Back in February of 2019, after hearing over and over again how I needed to meet Christina Noel, I met Christina at Jubala Village Coffee in Lafayette Village. She walked in with a bag that said “Not All Who Wander Are Lost”, and I knew immediately that we were kindred spirits. Christina has a deep love and care for human-beings, continually seeing the good in others and making space for supporting everyone in our community. Like her mentor Danny Rosin and others in our Community Leaders Drinking Coffee group, Christina seeks out ways to do good, which is profusely evident with her new company, better made easy, as well as her dedication to the B Corp network and mission-driven brands. Meet Christina Noel, enjoying this peek inside the mind and heart of this absolute rock star!

First Friday Female Founder Feature:

Christina Noel

How would you describe your company and the products / services you offer?

My company, better made easy, is a sustainability-focused corporate gifting company that makes it easy to give thoughtful, personalized gifts that give back.

I’m also the founder of Noel & Co., a Certified B Corp marketing and strategy consultancy that specializes in providing fractional marketing leadership for mission-driven and local companies.

Why did you start your companies?

I’m obsessed with the idea of helping mission-driven and local companies grow.

Profitable growth allows for the opportunity to create great jobs, reinvest in local communities and give back in big ways. Investing in this kind of profitable growth is a way to stave off layoffs and career stagnation.

Through Noel & Co., I’ve been able to work with Certified B Corps, non-profits and startups to create profitable growth by helping them get more ROI from marketing, sharing their incredible stories and how they are changing lives, and their communities, for the better.

After focusing on growing other brands for seven years, I asked myself the question, “What else can we be doing?”. I explored what success looks like to me and developed the idea behind better made easy.

Now, I'm ready to build a scalable company and pursue a unique business model that leverages gifting as a form of marketing.

Through Noel & Co., I’ve been able to connect with companies who have product market fit on the path to success and, now, better made easy will allow us to build a larger platform that drives growth for even more brands by connecting them to larger corporate clients.

Christina Noel outside Sola Coffee with one of better made easy’s gifts

What have been the most rewarding parts of your journey in founding this company?

The relationships I’ve built in founding better made easy have 100% been the most rewarding part of the process. It’s the people – so many of the brands we purchase from and the people who run them are very inspiring.

Getting to build a team and community around my business also has taught me so much about relationships and helped me to feel more tied to the local community.

For instance, one of my closest friends, Anuja Acharya, has spent many nights and weekends helping me make this business happen.

And there are so many others who’ve helped me make better made easy a success. And that’s just why I love better made easy– gifting is something tangible and meaningful that shows appreciation in a relationship.

We also love the impact a gift can have, especially when it makes someone feel seen and cared about.

We recently got feedback from a customer who sent a gift to her friend who was a new mom. The gift was thoughtfully curated, and she loved it so much that she cried.

We are a company run on relationships, made for relationships – whether it’s a friend, customer or employee relationship. We’re here to help people demonstrate their appreciation for everyone who helps them succeed.

About what are you most proud?

Honestly, the fact we’ve made it happen. We’re only a year into building better made easy, but, once I had an idea and felt really passionate about it, I just went for it. I’m so proud of that!

We didn’t sit around – we went to market in a matter of months with our MVP (minimum viability product) in time for the 2023 holiday season. That meant building an online store on Shopify and learning how to manage inventory / set up operations super quickly so we could validate the idea in the market.

It hasn’t been easy, but we’ve tackled every challenge that’s come our way. That’s often the one thing stopping entrepreneurs – just going for it. Everyone has an idea. But execution is 90% of the deciding factor as to whether or not you’ll succeed or fail. You learn so much by just doing.

And, by going out and making it happen, we’ve learned so much more than we would have just sitting around and *thinking* about the idea!

Are you naturally organized, was it a skill you learned or is it something with which you regularly struggle, and what tips or tools do you use to stay your most organized?

I am not naturally organized– It’s definitely a skill set I’ve learned.

