Lash Fary, Founder of Distinctive Assets

Lash Fary and I have  different definitions of the word “vacation”.  The 37 year-old owner of celebrity marketing firm Distinctive Assets recently took his version:  a week-long stint at a California boot camp.  Always motivated, and always multi-tasking  (his treadmill is stocked with pen and paper), the choice seemed natural.

Born and raised in Virginia, Lash completed his education at UVA with a degree in Marketing, and went on to work for a year as a management consultant.  Soon sensing the suit and tie life was not his passion, and knowing he was a California boy at heart, Lash followed his spirit to the West Coast in 1995.  After four successful years working in direct sales, he embarked on a new venture with a friend, growing and re-energizing the small celebrity marketing firm “Assets”.  With the addition of Lash’s distinctive flair, the start-up was renamed “Distinctive Assets”, a company which is now celebrating ten years as the premiere name in celebrity gifting.  Not to be outdone in the world of products he helps represent, Lash has also created his own product line including designer portion control plates he calls “Slimware”.

When not creating new products, attending boot camp, marketing products through celebrity connections, or perfectly portioning his meals, Lash is busy texting, emailing, and otherwise keeping In touch with his ever-growing social circle.  A natural motivator, Lash convinced me to do my first trade show after one conversation without actually saying a word.  Just talking to action and results-oriented Lash was motivation in itself.  But don’t expect me to show up for boot camp anytime soon.  I’ll be on vacation.

1. Distinctive Assets is well known for celebrity gifting, but that is just a part of what you do.  Give us a run-down of your other services and how you can help other businesses.

Yes, though we’re most recognized for our presenter swag bags and official gift lounges, award shows are truly just the tip of the iceberg.  Distinctive Assets offers customized solutions to companies looking to outsource all or part of their marketing, branding and public relations needs.  Our à la carte services include:

Celebrity Seeding
Product Development
Branding
Public Relations
Business Development
Special Events/Event Sponsorship

2. Celebrity gift suites can run into tens of thousands of dollars for businesses to participate.  How can smaller businesses (and budgets) get celebrities to notice them?

Everyone wants to win the lottery (in this case having a celebrity notice and ideally use their product), but you’re not going to win if you don’t buy a ticket.  It’s a cliché but nonetheless true: If you can’t afford to, you can’t afford NOT to!  Celebrity placement with a reputable company can cost as little as $1,000, and there are often creative financing options (I know my company accepts payment plans, product trades in some cases and credit cards).

3. Do you ever feel guilty giving so much to celebrities, or is what they give back even more valuable in terms of product endorsement?

Actually, I don’t.  The value that companies receive by having their product associated with these stars in various media outlets is far greater than the retail value of the free products that the celebrities are receiving. And ultimately what we’re presenting celebs with is a gift (usually as a thank you for being part of a televised award show) . . . and just because you’re rich and famous doesn’t mean you cease to be eligible for gratitude and acknowledgement.

4. What is the best gift you have ever received, and what is the best gift you have given?

Wow, I’ve been fortunate enough to receive so many fabulous gifts so that’s a really tough question.  The one that stands out is the DELUXE refrigerator that my four best girlfriends bought me as a group holiday gift when I moved into my new home a couple years ago. My favorite gift I’ve given is the “I Remember” book I had custom made and illustrated by an artist friend for my mom; it’s filled with 25 or so of my favorite childhood memories of her.

5. In our conversation, you mentioned you didn’t want to be forever known as the “celebrity gift guy”.  What do you want to be remembered for in life?

While I’m incredibly proud for having created something from nothing and launching the craze of celebrity swag, I certainly hope my legacy will be more than that.  I want to develop products and write books that enhance people’s lives.  Since I don’t plan to ever have children, I want to create something that will survive for generations to come and have my name associated with it.  Lash Fary is just too great a name to die with me!

