Birchbox Spotlight: Lisa Rosado, Founder and Creative Director of The Style Theory

March 6, 2018

We are so incredibly grateful to have been spotlighted on for Women’s History Month in recognition of our work & our mission of creating sisterhood. Check out the full interview below.

Photo: Laurel Creative

We can’t wait for you to dive into our new column where we spotlight amazing female entrepreneurs, thinkers, and leaders who inspire us by speaking their minds and living out loud. Get to know the experiences that shaped the people they’ve become—and, in the spirit of Women’s History Month, unearth how they’re changing the narrative for women.

The 4-1-1 on Lisa:

  • Where are you from originally? Bronx, NY
  • Where do you live now? New Jersey
  • What is your astrological sign? Virgo Sun, Pisces Rising, Sagittarius Moon, I’m really into astrology 😉
  • What was your dream job when you were younger? I wanted to be a triple threat! Singer, actress, dancer!
  • What’s your favorite podcast? The Goal Digger Podcast by Jenna Kutcher
  • Can you tell us about your career path, including your current job or area of focus? Yes! I’m the founder & owner of curated online women’s boutique and lifestyle blog! I also host amazing pop-up shopping events & masterminds in support of female led businesses, which we are currently rebranding as We Are Women Owned! Stay tuned for a fresh new website dedicated to serving female entrepreneurs in the creative & retail space! We couldn’t be more excited!

Photo: Corinne Louie

5 Questions with Lisa

What was the turning point of your career? Can you think back to the important milestones and actions you took that got you here?

There were so many turning points! What it came down to was learning to listen to my heart & trusting my intuition!

I went to Pace University with the intention of majoring in International Business. Once I discovered the freedom I had, I decided to take the reins and, as introverted as I was, decided to pursue a long-time dream of mine and enrolled in an acting class at Pace! As challenging as it was and as many tears as I cried (it was really tough for me to subject myself to criticism and put myself out there in general), I kept going back, enrolled in another acting class & was eventually accepted into the acting program! While in college, I needed a part-time job and began working in retail alongside a few acting gigs I was cast in.

Fashion had always been a love & interest of mine, but I had no idea how big of a role it would play into my life & my entrepreneurial journey! I first worked for big box fashion retailers like Club Monaco & Urban Outfitters, where I realized that I was searching for a more intimate experience and had more of an interest in supporting indie brands. I soon after took on managerial positions at a few amazing NYC boutiques where I worked my way up to becoming a buyer! This is where the magic began and my dreams began to shift! I started very seriously considering what it’d be like to have my own business & over the course of the next few years, that seed began to grow until I could no longer imagine not going for it.

In 2013, I started a fashion & beauty blog, now known as, as an outlet for myself and in hopes of connecting with women who shared similar interests. I began collaborating with a few brands that I adored and looked up to (I still have to pinch myself sometimes!) and networked with fellow bloggers who I still keep in touch with til this day.  In 2016, I took the biggest leap & launched The Style Theory Collective (, my online women’s boutique and embarked on the solopreneurial journey full-time.

While I absolutely loved having my own shop, I started to feel incredibly alone & isolated since it kept me home most days of the week. I started to notice my shortage of entrepreneur friends. Having the support of family and friends is always great, but I found myself yearning to connect with people who completely understand the in’s and out’s of running a small business that is their very own baby. I also felt deep down in my heart that I wanted to have a larger impact on women’s lives, but I wasn’t quite sure what this could look like.

In July of 2017, in pursuit of finding my community, I decided to put together a small pop-up in Hoboken alongside 3 women in the fashion, beauty and  accessory space. Little did I know that: 1) this would be the very moment my business would completely shift 2) 3 months later we grew our event to 17 vendors 3) I was (and am!) so crazy passionate about being of support to female business owners & expanding our community!

The energy at our pop-ups are magical and the process is unique and, I think, super special! Aside from taking a lot of the guesswork out of planning such an event by providing a turnkey pop-up, we encourage our vendors to get to know one another before the actual event. We meet virtually for an introduction call where I incorporate a touch of coaching & masterminding in hopes of aiding our vendors with comfort, confidence and the tools to truly succeed when participating in one of our events. I truly care about these women & want them to walk away feeling fulfilled, on fire & supported! It’s all about creating an environment where women come together as sisters–not competitors!

