CEO OF 1R AGENCY
1r Agency is a leading force in the digital realm, collaborating with a diverse range of start-ups and established brands in the Fashion, Beauty, Skincare, CPG, Home & Retail Development and Health & Wellness sectors to bolster their direct-to-consumer (DTC) presence. 1r creates unique experiences that blend best-in-class e-commerce features and functionality with beautiful, tactile designs to tell rich brand stories. The agency's main pillars are creative, digital, and marketing, with service offerings spanning content strategy, creative direction, website design, website development and Integrations, business analysis and solutions, UX and strategy, paid social, paid search, email/SMS marketing, SEO.
What inspired you to launch one of the first e-commerce agencies? What gap did you see in the market that 1r could fill?
In 2006, when I was the Creative Direc-
tor of Accessories at Theory, I developed a keen interest in eCommerce and its impact on the future of retail. At that time, only a few established fashion brands like Tory Burch, Ralph Lauren, and DVF were venturing into eCommerce, while many small to medium-sized brands were hesitant to take the leap. Major names like Jimmy Choo and Burberry were starting to launch DTC, but others, like Theory, Rag & Bone, and Marc Jacobs, were still not online. Overall Fashion brands were slower to adopt eCommerce compared to other industries. They remained heavily reliant on traditional retail stores and expensive print advertising, often due to concerns over maintaining brand prestige and the tactile, exclusive shopping experience associated with in-person retail.
While big agencies like Razorfish catered to larger brands, there was a clear gap for agencies that understood fashion and could support small and mid-sized brands. 15 years ago, when we started the agency, it was the beginning of the eCommerce era. Fashion brands needed to shift their mindset—from viewing eCommerce as an “unwanted guest” in their ecosystem to recognizing it as crucial for establishing a brand presence and engaging with customers.
From day one, 1r aimed to elevate online brand experiences, showing brands that DTC could be a creative extension of their identity, a powerful marketing tool, and a strong revenue driver. The brands that thrived early on recognized the importance of owning their customer relationships and moving away from reliance on department stores. My firsthand experience on the business side of fashion gave me a deep understanding of the symbiotic relationship between fashion, design, and business.
Our approach wasn't just about design and tech; we were business consultants, helping clients integrate eCommerce into their broader operations. It was about creating self-sufficient ecosystems and navigating the financial and logistical challenges of going online.
From the start, we were lucky to partner
with some incredible brands like Mara Hoffman, James Perse, and Sam Edelman, who embraced this new era and flourished.
CLIENTELE AND SERVICES
Your Agency Has Worked With Some Iconic Brands And Celebrities. Can You Share Some Notable Clients And How Your Approach Differs When Working With High-Profile Clients?
The stakes are high for celebrity clients, but they’re equally high for any business we work with. Our goal is always to provide white-glove service, regardless of the client. Our approach doesn’t change based on the celebrity status of a client; we consistently strive to create a unique brand experience and deliver the highest level of service.
There are certainly nuances when working with celebrities. Their high profile often requires a more flexible and adaptive approach to project management and timelines. The main difference is the need for infinite flexibility in delivering solutions. Time constraints and the demands on celebrity clients mean that we must seize opportunities to connect with them whenever they arise, even if it’s outside of our normal process.
Being prepared for any in-person interaction is crucial. We need to think ahead about the decisions that need to be made and present options without restricting choices until the last possible moment. Celebrity teams are usually juggling multiple projects, initiatives, and social activities, so it’s essential to bring all our teams—business, product development, social, design, and operations—to the table to help launch the project.
Celebrity-led launches often attract high traffic due to their exposure, so it’s critical to coordinate with PR teams and all third parties to ensure everyone is in sync. Perhaps celebrities come to 1r Agency because they trust us. Over the years, we’ve had the privilege of working with iconic brands and celebrities like WYN Beauty by Serena Williams, Joopiter by Pharrell Williams, and Westman Atelier with Gucci Westman, a makeup artist to top Hollywood stars.
INDUSTRY INSIGHTS
With Your Extensive Experience In The Fashion Industry, What Are The Most Significant Trends And Changes You've Observed In Online Retail Over The Years?
Since starting 1r in 2010, I've witnessed the online retail industry evolve at an incredible pace. One of the most significant shifts has been the lowered barriers to entry for brands looking to establish an online presence. Today, it’s easier than ever to get a brand online, with minimal investment required to produce and operate an eCommerce store. This shift allows brands to focus more on product development, R&D, PR, and marketing.
However, with opportunity comes increased competition. The multitude of channels available for selling and marketing continues to expand rapidly, making it crucial for brands to differentiate themselves. The key questions now are: How do you stand out? How do you stay authentic? What is your unique value proposition? Brands must be clear on which channels work best for them and which convert most effectively. The pro-
cess of getting consumers to complete a purchase has become more complex, and it’s crucial for brands to approach this as a learning journey. Adopting an agile mindset, leveraging data, and constantly refining your voice are essential strategies.
When we first started, established brands often viewed eCommerce as a necessary but secondary channel—something to layer on top of their existing business processes. Many saw e-commerce as a catchall solution for their business problems, whether it was inventory issues or pricing challenges. But over time, eCommerce and digital channels have become the backbone of a brand’s business.
