How PR Maven Christina Rice Is Creating A Life She Doesn't Have To Take A Vacation From
On a Monday afternoon, Christina Rice packs up a little early to head to an impromptu yoga class. She's the teacher, not the student, with yoga being just one of the ventures that she has her hands in. As an owner of boutique PR and marketing agency LuxeLife Media Inc, and founder of lifestyle and adventure company LuxeLife Adventures, she's proof that when you're your own boss, you can make your own rules and create the life that you want—no permission needed.
In fact, Christina has always been one to not be confined by other's expectations of what her life should be. As a college student at Tennessee State University, she chose hustling over partying, and would spend her weekends in Atlanta to work with an artist management team. And at 21, when most college students were landing their first corporate job, Christina chose entrepreneurship instead. “I had graduated and I was like I don't really want to go into business information systems, I don't really want to work for a company because I had already had that taste of running my own business," she says. “So after three months or four months of figuring out what the next step was, I literally woke up one day and was like I'm going to start a boutique."
With limited knowledge about the fashion industry and running her own retail store, Christina made Barnes and Noble her office for the next eight months, spending eight hours a day researching and learning how to start a business despite what naysayers were saying. “People were saying to me, 'you've never worked in retail and you should get the experience with how to run a store' and I was like no, I believe in myself enough that I can do this. So I did that," says Christina.
With her newfound knowledge and savings from her stint in party planning, the then 21-year-old secured a line of credit to rent the space for her boutique, and also used funds to purchase her initial inventory from a New York trade show. Within a year she had opened the doors to what would be the first of many businesses.
Being her own boss was a dream, but it didn't come without its challenges. Running an inventory-based brick and mortar store with a small staff proved to be more costly than anticipated. “Anytime you open up a business, especially something that's product and inventory based, you want to make sure that you have six to eight months of financing saved up because you're going to learn that as soon as you purchase product and sell you have to replenish it and invest back into the business to help grow that business," she advises.
Christina's lesson in frugality helped keep her business afloat, but after three years of being self-employed she learned another lesson in entrepreneurship—that sometimes change is necessary.
“At some point I just got burned out because I had so much responsibility. I had staff, I had office rent, apartment rent, and I had even bought a condo to rent out as an investment property. I just realized I didn't want to live my life in Nashville, and I was ready for a change."
Christina Rice getting ready to teach a yoga class at Yoga To The People NYC in Manhattan.
Reconnecting with the women who she worked with during her college days, Christina soon found herself packing up and relocating to New Jersey to stay with friends and assist with managing their artist, but after six months money was getting tight. She called up companies that she previously bought inventory from, and soon was working in the Frankie B. showroom. Two weeks in she realized that she didn't have the passion to continue the job, and once again found herself unsure of what her next steps would be.
At the suggestion of her friend, she began looking into public relations. She had all of the right attributes—great communicator, go-getter, and a background in fashion, but what she didn't have was the knowledge about what a publicist really does. “I started reading up on it and I was like okay, I think I can do this. Maybe I can go into fashion PR because at least I have a fashion background."
Browsing the classified ads of Women's Wear Daily—which she refers to as the fashion industry bible—she found three companies to send her resume to, one being a high-end cashmere sweater company. “I did my research and found out everything about them, and I went into the interview just very prepared. And they really liked me and hired me on the spot. Even when I got hired, I was still like I don't know what I'm doing."
Not one to make excuses, Christina became proactive and started developing relationships with stylists and publicists of notable celebrities such as Kimora Lee Simmons, Diddy, and The Olsen Twins, as well as taught herself about writing press releases. With an influx of publicity coming in, the company started growing and at 25, Christina was making a name for herself in the industry with no prior background or experience.
After eight months Christina was ready to take her talents into celebrity PR at the 5W PR agency—it was another area that she wasn't extremely familiar with but felt compelled to try. Over the next couple of years she learned the business, walked red carpets, organized large album release parties, and continued to build relationships that would later become vital when she would venture out on her own. By 2008, she had made another job change, this time becoming the Director of PR for clothing brand Akademiks. Being on the corporate side of PR offered her a new perspective of the business, but it also came with a new pair of bosses that clashed with her personality and made it difficult to enjoy the position that she once loved. After two years she once again started looking to transitioning into another role. “At some point I was just like it's time for me to go. I don't know what my next step is going to be, but I can't be here much longer because I clashed with the two [new] executives so bad and I just didn't care at the time. I was like I need to finish this project and then I need to go because I'm very unhappy."
