framework BUILD YOUR LIFE IN STYLE
YULU GIRLS STYLE
AT EVERY AGE:
20s 30s 40s LIFE OF THE PARTY: 4 CELEBRATORY BEAUTY LOOKS I S S U E 11 may 2013
MELISSA OROZCO & JENNIFER MALONEY
ON STORYTELLING & BUILDING A STRONG TEAM + TOP 10 PR TIPS
I S S U E 11
on the cover â€œFrom Gastown to Coal Harbour we visited with YULU PR's Melissa and Jennifer. Invited into their homes and office, we had a fantastic few hours with the entire YULU team."
framework BUILD YOUR LIFE IN STYLE
8 CONTRIBUTORS 10 EDITOR’S
EDITOR’S PICKS Royal Flush
Hooray for Hollywood
104 BLOGGER PANEL Stephanie Koch Tiffany Battle Nicholl Vincent Kristiana Petra
15 Intrigue, fame, and fortune are all found in this month's Hollywood-set book picks...
32 BEHIND THE BRAND Sarah Stach: TRiM 79 Hair Salon 50 FASHION 101 3 music festival-worthy ensembles
MEETS 66 BUSINESS BABY
Amrit Baidwan, owner of Ishara boutique dishes on motherhood, work-life balance, and a passion for fashion
culture & living
16 WINE TRIO
French-inspired recipes for two
The bar cart
22 WE HEART
24 LADIES WHO BRUNCH
Bright inspiration for setting your spring table
114 GOING THE DISTANCE I S S U E 11
LIFE OF THE PARTY
STYLE AT EVERY AGE
4 Celebratory beauty looks for every gal
fearless fashion in your 20s, 30s, & 40s
Double Vision: YULU PR's Melissa Orozco & Jennifer Maloney on storytelling, building a strong team, and their best PR tips.
I S S U E 11
may 2013 6
KYRANI KANAVAROS PHOTOGRAPHER Vancouver, BC
CHRISTIE GRAHAM PHOTOGRAPHER Vancouver, BC
JOHN BELLO PHOTOGRAPHER Vancouver, BC
JEREMY JUDE LEE PHOTOGRAPHER Richmond, BC
AMELIA EICHHOLZ ART CONSULTANT Boston, MA
SARA CONSTANTINEAU WRITER Burnaby, BC
SOPHIE COLLINS WRITER Vancouver, BC
MICHELLE KEONG WRITER Vancouver, BC
NARGESS TABRIZY SHOKRANI
JENNIFER PISTOR STYLIST & BLOGGER New Westminster, BC
many thanks to this month’s contributors!
~ love, Framework BRIA LEAR Founder & Editor-in-Chief RHYA JOHNSTON-WALLACE Editorial Intern 8
EVENT PLANNER Vancouver, BC
JAMIE LAUREN HODGE
PHOTOGRAPHER PHOTOGRAPHER & WRITER West Vancouver, BC Vancouver, BC
MEGAN CORREIA WRITER Vancouver, BC
MUAHjwn ARTISTRY MAKEUP & HAIR Vancouver, BC
LET'S GET SOCIAL! drop us a line and join the fun
blog | twitter | facebook instagram | pinterest we can't wait to hear from you ...
dear... May 1st marks Framework’s first birthday, and my how time flies! It’s hard to believe I was writing my first editor’s letter one year ago, and releasing the inaugural issue to a small group of friends and family. Though the magazine has since grown, and the audience widened greatly, I am just as excited and anxious to finally share this May issue as I was to share last year’s. This month, it seemed only appropriate to embrace where we started by celebrating the quintessential Framework Girl. Our May cover girls embody just that. Melissa Orozco and Jennifer Maloney of YULU PR recently merged two successful public relations firms to leverage their strengths and resources. With big, bold goals for their business and their clients, these women are ones to watch. Just a few blocks away, we also had the pleasure of meeting Ishara boutique’s Amrit Baidwan and her new baby boy. Amrit’s insight into balancing work and motherhood is priceless. It wouldn’t be a Framework birthday without our favourites in fashion, beauty, décor, culture, and cuisine,
and this month delivers on all fronts. During this milestone month, I hope that you continue to be inspired by our pages. Thank you for reading Framework this year! With love,
BRIA LEAR, FOUNDER & EDITOR-IN-CHIEF
THIS MAY WE SUGGEST
the framework girl... SWAYS TO THE SOUNDS OF LIVE MUSIC AT AN OUTDOOR SHOW MAKES TIME TO CELEBRATE OCCASIONS BIG AND SMALL STYLES HER BAR CART WITH CHEEKY ACCESSORIES TRIES HER HAND AT FRENCH CUISINE, WITH A TWIST FLAUNTS HER FAVOURITE FEATURE WITH A PARTY-READY BEAUTY LOOK CHANNELS ETERNAL YOUTH AT ANY AGE WITH FEARLESS STYLE DOCUMENTS DREAM GOALS, AND STEPS TO MAKE THEM HAPPEN SHOWERS MOM WITH EXTRA LOVE AND ATTENTION SETS HER TABLE WITH BRIGHTLY HUED BLOOMS
CELEBRATING FRAMEWORK'S FIRST BIRTHDAY WITH PARTY APPROPRIATE PICKS. NOW, TIME TO GET THOSE CHAMPAGE GLASSES CLINKING...
1. SUNNY SIDE SPARKLE BUBBLE BAR, LUSH, $7.25 2. KATE SPADE BOW SHOPPE STUDS, ZAPPOS, $58 3. ISSA STRIPED STRETCH PONTE DRESS, NET-A-PORTER, $620 4. NINE WEST KILIANA FLAT, ELUXE, $110 5. PHILOSOPHY BUBBLY SHAMPOO/BODYWASH/BUBBLE BATH, SEPHORA, $11 6. TARTE CHEEK STAIN IN TIPSY, SEPHORA, $36 7. POLKA DOT LUGGAGE TAG, INDIGO, $8
8. KNOCK KNOCK OH SO MERRY NAPKINS, INDIGO, $8 9. PACK A PICNIC CHAMPAGNE BOX, KATE SPADE, $98 10. LEOPARD POP PHONE HANDSET, C.WONDER, $40 11. SPRING BOOM 111 LIMITED EDITION PRINT BY LUANN OSTERGAARD, $62.99 12. ROYAL DOULTON FLUTES, THE BAY, $84 / 4 13. OVERTURE JUDITH LEIBER AVERY LARGE FACETED RESIN CLUTCH, SHOPBOP, $295 framework
HOORAY FOR HOLLYWOOD
EVERY MONTH WE CHOOSE THREE MUST-READ BOOKS, FROM RECENT RELEASES TO OLD FAVOURITES, THAT WOULD FIT INTO ANY FRAMEWORK GIRL’S BOOK CLUB. IT’S JUST ONE MORE EXCUSE TO GET TOGETHER WITH FRIENDS OVER SWEET TREATS AND COCKTAILS!
by Sara Constantineau
The sun-drenched streets of L.A. are a prime locale for intrigue, scandal, fame and fortune. Go beneath the
shallow, superficial shell and delve into these three stories that offer a different take on a city full of displaced people trying to find themselves.
THE LONG GOODBYE BY RAYMOND CHANDLER
4.5 / 5
When the hard-living detective Phillip Marlowe befriends the shady but likable Terry Lennox, he ends up giving him a ride to the airport in the middle of the night. When Lennox’s wife turns up dead, the police accuse Marlowe of helping him escape justice. After clearing his name, Marlowe is tapped to track down the alcoholic writer Mr. Wade, which puts him in the path of Wade’s glamorous wife Eileen. The Wades say they need his help, but something about their life doesn’t add up.
WHY YOU’LL LOVE IT
Arguably Raymond Chandler’s best novel, this quintessential hardboiled detective tale has style and substance in spades. With a damaged anti-hero, a doe-eyed femme fatale, and betrayal galore, it’s the literary version of film noir that combines a sophisticated, enigmatic story with subtle social criticism.
BEST FOR: IMMERSING YOURSELF IN AN AIR OF MYSTERY 14
BY LAUREN CONRAD
Naïve and green around the edges, Jane Roberts moves to L.A. with her best friend Scarlett to intern at an event planning company. While pursuing her dream job, she’s approached to star in her own reality show with Scarlett and two other girls. Once the cameras turn on, the boys, money, and attention start to come between the two best friends and threaten everything Jane has been working for.
