Talking with VIOLET GREY Founder Cassandra Grey
- Written By:Sara Bliss
- Photography:Sebastian Kim
A force and a visionary, Cassandra Grey created the ultimate curated beauty retailer featuring only the best-of-the-best as chosen by beauty insiders. VIOLET GREY launched in 2013 featuring a tightly edited collection of amazing beauty products, a glamorous virtual zine called The Violet Files, and a destination storefront in L.A. We caught up with the busy Founder and CCO of VIOLET GREY to talk about authenticity, overcoming hurdles, and yes, Booty Pilates.
I began VIOLET GREY so I could make art that at least had the potential to be iconic! Apart from mother and wifey, founder is the title I always wanted.
CURRENTLY WORKING ON:
I hired a CEO and I now have a boss. I am now in the Creative Director role again and all I want to do is serve our customers and impress my new boss. I am currently building out my team to execute on the vision for VIOLET. My blood, sweat and tears are in the vision and I am inspired to direct the movie again. It’s day one.
I think the trick is being rigorously honest in everything you do. Authenticity is gold. And the truth is much easier to find than, say, fairy dust, although I value that too.
Feeling good enough. I either feel ugly and unemployable, or hot and at the best table. I think to stay grounded, I have to be painfully aware when I run off the rails. I can usually calm down through meditation or writing a stream of consciousness. At 41, I can recognize ego when I see it. I remind myself that I know nothing and to shut up and listen. Or if it’s fear I am struggling with, I read The Man in The Arena by Theodore Roosevelt which never fails to remind me that to fail does not make me a failure.
I do all the stuff because I’m vain and I never feel gorgeous if I’m not sleeping, exercising or eating clean.
CURRENT FAVORITE BEAUTY PRODUCTS:
See violetgrey.com. The entire edit of products has been VIOLET CODE approved and therefore deemed best in class by our committee of industry pros. I am pretty excited about Bobbi’s new line that we are testing for our next wellness edit!
CURRENT FAVORITE BEAUTY TREATMENT:
Consistent exercise with a specific superficial goal. Right now I want to work on my butt in hopes to have the one I want by spring of 2019! I am designing the program with Cindy Leos who teaches Booty Pilates! Stay tuned. .
WORDS OF WISDOM:
Just do it. Failing at something is way cooler than a blank page.
- Raise a kind human being.
- Have the kinda butt that challenges others to go after it.
- Build my company into one that talented, kind and ambitious people are dying to work for.