bddv0EK41GNv39r0F84bADPvjhrw-yFbLpdgBgJhq4Y,nV9XV08-Laibrsd1wtfmrxAc46xt4i1NGIQnztJDFScIf you’re a fan of swoon-worthy florals and creative chutzpah, this WDC feature is for you. Ashley Beyer is the genius behind the gorgeous floral studio, Tinge, in Salt Lake City. Her work is without a doubt on one of your Pinterest boards and her approach to working hard for your dream is refreshingly candid. You can see artistic background in every arrangement and her wild, yet tailored, aesthetic shines through in everything she does. Get ready to get inspired by this little floral goddess…

Full name: Ashley Beyer

 Age: 27

 Location: Salt Lake City, Utah

 Current title/company: Owner/Designer at Tinge Floral

How long have you been a full time Creative?

Two years

What is your day-to-day work routine like?

This definitely depends on the time of year. Lately it’s been proposal writing season, meeting with brides, designing proposals, creating some personal work too. During the summer its all weddings all the time.


Best part about being a business owner?

That your job is what you make it. Regardless of doing what you love, it’s still hard work. There are always aspects to every job that you love less than other parts. As a business owner though, you take pride in the entire process since it’s reflection on yourself. I like that. I like having that pressure on myself and holding myself accountable.


What is some advice you wish you would have had before you got started?

Never compare your beginning to someone else’s middle. This is huge in any industry. When I started I felt so compelled to be ultra successful right away, and while I’m grateful for the way Tinge evolved in the short time it did, there were still moments of discouragement. It’s important to be positive and to look at those you admire as incredible, hard workers that can inspire you instead of leave you feeling discouraged. I think the best advice is to just put your head down and work, and let yourself be inspired by your own thoughts and ideas so the true you can really shine through.


What is the key to making a fool proof, creative, yet professional outfit?

In my line of work it’s pretty messy, and I’m on my feet all of the time. Comfortable, but stylish looking shoes are a must. Ankle boots have become my go to and I wear them almost everyday. I love Madewell ankle boots as well as a brand called Latigo. They both make beautiful boots that are comfortable, you don’t even need that break in period. They are incredible the first time you put them on! I think a good outfit starts with the shoes, you can dress anything up with a nice pair.


Any tips for having a well-balanced closet?

I feel quite strongly about neutrals. I’m often attracted to color in the store, but once I bring it home I wear it once or twice and I’m pulled back to the neutrals in my closet. I’ve learned to stick with that. I love the way the french dress. Really quality basics, never over done. That’s really the philosophy I live by too. I know not to impulsively buy something at a good sale price. I’m much more inclined to spend a little more on a piece I know I’ll always feel happy in, and will ultimately be comfortable for me to work in too.

I’ve really been loving Everlane Men’s Pocket T’s in an small. They are slightly oversized and the perfect weight. My husband and I recently traveled to Europe and I only took a backpack for an almost three week trip. I packed 3 T shirts, 1 white and 2 Black, 3 Blouses, 1 Chambray shirt, 2 Coats, 1 pair of Jeans, 1 pair of black skinny jeans, 1 pullover sweatshirt, 1 pair of olive skinny jeans, 2 ankle boots, and 1 pair of oxfords. I brought a few hats, a scarf, and a bright lip color to add some personality. I realized that getting dressed everyday was easy when I only had the basics as options, and I felt comfortable and stylish every day. So I’ve applied this philosophy at home too. Simple for me, really is best!


Favorite places to shop?

I think Madewell is a company that is really in line with how I like to dress and how I feel comfortable. I also love Zara and ASOS for some gorgeous classic pieces, it just takes some searching.
I found a Nallik necklace at an Anthropologie sale a few years ago. I was in love with the simple but gorgeous design and I’ve been following her work forever. I finally splurged and bought one of her pieces and I was recently just gifted another from the designer herself! It was the best mail day ever.



The photos are by D’Arcy Benincosa, and the styling  by Lesley Lau.

