Tory Burch

And so I had to be resourceful because we didn't have big budgets.

We didn't have a lot of money.

We started on a little shop on Elizabeth Street because the rent was so cheap.

There was nothing there.

And that's why I used social media and PR to build the company.

We never did traditional advertising because we didn't have the budget.

In fact, from day one, I launched with 10 categories.

And I was told not to do that.

And just the idea, as I mentioned, direct-to-consumer.

But for me, it was lifestyle.

I think everything from a strategic standpoint that I started with is still relevant today.

And that's exciting because we launched with 10 categories.

So then we sort of built them through time, but I was early adopters of technology.

It was something I'm still obsessed with.

I think it's so, I mean, when you look at what's happening now, it's kind of hard to decide what to do and what to jump onto.

Back then, when you think you had an e-commerce site, which was revolutionary.

So that was one thing.

Instagram, then you had Twitter, but I was on it and I was really interested in thinking, how do you use this to connect with people?

It's so crazy.

I mean, listen, Oprah was the first year of business and Adam Glassman was a friend and we worked together and he gave Oprah some clothes for Christmas and they were doing a show on the next big thing.