The project was to launch a major event at the Hard Rock Hotel in Las Vegas, which Christina hoped would be her last hoorah before turning in her resignation letter. But before she could go out with a bang, the company decided to let her go.
“I didn't know what I was going to do, I just knew I wasn't going to work for another company. I had gotten to a great place in my career to where I could strike out on my own. With PR, [people] wake up and they're like I'm a publicist, and you have no relationships or no formal training. Not saying you have to go to school, but working in an agency for me—as far as PR—I needed the relationships with record labels and I needed the relationships with editors. I needed that to be able to get good results for my clients, and over the years that's what my focus was."
Christina had built up a nice rolodex of contacts from her years working in the industry and freelancing, and within two months she had officially turned her side hustle into a full time gig under the moniker LuxeLife Media—a full service PR and marketing agency serving both celebrity, media and corporate clients alike.
Christina Rice visiting an underground museum in Grenada
For the next six years business was booming as Christina continued to build an impressive list of clientele. Days were spent meeting with clients, chatting with friends over cocktails, and working a job that she loved—all on her own terms. But something was still missing. Her weeks began to turn into a repetitive cycle where the lines between work and play were blurred, and she was doing little to satisfy her thirst for new experiences. One day, she took to social media to discuss her interest in indoor rock climbing and found that there were a handful of people equally lusting for life. She put together the details of the outing, and when 20 people showed up, it sparked yet another idea for the serial entrepreneur—a company centered on creating memorable moments.
Christina enjoying the breathtaking views of Horseshoe Bend in Page, Arizona
Though the idea came to her around the same time as starting LuxeLife Media, it wasn't until the end of 2014 that she was able to make LuxeLife Adventures official. Throughout 2015 she traveled across the world, putting together itineraries with one-of-a-kind experiences that not even a camera phone could capture. “We want your experience to be like what the local does, not just what you see when you Google the top things to do. What are some of those hidden places or the beach where locals go? Or the hole in the wall restaurant that serves the best food in Colombia? I think people miss that because they're going to all of the cool places and I'm just going to take my photo and that's going to be the trip when it could be so much more. You spend a lot of money, so you might as well get more out of it than just cool photos."
For Christina, not being afraid of change has afforded her a life that she's proud to say she doesn't regret.
“I think you have to follow your heart," she says. “You have to really be in tuned with what makes you happy. And of course making a very smart decision, financially and things like that, but also having confidence in yourself that you're going to land on your feet is what's really important. I talk to quite a few women who are afraid to make that leap, and I tell them if you want to start your own business or you want to change careers or whatever the case may be, you're only going to get out of it what you put in."
Whether she's launching her own PR agency, helping others to get the most out of life through unique experiences, or simply teaching a yoga class for some much-needed stress relief, Christina proves that the root of fulfillment begins with fearlessness—and sometimes that means betting on yourself.
Be sure to keep up with Christina and her adventures on Instagram and Twitter.
All images courtesy of Christina Rice
Kiah McBride writes technical content by day and uses storytelling to pen real and raw personal development pieces on her blog Write On Kiah. Follow her on Instagram and Twitter at @writeonkiah.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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If you’re like many other people who are prioritizing wellness these days, then attending a wellness retreat might be something to consider. Wellness retreats are a cool way to get the relaxation you’ve been missing in a space with like-minded people who share a common goal. I descended upon my first wellness retreat, the Mind, Body, + Sol Retreat, a couple of weeks ago at the Zoëtry Agua Punta Cana Resort in Punta Cana, Dominican Republic.
Zoëtry Agua is part of the Inclusive Collection for the World of Hyatt. It is nestled on a secluded part of Uvero Alto beach, which has crystal blue waters. The resort itself is picturesque, with its thatched roofs and lazy rivers that make you feel like you’re in a cute little village.