'Staying ahead of the curve when it comes to technology is essential, but it shouldn’t come at the expense of a brand’s health and growth. While we strive to be innovative and at the forefront of online experiences, we don’t push our clients to be early adopters just for the sake of it. We focus on future-proofing our clients and ensuring they benefit from the latest advancements without becoming guinea pigs for untested technologies.
1R WAS A GREAT PARTNER FOR US TO REDESIGN AND REPLATFORM OUR SITE. THERE WERE A LOT OF COMPLEXITIES MOVING FROM A CUSTOM PLATFORM AND CUSTOMIZABLE PRODUCT WITH SUBSCRIPTIONS. 1R STRIKES A GOOD BALANCE IN DELIVERING BOTH CREATIVE AND TECHNICAL SOLUTIONS TO MAKE OUR PROJECT SUCCESSFUL.
Ross Miller
In the early days, meetings with brands often involved their CEO, buyer, or head of retail alongside someone from the technology department. Now, the digital team or CMO plays a central role in defining the business strategy. This shift underscores how integral eCommerce has become to a brand's overall success.
How Do You Stay Ahead Of The Ever-Evolving Digital Space, And What Strategies Do You Employ To Keep Your Clients On The Cutting Edge?
Our role is to stay ahead of the latest trends and technologies, but it’s not a one-size-fits-all approach. We leverage our community of clients to understand what works best for specific brands and verticals. Our job is to inform our clients about what’s available, while also ensuring they remain true to their brand identity.
Our strategy involves holistic optimization across all aspects of eCommerce, including social media, email marketing, SEO, logistics, and user experience. We prioritize seamless integration and the effective use of the platforms we work with, ensuring our clients maximize their capabilities.
Innovation is often internal for us, focusing on building and integrating services that extend our clients’ budgets and timelines. For example, when we first started building on Shopify Plus, there wasn’t a recognized enterprise-level approach to source control, CI/CD, or deploying Shopify Plus solutions. We developed an enterprise approach to ensure our clients could scale without barriers, pushing the boundaries of automation and optimization.
Ultimately, our focus is on creating a frictionless experience between digital and in-store interactions. Anything that mimics a high-touch, personalized experience is paramount to the consumer journey. Personalization must feel natural, and not overly intrusive. It’s important to find the balance between personalization and privacy.
Acquisition and retention succeeds when a brand knows who they are at their core and delivers on that promise consistently. These are fast-changing times, and technology is advancing at lightning speed, but creating cultural capital through a brand’s story and values remains essential. This means meeting consumers where they are, both online and offline, and delivering a human connection that aligns with their expectations.
While the term “omni-channel” is often used, I prefer to say that it’s about meeting your consumer where they are, providing a seamless and engaging experience across all touch points.
CREATIVE PROCESS AND BRAND DEVELOPMENT
Can you walk us through your creative process when taking on a new project? How do you ensure that the development of materials and ideas are both on-brand and on-target?
Our creative process is rooted in deeply understanding our client’s vertical and business, with the goal of elevating their brand aesthetic while staying true to their unique identity. We start with a comprehensive discovery period where we bring together cross-functional teams— creative, technical, business, product, and solutions—to research the brand, competitors, and market opportunities. Our approach is holistic, informed by data and stats to ensure we design with the end-user in mind.
rience in designing for the web or the specific platform being used. This can lead to disconnects between design and development, longer timelines, and inefficiencies. At 1r, our creative teams work closely with technical teams to ensure a streamlined approach that aligns with our clients’ KPIs and platform capabilities. During our discovery phase, we produce two creative outputs— one conservative and the other more boundary-pushing. This helps ensure alignment with the client’s visual direction before diving into detailed designs. We focus on understanding the brand’s history, vision, and future trajectory to create an experience that is not just for launch day but for long-term growth.
1r’s DNA is very brand-centric. I think everything we do starts from that creative lens. This is evident even from the proposal phase, where we tailor our approach to each prospect. Our QA process is rigorous, ensuring no creative drop-off between the initial deep dive and the final launch. We take a highly curated approach, considering a brand’s future roadmap and ensuring seamless integration with all other channels.
1R HAS CREATED AN EXCEPTIONALLY IMPACTFUL AND MODERN DIGITAL EXPERIENCE FOR DIBS BEAUTY. THEIR EXPERTISE IN DESIGN, E-COMMERCE STRATEGY, AND WEB DEVELOPMENT, COUPLED WITH THEIR HANDS-ON COLLABORATION WITH OUR TEAM, HAS LED TO TREMENDOUS GROWTH AND OPPORTUNITIES FOR OUR BRAND.
Mindy Luong
What role do sales, merchandising, brand extension, marketing, and public relations play in your approach to guiding clients?
integrated as part of the broader business ecosystem.
We need to have knowledge across all touch points—brand story, customers, wholesale, retail, etc.—to advise appropriately. eCommerce is not just a consumer-facing project; it’s also a business-facing one. We approach it with the same weight and attention as we do the front-end, consumer-facing elements.
We see ourselves as conductors in the eCommerce ecosystem, ensuring that all partners, players, and stakeholders are aligned. Brands that embrace a comprehensive, integrated strategy across all channels are the most successful. Isolating any channel will not work. At 1r, we believe creativity powers commerce, and our success lies in understanding what our clients need and how to get them there.
