Beauty Is My Heritage and My Passion
Congratulations, besides your own brand, your fragrance line for Estee Lauder is also developing remarkably - have you felt the great pressures for success because of your family’s history?
Beauty has always been my heritage and my passion. For as long as I can remember, I’ve been surrounded and completely enthralled by it. it’s part of me. The time came for me to take those lessons and re-interpret them, pursue my own vision, from my own perspective.
I wanted to create a modern line of fragrances. Estée always said that, if you wouldn’t wear the same dress to play tennis and go out to dinner in, why would you wear the same fragrance? My fragrance collection currently o ers 11 distinct scents, so there is plenty of transformation to choose from.
Was it expected of you to launch a fragrance after having already worked in the world of interior design and accessories?
AERIN has been an amazing journey. It is the perfect way for me to explore different ways to expand the modern woman’s lifestyle and provide her with the product she needs. I feel very strongly about every product the AERIN brand makes and love to be involved from start to finish. My name is on the box so I want to make sure it’s absolutely perfect.
Why is now the right time to make this move?
I saw a void in the market for a pretty and feminine, yet classic and modern brand. Consumers are buying into a lifestyle rather than a single category; they are shopping based on experience and sensibility.
How do you manage your two professions? Is this a challenge when it comes to time management?
It’s important to take some time for yourself every day. Whether it’s picking up the phone to call a friend, going for a walk or looking at a magazine for just 10 or 15 minutes. I learned that from my mother and grandmother. My family is the most important thing to me. Being there for my boys when they need me has always been my priority.
In your opinion, can things such as interior design, fashion, and cosmetics still be as strictly separated from one another as they used to be - or must it be seen and offered as a holistic concept?
Our philosophy has and always will remain the same: beauty and home belong together. We embody effortless beauty and effortless style; we have all these different elements that make your life more beautiful and pleasant.
What major trends and topics do you see in the industry in general?
Experience is just as important as the product itself, which is one of the reasons why the AERIN stores and the AERIN brand have resonated so well.
How do you manage to establish a new brand and at the same time ensure that it upholds the company’s traditions?
I owe a lot to my experience at Estée Lauder. I was trained and surrounded by the best; my uncle, cousin, father and sister were all incredible role models and mentors to me. But I loved the challenge of starting my own brand.
Without wanting to be presumptuous, do you have the feeling that it was easier for you to achieve your vision when developing the line because you are part of the company?
I think it’s important to surround yourself with people who care about you and who you care about and working with family is just that. My family supports me but also pushes me to always think ahead and do better. Family can also be very honest which can be hard sometimes, but it is extremely important to know what people really think about the results when creating and launching new products.
You have two sons of your own - would you both like to see them in the family business as well?
My wish is that my children find their passion in life and follow it. If it happens to be the family business, I would love to work with them. If not, I look forward to watching them make their mark on the world.
How do you prepare your children for this?
I have always encouraged my children to work hard and do their best. I want my boys to follow their dreams, just as I followed mine.
