Ann Williams of Yearly Co. joins us for a conversation about her journey as a serial entrepreneur, fine jewelry brand founder, and breast cancer survivor. We’re talking intentional holiday gifting, dupe culture drama, the magic of clear communication, and her top-secret BravoCon tip.
Connect with Ann:
instagram: @annbrennanwilliams
substack: The Stack by Ann Williams
website: annbrennanwilliams.com
Connect with Yearly Co.:
instagram: @yearlycompany
website: yearlyco.com
get a FREE sizing kit: use code PERFECTFIT
Connect with Kaileen:
instagram: @kaileenelise
substack: Ritual Stack
website: kaileenelise.com
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Listen to Episode 242 of Celebrate Cultivate
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Kaileen Elise Sues: [00:00:00] Hello. You are listening to Celebrate, Cultivate, a podcast about celebrating the good in life and cultivating more of what you want. I am your host, intuition coach, and voice in your earbuds, Kaileen Elise Sues. I have a guest interview for you today. She's someone I genuinely love following on Instagram because she is kind, smart, funny, successful, has amazing taste, and is just overall super inspiring.
I love her newsletter, her Substack, and I cannot wait to buy a piece of her jewelry someday. If you don't already know and adore her, let me officially introduce you to Ann Williams. Ann is the founder and creative director of Yearly Co., a fine jewelry brand in Nashville. A Vanderbilt [00:01:00] graduate with a master's in child studies and a serial entrepreneur, she focuses on the brand's vision and customer experience.
A breast cancer survivor and mom of two, Ann shares her story to help women celebrate theirs. Ann, welcome to the show.
Ann Williams: Thank you so much for having me. That was such a nice intro. I should hire you for all my PR.
Kaileen Elise Sues: Well, I have seriously loved following you on Instagram and all the places since we met in a group program that we were both in maybe, like, a year ago.
There are so many things I want to ask you about. Some of them are connected, some of them are random, but I just wanna get into it. Yearly Co. is not your first business. You have had many. Yeah. You had a drop-in daycare before you started Yearly Co., right?
Ann Williams: I did. That's, like, a fun fact that I kind of forget about sometimes.
And it was really my first entrepreneurial journey that had a physical space, and I really had to navigate so many things. It was based off a [00:02:00] business my sister had also opened in California, so I had kind of a blueprint for it. But yeah, that was a three-year adventure.
Kaileen Elise Sues: Oh my goodness. Well, I have a five-year-old, and I mean, I just know the daycare, preschool, it is a whole thing.
So- Mm ... did you alri- like, always know you wanted to be an entrepreneur? How did you get to that spot?
Ann Williams: I think I sort of quickly figured out I wasn't a great employee, and
Kaileen Elise Sues: then- Mm ...
Ann Williams: I didn't love having a boss. My sister is a serial entrepreneur. She's actually a cattle rancher in California. That's a whole other part of Instagram, and she does an amazing job.
But she always really encouraged me to kind of try out these side hustle things, and she had a tutoring business and a personal assistant business. So I was always scrappy, I think, in that way. Once I hit kind of college age and beyond, I was doing little things on the side to make money, and then worked in research at Vanderbilt for a year after I got my master's degree.
And yeah, I just didn't love being on someone else's clock. I was happier- happy to work long hours, but [00:03:00] I wanted them to be my own, for my own, you know, purpose and what I was passionate about. So it was a great place to start to really, you know, trudge through those days to think like, "Oh, wow, I don't think I can do this for years and years and decades."
So went out on my own to start my first business, and then since then it's just, yeah, it makes sense for me.
Kaileen Elise Sues: That's amazing. Yeah. Are there times where you're like, "Wow, it would just be nice to go to work and have someone else tell me what to do"?
Ann Williams: Yes. You know, somebody said to me recently about owning a business, they said, "It's really different signing the back of a check than signing the front of a check."
And I thought that was really an interesting- Mm ... way of looking at it, and you just don't know before you know what it takes to run a business and manage employees and really take on that risk. There's incredible reward as well, and I'm so grateful, and obviously I'm still doing it, so there's something I love about it.
But yeah, there are days we've had some tough seasons, some, you know, drama and, and [00:04:00] difficult times when it's like, wow, if I was just coming to work, clocking in, doing my job, and going home, it would feel different. But I'm really grateful. I think all in all, I'm meant for this life, even though there definitely have been some ups and downs.
