The first...


Good morning New York, 

Happy hump day! This is a reminder to steer your life in your favor no matter where you are. Someone, somewhere is working towards the future, and so should you. Today is the day after midterm elections, and we have received news of elected officials who will make decisions for the rest of our country. The inspiring story of Alexandria Cortez-Ocasio stands out to us, and that is because she just made history. Ocasio, is the youngest elected crongresswoman who will be representing New York under the democratic socialist party.

Her story stems from a humbling beginning as  bartender working to pay the bills, and evolves to running for candidacy in her home state of New York to a win in 2018. Everyday we wake we have the opportunity to create the script for what is we wish to create for the world. Ocasio is a prime advocate and example of how we can thing in progress. Did you vote yesterday? If so great! If not, why? Don’t know how? Then not to worry, you can find it how here:

share with us your votin story una comment below. 


Forbes Under 30 Summit

What an extraordinary experience to be surrounded by thousands of innovators currently shaking up industries worldwide. Attendees gathered from every continent to take in valuable information from top business men and woman of today, led by the editors at Forbes. The annual, Under 30 Summit in Boston, Massachusetts is an incubator for endless connection, collaboration, and innovation.

The three day conference took place in City Hall, in the midst of founders, CEO’s, and politician who took the stage to speak about their journeys to success, as well as, hot topics around the world. Speakers included Sara Blakely (billionaire Spanx founder), Jennifer Hyman (Rent The Runway’s CEO), Christopher Wiley (infamous whistle blower), Kyrie Irving (NBA superstar), and John Kerry (68th Secretary of State). Panel Topics ranged from Politics to Gratitude and each had a message to plant and spread.

John Kerry, spoke about his history, to depict an image of hope and motivation for change. He spoke about the passion necessary to stand proud and take a stance. Whether it be with your voice or with a vote on November 6th. Blakely, shared her genuine approach to filling a void in the market and embracing a more femininity in business. Now, she has a billion dollar company to prove it works. Each speaker unlike the other had one thing in common - and that was showing up and still leading impact wherever they stood.

Business is the best game. Strategy is key. With the right building blocks, ideas, and team you can accomplish anything. With so much life ahead of the Under 30 generation we have the opportunity to open doors and keep them open for those to come. Make your voice be heard, stay proactive and take responsibility. With the beauty of networking and connecting ideas, we can innovate even outside the Forbes village as we scale to 30 years old.



'The truth has changed' and we are responsible.

Josh Fox, The Truth Has Changed

How do you make a difference? I often ponder on the idea of how my presence, and every day actions can make an impact in my lifetime, and for the generations to come. Sometimes I feel like I can start a revolution and others I feel defeated by the constant blows that puncture our society’s progress. Last night, I felt the latter. Listening to “The Truth Has Changed” performance and book by Josh Fox made me want to keep pushing towards a positive change. 17 years after September 11, 2001 there are so many conversations that are still taking place in regards to our political, and environmental climate, Josh Fox, addresses both.

In a large theatre seating about 150 eager listeners, Josh brought life to his book. His passion radiated through the auditorium and made you hungry to learn more about the tragic state of our country and what we can do to help. From his volunteer work in feeding the first responders of 9/11 to the research which gave birth to, “GASLAND”. His words make you want to strike back. They bring attention to the horrific acts that are stabbing into the depths of mother earth’s core, making her bleed fumes of harmful gases slowly killing those inhabiting her bleeding path.

“The Truth Has Changed” is separated into a long journey of journalism, and documenting on the political spectrum which just so happens to coincide with how the rest of the world acts towards our environments. With the bad guys hard at work trying to feed their greed, the planet takes a toll in response to it. Josh Fox brings attention to the acts of, Rex Tillerson (former ExxonMobile CEO), BP, Cambridge Analytica, The Clintons, Vladimir Putin, and of course Donald Trump. They call this act, ‘Fracking: the process of injecting liquid at high pressure into subterranean rocks, boreholes, etc., so as to force open existing fissures and extract oil or gas’. This is what catalyzes the drop in temperature of our planet, which leads to glaciers melting, species dying off, and toxicity in water areas nearest the contamination.

So how do I become involved? How do I bring awareness to the issue? How can we stop these multi billionaires from investing fear to our causes? My conclusion is education, EDUCATE YOURSELF. We live in a technology based society that gives us access to information. Find reliable sources, don’t fall trap to fast marketing, or senseless programming. We can be and do better. Wake up. Call your representatives, show up to a rally, and make your voice count.