What are the top Services Major Brands and Celebrities Seek from Your Agency?
At the end of the day, clients come and stay with us for all sorts of reasons. Our relationships with them ebb and flow as their business needs change. There’s no one-size-fits-all approach because every brand requires a different strategy.
We started out primarily as a web design and development agency, but we quickly saw the need to expand our services to cover the entire spectrum of digital eCommerce. When content became a central focus in the industry, we added a deeper creative offering to support content strategy across all digital channels. We noticed that many brands weren't optimizing the content they were creating, or using it in a way that truly worked for them, and we wanted to change that.
A common mistake brands make is working with designers who lack expe-
As an agency, we take a 360-degree view of our clients’ businesses, encompassing all aspects of marketing, sales, and public relations. Every element is crucial for success, and each aspect feeds off the other. Our job is to navigate the best way to allocate our clients' budgets and resources, ensuring that eCommerce is
For years, we had been dreaming of bringing digital marketing into the fold, to be more involved in the growth of our clients' businesses. About three years ago, we launched our growth services, which include paid media, organic social, and email/SMS marketing. The goal was to maximize the impact of our clients’ budgets and drive measurable business results.
PHOTOGRAPHER
YESI @YESI.
MODEL SHELLY SOCOL
@SHELLY SOCOL
AGENCY 1R AGENCY
@1R.AGENCY
FASHION STYLIST
ANTHONY BERMUDEZ
@IAMANTHONYBERMUDEZ
HAIR AND MAKEUP ARTIST
MONICA GAVIRIA
@MONICA GAVIRIA
@MIAMIBRIDALANDBEAUTY
VIDEOGRAPER DAVID ARAUJO
@DAVIDARAUJO.TV
@LAFILMINC
CREATIVE DIRECTOR
IRYNA VOSKERICIAN
@IRYNAVOSKERICIAN
ARTIST ANTONIA KUO WARDROBE
PHOTOGRAPHER
YESI @YESI.
MODEL SHELLY SOCOL
@SHELLY SOCOL
AGENCY 1R AGENCY
@1R.AGENCY
FASHION STYLIST
ANTHONY BERMUDEZ
@IAMANTHONYBERMUDEZ
HAIR AND MAKEUP ARTIST
MONICA GAVIRIA
@MONICA GAVIRIA
@MIAMIBRIDALANDBEAUTY
VIDEOGRAPER DAVID ARAUJO
@DAVIDARAUJO.TV
@LAFILMINC
CREATIVE DIRECTOR
IRYNA VOSKERICIAN
@IRYNAVOSKERICIAN
ARTIST ANTONIA KUO
WARDROBE LEATHER SKIRT VERONICA BEARD POLO LACOSTE SHOES GIUSEPPE ZANOTTI
Introducing growth services was a significant move for us, helping us transition from being just a digital partner to becoming a true business partner. Our philosophy is straightforward: "if they grow, we grow." This shift has allowed us to form deeper, more meaningful partnerships with our clients.
PASSION FOR ART
We understand you have a passion for art. How does this passion influence your work in the fashion and e-commerce industry?
Art, design, creativity, style, and fashion are the core of who I am. I studied fine arts in Israel at Bezalel Academy of Art and Design and later at Cooper Union in NYC. I’ve always had a deep passion for creating and collecting art, and this passion is one of the pillars of 1r Agency. It’s the foundation upon which the agency was built, and it helps attract fellow creatives and art and design enthusiasts.
creative vision and approach to brand development?
My mother, Sharon Socol, an art photographer and collector who sits on the board of photography for The Whitney ignited my passion for art early. I’ve been an avid collector of emerging artists over the years, starting in my early 20s after attending Bezalel Academy of Art and Design in Jerusalem where I studied fine arts with a focus on performance art, drawing, sculpture, and photography.
CHOOSING 1R FOR DESIGN AND THE BUILDING OF OUR SITE WAS A REALLY GREAT DECISION THAT COULDN'T HAVE WORKED OUT MUCH BETTER. THEY DELIVERED A BEAUTIFUL AND MODERN SITE WITH FUNCTIONALITY THAT WILL REALLY HELP US TAKE OUR BRAND TO THE NEXT LEVEL IN THE YEARS TO COME.
Adam Ellicott
My work at the agency seamlessly blends my passion for art, love for design and brands, and enthusiasm for pushing the boundaries of storytelling, whether through visual art or digital platforms. At its core, it's about conveying emotion and creating a lasting impact on the viewer. My work in the digital space has inspired the pieces I've collected over the years.
We leverage our strong client relationships to share experiences when possible, always being mindful of what can and cannot be shared. Our clients’ trust is paramount.
Luckily for us, we have a lot of really great relationships with our clients. We do our best to leverage those who are more willing to allow us to share our experiences. For example,
“1R was a great partner for us to redesign and re-platform our site. There were a lot of complexities moving from a custom platform and customizable product with subscriptions.
