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July 6, 2022 44 mins

Ally is joined by Little Words Project founder Adriana Carrig to discuss being a “momtrepreneur” and empowering women through business.

This episode was produced by Isaac Lee of Koldwater Audio.

See omnystudio.com/listener for privacy information.

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Speaker 1 (00:01):
Today's podcast is sponsored by Sea Geek. If you didn't know,
see Geek is the official ticketing partner of the Brooklyn
Whether you're trying to go to a Nets game, Liberty Game, concert,
or any other event at Barclay Center, you really only
need Sea Geek. Welcome to Courtside Conversation. I'm your girl,

(00:31):
Ali Love. After years on the Heartwood as the in
arena host for the Brooklyn Nets, It's time for me
to take a courtside. We're here with artists, athletes, and
all of our favorite people to break down the game
called life. We're getting real about the grow up and
the glow up. So let's take a seat. A mom

(00:56):
entrepreneur and all around boss. Our guest today is the
founder of Little Words Project, the inspirational bracelets you may
recognize from my very own risks. Little Words Project was
conceptionalized as a way to spread motivation, inspiration, and kindness
and has grown over the last decade into a multimillion
dollar business with collaborations with everyone from influencers to the

(01:18):
w n b A. Let's go ahead and take a
courtside with Adriana Carrick. All right, Adriana, Okay, this is
a moment I've been waiting for because you and I
have cross paths, but never had the opportunity of meeting
in person. This is actually the first time we've ever
met face to face. But you're a part of you.

(01:39):
You've been a part of or your company and creation
has been a part of my wedding, it's been a
part of my life. It's a part of my work
and now I see it everywhere. Um So let's like
jump right in because I know I want to be
mine for your time. You have a lot of things
going on. Your entrepreneur mom persneur like a mom and
entrepreneur put together. Um, but let's jump right in. Let's
talk about the obvious. It's little words project. I mean,

(02:02):
as young women who have their businesses going. I know
how hard it is, but to start it at a
young age and to be so successful, tell me the
beginnings of this you got it well. First of all,
thank you so much for having me, and you're absolutely right. Well,
I feel like we've been a part of all of
your big life moments in the recent past, and you're
just like always decked out in your little words and

(02:22):
it just means so much to me to see, so
thank you for that. Um. But yeah, just you know, mom, mom, Mom,
that's a hard word. It's hard to say. I thought
I had it in my head and then it came
out all but it's there should be an easier way
to say it, because it is already hard enough as
it is. I got, I got it. I got the
easiest way to say, boss was my bad. I take
it back. Done you, thank you, as are you? I

(02:45):
love this. Um Okay, So yeah, I started this before
I was a mom. I started this back in two
in my parents basement. I was a recent college grad.
I was going to go to law school, but then
I had a change of heart the last second. Um.
Luckily have very under standing in wonderful parents who when
I said, Mom and Dad, I'm not going to law
school instead, I'm gonna beat bracelets in your basement, they

(03:06):
were totally on board and you know, asked how they
could help. And so it's just unbelievable ones to have
that incredible support system then, and it's what led me
to where we are today, right having that amazing team
that I've surrounded myself with ever since those early days
in the basement. Um. But I started it because I.
I wanted there to be something that was all about kindness,
specifically for women. UM. We've since grown to be inclusive

(03:29):
of everyone, UM, but in the very beginning, it was
really about prioritizing UM self love and kindness amongst girls.
Reason being, I had grown up dealing with negativity my
entire life. I was bullied from a very young age.
That kind of cruelty continued all the way through college,
where it dawned on me that this isn't just like
a childhood issue. This is a adult This is a

(03:51):
woman problem in a lot of respects, where rather than
lifting one another up, we have this tendency to put
one another down. Right, So I start hear did it
amongst my college sorority where I felt and first for
the first time, really experienced true sisterhood and kindness amongst women.
And we started it by literally I brought a batch
in from UM. I was the VP of membership and

(04:13):
I was tasked with keeping the love circulating right. So
I brought up an early batch in and said, guys,
wear these, passed them amongst yourselves as you need little
moments to lift you up, UM, and you know, we'll
see what happens and fast forward, you know, two and
a half years later and then officially graduating, I saw
the girls were still doing it, and it led me
to thinking, you know, if there could be a sisterhood

(04:35):
at this level, you know, with these little bracelets, why
couldn't there be a sisterhood for the masses. And that's
kind of what got me into thinking it was possible
on a bigger scale. And for those that don't know
a Little Words project, they're all about their empowerment messages
on bracelets. And I know you can see if you're
looking at the audio on YouTube, but um, I have
a few on my arm and I wear them all

(04:57):
the time. You and I have I have a have
a lot, and she is literally I've never been like
an unofficial ambassador of anything. I'm pretty sure I I
hold the title for your company and selling the most
bracelets with not even selling the most bracelets one thousand percent.
It is accurate and to the point where I'm like, girl,

(05:17):
you want to be an official ambassador or at all?
Because I'm getting the sidebar is that I need to
be an investor in this company because I need to
own part of this. You know, women entrepreneurs, we it's
it's about ownership and it's about growth together. So I
got to that that we're gonna we're gonna get investors.
Possibly you. I love that. Let's talk about that later.

