We were lucky to catch up with Lana Ashby Rowder recently and have shared our conversation below.

Hi Lana, thanks for joining us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

at lookingGLASS we believe that everyone deserves to like the way they look. everyone. So we are on a mission to help people get dressed and feel confident and lively in the clothes they wear everyday. As a nurse, personal stylist and fellow mom I deeply understand the insecurities that come with dressing a changed body. After having my babies I was in a major rut. Getting dressed suddenly felt like an overwhelming chore. Sometimes so overhwleming that I would pass up on going to events all together. The insecurity of my new body plus the overwhelm of knowing how to dress for my new life kept me down for awhile. Slowly I dug myself out of the style rut and rediscovered my love for style and creating outfits. We know that several women also struggle with getting dressed. The age old question of “does this look ok” or “what should i wear to ,..” should be much simplier than scheduling an appointment with a pricey stylist so they can tell you what to wear. We know that our clients already have so much in their wardrobe. Telling them to purchase more clothes only contributes to the overwhelm and the feeling of having a full closet but still nothing to wear. Thats why I created lookingGLASS. Now you can get instant outfit advice from a friendly stylist in your back pocket. You don’t have to rely on your husbands feedback, or your bestie to text you back from the fitting room. Simply join our all inclusive membership and connect with a stylist via text or video chat whenever you need! This company was created to help fellow moms feel good in the outfits they wear for big events and everyday routines.

Lana, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Lana Ashby Rowder, founder of lookingGLASS. I started my adult life as nurse. I worked at St. David’s hospital in Austin for several years. During that time I was privileged to be front and center in some of my patients most vulnerable moments. I love championing people to feel their best. My journey into personal styling was driven after I had kids and a need that I experience myself. I suddenly had a new lifestyle and new body but no one to help me navigate how to dress for my new life. After I obtained my personal styling certification from NYIAD, I began investing more time in getting dressed and ensuring that I took the time to like the way I looked, again. Soon friends would start texting me outfits from the dressing room asking ” please just help me, tell me which is best for me” or ” are pants or dresses more appropriate for this particular event.” I absolutely loved proving my professional advice in this organic way. Not long after, strangers started texting me saying that they got my number from a friend and would ask me if I would help them decide what to wear to their job interview or special event. I discovered that most women love having this help. I love empowering people through my passion for style and getting dressed, especially during life’s pivotal moments like job interviews and first dates. Our service is unique because we focus on styling clients with their existing wardrobe, offering immediate, personalized outfit advice via text and video calls. I’m proud of creating a service that enhances confidence without the need for constant new purchases, and I want clients to know that we’re get it, we’ve been there and we’re here to make them feel and look and feel great so they can show up to these big moments as their best versions of themselves.

Can you share a story from your journey that illustrates your resilience?

My journey with lookingGLASS has been a rollercoaster of highs and lows, embodying the very essence of resilience. Starting out, I was embodied with huge amounts of by self-doubt, knowing nothing about launching, let alone running a tech company. I was a nurse and a stay at home mom to 2 little girls at the time. Who was I to build a mobile app? It felt so overwhelming and scary, but fueled by my husband’s unwavering support and confidence, I finally embarked on this venture in 2020. The dream was to build a mobile app that revolutionized personal styling, leading us to invest a significant portion of our savings into an app development company in Tennessee. However, my trust was betrayed; the company scammed us, vanishing with our investment and leaving behind a dysfunctional app. It was a harsh lesson in the brutal reality of business and a painful blow to our financial and emotional reserves. Feeling naive and devastated, I refused to give in to defeat. Many days I would force myself to just do one right thing for lookigGLASS to keep me hanging on. The following year and a half was a testament to my determination, as I tirelessly worked to salvage our project, investing more funds and energy into transforming the failed app into something viable. This period was grueling, filled with long days, steep learning curves, and the constant battle between hope and despair. In the wake of these challenges, we pivoted to a web app, enhancing accessibility and user experience. I’m thrilled to share that we’ve launched a membership platform, enriching our service with immense value and support for our clients. This evolution not only marks a significant milestone in our journey but also reinforces our commitment to providing top-notch styling services, proving that resilience and adaptability can indeed turn setbacks into stepping stones for success.

Have any books or other resources had a big impact on you?

The books “Angel” by Jason Calacanis and “Finding the Exit” by Lea Ellermeier have been transformative for me, providing deep dives into the entrepreneurial journey and the intricacies of startup investment. My participation in the Founders Institute accelerator was a game-changer, offering structured learning and mentorship crucial for someone without a startup background. This environment helped me filter out the overwhelming noise of countless tools and advice, focusing instead on what truly matters for growing a business. The accelerator’s network of mentors and structured approach provided a clear path through the startup maze, emphasizing the critical aspects of business development and strategic planning. This experience underscored the value of a focused educational pathway and the power of a supportive community, which I believe is essential for any aspiring entrepreneur navigating the complexities of startup life.

Contact Info:

• Website: https://lookingglasslifestyle.com/
• Instagram: https://www.instagram.com/lookingglasslifestyle
• Facebook: https://www.facebook.com/lookingglasslifestyle/
• Linkedin: https://www.linkedin.com/in/lana-ashby-rowder-450a39203/

Image Credits
Alissa cordoba Photography Mom 2.0 West Austin City Lifestyle