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8 MILLONES DE DÓLARES VENDIENDO MAQUILLAJE: LA HISTORIA DE RUBY ROSE (CLAUDIA PIEDRAHITA)

Mentes Geniales | Julián Otálora・61 minutes read

Ruby Rose, driven by CEO Claudia Piedra, generated $8 million in revenue in Colombia in 2023 and has successfully positioned itself against major cosmetic brands, while Claudia's diverse business portfolio includes multiple companies and her commitment to personal balance and entrepreneurship is evident through her early morning routines and networking endeavors. In discussing her journey and the importance of perseverance, Claudia reflects on her experiences, including navigating challenges in franchising, building a dedicated marketing team, and leveraging social media, all while emphasizing personal values and the significance of community ties in her life and business.

Insights

  • Ruby Rose achieved significant success in Colombia, generating $8 million in revenue in 2023 and establishing itself as a competitive makeup brand, also expanding its franchises into Ecuador and the United States under the leadership of Claudia Piedra, the only female franchise owner of the brand in Colombia.
  • Claudia Piedra's diverse business portfolio includes managing four other import and food companies, which reportedly earn more than Ruby Rose, showcasing her multifaceted approach to entrepreneurship and her ability to balance multiple ventures effectively.
  • Claudia's background in China provided her with valuable insights into international business operations, which she applied when pursuing a franchise with Ruby Rose, allowing her to navigate the complexities of brand management and market entry successfully.
  • The speaker emphasizes the importance of a strong work ethic and personal health, sharing that Claudia wakes up at 4:30 AM daily to maintain her routine, while also highlighting the significance of networking and personal priorities over public recognition in achieving business success.

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Summary

00:00

Claudia Piedra's Journey with Ruby Rose

  • Ruby Rose generated a turnover of $8 million in 2023 in Colombia, positioning itself as a competitive makeup brand against traditional cosmetic companies, and also owns franchises in Ecuador and the United States.
  • Claudia Piedra, the CEO of Ruby Rose in Colombia, has successfully established the brand in the national market over five years, becoming the only woman to own franchises of this brand.
  • Claudia manages four additional import and food companies that reportedly generate higher revenues than Ruby Rose, showcasing her diverse business portfolio.
  • During a meeting with major companies like Coca-Cola, L'Oréal, and Nestlé, Claudia felt inspired and impressed by the presence of influential brands and individuals, highlighting the importance of networking in business.
  • Claudia emphasizes the significance of maintaining privacy and personal priorities over public recognition, stating that her family and home life are more important than seeking fame.
  • She wakes up at 4:30 AM daily to exercise and maintain a strong work ethic, demonstrating her commitment to balancing personal health and business responsibilities.
  • Claudia's journey began in China, where she lived for nine years and gained valuable insights into business operations, which she leveraged to start her own import company.
  • She initially sought to develop her own brand but recognized the challenges involved, leading her to pursue a franchise opportunity with Ruby Rose, which had established market presence in Brazil.
  • Claudia's experience in China provided her with a unique perspective on entrepreneurship, allowing her to navigate the complexities of international trade and brand management effectively.
  • The conversation touches on the concept of imposter syndrome, with Claudia reflecting on her achievements and the internal struggle of recognizing her success while remaining humble and grounded.

15:06

Success Through Passion and Persistence

  • The speaker discusses their experience visiting a Ruby Rose production plant, noting that the company has factories in Brazil, China, Turkey, and Dubai, all managed by non-Chinese foreigners, highlighting a significant difference in management style compared to Chinese-run factories.
  • The speaker expresses a strong desire to succeed, emphasizing that success begins with a deep, unwavering wish, which must be accompanied by faith and hard work, stating that these elements are crucial for achieving goals.
  • They share a personal philosophy that obsession with one's goals can be a positive force, as long as it is directed towards something meaningful and pursued with passion, contrasting this with negative obsessions.
  • The speaker recounts the story of Henry Ford, who faced numerous failures while pursuing his vision for an engine, illustrating the importance of persistence and belief in one's capabilities despite external skepticism.
  • A significant moment occurs when the speaker confronts a trusted colleague, Ana, who expresses doubt about the feasibility of a project due to financial constraints, leading the speaker to assert that they have achieved success without initial resources and to encourage a mindset of possibility.
  • The speaker reflects on the nature of entrepreneurship, suggesting that many start from a place of scarcity or ego, but the most fulfilling approach is driven by a genuine desire to achieve challenging goals and improve the world.
  • They discuss the importance of balance in life, noting that early stages of entrepreneurship often require intense focus and effort, typically lasting between four to seven years, before achieving a more balanced lifestyle.
  • The speaker shares their negotiation experience regarding a franchise, initially facing a demand of $5 million, which they successfully negotiated down to $700,000, demonstrating the power of belief and strategic negotiation.
  • They highlight the growth of Ruby Rose in international markets, particularly in Brazil, where São Paulo's GDP surpasses that of all of Central and South America combined, indicating the brand's significant potential.
  • The speaker concludes by discussing the complexities of franchising versus starting a brand from scratch, noting that while franchises have varied conditions and investment timelines, creating a brand is a challenging yet admirable endeavor.

