Cassandra Grey (Violet Grey) on Buying Her Company Back, Finding Your Look, and the Vogue Effect

Cassandra Grey (Violet Grey) on Buying Her Company Back, Finding Your Look, and the Vogue Effect

What does it take to build a luxury beauty brand that’s as cool as it is strategic? Cassandra Grey has the answer. She’s the force behind Violet Grey—the ultra-curated beauty platform that has become a tastemaker in Hollywood and beyond. Cassandra’s playbook is not the usual one: she launched her brand, grew a cult following for nearly a decade, sold the company in 2022, and then bought it back in 2024. Today, she shares what she learned from every milestone. Cassandra explains what selling her brand taught her about business, insights from her early meetings with Anna Wintour and Gwyneth Paltrow, and how to find your aesthetic as a brand. Here’s what Sammi covers with Cassandra: 00:00 Meet Cassandra Grey 01:30 Cassandra’s Introduction to Glamour and an Unusual Childhood 04:06 The Violet Grey Origin Story 05:20 Crafting a Business Plan Without an MBA 12:29 The Violet Code 17:31 THE Gwyneth Paltrow Phone Call 19:40 Acquisition by Farfetch 24:04 Why Delusion is Good in Business 25:56 Buying Back Violet Gray 28:02 Incubating Brands with Violet Labs 30:29 The Push into Retail 37:26 Hiring for Your Weaknesses 40:31 Actionable Tips for Finding Your Brand’s Look 44:34 How to Show Social Currency Some Love Follow Sammi on Instagram here Subscribe to the Social Currency newsletter hereFollow Violet Grey here Follow Cassandra here Learn more about your ad choices. Visit megaphone.fm/adchoices

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Episoder(120)

Chili's Comeback, Decoded

Chili's Comeback, Decoded

Chili's now goes through 65 million pounds of mozzarella a year, up from just 12 million four years ago. The reason traces back to a single TikTok video of a cheese pull that quietly turned a decade-o...

25 Aug 16min

Ankur Jain (Bilt) on the AI Commerce Race, Celebrity Rent Day Collabs and Neighborhood Concierge

Ankur Jain (Bilt) on the AI Commerce Race, Celebrity Rent Day Collabs and Neighborhood Concierge

Last year, $100 billion in housing payments flowed through Bilt's platform, and one in four apartment buildings in the US now runs on its system. So how did a rewards card for rent turn into one of th...

18 Aug 55min

Everlane, Reformation and the Cracks in "Ethical Fashion"

Everlane, Reformation and the Cracks in "Ethical Fashion"

They launched a year apart with nearly identical pitches: shop online without the guilt. Everlane sold radical transparency about factory costs and markups. Reformation sold sustainable, vintage-inspi...

11 Aug 15min

Raina Moskowitz (The Knot) on the Wedding Economy, the Taylor Swift Effect and AI Planning

Raina Moskowitz (The Knot) on the Wedding Economy, the Taylor Swift Effect and AI Planning

About two million couples get married in the U.S. every year… and despite economic pressure, they continue to spend an average of $34,000 on the big day. So, why has the wedding industry remained so r...

4 Aug 59min

Kory Marchisotto (e.l.f. Beauty) on Acquiring Rhode, Building a Billion-Dollar Brand and Responding When Campaigns Don’t Land

Kory Marchisotto (e.l.f. Beauty) on Acquiring Rhode, Building a Billion-Dollar Brand and Responding When Campaigns Don’t Land

When Kory Marchisotto joined e.l.f. Beauty, the company had less than 10% brand awareness and roughly $200 million in revenue. Today, e.l.f.’s brands generate approximately $1.8 billion in global cons...

28 Jul 1h 5min

Jennifer Wong (Aritzia) on Rising from Sales Associate to CEO, the Styling Suite Experience, and Building a Generational Brand

Jennifer Wong (Aritzia) on Rising from Sales Associate to CEO, the Styling Suite Experience, and Building a Generational Brand

Jennifer Wong started as a Sales Associate at Aritzia… 39-years later, she’s running the company as CEO. Today, Jennifer joins Sammi to share how she almost left Aritzia for a career in banking, why ...

21 Jul 52min

Laney Crowell (Saie Beauty) on Raising Her First $1 Million, Building a Top Sephora Brand, and Magazine Culture

Laney Crowell (Saie Beauty) on Raising Her First $1 Million, Building a Top Sephora Brand, and Magazine Culture

What started as Laney Crowell's passion for magazines, beauty, and storytelling became Saie Beauty, one of the fastest-growing clean beauty brands in the world and a standout success story at Sephora....

14 Jul 1h

Haley Sacks (Mrs. Dow Jones) on Money Psychology, Wealth Hacks, and How to Say No to an Expensive Bachelorette

Haley Sacks (Mrs. Dow Jones) on Money Psychology, Wealth Hacks, and How to Say No to an Expensive Bachelorette

From the FIRE movement, to the rent versus buy debate and financial fibs, today Sammi is tackling the biggest money questions of the moment with Haley Sacks. Haley Sacks (Mrs. Dow Jones) has become o...

7 Jul 1h 6min

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