Alright – so today we’ve got the honor of introducing you to Suzanne Karotkin. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Suzanne thanks for taking the time to share your stories and insights with us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

The Lift is a daily brief on the wonderful things happening in the world as well as practical ways you can help counteract the bad including uplifting headlines, tips and conversations. The concept was a product of my own yearning for a daily read that fills the soul. Something that makes you feel exited about all the beauty and possibilities in the world. Much like magazines in the heyday of print but updated to serve modern needs. I was also looking for a way to exhibit and update my skill set as a woman in her 40’s preparing to re-enter the job market after a wide stretch of time fighting fertility issues, raising two miracle babies and the pandemic. I thought long and hard about the best vehicle to serve all my needs needs and landed on a newsletter format after learning about the success of The Newsette and TheSkimm. I’ve tried my hand at a number of entrepreneurial ventures living in Austin and being removed from the industry I come from, but this is the first thing that feels really right.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I spent 10 years in the fashion trenches. First, working my way up the magazine world with editorial positions at WWD, W, T, Vogue, Harper’s Bazaar and InStyle. It was very rigorous, and I was incredibly blessed to learn from a number of the most iconic creatives in fashion history. When the industry started to shift I moved into consulting and provided creative direction for small brands. One was a talented young designer who made beautifully crafted but super wearable ready-to-wear. Another was an eccentric billionaire who was at the forefront of luxury loungewear.

I got in the industry by pounding the pavement for fashion-related internships when I was in college. I probably sent out 50 resumes and cover letters a season for summer internships in New York. Though my goal was always to work at Vogue, I was open to anything that would get my foot in the door of the industry. Even assisting fashion photographers. I once landed an internship with Annie Leibovitz’s studio. Very meant to be that didn’t work out! The first internship I did was in the creative department at Barneys New York. Then CosmoGirl! and later WWD where I ultimately landed my first job assisting the great Executive Editor, Bridget Foley.

I’m really proud I paid my dues and the osmosis gleaned from working with so many extraordinary people. As an assistant, I worked for both editorial and creative executives at the top of their game. First, Bridget Foley, the legendary long-time editor of WWD and W. Then top stylists Joe Zee and Ann Christensen traveling the world and working on shoots with photographers such as Jurgen Teller, Philip-Lorca diCorcia, Tina Barney, Bruce Weber, Patrick Demarchelier and more. The whole thing instilled in me an unerring attention to detail, sense of integrity and bank of design knowledge. Be it words or pictures, I know how to deliver a darn good story.

The Lift marries my skills and passions and provides something it seems everyone is starving for – GOOD news. I don’t want to bury my head in the sand. Or blow smoke. I just think people are drained from doomscrolling and there’s a better way to consume, process and act on the events of our time. Fear and negativity are not productive. One cannot get anywhere on an empty tank. I think spreading information on the fantastic things happening in the world is transformative for the better. And coming at hard issues by not just reporting but delivering answers as to how we can help fix problems will provide a measure of control and calm that is so desired.

Unlike other brands in the field, The Lift offers both entertainment and service. Subscribers can find great inspiration as well as tools to help solve big issues. Also, the content is pulled from a wide range of traditional and social media. While I can’t promise you there won’t be a cute animal video, one can also find stories from The Atlantic, The Cut, Architectural Digest and the like. Additionally, I’m developing a shopping vertical that puts a high fashion spin on sustainability and challenges the abundance of algorithm-driven guides that permeate the market. Plus, a travel guide that culls the most transcendent moments in hospitality across a wide range of consumer experiences. Everything is really hand-curated by someone uniquely poised to do so and removed from the media machine that is often an empty calories these days.

Is there mission driving your creative journey?

The one thing that unites everything I’ve done is a desire to deliver something extraordinary. I can’t just make something that will sell. It must be a thing of great beauty, style, joy or make the world better in some way. In providing people with a resource for all the wonderful things happening in the world and ways to counteract the bad via The Lift, I feel I’ve found an incredible way to channel my energy.

What’s a lesson you had to unlearn and what’s the backstory?

I’ve had to unlearn a degree of perfectionism. What used to be somewhat healthy insurance against failure or a calling card for integrity has kinda morphed into haven for fear. Or a failure to launch. So I’m monitoring it and getting better about embracing beta versions of ideas. There is goodness in just putting things you love out there and connecting with others. Integrity and rough drafts can co-exist.

Contact Info:

• Website: www.thelift.media
• Instagram: @theliftmedia @suzanne_karotkin
• Linkedin: https://www.linkedin.com/in/suzanne-karotkin-kilpatrick/

Image Credits
Suzanne Karotkin