The Career Advice That Took Jenni Kayne's Brand to the Next Level
In ELLE's series Office Hours, we ask people in powerful positions to take us through their first jobs, worst jobs, and everything in between. This month, we spoke with designer and entrepreneur Jenni Kayne. If you've ever seen someone wearing a cozy cashmere cardigan and wondered, 'Who makes that?' the tag would most likely tell you it's Jenni Kayne. The California-based designer has a 22-year-old fashion label that has grown into a lifestyle empire, complete with home and furniture; her beauty line, Oak Essentials; and a growing experiences arm (you can now stay at the Jenni Kayne Farmhouse via Airbnb in Tivoli, New York). Below, Kayne talks about when her business really transformed, what she is manifesting for the future, and how she made her dream bath products.
My first job
I went to college very briefly, and was never a traditional learner. At 18 years old, I worked for a store that no longer exists. It was an incredible opportunity to be a buyer, and I got to assist [the store owner] on the small collection that she had. I went with her to Europe to buy all of the most amazing designer brands and to the John Galliano and Jean Paul Gaultier shows. It inspired me to start my own business shortly thereafter.
My other job was working in retail as a salesperson in Los Angeles. It was a store on Melrose, and it was one of the coolest stores in the '90s. I loved styling people. The store owner was Diane Merritt, and she always takes credit for my career, and also that of the Juicy Couture girls because they met at her store. She's incredible and the most magical woman.
My worst job
I have never really had a horrible job. I've only had three jobs, the two I told you about and the one I do now. I feel very lucky.
My best job
Building Jenni Kayne and being a mom.
The best career advice I've ever gotten
Be patient, and stay true to yourself. It is advice that I got and advice that I give. It took years to build the brand to where it is now. I had to be persistent and trust that what I believed in would be a success. It's not about just doing what other people want you to do.
How I come up with my visions for the brand
It was [originally] all in my head. I'm very visual, and I knew exactly what I wanted to create. I wanted to have a lifestyle brand, and looked to other American designers like Ralph Lauren and Donna Karan. They also had these incredible worlds. Now, before each season, I create mood boards for each launch.
Why manifesting and meditating is essential
I really believe in staying grounded and meditating. If you can do that in a good, neutral place, then you can invite exciting things in. Again, it's about really believing in what you do, and staying true to your vision. As I've gotten older and found more confidence, I also believe in myself more. When I was younger, I would run myself ragged and take on too much. At this point in my career, I believe in hiring people around me that are better at their jobs than I am. It's really allowed me to stay in my lane and do what I'm good at, because that's where I am the most value add.
If you're doing too much, then it's really difficult to be inspired and create beauty. When I am surrounded by nature, quiet, and calm is when I am the most creative. For the future, I'm manifesting for Oak Essentials to be in everybody's bathroom, and getting it on as many beautiful faces and bodies as we can. We're having great success with Ulta. We're in 250 stores and going into more. I'd love to go into hospitality.
What I look for when I'm hiring
It's about hiring people who are better at their job than I would be, but it's also about energy. You have to really like working with everyone that you're hiring. I'm an empath. I'm very sensitive to energy. For the most part, we all know what our instincts are, and it's important to listen to them.
My 'aha' moment
I had this instinct to shift the direction of the business and focus more on a core assortment and less on newness all the time. [I always want to] not do the things that feel too 'of the moment' or too 'on trend.' I didn't want to play the game of showing in New York, that everyone always thought you had to do. Once we did that, my business really grew and took off. So again, it's more about listening to your instincts and really responding to what your customers want from you, rather than what you think you have to do because other people are doing it.
My email inbox strategy
I just met with a digital organizer, and she was trying to teach me how to be an inbox-zero person. I just don't think that's for me. I flag what I cannot answer right away or what I need to keep or circle back to. I delete what feels unnecessary and the rest just stays opened in my email. But the idea is that everything should be no more than two clicks away.
Why I got into beauty
When I was pregnant with my first child, there really weren't great options for clean beauty. I started researching all the chemicals that were in our daily life, whether it was in our cookware, food, or what you were putting on your skin. I've always taken my skin seriously, and it's a big part of my self care. People would always ask me about what I was using, and so I created products for where I thought there were holes, and it's grown from there. I also really like the idea of creating a spa-like experience at home, whether it be through the feeling of using the products, the texture, or the application.
My multi-step bathing ritual
I shower in the morning and after I exercise, but I've always been a bath person. It is what inspired the Oak Essentials bath salts. I think wind-down rituals are super important, especially for people who don't sleep very well. I've been trying to teach my 14-year-old daughter about them. At the end of the day, I love drawing a bath, whether it's with my littlest or on my own, and mixing in delicious bath salts and our Foaming Bath Oil too. I dim the lights, look outside, do a face mask, and either listen to a meditation or catch up with my kids.
How I created my new bath products
[For the bath oil], the scent profile had to be something that you could enjoy, take in, and relax with. It has lavender and chamomile, which really calms your nervous system and helps improve sleep quality. I love a floral, but I also like something that is very grounding, so there is geranium and balsam.
[For the soak], I really wanted a salt that was going to help relax your muscles and get you ready for sleep, help de-stress, and soften your skin at the same time. There's European sea salt in there, as well as magnesium fluoride. I also wanted it to dissolve really well, because I don't want sediment at the bottom of my bath. I really want to feel like I'm getting all the benefits and that it is being absorbed into the water and my skin. I want all the Oak products to feel like you're at a spa, whether you're in your own bathroom or not.
My ultimate beauty essentials
I couldn't live without the Oak Essentials Ritual Face Oil or the Moisture Rich Facial Balm. I love the Rich Body Balm, and have been using our new Firming Plant Peptide Serum daily and see a huge difference in my skin. I also love the Retrouvé Eye Cream for night and my May Lindstrom Honey Mud mask.
This interview has been edited and condensed for clarity.$52.00 at ulta.com$52.00 at ulta.com$58.00 at ulta.com$68.00 at ulta.com$110.00 at ulta.com$36.00 at ulta.com
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