Our Culture Editor Maureen Kragt speaks to Lolita Abraham – founder of the Influencer Awards Monaco (IAM). This gala night will reward the most influent personalities in their categories and the most important prize will be awarded to the Influencer of the Year. In 2018 it will be hosting over 150 influencers under one roof.
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Surrounded by entrepreneurs since her childhood and born in the fashion industry, Lolita understood very early on the direction she wanted to take in life.
After graduating from Jiao Tong business school in Shanghai, she designed private labels for brands in the United States, Russia and Spain, and launched her own children’s clothing brand in China.
Thanks to her creative personality, she envisioned new shopping experiences for concept stores throughout Asia.
Her expertise: creating and selling turn- key businesses! Monaco is where Lolita finally settled down 3 years ago. Lolita is the founder of the Influencer Awards Monaco and heads the business development departure.
How and why did you create THE INFLUENCER AWARDS? How is it different?
In 2007 I launched a blog where I would share all my favorites, “must have” of the moment, and offered a selection of products in my « shopping list » lolitaabrahamfashion.com.
Years laters, while taking a stride on the casino square in Monaco, I realised that Monaco has such an influx of influencers and they are always very proud to post. This notion gave birth to the influencer awards project. Monaco is without a doubt the scene for international personalities, gathering influencers from around the globe to participate in their very own ceremony, like the Oscars, and I’m glad to hosting this very special evening entirely devoted to these new stars of the web.
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What inspires you about creating an event like IAM in a place like Monaco? Was it an obvious choice for you?
Monaco is synonymous with living the good life, and epitomises beauty – from her towering cliffs, glorious harbours and luxurious hotels. This city state entertains its visitors with the Rolex Tennis Master Series and its annual FormulaOne Grand Prix. It’s a cornerstone for a glamorous riviera lifestyle where the rich and famous have indulged in the belle époque casinos and busy casino square – known for people watching. Monaco has undeniably become a place for “influencers” to share their experience with their loyal followers. For me, Monaco was the only choice.
The IAM team – who is it composed of?
Pauline Ducruet
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Pauline has been blessed with rare fashion sense. You would have too, had your grandmother been Grace Kelly! Fashion runs deep in the Grimaldi women’s blood. Pauline studied at Parsons School of Design in New York, with these newly required skills – she created her own clothing line that is on the verge of making it’s public debut. We simply can’t wait.
If this hasn’t sparked your interest for the monegasque lifestyle, Pauline was a former professional diver at the youth olympic summer games in Singapore in 2010, at 16 only! It’s an honour to have her as our Ambassador.
Thomas Peeters
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A self-made man and one of Monaco’s finest entrepreneurs. For over a decade, we have seen him shape his career from building a successful consultancy company to new business ventures like Sunset, organised each year since it has become FormulaOne’s only beach party destination attracting the glitterati and personalities from all over the world. With incredible music line-up and theatrical shows. Sunset is unlike any beach party you have ever experienced – quite unmissable. Today he heads our operations department.
Maxime Giaccardi
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Galliano Born and raised in Monaco. He attended Law School before deciding to chase the American dream. He interned at the monegasque Consulate in New Y ork. After falling for Empire State city, he ventured to the city of Angels – pursing his studies in entertainment Law. Maxime went on to start his Monaco based company, which has expended its activity around the globe, providing an unlimited lifestyle management service to its clients. Today he heads up our sales department.
Maureen Kragt
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Raised in Monaco, this visual content creator and freelance writer splits her time between London and Los Angeles. She was introduced to the influencer world when she first started her own blog which she runs today just like a magazine. Focused on lean startup projects, her role is to craft and maintain a positive image for brands. Maureen previously worked as online reputation manager in London. Today, she heads the public relations department.
What are the trends you see happening on social platforms?
The trends are well-being, through nutrition and sport. These influencers allow us to take a visual journey via their social media, enabling us to discover landscapes, almost in real time. In terms of fashion, it’s the colors that are in the spotlight.
Is influencer marketing appropriate for every brand?
I think we cannot escape it … but more importantly is working with influencers which corresponds to your brand. Large numbers of followers aren’t always the answer – I would instead recommend identifying your target market and narrowing down on the influencers suitable for the particular campaign.
What should the public be looking for in an influencer?
New ideas, tips and a way to identify ourselves with them.
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Is a large following the only thing you need to be considered an influencer?
The Number of Followers you have certainly is important, but it is the quality of the community that counts.
In order to establish oneself as an influencer, it is crucial to have an authentic following, delivering genuine results for the brand. When you pick an influencer you also pick their community – those are your future potential clients. During your selection process, take into account their personality, how they affirm their taste and image, and how they showcase brands.
What are people’s reactions when you mention the Influencer awards?
The reaction from the public is very positive, and they do not understand how an event like this has not been realised yet. They find it very much up to date with our connected generation. The influencers are enthused and honoured to participate in such a unique event.
Name a few of your favourite influencers?
It’s hard to say, as I admire their work ethic and I follow many of them. The Blonde Salad, founded by Chiara Ferragni, because she is the first, it’s undeniable. Jerome Jarre, for his altruistic take on the influencer world. John-Lee for his motivation, Sincerly Jules for her style!
Tell us about the goals of this project?
The “IAM” is a made-in Monaco event, which will take place every year. This event aims to put in the spotlight the talents of the web recognizing the fantastic work they do.
About our Culture Editor:
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Maureen is a fashion & lifestyle influencer living between in London (where she feels ‘very much at home’) and Los Angeles, one of her favourite spots to be creative. She was raised in Monaco, and has French/Dutch origins.
She was introduced to the influencer world when she first started her own blog which she runs today just like a magazine, and her latest project is heading up the PR Department for the Influencer Awards held in Monaco this October, which is the first of its kind.
Check out Maureen’s blog at: www.maureenkragt.com
The post Upping the glam factor – we talk to the founder of the Influencer Awards Monaco appeared first on BOE Magazine.