6. You are enthusiastic (OK, I’ll say it. Obsessed) with health and fitness.  Were you always this way?

Funny enough, no.  I grew up in an environment where little or no value was placed on either of these things and to this day most members of my family are overweight.  But living in Los Angeles (which I’ve called home since 1995), it’s so easy to be healthy and make good choices that there’s really no reason not to.  My enthusiasm/obsession is primarily rooted in how I FEEL living a lifestyle where health and fitness play such a large role (and how it makes me look in the tight outfits that are now my trademark).

7. Describe the ideal person who would complement both your life and your business.

Someone who can simply BE in my life and enhance it without CONSUMING it.  Someone who appreciates sarcasm/dark humor and has the ability to engage in witty banter.  Someone who isn’t overly sensitive.  Someone who believes my cupcakes more than make up for my moodiness. Someone who makes me a better version of me!

8. Where do you see yourself in 10 years?

Still (and always) living in Los Angeles.  Celebrating the 20th Anniversary of Distinctive Assets. Working because I want to not because I need to.  Still throwing fabulous dinner parties and laughing with the amazing circle of friends I call family.

Lash’s Bio:

Lash Fary is the founder of Distinctive Assets. For ten years, Lash has worked with a veritable Who’s Who of Hollywood to introduce products/services to the entertainment industry and to develop celebrity-oriented promotions and events.

Lash and Distinctive Assets have set new standards for “giving and receiving” through their coveted Gift Baskets and Gift Lounges for major Hollywood events.  With a résumé of top award shows and a star-studded client roster, Lash has become an authority on style, celebrity shopping, entertainment marketing, product trends and gift giving.  Lash’s unique industry positioning and multi-faceted persona have created numerous high-profile opportunities and titles including author, host, entrepreneur, inventor, sultan of swag and gift guru.

Ruta Fox, CEO of Divine Diamonds

No matter what your business, everyone wants to get to OPRAH.  I finally met someone who has.

Ruta Fox, CEO and Founder of Divine Diamonds started her journey in the Fall of 2000 when a friend expressed interest in a diamond ring Oprah was wearing on her pinkie.  Knowing her flight attendant friend couldn’t afford Oprah’s exact ring, she shopped around and found a good deal on a similar ring from a wholesale jeweler in NYC.  Within the next few weeks, she began buying and selling more of the rings, driving to her friends’ offices and adding a small markup to earn a profit (a former freelance writer, Ruta was unemployed after suffering from arthritis aggravated by hours at the computer).  The rings, which she branded as the “Ah Ring” for “Available and Happy”, were selling faster than she could buy them.

Of course, any good story has to include a fairy godmother.  In this case, it was a Psychic.  A long-time friend of Ruta’s, psychic Bea Marot helped guide every turn leading to the successful launch of the business, including the key turning point-OPRAH.  A friend of Bea’s had just started a job with O Magazine and Bea encouraged Ruta to get a meeting.  The editors were impressed.  Better yet, Oprah was impressed.  Within six weeks, Ruta started a website, formed an S Corp, developed marketing materials, and opened an 800-number, all in preparation for inclusion in the March 2001 edition of the O List, just a few months away.

Attention from the Oprah recognition created as much turbulence in the business as success, as Ruta found herself unable to source enough rings, or even pay for them.  Again following Bea’s advice, she decided to look for a US factory and found just the right connection in the very least place she expected, from a blind-date she met on Match.com.   With fate on her side, and with continued support from her family and friends, she went on to make Divine Diamonds the successful company it is today.

1.  How has your life changed since the time you bought and sold your first ring?

Well, as a former freelance writer, I’ve never had to take another writing job.  I was also given the opportunity to be a speaker at Harvard Business School and Brown University at their entrepreneurial events.

Want to connect with Ruta?  Follow her on Facebook!

Lash Fary, single entrepreneur and celebrity gift expert just sent me a WONDERFUL product!  (Trust me, I don’t use all caps often).  If you haven’t heard of Slimware, it is a fabulous line of melamine dinnerware with built-in portion control reminders.  Place your veggies on the largest design portion (in this case the biggest flower), your side dish or carb on the middle section, and protein on the smallest.  Personally, I am working up to staying within the lines starting an inch or two outside, which is still is an adjustment.  On days when you don’t feel like “controlling yourself”, just ignore the pattern size and enjoy the design.  Thank you, Lash, for making portion control beautiful!

