Meet Susan Feldman: Founder of In The Groove

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.

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