For Jordana Woodland, mom of three and CEO of Naked Princess, taking a few extra moments to get ready makes all the difference to a woman's day, and helped inspire a business that she hopes to build into an empire.
“Ever since I was a young girl I would look at my mom and watch how she got ready," says Woodland. “Women don't do that anymore. We're always on the go, and with me being a mom it seems impossible. But it's so important to take a few minutes to take care of yourself. I admire that."
Woodland, who has collected centuries-old perfume bottles and vintage lingerie from all around the world since she was a teenager, says that she has always been intrigued by the “concept of the boudoir," and wanted to create a line made especially for women that made them feel sophisticated and comfortable there. Her brand, Naked Princess, is meant to offer small but significant luxuries for a woman's life.
The Naked Princess fashion line is comprised of clothes that can be worn on a lazy day inside or a fashion-forward afternoon out. “It's meant to be fun and easy, you can wear around the house, or you can go on a lunch date," says the former model, who actively creates the clothes with the ease and comfort of the consumer in mind, “A lot have built-in bras. I am always looking to make things that aren't too fussy, maybe buttons but no zippers. Our pajama sets are best sellers."
With hundreds of SKUs and distribution through nearly 200 spas, boutiques and specialty stores around the world, Woodland says a focus on timeless styles, fabrics that feel and look nice like velvet, silk, and organic cotton and an array of colors from neutrals to bolds are paramount to the longevity of the brand.
Woodland first introduced her brand to the public via its stand-alone retail store on the Melrose Place Shopping District of Los Angeles in 2014. After gaining a steady local following, the Naked Princess founder says she began dressing celebrities, arming stylists with wardrobes for their high-profile clients, and adapting lingerie looks into red carpet worthy head-turners. The love from Hollywood elites like Lady Gaga and Cindy Crawford, helped with Naked Princess's recognition, “People noticed us getting on covers of magazines," says Woodland.
“When you walk into a beautiful store it was a great way for people to connect with the brand immediately. We had different collections, scents, lotions, and fabrics to touch. Our store put us on the map," says Woodland.
Later, she added beauty to the lineup to fill the void she saw in the industry-simple, fuss free products. “When I started the beauty line I wanted to make sure it was easy," says Woodland. "I know the whole trend of makeup, foundation, and contouring. That wasn't in at the time." According to Woodland, Naked Princess's beauty brand is based on essentials to make every girl feel beautiful. “The line is quick, on the go," she says. "Something you would have on your vanity; a collection of lip glosses, or really fantastic massage candles that you can light up for 20 minutes, blow out and use the soy wax to massage yourself."
Photo Courtesy of John Russo
The Naked Princess CEO says ultimately it was a “combination of things" that lead her to launch a lifestyle brand, which she did in 2011 when she was only 29 years old. “Starting when you're young is one of the most difficult things," says the entrepreneur. “I know what I want. I have a vision. You then either hire somebody to put your creativity on paper or you do everything yourself."
Woodland says that because of her clear vision for the brand, she likes to be involved in every stage of the entire creation process. To wit, even though she hired a creative company to create her logo, she quickly decided “'I can do this myself," and then she did. "When you're building a brand, you have to understand who your customer is and that's difficult in a world today when people's likes and dislikes are constantly changing," says Woodland. "From branding to voice messaging, I'm extremely hands-on with it."
Born in the Philippines, the CEO started modeling when she was 19 and says she was always around makeup artists, which instilled in her a love of cosmetics. “I was really involved in modeling, but I have always been interested in being in front and behind the camera.," says Woodland.
Although it may seem like she chose a high-flying and stressful career, Woodland, who is based in LA and Montana, says balance is the secret to her success. “I'm in Montana because of a previous relationship, but I love it for [my kids], and for me," says the mom of three. “It's gotten me to get into the hobbies I have now, here we have a ranch and horses. We snowboard and ski every weekend. I really appreciate nature out here, the quality of air and the quality of time. In California, everyone is so focused on getting from one place to the next. It's a great contrast which I love."