WHY YOU’LL LOVE IT
Loosely based on LC’s time as the star of MTV’s the Hills, this fast, fun read dishes some serious gossip. If you read between the lines, you can get a behind-the-scenes perspective on the makings of a glossy reality TV show. Try to figure out which character is based on which frenemy, and decide for yourself how much of the drama is genuine by the time it reaches your television screen.
BEST FOR: FROTHY POOLSIDE FUN
LESS THAN ZERO BY BRET EASTON ELLIS
Clay returns to his native L.A. after his first semester at college in New Hampshire, back to his high school friends and dysfunctional family whose apathy is only exceeded by their insane wealth. After getting back in touch with his ex-girlfriend, dealer, and so-called buddies, Clay still can’t shake the dark cloud of regret and worthlessness that follows him from one drug-fueled party to the next.
WHY YOU’LL LOVE IT
This is Ellis’ first novel, written when he was a wee undergrad. It reads like Catcher in the Rye, if Holden Caulfield was a disillusioned teen in the 1980s who partied with some of Hollywood’s elite. The novel is low on plot but high on atmosphere and shock value that will keep you on the edge of your seat.
BEST FOR: LOSING YOUR ENVY FOR THE UPPER HALF framework
CULTURE & LIVING
tasting: celebratory wines W R ITT E N BY S O P H I E C O L L I N S
ANY EXCUSE FOR A PARTY:
This month’s issue is all about celebrating--it is our one-year anniversary after all! Whether it’s the little things, great achievements, or simple nights spent at home with your girlfriends or loved ones, here are our favourite wines to celebrate life!
everyday table $
CUPCAKE PROSECCO $17.99
First of all, how could you go wrong with a winery named Cupcake? New to their wines, Cupcake’s Prosecco is the perfect sipper for a summer’s day. Whether you’re grilling up some fish, tossing a salad for a potluck, or bringing a present to celebrate a friend’s bridal shower, Cupcake Prosecco is a perfect choice. It’s light, bright, bubbly, and a touch sweet!
dinner party $$
BLUE MOUNTAIN RESERVE PINOT GRIS 2009 $25.90
Blue Mountain produces really fantastic wine. Not to mention, their property in Okanagan Falls is absolutely breathtaking. This Pinot Gris is full to taste, and fits well with a lot of foods. It’s especially great paired with seafood. If you are unsure about the type of white wine your hostess would like, a Pinot Gris is a good bet because it is fuller bodied than Sauvignon Blanc, and not as big as Chardonnay.
special occasion $$$
GIGONDAS: BRUSSET LES HAUTS DE MONTMIRAL $49.97
Just pronouncing the title of this wine could be cause for a celebration in itself! This full-bodied red is from France, grown in southern Rhône, and is a combination of Grenache, Syrah, Mourvèdre, and Cinsault. It is very fruit forward, slightly tannic, and absolutely delicious. We would suggest pairing it with steak frites, red meat, or hearty cheeses.
Pick a wine that speaks to you when celebrating. For example, if cost is your number one factor when choosing wine for a wedding, then ask your local wine store to suggest a great wine within your price range. They can usually give you a discount for buying a case! FOR MORE WINES AND TIPS,VISIT SIPSAVOURSHARE.COM 16
RECIPES AND PHOTOS BY DARINA KOPČOK GRATINEEBLOG.COM
Set the table for a déjeuner à deux. French lessons not required... framework
CULTURE & LIVING
PRAWNS PROVENÇAL SERVES 2
"Served with mixed greens and a fresh french baguette, this dish shines..."
• 12-14 jumbo prawns • 3 tablespoons olive oil • 2 tablespoons chopped Italian parsley • 2 tablespoons Panko breadcrumbs • 1 large clove garlic, finely minced • 4 sundried tomatoes, chopped • 1/8 teaspoon Herbs de Provence • Sea salt or Fleur de Sel • Freshly ground pepper • 1 lemon or lime DIRECTIONS:
1. Preheat oven to 400 F. In a mixing bowl, toss prawns with olive oil, parsley, garlic, sundried tomatoes and seasonings. 2. Heat the breadcrumbs in a nonstick skillet over medium heat until golden. Toss prawns with breadcrumbs. 3. Spread evenly on a greased baking sheets and bake in oven 6-8 minutes, until prawns are pink and slightly caramelized. Squeeze with citrus juice and serve with slices of French baguette.
VANILLA CRÈME BRÛLÉE SERVES 4
• • • •
1 egg 2 egg yolks 3 tablespoons white sugar 1 1/2 cups whipping cream (heavy cream) • 1 tablespoon good quality vanilla extract • 4 teaspoons sugar, for caramelizing tops
that has risen to the top. Pour the mixture into 3-inch ramekins and place in a pan or ovenproof baking dish. Fill the pan or dish with boiling water halfway up the sides of the ramekins. This will ensure slow and even baking Bake until the brûlées jiggle slightly in the middle, about thirty minutes. Remove the pan from the oven and let the brûlées cool off in the water bath for 15 minutes. Cover ramekins with plastic wrap and allow to further set in the refrigerator for at least one hour. To caramelize the tops before serving, sprinkle 1 teaspoon of sugar evenly over each crème brûlée. Heat each with a propane torch until the sugar bubbles and browns. Let stand for a few minutes before serving. If you don’t have a propane torch put the ramekins under a broiler for a few minutes until the tops brown.
1. Preheat oven to 300F. 2. Beat egg, egg yolks, 3 tablespoons sugar and the vanilla in a bowl until thick and creamy. 3. Scald the cream in a saucepan, stirring occasionally. Do not let it boil. 4. Remove the cream from heat and whisk a very small amount into the egg mixture. Add the rest in a slow, steady stream until well combined. Do not work too quickly or the eggs will scramble. 5. Scoop off and discard any foam
THE BAR CART
fresh ideas for your home, one space at a time ...
1. BOTTLE OPENER, MODCLOTH, $13 2. ART POSTER BY ROBERT RUBBISH, EVERYTHING BEGINS, $76 3. KATE SPADE 2 PIECE BAR SET, THE BAY, $50 4. KIRO COCKTAIL SHAKER, COOKWORKS, $29 5. MARTINI MIXER, WILLIAMS SONOMA, $86 6. DOF GLASSES, C.WONDER, $48 / 4 7. KATE SPADE BOTTLE STOPPER, THE BAY, $38 8. KARDZ COUTURE TYPOGRAPHY PRINT, ETSY, $15
CULTURE & LIVING 9.
14. 16. 15.
9. PAPER STRAWS, KIKKERLAND DESIGNS, $7.50 / 144 10. BOOK, CRATE & BARREL, $32 11. FLASK, URBAN OUTFITTERS, $18 12. DRINK STIR STICKS, C.WONDER, $38 13. LETTERPRESS COASTERS, SOCIETY SOCIAL, $14 / 10 14. HIGHBALL GLASSES, MODCLOTH, $35 15. MARGARITA COCKTAIL NAPKINS, JONATHAN ADLER, $5 16. BAR CART, CRATE & BARREL, $768 21 framework
What better way to fill a blank space than with a polished, wellcurated overload of beautiful images and items? BY AMELIA EICHHOLZ There's something therapeutic about styling each piece into a perfectly masterminded yet haphazard display. A gallery wall adds a nice element of texture to a room and is a great way to make a big visual statement without splurging on a large-scale painting. Looking to take your arrangement further than just a few simply hung frames? Here's how!
Try an updated take on a gallery wall by displaying your art and personal, sculptural objects on individual shelves. Spaces for each piece are built out from the wall and add a nice museum- like effect. This is the perfect way to incorporate artwork to create mini vignettes.