Adrian Salamunovic co-Founder of DNA11

What can $2000 and some “built-up Karma points” get you?  For 33 year-old Adrian Salamunovic, co-founder of DNA11, it was a profitable start-up and $10,000 in sales the first month.  The original producer of canvas DNA portraits, DNA11 now offers fingerprint portraits, kiss portraits, and for the pet who has everything, DNA pet portraits.

Over the past 5 years, Adrian has been featured in countless interviews where he is asked how he got the idea to sell DNA-inspired art.  Bottom line, he saw an image (friend and co-founder Nazim Ahmed sold biotech equipment to DNA processing labs) and thought it looked like modern art.  The real story behind the success of DNA11, though, is in the creative marketing and fast-forward start-up phase that immediately generated high-ticket sales.

Launching DNA11 with only a $2000 startup fund, Adrian and Nazim relied on past good deeds and banked karma with friends to help them create a design-friendly, low-cost website.  Working relationships with DNA processing labs, thanks to Nazim, were essential to outsourcing the scientific element necessary to produce the images. Add in a few alcohol sponsors and an A-list crowd, and DNA11 was off and running.  Initially approached by Absolut Vodka to co-sponsor an art party, the company’s relationships with multiple liquor brands (who rely on jet-setting Adrian to supply the crowd) have been a critical piece in the overall image identified with the brand.

Enjoying pioneer status in the field of DNA portraiture, and with DNA11 sales of over $1M the first year, Adrian is longer relying on karma points to get by. But, if his Beagle keeps wanting more artwork of himself, he should probably keep making deposits.

1. How does the artwork produced by DNA11 differ from a simple scientific image, and is it really art if the individual outcome (DNA patterns) can’t be controlled?

The raw image we produce is commonly referred to as a PCR – it’s a black and white photograph of what the DNA looks like after we run it on a gel.  We spend quite a bit of time on each image cleaning it up on a digital tablet, adjusting the contrast, and adding color in order to make each art piece “pop”.  WE are pretty open about the fact that DNA 11 portraits are conceptual art- the art is in the idea and the concept. If you ask me, it’s more of a design concept than anything. The randomness and uniqueness is what makes these art pieces.

2. If you hadn’t come across your friend’s biotech images, do you think you would still have found your way to an art related career?

I’ve always been creative and involved in design at one level or another. Art has always been a hobby of mine – I guess instead of waiting to retire to get back into my roots I now get a chance to do it for living.

3. Is DNA11 capitalizing on the inherent vanity of those who can most afford its products?

You would have to ask our clients that question. I think each client would have a different answer. Some do portraits of their kids, their pets or other family members. Many give  our portraits as wedding gifts. I think the reasons our clients buy these portraits is as unique as the portraits themselves.

4. Has anyone ever returned a canvas because they didn’t like the look of their DNA?

We’ve sold thousands and thousands of portraits. Our return rate is less than 1%. I think the reason for that is that most people are going to love THEIR DNA. That being said, we’ve had a few returns for that reason but I can count them on one hand…Me and Nazim made a decision very early in the development of this company that we would give anyone that doesn’t love their art piece all their money back- no matter what the reason. People thought we were crazy offering a 100% money back guarantee on custom art but it has worked out for us!

5. Tell us about your newest venture, Canvas Pop.

CanvasPop will allow anyone to print any photo or image onto high quality canvas at any size. What makes us different is we can work with any resolution image whether it comes from Facebook, and iPhone or a $5,000 dollar camera- we’ll make it look great. It’s still “under the radar” but we’ll be launching by early Sept (or sooner).  This one is going to be big. Go to www.canvaspop.com to sign up for updates and special pre-launch discounts…

6. What do you like best about owning your own business?

The Freedom.

