On November 11 in New York City, it was literally freezing outside. But inside Industria Studios in Manhattan’s West Village, the second-ever Rally brought some serious heat.
More than 600 attendees and 30 speakers gathered for the all-day event dissecting what success means, why failure can be a gift, and all the nuanced and complex ideas and experiences that fall in between the two.
Women from 14 countries flew in for a day of insightful, thought-provoking conversation, inspiration, insider access, and of course, above all, an undeniable sense of community and sisterhood.
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Knew this rally was going to be something special, there’s no way we could have foreseen just how awe-inspiring being in one room with so many of you, soaking up all of your energy could be.
And, if you weren’t able to join us for this go-round, there are two things you need to know: First, you can buy a digital ticket, which will not only get you access to every panel, workshop and fireside chat that went down, but you can also watch every talk that took place at the first Rally in LA back in March. Get your digital ticket here.
Second, we’re already planning the next Rally for spring 2018. And we can’t wait to see you there. Sign up for our newsletter here so you don’t miss out.
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The night before the Rally, festivities kicked off with the Founders’ Dinner, co-hosted by Sophia Amoruso and Whitney Wolfe Herd, CEO and founder of Bumble, at the Cadillac House in Soho.
Attendees kicked off the morning with some breakfast vibes from Daily Harvest, juice from Joe and the Juice, and much-needed caffeine from Equator Coffee. Plus, snacks and refreshments from RxBars, PopChips, Health-Ade and GAB. were on hand all day to keep our hustlers fueled and energized.
And of course, our own Sophia Amoruso kicked off the programming with her usual candor and humor, touching on the why it’s more important than ever for women to come together: “It’s a time where women are speaking up and talking about the insane shit we’ve had to put up with pretty much since the dawn of time, ” she said. “We can’t choose what happens but we can choose what we do with it.”
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One of the most powerful conversations of the day was the fireside chat with supermodel and body-positivity activist Ashley Graham, who of course brought her trademark realness: “I never lost weight bcause I’m that girl who, if you tell me to lose weight, I’m going to go and eat a Snickers and it goes right to my hips. You can’t suck in your hips.”
Attendees took a midday refuel break with lunch from Dig Inn, which dished up delicious, hearty bowls of sustainable, healthy ingredients—perfect for hustlers on the go who want to stay connected to what they’re putting in their bodies. Also, their pun game was extremely strong.
At the Rally, we debuted Startup Studio in partnership with our friends at Google Chromebook. Attendees signed up for workshops on brand building, navigating the wild world of venture capital, communication within your company, flexibility in the workplace, and personal finance. Spots filled up within hours of being released, but don’t worry—you can get access to all of the talks with a digital ticket!
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As was the case with the inaugural Rally in LA back in March, the Boss Shots headshot station brought to life by our buds at Bumble Bizz was one of the most popular activations at the Rally. Attendees had the chance to get hair and makeup touchups from Glamsquad before striking a pose in front of a professional photographer for use on Bumble Bizz, the official networking platform of the Rally—and beyond.
In keeping with our ongoing #whatifwednesday series with Pinterest, attendees were able to take and scan printed Pins of new things they wanted to try off of the Try Wall. They were also given pledge cards to fill out and mail back to themselves as a reminder to keep their commitment to themselves and try their next big what if.
One of the big surprises at the Rally was the announcement of the newest winners of the Foundation grant, which went to Sandy Hong and Melissa Wong, founders of New Women Space.
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Founder Leandra Medine, and Bumble founder and CEO Whitney Wolfe Herd. “We have cultivated the community that we want to follow us and we aren’t distracted by the naysayers, ” Welteroth told the audience. “If you’re trying to please everyone, you’re not going to get anywhere.”
The last panel of the evening was a fireside chat from best-selling author and world-renowned psychologist Esther Perel, who dropped some serious knowledge bombs: “The pressure comes from the expectation that we can achieve everything. We can achieve a lot, but we can not always do it all at the same time.”
