A few weeks ago, I met with Crystal Gentilello, Founder and Editor-In-Chief of Rue Magazine, and Alaina Kaczmarski, the magazine’s Art Director & Co-Founder, to get the inside scoop on their latest and greatest project. Over dinner and drinks, we discussed design, social media, and what’s to come in Rue’s premiere issue (it’s going to be fab). Read on for more details!

Fallon: Tell me the story behind Rue Magazine. Where did the idea originate?

Crystal: Well, my 27th birthday was in April. At the time, I felt somewhat unfulfilled in my career and I knew I wanted to get into interior design somehow. Suddenly I thought, “Why don’t I just start a magazine?” So that night, I went to Barnes & Noble and bought literally twenty-five magazines. I started studying them, noting what I loved—what typefaces I loved, what articles I loved—and thinking about how I would want my magazine to be. And it started going from there! I think Alaina was the first person I talked to about Rue. She’s a fantastic graphic designer, and I knew she’d be a great addition to the team. Anne got on board shortly after I booked my first photo shoot for Rue (with a famous NYC designer at that!). Knowing she shares my love for magazines and has a keen eye for style, I asked if she'd like to come to New York with me and help out. As soon as she agreed, we started bouncing ideas off one another for the shoot as well as brainstorming other people we could contact about home tours while in the city. Pretty soon, Anne, Alaina and I were up to about 100 emails a day fleshing out the details of the magazine. Before we knew it, it was taking shape. A short while later, we’d let our blogging friend Caitlin in on our secret [at the time] endeavor. Caitlin offered her support and a helping hand if we needed it. We were thrilled to have another person help out with the overwhelming workload! So, we asked her to join our team.

Alaina: My two cents, and I feel that I speak for all of us here, is that we shared Crystal’s dream of launching a magazine but were not ready to take the first step and make it happen. Crystal took the initiative and got the ball rolling. And we were all ready to hitch our horses to her wagon! We have our blogs because we have a desire to be a part of the design world. But to start a magazine, you need so much more than your own thoughts and an online database of images that other people have taken.

Crystal and Alaina with interior designer Tobi Fairley at an event earlier this year

Fallon: How do you feel advances in technology and the Internet have changed the design industry?

Alaina: People like me can get involved! I think in terms of networking, that has been the biggest difference. I was never good at networking because I don’t like asking for things. You know, you meet someone once and you think, “Can I send you my resume now?” and they’re probably thinking, “Well, I kind of remember you.” Using the Internet, it’s so much easier to forge relationships with other people who share your interests. It’s easier to get in contact with professionals in the field. I have no design background other than a passion for it. It was a hobby and now it’s hopefully turning into a profession. That’s the goal. But, I guess the Internet has changed every industry in the same way.

Crystal: It’s leveled the playing field in many ways because people like us who are design enthusiasts can build a name for ourselves and build credibility through blogging. And now we’ve had opportunities to meet top designers who are on the covers of national publications. Without the background of a blog or twitter or facebook, we would have never been able to get into that role. Designers have realized that bloggers are valuable to them, as well. We can cover their work, showing it to new audiences and demographics that otherwise might not have seen it. Before blogs and social networking, all we had were magazines. But now, you can post about news the minute it comes out!

Fallon: You ladies at Rue are such strong advocates of social media. How do you view the role of social media, and how does it play into Rue?

Alaina: I am floored by twitter. When twitter came out everyone thought, “What’s the point when there’s facebook?" And I was like, “But I can follow the cast of Twilight!” It used to be the days of instant messaging, and now it’s tweeting. I mean, doesn’t it make less sense? I guess with IM you used to have to carry on a five or ten minute conversation with someone. Twitter is simple. One tweet will suffice. With email, it can be difficult to get to the right person. But people can message Rue Magazine and we see that right away. We can message big companies, and their PR people see that right away. Plus, the power of a retweet is incredible. That’s how the news about Rue first spread. One person retweeted our message, and then another and another.. Pretty soon, we were reaching so many people and all of their followers. It was exponential!

Crystal: We see social media—twitter, facebook, and our personal blogs for that matter—as an extension of our entire presence. We love that we can post pictures or photo albums, and fans of Rue can comment and let us know their opinion.

A twitpic of Crystal and Anne taken shortly after the two wrapped up their final NYC photo shoot for Rue

Fallon: I think it’s so cool how you were tweeting and updating your facebook statuses during your New York photo shoots. It makes everyone feel like they are a part of Rue, as well.

