We are proud to bring the AGAATI Women Trailblazer Series—a tete-a-tete conversation with women from across diverse sectors on fashion, beauty and wellness. What more? Watch them in some of our favorite designs and see the magic that unfurls when personal style infuses into the AGAATI aesthetics!
April Crichlow is a high tech marketing executive who believes in the power of diversity and inclusion to drive innovation. She is a strong advocate for women in the workplace, working moms, underrepresented minorities, supplier diversity, and transparency in the supply chain. April gathers her inspiration from her family, faith, sisterhood of friends and her local community. She lives in Manhattan with her husband and 2 precious kids ages 6 and 3.
Tell us about your job, what do you do and why do you love it?
I have been in high tech marketing for almost 20 years. I am currently VP of Global Customer and Partner Marketing at SAP Ariba, the world’s largest B2B marketplace where 3M buyers and suppliers transact almost 3T in commerce yearly. I also proudly serve as our Diversity and Inclusion Lead. I love my job because even after two decades I am constantly learning and evolving. The fast pace of technology forces you to think one step ahead and grow your knowledge and skills each day. I have the honor of working with some of the brightest minds in the industry and I love that I am helping to drive change for women in a male dominated industry.
What inspires you outside of work?
My faith and my family! I don't see that as outside of work but part of my work and purpose. I have a supportive and loving husband and I'm also a mom to two beautiful kids, Hudson (6) and Avalon (3). They are the inspiration behind what I do each day. I am also super inspired by the incredible female founders who are disrupting the world today! I love how women are rising up and creating products, solutions, services that are filling experience gaps in the marketplace.
We want women to look good, feel good, and do good, so tell us:
What is your fashion and beauty routine to look good?
As a mom, you don't have time for a routine! For beauty, I do try to eat and sleep well and love everything from Glossier to ReVive products. I am also really into some more natural beauty products like Indie Lee and Golde. For fashion, I think it is about finding the brands that you believe in and know work well for your body and lifestyle. As working mom, I love to invest in quality designer pieces like a great leather bag that can be both a purse and laptop bag, or a cashmere coat that can transition from day to night.
What habits do you practice to feel good?
Prayer and meditation everyday. Going to Soul Cycle or taking a jog (even if 20mins!) along the Hudson River. Spending quality time with my husband and kids (without my phone!) and having a strong group of trusted girlfriends who advise me on everything from my work outfit to major life decisions.
There's so much going on today, what actions do you take to do good in this world?
I think it can be overwhelming (and deeply saddening) to try to take on the burden of solving all the negative and evil things that are happening in our world. Instead I believe it is powerful to do what you can, with what you have, where you are. This means taking a step back and thinking about what power and influence you DO have in your community, in your family, in your workplace, in your city to bring about positive change where you are now. Sometimes it is as small as helping a neighbor or as big as taking on a leadership role at your work based on a gap or need you see. The opportunities are all around us!
What does sustainability look like to you in your everyday life?
We all wake up each day and can make choices big and small that together make a difference for a more sustainable world. For me, it is thinking twice about the brands I choose to give my dollars to and being informed about brands that have chosen to run their business in a more sustainable way. If you ask some questions and do a bit of research, there is always a more sustainable choice!
A few words on AGAATI
I think AGAATI is the perfect mix of luxury and sustainability. I think we have lost the understanding and respect for truly knowing where our clothing is sourced from and who made it. It makes me feel good knowing that my purchase has made a positive net effect on the environment and also right down to the artisan that created the clothing. It's about uplifting vs. exploiting and I love that AGAATI is making this a priority while offering high-end fashionable designs.
Follow April on april.crichlow