Antonia Saint Dunbar, Brilliant Designer of Purposeful Products Making the World a Better Place One Step at a Time.

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Antonia Saint Dunbar Nominated as one of Women 2.0's "Top Female Founders to Watch" in 2015, and called a "Feminist Genius" by the press for the invention of THINX which was one of TIME Magazine's "Top 25 Inventions for 2015," Antonia is passionate about disruptive innovation to provide solutions for women. She has created companies that are dedicated to purpose in addition to profits, and is inspired to achieve gender equality worldwide.
1) THINX was a TriBeCa Disruptive Innovation winner alongside the likes of the founders of Warby Parker, Twitter and Kickstarter as well as Scooter Braun (Justin Beiber) and Adam Braun (Pencils of Promise).
2) Coming from a family of entrepreneurs, designers and artists, Antonia learned early on that you can create something out of nothing and that your idea can end up existing in the world at large. When she led the design of THINX and wrote the patent, she felt it already "in her DNA" to do so.
3) Before co-founding THINX, Antonia was a marketing/PR executive who made key partnerships at various production companies, and she has also toured the world and played cello with artists like Carly Simon and John Forte of The Fugees.

www.antoniasaintny.com

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Podcast Notes

1YouTube generated podcast notes, please excuse any typos.
0:00
hi everyone and welcome to inventors
0:03
launchpad roadmap to success
0:06
I am coma and in Disco your host for
0:08
today's episode and with me today on the
0:12
launchpad I have a serial entrepreneur
0:15
she's out of New York City I think New
0:18
York City and she has founded several
0:20
companies several successful companies I
0:23
should say she's a real thinker a
0:24
planner and she's an expert in getting
0:27
not only products out there but
0:29
marketing and getting names out there
0:30
her name is Antonia st. Dunbar and I
0:34
believe she's on the line with us now
0:36
hey Antonio are you there hi thank you
0:42
so much for being on the show today I'm
0:44
super excited about talking to you
0:46
because not only have you started us
0:48
several companies and they do things
0:50
your own way which i think is awesome
0:51
you're from New York I'm from New York
0:53
but you have a lot of success too in
0:55
raising capital and raising funds and
0:58
that's a lot of information and that's
1:00
what our entrepreneurs and inventors and
1:02
listeners really need they need to know
1:04
that they can succeed they can do things
1:06
they need to hear from people that have
1:09
done it and also to help it they can't
1:11
be afraid to fail they have to know that
1:14
they need to keep moving forward and it
1:16
seems like that's what you've been doing
1:17
for many years and I was so happy to be
1:21
able to talk to you about your successes
1:22
and what you have going on so why don't
1:24
you give us a little bit of background I
1:25
mean obviously you can search around and
1:27
you can get information on the internet
1:28
but let's hear a little bit of
1:30
background and what you've been doing
1:31
and then we'll get into your your
1:33
current success which I really want to
1:35
start talking about awesome thank you
1:37
yes
1:38
one point just to just clarify I
1:41
actually grew up in the heart of
1:43
Farmington Hills Michigan but my
1:48
mother's side of the family
1:49
total New Yorkers and I came to New York
1:52
all the time and that is where I've been
1:53
for the last you know what oh my god
1:55
I've lost count maybe 12 years now and
1:58
if the name of my new company Antonia
2:01
st. New York so we'll get to that but a
2:06
little bit of background on me you know
2:09
I never knew that I was going to be
2:12
coming in
2:13
to an entrepreneurial journey creating
2:16
solutions for people identifying needs
2:19
in the marketplace where products were
2:22
created that really failed when it came
2:25
to function they might have beautiful
2:28
form but really no utility purpose for
2:32
us so I am you know my father's daughter
2:36
I will start with that he was he became
2:39
the chief of design at General Motors
2:41
for he was there at third General Motors
2:43
for like 30 years and he would always
2:46
have ideas for things and create them in
2:49
reality and I was always blown away as a
2:52
kid to see him do that so one example is
2:55
General Motors actually owned the
2:57
Frigidaire brand for I don't know 50
3:00
years and so in our kitchen we had a
3:02
stove and a refrigerator that my father
3:04
had actually designed and let me tell
3:07
you that thing lasted for like 50 years
3:08
it was so well made but always as a kid
3:12
I was looking through the eyes of my
3:14
father I would go on you know who had
3:15
Drive I'm also a classically trained
3:17
cellist so he would drive me these long
3:19
distances these great cello teachers
3:21
again and he'd point out the grille of a
3:24
car or the backend of another car or a
3:26
logo that was really badly written that
3:29
you couldn't read and he'd be like look
3:30
at that that could have been done better
3:32
or look at how great that stung what a
3:34
great job and so I was always seeing it
3:36
that way so fast forward to 2010 I'm on
3:41
a trip to India with two of my best
3:42
friends at the time who became at
3:44
co-founders for my first company and we
3:47
were sitting up late at night talking
3:49
about wanting to do good and do well and
3:51
I was at a job in advertising not
3:55
feeling fulfilled really trying to find
3:57
what was going to be my passion and my
3:59
contribution to this great planet you
4:03
know and and society society and
4:05
humanity and I was just like I've got to
4:07
figure this thing out and I remember my
4:09
friend Mickey at the time she said that
4:12
her that her sister Radha had had an
4:14
idea for and I for will or listeners
4:17
things are going to get really a funky
4:19
real quick but um but uh she had an idea
4:23
for a stain resistant underwear
4:25
and basically I'm my my my aha moment
4:29
happened where I was like oh my god
4:31
women actually need this we actually
4:33
really need this and women's underwear
4:36
again and you got a product that looks
4:38
beautiful but doesn't really perform the
4:40
way she needs every day in the month and
4:41
so we sat with that idea in our heads
4:45
and then ended up doing something about
4:47
it
4:47
and started the meet on the weekends
4:49
about it and we found the company
4:52
co-founded a company called fakes
4:53
listeners may be familiar with we
4:55
