Doe Deere Defines Success As A Process Of Reinvention and Evolution

It takes more than a vision and passion in order for a business idea to prosper. According to Doe Deere, CEO and founder of Lime Crime Cosmetics, success starts with making other people happy. It also requires that you allow your vision, your brand and yourself to evolve and become reinvented- repeatedly. Deere’s path to success is one that exemplifies the importance of innovation, as her cosmetic products started off as an envisioning of a clothing line.


The “Unicorn Queen” of colors in the beauty industry studied fashion design in New York City, using that knowledge to design her own independent clothing line. In 2004, Deere created an eBay account, using Lime Crime as her account handle. From there, she created her first digital store which began to consistently generate sales after only one year of operation.


While self-promoting professional using YouTube videos, she noticed that bold and vivid colored cosmetics were difficult to come by. That was because most of the makeup brands that dominate the market at that time were only producing neutral-toned makeup. But because it was important that the color of her makeup matched the intensity of her clothes to complete the style, this lacking in the marketplace inspired her to create her own products and launch her cosmetic line in 2008.


While her clothing line was successful, the makeup line far exceeded Deere’s expectations in terms of performance in sales. This led her to shift her focus from fashion to cosmetics. Even though her original passion was in fashion design, she allowed herself to remain flexible so it could lead her to cosmetics. She listened to her customer demands, and used them as a way to strengthen her brand while remaining true to her core values.


The biggest success of Lime Crime Cosmetics occurred as a response to Deere’s further willingness to evolve. Both PETA and Leaping bunny, the most stringent certifier in the industry, have certified the entire line of Lime Crime cosmetics as Vegan and Cruelty-Free. More recently, Lime Crime introduced an entirely new product to the market:liquid-to-matte lipstick. This innovation in cosmetics stays on all day and does not crumble or transfer. While creating a new category in makeup that competitors are anxious to explore, Deere surfaced as a revolutionary entrepreneur and her brand has a global audience because it is fine-tuned to the demands of its’ customers.


The biggest challenge that Deere had to overcome in business involved in an unfortunate security breach that resulted in the theft of some of her customer’s information. Even though neither negligence nor failure on Deere’s part contributed to the event, she felt personally responsible and decided to take action. Deere and her team rallied relentlessly to restore customer trust, taking multiple measures to educate customers and provide increased security. Although she declares that was the most difficult task to endure, she also asserts that she gained a more intimate level of understanding of her clients, is not taught her a lot, but will provide guidance for Lime Crime moving forward. Even though the event was challenging, the flexibility of Deere and her team allowed for her to benefit from the occurrence.


In the end, remaining flexible and allowing the business and brand to evolve through reinvention is how Deere has emerged as a global brand. In the process of allowing the process to dictate the direction, Lime Crime has secured a niche in cosmetics that no other brand is competing in. Not only does Lime Crime serve as model of successful business through evolution, Doe Deere has paved the way for other women-owned businesses to follow.


Robert Ivy: Building A New Road For Architecture

Robert Ivy is presently the CEO of The American Institute of Architects. He has been in that position since 2011. Prior to that he was the Editor in Chief of Architectural Record. The AIA is a membership based professional organization. In the past their primary focus has been on the design and construction of buildings. However, since Ivy has taken the helm, their focus has broadened to how architecture can have a positive impact on overall public health.

Robert Ivy grew up in Columbus, Mississippi. He would go on to earn his BA in English from Sewane University in 1969 his Masters in Architecture from Tulane University in 1976. From 1996 to 2011 he served as Editor in Chief of the Architectural Record. During Ivy’s tenure at the Architectural Record earned many awards including the National Magazine award and many Jesse H. Neal Awards. In 2001 he authored a book on the biography of Fay Jones the architect. In 2010, Robert Ivy was named “Master Architect” by Alpha Rho Chi.

Read more: AIA’s Robert Ivy on Committing the Profession to Public Health

Since becoming CEO of the AIA, Robert Ivy has been very outspoken about the necessity of architects collaborating with other disciplines to promote public health and resiliency. In May of 2016 he wrote a blog titled Architects of Health for the Huffington Post. The article discusses how the architectural sector and public health sector can collaborate to fight the obesity epidemic in America. He cites how the MetroHealth Medical Center in Cleveland, Ohio had partnered up with an architecture firm to design a facility which encourages exercise to promote recovery. Ivy also cites how architects have teamed up with park planners in Manhattan to design the High Line.