IMAGE VIA GLITTER GUIDE
Who says art has to be layered on a white background? The innovative concept of collaging small paintings on top of a textured fabric or patterned wallpaper creates a visually dynamic space on any wall. IMAGE SOURCE
CULTURE & LIVING
Establish the layout of an architectural grid with all oversize frames, all the same size, lined close together for a sophisticated feel. In this set-up, each piece comes together to act as one coherent installation. IMAGE VIA ARCHITECTURAL DIGEST
Every crafty lady has a few rolls of colorfully patterned Washi tape lying around. Grab your scissors and use this tape to design clever picture frames for magazine tears and drawings to make for a super-afforadable, yet adorable, take on the classic gallery wall. IMAGE VIA DESIGN SPONGE
DESIGNED BY NARGESS TABRIZY SHOKRANI
FLEUR DE LIS EVENTS
PHOTOGRAPHY BY JAMIE LAUREN PHOTO
CULTURE & LIVING
CULTURE & LIVING
ADD PUNCH TO YOUR BRUNCH TABLE WITH BOLD, CHEERY HUES AND GRAPHIC PLACE SETTINGS.
AIRY TULLE LENDS A WHIMSICAL TOUCH TO YOUR TABLE DECOR, AND IS AN INEXPENSIVE WAY TO ELEVATE A SIMPLE FABRIC RUNNER WHEN LAYERED UNDERNEATH
CULTURE & LIVING
WRAP BASIC NAPKIN RINGS IN GOLD RIBBON AND ATTACH A FAUX FLOWER FOR AN EASY AND CUSTOMIZEABLE DECOR DIY
GET THE LOOK: FRESH FLOWERS, DIAMOND FLORIST CHINA, NOTEPAD, & PEN, EMMA BRIDGEWATER COFFEE CUPS & SAUCERS, LE CREUSET PLATE CHARGERS, PHARMASAVE HOME COLLECTION NAPKINS, PLACEMATS, TABLE RUNNER, CAKE STANDS, CANDLE HOLDERS & TRAY, PIER 1 IMPORTS
DIY NAPKIN RINGS: FAUX FLOWERS - STEMS DETACHED, MICHAEL'S PLAIN NAPKIN RINGS & GOLD RIBBON, DRESSEW SUPPLY
CULTURE & LIVING
behind the BRAND
Sarah Stach | Trim Hair Salon
WRITTEN BY MICHELLE KEONG PHOTOGRAPHY BY JEREMY JUDE LEE
IT WAS LOVE AT FIRST SNIP. VANCOUVER HAIR STYLIST SARAH STACH WAS WORKING AT THE FRONT DESK OF A SALON WHEN SHE DISCOVERED HER PASSION. SENSING HER PENCHANT FOR STYLING HAIR, STACH’S BOSS BOUGHT HER A PAIR OF SCISSORS AND A MANNEQUIN. “She spent the night with me just cutting hair and I fell in love,” says Stach, owner of TRiM Hair Salon, who had previously spent 10 years in the customer service industry. “I thought, ‘How is it possible that you can enjoy something so much and make money doing it to support yourself?’” Fast forward a few years and Stach had become a full-fledged stylist having trained at John Casablancas Institute, Aveda, and Vidal Sassoon in London, England. After exercising her cutting and colouring chops in Ottawa, Toronto and Vancouver, Stach wanted to design a salon that was different from those she had encountered. Together with her husband, Stach set out to create a warm and unpretentious space with a family of talented and friendly staff. And in 2011, TRiM Hair Salon was born. Every detail of the salon was carefully selected to exude warmth and hospitality. Antique framed mirrors, potted plants and an exposed brick wall give TRiM a distinct charm. There’s even a patio for clients to soak up the sun while waiting for their appointments.
STYLE & BEAUTY
STYLE & BEAUTY
WE WANTED THE PLACE TO FEEL LIKE OUR GUESTS ARE COMING TO OUR HOUSE.
STYLE & BEAUTY
“We wanted the place to feel like our guests are coming to our house,” says Stach, 29, of the ecoconscious salon located in Vancouver’s trendy Main Street neighbourhood. For TRiM, home is certainly where the heart is. Even the renovation process – during which Stach’s dad and brother-in-law pitched in to help – was a labour of love.
Stach credits her mentors for her success and hopes to pay it forward. “The encouragement that I’ve received out of the kindness of the hearts of other people in the industry, at no cost other than their time…I would love to pass that onto anybody that is looking into doing what we’ve done.” And what is Stach’s advice to those interested in starting their own businesses?
It’s fitting that creating TRiM has been a family affair since Stach’s parents were entrepreneurs and her sister also owns her own business. “From a very, very young age, I’ve always wanted to do something that sort of follows in my parents’ footsteps.”
“Just go for it,” says Stach, echoing the encouraging words of her husband. “You can always go back and do what you were doing before.”
Stach admits she was hesitant at first, thinking she lacked the experience to run her own company. Since then, Stach has learned the ins-and-outs of building a business from scratch. “I’ve grown as a person and as a stylist so much in the last two years,” she says.
“I’ve always loved exceeding the expectations of customers and guests,” says Stach who has had her share of disastrous haircuts and prides herself on getting to know her clients and creating a style that suits their lifestyle. “I always wanted to wow them and have them leave feeling happier than they felt when they walked in.” fw
TRiM recently celebrated its second anniversary and Stach is more inspired than ever.
STYLE & BEAUTY
COMING UP NEXT...
Grand Entertainer ISSUE 12
FRAMEWORK MAGAZINE JUNE 2013
for advertising information email: sales @frameworkmag.com
"Warmer weather welcomes parties and impromptu gatherings, so be the hostess with the mostess!"
STYLE & BEAUTY
LIFE of the PARTY BE THE BELLE OF THE B ALL WITH FOUR CELEBRATORY BEAUTY LOOKS FOR EVERY FRAMEWORK GIRL
HAIR & MAKEUP BY MUAHjwn ARTISTRY PHOTOGRAPHY BY KYRANI KANAVAROS 41
BOHO CHIC Flaunt your favourite headpiece with ultrateased, brushed out curls. Shimmery silvery eyeshadow makes this done-but-undone look effortlessly chic . PRODUCT PICKS Hair: L'ANZA Healing Volume Hairspray Eyes: Colour Design Eye Shadow by Lancome in #311 You've Got The Look
STYLE & BEAUTY
ON KATE: Eight Sixty Maxi Dress, $120, Violet Hill Boutique. Headband & Earrings, model's own. framework
EDGY GLAM Make a killer statement with super-sleek hair and bold, smokey eyes. Keep the look clean and sophisticated by using only matte-finish makeup products. PRODUCT PICKS Hair: Chi 44 Iron Guard Heat Protectant Eyes: MAC eyeshadow in Carbon
STYLE & BEAUTY
ON CHRISTINE: Blouse, Joe Fresh, $29. Birds of a Feather Necklace, Violet Hill Boutique. Bra, model's own.
CLASS ACT Revamp the classic cat eye with a brightly hued, glossy lip. Choose a longwear finish to turn heads Ă la Miss Hepburn all night long. PRODUCT PICKS Lips: MAC Pro Longwear Lipglass in Whoops! Eyes: Bourjois Paris Liner Feutre
STYLE & BEAUTY
ON ROSA: Love Coco Earrings, $24, and C. Luce Dress, $80, both from Violet Hill Boutique. Necklace, vintage.
SWEETHEART Pair flirty false lashes and bubblegum blush with big, voluminous curls for the ultimate girly glow â€“ then shake off the stereotype by rocking a cobalt blue dress. PRODUCT PICKS Hair: Nume 4Play Curling Wand Cheeks: Make-Up Designory Blush in Bubblegum
STYLE & BEAUTY
ON LINDSAY: Cake for Breakfast Necklace, $28, and Maison Scotch Dress, $125, both from Violet Hill Boutique. Earrings, model's own.. framework
STYLE & BEAUTY
STYLE & BEAUTY
1O1 ION THE MODERN GIRL'S GUIDE TO
MUSIC FESTIVAL FASHION With Coachella kicking off the music festival season, we’re feeling inspired by the chill, laid back vibe of festival fashion. While we advise you to steer clear of the more obscure looks found at Coachella—like bikinis with fur lined boots—we’re all for taking style cues from celeb festival goers like Emma Watson and Kate Bosworth. Think floral prints, cross-body bags, crochet dresses, denim cut-offs, and cowboy boots. WRITTEN & STYLED BY JENNIFER PISTOR PHOTOS BY FM PHOTOGRAPHICS | MODELED BY RACHEL SUDBURY
MAXIMUM STYLE For a more layered look try a cotton maxi skirt and denim vest. Dare to bare just a little midriff with a cute crop top. Opting for a splash of colour and a fun mix of print keeps your outfit fresh.
