Zoey Rawlins is the gal behind SHOP DC, a luxe magazine featuring local shopping hot spots, day trips, beauty products, and more. We sat down with Zoey to get the story behind her magazine, her life, and her inspirations. Visit her at www.shopdcmagazine.com.
1.
What inspired you to create SHOP DC?
DC has an up-and-coming fashion scene because lots of young, hip people are moving back into the city, and boutiques new stores are springing up everywhere. It was the right time to take a chance on a retail magazine.
2. Tell us a little about the magazine.
SHOP DC is the “Lucky” of Washington. We tell you where to go for the best fashion, beauty and interiors. We also do shopping day trips in cute and classy neighborhoods for people who want to experience the city.
3. What is your favorite part about being a magazine publisher?
When I hold the magazine in my hands I can’t take my eyes off the cover. Once you get inside it’s beautiful and has great information. I get so many compliments and it makes me proud to say I put it together.
4.What is the toughest part of publishing a magazine?
In any business the toughest part is having the courage to believe in what you do. Sales is tough, distribution is tough, managing the opportunities and the expenses is tough. But it’s all worth it when someone writes you and let’s you know what a fabulous publication it is.
5. Tell us a little bit about yourself (background, hobbies, etc.)
Before getting my MBA at University of Maryland I spent seven years in publishing and PR, mostly in newspapers. I learned everything about how to design and manage the operations of a news magazine, as well as how to manage editors, sales people and graphic designers. I also have a great appreciation for the arts, which keeps the creative juices flowing. On top of that I like the excitement that comes with being in media, including participating in events and helping to promote great causes.
6. What events do you have coming up that may be of interest to our members?
SHOP DC just finished a major fashion show (with SIN PR) called Fashion Fights Poverty at the French Embassy, and we hope to make this an annual event (http://sinpr.com/ffp). On November 15 2006, we are hosting a trunk show at Sesto Senso featuring women entrepreneurs who are in the fashion and retail business. For March we are planning a big “get ready for spring” beauty event at one of the top hotels in the city, featuring day spas, cosmetics companies and plastic surgeons.
7.What advice can you give to women who dream about launching their own magazine?
#1: Don’t quit your day job yet!
#2: Publishing has a good and bad side to it. It’s relatively easy to start a magazine, but it’s tough to keep it going. Start small. Don’t try to “go national” with your first issue, or think you’re going to fill 128 pages of content and have beautiful ads and photography without a dedicated staff. Build a prototype of what you think it will look like and show it to as many people as possible. Take it to potential clients and get their feedback. Look at what other magazines are doing and ask yourself if yours is significantly different. One thing that makes SHOP DC stand out is it’s focused. It’s easy for us to look at the competition and show that we’re hitting a very specific audience (people who love to shop!) and that goes a long way with advertisers.
