I had the pleasure of interviewing Eve Dawes, of Dawes Custom Cosmetics, FitnessByEve, and Sorority Specialties. You may have seen her in Oxygen, Iron Man Magazine, Fit & Firm Magazine, bodybuilding.com, various commercials, and music videos. Eve is a fitness professional, WBFF Pro, SAG-AFTRA actress, and was Mrs. Nevada United States 2017. Dawes Custom Cosmetics is Eve’s latest venture; using her Family name, she has created her own cruelty-free, all natural, custom cosmetic line.
Thank you so much for joining us! Can you tell us about your back-story and how you have transitioned into your current business?
For the first time in my life I feel that I’m exactly where I’m supposed to be. That everything I’ve done in the past and all the skills that I’ve learned have led me to this point.
· Marketing skills through brand ambassador work and other marketing companies.
· Relationships I’ve developed organically through community work and as Mrs. Nevada.
· An eye for color from studying Art at college
· Photography skills from studying photography at UNLV
· Copy writing skills for our other companies.
I never realized how all of these skills would come together until now.
I’d been thinking about the marketing funnel for monetizing my social media accounts, etc. but didn’t really have anything to monetize besides my coaching sessions. I wanted to create a luxury experience where the customer would feel valued, special, and where their unique needs were met. None of us look the same, so why would we wear the same lipstick color. We all live in different environments and have different skincare needs, so it makes sense that we’d want different lip care; whether that’s hydration, anti-aging, SPF, or plumping. Since starting as a Personal Trainer 13 years ago at a celebrity-training studio in London, I’ve been vocal about the importance of choosing organic which is why I only offer all natural, and/or organic products. All of which are made in the USA and cruelty-free.
Can you share the most interesting story that happened to you since you started your business?
I’m a new company so I don’t have one as yet but check back with me in a year, or next month, and I’m sure I’ll have an answer for you.
Can you share a story about the funniest mistake you made when you were first starting?
Living in Vegas and using photos of beautiful women on the website I had to be careful what to call the luxury mobile color lipstick bar and with wording. When you start using words like call-out and personalized service it could be taken the wrong way! Which is how I ended up calling it Las Vegas Custom Lip Bar Experience and using photos of the experience rather than just a face.
Can you tell us what lesson you learned from that?
You have to pay close attention to detail in all areas of your business and to the importance of names.
What are some of the most interesting or exciting projects you are working on now?
I’m collaborating with several non-profit organizations. It’s exciting to have the opportunity to be able to help others by doing something I love and to be able to give back to the community.
I’m also currently creating our Winter Collection. I’m creating fun reds with a touch of sparkle and offering all-natural festive scents and flavors like cinnamon and carrot cake so they look, smell, and taste like Christmas! All of my future collections will embody not just seasonal color trends but also the scents and flavors. I’ve expanded the custom range to offer a ‘Ready-to-wear’ collection, which makes for beautiful and affordable gifts.
Can you share one piece of advice you wish you would have known before beginning your business?
Thankfully, I actually learnt this during the concept phase, while reading a book on vacation which was recommended to me: ‘The E-myth: Why most businesses don’t work and what to do about it’ by Michael E. Gerber. It’s all about creating a scalable business via a step-by-step plan for absolutely everything so the business can run without you. It’s hard not to want to do everything, especially when the brand is your name, but we have to delegate to be able to expand and to have a life that isn’t working 24/7. I’m still working on this!
Can you share 5 tips that you would recommend to your celebrity/athletic colleagues to help them to thrive and not “burn out” as they branch into new endeavors?
1. Don’t try to do everything at once, create phases and complete one at a time before adding more.
2. Athletes are excellent at scheduling and discipline, which are key business skills. It’s important to be able to schedule in order of importance, while still managing to get our training in which involves a lot of multi-tasking.
3. Don’t try to do it alone. Recognize your key skills and delegate anything you’re not great at. It’s more expensive but it means getting it done right and freeing up the time you need to do the things you are great at.
4. Have realistic completion times; don’t set unrealistic ones you can’t fulfill. It’s always better to under promise and over deliver.
5. Remember the saying ‘Jack of all trades, and master of none’? Make sure when you’re diversifying and adding more businesses that they’re all still in alignment with your core values. It’s easier to do something you’re knowledgeable about in a competitive market space.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
Find a charity you’re passionate about and a way to contribute to it, whether that’s volunteering or donating a percentage of your sales. As a public figure, it’s even more important to set an example for others and to help people feel good, knowing they’re buying from an ethical, community-driven company. The Dawes Cosmetics For A Cause Programgives 20% of sales back to various charities to help as many as possible. I will also be adding products exclusive to specific charities, so customers know exactly which charity they’re supporting.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“Todays greatest labor is tomorrows greatest time saving device.” This was on a sign in my Sisters’ house many years ago, or so I thought, and they’re words I live by. I was googling who to credit for this saying and only my name appeared so I asked my sister if she remembered who it was by. Apparently, I’d misremembered and it actually said “One of the greatest labor-saving inventions of today is tomorrow” which is actually a procrastination quote! How odd, that I’d reversed the meaning and only remember it the way I’d misread it, as an anti-procrastination quote! I always do as much as I can on any given day rather than putting it off, as you never know what’s going to come up the next day. It’s better to keep checking off your to-do list, rather than keep adding and it becoming unmanageable.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
My husband has had his own business for over 20 years, so he’s been a great resource and realist from concept to execution. We are total opposites so our business skills are completely complimentary; we both work alongside each other in all of our companies without stepping on each other’s toes (most of the time)! It’s important to have someone you can trust implicitly and who has each other’s best interests at heart.
Some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US whom you would love to have a private breakfast or lunch with, and why? He or she might see this. 🙂
Richard Branson and Kendra Scott.
I’ve learned a lot from Richard Branson’s books on business. One of his key messages is to keep it fun. If it’s not, you’re not doing it right or it’s not for you. It’s rewarding creating a fun experience for others, making them feel special and creating the perfect color for them, as well being a voice for cruelty-free brands.
The other reason is their philanthropic core values. I modeled my Dawes Custom Cosmetics for a Cause Program after Kendra Scotts. I admire her hugely as a businesswoman and philanthropist. I support her business because of her generosity and I hope others will feel the same about mine.