Today we’d like to introduce you to Brianna Lipovsky.
Hi Brianna, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Honestly, it was a little bit of everything. Most importantly, I was craving independence and freedom of thought, mind and time. I always had a creative itch, but I never knew how it would manifest. Fragrance and brand building are the perfect medium for me to engage my creativity. With my past experience in building other brands I found space for a luxury brand that was purpose-driven, actively engaging with community, like many of the D2C brands, however ensuring that the products we put forth are the utmost of quality and craftsmanship. Bringing the utmost of luxury back, but in a modern way and utilizing the macro and micro shifts I was noticing in society. In addition, financial control over my life was a big one. I no longer wanted to be dependent on others to dictate my worth. Lastly, the perceived notion of having more time to spend with my family and competing in the equestrian sport of Dressage. Ironically, I now have little to no time!
Formerly, I was an executive at Pfizer PFE +0.8%, in fact I took on a pre-med post-baccalaureate course, which helped me understand the frameworks of perfumery and product development. My background also includes working at companies such as RoAndCo Studio, KiDS Creative + Box Studios with Pascal Dangin and Fairchild Fashion Media, a division of Penske Media Corporation (PMC). Alongside running Maison d’Etto, I also oversees Maiden Ventures, a brand, product development, and advisory consultancy.
Starting Maison d’ Etto was a choice that was deeply personal to me. I wanted to create something that spoke to my heart and soul as much as horses always had and scent, olfactive storytelling, fragrance measured up very nicely for me. I saw so much opportunity in the space for something really unique. But everyone told me, “no, you can’t be in fragrance, find a whitespace that’s not dominated by multinationals.” This was 3 yrs ago the era of D2C “white-space” blanding madness. I evaluated many other, possibly much more lucrative, “white space” opportunities but they just didn’t feel right on a personal level, I wasn’t motivated on the inside. Fragrance motivated me on the inside, and I still can’t tell you in words why. But coming to this conclusion was a lot of hard work — spiritual work, meditation, working with a shaman to get me out of my head and into my heart, allowing me to find my intuition. From there, everything flowed.
We all face challenges, but looking back would you describe it as a relatively smooth road?
After the past year with the COVID-19 pandemic, human rights atrocities, our planet burning all around, and a general lack of leadership on many levels, I wanted to create a brand that was authentic and true. One that would bring joy, sooth, relax, or spark scent memories. I value quality time and happiness more than ever. I want to have built a successful and sustainable (multi-generational, healthy EBITDA/cash flowing) business that is able to impact people’s lives including the way they live, consume, think, and feel. I have always wanted Maison d’Etto to be a force of change and to help humankind. That is ultimately my end goal. I am and have always been the “business person” and it is only in this new role that I am really stepping into my own creative power and freedom. Compared to the creatives that I work with on a daily basis- the perfumers, graphic artists, art directors, and photographers- I don’t hold a candle in comparison. However; what I am able to do is figure out ways to bring these teams together and create something magical, which in essence, is the job of a Creative Director. The time I spend debating over the shade of green and paper stock, or the amount of Indol in a fragrance, I also spend equally, if not more, in Excel, figuring out how to make the puzzle work financially. Cash flow, run rate, AOV, conversion metrics, and EBITDA are just as important to me. Unfortunately, that gives very little time for either side of my brain to rest or relax!
Alright, so let’s switch gears a bit and talk business. What should we know?
Maison d’Etto is a luxury brand of artisanal, unisex fragrances created to inspire moments of connection, reflection and well-being. We draw inspiration from art, architecture and design as well as our interpretation of the modern equestrian lifestyle. I brought together some of my favorite creative collaborators to bring this brand to life. I am committed to the highest quality ingredients exquisitely crafted by the best perfumers in the world to bring their own style to Maison d’Etto.
Maison d’ Etto is set apart by its brand ethos: Freedom. Authenticity and Creativity for all! The highest quality ingredients, exquisitely crafted by the best perfumers in the world who are encouraged to bring their own personal style to Maison d’Etto. It is a creative platform for everyone from me, to our perfumers, evaluators, creatives, packaging designers, photographers and ultimately our wearers and clients.
The name Etto is actually a combination of ethics and motto — representing your core truths and beliefs that you carry with you regardless of where you are and what is going on in your life. It also stands for “Each To Their Own”. It is a brand that refuses to dictate values and beliefs to its wearer but rather empowers them to explore what Etto uniquely means to them. The name derives from a combination of Ethics + Motto, which represents the core truths and beliefs we carry within ourselves despite where you are or what you are going through in life.
As a lifestyle brand, Maison D’Etto speaks to and resonates with people from all genders, ages, cultures and places globally — consumers from jetsetters and equestrians to passionate fragrance collectors which is such an honor as they are really the critics of our industry. To have our fragrances in collectors temperature controlled rooms or refrigerators is an honor. We also have incredible street cred with the art, design and creative communities, which was important to me from the start. In fact, the campaign photography and launch event was held at The Future Perfect gallery in New York City.
What were you like growing up?
My background and upbringing taught me to be a leader. I am the oldest of 4 siblings, and therefore the designated caretaker, which I learned from my mother who was a nurse. I also get my entrepreneurial spirit and energy from growing up there, part of a small family business and obsessed by horses. I would do anything to afford lessons. I learned the value of hard work and a dollar at a very young age. On the other hand, it also taught me who I wasn’t. I always felt like an odd-ball in this small, homogeneous, conservative town, which empowered me to break free. I wouldn’t have been able to do this without my partners and my husband by my side. I am 100% focused, many times to a fault, but when it comes to actually being able to take the plunge and jump into the deep-end— I typically need a push. In fact, I was told by an in incredible teacher in High School that I was an entrepreneur, he could see it in me at a young age. However, it took me nearly 17 years to actually begin my own business even though I knew the desire was in me. When considering our funding strategy and re-allocating some longer-term investments towards the business, I panicked but my husband said, “Sometimes you just have to bet on yourself.” That really resonated with me, am I going to bet on the markets and a portfolio manager or am I going to commit 110%? I decided to fully commit. It’s scary, but I don’t think I would want it any other way.
Contact Info:
- Email: info@maisondetto.com
- Website: https://maisondetto.com
- Instagram: https://www.instagram.com/maisondetto/
- Facebook: https://www.facebook.com/maisondetto/
- Twitter: https://twitter.com/maisondetto
Image Credits
Sylvia Austin, Lauren Coleman
