Brazilian entrepreneur launches blog and invests in social media to help women during the pandemic: “Success happens when we invest our time and knowledge in what we love.”
My name is Simone Goldstein- Golda. I am a Marketing and Social Media Consultant, CEO of Entendeu Mídia, and Co-owner of The Wip Factory, alongside Ilana Lipsztein.
In this edition of the newspaper, and in this column of The Brasilians, dedicated to women entrepreneurs, I ask for permission to switch places with Ilana Lipsztein, in order to share with her readers a little of her story, and her commitment to helping so many other women.
As the column, the Instagram Ilana_Wip, and The Wip Factory are primarily directed at women entrepreneurs or those who wish to start a business, I wanted to understand a bit more and explain to you the background of Ilana Lipsztein, and her desires and strategies to support other women.
I hope that in some way this interview opens more doors for women who wish to “unleash their talents.”
The Brasilians: Brazilian, from Rio de Janeiro, successful in business, tell us how and why you decided to move to the USA?
Ilana Lipsztein: I moved to New York in 2000. At the time, I owned a company that provided services for children in shopping malls, the Baby Boom Club. My husband, a doctor, had already lived in New York for twenty years, and it reached a point where it was no longer feasible to keep commuting between Rio and New York. I sold my company and moved here.
TB: What is your professional background?
IL: Journalism, with a postgraduate degree in Marketing from Cândido Mendes University in Rio de Janeiro. In New York, I specialized in Hospitality Industries.
TB: What is your know-how in entrepreneurship?
IL: I started early in the entertainment industry. I was a minor and couldn’t even sign documents. When I founded Baby Boom Club in 1988, it was inspired by my three-year-old son and our visits to shopping malls. I was trying to shop while he was running around everywhere. So, I began to develop the idea of offering services in the mall for families with young children. The project was a success, and soon we had three stores open in Rio.
TB: And how did the idea of helping women in business come about?
IL: As a woman entrepreneur, I faced numerous challenges. When I started working, the family pressure to get married and start a family was tremendous. I also had to face various types of harassment at work, which characterized the mentality of the business sector at the time. The truth is that we have to prove our professionalism all the time, along with the responsibility of taking care of the home and children. The scenario is changing, but the difficulties I faced motivated me to try to help other women step out of invisibility.
TB: Tell us a bit about the objectives and creation of “Ilana Wip.” Who is your target audience?
IL: “Ilana Wip” emerged during the pandemic. The area I work in, events, was completely halted, and I began to explore online opportunities. I organized a charity event simultaneously in Rio, São Paulo, and NY. “Ilana Wip” was born out of the need to help women discover and explore their talents, a channel with tips and various opportunities to connect with other businesswomen.
TB: Is there a team behind “Ilana Wip”?
IL: Yes, a wonderful team. My partner in the social media management agency, Simone Goldstein; a video editor; and a text editor. Together, we create posts, articles, and videos for “Ilana Wip” and also for our clients at the agency “The Wip Factory,” aimed at the female audience, from influencers to entrepreneurs.
TB: What are the plans for the future?
IL: We are looking for partners with brands that target women aged 40+. Nowadays, these women over 40 are full of energy and represent a large percentage of purchasing decisions, in addition to accounting for a significant number of users on social media, such as Instagram, mainly focusing on their professional goals.
TB: Give examples of some important content addressed by “Ilana Wip.”
IL: Our Instagram has a space dedicated to women entrepreneurs, where we bring exclusive interviews, tips, and ideas for those who want to start their own business. In the philanthropy area, we help promote organizations and programs directed at our community, such as the interview with the group “Mulheres do Brasil” or the promotion of the work of “Brazil Foundation.”
TB: Is it true that you still have time to write chronicles?
IL: I am a journalist, right? Just seeing a good story makes me want to tell it. During the pandemic, I launched the “Ilana Wip Blog,” with chronicles that reflect my experiences as a woman, mother, entrepreneur, and immigrant… all with a lot of humor, which is my trademark.
TB: What are the direct consequences of the chaotic situation caused by the pandemic?
IL: A difficult time for everyone. We had to adapt socially and professionally. The Internet became a fundamental tool, and I ended up seeking and discovering a new market. I am increasingly fascinated by the number of opportunities that this market offers us.
TB: Where can we find your blog and Instagram?
IL: www.Instagram/Ilana_wip and www.Ilanawip.com
TB: As an entrepreneur helping the female audience, what advice can you give to those who want to start a new business?
IL: Believe in your dream, invest in yourself, in something you love to do. Success happens when we invest our time and knowledge in what we love. Above all, you need to have courage and keep moving forward!
Source: Article written by Simone Goldstein – Golda, MBA. CEO Entendeu Mídia and The Wip Factory. @s.Golda