The 5 Steps Ashley Rouse Took To Leave Her Corporate Job To Launch A Vegan Jam Company
After years of working in the corporate food service industry, Brooklyn based Ashley Rouse knew she was destined for more. Her Brooklyn, NY-based low-sugar, vegan artisanal jam company Trade St. Jam Co., which she started in a tiny apartment when living in North Carolina was steadily growing in sales and wholesaling opportunities.
However, Ashley knew that time is what she needed in order to grow the company into the vision she had. In early October 2018, she decided to quit her corporate job to venture into the world of full-time entrepreneurship. I sat down with Ashley to chat with her about her road to full-time entrepreneurship and how the decision to choose faith over fear is leading her on this new journey. Ashley shares the steps she took and advice for others who are looking to take the leap and pursue their dreams full-time.
Ashley Rouse
1. Build the dream before you quit.
Every big idea starts small. In the early days of Trade St. Jam Co., Ashley cooked jams in small batches and sold and shipped locally. Over time interest and demand grew. She later expanded to selling in local New York City craft fairs and markets.
Learning the industry and market before you penetrate full-time is also important. Ashley spent her early days building and connecting with other local businesses and #blackowned companies. Ashley took the time to invest in brand basics such as branding, customer profiles, product offerings, sourcing, inventory management, and production – which all allowed her to scale later on.
2. Be open to the signs that it’s time & commit to the decision.
Full-time entrepreneurship was always on Ashley's "to-do" list, but she thought she was being "smart" by holding off. "I always knew [I could] make more money doing this is if I wasn't at work all the time. But, when I thought about the idea of quitting, it was so daunting." In retrospect, Ashley realized that she was actually afraid that things wouldn't work out.
Ashley's "catalyst moment" came two months prior to quitting when she was invited to participate on a panel discussion on entrepreneurship. She originally didn't want to do it – but ended up obliging. During a Q&A with the audience, an attendee's comment changed her entrepreneurial trajectory:
"He said, 'I'm sorry to interrupt but something higher is telling me that I have to say this right now...when you step out on purpose, you won't be afraid because that's what God has for you. You need to be open to that and understand that and pray that you hear that when He speaks to you.'"
During the ride home, she told her husband, "Maybe we need to look at the numbers again and see if I can do this."
This time, Ashley's apprehension was gone. "I know it sounds crazy but every time I talked about it before, I had been so fearful. For whatever reason this time, I felt strongly about it...I wasn't afraid."
3. Make a plan.
After Ashley's transformative experience – she decided to keep momentum moving. "The next night we put a bunch of numbers in the spreadsheet and ran it three times. We talked about it [and I told my husband], 'I think I'm going to do this.'"
Three days later, Ashley put in her notice at work.
Though the decision to quit came suddenly, Ashley took the time to create a plan but left room for her to "work through it as it comes."
To her surprise, after she quit, opportunities and sales began rolling in. A Bon Appetit feature led to 200 jam orders. Bigger brands such as Squarespace, Facebook, and The Gap began to reach out for wholesaling and brand partnerships. Who knew quitting would lead to this?
4. Enlist a support team.
Ashley credits having the support of her mom and husband as being critical to her success. Ashley's mother was one of her first culinary and career inspirations and encouraged her to pursue her love for food via a culinary career. "She was always realistic. [She told me], 'If you do it and you don't like it, then you can do something else.'"
When Ashley decided to quit her corporate position, her mother was also on board. "She was excited to see me say this is what I want to do and told me to go for it."
Ashley's husband is also another crucial team member. "My husband is everything. He's calm, patient, God-fearing, encouraging… he fills in all the little holes I have and helps a ton with the business."
When she initially talked quitting, he agreed and urged her to do it. Though her husband still works full-time, Ashley notes him as being Trade St.'s "analytical side" and he urged her to analyze key metrics, such as business margins early on in the growth process.
5. Prioritize faith & self-care.
It can be daunting to quit your 9-5 to pursue your dreams and many often doubt their decision in the first few months. Ashley mentions, "I spent this whole year strengthening my relationship with God."
Ashley's faith was important to providing her the strength to keep going and is a key pillar in her everyday approach to entrepreneurship. "Recently, I started tithing, which is something I never [had] done before. [Tithing] has shown me that I am making money and how much I'm making. When I finally said I'm going to give 10% of my income...I realized I was giving a lot but it's also because I'm getting a lot."
No matter what your belief system is, having faith that your dream is worth the work you're putting in is a major factor for growth.
"You have to make a decision. I'm going to do this or I'm not going to [do] this. If I am, I'm going to do it all the way. I'm going to be faithful and push through so when I have those days and I feel like I can't do it, I have to be self-aware and tell my[self]...that [I made] this pact to myself."
Throughout the journey, it will be important to celebrate the small wins. Recently, Ashley surprised her mom with a fully-paid trip to Paris and Amsterdam – something she had never been able to do before. She and her husband also went to Jamaica for a wedding – where they were able to destress and relax – something that any full-time entrepreneur needs to schedule into their calendar.
