The Jamie Kern Lima Show

Underdog to Billion Dollar Entrepreneur! How to Turn Your Dreams Into Destiny with Anastasia Soare (Pt 2)

October 28, 2025

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  • Setting clear professional boundaries, even with family members like a daughter working in the business, is crucial for maintaining discipline and setting a standard of performance. 
  • Loyalty in employees is highly valued, and instead of firing underperformers, successful entrepreneurs should re-evaluate and switch roles to utilize their existing talents within the company. 
  • Taking consistent action and believing in your dream is more important than waiting for the perfect plan, as success often rolls out once you start moving forward. 

Segments

Firing Daughter Over Lateness
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(00:02:24)
  • Key Takeaway: Setting strict rules, including firing a daughter for tardiness, established necessary discipline and authority in the business relationship.
  • Summary: Anastasia Soare fired her daughter, Claudia, for showing up late to work, enforcing two rules: never be late again, and I am your boss, not your mother. She stated she would be tougher on her daughter than other employees to set an example. This tough love moment resulted in an immediate shift in Claudia’s behavior and performance.
Joy of Multiple Jobs
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(00:02:55)
  • Key Takeaway: Immigrating to America brought the joy of being able to secure multiple jobs, a stark contrast to places where even one job is unattainable.
  • Summary: Anastasia’s biggest joy upon arriving in the US was the possibility of working three jobs, viewing the opportunity to work extensively as an amazing gift. This perspective highlights a profound appreciation for the economic opportunities available in America. She later expressed a regret of not having more children to potentially bring into the business.
Working Alongside Daughter
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(00:08:16)
  • Key Takeaway: Claudia Soare was intentionally exposed to every department of the business to gain a comprehensive understanding of corporate operations.
  • Summary: Anastasia ensured Claudia worked at the front desk initially so she could witness the hard work required, addressing prior complaints about her mother missing school events. Claudia then worked in every department, from operations to product development, to understand the importance of each role in building the company. This foundational knowledge paved the way for Claudia’s later success, particularly in social media strategy.
Visionary Instagram Strategy
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(00:10:33)
  • Key Takeaway: The decision to leverage Instagram in 2012, prompted by Claudia, allowed Anastasia Beverly Hills to reach customers globally without extensive travel.
  • Summary: Claudia suggested using Instagram to promote the brand, realizing they could reach people without constant personal appearances at Nordstroms. A pivotal moment occurred when a customer in India commented on a post, leading Anastasia to ship the product, demonstrating the platform’s unbelievable global reach. From that point, Anastasia and Claudia ran the Instagram account together.
Setting Boundaries in Family Business
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(00:12:17)
  • Key Takeaway: Business must be separated from personal relationships, requiring strict adherence to performance standards regardless of familial ties.
  • Summary: Anastasia emphasized that business is business, and she could not ask her daughter for favors or make exceptions to rules, as performance is necessary for survival. When Claudia returned after being fired, Anastasia reiterated that she would be tougher on her as a boss to set an example. This commitment to professional standards is non-negotiable, even with loved ones.
Avoiding Job Hopping
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(00:17:29)
  • Key Takeaway: Job seekers should avoid having a resume showing only one year at multiple companies, as this signals an inability to build something substantial.
  • Summary: Anastasia strongly advises against jumping jobs every year, noting that companies invest heavily in training new hires. Recruiters and smart interviewers recognize that significant growth or building cannot occur within a single year at a position. Staying for a few years is essential to build a credible resume and demonstrate commitment.
Regrets on Work-Life Balance
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(00:19:20)
  • Key Takeaway: Anastasia does not regret the amount of hard work she put in, as every past action contributed to her current success and gratitude.
  • Summary: Anastasia stated she never regrets her past actions because everything she did led her to where she is today, and she is grateful for the ability to work hard. She reiterated that having a purpose, and bringing her daughter into that purpose, is her biggest achievement, even more than the financial success. Her hope for Claudia is that she has children, as family remains everything.
Building an Imaginary Wall
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(00:33:04)
  • Key Takeaway: Maintaining an imaginary glass wall between oneself and external negativity or demanding clients allows one to remain polite while protecting personal energy.
  • Summary: Anastasia taught Claudia to build an imaginary glass wall to handle rude clients who demanded immediate appointments when the schedule was full. The rule was to always remain polite and check for alternatives, but not let the client’s demands penetrate one’s composure. This technique helped Claudia change her aura and relationship with customers.
Value of Raising Brows Book
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(00:37:42)
  • Key Takeaway: Readers will gain the power to persevere by realizing that if Anastasia Soare could succeed despite lacking language, connections, and money, they can figure out their own challenges.
  • Summary: The book, Raising Brows: My Story of Building a Billion Dollar Beauty Empire, is intended to give readers the conviction that they can succeed even when facing overwhelming obstacles. Anastasia’s journey—starting without speaking English, having no connections, and no money—serves as proof that action, combined with self-belief, overcomes initial roadblocks. The core message is that if she could do it, anyone can figure out how to achieve their dream.