(05:37):
But I mean, I have to ask the most obvious question,
and I have my reason, and I've asked myself this.
I've had so many people, all great folks, send me bracelets,
and they'll send me bracelets with words on it. They'll
send me bracelets with my name on it. They'll send
me all kinds of things. And I mean many of
us out there we love wearing jewelry of some capacity,

(05:58):
and then a step further, jewelry that has some sentimental value,
i e. Maybe an engagement ring, a wedding ring, a
family heirloom, or a message. And what I think I
recognize is I do think your company, which is why
I'm a huge advocate while you're literally on my podcast
Courtside Conversation, taking a courtside to have this conversation, because
I do think that there's something different. I don't think

(06:20):
I'm able to articulate it yet, really, so I'm excited
to ask this question. But it's the obvious question, is
what sets you apart. This is an industry bracelets with
things on it that I mean runs the gamut from
make a three year old making it for someone or
for a family member, to really high profile companies, huge
box companies making them and they're at higher price points.

(06:41):
You fix somewhere in the middle of that, obviously, but
it's like, what makes what makes you different? What makes
us stand apart? Well, I appreciate you asking that question,
you know, because it is definitely something that you know,
we deal with on our own too. I mean, we
have people kind of something, you know, we you know,
everyone's a troll on the internet and we'll post on
TikTok and we'll help you being like why would I
buy this when I can make this myself? You know what,

(07:03):
what's the point of this product? And they don't get it,
you know, And that's that's what we we hold We
hold to you just you're not understanding fully what we
do and you were starting to talk about it, and
I think that's that's the key, is the community and
the concept. So the concept is you wear your word
for as long as you need it, then you pass
it on. But the best part is that each one
has a little code on the back of the tag.

(07:24):
That code is unique to that bracelet, making that bracelet
a true one of one. What happens is you receive
your bracelet, whether you bought it for yourself or someone
gave it to you, you register it on our website
using that code. Then when you pass it along, you
can actually track and see how your bracelet has impacted
people down the line. So in a sense, it's the

(07:44):
first jewelry product of its kind that is able that
enables you to see how your single act of kindness
affects people as it moves. And I think that is
just so powerful and so much so that you know,
we've done surveys and we've asked our customers those of
whom will pass the bracelet on. I mean, we always
get the customer that's like, I'm never giving this away.
I love this thing, Why would I ever pass it on?

(08:05):
You know, those who do, though a hundred percent of them,
have responded that they would do it again. And I
think that's just how you know, like the experience of
passing on a little word, the experience of giving something
of yourself to someone else is so rewarding, and it's
just such an incredible moment and to be able to
track that love and kindness as it moves through the

(08:26):
world is what makes us different. It is our X factor.
And honestly, when I was first making these, it did
not have they did not have tags on them when
I made them for my sorority. It wasn't until like
literally a year later, I saw they were still doing it,
you know, passing them amongst themselves in that chapter that
I thought to my I literally had to shoot out
of bed moment where I thought of there needs to
just be a code on it. We need to be

(08:46):
able to track them. And if we can track them,
then we have a real business here. And that is
what made us different in the beginning, it's what continues
to make us different today, and it's why we have
built such a solid community. It's this foundation of women
who genuine and men now I mean really anybody who
genuinely love what they're wearing. Like you said, we all
love things with meaning. You can customize it to have

(09:08):
a word that matters to you, and we do all
the work. Why would you want to go and buy
all the materials? Now you have beads littering your your
your drawers. What's the point of that when you can
just have something that is handmade, quality artisans and it's
just a beautiful piece, um, you know, So we really
try to harp on that quality element. And then on
top of that, it's just the fact that you're you're
you're entering a sisterhood for everyone, and it's just this

(09:30):
big thing where you go and you see someone in
person if they're wearing a little word you're like, oh
my god, little words project. It's like such a great
little connecting moment um. And then beyond that, I will
own that. Eight and a half years ago when I
started this line, I'll tell you how many people were like,
are you sure you want them to look like that? Like,
I don't really know. Those look like baby bracelets. And

(09:51):
now everyone of their mother is making one of these bracelets.
So I will say we are the originals. We did
bring it back. Yes, we have been making them since
we were kids and can camp and you know, I
think that's the purpose of the look, right, It's supposed
to bring you back to that nostalgic place when life
was a little simpler and girls were maybe a little
bit nicer, and if they weren't nice, you didn't realize it, right,
So it's all intentional, um, and meant to just be

(10:14):
this simple, sweet piece that means the world to you.
And I mean you, I don't have to tell you.
Look at you wearing them up your arm, because they
actually impact you. Right. You look down and you see
keep going. You're like, yes, I'm gonna keep going. I'm
gonna keep pushing through. Um. And so that's what makes
us so special. And you know, hopefully all the people
that are out there making them as well, you know,
continue to to to make them, but also by one

(10:37):
of ours too, right, because you can at least have
the traceability piece that makes us even more unique. So
one a couple of things come up from that strategy.
I think that's what sets you apart, is that you
have a strategy. You look at something that people may
look at as average original, like you know, original for
a certain decade in their lives, or have been done before,
and you're saying, how can I we all have a

(10:57):
connection to it, we all love it, but how can
I be strategic and set it apart? And I think
the tracking definitely does that. UM. One of the things
that in terms of the trolls, I love that you
mentioned that, because we forget sometimes everything looks shiny on
social media, on TikTok, on Instagram. People look great when
they step out on the street, if they dress up
and they're ready to hit the town. Um, yeah, girl,
you're getting passionate. She's second off for Jackie right now.

