culinary clients.
“with a core belief in ourselves, we already own the world’s most precious + valued treasure. ready to share it?”
I am Jade. my LOVE is to uncover the gold in brands. to coax out + share all the passion of creative brands. We are a team of brand healers. vision realizers. transformers. cheerleaders. you will LOVE the MAGIC we make together.
we all want to do business with friends. we take our 30 years of BIG BRAND MAGIC for these notable brands:
and share it to amp up your brand! YOU!
what we do. we indulge + nourish lifestyle brands. we make magic. personality. our creative personality clients in the culinary world have
ranged from world-famous chefs and their restaurants to celebrity entertaining experts at the top of their field, with client lists including some names you may have heard of such as president obama; beyoncé and jay z; paul mccartney; p.diddy and madonna.
lifestyle. our food brand clients have ranged from food + wine
magazine to the largest trade fair for new food + wellness products, the natural products expo to paulaner, one of the world’s top-rated beer brands + their nyc craft brewery and to 5-star resorts and their michelin-starred restaurants.
we are vitally connected to opportunity. from art basel to parties at louis vuitton to a panel of top corporate luxury and wellness business leaders at new york city’s most exclusive membership club to the best organic farmer…we know where the tastemakers are and what they are reading, viewing, and talking about.
our team conceptualizes and creates desire.
we are a committed team of networked creatives, aware of the changing landscape of business, supporting entrepreneurial enterprise and guiding clients artfully in the direction of their business and lifestyle vision.
we create fertile ground for our clients.
our connection landscape spans from influential consumers to mainstream media to influencers to decision-making vip’s at brands, agencies, production companies, directors, celebrities, tv networks, home shopping networks, film producers and investors.
hospitality. hotels. food + restaurant clients.
culinary + entertaining personality clients.
select event clients + partners.
logo design for culinary, event + hospitality clients.
successful case histories of select clients. the paulaner craft brewery story. keeping germany’s best beer in front of millions of americans every month. the food + wine cocktail chef story. how to shake and stir the media to cover a media story. the lumos nyc story: introducing the west’s first baijiu (what?) bar in nyc the five leaf story. how to sell frozen food … by world’s best-ever chefs. the natural product expos story. granola, bland rice cakes or even scary seaweed become a cutting edge, consumer-driven industry trend. healthy food goes mass. the matthew david story. from mere mentions in gossip columns to 12-page branded editorial spreads in o magazine for an entertaining expert. the tracy stern story. we style a tea expert to grow her business. the castadiva story. lake como’s first new resort in 100 years. will it pass go? the french kitchen at lord baltimore hotel story. lord baltimore hotel gets a new suit of clothes. a restaurant re-awakens. the gleneagles resort + andrew fairlie story. “slow luxury” becomes a media buzz word for a country. the tasty events at a design college story. wide coverage for chefs, designers + gala dinners.
the paulaner craft brewery story. keeping germany’s best beer in front of millions of americans every month.
the paulaner craft brewery story. keeping germany’s best beer in front of millions of americans every month. challenges: the famed 300+ year old german beer brand paulaner opened a high-end craft brewery and bavarian restaurant on new york city’s famed downtown revitalized bowery. the challenge to interest media was that the venue opened and closed several times without public relations ~ and the venue was challenged to fill seats. solutions: once contracted we hit large with oktoberfest media placements in both nyc and national top food and entertainment media such as grubstreet, eater, thrillist, food & wine, forbes, bravo and usa today. reviews: we had editors in for dining experiences which resulted in coverage in local nyc glossy, luxury magazines such as 25a, gotham, new york lifestyles. print: from amny tp the ny post to the wall street journal news about the brewery and restaurant is covered consistently in local media. tv, radio: we obtained coverage by cbs local, nbc and international tv where we included the craft beer and take out lunches for a new york city luxury segment for prosiebensat1, a top german network. Repeated events and broadcasts with heritage radio and wqxr engage craft beer fans. result: our media placements reached 140 million views for oktoberfest 2016! in the first year consistent monthly media placements and one year later, placements totaled over 800 million views, with a wall street journal feature and a new york times mention by their top restaurant critic, florence fabricant. reservations and events have increased as a result. prost!
the food + wine cocktail chef story. how to shake and stir the media to cover a media story.
