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Aliza Licht, LEAVE YOUR MARK LLC

"I think one of the greatest gifts is having conviction. Over the years, I have sat in meetings and watched people either remain silent or nod their heads at bad ideas. I cannot and will not do that." 

It's that ability to speak up and out that today's Contessa, Aliza Licht, harnessed to build her career in fashion, write a book, and ultimately launch her empire, LEAVE YOUR MARK. This is a story about how to stay true to yourself, at all times and against all odds, regardless of position title or industry.

Aliza's ascent started on the smallest scale imaginable: the 140-character tweet. In 2009, under the guise of @dkny, Aliza started anonymousyly talking to the fashion-loving masses. Through behind-the-scenes glimpses, brand transparency, and a quick-witted voice, she quickly built up the brand's social presence—DKNY's followers surged to half a million under her management. Everyone wanted to know: Who is this girl? 

When Aliza finally revealed her true identity, she found that her readers still wanted to hear from her, regardless of whether she was at DKNY or someplace else. She'd cultivated a loyal audience who loved her for her honesty, attitude, and ability to unapologetically stand out in a cutthroat industry. Throughout her career, wherever it took her, she held fast to that personal brand—cultivating it, evolving it, but always championing it—and it was this dedication to speaking her truth in a consistent voice that led directly to her first book deal. 

Despite the glamorous roles she's held at Donna Karan and elsewhere, Aliza is first and foremost just a person—and it's that person that we've come to know and love. The cool background in fashion and PR? Not as cool as the brains behind the fire-hued locks and signature lipstick. So today, we're talking less about how to climb your way up in an industry and more about how to never lose sight of yourself while doing it. It's a lesson we could all stand to revisit now and again, and Aliza's the perfect person to teach it. 

Her Starting Point

You graduated college with a degree in Neurobiology and Physiology and had plans to become a plastic surgeon, but you decided to pursue a career in fashion. After all that time (and studying!) pursuing a different career path, how did you make the switch? Did you ever have any regrets?

Growing up my bedroom was wallpapered with fashion magazines. I loved fashion, but I never thought of it as a career. I went the most traditional route, majoring in Neurobiology & Physiology on the pre-med track to ultimately become a plastic surgeon. During my junior summer, I got an internship at a hospital, and that experience proved to me that I didn’t have the passion to continue down that path. I broke the news to my parents without a Plan B. Luckily, my fashion inspiration came to me in time for me to reset my experience in the magazine industry.

Following this shift, you quickly garnered experience through internships at Harper’s Bazaar and then Marie Claire. What was it like working for such well-known fashion magazines? What were the biggest on-the-job lessons you had to learn early in your career?

I truly believe that the fashion industry is a boot camp for so many life skills.  It was during my time at magazines that I learned how important it was to do the work. Quite frankly, there was so much work, not doing it wasn’t an option. I used to stay in the fashion closet some nights until 1 AM because the breadth of what needed to be accomplished simply couldn’t be handled during a normal work day. That was the norm. I had the support of my fellow fashion assistants, and they became my family.

Building my reputation was the key to borrowing the designer accessories samples that I needed to pull in for our fashion shoots. It was all about who you knew and which publicist would pick you over another editor at a competing magazine to loan product to. I learned how to work under intense pressure and with very colorful personalities. I wouldn’t trade this education for anything. It is priceless and prepared me for my job in communications later on.

On the other hand, you told Forbes last year that you attribute your success at Donna Karen International to four big rules, one of which is learning to say “no”—an idea that may be surprising to some. What did saying “no” look like in your career? How can others take heed in the workplace without stepping on toes?

Yeah, that sounds like me (laughs). I think one of the greatest gifts is having conviction. Over the years, I have sat in meetings and watched people either remain silent or nod their heads at bad ideas. I can’t and will not do that. I have always had the confidence to say no to something that either I can’t do or won’t do because I don’t believe it’s the right path. I credit my parents with bringing me up in an environment where it was encouraged to respectfully disagree! By doing so, you build credibility and authority.

You’ve built such a significant career in fashion across years and brands. How did you climb the ranks so successfully? Did you have mentors along the way?

