[quote style=”boxed”]Taking big ideas down to action-able tasks that feel manageable and approachable for myself or our team members is key![/quote]
Alle Fister is the Principal of Bollare Communications, a bi-coastal beauty, fashion and lifestyle public relations and communications firm.
After graduating from Pepperdine University with a dual-degree in Communications and Marketing, Fister began her career as the in-house publicist at Shopbop.com, a savvy women’s online retailer. Fister edited the site’s vast selection for fashion magazine editors and quickly gained a reputation for being on point with recognizing key trends.
The site’s popularity grew exponentially and in 2006, Amazon.com purchased Shopbop.com. In the sale, Fister went on to found Bollare; taking her former employer as the first client. Over the past six years, Bollare has grown to a bi-coastal presence and worked with some of the best names in the fashion, beauty and lifestyle categories including Smythe, Juliette Has a Gun fragrances, ghd, the BeachMint portfolio, BluePrint and Quiksilver.
Fister has made a splash in the industry being named one of LA Business Journal’s “30 Under 30” in 2010, contributing to the board of Step Up Women’s Network, and being profiled in various publications including The Wall Street Journal, Women’s Wear Daily and Chic-CEO. Fister has been called upon as an expert on style and trends, contributing content with publications such as Lucky, Glamour, Allure and US Weekly. To date, she has appeared in over 250 television segments with programs including Good Day LA, MTV, VH1, E! News and The Early Show.
When not working, Fister enjoys spending time with family, traveling and practicing yoga. She currently resides in Los Angeles, California with her husband, Don Popkes.
What are you working on right now?
The Bollare offices in West Hollywood
Where did the idea for Bollare Communications come from?
I was one of the initial team members at women’s online retailer, Shopbop – heading our public relations efforts. The business grew, many people noting the positive and dynamic press as a catalyst for the successes, and roughly seven years ago, the shopbop business was absorbed by amazon.com – in this transition, loving the entrepreneurial spirit, I founded Bollare, with Shopbop as my first consulting client.
We have grown the Bollare business to a bi-coastally headquartered organization, with 40 team members working on the best of the best brands for public relations and digital consulting.
What does your typical day look like?
The day to day of an entrepreneur is quite varied, and that’s something I love! Everyday is a new opportunity to learn and explore another adventure!
How do you bring ideas to life?
Taking big ideas down to action-able tasks that feel manageable and approachable for myself or our team members is key!
What’s one trend that really excites you?
The socialization of e-commerce. In my early Shopbop days I would often hear ‘you can never replace the social aspect of physically shopping in a brick and mortar’…so not true!
What was the worst job you ever had and what did you learn from it?
Baby sitting -> patience!
If you were to start again, what would you do differently?
Outsource to experts sooner. I used to be of the mindset: ‘I can do it better myself’…No, no, no! Finding great people whom are experts in their niche and trusting that you indeed found GREAT people is such a key to success (and personal betterment!).
As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?
What is one failure you had as an entrepreneur, and how did you overcome it?
Ambiguity- when working with others, clarity is key, and having the confidence to deliver that clarity so that others can get on your game plan! Anytime I have not been clear on expectations, needs, etc – failure and problems have percolated!
What is one business idea that you’re willing to give away to our readers?
That dreams don’t work unless you do!
If you could change one thing in the world, what would it be and how would you go about it?
I’d give everyone a sense of purpose. Purpose brings pride, drive and self value that I love cultivating in our team!
Tell us a secret.
The harder I work, the luckier I get.
What are your three favorite online tools or resources and what do you love about them?
- Social media channels. Exploring the social media channels of potential team members, partners, client – they’re more telling than any interview!
- The bookmarks feed on my Safari toolbar. As a PR professional, I am constantly checking my go to news sites—everything from the New York Times to WWD—for the latest updates to keep me in the know.
- IdeaMensch.com. I love learning from others and getting tips from those whom have been there and done that!
What is the one book that you recommend our community should read and why?
How to Win Friends and Influence People. It’s a great read I have given to many people on my team over the years. The book outlines all things you know, but may need refreshing on: ‘remember people’s names’, ‘think of the other when presenting an idea’. Bringing these ideas front of mind is great!
Three people we should follow on Twitter and why?
- @bollare – no explanation necessary
- @andilavs – the Style Director of People.com who keeps me up to date on celebrity gossip and style, in THE most entertaining way!
- @QuiksilverWomen – great example of a brand with a voice (and gorgeous around the world beach shots to boot!)
When was the last time you laughed out loud? What caused it?
Five minutes ago, speaking on the phone with Sara Flores, Bollare’s VP, about our work days- you have to laugh and not sweat the small stuff…!
Who is your hero?
My father: great businessman, servant leader, family guy to the core!
What one tool truly helped you get to the next level?
Setting measurable goals- for my team and myself- so I knew when to pat myself on the back, and when to buckle down and work more diligently!
If you weren’t in your current role- what would you be doing?
I’d be a yoga teacher. From yoga I have learned that ‘this too will pass’, especially with a deep breath and self introspection- two critical lessons that can be applied in so many ways!