the food + wine cocktail chef story. how to shake and stir the media to cover a media story. challenges: hachette publications came to us to help excite the media about a new concept: “cocktail chefs” for their well-known food & wine magazine. we were honored to debut their first “year of the cocktail issue” spotlighting the nation's top 5 innovative mixologists. promoting media to the media is always a challenge beyond the usual trade stories, it is a feat to get newspapers, blogs and magazines to write about a magazine story, however hachette has come to rely on our firm for finding the ways to do this! solutions: we hit large with a story in usa today and placed stories in trade media covering media such as folio to beverage industry publications, which ran stories on the issue. we went to the local press in the cities of each chef to place cocktail chef profile stories and nationally, food and lifestyle blogs picked up on the story. we placed a national radio feature on cbs am and a tv segment on cbs early show. result: the cocktail issue was a bestseller and interest in exotic and well-crafted cocktails became more of an art in the mind of the public.
the lumos nyc story. introducing the west’s first baijiu (what?) bar in nyc.
C H I N A DA I LY USA Friday-Sunday, December 4-6, 2015
IN DEPTH
19
Can Chinese ‘white lightning’ make it in US? The world’s most consumed alcoholic beverage and China’s national spirit is trying to make its way into the US. Served in half-ounce shot glasses or made into a cocktail mix, baijiu is gaining recognition, reports Hezi Jiang from New York.
I
t is the world’s most consumed hard liquor, but sit at a bar in most parts of the US and ask for a shot of baijiu and you’ll probably be asked, “What is it?’’ It’s China’s national liquor, pronounced “bye-jeeoh” — English translation “white liquor’’ — and promoters are seeking to make the drink whose history spans thousands of years a hot one in the US. Among the most common descriptions for baijiu: “White lightning. Smells like aged cheese; tastes sickly sweet, rotten and spicey all at once.” “It’s surprising and rich,” said Orson Salicett, co-owner of Lumos, which calls itself New York City’s first and only bar devoted totally to baijiu. It opened in May below a hat shop in lower Manhattan’s Soho district. Added co-owner Li Qifan: “Very different from any other liquor one has ever had. Strong, earthy.” Baijiu is commonly made from the grain sorghum, which is allowed to ferment for a few weeks before being distilled, cooled and bottled. The 100-plus-proof high-proof liquor has remained obscure outside of China, and until recently there has been little effort to promote it in the US. Bartenders in major US cities who serve the spirit often use it as the base for cocktails, Lumos’s specialty. It comes in four fragrances: rice aroma, light aroma, strong aroma and sauce aroma. The flavor may be different, but baijiu’s main characteristic stands out: Strong, very strong. “A lot of personality. For vodka, you drink it, and it’s gone. Baijiu, it stays,” said Salicett. Baiju-based cocktails and single shots also are available throughout the city. The RedFarm Chinese restaurant on the Upper Westside of Manhattan offers a “Marco Polo” cocktail of baijiu with tomatoes, basil and vinegar. The JakeWalk in Brooklyn created “Shaolin Land”, baijiu with an Italian myrtle berry liqueur. Baijiu can also be found at hotels bars in the Peninsula and the Park Hyatt in Manhattan.
A bartender makes a pear cocktail containing baijiu at Lumos, the baijiu-devoted bar in New York City.
