Elle Decor's next chapter will be "bold, irreverent and international"

Summary

Business of Home Podcast Episode Summary

Title: Elle Decor's Next Chapter Will Be "Bold, Irreverent and International"
Host: Dennis Scully
Release Date: June 2, 2025

---

Introduction

In this episode of the Business of Home Podcast, host Dennis Scully engages in an insightful conversation with Stelline Velandes and Elisa Lipski Karaz, the newly appointed editorial leaders of Elle Decor. Stelline serves as the Editorial and Brand Director, while Elisa oversees brand and editorial content. Both bring a wealth of experience from prestigious publications such as Town and Country, Harper's Bazaar, and WSJ Magazine. They have recently taken the helm at Elle Decor following the departure of former Editor-in-Chief Assad Surket.

Elle Decor's Vision and Evolution

Stelline and Elisa discuss their vision for Elle Decor, emphasizing a departure from traditional media approaches. They aspire to make the magazine "bold, irreverent, and international," aiming to resonate with a diverse global audience.

“El Decor is bold, is global. It's slightly irreverent. The truth is, we want you to read Elle Decor in print or online. Whether you're renovating or redecorating or decorating, it doesn't matter.”
— Elisa Lipski Karaz [15:53]

Highlights from Salone and Meeting Mr. Armani

The guests recount their experience at Salone, Milan’s renowned design week, highlighting the convergence of fashion and home design. A memorable moment was meeting Giorgio Armani, whose presence underscored the event's vibrancy.

“So, tell me about that.”
— Stelline Velandes [02:39]

“We saw all these really gorgeous floral fabrics, and we thought, well, where, you know, we could shoot them downstairs. We have a photo studio here. But then we started to think about the industry and also about New York and about things that we wanted to make sure were always a part of New York.”
— Elisa Lipski Karaz [36:19]

Editorial Strategies and Content Focus

Elisa elaborates on the importance of storytelling in design, advocating for content that not only showcases beautiful spaces but also delves into the narratives behind them. This approach ensures that each feature delivers value and inspiration to readers.

“...what does this project deliver to the reader? What does this designer want to say about what design can do, how it changes how we live, how it reflects how we live.”
— Elisa Lipski Karaz [11:32]

Embracing Digital and Social Media

The discussion shifts to the integration of digital platforms and social media in modern publishing. Stelline and Elisa stress the necessity of a "mobile-first" approach, ensuring that Elle Decor remains accessible and engaging across all digital mediums.

“We think of this in a very. Not just digital first, but mobile first way we know where we are meeting people.”
— Elisa Lipski Karaz [22:42]

They also address the challenges designers face in navigating social media, offering advice on maintaining authenticity and leveraging platforms to enhance visibility without compromising personal brand integrity.

Future Directions and Community Engagement

Looking ahead, Stelline and Elisa reveal plans to introduce a membership program offering exclusive content and events. This initiative aims to foster a deeper connection with readers and provide added value through unique house tours and interactive content.

“We have incredible house tours that are exclusive to members, and we have some new things that that will come about a little bit later in the year.”
— Elisa Lipski Karaz [43:16]

Celebrating Creativity and Originality

A significant portion of the conversation focuses on Elle Decor's commitment to celebrating originality in design. The hosts emphasize that true creativity, driven by human imagination and craftsmanship, cannot be replicated by artificial intelligence.

“We want to see ideas from photographers, we want to see ideas from our writers, we want to see ideas from our editors and the staff here. I think that that's something that cannot be just like, mimicked and replicated and copied.”
— Elisa Lipski Karaz [39:52]

Concluding Insights

As the episode wraps up, Stelline and Elisa express their excitement for the future of Elle Decor, highlighting their dedication to creating meaningful and inspiring content. They reiterate their goal to make the magazine both timely and timeless, ensuring it remains a cornerstone in the design community.

“Elle Decor fits with that. I think that a great media brand has to feel both timely and timeless. And that is the way we tell that story.”
— Elisa Lipski Karaz [43:46]

Notable Quotes

• “Design is a full five senses experience. I think we are so aware that design is something that is created by the human imagination, by skilled artisans, by craftsmanship.”
  — Elisa Lipski Karaz [06:39]

• “If you have something to say, people come. A good story is a good story is a good story.”
  — Elisa Lipski Karaz [23:40]

• “We think of this in a very. Not just digital first, but mobile first way we know where we are meeting people.”
  — Elisa Lipski Karaz [22:42]

• “I want to make sure they feel they are getting something in return. In return for their money, in return for their time, in return for their attention.”
  — Elisa Lipski Karaz [41:11]

Conclusion

This episode offers a comprehensive look into Elle Decor's strategic direction under its new editorial leadership. Stelline Velandes and Elisa Lipski Karaz articulate a clear vision of embracing boldness, global perspectives, and a deep commitment to storytelling in design. Their insights provide valuable guidance for designers and media professionals navigating the evolving landscape of interior design and publishing.