CRISS CROSS A cross body bag is the only way to go. Try a slightly larger bag so you can stow all your necessities for the whole day. Itâ€™s not a bad idea to bring a comfortable pair of back up shoes like flip flops!
ACCESSORIZE Kept fairly simple, accessories can still have a big impact. We love this ombrĂŠ scarf wrapped up with a couple pretty baubles around the neck and some big statement rings.
Gentle Fawn skirt $57, Levis Denim vest $78, Propaganda cropped bustier top $26, Erin Templeton BYOB small bag $175, Bossani ombre scarf $20 (All from Plenty); Jewelry from Social Experiment.
STYLE & BEAUTY
FLORAL EDGE To get a little girly with your festival look, go for florals. This floral sleeveless blouse is easy, breezy, and perfect paired over a bikini. Paired with distressed denim cutoffs, this pretty top gets a bit of a rocker edge.
CROWN YOURSELF There are not many occasions where a gal can get away with wearing a big floral crown! Find your inner flower child and rock this festival staple.
COUNTRY ROOTS Cowboy boots are one of the most comfortable styles of footwear around. You never know the condition of the grounds of an outdoor event, so avoid muddy, dirty feet with a cowboy bootâ€” itâ€™s the perfect shoe to keep your feet dry and keep you dancing all night long.
Propaganda floral top $48, Melie Bianco Bag $87 (both from Plenty); Mink Pink Slasher Flick Shorts $96; Jewelry from Social Experiment; Floral Crown, stylists own.
STYLE & BEAUTY
CROCHET CHIC A hippie-esque throwback to the original music festivals like Woodstock in 1969, crochet dresses are the ultimate in festival fashion. This fabulous dress found at Gastown boutique, Today, just happens to be a vintage piece.
HIPPIE CHILD To really channel your inner hippie, throw on a feathered headband. Don a fabulous pair of aviator sunnies for rock and roll chic.
THE EXTRAS Natural-hued leather bags, gladiator sandals, and beaded jewelry are the perfect touches to complete your festival style.
OUTFIT DETAILS Fate vintage Stevie macramĂŠ dress $62 from Today; Erin Templeton Good Girl bag $235 from Plenty); Jewelry from Social Experiment; Sunglasses, models own; Headband, stylistâ€™s own by Head Mistress.
STYLE & BEAUTY
T H E F R A M E W O R K G I R L'S
2Os 3Os 4Os STYLEGUIDE E T E R N A L YO U T H : S T Y L E AT E V E R Y A G E BY MEGAN CORREIA
From young to the young at heart, in fashion there are few rules, and the ones set in place are meant to be broken. Like fashion, we are constantly evolving to obtain a strong sense of self-awareness. In our youth, we explore and experiment with a versatility that allows us to adapt like a style chameleon. In our prime, we learn what it is to be fierce and fearless while coming into our own. As we mature, we recognize what it is to be truly comfortable and confident in our own skin. Channel eternal youth at every age with style that knows no number as Framework tackles how to look and stay fashionable, fabulous and forever young in your 20s, 30s and 40s!
STYLE & BEAUTY
2Os 3Os 4Os Right now, your personal style is a work in progress. Being in your twenties gives you the license to experiment and the freedom to have fun, so don’t overthink your look! It’s one of the last decades in your life where you’ll be able to get away without even questioning whether something is age appropriate. Have a fashion flop? Count it as a valuable learning experience. The trial and error of your twenties will be a good gauge of what works for you and what doesn’t in your thirties, allowing you to create and define a style that is all your own. Spring strikes a strong chord with the theme of growth and renewal, making this season the perfect time to begin planting the seeds of style that will last you through your budding adulthood. Begin curating a collection of closet staples to create the timeless foundation blocks of your fashionable future, while still sporting bargain finds from massmarket retailers like H&M or Zara.
The beauty of fashion in your thirties is having a better understanding of your personal style. While you’re able to have fun with it and push the envelope and fashion boundaries, you also possess the maturity to be cool and confident in what you wear. Your thirties are the ideal age to begin crafting a simple core wardrobe injected with experimental trend-driven items that keep you feeling youthful without looking like you’re trying too hard. By now you have an idea of how you express your individuality, and finding your look is key to successful shopping. Whether you’re the highspirited bohemian, trailblazing trendsetter or elegantly feminine gal, stick to it.
In your forties outfits should exude confidence; you’re comfortable in your own skin and have the confidence and know how to pull off many looks. However, at this point it’s easy to get caught in the dangerous and uninspiring trap of routine, dressing for necessity without the fun that filled your twenties. You’ve watched trends come and go, and circle their way back; to stay fabulous in your forties, pick chic pieces that you know work for you, as well as ones that fit and flatter your body. Go for classic shapes, but embrace playful yet timeless trends, like stripes and luxurious leopard print, for an unexpected punch that will make any outfit pop, regardless of age.
Update your look without a serious cash commitment by picking up a few one-season items from stores such as Club Monaco or Joe Fresh to create an eclectic mix that allows your personality to shine. That said, invest in as many long-lasting classics and versatile trend pieces as your budget and closet space allow.
Stock your closet with versatile work-to-weekend wear from retailers like Banana Republic and Club Monaco for a classic and timeless transition from office to fun any day of the week. Pull your look together with sharp accessories that give your outfit an easy and effortless edge.
I N YO U R
DARE TO BE DIFFERENT Wardrobe Essentials: For spring, bold, prominent prints and graphic patterns mixed with hot, vibrant colour reign supreme. Add some fun and funky edge with statement jewellery, an â€œitâ€? bag, skyscraper heels, super skinny jeans and micro minis. 2.
STYLE & BEAUTY 8. 7.
SHOP: 1. CRYSTAL SPIKE EARRING, CLUB MONACO, $49.50 2. TICCAL CROPPED TOP, BY MALENE BIRGER, $92.50 3. CURB CHAIN TRIANGLE NECKLACE, ASOS, $31 4. FLORAL STRIPE CUT OUT SUNDRESS, TOPSHOP, $55 5. ETHNIC FABRIC SKIRT, MANGO, $59.99
6. MULTICOLORED LACE-UP SANDAL, ZARA, $109 7. ELECTRIC BLUE BIKER JACKET, PULL AND BEAR, $40 8. RING, H&M, $5.95 9. PRINT JEAN, JOE FRESH, $49 10. CROP TIGER LATTICE SUNTOP, TOPSHOP, $35 11. STELLA MCCARTNEY FALABELLA LEOPARD PRINT CROSS BODY BAG, BROWNS FASHION, $890
I N YO U R
CLASS ACT Wardrobe Essentials: This season show some skin with elongated v-necks, sheer fabrics and sexy cutouts. Pull it all together with timeless investments like figure flattering wrap dresses, tailored blazers and pointed pumps. 2.
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SHOP: 1. DIANE VON FURSTENBERG ACHAVA DRESS, MATCHES FASHION, $520
2. CHALAYAN COTTON BLEND SATEEN TUXEDO JACKET, NET-A-PORTER, $2,655 3. RADA CRYSTAL EARRING, CLUB MONACO, $179.50 4. MARQUEE STATEMENT NECKLACE, KATE SPADE, $198
5. DIANE VON FURSTENBERG CAROL DRESS, SHOPBOP, $300.98 6. VANESSA BRUNO SILK GEORGETTE V-NECK TOP, MODEWALK, $540 7. SKIRT, H&M, $69.95 8. JUICY COUTURE MINI GRETCHEN SHOULDER BAG, SHOPBOP, $128 9. GREY SHEER CONTRAST PANEL TOP, RIVER ISLAND, $50
10. SLIM PRINT PANT, JOE FRESH, $39 11. WINDOW CHECK BOYFRIEND COAT, TOPSHOP, $150 12. MUSILOVA HEELS, PREEN X ALDO RISE, $155
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COOLLY CONFI DENT Wardrobe Essentials: Classic, chic shapes like sheath and shift dresses complimented with structured pairings like tailored blazers and cool outerwear pave the path to outfit perfection. Play up your ensembles with printed scarves, eye-catching accessories and bursts of bright colour to keep them fresh and youthful. 3.
