So the idea of being able to shop cross-category to buy the beach bag, the summer lip gloss, and the pillows for your pool house makes it into very focused, easy life.
I worked at Prescriptives. My uncle [Leonard Lauder, chairman emeritus of the Estée Lauder Companies] smartly had wanted me to go into a small brand – to figure out what part of the company I loved.
People always ask what I would have done if I weren’t doing what I’m doing. And I say I’d [still] be in fashion or in beauty. It’s such a dream come true now because I have the ability to go into home [goods] and accessories as well.
When I was creative director [at Estée Lauder], I was always being asked about my beauty must-haves. From there I had this fun idea to create a line of what was in my makeup bag. But I also love accessories, and people associate me with home, family, and beauty.
It can be a walk on the beach, it could be a kiss from your child,or it could be a beautiful picture frame, a special fragrance. I think luxury doesn’t necessarily have to mean expensive.
I come from an environment where the men actually say, “Is it OK if I take off my jacket?” in a meeting. Everyone wears suits; it is a very dressed-up world.
Mom used to frame everything we made, and now I’m following her example. It makes children so proud to see their work on display instead of hidden away.
I figure if I take my children’s work seriously, maybe they will too. And it reinforces the idea that art is not something alien and esoteric. Anyone can make art.
People love buying into a lifestyle and an overall concept. So when they buy a shell-colored lip gloss, they can also buy shells for their house, as well as sunglasses and [items in] other categories [in that shade] to create one consistent image.
AERIN is saturated with the qualities that have surrounded me my entire life, many of which came from my grandmother, Estee: passion, style, hard work, family, and, of course, all things beautiful.
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