Christina Esterly, the Smart, Stylish Founder of SmartGirl Bags  

A workout bag with organization and a mobile charger? Yes, this does exist thanks to Christina Esterly, founder of SmartGirl Bags. The creative seed for SmartGirl Bags was planted in 2007 when Christina, a single mom, decided to kick an unhealthy lifestyle — and the unhappiness that came with it — by working out five days a week, no excuses. She changed her life, but needed a gym bag to go with her new weightlifting, cardio-packed, multi-tasking, professional-plus-involved-mom lifestyle.

As Christina tells the story: “Sure, I had a few cute bags at home, along with massive totes. But what I really needed was a bag with space for snacks, a padlock, quarters, swimsuit, an extra tank, towel, water bottle, earphones, and a half-dozen other essentials. I dreamt of pockets (and a sassy look!), and after a considerable amount of blood, sweat, and tears, the SmartGirl Bag was born.”

Christina, who formerly worked at Hewlett Packard in a corporate training role (yes, she has many talents!) was a finalist in Hauterpreneurs’ inaugural HauteHopes scholarship initiative that I was assigned the challenging task of judging. Hautepreneurs was co-founded by Lisa Abeyta, founder and CEO of AppCityLife, and serial entrepreneur Jessica Eaves Matthews. Together these two high-powered women are creating a premier peer network for high potential female entrepreneurs to strengthen business skills, and introduce them to crucial networks, mentors and funding sources.

Define “entrepreneur.”
A risk taker. A leader. An innovator. A person who wants to take a bite of the pie, and is not afraid to buy the ingredients, mix it, bake it and serve it too!

What was the spark or moment that started your entrepreneurial journey?
I have always loved leading and chasing dreams and goals. The excitement of dreaming and achieving —-making things happen for myself — is addicting.

Is Hautepreneurs your first pitch competition? Tell me about the experience. What is your advice to other women who may be hesitant to pitch their business ideas?
The Hautepreneurs pitch was the first time I pitched my own business – something so personal to me, and so important. The experience was amazing. I knew from the first night, after meeting all of the contestants, plus the leaders, Jessica and Lisa, that I was in the company of a crowd to appreciate and learn from, and it was very exciting. It did become quite a bit of pressure for me in February, as I was preparing to pitch and launch my business at the same time.

So, my advice for other women who need to pitch their business is: be yourself. Prepare, but don’t memorize. Tell your story. And go for it! 

Who are your heroes?
My grandmother. She taught me how to be a very decent human being with her example of love without regard to anybody’s title or station in life.

What is your current challenge?
Selling my bags. Just launching and having 1600 bags in my storage and a lot of personal investment in this company, I now need and want to build my brand and sell my product. I’m holding my breath for my first set of sales! 

Your greatest achievements?
Going to college with a baby at home; getting a 4.0; raising a wonderful son who is now twenty-five years old and also an entrepreneur; climbing the corporate ladder while a single mom; and having a loving heart to others.

What is your motto?
Life is too short for a bad pen. Seriously. I hate cheap pens that don’t write – and I am always writing!

On the side of more depth: I live by the motto that “this too shall pass” – whether referring to a sad time or even a happy time, embracing it in the moment is good — and realizing that life keeps moving, and these moments pass fast. So enjoy it, and soak in the good, reject the bad, and keep shooting for the stars!

Why are you an entrepreneur?
I am an entrepreneur because I love leading a team and achieving a vision. I love managing and developing people. I love being my own boss. I love being in charge and all that good and bad that comes with it.

What problem are you solving?
My product may not solve world hunger, but it brings a few moments of joy to a woman as she heads to her gym class, perhaps very tired and rushed after a long day at the office. 

Item you wish you had invented?
The smartphone! I had thought of an app to build long before smartphones existed. I just didn’t know how to get it done.

Biggest regret?
Letting fear stop me from bringing certain ideas to market.

What mobile device do you presently use?
iPhone and iPad.