basically make period proof underwear
4:57
and it's selling all around the world on
5:00
another product we created was icon
5:02
which is a positive spin on the word
5:04
incontinence and that's pee proof
5:06
underwear and no one was talking about
5:08
these things no one was addressing the
5:09
fact that products needed to have this
5:11
functionality for certain times and then
5:13
in a person's life and we set out you
5:16
know doing that and so now I've taken on
5:19
a woman's shoe so that's like a real
5:24
quick you know explanation of a couple
5:27
different things just to get us started
5:28
well I mean I love that you know like
5:31
you said people there there's the things
5:33
that people don't like speaking about as
5:35
you know and that right instead but but
5:37
you brought it you know right in the
5:39
forefront I mean there are some large
5:41
magazines and you've been in the news
5:43
and I mean we're talking about big
5:45
magazines picked up your story and your
5:47
company on things right oh yeah yeah
5:50
Time magazine show me that one as one of
5:53
the top 25 inventions of 2015 and then
5:56
Entrepreneur Magazine identified us as
5:59
one of the most hundred most brilliant
6:01
companies of 2016 and then 2017 Fast
6:05
Company said were the top 50 most
6:09
innovative companies in the world though
6:11
it was just it's been quite an honor to
6:13
have those uh designations and press
6:17
have definitely written about it we let
6:20
me tell you the other backstory is that
6:21
while we're in India having this idea we
6:24
saw extreme poverty and and when we were
6:28
talking about this idea right so we were
6:30
like my god we have issues with leaking
6:32
and standing in our under air what are
6:33
what are women and girls using implement
6:36
like this in the world so always from
6:38
the very beginning
6:39
wanting to do good and do well around
6:41
that time Tom's shoes had been in the
6:43
market for a couple years and my
6:46
co-founder had been very inspired by
6:48
that model and I have been as well I was
6:50
always like oh my god what are these
6:51
TOMS shoes I love that one person can
6:54
wear a shoe and then provide shoes for
6:56
someone on the other side of the planet
6:57
that needs them and so we from the very
6:59
beginning adopted a actually a 1 for 7
7:02
model which was every pair of underwear
7:04
sold funded a pack of washes specially
7:08
reusable cloth pads for a girl in the
7:09
developing world and now we have a sinks
7:11
foundation that is empowering women
7:14
entrepreneurs we've channeled that into
7:16
a more powerful mechanism to help women
7:20
entrepreneurs and also just girls be
7:23
educated about their bodies to learn
7:25
financial skills to be empowered to be
7:29
their own entrepreneurs and and create
7:32
you know I don't know a way to make a
7:35
living in their village and and it's
7:37
just very powerful when you really
7:38
empower the young girl she can really
7:40
change change the world so I'll always
7:42
from the very beginning it's always been
7:43
about a give back as well because I do
7:45
believe very much in profit and purpose
7:48
and if we have more companies doing that
7:49
this world will totally change for the
7:52
better
7:53
100% it's so yeah I mean not only your
7:57
company being successful but you're
7:59
being successful doing things the right
8:00
way doing business the right way is it
8:02
is so important and I think that it
8:05
probably makes the people that work with
8:07
you feel better I mean so I mean it like
8:11
you said it's not you know it's got to
8:13
start somewhere and and when you start
8:16
it's exponential and absolutely and my
8:19
sharing that point was that the press
8:21
really resonated with that too because
8:23
they saw okay there's not just a
8:26
mechanism for making money here there's
8:28
but it's providing a solution breaking a
8:30
taboo no one was even talking about this
8:32
issue if you actually look at the root
8:34
of the word men's menstruation it's or
8:37
actually a root of the word top Y which
8:40
is taboo which is how where we get the
8:42
word taboo from it actually relates to
8:44
menstruation like that's part of the
8:46
definition so we had to work on breaking
8:49
that taboo the press helped us break the
8:51
taboo
8:52
and especially because of the way we had
8:55
that give back it gave people kind of
8:56
like an ability to talk about it because
8:59
of the larger problem that we were
9:01
addressing as well because girls were
9:04
dropping out of school because of their
9:05
periods they didn't have the right
9:07
supplies we found that like 87 million
9:10
girls in the developing world we're not
9:13
in school because of simple simple
9:14
things just like their monthly period
9:16
they fall behind in class then they end
9:17
up dropping out so this is ridiculous
9:20
this 2018 if you know this can't
9:23
continue and especially in when it comes
9:26
to feeling good about your work
9:28
millennial is my god they need to have
9:30
that right and so I have a lot of
9:32
Millennials on the team at thinks and
9:34
also at the new shoe company and if you
9:36
really are doing something with purpose
9:38
the passion is there it's a natural fit
9:42
yeah do you do you think that and again
9:46
I I totally commend everything you're
9:48
doing do you think that being and I know
9:52
you know we talked anyone's listen we
9:55
talked prior to start in the podcast and
9:57
Antoni was was giving me the rundown and
10:00
now all the things that you there are
10:02
there are too many guests that have been
10:04
our pockets that are as prepared as oh
10:07
thank you let's run a few minutes we
10:11
spoke I was like wow battling these
10:14
things off so great but you know what's
10:25
weird is we've had several guest several
10:27
companies that are spinning off and
10:30
sprouting out of the New York City area
10:33
and we all know that New York is that is
10:35
the heart of business and things like
10:36
that but but it seems like it's really
10:39
growing the entrepreneurship the the
10:44
do-good type of companies and I know
10:46
it's around the world and in cities all
10:48
over the country stuff but do you find
10:50
that that New Yorkers you know cuz New
10:52
Yorkers sometimes had a bad name but it
10:54
seems like it's really beginning to grow
10:55
that people are seeing that a lot of
10:57
good a lot of companies that want to do
10:59
good are coming out yeah New York City
11:02
area yeah you know one of my
11:06
one of my friends that I got to know in
11:08
the past Tony Hsieh he's the CEO of
11:12
Zappos Missy believes very much in plans
11:16
serendipity and that's why he had that
