“We Have To Let Go & Surround Ourselves With People We Can Delegate To” With Eve Dawes of FitnessByEve

Akemi Sue Fisher
Jul 6, 2018 · 10 min read

I had the pleasure of interviewing Eve Dawes, of Dawes Custom Cosmetics, FitnessByEve, and Sorority Specialties. Eve is a strong, creative woman, who never stops; she is committed to helping bring out the best in others through her various companies and extensive volunteer and committee work. Eve is a fitness professional, WBFF Pro, SAG-AFTRA actress, Sales & Social Media Manager, Mrs. Nevada United States 2017, a writer, and founder of Dawes Custom Cosmetics which will launch later this Fall. Eve provides free resources to make health and fitness education accessible to all via FitnessByEve and the Glam & Gowns Vlog she co-hosts with Faviana. You may have seen her in Oxygen, Iron Man Magazine, Fit & Firm Magazine, bodybuilding.com, various commercials, and music videos.

Thank you so much for doing this with us! What is your “backstory”?

I was born and raised in England when we had both a female Prime Minister and Queen, so I always saw women in a position of power and leadership. I’ve always been focused and self-motivated and knew I wanted to be a ballerina from the age of 7; I went on to train full time at Central School of Ballet and London Studio Centre. After graduating I toured internationally as a professional dancer for over 8 years; performing with the Vienna Festival Ballet, in musicals, TV, music videos, theatres, casinos, cruise lines and movies such as Burlesque and Burt Wonderstone.

After moving to the US, I found my niche as a fitness professional. I have a holistic approach to a healthy, happy lifestyle, and wanted to be able to share this to help others feel and look good from the inside out, which has led me to expand in many directions; I’m a certified NASM Personal Trainer, Sports Massage Therapist, Yoga and Spin instructor. I founded fitnessbyeve.com to be able to reach a wider audience than 1-on-1 or group classes; to provide the resources others may need to live their fittest but balanced, maintainable lifestyle, which falls under my commitment to combat the obesity epidemic and chronic diseases.

A few years ago I started working with Faviana; our missions are totally in alignment with one anothers; to help women feel good and celebrate themselves. I was givent the opportunity to co-host their ‘Glam & Gowns’ YouTube Channel, where I’m able to diversify beyond fitness and into fashion, and beauty; two of my other major interests that compliment my holistic approach to helping others feel and look their best.

Never one to sit still; I was fed up of searching for the perfect shade of lipstick ( red, nude, pink, you name it) and lip gloss. If I did find one, and it was long-lasting, it ended up being full of chemicals and drying out my lips. Being a problem-solver, and discovering that you could create your own, I took the leap of faith of creating my own company. Now I can make other women feel special and create uniquely for them; everything from the shade, finish, texture, scent, and they also get to name it. It’s a lot like having a signature scent, now you can have your signature color; it’s a great way to elevate a party, make your guests feel special, and have a memory from the occasion.

Can you share the funniest or most interesting story that happened to you in the course of your career?

The day after I got my green card I was doing a dance photoshoot in Malibu, California. Billy Ray Cyrus happened to show up during the photoshoot to shoot his latest music video next to us. When my shoot wrapped he came and asked me if I’d dance in his music video for him! What were the odds of that happening? Especially the day after I got my green card. That was my first paid job in America and definitely a memorable one; dancing on the beach during sunset in Malibu, I felt like I was living the American Dream.

How have you used your success to bring goodness to the world?

Last year I was Mrs. Nevada United States 2017. I completed over 285 volunteer hours and made over 85 appearances. I now serve on several non profit organizations committees so I can continue to be involved. However busy we get, it’s important to schedule and to be able to give back to our communities and be a part of them. If you’re a leader, you have to lead by example and be the boots (or heels) on the ground, not just words without action. My blog and vlog are other outlets in which I’m able to provide free health, fitness and beauty resources to all. It’s not always about financial gain, in fact for me, it rarely is, but being rewarded by seeing others succeed and have fun.

If someone would want to emulate your career, what would you suggest are the most important things to do?

As I’ve got older, I’ve realized the importance of building relationships and not trying to do everything myself. We have to let go of controlling everything at times and surround ourselves with people we can trust and collaborate with or delegate to. It’s also important to create goals and microsteps to those goals; otherwise it’s like getting in your car without knowing where you’re going. It might make for an interesting road trip but it’s not going to work out well in the long run; you’d never get anywhere or get anything done.

It’s not those that have life the easiest that are successful, but those with the tenacity to work through and around obstacles and hardships and find a way to their goals. Whenever you start something new, there’s always risk involved. It comes down to the passion, drive, and problem solving abilities you have; talent is not enough.

Lastly, always go above and beyond; anyone can do the bare minimum but what is it that sets you apart? What will give you that extra sparkle? What other ways can you give? Not just in work but to others and in all areas of your life.

Is there a particular person that made a profound difference in your life to whom you are grateful?

