In this episode, Emily welcomes Rebecca Goesling — a forecaster, brand storyteller, and color material finish (CMF) designer, as well as the visionary behind The Goesling Group.



Rebecca shares how she built a career at the intersection of design, strategy, and storytelling. With expertise in forecasting cultural and aesthetic trends, guiding brand narratives, and shaping the look and feel of products through CMF design, she offers a behind-the-scenes look at how creativity meets business.



We also dive into the founding of The Goesling Group, where Rebecca channels her expertise into helping brands and teams anticipate what’s next and craft meaningful connections with their audiences.



This conversation is rich with insights on creativity, leadership, and carving out a career path that doesn’t always follow a straight line.

248. Designing the Future: Rebecca Goesling on Storytelling & CMF Design

In today’s episode, Emily sits down with Kay Stanley, the visionary founder of Spartina 449, a lifestyle brand inspired by the charm and beauty of Daufuskie Island, South Carolina. What began as a passion project has grown into a beloved company known for its handbags, accessories, apparel, and home goods, each carrying the coastal elegance of its Lowcountry roots.



Kay shares how she made the leap from her previous career into entrepreneurship, what sparked the idea for Spartina 449, and how she’s built a business that has both a strong regional identity and national recognition. Listeners will love hearing about the early challenges, the role of storytelling in branding, and the lessons Kay has learned about leadership, creativity, and resilience along the way.



Whether you’re an aspiring founder, a lover of Southern style, or simply curious about how someone turns a creative vision into a thriving brand, this episode is full of wisdom and encouragement.

247. How Kay Stanley Built Spartina 449 from a Dream to a Beloved Brand

In this episode of How’d She Do That?, we step onto the fairway with Mary and Molly, the inspiring mother–daughter team behind Baffie Golf—a luxury children’s golf apparel brand that’s as much about heritage and storytelling as it is about style.



Baffie was born from a shared love of the game and a desire to create something timeless for the next generation of golfers. The name itself, drawn from a 19th-century Scottish term for a 5-wood, speaks to the brand’s deep roots in tradition. But Mary and Molly aren’t just looking back—they’re reimagining what golf apparel can be for young players today, combining classic design with the comfort and function kids need on the course.



We talk about how their unique strengths complement one another—Mary bringing entrepreneurial vision and love of the details, Molly bringing an eye for fashion. Together, they’ve created pieces that feel heirloom-worthy.



From sketching designs to telling stories, from honoring tradition to building something new, Mary and Molly share the joy, challenges, and lessons they’ve learned in turning their passion into a brand. Whether you’re a golfer, a parent, or simply someone who appreciates the beauty of family entrepreneurship, their journey is one you won’t want to miss.

246. Swinging in Style: How a Mother-Daughter Duo Crafted Baffie Golf

In this episode of How’d She Do That?, host Emily Landers welcomes cake artist and entrepreneur Julie McAllister, whose hyper‑realistic confections have captured the attention of food lovers, design enthusiasts, and Netflix viewers alike. From working in advertising to launching her namesake cake business, Julie shares how she discovered cake artistry, built her brand from scratch, and landed a spot on Is It Cake?—where she wowed judges and viewers with jaw-dropping edible illusions.

Whether you’re an aspiring creative, a baking enthusiast, or simply curious about how to turn a niche hobby into a thriving business, Julie’s story is packed with insight, humor, and inspiration.

 * How Julie transitioned from marketing into cake design

 * What goes into creating hyper-realistic cakes (think oysters, citrus trees, handbags!)

 * Behind-the-scenes details from Is It Cake? for Netflix

 * Building a brand and business from scratch

 * The highs and lows of entrepreneurship in the food space

 * Growing a client base and creating viral, high-impact content

 * Teaching workshops, taking creative risks, and what’s next for Julie

Julie McAllister Cakes: juliemcallistercakes.com

Follow Julie on Instagram: @juliemcallistercakes [https://www.instagram.com/juliemcallistercakes/]

Watch Is It Cake? Season 3 on Netflix

Book a cake or workshop: Contact Julie



Website: howdshedothatpodcast.com

Instagram: @howdshedothatpodcast [https://www.instagram.com/howdshedothatpodcast]

Listen & Subscribe: Apple Podcasts | Spotify [https://spotify.com]

245. Julie McAllister on Is It Cake? and Building a Sweet Business

In this episode of How’d She Do That?, Emily is joined by Sarah Collins Lawler, the founder and designer behind TELA Mercantile, just six weeks into her journey as a new mom.



Sarah shares a beautiful and candid look back at her creative upbringing, where fashion and entrepreneurship were sparked early.



After earning a degree in Apparel & Textile Design from the University of Alabama, Sarah planned to take on New York’s fashion scene. But a traumatic boating accident right after college changed everything. In this unexpected season of healing, she found herself creatively rerouted—eventually landing roles in fashion sales and later at SPANX, all while quietly nursing her passion for design.



The seeds for TELA were planted during the pandemic, when her husband gifted her a sewing machine. What started as a creative outlet at home blossomed into a globally inspired, size-inclusive brand known for its effortlessly elegant kaftans. TELA—Spanish for “fabric”—represents Sarah’s love of textiles, travel, and timeless design, all grounded in a deep respect for intentional sourcing and inclusive silhouettes.



Sarah opens up about launching the brand in 2021, the joys and challenges of building something meaningful, and how becoming a mother has shifted her perspective on time, purpose, and creativity.



