Erin Keam - mentoring and marketing

Clarity and Confidence in Life and Closet

You guys, I freaking adore Erin Keam. This Kiwi turned Seattleite has a heart of gold and a fantastic and unique business. She helps women, especially entrepreneurs, grow their confidence in various aspects of their lives, with a focus on style and wardrobe. She’ll push you in all the right ways – she even got me out of my comfort zone by interviewing me for my first podcast ever. But she’s so much more than that – Erin is also all about elevating other women’s businesses, lifting up their voices, helping them feel strong and ready to conquer the world.

You can find Erin on her website at and on LinkedIn. She has an amazing podcast where she interviews women entrepreneurs as well as a really great blog. As you’ll see below, Erin is funny and warm, intelligent and kind – I know you’ll just want to get to know her more and hang out with her online.

Sign up for a mini-Intensive with Erin. Get clarity in your life and confidence in your closet so you can make the most of 2022!

First things first – What would be your perfect walk on stage music?

Buffy the Vampire Slayer theme song.

Tell us the story of how you started your business.

I started my business during a tropical rainstorm in Maui. It was a much-needed break from Seattle gloom, but when we landed in Maui, we arrived in the middle of a tropical thunderstorm! It turned out to be such a blessing. The combination of being cocooned inside with rain battering down the windows, and nothing to do but read and sleep and journal, led to the inspiration for my original business, The Happy Wardrobe, which evolved into I outlined a completely unique Method for discovering a woman’s true inner closet by combining every single one of my previous careers.

In the last thirty years, I’ve always explored everything I have been curious about, which ranged from marketing to retailing to real estate to television and film production to copywriting to being an instore DJ in Tokyo. I also know how to set up your fish tank and I’m a declutter diva. I’d also had over twenty years in the recovery field and a lifelong passion for clothes. By utilizing my skills in teaching self-development along with everything related to how women feel about, present themselves and offer services with their businesses, I would help explore themes and patterns easily discovered in their own home, which would lead to a closet they resonated with and move them in the direction of the life they want.

The sun came out, I flew home and bought the domain name. I was enrolled in a digital marketing degree at Bellevue College, but as soon as I got my Green Card, I launched.

What do you feel makes your audience special?

I primarily work with women entrepreneurs. I believe women are the answer to everything, and I’m passionate about us all making more money, so wanted a way to help promote others, hence my podcast where I talk to women I’ve never met. It started out as a project to get me through Seasonal Affected Disorder and also helped combat the isolation of Covid. Every woman I know is committed to helping other women grow and succeed. I also utilize the podcast for introductions so we can hire each other. My podcast audience is predominantly female as well, though I have interviewed non-binary people. My guests share each other’s episodes and cheer each other on.

If you could magically give all of your community members one thing in this world, what would it be, and why?

It would be a community of supportive women who are with them to share wins, challenges, laughter, offer help, feedback and support and love them unconditionally.

I want every woman to have a cheerleader or best friend who whispers in their ear every day that they are brave, incredible, talented, and worthy of the best life has to offer. That they are unique and precious and needed…and probably undercharging!

Has anything surprised you about starting a website?

I used to be content manager for a couple of websites, so the only thing that surprised me really was back in 2010 when I was working on an international site and told not to use Google Translate for pages in foreign languages, lol. It had seemed such a shortcut but led to some hilarious mix ups.

My VA manages my current site, with direction from me. I use an all-in-one platform called Simplero which is relatively new in the field and I’m really impressed with. If you use this link you’ll get a free 14-day trial. The concierge team they have are awesome and they are improving features every day. I prefer women-owned businesses, but am very impressed with the creator and founder Calvin Correli, he has a philosophy and ethos I agree with. The platform manages my blogs, products, sales, courses, website (It’s an easy WUSIWYG system) and newsletters among other things. The only thing it doesn’t have is a calendar function (yet) so I use Acuity.

I have a marketing background, but I still plan on getting a website audit/assessment from a consultant soon. It’s impossible to be objective about your own content.

What advice would you give to someone who’s thinking about starting their own business?

Find a problem which needs solving, preferably for a niche market, and brainstorm what you can do to offer a solution. Think in terms of value added to the customer, not cost. Be very clear with your messaging. A confused person says no. Always remember “what’s in it for them.” Start with a minimal viable product and go as lean as you can. The adage “you need to spend money to make money” is better replaced with “what’s the tangible return on investment on this and how can it be measured?” Get coaching from someone who has what you want. Get an assistant for your home or business as soon as you can – buy back time. (To find an affordable Virtual Assistant like mine, talk to Riah Gonzalez from Linq Consulting Services.)

Dress for your Vision. Know that everything you have ever experienced is of value and there is always enough time, money, and love. You are right on time and it’s never too late. Work on your mindset. Find a squad who will support you. If you’re a woman, raise your prices. And remember, it’s all about Cinderella – everyone is looking for a transformation of some kind.

If you could go back in time and do something differently, what would you do and why?

I believe that everything I’ve ever experienced has contributed to who I am today, and although It’s taken a ton of self-work to recover from painful experiences and destructive behavior, I wouldn’t change a thing. I know that everything I have been through can be of benefit to others if shared with strength and hope. I also have a huge breadth of skills because I never stopped learning in multiple fields.  My love of adventure and my constant desire for growth has led me down so many paths and they all had a great view. There were definitely dark times along the way. I’d had mood swings and depression since I was young, but it wasn’t until I was 35 that I was diagnosed as bipolar. It explained why I struggled with consistency, and I have learned I have to prioritize being well.

Do you have an email list? If so, did you start it when you launched?

Yes I do. I occasionally send out musings about life, career, mindset and style. I’ve been told they are amusing and quirky, which is nice. I started with friends and family, but now I get regular sign ups through my website or podcast.

Is this your only job? Did you launch your business while working another job?

I’ve worked since I left high school at 18. When I came to the USA at 45, I was on a student visa, and since I couldn’t legally earn, I spent time not studying beta testing my services. I started with a focus on uncovering women’s unique personal style, but since I run a “boutique” service, clients can choose to focus on anything from public speaking to decluttering their Zoom home office to planning their ideal life or dating profile. I also run Vision workshops, I’m creating an online course in conjunction with Dona Sarkar ( and I’m going to be collaborating with another creative endeavor, details to come.

For fun, I write fiction and non-fiction, recently wrote a screenplay, plus I host my podcast (have you listened to Cory’s episode yet? She was awesome!) Right now I’m also learning to sing and ride horses. Not at the same time…

What do you say to someone wanting to start a business?

When I talk with women wanting to start a business, in some cases I recommend an A job and a B job. The A job is your new business, but there is nothing wrong with having a back-up B job in something you’re not that excited about to pay the bills. You can start your new business part-time until it can support you. Keep separate personal and business accounts and track your earning and expenditure every day. Work on your mindset, women have had generations of being trained to have “imposter syndrome.” And charge based on the value you bring, not by the hour.

How do you promote your site?

Ironically, for someone who’s brilliant at helping others market, I struggle to be visible as I’m affected by mood swings. I’ve learned to batch outward facing content and schedule it so I show up consistently on social media and other platforms. Regardless of how I feel, I always show up for clients, focusing on others helps and inspires me. I am also active in online communities and I belong to several squads.  I have a ton of content, so it’s pretty easy to find me in search engines.

Who are your favorite bloggers or podcasts right now? 

Well, me. I think I’m hilarious. And I certainly have incredible guests! Check it out!

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