1R strikes a good balance in delivering both creative and technical solutions to make our project successful.” Ross Miller, SVP of Digital for Function of Beauty
“Through the years, 1r Agency has been our digital backbone, crafting and maintaining our website. The client services team's dedication is unparalleled—a true partnership of trust and success. I couldn't imagine our journey without them.” Katelyn Lorry, Associate Director, Digital Engagement, Seaport
My affinity for beautiful things and innate respect for how they are created drive everything we do at 1r. I am constantly thinking about how our brand is perceived externally. I believe that when our prospects or existing clients see how seriously we take our brand’s appearance, it promotes trust in how we approach our work. They know we care as much about our own brand as we do about theirs. I am always evolving, reiterating, and driving how we, as a brand, present ourselves at every touchpoint, never staying stagnant. I am the primary motivator of this, and I feel our team and our clients recognize and appreciate it.
Are there any particular art movements or artists that inspire your
My collection includes pieces from artists like The Starn Brothers, Sara Cwynar, Antonia Kuo, Ben Tong, Rafaël Rozendaal, Elliot & Erick Jimenez, & Louise Bourgeois, just to name a few. Recently I collaborated with Maria Vogel, an Art Advisor, hosting a dinner party during Frieze NYC, for young artists and collectors at our family's SOHO loft.
MEDIA AND PUBLIC RELATIONS
As a media resource for outlets like Bloomberg and Business of Fashion, how do you balance providing insights to the media while maintaining confidentiality for your clients?
When interviewed by outlets like BOF, Vogue, Bloomberg, and Glossy, I’m often asked to weigh in on new trends, brand launches, and the overall state of DTC.
“1R has created an exceptionally impactful and modern digital experience for DIBS Beauty. Their expertise in design, e-commerce strategy, and web development, coupled with their hands-on collaboration with our team, has led to tremendous growth and opportunities for our brand.” Mindy Luong, Vice President of Digital for DIBS Beauty
What’s most powerful is my ability to share insights from our vast experience across diverse clients, brands, and verticals. When speaking to the press, I synthesize learnings from all our clients, providing valuable insights without focusing on individual brands. I emphasize overarching trends while integrating unique interpretations, helping brands remain competitive while staying true to their identity and goals.
What are some key messages or trends you emphasize when speaking to the press about the future of e-commerce and fashion?
While it’s crucial to stay competitive and up-todate with the latest industry trends, I always stress the importance of brands aligning their key messages and digital investments with their core identity. Brands need to look within to ensure they’re staying true to who they are today and where they see themselves going in the next year, 5 years, or even 10 years.
I encourage brands to plan not just for the immediate future but to think longterm. This includes considering how their digital strategies and brand messages will evolve over time. It’s about being adaptable and forward-thinking while staying grounded in the brand’s core values.
As a subject matter expert, I’ve had the opportunity to provide insights on significant market movements. For example, I’ve commented on Coty’s investment in SKKN by Kim Kardashian, discussed
strategies for balancing growth and retention, and advised emerging beauty brands on how to avoid pitfalls during rapid expansion.
These are the messages I focus on when speaking to the press, reflecting my approach to understanding and navigating the complex, fast-paced world of eCommerce and fashion.
FUTURE OF E-COMMERCE
Looking ahead, what do you believe are the next major trends or innovations that will shape the future of e-commerce and online retail?
The future of eCommerce lies in interconnectedness, rapid production, and the adoption of SaaS-based platforms. AI, particularly generative AI, will significantly impact search and marketing. In fashion, I anticipate a shift towards more authenticity, the end of fast fashion, and a focus on personalized brands with strong
customer relationships. Sustainability is also critical, with an emphasis on understanding the entire product lifecycle.
We haven’t scratched the surface of AI’s potential. Tools that generate bulk meta and alt tags or optimize email campaigns are just the beginning. AI will factor into various tools, from email service providers like Klaviyo to platforms like Shopify, helping brands create workflows and content more efficiently. Additionally, sustainable returns will evolve, with brands increasingly reselling lightly used products instead of sending them back to warehouses. Personalization, virtual technology, and data are crucial. Brands must tailor content and products to individual consumers based on browsing history and preferences. Understanding consumer engagement is essential, and brands must contin -
uously iterate to meet consumers where they are.
How is 1R preparing to adapt to these upcoming changes and continue to provide value to your clients?
We prepare our team to embrace AI, driving efficiency and guiding clients on its use. eCommerce requires a collaborative approach, involving multiple disciplines and teams. At 1r, we are adapting, learning, and embracing AI as a tool for productivity and innovation. We want to be early adopters, not just for personal or professional gain, but to help our clients and brands stay ahead of the curve.
Our team is dedicated to learning as much as possible to maintain our position as an authority in e-commerce and technology. That’s the value we bring to our clients—staying informed, being flexible, and guiding them through the ever-changing digital landscape.
What advice would you give to aspiring entrepreneurs looking to start their own agency or enter the e-commerce space?
The agency space is highly competitive, so having a clearly defined value proposition and a strong differentiator is crucial. Ask yourself, “Is there room for more agencies?” If you’re entering this market, you need to offer something specialized and personalized. Your value proposition must be well-defined, and you should be creating something that doesn’t exist yet.
Starting an agency requires a roadmap, strategy, and operational guardrails. It’s essential to approach your business from multiple angles and be flexible enough to evolve. Every year, we at 1r set our strategic plan with a focus on what’s next. Even if we’re doing something well, we’re always looking for ways to improve. Sometimes it’s about making small, considered changes, but the key is to always be willing to evolve.
