Everyone can identify with the feeling of being invisible sometimes, but for a whole generation, that feeling may be more a matter of endurance. Unfortunately most cultures don’t value older populations as they once did, and western society is especially guilty of that. Susan Feldman was saddened when she saw a friend’s Instagram post joking about being invisible after age 50, and she decided to do something about it.

Having taken two years off after launching, building and selling One Kings Lane, Susan launched a very different venture, In the Groove, a website largely focused on beauty where women of all ages can see a reflection of themselves. Filled with fashion tips, health and lifestyle information, and even a menopause registry (!), In the Groove proves that looking good is always in style.

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Big Ideas

Building an audience from nothing. [07:04]
The many internal and external changes that come around age 50. [20:07]

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Groove is in the Heart: Susan Feldman Takes on Ageism in Fashion & Beauty