It was back in 2015, when Ashley Donahue set out on a goal; a goal to pursue her passion for building reputations and revenues through business development marketing strategies. Today, her company, Orange Door Consulting, is known in the consulting circuit as one of the top rated Consulting agencies.
She has been renowned as a strategic leader and has earned a reputation for consulting a vast pool of clients, which includes start ups as well. Her innate understanding of consumer influence and her willingness to drive profits for her clients has made her stand out as true inspiration as a businesswoman.
Women On Topp Magazine caught up with this Inspiring leader in an exclusive interview. In the interview she highlights her journey, her beliefs, and her idea of a leader.
What inspired you to start Orange Door Consulting?
I started Orange Door Consulting because I was doing many side projects in assisting companies and raising capital for many different projects. It was a leap being only 26 and recommending that I could consult people and their businesses but I truly felt I had the capability to assist starter companies, evolving companies and get developments off the ground.
In your own words, what do you do?
I help starter companies or companies struggling with infrastructure to get organized and put structure in place so everyone can be successful. When beginning with a new company I will do things as small as data entry or as big as discussing what issues have been with current clients and finding resolutions to help the company long term.
I also assist new developments projects in finding the right people to be involved in the up and coming capital raise as well as assisting in adding to the team that I think could be beneficial for all parties.
How has it evolved during the pandemic?
It has grown wildly. I feel like during the pandemic so many people actually had the time to reevaluate everything they had been doing and if it was truly what they wanted to continue pursuing. With the time to do that a lot of new businesses arose and new projects that people were so scared to take the risk of doing began following through with them.
But, I have also taken a hit as well. Being in the new development realm three of the projects I was working on were supposed to come to fruition weeks before quarantine happened and investors backed out, understandably. Starting over and taking those hits most definitely hurt, but it only made me and my partners ready and more prepared for when things started to come back again.
Can you describe your clients of Orange Door Consulting?
Cliental of Orange Door Consulting ranges from new tech startups, real estate development and even to the music industry. I have worked quite a bit with the telecommunications companies and was actually my first clients here in New York. I have and still am working with many different clients inside of the entertainment industry. I have learned that within business and business development the one thing no matter the industry or realm that you are in, the structure is always going to be needed and this has made me be able to learn and help so many industries.
What is the one technology trend within your industry that cannot be ignored?
Social media, without a doubt. I have worked with many companies that didn’t have any social platforms and within weeks saw such an impact. I grew up in the ’90s (yes, millennial baby, lol) and that didn’t even exist, so I work with many clients whose customer base has been solely word of mouth and although it seems stressful at first I genuinely think that these platforms have created so many ways for great companies to be known not only nationally but globally.
What else should we know about you? What sets you apart from the competition?
I think the thing that sets me apart is my resilience and ability to have the attitude of “no job is too small”. Coming from the midwest it has always been ingrained in me to work until the job is done and do whatever it takes to do so. It has never bothered me to work longer hours or take later phone calls if it is going to help the betterment of the job for everyone.
What has been your biggest milestone/achievement so far?
I think my biggest achievement was when my consulting starting paying me more than my salary job. It was such a big milestone for me that something I had created on my own was not only coming to fruition but becoming profitable for me and all the companies I had been assisting.
What are the mistakes people make while running a new business?
Surrounding yourself with the right people and cutting corners. Starting in the construction industry and being in charge of large, strict budgets I learned this quickly. Sometimes there would be contractors that cost more but finished in half the time or there was the person doing it half the price and double the time, it made me really analyze what was worth skimming and risking. And, one of the first things I was taught by my father was to surround yourself with people who know what the hell they are talking about, it won’t only make you grow but it will give you the constructive criticism your businesses need to be successful.
How do you keep yourself updated? What are some of the websites or magazines or apps that you subscribe to or read regularly?
My favorite quick go-to is every morning I read the Forbes Daily Dozen. It is quick and keeps me in the loop! I also listen to quite a few podcasts including anything Brene Brown. As for just personally, I also keep up on my Vogue and read as much as I can from Reese Witherspoon’s Book Club.
Tell me about what you’re working on now.
Currently, I am mainly focused on helping grow a new streaming platform here in New York, new developments on the east coast and the two new companies I have acquired as clientele to assist their growth in the technology world. There is so much new exciting stuff going on!