How important is it to have a multidisciplinary approach, combining
elements of creative design, marketing, and technology, in today’s e-commerce landscape?
Creative design, marketing, and technology are deeply interconnected in today’s eCommerce landscape. While it’s essential for brands to tailor their messages and content for each digital platform— whether it’s a website, social media, or email—the overarching themes, tone of voice, and messaging must remain consistent across all channels. Building a strong relationship with the consumer is key.
To be truly successful, you can't lean too heavily on one aspect over the others. For instance, creating a visually stunning experience is important, but if users struggle to find the shopping cart or complete the checkout process, you’re not meeting their needs with best practices.
eCommerce touches on many facets— technology, content, product, storytelling, marketing, and customer service. At 1r, we recognize the importance of a multidisciplinary approach, ensuring we engage with all the relevant teams and practices involved in an eCommerce business. Our approach is entirely collaborative, reflecting the interconnected nature of the industry.
PERSONAL INSIGHTS
What has been the most rewarding project you’ve worked on at 1r, and why?
There are so many rewarding projects, each bringing growth and learning. However, a few stand out for various reasons. Joopiter, Pharrell Williams’s art auction site, was a particularly intriguing project due to its high-profile, global reach and inherent complexity.
While we were confident in our team's ability to deliver, working on an art auction site with instant online bidding was outside our typical scope. However, this project truly demonstrated our team's ability to collaborate, innovate, and execute on a global stage. We were integral in creating the entire product, incor-
porating cutting-edge technologies and ensuring its success on such a visible platform.
Vera Bradley was undoubtedly one of the largest and most complex projects our team has ever undertaken. Our role as the lead conductor involved coordinating not only with the client but also with 18 other third parties that needed to be integrated into the system. Delivering a solution for a brand of that stature—with over 160 brick-and-mortar stores and a significant multi-million-dollar online business—showcases the technical expertise and professionalism of 1r. Our ingenuity in managing such a massive project proves that we can deliver on a grand scale, regardless of the challenges. Notably, this was the largest Shopify Plus implementation at that time in 2020 Personally, I have a few favorites, such as Westman Atelier, where we’ve been involved from day one, watching their exponential growth into one of the most important beauty brands on the market. DIBS Beauty is another favorite, where their clear value proposition and calculated business growth have been impressive.
WYN Beauty by Serena Williams is also a project that I am very proud of. It has been an honor to work with such a legend on the eCommerce portion of her beauty brand. The brand celebrates showing up as the best version of yourself and being the premier destination for color beauty. It was exciting to work hand in hand with their team in devising strategic solutions that facilitated the presentation of various product shades across different sections of the site while ensuring top-tier performance and accommodating dynamic content.
Most rewarding for me, however, is seeing our long-standing partnerships with clients like Carhartt Work In Progress, White + Warren, Norma Kamali, Boston Seaport, COTY, Havaianas, WS Development, and many others. This is a testament to our team’s dedication, especially our client service team, who truly see the brands they manage as their own.
1R'S VISIONARY LEADERSHIP
HAS SCULPTED SKINLOCAL INTO A SKINCARE PHENOMENON, WHERE PASSION MEETS INNOVATION, AND BEAUTY MEETS PURPOSE. THEIR MASTERY OF SEO, CREATIVE EXPERTISE, AND DEVELOPMENTAL INSIGHTS HAVE NOT ONLY FUELED GROWTH BUT HAVE ALSO SET A NEW STANDARD FOR EXCELLENCE IN THE INDUSTRY.
Julia Campos
Can you share a defining moment in your career that significantly impacted your professional journey?
I’ve had a rather unique career journey that’s shaped who I am today. Before founding 1r, I had some incredible experiences that taught me a lot about resilience and building from the ground up. Back in 1992, I worked for the National Organization for Women, supporting women running for political offices across California. It was empowering to be part of something so meaningful at a time when women’s voices were just starting to gain more traction in politics. After that, I took on the role of Executive Director of the Elie Wiesel Foundation in Israel, where I established educational centers for Ethiopian immigrant children and their families. This was a profound experience—creating something from nothing, helping to build a future for those kids and their families.
When I returned to the States, I entered the fashion world at Theory as the Creative Director of Accessories. It was an exciting time, and again, I found myself building from scratch, pushing boundaries, and creating something entirely new. But honestly, nothing compares to the challenge and fulfillment I’ve found in owning, building, and creating my Agency, 1r. This journey has been deep-
ly personal and rewarding on so many levels. It’s not just about the success we’ve had as a company—it’s about the impact we’ve had on the lives of our employees. I’ve been incredibly fortunate to have people stay with us for years, grow their careers, get married, have families, and build their lives alongside us. Our success is truly a reflection of them.
One of the most defining moments for me was during COVID. Like many companies, we had to downsize, and letting people go was incredibly painful. During that time, over communication became our lifeline. The executive team and I made ourselves constantly available, increasing the frequency of town halls to bi-weekly, sometimes even daily. It was a difficult period, but it taught us the importance of leaning into those sharp edges and being there for each other.