---

Relevant Links:

• Business of Home Podcast
• Elle Decor Official Website

Transcript

[Dennis Scully]

This is Business of Home. I'm your host Dennis Scully. Every week I'll be speaking with leaders and innovators from all corners of the home industry. My guests this week are Steline Velandes and Elisa Lipski Karaz, the editorial leaders of El Decor. Steeleen, the editorial and brand director of El Decor, is also the Editor in chief of Town and Country and a Hearst veteran. She's been at TNNC since since 2011, Alisa, El Decor's head of brand and editorial content has jumped around in media from WWD to Harper's Bazaar to WSJ magazine. Together they've taken the reins at El Decor after the publication's prior editor in chief, Assad Surket, left In the fall of last year. I spoke with Stelline and Elisa about why there's no one size fits all approach to media, why designers need to consider the narrative when they submit projects to the magazine, and why boldness will be central to the success of El Decor. This podcast is sponsored by Thiebow. To redefine luxury, it takes passion, appreciation of exceptional design and an understanding of true craftsmanship. Most of all, dene Coraggio it takes courage. As part of the Thiebaud family of brands, Coraggio is dedicated to product excellence, old world craftsmanship and industry leading product availability. Discover their assortment of sophisticated wall covering and [e-mail] BOH this podcast is sponsored by Ernesta. Welcome Spring with a dazzling array of new custom size rugs at Ernesta. Explore the expert craftsmanship of Ernesta's soft fade resistant outdoor styles and discover design forward options where function truly meets beauty. All custom sized and delivered in as little as two weeks. And when you join Ernesta's exclusive trade program, their team of dedicated consultants will manage everything from ordering samples to generating quotes, connecting all of the dots to to support and streamline your business. Apply for membership [e-mail] BOH and now on with the show.

[Stelline Velandes]

Let's jump in though. So you both went to Milan and you were just, just started in Milan.

[Elisa Lipski Karaz]

It was your first day.

[Stelline Velandes]

Well, so tell me about that.

[Unnamed Speaker]

Well, I thought it was pretty good. I think it was day two when Mr. Armani showed up to say hi to us.

[Stelline Velandes]

At what point did you meet Mr. Armani?

[Unnamed Speaker]

Yes, I started asking Celine, well what's gonna happen on day three?

[Dennis Scully]

How do you top this?

[Elisa Lipski Karaz]

How do you go?

[Unnamed Speaker]

Where do you go from there? No, we love Salone and it was really exciting to see everybody. I think this year especially Salone felt extremely vibrant. A lot of Energy. You know, there were people flying in from all over the world, you know, from the, you know, sort of smaller makers to the large brands who we work with every day. It's just really exciting to be in the room with them.

[Stelline Velandes]

Well, and it seemed as if. I mean, it's always the case that fashion and the home world is really coming together, but this year, did it seem especially so? I mean, you tell me.

[Elisa Lipski Karaz]

Yes. I mean, I saw a taxi this morning as I was walking to work for New York Design Week, and it said, design is for everyone. And the truth is, you're like, those are my people. Well, I thought I was like, I'm recording this today. This is a sign. But the truth is, all you have to do is go to Salone and also realize that design is everywhere. That is something that the two of us believe. And you see that in the El decor that we are doing, it is at the center of every conversation. And if anybody questioned that, all they had to do was be in Milan this year, where every single brand had a presence, had a presentation, had a role, or wanted to have a role in this design Week.

[Unnamed Speaker]

I mean, this was the year we saw fashion influencers flying into Milan. So it really, you know, the tide has turned. And then I think the joy of Milan is that you have the other end. You have, you know, all of the sort of energy in the streets. The. Anybody who's even a design fan can line up and go into these exhibitions. It's open to the public, which is really wonderful. So the whole city comes alive.

[Stelline Velandes]

Yeah, no, that's. That's the amazing thing about Milan. And I'm always curious what comes to the States after Milan? People talk about colors or trends or design statements that are made there. What really ultimately comes to you?

[Elisa Lipski Karaz]

I mean, I think given how many people were there, the first thing you have to come back home with is a sense of the role design plays in the culture right now and how central it is to the culture and to the luxury market right now. And then there are certainly. And this is something that we saw even during Paris Maison Objet and decol off the idea of design as a full five senses experience. I think we are so aware that design is something that is created by the human imagination, by skilled artisans, by craftsmanship. And I think we are looking at design now that is very craftsmanship visible. You want to touch it because the texture is there, the fabrics, there's embroidery and very apparent embroidery. It is. You know, we went to the rose presentation. All the rooms were scented it's this idea that design is all encompassing and it surrounds you. And I think you see that in both the presentations that we saw, but also in the collections and the products that we saw.

[Stelline Velandes]

So day two, you're meeting Mr. Armani. He's on the COVID I think the.

