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

Hi Frances, what was your thought process behind starting your own business?
There are a few avenues for how I got here.
The first was being honest with myself. The second was purely survival. Third was E.Jean Carroll.

My career started as a Graphic Designer, focusing on publishing and events. Being a Graphic Designer involves long hours at a computer designing invitations, logos and whatnot but you don’t get to witness or partake in the action producing the final product. I realized this was counterintuitive to my being a very social person. A few years into this position, I told my boss at the time that I would like to be more involved in the production.
Shortly after, the recession of 2008 hit. Laid off.
Freelancing in NY. A freak hurricane hit New York. Laid off.
Spoke up at another major magazine about what I wanted. Laid off.
Covid hit and I clung to the freelance work I just started. I did a great job and they offered me the highest salary package I’ve ever seen but I was miserable. I realized I had to design what I loved. The only way I knew how was to start a business myself.
With all of these circumstances, owning my own business just made sense for the kind of person I am. I have a talent for design. I love to help others. And I’m a people-person.

I’d kept an article clipping by E. Jean Carroll from Elle magazine taped to my computer screen for over 10 years. The title was ‘How To Make It In the World’ In it, she answers a question from a girl who feels hopeless about money living in New York. E. Jean exercises her mastery whipping the girl into shape. A few of the tips she shared are:
1- Never waste time looking for a job when you can invent a job.
2- Never invent a job that doesn’t solve one of mankinds problems.
3- Never forget- as you build your Facebook Marketing Campaign: Women always want to be thinner and men always want to be taller.
4- Never go with what you love. Go with what obsesses you.
5-Never worry about failing. You will fail. Just fail smarter the next time.
6- Never listen to your boyfriend when he complains that you’re working all the time. Keep working.
7-Never wear black. Wear red- hot,cheeky, dangerous red. People will be less likely to forget you.
8-Never aim for catchy. Aim for true.
9-Never ask customers what they want- as Steve Jobs said: “People don’t know what they want until you show them”

What should our readers know about your business?
Lorelai Design Studio is a solution-driven Design Firm specializing in Branding and Interior solutions. We take a holistic approach to your project by focusing on #storytellingwithstyle. It’s about building your story to enable you to make informed cohesive choices along the way.
I’ve had a multi-faceted design career which helps me understand all angles of the customer experience, from logos to scents to fabric choices.
I’m currently working on a monster project converting a mansion to Bed and Breakfast. I’ll be sharing content on socials very soon!

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?
Recently, I had a fun little friends weekend checking out Jungle at the Hollywood Bowl, eating incredible food at Mirate, vintage hotel hopping around town to do design research for my current project, and finishing it off with a beach day in Malibu with BYOB lunch at Malibu Seafood. There are so many great places!

Who else deserves some credit and recognition?
It’s definitely been a journey getting here.
My husband, Johan Zafra, for supporting my wildest dreams and staying by my side through it all.
I have a few friends who’ve always championed my skills and talents, bringing me onto their teams through the years. Adriana Garcia, Gabriella Arrillaga, Monica Pendergrass to name a few.
E. Jean Carroll, for her article clipping that was taped to my monitor for so many years.

Website: https://www.livelorelai.com

Instagram: @livelorelai

Image Credits
Frances Pabon Zafra, Past and Present Work

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