[7 Days to Amazing Podcast] How to Express And Develop Your True Brand With Jena Rodriguez

This Week: Finding your true brand within yourself and letting it shine.

No one understands truth in branding like Jena Rodriguez.

Jena – an entrepreneur, author, speaker, and strategist –  has worked with countless organizations to help get to the bottom of brand identity and how to portray it into the world.

On this week’s episode of The 7 Days to Amazing Podcast, Jena Rodriguez demystifies the “buzz word” and gives us a rundown of what branding really means.

She shows that a brand is something that exists naturally, and can be extrapolated from our being in terms of leadership, personality and attitude.

The bottom line… branding is a foundational expression of who you are and what you stand for.  That’s why you must understand and define your brand before you can develop it to work with your and your goals. Sit back and enjoy this installment of the  7 Days to Amazing podcast to learn how to discover your true brand.

Tune in…


Head over to Jena’s website to learn more!

You can learn more about Jena’s services, speaking events and subscribe to Jena’s podcast, The Brave Entrepreneur”,   by visiting her website at www.brandwithjena.com  clipart-curved-arrow-3 copy

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Episode Transcription…

Announcer: Welcome to the Seven Days to Amazing Podcast where you learn how to make your life, business, and style even more amazing in the next week. Now your host, Sharon Haver of focus on style.com.

Sharon Haver: Hello Chicsters! I am Sharon Haver, and you are about to be amazed! If you are an entrepreneur or thinking about running your own show, I have a very special guest on today’s episode of seven-days-to-amazing. Jena Rodriguez is a brand strategist, national speaker, author, and founder of “Brand with Jena.” A brand strategy company that educates, elevates, and inspires entrepreneurs to apply the power of brand clarity to their businesses so they can increase profitability.

Jena knows the risks and [inaudible] the face of entrepreneurship, as she went from seven hundred thousand dollars in debt and bankruptcy to building a seven hundred thousand dollar business as a brand strategist. That’s quite the jump.
Starting out, Jena worked at the headquarters of the Fashion world’s big box retailer, Express, which is part of the limited company. Where she learned what it truly needs to create, define and sustain a brand.

From there Jena jumped into running her own freelance business as a professional makeup artist, working with individuals, Brides, fashion photographers and various lines such as Lancôme and Mac.
She even did on camera makeover episode on the Jenny Jones Show, in Chicago. Remember that folks? I think I was on Montel Williams during that Era.

Jena then shows various paths as a marketing specialist, controller and as the owner of a woman boutique in – I love the name of this town – Sugarland, Texas.

Next, after closing the store, she knew she had to keep working for herself. There was no going back to a J O B. That career clarity led Jena to a partnership with her husband, in the web and graphic design company which has since evolved into “Brand with Jena.”

Sharon Haver: So! Welcome, Jena Rodriguez! I am thrilled to have you here with us today.

Jena: Oh my Gosh! I’m so excited! Thank you so much, Sharon, for having me. This is going to be a blast.

Sharon Haver: It is going to be a blast! We should tell people how we met each other, so they know.

Jena: Yes, so I can tell that story.

Sharon: Yeah you tell that story, how did we meet up?

Jena: Yeah, we meet at Vegas.

Sharon: That wasn’t surprising. We didn’t leave it in Vegas.

Jena: No. I know we were both at this extremely large event that served entrepreneurs? Both of us being sponsors and we sat next to each other and just hit it off, and I loved everything. Especially coming from a fashion background, I connected to what you do, and we went from there, and it was just such a great time intersection back in almost a year ago.


Sharon: Yeah I know, It’s crazy, how fast time flies. What I would love you to do is to start to help the audience.

What were your defining moments into shifting your career?

Because so many of the listeners either are at a point in their life where they’re changing careers and thinking of creating their own business. They had either lost their jobs, aged out of a job, stick to their job. Or they’re like me, and they’ve been entrepreneurs their whole life. But it’s just to get that brand clarity and the messaging. How you went from working for something as huge as the Express to creating “Brand with Jena” working with one-on-one, solo entrepreneurs and small brands which are pretty big in our universe but in the scheme of things, pretty small brands.

Jena: Yeah, boutique feel, right? The story is certainly a winding road. You certainly alluded to a lot of the different things that I’ve done in my life career. The bottom line is, I always had an entrepreneurial spirit at a young age. However, I didn’t have the mentorship for it.


