What lead you to start In The Groove?

Get In The Groove was born because all around me, women somewhere in the vicinity of their 50th year, were describing that in the middle of a mostly joyful life they began to experience feelings of invisibility. The idea that you could go from a decade of feeling like a “world beater” to a decade where your stock was speedily approaching an expiration date just seemed crazy. I thought where online do women in this demo go to get inspiration about how to navigate the challenges of growing older with style and grace. After looking around I found that our interests were not well represented. There were no online destinations for women our age that shared their keen intelligence, impeccable taste, hard-earned wisdom and most importantly their wicked sense of humor. So I thought: “Someone has got to make this right and it might as well be me.” Enter Get In The Groove ….a lifestyle destination for age-defying women.

If you could explain In The Groove…

In The Groove is the go-to place for women of a certain age for what you need to know, and maybe didn’t even know you needed to know (until we came along) to stay in the groove.

Get In The Groove is here to provide information and give access to things that help one stay informed and up to date. We are here to offer a girl-friendly assist.

In The Groove curates product, makes informed recommendations, and offers up to the minute editorial content. We are spending our days (and nights), in conversation, research and product testing and then reporting back to you.

Aging up isn’t so scary when you’ve got friends at “In The Groove” to laugh it off with.

You can find us at www.getinthegroove.com, Instagram and Facebook. And make sure to sign up for our newsletter.

Do you strive to inspire others through In The Groove?

Absolutely!!!! My dream is that Get In The Groove becomes the go-to brand for age-defying women. I want to build a community for time-tested, women who are ready to unleash the potential of what’s next, empowering them to be a part of the conversation and to be their best selves yet.

What is your favorite part of working in the lifestyle industry? What is your least favorite?

I really enjoy keeping up with what is new. Especially these days there are so many great products that are being introduced daily. It is fun staying ahead of the curve and then sharing that information with our community. Keeping up can be tough because there is so much happening. I do my best and really do love learning about new things.

What is your goal through In The Groove?

The numbers say it all. Women 50+ are wealthier, healthier, and more engaged than any generation in history. And the kicker is that they are super consumers. Women 50+ spend 250% more than any other demographic. Yet no one is talking to us. This is a hangover from old-school advertising where the belief was that at 50 one was committed to brands and not open to change. That was the case then but today we want what is best for us and are totally open to finding products that are beneficial even if it means changing brands. Here’s the thing: women who fall in the 50+ age range no longer fit the mold that editors, marketers, and advertisers continue to confine us to. The time has come to reframe this conversation. I hope that Get In The Groove will be able to help accelerate these changes by providing a cool platform for brands to be a part of.

What is your favorite indulgence?

Traveling to new and exciting places. Checking off all the places on my bucket list.

When it comes to your beauty routine, what is one item you can not live without?

I think it would have to be a good moisturizer.

Beyond In The Groove, are there any mantras or rituals that help ground you when things get overwhelming?

Keep it simple.

How do you like to wind down and make sure you’re taking care of yourself?

I have finally learned after many years that I have to make time for myself. This means finding time to meditate, exercise, and be with my family. It does make a difference.

What inspires you?

I am inspired by so many things but I think my greatest inspiration comes from my daughters and their generation. I am excited about how they are doing things and they all motivate me to do a better job all around.

About Susan Feldman

Susan Feldman is the founder of In The Groove, a new lifestyle destination for age-defying women. In The Groove is a community that celebrates and engages these women as the evolving and relevant women they are. Founded with a sense of humor, community, and self-awareness, In The Groove is on a mission to free women from rules, age limits, and expectations.

Prior to In The Groove, Susan was the co-founder and visionary behind One Kings Lane, the go-to destination for home decor. One Kings Lane launched in March 2009 and the industry was disrupted. Today One Kings Lane is a daily source of shopping and design inspiration for millions of people both online and offline One Kings Lane was sold to Bed, Bath & Beyond (Nasdaq: BBBY) in June 2016. Susan remains a strategic advisor to the company.

Susan has been featured in national publications including Elle Décor, House Beautiful, InStyle, New York Magazine, BusinessWeek, and The New York Times. She has appeared on Bravo’s Million Dollar Decorators and NBC’s The Today Show. Susan was named to Vanity Fair’s “New Establishment” list twice in the past six years.

Prior to co-founding One Kings Lane, Susan held executive positions in the apparel industry—at Ralph Lauren Swimwear, Polo Jeans, Warnaco/Authentic Fitness Corp., and Liz Claiborne.

Steve Schwartz is a Master Tea Blender and the Founder of Art of Tea, a hand-crafted tea purveyor based in Los Angeles. At Art of Tea, Steve applies his background in ayurveda, initially cultivated during his time studying at the Ayurvedic Institute in New Mexico, to the creation of award-winning blends that showcase his passion for the alchemy of combining herbs and botanicals.