Outfit Details: Coat: Zara, White T: Everlane, Jeans: J Brand, Boots: Madewell, Necklace: Nallik



groupMeet the creative geniuses behind your favorite new way to treat yourself, Lilee! Felicity, Kelsey, and Natalia are the wizards behind the curtain of this insane new subscription box service to come out of Austin, Texas. With perfectly curated taste, great business savvy, and “do what you love, love what you do” attitude, these women are the epitome of a Well Dressed Creative. Learn about their brand, their idea of perfect style, and what it means to be a Creative below!

Full name: Felicity Rose Fromholz

Age: 35

Location: Austin, Texas

Current title/company: Director of Brand Management for Lilee and Beauty Box


How long have you been a full-time Creative?

I think I have been a full-time Creative all my life, but people have been paying me for it since 2005. I am a makeup artist by trade and have actively been working in the cosmetic field for the past 10 years. I love the creative possibilities of makeup. I also ran my own beauty-centric social media management business in graduate school, which I started just about the time I started working with Beauty Box 5 – Lilee’s sister company.

What is your day-to-day work routine like?

I am a single mom, so I start my day off at 6:00 AM in order to get my son to school by 7:30 AM. Then I am off to work by 8-ish and I typically stop by my favorite coffee shop on the way. I am usually the first one in the office and I really enjoy that hour to myself before all the hustle & bustle starts. Despite what most people think when they meet me, I am an introvert at my core and need that quiet time to recharge my batteries.

I like to change things up during the day, so I typically have lunch out of the office. Sometimes it’s with friends or for business, other times I sit at the bar and zone out on whatever project I am working on. I am usually out of the office by 4pm or 5pm to get the kiddo.


Best part about being a business owner?

For me, the best part about being a business owner is being able to work by my own rules. As a creative, I haven’t always fit into the corporate mold. Working for myself means I get to call the shots and work with the people I want to work with. It means I have the freedom to go to my son’s performance at school or pick up a friend from the airport in the middle of the day.

What is some advice you wish you would have had before you got started?

I wish someone would have told me to be more conscious of my work-life balance. I love what I do, so I tend to take work home which means it sometimes takes me away from my family.


What is the key to making a fool-proof, creative, yet professional outfit?

I think the key to making a fool-proof, creative, yet professional outfit is to pay attention to the trends but spend your money on the classics. And to know the styles that flatter your figure!

Any tips for having a well-balanced closet?

Shop everywhere! I have pieces in my closet from Nordstrom and Asos, packed in with pieces from TJ MAXX and my favorite, local thrift or vintage shops.


Full name: Kelsey Rebecca Manning

Age: 24

Location: Austin, Texas

Current title/company: Communications Director, Lilee & Beauty Box 5unnamed-1

How long have you been a full-time Creative?

I’ve just been a full-time creative since July of last year! It’s a crazy, exciting statement to be able to make at such a young age.

What is your day-to-day work routine like?

It depends on the day! I am very ritualistic about waking up around 7:30 and putting on a good playlist (lately it’s been lots of Hozier, Meghan Trainor and Butch Walker!), drinking strong-brewed coffee at my vanity while I get ready and checking Twitter for anything exciting or adorable that’s happened overnight. I get into work around 9:30 or so and start on a second cup of coffee, diving into branding, content, emails and copywriting for our website, emails, and social. Our entire team is super collaborative, so we often work on our laptops all on the same table, and are firm believers in chips and queso to boost creativity at all our meetings. I try to take a break around 4 or so to plan out social media posts for the next day, and if I’m really in need of a creativity boost, Natalia and I will leave the office early, grab our trusty notebooks and head to a cafe or bar to brainstorm with some beverages. We are strong believers in “beer is for brainstorming, coffee is for creating.”

unnamedBest part about being a business owner?

The best part about being a business owner is that you’re a walking-talking business card and billboard for your own brand! You talk about your job without even realizing it because it’s so much a part of your day-to-day and what you’re constantly building.

What is some advice you wish you would have had before you got started?