I just didn’t exist in my immediate space. My dad was a computer programmer and worked in corporate America. He was very much like, go-to-college and sit-in-the-cubicle for 40 years and then retire. I was like, oh my god! I’m going to like shoot myself! He said, I love you but you can do that, but it’s just not for me. Then my mom was an artist, and she was a housewife, and she took care of us at a young age. That was her choice, her life, and her journey. So I didn’t have the entrepreneur in the mix.

So it was a lot of figuring it out on my own. One of the things I discovered as I entered College was that I loved the numbers and I was an accounting major for a while. And then, I was also creative, which doesn’t always come together, right? And I wanted to be the fashion designer.

I was into fashion, makeup and modeling and things like that a very young age. It was just that whole arena that has appealed to me. I was just blessed to be able to walk into initially, in an internship at the Express headquarters and I was living in Ohio at the time: Columbus, Ohio. It’s a place where you drive into the campus, and you see Express, you see Limited, and you see Victoria’s Secret, and at the time, we had Structure, Bath and Body Works.

I mean he owned them all but that they clearly and individually were different brands. I didn’t know, what the word brand… really meant back then. That’s not what I’m saying.

However, I could feel it. I could feel the difference, and I could feel the impact each of them made and how they approached the business differently. So that was just kind of my intro to the world of what I do now clearly. I never saw that I was, it’s not like I had a crystal ball that said; I’m going to be a business coach one day.

However, that’s where I began, and then I also wanted to be… I started freelancing at one point and got out of the fashion design as such and started doing the makeup artistry and really working for myself at a particular level. I was still trading time, like my hours for dollars back then. Sometimes where we start which is fine, right? It’s like we got to get started. Then I found that I was good at marketing. It’s just that all of it came fairly naturally to me. There are certain things; I didn’t know about running a business because again I didn’t have the mentorship.


So fast forward – I’ve been an entrepreneur now, solid for about ten years.

I was working as a controller in a public accounting firm, and I think, this is what a lot of people come up against when they’re thinking about being an entrepreneur. Potentially or they just want more. They want to step into more of their potential and their capabilities, and I wanted a bigger life and more quality of life, traveling. I wanted to give my kids, something to look forward to. I was living paycheck-to-paycheck, back then. I was making a decent salary, just to say the least in that corporate job. However, I just saw that I could be more and I wanted more. I made the decision to jump out there, and take that leap of faith of entrepreneurship, and I bought the short front. Of course, I was all excited! I’m like… Oh good! Fashion, marketing, and makeup. It had it all.

It brought all the pieces that I had experience in, and all of it came together in this one business formation. And of course, at the same time, there were things that I wasn’t aware of. The things that are in our blind spots, not knowing what to do or not knowing how to handle cash flow or capital requirements and making sure, the inventories are taken care of. There’s just all a lot of moving pieces to the business per se.

The truth is, I did, and I made 300,000 dollars in one year in that store, which I was like great. It was more than the previous owner had made. Yet, I was two months behind on my rent, I was bleeding cash, and I couldn’t keep up. Right! And I was $700,00  debt because of the loans, leases, the inventory and all these things. Even though there was no cash flow there’s a different race, there’s also probably every loss, and I knew that being an accountant clearly.


My point of the story is that I had this dream, I had this vision of more for myself. I knew that I had a brand to speak of in my own sake. Like whom I am, and that’s what I believe brand truly is. It’s who we are; it’s what matters to us! It’s how we want to serve the world and make an impact. Branding is something; I just came to know as a designer as far as graphic design. What I started to realize is that branding is just an expression of who you are. If you don’t know, who you are and what you stand for, than branding’s not appropriate necessarily. It’s just winging it.


So anyway bottom line is like I had that storefront. I had to make a big decision because of course, I wasn’t able to keep up with the cash flow. It was 2007 and as we were moving into 2008 here in the country. Things were just falling apart, a little bit around the scenes and I had to leave the store. But I got the itch. I got the itch! If you’ve got the itch to be an entrepreneur, you’ve got to have the guts to keep going. So I did. I quit that store that came with the cost called bankrupt. I certainly couldn’t get out of the hole, right? And it was scary; it was like the worst nightmare at the same time it’s been the best thing that’s ever happened to me. When you’ve got a look at some of the failures and the missteps and like, oh crap! And be willing to see what the silver lining is. What I found is, that it taught me so much about what I didn’t want, what I didn’t know and how to ask for help.