HEZI JIANG / CHINA DAILY
‘Empty the glass’
In China, people drink baiju straight from small shot glasses, often after saying gan bei, translating to “empty the glass.” Few had tried to mix a baijiu drink due to tradition, and its “too stand-out” taste, said Li. It took her and Salicetti, a veteran mixologist, a year to experiment with baijiu cocktails. “We try to combine it with traditional Chinese ingredients,” said Salicetti, “White sesame, goji berry, almond.” The first listed drink on the menu, Sesame Colada, is a mix of baijiu, white sesame paste, caramelized pineapple, agave, and mangosteen, a popular fruit in China. An almond cocktail is mixed with Lumos’s house-made almond milk that’s as rich and flavorful as the baijiu, said Li. Both cocktails are served in delicate china cups. In China, people drank more than 11 billion liters of baijiu in 2012, or more than one-third of all spirits consumed in the world, according to data from
Oak barrels are stored in a cellar used for storing rare and old cognac at the Remy Martin factory in Cognac, southwestern France, on Nov 6. REGIS DUVIGNAU / REUTERS
International Wine & Spirit Research. And according to McKinsey & Company and UBS, baiju is an estimated $23 billion market. The high demand for baijiu left Chinese brands of the liquor with no incentive to expand sales beyond China. That was until 2013 when President Xi Jinping’s anticorruption campaign struck the liquor market, and government agencies refrained from purchasing and consuming baijiu. That caused annual profit in 2014 for the baijiu industry to drop by 12.6 percent from 2013, according to the National Bureau of Statistics of China. A spokesman for the Wuliangye company, one of the major baijiu manufacturers in China, told
Cognac seeking sales in the US In addition to baijiu trying to break into the US market, cognac also is seeking to increase its US sales. The brandy made from white grapes grown in the region surrounding the western French town of the same name, also has seen sales in China hit by the country’s anti-graft and austerity campaigns. And like sellers of baijiu in the US, cognac producers are marketing the spirit as a mixer for cocktails and aiming for younger drinkers. The big four French cognac producers are LVMH Moet Hennessy, Remy Cointreau, Pernod Ricard and Beam Suntory. About 98
percent of all cognac is exported and China was among the top markets for sales of the drink that is aged in oak barrels for two to dozens of years. Cognac suppliers sold 4.1 million 9-liter cases in the US last year, according to the Distilled Spirits Council of the United States, up 11.9 percent from 2013, which only saw a 3.7 percent gain. Euromonitor forecasts US retail cognac sales of $5.2 billion in 2015, up 9 percent from last year. That would surpass the Chinese market, which it estimates will have lost 36 percent of its value since a peak of $7.8 billion in 2012. — CHINA DAILY
Xinhua News Agency that consumption of baijiu is about 7 billion liters per year, but the current baijiu supply is twice that amount. “Manufacturers sold the majority to the government. Now they have to find new customers,” said Jim Boyce, who has partnered with baijiu producers around the world, restaurants and bars to get people to try the spirit. Boyce is Canadian, has lived in China for a decade, and has a blog called Beijing Boyce. He said he does not get paid for promoting baijiu. He established World Baijiu Day this year on Aug 8 to get people around the world to learn about the drink. On that day he coordinated 28 events in 20 cities in eight countries. In the US, there was baijiu infused ice cream in Houston; baijiu with hand-pulled noodles and ping pong games in Los Angeles; baijiu with karaoke in the nation’s capital; baijiu with dim sum in Miami; and two tasting events in New York City and Portland, Oregon. “I want the events to be creative so that more people can get interested,” said Boyce. “I don’t want to convince people to like it; I just want people to try it.” He recommends that Westerners not judge baijiu on one bottle or a bad Gan Bei experience. “Right now, it’s a trendy thing. The question is, will it go from trend to normal?” he said. “Can an outsider gain an appreciation for Chinese baijiu?” That was the question posed by Derek Sandhaus, an American writer and editor. So starting in December 2011, he vowed to drink 300 shots of baijiu to find out. And his
Very different from any other liquor one has ever had. Strong, earthy.” Li Qifan, co-owner of the New York City bar Lumos
$23 billion
annual sales of baijiu in China, according to McKinsey & Co, UBS.