The Truth Has Changed, Josh Fox

NYFW Kicks off with a Cause

Fashion Hub NYFW
New York Fashion Week
Fashion Technology

New York Fashion Week - Model babes, apparel to die for, and paparazzi are oozing through the streets of New York City. With so much glitz and glamour in front of the camera we forget about what goes on behind the scenes, The process that goes into making the entire event possible. Production, energy and time. The fashion industry has been battling the waste production side for a long time. It is the second largest cause of pollution in the world. Elucid Magazine and Fashion Hub kicked off fashion week with an important panel on Sustainability and Technology, and the influence it can have in the fashion industry.

Production and waste are too often forgotten factors. With the age of Technology on the rise designers are looking into ways technology can help reduce waste production and enhance design. Block chain and crypto-currencies have been taking over the media this year. How do Block chain and fashion come together you ask ? I wondered the same thing. Blockchain technology can help reduce waste and educate buyers with a scan of a sku. Imagine being able to scan an item of clothing and know exactly where it came from and what materials were used to create it. Digital skus will relieve material production for tags, reducing waste in every part of the garments journey. Everything from plastic production to manual labor can be reduced significantly by this technology.

Big Retail stores such as Target began using body scanning programs to reduce waste. Body scans can help mass produce samples for form factors of different body types. Instead of using fabrics and labor to re-make potential apparel Target is using mass customization to produce and create samples.

Fashion Tech goes to even higher levels with fiber optic technology. Alpha Roman has found a way to tap into the medical realm of apparel. They use this fiber optic technology called luminance to add comfort and meaning to their fabulous fits. Fiber optic weaving in clothing can reduce the pain and effects of radiation in cancer therapies. This is a ground breaking feature in fashion. Alpha Roman is empowering people through fashion and Technology. Feel good and look good no matter what you may be going through.

The future of fashion is important and its great to see designers taking strides to make it about all the people. Good clothes make people feel empowered and confident. It can be the difference between having a good day an a bad day.  Fashion Hub and Elucid Magazine brought an important topic back to the forefront of fashion. So let me leave you with this: The 10 year supply - If we stopped producing clothing right now, there would be enough clothing on this planet to drape all of us for 10 years! Think about that the next time you pick up a new garment.

Stay woke and keep innovating!

Hey buddy, you feeling a little blue? #YouAreNotAlone

Life works in mysterious ways, and through it there come ups and downs, but no one tells you just how shitty the downs can feel. For much of my life, I have been depressed. In my own thoughts, speaking poorly to myself, and then facing the world without cracking because I never thought anyone cared. I know many others like me, and it wasn't until recently that I began to think otherwise. 

It was a really dark time in my life in which I knew I needed to live, but I had no want to. Not because I didn't have dreams, a job, a family that cared, or friends. The truth of the matter was, I had everything I could possibly need to survive. I was just in a bad place. Wrong friends, wrong job, and just overall toxicity in all areas. So it wore me down. 

I didn't want to feel this way anymore because it often leads to abusing substances, irregular sleep schedule, and procrastination. So, I took some time to self-reflect. I was sober. It wasn't easy because I wanted to distract myself, numb the feeling, and escape, but this time I couldn't. I had to face myself. It wasn't easy, but it sheds light on the matter at hand. 

When I chose to look at myself, and seek counsel from entrusted friends is when I realized two very important things. One, I was abusing substances that were causing me to fall into poor habits. Two, I was the only one who could possibly get me out of my own situation.

So one day I got up and decided I was going to be happy. I changed the title of my alarm on my phone to read, "I am grateful". Began my day with a short ten minutes of meditation, food, and a walk around the city. I added physical activity to my routine and stuck to healthier habits. In just the first couple of days of doing that, I felt better. STICK TO IT, or you will relapse.

Now, I am not saying that this is true for everyone and it is completely going to change your life, but you are not alone. The world is full abundant with love, and compassion so you have to go find it! The likely outcome is that it is also within yourself. My greatest realization of all this is that YOU are the only one who has the POWER to CHANGE your situation. I stopped blaming my surroundings and started paying closer attention to me. 

I hope that this can inspire you a little and remind you that we are all human, and emotions can dictate our thinking so make sure that you feed yourself love and progressive thinking. Here are some quick life hacks that can help below.

