Meet Laurie Heller, Founder of The Favorite Co.

When Laurie Heller, known by Heller to her friends, quit her corporate marketing job, she wasn’t sure what was next - but that uncertainty felt necessary. Now she’s running her own marketing and branding firm called The Favorite Co., raising a 5 year old, and never doing the same thing twice.

We caught up with Heller about how to unwind from a life that takes her in so many directions, and how taking style cues from timeless women like Patti Smith will keep you from cringing at your past outfit choices. 

What people call you: Heller

Where you live: Brooklyn, NY

What you do: Marketing


How would you describe your style?

Tomboyish, not too trendy, mix of vintage pieces and local brands with a bit of rock and roll mixed in.


Who are your icons? What is it about them that inspires you?

Jane Birkin, Patti Smith, Katherine Moennig. They all inspire me in their own ways. It's more about how they created and owned a signature style without following too many trends. Take Jane and Patti for instance - their style is timeless but with an edge. I'd wear most of what they did even 20, 30, 40 years ago. For the most part, I don't think they'd ever look back and think "I can't believe I wore that."


When do you feel most confident?

When I'm standing up for what I believe in even if it's not what the rest of the room thinks.


Describe a time in your life when you felt like a modern warrior.

When I quit my corporate job to start my own company. I was tired of thinking of "what if" or saying "someday" and I knew I'd regret never trying. It hasn't been easy but I certainly don't regret it.


How do you relax and unwind?

Spicy mezcal cocktails and the occasional dance party - even if that's in my living room these days.


What keeps you going?

My little dude -  he's 5 and keeps me on my toes.


Something you’re obsessed with right now:

MOLCHAT DOMA - it’s soo so good 


Words to live by:

When you're about to quit, remember why you started.


What’s your hype up song or anthem:

Deceptacon, Le Tigre


What does Warrior mean to you?

Standing up for what you believe in even though it might not be the most popular thing to do.