We had the good fortune of connecting with Berit Freutel and we’ve shared our conversation below.
Hi Berit, we’d love to hear more about your end-goal, professionally.
The end goal. What an interesting term, yet, we all think about it, I guess. We do. To me, it actually has something scary to it, because the word END means that there is nothing more to come?! And a career that has reached the end goal is finished? …
But I get, at what you are aiming at, with this question 😉
I created my little brand out of pure joy of creating. Actually, all my career endeavors have that playful undertone to them. I love to create => brands and products and actually anything that is tangible and to some extend also measurable. It can be painting a fence, cleaning my house or starting a new brand. I can’t really help it: I am an ambitious Capricorn woman (with a loaded 5th house). And as a true goat, I do love to climb mountains, meaning: If I start something, I want it to succeed, I need to get to some “top of the hill”.
My little brand BANDS OF LA is no exception to that. Seeing it flourish makes me happy. But since my biggest talent lies in creating new things, I, at some point, need to let go of the things I have created. Or better: hand them over to someone else. I can initiate = someone else needs to then take over and go on with that. Because I am already off to do something new.
My “end goal” with BANDS OF LA would be to find someone who would help me be free from the every day handling responsibilites of the Bands. Someone who can be my right hand and take Bands of LA to the next level. I did 7 years of brand buildup – now it’s time to move on. WITHOUT trashing the brand. But I think, at some point you need to have helping hands if you want the project to grow.
Alright, so let’s move onto what keeps you busy professionally?
I was a fashion journalist for 20 years; I also am a writer (ghostwriter and I wrote my own novel). So I do know how to use words and how to tell stories. I also have a passion for drawing and coming up with names. I tend to have a bit of a restless energy when it comes to drawing and writing – and I did turn that into a style: My style is “SPEEDY”; my drawings are done within seconds and I think you can see that and they don’t look “perfect”, even a bit “rushed, which represents my thought process. If I take a picture = the first shot is it. If I write a sentence = the first one seems to be it. I am fast; and turned that into my “art”. If I have an idea, I have to do something about it right away. I really learned to use this almost electric and restless energy for my artistic output. In other words = I made this part of my character flow into my art, to make it unique. To make it mine. I learned, that authenticity actually IS key. Even if it isn’t mainstream, it is YOU.
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 live in Venice and I love that part of town. So I’d take my visitors up and down Abbot Kinney, show them the canals and then get a green or fruity juice at the super organic (crazy expensive) supermarket Erewohn. Then, have a salat at Gjelinas or Gjusta, for a bit of a hipster experience. Maybe check out the famous GOLDS gym Venice, if they feel like working out. At sunset, we’d go down to look at the ocean and stare at this amazing sky, that changes colors – mesmerizing. Also, I’d take my friends for a hike up Temescal Canyon, if they crave nature. For dinner I’d aim for Cafe Penguini (my favorite italian restaurant) or Il Piccolino (also italien), on Robertson. If they were from Europe (like I am ;-)) = we’d go to the IVY on Robertson, for lunch – and for the show. And also have a burger at the Polo Lounge of the famous and Beverly Hills Hotel. I also like to sit at the little beach house Malibu and look at the waves while enjoying a glass of ice cold rose vine! I love furniture, so I’d would want my guests to meet Denise at MERCHANT MODERN to check out cool Venice Vibe treasures; also I’d haven them look at amazing plants at Rolling Greens on Beverly Blvd. And since I do love shopping: We would check out my favorite shops GUILD LA (on Abbot Kinney), TELLER (the platform LA) as well as Gallery department and Atelier and Repairs for a more recycled look. Acupuncture might be fun too: I go to ACUTONIX on Abbot Kinney or in Culver City and ask for Adam. Little trip to heaven.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
California Webbing Mills Thomas Arndt