Conversations with Terrance Pratt

Today we’d like to introduce you to Terrance Pratt.

Hi Terrance, so excited to have you with us today. What can you tell us about your story?
Interestingly, I started my career as a psychotherapist. I had an office in Chicago where I treated children and families. I became frustrated with only being able to help one family at a time, so I made a mid-career switch to marketing and advertising. Through marketing, I knew I’d have an opportunity to impact millions. I volunteered early on to get experience, and as my proficiency grew in the space, I matriculated to a role as national advertising director for a few popular entertainment media companies.

While in the entertainment media space, I started moonlighting with creative directing content. I eventually fell in love with it and spent countless hours studying and increasing my production knowledge. In 2020, I launched a creative marketing company called Culture Loupe that helps corporations with strategy, production, design, and influencer partnerships. I used the knowledge and resources I built at Culture Loupe to launch my fragrance brand, Memoir Fragrances in 2022. I love what I do at both companies and they’re both flourishing.

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?
It definitely wasn’t a smooth road. We launched Culture Loupe in 2020 right before the pandemic and lost all of the business we’d worked for two months later. Not to mention, I no longer had a check from a job anymore. We ran a super lean business in 2020 and started to see success in 2021. In January of 2022, I bought my partner’s shares of the business to become sole owner and it almost felt like starting over again, but through the grace of God, I had my best year ever.

Memoir Fragrances was a journey nine years in the making. There were so many struggles to build that business. While Culture Loupe is a service business, Memoir is a product business. Large MOQ’s (minimum order quantities) and supply chain struggles were the first obstacles. Then, I burned through a ton of money making mistakes, which are inevitable. But seeing the joy the finished product brings to me and my customers makes it all worthwhile. The satisfaction of working on something for nine years and finally seeing it come to fruition is unexplainable.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
Culture Loupe means to have a magnifying glass on the Culture. We pride ourselves on having our finger on the pulse of content, ideas, and people that elevate culture. We do this by developing strategic creative content that cuts through the clutter and connects with our client’s target consumers. We understand that we are not creating art for art’s sake. Our art has a job to do, which is to convey a message that motivates audiences to believe and/or take action. Our ability to create strategic cultural commercial quality content is second to none.

Is there something surprising that you feel even people who know you might not know about?
I don’t think many of my friends or colleagues know that I taught psychology at DePaul University for two years while I was in graduate school.

Pricing:

• Memoir Fragrances is priced at $150 a bottle and can be found at memoirfragrances.com

Contact Info:

• Website: cultureloupe.net / memoirfragrances.com
• Instagram: @cultureloupe / @memoirfragrances / @tpratt111
• Facebook: @cultureloupe / @memoirfragrances

Image Credits
Nicholas Moody J Lauryn Photography Larry Wright Photography