Schwartz was originally drawn to the field after his mom died of cancer when he was 19-years-old. He became fascinated with Eastern and preventative medicine as an alternative to the Western medicine that failed to save his mom. Following his tenure at the Ayurvedic Institute, Schwartz traveled the world to meet with farmers in Asia, India, Africa and the Middle East to broaden his knowledge of tea, and learn how climate and terroir impacts its expression and flavor. While he didn’t initially plan to start a tea company, after settling back in his hometown of Los Angeles, he began experimenting with blending different teas and botanicals in his living room. He developed an underground following and started making custom formulations for chefs such as Wolfgang Puck while also teaching others the art of blending.

As enthusiasm for his blends continued to grow, Schwartz began honing in on a vision for the company that would become Art of Tea. He immersed himself in learning about entrepreneurship, initially through CD’s on marketing & business strategy that he would listen to while traveling and driving to and from tastings. He took the leap to found Art of Tea in 2004 and has since grown the company from a small-scale operation in his living room to a world-renowned brand with a warehouse in Monterey Park, just outside of Downtown Los Angeles.


Image by Audrey Ma

Tea, like skincare, can have healing properties. What are the biggest healing benefits of tea?
The biggest healing benefits of tea revolve around ritual. The intention that goes into slowing down and taking the time to select the leaves, teaware, calling the water to the right temperature, etc., supports mental health and well-being. Developing a tea ritual allows us to find peace and restoration through the motions of preparing and savoring tea.

How does Art of Tea ensure it produces the highest quality tea with the least amount of waste?
Steeping loose leaf tea is as simple as using high-quality, fresh leaves and clean water. At Art of Tea, our commitment to organic and sustainable products has been foundational to our company since the beginning when I was hand-blending teas in my living room. Beyond our sourcing methods, we are increasingly conscious of our carbon footprint, transitioning to a paperless order production process and always using tea bags that are derived from corn and are microplastic free.

How does Art of Tea work to source the best ingredients from all over the world?
We are vertically integrated, meaning we source teas and botanicals directly from farmers around the world. We’ve built lasting relationships with our farmers, many of whom we’ve worked with for over 17 years, to bring in the top 2% of all teas produced in the world in order to deliver the most delicious teas available.

Image by Audrey Ma

Which tea is best for helping you wind down and prepare for a restful night of sleep?
Tea has always been the original supplement for sleep, so we created a sleep blend based on Ayurvedic principles. Our Sleep Tea features chamomile, spearmint and valerian teas, resulting in a calming, smooth and minty cup when brewed.

Which blend can best help you start your morning routine off right?
Matcha Plus. The blend is a balance of ceremonial grade matcha and shade grown sencha green tea. It gives me clean energy that helps me stay positive and focused in the morning, setting the tone for the rest of my day.

What are your favorite ingredients to use in tea? Why?
Clean water. A simple, clean filtration system opens up the subtle flavors within the leaves and allows for deeper penetration of the essences within the tea.

What is the secret to brewing the perfect cup of tea?
Water temperature. If you focus on water temperature for the right tea you can meet your perfect cup at its peak brewing moment. Each of our teas include a recommended temperature for brewing the optimal cup, but for some general guidelines, when filling your kettle, alway start with cold water from the tap. Once the water begins to boil, you’ll want to consider the temperature for each type of tea. Black tea should be brewed somewhere between 95-98 degrees Celsius, but green tea is best with water that is between 80-85 degrees Celsius. Each tea releases its flavor at a different temperature.

March 8 is International Women’s Day—and this year’s theme is #ChooseToChallenge. The Goldfaden MD team talked to five incredible women who are navigating life’s challenges: juggling building businesses and finding time to take care of themselves.  We asked them about their own personal challenges and how they find balance, inspiration, and most of all, support (with a little skincare sprinkled in).


This year’s theme for IWD is #ChooseToChallenge. What does that mean to you? 

Allowance. We always have the right to change our mind, grow, set boundaries which allow us to be our full, loving, and honest selves. Too often as women we play small in order to be understood while neglecting the very important component of innerstanding ourselves, first. As long as we know our core intention and is not causing harm to ourselves or the collective, then do you! I like to say, “Stay Brave in Your Pursuit of Joy!” 

Who/What/Where do you look for inspiration and support? 

First and foremost I look to God, my mother, and teachings of Yoga. I am inspired by humans who choose everyday to put one foot in front of the other and not give up. I am inspired by my own journey as an entrepreneur, teacher, daughter, sister, friend and who I yet to become. I could have made the decision to quit on life a long time ago, but I didn’t, and for that I will always keep God first and believe in myself to follow the path He laid out for me. I am constantly inspired by all the elements: earth, sky, fire, air, and water. I might sound a little woo, but I no longer require much to fill my cup and to be inspired. If I get to wake up to a new new day, look at God, what a beautiful gift!  Anything after that, dear friends, are all excellent bonuses…my work, family, friends, students, clients and my beloved teachers. 

What is your hero Goldfaden MD product?

I mean, do I have to only pick one?! Well, I love Bright Eyes, FLEURESSENCE, and the Doctors Scrub but GFMD really does make magic in their products. Do y’all use Baby Unicorn Tears of Overflow, or something?! LOL!


This year’s theme for IWD is #ChooseToChallenge. What does that mean to you?