1. Watch this (*lol*)

2. Call your mom, a friend, a mentor, or someone that makes you feel good.

soy yo

3. Write out ten nice things your like about yourself. Read them out loud.


4. Sign up for a Gym, Yoga, or Dance membership. Stay active get those hormones running.


5. Set goals for you to achieve, crossing things off a checklist feels good.

6. Cry.

soy yo

7. Find a therapist you can talk to.


We are here and we have a community of people who are just like you! 

How to calm the fuck down in 60 seconds


If there's a part of your body that's feeling tense. Maybe you're carrying a lot of weight on your shoulders, your hands, and you need a bit of ease. Sometimes it seems like these feelings keep coming back and we can't seem to make them go away. Truth is, you're not alone, and it's time to get you back to your groove. So take a couple moments to learn how to let go of the shit you don't need. 


Tension release  

- Use the tension in your body, and let it go one area at a time. Start by tensing your head, face, and jaw then work your way to the shoulders, butt, and all the way down to your toes.  

- Take a deep breath hold it and curl your toes for a big deep breath. Let go completely after every breath. Repeat it 20 times.

- Find the nearest pillow and yell into it. 

- And now feel the tension leave your body :)

Deep breathing:

When tense, we often breathe from the upper chest. A full, deep breath helps relieve tension.

- breathe in and hold for 3 seconds. 

- let your breath go all at once, and drop your shoulders. If you're feeling extra add a sigh or a hum after.  

- Close your eyes and pay attention to the air coming in from your nose and into your lungs.

- think relaxation and repeat the exercise for 30 breaths.


 - If you’re reading this, you’re likely a creative and you have an imagination. 

- So let’s say fuck you negativity. I’m about to change the fucken world. Sorry for my French but I relieve tension by cussing. Anyhow, close your eyes. (After reading this of course)

- focus on your breath again, and imagine a place that reminds you of peace. Imagine what you want the place to be like, from the smell, temperature, to details of the plants and sounds around you.  

- be specific and maybe even imagine a goal. Imagine yourself accomplishing it and celebrating the accomplishment.  


Wellness Wednesday presents Wellness Travel, the best form of healthcare

Do you have a procedure you can't afford in the US? Have you considered traveling to a different country for it?

Recently a couple friends and I were having a conversation about our content driven generation, and then it led to a conversation about vlogging and how there are people promoting something known as, "Wellness Travel". With excruciatingly high healthcare cost, it is difficult for the average American to have their health needs met. As an alternative, wellness travel is something that some individuals have opted to do as a more inexpensive option that also allows you to recover while on vacation.

This form of travel, is the innovative way to have your health needs met abroad at a fraction of the cost. These wellness getaways can be beneficial for ones physical, and mental health. By taking a break from everyday routines you can reprogram your body to create new ones and alter eating habits to healthier ones. 

in more severe cases, there have also been conversations about having surgeries, and treatments at hospitals in different countries because of their affordability. Travel for Wellness is not uncommon, although they are usually very different for each individual. Each getaway in the form of wellness is unique to each person. The intention of leaving the United States to bring a balance to bodily functions, and mental balance is something that requires method, either personal or professional depending on the case. So if you ever find yourself in need of a procedure that's going to cost an arm and a leg, you should consider getting a vacation out of it. let us know where you would go, in a comment below. 



Some are consumed casually, some are abused, others are illegal, and most are prescribed. The truth of the matter is that they are accessible and sometimes it's easy to fall into the rabbit hole of substance abuse. In other words the misuse of drugs.

There are many reasons why someone may try a drug or alcohol initially, and even more reasons why someone may resort to continuing a habit of overuse. The scientific explanations is, dopamine. Our brains release dopamine, which is a hormone that travels through our "reward pathway" in our brain, therefore we expect more once we have triggered the need and want for a hit or shot of alcohol. This is how addiction begins.

There are many ways to prevent and overcome addiction and the first step is to admit to the problem. Moving forward there are hotlines such as, 888.969.6159 the American addiction center. There are also prevention centers that you can find in areas near you with a simple google search. 

I solely write this article to bring awareness to the potential of addiction and relapse as we commonly hear of situation that come about in the world of celebrity and maybe in our own communities. It is important to understand why we fall into the trap of feeling like we "need" more, while also understanding there are other means of finding a source of dopamine that are not harmful to our health. This is not to say do not do drugs ever, I am an advocate for recreational use of certain substances in moderation. It just takes a level of maturity and self awareness to go about experimenting through life with certain substances and not becoming slaves to them. Everything has a limit, and if you know someone who may be suffering show compassion and try not to judge. Sometimes the isolation of peers due to addiction leads to relapse. Be there for your peers and show them alternatives. thank you for taking the time to read this, I hope we find a way to continue promoting good health and alternatives to a positive life. Be like Lebron, "Buy art not drugs".


