"Many people dream of being on Oprah's list of favorite things," Raquel Graham tells Today.
"This is one of the coveted holiday lists of the year, and a simple feature can do wonders for anyone's brand."
Graham, CEO and founder of Roc Innovations, was featured on Oprah's Favorite Things list for the third time this year, thanks in part to her "pioneering fashion" line of scarves for kids, which she came up with while trying to keep her kids out of the bitter cold in Chicago.
Graham, a Northwestern University grad, says she "turned down a lot of businesses" when it came to starting her own, but "I couldn't afford it," she tells Today.
So, instead of giving up, he took a "soft approach" to his business, hiring contractors to help with sales and scaling up.
"You stood in your own way," a friend told her, "'You have to know the right people.
They have to trust you, and you have to be able to take action,'" she tells Today.
Graham's scarves are now sold at Macy's, Walmart, Target, and other retailers.
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