Movers & Shakers: Emily Steele

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Des Moines Mom recognizes that moms wear a lot of hats. You are a mom, wife, friend, diaper changer, nose wiper, meal planner, lost toy finder, the list goes on and on!

This summer we are thrilled to feature some local moms who are thinking outside the box and making a difference in our community through the businesses they own, organizations they are involved with, and work they do. Check out the rest of the series and read profiles from previous years here

emily

Emily Steele is passionate about supporting local businesses and the Des Moines community. She owns love local and is the co-owner of dsm hummingbirds.

Tell us a little bit about yourself and your family

Hi there! My name is Emily, I’m a 30-something new mama to Penelope, who came into our lives on February 17, 2020. I’m married to my husband, Zach Steele, and live close to Downtown Des Moines in our recently renovated century-old craftsman. We’re an adventurous family for sure. We love hiking, biking, exploring our city, and trying all the food. We’re grateful to have all grandparents in the Des Moines area so we spend a lot of time with them as well.

What do you consider the biggest challenge of motherhood to be?

The biggest challenge I believe is pretty circumstantial. I own my own company, love local, and co-owner the dsm hummingbirds so when COVID hit about two weeks into my “maternity leave” (air quotes because it’s hard to TRULY have a leave when you own a business) I got pulled into a lot of crisis communications for my clients like 80/35 Music Festival, Susan G. Komen Greater Iowa, and other clients that needed to close their businesses temporarily. It was so hard to experience that, barely any sleep, and trying to actively breastfeed/pump. And without childcare for a little longer than we expected, it was interesting trying to get back to work with Penelope around all the time. She’s great company, but sure does slow me down from work projects!

Biggest joy?

My biggest joy is watching her grow and learn and also watch the grandparents absolutely flourish in their new roles (it’s absolutely adorable). One of my favorite moments is going downstairs in the morning to her just beaming in her crib when I come to say good morning. Her joy is my joy!

What inspired you to start your own business? Was it something you always wanted to do?

I was working in the nonprofit field helping revitalize a few neighborhoods in the Des Moines area and realized how important businesses are to every neighborhood they are in. From restaurants to bookstores to parks with programs put on by a variety of businesses… without businesses what would our community be like?

It got me curious, so I started dabbling in entrepreneurship for fun. I started POP UP YOGA DSM to bring yoga to different parts of the community. I created a local bike ride to raise money for clean water in Ghana. I re-branded and re-launched FemCity Des Moines and grew it from 5 to 500 members in a year… I was having a blast! I realized I really had a knack for building community and growing local businesses and causes.

So I quit my job, which was then at a digital marketing company, reached out to about 10 people I knew well in the community and said: “hey I do marketing do you want to hire me?” And a handful of them did! From then on, I’ve been building my own brands (love local, dsm hummingbirds, and a few others!) and other brands in the Des Moines area with a pretty strong emphasis on community marketing strategies.

What’s the best part about your job?

Watching my clients get results and actually creating a positive impact with content I create and education people use to grow. That’s the most important to me, but a close second is the freedom of working from home with one teammate (who is remote) so I can hang with P on Fridays or just ease into a slow morning and hop on a Zoom call right in my office. I feel extremely grateful for the flexibility I have so I can help work on local causes and also contribute to things I care about beyond my business.

What advice do you have for moms who want to chase a dream?

Know your numbers first of all. Can you financially take a risk? Do you have support from your partner (if you have one)? Can you side hustle first before going all-in? I feel like our culture worships entrepreneurship sometimes in a way that isn’t always 100% truthful.

I used to find myself being like “go for it!” when it comes to starting a business, but I really think we as people/women/moms have to do the work first. A dream is amazing but how are profit margins on what you want to sell? How will you market yourself? Do you need a storefront or can you be 100% virtual?

If you are going to chase that dream (or are!) you go girl. My BIGGEST piece of advice is to trust yourself. Do the work required to fully trust your intuition or whatever is leading you forward. This is a muscle I am continuing to develop.

How are you involved in the community?

I am involved in The Water Ride, an annual bike ride that has allowed us to raise money to build three water wells, a school, and hire staff in Tsipasi, Ghana. I also created an event called Flourish: Fund Ideas That Matter to help support women who are building businesses with impact. Three women get the opportunity to pitch their business to a group of people and whoever wins gets the proceeds from the tickets sold.

Not all change has to come from nonprofit work, we can build for-profit companies that also move the needle; I want to elevate that type of work. Most of all, my community involvement is in my work. I constantly develop free blogs, tools, education, etc. to support a stronger local economy. I hope that can be my legacy.

Des Moines Favorites

Favorite spot to go for a drink: I’m loving Bartenders Handshake, especially lately with to-go cocktails.

Best place to take kids in Des Moines: I’ve been digging Easter Lake for long walks with P.

How/where do you relax? Front porch, book in hand, can of wine. Or a long bike ride.

What’s your favorite book, show, or podcast? “Untamed” is high on the list, “How to be Antiracist”, and Podcast: How I Built This always inspires me!

What are 3 words to describe you?
Enthusiastic, positive, compassionate

If your life had a hashtag, what would it be? #lovelocal

Know a Des Moines mom we should feature? Let us know! Email [email protected] with details and we will be in touch.

1 COMMENT

  1. Hi Emily,
    My co-worker Carol Lunde told me about your presentation this morning to the Fem City group.

    Well, I have the honor of being Professional Development Chair for an organization called American Business Women’s Association. I would love to have you come and speak to us about
    “Promoting my Business” show us how to do this on Instagram, Facebook. We have openings for the October 1, 2020 meeting if that’s not too soon?

    We are meeting virtual right now. Who knows by October. Either way – you can be on Zoom or we meet at Gilroys. 8th St. WDM 11:30-1:00

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