Devika Chand Dandona on Sucess having a Strong Voice while Starting The Devi Collection

Please share a brief introduction about yourself and your business:

I’m a wife, mom of 3 humans and 2 fur babies, and am an all-around creative. I have an investment company that focuses on brands and startups. My current portfolio has brands in the clean beauty, sustainable fashion, tech, and wellness spaces. I have been recognized as a woman of impact through the Victory Paint project in the DFW area. My latest venture is my editorial style blog, The Devi Collective, where I share beauty, fashion, etc. but with depth. I love featuring founders and sharing the stories of WHY they started their brands.

What excites you about being an Entreprenista League member?

I love the idea of connecting with other founders and women who may be in the same “starting new” or just “starting” stage of business that I find myself in (again).

What made you take the leap to start your own business?

I love to create. This was my next thing.

What was your background prior to starting your own business?

I have a background in design, and I stayed home with my kids for 13 years.

Did you always know you wanted to be an entrepreneur?

I think so.

Take us back to when you first launched your business, what was your marketing strategy to get the word out and did it go as planned?

I had no strategy, but I have a strong voice, so I think it just grew through word of mouth. I also broke the “send newsletters out weekly” rule. I only send them out when I have something to say, and I think other busy women appreciate that. I also don’t post daily. I don’t do any of that.

What is the biggest challenge you have encountered along the way and what did you learn from it?

Finding a community of other women in the blogging space that want to do more than “sell” other peoples products. Yes, I know that is part of it, but I feel like if we have a platform, we should use it to educate our community on fast fashion and try to break traditional beauty standards. I guess I can’t stand when people don’t have anything they “believe in” enough to share. Another challenge has been finding people to hire within my company that are driven. I haven’t had great luck with VAs. I love self-starters and people who are ambitious and motivated. I think there are people who just “do the job” and leave…..that personality will never work for me.

What is the accomplishment you are the most proud of to date?

Ooooh…..maybe when I was honored as a Woman of Impact in the DFW area.

Do you believe in work/life balance? What are some of your best tips?

As a mom of 3, there is no balance. All you can do is honor your boundaries, listen to your body, and walk away from anything that is sending you into panic mode until you are calm. It’s important to always know which things on your to-do list are priorities, what can wait till tomorrow, etc, and approach the day accordingly.

What’s a piece of advice you can share that you wish you’d known when you first started your Entreprenista journey?

Find a community, don’t look at what others are doing, and focus on your path.

What have you achieved recently that you’d like to celebrate with our community?

I created presets with a photographer that I’m selling on my site. These presets are made specifically for people of color. My community brought this issue to me, and I had to learn what presets were! Also, we have a sales collaboration with a non profit called “start small think big”, and I was invited to New York fashion week, which was a goal of mine when I started. Now, I’m putting Paris fashion week on the list of goals!

What’s next for your business? What can we expect to see over the next few years?

I would like to focus on founder features. I want The Devi Collective to become a place women look to for inspiration.

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