April Uchitel
April Uchitel is the CEO of Violet Grey, a content and commerce company inspired by Hollywood’s beauty culture. Prior to joining Violet Grey, April was a founding member and the chief brand officer of the digital shopping destination Spring and the EVP of global sales for Diane von Furstenberg.
A major challenge I’ve faced was reinvention. Going from traditional fashion at Diane von Furstenberg to start-up life at Spring. And being 20 years older than the founder.
One thing I wish I had known when I began my career is the importance of being an advocate for yourself—all the time. No one will look out for you like you need to look out for you. Head-down, working hard, and waiting to be recognized is not the way to go.
The book that has had the biggest impact on me is Boys Adrift by Leonard Sax. It’s about the epidemic of unmotivated boys and underachieving young men. It made me look at and talk to and think about my son differently and it was the motivation I needed to have him repeat kindergarten.
Making the move to working in tech taught me that being a mentor is important to me. I think it is critical to pay it forward with no intention of payback: Making an introduction, having a coffee to let your brain be picked, sharing experiences—good and bad—and giving advice when asked. The value of sharing your experiences can really have a profound effect on someone else’s journey.
The woman who changed my life is Ara Katz, the co-founder of Spring. She is a super, unique human—she sees work in a way I never did and she is the reason I landed at Spring, and, funnily enough, how I got to Violet Grey.
I tap into creativity and inspiration by decorating (and redecorating) our homes over the years (picking and arranging fresh flowers to bring life and beauty inside) and Instagram.
I used to make tons of photo books and i-Movies. That creative itch has moved over to my feed.
The thing I’ve achieved that I am most proud of is constant reinvention. I have pushed myself past my comfort zone and in the process I have lost my ego. Doing so put me in a totally new realm and reset my view of “the journey.” I am told a lot that I am a role model—what could make you feel prouder than that?
The biggest gamble I’ve ever taken was moving from Los Angeles to New York with a boyfriend of two months and now it’s 20 years and two kids later.
The one thing I would like to say to every woman in the world is play the long game!