We had the good fortune of connecting with Anna Livermore and we’ve shared our conversation below.
Hi Anna, how do you think about risk?
Risk has been a huge factor in owning V.Mora and starting a company. In the beginning I would take a small risk and see if I would live through it. Then take a larger risks to see if I would live though that. While owning a company for the last 12 years I now know if I’m not taking risks, if I’m not uncomfortable, then I’m not growing. Risk is a part of the game I always try to wager my risk/ reward to make sure the risk is actually worth the reward. There’s the balance of taking risks all the time that aren’t smart. I do try to evaluate that and make sure the risk/ reward pays off.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
It definitely was not easy, I always got fired from every job I had. I was completely unemployable, stubborn to always wanting to do things the way I wanted to do it. The ability to realize that things are always going to change which was a huge awakening for me. Ultimately that’s what keeps me successful, being able to pivot and come to a roadblock and know that there is a way around. With growth comes obstacles that I just have to overcome, and the bigger I grow the bigger those things will be. COVID is a great example because we had to pivot, and take steps forward to find new solutions. Whenever I’m hit with these massive challenges I look back on my experiences I’m able to reflect on other experiences I have gotten through and know that I’m always going to come out the other end. It’s important to me that people love their job, our team is strong and enjoys coming to work. If you aren’t enjoying what you’re doing then why do it. Having that energy in our office attracts that type energy from our clients. At the end of the day we do things out of passion.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I absolutely love New York, I love the city! My favorite thing to do is walk around and go shopping. I work in fashion so visiting boutiques and discovering new designers even if I’m not spending money. I like to find out what and who is out there picking up food on the way. I love little shops that you can snack in while walking around. SoHo is definitely my favorite area for shopping, some stores that I love are Hotoveli, Totokaelo, and Dreems on Air. The little boutiques in the SoHo area, the food. I just love discovering things and eating at restaurants that you pass by. West Village is great for food, there are so many amazing restaurants there but also in New York in general, you can literally go anywhere and you’re bound to have a good time. I do like walking on the High Line, I love SoHo house the one in the Meatpacking District and the one in Dumbo, Brooklyn. We hangout there with friends all the time. Going to Central Park, eating, shopping, discovering the secrets of the City. There’s nothing you can’t do here it’s the best of everything.
Who else deserves some credit and recognition?
It’s not possible for me to give credit to one person who has been part of my success. I’ve had people in my life since I was kid who have instilled the entrepreneur mindset in me. The first person would be my grandmother who was paralyzed from the neck down, and she owned her own company which showed me anything is possible. You can do anything if you put your mind to it and she actually walked-the-walk even though she couldn’t walk. She would have me sell door to door and when I would get scared if they would say no, her answer would always be “Who cares! Go to the next door”. She was always pushing me and giving me the entrepreneur spirit. Sonja who taught me how to sew. Our relationship was very Karate Kid and Mr. Miyagi; tough love, pushed me through it, and made me decide if I really wanted to do this or be a baby and cry which happened often. It only made me suck it up and be more determined to make a career out of this. Jeanna Gabellini, my business coach who helped me take the risks and have the confidence that I needed to act before I could actually be. Fake it till you make, she made me jump even without knowing if there was ever going to be a net. Last, I have to recognize Richard Branson who I have been on 10 hour bike rides with and I just watched in awe at how he handled stress, how he took risks, and how he is this overpowering presence that has so much on his plate but he handles it all with grace and lives through example.
Headshot photo: Jason Riker