11:18
downtown project in Vegas to rebuild
11:20
that area and it's just the idea that
11:22
when you have people living in
11:23
concentrated areas that more connections
11:29
and more good and more plans can
11:31
actually really see the light of day and
11:34
I think that in New York there's just
11:37
such a concentration of people and and
11:40
startups in the community the
11:42
entrepreneurial community here is very
11:44
strong there's a lot of incredible
11:46
people that have started companies here
11:48
and yeah I just feel like we also
11:51
inspire each other like when you see one
11:53
person doing something then another
11:55
person is quick to join on that's what's
11:58
great about your podcast right you share
12:00
the ideas and the and the stories of
12:02
entrepreneurs starting to create
12:04
something and actually doing it and then
12:06
inspires others to do it there's
12:08
actually some people in my own network I
12:10
can see from afar I'm like hi I think I
12:12
might have encouraged that person to
12:14
quit their job and create that company
12:17
you know it's like when someone's doing
12:20
it you're like wait a second that's
12:22
amazing I might be able to do that too
12:24
you know yeah thing you know it is it's
12:28
true and it's got to start somewhere and
12:30
like these people aren't followers it's
12:32
that's it's inside them they just need
12:34
to see the other people do it and get
12:36
going and yeah kickstart like you see
12:39
somebody doing a good deed that day and
12:41
it makes you want to do something good
12:42
that day even if you're having a bad day
12:43
it makes you feel better definitely and
12:46
I think that we're living in such a
12:49
transparent time when we have the
12:52
internet we have camera phones we have
12:55
people writing comments about their real
12:58
feelings about products or companies
12:59
just in real time that companies don't
13:01
have to respond to you in real time and
13:03
so I think it's it's it's becoming very
13:07
important to people where they vote with
13:09
their dollars where they choose to spend
13:12
their hard-earned money on products that
13:15
either align with their ego
13:18
and what they want to vote for or don't
13:21
and then they'll choose to go by
13:23
elsewhere so for instance you know there
13:26
was a great question that I was asked
13:30
you know about describe your perfect
13:32
customer clients that sound familiar so
13:36
I I was thinking about that and I was
13:38
like you know if I were to think about
13:40
my perfect customer or client it would
13:42
be somebody that really cares about the
13:45
lifecycle of really cares about how it's
13:48
made where it's gonna end up they place
13:52
value on quality they don't just want
13:54
fast fashion they don't want to oppress
13:56
you know workers and destroy the
14:00
environment by buying something so cheap
14:03
that by the way there's a great saying
14:05
it says you buy cheap you buy twice
14:08
that's an product of my mother's
14:10
generation but you know I
14:12
client would be that really demands more
14:14
for from the products that they engage
14:17
with I mean I grew up with parents who I
14:19
was born you know to parents that tried
14:21
having children for a long time and
14:23
finally they had me so my father I'm not
14:26
gonna tell you exactly how old I am then
14:27
I will tell you that my father is 90 and
14:30
I'm not 40 okay I'll give you that
14:35
riddle so well I had I had this heritage
14:39
growing up with my parents that my
14:42
father had been in World War two my
14:45
mother taught me how to wash my nylons
14:48
and take care of my bras and you know
14:51
how to darn and put buttons on my
14:53
clothes and mend and take care of things
14:56
and also buy things of quality and my
14:59
father made things of quality so I also
15:02
grew up with my father at GM we would
15:04
have cars that we ride in that had
15:05
bumper and steel you know bodies like
15:09
the full bumper was not plastic or
15:11
styrofoam
15:12
it was steel with rubber okay and so I
15:15
saw quality growing up and I want us to
15:18
be encouraged to return to that as a
15:20
humanity because we cannot live in a
15:23
society that wants to get you know every
15:25
product in a plastic bottle that we
15:28
throw away or like I'm I have a shoe
15:31
right now that's in the
15:32
for the Antonius a New York company and
15:34
some of our components of the shoe they
15:36
last five times longer than industry
15:38
standards we make it out of really good
15:42
materials and yes the shoes are not
15:44
cheap because we believe that if you buy
15:47
cheap shoes your feet and your life will
15:50
pay the price in the end so and so
15:53
that's the other thing about a customer
15:55
they my ideal customer they do not
15:58
accept that pain or inconvenience or
16:02
anything like that
16:04
EDD you absolutely should be able to
16:08
feel great and be able to move through
16:11
life and feel confident and supported
16:13
with the products that you choose to
16:15
bring to your life whether it be
16:17
underwear or shoes in regards of the
16:19
companies that I've created or you know
16:22
the water bottle that you're drinking
16:23
out over you know your notebook like
16:25
whatever it all should really be all
16:27
should be good
16:28
well-made things well again this it just
16:33
goes back and I'm listening you're
16:35
speaking I'm like this is why haven't
16:39
renews as you know and it's not the ROI
16:41
their purpose is to start a business
16:44
they just they think it's great and they
16:45
they don't really never really figured
16:47
out who their customers were they never
16:49
even about who their product was gonna
16:50
be or who's gonna be what I love about
16:52
what you've done is you have
16:54
encapsulated each thing you know exactly
16:57
where you want your company to go you
16:58
know exactly who your product is for
17:01
because you're not trying to talk to
17:02
everybody I mean your product can be for
17:05
everyone but you're like this is a niche
17:06
product for people who care about what
17:08
they buy I mean it so you know that yeah
17:12
and what's interesting is actually the
17:15
customer doesn't even know they're your
17:17
customer because unless they know that
17:21
what they're using actually doesn't work
17:23
it is in fact broken if they don't even
17:26
know it
17:26
you're just like throwing away on there
17:29
or they keep buying cheap shoes over and
17:31
over every every season and then
17:33
throwing those away or they wear down or
17:35
or they they cause them pain you need to
17:38
educate that there's a better way to so