(11:18):
For those that can't see, she's like, yes, She's like,
let me tell the world why we are who we
are and why we're so successful. And at the same
time say you can do it too. But but what
you're saying that I think is so imperative is when
you when you said, like people will troll online and say,
why would I buy this? I can just make it?

(11:39):
I mean I would just offer another question, why would
you buy bread if you can just make it? Why
would you buy dinner if you can just make it?
Like these are simple ingredients that you can put together.
The reality is that we appreciate and respect the art
right and nor do we have the time nor capacity
to do other people's like to do everything. So it's
it's making sure and I think that that in essement

(12:00):
in the community say, I see how you've taken something
that has an emotional value that I might have connected
to when I was younger or even hell, now that
I'm an adult and you've given it you you've placed
strategy on it and structure, and you've given it a
roadmap to success, and it involves me being a part
of the community. So I do think you you've done

(12:20):
quite a great job at explaining and promoting those in
the community. Like, yeah, if you're gonna keep doing this,
keep doing this because it makes each other better. You've
done a great job in articulating and defending quite elogantly,
you know, defending quite elegantly why you are who you are.
But I want to shift away. I love a good
hater because a hater means you're doing well. So thank you, troubles,

(12:41):
Thank you haters, Thank you right for all those comments.
Bill Carney, you said no one ever beats the dead
dog Public Services announcement. No one's beating a dog. But
just so you know, like that's the saying where it's
like no one, no one would kick a dead dog,
actually is what the saying. And it's like, if you're
not hearing anything, no one's trying to come for you.
So you're you're doing a lot. You're doing something like
you're doing a lot, right, But let's get into this um.

(13:05):
In terms of creating a business, it is not easy.
Not only is there a monetary investment, right, whether it's
going to a VC fund, if your women own business.
Sometimes there's an extra lay of explaining why this business
is actually important when you're negotiating or presenting to a
room full of people that don't look like you and
aren't the greater consumers and the you know, especially in America,

(13:25):
but in the world, which are women. Um, and so
it's it can be challenging. How did you or when
did you know that this was a successful roadmap, Like
this was a successful path You knew like this is
a viable business for me and not just a side hustle. Yeah, no,
great question. So I didn't go the traditional route of

(13:45):
raising funds partially because of what you just said, right,
that fear of going into a boardroom and seeing a
bunch of men, white men, frankly, who don't look like me,
and a lot of in a lot of regards, especially
eight and a half years ago when I was looking
to start this up, UM, I said, I went right
to my my savings account that I had built up
from working in retail for a couple of years through college.
UM and I invested about five thousand dollars into this

(14:07):
and within one month we were profitable. Granted it was
a small investment, but that's a quick turnaround time that
told me there's something to this. And how did that happen?
It was through the the community of women that I
had become so tight with in my college authority that
would be sharing the link on their web on their
their websites, on their facebooks, and just spreading the word,

(14:29):
and it just it started to take on a life
of its own and it grew out from underneath me
very very quickly. So it was within the first few
months that I was like, m there is something here.
And it was within the first year and a half
where I started to need to hire more people and
I needed I needed the additional help that I and
I was working a full time job in the beginning,

(14:50):
and it really truly was a side hustle. UM. I
would come home my dad and I would he would
ship and I would pack or and and make the
orders with my mom. So it was a true labor
of love in the beginning, and it was about a
year and a half in when I realized I need
to hire people to meet demand. That I started thinking, Okay,
this is no longer a side hustle, like I gotta
walk away so that I could put my all into

(15:10):
the beginning and the building of this business. UM. And
then we started getting attention from some of the major players.
I will say that, you know, working with the likes
of you and having the UM. You know, we recently
just did a collaboration with A W N B A
and UM Jess Sims, who you know is a speaker
for the Liberal the Liberty Team, and we just had

(15:32):
so many moments where it's like, oh my gosh, you know,
this person is picking up what we're putting down. This
person wants us at their part their their kid's birthday
party in l A. You know, this company wants us
to work with them. UM. It's just been an incredible
journey of people getting it, and every time someone gets it,
it's it's reinvigorated us to believe in what we're doing. UM.

(15:54):
Beyond that, I I come from UH. I'm the child
of a Mexican immigrant. My mom came here when she
was eighteen ye years old with nothing but the clothing
literally on her back and built up her life to
a place that you know, she ended up working and
running a multimillion dollar company, living in one of you know,
the more affluent communities in New Jersey, and she gave
me everything. So I knew that if she can come

(16:16):
from that and get to where she was, then I
can go from the very privileged place that she put
me and get to where I am today and get
further and you know, and beyond. So I think it's
just been the belief in myself that she has instilled
in me from a very very young age that enabled
me to believe, truly, like even if it was a
little crazy, that it was always going to be successful.

