“Katie Ann Echevarria Kitchens, co-founder of FabFitFun, has led its evolution as a female-focused media brand, from writing about great lifestyle products to getting them into people’s hands. Since launching the FabFitFun lifestyle box in 2013, the George Washington University graduate has shifted her energy toward curating fresh and exciting brands for FabFitFun members and overseeing all brand partnerships and product development. She has written for an eclectic variety of magazines, newspapers and websites including the Los Angeles Times, Art and Living, Women’s Life, Dining Out, Pasadena Mag, LA Splash, and Venice News. In-between blogs and articles, Kitchens has worked in TV production on several shows including It’s Always Sunny in Philadelphia and Jackass, and has also had a few of her own plays produced.
I had a virtual sit down with this gorgeous powerhouse so we could talk all things life and self-love!
On her morning routine…
I am definitely a morning person – I wake up around 5.30am, no alarm clock needed, and head straight downstairs for coffee and some me-time; usually emails and checking out our FabFitFun Community threads, before my two girls wake up. Around 6am, I hear Summer and Sienna running downstairs. In a pre shelter-in-place world it’s a whirlwind of breakfast, getting ready for school, packing lunches, and getting out the door to head to FabFitFun. As school is out and we’re working from home, we’re currently finding our new normal – homeschooling in between Zoom meetings, with a few spontaneous dance parties thrown in the mix… all doing our best trying to stay sane and productive.
On why she created FabFitFun…
FabFitFun launched as an editorial brand where we were writing about everything women need to feel good from the inside out. My background is in editorial. At the time, the market was saturated with glossies telling you what to do and how to look. We wanted to be the opposite, something new and approachable. We were your best friend who also knew everything about beauty, fashion and fitness. The FabFitFun box was born a couple of years after the newsletter launched and was a natural extension from the online magazine. We had an engaged audience, a robust marketing platform, and we were already writing about our favorite products. The next step was to put them into people’s hands. When we started out, we had about 2,000 loyal followers and they were all very much my demo – chances were they’d love what I picked for the boxes. Now that we’re curating for over a million diverse women (which we love!), we rely heavily on customization and personalization to make sure that we’re delivering happiness and well-being to everyone, and we know that looks different for every woman.
On becoming the BEST version of yourself aka #Katie2.0…
We’re always evolving and never going to have it ALL figured out, but creating a routine has been really helpful for me personally. I have two young daughters and spending time with them and my husband is integral to my well-being and happiness. I’ve crafted a routine that works for my role at FFF and for our family and it allows me to be the best mother, mentor and leader. Not to mention, testing FabFitFun box products certainly has its advantages in helping me physically achieve my “Katie 2.0” status.
On her biggest life lesson…
When building a company, you learn lessons daily. We’re all looking for the right ways to do things and the best way to connect with ourselves and our members, and there’s no playbook. One thing I’ve learned throughout the years, which feels very appropriate for the time we’re in, is work-life balance isn’t always an attainable goal and that’s OK! I often struggle with ‘am I being the best mother and wife’ versus ‘am I being the best leader at FabFitFun’, and it’s taken me years to recognize that I don’t always have to be the best at both. You find your partners, in both professional and personal lives, who are there to amplify all the goodness you put in at your best and carry through when you’re having an off moment. We’re not superhuman and we shouldn’t apologize for that.
On what she’s reading…
At FabFitFun, we recently launched our book club and our first pick was In Five Years by Rebecca Serle. It’s a great story of friendship and love, and quite honestly, a nice feel-good that I know I’m sure looking for right now.
On how she’s staying centered in this new world…
Trust me, it’s not easy, but I am very grateful for the family and colleagues I have getting me through. Taking time to check in with myself, finding those moments of peace within a crazy day of homeschooling, Zoom calls, cooking, cleaning, repeat, is vitally important. A bath, glass of wine, a book – whatever it is for you – finding that moment can help us all feel a little more centered and less anxious during this unprecedented time.
Show Katie some love in the comments below!
#5MinutesWith Katie Ann Echevarria Kitchens, co-founder of FabFitFun