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SHOP: 1. FAN FRINGE NECKLACE, J.CREW, $172 2. SELIMA MARILYN SUNGLASSES, CLUB MONACO, $145 3. DIANE VON FURSTENBERG HANOVER SCARF, NORDSTROM, $176 4. CREPE SEAM SHIFT DRESS, TOPSHOP, $61
5. LAHSSAN FOR FAÇONNABLE FULL-LENGTH JACKET, THE CORNER, $850 6. WEDGE COURT SHOE, ZARA, $99.90
7. PRABAL GURUNG CONTRAST TRIM PEPLUM TOP, MATCHES FASHION, $1,130 8. TRIMMINGS COTTON BLAZER, MANGO, $49.99 9. MAD MEN COLLECTION CHANDELIER EARRINGS, BANANA REPUBLIC, $40.39 10. MELLEX STRIPED COTTON SKIRT, BY MALENE BIRGER, $120
11. MICHAEL KORS GIA CHAIN-STRAP FLAP BAG, ZAPPOS, $802.95
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meetBABY PHOTOGRAPHY BY CHRISTIE GRAHAM MAKEUP BY KYLA SLUSAR, MUAHJWN TEXT BY BRIA LEAR
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is truly a modern mama. Restructuring her workdays to accommodate a new baby, the everstylish owner of Gastown’s fashion boutique, Ishara, proves that running a successful business and being a great mother are not mutually exclusive. At just ten weeks old, Amrit’s son has already accompanied her to buying appointments for the boutique! An essential step to finding balance and flexibility in her new role as mother, Amrit has also learned to delegate and trust in others to support and maintain Ishara’s vision. And what of her personal passion for fashion after giving birth? Ishara’s beautiful owner maintains that stylish living need not be compromised, simply adjusted. On a sunny morning we had the pleasure of visiting with Amrit and her adorable baby boy in their Coal Harbour home. Read on for her valuable advice on growing a career and a family… and tips for looking fabulous while you’re at it!
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STYLE & BEAUTY WHEN DID YOU DEVELOP AN INTEREST IN FASHION? Iâ€™ve always had an appreciation for beautiful design, whether it is a beautiful piece of jewelry, a beautifully designed space, or a beautiful piece of clothing. When I started travelling as a part-time flight attendant during my university years, fashion became a passion. Being able to go to different cities to hunt for amazing and unique pieces sparked an interest in making fashion part of my career path. YOUR BACKGROUND IS IN COMMERCE AND COMPUTER GRAPHICSâ€”HOW DID THESE LEAD TO THE OPENING OF ISHARA? When I started university, I thought I needed to choose a practical field so that I could enter the workforce with a clear path. However, by the time I graduated, I already had my eyes on something more creative. I attended a graphic design program in Toronto, and had a successful freelance graphic design company when the urge to follow my dream of opening a boutique presented itself. Although it may not seem like the traditional route to take for a fashion career, my commerce degree has come in very handy as a business owner, and my experience as a graphic designer has helped me immensely in being able to do all of the marketing and design related tasks associated with running a boutique.
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RETAIL IS A NOTORIOUSLY DIFFICULT INDUSTRY! WHAT KEPT YOU GOING THROUGH THE UPS AND DOWNS THAT FIRST YEAR OF BUSINESS?
ARRIVAL OF YOUR SON AND ON YOUR FIRST MOTHER’S DAY! WE’RE CURIOUS, WERE YOU ABLE TO TAKE A MATERNITY LEAVE?
downtown so I’m able to walk. Only now, with the baby in tow!
Regardless of the ups and downs, I really truly love the hunt of discovering new and exceptional collections for my customers. There is nothing more satisfying than bringing something new into the store and having people share my excitement for it. That being said, retail is a tough and competitive industry—my strong business background has helped me immensely in making it through the volatile fashion landscape.
Being a business owner, traditional maternity leave wasn’t really an option. But it also gave me the flexibility to adjust my schedule. Since the last month of my pregnancy, I scaled back my in-store hours, and started working from home. I did take about 6 weeks off after having the baby. Most of my communication is done by phone, text, or email and luckily, living close by makes it easy to pop in and see how things are going. During buying season, when I’m not travelling to a tradeshow or market, most of my appointments are
It starts with a big cup of coffee, and usually going through my emails for the morning. With a baby, I have to fit things in whenever the opportunity arises, but the day generally involves a few meetings—now done over the phone—checking in at the store, and working on some buying for the coming season. I also try to fit in some time to do a bit of reading every day—fashion magazines, my favorite blogs, etc.—for inspiration.
BEFORE WE CONTINUE, CONGRATULATIONS ON THE
TAKE US THROUGH A TYPICAL WORKDAY…
BALANCING WORK AND PERSONAL LIFE IS ALWAYS
A CHALLENGE FOR ENTREPRENEURS—HOW HAVE THINGS CHANGED SINCE THE BIRTH OF YOUR SON?
Learning when to delegate has been very important in helping balance work and home life.
My priorities have definitely shifted and I’ve had to learn to step away and give up some control, which was a challenge! It’s been a good adjustment for me, because it has forced me to set up a framework that maintains my standards without my needing to be physically present. WHERE DO YOU FIND THE MOST STRUGGLES IN BALANCING THE TWO? The biggest struggle is time! It seems like there is never enough of it, especially when trying to give my undivided attention to whatever area I am focusing on at the moment. Learning when to delegate has been very important in helping balance work and home life. DELEGATING IS ESSENTIAL BUT ALSO VERY DIFFICULT! WHAT ADVICE DO YOU HAVE FOR OTHER BUSINESS OWNERS? Have confidence in what you’ve built and make sure your core message is clear and consistent. This helps your team to understand your vision and make sure that all decisions are consistent with that central vision. THAT’S A GREAT TIP. NOW THAT WE’VE COVERED BUSINESS AND BALANCE,
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LET’S TALK FASHION! WHEN CHOOSING PIECES FOR THE STORE EACH SEASON, WHICH TRADESHOW DESTINATIONS ARE YOUR FAVOURITE? New York has to be one of my favourite places. Coterie in New York is my favorite show—it’s where the best contemporary designers show and some of the best new talent launch their collections. That said I love to just visit New York and take in the fashion and style on the streets; it is so inspiring and helps spark my creativity. DO YOU LOOK AT FASHION DIFFERENTLY NOW AS A BUYER AND STORE OWNER THAN YOU DID AS A CONSUMER?
Absolutely! Shopping as a customer is very different than buying as a store owner. As a buyer, I am constantly putting myself in my customers shoes and asking myself, “Would I wear this, would I pay this much, is it unique enough?” At the end of the day, everyone wants to find something special. Being a buyer is making sure that each piece making its way onto the racks at Ishara is special enough to elicit delight from my customers. HOW WILL YOU NAVIGATE THE BUSY MARKET WEEKS AND BUYING SEASON NOW THAT YOU HAVE A LITTLE ONE? He’s already been to a few buying appointments with me!
I’ve taken this season off from travelling, since my baby is only 10 weeks old, but in the future, I’m hoping to have him travel with me. MOTHERHOOD ALSO PRESENTS A WHOLE NEW SET OF CHALLENGES WHEN GETTING DRESSED. HOW DO YOU MAINTAIN YOUR PERSONAL STYLE WITH A BABY IN TOW? I definitely have to put more thought into what I am wearing, especially in making sure it gives me the flexibility to manage the little one. Soft, flowy blouses and easy dresses work well, and a cashmere sweater over leggings is an easy go-to look for running errands while pushing a stroller. I’ve definitely invested
Being a buyer is making sure that each piece making its way onto the racks at Ishara is special enough to elicit delight from my customers.
Don’t feel like you have to sacrifice style for comfort. I don’t think it is necessary to give up your personal style just because you have a baby.
in more flats too! WHAT FASHION TIPS OR ADVICE CAN YOU GIVE TO NEW MOTHERS? Don’t feel like you have to sacrifice style for comfort. I don’t think it is necessary to give up your personal style just because you have a baby. When choosing pieces, I think it is important to keep in mind how it will fit into your lifestyle, but don’t be afraid to be bold with colour, prints, and textures. WHAT ARE THE GO-TO PIECES IN YOUR WARDROBE? My Smythe tuxedo blazer—it’s a classic style with a twist, perfectly tailored and great with a pair of jeans or skinny pants. My White+Warren printed cashmere sweater worn over leggings is an easy go-to outfit for day or night My Chanel bag is the perfect accessory and goes with everything.
