. We played a band together. We also had a blog. I'm not going to say the name in case it's still up. I don't want anyone to find it. But like we just found this like amazing connection

overbuilding things together. And we like even designed these socks. We were like I don't know. Okay. It's almost like it doesn't make sense to say now. But I'm so well we never launched. We never launched the socks. But they were like these fashion socks. So amazing. We were doing like this denim jacket brand. We've had sunglasses brand. We've had our. prints, we've done like so many different things. This one, it was different, though, because it was truly like a baby of both of our passions. I was a photographer. I went to our school. I was, like, obsessed with, like, curating and aesthetics and everything. And he was in tech and built apps. And so it was like, we combined both of our truest passions. And I mean,

even before that I wrote a book called Insta Style that was like sold at Barnes & Noble and Target. It was it a white cover? It was an Instagram grid. Oh my God, I got that from my sister for Christmas one year. Do you stop? I'm dying. That's so cute. Oh my gosh. No, I still get messages. People are like, this book helped me so much. I'm like, wow, thank you. I mean, I wasn't new to the space and I wrote a book about it, but I truly felt like there's so much knowledge and no one's talking about it. And I felt like anyone could do it. And I wanted people to feel that. So I just was like ready to share all the information.

As a photographer myself, I was like, here is how I'm creating this. And no other photographer was. Everyone was like gatekeeping all their knowledge. And I was like, you're going to grow the more you share, you know? I could just feel that. My biggest pet peeve is when I'm like, what are your camera settings? And like, no comment. No comment. Like even still to the stay there. So many photographers, I'm like, please. Like, we're just, we're all in this together, you know? So I really did feel that passionately. And then I started with selling lightroom presets. I was catering towards the pro photographer because that's whom I thought I was talking to. And just the amount of people that were like, this is way too complex and like, I just want to be able to do it

quick and on my phone. And I really looked at the space and I was like, oh, the space is heinous. It's just like black and white apps, built by a bunch of dudes. There's nothing catering to one, like this, all these women who were coming up in the space and freaking killing it. And then also that felt like as fun as the act of creating. Everything was like very serious and very techie. So we, I just knew, like there was something to be done. And it took like a year and a half and to build. And then, yeah, we launched. But at the time that you guys were doing it, was it at the time that other creators were, like, selling their presets on Lightroom? Or was this, like, pre-that? I mean, when we started building it, yeah, by the time we had launched for sure. Like, I would say I was, like, one of the first to begin that the preset selling era. And so that's kind of how I knew there was, like, major interest. And that there were, like, people, like, looking. And that is why we were building it the way we were. We weren't saying, like, we're going to be, like, $1.99, you know, in the.

a month or whatever it was in the app store were going to be like releasing guides and like locations of where you can go shoot and all this stuff but people were just like apps are supposed to be free and you're like well it was you know it's steep jobs fall apps were free for a minute like now it's not the case but but you were a paper wall pusher because you were like I am actually going to bring you something of value and you have to pay for it which I think as a creator there is a line, I think, when you are used to offering so much for free, when you have to put a price tag in front of something for the first time, it is a really uncomfortable experience. And most of us will go through that. And even forget the word creator, like, think about

when you're coming up in your career and you do these free internships. And it's like you're doing it for experience, right? And I hate to say it, but like we all did that as millennials. Like, we had to put in the work. But when you finally are like, this is my value. you have to pay for it. There is that immediate reaction from the audience, which is like, wait, I'm so used to getting stuff for free from you. Yeah. Did that take you a long time to be comfortable with like, this is the value that you're

getting from me, whether it's on my personal brand side or on Tessa the app, like, you have to pay for that. Yeah, I would say in the beginning it was extremely uncomfortable. And I also still said this day, I'm like, I'll just do, I mean, I'll send you a code. I already have Heidi's Tessa. I know, but like, I'll be. Yeah. I mean, you get to a point where you can't, how long can you do that for? You know, like, I've been giving away everything for free for years. And it does get to a point where you're like, I have to either turn this into a business. I have to make money or I have to go get a job doing it, whatever it's going to be. So someone else is going to do it if you're not. So you might as well just do it and get over it. And the people who don't want to pay, they're not going to pay. But you're not like forcing anyone, you know. It is interesting, though, because I think most photo editing apps generally struggle to have a presence or a brand, whereas TESA app has 2.3 million followers, which is actually more than your personal account.

