EP 06 T3: Launching a Fashion Business Post-College: An Inspiring Entrepreneurial Journey, with Shani Breiman | A Cada Paso | Gaby Alcala

Gaby:
Hello, Shanice. It's so nice to see you.

Shani:
Hello. It's so nice to be here.

Gaby:
Thank you for joining. I am very curious to talk to you. So my new season, I'm trying to talk to people who have created their own business, and I thought of you because you started your own business very early on in your life. But before we get started, I would love if you can introduce yourself, like, 2 minutes or so.

Shani:
Sure. Yeah. So my name is Shani Bremen, and I am the founder of my personal styling business, styled by Shani it's actually funny, because fashion was truly, like, the last career that anyone saw coming for me. I was a tomboy my entire childhood. Like, tomboy to the max. I wore, literally, a green wig to every single Celtics scave. I mean, I was a Celtics fanatic. You could find me at recess playing sports with all the, you know, to backtrack from there a little bit.

Shani:
I was born and raised in brookline, but I come from an international background, so my mom was raised in Berlin, and my dad was raised in Israel. So travel was always a big part of my upbringing and traveling overseas, and it played a really big role in my exposure to different fashions and cultures of the world. And it was always something present in my household. I was also a multi sport athlete my entire life, and I played soccer in college at Connecticut college, and I also graduated from there with an economics. You know, I was in college during a really weird time during COVID And when the pandemic hit and everything really slowed down, it really made me take a step back and, okay, like, what do I actually want to do after college? And I was really good in school, but there was never, like, a subject that stood out to me. I really had no idea what I wanted to do. And by this point, the tomboy phase kind of definitely fizzled out. And what I realized is that people would always borrow my clothes, and they would ask me where certain things I owned were from.

Shani:
And it happened so often. And that's when I realized, maybe there's something here. So from there, I took the next step and decided to enroll in a fashion business program at Parsons. They do an online fashion business program, so I did that during my undergrad, and that's where I started to gain a little bit more knowledge. And from there, I did a styling mentorship in Milan with Versace's old assistant designer. And that was before I graduated college. And so alongside that, I worked a bunch of different retail jobs. And what I realized from all these experiences is that what I wear has always been a way to express parts of my identity.

Shani:
So it's why I wore the green wig to every Celtics game or the sporty clothes, because I was always trying to use clothing as a way to show a part of who I am. So fast forward to today. I'm running stabbed by Shani full time, and it's under this mission to unleash the layers of your personality through fashion and to live this life one outfit at a time. So that's kind of like the overview.

Gaby:
Well, first I met you when you were in that phase of tomboy. Yes. And I understand what you're saying, that nobody saw that coming from you. But now that I know I've seen you, and I love the way you put all the pieces together.

Shani:
Thank you.

Gaby:
But one question that I had, and I think you sort of answered, but I don't know if you want to add more, is, why do you start these right after college? I mean, it's not very common to see you see these after people have. They go to a job and then probably another one, and then they do this. So why did you started this after college?

Shani:
Yeah. So, for me, it was never like, oh, I'm going to graduate and become an entrepreneur. It kind of just happened, in a sense. So I knew that I wanted to stay in Boston because I'm really close with my family, and that was always really important to me. But I also knew that after working all these different retail jobs, that that environment wasn't for me. And I thought about working corporate fashion, but the options for that in Boston are a lot more limiting. And also, when I started to speak to people, I realized that it's a lot of punching numbers, which I also didn't want to do. But what I found was that what really lifted me up in fashion was watching people light up in the pieces that I would pick out for them, whether it would be like, when I was working retail jobs, I would go get extra stuff for them to put in the dressing room that I thought would be amazing on them.

Shani:
And seeing them come out was, like the ultimate satisfaction for me. So as I really started to think, like, what can I do here in Boston? I said, why not just try and start on my own? I grew up in a household, too, where there was never any pressure to follow the grain, the conventional path. I come from a home that's really all about finding your passion, and that's where you'll find success. And I think a big inspiration in that was I watched my mom make a career pivot late in her career, she was a lawyer, and she went back to school to become a social worker because that was her dream and that was her passion, and she opened her own social work practice. So I think in culmination of all those things, it was like, why not just start? Just try and see what.