HAVE YOUR CLOTHING PRIORITIES CHANGED SINCE BECOMING PREGNANT AND HAVING A BABY? Being pregnant introduces a whole new set of challenges when it comes to getting dressed. I was excited about the challenge, and firmly believe that women should embrace and flaunt their baby bump! Unfortunately there aren’t a lot of stylish options in maternity-
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wear… By choosing pieces like wrap dresses, empire waistlines, and tunics I actually got through my entire pregnancy without wearing any maternity clothing at all—it can be done! Since having the baby, my priority is balancing style and comfort. For the time being, the stilettos will have to wait, but I always want to look polished and put together. YOU RECENTLY ADDED THE ADORABLE NEW ISHARA BEBE SECTION! WAS THIS ADDITION A REFLECTION OF THE CHANGES IN YOUR PERSONAL LIFE? Absolutely! The store has always been a reflection of my personal taste, and being pregnant and having my baby has been a huge and exciting change in my life. When getting ready for my new baby, I approached the process as a seasoned buyer, and discovered some amazing collections that I couldn’t help but share with my customers.
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WE’RE SURE THEY APPRECIATED YOUR DISCOVERIES! WOMEN TODAY WANT TO HAVE INSPIRING CAREERS AND A GREAT FAMILY LIFE; WHAT HAS HELPED YOU REALIZE BOTH DREAMS?
home gives you the freedom to take risks and the confidence to know that everything will work out in the end.
NO DOUBT YOUR LIFE IS BUSIER THAN EVER—HOW DO YOU REFRESH? I think having cultivated a I make sure to schedule some strong and mutually supportive time during the week to do relationship with my husband something just for me—a has been the starting point for manicure, coffee with a friend, building and growing my career. etc. I think it is really important Having a solid support system at to have that time for myself even
if it is scarce. LASTLY, TELL US YOUR FAVOURITE WAY TO SPEND DOWNTIME WITH YOUR HUSBAND AND SON… One of the great things about living where we do is being able to walk out onto the seawall. Vancouver is such a beautiful city, and a quiet stroll with my husband and baby is the perfect way to decompress. fw framework
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GUILTY PLEASURE? Gossip Girl reruns FAVOURITE DESIGNER? Tom Ford VACATION SPOT? Italy WORDS TO LIVE BY? Mediocrity always attacks excellence. STYLE ICON? Coco Chanel SWEET OR SAVOURY? Definitely Sweet! I LOOK UP TO… Oprah & Natalie Massenet, founder of Net-a-Porter
D O U B L E
VISION YULU Public Relations' co-founders Melissa Orozco and Jennifer Maloney are
women on the rise
PHOTOGRAPHY BY JOHN BELLO TEXT BY BRIA LEAR
When it comes to storytelling,
MELISSA OROZCO and JENNIFER MALONEY are innovators. Founders of YULU Communications and Sip Publicity, Melissa and Jennifer joined forces just four months ago to create the new
YULU Public Relations Inc. From an afternoon spent visiting YULU’s beautiful Gastown office and touring both women’s homes, it’s clear that Melissa and Jennifer are quintessential Framework Girls. Not only have they navigated through a successful merger with grace, these two trailblazers are dedicated to elevating both their clients and their team. From how to create a strong company culture and the best PR tips for startups, to Sunday night downtime and morning workouts, Melissa and Jennifer share the essentials of building a life, and a successful business, in style.
COVER GIRLS LET’S START WITH THE BASICS! FOR MANY OUTSIDE THE INDUSTRY, PUBLIC RELATIONS HAVE A CERTAIN MYSTIQUE. CAN YOU GIVE US A BREAKDOWN OF WHAT PR REALLY ENTAILS? M: PR is the practice of managing reputations and sharing stories. I like to refer to us as “professional storytellers” because that’s essentially what we are. We work with our clients to find the news in their story and then we share it with the world. One of the greatest things about PR, in my opinion, is that we have an opportunity to work with extremely interesting people—if their story is good enough for CNN, Fast Company or VOGUE, they’re interesting! J: PR can be a lot of fun, but it’s also been glamorized in movies and TV shows. The reality is we work in a results-driven industry, which involves a lot of deadlines, late nights at the office and weekend work. You do get to be creative and work with some very cool people and brands. But, you also have to be very strategic and manage difficult personalities, situations and expectations. Like any career you have to love what you do for it to really pay off. Success doesn’t happen over night. It requires perseverance. THANK YOU FOR CLARIFYING! TELL US, WHAT INSPIRED YOU TO START YOUR OWN FIRMS? J: I never set out to be an
entrepreneur; it was really just a natural progression. I started my PR career in-house and when my boss left to start her own boutique firm, she recruited me. That gave me a real taste of what it took to run a successful start-up consultancy. After a while, I branched off to start my own so I could focus on working with the industries and brands I was passionate about.
company. I was connected to Melissa on LinkedIn and had heard great things about her firm. There were a lot of synergies happening between our two companies, so I approached her for a coffee. We met on Granville Island one day, and the rest is history. M: Jenn sums it up beautifully here. LinkedIn, followed by
Like any career you have to love what you do for it to really pay off. Success doesn’t happen over night. It requires perseverance. M: It happened organically. I started doing independent contract work and as my workload grew, I eventually had to make a hire. Within six months we grew from one to four and that seemed to be the magic number in qualifying us as a boutique agency. A year after starting my agency, Jenn and I decided to merge our firms. HOW DID THE TWO OF YOU MEET? J: On LinkedIn, originally— social networking does work! My firm was taking off and it was really important to me to maintain a balance. I was also looking for more seniorlevel support to help me grow and expand my vision for the
several months of courtship… We both believed in working with organizations that were having a positive impact on society. We also both had the desire to grow our firms and thought merging would allow us to increase resources and build off each other’s knowledge and expertise. WE LOVE WHEN STRONG WOMEN JOIN FORCES! AS CO-PRINCIPALS OF YULU PR, WHAT DO YOUR ROLES LOOK LIKE? J: We’re both very involved in the day-to-day operations of the business. Everything from business development to client strategy and overseeing account work is on both of our shoulders equally. However, we framework
try to break up management tasks as much as possible. It’s still early days so we’re figuring out each other’s strengths and weaknesses. I’m a bit of a stickler when it comes to client systems and structuring account work, so I manage quite a bit of that part of the business. Melissa has a knack for design aesthetic and creative work so we tend to lean on her to oversee the final finishes on things like proposals, press kits, and website work. M: I definitely enjoy the creative part of my job—adding the polish to important documents
to ensure our first impression with a new or potential client is a strong one. But I also equally enjoy the employee relations side of things. For example, working with account coordinators to help them learn the ins and outs of PR and that rewarding feeling when we see them grow into successful account managers that our clients love. Jenn and I are both involved in team reviews and goal setting sessions, which take place monthly. And then there’s the less glamorous side of running a business—I work closely with our bookkeeper and office manager to ensure our
finances are in order and I also oversee many of the HR duties. We are both active in high-level strategy for clients, as well as media training and coaching. IT MUST ALSO BE HELPFUL HAVING A TEAM TO BOUNCE IDEAS OFF OF. HOW DO YOU MAKE DECISIONS WHEN YOUR TEAM IS DIVIDED? J + M: We’re big on collaboration and we like to give our team members a lot of autonomy. When there’s a difference in opinion in how to proceed, we’ll have all voices heard, but in the end whomever
Weâ€™re big on collaboration and we like to give our team members a lot of autonomy.
is leading the account gets the final say. WHAT HAS HELPED YOU BUILD A STRONG TEAM? J: I’d say seventy-five percent of it is finding the right cultural fit and twenty-five percent of it is support through the right systems and training.
We have an incredibly strong cultural bond— enjoying the company of those you work with is key!
