Fashion PR Case Study: Olian Maternity Launch Event


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olian1.jpgFashion gurus, Jennifer & Christine Henry of MOD Media PR & Special Events were recently selected by Olian Maternity to assist in the launching of their first flagship store. Opening February 2, 2008 on the infamous Miracle Mile in Coral Gables FL, MOD Media took it upon their firm to create, produce, market, and execute a successful store launch. Creating a chic, yet modern look for the 3,000 sq ft boutique was the perfect task to kick off the Miami events season.

Client Overview:
Founded in the early 1990’s by designer Lily Del Cueto in Miami, Florida, Olian Maternity has been fulfilling the fashion needs of beautiful mothers-to-be around the world. Since its inception, Olian Maternity has been challenging the fashion consciousness of the maternity industry and many of its outdated designs. As a mother of three, continuously questioned why a woman, in her most beautiful period of life, had to relinquish her sense of style to endure fashion oblivion. As a result, Olian customers enjoy designs of the highest quality and fit from an extensive line of hundreds of beautifully created maternity pieces. This line, created by Lily with a team of highly experienced designers, compliments the ever-changing and literally expanding needs of the fashion-forward, mom-to-be. Olian Maternity is able to offer mothers a comfortable, functional, and easily matched collection that adheres to the challenges of everyday life. Since its inception, Olian has taken the pregnancy market by storm, with its designs and collections being sold in over 500 specialty boutiques throughout the US, including Nordstrom’s.

After years of dominating the maternity market via sales & distribution, Lili and her business partner/husband Rick Del Cueto decided to open the first ever Olian Flagship store. Opening a boutique in their favorite city & home base, Miami, offers the Olian team a new platform to brand their company. Now local mothers to be can come directly to the Olian boutique for the latest looks & a personal styling experience with Lili.

PR & Event Plan:
To really create the most effective event and pr plan for their client, MOD Media began blasting press releases and media alerts to a selective fashion & maternity press group. Receiving multiple bites both locally and nationally we gained event mentions, editorial spreads, and post coverage. Also booking an appearance on the local NBC 6 south Florida Today Show, viewers were able to observe how they can achieve the “Hollywood” look that their favorite celebrities have while pregnant. Looks ranging from Nicole Richie, to Katie Homes, and Jennifer Lopez. We then booked local entertainment show Deco Drive to come and cover the event as well. With interviews, and coverage on models (impromptu fashion show), guests in the Miami area will be more aware of the line, patterns, and perfect cuts for mothers to be. We then began to prepare the store and community for the boutique opening. We developed a clean and chic look for the store, while adding a minimal Valentines Day flair. We secured the local Artesian water brand, FIJI Water as the official sponsor for the event opening. This allowed guests to sip bottles of FIJI, glasses of wine, and sample signature hors d’ oeuvres. Our third step involved promoting the grand opening event via invitations, secondary unit press releases, media pitches, and on air coverage. Not only did this attract shoppers to our store, but really added to the momentum of the grand opening.

olian2.jpgThe Olian Maternity Grand Opening was an instant success! With over 150 guests filling the store, local socialites, fashionistas, and press were given a sneak peak at the classic look of Olian. The boutique look was impeccable, as MOD Media perfectly executed the clients over all look, adding gift bags, a red carpet, and even a photo step and repeat area. Not only did MOD Media secure online, television,and print coverage, but they also secured event attendance from top PR moguls, fashion editors, and on staff writers. Having worked such a smashing event, not only adds to the prestige of MOD Media’s name, but allows current clients as well as future prospects an eye full of what the two Henry sisters can do.

To view the Olian Collection please log onto our website at

Crosby Noricks

Crosby Noricks

Known as the “fashion publicist’s most powerful accessory,” (San Diego Union-Tribune) and the “West Coast ‘It’ girl of fashion PR,” (YFS Magazine) Crosby Noricks put fashion public relations on the digital map when she launched PR Couture in 2006. She is the author of Ready to Launch: The PR Couture Guide to Breaking into Fashion PR, available on Amazon. A decade later, Crosby is a successful fashion marketing strategist who spends her time championing PR Couture's growth and mentoring fashion publicists through her signature online course PRISM. Learn more about opportunities to work directly with Crosby at her website