Johanna Almstead is one cool mama. The fashion-industry vet worked for some of the industry’s top luxury brands, including Prada, Ralph Lauren, and Giorgio Armani, before having her two beautiful daughters who inspired her to start her own company, J. Mater, and create what could be the greatest diaper bag ever invented. But the mission sheas outlined for her brand goes far beyond merely mastering the elusive art of building a stylish diaper toteaitas the first step in opening up a conversation about true family-work life balance. a?Our society needs to give moms more credit for getting out the door in one piece,a? she says. a?This bag was designed with that sole purpose: to make momsa lives easier and to make them feel happy and put together. Itas that simple.a? aJennifer Henderson
Her style story: a?My first day of sixth grade at a new school, I was determined to make my mark: asymmetrical haircut, bright-yellow-and-white-striped blazer with major shoulder pads, white pants pegged at the bottom, and brand-new white L.A. Gear sneakers. Yes, it was the 80s and Iave never felt cooler in my life.a?
Her work ethic: a?It has evolved as Iave grown into my career and become a wife and mother. I used to be a?all-in, all the timea a I ate, slept, and breathed my jobs. Now that I have to keep two little human beings alive, that had to change. I still work hardaI want to be challenged and excited everydayabut I have had to create boundaries. I am a work in progress.a?
Her inspiration: a?Other mothers. I was so gobsmacked by motherhood and I kept thinking to myself, a?No one told me all this!a I really want to help women understand and embrace that reality, and to help them feel good about themselves in the process. And my daughters a they have given me so much motivation to be successful. I want them to know dreams do come true if you work hard and that anything in life is possible.a?
Her piA?ce de rAsistance: a?So many of the bags on the market had crazy, more kid-appropriate colors instead of what a mom actually wants to carry. Itas J. Materas simplicity that makes us distinct: we use minimal hardware, so the bag is light to start with (so many are heavy before youave put anything in them). The pouches keep everything organized, but also give mom flexibility. We wanted the bag to feel a?convertiblea as your baby grows and your needs change.a?
Her success secret: a?Hard work, focus, attention to detail, thoughtfulness, and building and maintaining great relationships. I also think truly loving what you do automatically makes you successful.a?
Her look: a?A little boho, a little bit rock and roll, with a touch of polish, but always pretty laid-back. Iam not interested in wearing high heels and fancy dresses on a daily basis. I like essentials that feel elevated and last: Acne boots, Isabel Marant pants, Ulla Johnson dresses, Adidas and Nike sneakers, and Ryan Roche sweaters.a?
Her must-haves: a?My colorist Roxie Darling (who just made me platinum!) and stylist Wes Harpton at Hairstory. Joanna Vargas Skincare serums, Le Labo fragrances, Klorane Dry Shampoo (because who has time to wash their hair?), and ClA de Peau concealer. I am obsessed with Sottocasa Pizzeriaas gluten-free pizza. My MacBook Air and iPhone. And our Nespresso machine; it became a lifesaver after my first daughter was born. Mama needs her lattes.a?
Her mission: a?To build a company that supports women and allows them to work and have a full life as a parent, wife, sister, daughter. I remember going back to my old job after having my first child and trying to dive right back in and literally no one acknowledged that this major life change had happened to me and maybe I shouldnat or couldnat work in the same way as before. And this was in an industry that is predominantly woman-run! It was a real awakening for me. I would love to use the J. Mater platform to start conversations that truly make change in how our country supports parents: paid parental leave, subsidized child-care, and more flexible work scenarios for working parents.a?
Her beauty: a?Something that is not too perfect. When someone is passionate. And my daughtersa faces: wide smiles, bright eyes a what could be more beautiful?a?
Her social circle: a?I absolutely adore The Glow. I think the way founders Violet Gaynor and Kelly Stuart are so candid about motherhood and how emotional it can be is just beautiful. I also love a I find her endlessly inspiring as a style muse. And Russell Simmonsas feed . Heas incredibly positive and is constantly spreading love and enlightenment.a?
Her motto: a?a?Yes and aa I went to acting school in my early 20s and the first rule of improv is: Say a?yesa and then add on to the scenario with your own idea because if you say no, the scene is over. I have adopted that rule for much of my adult life because you will find that an incredible amount of opportunities will come your way, simply by saying a?yesa to them.a?
Her future: a?We will be rolling out other solution-oriented products that are created with a luxury mindset. Weare also working on building a support network for mothers to connect them to each other in real time. We want to shout from the rooftops that our company is here to support mothers and weare going to continue to make products that help them on their journey.a?