17:42
that was one thing with Fink's we had to
17:43
educate people so it thinks the product
17:45
is act
17:45
it's a-you know when you look at it it
17:48
looks like a beautiful hip hugger a
17:49
beautiful cheeky or a beautiful fall and
17:51
we even have but yeah on the inside
17:53
hidden inside is the whole thing is
17:55
antimicrobial the whole thing is
17:57
moisture wicking and where a person
17:59
needs it the most
18:00
its leak proof and also absorbent okay
18:04
so that people didn't know oh my god my
18:08
underwear could actually perform and
18:10
have these hidden properties that will
18:13
be on the days that I need it where I'm
18:15
gonna sit on an office chair I'm not
18:16
gonna worry that my tampons leaking
18:18
sorry to say it so bluntly but hello
18:20
that's the truth and so I've got
18:23
underwear now that supports me and let
18:25
me tell you it has been a whirlwind
18:27
success the product is selling all
18:29
around the world and people are telling
18:30
each other and that it works and we just
18:34
see it the idea spreading and people
18:36
have like seven pairs of their drawers
18:38
now in regards to Footwear which I've
18:40
now tackled at the Antonio st. New York
18:42
brand trying to get people to understand
18:45
there's three main issues with Footwear
18:47
for us there's an issue with fit there's
18:51
an issue with construction and there's
18:53
an issue with comfort and why should we
18:55
have if we have a really beautiful shoe
18:57
why should it be missing the you know
19:00
great performance in those three areas
19:02
so we solved it by providing the ability
19:05
to give us your measurements we've got
19:07
Custom Fit as an option that people can
19:09
give us their measurements and we will
19:11
tailor make these shoes to them we also
19:14
you know our cushioned system is called
19:18
a soft surround system and it literally
19:20
wraps around the whole foot I consulted
19:23
with a leading podiatrist on the Upper
19:25
East Side here in New York City to
19:28
finalize the design I made it based on
19:30
all my pain points and where I felt high
19:33
heels and flats and flats people did not
19:37
give enough support and you know gave me
19:40
blisters made my feet feel incredibly
19:43
tired I mean never before how we walked
19:44
on such hard surfaces as a humanity like
19:47
we used to walk on gravel paths or
19:49
fields now we're on concrete
19:52
we're on asphalt like it's powerful
19:54
stuff and yet our shoes don't have any
19:56
cushion in them you got to be kidding me
19:59
so we've addressed that with a soft
20:01
surround system and it even has an upper
20:03
cushion support system so those long
20:05
toes that normally hit a hard wall of
20:08
the inner surface of the shoe which even
20:10
guys shoes that's a problem I mean guys
20:13
shoes are hard too but anyways we made
20:16
the whole thing cushion the whole thing
20:18
has an incredible feeling to it it feels
20:21
like a sneaker and as a matter of fact
20:23
so many of our testers said it felt like
20:24
a sneaker it became part of our tagline
20:26
where we said high tech high heels and
20:28
flats that feel like sneakers on the
20:30
inside so we addressed that dress
20:34
construction where we found that when we
20:37
wear a high heel you can wear it to an
20:39
event and literally that evening you
20:42
could be coming home with the heel tip
20:44
that snapped off you'll have a scrape of
20:47
leather that's peeled up from the back
20:49
of the heel maybe the top of the shoe
20:51
could even be scuff I mean I've spent
20:53
ridiculous amounts of money on shoes and
20:55
I'm like they should be bullet will very
20:59
not so to bring that idea to life
21:04
actually we wrapped our heels the back
21:06
of the heel in ballistic nylon because
21:09
they should be bulletproof so that we've
21:12
you know we've solved a lot of
21:13
construction issues there's stitches
21:15
that are turned there's nothing that
21:17
will cut into your foot I mean it's just
21:18
really a revolutionary shoe and by the
21:20
way it is live on Kickstarter right now
21:26
we're in our final days and as of this
21:29
recording we just hit our middle with
21:35
3810 backers from around the world
21:37
coming to support this project so it was
21:40
once an idea in my head and now it's in
21:43
the world and people are responding and
21:45
it's such an honor and honor to be able
21:48
to do this work with everybody and bring
21:50
this idea to life with the power of the
21:52
Kickstarter community coming together so
21:55
yeah creating solutions this world needs
21:57
more solutions not just stuff well again
22:01
first of all you know congratulations on
22:04
a Kickstarter campaign what I love about
22:06
not only listen everyone likes to make
22:08
money I love making money but doing good
22:09
and making money is is like you said so
22:11
important but
22:12
have so many people that will back you
22:15
on a product if it feels so good you
22:18
know you know you said hey I did the
22:20
right thing because other people are
22:22
agreeing with you which is so yeah it is
22:25
so important I mean it's it's it is like
22:28
birthing a child I gotta joke like you
22:32
know this if this thing is coming and
22:34
you're excited and you can't wait to
22:36
introduce the world to this creation but
22:41
you don't really know how the world's
22:42
gonna receive receive your child and
22:44
then also what's your child really gonna
22:46
end up being like and you know all of
22:48
that but um yeah they have people
22:50
respond in such like kind it's really a
22:53
firm and joyous and it's been an
22:56
incredible process and by the way those
22:58
people came together for this project in
23:00
35 35 days we still have five days left
23:03
on the campaign as in this recording
23:05
that is unbelievable and I know that you
23:10
know you you basically did you just you
23:12
know start from a clean slate you said
23:15
listen I want to create a shoe actually
23:18
the story is the way it all went down
23:20
was um I had one free office space Russ
23:24
at thinks in 2013 and the office space
23:29
was in a building that's fantastic but
23:33
it just happened to being all the way on
23:35
the west side of the city I think
23:37
literally on the water and so the only
23:39
church was that way you basically have a
23:42
15 minute walk and city bike I don't
23:45
think it quite kicked in yet and so I
23:49
was down to one pair of shoes that was
23:52
both cute enough and comfortable enough
23:54
to get me through day and night and
23:55
especially had to go out at night oh man
23:57
it was brutal so I started to think to
24:01:00