Crystal: Yes, we really want everyone to feel like they are a part of the process. We want to feel accessible to them and we want to get feedback. And facebook and twitter allow for a fantastic online dialogue. We love that social media is a two-way street. We’ve been introduced to some really amazing vendors through our facebook and twitter page that otherwise we may have never known about.

"I mean, when was the last time that
Vogue featured an Etsy seller?"

Alaina: You know, people who may have never had the chance to get into a magazine can be in a magazine. Vendors will send us their link on facebook, we’ll check it out and if we love it, we’ll feature it. If their products are online, even better. I mean, when was the last time Vogue featured an Etsy seller? People on Etsy and other similar websites are crazy talented and they deserve a voice. That is what Rue has been able to offer. And bloggers, for that matter.

Crystal: We’re really cognizant of that. We want to show a broad range of talent. Rue will have the famous designers that everyone knows and loves, but we’ll also have those people you may not have yet heard about.

Alaina: When an issue of a magazine comes out, everyone is excited and people will post about it for about a week. Images from the magazine will continue to pop up now and then like they always do, but excitement inevitably dies down. For the first several months, Rue will be a bimonthly publication. After we launch Rue in September, eight weeks are going to go by where there isn’t news. And this is where social media comes into play. We plan to use facebook and twitter to keep readers interested during that time by giving them new information, thus staying relevant. It’s going to be a huge asset.

Fallon: Do you think that digital magazines are the wave of the future?

Crystal: That’s the million-dollar question. I think that both will always exist. There’s something that people love about the brick and mortar of a magazine. But, our society spends so many hours on the Internet each day that digital magazines make sense. And the two serve different uses. With digital magazines, you can instantly save an image and put it in your inspiration file on your laptop. But with a paper magazine, you can get cozy with it in your bed and travel with it.

"I'd say that nothing is out of the question.
We like to dream big."

Fallon: Do you ever see yourselves going into print?

Crystal: I’d say that nothing is out of the question. We like to dream big. But, I feel like online will always be a big part of our publication.

Fallon: I can’t tell you how excited I am to have another shelter publication!

Alaina: You know, we love Lonny. I met Michelle Adams in New York – she’s like a role model to me! I was a journalism major in college so it was like meeting a celebrity. When we announced Rue, I think one or two people were like, “Uh oh, another up-and-coming magazine. Is there room for two?” And we thought, “Is there room for the 20+ shelter publications currently in print? Of course!” That is the beauty of media. The more ideas, the better. We all share the same goal: to bring inspiration to the world. It’s like bloggers. I don’t look at other bloggers as competition; I look at them as my friends. My grandmother was noticing my home décor the other day and said, “Where do you come up with these creative ideas, Alaina?” And I answered, “I saw it on blog!” I can’t tell you how much I use the phrase, “I saw it on a blog,” in my daily life. The more inspiration, the merrier. I never think to myself, “Oh shucks, another creative person inspired me.”

The gorgeous Seattle Skyline

Fallon: What is your inspiration behind the first issue of Rue?

Crystal: Well, our premiere issue will be our fall issue. We’re going to focus a lot on how to get your home ready for the change of season. That will also lead to our market pieces. We’ll be showcasing fall trends and using fall colors.

"...cities like Seattle have so much to offer.
Because it's not just in New York!"

Alalina: So much of the design industry is out of New York, L.A., Paris and London. Our biggest goal was to not have it all focused in one place. We want to show our readers that design is accessible to everyone. Which was kind of Domino’s thing, but I think they meant it on more of a price point level. We wanted Rue to be more on a geographical level. I mean, look. Coco+Kelly, one of the biggest design blogs out there, is based out of Seattle. Who thinks of Seattle as a hub for creativity? True, New York has quadruple the resources that any other city has, but cities like Seattle have so much to offer. Because it’s not just in New York! We’re featuring homes on the East Coast, West Coast, in the Midwest and in the South. We feel like we did a good job covering our bases. And, we’re hoping to take it to an international level in issue two.

Crystal: Also, we want to utilize our digital platform. We’re including video, downloadable items, and a variety of multi-media experiences. This includes playlists. Music is such an integral part of the creative process! We want to give our readers a whole experience beyond just the visual.

Ms. Kate Middleton

Fallon: I want to know a little bit more about you two. Who are your style icons?

Alaina: Kate Spade. I only own one article of Kate Spade clothing, but it’s more about the company’s branding for me.. the overall look that Kate Spade is known for. I love their ads! The colors, the preppy.. The entire company is fantastic.

Crystal: Well, mine is kind of cheesy, but Kate Middleton. She’s classic and elegant, and very sexy but not at all showy or flashy. She has such an understand beauty and elegance. I just love her style.

