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In 2009, Alyssa Wasko starting making scarves in her college dorm room to cope with the death of her father, Donald. The scarves were shared with colleges around the country, uniting Alyssa with a community of people who also found solace in her creativity and would  later become the community behind DONNI. 13 years later, DONNI, is on every fashion girl’s favorites list for elevated essentials - your favorite pair of chino’s with a tortoise button, a scrunchie for every day, or a waffle set that’s almost impossible to take off. The brand has landed her a spot on Forbes 30 under 30 list, and is now sold around the country with retailers like Shopbop and Neiman Marcus. In this episode, Alyssa and I talk about vulnerability as an entrepreneur, the key to a slow burn, and why she’s betting on live shopping for the future.