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
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“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.
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