(16:36):
Like it wasn't even a question, you know. I just
knew that if there were going to be hurdles, I
was going to cross them and we were going to
figure it out, you know. And that's not to say
that there haven't been moments that were, like I call
them like near death business moments where I've had to
look back and be like, oh my god, like we
almost we almost lost it all, or it almost completely
went out from underneath us, um and and you know,
I just I look at all those moments as just

(16:58):
more steps along the path towards where we are today,
towards the impact we've been able to build UM and
just in general, you know, being able to create that
community of women that continuously and still to this day
are number one means of of you know, growth has
been word of mouth, which just goes to show that

(17:18):
it's people who love it enough to talk about it regularly.
And I think that's what made makes you know the
Branso special and it's made me realize that we really
do have something special here. Today's podcast is sponsored by
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moment and and do a little instant replay where I'd

(18:02):
like for you to if you don't mind sharing, um,
one of those dark moments of where you're just like,
oh my gosh, I don't know if we're gonna make it.
I don't know because and the reason I ask isn't
to be nos even I mean, it is an interview,
but you know the reason the reason I really ask
is because again it's moving away from it being so
shiny like real people having real conversations, and we know,
building a business. I can identify being in my living

(18:24):
room with stacked in sacks of USPS, envelopes, UM shipping
love Squat shirts before I got a distribution center to
actually sell apparel, right, to do that work, you know,
to get to that growth. So I'd love you don't
mind like taking us course, taking us to that moment
or moments that you feel comfortable sharing when you're just like,
I don't know, I don't know what's next. I don't

(18:45):
know what. I don't know what I don't know. Yeah,
I don't literally, which is everything? Um, I you know,
I will say COVID was a very interesting period of
time for a business owner. Um, you know, any small
business owner out there, you know, my heart goes out
to all of them who didn't make it through. Right.
We were one of the lucky few. But there was
a point in time where I was like, I don't
know what I'm gonna do. I mean, I fulfill orders

(19:06):
every single day. I have to have people going in
to do that, but I also want to keep them safe. Um,
I have to navigate, you know, just the changing tides
of the world and speak about selling braces, to speak
on selling bracelets during such a dark period of time,
it just didn't Things didn't feel as aligned for a
little for a little while until I put a call

(19:27):
out to the community. I mean I literally went on
social I put my face there. I'm near tears, and
I'm like, you, guys, I want to do right by you.
I want you all to tell me what you need
from us, and I want to meet you where you
are in this moment. And through that we got, you know,
an influx of orders of customers coming in. I basically
was like, look, we're we're in a We're in a
tough spot right now. You know, I don't want to

(19:48):
let go anyone. I don't want to furlow anyone. I
want to figure this out, but I need your help.
And you know, people came out and droves to support us.
They bought their bracelets. And it turns out that during
dark times. People do want to be able to look
down at their and see strength or like I said earlier,
keep going, which is one of our number one best
selling words to get them through those moments. So, you know,
there was definitely a period there where it was touch

(20:09):
and go and it was just me UM as far
as you know, the main leadership team UM, I've since
expanded that team to have much more heavy players that
can help me through those moments as as they come,
which they will continue to come, because that's just being
a business owner. Especially this day and age. Things are
crazy out there in the streets, you know what I mean, Like,
no one knows what's going to go down at any
given moment, and so we I'm just very lucky to

(20:31):
have built such an incredible team and to have built
such an incredible community that got us through UM. And
then one other moment I can think too is going
through my own journey with trying to conceive my first
my first baby. As we mentioned, I am a mom
and I went through two and a half years pretty
much of trying to conceive my husband and I ended

(20:51):
up having to go down the route of ivf UM
to young healthy people who you know, we're given a
diagnosis of unexplained infertility, which is just it's like it
just kills you, right, because you just want answers, especially
as a type a business owner as I am. I'm like,
wait a minute, you're telling me there is no reason
for this nightmare that I'm living, and you just kind

(21:12):
of have. There were points in that period of time
where I thought to myself, you know, did the business
do this to me? Which is just going down my spiral,
so come along with me if you will. But I
was like, I've been working my ass off for however
many years now, you know, six years at the time
or five years at the time, no sleep, you know,
working in sin the wee hours of the night, stressing

(21:33):
myself out, draining my adrenals, you know, just all the
things that you shouldn't do as a young woman who
was wanting to be you know, carrying a child. Right.
So essentially I went through this this pain of did
this business do this to me? And do I need
to walk away from it so that I can have one?
Is it really one or the other? And you know,
I think in that low place, I looked at this business.