You never know where your journey will lead you once you decide to invest in your passion full-time. Make sure you aren't the one getting in your own way and blocking future blessings. "On December 12th, I went back to Conde Nast and did a Chef's Table. It's full circle because I used to run the Chef's Table program at Conde Nast...and now I'm being featured."
What's next for Ashley and Trade St. Jam Co.? The company recently launched a new IGTV show "You Can't Jam With Us" and Ashley will be featured in an upcoming Vice docu-series "Hustle" airing in February 2019.
To learn more about Ashley's journey, click below or listen to her story on episode 174 of the Dreams In Drive podcast.
Rana Campbell is a Princeton University graduate, storyteller, content marketing strategist, and the founder and host ofDreams In Drive- a weekly podcast that teaches you how to take your dreams from PARK to DRIVE. She loves teaching others how to use their life stories to inspire action within oneself and others. Connect with her on Apple Podcasts, Spotify, Soundcloud, Instagram @rainshineluv or @dreamsindrive.
Featured image via Ashley Rouse
Rana Campbell is a Princeton University graduate, storyteller, content marketing strategist, and the founder and host of Dreams In Drive - a weekly podcast that teaches you how to take your dreams from PARK to DRIVE. She loves teaching others how to use their life stories to inspire action within oneself and others. Connect with her on Instagram @rainshineluv or @dreamsindrive.
From Heartbreak To Healing: The Multifaceted Journey Of Nazanin Mandi
Nazanin Mandi is never out of options.
About a year ago, the 37-year-old life coach and actress was navigating life after divorce and determined to experience homeownership for the first time as a single woman. She’d been married to the R&B singer Miguel for three years, following a long-term relationship that started when she was 18 years old. But, in 2022, she filed for divorce. It was certainly the most public change she made but, in reality, it was just one of many decisions to refocus and reach her full potential in recent years.
“During my 20s, I was not ready for more. I was living a really crazy life. It was unpredictable. I was helping somebody else grow. It was a lot, and it was intense. I was not pouring into myself the way I should’ve been,” she says in an xoNecole exclusive.
Still, as Mandi worked to get to know herself and her needs during this new phase of life, she realized the home she’d purchased wasn’t a good fit. Overwhelmed by the echoing of her voice in the spacious home, she had a breakdown and called her cousin, who immediately suggested she lease the home and live somewhere else. “I woke up in my house, and I was like, ‘This is not it for me,” she says. “All those years, I had been accustomed to living a certain way [and] in a certain house, so I bought myself a house like [my old home]. But my family was not the same. Waking up in that house by myself, it highlighted the divorce. I was like, ‘Oh, no, we can’t do this. This is not it.’ My life has changed, so my choices need to change.” At that moment, Mandi became open to the idea that there wasn’t one set way to achieve ownership on her own.
“I feel so much better. I’m in a smaller place. My best friend lives a minute from me and I can walk to her house,” she tells me during a Zoom interview from her home one recent afternoon in early February. In the past two years, she hasn’t just been advising other people on varying circumstances, she’s also been healing herself.
"During my 20s, I was not ready for more. I was living a really crazy life. It was unpredictable. I was helping somebody else grow. It was a lot, and it was intense. I was not pouring into myself the way I should’ve been."
Credit: Solmaz Saberi
If supporters began following Nazanin Mandi because of her conventional beauty or the contagious, bright, white smile she often wears in many of her photos, that’s likely not the reason they’ve stuck around. Instead, she’s amassed a following based on her transparency about her own anxiety and depression, along with the encouraging messages of self-acceptance, gratitude, ambition, and humility that are often sprinkled into her social media posts.
In an era where looking at Instagram photos of models can often lead to feelings of self-doubt and insecurity, Nazanin Mandi is determined to be more than eye candy. She’s food for her follower’s souls, too.
Since being recruited to model while dining at an In-N-Out at 10 years old, Mandi has worked in many areas of entertainment. The Valencia, California native has modeled for brands such as Olay, Savage X Fenty, and Good American. As a teen, she sang at Carnegie Hall and auditioned for season 1 of American Idol, making it all the way to Hollywood before producers disqualified her for lying about her age. (Mandi was 15 at the time, and contestants had to be at least 16 years old.) Mandi has acted, too, including appearing on Disney’s That’s So Raven as a teenager and on the BET+ series Games People Play and the Prime series Á La Carte in more recent years.
In recent years, though, she’s also expanded her professional goals outside of entertainment, too. After becoming a certified life coach in 2020, Mandi launched the membership platform You Bloome in 2022 with the hopes of providing wellness services to others, including her self-published gratitude journal. “I wish I had access to something like You Bloome earlier in my own life,” she writes on the company’s website. The actress, who has been forthcoming about her struggles with anxiety and depression, has never had a life coach, but credits therapy as a tool that “really, really saved me and it laid the foundation to who I am becoming.”