In order to build more buzz for her brand, the CEO says she is currently focused on trunk shows and pop-ups as a way to introduce new consumers to her product assortment. “People don't always trust a new brand," she says. “To go out and meet people and have fact time. Show how to wear. When people know something is available for the specific window, they want to take advantage of it."
Photo Courtesy of John Russo
“When you're building a brand, you have to understand who your customer is and that's difficult in a world today when people's likes and dislikes are constantly changing."
As far as sales go Naked Princess isn't lacking. “The line has been selling really well with women; because you really understand the quality of it when you purchase it," she says, adding that by inspiring women's loungewear, there is a ripple effect to bigger trends. "A lot of women are wearing silk at home and transitioning them to the red carpet."
Ava Tie Tank. Photo Courtesy of Naked Princess
Personally, I am over the top excited that we are on the cusp of turning the page on not only a new year but also on a new 10-year window of opportunities and possibilities!
You may be thinking, whoa…I am just embracing the fall season…yikes… it is tough to think about a new decade!
Yet it is this groundwork, this forward thought that you put in place TODAY that will propel you and lead you into greatness in 2020 and beyond. Designing a new decade rests in your ability to vision, in your willingness to be curious, in your awareness of where you are now and what you most want to curate. Essentially, curating what's next is about tapping into today with confidence, conviction, and decision. Leading YOU starts now. This is your new next. It is your choice.
Sometimes to get to that 'next', you need to take a step back to reflect. Please pardon my asking you to spend time in yesterday. Those who know me personally, know that I created and continue to grow my business based on enabling the present moment as a springboard for living your legacy. So, indulge me here! True, I am asking you to peek into the past, yet it is only in order for you to bring the essence of that past forward into this moment called NOW.
One of the best ways to tap into what's next is to clarify what drives you. To design a new decade, ask yourself this question about the past ten years:
What worked? What were my successes?
Make a list of your achievements big and small. Don't type them, but rather use ink and paper and sit with and savor them. Move your thoughts and your successes from your head, to your heart, to your pen, to the paper. Remember that on the flip side of goals not attained and New Year's resolutions abandoned, there was more than likely some traction and action that moved you forward, even if the end result was not what you expected. Once you have a full list of a decade's worth of personal and professional accomplishments, think about how this makes you feel. Do you remember celebrating all of them? My guess is no. So, celebrate them now. Give them new life by validating them. Circle the successes that resonate with you most right now. Where can you lean into those accomplishments as you power into the decade ahead?
Now comes a tougher question, one that I used myself in my own mid-life reinvention and a question I adore because in a moment's time it provides you with a quick reconnect to your unique inner voice.
If it were 10 years ago and nothing were standing in your way, no fear or excuses to contend with…what would you do?
Don't overthink it. The brilliance of this question is that it refocuses purpose. Whatever first came to mind when you answered this for yourself is at its core a powerful insight into defining and redefining the FUTURE decade. Bring your answer into the light of today and what small piece of it is actionable NOW? Where is this resonating and aligning with a 2019 version of yourself?
Then, based on your success list and your answer to the above question, what is your 2020 vision for your business and for the business of YOU?
Designing a new decade begins as a collection of 3,650 opportunities. 3,650 blank slates of new days ahead in which to pivot and propel yourself forward. Every single one of those days is a window into your legacy. An invitation to be, create, explore, and chip away at this thing we call life. One 24-hour segment at a time.
While you have a decade ahead to work on design improvements, you have the ability to begin manifesting this project of YOU Version 2020 right NOW. Based on exploring the exercises in this post, begin executing your vision. Ask questions. Be present. Let go of 2019 and the past 10 years so that you can embrace the next 10. Position acceptance and self-trust at the forefront of how you lead you. One choice at a time.
Don't get bogged down in the concept of the next 10 years. Instead position clarity and intention into each new day, starting today. Then chase every one of those intentions with an in-the-moment commitment and solution toward living a legendary life!