Kaileen Elise Sues: Totally. Totally. At this point in your career, having the experiences that you've gained, is there one thing that you have totally down and, like, figured out now that you used to really struggle with?
Ann Williams: I think I've just gotten so much more decisive, and that, you know, I turned 40 recently. Like, this women's intuition that we develop over time- Mm-hmm
has really helped me to find a healthy balance between, you know, being kind and being clear, and just making decisions that are best for the business. I hope that it doesn't ever come across as rude, but my husband and I are kind of similar in that I just don't like to waste time. Like, I love, you know, great conversations and spending time with friends, but when it comes to work, if we get on a call with someone who's trying to sell me something, I'm like, "Let's get to the point.
[00:05:00] What's the pricing? How is this gonna benefit us?" You know, I really have gotten to the point in the business where I can pretty clearly see, like, this is gonna work or it's not, and I'm careful with the time of my team as well, with the resources we have. Is this worth launching this product? Is it worth getting involved with, you know, someone who's selling us a product?
Is it worth a partnership or a collaboration? And sometimes it's just not worth your time, and that's totally fine. There are very kind ways to say no. I think I've gotten a lot better at that.
Kaileen Elise Sues: Yeah. Yeah. Is there a circumstance in particular where you kind of learned how to say no with the kind of kindness that you wanted?
Ann Williams: Yeah, I mean, I think the only way you can get there is by having an experience where you should have said no and you didn't, or, you know- Mm-hmm ... you're partway into something. I think we, we launched probably a few too many products a couple of years ago, and I just, I kind of watched how that all happened, and I do have that- brain where I can look back and think like, [00:06:00] "Okay, yes, the sales look pretty good, but think about what we put into this."
You know, it really needs to- Right ... be pretty efficient, pretty clear, especially with a business of our size. We have about 15 employees, do quite a bit of volume, and so it's really not one-offs anymore. We have to have systems and have things down. There's been a couple. We've done some interesting collaborations, mostly wonderful.
We had one that just, like, kinda didn't pan out in that it's always about communication to the customer. It just kinda came back to bite us a little bit, and the next time that partner asked about the collaboration, it was just like, "You know what? This is a lesson learned. For us, it wasn't a great fit, but loved working with you.
Like, happy to end on a positive note." Just being really honest. I think sometimes people, and women especially, tiptoeing around it is just, "Oh, maybe, I don't know." You know, the back and forth and the 45 emails. And sometimes it's okay just to say, "This didn't go super well for us, and you know, no one's necessarily at fault, but it doesn't feel like something we can invest a lot of time and energy into right now, and we always wanna do it right with our partners, so we're gonna [00:07:00] pass this year."
And then, you know, try again, see if it makes sense another time.
Kaileen Elise Sues: Yeah. Yeah, because if you aren't clear and you kind of just drag somebody along, that's actually way less kind, even though it feels like, oh, I- I'm not saying no to them right off the bat.
Ann Williams: Right. I really feel like that's, I mean, maybe the lesson we all need that should be on, like, a bumper sticker somewhere-
is just that clear is kind, that, like, you think you're being nice by, you know, sort of, yeah, just tiptoeing around the subject, but if you don't feel super excited about something, it's not, it's not right for you. And you know, sometimes it does take trial and error to figure that out, but it may sting a little for someone to get a no or say, "It's not right for us right now.
No, thank you. This isn't gonna work for us," but then you get to move on. Mm-hmm. And I just really love working with people who are clear. I've gotten nos. I've had people tell me something's not gonna work or, "I don't love that. Can we make edits?" And I just really like communicating with people in that really honest way, [00:08:00] with kindness, so that everyone knows where you stand.
Kaileen Elise Sues: Yeah. Yeah. I think it takes a lot of self-trust to get to that point, too, of just, like, being able to stand in that and know that you're making the right choices. Definitely. So amazing to hear. Is there anything that you're actively working on right now when it comes to you and your work?
Ann Williams: Yeah, I think I'm always trying to find that balance, that word that we all are looking for.
And I've noticed that, so our business, we use an Entrepreneur's Operating System, EOS, which a lot of entrepreneurs use, and you really take things in quarters. You sit down and have these quarterly meetings, and set your agendas and your to-dos and all of that. And my husband and I are both entrepreneurs, and we both use it at work, so we kind of laugh.