Was it intentional to, like, put a bunch of the attention and resourcing behind building TESA to be like a bigger brand than even your personal brand? Because I can tell you to be vulnerable for a second, that was totally the intention with HSR. HSR is double the amount of followers that I have personally. And like when I was building this, I was like, actually don't want to be an influencer. I want to be an entrepreneur. And so it's more important for me as I'm making these little silly TikToks to like brand it. Like I have a media company already, even though all I have is these little TikToks. Yeah. But it grew HSR so much more than even my personal brand name. Like I think people really only know who I am as of very recently, whereas I think they've been hearing about this HSR thing for a little bit of time. So I was very excited to have you on to ask you that question. because you're actually one of the few entrepreneurs that has a brand with more followers than yourself. Yeah. I mean, definitely very intentional and always was from the beginning. I was never like necessarily on social media for like my personal brand. I was, you know, sharing so much information, helping other, like I was kind of the influencer for influencers. I was like, you guys can all be

influencers like, let's go. I was like trying to help people do that. I don't know why. I just, I truly felt Like, this was still fun, and I wanted people to do it. And I remember, like, I have, like, an investor meeting. Like, somebody was, like, trying to, you know, wanted to invest. So we, like, took the meeting, and they were, like, just so concerned about me, the me of it all. And my name being a part of it. And I was like, no, trust me, like, most people don't even know that I'm a person. And then I TikTok came out.

Anyway, I posted a TikTok that went viral of me and my husband and how we built the app. And literally thousands of comments of people saying, like, I had no idea Tessa was a person. And I was like, I did it. But really, it was because I think so many people felt like it created so much value for them that they were talking about it as if it was their own app. And that was like, they were doing the marketing and like all of that for us. And they felt like so attached to it because we had like built it almost together. You know, like they were giving me insight and telling me what they wanted. and I was like building it for them. And so we had such an incredible community of people that

were just voicing all of this for us and still to this day. Like even the TSA social media like for our app is very much run like as if it's like your big sister or your friend. It's like from that person perspective, not even just like a giant brand, but like it still feels personal. Even though it's like so many different creators, so many different aesthetics, like different things, it's still coming from like that mindset of a creator. So, yeah, very intentional. When you were thinking of naming the company, were there any other names in the running other than Tessa?

I mean, yeah. It's kind of so weird that it is called Tessa. I mean, my real name is Tessa. My friend used to call me Taza as like a nickname. Okay. And then when I... Didn't you just say the same name twice? No, Tessa.

Tessa. Yeah, okay. And then Tessa was the nickname. So when I had like my blog and stuff, I was like, oh, Tesla's cool. It's like not a real word. And it's, you know, kind of like an alter ego. Or I wasn't even thinking of it as like necessarily a name. It was kind of like this like brand.

And my husband, we were going to create like this men's brand, this woman's brand. It was Tezzo and Teza. Like we have like all these ideas. Anyway, so funny. Can't change it now. But would you change it if you could? I almost think it weirdly like led to some of its success because everything else was very like snapseat.

Like just like. names that felt like a tech company, and ours was like Teza and it had a face and it was like, what is this? And so it almost helped us like stand out in a really unique way. And I think if you are entering a space, like especially now the photo and video space is like so crowded when we launched it was not that way. But like how can you like show up in a really different way than everyone else in your space? Like there's room to mix it up. And I think it's important. What do you think about the Teza customer who initially was buying everything back in the day? And then who is the Tesa customer now?

Who is that person? I mean, it's quite a wide range. You know, we have everyone from, like, the millennials who have been with us for a really long time to Gen Z. And, like, you know, they're creating in a totally new and different way. So we're, like, constantly thinking in both of those brains. And then so many brands are using Tesla, like, to run their entire, like, social media accounts and how their brands are showing up on the internet.

Anytime I go to an event, you know, the person. person comes up to me, like, everything goes through tests. And I'm like, oh, my gosh. So I'm really, like, so many different people are using it in different ways. And we're really talking to all of them. Have you ever had a really large fan girl moment where someone's come up to you and you're like, I had no idea that you use this to build your business, whether it's a creator or a brand? Well, I have kind of more of a funny story where I was at Lala Faluza in Chicago and a cop started walking up to me and I'm like, oh my God. Like, I was like, what did I do? Like, I'm like, so, I'm like sweating. And he's like, I just have to tell you. And I was like, okay. And he's like,

I'm a huge fan of your app. I use it on all my social media. Like I'm a photographer on this. And he like, and he like starts pulling an app. And I was just like, I'm just like, we're catering to women, especially at this time. It was like 90% female using the app and this like hot male cop is coming up to me, like showing me his teseepede. I was dead. I was like, you know what? Success. The fact that you are a user, I'm done. I love that you use that as your fan girl moment over, like, working with Selena Gomez, 818, Bumble. Lots of fun moments. But it is true.

It's like those little, like, people that you wouldn't expect who are, like, extremely creative that have this whole online persona. I just find fascinating. But you have worked with these brands, like Rare Beauty, 818, Bumble, hourglass, summer Fridays. what is the craziest story of how one of those partnerships came to be? Well, it's actually always so mind-blown because these brands reach out and they're like, you know, we're huge fans of the app or everyone's using the app that submits all their content. Like 8-1-A was like everyone that sends in their content for 8-1-8 is like has the Tezah in the metadata. So we're always like, oh, that's so great to know.

