Hey, ladies, it is Anna again from Fash Boulevard, bringing you another variant of my interview series, Ladies Who Laptop. This month’s spotlight is an entrepreneurial ladyboss who is dominating the home décor industry with her wildly popular company, Lulu & Georgia. Equipped with years of experience from working for the custom carpet business of her family, Sara Sugarman Brenner set out to launch her very own company; a brand that would exceed your Pinterest board’s wildest fantasies. From rugs and custom wallpaper to , one-of-a-kind furniture that is vintage, it’s clear to see why everyone is pining to fill their living rooms using Lulu & Georgia. This busy mom opens up about her style trends and breaks down the scoop on her upcoming capsule collection now. Let’s dive in…
Perseverance. There are days where you feel so successful and everything is going great.
Our design aesthetic and background/experience in the interior design world allows us to provide a truly unique assortment for our customers. I don’t think any other design company speaks to the customer in the same way–we want our customers to come to our site and feel connected to our brand and mission, and enjoy bringing their style to life in a truly unique way.
What are some current décor trends that you’re loving?
It’s always a struggle to find balance. I live five minutes from the office–a huge rarity in LA–and that helps, as I can go back and forth so easily. I am grateful that I have the flexibility to take Vivian to a class or two during the week. And I make sure that the time I do spend with Vivian is true quality time. The phone is away and we really connect.
Who would you like to see me interview for my next Ladies Who Laptop?
What does the Lulu & Georgia brand include now?
For those who have an idea, try and execute that idea in its simplest form. That way you can test the market and see where you need to pivot and tweak that thought. I often see people spending years on a concept, only to find that it is not viable.
I am thankful to be doing something every day that I love and am passionate about. I don’t think people today feel that way and I feel fortunate to get joy. In addition, it is amazing to see our products and brand appreciated by so many. And I think it’s an opportunity.
I wake up in the morning and spend some alone time. I love starting the day reading to her and cuddling before the chaos of the day starts. We always have breakfast as a family and then I head out with my dog, Dolly, for work. Every day at the office is different. Sometimes I am in back-to-back meetings all day, working on a photoshoot, or glued to my desk handling emails. I get home and begin our routine. We’ll have plans with friends, sometimes I have a meeting, along with evenings my husband and I are at home, cooking dinner together.
I don’t know if there has been any moment in particular. But I am always amazed when I tell someone what I do and they say, “I was just on that website; I love it!” Or when I’m looking through Pinterest or Instagram and see our products in peoples’ homes.
What sets Lulu & Georgia apart from other interior design companies?
Let’s start from the beginning! Where did the idea for Lulu & Georgia arise and how did you choose it from idea to conception?
I know this will be difficult to answer and for that, I apologize in advance: Can you share with us two of your favorite products currently available on www.Luluandgeorgia.com?
We are a team that truly loves what we do and that comes across on our social platforms, email, website, and all touch points. We are passionate about our products, our brand, and our commitment to our customers.
For all of the dreamers out there, the fresh-out-of-college future entrepreneurs, what advice would you give them?
As a successful business owner and a mommy, how do you find a healthy and productive balance?
I think round, natural rugs are really pretty and add a casual, vintage element to a space. I love burnt sienna and terracotta hues for fall and matte black accents in furniture, lighting and walls. Handmade African woven baskets have been a big trend that I think will continue into next year.
Live more out of intent and less out of habit.
I began Lulu & Georgia in 2012, but my family has been in the design industry since 1955. My grandfather, Lou (“Lulu”), founded my family’s business (a custom made carpet company) in 1955 and my dad, George (“Georgia”) has run the company for the last 30 years. I wanted to utilize my expertise in the business and create a more contemporary and accessible line, somewhere my friends would want to shop. I started by focusing on rug designs that were missing in the marketplace and now those have become our heritage items.
Anna
Fash Boulevard
Photos: Lulu & Georgia
What is your favorite part about owning your own company?
What has been the best moment of your career so far? Paint the picture for all the dreamers out there who hope to someday be in your successful shoes.
You can discover more about Lulu & Georgia here and check them out on Instagram here!
After working at Oprah Magazine in New York, I moved back to Los Angeles and joined my family’s business. It was that I became passionate about the idea of Lulu & Georgia. I split time between the two companies for a couple years before scaling back on the family business to expand on Lulu & Georgia’s success.
We’ve always been a design company but have evolved to meet with with our customers’ growing needs in bringing their personal style home.
What did you do prior to launching Lulu & Georgia?
Words to live by?
Published at Wed, 20 Sep 2017 14:00:17 +0000
Xoxo
What do you think has been the most important part of your brand strategy and your key to success?
- Our Floral Art Deco collection was a line I had wanted to do for several years. I’ve always been inspired by the Chinese Art Deco rugs but they’re hard to find and are pricey. This Marceline carpet is probably my favorite of the collection and great for fall, but they’re all stunning.
- I think this jungle wallpaper is the perfect nursery wallpaper, but would also look great in a dining room or powder room.
What is a typical day in the life of Sara Sugarman Brenner?
Source: CelebrityChefs
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