Alaina: That’s not cheesy! Put her down for me, too. She’s my fave.

Crystal: And she’s sort of a mystery. She doesn’t do interviews. I think that’s another attraction for me.

Sara Ruffin Costello's famous living room

Fallon: Can you talk about your interior style?

Alaina: My two favorite living rooms belong to Deborah Needleman and Sara Ruffin Costello. They’re both in the Domino book. There’s no single color theme, and that’s my favorite look. I like a space that’s been developed over time. I’d never encourage anyone to go out to the mall and get everything at once. You know, collect antiques, collect family heirlooms, go to thrift stores and make over something. That’s my style.

Crystal: That’s what my apartment is like, too. More expensive antiques mixed with pieces from ikea and $10 treasures from Salvation Army. That look doesn’t have to be outrageously pricey. And we’re incorporating that into Rue. Not everything in Rue will be budget living, but there will be elements of that from the beginning to the very last page. We want what we feature to be obtainable. I think it’s going to turn out well.

Thank you, Crystal and Alaina! I think I speak for the entire design community when I say that
we are eagerly awaiting Rue’s launch on September 16th. We wish you, Anne and Caitlin the best.

P.S. -- Rue Magazine can be found on facebook here and on twitter here. Be sure to follow!

(Jane and her darling Zelda)

Can you talk a little about your background and your family? You are so creative -- is it genetic?
Thank you. I think it’s a combination of having grown up with the amazing resources of the arts and culture of New York at my fingertips and having an artistic family. I went to lots of Broadway shows as a kid, we had season tickets to American Ballet Theater, and always visited a wealth of museums. There was always singing around the piano at family gatherings, a well stocked library, and we never had a television – board games, arts and crafts, and using my imagination was a requisite. Even though my parents have owned their own business since I was 18 months old they have never strayed far from their artistic backgrounds. My mom is an oil painter, and I spent a lot of time in her studio as a kid. She always treated me as another artist and would set me up with my own easel and art supplies. My father writes poetry and is very literary. I was definitely encouraged to pursue a creative field by seeing how The Arts influenced and shaped their lifestyles.

(the lovely Lugano)

Where did you go to college, and what did you major in?
I received my B.A. from an American college in Lugano, Switzerland -- I majored in Visual and Communication Art and minored in Literature. It was an extraordinary experience to assimilate abroad and such a beautiful country to live in. There was so much history and culture to be learned about, and the thrill of hopping on a train for a day-trip to Zurich (one of my favorite cities) definitely spoiled me. Of course, Swiss Design was a strong presence in the contemporary culture, which greatly piqued my interest in Graphic Design. I met my fiancé there too, so it’s a very special place for the both of us.

(photos from Jane's travels)

Can you tell us about your day job?
I work on the Creative team for a global financial firm. Since we are a tiny team, we all wear many hats. We design marketing collateral for all of the US, Latin America, Europe and Asia. It can be frenzied at times and there are always deadlines to be met, but I have grown both professionally and personally in the role more than I could have dreamed. I have also had the good fortune to find mentors in the Senior Designers and Art Director. Going into my position I had a strong sense of my own design aesthetic, but I now have skills and experience that will prove invaluable throughout my career.

(Ms. Jane loves getting coffee with her fiancé, Scott, on weekend mornings. So sweet!)

What inspired you to start Lox Papers?
I wanted a place to archive the things I come across from day to day that inspire me and my work. While I work in graphic design, I am always finding inspiration in things from far-off places to everyday objects. I also hope to find the time to design more personal and freelance projects in the near future, and this would be a space to share my work and the process. I am quite inspired by other designers’ blogs, such as Abby Clawson Low’s HI + LOW, so that was a big influence on me as well.

(Maira Kalman illustration)

When you're fresh out of ideas, where do you turn for inspiration?
Flea markets, my margin notes and underlined passages from novels I love, design portfolios in the AIGA and Young Guns archives, Abby Clawson Low, Maira Kalman, Kate Spade, Wes Anderson, found photographs and postcards, walking around the city – the people, storefronts, architecture, fashion – it’s my greatest inspiration. I have a big, messy box where I throw paper swatches, letterpress samples, business cards and beautiful print designs that I come across – they always inspire fresh ideas.

(Jane's aunt is growing flowers in her garden in the Adirondacks especially for their wedding)

Do you know of any "hidden gem" shops/restaurants in NYC that you would like to tell us about?
I love the restaurants on my block, Clinton Street - it’s a mini foodie’s paradise. Alias makes great new-American, southern influenced food, and they have the best key lime pie. In midtown, I love the coffee and waffles on the weekend at the Cupcake Café – perfect before or after a trip to the Hell’s Kitchen flea market.