Credit: Solmaz Saberi
"I’m trying to find the balance between living life and knowing that whatever is meant for me is going to happen, but also know that I’m doing everything in my power to make those things happen and better myself."
While she’s always had a nurturing personality, Mandi says her interest in becoming a life coach was inspired by the women who would message her for advice on social media. “I would answer them back. It really sparked a fire within myself to help people,” she says.
You Bloome currently has three membership tiers, ranging in price from $2.99 to $39.99 per month. The highest tier offers a motivational text message twice a week, two live, group coaching sessions per month, and more. “We get emotional. We cry. We laugh. It’s really beautiful. I’ve built close relationships with my members through this. It’s been inspiring both ways,” Mandi says of the sessions. Still, the founder says she hopes to take on more motivational and keynote speaking opportunities in the future with the hopes of impacting as many people as possible.
And, she’s hoping to do all of this while continuing to explore a career as an entertainer.
At this point in her life, Mandi says she’s gained enough perspective on modeling, music, and acting to realize what she wants to prioritize moving forward. “We are going full force with acting,” she says, noting her goal is “to book a series regular or a film that impacts my career and the world.” She plans to continue to model, too, but has no desire to pursue music.
“I don’t want any part of that because I know what that life entails,” she says. “I don’t want to tour. I don’t want to do any of that. That is not where my heart is at.”
Credit: Solmaz Saberi
If you ask Mandi, she’ll tell you she feels most comfortable in front of a camera, but she’ll also admit that she’s recently experienced a lot of imposter syndrome when thinking about her acting career. “I think it’s a fear of not succeeding,” she says. If anything, she adds, she’s harder on herself now than she’s ever been. “There were distractions before. There’s no distractions now,” she says. “I’m putting pressure on myself for no reason.”
This is where the life coach’s own personal healing comes into play. Mandi says she’s learning recently that “slow progress is still big progress at the end of the day.”
“Currently, I’m trying to find the balance between living life and knowing that whatever is meant for me is going to happen, but also know that I’m doing everything in my power to make those things happen and better myself,” she adds.
Still, one of Mandi’s strengths is that she doesn’t feel the pressure to limit herself to just one passion. From working as a life coach to pursuing acting, she has given herself grace to explore all other dreams.
“We can be allowed to be many different things in this lifetime,” she says. “As people, our identities are allowed to expand. Don’t put us in a fucking box. I cannot live that way anymore.”
For more of Nazanin, follow her on Instagram @nazaninmandi.
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Featured image by Solmaz Saberi
'Raising Kanan''s Hailey Kilgore Talks Seeing Herself In Jukebox & Broadway Background
Hailey Kilgore, who has brought the character Jukebox to life on Power Book III: Raising Kanan for the past three seasons, was working hard in show business long before landing the role on coveted Starz franchise. She's already a Tony- and Grammy-nominated talent whose credits include the Jennifer Hudson-led Aretha Franklin biopic Respect and the Tony-winning revival of Once on This Island.
Hailey may play a teen on the Mekai Curtis-centered series but she's been training in singing, acting, and performance since the tender age of 9—that's 16 years now. If you take a look at her social media profiles, it will almost make you do a double take as her real personality couldn't be further from what's depicted on the show—proving just how talented she really is. The Broadway veteran, who is gearing up to release her first album, is what many would describe a girl's girl wearing loads of sequins, gowns, and serving face!
This will prompt you to dig a little deeper to find out more about the girl who is a multi-hyphenate and earned two major nominations before even making it on the big screen.
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xoNecole caught up Hailey as season 3 came to an end and was surprised to learn that although they may be completely different people, her real life is mirroring what's going on with Jukebox in Raising Kanan. "I really made the epiphany season 3." She continued, "[Jukebox] just wants to be seen. She works so hard, she's a really sweet girl. She has a beautiful spirit and she just wants people to see her—to see how hard she works. I feel that right now. I'm like, please just see me. I know you love Jukebox...but there's a super cool girl in here and she's got a lot to say. A lot to contribute to the world artistically."
She even delved more into her background, telling us about the extensive training and hard work she's put in to get to this point. "I started training when I was 9. I trained in acting, singing, and performance." She further explained, "I did my first job when I was 12, so I've been doing this for awhile. Performing is what I love. I've always said I wanted to be Beyoncé when I grew up...I'm really blessed to have the resume and the background that I do."
The latest season of Power Book III: Raising Kanan has come to a close but in true fashion, Hailey is still hard at work. Her first single "Drama Queen" is out now and her debut album will be released on May 3. It's safe to say that Hailey is having her moment. One can't deny that she's worked hard for it and we can't wait to see what's next!
Watch the full interview below.
Hailey Kilgore AKA Jukebox on 'Raising Kanan' Talks Broadway Background
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