Freya Estreller

Episode 34 - October 13, 2015


Freya Estreller started an art project that grew into a business.


She built business relationships and now manages a 70+ person team, and she's launching a new company in the food and beverage space.


She shares the lessons she's learned and why being your authentic self is the best way to start and manage your company.


Connect with Freya Estreller: Facebook | Twitter | Instagram


Show Notes:

-How Coolhaus went from an art project to a business

-Creating a powerful vision 

-What it takes to build relationships and make opportunities happen

-Cherishing the journey


-Why feminism matters for women-owned businesses

-Core values

-Why you learn as a boss to be very direct and honest


Truth Challenge:

1. Whats your #1 Priority?

2. When someone asks you the question, what are you thinking about right now, what percent of the time do you answer totally honestly?

3. What scares you about your future?

4. Do you want to have kids and if so, why?

5. What would you call your autobiography?


My Top 4 Takeaways:

-Persistence, honesty/transparency, generosity, and hard work are the keys to get your foot in the door and turn a cold call into a warm quality relationship.


-It often takes 4-5 messages/attempts to get a response when making a cold call/email, so don't give up after 2-3 times!


-Take smart risks (like Freya did purchasing the ice cream truck and vending at Coachella)


-Be open to additional perspectives (which Freya used to shift Cool Haus' focus into the consumer goods space), and create a clear long term vision & exit plan.


More on Truth Challenge Question #2:


Usually when someone asks me, "what are you thinking about right now?" Its because they sense I am a) not present (which I feel was well addressed during the episode) or b) that the conversation evoked something in me and they can see it on my face or in my body language. Part a) is a lot easier to share with the person in my opinion (especially if I am thinking about work instead of being a good/active listener) but b) I find I more challenging, especially if my private conversation is something that I want to keep private (ie. when a past experience pops up in my head that I don't feel inclined to share).


In the context of authenticity, and my practice of it, this is an interesting and challenging question, because my personal gut reaction is to want to share it all & be transparent - which has historically led me to freeze up and either share what I wanted to keep private or literally say "nothing." So where is the line between sharing it all, and holding private thoughts to myself? After sitting with it, I have greater clarity that I shouldn't feel the need to share every last detail of a thought publicly, and when asked, know I can do a better job of simply stating my truth - without baring it all if I don't want (ie. "our conversation brought up an old memory," or "with all respect, it's a private thought," or I could go the playful route and say something such as "don't you wish you knew!" and then stand firm with whichever route I chose and move forward with the conversation.


Links Mentioned:


-Ludlow's Cocktails

-Jameson Rider Sand's new album

-The 2009 Curbed article Freya mentions

Freya and Natasha's TEDx Talk

Episode Quotes

“Ask yourself, what is my specific goal?”


“Be yourself & be transparent - lay it out there on the line”