L U X U R L U X
 D R E A M E R S
S E P T E M B E R I S S U E 4
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B E L I E V E R S
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A C H I E V E R S
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WHAT TO WEAR TO FASHION WEEK LABOR DAY FASHION TRENDS
WHAT'S THE DIFFERENCE BETWEEN A MICRO, MACRO AND MEGA INFLUENCER?
Rocio Rodriguez A SOCIAL MEDIA INFLUENCER THAT IS KILLING IT RIGHT NOW
SO MUCH OF WHO WE ARE IS WHERE WE HAVE BEEN
LETTER FROM THE EDITOR
Angela Brickley FOUNDER & EDITOR-IN-CHIEF @LUVANGELAMARIE
Our September issue cover girl is based around one of the most commonly used buzzwords in media today - Influencer. What exactly is an "influencer," and why are major brands partnering with these seemingly everyday people? Although celebrities have long been regarded as those whom many look for inspiration, we now have a whole new generation of individuals making a name for themselves via their own, unique brand of celebrity. I love our cover choice for this issue- Rocio Gonzalez. She is not just a "traditional blogger" she is an influencer that has made a huge impact on the social community. Her message is one that speaks to the hearts of many- and gets them motivated. Now that's influence in a positive way!
I lo ve o u r co ver ch o ice fo r th is issu e - R o cio R o d rigu ez. S h e is n o t ju st a b lo gger b u t sh e is an in flu en cer th at h as so m an y w o m en lo o kin g u p to h er an d sh e co n tin u es to u se h er p latfo rm as a p o sitive o u tlet. N o w th at's in flu en ce in a p o sitive w ay!
Angela Brickley
Founder & Editor-in-Chief Angela Brickley Managing Editor Ava Hawkins Contributing Editor Yalda Kazemi Contributing Editor Lori Granded Contributing Cover Photographer Nestor Pool Digital/PrintMarketing Director Avery Mitchell
EDITORIAL CONTACT INFORMATION Luxur Lux is published monthly For advertising please email | info@luxurluxmag.com www.luxurluxmag.com
Inside YOUR GUIDE TO ISSUE 4
14 Rocio Rodriguez Shares her inspiring story on how she is taking the social influencer world by storm and continues to work with major brands.
25 Susan Carol Shares her story on how she started her singing career.
31 Heather Nashelle Collard Heather shares her story on how she started her jewelry brand for over 20 years now.
37 Brand Highlight: Cerimani
I deserve the world, so I'm gonna give it to myself.
WHAT TO WEAR TO FASHION WEEK
@jaceyduprie
@chiaraferragni
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@chrisellelim
@songofstyle @camilacoelho
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@chloexhalle
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@chiaraferragni
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@gigihadid
@bellahadid
The Hadid's
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@shionat
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Never interrupt a woman when she is building her empire.
ELCITRA SIHT NI
All photos: Nestor Pool @nestorpoolÂ
ROCIO RODRIGUEZ The Macro Influencer
WHEN DID YOU START YOUR BUSINESS AND TELL US THE STORY BEHIND YOUR BRAND? I started blogging in 2012. Rocio RodrĂguez also know as Maracas employs modern fashion and traveling. Since beginning just 6 years ago, she was recognized as one of the most influential bloggers in the Dominican Republic. Covering the prestigious magazine Pandora in the country. Rocio has collaborated with big brands like Manolo Blahnik, Revolve, and Henry Bendel. Maracas takes your breath away with every picture she posts. She has an impressive network of 218,000
Recognized as one of the most influential bloggers in Dominican Republic
"Rocio has collaborated with big brands like Manolo Blahnik, Revolve, and Henri Bendel." TALK US THROUGH WHAT YOUR TYPICAL DAY LOOKS LIKE.
I wake up and drink my green juice for my uterine fibroids. I then check my agenda to make sure everything is in order for the day. If I have photo shoots, I head to the city to meet up with my photographer. I make sure that I check every location that I am interested in shooting at because the overall aesthetic is very important to me. WHAT ADVICE WOULD YOU GIVE TO SOMEONE WHO IS JUST STARTING OUT? WHO OR WHAT INSPIRES YOU TO CHASE YOUR DREAMS?
WHAT IS YOUR DREAM-LEVEL GOAL FOR YOUR BUSINESS?
When I first started blogging I faced so many critics on social media. At one point it made me question myself if I was doing it right. I just wanted to defeat my fears and I kept going.
Launching my own product line and making sure that my consumers are happy with the product.
WHY DID YOU DECIDE TO START YOUR BUSINESS?
Digital marketing just keeps expanding and I saw a glitch and opportunity to change things.
