Interview with Publicist, Adriana Lipsztein
What is your title?
Founder/Owner - sometimes President? I've never really given myself a specific title!
Can you briefly explain what a publicist does?
In the fashion world, a publicist can take on so many various roles. I do everything from securing editorial and celebrity placement, to literally helping new designers brand their line from scratch. Not all designers come to us knowing how to take the next step in launching their lines. We do everything from composing look books, line sheets, photo shoot production, fashion week production - even boutique placement. The list goes on...
When did you realize that you loved fashion?
Okay - as cliche as this sounds - I really have loved fashion since I was four years old. I could spend hours shopping and picking out handbags (accessories - my all time favorite. I think I could wear a sack everyday as long as i loved my jewelery, bags and shoes!) for myself. I was a dream daughter for my mother!
Did you have a fashion major in college?
I didn't. I majored in Creative Writing at NYU. The thought of fashion school crossed my mind, but I truly believe I gained more experience through my internships and just starting at the bottom and working my butt off to get to where I am today. Fashion school is great, but I believe nothing trumps actual hands on experience. And, having a major where I focused on writing has been majorly beneficial for my career.
How did you get your first job in the fashion PR world?
My first job was an internship for H.STERN in Manhattan. I had just graduated high school, and I worked out of their 5th Avenue store that is also their corporate US office. I learned more working for them for a summer about sales and fine jewelry than I have working for any other company in my life. The internship really brought back in full circle when, at 24, I ended moving to LA and doing their PR!
How did you start Covet Communications?
Covet Communications was really a result of establishing relationships in the fashion community with designers and tastemakers. I knew I wanted to create my own company, and after having worked with high end contemporary jewelry lines and fine jewelry lines, I noticed a gap in the market for a full service fine jewelry showroom that offers PR & sales. We really push to carry brands that are bit more out of the box. However, we do have classic red-carpet jewelry lines as those will NEVER go out of style.
What are the pros of your job?
The biggest pro of my job is seeing my clients evolve as designers. I have had clients start out with our company not even knowing how to produce their line! As time goes by, we see them get placed in the top stores all over the world and garner great editorial and celebrity press. It takes time, but the journey is so rewarding on both ends.
What are some cons?
Fashion can be a stressful industry. It is not known for it's reliability! I often have to take what people say at face value and with a grain of salt. Other than that, the other con can sometimes be unreasonable expectations from various ends. Building a brand takes time, effort and an incredible amount of strategy. It does not happen overnight.
What has been your biggest hurdle?
Funny enough, it is working for myself! At the end of the day, any mistake made in my office comes down on me. I guess my biggest hurdle is really just having confidence in what I do and my abilities.
What advice would you give aspiring fashion publicists and moguls?
Believe in yourself, do your research, and never give up! People will knock you down. It is a highly competitive business with too many opinions coming from every angle. Simply stick to those you trust, and don't be afraid to reach out to those you know in the industry. You NEVER know who may willing to help you.
What are three things that teens can start doing now to pursue a fashion career?
Keep up on fashion trends by reading daily updated sites like Style.Com, WhoWhatWearDaily.Com, NylonMag.Com - you don't need to spend any money, and they have everything up to date. I would also suggest reaching out to local designers, boutiques, showrooms. These are good places to find internships and jobs.