(21:56):
I looked at what we've built I looked at our
community that we had created. It's giving me chills right
now just thinking about it. Um. And I thought to myself,
this is my first baby. You know, this is the
this this brand that we have built, the women that
we have built in in this community. Um. You know,
we really need to prioritize them. And in doing so,
I know that this is my path for a reason.
I know that I will be able to look back

(22:17):
on this story and understand it at some point. Sweetheart yourself,
I know I'm here, thank you. Um. Now, it's it's
I I truly it's It was a journey and it
was the hardest thing of my life. And you know that.
That said, I look at my little boy. Now, I've
fourteen month old little boy named for very lucky that
I ended up, you know, getting to walk away with

(22:37):
this happy ending. Um. I look at him, and I
get it. I understand. This was who I was supposed
to have. This is the little man that I was
supposed to have. That is why I couldn't get pregnant
all those other times, you know. And I look at
this baby, my first business, I mean, my first baby,
my business. And I think to myself, look at where
Look at where she is now, you know, like, look
at how big she has become, and how many lives

(22:59):
she has touched, and how many people you know still
to this day. You know, maybe they're not passing it on,
but they're wearing their first bracelet that they got at
my street fair back in two thousand thirteen where they
first met me, you know, And I just it's it's
so powerful and it's become so much bigger than me,
and I'm just I'm just grateful, really, I'm just grateful

(23:20):
for the journey that that we've been on with it.
And I'm I'm okay with all of the ship that
I had to go through to get here, whether it
was the bullying and the moments of not wanting to
wake up in the morning as a kid too, the
moments of you know, looking at that pregnancy tests and
seeing a negative right, and all of the crap in between.
I mean, there are so many more low moments that

(23:41):
I could I can't even speak to in this one,
you know, period of time that we have UM, but
I think it just goes to show that it's at
some point everything does kind of come full circle, everything
does start to make sense and if you put positive
power behind your negative experiences, you can come out on
the other side feeling like it was all worth it.

(24:01):
M M I I want to say thank you. I
think the people folks out here that are listening that
potentially could be in similar situations or no, someone in
a similar situation when it comes to conception and it's
it's it's very sensitive in that it's not always talked about,
right if it is talked about most times, because it's

(24:22):
such a private conversation, people that are going through it
at the time don't want to expose themselves to that
those types of resources because that's also a public you know,
there's a public thread around that, right if you're following
certain accounts, people will recognize, oh, this person is having
a challenging time conceiving or is you know, whatever the
case may be. So it becomes very very much a
door that's closed and not talked about until after the

(24:44):
fact until there's another side and all. Yeah, and that said,
even or unless all until all resources have been exhausted
and then there there are no other options. And not
all people go down that right route, but I know
many people who do. And so for those that are
suffer in silence. I think this is a great moment
to recognize. What you said is that sometimes two things

(25:08):
that you said that I think hit home with me
was your first baby was a little words project like this.
Your business was your first baby, and it was where
you invested your time, your energy, your sweat, and it
and it grew and it's growing and it's a big
part of who you are and it's a big part
of your family. And then I think with that when
you said, my son is the kid that I'm supposed

(25:28):
to have, like the mom I was meant to be
was only for first, for him, like you know what
I mean, like as my first human it was him.
And I think that that in itself provides some type
of solace for those that potentially maybe going through it. It
It doesn't ease the pain, it does not stop the hurt,
but it does provide perspective and a little solace in
moments that could be challenging. So I want to say

(25:51):
thank you for your bravery because I think that moment,
I would say, you definitely were dropping some dimes right
there literally figuratively, So so thank you for that. Of course,
Oh my god, I want to give before we move
into I want to talk about some of the partnerships
because I think highlighting some of the collaborations that have
come from this business, especially after going through the struggle,
like highlighting some of the success is important. But I

(26:14):
do want to give a special shout out because as
you talk about the success, I do think, like you said,
it's through word of mouth. Like I started wearing the bracelets.
I gave them to people at my wedding, Like I
get just SAME's I'm pretty sure. Like I gave her
a bracelet and she works for the Liberty, I work
for the Brooklyn Ats, and just like that whole partnership.
This makes me my heart sing, and that we're able
to be a circle to help, you know, not even

(26:34):
just small business owners, but just like women entrepreneurs to
be honest to your point, Like just it makes me
makes my heart sing. But none of this is possible
without my assistant, Donnia. And it wasn't until in the
middle of COVID. She's gonna curry right now, she's listening.
She's like, oh my god, I gotta I gotta shout out.
She's like blushing. She's in the corner. She didn't know
this was not on the script, what isn't on the breakdown?