myself this is crazy I haven't have all
24:04:00
these shoes I've got I've got more than
24:05:00
50 pairs in my closet and none of them
24:09:00
can I wear I'm only wearing this one
24:10:00
pair - no I think I can deal with it and
24:13:00
I just thought there has to be a better
24:15:00
way and so in my free time which I had
24:18:00
none of it working on it thanks grief
24:20:00
but as I daydreamed I guess in the
24:22:00
shower I was like what can I do
24:25:00
and I looked at
24:25:00
these insert orthotics I had some
24:28:00
orthotics so they had some tapes for my
24:30:00
feet and like all these things and I was
24:34:00
like this is this is crazy
24:36:00
the the shoe industry is effectively I
24:39:00
thought you know just the best way I can
24:41:00
describe it is a racket because you got
24:45:00
these separate industries all making
24:48:00
billions of dollars to address the fact
24:51:00
of the shoe is essentially broken tents
24:53:00
not really working like my father would
24:55:00
say he said this to me once he said he
24:58:00
said he said me recently because thank
25:00:00
God he's still with us he said you know
25:03:00
shoes shouldn't be just pretty they
25:05:00
should be machines for walking hmm and
25:09:00
I've softened that a bit when I Reese a
25:11:00
it now I say well it should be they
25:13:00
should be instruments for walking
25:14:00
because you know a person moving through
25:17:00
life like if they're holding them back
25:18:00
which let me tell you if you asked any
25:20:00
woman or any high-heeled lover or any
25:23:00
flatware too many people will say that
25:26:00
going through a whole day like they need
25:28:00
to sit down they go to events in a
25:31:00
beautiful shoe knowing there's gonna be
25:32:00
a seat or knowing there's a cab ride
25:34:00
there like it's not a functional item a
25:39:00
high-heeled at all and flats give us a
25:42:00
lot of well because there's oftentimes
25:45:00
like 99% of time no support within them
25:48:00
mmm
25:49:00
so anyhow the idea came while walking to
25:54:00
the Finks headquarters and I just
25:57:00
started to I think it was 2014 I you
26:05:00
know wrote in my journal that I wanted
26:06:00
to make it comfortable heel and 2015 I
26:11:00
was able to start working on it and
26:13:00
that's when I got pregnant with my my
26:16:00
beautiful amazing now 17 month old baby
26:19:00
girl Victoria which the high heel is
26:22:00
named after also Victoria Woodhull first
26:28:00
president to run the first woman to run
26:30:00
for president back in 1800s
26:32:00
[Laughter]
26:34:00
um but uh but yeah I've finally started
26:38:00
to work on it and and now it's where it
26:41:00
is where we have you know prototypes
26:43:00
made and the technology finalized and
26:46:00
we're ready for production and now have
26:48:00
it's you know launched it into the
26:49:00
Kickstarter community into the world
26:52:00
well getting the funding and being able
26:55:00
to actually now deliver this product to
26:58:00
your first customers yeah is awesome
27:02:00
because you know they're they're gonna
27:03:00
be able to give you feedback and you
27:05:00
know obviously this the product and it
27:07:00
go through more iterations and it's
27:08:00
gonna be get better and better over time
27:10:00
it's just so nice to be able to say
27:12:00
we're making these shoes for actual
27:15:00
customers it's a huge validation of the
27:19:00
need and the market and if anybody's
27:22:00
trying to raise money that's a great and
27:25:00
very powerful card in your wallet to
27:28:00
play like hey we've got a Marketplace
27:31:00
ready
27:32:00
we need your capital to really bring it
27:35:00
to the next level if that's something
27:37:00
that you need to do and Kickstarter is
27:41:00
so valuable for so many reasons and if
27:44:00
people do it right and well it can
27:47:00
absolutely launch your company and give
27:49:00
you a lot of very helpful data to help
27:53:00
you
27:54:00
finesse your marketing messages to help
27:56:00
you plan a you know the development of
27:59:00
the product help you streamline things
28:03:00
it also opens up your whole customer
28:07:00
base you know around the world now if
28:10:00
you did want to focus on the US I get it
28:13:00
you can state that clearly in your
28:15:00
campaign and get those backers but you
28:20:00
know it's just it's just a really really
28:22:00
great way to get feedback real-time and
28:26:00
launched successfully yes there is no no
28:30:00
doubt about I am so as in an inventing
28:33:00
company we love that the kickstart is
28:35:00
available for our inventors there is no
28:38:00
doubt about it not only for funding but
28:40:00
it also validation as you know that and
28:42:00
it's validation is very important
28:44:00
inventors feel like they're where
28:45:00
designers feel like they're on an island
28:47:00
you
28:47:00
they think that they experiencing
28:49:00
certain issues or problems and and
28:51:00
everyone is is is experiencing those in
28:54:00
some way and even yourself
28:55:00
I mean someone with your success in the
28:58:00
contacts and people you know I'm sure
28:59:00
you could have raised funds in another
29:02:00
way what going through Kickstarter you
29:05:00
don't have to give away any parts of
29:06:00
your company or make any offices to any
29:09:00
external people all you're gonna do is
29:10:00
you're gonna service and serve your
29:12:00
products to your customers I mean it's a
29:14:00
great go yeah it is it's absolutely a
29:17:00
great way to go I mean and those people
29:19:00
end up becoming your brand ambassadors
29:21:00
they tell their friends and I saw it so
29:25:00
we also did launch thanks on Kickstarter
29:27:00
in 2013 and let me tell you in so many
29:31:00
ways the campaign was so different and
29:33:00
we we we have such a hard time we were
29:35:00
like calling friends and family I mean
29:37:00
there was no we didn't know what we were
29:39:00
doing but we did a great job
29:40:00
you know we raised like sixty four
29:42:00
thousand dollars and like I think it was
29:44:00
45 days like that but but um it was like
29:48:00
a lot of family and friends but this
29:49:00
time we were like really focused on
29:51:00
exposing it to the and the world
29:54:00
responded and we have a lot of
29:56:00
experience this time going into this
29:58:00
campaigns issue company but yeah it's
30:03:00
Kickstarter is you know it's it's really
30:06:00
valuable and one if I could if I could
30:08:00
just encourage people that if they are
30:10:00
thinking about Kickstarter one of the
30:12:00
most important pieces is very clear
30:15:00
storytelling and you have to get your