But it's really helped me to realize, like, each quarter, honestly each month, is a season, and it's constant recalibration. You know, when you're feeling like, "Oh my gosh, I'm so overwhelmed," and nothing's working and everything's... You know, you can kind of spiral, [00:09:00] and then just taking that breath and being like, "Okay, well that's because we're pre-holiday."
Like, that's the reason things feel crazy. And so what are some of the points in the day when I'm getting really flustered? Is it, you know, 4:45 when I realize I have no plans for dinner, and the kids have homework, and I have to drive someone? And then just realizing this is gonna be a week of takeout, and we're gonna sit down on Sunday and take a breath, and not overdoing the whole like, "Ugh, everything is busy."
I, I think we start doing this self-talk of like, "There's no way out. I'm stuck. I'm overwhelmed. No one's helping me," you know? And then you start taking it out on your family. So that is one place I've, I've come a long way, and I think I'm always just reminding myself, if something doesn't feel great- Stop, notice, like, what isn't really working right now?
And then nothing will change unless you identify what the problem is and you make a plan to do something different.
Kaileen Elise Sues: Yeah. Yeah. And if you're able to identify, like, oh, this ... It feels this way because of where I am in time and space. And so [00:10:00] having that context of your quarterly goals and knowing, like, where you are and being like- Yeah
oh, okay, this is crunchy 'cause it's crunchy, how can I make it feel less crunchy for myself, can- Mm-hmm ... be a game changer.
Ann Williams: Yes. And in, for me, incorporating just rest and things that I love to do, that, um, over the past couple of years has been so important. And I know that that's, you know, I sound like a broken record, we all say it, but I'm pretty aggressive about protecting my time, especially my mornings, and I just won't put things on my calendar that don't feel good.
Or if I feel like my calendar is packed and I didn't even allow time for a walk or for, like, eating my food and sitting down at the counter, then I'll realize that I really need to pull back. And I can be fairly introverted. I really need time to recharge. And so even just looking ahead at the week and what I committed to and how much I'm in the office, I really do need to build in quite a few hours to be home and just get into some deep work, some rest, some prep for the week, whatever's needed.[00:11:00]
Kaileen Elise Sues: Yeah. I have noticed in watching you on Instagram, that is something that I really respect and admire about how it seems like you move through your days, and what you're sharing here is that you are really protective of your time.
Ann Williams: Mm. I am. I appreciate that. And I do share it par- for that reason, to show- Yeah
other women, like, I am sitting on the couch this morning. My kids went to school. My husband takes the girls most mornings, and they leave the house at, like, 7:15, 7:20. And I didn't have, you know, a whole lot on my calendar until around 9:30, and so I just was like, "I'm gonna lay on the couch with my dogs for 30 minutes and just rest."
And like, yes, I just woke up, and there, you could feel guilt about that or, like, what I should be doing. And I kinda had a moment of like, well, I should get the sheets ready to get ch- I was like, you know what? It will get done. And just laying there and enjoying it, I kind of in the back of my head will tell myself, like, "Live the life of a retired person."
Like- ... all these things that we're working towards, you know, the older generations I think were [00:12:00] like, "I'll rest when I'm 65," or, "I'll travel when I'm 65," and I just think life is for the living. And yes, I am coming from also a privileged point of view that I have worked very hard, and I've had some seasons that were less balanced, but I want to enjoy those things now because I deserve it, and we don't have to earn it.
You also just ... Rest is so important for your wellbeing and your mental health and your physical health.
Kaileen Elise Sues: Yes. And speaking of your physical health, so you were diagnosed with triple positive breast cancer at 37.
Ann Williams: Yes.
Kaileen Elise Sues: How has ... Has that influenced your guarding of your time and your prioritization of rest?
Ann Williams: 100%, yes. Yeah, so in 2024, I just ... I was not even doing a self-exam, honestly. I was just putting on lotion, and I found a lump, and that turned into being diagnosed very quickly, within a couple of weeks, with stage one breast cancer. And from that moment, I mean, I'm grateful for it. I had built the business to the point where I had a [00:13:00] CEO in place, or we, we were preparing to promote her actually, which is incredible timing.
Kaileen Elise Sues: Interesting. So
Ann Williams: yes. I mean, the universe works in mysterious ways. But we had talked about June being the month to promote Elizabeth into that role, and then April I was diagnosed, and I was like, "Here are the keys- Wow ... to the building, and I am out." And I was really able to focus on my health, and, uh, I mean, cancer is a crazy experience, and it just, uh, the world stops, of course.
