WHAT DO YOU DO?
I’m currently contracted to write two screenplays for a production company in LA, and in between my own business and writing pursuits, I often write social media copy and blog posts for other Los Angeles and Sydney based brands.
I have a lot of experience in luxury fashion ( I grew up in the industry - my parents had a high end jewelry company) and this has been imperative in building my business from the ground up. I manage a team of woman in my own company and also outsource work to photographers and PR agencies, so I’m familiar with all aspects of running a smooth business and what’s required to elevate it to the next level.
I have several essays and articles coming out in renowned publications relating to Fade to Black, and I’m acutely aware of the marketplace and how to build a compelling story that will also translate into sales ( important!). I think people respond to strong visuals, a powerful brand message, and authenticity above all else. Great storytelling is paramount to having a successful social media presence. Knowing your unique proposition and catering to the needs of the consumer are crucial in an often crowded environment. Defining what your company stands for is vital, and my job is to help the client find what exactly that is.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
I started my business two years ago and transitioned it over from Sydney, Australia to Los Angeles. It was a slow build - I didn’t have a ton of marketing capital to begin with, so I had to get creative with how I was going to sell my product. It was a combination of organic growth + word of mouth + seeing a gap in the market and building a compelling story around the brand. Eventually, the sales started to build and allowed me to expand into hiring a PR firm in New York and having a bigger budget for marketing, social media campaigns, and events.
Before starting Fade to Black, I worked as a production assistant at one of Australia’s leading production companies. I learnt a lot about budgets, organizing shoots, bringing together creative vision and executing a seamless ad/ photoshoot / music video and keeping the client happy. My role included having to create pitch decks based on the client’s brief and vision boards so the director and or photographer understood the tone and style of the project.
At the same time I was also pitching various personal projects that I had written and I got a manger and agent for my writing this year.
How do you stand out in your field?
I think I have a unique voice and point of view - It’s about being uncompromising with your values and what you stand for. I don’t take on anything that I don’t think aligns with my creative sensibilities. That being said, because of my background in running my own company, I understand how difficult it can be to run a small business and I’m good at working within a streamlined budget. It’s important to get creative and not fritter away unnecessary money. Sometimes you just need someone to come in for a day or two, give you a helping hand, consult you and provide solutions, run your social media, and write some compelling content. It can be incredibly difficult to find freelancers that work on such a short term basis.
WHAT ARE YOU WORKING ON RIGHT NOW?
At the moment, I have several essays and interviews coming out for Fade to Black in Here magazine and some sustainable fashion blogs, and I’m finishing a television pilot and about to commence on a film script.
I work on my jewelry business daily - whether it’s shooting content for instagram or strategizing for the months ahead, there’s always something to be done.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
I’m definitely drawn towards a dreamy, ethereal and otherworldly sensibility in art and writing. meaningful content is essential, long form stories that will inspire others and make them feel secure in their purchase. Quality and transparency is key - there’s no point constructing an image for a business if the foundation isn’t solid. People see through that eventually, and once the trust is broken it can never be repaired.
Stylistically, I lean towards a cool, spare, minimalist aesthetic with a bit of an edge. I have a strong distaste for anything frenetic and busy - simplicity is best. There must always be something left up to the imagination, yet still be captivating enough to take another look.
The images I styled and produced for this Fade to black shoot best represent my style, but I’m able to adapt to the clients needs depending on the brief.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
More creative writing. I used to write a lot more poetry when I had the spare time, but now screenwriting dominates. I still love it - but it’s an incredibly different process and can be rather painstaking, instead of the free flowing pleasure of other forms of writing.
WHAT IS FRUSTRATING YOU RIGHT NOW?
Being in any creative field means there’s some months where you are anxiety ridden, frenzied, eagerly finishing projects in different areas that overlap at seemingly inopportune moments. Then life swings in the other way - you have a breather, creative projects slow down, and the anxiety begins again but in a different way, more of an unrest. Nothing in life is certain, so It’s best to cultivate your own opportunities while you can.
Patience is developing slowly, but surely. Seeing things through to the end, finishing projects to completion is one of the most difficult, yet most satisfying elements of life.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Grocery shopping did come to mind, but then again I actually find that very relaxing (Unless you shop at Erewhon, because you’ll get to the checkout and have a mini anxiety attack).
It’s more likely to be spreadsheets, which give me a mild migraine just thinking about.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
Believe in yourself and only do things you are truly passionate about - otherwise when life gets tough, it’ll be difficult to get up every morning and find the motivation to keep moving forward.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
Financial planning - people underestimate how much money it takes to start a business. There’s undoubtedly going to be unforeseen costs and I think just having an experts advice on how to budget startup expenses and plan for a long term financial strategy would be ideal.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
- Writing long form content, blog posts, brand related interviews, social media posts and copywriting for fashion / wellness / sustainable brands and companies.
- Consulting on social media strategy, brand messaging and storytelling.
- Content creation for social media ( this is big, the marketplace is so crowded now and you need a way to differentiate from the crowd + innovate to keep customers interested.)
- Collaborating with other brands on photo shoots to cross promote our brands and keep costs down.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
Clients with an ethical and sustainable outlook, a keen eye for detail and a great product.
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
Generally $25 per hour for day rates, or if it’s a longer project a contract is required depending on scope of work.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
HOW DO YOU STAY CREATIVE?
This member profile was originally published in December 2018.