We were lucky to catch up with Alexa Denaburg recently and have shared our conversation below.

Alexa, thanks for taking the time to share your stories with us today What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

Starting Curated Creations was both exciting and daunting. The idea sparked during my final year in the corporate world. During that time, I was diagnosed with a neurological condition, Spasmodic Dysphonia, which affected my ability to speak. This forced me to reset, take a leave of absence, and re-center. It became clear that I needed to make a change and align my work with something more personal and fulfilling.

The idea of starting my own creative studio lingered for a few weeks. I got great advice from mentors and friends. One day, I sat down and started brainstorming. I listed out what I enjoyed doing, what skills I had, and where I could see a need in the market. Supporting small businesses with personalized branding kept coming up as well as helping passionate business owners strategize and build their brands.

The synergy of completing my MBA at NYU Stern at this time helped build confidence and exposure to industry experts that deepened my understanding of building and defending brands, analyzing market research, and strategizing brand development. Upon completing my MBA, I felt prepared to turn my vision into reality.

The next step was research. I spent the following month diving into the logistics—what services would I offer? How much should I charge? Who was my ideal client? I read books, listened to podcasts, and joined online communities for creative entrepreneurs. This was the foundational stage where I soaked up as much knowledge as possible.

Then came the planning phase. I sketched out a rough business model, drafted services, and wrote down potential client profiles. I also started reaching out to my network, letting people know I was starting this venture. My first project came through a friend and then a friend of a friend, and just like that, Curated Creations had its first round of clients.

Building the brand was next. I created a logo, launched an Instagram page, and began sharing tips and insights about branding and content creation. I wanted to establish myself as an approachable expert. This phase was filled with trial and error, figuring out what resonated and what didn’t. I also shared my website and marketing material with friends and mentors who provided a fresh perspective and feedback.

The official launch came next. By then, I had my portfolio ready, a website, and a clearer sense of my niche. There were moments of doubt, but every small win pushed me forward.

Looking back on this year, I’m so proud of the business I have built, the people it has brought into my life, and the projects and brands I’ve been lucky to be a part of!

Alexa, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I first started by studying international business and management at Dickinson College and had the opportunity to study abroad in Copenhagen in my junior year. When I lived in Denmark, I fell in love with their “hygge” culture and design and also loved the local businesses styles and impacts. This sparked my interest in branding and built my aesthetic. I also have always been involved in photography projects and love creating content whether for myself or for commissioned projects.

With over a decade of hands-on experience marketing at Shutterstock, Marriott, L’Oréal, and a long list of small businesses – I am a seasoned content professional with both corporate and freelance experience. I also just graduated from NYU Stern with my MBA and have a specialization in brand strategy and luxury marketing.

Living on the Upper West Side of NYC, I draw inspiration from the city’s hustle and the tranquility of escapes into nature upstate. Traveling is my jam – whether it’s exploring cities or quaint little towns, I’m always up for an adventure.

There’s something exhilarating about diving into the world of brands with stories as unique as their founders’ – and that’s what motivates me and is the core of Curated Creations.

Getting to know you, your brand, and your style is what really gets me going. When I understand you on a deeper level, I can create content that truly speaks your language and embodies your vision.

My packages are built around a “done-with-you” philosophy – we collaborate, we learn, and most importantly, we have fun along the way. I offer content support and creation, brand development, website design, consulting, and marketing services in different tiered packages – ultimately meeting my partners wherever they might be in their process.

How did you build your audience on social media?

I built out my audience on social media the old school way at first, through hashtags and trending topics I would find on Pinterest or Instagram. Then, I cross promoted my business page on my personal page to bring in some of my personal network. I also asked some of my close friends and clients to share my page on their socials to help build buzz and get some of their followers to follow me. I also joined branding challenges from pages like @briefclub where they host a weekly challenge to design a mock brand and then have the opportunity to be featured on their page (huge exposure there). And lastly, I followed my brand crushes and threw them some DMs/comments and got follows and engagement in return.

What’s been the best source of new clients for you?

Word of mouth! I really wasn’t expecting this to be my answer, but it really is true. Old coworkers, classmates, peers, friends, friends of friends – they have been my best source of new clients. I’m so thankful for the network I have and try my best to reciprocate the referrals. My advice is to ask your friends and acquaintances if they know of anyone who might be interested or know of someone interested in working together – you’ll be surprised by the amount of people you are already connected to and are willing to support you. I also try to get all my current clients to fill out a testimonial form to help build reviews and real client stories on my website and social channels.

Contact Info:

• Website: https://www.curatedcreationsllc.com
• Instagram: @curated_creations
• Linkedin: https://www.linkedin.com/in/abalonik/