The Savvy Boss is a column in partnership with BossTalks where we sit down for a morning coffee chat with some of the savviest lady bosses from around the globe.
E.V. Cassidy, Owner & Designer, has been creating designer pastries and dessert bars since 2015. Her extensive background in fashion and visual merchandising allows her to create without boundaries.
She looks forward to making each event unique and unforgettable with her attention to detail and flawless execution. We sat down with her to discuss her journey as an entrepreneur and how she has created three successful businesses in the world of hospitality and gourmet foods.
What were the biggest challenges you had to overcome at the beginning of your career journey?
My most recent “beginning” was the start of my third company, Cut. It’s brought me the toughest challenge my decade-long small business owner career has seen.
Soon after Cut’s inception, I agreed to become business partners with my ex-boyfriend. Because our break-up was amicable and we were good friends, there wasn’t a doubt in my mind that it would be a healthy and thriving partnership. I was sorely mistaken.
Once I began a new relationship, my ex-boyfriend/new business partner became a scorned man. He threatened that if I didn’t end my new relationship, he would pull his investment and I would live to regret it.
Of course, I stood by my choices and he stood by his threats. He pulled his investment and then he filed a lawsuit against me accusing me of breach of contract and fraud. His claims are false but he can still drag me through court for years.
My advice, do not mix business with personal relationships. No matter how much you can keep the two separate, you cannot guarantee the other party can. Worse, if they have the money to invest in your company, they more than likely have the money to punish you.
What’s one thing you’ve done (good or bad) in your life where you look back and say, “I can’t believe I actually did that?
I’ve delivered thousands of custom orders over the past decade but for some reason seeing my PRODUCT on store shelves is “pinch me” good. It’s beyond gratifying to see a (not even final) result from years of sacrifice. I wouldn’t expect anything else with the amount I’ve invested but also…I CAN’T BELIEVE I DID THAT!
Did you have any mentors? Do you believe they are important when starting a business or in the business world?
I absolutely have mentors. Being an entrepreneur can be a lonely and a rough road. Having people around you that remind you of your why is key to perseverance on your toughest days and to celebration on your accomplished days. These are generally the people that stick by you despite your around-the-clock schedule.
What entrepreneurial hacks have you developed to stay focused and productive in your day-to-day?
Professionally, I can’t praise enough the organized spreadsheets and the ever-gratifying to-do lists that give you an immense amount of pride with every check mark. More importantly though, keeping my personal life in order is the backbone of my professional success.
My diet and fitness regime take care of my physical health and my business coach, relationships and journaling take care of my mental health (equally important). I’m lucky to be a creature of habit and staying on track with my daily routines (no matter how large (gym) or small (making my bed) the task) is everything to running 3 companies successfully.
What are three tips you can give to someone who wants to get into the wellness space?
1.Stop over-thinking and JUMP. Fear, procrastination, responsibilities and every other reason under the sun are what stops 99% of people from pressing play. I promise, no matter the excuse, take a step forward, learn as you go and thank yourself later.
2.Don’t listen to the background noise. Everyone has an opinion and while we’d like to believe everyone has our best interest at heart, it’s not always the case. Trust yourself, maintain your integrity and be resilient.
3.Be flexible! Yes, we stand by our products and our mission statements but let’s face it, there are numerous factors (the economy, the weather, the media, etc.) that force us into uncomfortable situations. Learn to pivot and adapt to changing circumstances quickly.
Extra credit *PERSISTENCE IS EVERYTHING. Learn to be ok with fucking up. You’re going to because you’re human. Forgive yourself and try again. Failure only happens when you quit.
How do you define success?
If you’re anything like me, the goal line is constantly moving. Realistically speaking we’ll never be “done” trying to reach new goals and “succeed”. Not to be morbid, but I have a feeling in the real “end” we’ll know that the success came with the journey.
Success is all of the ups and downs, the tears and the laughs, the whoops and the wins, the first, second and 800th idea and all of the relationships and memories along the way. I’ll say it again. If you haven’t quit, you haven’t failed, therefore success is inevitable along the way.
What do you want to leave as a legacy?
My legacy is currently in production but I want it to be a resilience story. I’m not the first girl to be born into poverty and I certainly won’t be the last. Also not the first to become homeless or be responsible for a parent. Not the first to deal with injustice, be extorted, black mailed or the be the target of a jealous x-boyfriend. Not the first girl who’s left a comfy industry to bet her last dollars on herself and not the last girl to lose those closest to her. But I might be one of the lucky few who use their story to inspire others.
I’m beyond fortunate to live in a country where you can be born into the bottom and leave it at the top. The cards you’re dealt are no more your choice than your birthdate. OWN THEM. What you do with them IS your legacy.
What is your definition of a Savvy Boss?
If being Savvy means having good judgement, I don’t believe I’m in a position to speak to that just yet.
Being a Boss however is so many things. Being comfortable wearing 1,000 hats daily, leading with integrity, understanding and appreciating the importance of your team, losing sleep/friends/money/youth and a “fuck it” attitude to name a few.
I will also say that being a Boss is not apologizing for being one of the few who bet it all on themselves. Take pride in it.
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