You can only be as good as your taste! Working a job that lets me write and brand full-time is my dream job (and so inspiring!), but it also drives me to want to elevate my own bookshelf by finding and following other talented writers and brands all the more to help drive my passion. Additionally, working around beautiful items inside our monthly boxes means that my taste in outfits, jewelry, makeup and pretty things have all gotten even better made since I research brands and trends – not that I’m complaining, though!

10480552_758137724268423_3704904606109257564_oWhat is the key to making a fool-proof, creative, yet professional outfit?

Wear an accessory with a story!I always have on a piece (or five!) of sentimental jewelry that was handed down from my sweet grandmother, a hat that I got from a tucked-away vintage shop, or a pair of unique boots that I snagged on a girls’ trip. I love balancing designer brands with everyday finds, but always adding something that’s unique to my closet alone. Since I work around words and copywriting all day, I love that someone can get to know my story through an accessory before they ever say hi.

Any tips for having a well-balanced closet?

Imagine that you could run into Ryan Gosling at any moment of your life. Only keep the outfits that fit well and make you feel confident enough to talk to him in and toss the rest.



Full name: Natalia Isabelle Bernard

Age: Just turned 25!

Location: Austin, Texas

Current title/company: Creative Director for Lilee and Beauty Box 5.1973932_763162967099232_7788667628345674964_o

How long have you been a full-time Creative?

A little over 4 years, 5 startups, and 2,856 cups of coffee later!

What is your day-to-day work routine like?

My day begins the moment I open up my Macbook, plug-in to the dual monitor set-up and take out a pen and sketchbook to make a list of the day’s tasks. Everything after this point is far from routine. Each day brings fresh ideas, new concepts, and a diverse range of projects. Depending on the day you’ll usually find me in our creative room, headphones in, working away on a design or completely off the grid, sketchbook in hand and set of sharpie pens, sketching away!

What is some advice you wish you would have had before you got started?

Either find a way to make it fun or find a way to get it off your plate. The startup environment comes with a multitude of tasks, projects, and deadlines. It takes prioritization and really knowing how to divide your time to get everything accomplished! Sometimes you just can’t do it all. And other times you’re given a task that may not be in your job title, but someone’s got to do it and that’s you. Always find a way to make it fun! I usually opt for that.

10904475_766406170108245_2425520617722182081_oWhat is the key to making a fool-proof, creative, yet professional outfit?

A pair of stylish high heels. I tend to keep my wardrobe minimal, but love to play up an outfit with a pair of pumps or high heels. Nothing makes me feel more confident and that I can take on anything!

Any tips for having a well-balanced closet?

It’s simple. If you haven’t worn it in a year then get rid of it.


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Well Dressed Creative-01Get ready, friends because Caroline Brewer is about to totally win your over. As a stylist, this powerhouse has worked with Anthropoligie, Marimekko, Southern Living, and just wrapped up Ben Rector’s latest album art. Living in Nashville, Caroline’s aesthetic is one part southern romantic and one part ecclectic bohemian. Building her business on gut, gumption, and a keen eye, Caroline is a serious style maven and her journey couldn’t be more relatable. Well Dressed Creative-02 Full name: Caroline Brewer

Age: 26

Location: Nashville, Tennessee

Current title/companyCaroline Brewer Styling – Freelance Stylist & Clark Brewer Photography -Marketing/PR, assistant, and wife 😉

Well Dressed Creative-03

How long have you been a full time Creative?

Three years, although I have only been working for myself for 6 months. I was aVisual Merchandiser at Anthropologie before moving on to pursue freelance styling and help Clark run his photography business.

What is your day-to-day work routine like?

Working from home is a new thing for me and I am still trying to find a routine. So far, each day has looked pretty different depending on the job I am working on that week or even that particular day. The fast paced, “no two days are the same”, environment that comes with the freelance lifestyle has been a fun change to things that I have done in the past!

Well Dressed Creative-05


Best part about being a business owner?

Creative freedom! It’s so nice to put work out that YOU are inspired by and that you think is beautiful. It is also amazing when people start hiring you for your personal aesthetic and vision. That feels like a real accomplishment!

What is some advice you wish you would have had before you got started?