Getting through COVID and the years that followed was a pivotal moment in my career. I learned so much about myself as a leader—about the importance of transparency, consistency, and empathy. Every decision we made had a direct impact on our team and their families, and I felt the weight of that responsibility deeply. COVID tested us, but it also brought us closer and crystallized how strong and resilient our team is.
How do you balance the demands of motherhood with running a successful agency? What advice would you give other working moms? Has being a mom changed your perspective on your career and goals? If so, how? What values do you hope to instill in your children through your work?
Finding that life/work balance is something I’m constantly working on—especially since running my own business is like raising another child. When I started my agency, my two kids were very young, so it was incredibly challenging.
I didn’t take a vacation for years and put everything financially into building the company. Over time, I learned just how vital it is to allow myself downtime to rest and pursue other passions. Surprisingly, it wasn’t just the rest that helped me; it was exploring those other interests that actually boosted my energy and inspired the direction of the company.
Being a mom has completely reshaped how I approach work and life. It’s forced me to become more focused and diligent with my time. Many of the parents who work for me are among the most productive people I know, which makes sense—we know how to make every moment count.
Balancing travel and work with being an emotionally and physically present parent was a challenge, but I made it a priority to shut down at 6 pm and focus solely on my kids. Family dinners are non-negotiable. While my children have definitely felt my absence at times, they’ve also learned a lot from watching me build something from the ground up. It’s pretty funny, actually—my son can perfectly imitate how I pitch to new clients, right down to how I introduce myself and the agency. So, I guess it’s made an impact.
How would you describe your management style? How has it evolved over time? What are the key qualities you look for when building and leading your team? How do you foster a culture of creativity and innovation within your agency?
My management style has always been My management style has always been about hiring people who are smarter than me and then clearing the blockers for them. I’m not a micromanager at all. I have so much respect for the expertise my team brings, and I support them fully. I’ve been incredibly fortunate to have an executive team that’s been with me for over 12 years, and many of my managers and directors have been at 1r for nearly a decade. It’s a true testament to the culture we’ve built together.
For me, professional growth is non-ne-
gotiable. 1r is a smaller agency, which gives people a chance to flex their skills and really grow. I’ve seen employees come in at entry-level roles and rise to Director and even C-level positions. Creating a space where people can grow within the organization and not feel stagnant benefits both the employee and 1r.
I also encourage exploration—per sonally and professionally. We’ve had team members leave for other oppor tunities and then return to 1r. My door is always open. I never want to hold anyone back from exploring what’s out there.
cisions when building and running your agency?
Education and exposure are also key. There hasn’t been a single year where professional growth wasn’t a top priority for the agency. We always aim to expand our team’s knowledge and skills, which ultimately drives 1r forward.
From day one, we’ve shared the agency’s annual strategic goals with the entire team, so they always have the big picture in mind and understand how they play a role in achieving it. When day-to-day work gets tough, this framework helps everyone stay grounded.
What core principles guide your de-
A guiding principle for me is that everyone on our team is inherently creative. At 1r, creativity isn't just a buzzword—our motto, "Creativity Powers Commerce," is something we truly live by. I firmly believe that creativity isn’t confined to our designers; it’s something everyone, whether in finance, development, project management, or any other role, should tap into. I constantly challenge our team to think outside the box, to find innovative solutions not just for our clients, but for themselves and the agency as a whole. Creative thinking is the heartbeat of 1r.
Another principle I hold dear is the importance of constant evolution, both personally and professionally. Evolution doesn’t need to be rapid; it can be slow, thoughtful, and deliberate. I’m very conscious of the many mistakes I’ve made over my 15-year journey, but I see those mistakes as opportunities to recalibrate rather than as failures. I encourage everyone on our team to stay agile, remain open, and to adjust their course when necessary.
Finally, I can't stress enough the power of teamwork at 1r. I’m incredibly fortunate to be surrounded by such a collaborative and dedicated group of people. Our team excels in this area—everyone is always willing to come together, roll up their sleeves, and do whatever it takes to achieve our goals. It’s that collective spirit that truly sets us apart.
How has networking influenced your career, and how do you continue to innovate and grow?
In recent years, I’ve made it a point to focus on in-person networking, particularly within the beauty industry. I’ve attended some of the most incredible conferences across the states, and it’s been transformative for me as a professional, a CEO, and as a woman. I’ve met some of the most innovative and inspiring people, forging deep and meaningful connections. It’s reignited my passion and given me new insights to bring back to 1r. For me, continued education is crucial. I’m insatiable when it comes to learning new things, exploring different disciplines, and pushing my thinking further. Innovation isn’t just about technology— it’s about evolving yourself, your mind, and your approach. We all have the ability to change; it’s just about making the decision to leap into uncharted territory and see where it takes you.
FEATURED CLIENTS
BY LISA
PHOTOGRAPHER YESI @YESI.
MODEL SHELLY SOCOL @SHELLY SOCOL
AGENCY 1R AGENCY @1R.AGENCY
FASHION STYLIST ANTHONY BERMUDEZ @IAMANTHONYBERMUDEZ HAIR AND MAKEUP ARTIST MONICA GAVIRIA @MONICA GAVIRIA @MIAMIBRIDALANDBEAUTY
VIDEOGRAPER DAVID ARAUJO @DAVIDARAUJO.TV @LAFILMINC
CREATIVE DIRECTOR IRYNA VOSKERICIAN @IRYNAVOSKERICIAN
PHOTOGRAPHER
YESI @YESI.
