Jennifer Greenberg first met Sarah Stefanski when they worked together in production management at MTV in Manhattan. A year ago, the duo created Marigold, a subscription-based mobile application that helps women build self-confidence and self-assurance.
“Our idea was to have a digital, audio-based and mission-centered product that provided short little boosts of motivational and inspirational content — five to 10 minutes a day — on all different topics,” says Stefanski, 31.
In September, Apple selected Marigold as “One of the Apps We’re Loving Now,” a designation that increased Marigold’s installation numbers by 400 percent!
An Owings Mills native, Greenberg, 33, whose family formerly owned and operated the popular Camp Holiday in Reisterstown, says the app came about because she and her co-founder “wanted to do something entrepreneurial that would help women.”
Given their backgrounds in media, Greenberg and Stefanski felt that an app might be the way forward. After surveying the women’s wellness app industry, Greenberg and Stefanski noticed there was an unfilled niche.
“There were lots of self-help apps, but nothing specifically designed to build self-confidence in women. That was a lightbulb moment,” says Greenberg, who graduated from McDonogh School and Duke University.
Once they found their niche, the two women hired an app developer to manage the technical aspects of the project; a designer to oversee branding; and an audio mixer to handle sound quality. They also came up with the app’s name.
“It took a lot of brainstorming,” says Greenberg. Ultimately, the co-founders chose the name Marigold because “they’re a flower that stands up tall,” says Greenberg.
To ensure the strength and quality of Marigold’s content, Greenberg and Stefanski considered their own life experiences and consulted with friends to determine what they would find most helpful. Then, they conducted a search to find the best coaches to provide motivational advice on topics ranging from relationships and careers to motherhood to personal finance and body image.
The app’s coaches include Diana Mandell, a relationships specialist who provides tips on such topics as first-date jitters; Fran Labiran, a fitness motivation coach who speaks on subjects like health goals during stressful times; and career coach Laine Schmidt, who counsels listeners about asking for a raise or promotion.
One of Greenberg’s favorite coaches is Patricia Stark, who advises women on public speaking.
“[Public speaking] is my fear,” says Greenberg. “She gives really good tips like, ‘Decide you love the audience,’focus on the audience.’ Confidence comes from action. If you want to ask for a raise [or] go on a date, Marigold gives women the courage to do those things.”
Marigold offers bite-size advice from 40 coaches in 370 episodes. Users can purchase a subscription to the app for $7.99 a month or $39.99 annually.
By popular demand, Marigold will soon include advice from a meditation coach. “We’re always looking for feedback, finding out what people like [and] what they don’t like. We’re fine-tuning,” says Stefanski, a Syracuse University graduate who lives in Dobbs Ferry, N.Y.
Greenberg and Stefanski credit their professional mentors, their families and especially their mothers for giving them the confidence and dynamism to embrace their entrepreneurial spirits.
“I always say at MTV there were a lot of strong women to look up to,” says Greenberg, who is currently living in Baltimore. “And our moms are both strong women. It’s an exciting time to be a strong woman.”
Says Stefanski: “In my family, there was never a question about doing anything. ‘Just do it!’”
Although the app is geared toward women between the ages of 25 to 45, Greenberg says that women of all ages can benefit from Marigold.
“[Lack of confidence] is a universal thing. Everyone has her own flavor. We try to have something for everyone,” she says. “Our goal is to make all these coaches accessible and have all of them in one place.” 
For information, visit apps.apple.com/us/app/marigold-build-confidence/
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