Today we’d like to introduce you to Amelia Castellanos.
Amelia, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Graduating with my undergraduate degree in 2008 should have foreshadowed the unorthodox career path that lied ahead but as a wide-eyed 20-something with small-town roots and big dreams, I was determined not to let any obstacle stand in my way, even a recession.
With a degree in Journalism and Electronic Media, my heart was set on making a name for myself in the world of fashion journalism but reaching that chapter in my life took some serious soul searching.
Your typical college student, I found myself questioning my major and knew I needed to take drastic measures to find myself. So like any naive nineteen-year-old, I abandoned my original plan (Medical School believe it or not) and convinced my parents to let me fly halfway around the world to attend college in Australia where I would enroll in as many classes as I could across multiple disciplines in an effort to discover what I truly wanted to do with my life. Lucky for me, my pie in the sky plan actually worked and I found myself exhilarated by the thrill of investigative journalism.
So three continents and two universities later, I walked across that stage, shook hands with the dean of communications, and the very next morning I set out on a cross-country journey from Tennessee to California.
But literally minutes into my new life as a Californian it became crystal clear to me that no one, literally no one, who held a high-level position at one of the many coveted fashion glossy magazines had a traditional journalistic background. In fact, every widely talented individual I met schlepping and fetching coffee for various publications along the way crossed over into the world of fashion journalism from the fashion industry.
And though my childhood room was covered wall-to-wall with clippings from the September Issue of Vogue and I am credited with introducing skinny jeans to the masses at my catholic high school (this is a fact, not an exaggeration) I was smart enough to know I knew absolutely nothing about the ins and outs of starting a brand or designing a collection. So in lieu of heading to Northern California as originally planned to pursue a Master’s of Fine Arts in Creative Writing, I slammed on the breaks, u-turned, and applied to Fashion School.
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?
I would be lying if I said my career journey has been a walk in the park. Have I fallen flat on my face? Yes, many times in fact. But fortunately for me, I have always been surrounded by brave and courageous women in business who fought their way through a still very male-dominated fashion industry to make a name for themselves and to pave the way for women after them to do the same.
Straight out of FIDM, I was hired for my first job at a premium denim company and it was here that I met my mentor. A resolute, resourceful, no time for bullshit type of character who took me under her wing and introduced me to the world of marketing and strategy. During my tenure at Joe’s Jeans, I witnessed the excitement of growing technologies and got a glimpse of what the near future held for the digital marketplace. So naturally, I quickly became obsessed with the possibilities that lied ahead with the marriage of fashion and technology.
When it came time to move on from my first big girl job, I took a leap of faith and combined forces with my mentor, Katie Hurley, where I would join a team of industry veterans and embark on an exciting new venture into the wild wild west of e-Commerce.
We’d love to hear more about your business.
Earlier this year, I reached a milestone in my career. After over a decade of working at my previous agency, I was given the opportunity to go into business with my mentor and together, we founded The GM Agency. Leaving our office of over nine years, we moved into our new DTLA home at the NeueHouse inside the historic Bradbury Building.
Faced with the new normal of the e-Commerce industry and all of the change that lies ahead, The GM Agency is committed to taking on the challenges of today’s digital marketplace with a fresh perspective on traditional marketing models. Our team specializes in an innovative approach to digital strategy, digital marketing, public relations, and e-Commerce. As Shopify and Shopify Plus Partners, our team collaborates with clients spanning across Luxury and Contemporary Apparel, Footwear & Accessories, as well as food and beverage, to create efficiencies that enable and empower them to scale – allowing for hyper-focused attention to customer experience and brand loyalty building.
We are grateful for our diverse client catalog as working with Los-Angeles based brands such as Electric & Rose, STAMPD, BRAND BLACK, and MAXFIELD has allowed us to implement strategic activations and execute experiential marketing resulting in up to 400% growth year over year.
What were you like growing up?
Though I am of the millennial generation, I do not consider myself a typical millennial. Whether it be nature or nurture, I am of the belief system that success requires hard work and hustle. I learned this from my parents – two people, born and raised in small-town America, who worked hard to build a career, support their family and live the American dream. Their determination and work ethic inspired me to strive for success in everything I do – from sports, school and ultimately in my career.
Growing up an athlete (on any given day as a kid, you could find me on the court or on the field). I learned early on the importance of being a team player and grew to love the joy that comes with being a leader. I saw firsthand the power of inspiration and the greatness that can be accomplished when you motivate people. I’ve carried this with me into my adult life and I take pride in being part of a team and celebrating joint victories.
Truth be told, I don’t believe in luck, never have, but I do believe in opportunity and the possibilities that come with seizing an opportunity. I have been very fortunate throughout my career to have encountered extremely intelligent and talented people who were willing to pass on their knowledge. I am proud that I can confidently say I have taken advantage of every opportunity I have been given as I have always seen an open door as a chance to prove myself and in turn, show my gratitude for those who opened the door for me.
Contact Info:
- Address: The GM Agency
NeueHouse
304 S Broadway
Suite 207
Los Angeles, 90013 - Website: www.thegmagency.com
- Phone: 323.593.7364
- Email: [email protected]
- Instagram: @thegmagency
Image Credit:
Photographer: Rebekkah Cefai
Suggest a story: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.
