L&J: Are there particular topics or features that have resonated most with your audience? Karen: It seems our community is most interested in what we have to say about beauty and fashion, which makes sense because those are probably the two things we respectively know best. But we’ve had a really nice response to all of our content. Cara: I would agree. As we get older, our bodies change and our skin just isn’t the same as it was even 5 years ago. So I think our community, just like us, want to feel our best and a cute pair of jeans and the perfect lipstick really goes a longway in making us feel good about ourselves. Things like cool places to travel with your friends or new way to make your favorite cocktail is also something people ask for. L&J: Karen, Share was beloved for its curated home accessories, furniture, and even clothing. Do you incorporate any elements from your store’s aesthetic into the newsletter, O’So Good Living? Karen: If people could see us when we are working on each article, they would definitely get how the shop and this newsletter are connected. For each article, we hunt for the best products, photos and information so that we can put out a really aesthetic newsletter and content. Our approach remains similar to the shop in that we believe you don’t have to spend a lot of money to make yourself or your home look put together. L&J: Cara, your background in elevating clients’ social media presence and your design eye are impressive. How have these skills influenced the newsletter, O’ So Good Living’s branding and outreach? Cara: I think I really like to present people in the absolute best light and that means that you really have to know the audience and know how
L&J: What does lifestyle for the more mature woman mean to you, and how do you bring that vision to life through your content? Karen: This is a new chapter for many women our age; we’re becoming empty nesters, noticing changes in our skin, wondering what styles are right for us and how to best spend new found free time. Our biggest goal is to laugh and not take ourselves and the content we put out there too seriously. We’re not striving for perfection, so we’re not out there telling women you have to do a bunch of work on yourself or make big, lofty plans. We’re just encouraging others, including ourselves, to wake up every day and maybe try something new, spend a little extra time on self care, call your friend, or visit a place you’ve always wanted to. Cara: Being in my late 50’s - I’m way older than Karen! I have much more freedom and confidence to go out there and try new things and not really care what somebody may think of me. It’s so liberating! We’re just encouraging other women like us to keep going! There’s so many cool new things to try. L&J: Your newsletter has gained a lot of popularity in a short time. What do you think sets it apart from others in the lifestyle space? Karen: We are so fortunate to have a very loyal following from the shop and great friends and family supporting us. Right now, we feel we are still talking to a pretty focused group and we hope to keep reaching more women who just want to live their best lives! Cara: It has been so encouraging seeing the comments and messages from the people we know from all stages of our lives! I think both of us have always been people that our friends turn to for fashion or beauty advice - so now we’re just opening it up to a larger audience. Like a big group chat!
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