Owner of Popover
Founder of Popover
Los Angeles, California
What do you do?
I am the Owner of Popover, a lifestyle resource where you can learn about unique people, places, and products and is named for the casual invitation to stop by for an impromptu gathering.
Popover builds a community of creative people by sharing their stories, interests, and inspirations.
What steps did you take to get where you are now?
I’m not afraid to get out there and connect with people! What’s the worst that can happen? Popover is meant to connect readers with interesting finds so I’m constantly searching for companies I admire and want to work with. That means my head is always in brainstorming mode.
For other people in your field, what do they usually lack?
I try to be as approachable as possible which makes Popover approachable. A pretty and perfectly manicured setting looks great in photos, but that’s intimidating for a lot of people to do on their own. When real people get together they interact and use the setting, making a beautifully disheveled scene. I want Popover readers to know that living stylishly can happen in the real world! Another way I set Popover apart is by inviting writers from all different backgrounds to contribute their stories for the website. Multiple writing voices are always more insightful than one.
What are you working on right now?
Getting the Popover Shop up and running and creating a series of Popover Gatherings! I want the readers to be able to purchase something tangible inspired by the topics they read on the website so each month a new artisan is creating a unique product just for Popover. It’s a fun way to discover something new and treat yourself to a product no one else has. Then the gatherings will be a way to bring Popover to life through round table discussions, artisan meet and greets, and good old dinner parties with great food.
We are all Slashies with multiple skills, which one do you wish you could do more often?
Can I pass the bookkeeping and website maintenance to someone else please!? It’s the little things that often bog me down which is the story for so many people working with a small team or on their own. Often my work is done on the weekends and late hours in the night so I would love to have more time to network, plan in person gatherings, and connect with possible collaborators.
What is frustrating you right now?
Hours in the day! I don’t think I can reach a wide enough audience while maintaining a full time job along with managing the majority of Popover in those free moments on the weekend and evenings. It would be great to dedicate the time to really grow as a company.
What task keeps landing at the bottom of the To Do list?
The nitty gritty of running a business like formatting articles, processing invoices, and really making sure the Popover operations are running correctly. I’d love to hire a professional to guide me. Any accountants out there?
If you could hire someone for $20/hour, what would you have them do to make your day easier?
I would hire someone to be the Popover website editor. I love bringing in new writers, but with that comes proofreading, revisions, and follow ups. The editor would be able to manage the new writers while having an integral part in Popover’s voice.
What are all the tools (digital or physical) you use on a regular basis?
How could I not mention Instagram? This is my biggest connection to the readers because almost every week there is a new person taking over the account in an Instagram takeover. I’ll also never give up my physical journal. It holds my to-do list, interviews, and brainstorming notes.
I rely heavily on Photoshop because Popover is mainly a visual site so the photos and graphics need to be well-designed and clear. I’m working on it almost every day.
For mobile tools, like most people, I wouldn’t last too long without my iPhone. It’s permanently glued to my hand (much to my husband’s complaints) checking emails, editing photos, and responding to comments.
If you could talk to an expert to gain more insight on something, what would it be about?
I think finding a mentor is one of the most underrated things in the creative world today. I would love to sit down with the Domino Magazine editorial team to learn how they built such a recognizable lifestyle company. Their ability to blend interiors, cooking, travel, and more is very inspiring and motivating. Is it bad to say I’m a little jealous!
What kind of opportunities/projects are you looking for?
What is your ideal client?
My ideal collaboration would be to create a gathering for a company or brand that wants to experience an intimate dinner party and transport their guests into someone’s home, family style food and all. This would really highlight how strangers can bond over a dinner table and instantly connect over something fun or creative.
Do you allow yourself to say No?
When it looks like I’m taking on the majority of the work just because someone isn’t willing to work hard too. I’ve learned that being too accommodating can lead to way more busy work that pulls me away from productive work.
What is your rate?
Popover has a few different components and since our writing and collaboration opportunities are so customizable it’s hard to give a flat rate, but generally our food themed gatherings are $40-$50 per seat or $1000-$2000 for a private gathering. Promotional articles for brands on the website start at $300.
How should someone approach you about working together?
I love getting enthusiastic emails! A friendly intro email is going to get my full attention. I would love to hear how you would like to collaborate, whether it is writing an article, hosting a gathering, or creating a Popover Shop item. A photo portfolio or writing examples is a great start too.
This member profile was originally published in October 2015.