[Unnamed Speaker]

Room stopped when he entered. And I can imagine. Incredible. First of all, the first thing he did was check his cover and look at his article.

[Stelline Velandes]

Is that right?

[Unnamed Speaker]

Yes. And make sure that he was happy with it, which he approved. He took a moment.

[Stelline Velandes]

I mean, he looks fantastic on the COVID He looks great.

[Elisa Lipski Karaz]

He looks like. That is gorgeous. And in New York, Armani lives on the Upper west side. Apparently, Upper West Siders were very, very happy about that.

[Unnamed Speaker]

But, yes, he looked this good in real life. And he works the room. I think everybody was so happy to see him. The architect John Pawson said afterwards, now that's a real celebrity. After he went through the room. And then he also. His own waiters. This was at Bamboo Bar at the Armani Hotel in Milan. His waiters all gathered to take a picture with him because they were so excited. So I think everyone got a lift who wouldn't from seeing Mr. Armani. And then everyone did stay. You know, you can always tell a good party when there's a funny mix of people and everybody wants to hang out and stay. I feel like, like, normally these things, people check in and leave, but not ours.

[Stelline Velandes]

Well, and there's so much to do. Right. That people do run around and all of that. And so Stelline, was this months and months of back and forth and. No, we didn't know till the last minute or. I mean, was it a whole production for you?

[Elisa Lipski Karaz]

Sure. Well, the COVID and the story. I had been talking to Mr. Armani's team, who I've worked with for many years, and, you know, it was a big year for Armani in New York. That Madison Avenue store and the residences opened. And this felt like the right next moment for him to celebrate. I mean, he loves New York, which, if anyone knows me, knows that's the way to.

[Stelline Velandes]

To win your heart.

[Elisa Lipski Karaz]

Win my heart, certainly. But he loves New York. This is an apartment, you know, an historic building. I mean, the stained glass windows are just like. With that view, you do not get more New York. And so we shot it. Todd Everly shot it for us, which he hadn't done a magazine shoot in, I think he said, a decade. So that made us very happy, very proud. I wrote the story and we shot it months before the COVID when he was Here. And it felt like just the right thing to have for the issue that we bring to Salone.

[Unnamed Speaker]

And when I was going through JFK on the way to Salone, this was the only magazine that was sold out in Hudson. News. I ran into Laura Dern recently, and she told me every single time she flies, she buys a copy of Elle Decor to take with her on the plane. So I think, and I've heard that from several other people, I've had many, many people pull me aside and go, well, you know, it's my favorite magazine.

[Stelline Velandes]

Well, so what's that about? So what do you think El Decor.

[Dennis Scully]

Means to people and how is it.

[Stelline Velandes]

Perceived versus the rest of the shelter universe?

[Elisa Lipski Karaz]

I think El Decor is bold, is global. It's slightly irreverent. The truth is, we want you to read Elle Decor in print or online. Whether you're renovating or redecorating or decorating, it doesn't matter. It offers you something no matter what you are doing. And that is what every great piece of content should. First of all, it should make you care, even when you think you don't. And it needs to entertain you. It needs to inform you. It needs to make you see something, either for the first time or something you thought you knew to show you something you didn't know about it. And I think that what we are doing now at El Decor is making sure that even when it's a gorgeous project, and we're working right now on our A list issue with some absolutely gorgeous projects, but even then, you need to think, what does this project deliver to the reader? What does this designer want to say about what design can do, how it changes how we live, how it reflects how we live. And we approach design in that very serious way and with that very serious mission, but in a bold and fun and safe, sometimes riotous way.

[Stelline Velandes]

And it's also so much of what you've done over the years at Town and Country and how you've raised the bar of what Town and Country gets to participate in because of the voice that you've brought to it. Is that fair to say?

[Elisa Lipski Karaz]

Well, I think what, again, whether it's El Decor or Town and country, you need to listen to what the conversation is, and you need to think of where you come into that conversation. And what I think we are doing now is really identifying all the places where design is a part of that conversation and making it very clear where El Decor becomes a part of that conversation and making sure it's always in the conversation.

[Unnamed Speaker]

Yeah, I would absolutely Agree with that and say that what we've discussed many times is that design is a lens through which you can view the entire world. This is a lifestyle and design magazine. So that's how we're approaching everything design touches. You know, how people want to live at home, of course, but also how they want to travel, where they want to eat, what they want to buy, what they want to give each other. This magazine also has a very rich history. You know, there were in the past, David Mamet wrote for Elle Decor on design. So there's really fun. I mean, Kevin Bacon participated about wallpaper. You know, it's like really fun moment.

[Stelline Velandes]

I'm eager to go back and read Kevin's thoughts on wallpaper.

[Unnamed Speaker]

Exactly.

[Stelline Velandes]

Okay.

