In Bustle's Quick Questions, we asked female leaders for all their advice. Here, Ghia CEO Mélanie Masarin explains her celebrations that are shaking up the world of non-alcoholic beverages.
When Mélanie Masarin launched her alcohol-free aperitif brand Ghia in the summer of 2020, one investor had some advice: “You don’t spend enough.” Although the advice was complimentary—it meant the product There were enough prospects to expand — but for Masarin, it just didn't feel right.
The 30-year-old entrepreneur, who has held senior positions at Glossier and Dig (formerly Dig Inn), is less interested in quick success and more concerned with figuring out the direction of Ghia. "As a founder, sometimes you feel like you're driving really fast but you don't have the address in your GPS," Masarin tells Bustle.
Ghia's "North Star" finally reached Mazarin via a scenic route. Inspired by the aperitif culture of Mazarin's native France, this alcohol-free spirit isn't meant to imitate alcohol or provide an alternative buzz (see: CBD sodas, adaptive aperitifs, and more); Create “meaningful experiences.” Mazarin said her team is constantly redirecting to make this happen, whether it's planning the next recipe or brainstorming an event. "We always ask ourselves, 'What is the occasion? What are we celebrating?'"
For Masarin, the celebration might be something like sending a handwritten thank-you card to Ghia's first 1,200 customers, or kicking off Ghia's happy hour by sending customers a line of text from a playlist. While you might expect non-alcoholic beverage brands to go all the way to "Dry January," Gia emphasizes a sober approach rather than going cold turkey, enthusiastically dubbing the month "Dry January." As a recent Instagram post explained: “There’s no pressure to be a new person or create entirely new habits out of thin air.”
Here, Masarin talks to Bustle about how following your passion coincidentally built your career, finding mentors among industry leaders, and the power of saying "no."
How did you gain the confidence to go from working at an established company like Glossier to starting your own company?
When I had the idea for [Ghia], the first thing I did was go to trusted mentors and advisors—people who had [founded businesses] before—and ask them what they thought about the idea. I realized they really believed in me when they offered to invest in my non-existent company. It’s important to get advice from someone you trust and let them know your concerns. It's always intimidating to put a new idea that you really believe in out into the world and share it with anyone who might give you unfiltered feedback. It even scared me to tell my parents about Gia. But there are a lot of good people I can call when I hit a roadblock or feel uncertain. This is very valuable.
How do you build a network of mentors who encourage you like this?
People I've worked for are often the first people I turn to for advice because I know how they work or lead, and I know their personality or approach to problem solving. For example, I know [Glossier CEO] Emily Weiss is very good at always putting the customer first. This is the first time I've ever received a call like this. Nicolas Jammet (co-founder of sweetgreen and advisor to Ghia) has been my moral compass, teaching me how to do things right without taking any shortcuts.
I also built a trusted circle of female founders in the consumer goods industry who I could connect with on certain issues, like how to deal with our mutual suppliers or raising capital as a woman. But this is a small circle. Trust is built over time.
When transitioning into leadership, how do you learn when you need to be more hands-on and when you need to delegate responsibilities?
If it affects the customer experience, that's when I want to be extremely involved in the execution. The business would grow faster or run better if I wasn't involved because I could be a bottleneck and that's when I need to leave.
What’s the best career advice you’ve ever received?
The best advice once again came from my friend Nicolas Jammet. When I left Glossier in 2018, I was offered the position of CEO, but it was never offered to me. I really like this team and I really believe in this product. But something felt wrong inside me, and I couldn't explain why. I'm a very rational person and everything told me that I had to take this opportunity. Nicholas says, “Just because you have an incredible opportunity, doesn’t mean you have to take it.” Now, I spend most of my time saying “no” to protect the business. This is something I keep reminding myself of.
How do you maintain your ideal mindset during a large work event?
I like to prepare the day before. Before I wrap up, I review what the next day will bring and any materials I may need to gather. I always say I move my worries and anxieties out of my brain and onto my laptop so I can fall asleep easily.
I also try not to have meetings within the first two hours of the day, which is hard since I’m on West Coast time. But I try to have time to think and do anything that isn’t putting out fires – which is usually how the rest of my day goes.
How do you wind down at the end of a long day when you close your laptop?
I usually have a jia, sometimes with the team. We might schedule a more creative session later on Friday afternoon, when the sun is starting to set and the light is really nice. I or someone on the team would make Gia Sprite, and then we would sit on the floor and start brainstorming ideas to mark the end of the week.
Also, staying healthy is very important to me. When things feel a bit like a tornado, it's really grounding to know I'll be going to Pilates or surfing a few times a week.
Looking back on your start as a professional, what advice would you give to your younger self?
Don't worry anymore. Things do always work out. When I graduated college in 2011, I was very worried—worried about money, or worried about not being able to get a visa and be able to stay [in the United States]. I was worried that if I didn't figure out what I really wanted to do a few years after college, I would never find it or it would be a waste of time.
Looking back, the best decision I ever made was God's decision. These are fateful moments, like having coffee with the CEO of Dig and then getting a job there. Or I could have taken all the visual arts classes at Brown and then offered ideas at Glossier until I ended up in store design.
I firmly believe that how you spend your day is how you spend your life. If you focus on doing something you love, your career trajectory will usually be very positive. I wish I had known this back then.
This interview has been edited and condensed for clarity.