Tag us @soyyomag with #WellnessWednesday as a hashtag and share a success story or alternatives to enjoying recreational time. 


SOYYO Magazine x Camp Brooklyn A Creative Affair


 Soyyo Magazine curated a special fundraiser in support of Camp Brooklyn Fund! 

Seven spectacular artists showed their work, alongside recycled fashion pieces to benefit Camp Brooklyn Fund. The day consisted of networking, with a dose of music, fashion, and art!

Individuals near and far gathered as ALLIE CNTRS mixed the tuned that brough the good vibes and
Art by NY's finest was shown:

Shei Phan, showing her One of One piece from her 'Forget Me Not' series

BK THE ARTIST, showed some intimate pieces showing the beauty of love and diversity with his 'Breaking Brea' piece.

Dirt Cobain, with his notable "You get me so high" artworks.

TURTLECAPS, giving us a dose of his imaginary creatures.

Aamenasaurusrex, showing us the greatness of the outdoors through her lense.

WORM, showing us his exceptional robots to remind us that we are all interconnected and 

Tiffany showing some abstract, and tasteful pieces inspired by the outdoors. 

With surprise performance by Brooklyn natives MR. Monk and BLK ZEN! 

A huge thank you to all who came to support we sold art and clothes all for charity. A big shout out to Kombrewcha which gave us tasteful drinks to sip on, LipstickandLogic for curating the fashion, and all the creatives who joined us as we set off to send children to camp! 

"Many children from low-income families seldom get a chance to leave their urban environment. The Camp Brooklyn Fund was created to give these children an opportunity to attend sleep-away camp and have an experience of a lifetime! Just $750 will send a child to camp for two weeks in the summer."

To learn more, please visit


"Camp Brooklyn Fund provides access to life-changing camp experiences
for Brooklyn children from low-income families, equipping children with
critical growth and leadership skills and broadening their world.
Our vision is to positively transform children, families and our community."

E3: Electronic Entertainment Expo

The Los Ángeles Convention center, L.A. Live hosted E3 this last week. The convention center was filled with gamers, developers, designers, and press to bring attention to upcoming game releases. The E3 event takes place annually, and people from all over the world gather to learn from the creators of gaming, all while hanging with the best players. 


This year we had the opportunity to reconnect with Diverse Character who we interviewed at Origins NYC. See what he had to say.

Art Thursday at Frieze

Art fairs are like love affairs, they take you on elaborate labyrinths of artist from all over the world! Every gallery you stumble upon is like a coffee date in a new environment world with a new friend. You can meet greats like David Hockney in London, Kaws in Brooklyn, and Kehinde Wiley in New York City. Today's journey around Frieze took me worldwide to the corners of London and the rivers of Java.

Each canvas, sculpture or sound is an artist’s depiction in response to influence of their time and space. Each medium shares a different story from heavy brush stroke to detailed sketch. For collectors worldwide Frieze Art Fair has a piece of art, and a date with an artis of choice in any corner of our planet which we can be relived in the comforts of your home to inspire daily. 


This year I was in awe by the scale of the tent that is propped up right beside the Icahn Stadium at Randall's Island. Hundreds of galleries, and thousands of artist all convened for the weekend of art and culture. Check out the art work below. Tell us what you though of your experience. Was there a favorite work of art that you most enjoyed?




Robert Therrien


Kehinde Wiley

Downtown for Democracy 

Downtown for Democracy 


Subodh Gupta 

Wellness Wednesday:


World famous, DJ and philanthropist dies too young, but 

his legacy lives on through his music, and action towards the betterment of humanity. Swedish DJ, Avicii, real name Tim Bergling, died at 28 on April 20th.  

Avicii's Long list of chart topping Music goes to show that true mastery can lead to greatness. In the recently released statement, placed in the public eye by his family, they share that his legacy was truly created for his love of music. More recently, the Global Goals revealed that he also donated millions to end world hunger. 

"In 2012, he went on a 27-date tour called “House for Hunger ” around America — and donated his entire income from the tour to the US charity Feeding America, according to the New York Post".