(26:55):
But I truly, I mean I would be remiss if
I didn't acknowledge um and the reason for that it
comes it isn't perfectly aligned with what you said about
your business. I you know, I was looking for a
new assistant again, coming from a place of like I'm
all over the place. I got a lot of balls
in the air and I really just need some help,
and so finding the right person was crucial once we
started working together. After hiring her, she introduced me to

(27:17):
y'all and she has been your biggest advocate in terms
of partnering. She's like, you know, when I was she
was helping me with the wedding and again my husband
and our best friend planned the wedding. We didn't have
a wedding planner and I was not a planner of
fun fact, But when it came down to what do
we give our like, are there any little gifts I
can give my mom, my sister, some of my really

(27:37):
you know, close friends who are bringing that feminine strong
energy to the wedding as I take this next step
in life. And she was just like, I got the
perfect gift we can get she worked with you all
to get everyone a gift. She traveled with them like
we it's been a gift that we give to some
of our favorite partners to just highlight, like you know,
to say thank you for our partnerships. So I would
be remisd to say that she was definitely the domino

(27:59):
that created them, that knocked down and created that domino
effect to say, like, here's a new community that you've
been exposed to because of this one person in your
community that has like truly benefited from wearing and she
wears hers all the time, wearing her bracelets. And I'm
and I'll let you jump in. But but what I
want to close, not close this chapter with um or

(28:19):
this time out with is more of the fact that
it's from like you said, those unexpected places. You would
think it was me, someone who has a big platform,
or my friends who you may know because they're on
this platform where they do these things, and it's no,
it's actually from someone who lives in similar neighborhood as you,
who found you on social who bought your product the

(28:40):
first time, fell in love with it so much so
that has they have been an advocate word of mouth
and it's continued to travel. So what you're doing and
what your company is about, actually, I'm the result of it.
Actually I'm not even the I'm not the starting point.
I'm the I'm the result of it. You know. I
love that. I love that you said that because I
think you just validated exactly what I said. Is what

(29:02):
makes us different. It's the community. It's the fact that
Donia saw something in what we presented as so you know,
whether it be through social media or through our product,
our website, or through our in person experiences that made
her think this is the perfect gift. And this you know,
there's a meaning behind it too, and there's that there's
just this extra layer that makes it go so much further.

(29:24):
But oh my gosh, when we heard from her and
Mariah on my team, who is my earliest employee, um,
she just we That was one of the moments of like,
holy sh it. I don't know if we can curse here,
but holy ship, Ali Love, Like this is amazing. We're
gonna work with Love squad, We're gonna work with this.
We're gonna do that. Like we have had so many
moments of just like complete shock and awe that you

(29:47):
would take interest in us, and we we knew that
it had started with Donia, and I know that uh,
Donia and Mariah have had a lot of moments together,
and it's just so special that you know, we were
able to create such a lovely moment or your wedding,
but then also that you would fast forward and the
two of us get to have a moment together. I
think it is so full circle. And I think it
just goes to show I too, have an assistant that

(30:09):
saves my life. I mean it's like your right hand,
you know. And to have someone like that that you
trust so wholeheartedly to come with you, come to you
with this special product that would honor the people that
you love the most is like it's like awe inspiring
for me, And it just goes to show that, you know,
we need to lean on our women, right We need
to lean on our girls, on our supportive system, right

(30:33):
Like that is the point. And then I'm rewinding a
little bit back to where we were talking quickly about
those trolls and about people who could want, you know, say,
I can make it myself, and then you were like,
well why would you? Yeah, you can also make bread,
And I think it's because we, just as women unfortunately,
have this gut reaction to compete, to think, oh this
was so easy. I could have done this, I you know,

(30:54):
but I didn't, And then you immediately want to claw
that person back. You want to, like you see her
up above the ladder, you want to pull her out.
We practice, we preach here inclusivity and collaboration over competition.
That is one of our core pillars, of our core values,
because I truly believe that when women come together and
when we aren't worried about you know, who found what first,

(31:16):
or who did what first, and you know, or who
could you know, create something bigger or better than the next,
but instead think how can we work together? You know?
And that's going to lead into these partnership conversations as well.
It's you go so much further. You also mentioned this.
You know, we've had these big box you know, these
bigger retailers that are making them themselves, you know, and
one of which, very popular retailer that found me at

(31:39):
a trade show. You know, A little bit tea here, girl,
I'll give it to you. I get a can I
get a drink? Side on the court side, please litt
drink court side, right, Um, so one of these my
first It was my first year in business, my first
year at a trade show. Let me say my first
year at a trade shows. Three years into business, and
I had a major retailer, um that that creates that

(32:02):
frankly from whom I was purchasing the beats. I'll say that.
It was a place that a craft store, if you will,
where I was buying my first initial batch of beads.
They came up to me, they were like, I love this,
I want to do this. I sent them my line sheets,
I sent them my my business card, I said. I
gave them everything that they could use to to, you know,
get to know the brand. And I called my rep

(32:22):
and I was like, oh my god, I'm so excited
my personal brand rep. And she was like, be careful.
They tend to do this and then they'll they'll knock
you off within six months. By Christmas of that year,
bracelets were in their stores for twenty of the price
literally too, you know, I don't know math one dollar
one dollar bracelets, Okay, one flip in dollar they were

(32:45):
selling them for. And I remember thinking to myself, like,
isn't that just such a shame? What a story that
would have been to be able to say, one, we're
supporting a small business owner, a Latina owned business, and
that that business was started using the materials in our stores,
and now we want to support her, and now we
want to send send this out to the world. And
we could have held hands together, we could have done

(33:05):
a cheaper product together, we could have done something, and
instead it was oh, I can do this myself. And
so as we look to our future partnerships and who
we want to work with, I really want to tell
the story. Yes, I want to work with the big players,
you know, but I also really want to tell the
story of working with the smaller business owners. So if
you walk into our our store on Bleaker Street right
now in Manhattan, you'll see other small business owners, all

