Frederick’s of Hollywood comes to town for women’s conference
Women in Business organizers (left to right) Pattee Stayrook, Cami Vogel, Diana Oropeza, Michele Cataldo, Lynn Goldberg, Sarah Perahia and Lucky the Dog on New York Street at Raleigh Studios, where vendors will set up their booths. Photo by Andrea Ruse
by Andrea Ruse
When Linda LoRe, president of Frederick’s of Hollywood Group met Manhattan Beach Women in Business chair Lynn Goldberg in her Hollywood office last December, the conversation went something like this:
LoRe: “What would you like me to talk about at your Women in Business Conference?”
Goldberg: “What are some things you usually talk
about?”
LoRe: “Well, would you like me to speak about being a female CEO in a male-dominated world of companies? I can talk about that. Or would you like me to talk about starting a mentoring program for at-risk youth? Because I can talk about that too. Or about taking Giorgio to a world-class brand? Or about taking Frederick’s of Hollywood from Chapter 11 to a company that rivals Victoria’s Secret? Would you like me to talk about how I got married in my forties and am now raising two kids? Or on traveling the world and living life by my own rules? Oh, and I can also talk about cancer, if you want, because I beat that too.”
The head of the lingerie company will be the keynote speaker at tomorrow’s 12th Annual Manhattan Beach Women in Business (MBWIB) Conference.
LoRe was the personification of Goldberg’s vision this year for a conference based on the desires and needs of contemporary women.
“We wanted her because she is brilliant, energizing, interesting and funny,” Goldberg said. “She has accomplished something. She’s had a very interesting life and has something to say.”
LoRe started her career at 17 as a sales girl with Robinson’s department store, where she was swiftly promoted while working her way through college.
In 1985, she battled and beat melanoma and was hired the following year as the head of the sales department for Giorgio Beverly Hills, a wildly successful Rodeo Drive boutique that had recently revolutionized the fragrance industry. LoRe worked her way up through Giorgio’s ranks and in 1991 became the first female to be named CEO of a Fortune 500 company. She remained there until 1998 when she took a year-long sabbatical to travel the world and start the non-profit organization Youth Mentoring Connection – now called Urban Oasis — with her brother.
In 1999, LoRe was hired as president of Frederick’s of Hollywood during a difficult period in the company’s financial history. By 2003, LoRe had taken the company in and out of Chapter 11 bankruptcy, and back to being recognized as a leading lingerie company.
After a failed marriage early in life, LoRe found a man who “swept her off her feet.” She married him at the age of 46.
“I did it backwards,” LoRe said. “You can have it all, just not all at once. It’s about knowing yourself and being willing to put in the work.”
“I’ve always loved riding the roller coaster more than the carousel,” she added. “And it’s been a roller coaster.”
Linda LoRe, President of Frederick’s of Hollywood Group Inc., will be the keynote speaker at this year’s Manhattan Beach Women in Business Conference. Photo courtesy of Frederick’s of Hollywood
Tomorrow, LoRe will share her journey and insights, which are centered on a philosophy of taking advantage of every opportunity, not being closed when presenting yourself, and finding balance in life.
“I love being with women, especially in business, who want to make something of their lives, get ahead and be the best they can be,” LoRe said.
Strong enough for a man, balanced for a woman
“This year we wanted to give the conference a facelift and make it more relevant,” Goldberg said, after five years of helping organize the event.
MBWIB was formed in 1998 by a handful of women as an outgrowth of the Chamber of Commerce. T
The organization’s mission was to provide programs and opportunities in leadership, development, mentoring, education and networking for women in business. Attendance has grown from 75 the first year to 450 this year. Past conferences were held in convention style at hotels.
Tomorrow’s conference will be held at Raleigh Studios on Rosecrans Ave., in a 10,000 sq. ft. soundstage. The works of 12 South Bay, female artists will line the sound stage’s massive walls.
“There is a wealth of intellect and artistic talent in this community,” said Pattee Stayrook, volunteer art curator for the event. “I’m intentionally trying to show the masculine side — business, and the feminine side — creativity.”
Goldberg has also put together a discussion panel of four women, which will be moderated by Councilmember Portia Cohen. The panelists are Dr. Leslie Wickman, an astronaut, research scientist, professor and engineering consultant; Melanie Barsuk, founder and owner of the culinary company, Simple Gourmet; Sandy Abrams, founder of Moisture Jamzz, Inc. and author of Your Idea, Inc.; and Jane Buckingham, expert trend forecaster and author of The Modern Girl’s Guide to Life.
“Why not put these women in a room and have them not talk about their businesses per se, but just about life and the challenges they’ve faced well, and those they would have done differently?” Goldberg said. “It will be a conversation from people who have been tremendously successful in their lives from different fields.”
“I’m very excited about the panel because it complements the fun element we’ve experienced at this conference, but gives it more meat,” Cohen said.
Attendees will also be able to shop among 35 retail vendor booths set up along the lot’s permanent New York street set, where “Iron Man,” “Boston Legal,” and a Chris Brown music video have been filmed. The event will also include wine tasting, a studio-catered lunch, a silent auction and musical performances by The Fun House Band.
“The conference has evolved a lot over the years,” Goldberg said. “Very much has also remained the same. But this year I wanted to know: how do we reach out to every woman in business? The challenge was listening and reaching out to women in 2010.”
Conference registration begins at 7 a.m., doors open at 8 a.m. and the event will start at 9 a.m., kicked off with a performance of the national anthem by Mira Costa High School Vocal Ensemble student Oriana Inferrera.
Cost is $125, or $1,500 for a table of 10 people. Discounted rates are available to business and medical students. Although the deadline for online registration has passed, Goldberg said that people who show up at the conference tomorrow morning will be accommodated.
Proceeds will go towards the Chamber of Commerce and various local charities, including a scholarship program set up by MBWIB for Mira Costa seniors. So far, the organization has raised almost $10,000 through an online auction.
“Any woman who can take the day off should come,” Goldberg said. “I don’t think it’s just about women in business, but for every woman.”
For more information, visit www.mbwib.com. ER