7. Describe the ideal person who would complement both your life and your business.

A best friend who is equally as passionate as me about life and is as motivated as me but not necessarily in business. Sense of humor- you need it to hang out with me. Lol.

8. Where do you see yourself in 10 years?

On an island somewhere with a high speed internet connection.

No seriously, we want to be the Apple Inc. of the art world. The art world is a multi-billion dollar, highly fragmented industry and everyone buys some form of art at some point in their lives. Our goal is to have our art on the walls of every home in North America by introducing affordable, personalized art for all tastes at a variety of price points. DNA 11 and CanvasPop are just the beginning. In 10 years I want to break the Billion dollar mark for sales of art through a variety of art related businesses we plan on launching.

Adrian’s Bio:

Before DNA 11, Adrian spent a decade in business technology, specializing in high-tech marketing and design. He launched his first web company in 1995. An inventor and innovator who speaks four languages (so far), Adrian is passionate about design, the arts, world travel and fine cuisine. He is also mildly obsessed with watches and cool sneakers. (Los Angeles is his second home.) Adrian loves to run, ride any type of board, bike and travel

Want to connect with Adrian? Follow him on Facebook here and here and Twitter here and here!

Stacy Robin, Founder of the Degania Group

I generally think of business consultants the way I think about used car salesmen.  Thanks to 33 year-old Stacy Robin, Founder of the Degania Group, I now have a better outlook.  After all, how could I not trust a former child game-show participant, Miss Teen New Jersey contestant, and founder of a Detroit prison debate team?

Growing up in New York and New Jersey, Stacy was your typical super-intelligent, media-hopping, child genius.  She graduated high school at 16, and by 17 was working with inmates of the Detroit prison system, tutoring inmates for their GEDs and coordinating the aforementioned debate program between the prison system and the University of Michigan.  After completing her undergrad, she went on to a Masters program at USC studying Communication before completing her MBA at Pepperdine where she then taught business classes and became Director of IT.  Along the way, she also worked for tech startups on the West Coast, and finally Xerox, specializing in corporate training.

By 2003 Stacy was ready to start a business of her own in the form of the Degania Group.  After a circumstantial slow start (Stacy moved back home to care for her ailing grandmother for a year until she died), the company was officially moved to NY, where Stacy is also an adjunct professor at NYU teaching intensive classes focused on starting and maintaining a business.  A natural problem-solver, she is creating “packages” starting at only $100 to demystify and make tangible the give and take of the business consultant relationship.

If you are looking for a business consultant, I can say this about Stacy:  She’s nice, she’s smart, and I trust her.

In fact, I’d probably even buy a car from her if she asked me.

1. The Degania Group assists businesses solve problems (and build on strengths) to become more profitable. What do you offer that is different from all the other business consultants out there?

Well, I have great stories about working in prison – and I can also fix their plumbing…

Seriously…First, I’m not just analyzing a client’s issues and making recommendations that are not actionable/can’t be implemented. I’m helping to implement the strategies and solutions. Second, my background can best be described as “abnormal” – it involves traditional and very untraditional education and experiences. More than just another set of eyes, I see situations and opportunities differently than many people. Third, while some would argue otherwise – I really don’t need to be seen as a know it all. I’m happy to say “I don’t know” – but can generally find the person who does know.

2. You say you love fixing problems. What is the biggest problem you’ve had to overcome in your own business?

There were two: The first is common to my type of personality – the delegation issue. What “busy work” could I delegate without the business losing the personality I brought to the table? The second was balancing my commitment to helping my family and friends with the work I needed to do for my business. It’s another typical personality problem – being able to say “no.” [And now that Apple has a bigger market share and more products are web-based, it's not as difficult to find business software for a Mac...]

3. Both personally and professionally, you have amassed a broad range of experiences. Which of these have helped you grow the most as an entrepreneur?

My upbringing. From an early age my mom allowed me – and encouraged me – to make my own decisions. Whether she agreed with them or not, she supported me. As an entrepreneur you need to be able to make decisions – and take responsibility for them. When you make bad decisions, you need to be able to learn from it – and move on. You can’t beat yourself up every time you realize you should have chosen differently.

