Tiffany Schutt’s linen closet isn’t full of extra towels and bed sheets; it’s full of makeup. This bubbly 30-year-old is a part-time speech pathologist, but her passion lies in beauty products. So in January 2009, Schutt decided to start a blog. Within a few months, a New York PR Firm, Weber Shandwick, found her through a Google search and asked her to help with a hair-care product event in Indianapolis.
Just the night before, Schutt had met Kelly Karrmann, owner of KleverGirl PR + Marketing, for dinner, where they created a plan to take their interests to the next level. It was a serendipitous 24 hours. “When we met, it was cartoon hearts everywhere,” Schutt says. Here’s a little unknown fact about the birds and the bees: When two girls meet and cartoon hearts form, a beauty project is born. Schutt and Karrmann named theirs Pretty Indy.
“We saw there was a void in the market for beauty and style guides,” Karrmann explained. Even before PrettyIndy.com was up and running, the two had already created awareness for their venture through Fox 59 News, Twitter chatter and Facebook posts. They hosted a launch party May 27 at Usual Suspects in Broad Ripple.
Their goal is to create organic, accessible and reliable content, and to approach women in a fun, honest way. Pretty Indy is not a retail site; Schutt and Karrmann do not make money off of it, although opportunities are available for advertisers. They’ve recently been contacted by the beauty superstore Ulta, and a discussion for a partnership is in the works. Schutt and Karrmann are planning more TV segments, events and partnerships with local businesses. They also envision opening a boutique.
Asked if they would consider expanding to other cities: “We’re open to any opportunities that come our way,” Schutt says, “but for now, our plan is to focus on informing Indianapolis about all things beauty and style.”
By the end of our meeting, I couldn’t help but feel like there were cartoon hearts floating over my head as well. When I express this, Karrmann lights up, “Bobbie Thomas (“Today” show style editor) told us that she considers herself a professional best friend. That’s what we want to be!” Mission accomplished, ladies.
Leslie Bailey writes about style and fashion for Metromix. E-mail her at lesalinablogs@gmail.com.