I also realized I wanted to create a freedom lifestyle. I wanted to create a business that didn’t tie to a store location. It gave me more freedom to travel and do the things that I love. Sure enough, I also – like you said in my bio – I realized immediately I did not want to work for someone else.

I got the itch, and I was like wow! You know, it’s a whole different ballgame, to be able to be in control and make decisions, be creative. Yet, you’ve got to get the help as well. So I knew very quickly that mentorship was the next step for me. But it took me two years to find one!


Sharon: That is so important.

I think we should talk about mentorship a little bit too. The other things I want to mention is this, maybe the reason why I love you because – people may not know that about me – you say, you would like an accountant and fashion. I mean, I know, it’s crazy! Right?

Jena: Yeah! They don’t match.

Start the movement of you

Sharon: My mother was president of the Fashion Club, and she did all, that’s where I learned everything I needed to ever learn about style and fashion. But she was all about shopping deep discount designer clothes at Loehamnn’s, which is really how I learned how to buy clothes at a discount. Because of my mom, with the accounting background there’s no way that I was never allowed to wear expensive clothes that she certainly knew how to dress me in a way where. I look like; I was worth it on the limited means. We had, and that comes from that like insane combinations. She was a Virgo too. Can you imagine? I’m going through this meticulous number accountancy background and the love of fashion. The fact that you know… that’s how I totally went, though.

Her greatest joy was on April fifteenth, with holding off on those taxes until the last minute. So she could be online at the group, at the main post office, in New York City because they had all these big brands with it like Bayer. Aspirin has like people you have aspirin bottle that was a real big thrill. So she only knew that later my husband and I would like [inaudible] to a screwed-up accountant and messed up like crazy. [Inaudible]
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Jena: Oh yes! We all have it!

Now, it’s like that’s my dad [inaudible] my mom was an accountant. But anyway I want to tell people to understand it because you talk about a brand and as an individual running your own business. We hear this, and its branding is such a buzz word. No one knows what the hell it is. But what they say, they know what it is. And then you look at people, and you’re like… uh no! You don’t have a brand. Can you like the khaki slacks out there, you get out? People look over you. If you are running your own business and this is your gig, and you need a way to stand out to be known for something what do you tell people, when do they know that they need a brand and how do they start to find one?


Be the best at being you

Jena: Good question.

Yeah, thanks for bringing that up, actually. Like I said before, I have a very clear distinction, just to try to simplify it for people and the way they think about it. Just to repeat that, for me the brand is who you are, it’s what you stand for, and it’s the essence of your business or your new mission or what passion of what you love. As we are leaders in a business whether we are the business or not. I’m very much like you, right? We’re very much the face, was very much in front of our business, right? And then there are businesses that we don’t even know who the leader is! We don’t even know the founder, president or what their name is. So there are certainly different models.

However, what I believe is that brand is about leadership and if you don’t have leadership, your brand’s useless.

Branding is simply the expression of that, right? What it looks like the colors, the logo, the website, the experience that you create around your brand. Those are branding strategies. When I worked with my husband, we were building websites, graphic design and building out identity packages, logos and things like that but what people were missing or certainly, I was struggling to get the information out of the client, was they didn’t know who they were? They could not articulate who they were as a brand.

And I believe brands are not something I create as a strategist or designer or any of that. I believe brand exists within us. They are as unique as our fingerprints, and we have to uncover what it is.

I sometimes call myself the excavator. I know how to ask the right questions to get people to see, who they are, so that they can articulate it to the world. Then branding is just a way for people to connect with it.


Sharon: you were saying before, that you found mentors to help you. So how you can recommend someone find a mentor to find someone to help them excavate. Because you don’t know what you don’t know you; don’t see what you don’t see. Right, so easy for so many entrepreneurs, solopreneurs, and just creative freelancers to not really understand the importance of standing out in a very crowded marketplace, of having your own strength itself of the style of bland or whatever it is. So that someone can look at you and say; hey, I know Sharon. She really knows her fashion stuff; she knows how to relate to real people are. I know Jena, she worked for these major places, and she knows how to help me build my business. So how does someone get to this point where they know where do they find someone to ask?