Better believe we didn’t mess around with these gift bags, either. Attendees walked away with goodies from Vrai and Oro, Piper Wai, Jet.com, Dagne Dover, Outdoor Voices, Jules Smith, Splendid Spoon, Leaf TV, Lady Getz, MAKE, Erno Laszlo, Uma Oils, Verb, Herbivore, Eco Tools, Philosophy, Laura Geller, Garnier, Chillhouse, Iconery, ADAY, Onomie, Knock Knock, HUM, Hatch, VI, Mugler, Stash Wealth, Self Made, Glamsquad, Mignonne Gavigan and ARDELL. Major score.
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And that’s a wrap. Rest up for a minute, and then let’s do it all again in a few months. See you at the next Rally!The annual event from Sophia Amoruso's Girlboss brand uses interactive staging, organic networking opportunities, and on-theme sponsor integration to create an intimate, start-up vibe.
Speakers on the main stage includedGwenyth Paltrow (left) and Girlboss founder Sophia Amoruso (right). Photo: Chris Swoszowski Businesswoman Sophia Amoruso hosted the third Girlboss Rally on April 28 in Los Angeles. The daylong conference featured workshops for entrepreneurs, a marketplace for shopping small businesses, and discussions with women including actress and lifestyle guru Gwenyth Paltrow and executives from Sephora, Spanx, and the Women’s March.
The Gathery has designed and produced all three editions of the rally, after Amoruso approached the Brooklyn-based experiential agency asking for a “conference that is unlike any other conference.” She had heard of the agency because of its involvement with Refinery29’s first 29Rooms back in 2015.
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“She talked about how the purpose of Girlboss was really to impart knowledge, power, and support to women in business, specifically women entrepreneurs, ” said Nicky Balestrieri, who owns the Gathery with creative partner Luigi Tadini. “That got us really excited.”
The core challenge was to create an intimate, approachable event—with a touch of rock and roll to reflect the founder’s edgy reputation and personality. To do this, organizers adopted a few out-of-the-box ideas. The event is always held in a raw, warehouse space—the most recent was at Magic Box at the Reef downtown—and guests enter through a side door and freight elevator.
The events’ three stages were also created to reflect Amoruso’s personality and design tastes, with colorful, architectural details and inviting seating in couches or lounges. Each space was crafted to break down the fourth wall between speaker and attendee.
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One challenge for organizers was keeping the conference intimate despite the rapidly growing attendance. The first iteration in February 2017 drew 450 people, while the New York edition in the fall hosted 700. The most recent L.A. event topped 800 attendees.
“Obviously it’s quite easy to make a room feel intimate with 450 people, ” Tadini said. “But as the rally continues to grow, the scaling has been challenging to navigate in order to maintain the personality and the intimacy.”
To solve this, the team made sure to balance out the large stage areas with more common spaces where women could spend time together. They also shortened programming so attendees weren’t sitting in hour-long speaker sessions back to back.
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The Gathery also kept the event from relying too much on technology, both to keep the raw atheistic and to increase approachability and evoke a start-up vibe. “We want attendees to feel like from here, they can create anything, ” explained Balestrieri.
A big part of giving women the tools to create came from the sponsors, who aimed to create moments of value for the audience.
“The most successful sponsorships always happen when the big brands know the best thing they can do is be in service of the smaller ones, ” Balestrieri said, citing Google Chromebook’s activation—which included a series of workshops about how entrepreneurs can use their tools—as a standout example.
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Other sponsors encouraged conversation and interaction, such as a wall from Facebook Messenger where attendees left messages of support for one another. Similarly, Sephora Collection promoted its Instagram-inspired lipstick collection by creating video booths with question prompts where women could share personal stories.
The venue was also carefully chosen to match the vibe organizers were looking for. Due to a recent warehouse fire in Los Angeles, permitting was an issue at many of the raw spaces Balestrieri and Tadini scouted. The duo ended up finding Magic Box because its permitting abilities had been grandfathered in. The team was also drawn to the venue’s location.
“Downtown Los Angeles not only gave us the type of
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