30:19:00
message across within the first two
30:20:00
minutes it kills me when I see
30:22:00
Kickstarter videos where you've got some
30:25:00
hokey thing happening some joke that's
30:27:00
happening I saw one where it was like
30:30:00
zombies trying to portray the issue by
30:36:00
showing like a whole zombie movie for
30:38:00
like the first two minutes and then they
30:40:00
got into the nuts and bolts of what the
30:41:00
product actually did like after two
30:44:00
minutes in and I will tell you pretty
30:46:00
much half of the people are not gonna
30:48:00
watch more than two minutes right oh
30:50:00
really get to the heart of it so if you
30:51:00
watch the Antonia st. New York
30:54:00
Kickstarter which you can see by the way
30:56:00
at Antonia st. NY calm it goes right to
30:58:00
the Kickstarter page or it might go back
31:00:00
to the
31:01:00
website by the time people hear this
31:03:00
podcast but that's good too the video
31:08:00
when you see it we really got to the
31:11:00
heart of the technology within a minute
31:13:00
and we had to cut that edit like several
31:17:00
times just to make sure that that was
31:19:00
that was done properly my director gave
31:22:00
us a cut where we're like oh my god
31:23:00
we're going to sing the shoe where's the
31:26:00
shoe in the first minute like to see the
31:29:00
shoe because after all it's about
31:30:00
telling people about the shoe and then
31:33:00
the last we did have a four-minute video
31:35:00
the last two minutes the video we talked
31:37:00
about how it came about and who the team
31:39:00
was and if people were interested they
31:41:00
could continue to watch that most
31:43:00
important part is what it is what
31:45:00
solution is and how does it benefit them
31:47:00
right yeah 100% yeah and it's so great
31:51:00
and that's what I meant about when when
31:53:00
we were talking before the podcast that
31:54:00
you're prepared you think things through
31:56:00
it's not just done willy-nilly just
31:58:00
ledee let's throw something up there
31:59:00
because listen you're you're looking for
32:02:00
funny money but you're making a promise
32:03:00
also and then rock is going to be good
32:06:00
so it all has to work together and you
32:09:00
know people trust you and you're gonna
32:10:00
trust them so it's so important to make
32:13:00
to make that video to make everything
32:15:00
correctly and and 1% if if you're gonna
32:18:00
use somebody's time you want to show
32:20:00
them that product right way because
32:21:00
absolutely 30 to 60 seconds in they're
32:24:00
not watching a video anymore and if they
32:26:00
are that's great but you know yeah you
32:28:00
got it you gotta tell them what's
32:30:00
important about it and why they need it
32:31:00
with enough a little bit of time no I
32:34:00
agree
32:34:00
I won't ever send agree with that it's
32:36:00
so great that you know you're finding
32:38:00
products that that appeal to people and
32:42:00
it's a need it's you know obviously it's
32:44:00
a need down the road we here at there at
32:47:00
the launch pad we love you and we're not
32:48:00
trying to be sexist we love dealing with
32:50:00
women inventors and and and and again
32:55:00
the reason being is that your MOT your
32:57:00
you know what you want you you have a
33:01:00
plan
33:02:00
no you come in like well you know and
33:04:00
many vendors are great with you know we
33:06:00
it's just a different breed you know
33:07:00
been through a met you know will come in
33:09:00
and they'll say I want it to be orange
33:11:00
but a woman in Ventura will come in with
33:13:00
a pant the exact Pantone
33:16:00
and that's and that's what we want I
33:19:00
mean it's just it's just fun you know so
33:21:00
yeah we work with both but but women are
33:24:00
driven they they know what they want
33:26:00
they come in with the notes they come
33:28:00
with everything and so so that's why
33:29:00
when you're on the call and you were
33:30:00
just going you were telling me exactly
33:32:00
like this is awesome you know that
33:36:00
speaks to the old adage necessity is the
33:39:00
mother of all invention I mean just that
33:45:00
and a lot of people you know there are
33:46:00
women obviously that work in big cities
33:48:00
that have to walk York is an animal all
33:51:00
its own and walking that for that far I
33:54:00
mean you're walking anyway in the city
33:56:00
but I mean if women have not experienced
33:59:00
that type of walking to work and things
34:01:00
like that it's definitely something that
34:05:00
they it is but one thing I found from
34:07:00
the incredible response on Facebook via
34:11:00
comments since the Kickstarter campaign
34:13:00
launched for the shoe company and
34:16:00
messages directly on Kickstarter many
34:19:00
women have talked about how I mean they
34:22:00
wear a heel around their showroom floor
34:25:00
or they wear a heel at the office you
34:28:00
know getting up and down and going all
34:30:00
over the place and and I mean just any
34:32:00
amount of time and he'll let me just
34:35:00
tell you it is brutal and studies have
34:37:00
been done that show a woman can last
34:40:00
about 20 minutes before feeling pain Wow
34:43:00
so and then you have and I hate to say
34:46:00
it but it is true we have a typically
34:50:00
patriarchal system of male designers who
34:53:00
have created products for women that
34:55:00
don't really pay attention to the way a
34:58:00
woman feels
34:59:00
in fact God bless him Christian
35:01:00
Louboutin if you're listening to this he
35:06:00
did say the core of my work is dedicated
35:09:00
not to pleasing women but to free men
35:14:00
okay so yes he creates these incredibly
35:17:00
sexy beautiful shoes but you have to you
35:22:00
know think about the wearer now enough
35:25:00
enough of this pain equals beauty
35:27:00
nonsense
35:28:00
yeah that does not have to be the way I
35:30:00
spent a lot of time it took two years of
35:32:00
development don't you hide the
35:34:00
technology to make it where you cannot
35:37:00
see from the outside but in that there
35:39:00
is all this incredible cushion support
35:42:00
the soft surround system it takes what
35:45:00
it takes a little more it takes
35:47:00
definitely the vision but it takes more
35:51:00
effort it takes more investment to do it
35:55:00
but it can be done it can be done to
35:58:00
actually create more of a cushion
36:00:00
supportive system for a person to wear
36:03:00
when they wear a beautiful shoe it can
36:06:00
be done yeah I'll just have to wear
36:08:00
sneakers all the time to be comfortable
36:09:00
I'm sorry no matter how cute we try and
36:12:00
make it that sneakers and slip ons are
