Life & Work with Jessica Sheppard of SoCal

Today we’d like to introduce you to Jessica Sheppard.

Hi Jessica, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Standing O Cosmetics was designed for performers for all kinds, but specifically inspired by Latin dancers. As a professional Latin dancer myself, my husband/dance partner and I were brainstorming businesses we could start that would align with our dance careers. I was very familiar with the cosmetic needs of dancers and saw a gap in the Latin dance event circuit, which offered many in person shopping experiences at dance festivals for shoes and bodysuits, but very little option for in-person cosmetics shopping.

With all the things performers have to juggle: choreography, costumes, hair products, they are always forgetting something, whether it be lashes, lash glue, etc… When it comes to stage makeup application, you cannot simply not wear lashes because you left them on your home vanity. There needed to be a convenient solution to grab any missing items on your way to get ready your show. Beyond forgetfulness, there was also a need to help dancers understand the importance of stage makeup and how to apply it properly.

Ultimately, I was able to vertically integrate Standing O into our dance careers by bringing Standing O popup shops to our dance events, and selling Standing O to Latin dance teams across the US.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Like any business endeavor, of course there have been challenges along the way: cash flow and inventory management are most often a struggle in the beginning of product-based businesses. Beyond this, the ride has been generally smooth. I was careful in the beginning to create an organized business plan with strong processes/procedures to create a streamlined flow, and eventually to grow beyond myself. The products themselves were inyentionally curated to meet the needs of dancers. Understanding these needs from the start ensured that the SKUs were qualified before I launched. Because I was fulfilling unmet needs with quality products, first hand experience of the market and a customer service-leading mindset, the community has embraced Standing O in an expansive way.

Can you tell our readers more about what you do and what you think sets you apart from others?
Building a successful product-based business goes beyond sales. Customers need to feel heart behind the product. Creating a brand at its best means telling a story that draws the customer in. It means making little decisions that the customer may not notice directly but it keeps them engaged even if they cant pinpoint why. For example, every Standing O product is named with alliteration: Resilient Red Lipstick, Masterful Mascara, The Performance Palette.. Additionally all of the lipsticks are named after qualities of dancers: Resilient Red, Radiant Rose, Poise Pink. While many might not directly notice the intentionality, it sticks with them and they feel the creativity beyond the product. These artistic choices are what brings a brand to life.

Any advice for finding a mentor or networking in general?
I have not had a mentor that I know personally. I learn a lot from watching and analyzing other peoples successes and failures. Since I was a kid I have always favored biographies over other book genres, and I love listening to interviews of entrepreneurs that inspire me. We have so much information at our disposal— there has never been an easier time to absorb other’s experiences.

“Networking” has an unpleasant connotation. It seems artificial. Both in my personal and business life, I hold a high standard for authenticity. If I am approaching a potential client, or someone that I think I would benefit from knowing, I always lead with us having a mutual interest or need. Reciprocal relationships make for the strongest ones— I make sure I’m bringing value to every relationship I create. Otherwise it feels gross.

I made a decision from the beginning that I would never sacrifice my authenticity or character for the sake of a sale or relationship. If I don’t have a good vibe about someone, I don’t pursue that opportunity. There’s always another one that is a better fit.

Pricing:

• The product line runs from $10-$110.
• I offer Stage Makeup Workshops for teams at $200.

Contact Info:

• Website: https://standingocosmetics.com/
• Instagram: https://www.instagram.com/standing_o_cosmetics?igsh=NTc4MTIwNjQ2YQ%3D%3D&utm_source=qr