4S Ranch Allied Gardens Alpine Baja Balboa Park Bankers Hill Barrio Logan Bay Ho Bay Park Black Mountain Ranch Blossom Valley Bonita Bonsall Borrego Springs Boulevard Campo Cardiff-by-the-Sea Carlsbad Carmel Mountain Carmel Valley Chollas View Chula Vista City College City Heights Clairemont College Area Coronado CSU San Marcos Cuyamaca College Del Cerro Del Mar Descanso Downtown San Diego Eastlake East Village El Cajon Emerald Hills Encanto Encinitas Escondido Fallbrook Fletcher Hills Golden Hill Grant Hill Grantville Grossmont College Guatay Harbor Island Hillcrest Imperial Beach Imperial Valley Jacumba Jamacha-Lomita Jamul Julian Kearny Mesa Kensington La Jolla Lakeside La Mesa Lemon Grove Leucadia Liberty Station Lincoln Acres Lincoln Park Linda Vista Little Italy Logan Heights Mesa College Midway District MiraCosta College Miramar Miramar College Mira Mesa Mission Beach Mission Hills Mission Valley Mountain View Mount Hope Mount Laguna National City Nestor Normal Heights North Park Oak Park Ocean Beach Oceanside Old Town Otay Mesa Pacific Beach Pala Palomar College Palomar Mountain Paradise Hills Pauma Valley Pine Valley Point Loma Point Loma Nazarene Potrero Poway Rainbow Ramona Rancho Bernardo Rancho Penasquitos Rancho San Diego Rancho Santa Fe Rolando San Carlos San Marcos San Onofre Santa Ysabel Santee San Ysidro Scripps Ranch SDSU Serra Mesa Shelltown Shelter Island Sherman Heights Skyline Solana Beach Sorrento Valley Southcrest South Park Southwestern College Spring Valley Stockton Talmadge Temecula Tierrasanta Tijuana UCSD University City University Heights USD Valencia Park Valley Center Vista Warner Springs

I want a percentage of the company

Maybe not what UCSD intended for its students

Shea Marie’s Instagram bio used to read, “I’m so many things.” Now, it’s simply, “Doing it all.”
Shea Marie’s Instagram bio used to read, “I’m so many things.” Now, it’s simply, “Doing it all.”

Shea Marie is happy being herself and posting on Instagram about it. But she wouldn’t mind being a bit more like Emily Weiss. “She was a beauty editor at a magazine, and she started a blog called Into the Gloss, and it got really popular. Then she started her own brand of makeup called Glossier, and she just raised millions in funding. It’s a hard business to break into because you have brands like Clinique and Lancome that have been around forever. But she is this cute 32-year-old who understood how to build a brand in the social media era.”

Shea is 30. Ten years ago, the Valley Center native graduated UCSD and headed to Hollywood. Languishing in L.A., she started a blog as a sort of visual résumé. “I had no connections or experience in fashion,” she explains, “but I posted pictures of what I was wearing, and people started sharing the photos. This was before Instagram; my friends thought I was crazy.”

About five years ago, “Forever 21 reached out to me and said, ‘We love what you’re doing. We’d love you to be in our new campaign; it’s going to be on a billboard in Times Square.’” She didn’t get paid, but she did get a manager, who saw the ad and contacted her.

Today, the manager makes sure she gets paid. But while “there are always brands that will pay you to post on Instagram, and that’s been really beneficial, I’m trying not to take sponsored jobs as much. Instagram and social media as we know it won’t last forever. So I’m trying to build brands that will last longer than the current trends. If a new company is starting, I can invest what I have to offer in terms of social media promotion. And instead of getting paid, I want a percentage of the company.”

She mentions a beauty-product collaboration with a lab in Riverside — hair and skin care. “They do some of the biggest brands in the world, and they want to start an in-house brand. They brought me in to be a creative art director.”

Besides that, “I try to focus on my own brand, Same Los Angeles,” which started as luxury swimwear but is expanding to resort wear as well. “It’s for a young generation that is obsessed with traveling and a 24/7 vacation lifestyle. I design it all. When I started, I designed it for Instagram: something that would look beautiful and recognizable in a photograph. It’s in Bergdorf Goodman and Saks and Nieman Marcus. It’s not easy to get into those stores, but I had relationships with them. Some of them had paid me for projects in the past. I came to them and said, ‘If you put my brand in your store, I’ll promote it.’ It’s a win-win for them: they’re getting promotion from me and not having to pay me. And if it does well, they make money from it. Of course, the stuff has to be good, but I was never worried about that.”

Here's something you might be interested in.
Submit a free classified
or view all

Previous article

U.S. Kids Chamber of Commerce gets mixed response in Encinitas

You pay to recycle and where does the money go?
Next Article

Fausto Celis’ hundred-dollar documentary

"The government can tell you whatever.... But the people will do whatever they want.”
Shea Marie’s Instagram bio used to read, “I’m so many things.” Now, it’s simply, “Doing it all.”
Shea Marie’s Instagram bio used to read, “I’m so many things.” Now, it’s simply, “Doing it all.”

Shea Marie is happy being herself and posting on Instagram about it. But she wouldn’t mind being a bit more like Emily Weiss. “She was a beauty editor at a magazine, and she started a blog called Into the Gloss, and it got really popular. Then she started her own brand of makeup called Glossier, and she just raised millions in funding. It’s a hard business to break into because you have brands like Clinique and Lancome that have been around forever. But she is this cute 32-year-old who understood how to build a brand in the social media era.”

Shea is 30. Ten years ago, the Valley Center native graduated UCSD and headed to Hollywood. Languishing in L.A., she started a blog as a sort of visual résumé. “I had no connections or experience in fashion,” she explains, “but I posted pictures of what I was wearing, and people started sharing the photos. This was before Instagram; my friends thought I was crazy.”