[Unnamed Speaker]

We also want to bring forward a lot of the creatives who are behind the design. This is a magazine that has always celebrated creativity and the people who bring all of these rooms to life, you know, people live in these rooms, people made these rooms. So people celebrate in these rooms. So I think that's something that we really want to bring forward. We talk about how creatives are our celebrities at El Decor. So that's been something that's been really exciting to dive into this very rich world. It's also a very chic and sophisticated and as Dalene said, international title that is unusual in the United States. We have very American titles here. This is an international title and we open the doors to the whole world.

[Elisa Lipski Karaz]

And just because I know you love a preview in our A list issue, that idea of designers as our celebrities is taken to the next level. And you'll see that in the issue and also in a very fun extension of the issue on the site.

[Stelline Velandes]

Excellent. Okay, so when I got here and we were talking about the last time I spoke to Eldecor people.

[Dennis Scully]

Right.

[Stelline Velandes]

So last time I was in conversation with Assad during the A list being put together, Assad leaves and I want to talk or just help me understand the shift that seems to have taken place with editorial director versus editor in chief and sort of what all of that that means and the role that you play. And I want to sort of introduce you both as well to listeners. Not everyone might know you both, but help me understand that shift and what it means.

[Elisa Lipski Karaz]

Asad and I worked together. He did an incredible job. And so Asad decided to leave and I immediately started to work on the brand in a much more direct and hands on way. And then I'd known Alisa for many years and her work and we were friends and I read her news and I thought this is a perfect partner in crime for me. And I think that's the best way to understand what we do. I'm editorial and brand director. I have oversight of the print magazine, the website Social, and also all the brand extensions.

[Stelline Velandes]

Okay.

[Elisa Lipski Karaz]

But we work together. I mean, we also work very similarly in that we work constantly. So from that first meeting, I knew that I had met someone who loves it as much as I do, who thinks as broadly about brands and who should be a part of them as much as I do. And it all worked out.

[Dennis Scully]

We're taking a quick break from the show to remind you about Ernesta. Immerse your clients in Elevated design with Ernesta's curated collection of custom sized rugs. Explore a vast variety of options that work for your creative vision through complimentary unlimited samples. Gain access to exclusive trade discounts and receive personalized project support through Ernesta's dedicated team of consultants. To apply for membership to Ernesta's trade program or to learn more, visit ernesta.com boh and now back to the show.

[Stelline Velandes]

So tell us where you were before and a little bit about your background so that listeners can understand.

[Unnamed Speaker]

Yes. Well, my very first job was working at for Harper's Bazaar. I was hired by Kate Betts who was editor in chief. I was her assistant. And then I, you know, media is a very sort of vibrant and exciting place. I think I moved many different times when I was young. And then I went back to Harper's Bazaar features director. So that was round two at Hearst. And by then this building had been built and I actually worked on this floor. And I'm trying to figure out if I was am in currently the same office.

[Stelline Velandes]

We can't tell yet if it, but I think it might not have lost.

[Unnamed Speaker]

The, you know, stands of time.

[Stelline Velandes]

Do you get a vibe, do you get a sense that you might have worked in this office before or.

[Unnamed Speaker]

So it was like basically I just can't remember exactly which one. And then I was at the Wall Street Journal at WSJ magazine for many 12 years.

[Stelline Velandes]

And Stelline for you just give people a little bit of a sense. Sure, yeah.

[Dennis Scully]

Of your.

[Elisa Lipski Karaz]

Well, I mean, I was an intern at El Door under Mary McAvoy. Oh my goodness. Okay. And Peggy Russell was the design and decoration editor. Charles Bricker was here. It was a great, great time.

[Stelline Velandes]

A heady time.

[Elisa Lipski Karaz]

A heady time. I was Michael Boudreau's assistant at Vogue. So. Who later became the editor in chief of Elle Decor and who has a story in the next issue and then I was also assistant to Richard David's story at Vogue and then went on to work for him at Departures for almost a decade. And then I came to Town and Country, Jay Field and hired me. And when he became editor in chief of Esquire, I was promoted to editor in chief of Town and Country and where I remain. And then in 2020, I became editorial director of Elle Decor and soon hired Assad as editor in chief. So I've been working on Both brands since 2020 and am now, you know, fully immersed in both brands, you know, across all platforms, as we say.

[Unnamed Speaker]

Yeah, I was gonna say we're actually just Angenus. I don't know what you're talking about. We just started in this industry. We're actually both influencers.

[Stelline Velandes]

Just got here. We've got a lot of followers and we hope you'll call off.

[Elisa Lipski Karaz]

How do you do all that you do in a day? Because, you know, it's like I, you know, obviously work. You know, the truth is we love to do it, which for me is. That's the key. I mean, we both love doing this more than anything. That is what I hope comes across in, you know, whether we are, you know, doing a video series or you're picking up the magazine at an airport. We love doing this. And for me, that's always. That's the key.

[Stelline Velandes]

Yeah.

[Unnamed Speaker]

And we do have a very exciting video series coming up tied to the A list.

