Featured Member: Shannon Lorraine



Tell us your work story : Who are you and what do you do?

I own a PR and Branding agency that I started 12 years ago. I work with clients in lifestyle, fashion and cpg. Currently I am working with Alex Borstein from The Marvelous Mrs Maisel and launching her accessory collection Henabee’s.


What is the hardest challenge you’ve faced, work-wise? 

Starting my own business was a very tough decision to make. I had been a buyer at Nordstrom in Seattle and I was only in NYC for a few years. I was running a very large high-end fashion showroom in NYC and I just knew if we combined branding and PR with sales it would be more effective. The first year of company, 2006, I was chosen as one of the top 100 forward thinking companies in New York.


If you could change one thing about how your field operates, particularly with regards to women, what would it be, and why?

I think there needs to be more transparency. We need to support each other more. There is plenty of work to go around. Listen to each other and help.


What advice do you have for other women looking to make a career change but are afraid or lack confidence? How is it on the other side?

It is scary but so worth it to do it if you love it. But you have to love it– It isn’t easy.


Do you have any advice on how to craft a winning pitch?

Be concise. Use specific examples. Research the company!!


What continues to draw you to your chosen field and what do you hope to accomplish in the years ahead?

I love what I do. I get to work with all different types of creative people and I am always learning. I love being the bridge between accounting and creative. Art +

Commerce is my formula for success.


What is the best piece of professional advice you’ve ever received?

Listen! Listen to your clients, listen to your vendors and keep learning.


How do negotiate the balance between life and work when you are the one setting the boundaries?

That is an ongoing struggle. As a mother it is so important to be that my daughter sees how much I love my work but I also have to learn that I have cap work hours at home that is a tough one.


If you could tell your younger self one thing about what this professional journey would be like, what would you tell her?

Trust your gut!


How do you make work work for you? 

I love what I do!


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