answer: Yes. Sandhaus wrote on his blog that he gained an appreciation for the drink much earlier than when he finished the 300 shots in six months. Sandhaus has written a book Baijiu: The Essential Guide to Chinese Spirits that was published by Penguin Books on the first of this month. He also has joined Beijing-based Capital Spirits, LTD, a consulting business that focuses on helping producers and foreign brands navigate the market for baijiu imports and exports. Simon Dang, co-founder of Capital Spirits, said that for a baijiu brand to be successfully exported to the West, a producer will have to repackage it. “They’ll need to update the logos, branding, and slightly tone down the
A bartender makes an Asian Pear cocktail with baijiu at the Lumos bar. HEZI JIANG / CHINA DAILY
flavor (in the beginning),” Dang wrote in an e-mail to China Daily. “It’ll need an easy name to pronounce and a signature cocktail that can be enjoyed and recognized (think about how the margarita has helped boost consumption of tequila). Once they do this, they can get some traction among consumers and break out of the mold as being just an old Chinese liquor but something more sexy, trendy and fashionable,” he wrote. “Our Capital Spirits, LTD consulting business team has been contacted by a few of the big baijiu producers to help them with these branding issues, so I do have a lot of confidence that Baijiu will become the next big international spirit quite soon,” he said. Diageo Plc, the world’s largest liquor company, acquired more stock in Chinese baijiu maker Sichuan Shui jing fang Co in 2013. At the Lumos bar, a shot of Shui Jing Fang costs $23. Most of the bar’s $15 cocktails are made with the brand Hong-Kong Baijiu (HKB), produced in China’s Sichuan province, bottled in Italy and crafted to appeal to North American and European palates. A half ounce shot glass of baijiu costs $12. HKB founder Charles Lanthier launched the brand six months ago and marketed it as “handcrafted baijiu for daring mixology”. HKB is 43 percent alcohol, in comparison to Wu Liang Ye and Shui Jing Fang with 52 percent. Lanthier started promoting HKB from New York City by going from bar to bar. “At first, it’s very, very hard,” he said. “It’s a new category.” He said now there are
about 40 bars carrying HKB in New York City, 50 to 60 total in the US, and about 20 in London and 15 in Italy. The Ly family, owners of the Vinn Distillery in Portland, took their family craft from China to Vietnam to the US. Their market expanded from a local liquor store to Oregon and Washington state, and now they are selling it in California. Houston-based brand ByeJoe and Washington-based Confucius Wisdom also import their baijiu from China and package and sell it in the US. “Liquor is part of life and part of the culture. Go to a bar and look at the menu, it represents the culture of the place, the nation,” said David Zhou, owner of Confucius Wisdom. “China is rising. Rather than say I’m betting on baijiu, I’m betting on China.” “When we were about to open Lumos, I was scared,’’ said Li. “Because this is something no one has done [outside of China]. It’s either a big success or a big failure. So far it’s going well. And it’s surprising that most of the customers accept baijiu very quickly. Some go right from their first cocktail to shots.” “There was a customer who was dragged to our bar by his friends, and I knew he didn’t enjoy the drink. However, I saw him coming back days later, and I asked him why. He told me, ‘You know what? Baijiu is addictive. It’s the kind of taste that I can find nowhere else. It’s the kind of taste that one will miss.’ ” Contact the writer at hezijiang@ chinadailyusa.com
the lumos nyc story. introducing the west’s first baijiu (what?) bar in nyc. challenges: baijiu, the oldest liquor in the world had a reputation for celebration in china, yet for world travelers who encountered it, descriptions ranged from “nasty” to “tastes like old socks.” world-renown cocktail chef, orson salicetti came to us to help open his first baijiu bar in the west, utilizing the unique flavor to create original cocktails and introduce the west to this novel beverage. solutions: our team reached out to a strategic mix of instagrammers, food outlets, event planners, media and journalists. result: our media placements put lumos on the map in nyc and in the west! hits ranged from china daily; eater; food & wine; gothamist; grubstreet; nbc news; new york times; martha stewart; popstyle tv; restaurant girl; thrillist; united airline’s magazine, rhapsody; vogue; village voice; wall street journal; etc. result? baijiu is on the map!
the five leaf story. how to sell frozen food ‌ by world’s best-ever chefs.
the five leaf story. how to sell frozen food … by world’s best-ever chefs. challenges: “sous-vide. never heard of it.” our mission became the convincing of the media and americans that “sous-vide,” a top-scale french method of vacuum packaging in frozen foods created a superior result given the food, in this case, was cuisine from top chefs. boil water and voilá you're enjoying the international cuisine entrees of the world-class chefs, daniel boulud; mark miller; charlie trotter; thomas keller; antoine westermann; reine sammut or gerard bertholon? our challenge was to convince top gourmet food critics and consumers who were used to boring and tasteless frozen foods that what would be delivered by fed-ex would match the experience of the cuisine of the world’s top chefs. solutions: the tension in the air was palpable when we invited top food critics, such as florence fabricant of the new york times, to daniel, one of new york’s top restaurants, to sample a lunch of five leaf dishes. the top chefs stood in a line, took questions and warmed up as the editors began tasting and expressing their accolades for the food. the elegant ambiance of daniel, the presence of all the chefs and the shared experience successfully introduced a new gourmet product and french cooking method to some of the toughest critics in the world! results: positive reviews ran in all major newspapers, such as the new york times, new york daily news and national news syndicates plus time magazine and the launch was a success.