(33:27):
female owned, and they are creating things that are so
special and unique that I want to do. I want
to do a version that's them X Little Words project.
And how can we take the story of partnership but
but spin it on its head and say, instead of
going after the big ones so so aggressively, which we
do because we do still feel like it helps spread
the word out there, but let's go after the smaller guys,

(33:49):
and let's bring them along, right so you could walk
into our store right now, and there's a little dish
at the cash wrap of a young literally a young
twelve year old girl named Sophia, who was so inspired
by Little Worst Project she started making them herself. And
she came to me, she gave me a bracelet their
little circle. They're different, they look different, but they're totally
inspired by us. They're a lower price point, and I've

(34:10):
I'm like, you know what, You're so amazing and adorable
and sweet to come here all excited to sell me,
show me your bracelets that you made. Let's go ahead
and sell some of these to our our audience. So
we now sell our own bracelets and ones that could
arguably take up market share on a person's rest right,
it could arguably be competing with ours, but instead customers

(34:31):
are viewing it as woll look at what they're doing
to help this young business owner. And that's how that
gets me up every day, you know what I mean, like,
how can I help? How can I continue? And I'm
not even trying to sound so altruistic, because I'm I
don't no, I don't know angel obviously, but in this moment,
I was just like, why why instead of being like okay, cute, goodbye,
when I can instead be like, you know what, come on,

(34:53):
in the water's warm, there's plenty of room for all
of us, all ships rise. If this look is out
there as something that people want them, great. I'm happy
to own that we were one of the original back
and I'm proud I stuck with my guns when everyone
that I've talked to in the beginning said maybe it
should be gold plated, like you know, maybe a little
bar and you stamp the word like. There were so
many examples of what I should have done that I

(35:15):
didn't listen to. And I'm so glad because it's opened
up this world of potential other business owners that can
kind of not ride the coattails by much by by
any means, but like, you know, what's that term? Okay,
I'm not a sporty girl, So this is where I'm
going to show my girls. You are, now you're sitting
courtside in this conversation. Come on, now, bring the heat.
I'm gonna bring the heat. What is the term when

(35:37):
you are running behind a fast runner tailwind? So they
can be a trailblazer, Like that's a term, but like, okay,
so I'm a trailblazer. Is that? Yeah? I think it's
a tail wind. I think you can get in behind
you know. So if I'm the trailblazer for these and
all the all the people behind me are the trail
people taking getting in on the trail wind, right, and

(35:58):
they're getting in behind me, you know what I mean?
And all your list you don't even they got you guys,
get it? Then that's good enough for me. You know.
That's cool to me. I'm happy to be that, And
I think that in a in a way, I've always
been a version of that, and there have been people
who have hated me for it, hence that bullying my
whole life, and there have been there have been people
that have kind of followed me for it, and in

(36:21):
a way that I feel like we've all just been
able to make a difference, not only in our own lives,
but in the lives of those around us. So I'm
sorry that was such a tangent, but it's it's any
tangent that's insightful and thought provoking is great. Now, I
would I would be honest with you. I will let
you know we're sitting in courtside that this conversation just

(36:42):
went to another type of court. Then I would let
you know, but we are still We're still in the arena,
We're still on the court, um, and we're gonna bring it.
We're gonna bring it home. I want to uh talk
about and again being of not even just time, just
like I feel like there's so much I have to
ask and it's thorough because I stay curious. It's one
of the things that I remind myself is how can

(37:03):
I continuously stay curious, stay curious around not only just
my greatness but my capacity. Uh, And so as I
kind of limit the curiosity for the sake of time
and your time. I would love to get into this
w n B a partnership. I think this is a
big deal. And when we heard, you know, when Donnie
and I heard about it, we're just like, this is amazing.

(37:24):
And to your point, my heart, like, like I said,
my heart like flutters when especially women in business. As
a woman in business, I know how hard it is.
I'm like still hiring a business manager to run a
new business manager to run love squad, like having my
own company having employees. Then having my own job. I
can only imagine throwing a kid, hell a puppy in

(37:45):
the mix. Could be just could be just in more disaster.
But you know, I have so much respect for people
who just don't give up when it gets so tough,
especially women out there that are you know, creating their
business and continue to create their legacy or even climbing
that vertical corporate ladder and just going in every day.
But when you think of like the next step, this

(38:05):
is huge for you, right, I think these partnerships, especially
anything with the NBA, especially the w n B A
like that, to me is exceptional. I need to know more,
Please do tell absolutely absolutely so. I will say that
when we first started thinking about, Okay, what are these
next partnerships gonna look like, I really wanted to focus

(38:26):
on you know, I wanted to hit this other, this
other world. I think that because I personally was not
a big, big sporty gal for a long time, UM,
I didn't really think about the entire industry around women
in sports, right, And you know it, when we did
start having the conversation, I really wanted to think about