In November of 2012, Robert Ivy did an interview with ZDNet in which he discusses how in the past architecture was mainly focused on “formalism”. That is, they focused on how a building looked as an object rather than how it could affect positive social change. Ivy believes the new architect needs to be more socially engaged by considering how a building can have an influence on sustainability and physical/mental health. He emphasizes the necessity of “well-being as opposed to welfare”.

In both Robert Ivy’s interviews and articles he discusses how the AIA is creating solutions to society’s problems through architecture. He discusses how the AIA is creating hackathons which bring experts from different sectors to coalesce around design solutions. Ivy emphasizes how architecture cannot operate in isolation and emphasizes that the field needs individuals from diverse backgrounds to have influence on future design.

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The Successful Entrepreneur Roberto Santiago

Roberto Santiago is a renowned entrepreneur who hails from Brazil. He joins Paraiba’s legendary entrepreneurs. As the owner of the prominent Manaira Shopping Mall, Roberto Santiago is defined as a dedicated business professional. But just how did he start it?




Roberto Santiago is 58 years old. He grew up in Joao Pessoa. Later on, he joined Pio X-Marist College before joining the University Centre of Joao Pessoa. Because he loved the idea of owning a business in future, Roberto Santiago majored in business administration. For his first job, Roberto Santiago worked at Café Santa Rosa. The interior décor manufacturing company had a lot of lessons to offer. While working in the company, Santiago learned the value of excellent service delivery. Being visionary, he left the company to establish a Cartonnage company.


Service Delivery


Roberto Santiago worked with suppliers to sell the cartons manufactured from cardboard. The company developed into the manufacturer of multiple decorative products. With the leadership of Roberto Santiago, most clients were satisfied by the service delivery scope.


Real Estate


Roberto’s company started making a lot of profits when he decided to delve into real estate. At that point, he had made enough money to jump-start the real estate business. That must have been the best decision he ever made in his career. Instantly, he purchased land in Pessoa Joao. Wondering what he wanted to accomplish with the area, he settled for building a mall. What began as a boutique idea is now one of his initial success stories.


Manaira is born


Roberto Santiago established Manaira Shopping Mall 1987. The project took him two years to be completed. The mall was finally launched in 1989. Seating on about 75,000 meters square of land, Manaira Shopping Mall is at the heart of Joao Pessoa. It is one of the most striking features in the location. What is more, Manaira Shopping Mall is not a typical mall. It has some of the best features that a typical mall cannot have. Inclusive in the mall are 280 stores. The stores are units of education centers, financial units, entertainment rooms, food courts and a medical center. Additionally, Manaira has gaming rooms and a concert hall.


The Domus Hall


The Domus Hall sits on the rooftop of Manaira Shopping Mall. It can accommodate up to 10, 000 people. All too often, it is used during concerts and musicals. Perhaps the most exciting bit of the hall is the fact that it is air-conditioned.




Manaira Shopping Mall is not the only success story Roberto knows of. He also established Mangeira. The two malls have contributed to the growth of Brazil’s social, economic status. It is clear that Roberto Santiago is a true epitome of success for entrepreneurs and investors.


Duda Melzer Business Advisor

Running a major corporation is a challenging task. Few people can handle the stress and responsibility that comes along with a CEO role. Duda Melzer Founder is the CEO of RBS Group. He has done a great job improving the company over the past few years. One of the reasons that so many people enjoy working with Duda Melzer is his passion for the oil industry. He has worked in the oil industry for his entire career. He started out at the bottom, and he worked his way to the top through hard work and dedication. Check out clicrbs for more.

New Technology

One of the most critical aspects of running a business is focusing on new technology. In the oil industry, it is less expensive to drill for oil than ever before. Brazil is one of the largest oil-producing countries in the world. With new technology, companies like RBS Group have access to new oil fields. These oil fields will help RBS Group increase oil production in the coming years.

Next Steps for Duda Melzer

Duda Melzer wants to continue working as the leader of RBS Group. He believes in the mission of the company. Some people speculate that he will run for political office in Brazil. However, he enjoys his work as a business owner and says that he has no interest in politics. You can visit YouTube for videos.

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