There’s not just one specific person but a series of people who’ve been my teachers throughout my life. Obviously my Parents whose work ethic and faith in me allowed me to flourish and taught me to work hard and not take anything for granted in life. They also taught me to watch the pennies and the pounds (dollars) would take care of themselves. My husband is a brilliant businessman and his strengths are my weaknesses so we make a good team. My Brother-in-law for making me appreciate how precious life is, to live it to the fullest and the meaning of life; which for me personally is to serve others. My friend and entrepreneur, Lisa Song Sutton has inspired me to reinvest in myself and my future, work with the community, to take calculated risks in business, and not to procrastinate but actually take action.

So what are the most exciting projects you are working on now?

My goals and collaborations continue to grow as I firmly believe that if we’re not growing we’re dying.

I’m in the process of launching my own custom cosmetics line; Dawes Custom Cosmetics. Anyone can make a lipstick and lipgloss so I’m not creating a product but an experience. I want the wearer to feel special, to have fun creating their unique look, and to feel beautiful and valued. They can select the finish, color, scent, texture, and name it; it’s a really exciting concept that I can’t wait for others to experience and makes for a special bachelorette, wedding, birthday party treat, memento, or thoughtful gift. How much money and time have you wasted trying to find the perfect nude, red, or pink? This saves all of that by allowing you to play with the colors with me until we create the perfect shade and finish for you.

What are your “Top Five Ideas About How Influencers Can Monetize Their Brand” . (Please share a story or example for each.)

1)Focus on creating long term relationships.

In the era of instant everything, sometimes we forget the art of patience and human interaction. Relationships that evolve over time tend to be based on trust, respect and open communication which all make for great business partnerships. Over the course of my year as Mrs. Nevada I met so many people; at the time I had no idea where those relationships would go but at several non-profits where I started as a volunteer, I now serve on the committee, so even when my year ended I could continue to serve.

Not only that, but brand collaborations that should have been one offs or a year long contract, such as my one with Faviana, is now going into its 3rd year. It’s about nurturing those relationships and doing not just what’s expected of you but more than what’s expected and without being asked. That leads me into number 2.

2) Take Initiative

If you do more than asked you set yourself apart from others leading to more work, longer partnerships, and higher paid jobs. As an influencer you’re only as good as your worst photo; so even for the lower rates always give your best and let your work speak for itself.

3) Funnel, funnel, and funnel some more

Not too long ago, I had so many things going on but still wasn’t really sure how to monetize many of those things or how to get people’s eyes on it. It wasn’t until a friend was staying with us who’d just attended a conference brought up funneling that the light went on. It’s such a easy thing to do but I’d totally overlooked it and the art of streamlining. By the next morning by funnel was up: on my IG bio, YouTube, blog, facebook, all linked to my paid coaching services and amazon affiliate influencer page. Simple, but effective, plus it cost me nothing but time to do.

4) Give more

When working for a brand; offer more than they ask for. For example, if a client asks for one photo, give them several options to choose from. You can also offer to take more photos in various settings, outfits, etc, or offer a blog or vlog post for a higher fee. I always use my blog or YouTube as an extra bonus for the client, if not when pitching to them in the beginning, then after I’ve tried the brand. I always write a caveat when communicating with brands that I will only post if I truely endorse and like the brand, authenticity is everything!

5) Create your own brand(ed product).

Now this is riskier; but the higher the risk, the higher the reward. Rather than taking a percentage or fee from another brand why not create your own and have the whole pie?! Think niche, micro niche, what hasn’t been done, what you can offer that’s different to someone else by adding what you’re passionate and educated on, and what your brand, ethos, and mission statement is already in alignment with.

I’ve been getting more into beauty with creating beauty tutorials for Glam & Gowns, being Mrs. Nevada United States, and wanting others to feel and look good, so the Dawes Custom cosmetic line came about through evolving and being open to ideas.

Richard Branson always says his business has to be fun; which is why when I came up with Dawes Custom Cosmetics I knew I was on the right path as it’s not only fun for me but for those being created for.

Amazon millionaire, author and business coach, Akemi Sue Fisher, has helped thousands of Amazon sellers scale and grow their businesses to six, seven and eight figures. She has quickly become one of the most trusted and sought after E-commerce consultants in the world. In only three years, her agency, Love & Launch, has helped her clients achieve over one billion dollars in sales through Amazon, Ebay and other e-commerce platforms. Her entrepreneurial spirit and direct approach continues to help elevate not only her success, but the success of her clients which range from startups to fortune 500 companies.

Authority Magazine

Leadership Lessons from Authorities in Business, Film, Sports and Tech. Authority Mag is devoted primarily to sharing interesting feature interviews of people who are authorities in their industry. We use interviews to draw out stories that are both empowering and actionable.

Akemi Sue Fisher

Written by

The "Amazon Queen", Amazon millionaire, Akemi Sue Fisher, has helped thousands of Amazon sellers collectively earn over $1 Billion in sales. LoveandLaunch.com

Authority Magazine

Leadership Lessons from Authorities in Business, Film, Sports and Tech. Authority Mag is devoted primarily to sharing interesting feature interviews of people who are authorities in their industry. We use interviews to draw out stories that are both empowering and actionable.