But like with Selena, it was really interesting because we worked with their team that she has to approve all of it. And I'm like, so you're telling me, Selena's like sitting down approving what I'm creating. And they were like, yeah. And then they were like, she may or may not be coming to the event. But it was like, so is she or is she not? You know? And so, Mara was like, she's not coming. And then we come to the event and she's like just there and so casual and so nice.

And then telling me all about how much she loves the new Prisa and everything. So I'm like, it's just really, you know, everyone's just people also running their own brands. And especially like women, they're just out there just crushing it. And it was really cool to, like, see that she's that invested in such a massive brand, you know. But I think we almost take that for granted, but a lot of the times people don't actually see the celebrities that are truly involved in their brands. Yeah. For most of the brands that you work with, would you say that that's the norm or that's the anomaly? When there's, like, a celebrity face attached to it, like, are most of them as involved as Selena Gomez is?

I don't know. No. I would say that's like, I mean, it's probably 50-50, right? But, like, you even have people like Kim Kay who still edit their own content. You know, they don't just have content. I think people just think someone's like, people even ask me, like, you still post your own content. Like, who else is going to post it? Like, what are you talking about? But I think people care. Like, a lot of people do really still care about what they're putting out there.

So, you know. My husband always gives me a really hard time because my favorite part of my day is answering my community's DMs. Like, it's legitimately the thing that keeps me going. Like, well, it's how you know what's. going on what people are like there's no way you could not and by the way it's like I do get the odd one that's really hateful and really mean and like yeah that sucks to read and his whole thing was well I'm around a lot of celebrities and what they do is they have their publicist basically like read the comments and then give you 90% of like a summary of what's going on and they leave the bad ones

and I tried that for a really long time and I felt so disconnected from the community like literally my favorite part of my day is like at nighttime I go into my DMs I answer probably like five or 10 of them. Do you still do that? Absolutely. Yes. I look at every damn, I think. I mean, I try. But like, I think it's the only way you really know how people are connecting with what you're doing. It's like, it's basically the data, you know? I'm glad I never DM'd you, but I do have a funny story to tell you. So we were actually both at a happy hour for intrepid investment banking. Oh my gosh. Wow. Okay. Yes. So there was probably like, five women in the room. And I was in this weird place in my career where, like, I had just been

working with these celebrities. I was kind of leaving, but like didn't really know what I was doing and I was like posting online, but also doing SPVs. And like, I just didn't really have anything to come up to you and say. And so I remember just like seeing you and thinking it was the coolest thing ever. And then I didn't end up shooting my shot with you. I have never DM'd you, but I've been a fan. And I remember being in that room with you just being like, wow, this is so cool. This creator entrepreneurs at this investment banking event and obviously you decided to not take money and that's been like a really big part of the growth story. But did you ever consider potentially bringing in other investors? Well, first of all, I wish you said hi because I hate that.

And like, especially we were like literally one of you. Yeah, you should have definitely chatted. I was probably like, who is she so, she's so pretty? I can. But yeah, I think we went down that path. At one point we were like struggling, you know, because we really built our business to be profitable. Like that was the goal from the get. We weren't like trying to show scale it as fast as we could or anything. It was like we want to like make money and we want to have it, you know, for our life. And then we realized like, oh, some people built businesses to sell.

And then like, you know, this is how you throw like major events. If you have like investment and you can hire more people. Like it was just, I was truly a child when I started the company. Like I don't think I had a true understanding of how business worked. could work. I don't think they all have to be the same. And so we did go down that path, but ultimately, like, I just realized still to this day I feel this way, but I feel like I still know best what is best for our company, and I don't need somebody kind of like weighing in on those decisions. Because I think a lot of the things that we do, people would say, that's not a good

idea and that doesn't make sense. But it does, and it always like pans out. Even these things like collabs or, you know, building a photo booth and building these experiences for brands. Like, I think in the beginning people would have said that's just like a waste of time and a waste of money. But now that's almost become like a significant part of our business. I don't know. I, you know, I still will see. Never say never. We'll say that. What was your first impression when you met a venture capitalist or an investment banker? Well, first of all, it's always just so many men and they look at you like, do like, yeah. They always, I feel like you would like know how to command a room and take people seriously.

So I will take notes from you after. But it did take me a minute to learn how to like what that flow is, honestly. People didn't take me seriously at first. But I'm very tall. So people have to listen no matter what. So that usually does work to my advantage. Even though you decided not to take money, do you still get impressed when you see someone in the news that's raised a bunch of money?

for their company. Be honest. Well, I think there's too much emphasis on it. Sometimes. Of course, I think it's amazing. I have so many friends who have started incredible businesses. They had to raise money in order to, you know, scale and do things at a certain level. And, like, I totally understand that. It's a different business than the business that I've had to build. So, of course.

