Hi Everyone,
Today I’m chatting with influencer Jennifer Lake of the blog Style Charade and taking you along for a peek at her newly redesigned powder bathroom! I love how she used cool tones to create a classic feel in the space. Take it away, Jenn!
Hi, everyone! My name is Jenn Lake, and I’m the Chicago-based blogger behind Style Charade. It’s so nice to meet you, and I’d love to connect with you on Instagram (my account is @JenniferLake).
For the past 17 years, I’ve worked full-time in public relations, and I’m currently the Senior Vice President of an award-winning agency with offices in Chicago, Los Angeles, and Miami. As a “workfluencer,” I love balancing both a full-time job and also a side hustle as a blogger.
For fun, I adore spending time with my husband of 10+ years, trying new recipes, binging anything on Netflix (have you seen Chef Show? So good!), and decorating our home in the city!
Your career is pretty multi-faceted, could you tell us a little bit about what all you do?
Oh gosh, how much time do you have? Lol! ;) As SVP, my main role at the firm is to drive new business development. I’m always looking for clients that are a fit with our team’s areas of expertise. I’ve worked at my agency for more than a decade, which is pretty crazy in an industry known for having a revolving door. The reason is simple - I love the brands we work with, and my colleagues are truly the best in the business.
Moreover, PR is an industry that keeps me busy and one where no two days are alike. One day, I’m working with a global airline, the next a luxury international resort, and the following an emerging makeup and skincare brand. Even in the midst of the pandemic, I’m truly thankful for a team that drives innovation and, above all, bottom-line results for our valued clients.
Beyond vetting brands, I also lead our agency’s key accounts. This includes duties like media relations, influencer marketing, strategic partnerships, events, and more. I LOVE driving strategy - it’s probably one of my favorite things about my job. Our agency focuses solely on five industries - travel, fashion/beauty/retail, consumer, hospitality, and real estate/design, so we really keep a laser focus on the areas where we excel.
On the blog side, it’s a two-person show. Thankfully, I hired managers about two years ago to help manage collaborations (“hi” DBA fam!). They’re miracle workers, and I’m so thankful for them each and every day.
I’ve been blogging since 2008, and my husband and I are the sole employees. We’ve never had interns or assistants, so we really do everything - graphic design, blog content, SEO, social media, photos, photo editing, newsletters, graphics, videos, the list goes on and on. Since we both have full-time jobs, we’re extremely mindful of the time we’re allocating to the blog. We keep things to nights and weekends, and take days off for larger projects. It’s not always easy, but we’ve struck a balance after many years of doing it. While we’ve partnered with some amazing creatives for project-based tasks like web design and development and unique photography needs, the rest has been just the two of us.
When did you launch your blog and lifestyle page? What was the catalyst behind creating it? How has your journey been creating and running this business?
My first blog, Third Coast Bride, was launched in 2008. Style Charade became a reality in 2015. Third Coast Bride documented our wedding planning process and general bridal trends, over time, I decided to evolve and launch a different site solely focused on fashion, travel, and lifestyle.
The journey has been interesting to say the least! Blogging keeps me sharp, and I love learning something new every day - be it changes to the algorithm or a new resource that makes Pinterest more effective.
Will you tell us a little bit about your home and the space where you featured the prints?
We bought a single family home in the city that had been renovated in 2017. Therefore, we walked into a great situation. The layout and the finishes were amazing! However, the main challenge was more from a design standpoint. We were handed a beige/brown builder-grade box with very little character or charm. Therefore, I wanted to infuse our first floor (living, dinning, kitchen, living and powder rooms) with a healthy dose of pattern and color. When we start to host more guests, I want them to immediately feel comfortable and at home.
For Gray’s gorgeous prints, we wanted to house them in our powder room, which is a jewelbox of a space. Keep it mind, it’s just three feet by seven feet! It’s tiny, but not short on style! I wanted the photos to add personality and panache to an otherwise small space. I’m so happy with the results!
How would you describe your interior decor style?
Feminine, colorful with a touch of grandmillennial.
How do you balance your home life with your blog/lifestyle content work?
Balancing both is very tricky, and it requires patience, resiliency, transparency, and deliberate time management skills. Often, it feels like I’m wearing 10 inch stiletto heels while walking on stilts. Thankfully, I’ve been blogging for a long time, and I’ve learned how to prioritize projects and balance my schedules. My full-time job is and always will be my top priority. The blog is a creative outlet, but also completely within my control. I can adjust post cadence and content creation depending on what else is going on in my life. Most of all, I’m thankful for readers, colleagues, a boss, and followers who understand the process and cheer me on! That makes all of the difference!
When were you first introduced to the GM brand? What was your first piece?
I was first introduced to Gray Malin MANY years ago - I think 2014? In fact, I remember sending him an email when I represented a tie company because I wanted to do a cross-collaboration with him! My very first piece was a pair of boat shoes from his collaboration with Sperry. My husband has the men’s version, and we loved traveling with them! I’ve also used his free iPhone backgrounds for years! They bring me so much joy when I open my phone.
What was your thinking behind your selection of GM pieces?
I’m very intentional about my selections. Thanks to the expansiveness of the locations that he’s captured, it’s so easy to find amazing pieces where I’ve also been fortunate enough to stay. Plus, Gray seems to find you wherever you go! I will never forget walking into Le Meridien Piccadilly in London, and being handed a key card with Gray’s image on it from the Palm Springs property. It felt like a sliver of home during my UK stay!
What about the Gray Malin lifestyle brand do you connect with?
Gray Malin transports you to a destination through the click of his camera. As an avid traveler myself (I’m Global Services on United to give you a sense of how much I travelled pre-pandemic!), we share a love of the world and seeing settings through a colorful and curated lens.
Additionally, I have a major appreciation for brands that have a clear and direct vision. When you see a product, you should immediately be able to say “that’s a X.” I strive for Style Charade to be seen in that way! I want to create thumb-stopping content that doesn’t take a second look because the moment you see it… I hope you know it’s by me. Gray has perfected the art of this state of ownership. His content is HIS. Others may try to copy, but he’s an original. The moment you see his work - whether it’s on a tray, a photo, or a bottle of rosé wine - it’s his and his alone. Brilliant!
Wow, thank you Jenn for sharing so much with us! I’m always so inspired by how others style my artwork!
Cheers!
Xx
Gray