What is/are your favorite book(s)? design book(s)? magazine(s)?
The NYT is a breakfast staple – I try to keep on top of current affairs and market trends, and I love T Magazine too. I’m a fan of the New Yorker for its fiction and cartoons and New York Magazine for food reviews and goings on in the city. There are too many amazing design books out there – I love Ellen Lupton’s work, old AIGA annuals, Altitude: Contemporary Swiss Graphic Design, and a book called Never Sleep, written by two young designers about starting their own studio while keeping their Designer day jobs. I read The World According to Garp on the plane from New York to Tokyo. I think it happened to touch me at just the right time and it has remained my favorite contemporary novel. I love Faulkner, Hemingway and American Modernist writing, the poetry of W.H. Auden and Wallace Stevens. The most beautiful prose I have ever read is Proust’s Remembrance of Things Past. I took a Proust class in college where we read every volume – I have underlined countless passages that I look back to from time to time and continue to be amazed at their beauty.

What artist/bands/genre of music do you like?
Folk inspired, Josh Ritter, Wilco, The Jayhawks… Dylan of course. Jazz reminds me of home – Django Rhinehart, big band music, Fats Waller, Ella Fitzgerald. I adore a program called The Big Broadcast on WFUV Sunday nights. It plays the greatest old music – “for the old and the old at heart.” For my subway commutes I listen to more Belle and Sebastian type tunes.

How would you describe your style? Who are your style icons?
My style’s part boarding school, part west village – classic with a speck of bohemian. My formative years seemed to have influenced my style sense more than I realize. I love vintage hand-me-downs and heirloom pieces – for the past several months I’ve been using my mom’s old-brown-leather Prada doctor’s bag with a broken zipper and holes in the lining – but I get compliments on it every day! It’s items like this that I cherish. It’s cliché, but Audrey’s ballet flats, slacks and oxford shirts are the epitome of style to me.

Tell me-- what are you going to be wearing this spring?
I’m loving the feminine ruffles and floral trend at J. Crew and bold accessories from Kate Spade. I always appreciate a new twist on the classics – such as patent leather topsiders and pink nautical boat-neck tops too.

(The Guggenheim)

Who is your favorite artist? Favorite museum?
The Guggenheim in Venice and the Frick collection – I love the feeling of stepping into what was once a private residence, there is such a vicarious allure. For nostalgia’s sake, the Natural History Museum. As for artists, I adore color! Munch and Kirchner, Die Brücke and Fauvism, Matisse.

(Jane's save the dates - her mom did them in watercolor!
"And of course I used the king and queen of hearts stamps on all the envelopes," she says)

What are some of your long-term and short-term goals?
Short term – planning my wedding for Labor Day weekend, and making it through the humidity of another New York summer.
Long term – there are too many goals to list, but under “dreams” would be a country house on the Maine coast. I would also love to have my own “graphic design atelier” – a full service, compact studio where I could bring my dog to work. Hopefully these are both in my future.

J. Crew Interviews Those Girls

As I do not have a Behind the Curtain interview for this week, I shall direct you to the J.Crew website to check out their fabulous interviews with the incredibly talented women who grace the cover of their March catalogue. I'd like to thank Ms. Staley Mc for first point the interviews out to me in the first place! I've only read Amanda Brooks' interview so far-- can't wait to read the rest!  

I was absolutely ecstatic that Kate from the NEO-traditionalist allowed me to interview her for my first Behind the Curtain feature! Kate's blog is brimming with inspiration, and I couldn't wait to learn more about the mastermind behind it all. Not surprisingly, Kate is as sweet as she is talented. Enjoy!

(San Luis Obispo, California)

Can you talk a little about your background?

Oh my, where to begin?  I grew up on California’s central coast in a sleepy little town called San Luis Obispo (nicknamed “SLO-w” for a reason).  I have two brothers---Andrew, the eldest, who lives in Newport Beach and works in online advertising and Joe, the youngest, is a budding Broadway star.  It’s a sunny town covered with vineyards and ten minutes from the beach.  When I was young I thought it was painfully dull, but looking back I see I was quiet spoiled really.

How did you end up going to school in Switzerland, and how has this influenced you?