Essential app(s)?
Email, Facebook, LoseIt [weight loss tool], Evernote [organizational and writing tool], Dropbox, and MyGoogleDrive.

Best discovery?
The Incline in Manitou Springs, [a hiking trail in Colorado]. Check it out!

Which talent would you would like to have?
Sales, web and graphics design. I am a so-so amateur, but would love to whip our professional stuff into shape.  I would also like to have great skill in photography and  cooking.

Advice you wish you’d had (or had followed)?
To backpack thru Europe as a young woman, before responsibility hit, and just to spend a few months there. I wish I had listened and acted on that.

Your pitch in 140 characters?
“SmartGirl Bags: the winning trifecta of sassy, stylish, chic designs, and advanced organization.  Think pockets, and power!”

Your bio in 6 words?
“God, Family, Fitness, Travel, Laugher, Love.”

Are you on Twitter?
Yes — @SmartGirlBags.

The Twitter follower you can’t live without?
Our local homeless shelter – they give us updates on real life stories going on down there.

Biggest misconception about being an entrepreneur?
That you know what do about everything. You just don’t.

Inc. or Rolling Stone or…..?  If you could be on any magazine cover, which one would it be?
Inc. 

What are you reading?
Life with a Capital L by Matt Heard.

What is your must-read?
I’m still looking for it!

If I wanted to do what you’re doing…what’s your advice?
Have four times the amount of money and time you had planned. And keep going – don’t give up.

What conference would you like to keynote?
Something where I can inspire and teach single mothers or young women to grab onto a dream and work to make it happen. I would tell them “Don’t give up – and think BIG.”

What’s your guilty pleasure?
French fries with lots of salt and ketchup!

Short cut, long route, or road less traveled? What’s your roadmap?
I guess it’s a long roadmap, because I’m realistic.

The memories of a chef are tastes and smells; what would you say are the memories of an entrepreneur?
Long tiring days that feel like you’re moving in quicksand.  And also exciting highs – when you feel like you can do anything.

What makes you LOL?
Anything to do with animals – especially the talking dog Youtube videos. Or check out “dog wants a kitty.”

Who or what inspires you?
People who make it through adversity and thrive — I love the underdog story!

What’s the most important startup / entrepreneurship lesson you’ve learned?
Mo’ money – seriously, that more money and more time are what you need most. That good things come to those who wait; it doesn’t happen as fast as you dream it. It’s baby steps all the way. 

What would be the title of your biography?
Pressing Forward: The Rollercoaster Ride of Christina. 

Favorite gadget?
My cell phone – it’s amazing!

Your Ferris Bueller moment: if you could goof-off / skip out for a day, what would you do?
Hike the Incline and run down Barr trail [near Manitou Springs]; run trails anywhere in Colorado; get a facial and massage; and drink a beer on the patio of a cool microbrew bar on a hot day.

One place at anytime you’d like to visit?
Austria—I hear it’s amazing! I’d also love to go back to Italy and spend more time.

Part of the trick to staying focused?
Creating a to-do list for personal and for work each morning, divided by three main categories: To Call, To Go, and To Do.

You take a three-hour ocean tour and get stranded…what three items do you have with you?
A water purifier gadget, a 100lb bag of M&M’s (!), and a Bible.

What makes you happy? 
My dogs’ kisses and snuggles; my husband; the ocean; summer; hiking trails/mountains; a good beer; friends; amusement parks; traveling; my porch swing; jewelry; puppies; animals in general — and of course my son.

What does success look like for you?
With my company, it’s achieving my goals and growing, so that I can meet my revenue needs and give generously. For me personally, it’s loving with a full heart – being able to overcome, forgive and forget, embrace others, have a servant’s heart, be generous, and to be content in all things (I haven’t mastered the latter at all!). 

Where can readers of “In Conversation With” connect with you online? 
My blog on my website SmartGirlBags.com.

One last thing: what’s the question I should be asking you?
Would it be cheesy to say “How can I order my SmartGirl Bag?”