ROWING BLAZERS X NOAH LAUNCH PARTY

Photography by Joey Fresco

My Role:
Store Director & Brand Partnerships Lead, Rowing Blazers

Challenge:
Launch and operate the brand’s first flagship retail location in Nolita while managing costs and driving cultural relevance for a new generation of shoppers.

Approach:
I led the opening and day-to-day management of the store, while developing strategic partnerships with aligned third-party brands to offset overhead and expand reach. These partnerships included co-branded product launches and community-oriented in-store events. I also played a central role in conceptualizing collaborations and overseeing execution—from securing sponsors and coordinating PR, to hiring DJs and photographers, merchandising the space, and handling post-event logistics.

Outcome:
The store became a hub for community and culture, with launch events drawing strong attendance and generating local press. Brand collaborations helped introduce Rowing Blazers to new audiences and supported revenue goals by leveraging shared audiences and event buzz.