If you're not already familiar, meet MyDomaine's Second Life podcast, a series spotlighting successful women who've made major career changes—and fearlessly mastered the pivot. Hosted by Hillary Kerr, co-founder and chief innovation officer at MyDomaine's parent company, Clique Brands, each episode will give you a direct line to women who are game changers in their fields. Subscribe to Second Life on iTunes, and stay tuned—we'll be releasing new episodes on Mondays.
From an early age, Cassandra Grey understood that you have to work for the things you need in life. It's part of what motivated her to not only work at a children's store in high school but eventually go on to manage said store and become a buyer. It's also part of what drove her to create her own, nontraditional PR business in both San Francisco and New York City and what, ultimately, led her to draft the business plan for what's now a multiplatform beauty empire by the name of Violet Grey. "I'm still on the day-to-day hustle," Grey tells Hillary Kerr in Episode 14 of Second Life, where she explains how her entrepreneurial spirit and passion for people guided her through multiple career paths.
Raised by artists, Grey's self-proclaimed "unconventional childhood" involved a lot of creativity. At a young age, she worked her way up the ladder at a clothing store in San Francisco, where she got her first taste of curation as a buyer. "I'd like to think I'm an artist and a pop star, but I'm not. But I'm really an editor," she says. Her desire to edit led her to a career in marketing in the Bay Area real estate industry. Never following the traditional path, Grey did it all herself, building relationships and offering her services to a who's who of real estate agents hailing from the Ivy Leagues. "I made a lot of money for a kid that age," she admits.
Soon, New York was calling, and Grey made the move with the notion of building a brand in mind. "It just felt like this is where I was supposed to be, and I was just so inspired and so energized," she says. In between offering her nontraditional PR services to an array of clients from hotels to arts clubs, Grey was writing business plans and ideating what would eventually become Violet Grey. Her abstract idea to create content and commerce in the digital space grew into the beauty enterprise it is today, taking her career in a whole new direction. Looking back, she would tell her 19-year-old self just one thing: to not let fear get in the way of following her dreams. "Take more risks," she says.
Head to iTunes to hear the full episode.