Melissa Gilbert & Nicole Haase Of Modern Prairie On Five Things You Need to Create a Thriving Community
Melissa: Number one, you need a Nicole. You can’t do it without a Nicole Haase. It just doesn’t happen. She has the creative vision that’s so strong and so solid. She’s a brilliant creative director, even though she’s not officially our creative director — she absolutely is. She has a perfect eye for product, but she’s also the business driver behind everything. It’s very rare to find someone who can handle both sides of that coin. People are usually either very creative or very business-oriented. I’d probably lean more toward the creative side, though having been the president of the Screen Actors Guild, I have negotiated a $200 million contract. But you need someone like Nicole to really make things happen.
Nicole: Wow. Right back at you, Melissa. So, here are my thoughts. First, you have to have accessibility. You need to meet people where they are and create a platform that’s open to everyone. When people arrive, they need to see that you are authentic. If you’re not authentic, people will see through you immediately. That’s why so many businesses fail — they say they’re accessible, but they’re not genuine once you dig deeper.
I had the pleasure of talking with Nicole Haase and Melissa Gilbert, Of Modern Prairie.
Nicole Haase is a seasoned retail executive with over two decades of experience across some of the most recognizable global brands. Haase’s professional journey began with roles at companies like Torrid, Lucky Brand, Williams-Sonoma, Gap Inc., and Sephora. Her expertise encompasses children’s and adult apparel, plus-size fashion, accessories, home furnishings, and housewares. Across these varied positions, she has honed her skills in buying, merchandising, and market analysis, consistently delivering financial results while staying attuned to consumer trends. This diverse background has given her a unique perspective on both the creative and operational sides of retail.
In addition to her retail experience, Haase holds a graduate degree in management from Boston College. Currently based in Orange County, California, she balances her professional life with a fulfilling personal one, living with her husband and two stepchildren.
In 2022, Haase co-founded Modern Prairie, a lifestyle brand focused on empowering and supporting women aged 50 and beyond. The venture is a partnership with actress and author Melissa Gilbert, best known for her role in Little House on the Prairie. Modern Prairie fills a gap in the market by offering heirloom-quality products and fostering a digital community for women in midlife. For Haase, the brand’s mission aligns with her long-standing desire to create meaningful connections through retail, blending commerce with purpose.
Haase’s background in retail positioned her perfectly to see the untapped potential in this demographic. During her years at various companies, she had witnessed how certain markets were underserved, particularly women in midlife. The COVID-19 pandemic, which brought widespread disruption to the retail industry, prompted Haase to launch her own company, Haatched Concepts, and ultimately co-found Modern Prairie with Gilbert. The company is built on the idea of creating a space for women to connect, share their stories, and feel validated at a stage of life that is often overlooked by mainstream media and brands.
Haase’s role in building Modern Prairie extends beyond traditional retail responsibilities. She has been instrumental in crafting the brand’s identity, ensuring that it resonates with its target audience while staying true to its mission of fostering community and connection. Her partnership with Gilbert brings together their complementary strengths: Haase’s business acumen and Gilbert’s public profile and personal advocacy for women’s health and aging. Together, they have created a brand that speaks to a generation of women who are often overlooked.
The rapid growth of Modern Prairie is a testament to the founders’ vision and the need for a brand that addresses the realities of midlife. The company’s blend of commerce and community is helping to redefine how women in this age group see themselves and how they are seen by others. As Haase and Gilbert continue to expand Modern Prairie, they remain committed to their core mission: creating a space where women can find connection, purpose, and products that enhance their lives.
Melissa Gilbert, is an American actress who rose to fame as a child star in the 1970s. Best known for her portrayal of Laura Ingalls Wilder on the beloved NBC television series Little House on the Prairie (1974–1983), Gilbert became a household name through her work on the show, which continues to hold a special place in American pop culture. Her performance as the plucky pioneer girl, growing up on the American frontier, won her widespread acclaim and remains one of the defining roles of her career.