It is truly important to promote the progressive actions that public figures and each global citizen makes as an effort for a better tomorrow. You don't have to be a multi millionaire to make a difference. Take small actions today. Visit, to begin! And if you are having thoughts of suicide or depression please seek help. #YouAreNotAlone



Wellness Wednesday: Is the alligator pear a fruit or a veggie?


The alligator pear aka the avocado can always lead to a conversation no matter the room you are in. One of the best convo starters is the debate of whether the avocado is a vegetable or a fruit. 


I am writing here for you today to let you know that it is indeed a fruit and you no longer need to have this argument. End of story. Not only is it a fruit but it is the Super Fruit of the mighty food kingdom. According to Healthline, avocados have the "most abundant nutrients, in a single 3.5 ounce (100 gram) serving" 

  • Vitamin K: 26% of the RDA.
  • Folate: 20% of the RDA.
  • Vitamin C: 17% of the RDA.
  • Potassium: 14% of the RDA.
  • Vitamin B5: 14% of the RDA.
  • Vitamin B6: 13% of the RDA.
  • Vitamin E: 10% of the RDA.
  • Then it contains small amounts of Magnesium, Manganese, Copper, Iron, Zinc, Phosphorous, Vitamin A, B1 (Thiamine), B2 (Riboflavin) and B3 (Niacin).

The avocados versatility allows for many possibilities of enjoying it. You can enjoy it alone as a meal or as a beauty product. 

Comment below with your favorite avocado recipe ! 


This was my breakfast this morning - ripe avocado with lemon pepper, Himalayan salt, garlic, and Tajin!



Wellness Wednesday: Safe Sex

Safe Sex

Its Wednesday and some of you may know it as hump day but, we, at Soyyo Magazine, call it Wellness Wednesday. Today we want to shine a light on living a healthy lifestyle while achieving greatness in your everyday endeavors;  therefore, introducing today's topic of safe sex.

What is "safe sex"?

Planned Parenthood says "Safer sex is all about protecting yourself and your partners from sexually transmitted infections. Safer sex helps you stay healthy and can even make sex better."

After reading the above statement, I agreed and disagreed because of personal preference, of course, and I questioned how it "can even make sex better" and this is what I found:

Introducing reason

Number 1. 

"STDs are infections that are passed from one person to another during sexual activity. Anybody who has oral, anal, or vaginal sex or genital skin-to-skin contact with another person can get STDs." I think it is safe to say we don't want to go on about our daily lives with the fear of being infected or infecting others for that matter, which leads to:

Number 2.

"Communicate with your sexual partner about what you want and enjoy sexually." This is MAJOR, because it leads to a greater connection and therefore and STD-free vagina/penis.

Moving forward, If those two reasons above don't convince you, then I think we have a bigger issue on our hands but that's not for me to decide. Although, I can offer alternatives that have been researched by professionals; as well as tips for safer sex. Here's your list:

1.  "One of the best ways is by using a barrier — like condomsfemale condoms, and/or dental dams — every single time you have oral, anal, or vaginal sex. Barriers cover parts of your genitals, protecting you and your partner from body fluids and some skin-to-skin contact, which can both spread STDs."  

2. Get tested! "Most people with STDs don’t have symptoms or know they’re infected, and they can easily pass the infection to their partners." 

3. Sticking to sexual activities that don’t spread STDs — like outercourse or mutual masturbation (masturbating while with each other) — is a great way to safely get sexual pleasure and be intimate with another person.

4. Avoid excessive drinking. Drinking can inhibit your judgment. Being wasted can cause you to forget the part about safe sex. 

5. Lastly, the least favorite of the bunch: NO Sex is the safest sex. Y'all can fuck each other's brains out with goals and ideas and use sexy diction.

So take your pick! For resources on STD/STI testing call PPH: 1-800-230-7526 or visit them online to learn more. Thanks for reading. Let us know what you think by leaving a comment below!

SXSW 2018: A Netflix Documentary Series Worth Watching

sxsw - rapture
SXSW - Rapture
sxsw - rapture
sxsw - rapture
sxsw - rapture

Hip Hop culture stems from various influences, but it has been the current beaming light that has brought new mainstream attention to the music and its tastemakers.

Rapture, the new Netflix documentary series is launching an 8 episode season featuring greats such as, Nas and Dave East, T.I., Rapsody, Logic, G-Eazy, A Boogie wit da Hoodie, 2 Chainz and Just Blaze. 

