Lara Eurodolian is the founder of Pretty Connected, a fabulous NYC lifestyle blog that’s ‘all about having fun and pretty-full experiences’ in the big city.
With several fashion internships under her belt, Lara made the most out of her opportunities while studying at FIT and went on to work for NARS in their international sales department. In addition to managing Pretty Connected, she also runs Pretty Social NYC which specializes in blogger programs and intiatives, marketing, event planning and social media.
Name: Lara Eurdolian
Company/position: Founder of Pretty Connected
Which university did you go to? Fashion Institute of Technology (FIT).
Major? I graduated Magna Cum Laude with a Bachelor of Science degree in International Trade and Marketing, and an Associates in Applied Science Degree in Fashion Merchandising Management.
How did you get into fashion blogging?
It happened organically in 2009. I was working as the US Marketing Manager at Jurlique when they announced that they were moving their offices from NYC to Westchester. Since I didn’t want to make the long commute, I made the tough decision to leave. I thought I would travel for a bit before looking for a new position and I started a blog to stay active in the industry. Before any travel plans could be finalized, I was offered several consulting jobs so I decided to stay and at that point I had bought the domain name and trademarked Pretty Connected and was very excited to launch.
What inspired you to start writing?
As a child I was an avid journal/scrapbook creator and I wanted to continue and tap into that creativity again. My blog has allowed be to do just that, and it has been a fun and exciting way to be a part of the fashion industry. And like anything that you work hard at and love, it started to open doors and opportunities I never expected. I got invited to fashion weeks, had the privilege to interview my favorite designers, be apart of social and print campaigns, travel opportunities abroad, and most importantly, be a part of a community of wonderful readers to share this with.
Do you have any mentors or people in the fashion industry who you turn to for advice?
I have several – although I consider them more friends, colleagues, and amazing resources than mentors per say. Or rather we mentor each other – it’s a two-way street and there’s always something to learn.
My former colleague at NARS is my go-to for any visual branding questions, and my friend Jeremy who I worked with both at Kiehl’s and Jurlique is a social and branding ninja for any online questions that come about. And of course my fellow bloggers! I’ve learned how to navigate this space because of them and it’s been an honor to grow and explore this fascinating online world with them. When many of us started, we did it purely because we enjoyed it. There were no rules, no expectations – that we now receive samples and invitations as press to events, let alone being featured in campaigns is just fabulous!
We can see from you’re twitter page that you are really busy and are always attending events, but how do you stay motivated to write with all those late nights?
It’s tough. I always say blogging would be the best job if my computer could automatically upload my thoughts and images. Staying motivated comes from the excitement and a genuine love for fashion.
What was your biggest fashion faux pas?
That’s the beauty of New York (no one will notice – or rather they will assume you did it on purpose). I’ve worked black with navy, white after Labor Day… Rules are meant to be broken – as long as you can make it work!
Who is your favourite designer and why?
I could possibly narrow it down to 20. Prabal Gurung, Alexander Wang, Chloe, Proenza Schouler, Valantino, Elie Saab, Miu Miu, FOTINI, Jason Wu, YSL, Chanel…
Choosing one would be like picking between your children. It also depends on if we’re talking Haute Couture, RTW, Resort, and if I have to choose designers I can afford versus fantasize about owning closets full of their collections.
Best SS13 collection show?
Falguni and Shane. Avant garde and different, it was incredible!
Favourite place to grab a cocktail?
The Summit Bar – their specialty cocktails are just perfect. They use accents like hickory smoked salt and raw sugar, which compliments an already unusual mix of ingredients that somehow works every time. Even their ice cubes are unique.
Oh yes, and SPiN New York! It’s always entertaining and a diverse crowd, plus I love the owners like brothers.
Best dressed celebrity you have met/haven’t met?
Have met: Gwyneth Paltrow (when we are talking red carpet) and Nicole Richie (street/everyday style). I also love Helena Bonham Carter and Blake Lively’s look.
Haven’t met: Rachel Bilson, the Beckhams, and Olivia Palermo.
How did your personal style start to emerge?
I think it’s always emerging or rather changing. My mother taught me to always invest in good basics – those will be your timeless wardrobe staples. Everything else is dependent on my mood and the occasion. New York is such a mecca for fashion and opportunity for creativity – I mix designer shoes with H&M tops and accessories from Henri Bendel’s with items from Forever 21. One day I’m in leggings and Converse and the next one I am wearing an Alice + Olivia cocktail dress… for me it’s more about knowing my shape and body and to keep experimenting with new looks.
What is your biggest achievement so far in your career?
A 1989 Chevroletprint ad featuring the car and me running up a set of stairs in a tutu (I was 5). Furthermore, I was honoured to be featured in a national Aveeno campaign and in the Essie/ BaubleBar holiday collaboration.
What is the biggest lesson you have learnt in your blogging career?
Evolve (and be nice to everyone). Don’t be afraid to explore new mediums or formats. And also, just do the best you can and don’t sweat the small stuff.
Right now I am wearing:
Trouve denim leggings, over-sized Rag and Bone tee, Shultz studded and navy sparkle flats, Rebecca Minkoff Three-Zip Rocker Crossbody Bag, and my all black Modify Watch mixed with a surplus of silver Alex + Ani, lagos and Alex & Chloe bangles – It’s Sunday, my favorite day to be casual and work from a coffee shop.
What internship did you do, if any, and how long for?
By graduation, I had interned at Roxy/Quiksilver (off and on for 2 years), Lily Pulitzer (one semester), Rampage (one semester), Nautica (one semester) and volunteered every season for New York Fashion Week. I was your classic overachiever and even a Resident Assistant (RA). FIT offered a lot of opportunities for those who were willing to take advantage of their resources.
What piece of advice would you give someone looking to become a fashion blogger?
If you write about a brand, email the company a link to that article – even if you don’t have a relationship with their PR team. Make one by finding the contact information on their website.
Put your readers first – it’s okay to get free products, get paid for posts, prioritize a certain brand because you have a relationship with the PR team, but not if you do so at the expense of your voice or compromise your true opinion.
I could go on all day…