4. We spoke for a long time over the phone, but I figured out your IQ in the first 5 minutes. Do you think men are intimidated by your intelligence?
Some, I’m sure. The others simply think they’re actually smarter than I am. [Just kidding!] Actually, I see this more with others who think they compete with The Degania Group (men and women.) I might be talking to someone they want to meet or impress – and they immediately try to find ways to slight me (“I’ve been working for 40 years, how much experience do YOU have?”) First of all, there’s enough business out there for everyone. Second, there’s a greater likelihood of my working with you on a project than competing with you.

5. What plans, if any, do you have to expand The Degania Group in the future?
Currently, The Degania Group provides services in 4 key areas: strategy development and implementation, business plan services, evaluating investments and potential investments and corporate training. There is expansion occurring immediately (this Summer/early Fall) in how are services are provided. I’m creating consulting “packages” – projects that have a clearly defined scope – but have a set price and deliverables – making them more easily understood and “tangible” to potential clients scared off by the concept (and potential costs) of “consulting.”

6. You say you average 80 hour work weeks. Do you ever miss not being the boss?
Not at all!

7. Describe the ideal person who would complement both your life and your business.
That’s difficult. I’ve found very different types of people/personalities to suit me. Generally, they’re all dynamic, charismatic, passionate and confident (but not obnoxiously cocky) – and appreciate that about me as well. I don’t need a “yes” person or a cheerleader, rather someone I can trust to be honest with me. The absolute ideal person would know how to tempt me to put down my work – and know when I really need the break – but would also understand when I needed to focus on my business (and wouldn’t be offended by it.)

8. Where do you see yourself in 10 years?

At the computer! (Or whatever we are using those days for all of the technology tools available.) Professionally, in much of the same place: I love the things I’m doing – helping business owners, teaching, mentoring and training. Personally, I hope to have more time to volunteer with the non-profits I support. Ideally, I’ll also be raising a few children.

Stacy’s Bio:
These days, you’ll find Stacy Robin in a business suit, advising business owners, teaching entrepreneurs or speaking on topics including negotiation, communication, marketing, alliances, new ventures and business culture. After-hours, you’ll find her volunteering her time for non-profit organizations, practicing her plumbing skills while renovating her home, playing with her tech toys or aggressively cheering for the New Jersey Devils. Before her return to the East Coast in 2003, Stacy ran programs for inmates in the Detroit prison system, taught third graders, trekked the Midwest on a geology expedition and was at the epicenter of the tech craze (and crash) in California.

In between her adventures, Stacy earned BA in Language and Communication from the University of Michigan, an MA in Communication Management from the Annenberg School at the University of Southern California and an MBA in Business Management from Pepperdine University. While earning her MA, Stacy spent time in Paris, Prague, London and Geneva studying multinational corporations. Additionally, she completed certification in Dispute Resolution from the Pepperdine University School of Law. While in the program, Stacy mediated litigated disputes in the Santa Monica, California courts, boasting a 90% settlement rate.

Want to connect with Stacy?  Follow her on Twitter and Facebook!

Where did you put your keys the last time you went for an outdoor run?  If you are like me, they may have been hidden on your car tire, under a rock, hooked on a wrist bracelet that was jingling you into insanity, or worse yet, tucked into your sports bra or sock.  Thanks to Kim Overton, single entrepreneur and inventor of the SPIbelt, you now have another option.   Locally manufactured in Austin, Texas, the “Small Personal Item Belt” is a stretchy, non-bouncing carrier for all your little belongings like keys, ipod and phone.  It expands to fit pretty much anything you would need, and can even be used for insulin or an inhaler.  Kim sent me a SPIbelt in black to try for myself, and to be honest I was skeptical about the no-bounce claim.   The SPIbelt did bounce at the beginning of my run until I realized it was actually ME bouncing and the SPIbelt was just going along for the ride…  A little futher down on the hips, the bounce was gone and I forgot it was even there.   Thank you, Kim, for making exercising a little easier!