What marketing strategies have not worked for you and you would like to share with people?
I have tried so many new things with some of my current clients, and I must admit that email blasts, although they are good in theory have not impressed me as much as they used to. I think that people have so many different messaging outlets that anything even possibly spams across their email is just an automatic no for them.
What are your current goals?
My goals as of right now are to continue growing my cliental and getting a grander scape of my development portfolio. With a certification in interior design, although I don’t do the groundwork tactically like I used to, a big part of my heart will always lie in development.
What is the best advice you have ever received?
I think the best advice I’ve received from my father and mentors, all telling me this not knowing the other would also tell me, but “They can’t eat you”. I think this means so many different things. Being a woman in business it is so natural to feel nervous or inferior in big conference rooms or backroom dinners but this saying always reminds me they are just people too and to believe in yourself. Anytime before a big meeting, before starting a large project or interviewing and I am nervous this saying always brings me a little bit back down to earth.
Share two advice for female entrepreneurs.
- Educate yourself on things you don’t know or understand.
- Tell yourself, you can do hard things because you can.
![From Music to Perfume: How did your background as a music teacher influence your transition into perfumery, and how do you incorporate your musical sensibilities into creating fragrances? I’ve always thought in terms of metaphors, and music has many that can be related to perfumery! Beyond just thinking in terms of top, middle and base notes [soprano/alto/tenor in choir], I approach each fragrant idea as a composition. When documenting my ideas, song structures often come to mind. As the scent brief is visited, I meditate on what the fragrance should convey - do I want to create an accord or a “chord” of fragrance note combinations? Do I want an a capella soloist (a particular ingredient to stand out more than others?) Many of my thoughts regarding song composition transfers to my scent formulation process, with me treating each note as an intentional soliloquy at some point.
Brand Origin: What inspired you to start Pink MahogHany in 2005, and how has your vision for the brand evolved since its inception?
An avid lover of all things pleasantly scented (with slight modesty), looking back in retrospect, it’s no huge surprise that I’ve created an indie perfume house with just an idea to provide unique options for those who may be sensitive to unnecessary pungency. Initially, I just wanted to evaluate various blends to note their aroma profiles when “played” together…it wasn’t until I had friends and family asking if I knew of brands that catered to those who may be on the more olfactory sensitive side, that I really began to take my research more seriously. In the almost 20 years that Pink MahogHany has been in existence, our micro visions for the brand have evolved to larger territory. Where Pink MahogHany used to only be a personal brand, we are now also a bespoke formulation service provider to other indie brands seeking unique fragrance offerings for their products. These products range from (but are not limited to) perfumes, candles, body butters and lip balms. Ingredient Transparency: You emphasize transparency and the use of desirable ingredients in your products. How do you select your ingredients, and what challenges have you faced in maintaining this standard?
Being an indie brand often comes with a set of assumptions and misconceptions - one of them being more negative than positive as it relates to ingredients used. There is a lot of “fluff” in the industry with labeling falsification. Because fragrance formulas are a trade secret, not every molecular breakdown of a material has to be noted on the ingredient label (it would be incredibly long), but we at Pink MahogHany™️ adhere strongly to the IFRA [International Fragrance Regulatory Association] regulations that state for common and potential allergens to be listed on our ingredient label. We’ve taken this a step further to also include these ingredients listed on our website to promote further transparency, all while protecting our intellectual property. Unfortunately, we’ve had companies to unethically sell lesser expensive “dupes” of our artisan perfumes, so as a way to create a better authenticity stamp, we make it our duty to be honest about our claims. If our perfume says “Rose Bulgaria”, it is in fact just that and not a component of rose being passed off as the source material. Collaborations and Custom Scents: Can you share more about your work with private label clients? What excites you most about creating custom scent solutions for other indie brands? I could easily sum this up in one word and say “Funding.” True, there is money out there, but I’m always thinking outside the box. Having a program that has an “Each One Fund One” mentality doesn’t exist (that I’ve been made aware of). Bootstrapping can be quite the challenge, even when you’ve reached the 6-figure mark annually. Competition to be seen and set apart is extremely high, so having quality packaging and branding is a must. There are lots of factors to consider, though when desiring to make upgrades. If there were a unique, tier-geared funding operation available, it would help perfume brands offset packaging and bulk material costs in the beginning stages.