"Rapture dives into the artists’ lives with their families and friends, to sitting front row in the studio and grinding on tour, to experiencing the ecstatic power of moving the crowd."

Episodes include exclusive, behind the scenes, and uplifting stories such as those of, Nas and Dave East: "Commonly referred to as one of the greatest rappers alive, and selling over 25 million records since Illmatic's debut in 1994, Nas' career has seen heights that few peers in hip-hop or entertainment can rival. Rapture follows Nas through his day to day life and introduces viewers to his family, friends, and work life." With this open insight into these artists' lives, we get the raw and gritty feel of what it really takes to succeed in the industry, 

As fans, we will discover the struggles and hustle behind staying on top through Nas, while also being able to enjoy the journey of a new generation of music from artist like Dave East and Rapsody. These new influences bring a new perspective and possibility to new generations. Watch the trailer and tell us waht you thing in a comment below.

Become a Global Citizen just like Bad Gal Riri

"We have a long way to go and this is a fight that we're never going to stop fighting until every boy, and every girl has access to education," Rihanna said when speaking to a room full of Global Citizens who are continuously coming together for world progress. 

On February 7th, a conference was held to bring attention to world issues. In attendance, ministers, state leaders, world bank presidents, celebrities, and UN leaders came to raise funds to bridge the education gap. Rihanna was one of the many in attendance and donated her time and some capital to assist the mission. 

Be a part of the solution by taking action  here!  Comment below if you are a Global Citizen.

Be a part of the solution by taking action here! Comment below if you are a Global Citizen.

Masterpiece series with Patti Smith


I walked into the elaborate lobby of The Standard Hotel, with a dimly lit path through the maze of black tile walls that led the way to Patti Smith. A quick elevator ride to the top floor, a complimentary glass of wine and a few kind welcomes I walked into a room full of eager listeners, some without seats, but attentively observing their guest speaker. 

On Tuesday evening the Wall Street Journal curated a speaker panel under their event series, Masterpiece - with Punk-Queen and a great poet, Patti Smith. She took the stage to discuss her book, "Devotion" written for the "Why I Write" series introduced annually by Yale University. 

Devotion was written on a long train ride, and it is a direct glimpse into one of Patti Smith's many journals. Devotion offers insight into the creative process and inspiration that comes from cocooning. Her storytelling vividly captures her environments and every passing word has purpose and significance which evolves into a great read. In her own words, Patti explains, "This book represents a part of a tree," therefore "If I'm going to make a book and a tree is being sacrificed for me to write this book then I am going to make the best work". 

To learn more about her work click HERE!


What happens when you put a mask on in a room full of creatives?

Eleven Sixty Six and SOYYO Magazine came together to give you a fusion of music, art, fashion and a dose of fantasy. The night began with ProtectYoHeArt’s Uncasso live painting of his signature wall “Love Is…” for all the creative spirits to partake throughout the night.

Light beats were flowing through the room as Monsters On The Horizon’s lead drummer, Kevin McAdams, orchestrated a vibe. As people began to fill the room those who came to be a part of Ritual walked to the designated altar being blessed by Shei Phan’s Yin and Yang Pandas while masks of all faces and colors were picked one by one. An hour into the Ritual, spirits began to awake through the melodic tuned of performers like - I Am Monk, Monsters on the Horizon, Kaiju Killer Klan, Indica Wave, Vice Royale, and many more. Check out the photos below, and stay tuned for the behind the scenes interviews.

A conversation with Rachel Beider

#wisdomwednesday comes to us from Williamsburg Brooklyn, Rachel Beider, the owner of Massage Williamsburg & Massage Greenpoint sat down with Soyyo Magazine to discuss her Wellness Philosophy, road to success, and plans for expansion to five locations in the next five years.

Massage Williamsburg

Soyyo: Why did you choose to open your original Massage Williamsburg in Brooklyn?

Rachel Beider: I wanted an underserved market with a high median income who could afford our services.
S: Why not Manhattan?

RB: I was looking at parts of the city but they were oversaturated.

When Brooklyn rezoned the waterfront I assumed eventually it would have some growth, so I opened on Wythe and North 6 nine years ago banking on the waterfront growing.

S: And it did.

RB: Boy did it.

S: Was it just you when you started?

RB: Yes, my own private practice.

S: How many people do you currently have on your team?

RB: There are 54.

S: How difficult was it to go from your own private practice to expanding to 54 employees?