Gilbert’s early life was marked by her adoption by actor and comedian Paul Gilbert and actress and dancer Barbara Crane, the daughter of The Honeymooners creator, Harry Crane. Adopted the day after her birth, Gilbert grew up surrounded by the entertainment industry. Her younger brother, Jonathan Gilbert, also appeared alongside her on Little House on the Prairie as Willie Oleson, further embedding her within the Hollywood landscape from a young age.
Gilbert began her acting career in television commercials and guest roles before landing the iconic part of Laura Ingalls Wilder. Beating out over 500 other young actresses for the role, her portrayal of Laura resonated with viewers for nearly a decade.
Outside of Little House on the Prairie, Gilbert continued to build her acting career, predominantly appearing in television films such as The Miracle Worker and The Diary of Anne Frank. She also transitioned to the stage, most notably starring as Caroline “Ma” Ingalls in a touring production of Little House on the Prairie: The Musical in 2009 and 2010. In addition to her work in drama, Gilbert has had a diverse career, which has included voice acting, such as her role as Batgirl in Batman: The Animated Series, and stints on reality television, including her appearance on Dancing with the Stars in 2012.
In the early 2000s, Gilbert took on a new kind of leadership role as the president of the Screen Actors Guild (SAG). Elected in 2001 after a heated campaign, she led the union during a period of significant upheaval, advocating for actors’ rights and navigating contentious negotiations. Re-elected in 2003, she served until 2005, making a lasting impact on the organization. Gilbert’s political engagement extended beyond the entertainment industry when she ran for U.S. Congress in Michigan’s 8th district in 2016.
In addition to her acting and political careers, Gilbert has also made her mark as a best-selling author. Her memoirs, Prairie Tale and Back to the Prairie, offer intimate reflections on her life in Hollywood and beyond. She has also written a children’s book and a cookbook, showcasing her diverse creative talents.
In recent years, Gilbert has embraced a quieter life away from the Hollywood spotlight, turning her attention to personal passions and new business ventures. In 2022, Gilbert co-foundeed Modern Prairie, a lifestyle brand aimed at empowering women over 50. Partnering with retail executive Nicole Haase, Gilbert launched Modern Prairie to fill a gap in the market by offering heirloom-quality products and creating a community space for women to engage, share stories, and find inspiration. The brand reflects Gilbert’s personal journey of embracing aging and advocating for the visibility and relevance of women in midlife.
Through Modern Prairie, Gilbert has found a new way to connect with her audience, many of whom have followed her career for decades. The brand not only offers curated products but also fosters a sense of belonging and purpose for women navigating the challenges of midlife. This focus on community and empowerment mirrors Gilbert’s own evolution from child star to advocate for women’s issues, including health and aging. With Modern Prairie, Gilbert is helping to redefine what it means to age and encouraging women to embrace their own stories, just as she has embraced hers.
Modern Prairie, founded in 2022 by Melissa Gilbert and Nicole Haase, is a lifestyle brand with a unique mission: to support and empower women aged 50 and beyond. The brand offers heirloom-quality products while fostering a community space where women can connect, share, and find inspiration. At its core, Modern Prairie is more than just a commercial venture; it aims to address the specific needs and challenges that women in midlife often face, providing a platform for them to feel seen and validated.
Modern Prairie’s offerings extend beyond products, including an app, workshops, and a digital platform where women can connect and support each other. The brand is committed to inclusivity, ensuring that its clothing line caters to a wide range of sizes and its products reflect the diverse needs of its customer base. This approach, which prioritizes both community and commerce, sets Modern Prairie apart from more traditional retail ventures.
The brand’s products, which include home goods and clothing, are crafted with quality and craftsmanship in mind. Most of the items are made by female artisans and small businesses based in the U.S., and Modern Prairie is careful to work with partners who share its values of inclusivity and sustainability. The emphasis on products that evoke nostalgia while being practical and beautiful reflects the brand’s mission of helping women live fulfilling lives in this stage of life.
In less than two years, Modern Prairie has grown rapidly, cultivating a loyal customer base and expanding both its product line and digital community. This success underscores the growing recognition of the purchasing power and influence of women over 50, a demographic that has often been overlooked by mainstream brands. As society begins to shift its views on aging, Modern Prairie’s growth highlights the demand for products and communities that speak directly to women in midlife.