I mean, there's no reason for you to be trying to make anyone else happy or trying to meet anyone else's needs. The need is your health. The need is your life. And so it became very clear to me, everything I do, you know, every single day needs to be about rest, protection. Like, I'm a huge believer that our thoughts are heard by every cell in our body.
I just really wanted to be surrounded by the people that I needed, and I was so [00:14:00] fortunate. I mean, everyone in my life was s- wonderful. I'm... Uh, that kind of support is not available to everyone, so I was so grateful. And I went through six rounds of chemo and a mastectomy, and it was a probably about, like, a four to six-month process of treatment and surgery.
And then that October, finishing my mastectomy, I kind of took definitely some more time just to get back to myself. They really say it's, like, almost a month per chemo session- Yes ... for your body to recover. So yeah, I eased back into it, and then I just created a schedule that feels good to me, and I am in the office quite a bit less.
I'm working on the business, I would say, yes, definitely less than before, but in a different way. You know, I've really communicated to my team, like, they are so capable and so smart and so creative. Bring me the big decisions. Bring me the work that you've done. You know, I, I visioned and led for a long time, and I think we did it together as well, so now they know kind of how to get 90% there, and [00:15:00] then I can come in and add some creative aspect or maybe pull in a relationship that I think is important.
And I am there when I feel like I'm needed and there when I think I can contribute, and then I'm also just very much, yeah, building this kind of personal brand, really sharing from my perspective, which I think is an interesting one, having been a young breast cancer survivor, you know, an entrepreneur who's 10 years in.
And I just really love helping women to kind of help them solve their own problems, help them see new versions of themselves and, you know, new angles. I love talking to other entrepreneurs. I love helping women through the journey of breast cancer, and that's really where I'm putting a lot of my time and energy.
Kaileen Elise Sues: Yeah. It's beautiful. It's really, it's really inspiring to watch, and it also is evident to me that you get so much from it, too, and I just think that that's, like, a perfect arrangement.
Ann Williams: Yeah, I think that part, I mean, what's fascinating, I do. I get a lot from [00:16:00] that, just those relationships. And, you know, now you can be an entrepreneur in so many different ways.
It used to be such a- Yeah ... specific thing to have a career. And-
Kaileen Elise Sues: Uh-huh ...
Ann Williams: yes, I started a business, but as you know, you know, you can coach, you can have relationships, you can have affiliate links, you can... So even when I'm curating things, I think there used to be this notion of like, "Well, I'm not an influencer, so I'm, you know, who am I to tell anyone?"
But I just always come at it from like, "Oh my gosh, these sheets, I'm obsessed." And I have spent so much time and energy and money buying sheets, and so I have to share this with people. Like, I think these are great. I am a researcher. I love to figure out, you know... I have an 80/20 lifestyle, but I'm definitely more into a clean lifestyle.
And so sharing with people like, "Hey, I discovered this thing that actually works and is good for you," I'm definitely gonna share it. And if I get an affiliate commission along the way, like, that's a win-win.
Kaileen Elise Sues: Yes. Well, you, you do have impeccable taste. Or maybe, like, our tastes are just very aligned. That also could be.
I think fair. I always [00:17:00] love everything that you recommend. Thank you. And you recently shared about an experience that you had where there was an influencer, speaking about influencers- Mm-hmm ... who was publicly ripping off your bangles, offering them at a lower quality, much lower quality- Mm-hmm ... for a fraction of the cost, all while also requesting free product from Yearly Co.
Yes, yes. That had to have been so insanely frustrating.
Ann Williams: It was, yeah. The dupe culture concept is, like, so out of control. We, we kind of had a similar situation years ago with another influencer, and it was early in the process. And so I was, like, so upset, and it became this big, you know, people were commenting back and forth.
And that's also just, like, not my personality for, I don't know, having people fight on the internet a- about something that involves me is, like, a, such an uncomfortable feeling. Yeah. And so when this dupe situation came about- I think I'm less reactive, for sure. It's like, okay, this is- let's, let's be clear.
What are the facts here? We [00:18:00] were for sure ripped off. The blatant use of our name, of our branding, and this influencer had posted weeks before, like, a picture, one of our photos that we paid for, and said, like, "I can't wait to knock these off," basically. She just said, "I love these, but there's no way I'm paying that, so I'm going to other jewelers and I'm gonna ask them to make a complete dupe of these pieces."
