After years of working in corporate advertising, today’s YEDaily, Joanna Track, took a shot at paving her own path in the digital media space. Upon founding popular online women’s lifestyle guide, Sweetspot.ca (which sold in its entirety to Rogers in 2011), Joanna and her brand quickly became a major player in the fast-moving digital media world. Several years after launching Sweetspot.ca Joanna moved on to her next venture, eLUXE. Here is our interview with this inspiring young entrepreneur in today’s YEDaily …
Elevator Pitch: Describe your business in a nutshell.
eLUXE is Canada’s online shopping destination, offering you the best edit of global contemporary brands through engaging, consumable content. With free shipping on all orders over $25 and free returns, shopping from your home and native land has never be easier. eLUXE is changing the way Canadians shop, one click at a time.
Why did you start your business, what was the inspiration?
As an avid online shopper, I was frustrated by the hassles of shipping items across the border (duties, taxes, extra shipping charges) and disappointed with the lack of Canadian-based destinations. I was/am a big fan of Net-A-Porter and saw how they brought such a high-quality shopping experience online. That was one of the inspirations for eLUXE. Like Net-A-Porter, we have a strong focus on merging the content and commerce with the intent of engaging, entertaining and educating our customers.
What is the best part of what you do on a day-to-day basis? The most challenging part?
The best part of what I do is mentoring young women. I have had the joy of watching many of them start as interns for me and end up in senior leadership positions. That is hugely rewarding.
The most challenging part is balancing all of my priorities – work, family, fitness…and fun!
Where do you see your business going in 5 years?
Our goal is to become Canada’s online department store for all fashion and lifestyle products and accessories.
What does success look like to you?
Success is building a brand (and business) that people are emotionally attached to.
What is the most memorable milestone in your career?
The first time I met Joe Mimran and he told me he was a big fan of Sweetspot! I will never forget it.
Do you have any advice for other young professionals?
Use every experience as a learning experience. Don’t be so focused on climbing “up” the corporate ladder. Sometimes a lateral move will get you to the “sweet spot” that is best for you.
Do you support any charities? If so, which one(s) and why is that important to you?
For many years I have aligned myself with Rethink Breast Cancer. Not only is it a critically important cause, I feel the way they bring information and fundraising to their donors is done better than anyone else out there.
What is Notable to you?
Building something from nothing and changing the world, even if only in a small way.
Blackberry, iPhone, Android, or Other?
iPhone all the way!
How do you keep active, energetic, and vibrant?
I get on track at Track Fitness (disclosure: it is my brother’s gym)! I rotate between the spin classes and the Circuit 60 classes and try to get there 4-5 times a week. And chasing Teddy, my 3-year-old toddler, is the best workout of all!