On a recent episode of Aspire with Emma Grede, Diarrha N’Diaye-Mbaye (founder of Ami Colé) sat down with Emma Grede (co-founder of Good American and SKIMS) for one of the most transparent conversations we’ve heard about building, losing, and learning in business.
Diarrha opened up about launching Ami Colé, raising millions, landing in Sephora, and ultimately closing the company. But more than the business lessons, what stood out was her honesty about pressure, scarcity, failure, motherhood, and resilience.
Her reflections weren’t just about retail math and fundraising—they were about life. Listening to Diarrha, it was clear: the way founders build companies often mirrors the way we build (and rebuild) ourselves.
Life Lessons from Diarrha’s Journey
1. Decide Your Model → Define Your Season
Diarrha admitted she hadn’t fully decided if Ami Colé was meant to be a high-growth VC-backed play or a patient, profit-first brand. In our lives, we face the same choice: are we in a season of building or stabilizing?
Ask yourself: What season am I truly in for the next 90 days—stretching or restoring?
2. Raise Enough Runway → Protect Your Energy Budget
Emma reminded Diarrha that a company needs enough cash to survive its mistakes. Diarrha reflected that she didn’t raise enough to weather pivots. For us, the currency is energy.
Try this: Block 20% of your week as white space. If every hour is booked, you’re already underfunded.
3. Retail ≠ Direct-to-Consumer → One Size Doesn’t Fit All
“What works on your website might not work in Sephora,” Diarrha said. The same applies to us—what worked in one season may not work in another.
Ask yourself: Am I holding on to an old strategy that no longer fits?
4. Transition on the Way Up → Evolve as You Grow
Diarrha’s products, packaging, and even positioning shifted as Ami Colé grew. “How you start is never how you end,” she said.
Reflection Prompt: What’s one “beautiful” old way I need to release so I can scale my life differently?
5. Fire Faster → Release What Drains You
Diarrha confessed she held on to misaligned team members too long, out of gratitude. A small team magnifies every mis-hire. In life, a small circle magnifies every drain. In life, when your circle (your community, support system, or friendships) is small, every challenge or conflict feels bigger because there are fewer people to balance it out.
Action: Write an “Exit Criteria” list. If a commitment drains more than it builds by next month, release it.
6. Founder Literacy → Learn the Numbers of Your Life
Diarrha said she didn’t know what she didn’t know in finance—until it was too late. Emma nodded knowingly: “Every founder has to get literate.”
Try this: Track three personal metrics this week—sleep, focus hours, and social energy. Let data (not guilt) guide your next change.
7. Scarcity Hustle → Abundance Posture
Diarrha admitted she was on calls “between contractions,” scared of possibly missing a major opportunity. Emma empathized, recalling her own postpartum hustle. Both women named it: scarcity mindset.
Anchor Thought: If it’s mine, it won’t pass me by.
8. Motherhood Lens → Align Your Tradeoffs
As a new mom, Diarrha realized: if something takes me from my kids, the return has to be real. Emma agreed, sharing how hard it was to launch Good American three months after giving birth.
Ask yourself: Does this build me, serve my people, or move my mission?
Failing Up Instead of Failing Down
Diarrha calls this season “failing up.” Even in closure, she is resting, rewiring, and choosing to build again differently. Emma affirmed her: “Every founder fails. The difference is, you’re brave enough to share it.”
For us, failing up looks like rest instead of burnout, therapy instead of silence, letting go instead of clinging.
Final Note from The NoteShare
Diarrha N’Diaye-Mbaye’s honesty shows that failure isn’t final. With Emma Grede guiding the conversation, we saw how building a business parallels building a life: both require courage, evolution, and literacy in what really matters. I’m grateful to these ladies for such a transparent conversation—I hope this reflection blesses you.
With you on this journey,
Allene