Cassandra Thurswell had big dreams as a businesswoman. She wanted to build something that made her proud, that provided millions of buyers with a product that was low-cost and easily accessible. That idea has always been at the forefront of Kitsch, the accessory and beauty brand that Thurswell founded. It's a company that prides itself on providing quality products that can be owned by people of all backgrounds.
© Getty ImagesBorn in Boca Raton, Florida, Thurswell spent her childhood in Wisconsin shortly after she and her sisters moved there with their mother following their parents' split. Thurswell's father is Colombian, something that she has embraced and is proud of despite being raised primarily in the US.
Thurswell's childhood in Wisconsin was simple and tranquil, surrounded by nature and by the manners and customs of a small town. When she grew up and moved to Los Angeles, she took that approach and mentality to her life and business, hoping to build something that was big yet spoke to her simple ethos and essence.
I have this quote that I live by and it’s “The secret to having it all is knowing you already do” and it speaks volumes to the happiness of being a business owner. You’ll never get it all done so enjoy the process of growing your business.
"I have this quote that I live by, and it’s 'The secret to having it all is knowing you already do', and it speaks volumes to the happiness of being a business owner. You’ll never get it all done, so enjoy the process of growing your business."
© Getty ImagesHer road to success was long. Thurswell has a varied resume, populated with all sorts of experiences, including waitressing, serving as a dentist's assistant, working in jewelry stores, and more.
It was also a difficult road in terms of finances and making ends meet. In order to pay her rent and save money to build the business that would change her life, Thurswell sacrificed her precious time. Instead of hanging out with friends, getting a haircut, or eating out in restaurants, she put everything on a pros and cons list. For a time, she considered whether it was more important to her to buy a car or to pay for rent, opting for the former and using the car as her residence.
Thurswell made a $30,000 investment when she was 25. With those funds, she began developing hair ties and bows, selling them door to door and at stores like Nordstrom. While the road was tough, Thurswell's business began to grow, with her ideas becoming more solid and moving beyond a single product.
“I hear people cringe when I tell them about this time in my life, but I never felt down and out,” shares Thurswell. “I made a goal to learn something from every opportunity and I had fun while doing it. In my mind, I was training to be a business owner.”
“I hear people cringe when I tell them about this time in my life, but I never felt down and out. I made a goal to learn something from every opportunity, and I had fun while doing it. In my mind, I was training to be a business owner.”
© Getty Images for Emma GredeAs her business grew, her debts began to fade, and Thurswell's small company became a more established name in the industry. She began making small accessories, with a talented team crafting them by hand, and these sold in stores with a wide range of clientele, like Ulta Beauty, Sephora, and Whole Foods. Nowadays, Kitsch is sold in over 20 thousand locations in 27 countries, a feat that made Thurswell the Businesswoman of the Year in 2024.
From hair ties to shampoos and conditioners to perfumes, Thurswell is committed to developing products that are accessible yet still feel like an indulgence, ensuring that her users feel like they're being taken care of.
