The Cashmere Project began as a deeply personal endeavor for Morris Hoeft Group CEO, Rebecca Hoeft, and senior executive and certified career coach, Anna Kincannon. Over coffee in a small diner in St. Paul, they envisioned creating our own personal board of directors — a support system to help guide our careers and personal growth.
“We knew firsthand how challenging it can be to navigate a career path,
and we wanted to give others a platform to grow and succeed.”
- Anna
From that conversation, Twin Cities Finance Women was born, followed by their podcast, “Is That Cashmere” — a series of inspiring discussions with people making a meaningful impact in their communities. Together, they explore their journeys, the lessons they’ve learned, and the insights they wish they had known earlier in their careers.
“The Cashmere Project is more than just a passion—it’s about building a community, fostering
growth,
and sharing wisdom to help others succeed.”
-Becca
Rebecca Hoeft
Anna Kincannon
“Why Cashmere?”
Someone recently asked, “Why Cashmere?” The name came from a story a mutual friend shared , where a male colleague awkwardly petted her shoulder, asking, “Is it cashmere?” In that uncomfortable moment, she wasn’t sure how to respond. It wasn’t really about the sweater or whether it was actually cashmere—it was about her personal brand. How do you handle a challenging situation with confidence and grace? How do you shine when the moment is difficult?
And that’s exactly what The Cashmere Project is about — navigating those moments with strength and authenticity.