For Gilbert and Haase, Modern Prairie is more than just a business — it’s a movement. Their collaboration brings together their unique skills and experiences to create a brand that addresses the needs of a generation of women often marginalized by broader society. As the brand continues to grow, it remains focused on fostering a sense of belonging and empowerment, helping women embrace the joys and challenges of aging. Modern Prairie stands as a model of how purpose-driven businesses can succeed by filling gaps in the market while building meaningful, engaged communities.
Yitzi: Hello, Melissa and Nicole, it’s an honor to meet you. Before we dive in deep, our readers would love to learn about each of your personal origin stories. I guess we’ll start with Nicole. Nicole, can you share with us a story of your childhood and how you grew up?
Nicole: Sure, I grew up with a very interesting family. My father is the son of an immigrant from Ireland. He actually grew up in the projects of South Boston when it was really rough. He ended up putting himself through the Coast Guard and Harvard Business School, where he met my mother. They instilled in me from a young age the importance of hard work and tenacity, especially from his perspective, growing up with nothing. Both of them really came from very little. So I grew up with this strong sense of, “We did it, so now you need to do it,” and knowing that if they could make it, I could too.
When I think about the American Dream, my father is definitely a walking example of it. My parents divorced when I was young, and I have the luxury of having three incredible parents: my mom, my stepfather (who really raised me), and my biological father, who has been a great mentor. Melissa has met Bill — he’s a venture capital guy now. Even in college, I remember him handing me business plans and asking, “Should I invest or not?” You can imagine the intensity of that! But it set me up for some of the careers and businesses I’ve been involved in since then. So, that’s a bit about my childhood.
Yitzi: How about you, Melissa? Can you share your origin story?
Melissa: Well, my childhood was a little different — unconventional, to say the least. I was born to my birth family, and 24 hours later, I was adopted by my parents, Barbara and Paul Gilbert. Genetically, everyone in my birth family was artistic — musicians, painters, dancers. So they definitely sent me to the right family because I was adopted by a bunch of, basically, carnies. I grew up backstage, and eventually on stage myself.
I also had a unique origin story in that my parents divorced when I was very young, around six. My father never remarried and passed away when I was 11. But I had a few stepfathers, let’s just say that. They were all really interesting mentors. My first stepfather was a criminal defense attorney, my second was a jeweler and owner of racehorses who did everything in cash (need I say more?), and my last stepfather, my mother’s husband who passed away several years ago, was a publicist — he was the Cowan of the Rogers and Cowan publicity firm.
So I grew up with these different male influences in various areas of business. My mother had been an actor but was mostly a stay-at-home mom. Though the women in our family were very influential, I found myself gravitating towards the men and observing how they navigated their businesses. That definitely opened my eyes to more than just being an actor.
Yitzi: Nicole, can you tell us the story of how you got involved in your current business?
Nicole: Sure. I’ve worked with some pretty incredible retail organizations throughout my career. Coming through COVID, a lot of it was business development and merchandising for big brands like Williams Sonoma and even digitally native brands like Modcloth in it’s heyday. Leading into COVID, I wanted to gain a different perspective on my career, so I moved to the manufacturing side, which was really eye-opening. I wanted a 360-degree view of the industry.
After seeing how COVID impacted the world and, specifically, retail, I was fortunate enough to decide to go out on my own. I have an incredible partner and spouse, along with a great family, who said, “You know what, it’s time for you. You’ve learned from all these amazing brands, now it’s time to bet on yourself.” So I created a company called Haatched Concepts. It’s a play on my last name, Haase, with two A’s. It’s about hatching new ideas and bringing them to life.
A mutual friend introduced me to Melissa. At the time, I was working with a women’s swimwear manufacturer, and we had some pretty major licenses. Melissa was also looking for swimwear. Swimwear can be a complicated space for women because you often feel so exposed, and we wanted to empower women in this area, which is something really special. When I met Melissa, we hit it off immediately. We did a few Instagram live sessions, and it was magical. The way she connects with her community, her authenticity, her approachability — she’s just real. That got me thinking, “Hey, there’s something here.” I’ll let Melissa take it from here, as she had an idea earlier on that ties into this.
