Meet April Lugo | Creative

We had the good fortune of connecting with April Lugo and we’ve shared our conversation below.

Hi April, can you walk us through the thought-process of starting your business?
I had no idea I would ever create my own business. This business started as a creative outlet while I took a year off with my baby back in 2021. I experienced some PPD after having a baby during Covid in Nov 2020. The losses in culmination with taking time off from my very beloved career as a teacher left me with a lack of purpose at times. While preparing for my daughter’s 1st birthday, I wanted to do most of the decor myself and came across some beautiful fringe set-ups on pinterest. I was intrigued as it seemed pretty DIY friendly. I had the time so I attempted to create my own backdrop. The photos of that first backdrop are never to be seen again- as with anything, the first go at something new is usually quite difficult and doesn’t really scream mastery. Following her birthday, I spent about 3 months perfecting techniques to master exactly how to create fringe in a way that was aesthetically pleasing to the eye.

Everything started to evolve from there. I became particularly interested in aerial installations but knew people would still ask for backdrop walls so I wanted to create versatile pieces that could be used for both types of installs.I was also wanting this business to be sustainable- for both the environment and my time. I wanted the pieces to be reusable time and time again. Getting started with clients and event planners was tough! How do they even find you? I was always so quick to offer designs to close friends and family. It felt so cool being able to spoil loved ones with decor they normally would not be able to budget for. This is something I still do because I thrive on creative freedom. This gave me a start at creating content on my instagram which ultimately showed planners and clients what was possible for their events. Initially, I also did a lot of sponsored set-ups for markets and non-profit events to develop relationships with people in the industry and this definitely helped to spread the word.

By January of 2022, I had created my LLC under The Fringe Aesthetic, and within the next month I had my first paid job. I was so nervous but it turned out beautiful, was eventually published, and is still a fringe installation clients show me as inspiration today. I found an amazing group of vendors in San Diego through Colette from Inflate San Diego. She had the brilliant idea to put fringe on a bounce house for a styled shoot- And here we are today- I have supplied over 40 bounce house companies across the nation with rental fringe that they are able to rent and reuse to make their business more profitable. We just celebrated three years in business and I never would have imagined the opportunities I have had. I returned to work in August of 2022 and the balance has definitely been interesting. I typically now only take two events a month and I like to take things on that are equally exciting for me. I am always working on a balance between my own family, my beloved teaching career and this business I grew.

Alright, so let’s move onto what keeps you busy professionally?
It took me about a year in total to figure out how I could fabricate fringe efficiently and beautifully. Installations are another layer to that as every event space and venue is different. There is always so much trial and error, but I love tackling new challenges. My favorite part about my style is that all the pieces are interchangeable meaning they can be both used in aerial designs and backdrops. The goal was to create sustainable event decor that was versatile and immersive. The immersive experience I had led me to really favor aerial installations. They can completely alter the dynamics of a boring room. I am in the process of really finding the niche community for us to work with. We are working to identify the brands that the business aesthetic for with most, and I am so excited to see where this targeted marketing takes The Fringe Aesthetic. I have had to develop some really interesting pivots in the last three years while having my second child, but I am proud of the alternate options I was able to offer clients and noticed that it inspired other fringe creatives to have the same offerings. While I was pregnant with my second and took a break from installations, I started offering rentals to other vendors. Over the course of a year, I mingled with over 100 new vendors who took advantage of these rentals. I established some of the most incredible relationships through this and was able to sustain the business while offering others a great opportunity to expand theirs with additional offerings. Fringe is such a time consuming task, so most won’t want to take it on. It is much easier to rent at a lower rate. Additionally, I began doing DIY kits that would create the exact pieces I had in my inventory. People could purchase for $80 and tie themselves. Melody from Feathered Fox Designs in LA purchased a few kits and posted about them. I was 36 weeks pregnant and my business blew up overnight. I am forever grateful to her for this. I now have vendors across the nation that order these kits when I offer them.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I am based in South Orange County. I highly recommend visiting San Juan Capistrano. The town is beautiful and there are so many amazing new restaurants and stores as they have spent so much time on renovations. The new River Walk is amazing! You can frequently find my family enjoying breakfast at Ellie’s Table or dinner at Mayfield.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I have received emotional support and encouragement from so many friends and family members. While my husband struggles with the balance of both my teaching career and this business, he has given me unwavering support with important installs and the time I need to complete tasks at home. We have two small children, so his commitment to helping so I can focus on the business has been so monumental. My mom has also been integral in my ability to sneak away on weekends for installs and prep during the week.

I have to give a shout out to my friend Sydney, who was my first friend to officially hire me for her cousins baby shower. It means the world when someone close to you invents in your business. My dear friend Brianna has helped me with a crazy number of installs as well as design consultations and elements. She even let me drag her to Hollywood back in July of 2023 with my 4 month old so I could install some designs for the American Heart Association. She was on baby holding duty for two days.

My assistant Avery quite literally keeps this business alive. She is the main fabricator now and is completely irreplaceable. I hate doing installs without her because she tackles everything I need to typically walk away from when I’ve exhausted all tactics. She has immersed herself in the company and we can’t wait to see how it continues to grow with her efforts and support.

The relationships I’ve established with others in the industry have been integral to the business’ success. To name a few: Colette with Inflate San Diego who now handles some of our San Diego installations, Kristen with Alpha-lit San Diego, Rilee with Balloonworks, Kham with Hello Pretty Events, Melody with Feathered Fox Designs, Charlotte from Char’s parties, Mahvush with Styles of MH, and Deysi with Balloon and Decor Co., Courtney from Balloons By Courtney, Caroline and Alexa from Pure Lavish Events, and Alyssa Hunter from Alyssa Hunter Photography. There are so many more, but without these particular women, The Fringe Aesthetic wouldn’t be where it is today. Their collective effort to say my name in rooms full of important people, refer me to clients, and champion my work on a regular basis has been so crucial to any success we have had.

Our clients have been absolutely incredible and an absolute dream to work with. I have adored establishing friendships through our work together.

Recently, Courtney from Courtney Lynette Designs created an absolutely stunning website and I am so grateful for her unique eye and passion.

Website: https://Thefringeaesthetic.com

Instagram: Thefringeaesthetic