After immigrating to the US, Doe Deere and her family spent time in a homeless shelter despite having excellent work ethics and despite their efforts at working various jobs. With the cost of living in New York being very high and their initial wages very low, they found themselves among the working homeless after basic living expenses drained her mother’s savings. This experience serves as a reminder of how strong she and her family are and how much they have overcome to seize their own piece of the American dream. While in this situation, they continued to work and save while dreaming of a better future, a future that they could not have in Russia and eventually were able to become self-sustaining again.
After college, Doe began selling clothing on eBay under the Lime Crime name, and unintentionally became a standout for her beautiful and dramatic use of color in her makeup when modeling her clothes to keep costs low. Because Doe enjoys using vibrant colors and found them hard to find, she understood there was a market for it. When she began getting feedback and recieving requests for her makeup she acted upon her idea for a makeup line. She then began selling makeup also under the Lime Crime name and became successful by offering colors that other companies did not. While business success is important, Doe is also a wife and mother who enjoys spending time with her family in addition to a variety of creative pursuits.
Poppy Angeloff is another company founded by Doe Deere that specializes in creating heirloom quality jewelry. In keeping with staying true to the expression of style, she uses color as a unique and eye-catching part of each piece. She feels that “color communicates emotion.” For those looking for inspiration in becoming an entrepreneur like her, Deere recommends that aspiring entrepreneurs immerse themselves in their chosen field passionately. She also recommends becoming a customer and lastly, recommends that aspiring entrepreneurs take the risk. She says “the only way you’ll know if your vision will work is to try it.”