Inspirational Woman: Dominique Elkind | Co-Founder, Luv Juno

Dominique Elkind is an entrepreneurial user-centric designer with an ability to lead and influence product strategy. Elkind cofounded a team inside of Google’s internal startup incubator Area 120, which was acquired by the Google Shopping product team.

During her own wedding planning, she came up with the idea of Luv Juno, alongside her co-founder Eila Mell; a platform that combines technology and bridal to create the perfect wedding styling experience.

Tell us a bit about yourself, background and your current role

I studied painting and started my career as a fine artist. The creative skillset I honed at art school naturally lent itself to graphic and marketing design which I did for years before transitioning to product, strategy, and user experience design roles.

Prior to joining Google, I ran my own consulting design business, worked at startups (Redfin, Avvo, Qumulo), and worked for several large companies (NBCUniversal, HTC, Zumiez, Funko)

I’ve been at Google for the last 4 years where I designed new enterprise products for the business, most recently I co founded a team inside the Google startup incubator area120. We were focused on creating an integration between Google and Shopify through a Shopify app to sync products shown on Google. Our product and team were acquired by the larger Google Shopping team.

I founded Luv Juno in November of 2022. We are a bridal styling service combining fashion expertise, personalized service and technology. We’ve been in stealth mode until now testing the concept and building the initial prototype platform.

Did you ever sit down and plan your career?

Not really! I studied what I loved, which was painting and drawing. I didn’t really think about how my education would help me land a job other than that I was studying to simply become a more informed and disciplined creative artist.

I then looked for roles and companies when I would be challenged, have the most opportunities to grow and lead, and also where I would have fun and feel passionate about the purpose of the product I was working on.

Have you faced any career challenges along the way and how did you overcome these?

I knew I needed to start my own business because I’ve always been entrepreneurial and biased towards action. I also like doing things my own way and am extremely opinionated! The biggest challenge was getting over my own fear and hesitation to just take a leap and try to create my own enterprise.

What has been your biggest career achievement to date?

One of my favorite memories is seeing my TODAY Show mobile app design on the big screen in Times Square as Carson Daly told viewers to download it. My team and I watched in real-time as downloads went up exponentially.

What one thing do you believe has been a major factor in you achieving success?

Creativity and flexibility. There are so many jobs that require creativity and you can apply that skillset to practically any industry or role. Being someone who is open and has creative problem-solving capabilities has been lucrative.

I have to collaborate with many people and stakeholders. A big part of my job is translating critical feedback and customer needs so being flexible is extremely important to knowing when to pivot, when to adjust and when to hold on to ideas.

What inspired you to set up Luv Juno?

Luv Juno was born out of my own experience planning my wedding. I wanted help to execute my dream vision, but I was feeling uninspired and honestly unimpressed with the fashion side of the bridal space.

Bridal stylists I found online were extremely expensive and I wasn’t excited about the lack of technology utilized and seemed inefficient. I went to a few bridal boutiques where the associates were quite helpful but were obviously incentivized to sell me more expensive items.

I reached out to Eila for virtual styling and it was a game changer. She helped me pull together the perfect looks for my wedding weekend and feel confident in my selections. That’s when I knew we could help other brides as well.

What top tips would you give to an individual who is trying to excel in their career in technology?

Don’t be afraid to apply to roles where you don’t meet 100% of the desired qualifications. Your advocacy, relationships, or a creative approach to framing your expertise could overcome not having all of the skills and experiences outlined in the job qualifications.

How does Luv Juno’s technology help mitigate the stress of finding the perfect dress?

We are your partners in creating your wedding style and ensuring your photography looks flawless. We figure out your one-of-a-kind taste so that you love every single item we send. Ultimately each piece you choose to add to your wardrobe is totally personalized for your life and ideally long term wear.

We can help you style items already in your closet and choose versatile investment pieces that can be worn again and again, including your wedding dress! Plus, we don’t work on commission or for a specific brand. We work for you to find you the best possible deals on the best fashion for you.

Do you believe there are still barriers for success for women working in tech, if so, how can these barriers be overcome?

I do believe there is unconscious bias that leads to both less hiring and less promotions for women and minorities. First, if we have a seat at the table we need to call out bias or unfair social stereotypes when we see them. Secondly, I’m a fan of blind resume screening where details about candidates that expose their gender, race, religion, or socioeconomic background are hidden. Third, seek out allies and people who do support you and don’t waste more of your time than necessary working for people or companies that won’t advance you.

Lastly, though tech is one of the better workplaces for mothers there is still work to be done. Many managers are uneducated or uncaring about the needs of pregnant or breastfeeding women, or they assume moms are incapable or unwilling to take on more responsibility. It’s illegal and just plain wrong to not support women with basic, free or inexpensive accommodations. If you are a mom and feel comfortable speaking up, do educate men and anyone uninformed about what you need to help the next mom.

What do you think companies can do to support and progress the careers of women working in technology?

Microaggressions at work can be demoralizing and just wear you down. Over the years I’ve experienced being underrepresented, overlooked, and interrupted in the workplace. You can ask your team and manager to encourage open communication to help everyone feel comfortable expressing their ideas. Managers can call out where ideas came from to give credit to women who might otherwise be ignored or only be listened to when men on the team echo their sentiments.

There are currently only 15% of women working in tech. If you could wave a magic wand, what is the one thing you would do to accelerate the pace of change for women in the industry?

There’s a lot that can be done! Focusing on one thing I’d engage male allies to mentor, hire, and promote women. Men outnumber women in tech currently and we can’t advance and increase our numbers unless we have them on our side.

What resources do you recommend for women working in tech, e.g. podcasts, networking events, books, conferences, websites etc?

I read a lot and encourage everyone to read and explore any topics they are interested in! I’m currently reading Ben’s Bites, Popular Mechanics, Wired, Stratechery, The Information, and subscribe to Apple News where I read a lot of articles. I’m currently listening to Limited Supply, and finishing Starting Greatness.