About five years ago, “Forever 21 reached out to me and said, ‘We love what you’re doing. We’d love you to be in our new campaign; it’s going to be on a billboard in Times Square.’” She didn’t get paid, but she did get a manager, who saw the ad and contacted her.

Today, the manager makes sure she gets paid. But while “there are always brands that will pay you to post on Instagram, and that’s been really beneficial, I’m trying not to take sponsored jobs as much. Instagram and social media as we know it won’t last forever. So I’m trying to build brands that will last longer than the current trends. If a new company is starting, I can invest what I have to offer in terms of social media promotion. And instead of getting paid, I want a percentage of the company.”

She mentions a beauty-product collaboration with a lab in Riverside — hair and skin care. “They do some of the biggest brands in the world, and they want to start an in-house brand. They brought me in to be a creative art director.”

Besides that, “I try to focus on my own brand, Same Los Angeles,” which started as luxury swimwear but is expanding to resort wear as well. “It’s for a young generation that is obsessed with traveling and a 24/7 vacation lifestyle. I design it all. When I started, I designed it for Instagram: something that would look beautiful and recognizable in a photograph. It’s in Bergdorf Goodman and Saks and Nieman Marcus. It’s not easy to get into those stores, but I had relationships with them. Some of them had paid me for projects in the past. I came to them and said, ‘If you put my brand in your store, I’ll promote it.’ It’s a win-win for them: they’re getting promotion from me and not having to pay me. And if it does well, they make money from it. Of course, the stuff has to be good, but I was never worried about that.”

Sponsored
Here's something you might be interested in.
Submit a free classified
or view all
Previous article

San Diego fishing life, dirty work, tools of the trade

The heady job of a waiter, nurses on the run, who brings you your candy
Next Article

The floss silk tree and tarantula spiders

Natural San Diego, October 19-25
Comments
0

Be the first to leave a comment.

Sign in to comment

Sign in

Art Reviews — W.S. Di Piero's eye on exhibits Ask a Hipster — Advice you didn't know you needed Best Buys — San Diego shopping Big Screen — Movie commentary Blurt — Music's inside track Booze News — San Diego spirits City Lights — News and politics Classical Music — Immortal beauty Classifieds — Free and easy Cover Stories — Front-page features Excerpts — Literary and spiritual excerpts Famous Former Neighbors — Next-door celebs Feast! — Food & drink reviews Feature Stories — Local news & stories From the Archives — Spotlight on the past Golden Dreams — Talk of the town Here's the Deal — Chad Deal's watering holes Just Announced — The scoop on shows Letters — Our inbox [email protected] — Local movie buffs share favorites Movie Reviews — Our critics' picks and pans Musician Interviews — Up close with local artists Neighborhood News from Stringers — Hyperlocal news News Ticker — News & politics Obermeyer — San Diego politics illustrated Of Note — Concert picks Out & About — What's Happening Overheard in San Diego — Eavesdropping illustrated Poetry — The old and the new Pour Over — Grab a cup Reader Travel — Travel section built by travelers Reading — The hunt for intellectuals Roam-O-Rama — SoCal's best hiking/biking trails San Diego Beer — Inside San Diego suds SD on the QT — Almost factual news Set 'em Up Joe — Bartenders' drink recipes Sheep and Goats — Places of worship Special Issues — The best of Sports — Athletics without gush Street Style — San Diego streets have style Suit Up — Fashion tips for dudes Theater Reviews — Local productions Theater antireviews — Narrow your search Tin Fork — Silver spoon alternative Under the Radar — Matt Potter's undercover work Unforgettable — Long-ago San Diego Unreal Estate — San Diego's priciest pads Waterfront — All things ocean Your Week — Daily event picks
4S Ranch Allied Gardens Alpine Baja Balboa Park Bankers Hill Barrio Logan Bay Ho Bay Park Black Mountain Ranch Blossom Valley Bonita Bonsall Borrego Springs Boulevard Campo Cardiff-by-the-Sea Carlsbad Carmel Mountain Carmel Valley Chollas View Chula Vista City College City Heights Clairemont College Area Coronado CSU San Marcos Cuyamaca College Del Cerro Del Mar Descanso Downtown San Diego Eastlake East Village El Cajon Emerald Hills Encanto Encinitas Escondido Fallbrook Fletcher Hills Golden Hill Grant Hill Grantville Grossmont College Guatay Harbor Island Hillcrest Imperial Beach Imperial Valley Jacumba Jamacha-Lomita Jamul Julian Kearny Mesa Kensington La Jolla Lakeside La Mesa Lemon Grove Leucadia Liberty Station Lincoln Acres Lincoln Park Linda Vista Little Italy Logan Heights Mesa College Midway District MiraCosta College Miramar Miramar College Mira Mesa Mission Beach Mission Hills Mission Valley Mountain View Mount Hope Mount Laguna National City Nestor Normal Heights North Park Oak Park Ocean Beach Oceanside Old Town Otay Mesa Pacific Beach Pala Palomar College Palomar Mountain Paradise Hills Pauma Valley Pine Valley Point Loma Point Loma Nazarene Potrero Poway Rainbow Ramona Rancho Bernardo Rancho Penasquitos Rancho San Diego Rancho Santa Fe Rolando San Carlos San Marcos San Onofre Santa Ysabel Santee San Ysidro Scripps Ranch SDSU Serra Mesa Shelltown Shelter Island Sherman Heights Skyline Solana Beach Sorrento Valley Southcrest South Park Southwestern College Spring Valley Stockton Talmadge Temecula Tierrasanta Tijuana UCSD University City University Heights USD Valencia Park Valley Center Vista Warner Springs
Close