But I do don't think there's ever, like, enough emphasis on, like, people, like, building a business to be profitable or, like, how long. they've been doing that or things like that. Like the headline is always like they raise this much money and that's like the golden standard. But I would love your perspective on that. I don't know. I agree with you a thousand percent. And it was interesting because even when I took money from Stephen, people were like, oh, why are you doing that? And like, do you need the money? And I was like, they are a strategic part of our business. Like our business has 10x since we've been a part of flight story and full transparency. Like the people we are able to hire, the blueprint that we can use. Like it was such a strategic move that it allowed us to do things that like we truly like my sister

was at the head of finance for a jewelry brand before this. Like I was building brands for celebrities and was like in consumer and dabbling with investing. But like we had no media experience. We had no long for media experience. And so having a team beside us that like allows us to fail and allows us to learn from their past failures, not even on our show has allowed us to grow at a pace that we just wouldn't have been able to do in the past. So for me, whenever someone comes to me and they're like, I really want to raise money. My question is always like, for what? And from who? Because if you can't answer those two questions, it's probably not the best thing, especially if you're bringing someone in that's like going to tell you all of these things that you're like, you don't even understand

my business, which I feel like your business is such a unique. It was such a unique thing. And it was almost hard to put in a box of like, where could this go? And I feel like there's so many places that it still could go. So I guess my next question to you would be like, as someone who has the flexibility because you've chosen to bootstrap, like, where do you see the brand going from here? Lots of places. You know, I truly do think of Tesla as like a world and all that comes with it. Like, I mean, we, it almost sounds silly, but it's like we think of it like a restaurant. Like I'm like, how is it hitting all of your senses? Like when you walk past that window of like in New York of a cool restaurant, the candle is lit just right and you hear the music and you can smell like

what they're cooking and you're like, I got to get in there. I don't even know what's happening, but I got to go inside because it's going to make me feel this certain way. Like that's how I think about Teza. So it's everything from like, I think just working with creatives of all kinds. You know, we've kind of like spent so much time in this niche, but like now we're expanding in such bigger and different ways. And then truly leaning in. into these in-person experiences that most people are leaning away from. Like, that is, you know, kind of our special sauce. And I think, yeah, like, I think what you were saying earlier about being so strategic with

those, you know, who you're taking money from. And, like, that actually can be so helpful. But you have to also be ready for that because maybe someone, either someone's going to really get it and believe in your idea or they're going to shoot your idea down and they might mess up. So you really have to know, you know, who you're letting in to your business, I think. Most people are making a rent or mortgage payment every month and getting nothing back for it. I hate to say it, but if that's you, you are not being as smart as you could be with your money.

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It seems like you and your husband have such a good partnership to be able to handle this together. But you guys have failed together, one together, made babies together. So how do you guys keep it together? Well, we have a Friday lunch every Friday. It's true. Like, we never miss it. We have to have lunch on Friday.

It's like, I have to look at you in the eye and have no one else talking to me. And we can talk about anything from like, if it's romance to like the business, whatever it is, it's like just that one-on-one time. And a lunch is so much different than like a date-night dinner. Because it's less serious. Like, I don't know how to explain it. And you could stay, you could, you know, be there for three hours if you have to, like, whatever it is.

There's just something special about it. But my husband is also very good at saying, like, this, we're done. Like, you're closing your laptop. We're not working anymore because I could just, like, kind of work forever. And I think setting those boundaries is, like, really healthy and helpful, especially when you've been together forever. Like, it does. And with kids, I tell you, there's no time anymore for you, for the two of you. So you have to make it. You have to find it.

Would you say that you're like the maker and he's more of the manager? Have you heard of that? Yeah. But no. We're like both so in each other's business. I don't know. It's so interesting. Like definitely in certain things. Okay. But like there's nothing that doesn't cross over. Like, and we almost have to approve and see everything that each other's doing. It's really interesting. Well, that was actually going to be one of my questions. Because most people that start a business together, after so much time, they don't call themselves co-CEOs. Like, one of them usually becomes the CEO. One of them becomes the creative director. And one of my burning questions to ask you, because a lot of people that have come on this show as the creative or as the maker, they don't have the CEO title after a while.