I’ve had a ton of support and people ahead of me who always looked out for me. But one thing I have always done and continue to do, is working hard. I have high standards for what I produce and with that, I am also very passionate about the relationships I have made. I don’t want to let people down, so I always tend to over-perform. I’m also one of those people who likes a report card. I need feedback! Along my twenty-year journey in fashion, I have valued the friendship and guidance of so many, but my greatest mentor is Patti Cohen, my former boss at Donna Karan. She is an industry icon, and she has always encouraged me to grow.

Aliza Licht, LEAVE YOUR MARK LLC- Her Starting Point

Her Big Break

After nearly two decades at DKNY, you’ve decided to pursue different opportunities related to your book, LEAVE YOUR MARK. How did you decide to write a book? After working with the same company for so long, what’s the transition like?

Almost two years ago, an editor from Grand Central Publishing, who was following my former DKNY PR GIRL’s Twitter and blog, called and said: “I think there’s a book in here somewhere.”

Of course, I was flattered, but I was also intimated by the idea because I had that initial: How? When? About what? I was very hesitant, but she was really good at her job, and every few weeks she would call me again and ask: “Have you put any more thought into writing a book? You can just put just some thoughts down on paper, write a short proposal.” I'd say: “Yes, I’m thinking about it, but I just don’t know what I would want to write about.” That went on for months.

I have to feel passion for a concept to consider doing it. It had to have a purpose, and I didn’t say yes until I figured what that purpose was. I started to think about how many times someone has reached out and said, “I would love to grab a coffee and pick your brain about my career.” Then I thought how well work and coffee go hand-in-hand and how I start every morning with a red lipstick stain on my cup. And it hit me: [writing a book] could be my way of grabbing coffee with everyone. I could be a virtual mentor.

What’s next?

A lot of different projects. My theme for 2016 is “Eclectic.” I’ve joined two fashion technology companies as a strategic advisor and board member. I also started BLACKBOARD, my subscritpion newsletter which comes out for #motivationmonday. 

What does your morning routine look like? Any surprises there?

I set my alarm 30 minutes earlier than I need to wake up every day. Then I snooze. I take my snoozing very seriously. If snoozing is cut short for any reason, my day is doomed. Generally, I set the alarm for 6 AM  and start moving at 6:30 AM. The first thing I do before I move is check Twitter and scan emails. Then I head for the kitchen. My husband David is a saint and leaves my coffee made, complete with skim and sugar, on the counter. So once snooze time is up, I stumble into the kitchen and make a beeline for the coffee. If for any reason he neglected to make it that morning, I assume we are in a fight ha ha.

Next, I get the kids moving which is as any mother will tell you, an Olympic sport. I drop the kids at school by 8:15, and then it’s off to the races!

Where do you get your ideas from? Where do you look for inspiration?

We have hundreds of ideas a day. Some people write their ideas down, others ignore them. I don’t ignore them. The good ones make me move and inspire me to continue learning and, most importantly, to experiment. I am a big believer in trusting your gut. If it doesn’t feel good, it’s probably not a good idea. That said, don’t confuse feeling good with feeling comfortable. Sometimes the best ideas make you very uncomfortable.

Aliza Licht, LEAVE YOUR MARK LLC- Her Big Break

Her Perspective

If you had to pick one takeaway from LEAVE YOUR MARK that you’d like us all to get, what would it be?

Define and own your personal brand. It’s the only thing you have full control over.

How do you define success for yourself? What are some things you still hope to achieve from here?

Success is first and foremost visible in my children. I don’t think as a mother you can let your career define you. My family life and a good marriage are very important to me. Beyond that, I define success in making a difference, whether it’s helping someone land a job through LEAVE YOUR MARK or writing a great piece that resonates with my audience, I enjoy connecting with people. I am not one of those people who ever feels like I’ve made it. I am always on the journey.

What’s your best advice for women who are just beginning their careers or switching into a new one?

Work your butt off between 22-30 so that you can have more flexibility from 30-40. From 22-30, if you’re too comfortable in your job and your hours are great, you need a new job.

And finally, what do you wake up looking forward to? What’s next for your career?

I am excited to explore new paths and push my creativity to new places!


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