WHAT DOES YOUR CURRENT BUSINESS MODEL LOOK LIKE??
I have a manager that manages my brand strategy and campaigns.
1. Make sure that you have a specific subject that you want to share with your followers. 2.Make sure you are interested in digital marketing and love spreading positive vibes through social media. 3. Be yourself. The sun comes out for everyone.
WHAT'S NEXT FOR YOUR BUSINESS? Launching my own product line. WHERE CAN PEOPLE FIND YOU? www.fashionmaracas.com Instagram: @maracas Facebook: fashion maracas
FUN FACTS ABOUT ROCIO COFFEE OR TEA? Coffee IF YOU COULD HAVE DINNER WITH ONE CELEBRITY WHO WOULD IT BE? Oprah WHAT IS YOUR FAVORITE TRAVEL DESTINATION? Greece WHAT IS YOUR FAVORITE TYPE OF FOOD? Seafood WHAT DOES YOUR WORKSPACE LOOK LIKE, AND WHAT IS ONE THING WE WOULD FIND ON YOUR DESK EVERYDAY? My work desk is all about mood boards. I like to get inspired by old vintage looks from the 70’s, 80’s and 90’s
influencer + social media
WHAT'S THE DIFFERENCE BETWEEN A MEGA, MACRO & MICRO INFLUENCER MEGA INFLUENCERS Mega-influencers are the celebrities of social media. These influencers have more than a million followers. The huge amount of followers means these influencers have a huge amount of reach and engagement. Examples of mega-influencers include famous athletes, actors, musicians, television personalities and any other kind of massive celebrity.
Mega Influencer: Bella Hadid
There are a couple of downsides to mega-influencers. First of all, because they are so highly coveted, they are not going to be cheap. MACRO INFLUENCERS
Macro Influencer: Kayla Seah
These influencers have anywhere from 10,000 to a million followers. Macro-influencers tend to focus on a specific category. Examples of macro-influencers include prominent business professionals, professional bloggers, food critics, and other influencers that are famous to a distinct group of people.
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Just like mega-influencers, macro-influencers are not as influential to their followers as micro influencers. However, their large number of followers and influence to specific groups makes them lucrative for marketers. MICRO INCFLUENCER Micro Influencer: Muse Uniform
Many micro-influencers have some type of relationship with their followers, meaning their followers will care a lot more about what they post and have to say. This means that while they don’t have the same massive reach as mega- or macro-influencers, they are much more likely to sway the opinions of their followers. whichever category the brand decides to work with, they take budgeting and the audience into consideration. Knowing the differences between these three groups is a good first step in creating the perfect influencer marketing campaign.
These influencers have between 500-10,000 followers.
ASIYAMI HAS MASTERED THE ART OF BEING A MACRO INFLUENCER WITH HER CONSISTENT STORYTELLING ON EACH POST.
@asiyamigold
LABOR DAY STREET STYLE
White
@seeannajane
&
@kaflawa
Blue
@marianna_hewitt
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redsolesandredwine
Labor Day Accessories sunglasses
Round Double Bridge Ray-Ban $178.00 ray-ban.com
Slim Cat-Eye Acetate Sunglasses x Desi Perkins High Key 62mm Aviator Sunglasses Marc Jacobs Quay Australia $180.00 $65.00 neimanmarcus.com nordstrom.com
Women's Gianna Square Sunglasses Tom Ford $460.00 bloomingdales.com
bags
West 57th Petrol Leather Belt Bag Henri Bendel $228.00 henribendel.com
Galleria Bag Prada $2,250.00 prada.com
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Romy Bucket Shoulder Bag Topshop $45.00 nordstrom.com
Trapuntata Mini Bag Gucci $1,200.00 sakesfifthavenue.com
Click each item to shop (only for digital)
BLOGGER INSPO HOW DOES ANNABELLE, THE BLOGGER BEHIND VIVALUXURYBLOG LIKE TO STYLE HER TRAVEL WEAR?
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l o r a C Susan ngwriter o S & r e g in S
When did you start your business and tell us the story behind your brand? I’ve been singing since I was three years old but I actually began this music journey as “Susan Carol’ - the brand” about 6 years ago while attending Texas A&M University. Music has always been my biggest passion and writing music was the best way for me to cope with life and express myself.
All photos by: Luv Angela Marie Studios
MUSIC FOR THE SOUL Page 25
Who or what inspires you to chase your dreams? My inspiration comes from my family, my boyfriend and my friends. Just knowing how I grew up and all of the hardships I faced, I chased my dreams so that my younger siblings, my grandma and my mom don’t have to continue to struggle and endure the worst parts of life. I do it for my boyfriend and my best friends
because they believe in me even when I have trouble fully believing in myself and they push me to be the best version of Susan Carol that I can be! When did you decide to start your business? I decided to start my music business in 2012, while still attending college at a Texas A&M University.
