Going All In

“Careers are measured by the difference we make in people”. These are the words my boss said as we raised our glasses and had a toast to the end of my 19 year career earlier this week. Over the last two decades I learned how to think bigger, challenge myself, and become a leader. It wasn’t easy - I stumbled along the way, and I had to do some soul searching when I was criticized for my communication skills and how I approached collaboration. It was my choice to be either defensive, or reflective - I chose the latter. What initially set me back has become the foundation on which everything I do is built upon. While it’s easy to demonize giant corporations, I’m leaving with nothing but appreciation for what learning and growth I’ve experienced over the last 19 years.

Two summers ago, at Burning Man, I got inspired by what I saw on the playa. Everywhere I looked I was in awe of the creativity of the art installations and found myself in constant intrigue listening to the stories of people I was meeting- each one more fascinating than the next. Going into it, I didn’t anticipate that it would change the direction of my life so profoundly - but looking back now, it all makes sense. I was slowly moving towards a transitional point in my life, and the desert was the spark I needed to light the fire. After returning to New York I began to do some preliminary research on the potential of building a brand centered around men’s nails; and while I was stunned to learn that nobody had ever been down this road before, this also filled me with a sense of excitement. But, as with all things, there is a yin to a yang, an up to a down, a dark to a light. Because we are blazing a trail everything takes that much more energy and intention. Creating Talons is a challenge far beyond launching a product into an existing market; it requires developing an entire ecosystem from the ground up.

There was no playbook for how to build Talons. You can’t draw a parallel to women's mainstream brands. Men’s make-up, a relatively new category in itself, was the closest comparative at the time. As I spoke with more and more men about what it meant to express themselves through nail art and started to build a team that believed in my vision, it became clear - I wasn’t just selling a product, I was selling self-confidence. That’s when I knew - Talons was my calling.

I’ve never been one to follow cultural norms, because… well, I just don’t follow that playbook. From how I present outwardly, to how I develop and nurture relationships- and live in this world, there isn’t anything typical about me. So it isn’t surprising that I would be building the first and only nail brand for men.

My corporate career has given me skills and the financial capital to bootstrap getting the business off the ground and bring Talons forth into the world. But I don’t come from a family with wealth, quite the opposite actually. So when my savings run out, so does the runway for Talons. I have a finite window to turn Talons into my American Dream. To show my family that the sacrifices they made for me when they immigrated from Ukraine when I was a child were worth it. To show my son that he can be himself and pave his own path in this world. And to show men that they can get out of their heads and find so much more in themselves. 

I have 52 weeks to do this, and the clock starts today- my last day in corporate, and the beginning of a new chapter. Over the next 52 weeks I will be sharing my journey on social media and email, checking in once a week to tell you what’s going well with Talons. You'll hear about the hurdles that present themselves, what we’re cooking up next, and where my thinking is at through it all. There are three things I want to accomplish from sharing this journey and one objective at the end of it…

1. Support. No matter how big or small, every interaction helps us grow, and gives us the strength and inspiration to keep pushing. It can be as simple as tuning in for these weekly reports, sharing your Talons experience with a friend, or as impactful as joining our team. We’re a small team right now but I'm envisioning a much bigger one 52 weeks from now; and I'd be infinitely grateful for any part you play in that.
2. An inside look. Looking from the outside you can never really know what it took to build a brand to any specific point. I’m going to give you a window into exactly what it looks like when you’re building a brand. It’s going to be a rollercoaster ride, and I’m not going to hold back. 
3. Inspiration. We’ve all had that big idea come to us, yet not enough of us take the leap. No matter what happens at the end of these 52 weeks, I want you to feel like you can take a calculated risk, especially when it has the opportunity to change your life and the community around you.

The objective is singular and simple - built Talons big enough to sustain the livelihood of my team and myself so we can work on Talons full-time by the end of the 52 weeks.

I’m beyond excited for you to be part of this journey with us. This isn’t just a brand selling a product, it’s a movement that’s changing culture, and maybe even the world.

Welcome to the Runway Report,

Sasha Dash

Founder & CEO