I’ve since gone on to start a mastermind supporting female creatives & small business owners outside of our pop-ups and will be launching in the coming months where you’ll find content, resources, community, events, ways we can work together through coaching, masterminding, workshops and more, which is geared toward helping our fellow boss babes succeed and feel far less alone! It feels so right!

Photo: Corinne Louie

What’s been the greatest example of someone supporting women you’ve experienced in your career? Why was it so impactful?

I have to say that joining an all women’s mastermind was the single best investment I could have made in myself and my business. It’s so incredibly powerful & therapeutic joining forces with heart-centered female entrepreneurs who truly understand the entrepreneurial journey and who are not only there to be supported, but are there to support you, share feedback, suggestions, resources and strategies, who are so open and vulnerable about their experiences, who are there to listen and lend a hand, and who allow you to show up exactly as you are while passing no judgement. We all want one another to succeed and allow each other the space to be seen, heard & understood. It’s been an absolutely beautiful experience that has inspired me to start my very own mastermind and is one of the reasons I decided to infuse masterminding as part of our pop-up process!

Tell us how your life experience has shaped you into who you are today.

Every high & every low, every challenge & accomplishment that I’ve experienced in my life up until this very point makes complete sense to me, how I’ve developed as a person, as a business owner, and what’s important to me!

My little sister is mentally & physically disabled and there is a large age gap between myself and my older sister, so I grew up keeping mostly to myself and making myself feel so incredibly small so that I would almost go unnoticed and fly under the radar. This is SO interesting to me because if you were to catch me alone in my room, you’d find me belting out tunes from Mariah, Christina, Whitney & Celine and putting on these full blown performances. I desired so greatly to shine, but was afraid of letting people in. I was extremely cautious with who I would let into my life and never really had that solid group of girlfriends I’d always wanted to be a part of. Now looking back, it makes complete sense to me that my greater mission in life & business is to create sisterhood and, girl, does it feel good to have found my core group of ladies! It’s been so fulfilling and so gratifying seeing our community grow!

I also know deep down that had I not majored in Acting I would have had a very difficult time adjusting to running and being the face of my business. I’m able to better manage my anxiety in social situations and am better able to connect & engage with others! I now love being open, honest & sharing experiences with my audience in real-time. It brings me so much happiness, and in turn, I’ve gotten to know quite a few of our supporters. They truly feel like family to me.

Photo: Laurel Creative

What is one of your proudest accomplishments (in your career, personal life, or both)?

Learning that we were one of thisopenspace’s Space Fund Winners where we received funding in support of our 2nd for-women-by-women pop-up shopping event in NYC! They were so supportive of our idea & inspired by our journey (our pop-ups began on a whim with 4 vendors total at our very first event and grew to 17 vendors just 3 short months after!), which meant absolutely everything to me! This very opportunity helped validate that I was on the right track and that there was a need (and desire) for this kind of experience!

Pick one person who inspires you and tell us why.

Can I cheat a little & choose a duo?!  I’m honestly blown away by the community & business Audrey Gelman & Lauren Kassan, founders of the all women’s co-working space The Wing, have built within such a short time frame. I’m crazy honored to be a member and am continually inspired by their mission, incredible growth and for being a prime example in showing women what IS possible! Can I cheat a little more & mention all of the amazing female entrepreneurs I’ve come in contact with & have had the pleasure of working with through our pop-ups & masterminds?! And, can I cheat just a teeny tiny bit more and thank all of the incredible women throughout history who have paved the path for women today?! Without them I likely would not have had the amazing opportunity to have launched my very own business as a woman and especially as a latina! Can you tell women are my heroes?

Join the WAWO sisterhood today!

Mastermind  |  Pop-Ups  |  Facebook  |  Instagram


March 6th, 2018 | Lisa | Posted in:


Leave a Comment