Mindy, Body, + Sol Retreat was hosted by Koya Webb, holistic health and wellness coach and yoga instructor, and it also featured other wellness practitioners who combined provided the ultimate gift of relaxation and getting back to oneself.
The first night was a Welcome Dinner that featured a five-course meal and an opportunity to meet our companions for the next three days. The food was impeccable and the only downside was that I wasn’t able to finish it all. The next day, however, was the official start of the classes, and I was ready to dive in.
Aura and Chakra Reading
Aura and chakra reading
Photo courtesy
My first class was an aura and chakra reading led by Laura McCann and James Levinson, an Asheville, NC couple. I’ve had chakra readings before, but never like this. There was a computer, a camera, and a scanner, which I placed my hand on for the reading. After two minutes, I received a 15-page report explaining my aura and chakra reading.
It breaks down what the colors of your aura are and what your chakras say. My main colors were green and yellow, which were defined by a variety of things. The top of my aura was green, meaning I have a social mental state and I’m a natural healer. My aura on my left side was yellow meaning my energy flowing is optimistic and light and so on.
After James discussed the findings with me, I then met with Laura, who gave me aromatherapy oils from their ADORAtherapy line that represented each chakra. She further explained the results of my chakra reading and shared how each oil can assist. Chakras are the energy centers in our body, and there is a total of seven: root, sacral, solar plexus, heart, throat, third eye, and crown. All of my chakras were high except for my heart chakra, which I have since been working on. I may follow up about that in another article.
Sound Bath
Sound bath class
Photo courtesy
Next was the sound bath class. It was located in the spa, which was indoor/ outdoor and the perfect setting for this kind of experience. Andrew Francis and Carrie Bailey of Zenden Meditation were the co-pilots in transporting attendees into a place of tranquility. I laid down, closed my eyes, and allowed the sounds around me to bring me into a relaxing state. From the singing bowls to the wind chimes, I was in heaven. I even fell asleep and got some of the best rest I’ve had in a while. It was a beautiful experience. However, remember when I noted it was an indoor/ outdoor venue? I forgot to put on bug spray and woke up pretty itchy. But it didn’t stop me from enjoying the moment.
Tea Party
Art of Tea Ritual Tea Party
Photo courtesy
The last event of the day was the Art of Tea Ritual located in the resort’s tea garden. It was everything you could want in a tea party. Delectable treats such as cookies, cakes, and white chocolate-covered strawberries, which are my fave. And, of course, tea. While I got to sip tea, I also got to make my own tea blend. There were many different teas to choose from, like hibiscus to your regular black tea. I decided to mix rose and mint and I called it RoseMint. I didn’t get to try my tea blend until I got home, and I’ll be honest, it’s probably the best tea I ever had. The tea herbs taste so fresh, and I love how fragrant it smells.
Breathwork
Breathwork Class
Photo Courtesy
The next morning was all about breathwork. If you exercise regularly, then you probably know the importance of breathing. But there’s more to it besides remembering to breathe during your workout. Margaret Townsend is a breathwork facilitator who helps people achieve wellness by consciously changing their breathing patterns. In her class, I learned to change my breathing pattern for energy as well as for relaxation. While I know that breathing is a relaxation tool, I was blown away to learn that it can also energize you. Because it was a different breathing pattern, I was also able to stay present and keep a steady pace.
Yoga
Koya Webb's yoga class
Photo courtesy
The final class of the retreat was evening yoga with Koya Webb, who, as I mentioned earlier, was the host. Her class was held beside the beautiful Uvero Alto beach, which made for a stunning backdrop and the perfect way to end the retreat. It was important for me to get back into my body after not doing yoga for a few weeks, so I was really focused on nailing the moves. However, Koya kept the energy light and fun, evening cracking a few jokes throughout, which made it easy for me to relax and enjoy the moment. She ended the class with a dance break and hugs from our classmates.
The Mind, Body, + Sol Retreat reminded me how important it is to take time to love on myself. Each class was an opportunity to be present and get reacquainted with oneself in the most loving way. Being surrounded by individuals who encouraged my journey was what I needed, and I am so honored to have had this experience.
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