⸻



You’ll Love This Episode If You’re Curious About:

 * Turning personal challenges into a creative reset
 * Launching a fashion brand with global inspiration and purpose
 * Embracing the early, unfiltered days of motherhood while running a business
 * Designing with intention—both in fabric and in life

244. From Passion to Product: Sarah Collins Lawler’s TELA Story

In this inspiring episode of How’d She Do That, Emily sits down with the effortlessly chic and incredibly driven Diana LoMonaco, the founder and creative visionary behind Classic Six, a timeless clothing brand redefining capsule wardrobes. Diana shares her unexpected journey from working in fashion magazines to creating her own brand rooted in versatility, quality, and simplicity.



Listeners will hear the story behind the name “Classic Six,” the highs and lows of launching a fashion startup, and the intentionality Diana brings to everything from fabric selection to customer experience. She opens up about managing business growth, maintaining a strong brand identity, and the value of timeless design in a world of fast fashion.



Whether you’re a fashion enthusiast, an aspiring entrepreneur, or simply someone seeking inspiration to pursue your own dreams, this episode is filled with wisdom, warmth, and a behind-the-scenes look at what it really takes to build a beloved brand from scratch.



Episode Highlights:

 * How Diana’s career path took a sharp and exciting turn toward entrepreneurship
 * The moment she realized there was a gap in the market for versatile, quality staples
 * What “Classic Six” really means—and why it resonates with so many women
 * The challenges (and joys!) of building a business during uncertain times
 * Diana’s advice for women looking to take their next bold step



Connect with Diana:

 * Website: classicsixny.com
 * Instagram: @classicsixny

243. Building Classic Six: Diana LoMonaco on Creating a Capsule Wardrobe Brand

…and sharing all about it in today’s episode!

EMILY IS PREGNANT!

Today on How’d She Do That?, we’re celebrating style, school spirit, and the power of family business with Kim and Frances — the mother-daughter duo behind FOSTER, a collegiate lifestyle brand born in East Texas and rapidly capturing hearts across the country.



FOSTER is not your average college merch company. Think cozy pajamas, chic tailgate looks, and timeless pieces designed to celebrate your alma mater — all with elevated design and a personal touch. Inspired by their own Southern roots and a deep love for tradition, Kim and Frances are bringing a fresh, fashionable twist to campus gear.



In this episode, we chat about:

• The origin story of FOSTER and how the idea took shape

• What it’s really like to build a brand as mother and daughter

• Finding success in a niche market by honoring authenticity and style

• The creative process behind their iconic products

• How they balance business, family, and their shared creative vision



If you’re a fan of collegiate spirit with a sophisticated edge, or you’ve ever dreamed of launching your own lifestyle brand, this conversation is for you. Kim and Frances are thoughtful, driven, and as charming as the products they create.

242. FOSTER the Spirit: Collegiate Style with Heart

In today’s episode of How’d She Do That?, Emily Landers welcomes Jen Burch and Margaret Dillard, the talented co-founders behind the elevated home and entertaining brand Half Past Seven. What began as a shared appreciation for thoughtful design and meaningful gathering has blossomed into a celebrated business known for its handcrafted home essentials that combine function, beauty, and story.



Listeners will hear how Jen and Margaret met through work, connected as moms of young boys, and went on to build a business rooted in the mantra “more joy, less stress.” From the origins of the brand name to their passion for traditional craftsmanship and Mexican artisanship, this episode is full of wisdom, inspiration, and laughter.



With product lines ranging from hand-blown glassware to hand-painted ceramics and pewter serveware, Half Past Seven empowers women to entertain with ease and confidence—elevating the everyday with products that hold both purpose and style.



Whether you’re a design enthusiast, aspiring entrepreneur, or someone who simply loves gathering people together, this episode will leave you deeply inspired.

241. Founders of Half Past Seven on Hosting Well, Designing with Purpose, and Building a Brand

In this inspiring episode, Emily sits down with Jeanelle Teves, the dynamic Chief Commercial Officer of Bugaboo North America. Jeanelle shares her remarkable journey from a first-generation Filipina-American upbringing in Sacramento to leading one of the most innovative parenting brands globally. With a decade-long tenure at Nike and a passion for empowering women and parents in the workplace, Jeanelle offers invaluable insights into navigating corporate success while maintaining personal harmony. ￼ ￼ ￼



What You’ll Learn

 * Early Influences: How Jeanelle’s entrepreneurial parents instilled a “you can figure it out” mindset that propelled her career.
 * Global Experience: The impact of international exposure on her professional trajectory, including her time at Nike’s European headquarters.
 * The 1% Gain Philosophy: Jeanelle’s approach to incremental growth and how small, consistent improvements lead to significant life changes.
 * Work-Life Integration: Strategies for balancing a high-powered career with motherhood.
 * Productivity Hacks: Her morning routine, prioritization techniques, and the concept of “biological prime time” for peak performance.
 * Personal Branding: Tips on building a personal brand as a corporate leader and content creator, and the power of authenticity in leadership.



Don’t forget to subscribe, rate, and review the podcast on your favorite platform!

240. From Nike to Bugaboo: Jeanelle Teves on Global Leadership and Motherhood

Have you ever looked at different women's careers and thought, 'How'd She Do That?' This encouraging and fun podcast is answering that question in each episode while speaking to women who have created inspiring lives and careers. Join host Emily Landers as she connects with guests from a wide variety of industries and stages of life. You'll be inspired every time you listen! Support this podcast: https://anchor.fm/howdshedothat/support

Emily Landers

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