Gaby:
And how did you dealt with the intrusive thoughts of all my friends are going to these real jobs. That's what people say. They are going, and I'm not. I'm doing this. What if I fail? Am I wasting these moments in my life creating this business and not going to this? And probably you didn't have any of those thoughts and I'm putting them in your head right now.

Shani:
No, I definitely had those thoughts. I mean, I think it would be crazy if I didn't have those thoughts. And those are things that come up all the time. But I've really learned that it matters so much who you surround yourself with. And aside from my parents, I have a really great support system and network of friends that are these badass women in their careers. And I found that through later, after college, a lot of that I found through going to group fitness and soulcycle, and that gave me a community that really took me under my wing. So it's really about who you surround yourself with and kind of tuning out the chatter from people who don't know your journey, your path, and just really staying grounded in that, I think really incredible.

Gaby:
And what have you learned from doing this? I bet many lessons, like anything life. But can you other two, three you can name now?

Shani:
Yeah, I mean, I learn new things about myself every single day. I think being an entrepreneur is, like, the most eye opening journey. You learn so much about yourself that I could have never imagined learning. Can you share? Yeah. One that sticks out to me truly is in the same vein that we're talking about, is really how to spend time with yourself and finding fulfillment in that. A lot of what I do is, yes, I speak with my clients and I go sometimes do closet edits and I'm in their wardrobe, but a lot of the time I'm working behind my computer by myself. A lot of what I do is virtual. So creating virtual shopping carts for people.

Shani:
And when I'm going to network and I'm going to events, a lot of times it's by myself, and that's really hard. And I've just learned how to really spend time with myself and be comfortable in that. And that's still obviously a journey that I'm going on. And I'm in. But definitely a big lesson that I've learned. Another one, I would say is the importance of patience. And building a business is really hard and it takes a lot of time, and it's really easy to get wrapped up. I think, too, as an athlete and as somebody who was really determined to get that a in school, it's like to be fixated on the outcome.

Shani:
It's really easy, but it's really about the journey and the process and staying grounded in that. It's so easy for me to think, like, oh, what's going to happen in the next month, the next year? Where is this all going to go? But I think it really goes back to, why did I start my business? It's because there's so much purpose behind it and there's so much passion behind unleashing those layers of everybody's personality through fashion and uplifting. And it goes so much beyond the clothing itself. So I think that's really, like, when you stay grounded in that purpose, it really helps the everyday challenges.

Gaby:
Totally. What is that you like the most about this?

Shani:
I mean, I just love working with clients. I just love watching my client, whether it's they send me a photo of the outfit that I put together for them or it's them maybe trying something that they wouldn't have thought of trying, and seeing just how happy and how uplifted they feel. And the biggest compliment I think, that you can get as a stylist is when your client says, you made me feel seen. Because at the end of the day, I want to bring yourself out. I want you to feel like you in what you wear. Because when you feel like you, you step into rooms in a totally different way. When you feel like yourself, you're comfortable, you're confident. And that comes from a big part of it, is if you're comfortable in what you're wearing, that's a big part of it.

Shani:
For me, there is nothing that makes me happier than doing that for people. So that's what I really do like the most.

Gaby:
And how do you deal with the things you don't like?

Shani:
I think it really goes back to, well, why am I doing those things I don't like? It's because there's a greater mission behind what I'm doing. I see clothing as just like a vehicle. Yes, I love fashion. I eat, sleep, breathe it, but it's so much farther than that, and it stems so much deeper. So, yeah, there are challenging days.

Gaby:
Many, but let me go more specific on that. So I'm also an entrepreneur. And I also work alone all the time. So let's say you wake up one day and you're like, I don't have a client today. I only had a client last. And I'm making up these numbers, I'm putting all these hours of work, where is it taking me? Or today I feel so lonely. I don't have the holiday party that my friends are having or how do you deal with those moments? Because thinking about the purpose at those moments is nice, but sometimes the feeling is so big that the purpose is too far away. So you need something more tangible, I guess, in those moments.

Shani:
Totally. So for me, it's creating a schedule, a routine. I have my routine down, so I know how I'm going to tackle my day, whether there's a client or no client. So for me, that's attending, I wake up and I go work out because that sets my mind up.

Gaby:
Right.

