We’re excited to introduce you to the always interesting and insightful Paige McConney. We hope you’ll enjoy our conversation with Paige below.

Hi Paige, thanks for joining us today. Let’s start with the decision of whether to donate a percentage of sales to an organization or cause – we’d love to hear the backstory of how you thought through this.

It has always been in my plan before I had even thought of my what my business would be, to donate a portion of all future Spruce sales towards rare childhood cancer research. I was 12 years old when I was diagnosed with a very rare nasal cancer, with only three other known cases in the world. During one of the most difficult years of my life, I had to grow up quickly and face very serious life obstacles, however, it was also a time I wouldn’t change. This time taught me so much about myself and has definitely shaped who I am as a person today and how I view certain causes. It has always been a life goal of mine to be in a position to give back and make a positive impact.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

After graduating with a degree in Marketing from Manhattan College, I started working in event production for some of the world’s top brands in hospitality, sports and entertainment.

It’s always been a main goal of mine to become a successful business owner so I’ve tried to take something away from every professional experience, good or bad, to prepare me for the cutthroat demands of owning a company. After graduating college, I tried working in IT recruitment, retail, and sales. Those industries were quickly crossed off the list of potential career paths. I was miserable and lost until one afternoon a friend asked me if I’d be interested in working as a brand ambassador for a sports event. I’d always been fascinated by the event industry and how much planning goes into every minute detail, so after I started working as a brand ambassador, I knew I’d found the industry I belonged in. I spent 5 years working my way up from a brand ambassador to an account manager which I thought would be the ultimate goal, but once I reached it, I wasn’t satisfied. However, the experience I gained in client management, budgeting, and overall event management was invaluable and pertinent in giving me the confidence to take the first steps towards creating a business plan for Spruce.

I first thought of the idea for Spruce in 2019 while at work. I had an event in the evening I was supposed to attend and in anticipation of this, I brought everything I would need with me for the day including my make-up, a change of clothes and a flatiron. Then of course I was faced with the annoying dilemma of having no place away from my apartment to prepare for my next destination. Then…lightbulb!…Why is there no designated walk-in location for people to lounge or groom in away from home? After getting the opinions of close friends and family I decided to create a business plan for a permanent brick and mortar location.

Spruce is a walk-in refresh lounge for socially active professionals, daily commuters, and tourists in New York City. A convenient oasis created with every necessity and just enough opulence with which to prepare for a night out. Spruce covers all your needs from item storage to customizable toiletry packages. We will partner with other small business owners, minority and female founders to sell their products and help promote their brands. Additionally, a portion of Spruce proceeds will go towards rare childhood cancer research. As a survivor of a rare childhood cancer, it’s an obligation of mine to support and continue raising awareness.

I’ve observed how many people have chosen to build businesses based on dishonesty and false promises. It pains me to see such undeserving and negative figures become so influential for the wrong reasons. Whether Spruce fails or flies in the future, I will run my company based on the positive values my family instilled in me growing up. Spruce is being built with integrity, honesty and with the goal of helping others rise. Theres room for all of us to succeed!

How about pivoting – can you share the story of a time you’ve had to pivot?

As a first time entrepreneur, I knew there would be many challenges in starting a business. Knowing that 90% of new businesses fail and with the systemic odds stacked against me, being a female of color, I began this journey being prepared to pivot. My original idea of creating a franchise walk-in refresh lounge for busy young professionals, daily commuters and tourists is a place I believe big cities still need. However, with Covid changing our every day lives and with people working from home more than ever, I understand that the path to making Spruce a reality will take a bit longer.

After a less than stellar crowdfunding campaign, I went back to the drawing board and enlisted the help of a business coach. I felt very lost and almost like I wasted time with my idea, however I had to remind myself not to let those negative, imposter syndrome thoughts get to me and keep forging ahead. I told the business coach my original idea and was welcomed with encouragement and confidence that in due time, I could make my original vision come true. In the interim, he gave me a homework assignment. He said “over the next 30 days I want you to ask the universe, every day, for a sign as to what your next direction should be. What are you good at? How can you start a business with what you have and without having to learn a new skill?” I had no idea, but I took his homework assignment seriously and started asking the universe for direction.

I’ve worked in experiential events and production since I graduated college, including now as my day job. My friends are always asking me to help them plan things, organize outings or parties and make reservations. It’s always “So Paige, what are we doing for (insert outing, party or event name here)?” It took me about a week but a lightbulb went off…why don’t I start my own event company in the interim and still work towards my larger goal of the Spruce walk-in lounge? So I decided to pivot into starting an event branch of Spruce that produces bridal showers, baby showers, luncheons, parties and corporate events, while still chasing my dream of being the owner of a very successful and prosperous Spruce Lounge franchise.

Let’s talk about resilience next – do you have a story you can share with us?

I’ve had a lot of adversity in my life over the past 35 years, more than I care to share, but I know it has shaped me into becoming the woman I am today and in the future. When I was 12 years old I was diagnosed with a very rare nasal cancer. After a year of surgeries, chemotherapy and radiation, I was as eager as any 13 year old to get back to normal life.

I grew up in a small town in NH with a lot of support from friends and family. I was blessed to grow up where and how I did which afforded me the privilege of being treated at some of the best cancer institutes in the world, such as Jimmy Fund and Dana Farber. Once my treatments were done, I needed something to pour my time and effort into. I was always into sports but hadn’t found a sport that I was really good at. Additionally, at the advice of my doctors, I was no longer allowed to play contact sports in case I was to get hit in the face, I wouldn’t have been able to recover. I tried it all, basketball, tennis, horse back riding, synchronized swimming (only because my mother wouldn’t allow me to try gymnastics), field hockey and volleyball to name a few. There was one afternoon during gym class in school when I was in 7th grade where our gym teacher, who also happened to be the track & field coach set up two standards and a mat that looked like it had been pulled from someone’s garage, and said “this is high jump, try and jump over the bar.” I was the only girl to make it over the bar and I thought to myself, this is ok, maybe I should do this.” Fast forward to eventually becoming ranked 2nd in the nation for high school girls, breaking a 17 year old state record with a 5’10” jump (a record I still hold) and a full scholarship to college.

After graduating from college with a Bachelors in Marketing, I eventually started working in event production as a Brand Ambassador and worked my way up to account management. After working for a big marketing agency for 3 years, I was blindsided by being laid off, something I took very hard. Being laid off also meant I only had one month left of health insurance. Two weeks after I’d been laid off, out of nowhere, I had a stroke, at 31 years old. It took 8-9 months before I could walk without assistance. I was angry and thought why me? Again? I’d felt like the rug had been pulled out from under me. Once I’d had time to make peace with my situation, my rational side came back and I tried to figure out what this was meant to teach me. Why was this happening?

Ever since I was a little girl, I’ve prayed for a lavish life. I’ve been praying to be my own boss one day so I can take care of my family and never have to worry. The life that I’ve asked for isn’t an easy one, so I’ve chosen to see the adversity I’ve overcome as tests to set me up for the life I say I want. It’s important to ask for help when you need it, something I wasn’t good at before I had a stroke. It’s important to be patient, see the bigger picture and enjoy the journey. Many times I wanted to give up, my patience and sanity have been tested over and over and I’m more than certain I will be tested again. I could have given up but I didn’t because I know the rest of my story is still being written.

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