Melissa: I had talked with my agents about branding opportunities and how to carry forward this feeling of “prairie.” It was a pretty vague concept, and they had put together a deck with some ideas, including garden or clothing lines, but nothing ever came of it. I had it tucked away in the depths of my computer.
When Nicole and I started talking, I mentioned, “I have this deck about something prairie.” So I sent it to her, and two weeks later, she sent back the best version possible. She had completely re-imagined it. I opened it and thought, “Yes, this is perfect.” From there, we started meeting regularly and talking about launching the business.
It’s been an incredible experience because, as Nicole will agree, when you start a business, you expect growth. You don’t start thinking it won’t go anywhere — you want it to be something viable, important, and lucrative. But what we didn’t anticipate was the growth of our community and the emotional component of this business. Everything works together to create this synergy where we’re able to produce products that women love, which in turn allows us to create programs that support them emotionally and spiritually. And as they support one another, we all move through this third phase of life together.
Yitzi: For the benefit of our readers, can you fully describe what Modern Prairie is?
Nicole: Sure. Modern Prairie is really centered around the modern, mature woman, aged 50 and above, who often feels invisible and irrelevant because the broader market isn’t speaking to her. As you reach midlife, a lot of things are changing. Your children may be leaving home, you might be aging out of your career or being replaced by a younger generation, your spouse might be getting sick, or you could be losing your parents. And all the while, the larger community often isn’t addressing your needs.
We look at this very important woman, and we validate her. We give her relevance and build a community where support is trusted and abundant. We’re giving her permission to live her best life, to go out into the world feeling confident. And when we say “go out into the world feeling confident,” we mean through the programs we offer, which are a big part of what we do. Of course, the products we sell are one aspect of the business, but it’s not the only thing. The commerce side is important because it fuels everything else, but we also offer free workshops and a free app. It’s about helping her rediscover what inspires her.
We support this through the products we carry, the artisans we work with, the stories we tell, and the access we provide to Melissa. Melissa shares her experiences, and in doing so, she gives women permission to embrace where they are in life because she’s walking that path too. We talk a lot about women over 50 feeling invisible or irrelevant, but we’re showing them that they’re not alone. I’m in my late forties, Melissa is older than me, and we have women in the community who are even older. But the beauty is that we’re all paving the way together. Whether it’s what Melissa is going through or what someone else in the community is experiencing, we’re creating a space where women feel validated. They know they’re not alone in what they’re feeling, and that’s what Modern Prairie is here for — giving women permission to rediscover what inspires them, to feel empowered, and to know they’re part of a collective with wonderful opportunities.
Melissa: One of the other great things about Modern Prairie is that aside from supporting our community of mature women, the majority of what we sell is made by female artisans. So we’re also supporting small, female-owned businesses. We’ve curated products that have a lot of versatility — they’re not just for one specific purpose. Our goal is to make sure that women feel like they’re getting as much value as possible from what they purchase.
We also embrace the idea of “imperfect perfection.” Perfection doesn’t have to be flawless, and things don’t need to be perfectly matched. The pieces we offer can complement what women already have in their homes and serve multiple practical purposes. We’ve seen the appetite for our products grow as women get their hands on them and realize how much they love them.
Inclusivity is another huge part of what we do, especially in terms of clothing and sizing. We cater to a wide range, from the smallest sizes to much larger sizes. It’s really difficult for women who wear larger sizes — especially 2X and up — to find clothes that make them feel beautiful. Our clothes do that. We constantly hear from plus-size women about how much they appreciate that we create pieces designed for them. Initially, we weren’t quite there, but we listened to feedback from our community, adjusted our designs, and made sure our clothes made them feel more comfortable, happier, and more confident. Now they’re able to step out into the world with their heads held high.
Yitzi: The term “Modern Prairie” has the word “prairie” but it is updated for modern times. Why is this the Modern Prairie?