MODEL SHELLY SOCOL
@SHELLY SOCOL
AGENCY 1R AGENCY
@1R.AGENCY
FASHION STYLIST
ANTHONY BERMUDEZ
@IAMANTHONYBERMUDEZ
HAIR AND MAKEUP ARTIST
MONICA GAVIRIA
@MONICA GAVIRIA
@MIAMIBRIDALANDBEAUTY
VIDEOGRAPER DAVID ARAUJO
@DAVIDARAUJO.TV
@LAFILMINC
CREATIVE DIRECTOR
IRYNA VOSKERICIAN
@IRYNAVOSKERICIAN
ARTIST ESAÍ ALFREDO
WARDROBE
DENIM SET PRISCAVERA
JEWELER ROWEN
ROSE ASYMMETRIC
PEARL NECKLACE
SHOES JACQUEMUS
PHOTOGRAPHER
YESI @YESI.
MODEL SHELLY SOCOL
@SHELLY SOCOL
AGENCY 1R AGENCY
@1R.AGENCY
FASHION STYLIST
ANTHONY BERMUDEZ
@IAMANTHONYBERMUDEZ
HAIR AND MAKEUP ARTIST
MONICA GAVIRIA
@MONICA GAVIRIA
@MIAMIBRIDALANDBEAUTY
VIDEOGRAPER DAVID ARAUJO
@DAVIDARAUJO.TV
@LAFILMINC
CREATIVE DIRECTOR
IRYNA VOSKERICIAN
@IRYNAVOSKERICIAN
ARTIST RAFAËL ROZENDAAL
JEWELERCHICK
WARDROBE TOP L'ACADEMIE
BY MARIANNA ZELIE TOP SKIRT L’ACADEMIE
BY MARIANNA ZELIE
MAXI SKIRT
EARRINGS
BY LISA
PHOTOGRAPHER
YESI @YESI.
MODEL SHELLY SOCOL
@SHELLY SOCOL
AGENCY 1R AGENCY
@1R.AGENCY
FASHION STYLIST
ANTHONY BERMUDEZ
@IAMANTHONYBERMUDEZ
HAIR AND MAKEUP ARTIST
MONICA GAVIRIA
@MONICA GAVIRIA
@MIAMIBRIDALANDBEAUTY
VIDEOGRAPER DAVID ARAUJO
@DAVIDARAUJO.TV
@LAFILMINC
CREATIVE DIRECTOR
IRYNA VOSKERICIAN
@IRYNAVOSKERICIAN
LISA
Modernity
With over 40 dealers from around the world, how do you go about selecting which exhibitors to feature? What criteria do you use to ensure the show represents such a diverse range of periods and styles?
We have a wonderfully loyal group of returning dealers each year and a discerning internal committee vetting prospective dealers. Many aspects are considered, including references from other dealers and/or professional organizations, the need for a specific category to be represented at the show, etc. New dealers are often referred to us by existing dealers, though in a few cases we hear of a distant dealer and invite them to exhibit.
Are there any particularly rare or historically significant pieces on display this year that visitors should keep an eye out for?
I am thrilled to welcome Barry Lawrence Ruderman, a new dealer this year, who specializes in antique and rare maps and will showcase the first manuscript map of San Francisco Bay from 1772, by Juan Crespi as part of the first official expedition by the Spanish. Talk about a piece of Bay Area history!
The Designer Vignettes are always a highlight of the show. Can you share a bit
about the process behind selecting the designers and their collaborations with exhibitors? What makes this year’s vignettes especially exciting?
When I became the Chair of the San Francisco Fall Show in 2015 (2024 will be my tenth year as Chair!), I brought back the Designer Vignettes in the Grand Entry Hall. In year’s past, they had always been a marvelous introduction to the Show and there’s no better way to set the stage, drum up excitement for what’s to come, and illustrate the Show’s theme. We are beyond fortunate that de Gournay has been our wonderful “partner in crime” since the very beginning, creating truly stunning wallpapers and embroideries – often custom creations – with the most creative designers and thereby making the vignettes absolutely unforgettable. Noted vignette designers over the years have included: Veere Grenney, Emma Burns and Philip Hooper of Sibyl Colefax & John Fowler, Paolo Moschino and Philip Vergeylen, Alex Papachristidis, Nina Campbell, Charlotte Moss, Hutton Wilkinson, Paul Wiseman, Alessandra Branca, Ken Fulk, and many more…
2024 will raise the bar even higher. I have been working behind the scenes with each of our vignette designers (Mark D. Sikes, Martyn Lawrence Bullard, Chloe Redmond Warner and Ann Pyne and Elizabeth Pyne Singer of McMillen Inc.)
and they have come up with some truly visionary concepts to interpret our Black & White theme (see above), showcasing treasures from our wonderful dealers, all against a spectacular backdrop of de Gournay wall coverings and embroideries.
How do you see contemporary design interacting with antiques and historical pieces in this year’s show? Is there a piece or exhibit that you feel exemplifies this dialogue between past and present?
