WDC | THE GALS OF LILEE

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!
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Full name: Felicity Rose Fromholz

Age: 35

Location: Austin, Texas

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

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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.

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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.

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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.


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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.


 

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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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