Side Notes with a Side Eye: Field Notes from a Spicy CEO
Well, shit: My “little business” has gone global. Welcoming the New Year with some reflections as I evolve my “little design business” into a Modern Little Business with Some Global Might.
SECRET JOURNAL
Isla Marie (Creative Director & Executive Producer)
1/2/20253 min read
From the “usual” design studio to Turquoise & Blue: Travel and International Destination Events
It might look like a departure from my core design business, but it’s not. It’s actually the opposite: T&B TIDE means more deeply committing to servicing my most ideal and lucrative clients. My creativity and designerly thinking will always be at the core of what I offer to the world. My “crazy” alchemist side is my superpower.
Some designers may have clients who value seeing their names in Times Square, or having their commercials broadcast during the Superbowl, or having their company websites exploding with the latest AR and animation. (These are fantastic creative projects, and a dream for many designers, it’s fair to say. I’ve invested in learning these myself!)
My best clients happen to dislike that, though. They prefer luxurious, high-end events that are intimate and exclusive, and offer a way for them to connect personally with their peers and community. Fine food and wine, art, music, festive and elegant ambiance, meaningful conversations, discretion and privacy — these are the things they value. And in my 15 years of working with clients like these, I unwittingly became very specialized in creating designs and experiences that speak to their ethos.
And it became clear to me: my clients are bold but not loud. They’re powerful visionaries and generous philanthropists, but they’re not free for public broadcasts nor mass consumption. (Case in point: all the NDAs I’ve had to sign. ;) ) They value high quality, not high visibility. (...unless visibility helps them achieve strategic objectives, which is another topic.)
And in today’s world where many things could be easily generated by artificially intelligent machines, and where “fame” is cheap and attainable to any 16-year-old with a smartphone + a social media handle, my clients increasingly value human, personal, high-touch connections above all. They value personality, quirks, the thoughtful communication of a point of view, and human intelligence that took a lifetime (and a unique history) to mature. And the best way to witness all that is still through exclusive, intimate, face-to-face gatherings. There is no fake InstaTok filter nor ChatGPT’d “thought piece” when you’re having a real conversation with someone in person, in real time.
And thus, T&B TIDE was born
Turquoise & Blue was borne out of these realizations, distilled from personal reflections and real-world experience working with my highest-value clients, both in my corporate and entrepreneurial roles.
T&B TIDE is my proudest business accomplishment yet. It really tested my leadership ability, my creativity and resourcefulness, my aptitude for designing a business model that would work for such a “little business” that now requires a global reach and logistical finesse.
Being a creative designer, me delving into the operations and supply chain sides of my (now globally powered) business took me out of my comfort zone like never before. (Thank goodness for the global MBA, and the Innovation & Entrepreneurship Masters. Yes Mama, I got me some hard creds, too. :) )
But, the whole process of building T&B TIDE forced me to “grow up”. And I love where it has taken me, and the richly layered perspectives I’ve gained because of bravely going through the “growing pains” of owning a (post-)modern lifestyle business in the 21st century.
I now feel like a proper CEO. Not just a little girl with a big smile and a little business on the side.
She’s looking gorgeous and healthy!
So… here’s a preview of my latest baby! (She’s not fully done yet, but I think she’s looking gorgeous and healthy.) Happy New Year!
And oh, don’t forget to sign up for a chance to receive an invitation to one of my (post-)launch parties. One will be in Vancouver, of course, but the other(s) will be in an international destination(s). I will not be publicly issuing invitations to my launch and events, so the best way to be “in the circle” is to literally sign up and express your interest.