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Inspiration June 1, 2018
Her Urban Air Market is an inclusive marketplace for sustainable design.
Meet Danielle Cohen. She’s a DJ, writes screenplays in her spare time, rides a motorcycle and plans on becoming a passionate dog owner someday very soon. Oh — and she’s the founder of Urban Air Market, an amazing, women-run marketplace for sustainable design.
Urban Air Market, taking place this Sunday in Los Feliz (we’ll be there!), isn’t just women-run, either. More than 80 percent of their participating vendors are women- and minority-owned creative businesses. Plus, they’ve all put thought into the social and environmental impact of their business practices, something Cohen says is extremely important to her.
Cohen was part of a project on sweatshops in Southeast Asia while working as a graduate researcher at UCSC that she says “opened her eyes to the huge cost and impact of our country’s obsession with fast fashion trends…”
“I truly love art, design and personal expression,” Cohen says, “but I don’t love supporting a polluting industry. I’m sure there are many conscious consumers out there who want to feel better about what they buy and who they buy it from.” And she’s certainly not wrong, as anywhere from 3,000 to 7,000 attendees frequent the different Urban Air Market events.
ENTITY was lucky enough to chat with Cohen about working as a female entrepreneur, avoiding competition with other women and what advice she would give to her younger self.
EN: How has your experience been as a woman in the business landscape?
DC: It’s been somewhat subtle. I’ve been named a “co-founder” in print when it’s really just me. People have asked me if they can speak to “whoever is in charge.” Men really seem to like telling me what to do, especially at my own events. I’ve been called crazy, bossy, controlling… you name it.
But of course not every man is awful to Cohen, especially not her boyfriend, whom she cites as responsible for keeping her sane during hectic event days.
EN: Sometimes women feel the need to compete with each other, since in so many male-dominated industries it can feel like there’s only enough room for one woman to be included. Have you found that to be an issue?
DC: I think if we’re all truly committed to supporting artists and designers, then we shouldn’t look at each other as competition. We’re simply creating more ways for our customers to make sales, get themselves out there and grow.
There’s a female founder of another “competing” event that I meet with for lunch on a fairly regular basis. We vent to each other about the trials and tribulations of running this particular kind of show and it helps to talk to someone who really “gets” it. For example, when she tells me she is perceived as a total bitch on big event days, I don’t feel so alone.
EN: Starting a new business venture can be difficult — did you ever have a moment where you questioned what you were doing, or considered giving up?
DC: All the time! I’ll go on Craigslist and start applying for “jobby-jobs.” Thankfully no one ever responds. I think I’ve been self-employed for so long that I’m no longer hirable! (Hint hint! If you’re reading this, please hire me.)
EN: What would you say to someone in that position?
DC: It comes and goes in waves. Sometimes they pummel you, and sometimes you surf them and feel on top of the world. If you want the stability that a career offers, there’s no shame in admitting and accepting that. But if you can stomach the ups and downs of a new business venture, my advice is to make an ultimate workout playlist that is filled with super motivating songs.
When you feel like you want to give up, turn up the volume for a dose of inspiration until the wave eventually passes. Something will probably happen that reminds you why you’re doing this in the first place right before you throw in the towel.
— For Cohen, that something is seeing smaller businesses grow following their participation in Urban Air Market. “It’s my favorite part,” she says. “I love hearing about vendors who end up getting wholesale accounts with their favorite shops and boutiques after being discovered at Urban Air Market. I love hearing about vendors who meet at the market, become friends and collaborate on a new creative project together.”
Urban Air Market even recently shared a blog post about vendors in San Francisco and Los Angeles who were able to open their own brick and mortar stores.
EN: How do you work through those rough patches or particularly stressful event days?
DC: I’m a believer in meditation and exercise. Even when there’s just no time for it, I have to remind myself to make time.
It’s great that Cohen prioritizes recovery and self-care. As we’ve written before, self-care is super important. “I try to celebrate the completion of every event with a massage appointment or a bubble bath,” Cohen says. “Events are stressful so relaxation is the ultimate reward.”
So what other advice does this badass boss have for young women who’d like to follow in her footsteps? “You think you’ll never use math, but you will. So make better friends with it. Learn basic economics,” Cohen says. “No one is going to teach you about home mortgages, the stock market, investments or retirement plans, so study these things on your own. Perhaps instead of taking those French classes, because you really aren’t going to use that.”
Check out Cohen’s handiwork — and ENTITY’s booth! — at the Urban Air Market in Los Feliz this Sunday from 10am to 6pm.
