Jamie Kern Lima is the Co-Founder of IT Cosmetics as well as the author of “Believe It.”

In this episode, Jamie and Amy Jo discuss Jamie’s Why Not Now? moment that is a story of resilience. Jamie was working as a news anchor and found herself in what she describes as “a season of setbacks.” She had developed a skin condition and had difficulty finding makeup that could help conceal it, while she was on camera. She learned that her skin condition doesn’t have a cure which caused her to go down a path of self doubt.

This path led her to the realization that if she can’t find makeup to help her, then there has to be so many other women with the same problem. With zero prior experience in the cosmetics industry, Jamie created IT Cosmetics.

Her first few years of business weren’t easy, and even after hearing no after no, she didn’t give up. Jamie had a gut feeling that she should approach QVC. After being told no multiple times she was finally given the chance to showcase IT Cosmetics on the network and it quickly became the top selling product.