As a business owner, you’re kind of forced to be at least somewhat organized, but, if it’s something that doesn’t come naturally to you, it’s important to own that, work on it and, also surround yourself with people who are gifted in that way.

Thanks to working with Emily Parks, I’ve been able to understand who I am, how I operate and how to create organizational systems that work for me.

You have to figure out what works for you and what works for your team and, then, be okay with the fact that everyone’s needs may be a little bit different.

To stay organized, I make sure to prioritize well. I write daily to-do lists. I keep it simple, and that’s okay.

For my team, I get more granular. I make sure they know who’s doing what, by when, and what the expectations are. I also make sure I surround myself with people who have complementary strengths.

Systems and tools are just that– tools. There’s not one that works best, but you can figure out what works best for you.

Who’s the one person who changed your life and why?

My mentor, Danny Rosin. His career and impact on the community is the north star for the type of leader I want to be and the type of impact I want to make on our community. I’m also so thankful to him for sparking my obsession with how to innovate around sustainability and corporate gifting.

What words of wisdom would you have for someone who is overwhelmed with staying organized and / or productive?

When you’re overwhelmed - take a step back and break it down.

I map out all of the tasks I need to get done based on a chart of “urgency versus effort.” From there, we can figure out quick wins as well as direct my energy toward the most pressing tasks.

It can also be helpful to “phone a friend.”

While there are times I’ve done this exercise alone, when things feel extra challenging, I’ve asked Anuja to help me map out the best course of action, and that has made all of the difference.

You have to ask for help when you need it.

And, then, take things “bird by bird” (shout out to Anne Lamont fans).

Do you use technology to help stay productive or organized? If so, what’s your favorite program, app or tech tool?

Absolutely. Notion is one of my favorite things on the planet. I also love G-Suite and how open-source it is.

The same thing goes for Canva, which I have a deep and undying passion for. It’s made design accessible to small businesses and has completely changed the game.

Also, specifically from G-Suite, I love Google Keep. Emily taught me about how to use it to pull image-to-text and that its database of information is super searchable. It’s a much better alternative to Apple’s Notes app.

Also, I know everyone’s afraid of it, but I find AI super helpful to help me map content and key projects out.

Rather than using AI to replace human skill and creativity, I see AI as a tool that saves me time and affords me more space to be creative.

4C - TowneBank-baskets-team appreciation gift.jpg

How do you feel about work / life efficiency or integration in your life, including any tips or challenges for managing the personal and professional commitments in your life?

I definitely believe that work and life have to be integrated. It’s important to prioritize. Take things week by week, and give yourself grace.

This year, my brother got married, and, though that doesn’t sound like it would have a huge impact on my work, I spent a massive amount of time and energy to invest in being there for my family.

I had to give myself grace when I couldn’t do it all, especially during that time, and allow myself to enjoy those precious moments with my family.

Also, the reality is, I can’t ever do it all on my own.

I’ve sought to hire more support, which I’m thankful I can do at this time, and I’m learning how to delegate tasks to my team. I’ve recognized that it’s going to take a community to do what we’ve set out to do.

About what causes are you most passionate?

The causes I’m most passionate about are building community, sustainability and driving sustainable growth so people can have great lives and a better planet.

What have you found to be the most effective way to relax after a long day or super long week?

Pilates. You have to make time to work out. I love playing with my kiddo. And I’m not above binge watching shows on Netflix– most recently, Lockwood & Co.

What is your favorite author / book?

I highly recommend Audible; I get really nerdy about books. Most recently, I loved Shoe Dog; the story of Nike and how Phil Knight built the company.

Also, I adore Brené Brown. All things Brené Brown - it’s impossible to choose.

Attendees of Noel & Co’s 2023 Founders Summit

What is your favorite inspirational quote?

Brené Brown has a quote that is a remix of an excerpt from Teddy Roosevelt’s “Man in the Arena” speech.

It can be simplified to this: “If you’re not in the arena also getting your ass kicked, I’m not interested in your feedback.”