M: We take the time to hire carefully and we also take the time to train diligently. We have an incredibly strong cultural bond—enjoying the company of those you work with is key! And the most important part, we listen to the ideas our team members bring to the table and we encourage their voice. For instance, we hold a lunch and learn every couple months. These sessions don’t just consist of Jenn and I teaching the team, they also include members from the team speaking to an area in PR that they are particularly strong in and sharing their knowledge with the rest of us. BRINGING TWO SEPARATE TEAMS TOGETHER, HOW DID YOU CREATE A NEW COMBINED COMPANY CULTURE? J+M: Before the merger we had our teams work in each other’s offices just so they could get the feel for each culture. We kept a very open dialogue about the merger and tried to involve every team member in the process as much as possible. We also intentionally mixed up the teams, in terms of where they
COVER GIRLS sit, when we moved into the new office space and did bi-weekly check-ins to ensure everyone was okay with the process and to collect their feedback on how to make it better. On another level, we try to do a team-building activity at least once a month. Last month, it was Crossfit, this month we’re going to be cooking together. THOSE ARE GREAT WAYS TO EASE THE TRANSITION. WHAT IS YOUR FAVOURITE PART OF THE WORKDAY? J: It’s always fun when someone lands a big story. That gets all of excited. I’m also a big fan of coffee hour! M: I love our “Monday MashUp” meetings. We review the high-level activity for each account but we do it with coffee in hand, have lots of laughs about little lessons or wins from the week prior, and we make big plans for the week ahead. AND, OVERALL WHAT IS THE BEST THING ABOUT YOUR JOBS? J: A few years ago, I would’ve said it was the opportunity to work with some amazing people and brands. But these days what I really find exciting is seeing our internal team grow into their new roles. Everyone has had to really step up their levels of responsibility in the past few months, and I’m so proud of how much they’re excelling. M: So much in my career has
changed in the last two years so that answer is twofold. I cherish the mentoring side of what I do as a business owner—so proud of our team! But, there is nothing more rewarding, in my opinion, than landing a client in the New York Times. THAT’S HUGE! WHAT ARE THE HOTTEST TRENDS IN PR RIGHT NOW? DO YOU THINK ANY OF THEM HAVE REAL STAYING POWER? J: A year or two ago it was
“THE BIG STORY.” TELL US, WHAT MAKES A STORY COMPELLING? J: We have this discussion a lot. A good story has to evoke some kind of emotional response from its audience. It’s that piece of news you read online or hear from a friend that makes you want to share it with the next person you see. M: We also think of it in terms of today’s digital reader. Will our story make people want to hit the “share” button?
A good story has to evoke some kind of emotional response from its audience. traditional PR vs. digital and social media. Now people are starting to realize you can’t exactly separate the two. The landscape has evolved; digital components are becoming a necessity to any campaign.
EXCELLENT GUIDELINES! WHEN WORKING WITH A NEW CLIENT, HOW DO YOU FIND THAT GOLD NUGGET OF A STORY?
J: A big part of our job is listening and conceiving which M: Taking it back to the basic in parts of what our clients are terms of communication is what telling us will impact the public. Often what turns into a really seems to resonate with story pitch is information the media today. We rarely write client never imagined to be news releases, as the media want to be talked to like people. newsworthy. They’re usually We tend to focus on developing interested in talking about the powerful pitch notes rather than functionality of their product or service. It’s our job to stale news releases, which is discover the human-interest something that progressive PR components. companies are starting to see value in. M: We do this by conducting a “Big Story” session where we YULU IS ALL ABOUT TELLING framework
3 EASY PR TACTICS FOR ENTREPRENEURS & STARTUPS
1. Use social media to your advantage. Have
a basic social media strategy and presence and an efficient plan that allows you to consistently maintain it. We’re living in an era where you can self broadcast content and reach thousands of prospective consumers without spending a dime. Utilize that!
2. Pitch an online story. Traditional media outreach can take
a little bit of coaching, but these days there are a ton of niche blogs that can also provide great exposure. If you’re doing something unique in your field, try pitching it as a potential online story.
3. Become a thought leader. These
days there are so many ways to self publish and everyone is looking for original content. If you’re an expert in your field, consider starting a blog, a YouTube channel or offering content to existing sites.
put our reporter hats on and start digging for the nugget in their story. Often times, the best stories are right beneath their nose, but the client is fixated on promoting a product. We always tell our clients, when pitching to media, we need to pitch a story, not a product. WHAT ARE THE BIGGEST MISCONCEPTIONS PROSPECTIVE CLIENTS HAVE ABOUT PR? J: That it’s all about who you know. Relationships with journalists are certainly important in our career, but those are established by bringing the right content to the right journalists in a professional manner. We often land stories with media in parts of the continent we’ve never been to and with journalists we’ve never met because we’ve researched their work and know the story we’re pitching them is a good fit for their audience. M: We’re not all ‘spin doctors’! I find great merit in the work we do and a major misconception in PR and reputation management is that we’re trying to cover something up. Often times, we’re really trying to set the record straight by educating the public. WHAT CAN A NEW STARTUP DO THEMSELVES IN TERMS OF PR? J: If they know the basics of developing a pitch and media list, they can begin with
Think big. Really visualize the perfect outcome and then reverse engineer it.
some local media outreach. We caution anyone who is embarking on DIY pitching to follow the three golden rules: know your angle, know who you’re pitching to, and pick up the phone. M: Pick up the phone and tell a reporter your story. Seldom do media receive phone pitches from business owners. IT’S ALL ABOUT PUTTING YOURSELF OUT THERE ISN’T IT! ARE THERE ANY SIMPLE, TRIED AND TRUE TIPS FOR CREATING A BUZZ?
J: There are certain cycles in news that you can be sure of; these tend to tie into the Hallmark holidays. You know there will be Valentine’s stories in February, and gift guides in November or December, so try to tie your pitches into what you know will be covered. It’s easier than re-inventing the wheel.
great way to create buzz based on seasonal or timely events taking place in the community or the world.
M: At Yulu we like to do a little thing we call “issues hijacking.” Issues hijacking is when we notice a trending issue in the media and we piggyback on the story in order to plug our client for an interview opportunity as an expert on the topic. This is a
J: Think big. Really visualize the perfect outcome and then reverse engineer it. It may not work every time, but sometimes it will.
WE LOVE THE REFERENCES TO LOFTY GOAL SETTING ON YOUR SITE! WHAT ADVICE DO YOU HAVE FOR ACHIEVING BIG GOALS?
M: Make a list of what you want and write it down so it’s framework
CHEAT SHEET MELISSA Comfort Food? Sushi. It’s not as healthy as people think it is but I love it! Flats or heels? Boots Hidden talent? I can sing every musical lyric to every Disney movie that came out between 1985 and the early ‘90s. Online addiction? New York Times’ Style section on Sunday—specifically the weekly column “Modern Love” Favourite book? The Alchemist by Paulo Coelho or Dangerous Liaisons by Pierre Choderlos De Laclos Greatest fear? Failure My home is… New York, New Mexico and Vancouver 105 framework
documented. Then start at the top of your list and go from there. When we start with a new client we ask them to create a media wish list. Documenting these media goals is how we’ve been successful in landing our clients in leading media outlets including New York Times, CNN, VOGUE, ELLE, Vanity Fair, LA Times, FOX, etc. IN THE WORLD OF PR, WORK OFTEN SPILLS OUTSIDE THE STANDARD NINE TO FIVE— WHERE DO YOU FIND TIME FOR YOUR PERSONAL LIVES? J: This business has ebbs and flows and I try really hard to take advantage of the downtime when it comes. Other times, you just have to force yourself to leave the office and make that 6pm yoga class. Or book a vacation and discipline yourself not to check your email every hour. It can be a struggle, but it’s always rewarding when you do. I try to tell myself, “Yoga is always a good idea.”
I try really hard to take advantage of the downtime when it comes. Other times, you just have to force yourself to leave the office and make that 6pm yoga class. 106
M: Morning workouts are key. I also try to always give myself the night off on Sunday evenings. Just great television—Mad Men, Girls, Boardwalk Empire, Breaking Bad, anything on HBO or AMC—and a beautiful home cooked meal paired with a nice glass of wine. That usually recharges me for Monday and the week ahead. SPEAKING OF OFFICE HOURS, THE YULU GALS ARE CERTAINLY CHIC—WHAT MAKES THE CUT FOR OFFICE-
APPROPRIATE STYLE? J: We like to celebrate individuality, but there are some rules. Melissa knows them better than I do!
J: I’m a big lover of shabby chic—distressed woods, bright wools and mason jars—and Melissa envisioned more of a mid-century design with wing back chairs, Mad Men style credenzas and steel frames, so we tried to come up with a compromise. Melissa sourced out the office furniture and played a key role in setting it up. I think she did an amazing job!