I'm not a purist, and I definitely believe in marrying contemporary pieces with antiques, modern elements with antiquities, and mixing the high with the low. I love how our Show juxtaposes the contemporary art offered by Berggruen Gallery or Modernism with the patina of Maison & Co’s Gustavian furniture or the ancient antiquities from Phoenix Ancient Art. It is that “design dialogue” between past, present and future that makes our show so relevant.
With such an impressive lineup of speakers, from Charlotte Moss to Bunny Williams and Mark D. Sikes, which talks or book signings are you most looking forward to, and why?
Our Lecture Series Chair Chesie Breen of NivenBreen in New York has applied her expert guidance and strategic planning experience to put together an outstanding series of lectures and book signings featuring some of the most prominent – and promising – men and women in the worlds of art, antiques, design, architecture, and history. The lectures will explore a wide variety of topics, from collecting to entertaining, from design history to design future, from soulful minimalism to exuberant maximalism, and much more… I will attend them all (really can’t pick a favorite…) and I guarantee you will be entertained, educated and inspired!
This year’s Opening Gala will benefit the Fine Arts Museums of San Francisco (FAMSF). Can
you tell us more about the importance of this partnership and how the show has supported the arts community over the years?
I am delighted that a portion of the Show’s Opening Night Gala supports our beloved museums and I am honored to be working with the extraordinary FAMSF team. This relationship is written in the stars - a natural synergy between the pre-eminent antiques and art fair on the West Coast and the FAMSF world class museums. This collaboration elevates and enhances the outreach of both organizations, resulting in an unparalleled celebration of art, antiques and design.
Both Aerin and Wes have deep connections to fashion—Aerin through her lifestyle brand and
Wes through Carolina Herrera. How do you see their influence impacting the intersection of fashion with the other art forms at this year’s show?
I am a strong believer in the “cross-pollination” of all design disciplines – it is a powerful catalyst for innovation and creativity. Fashion especially can offer new perspectives and frameworks for considering other art forms by providing a unique lens through which to explore aesthetics, functionality, and narrative. Both Aerin and Wes, besides being good friends, have a shared passion for design and are avid collectors of antiques and art. I am already so curious to know what both of them will be taking home!
As the Show Chair, you must have a unique perspective on
the exhibits. Do you have a personal favorite item or a specific period or style that captivates you more than others?
I have a soft spot for anything with good lines, beautiful finishes, deep patina, and intriguing provenance. I'm not a purist, though and I definitely believe in marrying contemporary pieces with antiques, modern elements with antiquities, and mixing the high with the low. Being a designer, I shop these antiques shows and art fairs year-round, and it all depends on what speaks to me for my various projects or perhaps something that I personally might want to take home. I’m always being asked what one should buy in the way of vintage or antique pieces so my mantra is one should always have something with age in any room –preferably not yourself :).
What keeps you passionate about chairing this event year after year? What continues to excite you about bringing such a diverse array of art and design to the Bay Area?
San Francisco’s design community is relatively small yet has a massive base of collaborative creativity and talent. Exceedingly supportive of one another on both a personal and professional level, the design community has always actively en-
THE
SAN FRANCISCO FALL SHOW ISN’T
JUST
AN ART AND ANTIQUES FAIR;
IT’S A
CELEBRATION OF CREATIVITY ACROSS TIME, WHERE CONTEMPORARY DESIGN DIALOGUES WITH THE PAST.
Suzanne Tucker
gaged to give back, share knowledge, achievements and resources with peers. And there is a great need to support the somewhat dying arts of craftsmanship and artisans, education and apprenticeships. In other words: San Francisco is the perfect host to welcome the world’s top art and antiques dealers. And on a personal level: I have worked with many of the Show’s dealers for decades…. they are an enthusiastic and passionate bunch, wholly committed to their trade and exceptionally knowledgeable. They are in many ways the caretakers of the “human experience” in all its glory, and I love them for it.
As we celebrate the 42nd year of the San Francisco Fall Show, what do you envision for the future of the event? How do you see it evolving in the next decade?
Naturally or perhaps obsessively, I am already internally brainstorming our 2025 theme (and the years beyond). Throughout the year, people always reach out to me and I to them about supporting the show, sponsoring events, and our patrons are extraordinarily loyal and generous. I feel I have an obligation to them to keep the show going, to keep it exciting, and to keep it very San Francisco. I have a remarkable team with our show Director, Susan Engel, and my own marketing Director, Vera Vandenbosch, so together we are always planning on how to make the next show even better!
Lastly, what advice would you give to someone attending the show for the first time, especially if they are new to collecting or appreciating art and antiques?
I would say: cast aside any preconceived notions you may have about “antiques” and your grandmother’s house. Come see for yourselves, ex-
plore the booths, meet the dealers, learn a lot (ask lots of questions: they are more than welcome and very much encouraged!) and whether large or small, take home a fabulous find. If you’re in the under 40 crowd, join the Young Collectors and come and have a blast surrounded by gobs of eye-candy! Don't miss the Opening Night Gala on October 16 and take a tip from what every top designer knows - the San Francisco Fall Show makes for an extraordinary experience - it’s the never ending treasure hunt!
