Dianna Cohen
Welcome to With Grace. This week, we feature Dianna Cohen, Founder of Crown Affair. Dianna came up in fundamental, founder-driven businesses. Notably, she worked alongside Emily Weiss of Glossier, Ara Katz of Seed, Tamara Mellon of Jimmy Choo, culminating in leading partnerships at Away. Following, she launched her own agency, finding early, product-market fit with Outdoor Voices, Harry’s Flamingo, and The Wing. Come 2020, inspired by travels to Japan, and with a passion for haircare, Dianna launched Crown Affair. She was driven to create a better product, a better life for herself, and to share that with good people. Crown Affair was beloved from launch. It is defined by clean, intentional products, heirloom in quality, grounded in restraint, creativity, and the belief that taking your time matters. Dianna’s perspective: “Small, consistent rituals can change how someone feels about themselves.”
What’s a game-changer for you right now?
Slowing down. I used to believe that speed equaled productivity, but I’ve realized that intentional, unhurried work produces better outcomes—and a better state of mind. Taking your time is a quiet superpower.
What’s a recent aha moment you’ve had?
That rest is also productive.
What’s an unexpected tool you love?
On the technology front — I really love the app Opal. It helps me stay off distracting apps.
What’s a daily ritual you swear by?
Brushing my hair every evening, it's the best scalp massage and way to slow down and care for myself.
What’s something new you’re trying?
Creating “white space” in my schedule—moments where nothing is planned. It feels uncomfortable at first, but it’s where creativity and clarity live. I’ve learned that leaving space allows ideas and energy to emerge naturally.
What’s a breakthrough idea you’re excited about?
There's so much innovation coming from our team at Crown Affair that gets me truly excited about how we've redefined and shifted the haircare category. From new applications and molecules to the way we're actually building our team and culture, I know that our era of founders and brand builders is creating breakthrough shifts in dated spaces.
What’s a recent challenge you’ve tackled?
Learning to step back as a founder and let others lead. It’s easy to try to do everything yourself, but real growth comes when you trust your team and focus on the work only you can do.
What’s a habit or routine that’s been crucial for your success?
Almost every morning, I write Morning Pages a la The Artist's Way. Daily stream of consciousness journaling helps me get my thoughts out and kickstarts me for the day ahead.
What’s a trend in consumer behavior that excites you right now?
Customers are seeking quality, value, authenticity, and simplicity in systems. We're seeing a shift where people are looking to prioritize substance over noise—products that feel thoughtful and grounded and empower you to create new habits.
What motivates you to keep pushing forward in your work?
The idea that small, consistent rituals can change how someone feels about themselves. If a product or habit I help create gives someone a little more confidence or calm, it makes all the effort worth it.
What’s an inspiring book, podcast, or resource?
The Artist’s Way—it’s both practical and playful. It’s my go-to for resetting creativity and reminding myself to prioritize curiosity and experimentation.
What’s the best advice you’ve received, personally and professionally?
Nostalgia can kill you.
What’s your favorite way to spend a solo day?
A long morning with my journal, coffee, and exploring a museum or library. It’s my reset day—my space to think, dream, and move through the world slowly.
What haven’t I asked that you’d like to share?
I’ve been quietly working on something special for next year—something that feels like a new chapter for me personally. I can’t share all the details yet, but I’ve been dreaming about it for a long time. I can’t wait to reveal it soon!