[Elisa Lipski Karaz]

You see, this is how we work together. You asked how we work together.

[Stelline Velandes]

Okay. Yes.

[Elisa Lipski Karaz]

You're just.

[Stelline Velandes]

You're. Yes. Anding. There's a lot of sort of improv action happening here. I love it. Okay, so look for an exciting video series coming when?

[Elisa Lipski Karaz]

Exactly when The A list. Mid June.

[Stelline Velandes]

In mid June. Okay. I wanna talk about this new issue, but I wanna stay with magazines for a minute because to your point, you have to be passionate about magazines. It's a challenging environment in media, and I always feel like media comes on the back foot a little bit and, oh, no, you know, the magazine is this. And now we're doing video, and now we're doing that. I mean, I want to talk about the positive side of that. I want to talk about what magazines mean to people and also hear from you who you imagine the reader is when you're creating the magazine, what you're thinking about and what you, as you were saying earlier, Stelline, what you want.

[Dennis Scully]

Them to be getting out of all of this.

[Elisa Lipski Karaz]

Well, first of all, I don't think of only the person picking up the Magazine. I also think of the person who wakes up and looks at their phone when they wake up. Right, right. That, to me, is also who we create for. And that's why you need to think about. For this brand. Right? I mean, or for any brand you're working on. I obviously think about it for TNC all the time, too. But when they are waking up, what do they want to hear from your brand? And what can their brand tell them on that specific day? That feels right. On that specific day, you need to be a part of the current conversation. And yes, sometimes there's a beautiful room that is timeless and gorgeous at any time, but media right now also needs to constantly feed the conversation in its own voice. And I think that as you know, you wake up and there are endless, endless, you know, people talking to you, but when you hear something, it needs to immediately sound like Elle Decor. And that's the kind of joy of it for me.

[Unnamed Speaker]

We think of this in a very. Not just digital first, but mobile first way we know where we are meeting people. But I also think that one thing that's very important is that I personally and I think Stelene would agree that it's. I disagree with the idea that media is challenged. I think more than ever, we are all immersed in media in a more significant way than ever before. You know, we've been in this industry, I think, both of our careers, I'm sure we've had people telling us that, oh, media is challenged. And yet if you have something to say, people come. A good story is a good story is a good story. So that story can come from anywhere in the industry or anywhere. It could be somebody. I love the idea that there's creators on Instagram and on TikTok that are in this space that are giving ideas. Those are part of our ecosystem too.

[Stelline Velandes]

Well, and so Stelline, I mean, that's the concept of speaking to the reader or the consumer of your media. Every day is something very different for a magazine to talk about. So that speaks to a real evolution.

[Elisa Lipski Karaz]

Yeah, I mean, I think, though, that I don't think either of us or anyone really working on this floor in this building only thinks of themselves as a magazine. I mean, I wake up, you know, every day, and first of all, we both write for the site and for the print issue. I mean, you just. That's how it is. And also, what a thrill to be able to go to TAFE on Friday and get a story up on it on Friday night. I mean, you know, I think that the wonderful challenge now is to think what each platform can do that the other cannot do. And what you have to do is then exploit those properties. But make sure that all of it is of a quality deserving of your title, and make sure that it is speaking in a voice that is specific and particular to your title. I say this all the time, but if something is good, you're gonna get an audience. You just are. And you just have to care that everything is good. Which means, yes, the COVID lines are good and specific to your brand, the captions are good and specific and deliver something to your reader. Your Instagram captions are in a voice that feels individual to your brand and that offers something. When you start to have lazy display, lazy Instagram captions, lazy digital stories, you're just one in how many billion. And what we have to be is Elle decor specifically, and 100%, no matter.

[Stelline Velandes]

Where, to the point about social media. And designers are struggling with how to navigate this complex world today. And we've been having a lot of conversations with designers recently who don't feel comfortable promoting themselves or putting themselves out there. And yet we discover that a lot of designers are using Instagram in a paid manner to prioritize their posts and sort of get themselves out there. Everybody's trying to sort of figure out, right, what's working today. And designers, some designers are doing great and other designers, oh, gee, business isn't as great as it once was during COVID perhaps. And so I wonder what you hear and how you sort of process and think about, to your point, about how Elle Decor shows up on social and where you're finding the most success, you know, is it reels that are working for you. The video that you want to create for the A List group, for example, is that a high priority because you're getting a clear message that video is moving the needle.

[Elisa Lipski Karaz]

I think though that. But the same thing that I would say to designers applies to our approach. It depends on what story you're telling. Sometimes all you need is a beautiful still image and great text explaining it. I mean, design is a living three dimensional experience. You do want certain rooms and certain stories to be told through video or via a reel. I think just having this, you know, one size fits all approach is what gets us all in trouble. The same way every designer goes into a project and thinks, where is this room? What story do you want to tell? And I think that's true of designers and their Instagrams. And I think the more you develop a particular voice and a particular approach that feels not Only right to you, but feels like you the more successful that you'll be.