And, like, they kind of let someone come in and it's like running the business and they're more the creative director. you've kept this CEO title and you share it with your husband. Why? And how does it work? I'm like, maybe we shouldn't. But no, I think the why is because we still truly believe and love what we're doing. Like we, I don't know. I don't think anyone could do it better at this point. And after spending much time, we've looked into that. I'll say that much. And I still feel. like we know what we're doing so we're sticking with it and it works because i think we both like he's definitely more operational than i am and i'm more visionary but there's no world where like he consumes more social media than me he knows more about like like if we get i have to approve we approve every ad that goes out obviously and he's that he comes up with better coffee he comes up with better ideas than i do which no one would expect like i'm the content creator but i'm more like in the first

feels and he's very like the bow on top. Right. I don't know. It just is an interesting flow, but it really, it really works. Does he get involved in like the Teza personal brand work that you do? Yeah, I mean, he still takes my photos when I, when I beg, but

you know, it's definitely like a 5% of his time. Yeah. How do you now, as someone who's like primarily running a business, think about what gets you out of bed and gets you excited about building the Teza personal brand. Because I think once your business gets to a certain size, you're like, this could totally be my focus, but I still have to put effort and attention and things into this.

So like what gets you excited about having both creative outlets? Well, one, I love like still being the, like a user to the product that I am making because it's so helpful. Like all I will be out and about at events or like the reason I go to events because I'm like how are we taking what are we doing girls like let's chat like what do you need how can I be of service like I'm always trying to think of like what's the next thing I'm going to create so being in this space is so helpful being a user of that I'm always like oh wow we can make this experience so much better so like it is so nice to kind of be blending those two worlds and I think most of the apps that we're competing with or who are copying us or whatever like they don't have a creator helping them. And that would, well, don't go hire one because I'm just going to. But it is like, it is kind of a secret weapon. And I honestly just, I would probably be doing it regardless. I truly love creating content, taking photos, like capturing, storytelling, all of that. So, yeah. So a brand deal comes in, like the wine brand you just did. What motivates you to do that? Like, is it that they're giving you creative freedom? You want to share that with your audience. Like, what is it about taking time away from every? And single thing that you have going on to be like, I'm actually going to do this for this brand. I think like, one, it's still flexing that creative muscle for me as like trying to, you know, be a photographer and like think creatively, think outside the box because even when you're just doing it for yourself, it is so fulfilling and it's so much more fun, obviously, than when you

have a brief and you have to like stick to guidelines. It's really, really hard. But I do believe like a lot of brands, you know, I talk with a lot of founders of brands and those are the brands I'm like excited to work with because I'm like, okay, I see you have a vision. Like, I kind of want to help you bring it to life. And like sometimes those are the ones that turn into longer partnerships or like these, you know, things like rare hourglass where we're helping bring something to life in a different way. So definitely paying attention to that. And then, you know, sometimes I like to have multiple like incomes happening at once. And I don't think I'm going to be a content creator forever. I think like, you know, I've been doing it a really, really, really long time. When you're pregnant,

you don't always want to create content. Like, there are just eras where you're like, this isn't my era. And then you're like, this is my era. So, like, it's okay to have those areas. I have, you know, a company on the side I can run over here. But, like, I think while it's still working, I like to keep it, keep the engine going. I think that people like you and I have a really unique perspective to give a message to brands that are listening to this. And I made a very controversial video that has been spun out on LinkedIn so much where I was like the three frames and a story set is not working. I can tell you that as a creator and I can tell you that as an investor. Like it is actually causing people to skip through all of your messaging. And I'm actually

really happy I posted. I think it has half a million views now. And I've had a lot of brands reach out to me and be like, how do you suggest that we then work with creators or influencers? Because that's the playbook that we were given. I'm not sure who made it up. But like it's just what we were passed along. So if there was one rule that you could switch with the unique position that you have that every brand could listen to to to do better creator influencer deals, what would it be? Well, I think I would just have a call with the creator and say, I mean, it's actually really simple because they already know what's worked. The proof is in the pudding. They could show you what works for them. I don't think there's like, I know it's like hard when you're working with so

many different creators as a brand. But I think if you could like invest more in the creator you're working with and say, show me what's going to work and tell me and, like, really listen to them. Like, the post is going to do much better. It's probably going to go more viral. Like, the benefit will just be so much deeper and feel more organic. But what would you say? Mine would be the three story frames. No, but like you're saying to get rid of the three story frames. Yeah, I would say to the brand. So what would you say to the brand, like, we need to have an organic partnership over the span of a month long where there's going to be certain posts that go out. But like this three right after one another, like, you're talking about a lip product, like how, if you were to organically post a lip product,

you would post probably one story and be like, there you go. And then you might post it again of like, oh, what's in my bag? Or maybe at the end of the month, you do an empties. Like, that is what people actually want. And it's funny because I made a decision, like, I don't really ever, maybe I post five to 10, like stand out PR packages a month when they're delivered to me. Because I think the packaging's great or I think that like there's been amazing startups that listen to this show that send me something and I'm like they can actually use my influence in this now. Right. But I like to save my product. What's the way I'm looking for? Like affirmation to when I've actually used the product. Yeah. But I still think it's so