29:59

Entrepreneurship and Partnership in Global Business

  • The speaker expresses a strong admiration for China, referring to it as the "factory of the world," and highlights the global reach of their business, Ruby, which is expanding in the United States, Venezuela, Ecuador, and soon Chile, despite challenges in Colombia.
  • The speaker operates a food company with their husband, sourcing various fruits such as blueberries from Chile, pineapples from Africa, and tomatoes from Turkey, which are then imported to Israel, indicating a diverse supply chain.
  • The family business is named Grupo Gabriela, combining the names of their children, Gabriel and Ela, and includes four companies: Ruby, a food import company, Montana, and Gio chocolates from Argentina.
  • The speaker serves as the CEO of Ruby, while their husband manages the food company, and they have a COO in China who has been a partner for 15 years, demonstrating a collaborative management structure.
  • The discussion touches on the transition from founder-led companies to having different CEOs, emphasizing the importance of recognizing when a company requires different leadership skills for growth and stability.
  • The speaker believes that successful entrepreneurship involves knowing one's strengths and weaknesses, and that sometimes founders must step back to allow others with more suitable skills to lead the company effectively.
  • The speaker is currently exploring new food distribution opportunities in Colombia, awaiting samples of frozen products that are subject to customs restrictions, indicating a proactive approach to business expansion.
  • Personal reflections reveal that the speaker finds fulfillment in entrepreneurship, stating that it is part of their identity and that they thrive on the challenges and excitement of running businesses.
  • The speaker discusses the dynamics of their multicultural marriage, highlighting the importance of trust and support in managing both personal and professional relationships, especially when pursuing entrepreneurial ventures.
  • Three key pieces of advice for couples in business include establishing trust, providing support during challenging times, and respecting each other's individual journeys, emphasizing the need for a strong partnership to navigate the complexities of entrepreneurship.

46:32

Personal Journey and Marketing Insights Combined

  • The speaker's decision to convert to Judaism was influenced by a strong personal conviction, emphasizing that her husband would never pressure her to convert, as she wanted to maintain her identity while embracing Jewish culture.
  • Family traditions, such as the Friday night Kiddush dinner, played a significant role in her attraction to Judaism, highlighting the importance of family unity and shared values within the faith.
  • The speaker expressed a desire for her son to be raised Jewish, emphasizing the importance of Jewish values and community, stating that being Jewish means never being alone due to the strong communal ties.
  • The conversion process involved a rigorous four-year commitment, including studying at a rabbinical school in New York, attending classes on Tuesdays and Thursdays for four hours each session, and passing an exam to complete an Orthodox conversion.
  • The speaker noted that her Jewish identity remains intact regardless of her marital status, indicating a deep personal connection to her faith that transcends her relationship with her husband.
  • In discussing marketing strategies, the speaker highlighted the importance of being a consistent presence on social media, providing valuable and disruptive content to engage audiences effectively.
  • The marketing team at Ruby Rose consists of 126 employees, with 26 specifically dedicated to marketing, emphasizing the importance of a well-structured team to manage various aspects of the brand's communication and outreach.
  • The marketing strategy includes utilizing micro-influencers to connect with a young, digital-savvy audience, ensuring that the content resonates with their target demographic while maintaining high-quality standards.
  • The speaker emphasized the need for a clear vision in marketing, arguing that while operational tasks can be delegated, the core understanding of the brand's message and values must remain with the founder or key leaders.
  • The conversation concluded with a focus on the necessity of clear communication within the team, advocating for direct feedback to ensure that marketing messages are impactful and aligned with the brand's identity.

01:02:40

Navigating Modern Challenges in Emotional Well-being

  • The speaker discusses the challenges of managing personnel, emphasizing that not everyone is receptive to clear communication, particularly due to emotional fluctuations, such as hormonal changes in women, which can affect message reception.
  • There is a notable generational shift regarding education, with some parents opting for homeschooling instead of traditional schooling, influenced by factors like the pandemic and the prevalence of screens, which has altered children's socialization patterns.
  • The speaker highlights the paradox of living in a time with fewer global issues, such as diseases and famine, yet experiencing rising suicide rates and increased demand for mental health professionals, indicating a disconnect between external circumstances and internal emotional well-being.
  • The impact of social media on emotional health is discussed, with the speaker expressing concern over children's screen time and the challenge of balancing technology use with real-world interactions, suggesting that excessive screen time may hinder social skills.
  • The importance of gratitude and awareness of the present moment is emphasized, with a reminder that every day is a gift, encouraging individuals to appreciate their lives and the opportunities they have rather than taking them for granted.
  • The speaker shares insights on the beauty industry, mentioning admiration for brands like Reid Beauty by Selena and Camila Trendy, and discusses the financial success of Ruby Rose, which generated $8 million in revenue in Colombia in 2023.
  • In concluding remarks, the speaker encourages perseverance for those struggling in their personal or professional lives, advising them to breathe and keep trying, reinforcing the idea that persistence is key to achieving success.
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