RB: In order to grow you need to be able to delegate and admit that you need help.

When I started my business I was doing all the cleaning myself, washing all the laundry, taking every phone call, folding every single sheet, everything alone.

In the end, it’s really a process of understanding that it’s okay if you can’t do everything yourself and you shouldn’t do everything yourself.

Build on your strengths hire for your weaknesses.

S: When did you feel you needed to hire?

RB: It’s been a gradual process.

First I hired a cleaning company then, laundry service, I did all that within the first year and a half.

I couldn’t afford to hire a receptionist, but I could afford a call center.

S: You were doing all this yourself before?

RB: Yes, I identified eight different jobs that I was doing alone. Social Media, PR, HR, Marketing, Partnerships, day to day operations, business development, and finance.

S: That sounds exhausting.

RB: I was very into having a particular vision and doing it a specific way.

Hiring smart talented capable people has quieted a lot of the noise in my head.

It also allowed me to create systems that are scalable.

S: You hire people who can vision beyond your vision?

RB: Exactly.

S: How do you find this talent?

RB: Different ways, I’ll look at craigslist, sometimes upwork. (

I met my COO through a friend, she came from a restaurant background and helped a restaurant scale to twelve locations while maintaining phenomenal company culture.

I like to have the feeling that someone has your back and that they have your best intentions, it’s such a relief!

S: Are you still practicing massage therapy?

RB: I’m taking a pause from working in my business to work on my business.

S: Do you miss it?

RB: Well, we do have once a month volunteer work I do with all of my staff.

S: How do you still have time to do volunteer work?

RB: I think it’s important to have a mission driven company that attracts talent who is interested in volunteering.

S: Your whole personality is your company?

RB: You should live your values right? Massage therapists in general seem to be very nurturing, I’m super nurturing. I want to take care of my friends, my family, my clients and my staff. And I realized that nurturing the business as its own entity is very important. When I think about the values that I believe in, I want the company to be an extension of that.

S: What is the Moon Cycle Massage?

RB: I was on a camping trip recently and I was all crampy and miserable, on my period and unhappy.

If I was at home, I’d have my water heater, aromatherapy, raspberry leaf tea, all the things that make me feel really good.

This inspired me to create the Moon Cycle Massage, it’s for women specifically supporting them on their period.

S: What do you offer?

RB: We apply a heat pack to the lower back and abdomen, then use rose geranium infused massage oil, and finish it off with raspberry leaf tea.

We work on points that are good for cramp relief.

The Moon Cycle Massage has been huge for us.

S: Do you select the things that work for you?

RB: Yes. We were already treating woman, so I thought, why don’t we create a service that focuses on period relief.

S: How about the name?

RB: Sometimes people don’t feel comfortable talking about their periods, but if they can say, I’d like to select the moon cycle massage, they don’t have to say anything more than that.

Woman’s care has always been very important to me.

S: Do you have any specific practices for men?

RBl: I haven’t developed any yet, each massage is really tailored to what an individual needs.

S: You have a specialty in Doula?

RB: Yes! A Doula is someone who supports a woman through their labor and helps deliver the baby.

I also do lots of massages during the labor, it’s good to be a Massage Therapist/Doula, there’s nothing better than getting a deep back massage when you’re in labor.

S: Outside of Massage therapy, do you have any other forms of creativity?

RB: I study fragrance, perfumery, and aromatherapy..

I find it really interesting to blend scents and to study the way that scent is created.

S: How does aromatherapy work? Do certain smells trigger certain parts of your brain?

RB: It works in different ways, it depends on what purpose it’s for.

If you have a lot of chest congestion, you want to use something that helps open the lungs so you can breathe better.  

Rosemary, peppermint, eucalyptus, they can help open up the nasal passages, open up the throat and the lungs.

Or, for example, Lavender has a calming and soothing effect, and it’s also really great for burns.

S: Soyyo means I am me in Spanish and the Mantra is Everything I say after I am, I become.

So the idea is that we’re manifesting and inspiring individuals on what they’re going to be. So we like to ask everyone to complete that sentence.

S: I am...

RB: I am resilient and resourceful.

When things happen in life, and I’m run down, worried about the future, I feel I can handle things because I’m resilient and I can create a way to problem solve because I am resourceful.

And as long as I have those two things, no matter what happens, i’m going to be okay.


Rachel Beider is owner of Massage Williamsburg, a Woman-Owned Business with an impressive network of independent New York State licensed therapists.


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