and jessica hairon is the founder and ceo of stella.erial entrepreneur which had della and james which. >> thanks for having me. >> yes. you used to have editorials, magazines be a then sales and stores. now it is merging. >> it is an interesting trend. as you know i've been in the content business my whole career. i noticed a couple year back, the slow trend of entrepreneurs wading into the content waters. a lot started with a simple blog. then it became their own youtube channel. then as you on the piece, very sophisticated content operations. you want it keep people engage pepd draw them in. get them to procrastinate. i think the take away for entrepreneurs in the whole range is we are all in the content business now. >> this is exactly your world. how important is content to you? >> we think of it as providing a great customer experience. when we sell our accessories line, we are not trying to sell a product, we are trying to give someone an understanding of how to wear it, how do get the value out of that. we think the story tellin