[Stelline Velandes]

And designers who want to be on.

[Dennis Scully]

The pages of Elle Decor, as I.

[Stelline Velandes]

Assume all designers do, how should they be thinking about the time involved, the commitment, the withholding of images so that nothing is out there? You know, all of that?

[Elisa Lipski Karaz]

I mean, I think that's a really interesting. I think we have discovered projects on Instagram, so I think teasing them sometimes is not a bad idea.

[Stelline Velandes]

Okay.

[Elisa Lipski Karaz]

I think once we express interest and.

[Stelline Velandes]

Then we want you to take a.

[Elisa Lipski Karaz]

Breaker, then stop posting. But I think that we are all partners in this industry and in this business, and I think that we want to always make sure that we are supporting designers and the design industry. And we also just want to make sure our communication is clear and as prompt as possible. I know promptness is something that designers always have a problem with. They want to know when and where we're gonna run their project. And so I think all of us need to be focused on that. And I think then just sharing as much as possible with. With us about the project and the story behind it. But I kind of think about that sometimes when a designer sends a project with no details, no narrative of, you know, even if the client is anonymous, tell us how you met. Tell us what the challenges were. Because, I mean, there was a project recently where we were really looking for something that told the story about the long game and about how patience is a virtue, difficult as it is. And we came across this project that was an extraordinary project, but we placed it almost immediately because the designer was open with us about just how long it all took.

[Dennis Scully]

You want to talk patience?

[Stelline Velandes]

Let me tell you about this project.

[Elisa Lipski Karaz]

And the designer did not know, you know, we were working on that theme. But just the generosity of explaining to us. And you know, I think in thinking about. Right. We have a certain number of print issues. Yes. I think designers now are very open to their stories on digital because of its impact. And, you know, people get clients off of Instagram all the time.

[Dennis Scully]

All the time.

[Elisa Lipski Karaz]

And so I think that's great. But yes, there are some designers that only want print because again, I talked about sort of what print can do. There is a lavishness and, you know, just the sheer luxury of 10 page story is something print delivers.

[Stelline Velandes]

Yes.

[Elisa Lipski Karaz]

And I think sometimes it's gorgeous and you want it immediately, but sometimes, you know, we only have a certain number of print issues. Help us locate it. Right.

[Stelline Velandes]

And I'm so glad you said that. Help frame this. Help tell a story. Help. Help us Connect more to these images so that it might fit in better with something or maybe brings to mind something we weren't even thinking of.

[Dennis Scully]

Right. Yeah. We're taking a quick break from the show to remind you about Coraggio. If you're an interior designer looking for exclusive luxury designs with quick shipping, a dedicated support team and more, start designing with Coraggio. Opening a trade account is easy to get started. Visit coraggio.comtrade and now back to the show.

[Stelline Velandes]

So, Stelline, last time I spoke with Assad, he had very specific directions that he articulated trying to take the magazine in. What are some of the directions that you want to take the magazine in? And what. What do you think we'll start to see more of as the magazine evolves in the direction you want to go in? I loved in this last issue, I love Rita Koenig's column. And it sounds like William Leigh is going to be playing a bigger role, perhaps in all of this. David Netto pops up lovingly here and there. I mean, so. And I think the design industry loves that. So, I mean, tell me, tell me more of what you're imagining with that.

[Elisa Lipski Karaz]

Well, I will tell you what won't change is what, you know, I mean, first of all, Elle Decor celebrated its 35th anniversary last year, which is incredible. And it has always been about finding design in every corner of the world. And so that won't change. I think, for us, how it evolves will very much depend on how design and the world evolves. Because I think what is the most exciting thing for any media brand is to reflect the time and the world in which it is created. And I think that, yes, we are covering and showing and sharing beautiful, beautiful design and projects. This is not a cloistered environment. It needs to think about what else people are reading when they pick up and read us. And so what is the mood? What is the anxiety?

[Stelline Velandes]

It's high. The level is high at the moment.

[Elisa Lipski Karaz]

What are the concerns? And so for me, I think that Elle Decor and all media right now really needs to think about what it is and what it is giving anyone who decides to read it. And always, always for me, voice, point of view and a specific something to say. So I think you will see the, you know, my approach to media is, you know, there's a sort of bold word choice generally.

[Stelline Velandes]

Yes. Can't help but notice that.

[Elisa Lipski Karaz]

But I think, you know, what you mentioned voices, whether it's Rita Koenig or David Netta or William Lee or Marissa Meltzer or Michael Boudreaux, all these voices you will continue to see, I think also creating a sense of community, whether it's through the events that we host or attend or it's in the content that we make this brand. Elle Decor is very much a part of a community, and I think making sure everyone in that community feels like they're, you know, they're part of our crowd makes it all the more fun.

