Life and Work with Lisa Elliot-Rosas

Today we’d like to introduce you to Lisa Elliot-Rosas.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
At a young age, I gained a love for fashion. My mom dressed up and in the 70’s I would watch her and admire the creativeness in her styling.

At 17 years old, I worked at Saks Fifth Avenue for three years in retail and then at Barneys for one year.
I then moved to NYC to gain more experience in the industry. First, I worked for Patrick Cox as PR Director and then for Richard Tyler as Account Executive. Missing home, I moved back to LA and began my own handbag line named e:oh. I also worked in-house for Michelle Mason in PR and then, with People’s Revolution in PR.

Shortly after this, I began my own firm eM Productions in 2001 in Press, Branding and Sales.

We launched and grew several brands such as Mara Hoffman, Iro, Zadig&Voltaire, Ace&Jig, Veda, Botkier and more.

I began my own brand Furo with partners as found there was a missing niche in the industry for everyday essentials that feel special. The word furo is taken from the Japanese word for “flow”; these pieces are comfortable, chic and effortless, and can be worn throughout the day into evening, whether in major cities or small towns or while traveling to the countryside. Timeless and of the highest quality, each of Furo’s 13 refined classic styles offers a unique twist, with known and familiar shapes that will appeal to a wide demographic of women. Each style is also named after a real woman in an array of industries that is passionate about what they do and inspiring.

Throughout my years in fashion, I traveled for years from Paris to Japan and worked in my New York and Los Angeles showrooms. I found an opportunity in the marketplace and am now filling that gap by appealing to women who can throw on a dress or a top that is of top quality, unique and easy to wear— whether going to work, out to dinner, traveling or lounging.

Most recently, I am launching an e-com book: How to Build a Brand to help give tools to all to create successful Companies.

We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
There have been many challenges along the way in the industry.

The main one is the fast paced environment with technology and an information overload era.

Having a showroom there can be turn over with lines and some lines not succeeding.

Having a brand: it is challenging with timing, minimums to hit production, shipping on time and overall growth.

It is essential now for lines to create their own e-commerce, newsletters, social, collaborations, work with name bloggers and influencers to create a brand name and following in the industry.  It is saturated with product so creating your own loyal following is key. A brand must have excellent customer service, shipping down and know the market well.

I would advise having great mentors, a good positive team surrounding you.
Find allies in the industry that you can meet up with and ask questions and help others as well.
Keep people accountable and have strong strategies, plans, and goals in place.
Have all the strategies and goals typed out so people can refer to this weekly.
I once read from a Harvard Business book to surround yourself with A people: for ability and attitude.
I agree with this as both are needed to be in a strong place.
For a brand: it is important to have an authentic story, point of view and strong sales people with a strong work ethic and relationships in place.

So, as you know, we’re impressed with Furo Clothing – tell our readers more, for example, what you’re most proud of as a company and what sets you apart from others.
I have my own brand named Furo and own showroom named eM Productions.
We specialize in women’s ready to wear brands.
The showroom is known for building brands on all aspects of strategizing their growth.
We are also known for picking lines that have a strong vision and design aesthetic.

While keeping busy working, I found a need to create more work/life balance after having a family.  I worked on an App that can create balance, focus and accountability. After years of research I worked with a developer and created an App called MastFlow.

I was honored to speak at a Global Transformation Conference and see so many people that it made a difference for.

I am proud of helping so many major lines now be where they are. They are known in the industry for being leaders and having a strong point of view and with our helpful sales. I am proud to build a company that has lasted over 18 years through so many trials.

I am proud of starting my own brand in a conscious manner: working with a conscious factory in India and having a minimal approach to a collection. Furo has 15-18 main styles only and fabrics change. Most lines have over 90 styles per season.

Many of eM Production’s lines work with artisans and are producing consciously.

What advice would you give to someone at the start of her career?
I would let her know to do what she loves. Also, know there will be challenges along the way.
Do not take anything emotionally in business.
Enjoy the journey and know hard work will pay off.
Surround yourself with others in this mindset.

It is always good to gain experience in the industry of your choice with top companies.
While you are there take pride in what you do and give it 100%.
You will have pride in what you do and be rewarded internally knowing you give things your best.

Pricing:

• $150 – 210 average retail shopping on www.furoclothing.com: sign up on site and follow up
• $70 – 150 for sample sales at eM Productions: sign up on site to our list.
• Free to 99 cents: Ap MastFlow

Contact Info:

• Address: 860 S. Los Angeles St. #402 Los Angeles, CA 90014
• Website: www.furoclothing.com www.emprds.com
• Phone: 213-614-9292
• Email: [email protected]
• Instagram: @furoclothing @emproductionsshowroom
• Facebook: furoclothing emproductions sales

Image Credit:
Simone Noble, Paulo Rosas

Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.