Q & A with Catriona Smart

Catriona "Coco" Smart is the founder of That Good, a creative agency that curates unforgettable experiences designed to connect and inspire. As an experience architect and entrepreneur, Coco specializes in crafting cultural moments that elevate the voices and stories of underrepresented communities. 

A passionate advocate for the independence of women and people of colour, Coco’s work focuses on empowering others and fostering a sense of community and inclusion. Her visionary approach and dedication to meaningful engagement have made her a respected leader in the industry, championing diversity and amplifying impact through every project she touches.

We’re excited to bring you this Q&A with Catriona Smart!

What inspired you to start That Good, and how has your vision for the agency evolved over the years?

I started That Good to expand on the cool work I was already doing with good people. We wanted to be able to grow our business as a Creative Agency while still being able to give back and so far it's been successful. With just under two years in business we have evolved to add on an event venue that other creatives and corporations can rent out to make magic called Transmission Studios.

You've worked on a wide range of projects that amplify underrepresented voices. What has been one of the most rewarding experiences in your career so far?

I wholeheartedly believe that you can't be what you can't see, so it's been incredibly rewarding to unlock spaces for people that they've never experienced before. I'm on the board at The Remix Project, a program created to help level the playing field for youth in the entertainment and arts who face barriers and I had a vision of having their yearly graduation on a stage worthy of their talents. I pitched Live Nation and was able to secure History as our venue. To see the students take space in such an epic venue always brings tears to my eyes. I also was able to bring my whole team to Turks & Caicos for our staff retreat this year. Being in events and always servicing our clients, it was very nice to see them all relax and enjoy themselves in a beautiful space where they felt like they belonged and deserving.

In the fast-paced world of entrepreneurship, how do you stay true to your core values while navigating growth and success?

Our core values are just an extension of my personal values so staying true to them is just who I am.

Your work spans across so many industries and communities. How do you stay grounded, and what are the go-to rituals you rely on to recharge and maintain your well-being?

I am my own worst critic so staying grounded is a little too easy for me! But I definitely rely on rituals like lifting heavy weights, walking and cooking to keep me sane.

Community is a big theme in everything you do. How do you cultivate community within your businesses and personal life, and what does it mean to you on a deeper level?

At That Good we make sure as a team to connect without screens once a week. It's not for too long, but it's a nice time for us to be reminded that we are humans outside of the grind. With my personal life, it's about me reminding myself that I always feel better after I've seen friends (even though I make a million excuses in my brain to cancel before I make it out)..... The reality is, people need people and sometimes just a short chat about nothing can make you feel like a whole new person again. 

Home is often a sanctuary for many of us. What does 'home' mean to you and how do you create a space that balances both comfort and creativity?

Home is my little family. My fiancé Jimmy, our daughter Harlowe and of course our fluffball, Goldie. With them, home can be anywhere we land but if we're talking about our physical home, we find comfort in things like actually being comfortable, good quality furniture, great sheets and pajamas (we love our bed!) As far as creativity, we love art that has great meaning and stories and have made sure to incorporate it everywhere we can.

You wear so many hats - mother, boss, entrepreneur. How do you maintain a sense of comfort and calm amidst your busy schedule?

The truth is sometimes I do and sometimes I don't. Being a mother and entrepreneur is hard. Someone recently said to me: "you can't be both a full time mother and a full time entrepreneur." And though it kinda stung at first, when we talked more (she is also a mother and business owner) what she meant was that the idea that we can be all things to everyone all the time as women just isn't realistic and actually sets us up to feel horrible about ourselves. At the end of the day I just try to do my best and get help when I can't. I work to push away the ideas of perfection that I was conditioned to strive for and rather really just focus on the progression of both my family and my business.

At This is J, we believe in the power of comfort through our designs. What do you love most about our pajamas and how do they fit into your personal routine?

I love This is J pajamas because they are so comfortable. I take sleep super seriously and since even the slightest thing can wake me up, I love the fact that these pajamas are so lightweight and soft that they barely feel like I'm wearing them.

You're someone who has championed diversity in all forms. How can other businesses, particularly in fashion and lifestyle, play a bigger role in fostering a more inclusive environment?

Look around you and if you notice everyone in your circle, at your office and at your events all look the same, it's time to open up. Invite different people than what is on your existing list. Hire someone who maybe doesn't fit your exact job description but fits your vibe. Ask questions of different sources and be open to new opinions. 

Catriona Smart and her daughter, Harlowe, in their fav Henley Tee Short Set PJs.

As a mother, what role does comfort and wellness play in how you approach parenting? How do you teach your daughter the importance of these values?

Both comfort and wellness are big in our home. But Harlowe almost came out of the womb knowing what makes her comfortable and what doesn't. She's very sensitive to things that touch her body so what she wears has to feel good to her. As for wellness, she's always seen us making movement a priority so when it came time for her to enroll in sports she dove head first. A lot of her values around wellness have developed by her interest in being competitive in sport and I'm not mad at it. We try to teach her as much as we can but she does teach us a thing or two quite often!

Why is wearing something that feels good - like This is J's ultra-soft pajamas - so important for your personal wellness and how you approach self-care?

Like I said before, SLEEP. I need it to be able to do all that I do and comfortable pajamas are paramount.

And finally, we know you are a wearer of our Bamboo Jammers, what is your favourite style and why do you love them so much?

I love the Henley Tee Short Set from the collab with Cat and Nat! Harlowe and I have the matching set and it's the cutest thing when she pulls them out at bedtime and asks: "can we match tonight?" I love how soft they are and the cut is really flattering.