BABE #365: JOSEPHINE LEE - Founder, The Pointe Shop
Positioning herself smack dab in the middle of a niche market, Josephine founded ThePointeShop, where she provides specialized pointe shoe fittings to ballet dancers across the country. ThePointeShop is the first mobile fitting company with professional fitters throughout the U.S., giving teachers and dancers the flexibility to browse curated collections for that perfect pair—wherever they might be located. A former ballet dancer and teacher herself, Josephine provides her clients and community with unparalleled experience, expertise, and enthusiasm.
The Basics:
Hometown: Orange County, California
Current city: Oakland, California
Alma mater: University of Southern California
Degree: B.A., Communications
Very first job: Ballet Teacher
Huste: Owner, ThePointeShop Inc
The Interests:
Babe you admire and why?
My mom. She is one of the most hardworking, positive people you will ever meet.
Favorite fictional female character? Why?
Pollyanna. She’s a reminder of how powerful a positive perspective can be even during the most dire situations. An absolute necessity in entrepreneurship.
Go-to coffee order and/or adult beverage?
My taste is generally consistent across all genres: classic at best or uninventive at worst. Americano with a splash of milk, and red wine.
What would you eat for your very last meal?
Cruel and unusual question for a foodie. I will have to default to Korean food.
What’s something you want to learn or master?
I suppose I don’t want it enough since I haven’t taken the steps, but I would like to learn to speak Spanish.
If you could have coffee with anyone in the world, who would it be?
Hitler. Because, why?
What’s something most don’t know about you?
I am more disorganized and noncompetitive than many believe.
What’s your favorite book right now (or of all time)?
Tough one. I can’t possibly answer that question without pigeon-holing myself. Any(every)thing written by Malcolm Gladwell, Yuval Noah Harari, or Toni Morrison. And “Atlas Shrugged,” by Ayn Rand. There, now you have no idea where I stand.
The Hustle:
Tell us about your hustle.
I’m the owner of a very niche business catering to ballerinas, ThePointeShop. We custom fit dancers into pointe shoes, and our goal is to develop an ongoing relationship between the dancer and the fitter in order to ensure the best fit every time.
Walk us through your typical day. What kinds of hats do you wear in your work?
“Typical” doesn’t exist for me. On any given day, I could be traveling to meet dancers around the United States or overseeing our marketing, new projects or events. Thank goodness for my amazing team that takes care of many of our day-to-day operations, as I am mostly in charge of expansions and new projects.
Have you always had an entrepreneurial spirit? When did you decide to start your own business?
I am a reluctant entrepreneur, as I didn’t envision my life to be in business. I grew up watching my parents working in their small businesses and watched the struggle of uncertainty and instability. I started my company when I graduated from college because, frankly, I couldn’t get the job I wanted. But everything happens for a reason, and I can’t imagine doing anything else.
What were some of the obstacles you encountered during the early stages of starting ThePointeShop?
I entered into the retail industry during the retail apocalypse. Many retailers around the country, including dance retail, were shutting down because we couldn’t compete with the selection, convenience, and price of the internet. So, I pivoted. I focused more on the things the internet cannot give them: experience, expertise, and the human touch. We are the first (and still, I believe, the only) retailer who solely provides pointe shoes. We decided to focus our entire energy and expertise on becoming the best pointe shoe fitters in the world. Pointe shoes need to be fitted correctly because an ill-fitting pointe shoe can cause lasting damage to a dancer. It is important to reduce pain and give support while helping the dancer improve.
What was your experience on Project Runway Fashion Startup?
I learned that investors are more interested in the people than the company. If you have a clear vision and passion as well as an unwavering focus on your goals, they will want to go on the journey with you.
How have your past professional and academic experiences prepared you for the work you do today?
I was a communication major in college and I never thought I would use this skill in business. However, I learned that beyond numbers and a balance sheet, the most important thing to remember is that there are human beings in the transaction. Nothing is more important than communication.
How would you say being a woman has affected your professional experience?
Whether it is by nature or nurture (or perhaps both), women tend to be more inclusive and community-oriented. My team and community are the most important for me, and that has affected how I run my company. I believe that women should embrace their strengths rather than trying to emulate the masculine culture that has historically dominated the business world.
What’s the gender ratio like in your industry? Do you see it evolving?
There are more women in both the ballet and retail industries, but far less in the entrepreneurial industry. There are more women starting businesses every year as it is becoming more acceptable.
What are some common misconceptions about your job?
Pointe shoes are still a mystery to most. It’s not an industry you can get people excited about, because it’s not solving a big sweeping problem. But not everyone has to solve world hunger to make the world a bit better. There are opportunities everywhere.
Are you involved with any other careers, side projects or organizations?
I was involved in Toastmasters, a public speaking organization, for several years. Although I am not as active anymore, it was a big part of my life and I learned invaluable skills from it.
Who are some women in your field you look to for inspiration?
There are so many inspiring female entrepreneurs, but Sara Blakely comes to mind—she created Spanx. I love simple, approachable brands that have a clear goal and message.
What does your approach to work-life balance look like?
I intermingle work and life quite a bit because I genuinely enjoy my work and I view it within the bigger picture. If I travel for work, I try to take some time to explore the region and if I’m traveling for pleasure, I try to mix in some business as well.
Career and/or life advice for other babes?
One of the greatest lessons I learned over the past eight years in business is to embrace my identity. Your business becomes an extension of you and it often takes on your personality and quirks. Make sure it reflects who you are.
In partnership with: Spanx
Created by Sara Blakely—named the world’s youngest, self-made female billionaire by Forbes and one of TIME’s 100 Most Influential People—Spanx specializes in comfortable and slimming undergarments, with a mission to shape the world by helping women feel great about themselves and their potential.
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