Quick Question
Claudia Soare, aka Norvina, shares how she stays disciplined, efficient, and inspired.
Claudia Soare, whos also known by her Instagram handleNorvina, didnt start out at the top.
Over the years, she slowly worked her way up, eventually earning the role of president.
If you dont struggle, you dont appreciate the final outcome.
What was it like growing up and watching your mom build her business?
How has that influenced you as a businesswoman?
I am the child of an immigrant, so that dynamic adds an extra layer of pressure.
I was definitely brought up by a self-starting workaholic.
My mother worked more than anyone Ive ever met.
It instilled in me that you get up and you get going.
There is no option of not getting things done thats not how my mom operates.
She taught me about work ethic, being pragmatic, being really resilient, and also being really insistent.
Ive seen my mom push her way in.
I used to be so embarrassed about how pushy my mom would be.
Shell come in through the window if you push her out the door.
You just have to keep pushing hard and not be discouraged by no.
You grew up among so many amazing experts, influencers, and entrepreneurs.
Whats the best piece of advice youve learned from that internet?
My mom was always surrounded by super cool people.
When I was a kid, all of her friends were photographers, makeup artists, and models.
My mom never really treated me like a kid, either.
If there was a Hollywood party, shed be like, lets go.
I was able to observe all of these adults all of these industry people and take it all in.
You learn a lot by observing people.
People get tight in that situation.
Theyre like, Okay, whats this person going to bullshit me about.
Youve worn so many hats at ABH, from front desk assistant to the president and everything in between.
I think it was the best thing that ever happened to me.
But, for me, Ive worked every job.
I was at the front desk.
I was every assistant.
So, I like to connect with everyone.
I wont go to the VP to get everything done; Ill go to everybody in every position.
Internally, I think it helps make people feel more connected to the brand.
A lot of people think they cant talk to me, and Im like, oh you absolutely can.
How do you stay organized and on-task?
Do you have any productivity tips or tricks?
Im up at six AM.
From there, I follow peoples natural breaks.
Lets say some people have a natural break from noon to one.
Thats when I pivot.
I immediately shift my brain.
Ill go into product mode and start testing.
Then, I might have another meeting and jump back.
Its a discipline I formed over the years; I dont allow myself to get stuck on one thing.
I dont have a system or a planner.
I just check myself throughout the day.
I have a massive clock in my office, and I just check it from time to time.
I create mood boards for our next shoots.
On the weekends, its a lot of creative time for me.
Thats when I ideate on marketing concepts and things of that nature.
What is the hardest part about your role as president of ABH?
When you get bigger, you get into so many meetings.
There are so many corporate reports and things that have to be reviewed.
What do you love most about your role as president of ABH?
I would say its making a product.
Its such a long process, but its rewarding.
Its kind of like making a movie with a product.
Youre able to take it all the way.
Speaking of product development, you spent six years developing the new ABH lip liner.
Can you speak to your approach to product development?
My mom was a technical designer first before she ever did facials and waxing.
She has a background in architecture and technical design.
She’s also an incredible artist.
So, my mom always explained things to me and showed me things from beginning to end.
Explain it to me from the colors to the lacquer to the barrel.
Im able to visualize something, see it in little parts, and put it together.
The next thing that comes into mind is, what goes with it?
Is it just the pencil?
Does it go with lipstick?
The next thing is, what color story are we telling?
Who is this for?
I spend a lot of time visualizing things.
I do not take stock formulas.
I’m totally against it, and I think it’s almost lazy to do that.
Why would a consumer spend money on my product if I just took somebodys stock?
What do you do to get out of a creativity slump?
I’m a very visual person.
It helps my brain do a reset.
Its kind of like how you cycle your machine.
So, for instance, Ill go to Costa Rica once a year.
Rainforest, a whole lot of green, and animals, but not much else.
You go somewhere where the internet sucks, so you have no choice.
You have to be off everything and allow your brain to deplete all the noise and go back.
If theres one thing I would advise people to do, it would be to study.
Social media has created a lot of pockets of interest; there are genres and sub-genres.
I think a really successful person in this business is someone that understands the history of it.
I had to become smarter and more informed, so nobody left me out.
This interview has been edited and condensed for clarity.