And it's so strange to me, because I know that this happens with big brands and across the universe, but we are really a small brand based in Nashville. This was a Nashville-based influencer, like, you know, a mom with kids in our community. It just feels particularly stupid and- ... kind of egregious to think that that's okay.
So I addressed it directly with her. She was not particularly responsive. And then they did remove our name from the ads, because they were actually advertising using our name,
Kaileen Elise Sues: which is like- Um, is that illegal?
Ann Williams: Yes. I mean- Yeah ... our name is trademarked. You know, in jewelry- Yeah ... it, it's, it [00:19:00] is very hard to trademark a design.
I've gone down all those paths, and that's fine. I understand that. So there's nothing illegal in knocking us off, but certainly in using our name to advertise is just beyond. So yeah, that, those kind of situations, you know, you can... They can keep you up at night, they can infuriate you, all of that. I've just learned, like, address it head-on, have the conversation.
Um, what I chose not to do, though, is to, like, name this person on social media. I think that can feel really good in the moment, like, "Let me tell people." And plenty of people said this to me, but- The truth at the end of the day is, like, this is a woman. I don't think this was a good choice, but I'm not gonna send people after someone for making, you know, a bad decision.
I will address it with them. Hopefully they will make amends. And, um, you know, I still potentially could reach out with, from my lawyer and just have a, a very clear cease and desist that that cannot happen in the future. But you also have to realize, you know, product-wise, she was selling a much lower price point piece, [00:20:00] and it's not hurting our business.
Like, our customer-
Kaileen Elise Sues: Right ...
Ann Williams: is amazing, and I understand not everyone in this world can afford to spend money on fine jewelry, especially every year. So it's the look for less. I just really wish she had gone about it in a different way, where she was not capitalizing on our brands and, like, our exact designs in order to create that.
Kaileen Elise Sues: Yeah. Yeah. There's like a... There's definitely a clear move that was the misstep. Yeah. And it wasn't necessarily, like, a cheaper bangle. That, that's not the problem.
Ann Williams: Yeah. That's not the problem. Bangles exist everywhere.
Kaileen Elise Sues: Right.
Ann Williams: Have your own story, your own design, and if you're doing it in these cheap materials, like, go crazy, you know?
You can actually do a lot of designs that we can't even do because of the price point. Right. Yeah. But just basically to take three of our pieces down to the dimensions, down to the millimeter, copy them, be like, "Here's the look," but, you know, what I really reiterated to our audience, too, and to our customers is, like, Unlico is not just a [00:21:00] look.
Like, yes, of course, we think they're beautiful- Mm ... and I love that look of a stacked wrist. But it started because of our family tradition of my grandfather giving my grandmother a gold bangle every year of marriage, and it's this, like, generation old tradition and, you know, not even just within our family.
Like, bangles are a big special cultural thing in a lot of places, and it's meaning. It's not like, "Oh, I got this for 100 bucks. Isn't it cute?" And then, us, you know- Right ... a week later it's out of style. Like, we're... The reason people invest in these pieces are to tell their story, to celebrate meaningful milestones.
These are gonna be passed down for generations. So it's a very different product, and I think, you know, understanding that will also help you to not- spiral and dwell on it too much.
Kaileen Elise Sues: Totally. Totally. Yeah, that's like one of my favorite things I have seen you do is like when you talk about each of your bangles, and like- Mm
where it came from and why. Like, whenever you share that story, it, it is true. I mean, the jewelry that we wear, I mean, I, like some of my favorite pieces are rings that my grandma [00:22:00] gave me. You know? Mm-hmm. Like, you cannot re- I could take that to a jeweler and have them- Yeah ... recreate it, but it wouldn't mean the same thing.
Yeah. So that is a huge... And family's such a huge piece of your story and who you are. That's something that I totally adore about you is like when you go to your parents' house and when you travel with your family, and you have teen daughters now, right? Like, how old are your daughters? Yeah, they're
Ann Williams: pre-teen.
Okay. So they're 11 and 12. But my
Kaileen Elise Sues: 12-year-old- Sorry for pushing them forward. Okay.
Ann Williams: Yeah. Not yet, but soon. Yeah.
Kaileen Elise Sues: Okay. Okay, what are some of the best parts about raising pre-teens? Because my kids are just slightly younger and- Yeah ... it feels like a lot of negativity is out there about kids that age. And so I'm just wondering, what are your favorite parts?
