In this episode of the Modern Direct Seller Podcast, we’re joined by Anita Westlake and Tonia Dolinka for an honest and uplifting conversation about navigating seasons of change in direct sales. After nearly eight years of leadership at Color Street, recent shifts in the business prompted them to reevaluate their path and explore new possibilities. That journey led them to helping launch ABBI, a personalized skincare brand rooted in innovation and wellbeing. From processing grief to reigniting their passion, Anita and Tonia share what it’s like to embrace change, build something new, and lead with purpose in a whole new way.

Connect with Anita on her website [anitawithabbi.com] and follow her on Instagram @anitaw_abbi_pioneer. Connect with Tonia on her website [withthedolinkas.com] and follow her on Instagram @withthedolinkas.

Time based notes:

From Grief to Growth: How Two Direct Sales Leaders Are Embracing a New Chapter with ABBI

In the ever-evolving world of direct sales, change isn’t just inevitable—it’s often the catalyst for something greater. In a recent episode of the Modern Direct Seller Podcast, I had the privilege of chatting with two incredible leaders, Anita Westlake and Tonia Dolinka, about their recent pivot in the industry. After nearly eight years leading successful teams at Color Street, both Anita and Tonia found themselves at a crossroads when changes to the compensation plan impacted the way they had been growing their business.

What came next? A season of grief, reflection, and ultimately—growth.

Navigating Change in Direct Sales

If you’ve ever faced a major shift in your business, you know how deeply personal it can feel. For Tonia, it was like losing a family. For Anita, the fear of being on her own financially was overwhelming. But both of these powerhouse women took time to grieve, reassess, and ask the big questions: What’s next? Where do I want to go from here?

Their honest reflections are a reminder that direct sales isn’t just about numbers or rank—it’s about relationships, purpose, and choosing alignment over autopilot.

Stepping Into Something New: Helping Launch ABBI

As fate would have it, an opportunity emerged that checked all the right boxes: ABBI. A new personalized skincare brand grounded in innovation, customization, and clean beauty principles. Both Anita and Tonia stepped into key ambassador roles to help launch ABBI in the U.S. market, bringing their leadership, creativity, and community-first mindset to the table.

What makes ABBI different? Each product is custom-formulated based on a digital skin analysis, with over 120,000 possible combinations—right down to your name on the bottle. There’s even a patent-protected global tech process behind it, giving this brand a major edge in the booming skincare space.

The Realities of Startup Life

Launching a new company might sound glamorous, but Anita and Tonia keep it real: startup mode is messy, fast-paced, and full of daily alignment meetings, late-night updates, and constant feedback loops. But for these two, having a seat at the table—helping shape the business model, policies, compensation, and marketing—has been incredibly rewarding.

They’ve embraced the chaos with open hearts, knowing they’re building something meaningful not just for themselves, but for their teams and future customers.

Shifting Strategies and Staying Grounded

With a brand-new product and business model, Anita and Tonia are reevaluating everything from how they show up online to how they connect with customers in person. While Tonia is leaning into events and hands-on product experiences (hello, AI skincare mirror!), Anita is laser-focused on keeping things simple, duplicatable, and empowering for her team.

They’re also getting intentional about customer retention, knowing that a few loyal customers who see results and feel confident can go a long way in building a strong, sustainable business.

Why This Story Matters

This episode is more than just a peek behind the scenes of a skincare brand launch—it’s a powerful story of resilience, reinvention, and leadership. Whether you’re in the middle of a career transition, facing uncertainty, or simply ready for your next chapter, Anita and Tonia’s journey is proof that even after a major shake-up, you can find your footing—and maybe even something better than you imagined.

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