Brooklyn Decker knows just how precious time is. As a working actress, entrepreneur and mother of two kids under the age of 5, she — like most of us — doesn’t have a minute to spare. So, when she and her best friend, former CNN reporter Whitney Casey, realized that women literally waste hours of their lives trying to decide what to wear, they felt compelled to help reclaim that time. And thus, their app Finery was born.
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Think of it this way: You probably have a music managing app on your phone, and one for your banking, grocery shopping and a zillion other things. Why wouldn’t you have one for your wardrobe, too? With this as the basis of their idea, Decker and Casey created “an operating system for your wardrobe” that allows you to actually see (and use!) what you already have.
Bonus? The app is full of sartorial sorcery, like instantly adding items you buy online to your virtual closet and reminding you when return dates are fast approaching.
It’s an ironic plot twist for Decker, who admittedly prefers a low-tech life. However, her passion for this new venture makes perfect sense when you consider that most priceless of commodities, time. “I love productivity because productivity allows you to actually do the things you want to do in life,” Decker explained to SheKnows when we had the chance to chat with the busy star. “Yes, it’s technology. Yes, I don’t really love technology. But to have tools that give you your time back, that’s valuable.”
Although Decker originally comes from the fashion world as a model, the app would see her re-entering the fashion space after nearly a decade away — a period during which she says the industry changed dramatically. Between that and entering the tech space, which she had not previously been a part of, Decker admits intimidation gripped her in the beginning.
The fact that so many obstacles had to be overcome along the way certainly played no small part in that pervasive feeling.
“First of all, I have a toddler and I have a 5-and-a-half-month-old, and I have a job. So it is a challenge figuring out how to really manage your time and really prioritize family and then figure out where everything follows after,” Decker shared, adding that it’s especially tricky for someone like her who wants to give 100 percent to everyone and everything.
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“When you’re wearing multiple hats, you just can't do it — but that’s OK. Less than 100 percent is still really, really strong. And I think that’s something that a lot of my friends and I talk about. We’re like, ‘Gosh, we have to do everything’ and ‘Can women do it all?’ ‘Yes, we can do it all!’ We have these conversations all the time,” she told us.
Where Decker felt empowered to move forward in the tech space was in meeting other movers and shakers, all of whom pointed toward a fundamental fact: Anyone can have a good idea. “Entrepreneurs come from so many different walks of life. And, again, a good idea is a good idea no matter who’s behind it. You have to execute it, of course, but if you’re doing that, you’ll absolutely garner the respect of your peers,” Decker told SheKnows.
Still, some days Decker feels like she’s on top of the world. Others, she goes to bed feeling like a failure. And tired? Oh, always. “I haven’t slept since my child was born six months ago, and I’m so tired. The brain fog is so real — mom brain is so, so, so real,” she said with a laugh, joking that she could really benefit from a “three-day nap.”
And yet, when she’s feeling stretched thin, Decker confesses it’s a major source of her fatigue that also reinvigorates her.
“I hang with my kids. I really do,” she said. “It just gives you perspective and you see what matters. And seeing the world through the eyes of a toddler is so cool and funny, and I think that perspective really matters — whether that’s in your children or in your friends or in nature, whatever that is.”
Decker also finds joy in what she does for a living, saying, “It’s such a privilege, and that’s never lost on me. I grew up in North Carolina, and you couldn’t say you wanted to be an actor because no one became an actor. That wasn’t a realistic career path, you know? So, I feel so lucky every day I’m at work. It does feel fulfilling in that way.”
She is quick to point out one caveat, though — she isn’t interested in playing the fame game, which is why she has chosen to make Austin, Texas, her home base instead of New York or Los Angeles. She travels (extensively) to those cities when work requires it of her, but Austin allows her to just “chill out.”
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It’s perhaps maintaining that artful distance between her two worlds that keeps Decker so refreshingly grounded. When asked whether she always feels beautiful, the obviously stunning Decker scoffs, “Oh my gosh, no,” before clarifying, “I don’t always feel beautiful, but I always feel like I’m enough. I don’t think any woman feels beautiful every day. We all have our good days and bad days... but I do always feel like I’m enough, and I think that was a gift from my parents. They kind of instilled that in me.”
It’s no wonder that asking how Decker would rate her happiness on a scale from 1 to 10 results in an emphatic 10.
“I really am right now. I know it’s annoying,” she says, laughing. “I haven’t always been this happy. But right now, life is incredibly overwhelming and I feel very frazzled and I’m stressed in all facets of my life, but I am happy. I have two healthy children and a husband I love, and I’m really happy. I am.”