It all started with an obsession with Esprit. I went to the retail outlet in a remote area at the time called Dog Patch (now very much discovered!) in San Francisco when I was in 6th grade and thought I found the most magical thing ever created – a huge warehouse of color that I could wear. The rest is history when I think back to my love of retail and the business of fashion. During the early 2000’s I worked on the events and public relations side of fashion in London at Burberry and as a Managing Director for now defunct fine arts/ lifestyle website onview.com.
I was founder and Chief Strategist of award winning public relations and digital marketing firm (Arieff Communications) from 2003-2015. I helped some of the world’s leading global brands such as; adidas, Lexus, method, The Outnet and Equinox Fitness at the intersection of retail, corporate social responsibility, lifestyle, and technology navigate the ever-changing world of communications, branding, digital media and marketing.
I currently consult on retail projects for OutCast and my own group – The AEA Advisory. Client experience includes: Facebook, Spotify, b8ta, Assembled Brands, Welcome Stranger, The Project For Women and Macerich.
I have held education and communication positions for UNICEF in New York City and EURO RSCG Magnet in San Francisco where I led the strategy for partnership development, brand discoveries, and public relations.
I have authored 3 books: The Sacred Thread, SPA, and Fairytale Success: A Guide to Entrepreneurial Magic. Editorial has included: The New York Times, C Magazine, The Huffington Post and Vogue Magazine.
I have advised several non-profits including: Universal Giving, Project Glimmer, Room To Read, Accel Foods, dot429, Enterprise for High School Students, Richmond/Ermet AIDS Foundation, Accountability Counsel, Dress For Success and The Roberts Enterprise Development Fund. In addition to advising, I’ve been an advocate and doer in the space of mentorship for over 10 years. I founded a mentoring program called Fairytale Mentors that has impacted the lives of hundreds of student mentees and professional mentors and was used for political womens group emergeAmerica.