Ann Williams: Yeah, that... It is interesting to me, because I have enjoyed their, their ages so much. Like, I really can't tell you. Mm. And, you know, check back in in six months, 12 months. But they're just lovely little people, and I think what I love the most is that, you know, when your kids are younger, there's discipline for the [00:23:00] sake of discipline, and like rules for the sake of rules.
And now I feel like when I discuss our decisions with them, I mean, sometimes it's like, "I'm mom and I said no, and that's why." But when we talk about whether like, "Am I getting a phone?" Or, you know, "What's the next choice here or there?" I'm not just like, "No, because I said so, because that's the rule." I can explain to them my thinking.
Like, "Well, here's what I'm thinking. This is why, to me, this feels like the right time or the, or not the right time." Because, you know, for the example of phones, I was telling my 11-year-old, she's asking if, if my other daughter's gonna get one at 13, and I told her, I was like, "You know, my job as your mom is to protect your childhood."
I was like, "My job is for you to have as many months, years of your life where you are not worried about a notification, where you are not-
Kaileen Elise Sues: Mm ...
Ann Williams: like wondering what everyone else is doing." And I think they are starting to notice as some of their friends get technology, they're like, "Yes, it's cool and it's exciting, but that friend does, like, spend a lot of time on her phone.
And when she's with me, she doesn't really wanna go to the park because she's kind of checking in what her other friends are [00:24:00] doing." And so- Mm ... I just love that we can have these conversations and- I just always remind myself too that when it, it can seem like it's going in one ear, out the other. You know, they're not really, it's not sinking in.
But I remember things my parents told me, you know, or things they always said, or things that were, like, really shown to us in our household. And so I just keep reminding myself, like even if we have a week where someone's rolling their eyes or whatever's happening, they're listening and they're watching.
And so I really love that we're building those foundations together. I really try to include them in decisions about, like, travel and, you know, what the next things our family's gonna do together. And I can just see their little personalities forming and who they're gonna be next, and I love getting to encourage whatever they're interested in and work together.
My, my youngest is, like, painting a little bit right now, and she's wanted to go to the Olivia Rodrigo concert, which is a- Oh ... a cheap ticket.
Kaileen Elise Sues: Oh.
Ann Williams: In Nashville, and, you know, also quite a few swear words, but we talk about that. Uh-huh. We talk about all [00:25:00] these things where- Yes I'm able to have these conversations with them.
Like, "Hey, you know why you can't, you know, sing this song in public," or, "Why that's a bad word," or why, you know, and, and they get it. And I don't know. Mm-hmm. I mean, clearly there's, they're not perfect and we all have our moments, but I just really enjoy that side of parenting where you're, like, we're working together on this.
And of course, we are the parent and we make the decisions and set the rules and the boundaries, but I have been so, like, pleased with if I do take these conversations to that level of letting them into a little bit of the insight, it comes back around. I mean, even my 12-year-old, I'm, they call me a crunchy mom because I'm like, you know, always talking about sugar and like how we, you know, balance our diet and just refuse all the terrible personal care products that smell horrendous.
And there's times when they're like, "Oh, Mom, this is so unfair. You know, I'm not allowed to have an Alani. I'm not allowed to do this or that." And then my daughter, my 12-year-old will be like, "I'm kinda glad you're a crunchy mom." I was like, "Oh, you are?" [00:26:00] So they have reflected. I think it's like even though, yes, I want that thing in the moment, they, they do appreciate that, you know, I'm willing to have the conversations and explain to them at least why I make decisions.
Kaileen Elise Sues: Yes, yes. Oh, I love that. And you have to tattoo that on your heart for the days when there is the eye-rolling. Like- Mm-hmm. Yeah. Okay. Yeah. So this episode is airing at the beginning of November, so it's gonna be a very shiny season of gift guides and must-buys and all of the sales. Mm-hmm. And I know that's so overwhelming for a lot of our listeners, and you're just so intentional with the way that you curate your life and your home, but also the brand that you have is so intentional.
So I'm curious if you have any, like, advice or guidance for our listeners when it comes to navigating holiday shopping and gifting with intention and not just buying to buy because something's on sale or 'cause you have to get somebody a gift.
Ann Williams: Yes. This is, like, kind of my favorite topic. I love [00:27:00] to, both for myself and other people, create, like, little notes in my phone and are f- like kind of wish lists for myself and then gift lists for people.