Industry Challenges: What are some of the biggest challenges you've faced as an independent fragrance house, and how have you overcome them to grow your brand? As the brand continues on the path of organic growth, I would like to expand our reach into schools, offering perfumery as an arts elective for middle and high school. I’d love to partner with botanists, farmers and horticulturists directly to grow and source raw materials for the students to work with in the creation of tinctures. My passion is getting back to nature as best as possible, as nature was my first “scent experience” as a child. We would also love to witness our fragrance creations being used to scent model homes, our focus diffuser blends being used in automobile dealerships as well as partner with Air Bnb and boutique hotels that specialize in highlighting minority, indie brands. Personal Journey: How has your personal experience, particularly as a divorced mother and someone who has experienced the loss of a child, shaped your approach to life and your work in perfumery?
Because I homeschool my twin sons, we are together a lot more than most, so one thing we all do is have moments of sharing where a neutral “floor” is laid to converse about anything. Though they are quite communicative by nature, I realize that sometimes I can be in work mode so much that it spills over into what should be our quality time. My sons see the authentic me and learn how to communicate through seeing authenticity. I’ve learned not to feel as if I have to be the epitome of perfection but allow them to see my imperfections vulnerably but with discernment. Having had two traumatic experiences pretty close together has taught me how to truly slow down and enjoy the simplicities of life - igniting a spiritual aspect that I’ve always carried but never fully explored…until Kenji’s sudden passing (2018.) Grief has a way of catapulting us into a quest for more meaningfulness in both life and business. After Kenji’s passing and my processing through the initial stages of grief, I was able to incorporate our spiritual bond into Pink MahogHany by way of essential oil diffuser blends for both focus and sleep and most recently aromatic perfume elixirs. It’s been quite the process channeling the void of his physical presence, but I also have peace knowing he can be honored in a great way through scent. I noticed once I began to be more open and receptive to spiritual signs, synchs and “winks”, more ideas began to flow. It’s been this way since his transition. Emotional Expression: Fragrance is often tied to memories and emotions. How does your personal life influence the fragrances you create, and do you have a particular scent that holds special meaning to you? My creative process is much more alchemic now, and I include Kenji by talking out loud to him, believe it or not. I’m a firm believer that when our loved ones transition from the physical plane, they are still present - just in another form. I choose to keep his memory alive by not pretending he never existed (even if for a brief period of time). I am working (slowly) on a book and accompanying fragrance, but I know it will require me to revisit some memories I’m not quite ready for, so until then, his big brothers will launch their debut fragrance, The Peaceful Tiger (they chose the name.) I’ve learned that even in what we consider “small things”, our transitioned loved ones want to be recognized and acknowledged. When the twins and I designed their fragrance label (with a designer out of the country that didn’t know anything about me personally), we had issues with the graphic - so much so that the designer asked if they could rework the design. When they sent the proof for approval, the Tiger was not only younger but sleeping, with an uncanny, angelic resemblance to baby Kenji! Becoming more aware and being more sensitive to my intention for launching a fragrance has definitely made room for more divine situations like these to occur. Healing Through Scent: In what ways has creating fragrances been a form of healing or expression for you, especially after the loss of your son, Kenji Mwamba? I know my sons may not necessarily want to be perfumers, but they definitely have an entrepreneurial heart. My desire is that whatever they decide to pursue (acting, script-writing, music or architecture), they know that anything is possible with the right amount of determination, grit, belief and immersion. One reason I chose to homeschool is so they could enjoy learning without restraint and have ample time to devote to their own separate passions and it still be fun. They know Pink MahogHany is theirs if they want it (many, many years from now - lol), and we are already discussing business structures for whatever they choose their role to be once I retire. Work-Life Balance: How do you find balance between your professional responsibilities and personal well-being, and what self-care practices do you prioritize? I’m not just a perfumer; I’m also a consumer, and self-care is huge for me. I often take salt baths to reset my energy and clear my mind after being around large groups of people or free a long day. I’m a habitual perfume sampler, and I have so many to choose from to wear as my “nightcap.” Even if just for 10-15 minutes, I cherish each moment I’m able to have some “me-time.” When time and co-parenting schedules permit, I’m definitely on a flight somewhere to indulge in some delicious food and mouth-watering mocktails!](https://www.womenontopp.com/wp-content/uploads/2024/10/IMG_3812-1200x720.jpeg)
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