Nicole: Well, there’s an interesting story about that. When we first built the business, it was called Prairie Style. As Melissa and I talked more about who we are for, what our mission is, and how we’re different, we started thinking about the modern age we’re living in — everything being digital, especially after COVID, with people interacting through Zoom like we are now. “Prairie Style” felt a bit too literal, too tied to a specific generation or genre. We wanted to move that forward, modernize the conversation, and share stories of women from all walks of life. At the end of the day, there’s a collective experience as women, but modernizing that conversation is key. If you think back to what “prairie” meant generations ago, women didn’t have the choices or freedoms they do now. They weren’t always able to be their authentic, empowered selves. So for us, Modern Prairie is about taking that idea and moving it forward — giving women permission to live their best lives and be who they want to be.
Melissa: And by keeping the word “prairie,” we’re definitely evoking a sense of comfort and nostalgia — fond memories of childhood, a time when life was simpler, and the sweet, simple things mattered most. So “Modern Prairie” reflects that it doesn’t have to be one or the other. It can be both — a blend of the old and the new — and they can coexist beautifully.
Yitzi: Does Modern Prairie also signify that most of the things you sell are handcrafted, or do you sell more than just handcrafted items?
Nicole: We actually sell more than just handcrafted items. To Melissa’s point, we work with small female-owned businesses, primarily based in the U.S. One of our wonderful partners is April Cornell, who has been around for 50 years — coincidentally, it’s also the 50th anniversary of Little House on the Prairie this year! Her brand’s birthday is next year. April designs her products in Vermont and North Carolina, and she owns her own manufacturing facility in India, which is female-run.
So when we talk about handcrafted, it’s about more than just the physical act — it’s about the love, care, and quality that goes into everything we offer. That’s incredibly important to both Melissa and me. Throughout my career, I learned early on the value of working with artisans and building strong partnerships with them. So while not everything we sell is strictly handcrafted, there’s always a sense of trust and quality. The products we curate are made with love, built to last, and often have multiple uses. That’s a philosophy we carry across everything we do — ensuring that the products reflect the artisans’ care and the values we believe in.
Yitzi: That’s great. Amazing. So it seems like your purpose-led business is not just about selling products, but about solving a problem. You said women over 40 seem to be overlooked by society. What do you think needs to be done? How can the community and society aid you in your effort to support — not ignore — women over 40, over 50? What can society do to support your mission?
Melissa: I was just saying to Nicole earlier today, the growth we’ve seen in the business over the last two years has been remarkable. But what continues to blow me away is the love and support within this community. I’m on our app every morning. I read all the new posts. I know if someone’s in pain, in trouble, or going through a hard time. For example, right now, the women in our community are rallying around those affected by the hurricane. We even have a woman who just lost a daughter, and the community swooped in with love and support.
What’s incredible is that there’s no politics in the conversation — it’s just love, care, humor, and support. That’s it. If more people had access to a space like this, I think the world would be a much happier place. I know that might sound idealistic, but for me, it’s kind of a dream come true. The way the women in our community communicate is the way I wish people talked in the wider world. “I’m so sorry you’re going through this.” “I’m here for you.” “I celebrate your accomplishments.” “I’m proud of you.” These are the things we need to hear, and that’s something very modern and meaningful.
Nicole: From a broader perspective, society needs to realize that the population is aging. I think the statistic is something like 30 million women aged 65 or older as of 2019. Our population is getting older, and there are fewer people available to care for our aging parents or the elderly in general. When women are ignored, there’s a real psychological impact. Many women are misdiagnosed with depression because they feel like they no longer have a purpose.
What we’re doing by connecting women and giving them opportunities to share, learn, and engage with each other is helping them rediscover their sense of purpose. And by doing that, we might even reduce the strain on our healthcare system in the long run. This is a bigger conversation, but society needs to look at how we’re going to care for the aging population and what kind of infrastructure we have in place.
These women are capable, brilliant, and have so much to offer, but no one is really tapping into that. This community we’re building could ultimately help the greater good. I know it might sound lofty, but if you think about the bigger picture, what’s happening now? We’re so focused on immediate problems, but we’re not looking 20 or 30 years ahead. AI isn’t going to take care for my parents, right? So who’s going to do that? This community of women, coming together — sending flowers, bringing food, teaching each other — can make a huge impact.
We’re starting by normalizing the conversation, making women feel seen and heard. If more brands would take that approach, they could help solve a problem that’s just around the corner.