And I think if you operate that way, I love to start thinking about gifting in like September. You know, there's a lot of Labor Day sales and all that stuff. But just noticing the people in your life, like your, even, you know, your mother-in-law. Like, oh, her pots and pans could use an upgrade, or like the perfume she uses is low.
Just little things like that. I think when you start to notice what someone loves and uses, it helps you really be thoughtful about what you're giving them, and nobody likes that feeling of like, "Oh, let's go to TJ Maxx on, you know, December 22nd and get a bunch- Mm-hmm ... of stuff from the line." And that happens here and there, but- I also have a few key, like, favorites that I think are lovely and that pretty much anyone would love, like this little bedside hand lotion that feels really luxe or, like, a certain blanket.
And my mom always had, like, a gift closet growing [00:28:00] up, especially for birthday parties, but I'll kind of do that for friends. Like, I'll buy three of my favorite candle or three of my favorite hand cream, and then you just kind of have that go-to gift if you do need something that you aren't prepared for.
And you can add something a little more personal, like this little hand cream is lovely, but I also know this person loves, you know, art, so maybe, like, a little art print. And I think I love collecting those little things for the people in my life. And then for kids, I mean, it's so easy to go overboard, and we're pretty strict about not going crazy with gifts.
We travel to California every year, so we just simply cannot bring that much stuff. If, you know, kids at 11 and 12, they do love, like, a haul. They love-
Kaileen Elise Sues: Yeah ...
Ann Williams: a bunch of stuff. So I'll try to do, like, a little basket, you know, go to Sephora or Credo is one of my favorite clean beauty marketplace online. And if I, if I get, yeah, 10 things that are, like, a lip gloss, like, a little body scrub, stuff like that, and wrap them all and put them in a basket, that feels like a ton of gifts, and really it's just, you know, one little [00:29:00] basket of things.
So- I think you can slowly but surely build intentional things that are fun and special. And then for yourself, I mean, people can't get you what you want unless you know what you want. So I always try to- Yeah ... really be clear about my wish list, like narrowing down, having some ideas. I like to give my husband, like, a clear idea of like, "Okay, I love this purse from this designer, but you pick the color."
Or, you know, something that's, like, a little fun, or, "Pick between these two." And then with, at yearly, we're, like, really big about, yes, wish lists, so we can always tell the husband or whoever's buying for their wife, you know, "Here are the things she loves. Here's the stack she's building. Here are the things on her wish list."
And we do a really great sale around Labor Day, so sometimes people are shopping super early. And then everything else, mostly we do some ready-to-ship in December, but early November's the perfect time to start thinking about anything custom, maybe something with engraving, and just investing in that piece that you're gonna have for a lifetime instead of, you know, "I want these five sweaters," and it's [00:30:00] like they might not be around next year.
So I think jewelry is the best gift.
Kaileen Elise Sues: Oh, I bet you do. That's very on brand for you. Yes. Okay. So the opposite of intentional is our shared enjoyment for all things Bravo.
Ann Williams: Yes. Absolutely.
Kaileen Elise Sues: What is your favorite Real Housewives city or franchise?
Ann Williams: Ugh. That's honestly kind of hard. I feel like classic New York, like the old New York- Yeah
cast was just incredibly entertaining. And, you know, Beverly Hills. I mean- Ah. Mm-hmm ... both of those I could rewatch from the beginning. I'm totally just a Bravo girl.
Kaileen Elise Sues: Yeah. And you went to BravoCon. Was it worth it?
Ann Williams: Yes. So it was. It was so much fun. I went with a really great group of girls. And BravoCon itself is a little crazy.
It's like you're, you can go to these meet and greets and see all the people. We basically just found out from a friend who'd gone before that if you hang out in the bar of the hotel where they're all staying, you'll see them all. Oh.
Kaileen Elise Sues: Yeah. So that's my hot tip,
Ann Williams: is [00:31:00] just go, um, I don't know if I should say the hotel on the podcast, but just go to Vegas- Yeah
that time while they're all there. And even a lot of the hotels, just, like, they're out and about. And so we s- got to see, you know, the Bravolebrities in the wild. And we didn't go up and bother any of them, although they all looked pretty happy to be bothered and have someone wanna take their photo. But it was just fun.
It's fun. I mean, I agree that it's like obviously this stuff is not deep and intentional, but we all have to have something that just brings us joy for no good reason.