interesting that like we feel the pressure as creators. Like as soon as you get the package, it's like you have to post it, but we don't even know if we like it yet or how could we talk to our audience in an organic way. Right. So I do think that that relationship is shifting a lot and we as the creator entrepreneurs that see both sides have that unique ability to like share with the other brands that just don't seem to be giving that, given that insight. Yeah. Yeah. Do you think that we as these like nimble, scrappy entrepreneurs have a unique advantage,

even over these big brands that have these huge budgets because of how we get these insights directly from our customer? Yeah. I think a thousand percent. I think sometimes there's just so much money being wasted and like not enough thought being put behind things. I mean, I have worked with big mega brands. I'm like, you're actually ruining the product by doing it this way because they're not, but they're not even taking the time to look at it and there's too many people to like, yeah, you know, sometimes too many people.

I'm like, we only have 20 people. That's why we can get things out quickly and like, you know, iterate past. But speaking of the data, is there the data behind the most widely used filter on TESA? Uh-huh. Yeah, of course. You sure? Yeah. It's always, it's, part of it, you have to take with a grain of salt because it's the order that they're in, you know? So like vintage is first. And vintage was the first love of the internet. So people love that filter so still much and they still love it. And we have considered like taking it away, but people would lose it. And it's used millions of times a day. You have to kind of look at like, okay, what are the premium users, people that are paying, that have been around for a while, even still, vintage ends up in there, even though that's like a free filter. So it's really interesting. But even still, they say, people come up to me on the street. Like, I just love vintage.

Can't live without it. It's almost like the original cocoa because now people love cocoa, but like vintage was that before her. So for someone like me, I have taste, but sometimes where it's like the restaurant you were describing. I'm the owner of the restaurant. I know who to hire to pick the best candle. I know who to hire to put up the best drapes. I know who to hire to curate the music. I know the chef that I'm going to put in because I have the vision.

But like, I can't pick out the curtains. I can't pick out the candle. Do you know the difference of what I'm saying? And so sometimes for me with social, I feel like, well, I actually don't know how to take the perfect flat layer, like what filter to put on top of this image. But if there was data that I could see as to like what's trending or like what people are liking or saving the most, like, I would actually use that as a way to inform the way I'm going to edit my photos. Yes. Do you anticipate ever releasing that to the public? Yeah, like we do do kind of like recaps and things. And then even we'll share, you know, the tags of the week. And so you're kind of seeing like what people are using the most and how they're creating. Like that's a lot of art social posting is happening. But it would be interesting to share that in app we've thought about that. Like how many times something was saved with that that week or that month or something like that would be interesting because I think the numbers are mind blowing. And so you might be like, I'm going to consider. that are using that. But one thing we're really trying to work on is, like, there's so much

in the app that you can do. But, like, you know, how do you get to all that faster? Because a lot of times people just use, like, what's first presented to them, which makes sense, you know. Can we do a little experiment? Are you going to make me edit your photo? Yes. I knew it. Okay, so this is just a recent photo. So cute. I felt like it was very colorful and there was a lot of different things going on that we're going to put the before and then we're actually going to put the after in the episodes so people can see. Okay. Well, I mean, your aesthetic, like, what are we going for? Like, are we moody? Are we what's? I'm not sure. You're not sure. So here's my problem, Tessa. I'm an ADHD, multi-hyphenate ambidextrous creative entrepreneur. I wake up every day and

I'm like, who am I today? So, like, I would say the biggest struggle with, like, the brand is that people are like, and who are you in this moment? Whereas I don't think I have a specific aesthetic. I think you do. Okay. Well, maybe you can share a little bit more about what you think it is. I'm going to assess. I'm going to give it a breakdown. I think I like, or at least I see what it is, like where it could go.

Okay. But I mean, your crushing is kind of what I'm saying. Okay. It's more clear than you think. Perfect. Okay. I've been working with Claude, so. How's it going?

I think it's making some improvements, but I was like, I need to get the queen of creativity and image and taste in here and see what she thinks. I know, because this is a very, like, fun image. Like, you could go, like, really fun. You could go filming or you could go, like, moody. You could go chic. Like, I don't know.

I don't know. So. Let's go whatever you think the brand images that I'm creating, like, you do that one. Okay, okay. Yeah. Okay. I like it. This is why I feel like you would be the best party guest because people are just like,

Tessa, I need your help. I mean, I love to help. So I'm here. Here for the girls. Like, you know, what can I say? How long does it take you to edit a photo? I mean, I'm either quick or I'm taking a really long time because I'm trying different things. I'm trying to find something new, you know?

Okay. Some things aren't requiring that. Like Easter, I knew exactly how I was going to edit the second I put it in, for example. But like yesterday I went to an event, and like we could go like really chic and classy. We could go like really fun and punchy. So, you know, I don't know. So you think about editing your photos as a photo, not as your grid? Okay, I don't think about my grid anymore, which is crazy.

