Eliza Kapitan is the vice president of brands at Accutime Watch Corp., the No. 1 manufacturer for watches under $50 in North America. She’s also a Women in Retail Leadership Circle (WIRLC) member! In this member spotlight, we asked Kapitan a series of questions about both her professional role and personal life, including the woman that inspires her, her leadership style, her advice for the next generation of female leaders, and much more.

1. What’s the best book you’ve read recently?
Recently, I found “Emotional Intelligence: Dealing with Difficult People” by Harvard Business Review Press incredibly insightful for improving interpersonal skills at work. The book is an easy read, packed with practical advice, which I quickly put into action. Its impact was so profound that I’ve already shared it with two colleagues, and a friend was inspired to add the entire series to her work library.

2. What is a tip you have for productively leading a WFH or hybrid team?
A key tip for leading a productive WFH or hybrid team is to cultivate trust. There’s a common misconception that productivity suffers outside the traditional office setting, but I have found that this view isn’t backed by substantial data. In reality, work effectiveness varies with each individual. The focus should be on setting clear goals, timelines, and maintaining strong communication. Success hinges on trusting your team. If trust is lacking, it points to a deeper issue beyond the physical work location. It’s crucial to actively foster this trust within the team.

3. What’s a mistake you made early on in your career?
When I started my career, I kind of missed the mark on something crucial: balancing creativity with business objectives. As a young creative, you’re often told your art and design is paramount. So naturally, I thought my creative ideas should always take center stage. But in the real world of commerce, it’s not just about creativity. It’s about how that creativity aligns with business goals. Learning this was a game-changer. It made my decisions less about personal expression and more about smart, focused creativity that fits within business needs. You can take your career to new heights once you realize that business objectives take the lead. 

4. What’s the toughest part of being in charge?
The most challenging aspect of being in charge of the design and development for our licensed brands is ensuring that our products resonate with consumers, and it’s a primary focus for me. It’s critical to hit the right combination of excitement, timing, and pricing. To achieve this, I rely heavily on both internal and external data. However, consumer preferences are constantly evolving. Staying attuned to these changes is crucial— a moment’s lapse can mean missing a key shift in trends. Ultimately, the consumer dictates our success, making them the real boss in this scenario.

5. What’s the best way you motivate team members?
The best way I motivate team members is by illustrating the impact of their work. I focus on showing them how their efforts contribute to the bigger picture, explaining the significance of their role, and highlighting how their dedication leads to our success at retail.

6. What woman inspires you right now and why?
I find tremendous inspiration in the creative women within my industry who pour their passion into their work. These unsung heroes operate behind the scenes, yet they form the backbone of the products we see on retail floors. Much like myself, they engage in “ghost designing,” crafting products that light up the hearts of consumers, even if their names don’t grace the labels. I’ve had insightful video chats with a few remarkable women, including Kim Holiner, Jessica Richards, Michelle Nagy, Tracy Mattocks, and Danielle Mezzardi. They are the hidden powerhouses behind the things we love at retail, and listening to them share their truths about the industry is truly inspiring.

7. What are you looking forward to the most for the industry over the next year?
I’m really excited to see how the industry embraces AI to make experiences better and boost productivity. It’s that perfect blend of human touch and AI magic that opens up so many possibilities for growth.

8. What is one thing you look for when interviewing a potential candidate?
In interviews, I look for candidates with both grit and a genuine passion for the role. It’s important they have a foundational skill set, but what I value most is their commitment and dedication to the work. Skills can be developed over time, but a strong work ethic and determination are key traits I seek in potential team members.

9. What’s something that you learned about yourself in the past year?
In the past year, I’ve learned the power of perspective and self-positioning. I realized that any situation can be viewed through various lenses, and the choice of perspective is mine. It’s akin to product marketing, but applied to oneself. This understanding of “self-marketing” has been a significant insight for me.

10. What’s your favorite podcast?
“My Favorite Murder” is a true crime comedy podcast that I enjoy listening to while I work. 

11. What values are most important to you as a leader?
As a leader, the values I hold in highest regard are empathy, logic, kindness, honesty, and self-awareness. Each plays a crucial role in effective leadership and personal integrity.

12. What’s the most important thing people should know about you?
I work with what I call the “Golden Brain Technique”, where I utilize both sides of my brain equally —bringing together logic and creativity. There’s often a misconception that those in creative roles may lack strategic and analytical skills, and I want to debunk that inaccurate narrative. I believe in the power of blending creativity with a strategic mindset.

13. What practices or boundaries have you implemented in your personal life to create more work/life balance?
Almost a decade ago, I made a change that transformed my life: I removed my work email from my phone. Don’t get me wrong, I still check my emails on my phone, but now it’s always on my terms. I choose when to engage, preventing work emails from interrupting my personal time and helping me maintain a healthy work/life balance.

14. How would you describe yourself in a single sentence?
Blending compassion, empathy, and logic, I uncover patterns, craft compelling stories, and ensure products meet consumer needs, prioritizing honesty and transparency, while practicing attentive listening and a solution-focused approach.

15. What’s your favorite app?
My Notes app on my iPhone. 

16. What do you do to recharge?
To recharge, I practice daily meditation. While I initially relied on guided sessions, I’ve recently transitioned to mantra meditation. I’ve found this approach to be more effective for me, especially over the past year.

17. What is your biggest accomplishment?
My biggest accomplishment, though perhaps unexpected, is the relationship I have with my husband, Eddie. It’s the cornerstone of my personal and professional growth. Being with Eddie has made me a better person, leader, and human being. I’ve had the privilege of coaching him through his career ascent, and in turn, he’s been my steadfast supporter and rock. This relationship is a cherished aspect of my life, one I never take for granted.

18. What advice would you give to the next generation of female leaders?
To the next generation of female leaders: Embrace your uniqueness. It’s okay not to “fit in”. Focus on developing strong soft skills, be an attentive listener, and cultivate robust people skills. Often, being a polite yet impactful disruptor who comprehends the broader context is more effective than conforming. Your distinct perspective is a strength, not a drawback.

19. What gets you up in the morning?
Gratitude gets me up in the morning and meditation gets my mindset ready for the day.

20. What do you like most about being a member of Women in Retail?
What I value most about being part of Women in Retail is the chance to connect with inspiring women across the industry, creating invaluable relationships with global leaders. A special thanks goes to my friend and inspiring leader, Armani Ibraham-Abraham, for introducing me to WIRL and inviting me to my first event last October. Through attending various events, I’ve had enriching conversations about the industry with people from all over the world. For instance, meeting Anna Karina Peres Crodelino from Mexico for coffee when she came into town for NRF in New York, after initially connecting at the WIRLC On the Road event, was a highlight. These opportunities to expand my network beyond my immediate role and forge external cross-functional partnerships are incredibly beneficial to my professional journey.

Interested in connecting with women like Kapitan? Apply today to become a Women in Retail Leadership Circle member!