Meet entrepreneur, Charlotte Keesler, who is building a company for women in the workplace

August 10 23:32 2020
Meet entrepreneur, Charlotte Keesler, who is building a company for women in the workplace

Not too long ago, Charlotte was leaving her position as an Investment Associate at a prominent Los Angeles Venture firm, Fifth Wall, to start her own women’s workwear brand. A few months later, Coronavirus took hold of the US, changing the work landscape for the foreseeable future, if not forever. Charlotte took the opportunity to reevaluate her business strategy, quickly pivoting to a model she believes will be much more impactful for the women she is trying to help, as well as have a more successful outcome for herself and future stakeholders.

Charlotte Keesler, 27, is an emerging entrepreneur who is using her past experiences to solve the pain points that women encounter in the workplace. Charlotte graduated Phi Beta Kappa from Washington & Lee University with a BA in Economics. After school, she worked on Wall Street at Deutsche Bank as an Investment Banker in the Consumer and Business Services Group. Charlotte then moved to Los Angeles to help launch the Retail Innovation fund at Fifth Wall Ventures, where her passion for consumer startups grew into an obsession.

“When I first started Per the work edit, I was laser-focused on creating a collection of workwear that addressed the need for modern, comfortable, and affordable business casual clothing for young women. I was tired of spending my hard-earned money on clothes I didn’t like – I felt that many offerings were out of touch with the young working woman, whether it was in terms of style, comfort, price point, you name it!” Then, Coronavirus struck.

“I was literally about to sign a contract with a production partner and held off. I realized the pandemic was going to drastically change how we interact with work, so I decided to take some time to better understand my target demo and the challenges women experience at work. I was surprised to find many of my own frustrations echoed in these conversations and that’s when everything changed. There is so much more to address in the workplace for women than just clothing, so I began to think bigger and ended up formulating my business plan as it exists today.”

Charlotte’s company, Per the work edit, is building a network of women who can leverage each other for information and support. She is creating an online platform where the community can consume helpful and inspirational content as it relates to the workplace, women in business, career progression and other aspects of professional life. She is also building a forum as part of the online platform, where members can interface regarding a variety of work-related topics. Charlotte believes that while there is a lot of information available as it pertains to these subjects, it is not synthesized nor presented in a digestible way that speaks to women towards the beginning of their careers.

“There is a real need for a consumer-facing company providing young women in the workforce with the knowledge, tools, and resources to achieve success, however they choose to define it. There is always more to learn, not only in the classic educational sense of, for example, how to negotiate better, but from each other. I want to create the trusted and go-to brand for a woman in the first part of her career, beginning with information and connection, and ultimately expanding to all parts of her work life. Who knows, it may even include workwear.”

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