Honing in on the causes closest to my heart and supporting these through donations, raising awareness, and fighting the good fight. There are many causes that I support, but one that I feel deeply  connected to is that of maternal mortality. The data exposes the racial and economic disparities that mean so many women unnecessarily die during pregnancy or childbirth, or suffer tremendously in the post-partum period. As a new Mom, I feel passionately about this and support a variety of organizations whose mission is to make pregnancy and giving birth an equitable process and making post-partum care accessible for all women, both across the world and here in the USA.

I am also choosing to challenge myself to become more financially literate. Although I am well educated in many ways, I feel I missed out on this vital component that would have better equipped me to deal with some of life’s challenges. I feel that all women can be empowered by having true financial literacy and this is fundamental to achieving equality. While I am engaging in this process myself, I am also supporting organizations that help women all over the world to do the same.

Who/What/Where do you look for inspiration and support?

My Mom and my sister in law are pretty amazing strong women who inspire me with their feats and my  Mother in law is one of the most compassionate people I have ever met. I feel lucky to be able to look to my family for both inspiration and support. Also, my close girlfriends. From my childhood friends of 30 plus years to strong friendships I have formed since moving to LA., I am grateful to be both inspired and supported by my tribe in our collective mission to do good and bring justice and equality to our world in our own unique ways.

What is your hero Goldfaden MD product?

Ah, it’s hard to name just one but I cannot live without the Facial Detox mask. It is a must in both my skin and self-care regime!

Mariah K. LYONS:

This year’s theme for IWD is #ChooseToChallenge. What does that mean to you?

#ChooseToChallenge to me means having the courage to think, act and create differently than in the past or what you might have been taught. It is challenging the status quo and choosing to create your own path and life. It might always be easy, but it’s always worth it. 

Who/What/Where do you look for inspiration and support?

Nature is my constant inspiration and support. 

What is your hero Goldfaden MD product?

Plant Profusion Night Creme (my absolute favorite creme I’ve ever tried!)


#ChoosetoChallenge- What does that mean to you?

For me, #Choosetochallenge is the continual reminder as a female founder, wife, mother, daughter that as women we must never stop pushing boundaries,  calling out inequities when we see them, thriving to continue to educate ourselves and empower our children to become informed about making a positive change in our world. I’m personally involved with advocating for Dyslexia and Literacy being a basic civil right for all. 1 and 5 people are dyslexic and yet children are not being taught to read in schools. It is my mission to raise awareness, and advocate for those without a voice. 

Who/What/Where do you look for inspiration and support?

This past year has challenged us all in more ways that any thought possible. I am so grateful for the neighborhood I live in and the diverse group of women who have become my closest friends. Aside from being able to literally borrow an egg from my neighbors, these women have become my rocks and support system as we aim to raise mindful children, navigate marriage, keep our mental health in check and provide each other the overall fuel to get these trying times.

 What is your hero Goldfaden MD product?

I am a huge fan of so many Goldfaden products but my personal hero product is the Fresh-A-Peel Mask. The Lactic acid and fruit enzymes work in 2 minutes flat. My skin feels smoother, brighter and my pores clearer. I wish I had more time to mask and pamper myself and this product gives me that perfect glow every time!


This year’s theme for IWD is #ChooseToChallenge. What does that mean to you?

It’s both important and powerful to challenge the views of others — and of ourselves. During this time of reflection, we are both looking at ourselves, the beliefs we carry out into the world, as well as the beliefs we are holding about ourselves.  At Sakara, we believe in challenging these limiting beliefs on a daily basis. The mind is a funny thing, often telling us we’re not good enough (not smart enough, pretty enough, thin enough, rich enough, whatever enough). But when we are able to move past these fears and insecurities, and embrace ourselves, there we are able to uncover our true power. Though it can be difficult, we each have the ability to choose the thoughts we think. And to challenge any thoughts that aren’t serving us. Believing in ourselves is the first step for each of us to start shining our lights a little brighter. And when we’re all shining our brightest lights, we light up the world for others. So, in this year’s theme, we are choosing to challenge our own thoughts and beliefs, and hope others join us in doing so as well. We each hold the power to transform, to make an impact, and create change–  it all starts within. 

Who/What/Where do you look for inspiration and support?

Finding support is crucial — especially as a new mama. I feel blessed to have an incredible group of women around me – both personally and professionally– who I look to for inspiration and support on a daily basis. Professionally, Sakara’s Leadership Team is composed of 9 women, all who are mothers as well. I was actually the last in the group to become a mother (just gave birth last fall), so I look to them for inspiration and advice on how to hold both roles of Mom and businesswoman.  This group has shown me how we can rework the “typical” culture for working mothers by showing empathy and compassion for each other as we all balance family life and work. And show each other that it is absolutely possible to be both hardworking and nurturing. They truly are an amazing group of individuals, who inspire me every day to be a better mother and entrepreneur!

What is your hero Goldfaden MD product?

My favorite Goldfaden MD products are the Doctor’s Scrub and Firm Believer – I’m obsessed! I’m a new mama and am busier than ever, so as of late, my ideal form of self care is taking 10 minutes at the end of the day to wind down and do a full skincare and body care routine. Both products leave my skin feeling so nourished and hydrated and it’s such a nice way to wind down at the end of the day.