I used to take feedback poorly, but now I know that it’s so easy to hate and criticize when you’re not in the arena. But, if you’re not a founder or haven’t experienced what I’ve experienced, your negative criticism doesn’t mean much to me. Doing anything extraordinary means that you’re gonna have haters and you’re gonna get pushback. Now, I get criticized, and I’m okay with it.

What is your go-to accessory?

I have these earrings from Larissa Loden– the Rhimes earrings– that I wear all the time. They’re super cute and I love them, and they’re for sale on the better made easy site under “Jewelry”.

What are the fundamentals of your beauty routine?

My beauty routine is more skincare than makeup. When possible, I use natural products.

I particularly love Lo & Behold Naturals, which is a woman-owned company based in Durham. I don’t wear perfume, but, when I wear their neroli and chamomile facial serum, which smells like Heaven, I always get compliments.

On the day-to-day, to save a buck, I use CeraVe for everything.

What is your favorite food?

Two Roosters cookies and cream non-dairy ice cream. I’m both gluten- and dairy-free, and this non-dairy ice cream is made with gluten-free Oreo cookies, which is perfect– and so delicious!

Of the locally-owned and -operated establishments in the place you currently live, which are your top 3 favorites and why?

A Place at the Table. - I’ve been friends with Maggie Kane, the founder, for years, and I’m such a fangirl of her and her non-profit. I’m so thankful our community has a pay-what-you-can cafe where truly everyone is welcome. She has done an extraordinary job bringing our community together through A Place at the Table, and she has also done incredible work inspiring non-profit leaders in our community to collaborate. Plus, I’m excited they are launching a food truck this year to serve corporate events!
Slingshot Coffee - Slingshot is an epic brand and woman-owned. Jenny Bonchak is a founder I really look up to. She’s advocating for better funding for women business owners, she’s a badass, and she’s created one-of-a-kind products. I’m pretty sure there isn’t a cold brew on grocery shelves that has the same level of kick and quality as Slingshot.
Big Spoon Roasters - There is nothing quite like Big Spoon. It’s a snack brand that is endlessly yummy and one-of-a-kind. I’m especially addicted to their carrot cake and chai nut butters.

Figure Your Sh*t Out Accelerator Group, led and facilitated by Christina Noel

What is your favorite place that you have visited?

I love animals, and all of my vacations are typically tied to being out in nature and seeing wildlife. My favorite recent trip was going to Yellowstone National Park and trying my hand at wildlife photography. I even took one shot of a bison that I’ve seriously considered framing.

What movie could you watch on endless loop?

These days, I watch a lot of kids' movies, but I’m okay with that because so many of them are REALLY good. I’d probably have to say Moana. The music is so good; the story is so good.

If you could have one superpower, what would it be?

I’d want to be like Wonder Woman or one of those superheroes who have multiple superpowers. I would like to be able to freeze time and have super strength. Time is everything, especially as a business owner. But having strength is so empowering. The stronger I get, the more grounded I feel.

What advice would you give your 21-year old self?

You can’t always choose what happens to you, but you definitely have a choice in how you react.

Life is pretty long, but, as soon as you can get good at failing, you can become resilient and relentless. I’m a recovering perfectionist. When I was 21, I sucked at my first job, and I felt like the world was ending and that I was a failure as a human. But that’s dumb. You don’t have to be good at everything. You just have to learn what you’re good at and lean into it. Know your weaknesses, own them, and find people who complement them. Have big ideas, and be bold enough to set bold goals.

Also, don’t f*ck up choosing a life partner– they impact everything. I have a great partner. He’s overly patient and helps a lot. If I had ended up with anyone else from my 20s, my life would be so different. I particularly appreciate that my husband truly complements me, and, because of that, we make a great team.

If you could have lunch with anyone (living or deceased), who would it be and why?

I love books because I feel like they give us somewhat of an opportunity to learn from people as if we were getting lunch with them. But someone I’d love to have a real-life meal with is Seth Godin. He’s an author and entrepreneur that I love and look up to. I would love the opportunity to hear about the life behind his prolific career and learn from his expertise.

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