Like a lot of successful people in New York, Georgina Hofmann is what I call a ‘slashie’, this slash that and Georgina is a creative director working in advertising slash co-founder of coveted beauty brand LAQA & CO.
Georgina moved to New York in 2008 after being headhunted for a job from London. Georgina’s lived in the city for over six years and her favourite thing here is the calibre of people, everyone is at the top of their game and Georgina finds inspiration from those in the creative field as well as those in business.
I asked Georgina what’s it like to work in advertising in New York, “Fast paced! I thought I was fairly productive before I came to NYC! The deadlines are much more intense, things move a lot more quickly, but there are loads more opportunities and big budget projects here.” Compared to London and Australia, things tend to get done here and they get done on a global scale.
So how then does a big time advertising creative director find time to start a beauty business on the side? Apparently out of sheer creative frustration at work. Georgina found inspiration in a friend who started her own business and dived head first into creating LAQA & CO, starting with their signature nail polish pen, a genius of an idea.
Within six weeks of launching, LAQA & CO was featured on Refinery29, which led to one of their first stockists, Colette in Paris and things really took off from there. The coveted brand now counts Selfridges, Le Bon Marche, Harvey Nichols and Australia’s Mecca amongst many of its stockists.