I used to be, like, hyper-focused on my grid and, like, making sure it was all cohesive, but I am all aesthetics now, essentially, and I can make them all work together in different ways, because, you know, that's how my brain works also. So I've released my grid, I will say, which is kind of crazy. But it's so interesting because I would still look at you and think you have. a cohesive grid. I don't even think about the grid, I'll be honest. I mean, I think about it.

I wish I could, like, spend more time on it, but, like, I don't make sure everything's going together. Yeah. There's no time for that anymore. Okay. And I don't think anyone's really, I don't go and look at other people's grids unless you're, like, new. Like, it's someone new coming the first time you're looking at those top nine or, you know,

20, but you're not going deeper than that. But see, the way that I think about Instagram, and I think it's actually important for people with their personal brand, which is just important nowadays, is like, it's your magazine cover. Oh, for sure. I mean, I'm thinking about the grid in terms of, like, aesthetics. It all has to, like, be gorgeous and go together. But I'm not like, I guess I'm thinking of, like, 2018 grid. And that was, like, psychotic. So I'm more talking about that. Okay. Because I think that, like, when I was working with Klaude on my personal brand, when before I started making some changes, it was like, your grid is basically saying look at my achievements like this is like there was nothing about who you

were and like you have a business that you can put all of that on your personal grid needs to show like what do you do who are you what is your energy like what are people going to expect from you and i had never really asked myself those questions and so it was actually very helpful to do that exercise and claude roasted my grid and was like this is embarrassing like that is a word that they used. But I think it was a good reminder that it's like, this is the way that the world sees you. They go to your grid and they make an assumption about you, whether it's right or whether it's wrong. Yeah. So there does need to be some emphasis on it. Yeah. I mean, I'm definitely trust. I'm thinking about every photo. The first, that's what I'm saying. Like, I'm storytelling,

thinking about the first photo, like what someone's going to click on and why. I'm thinking about all of that. But as far as, like, colors go or, like, spacing, I've released that. Go back. great thing but I do think it is your website essentially so whatever you want people to know it's they got to know it right when they come. Okay. I agree with that. Okay. Claude is right.

Right? Okay. Okay. Well, okay. I got to get back to it. I'm doing a little HSL. I got to change in like tones. Wow, this is so cool watching you do this.

I mean, it is strange lighting in this McDonald's. Is that where we're at? We're at McDonald's. What is this for for fun? Well, so I got a Spotify actually just bought me a billboard for the podcast. Stop. Oh my gosh. Congrats. Thank you. And so we went and saw it two days ago and we actually just posted it today. This I did not put in the dump because I couldn't edit it in time. But I just thought it was fun. I loved a Diet Coke. We just went to McDonald's after. And I was like, this just does show my personality where it's like this professional business podcast. But we're going to McDonald's in like Gucci 2010 sunglasses and getting four Diet Coke's for my team. No, I love it. Right. It's so cute. I mean. I could sit here and edit this all day. It's a lot of pressure when it's someone else's picture, you know.

I got to get the skin tone right. I got to take out some of the blue. Okay. Oh, so you're not even doing a filter over top. You're like edit. I am. And then I'm also, you know. Okay.

I think HSL is the most undervalued, like, tool. Okay. Because, like, for example, these are just too blue in the background. So I'm going in, I'm clicking the blue. I'm taking out the saturation of that a little bit. Okay. You know, I love that. Because your phone is also kind of almost editing for you.

It's like thinking it is. It's making something. better or worse. Okay. And so you kind of have to either undo that or like to actually even make it feel more like the reality that you were living in. Okay. You know? Yeah. That's my person. Okay. So this is all things I did not know. Sometimes I do a few versions, you know. Okay. She's like. And then do you copy the presets ever over to another photo? Always. Yeah. Okay. That's usually like my, I sit with one photo for a while, paste it on a few, see if it's like working and make my final edit and then paste it. And how do you organize your photo?

albums, but they've ruined it. You can't search your albums anymore. You can only search like collections. See, I even find editing such a crazy process because let's say someone takes 100 photos of me, which is not that crazy to get one good one. Not at all. So let's just be honest, it's like 400 photos to get one good one. And then you favorite, let's say, eight. Then you have to go in, you have to edit all of them. Then like you need to switch around the presets. And now you have 50 different photos and no way to organize which one you actually wanted to choose. I usually, like, once I saved all the ones with the edits that I like, then I just put them on Instagram and start, like, rearranging. And that's kind of how I, I don't know.

Okay. But you can also favorite with Inteza. So, like, you could like, you know. Yeah. Okay, you know. You're on the, you know. A lot of people don't know. I'm a subscriber girl. Okay. Okay. This would be like if I was just doing a subtle, chill, chill edit, but like, I could go harder. Love. You know. Yeah, because it's, it can go with everything. Like, you took away all of the really intense colors. Like, it was almost just like, if I were editing that for me, I would go, like, fill me and make it, like, a little more, like, crazy.

