Aerin Lauder, the great tastemaker, has carved her name in the world of luxury by crafting her eponymous lifestyle brand since 2012. Her ventures surprise and delight her audience with a careful selection of decorative articles, flashy chandeliers, functional handbags, and a well-equipped cosmetics line, a testament of her Estée Lauder heritage. In a novel venture, the brand extends its reach towards the west coast allowing shoppers to personally enjoy the eclectic collection at a Pacific Palisades outlet.
Lauder expresses her inspiration derived from the effortless glamor and subtle elegance that characterizes the southern landscapes of California. She endeavors to infuse the area with a taste of New York and the numerous European influences the brand has gathered over the years. The credit for designing the space goes to Stephen Sills, who expertly maneuvered his ways to import a 1960s Mediterranean vibe to the scenery of Los Angeles.
Like her other stores, this particular outlet situated in California, eyeing an early October opening, promises to cater to the home, fashion, and beauty needs of its customers. It would be the first one to feature rotating vintage home items, curated from Lauder’s frequent expeditions across the world. She believes that travel forms a vital pillar of the brand, as it enables the shoppers to truly experience the AERIN lifestyle. It keeps the customers coming back to the stores regardless of where they are located.
Lauder enjoys a life that helped her cultivate a thriving brand. On occasion, she indulges by planning trips to fascinating destinations with family or friends. For inspiration, she loves to surround herself with a diverse mix of friends, family, travel destinations, museums, hotels, and exhibitions. Nature is a constant source of her inspiration, no matter where she is, she loves leisurely walks, observing and appreciating her surroundings. Her favorite haunts embody London, Paris, Vienna, and the Mediterranean, places where she always finds something new to uncover.
She feels that it is hard to go wrong with a straw bag. Whether it’s procured from a humble beach hut or an upscale store, straw is a simple but elegant material, making it a stylish yet comfortable choice. Her favorite little luxuries to bestow upon others are fragrances capable of transporting them to enchanting places or reminiscent of cherished memories. She truly appreciates the evoking power a scent possesses.
She stresses the significance of sparing time for oneself every day, a luxurious habit she inherited from her circles. She always tries to carve out a few moments for herself in a day, using this time to either reach out to a friend over a call, or take a stroll.
Lauder also emphasizes the essence of being oneself, advice she keeps near to heart from her grandmother Estée. She advocated that passion and authenticity are sure-shot ways to success. Over the years, Lauder has held these words dear and made it the advice she imparts, specifically to budding female founders. Her objectives throughout the years have consistently mandated her to be true to herself and to work on things she is passionate about.
In Lauder’s opinion, what completes a home are beautiful picture frames showcasing photographs of unforgettable family moments. And hence much like her, the brand AERIN too considers detailing and personal touch as much a luxury as the products it offers. The label strives to blend upscale elegance with personal sentiments, promising a lifestyle that is as sophisticated as it is heartwarming.