[Stelline Velandes]

So we've got two different covers of the upcoming May issue, which it sounds like it'll be out by the time this hits.

[Elisa Lipski Karaz]

Yes, it should be.

[Stelline Velandes]

So tell me, first of all, tell me the thinking with the two covers and some of what is going on.

[Elisa Lipski Karaz]

Sure. So we have a wonderful market. Director Ben Reynard.

[Stelline Velandes]

Welcome back, Ben.

[Elisa Lipski Karaz]

Welcome back, Ben.

[Stelline Velandes]

Yes.

[Elisa Lipski Karaz]

So Ben is known for doing these really wonderful still lifes. He did one in the March issue about Sargent interiors. And so when we were in Paris together, we were noticing sort of fabrics. We started this story with the idea of a headline. Can you feel it? Like, all these fabrics that you wanted to touch? And so we said, we have to do a textile story, a fabric story, which is part of Elle Decor tradition. The center of book. Gorgeous still lifes. You go in the archives. They're in almost every issue. And so Ben started to call in fabrics. We saw all these really gorgeous floral fabrics, and we thought, well, where, you know, we could shoot them downstairs. We have a photo studio here. But then we started to think about the industry and also about New York and about things that we wanted to make sure were always a part of New York. And we thought about the flower district and how many designers and stylists we see there when we go in the morning. It is central to our industry. And so Ben had this idea to take the fabric down to the flower district and to shoot these beautiful fabrics in against sort of some of the great showrooms and stores down in the flower district. And so when this shoot came in, we immediately said, you know what? We're a brand that can throw a curveball of a cover. So let's throw a curveball. And we decided to do two covers. We also had this really beautiful project from this Canadian designer who we wanted to support.

[Stelline Velandes]

And so, especially at this time, Canada. Oh, yes. We're so sorry. All is forgiven, I hope.

[Elisa Lipski Karaz]

Please. With an Elle Decor cover. Oh, my God. Diplomats.

[Stelline Velandes]

I mean, talk about an olive branch.

[Dennis Scully]

I like it.

[Elisa Lipski Karaz]

And Montana. We knew we wanted to put that project on the COVID It is such a sophisticated take on design. And so we decided to do two covers. And I think that boldness is. I mean, it's central to El Decor, but I think it's also central to the success of all media.

[Stelline Velandes]

Yeah, well, and I. And I think, I mean, as we talked about. And again, it's not about. Yes, everyone's always the cliche media's challenge, this challenge that. Listen, information and technology is just evolving so rapidly. Everyone is adjusting.

[Dennis Scully]

Right.

[Stelline Velandes]

And we don't even know yet fully what the extent of AI is going to be in our world. And we're seeing that showing up, which.

[Elisa Lipski Karaz]

Is why, again, you have to make sure that everything you are creating for a brand feels considered and feels like there were creative minds at work behind it.

[Unnamed Speaker]

And that's why we also want to celebrate ideas. And we're so excited about ideas. That's something that can't just be easily replicated.

[Stelline Velandes]

Well, and tell me. So unpack that a little bit for me.

[Unnamed Speaker]

Well, I think that we, you know, are lucky enough to cover an industry that is full of ideas. So I think. And that's something that, you know, I don't think that AI has successfully been able to capture. It's iterative still at this point. I mean, obviously I'm going to sound.

[Stelline Velandes]

Like, well, we're going to play that.

[Dennis Scully]

Back in a year.

[Stelline Velandes]

We're going to see.

[Elisa Lipski Karaz]

But.

[Unnamed Speaker]

But I don't think that, you know, really original ideas. And that's what we want to celebrate. That's what we. That's what makes people save the Instagram, you know, to their archive and make sure that they go buy that or click through and buy the piece or rip out a page or buy something through our website. That's what drives them to do that is because it's an exciting idea to them. So we want to see ideas from photographers, we want to see ideas from our writers, we want to see ideas from our editors and the staff here. I think that that's something that cannot be just like, mimicked and replicated and copied.

[Stelline Velandes]

Well, and to your point, I mean, it certainly sounds as if both of you feel very passionately about the fact that you want this to be a magazine that's read.

[Dennis Scully]

Right.

[Stelline Velandes]

Just as much as it's looked at and admired you really. There are great writers who yourselves, include yourselves included, who are contributing.

[Unnamed Speaker]

There always have been. At Belda core.

[Dennis Scully]

Exactly.

[Unnamed Speaker]

There always have been. And there, you know, there's always been, you know, really exciting ideas. I think when you talk about also even this, like, still life cover that we have with the flowers, that makes such a big statement, you know, that's Also something that's actually in the DNA of El Decor to celebrate the design piece itself on the COVID You know, that's something that we're able and excited to do.

[Elisa Lipski Karaz]

I mean, you know, you said about, looked at and read. I hate to use the term roi, but I'm going to, because do it. If anyone clicks on an Elle Decor link or opens up this magazine, I want to make sure they feel they are getting something in return. In return for their money, in return for their time, in return for their attention. And sometimes it is about the beauty of the page, sometimes it is is about the story told about the beauty on the page. But ideally, it's about both.