Jena: Yeah, I’m going to answer this maybe in a different way.

One, I think, you’ve got a first decide that you want to help and then just set an intention that says the right person for me, shows up. So that’s what I did. That’s honestly what I did. I’m like, I don’t know something here because it’s not working, and I made a decision called I know, I need help but just don’t know who? It’s knowing, what you don’t know. It’s being really honest with yourself. I’m really good at my products in my service, I know fashion or whatever, whoever you are like whatever you do well and I am bad as knowing the numbers. I don’t know how to sell. I don’t know how to sell myself let alone.

If you first decide and then you’re the first step down intention that the right person shows up for, what you don’t know and what blind spots you may have. Then I think it’s asking. It’s like being willing to look out there whether it’s social media or events. It’s like you and I hang out in events or sponsor events. We speak, right? Find people to be in front of. Don’t hide out behind just the computer. I’m sure; I didn’t. I started networking. When I started networking, I met that next person that I resonated with.

If they’re being their brand, I believe that’s when they show up, wholly, as their expertise and their brand. It gives me the possibility of connecting with them, and I think that’s all of our jobs. We have a solution, and we have a service or a product that we’re selling and if we don’t show up out in the marketplace. You’re right; nobody’s going to know you exist.

Sharon: I think you hit the nail on the head. Because it’s this clarity and it’s in such murkiness when you see it where you could show up fully in events and show up fully in your business. I find that as I’m transferring part of my business, that you’re working with women entrepreneurs. It’s like, I take things for granted. People forget, that I have a marketing background and I’ve been running my own business for years. I spent more time in business then I do in style. Style comes naturally; I don’t think about it. And I could go grrrr… and you fix it up perfect.


How do you run your business?

What I do is I’m more into success and is really more fulfilling for me, right now. But it goes together. What I’m finding out is that people who claim to be fashion-phobic, who have the site that looks like 1982 HTML on it, those horrible colors. And they are wearing the reading glasses, and they show you their business card. It looks like they were selling a real estate Sheboygan in 1967. Then they are there and when you ask what they do? They go, ow, I’m a marketing genius, and I’ll help you be rich.

I say, here’s a mirror. Let’s look at it. You don’t want to be a bitch about it, but it’s a matter of showing up fully. That’s what you said before, and I think that’s something we can get to because people seem to hide in it. They hide in things that freak them out. Sometimes, especially with women, I noticed they would be like, ‘let me spend thousand dollars on a LinkedIn course. Let me spend five thousand dollars on how to be a speaker. Let me spend ten thousand dollars in having someone help me design my business card, to help me do this. All these shiny objects and they’re not showing up fully. Even though, they have all these distractions around them, with the clarity they need is they are a brand in different ways. How their head shot is and how they present themselves online, what they do in social media; the colors they choose but whatever it is, that they look like something relevant and modern. So when you talk to them, you say, well you need to do that, and a lot of times it gets really emotional.

Sometimes, especially with women, I noticed they would be like, ‘let me spend thousand dollars on a LinkedIn course. Let me spend five thousand dollars on how to be a speaker. Let me spend ten thousand dollars in having someone help me design my business card, to help me do this. All these shiny objects and they’re not showing up fully. Even though, they have all these distractions around them, with the clarity they need is they are a brand in different ways. How their head shot is and how they present themselves online, what they do in social media; the colors they choose but whatever it is, that they look like something relevant and modern. So when you talk to them, you say, well you need to do that, and a lot of times it gets really emotional.

And they start really crying because they realize that by being busy with all these shinING objects, they are ignoring, what’s really deep in their emotion and in their heart of what they’re afraid of.

That comes down to what you need to show up fully again with your brand. You want to touch on that a little bit on how it might stop pussyfooting and get down to real business.


Jena: Let’s get real, right? Yeah, I mean you and I both, I think that why we have so much in common is that I saw you, your styling and your knowingness of that piece of the picture and the puzzle that we all have as business owners and brand is just my doorway. It’s my specialty if you call it. Yet, I’m a business coach. I’m strategist. I know how to make money at it, right? The brand is the foundation for me. It’s a place to start. At the same time marketing and sales and running your operations and all of these pieces that have actually created a successful business is also extremely passionate for me. When I noticed the shift for me. This is the story for

The brand is the foundation for me. It’s a place to start. At the same time marketing and sales and running your operations and all of these pieces that have actually created a successful business is also extremely passionate for me. When I noticed the shift for me. This is the story for myself actually. Like I said my husband and I run a web graphic design company right after I closed the store and I just jumped into that. He’s a musician, and he knows the web. But he wasn’t building identity packages because that wasn’t his game necessarily. I said, however, I can come in. I can help with the design aspects of the business acumen and marketing and go start networking our business so we can get new sales.


