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Meet Alitalia Adams of Lusso Vitale

Today we’d like to introduce you to Alitalia Adams.

Hi Alitalia, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I’m originally from Baton Rouge, LA. As an only child growing up in a neighborhood without kids, I got used to creatively entertaining myself and my parents. My favorite game was playing cashier, as I used to believe cashiers kept all the money…if only. My mother turned my game into reality on the weekends, transforming our driveway into a snack stop for our neighbors. Que the dawn of the young hustler.

In college, I worked as a promotional model, eventually moving into logistical management of auto shows, trade shows, etc. After seven years of representing other brands, I realized I could do it for myself! I loved to create experiences and to entertain, thus, I moved to Los Angeles in 2016 to start my company, SteerPro Events.

To sustain my lifestyle and build capital for my business, I scored a job as a showroom and event manager at a lighting company. While working there, I hosted a few events with SteerPro and was really nailing the balancing act! Unfortunately, after almost a year, my position was eliminated, forcing me to leave LA. In a blink, it was 2018 and I moved to San Diego to start fresh.

I dodged the responsibilities of management for a little while and became a restaurant hostess. I was still doing a few events with SteerPro, but having the additional income kept me afloat. As destiny would have it, I was asked to become the General Manager, which I was grateful to accept! I was humbled that the owner believed in my capabilities… or maybe it was the fact that no one else wanted to work 60 hours a week for the experience LOL. Learning the restaurant industry was amazing but this job was draining, and it seeped into my personal life. I had no time for myself, nor for my own business. I was beginning to lose myself in my job, not my passion.

Enter COVID. I was furloughed in March and while everyone else was panicking, I could finally RELAX. This was my opportunity to get back to me. I broke my lease in San Diego and vibes were calling me back to LA.

The event scene was dead in the water per social distancing, but entrepreneurs don’t just…not do anything. I decided to pursue my second love, beauty. I’m a huge advocate of self- care and one of my favorite past times is primping. I wear press-on nails every week and for months, press-ons were sold out at almost every store, along with other beauty supplies. It dawned on me that I could be the beauty plug, remotely. A few weeks of research later, I designed a website, tested products and was ready to launch my shiny, new business, Lusso Vitale.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
If your road is smooth, you’re not really living.

Being an entrepreneur comes with not always being comfortable or stable on our journey to happiness. I’ve fallen into the societal fear of keeping a job to sustain time and again, but you don’t need a job, you need hustle.

It’s honestly impossible to simultaneously work for yourself and someone else, because the effort will be cut short somewhere. Now clearly, you have to make money some kind of way, but the point is to not trap yourself in a cycle where your dreams are on the back burner. You must always invest in yourself.

Starting a business on a budget is mostly a one man show. I’m my own web designer, content creator, model, photographer, public relations, quality control… the list goes on! The goal is automation, but it first takes self-discipline to learn all of this and put it into practice. Of course, I seek and receive help from my family, friends and connections (thank you) but it’s important to understand every element of your business for when it is time to build a team.

Sourcing vendors and understanding B2B practices aren’t common knowledge. You can’t YouTube everything, you have to do research, which takes hours…days…weeks! Finding vendors that provide high quality, safe and healthy products takes tons of testing. You must come correct when submitting vendor inquiries. You must be clear with your marketing. It’s an endless turnover of knowledge.

Creating a remote business during a pandemic is particularly challenging because people are taking a chance on your unknown company they can’t vet in person. It’s been imperative that I brand my mission in a visual way that is easy to perceive.

Appreciate you sharing that. What should we know about Lusso Vitale?
Lusso Vitale means “vital luxury” in Italian. My first name is Italian, so I wanted to keep the theme.

Of course, the products are luxurious, but more importantly, there is glamour and luxury in embracing our beautiful differences. My mission with Lusso Vitale is to empower individuality.

The brand offers accents for eyes, lips and nails that complement our natural beauty. The line up features lashes, nail polish, press on nails, lip gloss and more. The products are fit for all skin tones and I also want to showcase acne, tattoos…unconventional aspects that still aren’t being represented in the beauty industry. No one will ever have to wonder if this brand is meant for them. It’s also important that our clientele understands that they do not NEED these products to BE beautiful.

In addition, this business will give back to the community in creative ways. For example, my custom, press on nails are designed by local artists. Through this, I’m creating a job and also providing an opportunity for an artist to showcase their talents.

Any big plans?
I first launched the site in August and received a tremendous amount of support. I’ve since re-vamped the site and Instagram and am continuously upgrading and expanding my product line… the products will be launched a little at a time.

I’ll also be launching a wholesale program for beauty gurus, MUAs and budding entrepreneurs. I’m building relationships with local community programs and other small businesses to create some amazing projects. Lastly, I’m very excited for the new look of packaging, which will be perfect for when I launch in stores! Stay tuned online and Instagram to learn which ones.

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