“Nicole is a creative director, producer, filmmaker, copywriter, and co-founder of Either, And, a collaborative lifestyle collective and studio she curates with friend, Jenna Saraco. The Studio by Local Creative is where brands small and large can source content creation in the form of design, photography and video rooted in community, collaboration and storytelling. ”
Dress, Datura ; Shoes, Mirth
on her morning routine
I set my alarm to go off at AM every morning, but I actually wake up around 8:30. I’d like that time to be 7:30 one day. It’s a new challenge to drink a glass of water with freshly squeezed lemon when I get out of bed. The lemon helps so it’s not just water every day, and it’s nice to feel hydrated to start the day. My cat, Carlos, has already probably been meowing since 6 AM so I put food in his bowl, then I make my morning coffee and a small breakfast so we can eat together. I really love maple nut oatmeal at the moment with some bananas.
Answering and writing emails is not the most fun so I try to get it out of the way. I also make a list of what needs to be done for the day in the morning. If there is time I go for a quick run at McGolrick Park and get another coffee from Champion. They have the best cold brew! I rush back home and somehow take a shower. I get ready in 20 minutes to head out to the first meeting of the day.
on finding her path
Before Either, And, (Previously Local Creative) I had a lot of random jobs. I was unsure of their purpose at the time. I questioned if I was heading in the right direction, but it’s all starting to make sense. After graduating college, I found myself working at a hotel in the Lower East Side where I tried some managerial positions before landing a dream job at a large PR company. After working with so many interesting characters at the hotel, the PR firm felt a little too serious for me, and I realized I quickly didn’t fit in that space. With both jobs, I gained crazy experience from some of the best professionals in PR and hospitality, which combined with my writing background gave me an excellent foundation in lifestyle and communications which was essential for starting Either, And.
“Everyone should read Osho’s “Love, Freedom, Aloneness.” It’s really helpful in understanding yourself and how to participate in healthy relationships around a realistic ideas of love, freedom, and aloneness as basic conditions.”
on launching her project
My relationship with Jenna [co-founder of Either, And] was built around our love for our grandmothers, which initially inspired Either, And. Their ideas of home, style, and celebrating a community of family and friends struck a chord with us. We both have an Eastern European/Mediterranean background and these qualities of life were always familiar and brought us together as friends. From there, we found ourselves waitressing and meeting Monday nights to discuss pages we pulled out of magazines, exhibits to see, or stories we read from the week that we found interesting. It was fairly casual until someone asked what we called ourselves, and we decided "Local Creative" was an easy way to describe our project.
on her creative approach
I try to have have a very natural approach as an art director. I never want anything to feel forced or contrived. Ideas and concepts are always floating in my mind as I absorb information from all types of media. Usually I wait for all the pieces to fall into place organically, but if it’s a project on a tighter timeline, I love the challenge or diving into research to find something memorable and custom to the client. I’m always filing names of models, locations, colors, and stories consciously and subconsciously in my everyday. Pinterest and mood boarding are a huge help in organizing all this information collectively, as I wouldn’t call my process the most organized. Storytelling is ultimately what I love most about my job. I love that I get to have an opinion, and it matters. I love colors, beautiful surroundings, textures, and faces of people. I love putting them all together to create something to share with the world.
on her beauty routine
I am super into a fresh faced beauty look. Dewy, glowing skin is hard to beat so invest in your skin. Splurge on that facial, like Blue Clay Mask or Coqui Coqui Bath Oil Maderas, and nice soap. My routine is the most minimal. In the morning, I use a tiny drop of Malaya Hair Oil. I moisturize everyday with Grown Alchemist Matte Balancing Moisturizer, Rodial Stem Cell Magic Gel, and Shiva Rose spitz rose water on my face for hydration. I usually only wear Glossier Stretch Concealer and Generation G Matte Lip in Crush. Sometimes a little mascara and Glossier Boy Brow if I’m going out later. I also recommend Captain Blankenship Mermaid Sea Salt Hair Spray and Captain Blankenship Lip Balm.
on shopping habits and style
I like anything and everything vintage. It’s so satisfying to discover an older piece of clothing and bring life to it again. I’ve been really into studying current and archived collections, and finding pieces at the thrift or a local vintage store. It seems like the thrill of the chase is what makes collecting so appealing. Some of my favorite vintage shops are Mirth in Greenpoint, Ten Foot Single in Williamsburg for basics, Persephone Vintage for unique pieces on Etsy, and Passenger in LA. I also like to do my own vintaging when I’m on the road or visit home. There are always wishlist shopping like Lisa Says Gah, Maryam Nassir Zadeh, Caron Callahan, Jesse Kamm, Rachel Comey and Sincerely, Tommy. Style wise, I recently read the description “Euro sophisticate with touches of classic American ideals” in a review for a fall collection for a designer I admire. I love these words and I like to think I fall somewhere within this, but my style is evolving.
on home decor
My furniture is mostly from Craigslist, thrifted by me or from Porter James/Adaptations in Greenpoint. We also collaborated with some incredible brands such as Hedge House who designed my beautiful walnut bed frame, and Brush Factory where I got my breakfast nook table. There is a bit of a global influence in my home style. The open, airy, and rustic layout of Mediterranean homes is always dear to me but can be hard to achieve in a tiny NYC apartment. My room I kept light with simple white linens and walls. I try not to clutter where I sleep.
on creative inspiration
I’m inspired by interior design, architecture, florals, shadows, fashion campaigns, landscape. People in general inspiring me. A certain look, features and characteristics, a specific personality. I’m inspired by film and TV. I feel like a sponge. I just absorb what’s in my everyday and put it back into my work.
“Something about “Pet Sounds” resonates with the transition of life I have been feeling lately. Maybe it’s just the shifting of the seasons, but it perfectly captures the feeling where I’ve been and where I’m going which I’m sure many can relate.”
Top, Hunter, Skirt; Vintage, Shoes; Zara, Bag, oad
nicole's favorite books
The Year of Magical Thinking by Joan Didion, Love, Freedom, Aloneness by Osho, How Should A Person Be? by Sheila Heti, The Diary of Anais Nin by Anais Nin
nicole's favorite movies
Eternal Sunshine of the Spotless Mind, La Collectionneuse, La Dolce Vita, Vivre Sa Vie
nicole's favorite records
Pet Sounds by The Beach Boys, Rumours by Fleetwood Mac, #1 Record by Big Star
nicole's favorite places in nyc
Dinner at Little Dokebi
Brunch at Café Mogador
Coffee at Bakeri for the atmosphere
McGolrick Park is like my backyard here
For shopping: Mirth Vintage