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Meet Lauren Rosenberg of Lauren Rosenberg Public Relations, Lauren Rosenberg Interior Design and Elaine Ryan Home Decorating Kit

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Today we’d like to introduce you to Lauren Rosenberg.

Thanks for sharing your story with us Lauren. So, let’s start at the beginning and we can move on from there.
Except for the time my father worked as chief engineer at CBS Studios in NYC (he was instrumental in the creation of color TV), my parents were both entrepreneurs, so it’s pretty much what my siblings and I knew. The entrepreneurial spirit lived happily and confidentially in our household, and we were encouraged to go out into the world and create businesses and opportunities that we envisioned for ourselves.

In the 1960’s, my parents moved our family from Freeport, NY to a small cow-town in the west called, Scottsdale, Arizona. It was a time when the town was young, and everybody knew everybody. For a while, my father continued working as an engineer at CBS (KPHO 5), and eventually risked everything by leaving CBS to open a store he named, Serendipity, that instantly became the hippest and grooviest store in town. Serendipity was the first-ever store to carry a “poster” and “black lights” and we even had a black light room. My father papered the walls and floors with newspapers, and the store was, just as the name is defined, a discovery of new and unexpected items. I grew up working at Serendipity from around 8 years old, when my 1st task was to watch for thieves. From there I worked my way up to buyer, manager, displays, etc.

Across the street from Serendipity, my mother owned and operated a successful interior design retail store/design studio called, Rosenberg’s Furniture Gallery.

Today, she is considered one of the pioneer interior designers in Phoenix, and also, she is responsible for creating much of the cultural landscape that we Phoenicians enjoy today.

First and foremost, I’ve always been an artist. When I was 3 my mother asked me what I wanted to be when I grew up. I would say, “When I grow up I want to be “a artist”. So, when I grew up I did just that; I studied art (sculpture, life drawing, jewelry) at the California College of Arts & Crafts (CCAC) in Oakland, CA, but eventually came to realize that there weren’t want ads for fine artists. So, I selected a profession that I was familiar with – interior design. I returned to Scottsdale and studied interior design at Arizona State University (ASU), graduating on the Dean’s List  with a Bachelor’s degree in Interior Architecture. From there I worked in San Francisco for large firms designing corporate interiors, such as the Dean Witter Reynolds western headquarters, hospitality such as American Airlines Admirals Club and retail, such as Bullock’s and Robinson’s.

I practiced interior design for many years in San Francisco, and eventually back in Phoenix, where I was hired to design private residences, model homes, offices, lobbies and sets for TV and film. It was when I was working for the TV stations that I met producers and on-air talent. But, one day I literally walked away from interior design, because I wasn’t “feeling” it anymore, and because I needed a big career change.

All along, I had been making a nice living on the side painting portraits on commission (one of which is hanging in the American Heart Association), so the artist in me was feeling creatively fulfilled.

I knew the career change was going to be a tough road ahead, but thankfully, soon thereafter I landed a job working independently selling video production for businesses, when the small company I was associated with, FPW Pictures, was awarded the most sought after PR/advertising account at the time in the Valley, namely Pinnacle Nissan – and I was deemed “Director of Public Relations”. My response was, “Oh, I love being a director, but…what’s Public Relations?” This was in 1995 when the Internet was just starting up, so I was able to learn on the job and use the meager online resources that were slowly becoming available. It seemed that I was at the right place at the right time, and I felt that I was the right “girl” to handle the job. Though I didn’t have any professional experience in public relations, as I learned about PR I discovered that all along I was doing PR without knowing that it had a name. I was handed a challenge that I was happy to take on.

And, because I already had relationships with TV producers, it made it that much easier getting the media attention we needed. With proper PR and great ad campaigns, Pinnacle Nissan was named the #1 Nissan store in the nation soon after its opening.

A year later, in 1996, I left FPW Pictures and started my own firm, LRPR Lauren Rosenberg Public Relations. (LRPR.com) My first computer was a tiny 1-piece molded piece. In order to create a name for myself and bring in new clients, I took a side gig as Social Editor for Glance Magazine, and eventually Phoenix Magazine.

My column covered who was seen where and with whom they were seen. From there I landed a regular spot on K-HOT radio covering the Phoenix social scene. The column supported the radio spot, and in turn, the radio show supported the column. The media exposure landed me a lot of new business and happy clients. When the Phoenix Business Journal profiled me as one of the PR firms to take note of, I knew I had “arrived”. Soon thereafter I relocated to LA (Beverly Hills and Santa Monica) to expand my practice. In my PR career, I have landed over 50 front-page stories on behalf of my clients, as well as 100’s of TV, radio and Internet features.