What is your dream-level goal for your business? My goal is to have my music and my brand nationally acknowledged. I want to be worldwide. I feel like music has the ability to change the world for the better and that’s all I strive to do. What does your current business model look like? Due to past mistakes, my business model is pretty much just me. I’m in the process of rebuilding my team and assigning roles according to the needs of the business. I currently have a band, videographer, photographer and I handle all of the bookings, events and day to day tasks. Talk us through what your typical day looks like. The morning consists of meditation, affirmations and yoga.
After that, 1-3 hours of vocal warm-ups and practicing. Then on to the creative process, I try to make a new song everyday. From there, on to whatever I have planned for that day, either a photoshoot, video shoot, studio session or live performance. What advice would you give to someone who is just starting out? My advice would be to trust your own "dopeness" and believe in yourself. Don’t let anyone tell you what you are capable of, always keep going! Be consistent and confident. What's next for your business? I’m currently working on my next album and visuals for the music I already have out. I plan to release more merchandise for my fans and supporters and expand my brand into other avenues of entertainment/media such as modeling, radio and television.
Where can people find you? www.susancarolmusic.com IG: @_susancarol Twitter: @_susancarol FB: Susan Carol Soundcloud: Susan Carol’ Fun Facts About Susan Carol If you could have dinner with one celebrity who would it be? Janae Monae What is your favorite travel destination? Los Angeles What is your favorite type of food? Puerto Rican What does your workspace look like, and what is one thing we would find on your desk everyday? It’s an eclectic workspace filled with all of the tools I need for my creative process, art and inspirational items that motivate me as I work. You’d find my MacBook and mini keyboard everyday because I’m constantly creating and making new music.
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WEST 57TH TRAVEL BACKPACK $428.00 henribendel.com
Rosa Mini Dress, $138 revolve.com
Editor's
@neginmirsalehi
PICKS
Summer is almost coming to an end! Since the summer time is ending, let's finish off the season with some of our favorite accessories and fashion finds.
6 Web slide with crystals, $1150 Gucci.com
5 Kate Mesh Strap Watch, 38mm TED BAKER LONDON $185 Nordstrom.com
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3 Lotus Gold Statement Earrings in Ivory Marbled Acrylic, $95.00 KendraScott.com
4
GG Marmont 2.0 MatelassĂŠ Leather Belt Bag, $1100 Neimanmarcus.com
2
1 Hourglass Caution™ Extreme Lash Mascara $29.00 neimanmarcus.com
Fenty Beauty By Rihanna Pro Filt'r Soft Matte Longwear Foundation $34.00 sephora.com
3
Volition Beauty Tumeric Brightening Polish $38.00 sephora.com
6 Briogeo Roscaro Oil $28.00 bloomingdale.com
TOP BEAUTY PICKS 4
"Add a few products into your regimen to help get you Fall season ready!"
Yves Saint Laurent Vinyl Cream Lip Stain $37.00 sephora.com
5 Anastasia Beverly Hills Norvina Eyeshadow Palette $42.00 ulta.com Page 30
HEATHER NASHELLE C OLLARD JEWELRY DESIGNER OF NASHELLE
W
hen did you start your business(s) and tell us the story behind your brand(s)?
I started my jewelry business on my own in 1999. It’s a handmade jewelry brand that has a heart for giving back and a core focus on helping individuals and families facing food scarcity across the US. With our #fashionfeedinghunger initiative, we’ve been able to fill over 601,000 plates of food to date.
Who or what inspires you to chase your dreams? My family and God. Why did you decide to start your business? I wanted to pour my heart and soul into my art and metalsmithing provided that for me. As soon as people started telling me they loved what I made, I began to feel confident and focused solely on my art.
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AS SOON AS PEOPLE STARTED TELLING ME THEY LOVED WHAT I MADE, I BEGAN TO FEEL CONFIDENT AND FOCUSED SOLELY ON MY ART.
What is your dream-level goal for your business?
Talk us through what your typical day looks like.
My dream would be to continue to grow and offer more than jewelry for our brand. I’d like to bring in clothing and cosmetics; as well as bath products and home decor. My goal is to have every piece attached to some sort of giveback initiative. I truly believe that as a global community, it is important that we all contribute our time to making the earth a better place and experience.
My role right at the moment is designing our new collections and resurrecting our popular vintage pieces. My days usually consist of pouring over shapes, colors, sketches and cutting, hammering, bending and wire wrapping. Intermixed in all of that, is my 3 year old daughter playing and “designing” with me.