Shani:
I've always loved sport, so for me, that's going to a soul cycle class. So I set up my day that way and I come home and there are certain things that I want to work on. Maybe it's on the branding side, maybe it's on my social media side, but I always have a routine like Monday. These are the things I want to tackle Tuesday. And I write that out every week. So no matter what comes my way, there's a set of things I want to achieve each day. And when it gets tough and I get lost, I can always go back to that, okay, these are the things that I want to get done and I can cross them off. And then when you cross one thing off, it's like, okay, I'm getting somewhere here.

Shani:
Then you cross the next thing off. So it's really about creating that schedule for yourself. And I think that that's been a strength of mine because I've always had to time manage. I was running from this basketball practice to this soccer practice to the next thing, and I've really learned how to manage my time and the importance of that.

Gaby:
It's really great what you're saying, because when you're feeling down, you cannot create or solve, you're down. But if you have it in a paper already, you're putting that pressure out of your mind. It's visually there. I need to get these things done. So that's why it's so important to create those routines and your to do list or whatever you do to organize your day. I was going to ask you what are the daily habits that have contributed to this? But I'm not going to ask you answer to it, but is there anything bothering you now? Is there anything that's keeping you stuck?

Shani:
I would say, of course, I'm in my first year and a half of business, so I'm in that phase where change is constantly happening. I finally feel like I got the early kinks out and I'm in this kind of groove where I have my systems in place. I remember when I didn't even have my software. That has really made the process a lot simpler and I was doing everything by hand and every individual link and creating and would take hours. But I'm a firm believer that you learn as you go and these things. I wouldn't appreciate the software if I didn't link every single one by one. It's true. Right.

Shani:
So I think it's really, yes, there are things that I wish I maybe did differently from the start, or I wish that I had this or it did this, but I think that's all part of the process.

Gaby:
Totally. It's true. I like what you said. I wouldn't appreciate the software I have if I hadn't done it manually before. What are you afraid of?

Shani:
I'm afraid really that I won't succeed. And I think I'm somebody that has always really liked seeing results really quickly, and I feel really vulnerable in what I'm doing because you don't see those results quickly. Like, yes, I am so fortunate to have an early set of amazing people that I work with, but it's really easy to get wrapped in. I don't have this yet, I'm not at this place yet. And I think that there's so many factors that make that chatter larger and social media, and you see what everyone else is doing and you're like, oh my. But I think that that's really a fear is not succeeding. But my mom always says day by day, and that's something that I really live by. It's like, what am I going to do today that will put me in a better position for the next day?

Gaby:
But you're very lucky to have your mom, who is a social worker. She has the tools, but also she really supports what you're doing. Like your family in general. Besides your mom, do you have any support group or support person that you can let those feelings out? Sometimes just letting them out is enough.

Shani:
Totally. Well, I want to say my dad too. You can't forget about him. But aside from that, yes, there have been two really major groups that I've been a part of that have been those outlets. For me, the first being that when I was in college, I actually joined a mindset kind of confidence course that was actually run by my soul cycle instructor. And that was a group of women where we worked on mindset and worked on how do you deal with things like imposter syndrome and confidence. And that was like a really big gateway kind of into this whole world of mindset and mindset growth. And that really did change my life.

Shani:
And from there I am now in my second kind of group coaching program where I go to New York actually once a month for a business mentorship. And it's a group of these amazing entrepreneurs who are much, much farther along in their journey than I am. And it is the biggest blessing to sit in that room because I am learning so much from these women and it's unbelievable really to be in that room because you just soak it up. And the thing that they've all reiterated to me the most was that they wish they had somebody to tell them that it really takes time to build a brand. It takes time. And that's something I'm really trying to really relish in. But having those people and that support system is huge. I mean, I mentioned it earlier, but my group of friends is unbelievable and they happen to be a little bit older.

Shani:
I think that's kind of like where people tell me I kind of an old soul and they are really kind of deep in their careers and it's really a blessing to be kind of taken under their wing and get that guidance and support. And I really am so blessed and thankful for that.

Gaby:
I interview one of my guests before I interview you. He's a very successful entrepreneur in Venezuela. He did really well. I mean, I want to have younger people and older people. And he said that he was very clear early on in his life when he was building this. I don't want to get rich now. I want to build a business that would make me successful in the future. He didn't want this to be about money right now, but a successful business that would withstand years.

Gaby:
And I thought it was very smart for him.

Shani:
And I think it's also so important to define what success means to you and what that looks like. And I think that's really important. And something like I've spent a lot of time outlining truly what does a successful business look like to me? Because I think success is such an arbitrary term and people automatically just associate it with, oh, success, money. But it's so much deeper than that. And I think when you really outline the details of what does success look like for you? And you can kind of go from there, go back and work at that.