I applied to several colleges back east and on a whim, one random American college in Switzerland.  I’d already decided to attend Barnard in Manhattan when the school in Switzerland phoned and announced I’d been given two generous scholarships.  It was too good an offer to turn down so I packed my things and off to Switzerland I went!  The town, Lugano, is a lovely little banking city on the Swiss-Italian border just twenty minutes from Italy’s famous Lake Como.  My freshman “dorm” room had a balcony with a view of palm trees and the lake.  It was all a bit surreal.  I studied art history and enjoyed “academic travels” to locations such as London, Budapest, and Sarajevo.  My classmates were from around the globe---it was a once in a lifetime experience.

I'm dying to know-- how did you end up in West Virginia?! 

The million-dollar question!  After two years in San Francisco and one in Manhattan I was ready for a change.  John, my now fiancé, and I had been doing long distance (he’s from Maine, but is finishing up a degree here in Morgantown) and I missed him dearly.  One day on the phone I said, “Why don’t I just move there!” and two months later (much to the shock of my friends and family) I was on his doorstep.  Despite my worldly travels, moving to Appalachia was the biggest culture shock of my life.  It took awhile to adjust, but I’ve come to love West Virginia for all its “wild and wonderful” ways.  Emphasis on wild...

When did you first know that you wanted to work in interior design?

The first time I seriously considered interior design as a career I was fifteen.I was fortunate enough to join Suzanne Tucker (of Tucker & Marks) and her family on vacation to Europe for three weeks.  We started in Paris where we attended the opening night of the antique season.  I still remember strolling in and out of the shops trying to look sophisticated sipping champagne whilst ogling massive chandeliers.  That night, we dined at Hotel Costes (decorated by the famous Jacques Garcia) and there was Yves Saint Laurent sitting at the next table over!  We were driven home in a Rolls Royce down the Champs-Elyses under a full moon---it was pure magic.  I was so taken with all the beauty around me and Suzanne was so knowledgeable of everything we saw---I was hooked.  The trip continued on to Italy where we took outdoor watercolor classes in Florence and visited the Fortuny showroom in Venice.  The owner, a friend of Suzanne’s, gave us a private tour of his palazzo adjacent to the showroom and gave me a piece of antique Fortuny fabric.  It’s one of my most prized possessions.  The trip was life changing in that it exposed me to a world---to such beauty---I’d never known existed.

What inspired you to start "The Neo-Traditionalist"? 

I had just moved to West Virginia and was lonely and looking for a creative outlet.  I had no idea what I was doing (I still don’t...), but I just started pouring myself into the blog, sometimes writing as many as six posts a day.  I have made so many incredible connections as a result and am touched and humbled every day by my thoughtful, creative, intelligent readers.  I still remember the excitement I felt when I received my first comment about six months ago.  I called my fiancé ecstatic---someone actually cared!

 When you're fresh out of ideas, where do you turn for inspiration? 

Great question!  I try my best to visit museums, flip though old magazines (my Domino archive...), read my design books, and of course, follow my fellow design blogs.  I also have more than ten binders full of “inspiration archives” brimming with everything from beautifully designed business cards to old pages of J.Crew catalogs.  They never fail to inspire.

What are some of your long-term and short-term goals? 

Short term, I’d like to turn Katie Armour Home, my new online vintage shop, into a major destination for one-of-a-kind home accessories.

Long term, I’d like to create my own collection for the home and open a brick-and-mortar “Katie Armour” boutique with an eclectic mix of new and vintage/antique.  I have a small, vintage brass “welcome” sign with a pineapple that I’m saving to post by the door of my first boutique.  I believe in dreaming big.

(Rita, Kate's stylish Grandmother)

How would you describe your style?

Whimsical, colorful, feminine...traditional with a twist!  I admire the wardrobes of Jackie Kennedy, Lee Radziwill, Diana Vreeland, Jenna Lyons and Kate Spade just to name a few... Oh and my grandmother Rita---she’s got serious flair.  She’s in her seventies now and still, everywhere we go people tell me how beautiful and stylish she is.  She’s leaving this week to spend a month in Egypt...go grandma!

How about that cute little pug?! 

I found Alfie on Craigslist the first day we started searching for a dog.  The owner mentioned in the ad the puppy was $200 or he would be willing to trade him for an iPhone---can you even imagine?!  Well, we met them that very night at 11:15pm at a 7Eleven (no, really...) and took Alfie straight home.  The poor little guy had not been taken care of and was a dirty mess, but after a long bath and a little TLC he was good as new.  I never thought I was an animal person---now I’m in love.  I’m so thankful we rescued him from those cruel, neglectful people!

 I love the daily quotes on your website. If you had to name a favorite quote, what would it be? 

“You will do foolish things, but do them with enthusiasm.” -Colette

All images courtesy of the NEO-traditionalist