Ep.95 How To Make The World Obsessed With Your Products With Cult Gaia Founder Jasmin Larian Hekmat

In episode 95 of 'Working Hard, Hardly Working,' the host engages in a deep conversation with Jasmin Larian Hekmat, the founder of the fashion brand Cult Gaia. The episode begins with the host expressing admiration for Jasmin's creative designs, which have captivated the fashion industry. Jasmin's journey started with her early exposure to fashion and entrepreneurship, being the daughter of a toy magnate and a fashion designer. She recounts her initial foray into fashion through making flower crowns and turbans while studying in New York, which gradually evolved into her launching Cult Gaia.

Jasmin discusses the organic growth of Cult Gaia, highlighting the pivotal role of the Ark bag, which initially did not sell for two years but eventually became a sensation through strategic marketing and the rise of Instagram. She stresses the importance of product and creativity in driving the brand's success. Jasmin also touches on the challenges of managing a growing business, the evolution into producing ready-to-wear collections, and the significance of having a clear design vision that resonates with customers.

The conversation shifts to Jasmin's personal growth, particularly her approach to balancing work and motherhood. She emphasizes the value of time management and the support system from her family that enables her to maintain creativity and productivity. Jasmin shares insights into her management style, advocating for clarity and empathy when leading her team. She also reveals her belief in the power of instinct and the importance of producing IT products that evoke an emotional response and photograph well.