#MAKEITHAPPEN

Susan Feldman, Founder of In The Groove & One Kings Lane

11/08/2021

Attention, ladies—here's a little reminder for you: It only gets better with age. And helping prove that point is Susan Feldman, founder of In The Groove, an online destination for women in their 50s and beyond that shares highly-curated lifestyle, fashion, and beauty content—inspiring women in this demographic to stay in or, as we see it, set the groove.

Susan is no stranger to setting trends—she's also the co-founder of One Kings Lane, a home decor company that quickly became a household name and is recognized as a top interior design source today. The entrepreneur, wife, and mother continues to show that age is just a number and that it's never too late to reinvent yourself. Read on for our chat with Susan—her daughters, Kim and Jackie, made an appearance too.

Susan Feldman in the Pyle dickey jacket and Melinda sweater

my hustle

My hustle…
I’m an entrepreneur. I am the co-founder of One Kings Lane, and my latest venture is In The Groove, a lifestyle platform for age-defying women.

What got me started...
I started In The Groove because all around me, women around their 50s were describing these feelings of invisibility. These are vibrant, smart women who lead joyful lives. The idea that they were going from a decade where they felt on top of the world to one where their stock was approaching an expiration date seemed crazy. I thought, “Where do women in this demographic go online to get inspiration about navigating the challenges of growing older with style and grace?” After a little bit of digging around, there weren’t many places to go. And certainly not somewhere that shared our intelligence, impeccable taste, hard-earned wisdom and, most importantly, our wicked sense of humor. So I thought, “Someone has to do this right. It might as well be me.” And In The Groove was born.

What clears my head…
Taking a 10-minute power nap has a meditative effect for me. I also recently started taking piano lessons. Concentrating on a new skill and playing the piano is a great way to clear my head.

When in doubt...
I always try to see the glass half full and to smile.

Greatest challenge—and how I overcame it…
I moved a lot as a kid—8 times before I graduated, and 3 different high schools. It was really challenging to constantly pick up and move. There wasn’t too much I could do about it since these moves were due to my dad’s career. So after I was done feeling sorry for myself (we’re all entitled to a little self-pity), I realized that not making an effort was only hurting me. I decided to approach each move with a positive attitude. Turns out that people are actually pretty excited and interested in the new kids in their class! The bonus is that I learned at a young age how to navigate new situations and talk to new people.

HOW I MAKE IT HAPPEN

3 morning musts…
1. Exercise! I love pilates, hiking, or golf.
2. A strong cup of coffee with a splash of half and half followed by large amounts of water.
3. Telling my husband Bob I love him.

3 secret work weapons...
1. Learn to be an active listener so you hear what is going on.
2. Surround yourself with people smarter than you.
3. Never settle. Always look to keep making whatever you are working on better, fresher, and as up-to-date as possible.

Personal talisman…
My heart necklace that Bob gave to me on our first Valentine's Day. I never take it off.

Susan Feldman's 3 life hacks…
1. Always have a go-to day and night outfit so you can get ready fast.
2. Even if you love your moisturizer and serums, change it up every few months. Your skin will thank you!
3. Smile as much as possible.

Kim Matza's 3 life hacks...
1. Hand wash your cashmere sweaters in cold water and hang dry instead of dry cleaning them
2. Use straws to keep your necklaces from tangling
3. Repurpose old candle jars as pretty containers or accessories

Jackie Matza's 3 life hacks...
1. Spreadsheets - They’re not just for financial models, I use them for everything :).
2. Citibiking - You avoid traffic and subway delays, and get to be outside in the fresh air. Plus, it’s exercise!
3. Resale—I love to use resale marketplaces for both buying and selling! It’s a great way to get rid of things I no longer want or need, find some really unique pieces and reduce waste.

Best advice received…
SF: Trust your instincts.
KM: Never stop learning!
JM: It’s cliche, but always work as a team! Whether it’s in my personal or professional life, outcomes are always better when you collaborate with others.

my style

Favorite wardrobe hack...
I love finishing an outfit with a fun bold kimono. They really help make a statement.

Wardrobe MVP...
A white tee shirt and a great blazer. A good white tee shirt and a blazer will take you anywhere, and they’re easy to dress up or down.

What would you tell your younger self about getting dressed?
Invest in the good pieces, and buy less of the other things.

How does wearing Veronica Beard make you feel?
Powerful, like a woman in control. It’s a great feeling!

My Recharge

What I'm reading/listening to/binging…
I’m loving the Smartless podcast, which is all about connecting people from different parts of life. It’s hosted by Sean Hayes, Jason Bateman, and Will Arnett so I’m always laughing. Netflix’s new documentary called Fungi is a fascinating look at a subject I never really thought about. And of course, so happy Succession and The Morning Show are back. I also just finished reading Seating Arrangement by Maggie Shipstead which was fantastic. Now, I’m starting The Seven Husbands of Evelyn Hugo by Taylor Jenkins Reid.

Beauty/self-care must-haves…
Neuova DNA Total Repair Moisturizer, Ilia Volumizing Mascara and Westman Atelier Baby Cheek Blush

Favorite thing to do…
First and foremost, I love spending time with my family. Other than that, I’m always down to do lots of different things. Learning and trying new things is really important to me.

Favorite thing to make…
Nothing makes me happier than setting a beautiful table and making a yummy meal, whether it’s a roast chicken for just Bob and me or a huge holiday spread for friends. I love entertaining and am happy to do it on any scale.

One mover and shaker I admire…
There are so many amazing women doing incredible things. I am inspired by Sara Blakely’s story. I love how she started Spanx, built the business, and now just sold it. Along the way, she was so genuine, and really supported women and everyone that worked with her along the way.