36:15:00
so fashionable they really don't compare
36:18:00
it to a classic like classic looking
36:21:00
flat or heel to direct you know make it
36:23:00
just sharp it's just a sharp beautiful
36:26:00
look and it's been popular through the
36:28:00
ages these styles we wanted to create
36:32:00
that solution yeah well you certainly
36:35:00
have succeeded there's there's no doubt
36:37:00
about it and and you know the public has
36:39:00
spoken for you to raise a million
36:41:00
dollars in that short of time and you
36:42:00
still have several days left
36:45:00
see it's proof it's proof positive that
36:47:00
you've done what you set out to do which
36:49:00
again is it's just so awesome I'm so
36:51:00
happy for you be able to do that that
36:53:00
quickly I mean listen it's not it's not
36:55:00
easy and right now it's only just begun
36:59:00
and after putting so much something and
37:03:00
also being a mom you know I balance
37:05:00
everything like can I just tell you in
37:07:00
order to do this meeting full disclosure
37:10:00
to your listeners I you know had to do a
37:13:00
little pumping session for that okay and
37:18:00
I had to say goodbye you know deal with
37:21:00
her this morning she was sick all
37:22:00
weekend and so did I get as much work
37:24:00
done as I could have no and I leave the
37:26:00
office earlier and I get here a little
37:28:00
later and I try and make it all work and
37:30:00
I write a lot of emails at night you
37:32:00
know and put it all together so you know
37:35:00
so my advice to Antiquaries especially
37:38:00
female entrepreneurs is that mmm you
37:41:00
know
37:42:00
it's really be just better yourself be
37:44:00
forgiving it your to yourself and do as
37:47:00
much as you can every day one thing that
37:51:00
saves me is a daily meditation practice
37:53:00
I would not be the person that I am
37:55:00
without a good 15 minutes in the morning
37:58:00
foundation set I'm trained in Kundalini
38:02:00
Yoga and bhakti yoga but could be lyokha
38:04:00
is what I miss my go-to and it sucks
38:07:00
that's telling for my day and it makes
38:08:00
you more effective that time Tim Ferriss
38:12:00
talks about meditation a lot how just
38:14:00
that little tiny bit of time is it it's
38:18:00
like you know a 10x return for the rest
38:21:00
of his day because he's very you know
38:22:00
analytical in that way numbers guy
38:25:00
so you just put a little bit of time in
38:27:00
the morning and it gives me so much fun
38:29:00
today so that's so important so as an
38:32:00
entrepreneur you need to be so resilient
38:34:00
if something doesn't work out find
38:36:00
another way know that if your dream is
38:40:00
so big in your head and in your heart
38:42:00
that you just really know that you must
38:44:00
do it there's got there there's there's
38:46:00
there's a way around whatever roadblock
38:49:00
you're seeing in front of you and then
38:50:00
also don't ever give up like just don't
38:53:00
give up I remember the thinks that where
38:57:00
we had $10,000 left in our bank account
39:00:00
and weren't sure how we were gonna make
39:01:00
payroll and then we really needed they
39:04:00
get this investor on board and we were
39:07:00
scared to death and we hadn't figured
39:09:00
out all of our marketing messages yet
39:11:00
really our packaging still kind of
39:12:00
sucked you know we were having some fit
39:15:00
issues that we really needed resolved
39:17:00
like everything was so many problems but
39:19:00
it was amazing it always seems to be
39:22:00
this way it's like the very last moment
39:24:00
there goes the universe help me make the
39:27:00
home run you know yeah very much believe
39:30:00
in serendipity and synchronicity I it's
39:34:00
happened so many times the shoe company
39:35:00
and also a thinks that when you know
39:38:00
that you know like it's just irrefutable
39:42:00
you're like okay even though all these
39:44:00
other things are going wrong these other
39:46:00
things are going right and I do still
39:48:00
see it in my brain that it can be
39:49:00
reality just keep going for it keep
39:51:00
going for it this world needs you to
39:53:00
create more solutions
39:56:00
really yeah yeah I I agree whatever
40:00:00
scent you have to you have to think
40:01:00
positive thinking puts things into
40:03:00
motion there's saying you're right it is
40:07:00
the weirdest thing things always work
40:09:00
out it's that less I can you just say I
40:11:00
wish the guy would have just called me a
40:12:00
week ago I wouldn't I would have lost
40:14:00
sleep these last seven days or whatever
40:16:00
it is it's no three years how many
40:21:00
investors you know you call oh sorry to
40:23:00
get back to I was in Switzerland or I
40:25:00
was here I was there meanwhile you're
40:27:00
sweating it out for the last week but
40:29:00
yes yet every every intention to work
40:31:00
with you he just was your skiing totally
40:44:00
benign things exactly so that's why I
40:46:00
like you said you just you can't give up
40:48:00
keep pushing forward and always think
40:50:00
positively and you are 107 proof
40:52:00
positive that all the things that you do
40:53:00
all your great successes and because
40:56:00
you're trying to do good whilst working
40:58:00
and you're doing what you say you're
41:00:00
gonna do which is one of the greatest
41:02:00
parts of I think what what you've
41:04:00
accomplished
41:05:00
thank you yeah it's it's not easy and
41:09:00
you know it does take a team it's not
41:10:00
just me I had you know an incredible
41:15:00
team it thinks our icon team is
41:18:00
fantastic and then the shoe company you
41:21:00
know my the first investor in thinks and
41:24:00
then also the first interim CFO for a
41:28:00
couple years who's also my husband at
41:32:00
thinks he was the first of the first
41:34:00
over there he's now my co-founder in the
41:36:00
shoe company and he he eggs me on and he
41:40:00
pushes me and he's like we got a launch
41:43:00
come on we got a we got to get to it you
41:45:00
know and he's a finance guy and he knows
41:50:00
that's one other recommendation for
41:53:00
entrepreneurs is that while yes be
41:56:00
gentle to yourself and yes allow
41:57:00
yourself the time needed you do also
42:00:00
need to move quickly
42:01:00
you can't take forever there's this
42:04:00
great film with Sarah Jessica Parker I
42:09:00
don't know
42:09:00
greater than sorry but it's called
42:13:00
failure to launch oh yeah and my husband
42:15:00
would always joke he's like where are
42:17:00
you gonna be like that move easier to
42:19:00
launch we gotta go so having a team
42:22:00
somebody that you know a group of people