Yitzi: A certain sense of what you’re doing is rubbing against the ethos of society. Society today seems to worship youth. You have lists like 30 under 30, and people are really celebrated for doing things when they’re young. That implies that doing something when you’re older is not as valued. You seem to be doing the opposite, trying to bring back respect for the lived experience of people who are older. What do you think can be done to shift the trajectory of society to respect the experience of people who are aging? How do we celebrate older people’s contributions?
Melissa: Unfortunately, as you said, there’s so much focus on youth — being young, thin, tiny, and young, young, young. But the reality is, we’re all going to age. As a society, especially in America, we’re not prepared to support and nurture ourselves as we age. There are so many layers to this. We also have a broken healthcare system, where it’s more profitable to treat us when we’re sick than to keep us well. That really muddles the messages we receive.
I think it’s up to us — women like us, and the women in our community — to take this idea forward: that we’re here, we’re not going away, and we are valid and valuable. We vote, we buy, we spend, and we care. Youth is great, and sometimes I wish my body felt like it did at 30. But I wouldn’t trade the wisdom I have now. I’ve earned my opinions, my ideas, through experience. I’ve lived a life, and I’m in a position to give advice now. And I’m not alone — I’m one of millions.
I hope that between us and other women having these kinds of conversations about staying valid, important, and vital as we age, our message will resonate. It will inspire more women to step forward, not be afraid of aging, and to embrace it, even celebrate it. It’s certainly better than the alternative.
Nicole: I would add that many brands today don’t really engage with women — they talk at them, not with them. It’s critical that brands start talking with women and ask, “What’s relevant to you?” With so much of our world being digitally focused, we’re constantly faced with “Instagram vs. reality.” Our brand embraces the imperfect, because that’s life. Life isn’t about having the perfect table setting for Thanksgiving or Christmas. It’s about the mess in the kitchen, where everyone is talking, engaging, and connecting.
Brands should focus on celebrating and truly engaging with women. The women we’re speaking to often feel like they can’t trust brands. That’s because brands claim to be “for them,” but then revert to messaging about being younger, looking thinner. That’s not what it’s about. We’re not expecting to change the world overnight, but we are empowering the women in our community. They’re standing taller, becoming more unapologetic about aging, and literally getting in the picture — embracing this stage of life instead of shying away from it.
Melissa: And I have to say, the term “anti-aging” is one of the worst uses of the English language, even if it was a genius PR move. If you break it down, “anti-aging” basically means “against living,” doesn’t it?
Nicole: Exactly! And notice that “anti-aging” is always directed at women. We don’t hear about anti-aging products for men. The narrative around women has been shaped by decades of subconscious messaging — things like “I have to color my hair” or “I have to look a certain way.” Melissa really walks the walk. She shows people that living your best life isn’t about being perfect or fitting into a specific mold. It’s about showing up, being part of the conversation, and embracing who you are, where you are, right now.
Yitzi: This is our signature question that we ask in all of our interviews. You’ve succeeded in creating a thriving community and brand. Can you share with the readers five things you need to create a thriving community?
Melissa: Number one, you need a Nicole. You can’t do it without a Nicole Haase. It just doesn’t happen. She has the creative vision that’s so strong and so solid. She’s a brilliant creative director, even though she’s not officially our creative director — she absolutely is. She has a perfect eye for product, but she’s also the business driver behind everything. It’s very rare to find someone who can handle both sides of that coin. People are usually either very creative or very business-oriented. I’d probably lean more toward the creative side, though having been the president of the Screen Actors Guild, I have negotiated a $200 million contract. But you need someone like Nicole to really make things happen.
Nicole: Wow. Right back at you, Melissa. So, here are my thoughts. First, you have to have accessibility. You need to meet people where they are and create a platform that’s open to everyone. When people arrive, they need to see that you are authentic. If you’re not authentic, people will see through you immediately. That’s why so many businesses fail — they say they’re accessible, but they’re not genuine once you dig deeper.
You also need openness and curiosity. These are key because you have to constantly think about how to improve and grow. Openness is critical because when you make mistakes, you have to be willing to change. You need to pivot and be receptive to feedback. I’ll let Melissa take the last one, but you need accessibility, authenticity, openness, and curiosity.