the natural product expos story. granola, bland rice cakes or even scary seaweed become a cutting edge, consumer-driven industry trend. healthy food goes mass.
the natural products expo story. granola, bland rice cakes or even scary seaweed become a cutting edge, consumerdriven industry trend. challenges: for americans, the prevailing image of “natural foods” had been hippy health food stores, granola, bland rice cakes or even scary things like “seaweed.” 3000 natural product vendors at the natural products expos, two expos on both coasts of the us, proved otherwise. as the press office and educational program designers for these trade shows that are attended by an international audience, our goals were to: 1. 2.
counter negative imagery of healthy food and supplement claims showcase the experts who were the leading experts of their fields 3.
prove that healthy food was in demand with the public
solutions: we created story categories, identified the vendors that told it best and pitched specific stories to specific media outlets. Identifying trend leaders: we identified key trends from beauty to pet foods to clothing to exotic products to entirely new categories of gourmet or international foods. content experts: educational forums highlighted experts. experience: tasting farmer’s market: the most popular part of the show, trade and consumers could sample products in an outdoor farmer’s market, was the highlight of the “natural and good” message of the show. results: trade media coverage of the show was extensive within the beauty, food and beverage sectors and consumer press ranged from local morning show segments at the farmer’s market to dateline doing a special on longtime fitness expert, jack lalanne, to msnbc squawkbox, the lempert report on consumer trends to international tv crews covering the slow food movement. stories in the natural foods trade publications rounded out the solid media coverage.
the matthew david event planner story. from mere mentions in gossip columns to 12-page branded editorial spreads in o magazine.
the matthew david story. from mere mentions in gossip columns to 12-page branded editorial spreads in o magazine. challenges: although he was the celebrity event designer for the likes of madonna, robert deniro, p. diddy, rudolph giuliani, the republican party and sparkling socialites, matthew david was looking for press beyond the new york post’s page six mentions covering his party environments. to position matthew as a lifestyle expert although he did not yet have a book in a sea of lifestyle pundits was a challenge. solutions: we pitched matthew as a stylist and designer; a content provider; a creator of amazing environments for celebrating and a quotable expert. results: lifestyle entertainment expert: we secured guest contributor spots with 16-pages in out magazine featuring a couples holiday weekend at the w hotel followed by a 12-page layout on gorgeous tabletops for oprah’s o at home magazine, both with matthew’s entertaining tips and quotes. bridal expert: instyle weddings featured 3 exclusive pages of matthew’s floral bridal hairpieces. bridal guide did a 6-page layout featuring sets, flowers and props by matthew in a landmark new york synagogue. destination honeymoons did a piece with suggestions for weddings on the beach and many other magazines published his tips. television video expert: access hollywood and the abc, cw, fox, mtv and nbc networks have all enlisted matthew as an entertainment and lifestyle expert, commenting on table settings to an insider’s advice on how he creates the ultimate experience at a p.diddy party. dinners at 622: we arranged editor dinner gatherings of friends in matthew’s home and across the country, newspapers ran articles on his seasonal décor tips including a series of videos for fox’s online magazine. for matthew’s holiday card, we created original content for two very well received viral videos, which were seeded on his blog and youtube. conclusion: matthew’s public presence expanded nationally with a diverse portrait of a style and entertaining expert, perfectly positioned for brand and content expansion.
the tracy stern story. we style a tea expert to grow her business.
the tracy stern story. we style a tea expert to grow her business. .
challenge: tracy stern is an enterprising businesswoman and serial entrepreneur whose nameake tea salons were found from new york to paris to dubai. we worked with tracy to conceptualize and convey the message between her public and business persona, as well as her diverse offerings.
