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| Mia, celebrating in 2009 |
At sunset on a beautiful late spring evening in 2009, I was
walking on the beach in Weekapaug, R.I. where I lived, mindlessly tossing a
ball to my black Lab, Mia. It felt like every other day, but it was a very
different kind of day. For weeks, I’d been debating, rejecting, then
reconsidering the idea of starting my own agency. After more than a decade in
the cushiony security of the corporate world in New York, I was—frankly—terrified
at the thought of starting a small business during the worst recession in
recent history, in a state I barely knew, and focusing on an area that most
people were laughing off as a joke (social media). Did I have the guts and
determination?
And then, alone on that beach with my dog, I found the
inspiration. From whom? From Mia. I threw her ball for the umpteenth time and
there she was, running as hard as she could to, this time, outrun it. She
didn’t. But she brought it back, dropped it at my feet and—panting heavily;
eyes, nose and everything else covered in sand—wagged her tail happily, ready
to keep working at it. Her determination at that moment changed my life and
launched Miamore Communications. (As I write this and think back, it’s kind of
funny how very much the first couple years of starting a business with no
entrepreneurial experience is like chasing a ball that moves faster than you.)
It’s crazy how fast three years can pass. Miamore Communications has had great successes and its fair share of failures. But what
amazes me most is how much things have changed since I founded this company. I
vividly recall a grueling two-hour meeting in 2009 with the executives of a
huge jewelry brand. My task was to explain why they needed to integrate social
media into their public relations and marketing strategy. The owner beat me up
quite a bit with his skepticism but, to his merit, believed—albeit
grudgingly—that social media might be important and hired us. Today, his
company has perhaps the largest fine jewelry brand presence on Facebook.
While my roots are firmly in fashion and jewelry, I decided
early on that Miamore Communications would diversify into the general luxury
and lifestyle categories; and that we would do everything we could to support those
categories in our local community. We dedicated thousands of unpaid hours to
support the successful launch of what was then a nonprofit group creating New
England’s first business-oriented industry fashion week that supported local
designers. For the past year, we’ve sponsored the nonprofit that presents the
Rhode Island International Film Festival—the only Oscar-qualifying film
festival this side of Tribeca, and the launchpad for independent film makers
from around the world. We’ve loved every minute of it.
I’m happy to brag that, on the PR side, we’ve achieved
client placements in every major (and minor) media outlet in Rhode Island and
the Boston metro area; every jewelry-industry publication and website; major
New York City regional press; and some heavy hitters on the national scene—including
Oprah, Martha Stewart Weddings, People, and Redbook.
The double-edged sword of running a boutique marketing
agency is the constant flux. We’ve worked passionately for small art galleries,start-up fashion designers, boutique travel companies, non-profit organizations and international brands; and absolutely thrive on both the challenge of
working for various clients at once, and the variety that brings to every single
day. But, having the people behind the clients we love come in and out of our
day-to-day lives is an adjustment that I’m still getting used to.
I’ve read that surviving the first three years is one of the
biggest hurdles to success for small businesses. I’m happy to finally be here.
And I wouldn’t be without having been blessed with some of the most amazing
interns, staff, partners and contractors. Todd, Steven, Cassie, Doug, Sam,
Ryan, Amanda, Tessa, Nick, Bianca, Alysandra, Martha. From my first intern, Lauren, who
was the only one who believed in Miamore as much as I did back in 2009; to
Josh, Miamore’s account executive who is approaching his one-year anniversary
and who—as crazy as things (or I) get around here—is forever passionate about
our mission, our future, and our clients.
It’s amazing what can come from a walk on the beach, a rubber ball, and a
passionately determined Black Lab. Mia’s at my feet as I type this. I think she
deserves a belly rub.
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