Connecting Creativity: An Exclusive Interview with Charissa Lauren, CEO of FAME by CL
In the bustling world of fashion, art, music, and entertainment, Charissa Lauren stands out as a beacon of creativity and connection. As the CEO of FAME by CL, she has carved a unique niche in the industry, celebrated for her remarkable ability to position and elevate professionals to new heights. Starting her first business at just 22, Charissa has spent the last decade mastering the art of brand and public relations consulting, consistently exceeding client expectations with her innovative techniques.
Beyond her professional accomplishments, she juggles the roles of a devoted mother to four young children and a passionate advocate for domestic violence survivors, women in business, and underprivileged youth. Join us for an exclusive interview with Charissa, exploring her journey, inspirations, and the boundless creativity that fuels her multifaceted entrepreneurial spirit.
Charissa, thank you for joining us today. Can you start by telling us a bit about your journey and what inspired you to start your first business at such a young age?
To be honest, though my education was in pre-law, I have always worked in fashion, entertainment, and production. I started performing and modeling at a young age but entered the behind-the-scenes business by 17. I knew “looks” don’t keep, but brains do. I started interning everywhere I could to gain industry experience. I worked in everything from talent scouting to event production, to journalism. I realized that public relations would be a career choice that would allow me to pursue all the things I love–journalism, events, and entertainment.
Unfortunately, Pittsburgh didn’t have a lot of options in the creative entertainment and fashion industry, so I had the option to either create my dream job or run off to New York. Creating Pittsburgh’s first fashion PR firm was what I chose. I was 22 and started with a partner at the time. It has now been almost 15 years (to not-so-discreetly reveal my age) and it’s been a roller coaster, but I wouldn’t trade it for the world. I’ve loved this job since I began, and can truly say I love what I do–that’s a privilege right there.
FAME by CL is a dynamic media hub and creative branding studio. Can you describe the core mission and vision behind FAME by CL?
When people think of public relations, they either don’t know what PR is, or they think it’s simply publicity. PR is so much more than press shout-outs. It’s the ability to navigate the brand or professional relationship with the public. FAME by CL has been in the works for around 5 years and when launching, I knew I wanted to help brands not only gain exposure but assist in the development and the design of the brand to make it eye-catching.
It’s no secret that I come from fashion, and I wanted my sense of style to carry over to the businesses I represent. I want them to feel like when they sign on to my PR company, they’re greeted in a walk-in closet. We take your brand image, choose the outfits that best flatter you (the logo, the brand qualities, the website) and we give you the makeover that’s going to not only gain you press exposure but leave you with a recognizable brand. We design the brand image, both with words and visual representation.
You’ve been a brand & public relations consultant for the past 10 years. What key lessons have you learned throughout your career that you wish you knew when you first started?
Not everyone will be for you, so you have to be for you. Be your own biggest cheerleader and encourager. Don’t aim to compete with anyone but yourself. Let your dreams weave your path for you. Don’t be afraid to work for free when you’re young since experience is more valuable than money can buy. So many of the relationships I have now are from working as hard as I did then. Finally, once you’ve built your name, keep your boundaries in check. Learn to say “No thank you” when asked too much.
As a multi-faceted, serial entrepreneur, what new ventures or areas of business are you currently exploring or planning to explore in the near future?
In the future, I plan to open a physical office in Pittsburgh. I’ve worked from home for the last 15 years and it’s just something I want to make sure I achieve. I have 3 daughters, and I want them to be able to physically be a part of the business one day.
Balancing multiple businesses and being a mother of four must be challenging. How do you manage your time and ensure you give your best to both your professional and personal life?
Having the ability to work from home means that I’m also the full-time ringleader of my circus, my monkeys. I have 4 children, ages 5 and under, and my new twins are 5 months old. My husband also works from home and is fully supportive of my need to work as well. I squeeze in work time in the wee morning hours, during his lunch break, each night, and on the weekends.
I don’t have traditional 9-5 hours, but this is the schedule that works for me, and us, and also allows me the flexibility to be home with my kids. Not to say it doesn’t get hectic, because it sure does, but we’re equipped for chaos at this point. The nice part of public relations is that it’s a lot of writing, emailing, and phone calls and I’m able to do that anytime.
When it comes to balancing the kids, I’m guilty of the Pinterest mom title. I love having activities for them a few times a week: whether it’s Pirates Day, Ocean Adventures, or Princess Day. We incorporate a lot of crafts. We do limit screen time and I’m all about fostering imagination and keeping them busy and active. We like to hop around museums, travel, and absorb as much as life has to offer. Being a mother is my favorite job.