When you are working for yourself you have to create strong boundaries, otherwise you will work all the time! And even stronger boundaries need to be established if you’re in business with your husband. We tend to talk about work a lot and it can be a challenge to live a well-balanced life.

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What is the key to making a fool proof, creative, yet professional outfit?

Staying true to yourself. I think people appreciate unique and original ideas. That being said, consider where you are going and dress appropriately.

Any tips for having a well-balanced closet?

For me, balance at this point means being concise. In the past, I have had too many clothes. I had items in my closet that didn’t fit quite right or the color wasn’t my favorite, but for whatever reason I just tried to make them work. This year I am trying to consolidate and only have things in my closet that I am excited about! I think having a well balanced closet means loving and feeling confident in anything you pull out, but in order to get there, you’ve got to be willing to say bye, bye to some of those old clothes that you think you will wear someday, but you never do.

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Samantha Thompson, owner & candle maker of stellar candle company, Standard Wax, is all about bringing art into your everyday. Inspired by the erratic landscape of the desert and the beautiful treks through the forests of Arizona (yes, they have some), this little powerhouse & her wonderful business partner Andrew, are forces to be reckoned with. The savvy business gal behind the brand, Samantha has unstoppable wit, crazy fun charm, and killer personal style. Get to what it means to run a creative company well, plus what personal style means to this bombshell!


Full  name: Samantha Thompson

Age: 28

Location: Tempe, AZ

Current title/company: Owner + Candle Maker, Standard Wax



How long have you been a full-time Creative?

Standard Wax started about three years ago, but I went truly full-time (as in quit my day job) eight months ago. Up until then, I was a double-time creative! It’s been so liberating, since I can focus all of my time on one thing that I love, instead of basically working two (more than) full-time jobs.

What is your day-to-day work routine like?

Haha! It doesn’t exist. I’m not a very routine-driven person. I know a lot of people with non-traditional jobs find it important to have a routine, a schedule and create a normal day-to-day, but not me! I know what needs to get done, when it needs to be done by, and love that I can work at my own pace. Sometimes I’ll be up at 5 a.m. working on emails or budgets or accounting in my pajamas, and realize at 5 p.m. that I’m still in PJs and forgot to take breaks to eat. Other days call for inspiration and spontaneous afternoon adventures. And sometimes I simply make candles from 9-5. I think it’s important to be flexible and do what makes you most productive, even if what’s going to make you productive that day isn’t what some think of as “real work”.



Best part about being a business owner?

The community. There are a lot things that are awesome about owning a business, but you’ve probably heard them all. What I had no idea about are the amazing opportunities to meet other people in different fields, who all want to collaborate. I’ve met some of the greatest people at events, workshops and even on the Internet, all because of Standard Wax.

What is some advice you wish you would have had before you got started?

To be patient. Things are going to happen that you don’t understand, or don’t like, but having the patience to wait out those hard/weird/confusing/stressful times is so important. Instead of getting frustrated, just know that the clarity will always come. And when it does, you suddenly see why these things that weren’t so great had to happen.



What is the key to making a foolproof, creative, yet professional outfit?

For me, it’s all about comfort. You have to be comfortable to be confident, and if you’re confident you can almost wear whatever you want. I love outfits that are super versatile. Some days I will make candles, go to a meeting, and then go on a spontaneous adventure into the desert – and I love that I can wear the same outfit to all three! I live in leggings, for this reason. My key to creating the perfect outfit is accessories. Hats, jackets, jewelry. You can dress up leggings, pull together skinny jeans and a t-shirt, or give the same outfit you wore three days ago (it happens, no shame) a new life.

Any tips for having a well-balanced closet?

Solids and accessories. Call me boring (I like to call it classic) but I wear skinny pants of some sort and a plain shirt almost every day. Sometimes maybe it’s a simple dress. These things almost never go out of style, so you can spend money on quality items and keep them around! As trends change, I just re-evaluate my accessory situation. Shoes, bags, jackets, hats (hats are the best), jewelry… These are the things that make the outfit for me.