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Meet Cheryl Sutherland of PleaseNotes in West Hollywood

Today we’d like to introduce you to Cheryl Sutherland.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I think my story isn’t very different from most entrepreneurs. You realize that you are unable to hide from your calling anymore. I knew that if I just left my current job and got a new one, this feeling would continue to haunt me. The problem was that, I had no idea what I would do and I think that’s one of the reasons I stayed at my last job way after I knew that it was time to leave. I knew the only way to figure it out would be to stop, nurture and listen to myself. I left my job and started working on me and I had absolutely no doubt that I was doing the right thing. I read a ton, worked with affirmations and started journalling. What I learned was that, I was ecstatically in love with personal development. From seeing the change it made in other people and remembering the change it made in me. I thought to myself shortly after my epiphany, ” I wish there was a way to have affirmations everywhere” and that’s how PleaseNotes was born.

Has it been a smooth road?
I think my biggest obstacle would be my own mindset and my self doubt. Whenever I am clear and feel really good about something, all the pieces, parts and people fall into place. When I take a hit to my confidence, everything slows down a little, there are less sales, I have problems with manufacturers. Along with that, dealing with the human component of it as well. Being okay with doing things on my own without waiting on a partner or haggling with an investor is something new that I had never dealt with. Not feeling like I needed a male counterpart in business ultimately, was the biggest testament to my own personal growth.

So let’s switch gears a bit and go into the PleaseNotes story. Tell us more about the business.
PleaseNotes is a lifestyle brand of Inspirational, Affirmation-Filled Goods for the Millennial Woman. We allow a person to re-discover what they are passionate about, create a plan to make it happen and support their mindset shift with strategic tools and notes of positivity. From our Guided Journals to our inventive water bottle labels, everything is jam packed with affirmations and quotes from people that are relatable and inspirational. This way you can really connect with your dreams, be uplifted and see the evidence that it’s possible in these quotes. I’m most proud that throughout all the growth spirits and changes, that we have always held on to our heart. All the items are made ethically, use recycled paper and we also give back 10% of proceeds to support organizations to allow women to get the support they need to grow. What sets us apart is that we are new generation of personable personal development, meaning we are fun and playful and understand the challenges that face millennial women today. There is no journal on the market that has the level of complexities, nuances and level of quality out there, we strive to empower women in a expansive, immersive experience. When you are surrounded by messages and notes of positivity and self-worth, your mind takes it in subconsciously and you feel better about yourself.

How do you think the industry will change over the next decade?
I love this industry because it is inclusive and is always growing. I think in 5-10 you’re going to see more personal development courses and goods for children become more and more prevalent. There has been such a movement in business highlighting the need and benefit of having people with high EQ, schools that are teaching mindfulness and meditation. And, with the ongoing occurrence of people striking out through acts of violence, the need to be able to decipher and handle ones emotions effectively is more important then ever.


  • The PleaseNotes Guided Affirmation Journal is $39.95
  • The PleaseNotes #HustleKit – A starter kit with all the items in the line, crafted for entrepreneurs and anyone ready to make a change is $69.95
  • The PleaseNotes “Mirror Mirror” Affirmation Decals, available in Cheeky, (Bright Pink with messages that are playful and sarcastic) Confident (Gold with messages that are grounded and clear) and Carefree (Blue with messages that are calming), are $14.95 for a set of 3.

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