What does your current business model look like? We have 12 team members and we all wear many hats. This includes creating our handmade jewelry, selling it online, wholesale and in our Nashelle store to shipping, marketing and customer service. We have an excellent team that works very well together and strives to have balance, family and dedication to the brand.
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What advice would you give to someone who is just starting out? Focus on your brand's 'flavor' or what makes it unique. If you focus on your flavor, you will never have competition. If you feel like you do have competition, embrace it with open arms. There is more than enough room for everyone. Approach all things with love, genuine curiosity and detachment. Focus on these things and you will find success.
What's next for your business?
A FEW FUN FACTS ABOUT JANA
We are very excited for Nashelle’s first perfume ‘Love & Light’ which is debuting September 1st.
Coffee or Tea? Coffee
Where can people find you?
If you could have dinner with one celebrity who would it be? I’m not a big celebrity person but I admire Kate Hudson and would love to just chat casually with her.
www.nashelle.com @nashellejewelry @heather.nashelle.collard
What is your favorite travel destination? Any place warm near the ocean. What is your favorite type of food? Sushi with extra wasabi What does your workspace look like, and what is one thing we would find on your desk everyday? Right at this moment, my desk is covered in gold, chains, tools, crystals and pictures. It’s a beautiful madness. You will always find coffee on my desk; at least one cup, if not several, as well as my phone.
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C E R I M A N I J E W E L R Y D E S I G N S
Tell us how you started Cerimani? What is the company's mission? Over the past quarter century, many international brands have taken advantage of the skills of local Thai craftsman to produce their jewelry. However, this fact has often been made obscure and perhaps even hidden away from the world at large. The communities from which these craftsman come from have not benefited from the skills of their workers. In fact, their techniques are being lost. I realized this when I was working for a privateequity funded jewelry company in New York. After leaving, I decided to take a leap of faith and start my own brand.Â
By creating a viable and sustainable jewelry business, Cerimani will actively participate in and support the rural communities from which our craftsman come from. Our purpose is to give recognition and a voice to the jewelry craftsman. This sense of pride will ensure that the techniques and skills will always be preserved.
Are there any key milestones that you think have helped you reach this point in your business? I am not in this business to make a huge profit. I am here to bring forth beautiful jewelry and empower villages across Southeast Asia.Â
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In partnership with Karen Hilltribes Trust, Cerimani donates $50 for every piece of jewelry bought, which is enough to fund one village’s water and sanitation for an entire year! We successfully funded our first village last year, helping 140 people gain access to fresh water and four modern bathrooms. Where do you find your inspiration and how do you ensure you have time and space to create new products? I’m not the actual person who designs for Cerimani. Chalermpong Susri, who previously worked at the luxury house of Mouawad and was in charge of designing the Victoria Secret Finale Bra, designs our pieces. He has been retired for a few years, meditating in the Northern part of Thailand. The meditative aspect of his daily routine helps him to bring out elements from nature into the collections that we’ve launched. Our overall look and feel is modern and relatable. We strike a fine balance between modernity and Thai heritage. We use organic, fluid and elegant yet bold shapes. Our visual tone is light, fresh and open.
What does an average day of work look like for you? Do you have a daily routine? It is challenging to have a daily routine as I often split my time between Bangkok and New York. Most of the time I work at night to ensure that the time difference is not that large and we can at least have 4-6 hours of overlap. What does your current business model look like? We have a very lean e-commerce business model. The majority of the team is in Thailand where everything is designed and produced, then shipped here to NYC where myself and a few individuals take charge of the marketing, sales, and supply-chain logistics.
Is there anything important you wish you had known earlier about business or life that you would like to share with people starting out? As a former consultant, it was different at the start to shift mindset from providing recommendations to carrying out executions. -Create a company that is much bigger than what it seems at first thought. We really are not a typical jewelry brand but rather a movement that is questioning the industry and changing the livelihood of the people who contribute to it. -Don’t be afraid to work with smaller factories that are aligned with your principles and values.
What is next for Cerimani? We’re still expanding a lot within the TriState Area and beyond, but we’re going to start focusing on the Southeast Asian market to return the creations home. This October, we are due to showcase at the prestigious Jeweluxe fair in Singapore.
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WHERE CAN PEOPLE FIND CERIMANI? www.cerimani.com www.instagram.com/cerimani www.facebook.com/cerimani www.twitter.com/cerimani @cerimani on Instagram, Facebook, and Twitter
2121 E 7th Pl, Los Angeles, CA 90021
FASHION WEEK CALENDAR Luxur Lux will be in attendance covering the latest trends that will be featured in our October issue.
Click each image to view each fashion week schedule (for digital only)
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