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.