Kaileen Elise Sues: Oh my gosh, yes. And I mean, you can make an argument that it's, like, doing something good for our brains, I think. I, I agree. Watching humans interact and redeem themselves- Yes
and all the drama- Yes ... it's good for you.
Ann Williams: Yeah. And connecting with other women over Bravo is one of my joys in life, so.
Kaileen Elise Sues: That's actually very true. Yes. Well, this has been such a great conversation, Ann. I have four rapid-fired question for you before we- Great ... wrap up. Okay. Yeah. So first, what are you celebrating right now?
Ann Williams: [00:32:00] I am celebrating, I think being in a phase of life where I feel very content, and that's not like a single day or a single moment or anything. You know, Yearley's been, we just celebrated our 10 years, which is a big deal, but I'm just celebrating being in a place where I feel like I'm making the best decisions for me and my family, and I'm really happy about that.
Kaileen Elise Sues: Yeah. Such a thing to celebrate. Okay. What are you cultivating?
Ann Williams: Cultivating, I think always patience and community. Those are two things that my parents really set amazing examples. My dad is maybe the most patient person I know. And community, just invite friends over. Do a casual get-together. You know, not overthinking it, really being there for each other and even though we're all busy, still really making those connections.
Kaileen Elise Sues: Mm-hmm. What are you releasing?
Ann Williams: I am releasing other people's expectations.
Kaileen Elise Sues: Yeah, that's a good one. And I won't go into detail. Let's let go.
Ann Williams: But yeah, just I think that's... There's a phase in every woman's life where it's like, [00:33:00] "Oh, I actually, doesn't matter what everyone else thinks about my choices. They feel good to me."
Kaileen Elise Sues: Yes. Yes, yes, yes. Okay, what are you ready to receive?
Ann Williams: Ooh, that's a good one. Maybe some excellent Christmas gifts based on the wish list I have for myself. And I think I have been receiving such an incredible feeling of purpose by sharing, by really, like, being open and being vulnerable. I think I'm kind of a seasoned entrepreneur at this point, and have gone through some tough stuff in life, and so I'm receiving kind of the, the gifts that come along with that perspective.
Kaileen Elise Sues: Mm-hmm. Mm-hmm. As you should. Yes. Mm. Okay. Well, one last thing before we say goodbye. I have a series on Instagram called Friday Fs where I share a find, a feature, a favorite, and any other miscellaneous Fs that I have to give. Would you be our guest curator for this Friday?
Ann Williams: Yes, I would love that. I have plenty of recommendations to give.[00:34:00]
Kaileen Elise Sues: Oh, amazing. Okay. Well, I'm gonna put all of the links for everything that we've mentioned in the blog post for this episode. But if our listeners are excited to learn more about you and Yearly Co., where should they go right now?
Ann Williams: Yes, so the Yearly Co. Instagram is @yearlycompany, um, or yearlyco.com to shop.
My Instagram is @Annbrennanwilliams, and I share a ton about Yearly and about my life there. And if you go to our website, you can get a free sizing kit with the code PERFECTFIT. And so if you use that code, you get a free sizing kit, and then you can find your ideal perfect bangle fit, and you can start shopping.
Kaileen Elise Sues: Oh my gosh. Ann, thank you so much for that generosity and for being here. This has honestly been such a lovely, inspiring, and informative conversation.
Ann Williams: Thank you so much for having me. This was great. I just love a good chat.
Kaileen Elise Sues: Aw, thank you. That's it for today's episode. Thank you all so much for listening.
Before I go, just a quick reminder that enrollment for A [00:35:00] Year of You is now open. If you wanna make 2027 the year you finally stop overthinking and start trusting your gut in every room and every season you step into, this program was made for you. Visit kaleenelise.com for all the details and to sign up.
I'll be back next week with an episode with the five things you can do right now to have a holiday season that's spacious and magical, instead of one that's so stressful you can barely survive it. It comes from years of experience walking myself through this process and supporting my clients through wild holiday seasons of their own.
I will talk to you [00:36:00] then.
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Heeeey! I’m Kaileen Elise Sues.
Former HR girlie, failed SAHM, fresh 40-something. Your favorite coach and voice of calm with useful practices, intuitive insights, and small shifts that make a real impact.
My approach isn't about forcing you onto a proven path. It's about helping you break through emotional blocks and discover your true north. Because it’s about time you embraced your deepest wisdom and started living the life of your dreams.