(38:47):
it from the angle of exactly that women in sports.
You know, there are other brands out there who went
the NBA route, right, And not to say that that
wasn't something that we would love to do and still
is something we would love to do, but we loved
the idea as we were building these partnerships of working
with those those female centered UM experiences. Again, this was

(39:08):
a business really built on female empowerment more so than
anything else. And it's only recently that we launched a
men's collection and have been able to you know, expand
into really just anybody who needs a little bit of
love and attention UM and and self love reminders UM.
But I will say that, you know, having the opportunity
with the with the w n b A was just
one of those again pivotal moments of holy crap, this

(39:31):
major industry is wanting to work with us in a
real way and we've just been so lucky to one.
They've been great partners too. We've been able to connect
with some of the players on the Liberty team um
Samy Whitcomb being the main one, and Maria got to
go out there and meet her and we were going
to a game altogether tomorrow night. We're literally taking a

(39:51):
party of us from the office down to the over,
to the to the game, and we're just so excited
about that. So, you know, I think ultimately we really,
we really are focus saying a lot on you know,
how each of these partnerships aligns with our our core values,
our core principles, always wanting to work with people that
you know, just need that reminder. And when we look

(40:11):
at you know, the sports world, like women are women
are women, People are people are people? Right, you all
need a little bit of encouragement, right and if little
words can be that for you, let us be that
for you. You know, let us let us, let us
take up a spot on your wrist, one little measley,
I don't even think, what is this that doesn't even happen.
It's a it's a quarter of an inch. I don't

(40:32):
even know how big, like a quarter of an inch
of your body. Let us have it. Let us, let
us um, let us give you the daily reminder that
you need to get through whatever it is that that
you're facing. If it's as simple as pushing through to
the end of the game, you know, pushing through to
the end of the ride, whatever it is that you
could use that little moment of of encouragement for you know,

(40:56):
we want to be that for you. So the w
n b A was just such as such incredible. Um
I was about to say hit out of the park,
but that's a different reference. Let me, let me, let
me get back to the sport that we're talking about.
My basketball. My husband's gonna kill me. He's such a
basketball lover too, and he's like, Atriana, you're gonna have
to get your stuff in order to be able to
have these conversations. But it's it's so true. Anyway, I'll

(41:18):
learn more tomorrow night at the game. But that's said,
you know, it's just it's just been wonderful and it's
a whole another market. And you know, one of the
things that we did focus on this year was mental
health in sports as well as just um you know,
sports in general, and taking that entirely just this other
platform for us, but the mental health piece, because you know,

(41:39):
people think that these these these sports players and athletes
be saying sports players, I'm screaming, these athletes are just
out here living their best life because they're you know,
they're kicking ass and they're just they're good at what
they do when they're talented. But it takes a mental toll,
especially at the collegiate level. Right. So, you know, we
have just been so lucky to partner with UM different

(42:00):
teams and and you know, different young women who have
reached out to us saying, hey, my team is going
through some difficulty and I'd love to give them bracelets,
and you know, is there anything you can do to
to help us? You know, speak on who you guys
are and help them get through those difficult times. And
we've been able to respond with like a resounding yes
and do what we can to to give back in

(42:21):
that regard. UM. So, yeah, it's it's been awesome. Well,
I have to say it's been awesome having this conversation.
I'm thoroughly inspired. I obviously loved you before and love
this business before, but even more committed to UM, to
what you're doing, and I appreciate what you're doing as
another woman founder and even like creative a podcast you created,
your podcast created a podcast now on I Heart Radio, Like,

(42:44):
I just want to say thank you for what you're doing.
I think, like you said, like it's it's it's definitely
collaboration over competition always, and it's more important. It's even
more important when we are thoughtful, in strategic about it.
When that is our eat those not just oh we're
gonna just decide to do this one day and today
feels good, so let's collaborate instead of being competitive. But

(43:05):
when it literally is your motto, your mantra, like the
principal at core values that you live by. And so
I thank you for your intentionality. I thank you for
yes adorning my risks always um, which I love and
I'm obsessed with, and I look forward to many more
conversations on how we can collaborate. So I'd say, definitely
have fun at the liberty game. Shoutouts Barkley Centers amazing. Obviously,

(43:27):
our NETS organization as a whole on liberty organization is exceptional.
Whoop whoop. But I would say enjoy the box experience
because you just got a courtside experience with our courtside
conversation and it was quite enjoyable. I don't know that
anything is going to top this moment for me, honestly, Ali,
So thank you so much. Thank you for what you're doing,
thank you for putting, you know, just the passion behind

(43:48):
everything you do, and for inspiring everyone, men, women, all,
anybody you know. I think everyone is so inspired when
they ride with you, when they listen to you, and
I'm just so freaking honored to be here. So thank you,
thank you, thank you, and thank you for letting me
have what I would assume is about three inches on
your wrist, not just a quarter of whine. I'm here
for it, all right, y'all, Adrianna Krarrick, thank you so much.

(44:10):
That was our courtside conversation and we look forward to
many more. You'll know I don't plug things often. I
just say, check out Little Words Project. I think you'll
love it just as much as I do. Yeah. Yeah,
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