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Time for my favorite part of the week, ICYMI ₊♡₊˚ 🍒・₊✧ ₊

Hi Angels,

This week, I spent less than 17 hours in NYC: Am I crazy? Yes. Was it worth it? Yes. See more on why in the section called “The Price of Being Cool” and then submit your questions for Paige Rowin’s, the Sr. Director of Marketing at BILT, ICYMI interview on how to nail Brand Events, Details AND BUDGETS in 2025 for next week’s paid feature that you won’t want to miss.

♡ It’s My Startup, and I’ll Cry If I Want To: Especially seeing all of you unbox your HSR journals and stickers this week. The “Cash Poor, Equity Rich” energy is thriving. Keep tagging me and @hotsmartrich as you’re unboxing—this is the real ROI on community, and I’m obsessed.

♡ The One Super Bowl Commercial that Mattered: There was only one Super Bowl commercial that mattered IMO and it was Nike’s first in 27 years (that alone shocked me). Many commentators are celebrating it because of the impact of women’s sports which I don’t disagree with BUT the meaning is SO MUCH BIGGER than women’s sports. The feeling of not being able to win is a shared message felt by every woman in everyday life and no post will exemplify this better than here. This week paid subscribers are getting a deep dive on why Nike won and Poppi flopped.

♡ Other Super Bowl Moments of Note: Jalen Hurts with his all female management team and AJ Brown opening up about his struggle with mental health, suicide and depression (if this video doesn’t make you emotional I don’t know what to say…) The Olipop vs. Poppi feud continues and I’m waiting for the right time to say my peace on it, but all I’ll say for now… consumer sentiment and timing matters and it probably doesn’t help Poppi’s case that Olipop announced their $50M Series C $1.85B round the same week…

♡ Favorite People I Followed Along With This Week: Became obsessed with Kosas’ Founder, Sheenah Zadeh’s NYFW stories, Madi Webb for her originiality, Sophie Dalah after discovering her bowl at @thisbowl_nyc, and Kenzbrooksbets after she posted the incredibly thorough video on why the Eagles deserved to win the Super Bowl.

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Heartbreak & Healing: How To Heal From Your Breakup And Not Let Everything Else Fall Apart

Heartbreak & Healing!!! 💔✨ This week, Lucky #3 (aka Mr. Courtney Reum) came back on the show to talk about how to heal from a breakup and not let everything else fall apart. Relationships, careers, self-worth—it’s all connected, and we’re getting real about it. If you’ve ever felt lost after a relationship breakup, struggled to rebuild your confidence, or wondered how to navigate the healing process while balancing a demanding career, this episode is for you. Can’t wait for you to listen!

To enter this week’s giveaway, let me know which of these podcast cover photos you would click on first?

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The Price of Being Cool

Paige Rowin, Sr. Director of Marketing at BILT, knows how to craft a brand moment. As part of the 2025 BILT Originals Class and Alumni (which I’m a part of!), she and the BILT team pulled off a secret dinner on February 11, 2025. No location, no details—just an invite and a promise. When we were ready, black cars arrived to take us to the mystery destination, revealing the address only when we pulled up.

And where did we land? WSA—the lower Manhattan building that’s rewriting the rules of downtown real estate. A space designed for those who know, a creative sanctuary sitting right in the middle of a neighborhood built for bankers and brokers, makes total sense for BILT to pop up in such an unexpected “it-location”, they are the biggest consumer brand in housing.

This isn’t just another luxury redevelopment. It’s the It-building of the moment, designed by Gabriella Khalil, a woman with an eye for aesthetics and a playbook for cultural relevance. From Met Gala afterparties to viral fashion moments, WSA has become the backdrop for New York’s most interesting people—and this dinner was no exception.

PS - the business and pricing of WSA is a case study in itself. Despite its $252M purchase price and $150M renovation budget, WSA offers steeply discounted rents to attract the right tenants—some paying as little as $2,800/month for a 3,000-square-foot space as reported by The New York Times.

Why? It's luxury meets accessibility and a magnet for culture and influence. So in next week’s paid section I’m asking Paige all the details you want to know about nailing Brand Events, Details AND yes, BUDGETS. Respond to this email with your questions for Paige for next week.

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This Week’s Mood Board

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Consumer News

♡ the brands, people, places, things that have captured my attention ♡

♡ Women’s Health & Beauty ♡

• Eva Avo Beauty expands into 1,000+ Target stores, catering to Latinas with avocado oil-based hair and body care - from Instagram.

• Juice Beauty rebrands after 20 years, staying at the forefront of clean beauty - from Instagram.

• Stratia Skincare launches Sespia, a contract manufacturer for small beauty brands - from Beauty Independent.

♡ Media, Entertainment & Creator ♡

• Alex Cooper’s Unwell Network partners with SiriusXM to expand its podcast empire - from Fortune.

• A.J. Brown opens up about mental health, inspiring younger generations - from TikTok.

• Away x The White Lotus unveil a luxury travel collection featuring reimagined fan-favorite pieces - from Instagram.

• Reformation names Pete Davidson its “Official Boyfriend” in a playful campaign - from Instagram.

• Travis Scott’s Cactus Jack Foundation launches a $10K scholarship and mentorship program with the Fashion Scholarship Fund - from Instagram.

♡ E-Commerce, Retail & Social ♡

• Pinterest Palette 2025 showcases this year’s hottest trending colors - from Pinterest.

• Marshall Danzy x Abercrombie & Fitch drop a retro-inspired sportswear collection - from Instagram.

• Born X Raised crafts a custom leather work shirt for SZA - from Instagram.

• Patrón Tequila teams up with BonBon for a limited-edition gift celebrating its additive-free formula—because sweeteners are for candy, not tequila - from Instagram.

♡ Tech, Business & Investing ♡

• Slow Ventures raises $60M for a creator-focused fund, led by Megan Lightcap—she’ll be on the Hot Smart Rich podcast, so send in your questions! - from Axios.

• Goldman Sachs reverses its IPO diversity rule, no longer requiring diverse board members - from Instagram.

• Aston Martin Aramco x Elemis partner for a luxury skincare collaboration - from Aston Martin.

• Baird’s 2025 Beauty & Wellness Outlook predicts major industry shifts - from Baird.

• Glossier explores a new exit strategy, shifting its long-term vision - from Puck.

• Apple restores TikTok to the U.S. App Store following pressure from state attorneys general - from Reuters.

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TYSM, I♡U!!!!

If this email was forwarded to you?

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Super Bowl Ads: A $7M Gamble for Relevance

It’s not just a football game—it’s brand warfare. With 120M+ eyes watching, a 30-second ad is the most expensive marketing bet a brand can place. But here’s the plot twist: spending big doesn’t guarantee you win the conversation.

The real winners? The brands that didn’t just throw money at airtime but made themselves impossible to ignore.