While living in LA, I had a great idea to create a do-it-yourself home decorating kit. The idea came to me because my mother, Elaine Ryan, had written a book called, “Color Your Life: How To Design Your Home With Color From Your Heart”. (St. Martin’s Press, 2007) Because I’m both a publicist and interior designer (You can take the girl out of design, but you can’t take design out of the girl), my mother asked me to “do something to promote this book!” I had a great idea to tie into the best home decorating kit I could find. So, I went on the hunt looking for the best one, but I couldn’t even find one! Mind boggling, but true. I ended up inventing the 1st ever DIY kit for decorating your home yourself. It’s called the Elaine Ryan® Home Decorating Kit: Transform Your Home From Nice to Knockout! Almost immediately, The Home Depot took us on as a vendor. The kit gives all the tools to the DIY’er who wants to design their home themselves, without the need for a professional interior designer. Also, I’m happy to say that the bulk of our sales are real estate agents who enjoy giving the kit as closing gifts to their clients.

In 2014, I made the executive decision to relocate to Scottsdale. Shortly after arriving back, I received some requests from friends to design their homes and offices. It was then that I reconnected with my interior design roots, education and the design community. It was also then that I realized how very happy it made me feel. Just like that, I “hung up my shield” and announced to the “world” that I am practicing interior design again.

I’m also an artist licensing agent, representing artists for commercial uses, such as tabletop, pillows, sheets, greeting cards, etc. (LRLA.com)

And, then if that’s not enough, I’m getting hired as an on-camera host and interviewer. I’ve always loved being on camera, and I never met a camera I didn’t love!

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
It hasn’t been a smooth road, but that’s to be expected. Entrepreneurs are risk takers, and we wouldn’t have it any other way. We know that when it’s good, it’s great, and when it’s bad it’s terrible. And we’ll work as hard as we can to keep in the “great” category.

There are times when I think I need a hat with 4 brims. Whenever I’m switching from one business to the next, I’ll simply turn the brim so that the appropriate business displays in front. (Yet another great idea!) At times I find it a challenge to juggle 4 businesses at one time, but I find the challenge is never more than what I can’t handle. It’s the daily challenges that keep entrepreneurs alive and feeling our purpose.

My current challenge is that I’m working as both an interior designer and publicist, and I’m reintroducing myself to an audience that grew larger since I’ve been living in LA. So far, I haven’t been hired to design a modern interior, but I’m very much hoping that’ll come my way soon. I’m also working on building my PR roster with fun and exciting projects.

Marketing the Elaine Ryan® Home Decorating Kit is challenging. The good news is that it’s the first of its kind; the bad news is that it’s the first of its kind. People have never heard of a DIY home decorating kit, so it takes educating. To make matters worse, online retailers such as Etsy, eBay and Houzz are reluctant to add a DIY category, so few know that it even exists! So frustrating!

We’d love to hear more about your business.
As a publicist, I’m often asked what my area of specialty is, and my usual response is that my specialty is that I don’t have a specialty. I mostly represent businesses and the business leaders behind (or in front of) the businesses. Every business and business owner has the same bottom line, which is to create awareness, generate new customers, monetize their brand, and an increased bottom line.

I can also book my clients on satellite media tours, which means that they travel the country making media appearances without actually leaving their chair. It’s an outstanding opportunity to get national press quickly.

And, as a publicist, I delve deeper into my client’s public image when I media coach them for the camera, and when I act as their wardrobe stylist and makeup artist. After all, it’s all about how they’re perceived by the public.

I believe that while PR and interior design are two completely different industries, there are some overlaps. One example is that if a business professional entertains clients at his/her home or office, then it’s important that the interior design not only be attractive, but that it reflects the image of who they are.

In my design practice, my business model is that I design for my clients, rather than my clients coming to me for my “look”. I believe that the final result is that the interior should reflect them and not me. From modern, to contemporary, to shabby chic, to traditional my interiors are timeless, personalized and polished. The end result is that my client’s homes and offices reflect their own taste and lifestyle – whatever their style happens to be.

I’m most proud of the fact that I have a Class-A reputation in both the PR business and interior design business. My clients know that I’m ethical, talented, and that I work hard on their behalf. Because I’m in the service business I am the easiest person to reach, and it’s not out of my realm to be available to them after business hours or on weekends.

What were you like growing up?
As a child, I remember having laughing attacks, so much so that the Girl Scouts kicked me out for laughing too much. Life was too much fun, I would tell myself, not to enjoy it. So why not laugh?

I’ve always been curious, and I’m still curious about people. I remember loving storytelling time in school, and to this day I still love hearing storytellers, and the story behind the story. That may be the best part! Maybe that’s why I love PR so much, because it gives me an opportunity to create story angles from the story behind the story.

Growing up and working every day after school at Serendipity taught me discipline, responsibility and a strong work ethic. They were great lessons for a young girl to take into adulthood.

Also, my mother was a great role-model for us. She was a very hardworking interior designer with a full career – at a time when most mothers didn’t work. I saw my mother do all the grocery shopping, prepare and serve dinner for the family around the dinner table every night, and hold the family together like glue. Today she is my best friend and greatest inspiration.

Pricing:

  • Interior design services are based on $150/hour. Larger projects are usually a retainer at the start of the job and cost + 20% for all purchases.
  • The Elaine Ryan® Home Decorating Kit retails for $89.95 on Etsy, eBay & Houzz.

Contact Info:

Getting in touch: VoyagePhoenix is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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