Hello, my name is Simone Goldstein. I am a marketing consultant, social media specialist, CEO of Entendeu Media, and partner of Ilana at the social media agency The Wip Factory.
In this edition of The Brazilians Newspaper, I am switching places with my business partner Ilana to share with you part of the incredible work she is doing to help women unleash their talents and invest in themselves.
Since Ilana’s work at Ilana_Wip and The Wip Factory is dedicated to female entrepreneurship, I decided to interview her to better understand her journey, inspiration, and strategies to help other women… and wow, is she busy!
I hope this interview serves as inspiration for you and motivation to unleash your own talents. As Ilana always says, “it’s never too late to start something new, and it’s never too early to change.”
“Believe in your dream, invest in yourself, go for it!” – Ilana Lipsztein
The Brazilians: You are a successful Brazilian entrepreneur from Rio de Janeiro, tell us why you decided to move to the USA?
Ilana Lipsztein: I moved to NYC in 2000. At that time, I owned a company that provided services for young children in shopping malls called The Baby Boom Club. My husband, a doctor in NYC, had already been living in the USA for 20 years. After 2 years of long-distance dating, we needed to make a decision. So we got married, I sold my shares in the company to my partner, and we moved here.
TB: What is your academic background?
IL: I have a degree in Journalism and a postgraduate degree in Marketing from Candido Mendes University in Rio de Janeiro, Brazil. In NYC, I attended the NYU Continuing Education Program for Hospitality Industries.
TB: How did you become an entrepreneur?
IL: I started working in the entertainment industry very early. My first venture was at 15 when I produced the play Pixote at Teatro Vanucci in Rio de Janeiro. I was so young that I couldn’t even sign the production documents without an adult.
In 1988, I founded the Baby Boom Club, inspired by my 2-year-old son Rafael and our frequent trips to the mall. While I tried to shop, he would wander around. I think shopping with young children was a challenge faced by many parents.
To keep the kids occupied and allow parents to shop, I created children’s service islands in major Brazilian malls. There, I offered stroller rentals, babysitters, and toys for little shoppers. Success came very quickly, and within 6 months we had opened 3 stores in major malls in Rio.
TB: How did the idea of helping women become entrepreneurs come about?
IL: As a female entrepreneur, I faced many challenges. When I started my career, there was enormous family pressure for me to get married and have children. I also experienced sexual harassment several times, something many women still face at work. The truth is, as women, we need to prove our professionalism all the time, in addition to taking care of the home and children.
The landscape is changing now, and women have many more opportunities. The difficulties I faced in my journey as a businesswoman motivate me to help other women step out of the shadows and feel empowered.
TB: Tell us about “Ilana Wip,” when did you start this project, what are your goals, and who is your audience?
IL: I created “Ilana Wip” during the first lockdown in NYC. When the events industry stopped, I began exploring online opportunities. My first online event was a virtual charity dinner that took place simultaneously in Rio de Janeiro, Miami, and NYC. Ilana Wip was born from my desire to help women unleash their talents by offering tips, sharing stories, and creating opportunities for them to connect with other businesswomen.
TB: Is there a team behind Ilana Wip?
IL: Yes! And a wonderful team. There’s my partner at the social media agency The WIP Factory, Simone Goldstein, a video editor, and a text editor. Together, we create posts, blogs, and videos for IlanaWip and also for our clients at the agency, which is dedicated to serving women from various fields, from business to social media influencers.
TB: What are your plans for the future?
IL: We are seeking partnerships with brands that target women over 40. Today, this age group is more active than ever and represents a large percentage of household purchasing decisions. Additionally, women make up the largest percentage of social media users, using it especially to grow their businesses.
TB: What topics are covered in Ilana WIP?
IL: Our Instagram is dedicated to female entrepreneurship. We publish exclusive interviews, ideas, and tips for those interested in starting or growing a business. On the philanthropic side, we help promote organizations and community programs, such as our interview with the Grupo Mulheres do Brasil and our promotion of The Brazil Foundation.
TB: And where do you find time to write your blog?
IL: Well, I am a journalist. When I see a good story, I always want to tell it. During the pandemic, I launched the Ilana Wip blog with chronicles about my experience as a woman, immigrant, mother, and entrepreneur. All seasoned with humor, which is my trademark.
TB: How did the pandemic affect your business?
IL: It’s a tough time for everyone. We need to adapt to new social and professional rules. The internet has become an essential tool for everyone, and I ended up finding a new market. Every day I become more fascinated with the endless opportunities offered in this new world.
TB: Where can we find your blog and Instagram?
IL: www.Ilanawip.com and www.Instagram/Ilana_wip.
TB: As a businesswoman who helps other women, what tips do you give to someone starting a business now?
IL: Believe in your dream, invest in yourself, go for it. Success will come when you invest time and knowledge in what you love to do. Above all, we need to have the courage to start and let go of the fear of making mistakes. We all learn from our mistakes!
Article written by Simone Goldstein – Golda, MBA. CEO Entendeu Media and The Wip Factory. @s.Golda