[Stelline Velandes]

So as we wrap up, speaking of ROI and speaking of sort of people feeling exceptionally connected to the title itself, talk to me about membership and about the paywall and all of that. How is that working? What have you learned from that? Do you want to continue that? Tell me about that.

[Elisa Lipski Karaz]

Sure. You know, El Decoration has always felt like a club. Right. And we always want to engage all our readers. We also want to make sure we're inspiring the designers that read us. That's one of the highest compliments when a designer who doesn't have a project in an issue says, I ripped out three pages. And so that's always the goal. And so as we move into 2025 or close out 2025, I mean, it's membership will grow and we will add to the perks of being a member, which we'll come back on and tell you more about.

[Stelline Velandes]

Can't wait to hear.

[Elisa Lipski Karaz]

But we have incredible house tours that are exclusive to members, and we have some new things that that will come about in a little bit later in the year.

[Stelline Velandes]

And it sounds like if I understood what you were saying earlier, Stelene, your goal for the evolution of the magazine has less to do, perhaps, with your own personal vision, but more to do with what is happening in the time, in the moment, and making sure that.

[Elisa Lipski Karaz]

El Decor fits with that. I think that a great media brand has to feel both timely and timeless. And that is my approach always. And Elle Decor makes design the focus of that. So we are, I would say we have a broad vision, but a very, very sharp focus. And so we are looking at the entire world, but looking to find design at the center of that world. And so you will see, we cover things that are happening in the world by looking at the rooms where they're happening. And those rooms are telling you a story of what is happening on that day. And that is the way that El Decor tells that story. And so strong point of view. Lively and engaged language. Janice. Love it. And to make sure we are serving and engaging and most importantly, inspiring the design community and also serving and engaging and inspiring readers is the goal. And looking for design everywhere. It is, and it is everywhere.

[Stelline Velandes]

And Elisa, four or five weeks into your role here, what's gonna feel like a big for you? What's gonna make you feel good in the months ahead about the role that you're.

[Unnamed Speaker]

I already feel good.

[Stelline Velandes]

I already did. I mentioned I met Mr. Armani on day two.

[Unnamed Speaker]

I mean, come on, it's been. I mean, every day has been really exciting. Every week feels different. I mean, we've had some really big news stories come through our doors. We've worked on. We're starting to, you know, hunt down the long term projects. Those always feel good when they come to fruition. Of course, I can't tell you about any of those.

[Stelline Velandes]

I feel like I hear news coming up a lot more. We're coming into the business of home beat here. I don't know, should I. Am I sensing competition in some way?

[Unnamed Speaker]

I had to imagine.

[Stelline Velandes]

Wow. Okay.

[Unnamed Speaker]

We are competitive.

[Stelline Velandes]

All right. They're breaking a lot of news over at El Decor.

[Dennis Scully]

Okay.

[Unnamed Speaker]

But yeah, no, I think, I mean, it's still very much Elle Decor. This is, you know, a historic and clear and international brand. But I think you'll see our goals come to life with each new issue.

[Stelline Velandes]

Stelline. We're take a Town and country moment here. Okay. Because one of my absolute favorites, Hannah, is on the COVID of Town and Country.

[Dennis Scully]

Could not love her more.

[Elisa Lipski Karaz]

Oh, I'm so happy.

[Stelline Velandes]

Yes.

[Elisa Lipski Karaz]

I love this whole cover, you know.

[Stelline Velandes]

I love this cover. Look how fabulous she looks.

[Elisa Lipski Karaz]

I mean, well, I think it is a pretty classic TNC cover. I mean, wearing a one of a kind Tiffany necklace at school is about as TNC as you get. But I think she is such a fresh and fun talent that I think it speaks to sort of what Town and Country is now.

[Stelline Velandes]

Such a pleasure to speak with you both and thank you so much for making the time and congratulations on your new position.

[Unnamed Speaker]

I'm really excited to do this.

[Elisa Lipski Karaz]

Thank you for all that you do, you know, business of home. And these podcasts show everyone just how much there is to discuss about design and this industry. And you really have made that happen.

[Unnamed Speaker]

And you're my daily read.

[Stelline Velandes]

I very much appreciate that. I appreciate that very much. Thank you.

[Dennis Scully]

Thanks for listening. If you'd like to keep up with the latest design industry news, visit us [e-mail] where you can sign up for our newsletter, browse job listings, and join our BoH Insider community for access to online workshops, a free print subscription, and much more. If you have a note for the podcast, drop us a [e-mail] if you're enjoying these conversations, please leave us a review on Apple Podcasts. It helps others to discover the show. This show was produced by Fred Nicholaus and edited by Michael Castaneda. I'm Dennis Scully. Thanks again for listening and I'll see you next week.