Gaby:
Yeah. Although it helps. I do think money is not the only success factor, but obviously, when we have our own business, if we don't make money, we can't survive and continue doing it. Doesn't need to be. You don't need to be a millionaire, but you need to have enough to continue. But we can talk about that in another one. In a year from now, if you were going to do something that will move you closer to who you are and who you want to be, what would that be?

Shani:
I think it's really hard to kind of project, to even think in a year from now because I think that I'm in such an early stage where so much is changing, even by the minute. Right. And I think I just really want to continue this process and at the end of the day, always stay true to myself and really let myself kind of come out of my shell. I think that at the beginning of my business, I was kind of a little bit timid, in a sense. I want people to know me and about me and really show that and whether that be stepping more confidently in my social media or whether that be just kind of letting people in more, I want that. And I think just moving and knowing that what I want to do is to help others. And with that in mind and staying true to myself, I'm excited for what in a year from now will be. I really am.

Shani:
But I just kind of want to keep riding out this journey, and I'm sure I'm going to make a ton more mistakes. I'm sure of it. I'm positive. But it's really, I think what you take from each mistake and how you move forward, resiliency, it's been huge, right? Those days where it can suck, sometimes it gets really hard. And how do you bounce back from that?

Gaby:
If you could meet someone for a drink tonight, who would that be, and what question would you ask? And again, it can be anyone in the world can be alive or not alive or whoever. Famous. Not famous.

Shani:
This is going to sound crazy to you, but I grew up. When I tell you I'm a Celtics fan, it's like I bleed. I bleed green. It was such a big part of my childhood with my family, going to games. Those are some of my most cherished memories. And growing up, I had an idol on the Celtics whose name was Paul Pierce, and he was the star know when we won the championship, he was the face of the team, but he really wrote it out through the highs and the lows. When the Celtics were trash, he stayed, and he really became the face of the franchise. And as a kid, I looked up to him so much.

Gaby:
Wow.

Shani:
And he was really my idol, somebody I really emulated and just was.

Gaby:
What question would you ask?

Shani:
I think what I really appreciated about him the most was that he stuck it out during the really hard times, and I would ask him what things got him through those times, what did he lean on and how he persevered. Because I think a lot of my biggest inspirations, idols are from in an athletic world, because that's kind of where I found myself. So just learning from other top athletes, top performers, I think, is really huge for me. But that very nice be my answer.

Gaby:
And have you read or watch a movie that you can recommend to people? Read a book or watch a movie?

Shani:
Sorry, I'm not a big. Movies are something I'm trying to get better at, I would say. I listen to a lot of podcasts, so I love Ed Milette. I don't know if you've listened, but Ed Milette, he's a motivational speaker, and he has unbelievable guests on the podcast, as well know, speaking on. He has his own episodes, and he is so motivational. To me, it is like my mentality kind of to a t. It's very, like, after it, let's go type of mentality, and it always gets me fired up when I'm working. So definitely you should check him out.

Shani:
He's amazing.

Gaby:
Well, let me tell you that you gave me a lot of energy today to continue my business, to apply many of the things you said. It was an amazing conversation, and I always finish my podcast with phrase from my father. And the one that came up right now, he used to say, I'm going to say in Spanish and then try to translate it. It's nodes. Kelos, araboles, teta, pengelboski. That means don't let the trees. Don't let the tree. Not let you see the forest.

Gaby:
I don't know if there is something, but what I'm seeing here from you is that you're not getting stuck in the little things. You're really trying to have a vision on where you want to get to, and there are steps to go there. And I think that's really nice. And you are definitely portraying yourself, so it's really nice what you're doing. I just want to say thank you for participating, Shani. It was very enlightening. Where can people find you? Can you repeat that? I know you said at the beginning, but I want people to find you.

Shani:
Yes. So on Instagram, it's at Shanibraman. So that's where I kind of post most of my things, as well as my website, which is ww, styledbyshani.com. And I style people. I'm based in Boston, but style nationwide, a lot of my services are virtual. So don't let that hold you back if you don't live in Boston.

Gaby:
Nice. Very nice. Thank you so much. And I wish you luck.

Shani:
Thank you.

Gaby:
Bye, Shani. Bye.