Well, here’s the thing. In 2012 I realized, I was not being my brand. That I was not connecting to what I was, who I am and what I’m passionate about. When I say what I stand for as a brand, is helping people see who they are and being unapologetic being brave about it and being willing to express themselves in a business that feels good, that makes money, that it evolved, that grows and thrives. If you know that I’m not in that place and you’re not showing up. I was in a business, a model and an expression of who I am that wasn’t spinning. I was walking into networking meetings going, ‘I want to talk about this stuff.’ I don’t even want to tell people that I build websites. Or that’s what our company does? And because it’s not actually who I was and how I really want to serve people. I made certainly a hard decision and really [inaudible], and I had to come home, and tell my husband; hey, you know this is going to be a hard conversation, but you don’t want to do this anymore, you want to go back to music full-time, and I’m not. I don’t want to do this anymore the way it is. I want to rebrand it. I wanted like shift the needle.


Sharon: Yeah tell me, if someone in the next seven days, in the next week, they know they have to shift their needle. They know they’ve got to do something in their branding. How can you tell them, give me a couple of bullet points here or there? How can they be more amazing in their branding this week?

Jena: right first,  it doesn’t start without a cool inquiry and that awareness. You’ve got to ask the questions. And if they can ask questions and get the answers, that’s when you hire somebody. But the first thing is to ask yourself, am I serving people the way I want to serve them? Does my branding reflect the perceived value that I want people to get? It’s a perceived value because if you don’t receive it first, nobody else will. Certainly, you’re not showing up that way like with your website or your image or any of that; they’re not going to perceive it either. So got to ask what’s the vision of my business and future and am I walking in that vision that’s one, right? Just ask the questions?

Two, is doing an inventory of your branding. Are you consistent? Have you up leveled in the last year or two years? I have on the lawyer from 20 years. Unlike, I’m going to rebranding this year that’s one of my goals this year so that people can see me as to how I have grown up. Because we grow up. We evolve in our business as brands.

Number three, just take inventory of the results you are getting because if you aren’t actually attracting the right clients, making the money that you want to make and asking for it in a way that’s empowering. It’s like stop trying to discount yourself and trying to be everything for everybody. If you’re doing all that it feels yucky, then you’re not being your brand either.


Sharon: Absolutely! It’s the value of walking in your truth basically by taking in the inventory and finding are you relevant at the time to up level? Are you representing yourself and are you getting the result that you want? It’s pretty simple, right?

Jena: Yeah, then hire the help when you get the answers, and you don’t know what to do next you’re going to have to hire the help. Whether it’s me or you or someone in your network group or find someone that you feel comfortable with that could or just at least have a conversation with somebody right. See what’s next to really get the results that you want because there’s usually the results we have is like the symptom of the byproduct of how we’re showing up in our business or how we’re not showing up. Sometimes we have to have helped to see what that looks like and how to get around it or what’s the strategy to get out of it and that’s what I do.

Sharon: what you said earlier is also important. It’s like we’re not perfect people and knowing what your shortcomings are. If sales are not your thing then hire sales team or figure out a way not to sell. If it’s like the design then hire a real designer. We’re almost at the end of the session, and I want to give you a couple more seconds but what I find interesting is maybe you can help people understand branding.


If somebody is like icky and yucky and how they show up that their perceived value was kind of like fluffy. So then instead of going to someone who could package you and make you look great – which I would want to get my mind to – they find the worst designer on the planet who is now giving you what you want because you don’t know better. It’s like how do you get someone to realize that when you hire someone when you find a mentor, when you find a consultant their job is to lift you up and raise your image and raise your perceived value and not find someone who keeps you looking like nothing.

Jena: Absolutely! I always say I have a velvet boot. I’ll kick you in the right places help you make good decisions. But honestly, it’s because I stand for something bigger. Sometimes I stand for you the client before you stand for yourself. I apologize. I was lost what you’re saying. Is there a question for me here?

