Denise Reese, the founder of Grace The Collection, LLC and Technology Executive, has followed a non-traditional professional journey. Raised in a military family, she traveled extensively before attending the University of Southwestern Louisiana. Although initially struggling to adjust to college life, Denise discovered her passion for technology, pursued her Microsoft certification, and became an inside sales representative at Open Network Technologies in Clearwater, Florida.
In 2002, she moved to the UK, earning her Post Baccalaureate diploma and Executive MBA in Strategic Management and International Business at Henley Business School. Denise's international experiences have greatly influenced her perspective and provided invaluable education.
Believing that diversity, equity, and inclusivity are vital for a company's success, Denise, with over 25 years of experience in IT Services and Software organizations, stresses that diversity encompasses not only race, ethnicity, and sexual orientation but also thought processes and intersectionality. She advocates for recognizing these factors to foster a diverse culture and encourages individuals to demand and create diversity, rather than settling for superficial gestures.
In 2020, Denise founded Grace The Collection, LLC, a luxury home fragrance line inspired by the concept of self-compassion. Grace The Collection was inspired by a profound realization that struck Denise during summer vacation in 2019. While reading an interview with Melinda Gates in O, The Oprah Magazine, Denise was captivated by the concept of grace. The word resonated with her, and as the new year approached, grace became her guiding word for 2020. Little did she know that it would prove to be the perfect word to navigate the tumultuous year ahead.
As 2020 unfolded, marked by personal loss, a global pandemic, and a momentous racial uprising, Denise realized the true power of grace. Through the creation of her luxury home fragrance brand, she sought to infuse the essence of grace into people's lives. Grace The Collection is a testament to Denise's belief in the transformative power of grace to help us navigate the new realities of the world. By bringing a touch of grace into our homes and extending it to others, we can create a circle of grace that uplifts us all in these challenging times.
Following extensive research in the home fragrance industry, Denise launched Grace The Collection in January 2022. She identified a market gap for a luxurious experience at a more accessible price point and believes her brand fills this niche. Denise enlisted a consultant to assist with the business plan, target customer, branding, and marketing, and the brand has since secured four retail partners. Confident that her brand can compete globally with the largest names, Denise envisions it being sold in high-end stores like Saks Fifth Avenue, Nordstrom, and Neiman Marcus.
Denise takes pride in her products' sustainability, which are hand-poured by her supplier in Canton, Georgia. Collaborating with fragrance houses, she ensures her candles' scents justify their price point. She plans to expand the brand by introducing new products such as diffusers, and an air and linen spritz.
As an entrepreneur and Technology Executive, Denise has learned to balance her full-time job with her business. Acknowledging that achieving equilibrium can be challenging, she embraces the concept of integration, recognizing that each day presents unique demands. In her quest for balance, Denise emphasizes the importance of self-compassion and avoiding the pressure to be superhuman.
Denise views her day job as a blessing, offering financial resources to fund her business without seeking investors or relinquishing control. This independence enables her to make decisions on her own terms without managing stakeholders. Her community service involvement and recognition for her contributions to STEM education exemplify her commitment to giving back and positively impacting her community.
Her dedication to empowering girls and women has led her to leadership roles in several non-profit organizations, where she serves on multiple boards. Embracing the notion that "service is the rent we pay for our time on earth," Denise has incorporated this philosophy into her company, Grace The Collection, by sponsoring events and providing elegant boxes for silent auctions. She believes everyone can make a meaningful contribution and that it's crucial to bloom where one is planted.
As the founder of the luxury home fragrance brand, she possesses invaluable experience in building a successful business from scratch. Denise has sage advice for aspiring entrepreneurs, particularly women, who are just beginning their journey. She emphasizes the importance of getting the fundamentals right, such as setting up an LLC, purchasing the company's domain, and initiating the trademarking process for the company name and tagline. Denise also recommends leveraging technology to streamline tax payments, which frees up time to concentrate on business growth. In the face of unforeseen obstacles, Denise recommends that entrepreneurs embrace the possibility of pivoting, as it may turn out to be a hidden blessing.
Denise highlights the significance of patience in terms of business valuation, acknowledging that success takes time. She encourages entrepreneurs to remain faithful to their vision and values, concentrating on aspects that will have a meaningful impact on their business.
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