Yeah. Okay. Yeah, I see this. Okay. Okay. Tessa, rapid fire. Okay. Are you ready?

I'm ready. What is the last thing you put on your credit card? I bought my husband a piece of art for, which is the first. for our new house. You've got a new house? Yeah. We did. Wait, congratulations.

Have you moved? No, hopefully this summer. Oh, my God. This is, are you building it? No, but we're doing like renovations. It's been a whole situation. So we're very excited, but it's like been a long time coming. Oh, my God.

Okay, I was about to ask, what's the last most expensive thing you put on your credit card, but would that be it? It would be the house. Well, I don't do I put it on a credit card? I don't know. But, yeah, the house was, yeah. You can only pick one Tezza. filter to use for the rest of your life.

I mean, I'm just going to have to go with what everyone else would say, but Coco. I think Coco just always works. Is that your most used? My personal most used? I always mix it with like a film effect. So I'm like mixing it on top of other things, but it's always kind of at the base. I would say it's very iconic, even the way you edit your photos. Like even my husband who like doesn't know this stuff was looking at your photos today

and zooming. And he's like, oh, you can really tell that there's something going on here. Thank you. What is the first app you open in the morning? Instagram. You're an Instagram girl. I'm an Instagram girly, through and through, yeah. Do you like TikTok?

I do like it. I can't consume it for very long. Okay. My brain's just, I got to protect. Yeah. But, I mean, if it was your video that came up, yeah. Okay. You know what's the filter everyone's going to be using this summer?

Well, it's coming out in about a month. So what's it called? Can you say? It is not named yet. I usually name it once it's kind of finalized. So how do you go through the naming process? It's sometimes it's inspired by like what it's going to be used on or you know like what the experiences that we're like shooting the campaign about or anything like that. But if it's something that's going like for example, film effect, a lot of times they're inspired by like an actual film or you know certain. certain things. So we'll like take inspo from that. It's kind of a wide range of inspo. Hmm. You can name our next one. I'll call you. Love that. Hope it on my creative hat. Okay, you can only take one of these for the rest of your life. Travel photos or home photos. Home photos. Did I get really? I don't know. That came out quick. But I think I would change to travel photos. I don't know why I said home photos. I actually have no idea why I said that first. I think right now I'm so home obsessed. thinking about his home, home, home, this new house.

Like, I just can't stop. But no. Travel photos. I do these things every day called HSR love notes, which is basically a way to retrain my retrain my toxic brain. Okay. So it's like an affirmation. So my, as an example, would be like, your voice has value, your haters don't pay your bills.

My opinion matters. If you could only say one HSR love note to yourself for the rest of your life, what would it be? It's kind of been, I guess, maybe the same forever, but feel the fear and do it anyway. like we just grew up saying that in my house and it's always been like the way I've gotten over the fear of like trying to do something new and putting myself out there or whatever it is so

I love that. Okay last one. If you could title this season of your life, what would it be called? The art of chaos. I think. I love it. Of course it had art in it.

I'm obsessed. Well, you know, the art of life but now it's just like the art of chaos. But like it's still, you know. I love it. Tessa Barton, thank you so much for coming on HsR. Where can people find you? And how can HSR help you?

Oh, my gosh. Well, you're helping me already. But you can find me on Instagram, teza. You can find the app, which is just at Tessa. You can find the app in the app store. Tezah.com. You can find all the goods, all the things. Okay, and we have one final thing for you as an early birthday gift.

Oh, my God. Happy birthday to you. Happy birthday to you Happy birthday Dear Taza Happy birthday To you Oh my god

I'm taking a picture of this is so cute Isn't the cake so cute Like what filter would this go on Oh I would do like a little classo Which is in the film Okay Let's take a little video of you blowing it out Okay ready

Perfection and we made it match your shirt on purpose No it's literally perfect Oh my God You have to take it home with your family. It was so nice. Thank you so much for coming on. Oh, thanks for having. I had the best time.

I have to tell you something before you go. It is your time to own the room. There's something special that we've been putting together after these incredible conversations in season two. So you can learn what these women are doing when they walk in and own the room. We've packaged up all of these learnings and we are going to be releasing it. But to gain access, you have to sign up to the newsletter. So you're going to visit hsrown the room.com to sign up and get access to that you can own the room.

Hey y'all, it's Kelly Clarkson with Wayfair. Ever order furniture online and wonder, what if? Like, what if it doesn't hold up? That sofa was four days old. You should have ordered from Wayfair. With Wayfair, there's no what if. Just style you love and quality you can trust. Visit Wayfair.ca.

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