42:24:00
it ends up oftentimes be a group of
42:27:00
people that really supports you in
42:29:00
bringing a vision to life and and it's
42:32:00
it's it's it's important to have people
42:35:00
that believe in what you're doing and
42:37:00
you find them and and maybe the
42:39:00
beginning and you might have to make
42:40:00
some creative payment plans when you're
42:42:00
first getting started like offer a
42:44:00
little equity that will vest over time
42:46:00
if they stay with you yeah you know my
42:49:00
the production manager I brought on for
42:53:00
thinks I mean I we had him heard Lee you
42:55:00
know anything in the beginning but he
42:57:00
became a shareholder and he did very
42:58:00
well in the end so you know you just
43:01:00
have to figure things out be creative
43:04:00
but yes enter the market because I also
43:09:00
believe that there's a bit of a
43:10:00
collective consciousness where if one
43:12:00
person's have an idea about something
43:14:00
because something really sucks
43:15:00
it needs of small solutions there's
43:18:00
other people typically feeling around
43:20:00
the same way about it so you look at
43:22:00
like Elon Musk you know with the whole
43:27:00
Hyperloop there are others having the
43:30:00
same idea and I'm but execution is
43:32:00
everything right Chris Sacca
43:35:00
you know famed infamous really if it's
43:38:00
also investor in Twitter early investor
43:40:00
in Twitter and other companies like uber
43:42:00
he said you know you know ideas are
43:45:00
chief execution is everything so all of
43:48:00
us have were creative humans you know we
43:50:00
have a lot of ideas but you really just
43:52:00
have to execute and how to do it is you
43:56:00
got to move quickly you do have to have
43:58:00
capital you know that is the energy that
44:00:00
propels these things and that's one one
44:02:00
great reason why kicks are so powerful
44:04:00
and so helpful and you gotta have a
44:08:00
great team you gotta have a great idea
44:10:00
you gotta tell the story well so other
44:11:00
people can understand it and want to be
44:13:00
part of it
44:14:00
well you're living proof of all the
44:16:00
things you mentioned there's no one that
44:17:00
can question it you're doing what you
44:19:00
say you do and I think that's what's
44:20:00
great about a-plus on the poll thing all
44:23:00
the six
44:23:00
you're a mom which is proof that
44:26:00
anything can be done yes but also
44:28:00
there's a team there I have an amazing
44:31:00
amazing caregiver that comes every day
44:34:00
while I work so I can get stuff done if
44:36:00
it wasn't for her Lily as a member of
44:40:00
our family now
44:41:00
I'm telling you cuz you know do you have
44:43:00
kids any kids
44:44:00
oh yeah okay how many do you have two
44:47:00
kids okay so what your kids you can't do
44:52:00
much when they're around especially when
44:55:00
they're young
44:55:00
you really can't I mean Victoria wants
44:57:00
to be in and out of my laughs if I'm on
44:59:00
the computer she's like what are you
45:00:00
doing mom what's that keyboard let me
45:02:00
hit the keyboard too so they want your
45:06:00
attention and they darn right deserve
45:07:00
your attention when they know you're
45:08:00
with them so you do want to create these
45:11:00
ideas you got to have a team to help you
45:14:00
do it no 100% and that's what's like you
45:16:00
said the team things are happening when
45:18:00
you can't you're helping the team out
45:20:00
when they're you have things to do it is
45:21:00
it's very important nothing nothing
45:23:00
great has ever done alone and and I
45:25:00
won't ever send agree with you know and
45:26:00
and I mean one thing I do want to change
45:30:00
for our society and also is the support
45:34:00
that I mean women do have great ideas
45:36:00
it's true and more women are starting
45:39:00
businesses in this country than men
45:41:00
lately
45:42:00
and but we need to support our mothers
45:46:00
too and so you know through creative
45:51:00
childcare through also really good
45:54:00
return be leave packages like we really
45:56:00
need to change that whole conversation
45:58:00
the way that whole thing looks because
46:01:00
we are still in that realm living a bit
46:03:00
in the dark ages and I'm dedicated to
46:06:00
helping create some solutions there too
46:08:00
it shouldn't be so hard you know for a
46:11:00
woman to be a mother and to also you
46:14:00
know be a businesswoman and I want to I
46:18:00
want to help make that easier well
46:20:00
something tells me whatever you put your
46:22:00
mind to all right well we're young we're
46:34:00
we're kind of out of time I wanted to
46:36:00
just let
46:37:00
everyone know if they're listening to
46:38:00
this within the next couple days it's
46:40:00
right now it's August 27 2017 go out
46:44:00
there to to Kickstarter go ahead and and
46:49:00
help out help get this project you know
46:53:00
it's even further than it is we're gonna
46:54:00
push this out as quickly as possible
46:55:00
we're so excited that you hit the
46:57:00
million dollar mark and is there any
47:00:00
place if somebody want to get in touch
47:02:00
with you is there a way for them to
47:04:00
today just go to the websites and you
47:06:00
contacts and you a message yeah so
47:09:00
everything is linked to the website so
47:12:00
it's Antonio st. a non-0 a st. s AI MTN
47:19:00
y dot com NY stands for New York and
47:23:00
that directs you right now to the
47:25:00
Kickstarter page and then also all of
47:27:00
our social media handles are antonia
47:29:00
saint NY you can always send a direct
47:33:00
message to us and we get back to
47:36:00
everybody so you know and as the company
47:40:00
grows we have a service line and all
47:43:00
that good stuff but that's the best way
47:45:00
to reach out with us with to us now
47:46:00
that's awesome very good and we'll have
47:49:00
all this information as well as the link
47:50:00
to the Kickstarter on our internet
47:54:00
inventors Launchpad page on our on our
47:56:00
podcast page if anybody was driving
47:59:00
don't stop or don't crash why I
48:00:00
understand you reach out there but it's
48:03:00
fairly easy to get Antonio st. New York
48:05:00
calms fairly easy to do but again it'll
48:07:00
be on our page also and Antonio I thank
48:11:00
you so much for taking some time I know
48:12:00
you're super busy to be on the show
48:14:00
today and I'm hoping to have you back on
48:16:00
and let us know how things are going
48:19:00
fantastic I would love it carmine thank
48:22:00
you so much for having me great thank
48:23:00
you so much and we'll talk to you soon
48:25:00
okay take care bye everybody