Laura Lee switched from Corporate Executive to Fashionista to the Stars, after her expat experience in Asia changed her forever. Her uniquely-designed bags have been carried by celebrities such as Charlize Theron, Angelica Huston, Helen Mirren, Andie McDowell, Roma Downey, Finnoula Finman, Marcia Cross, Melania Trump and Eva Longoria. Read on, for our interview with Laura...
ExpatWomen's Interview with Laura
ExpatWomen:You switched from the corporate life to the design
life. Can you please tell us a little about your corporate life?
Laura: I have always been in the corporate world since the day I started my internship at CBS-Television in Los Angeles. I was the Economic Reporter´s assistant on the assignment desk and was thrilled to be amongst the 'latest and greatest' news happenings! Several multi-national corporations followed (Nike, American Express, Apple Computer) and I was fortunate to have excellent role models and a keen sense of how to run and business and how not to run a business!
My latest corporate job was as Vice-President of Marketing and Strategy with extensive overseeing and managing of global brands. I was fortunate to be recognized for discovering new and innovative ways of communicating sophisticated corporate initiatives and set corporate image apart from the average.
I enjoy being a flexible team player, thrived in hitting the ground running and am thrilled with new challenges.
ExpatWomen: Can you please tell us about your new design life
and your business, Laura Lee Designs?
Laura: I designed, developed and launched Laura Lee Designs from an organic start-up to the current enterprise it is at today reaching 20 boutiques, the Ritz Carlton and Bloomingdales as national customers.
I established the business concept of a unique one-of-a-kind handbag through brand building, market analysis focus group research, trend analysis and key marketing initiatives. I executed all aspects of manufacturing negotiations regarding outsourcing of
beads, snake-skin, textiles via the 10 factories outsourced in Australia, Japan and China.
I had to implement a hands-on strategy and cost
effectiveness with all segments of operations due to
strict market analysis, focus groups and market
trend-segmentation-watch.
I developed marketing launches and proposals to retail
stores, trade shows, show rooms and public relations
agencies. I was fortunate to get immediate success
resulting in Laura Lee Designs' launch in major
national key markets, magazines and newspapers.
Worked on constructing and designing Laura Lee
Designs' website covering all aspects of implementing
brand, product design and targeting key customers via
eCommerce. Other responsibilities included at launch
was the execution of all aspects of management for
marketing collateral and events including design,
copywriting, printing, results tracking, financials &
operational reconciliation for development.
I had to maintain and actively guide branding
awareness campaign for innovative marketing
initiatives. Recently: Pre-Oscar party show where
Charlize Theron, Angelica Huston, Helen Mirren, Andie
McDowell, Roma Downey and Finnoula Finnaan are now
owners of the handbags. In addition, Marcia Cross,
Melania Trump and Eva Longoria have carried the bag.
Laura Lee Designs has been welcomed and shown at to
retail/resort establishments such as Henri Bendel,
Fred Segal the Ritz-Carlton and Bloomingdales.
Currently featured in The Washington Business Journal,
and the Washingtonian and in the past year,
Continental Airlines magazine and Star magazine. 'D.C.
Style' magazine did a feature on the line in October,
2006.
Supporter and lecturer and speaker for 2005 & 2006
Georgetown and George Washington University MBA
programs.
ExpatWomen:Why did you make the switch, from corporate to
design? And how did you 'know' it was the right move?
Laura: I saw the reaction to women wanting something
different and unique and everywhere I went, I would
hear comments and people coming up to me asking 'Where
did you get that handbag?" I think women are getting
more independent and showing a greater sense of
authenticity in their wardrobe/s. The desire of
wanting to display their accessories as a blueprint to
the type of personality they have....if it's soft
colors or bright colors they use to brighten up their
ensemble, that adds a touch of who they are and what
type of a statement/acknowledgement they are trying to
convey...and in a sense, the Laura Lee Designs
handbags showcase this.
ExpatWomen:What was your Expat Experience and how did it come
about?
Laura: While working for American Express, I knew I wanted to
be abroad. I had gone back to graduate school because
I was so hungry for more knowledge and I realized
then, when the opportunity presented itself, I would
jump at the chance to work abroad. wherever that would
take me...I knew a friend who had been assigned a
position in Asia/Hong Kong, and the HR recruiter got
in touch with me and within a month, I was on my way
back from Hong Kong having had 15 interviews and
thinking I couldn't leave New York.
When the thought occurred to me...this is what I'd been waiting for. It was at a pivotal time in my life and I knew I needed to have a 'next step'...out of pure belief in 'nothing ventured, nothing gained' belief, I took the offer the next day. I started within 3 weeks at Hong Kong and committed to 1 year....4 1/2 years later, I was riding high and enjoying my journey and experience and dragged my feet leaving...I still call Hong Kong home because of all the wonderful friends and colleagues I have there...
ExpatWomen:What were the highlights of your Expat Experience?
Laura: Travel to exotic locals such as Thailand, Cambodia,
Vietnam, and all of Japan...major highlights: Meeting
Karl Lagerfeld and getting his approval of the
designs, running on the Great Wall of China, having a
green tea Starbucks at a palace in Shanghai and having
the chance to water ski amongst pink dolphins on the
China sea..(pink dolphins are only found in the China
Sea).
ExpatWomen: What would you do differently next time, if you
were an Expat again?
Laura: Study more on the cultures and do extensive traveling
every week-end....and read more on the exotic locals
and try more authentic restaurants. I'd also get more
involved with the cultures global earth issues.
ExpatWomen: How did your Expat Experience help you get to
where you are today?
Laura:I can't answer this since I'm still processing it...my re-entry after 1 1/2 years is still happening and I miss my overseas life each and everyday. it is something that will never leave me, and for that, it still is so precious that I count the days until I get back and see my 'team' again. Bottom Line: I believe it's made me see the world in a different light and angle than I've ever dreamed possible....Living abroad makes you view yourself differently as well.
ExpatWomen: What tips would you give women who switch career
directions and branch out into something more creative
like you did?
Laura: Believe in yourself. It may sound corny and just a
catch-phrase, but it is so true. Don't give yourself a
month or two, because nothing happens overnight...you
have to be more than tolerant and patient... you have to
believe and envision the end result...and only then
will things start happening.
ExpatWomen: Would you go overseas as an Expat again?
Laura: In a New York minute!
ExpatWomen: If you could choose anywhere, where would you
choose to live as an Expat next time and why?
Laura: Asia once again...because it is booming and so much is
exciting and thrilling...but if I could handpick a few
places, it would be Eastern Europe, France or
Italy.
ExpatWomen: Thank you very much Laura and all our very best wishes.