Sharon: how does somebody know to find someone who’s going to elevate you? Rather than finding someone who can yes you for your blondness


Jena: Yes. I think for one you do your research. I am very clear on my point of view which I think is also part of the brand. I get stronger we all get stronger and stronger and stronger and our point of view as we grow our businesses right? And as we get social proof and as we go like oh well I can help people make an 800% increases in a year. Then I know what I’m doing. You got to get strong in your point of view and if you’ve got the sense of what I call the brand Chain. This is a tool that I give people. If you can look at a scale of one to ten right now and I even I have a little branch chain because my branding is not representing who I have become and where I’m going, but it’s like that’s why I know it’s time to hire a team to help me rebrand

Sharon: I’m with you on this.

Jena: Yeah right, it happens. So brand chain versus brand pride. If you look at a scale of one to ten just grade yourself. Where do you see yourself? What is the feeling? Do you feel disconnected from your branding do you feel like wow I’m not getting the results that I really want I feel like something to disconnect, or you get you off. Then give yourself the score between one and ten. One being brand chain like you’re in the dumps about it, to brand pride and you’re like oh my gosh I love my stuff I love how things are showing up I love my results everything started to work.

That’s when you can know if you want to be a chain and you’re not then you clearly need there’s something missing, and you need help with it. The other thing is the interviews of people. Interview them. For me, I offer people, they can go to my website, fill out a quick form so I can acclimate myself to people, and they can apply for a 30 minute conversation with me so that I can help them see what’s the next step and interview me just as much as I’m asking the questions. If you don’t feel like I’m the right fit, I’m okay with that. I’m not for everyone. If you’re looking for the help, find the people that have a point of view that you can resonate with and that can move you forward because they have the results that you admire and that you aspire to have. I think that’s how you start to find the right person for you

Sharon: Absolutely. Tell me, Jena. I’d like to ask this question. What does amazing in a brand mean to you?


Jena: Amazing is for me a feeling that I generate. It’s a choice and it’s the sensation or the sense that I’m in the right space, I’m in the right place, and I am doing what I love, and life is simply amazing. I can say that even in the darkest of times because I know it’s perfect. I know that where I am is where I’m supposed to be. Trust me, when I filed bankruptcy I may not have been able to see it at that moment but when I look back it’s like everything’s on purpose there for my life and business is amazing. The clients I get to serve and the podcast I get to be on – it is amazing! It’s a choice that I get to have. I can choose to say life is amazing or I can choose to say it’s not. That’s what it is to me.

Sharon: That’s great. I love the way you said that. It is a choice. We all choose that. And also my husband gets a little crazy with me when I am setting my attention. I am just like, ‘this is what I want to happen now, and he’s like, ‘oh’ and I’m like no. I really believe what you said earlier that the power thought even if it’s just unconsciously. Things happen like you’re sitting at a time you’re like you know instead of I wish I could if you like that would be great and you just keep going on your big day because I think even subconsciously it guides you in the path you want to be. Things happen, and I do get a little booboo even though I am the daughter of an accountant. Some of us get a little weird but if it’s meant to be what it’s meant to be. Tell me again how do people find you? How do they connect with you? What is the best way to find Jena Rodriguez?

Jena: After you search my name I’m sure a couple of things will pop up on Google.

Sharon: All good I hope!

Jena: Me too! We have to manage our reputations, right? So you should Google your name once in a while. Brand with Jena. That’s Jena with one ‘n.’ Brandwithjena.com is my website, and all my social media links are there. My podcast is there. My events are there. There are free resources. I even added a new complimentary report that’s all about your messaging and your 60-second intro. That’s there as well. Just email me if you’d like to speak to me directly and that’s all there on the website.

Sharon: she’s a lot of fun, too.

Jena: Thank you

Sharon: Welcome! So thank you for being on the show today. Everyone, I really encourage you to reach out to Jena. She’s fantastic, as you can tell, and we will see you next time

Announcer: That’s the wrap. Well not so fast. Don’t forget to hop over to focusonstyle.com for exclusive content to help you live your most amazing life with style and success. For even more great stuff that Sharon only shares by email, subscribe to her in the no list at www.focusonstyle.com/insiders. See you next time!

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