In your opinion, what are the most critical elements in building a strong and recognizable brand in today’s competitive market?
I think it’s extremely important to know who you are and mimic your brand to represent your personality, your values, your vision, and your goals. It should be unique, catchy, and a visual representation of you and your work. Someone in the legal field once told me that “I’d never be taken seriously if I wrote in pink pen and dotted my eyes with a heart.” So, I started an entire pink business and that’s my “HAHA” to that noise. To be a professional, it used to mean to dress in black and white, be black and white, and live in a beige corporate world. There was no place for creative professionals. I love seeing more and more PINK businesses pop up showing that you can have expression and still be successful. Attorney Martinez ‘the real-life Elle Woods’ is one of my favorites, along with Katie Love of LOVE Social Media. They’re perfect examples of what it means to break the rules.
My brand, FAME, is my own rulebreaker. I represent creative professionals, so I wanted my brand to be creative. It’s bright white and orange (my favorite colors) and I pull inspiration from some of my favorite 90’s icons like Lisa Frank, Betsey Johnson, Barbie, etc. It’s totally me and it sticks out. I am a colorful publicist who loves to wear sparkles and funky shoes and that will always be who I am. You really have to be the brand, walk the brand, breathe the brand, and wear the brand I always say. Your brand should sell a service, yes, but to really sell, you want to sell a lifestyle. Selling a lifestyle really resonates with people.
As for that woman in the legal office who mean-girl’d me, my invoices are in pink, my business cards are pink, and my website is pink and guess what? I’m still taken seriously.
You are a passionate advocate for domestic violence, narcissistic abuse, women in business, and underprivileged youth. How do you integrate these advocacy efforts into your professional work?
The majority of my clients have been women in business for as long as I can remember. Many are also trauma survivors who have created a new life for themselves after overcoming adversity. I’m relatable in this sense and my relationships with my clients have become close over the years. I speak any chance I get about domestic violence and narcissistic abuse. Being an abuse victim myself, I’ve seen the many ways empathetic women can fall into unhealthy traps and situations. I like to think my job guides women to become successful. I never specifically targeted survivors; I just think my people found me for a reason.
As for underprivileged youth, this is a cause tremendously important to me. An organization near and dear to me is Foster Love Project. I know first-hand how difficult it can be to escape a toxic or unhealthy environment, not to mention weave a path of success, break negative generational cycles, and become something outside of your known environment. I always say, “It takes one good role model to change a child’s entire life. One role model is enough to show a child that they can do better and have better.” I was fortunate to have two amazing role models, my grandparents. They’re probably the reason for my success.
Can you share some of the most impactful fundraising events or volunteer opportunities you’ve been involved in over the past decade?
I have participated in so many amazing fundraising efforts. One of my favorites was hosting Ladies Night for a Cause for my birthday–an effort to raise funds for the Women’s Center and Shelter and Gwen’s Girls, two very important nonprofits here in Pittsburgh.
Every Christmas, I support Foster Love Project for foster kids and The Black Fairy Godmother’s Adopt-a-Family Campaign. I’ve also participated with the Lymphoma & Leukemia Society as I lost my grandfather from Lymphoma.
Looking ahead, what are your long-term goals for both your personal and professional life? How do you envision your legacy in the business world?
Above all, growing into a terrific mother is my most important work. I try to be the best person I can be so my kids have an example of hard work and an example of how to live life as a gift it is. I always aim to live life creatively and bring as much joy into our worlds as we can. We paint, we craft, we adventure, we travel–and as much as it drives my undiagnosed OCD up a wall sometimes, we make messes. I love the quote, “At the end of each day, your feet should be dirty, your hair messy, your eyes sparkling,” because this is what it means to truly live.
I built my business for my kids–even if I don’t end up leaving an “empire” per se. I want the most important lesson they take from me to be fearlessness. I want them to see that it’s ok to chase after something you love versus what the world expects you to be and do. I took a leap with my career, and I’ve never regretted it a day in my life.
What’s the one piece of advice you’ve received in your career that has had the most significant impact on you, and how has it shaped your journey?
Work in your strong areas, then hire out for your weakness. In the beginning, I’ve been guilty of being it all, as any small business owner is starting out. We’re the accountant, the HR, the social media manager, the publicist, the videographer, and tech support. Hiring out for the things I don’t enjoy doing was the best decision I ever made. My husband actually introduced me to the books, ‘The E Myth’, and ‘Rich Dad Poor Dad’ and both have been tremendous in establishing a better business mindset.
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