Every founder has a tremendous sense of ownership over their brand, but when your startup is named with the same name, it signals a certain commitment and belief. That’s all true for Janessa Leoné, who launched a millennium brand of the same name in 2013 without any design or business training. A nanny at the time, all the University of San Diego graduate had was a dream, and a 1940s felt-hat sign caught her eye in a thrift store. in Paris.
Under the dusty headband was the mechanic’s signature, which included the last name Leoné. “I was like, oh my god, maybe somehow I need to go this route,” she told Forbesjust a few years after making it to the magazine’s “30 Under 30” list in the Art & Style category.
Her belief in dreams also translates into the Leoné brand. The hats are sold at Neiman Marcus, on ShopBop and in luxury boutiques, well-edited from Aspen to Alys Beach. Leoné’s celebrity endorsement is also astounding — Meghan Markle, Hailey Baldwin, Lupita Nyong’o and Gwyneth Paltrow all sported her top hat, while Taylor Swift opted for a burgundy Janessa velvet hat Leoné (known as “Mattie”, and currently for sale here) to play an important role in her re-imagining Red album cover.
But no matter how many pivotal moments Leoné experiences with her brand, she remains dedicated to her craft. Every hat (Leone also Dip her toes into this year’s clothing) is entirely handcrafted with responsibly sourced, sustainable and consumer-conscious ingredients. She’s also big on domestic production — a brave choice in a world where fast fashion is still (unfortunately) big loom.
It’s hard to believe that kind of trust won’t turn into a steady morning routine. Stay tuned as Janessa Leoné takes us to her purposeful, structured AM rituals. (Spoiler: they’re a minimalist’s dream.)
First, I’m about to ask this career question
If you could credit your success to one thing or one moment, what would it be?
An incredibly talented and dedicated team surrounds me. Nothing I’ve done professionally would have been possible without the support of everyone and my team.
Let’s Start Janessa Leoné’s Morning Routine
What does a typical day look like to you?
I woke up to a very quiet and sacred morning ritual. I’m online for work before 8 a.m., at home or in the office. I use the first part of my day to create structure for the day ahead. I’m a big believer in deep work, so I like to create plenty of time for projects and tasks. I schedule every minute of my workday to include lunch, meditation, and walking moments. The daily structure frees my mind to focus on what I’ve been spending time on before.
What time is your wake up call? And how much do you usually sleep?
At 5 a.m., I try to have at least seven.
What’s the first thing you do when you wake up?
Start the kettle for a fresh refill the coffee.
What does your morning routine look like? What rituals help you succeed?
I have a quiet morning watching the sunrise with a journal, a book, or a meditation. Then I end up with a sauna or workout and usually get online before 8am.
Describe your morning beauty routine from start to finish.
I am a minimalist. In the morning, I simply cool my face with a large ice cube and then apply Ilia super serum SPF moisturizer.
Have breakfast?
I fast in the morning—I don’t eat until 11 a.m. or noon. But I start the day with 32 ounces of water with lemon, black coffee, glutathione supplements.
Do you follow or practice any morning communication rituals?
I have a very structured morning routine. I wake up early and turn off my phone until I’m focused and ready to be intentional with my energy and time. If I deviate from this routine, I find that I’m on the defensive all day reacting to what’s coming instead of being able to take charge of my attention and energy.
What are your favorite books?
I almost exclusively read books on optimizing health, optimizing mind, leadership, and spiritual development.
What do you always have on your nightstand to ensure a smooth and successful morning?
No. I like to keep a clutter-free room with nothing on the counter to give the mind a rest.
What’s your favorite getting ready soundtrack?
I like to wear Paul Simon or Neil Young in the morning.
Do you exercise in the morning?
I exercise three times a week. I do HIIT strength training with the trainer coming to my house.
Bath or shower?
BATHTUB! Osea Body Scrub!
What is your daily uniform?
I keep my uniform simple. You can usually find me in a perfect white t-shirt, jeans, and blazer. I want to feel confident, comfortable and keep my decisive energy in running the company.
What do you do one or two things every day to live a happier life?
I cultivate a gratitude mindset. I trained my mind to find joy in the little moments. I give myself a lot of grace and space to enjoy the beauty of life and not let the mundane things go unnoticed.
Sentence perfecters with Janessa Leoné
I never leave the house without… My dog Wallace.
If there were more hours in the day, I would… Listen to music while watching the sea.
The best routine in the morning… Prayer.
Worst Morning Habit… Coffee before making water.
One thing I want to know… Strong enough to serve the world.
What I fear the most is… Waste of gifts.
When I feel scared… I reconnected with my breath.
The book I always recommend is… What makes you feel most connected to the goodness of life.
The three traits you need to be successful in life are… Love, vulnerability and honesty.