•
solutions: we have creatively guided tracy to grow her brand by: • styling her photo shoots conceptualizing, writing and creating business presentations and videos for investors • steering her through media training • setting up producer meetings for her tv show • setting up licensing meetings for tv shopping networks
results: tracy’s success has expanded from her successful tea brand into a full lifestyle offering.
the castadiva story. lake como’s first new resort in 100 years. will it pass go?
the castadiva story. lake como’s first new resort in 100 years. will it pass go? challenges: lake como. how would the world’s royalty, celebrities and tastemaker residents and travelers to this treasured vacation spot greet castadiva, the first new 5-star resort on lago di como in 100 years? the resort is a 9 villa property full of history and beauty as it belonged to giuditta pasta, the soprano muse of the famed opera composer, bellini, with visiting friends such as stendhal and tastemakers of the 19th century. castadiva called us to help them to show, prove and make a new history. solutions: press breakfast: in 3 weeks time, we gathered our contacts at nyc’s gramercy park hotel's maialino restaurant. guest editors from vanity fair, conde nast traveler, travel & leisure, departures, allure, aishti, the glossy from beirut serving all of the middle east and concierge travel directors from quintessentially, the metropolitan opera and the smithsonian attended. our guests also included the famous fischers, of fischer travel, catering to billionaires, whose private number is impossible to get. press trip: we brought top editors and journalists together for a direct experience weekend at castadiva from robb report, forbes life, and italia, luxist.com, julib.com, spafinders.com, entreenews.com, aishti.com and the metropolitan opera’s travel director. media: we placed features in media from urbandaddy.com to travel and leisure, delta sky, wine enthusiast and afar magazine, to an access hollywood feature airing to 3 million people and the writer’s 1.4 million twitter followers. spafinders, the industry leader, named castadiva’s spa in the top 10 trends forecast for the resort’s pink himalayan salt room. celebrity visits: yes, george clooney now enjoys castadiva. tyra banks is a spa and restaurant regular. emily blunt and john krasinski spent wedding time at castadiva and us weekly picked up our pitch to write a story for their 1.9 million readers and their even larger online audience. results: global media coverage + 2 conde nast nominations for best resort (one of 5 worldwide) and best spa in less than 8 months. castadivaresort.com
the french kitchen at the lord baltimore hotel story. the lord baltimore hotel gets a new suit of clothes. a restaurant re-awakens.
the french kitchen at the lord baltimore hotel story. the lord baltimore hotel gets a new suit of clothes. a restaurant re-awakens. challenges: the national landmark, 440-room lord baltimore hotel, a crowning architectural jewel of the city when it was built in 1928, had fallen into ruin and bland mass-hotel chain ownership. the hotel was completely restored to its former glory by one of america's legendary art collector families, the rubells, in creative partnership with interior designer scott sanders, formerly the lead interior designer at ralph lauren. rubell hotels is a family-owned business well known for transforming architecturally significant historic hotels into affordable cultural hubs and has welcomed guests in other cities including luminaries from the fields of art, fashion, music and food, from beyonce to jeff koons. a 100-seat restaurant, the french kitchen, features exceptional dining in a 2-story room with original architecture grandly modeled on the hall of mirrors at versailles. chef zeke altenbernd leads the culinary team, bringing a keen contemporary eye to dishes. would baltimore embrace this transition and come downtown? would major media care? yes. solutions: trade: we hit large with a cover story in interiors+sources and every hotel trade magazine from hotel design magazine to hotel business to hotel executive covered. consumer: even before the photographs were ready, we gave a sneak preview “designer’s notebook” story that ran in departures magazine; the exclusive launch news to the new york times and for magazines, elle décor, forbes, global traveler and even architectural digest italia covered. local tv and newspapers covered. result: five-hundred people plus the mayor came to the ribbon cutting. the restaurant and hotel are being proclaimed as baltimore’s best and the french kitchen has won a 2014 baltimore magazine best of baltimore award for "best décor."
the gleneagles resort + andrew fairlie story. “slow luxury� becomes a media buzz word for a country.
the slow luxury + textiles scotland story. “slow luxury” becomes a media buzz word for a country. challenge: the sustainable message of scotland – it’s fashion, food, and material riches – is mostly unknown and un-championed in the us. scottish enterprise came to us for a solution. scotland’s sustainable traditions had a fuddy-duddy perception among the american media. elements of culture such as deer stalking, tartans, cashmere were not yet as valued as heritage craft in france or italy and yet these goods are the top choice of the best in class designers and chefs. solutions: our messaging and positioning concept of “slow luxury” immediately found favor. in scotland: we designed the slow luxury press trip to scotland’s gleneagles resort and the 2-star andrew fairlie restaurant, for top editors to experience the hotel, restaurant and meet the manufacturers for a slow luxury round table. manufacturers at the round table presentation included hamilton & inches, silversmiths to hm the queen; begg cashmere; johnston’s of elgin cashmere; and eribe. editors included about.com, forbes, huffington post’s stylist and celebrity event planner, david beahm who also hosted a cocktail party in nyc for his brand and event clients. in nyc: we held a breakfast for editors at club norwood, attending included: avenue, the daily, town & country, urban daddy, wall street journal and vogue. wwd also covered. events: stateside, we made introductions at the united nations’ fashion-4-development and key movers in the sustainable fashion realm, including sustainability leader, livia firth, and vogue italia’s eic, franca sozzani. we hosted a special tastemaker cocktail at a saks fifth avenue trunk show, with editors from esquire and huffington post attending. results: our media coverage, tastemaker travels, and the slow-luxury.com platform laid the groundwork for the current resurgence of interest in scotland’s heritage artisan tradition.