Melissa: I’d say it also helps to have very high standards. We don’t just sell anything and everything. We don’t just promote anything and everything. The experts we bring in for various topics are truly some of the best in their fields. Our grief counselor, Sandy Peckinpah, who happens to be my best friend, is a licensed grief counselor who has lost a child, a spouse, a marriage — she really walks the walk. The same is true for all of our experts, whether it’s cooking, crafting, or health.
Crafting, by the way, is so important for people as we age because it keeps the mind sharp — it’s like math. Our experts in menopause, aging, caring for aging parents, flower arranging, gardening, knitting — whatever it is, they’re the best in their fields. For example, our quilting teacher is one of the most remarkable seamstresses I’ve ever seen. Her quilts are absolutely stunning. It was a conscious decision to bring in top-notch experts who can truly be a resource for our community.
Nicole: I’ll add one more thing. The community is so involved that they’re starting to lead events themselves. We have something called “Happiness Hour” that rotates from community member to community member, where people hang out and talk about things that make them happy. We’re also nurturing experts from within our community. And of course, what would we be if we didn’t highlight and partner with women over 50? Everyone involved in our brand is in their late 40s, 50s, and beyond. We really do try to walk the walk.
The business has grown over 500% in a year, and we’re still privately funded. Melissa and I have invested in this business and gotten it to this place ourselves. Now we’re actively seeking external capital to scale and grow. But the organic growth we’ve experienced has been remarkable. We’ve become a trusted friend to our community, and they want to shout from the rooftops about Modern Prairie. That’s because of our openness, authenticity, and accessibility.
Melissa is very engaged in the day-to-day, from the products we sell to the events we schedule. She’s on the app every day, and people have direct access to her. It’s unprecedented, but she’s one of the community. She gives women permission to say, “I’m having a bad day,” or “I want to do this differently.” It’s truly remarkable.
Yitzi: This is our final aspirational question. Because of your great work and the platform you’ve built, both of you are people of enormous influence. If you could spread an idea or inspire a movement that would bring the most amount of good to the most amount of people, what would that be?
Melissa: Wow, these are great questions. The first thing that popped into my head, which is probably wrong, is, “All I can think of is bringing Baby out of the corner.” Start inspiring people to understand that we are not to be marginalized — that women over 50 are valuable, viable human beings who can contribute to society in ways that have yet to be tapped. To dismiss us as sweet old ladies or cranky old ladies is myopic. As Modern Prairie grows, the more of us there will be, and the more undeniable it will be that women over 50 are strong, valuable, and important across the board. They’re not going to push us back into the corner — not me anyway.
Nicole: For me, it always comes back to “Seek first to understand.” Everyone has a story, and the world is so divisive right now. We need to come to a common understanding. Seek first to understand where someone is coming from and give them an opportunity to share. Maybe you’ll learn something new. Instead of talking at people, why don’t we seek first to understand? That’s what we’re trying to do with our community. With the upcoming election and the issues in the world, there’s so much divisive behavior. I call it mudslinging instead of a baton pass. I wish more people would seek first to understand, give others the opportunity to share, and then take that understanding with them.
Yitzi: So beautiful. How can our readers continue to follow your work online? How can they join and learn more about Modern Prairie? How can they support your work?
Melissa: They can go to the website and sign up for the app. They can become a community member and get early information, get asked questions about new products, and help us make choices. They’ll get our regular emails. We try to be mindful of not inundating inboxes. That’s probably the best way.
Nicole: Sign up for our newsletter, join our community, check out our app. It’s all on our website. It’s not about shopping with us or spending your money — it’s about engaging with the brand and checking out our free events and workshops. We probably have a dozen for the month of October. There’s a lot to engage with.
Yitzi: Amazing. Thank you so much for this wonderful conversation. I wish you continued success and blessings. I hope we can do this again next year.
Melissa: Oh, thanks. That would be great.
Nicole: I would love to.
Melissa Gilbert & Nicole Haase Of Modern Prairie On Five Things You Need to Create a Thriving… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.