M: We like to refer to our dress code as “neat casual” which means, wear what you feel confident and comfortable in but make sure it’s wrinkle-free, clean and not showing too much skin. Fortunately, looking sharp SO DO WE, IT’S A BEAUTIFUL has never been an issue with our SPACE… CAN YOU TELL US team. MORE ABOUT THE STYLE IN YOUR OWN HOMES? AND YOUR OFFICE IS JUST AS STYLISH AS THE TEAM! J: Our place was built with
beautiful details. From the pale gray hardwood to the marble in the bathrooms, it was so different from all of the cookiecutter apartments you often find in Vancouver. We didn’t want to compete with the existing design, which is quite modern, so we tried to complement it with fun accent colours like teal, and fuchsia. We live in Coal Harbour and it can have a bit of a cold feel to it; we tried to warm up the place by adding a nice white fireplace and cozy textured throw rugs and pillows. M: I’m a pretty sentimental person so I have lots of little
trinkets and tokens that hold sentimental value to me throughout my home—picture frames, a family heirloom quilt, a special lamp, my jewelry box... Traveling is also major passion of mine so I have various small mementos from my travels sprinkled throughout. As far as furnishings go, I have a mid-century look happening with original Danish teak pieces, art deco lamps and home accessories, and a Florence Knoll sofa set. My kitchen however is modern, clean and fully equipped for any chef to cook up a storm—I love to entertain and cook healthy meals! WE REALLY ENJOYED THE TOURS. IN YOUR DOWNTIME, WHAT MAKES YOU HAPPY? J: I am blessed with an amazing group of friends and I have the best family, boyfriend and dog; being in that support network makes me happy. Aside from that I love doing anything outdoors— hiking, biking, beaching. I also get a real sense of balance from doing yoga, meditation and regular exercise. And I love reading! Chick lit is my guilty pleasure. M: The sun, my dog, dinner with friends, a great book, Sunday TV, delicious meals, bike rides, Pilates, a great bottle of wine, skiing, going on trips—short or extended, trying out new recipes, beach time, paddleboarding... and sushi. JUST FOR FUN, IF YOU WERE EVER TO SWITCH CAREER PATHS WHAT WOULD YOU DO? J: I’ve fantasized about becoming a yoga teacher, but more realistically I could see myself investing in other startup companies. M: This is easy. I’d be a nurse. I respect what they do and I think I’d be good at it. LASTLY, AT THE END OF THE DAY, WHAT GIVES YOU THE MOST SATISFACTION IN LIFE? J: Knowing that I’m helping someone. M: Learning, growing, developing, loving, and laughing. fw framework
CHEAT SHEET JENNIFER Comfort Food? New England style clam chowder Flats or heels? Heels Hidden talent? Mind reading Online addiction? Instagram Favourite book? Power of One by Bryce Courtenay Greatest fear? Having regrets My home isâ€Ś always open to friends and family.
THE YULU GIRLS' TOP 10 PR TIPS 1.
When calling a reporter, pitch a story not a product. –Melissa
2. It doesn’t hurt to be nice in this business. –Jennifer
Don’t be afraid to think big when you pitch – a little chutzpah goes a long way. –Ashley
Pitch with conviction. If you don’t believe your story, a reporter won’t. –Nadia
Tailor your message. If you don’t take the time to look at a reporter’s work, why should they take the time to look at yours? –Jenna
Strategic thinking is key in this industry. Always keep in mind your client's big picture and how your work ties back to their goal. -Jennifer
An honest relationship, whether it be with a client or a reporter, is essential in this business. –Sandra
Social media is a powerful tool. When using it on behalf of a client, know their voice. You want to develop an accurate persona. –Monica
If you’re trying to break into this industry, network with as many PR professionals as you can. People love helping people. –Sandra
Apply the rules of real-life social etiquette to online social etiquette (i.e. you wouldn’t just join a conversation you weren’t part of unless you have something of value to contribute.) –Melissa 113 framework
GoingtheDistance PHOTOGRAPHY BY MELISSA SKODA, MCS PHOTO HAIR & MAKEUP BY KEELY ANDERSON, GLOSSED STUDIO
LONDON, ENGLAND TO
VANCOUVER, CANADA OUR ENGAGEMENT PHOTOSHOOT CONTEST WINNER
EMMA CLEARY SHARES HER
GREATEST LOVE STORY: A LONG-DISTANCE RELATIONSHIP, CHRISTMAS EVE PROPOSAL, AND NEW ENGAGEMENT TO FIANCÉ,
SHANE MOORE. 114
"I'm really fond of you but I'm moving to Vancouver in four months." NOT AN AUSPICIOUS START TO A FIRST DATE, RECALLS EMMA. I knew he was THE ONE the first summer I spent with him. It was the happiest of my life; I remember running to meet him down sunshine-splashed streets and lazy days spent drowsing in the park, blissful brunches and text messages that gave me a love-high. Despite the fact that his impending emigration meant we were effectively
I RISKED MY HEART TO LOVE HIM.
EMMA CLEARY + SHANE MOORE 24TH DECEMBER 2012
I was looking at the ring when SHANE asked me to marry him. He'd called my dad to ask for permission the day before, and had the ring designed especially. NOTE TO PROSPECTIVE PROPOSERS: GIVE A GIRL A MOMENT TO TAKE IN THE DIAMOND BEFORE YOU POP THE QUESTION—THEY’RE DISTRACTING! As I said
YES with, frankly,
indecent haste, I was still looking at the
when I accepted. HE THREW HIS ARMS AROUND ME; passersby cheered.
BLOGGERPANEL anniversary edition
Anything from Marc Jacobs! Plus, the fun bottles have become part of my home décor. FAVOURITE BLOOMS?
I like flowers to look unfussy and a little wild; I often have tulips, daisies, hydrangeas, and lilies in the house. GREAT CAREER DREAMS?
STEPHANIE KOCH | inheritedjeans
Aside from fashion, I'm really passionate about creative writing for marketing, and event planning! I just got a job at a winery using these skills; it might be the perfect blend! I FEEL THE MOST JOY WHEN...
My family and close friends are together. It happens less as everyone gets older, but as I get older I appreciate these moments more and more.
You are going to love this. My signature fragrance is Tiffany Eau de Parfum by Tiffany & Co. My name is Tiffany and I wear Tiffany. Imagine that! FAVOURITE BLOOMS?
I don’t have a favorite. It is now my number one mission in life to find a favorite bloom! However, I love a beautiful arrangement that coordinates with my décor. GREAT CAREER DREAMS?
When I was nine years old, I wanted to be a doctor, lawyer, engineer and (not or) a hair stylist. Now, I just want to do whatever makes my heart smile. I FEEL THE MOST JOY WHEN...
I am acting silly with my friends and when I am talking to my mother about life’s little magical journey.
TIFFANY BATTLE | thewerkplace
PANEL Share your answers to this month's questions! Tweet us at @FrameworkMag #BloggerPanel
Viktor and Rolf’s Flower Bomb. FAVOURITE BLOOMS?
Definitely tulips! GREAT CAREER DREAMS?
A career dream of mine would be to join a production team, or be a publicist for a music tour. For example, work on the Public Relations team for Maroon 5.
NICHOLL VINCENT | thechiffondiary
I FEEL THE MOST JOY WHEN...
I am able to pour happiness into someone's life. Giving back just a little. I like buying friends unexpected gifts, cooking someone a surprise meal, or anonymously donating to a cause. Paying forward is a value dear to me. As a Christian, I believe I show who I am and what I believe in by loving people.
I like to switch up my scents, but I'm currently in love with ZARA Woman in Fruity. It's the perfect scent for the warmer months! FAVOURITE BLOOMS?
My all-time favorite is Japanese Chrysanthemum, and the next best things are peonies! GREAT CAREER DREAMS?
KRISTIANA PETRA | monochromachic
I really want to become a buyer in the fashion retail industry… I'm working towards it. I FEEL THE MOST JOY WHEN...
I help a stranger, whether it's assisting a mother with her stroller down the stairs or simply holding the door for the person behind me.
WE’LL BE BACK NEXT MONTH... IN THE MEANTIME CATCH UP WITH US HERE:
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Published on Apr 30, 2013
We are the modern girl’s digital guide to personal style for everyday living. In this issue, "Happy Anniversary" we celebrate our first birt...