the tasty events at a design college story. wide coverage for chefs, designers, + gala dinners.
the tasty events at a design college story. wide coverage for chefs, designers, and gala dinners. challenges: while everyone loves to eat at popular restaurants, ensuring a full audience for panel discussions on “designing for dinner,” the appearance of a star-restaurant designer or guests at galas can be challenging in new york city. the events: a sample panel: designers and restaurateurs including: michael anthony, chef, gramercy tavern; adam farmerie, hospitality designer and co-founder, avroko; brian guze, regional design director, starbucks; tony may, celebrated restauranteur and owner, sd26; talk about the latest in restaurant design and how the design of restaurant interiors contributes to the enjoyment of the food served. moderated by ariane batterberry, publisher, food arts magazine. * a sample star restaurant designer appearance: adam tihany, in conjunction with the release of his new book, tihany: iconic hotel and restaurant interiors (rizzoli) gave a talk on the fascinating story of how he began his career and how it evolved from restaurant designer, restaurateur, to hotel and cruise ship visionary. through his work with some of the world’s most famous chefs, restaurants, and hotel brands. he elaborated on what hospitality means and how great design can add value to a brand. a sample annual gala dinner: new york school of design’s annual spring gala is a dinner with notable interior designers, society and celebrities in attendance. * solutions: getting the story to trades, design sites, and metro media gives wide announcement of the event to many sectors. personal pitches to key editors, journalists and media is what insures a full house! results: full houses and nyc’s best-ever event result, the legendary bill cunningham arriving on bike, camera in hand, ready to cover for the new york times.
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custom online content generation publicity and product launches
content content strategy custom blogs, books and media photography photojournalism video and film writing branding + marketing brand development integrated marketing collateral materials website design
Jade Dressler is known as a creative director and consultant who brings over thirtyfive solid years of content, branding, marketing and public relations experience to the promotion and representation of lifestyle brands and clients. Her specialties are envisioning and maximizing the cultural confluence and influence of art, design and style from exhibits to interiors to clothing collections. During the past 12 years heading up Jade Dressler, Jade has been engaged to design and direct branding, marketing and events for major names such as American Express Publishing; Anne Cole Swim; Benjamin Moore; Car & Driver magazine; Daniel Boulud’s Five Leaf Cuisine; Food & Wine magazine; Design Within Reach, Gemini Sound International; Hachette Filipacchi; Luxottica eyewear; Lenscrafters; Louis Vuitton; Paulaner; Speedo; Sunglass Hut; XXL magazine and trade events such as the International Art Expo and Natural Product Expos. Prior to her agency, she was Marketing Director for Blue Fish, one of the first lines of organic clothing and a member of Social Venture Network and Businesses For Social Responsibility, she was at the forefront of sustainable business practices and green product development. She is noted for her couture jewelry and accessories collection, JAMP, that sold internationally at stores such as Henri Bendels, Joyce in Hong Kong, and Saks Fifth Avenue; appeared in media such as Vogue, Elle and WWD; was worn by legends such as Cher, Nina Hagen and Naomi Campbell. Repped in London, Paris and New York, the collection graced the runway presentations of legendary couture designers, Bill Blass, Mary McFadden and Oscar de la Renta. Jade’s philosophy and visionary facility with international brands, artists, entrepreneurs and lifestyle innovators results in her talent for incorporating new alternative messages and trends that move culture, business and lifestyles forward.
jade dressler
JADE DRESSLER 420 e 89 new york city t. 917.991.8140 e. jade@jadedressler jadedressler. com