Molly Schoneveld is a small town Southern girl, turned L.A. local after twenty years of living and working on the West Coast. Molly and her team at her company, The Storied Group (previously SW PR Shop), specialize in celebrity + lifestyle PR, interior designers, chefs, and luxury hospitality.
Molly has over a decade of experience in the entertainment industry, beginning her public relations career at PMK/HBH (now PMK/BNC), where she worked with A-list talent on Oscar campaigns for directors, producers and films, and served on the Sundance Film Festival team. She founded The Storied Group to offer a unique point of view that incorporates her entertainment industry roots, extensive knowledge of the media landscape, and passion for finely curated lifestyle and hospitality brands like Golden Door, where she has led the PR efforts since their relaunch in 2013.
Molly has built a solid reputation providing great attention and care to every client and has proven success in getting results. She has secured cover and feature stories in domestic and international publications, including Architectural Digest, Vogue, Vanity Fair, People, InStyle, House Beautiful, Departures, The New York Times, Robb Report, Sunset, as well as numerous television segments with a national audience.
Molly’s blog, The Sought After, documents inspired spaces, stylish stays and chic experiences. Through her travels, she shares her love of luxury boutique hotels and interiors while dolling out advice on the best restaurants and cocktail bars in the area with honesty, wit and girl next door charm.
Name: Molly Schoneveld
Occupation: Publicist and Brand Strategist
Website: https://www.thestoriedgroup.com
Blog: https://www.thesoughtafter.com
Twitter Handle: @MollySchoneveld
1. What are three words that best describe you?
Impatient, Persistent. Perfectionist (but I try and have a sense of humor about it).
2. Tell us why you’re awesome in two sentences or less.
Now this is the kind of thing that has a greater impact if said by someone else! I am physically cringing having to think about why I’m awesome. What does that say about me?
3. What are your three biggest indulgences?
Watching at least one episode of “Sex and the City” every night (never.gets.old.), at least 8 hours of sleep (American culture has me believe this is an indulgence, but truly for me, it’s mandatory to function), drinking Champagne whenever possible, for no other occasion than to just celebrate being alive.
4. What’s currently your favorite…
Restaurant: So many restaurants, so little time. It’s hard to choose a favorite. I really enjoy Petit Trois, and it’s very close to my house. I order the ham baguette with butter (off the menu ;)), I still love sitting at the bar at Mozza Pizzeria, I’m a regular at Canele in Atwater Village, mainly because it has such a charming atmosphere for a date night. Jon and Vinny’s is my favorite newer spot in town. The food is incredible
Food: Pretty much anything pickled
Cocktail: A Kikori Whiskey Sour. My friend Ann just launched this Japanese Whiskey company, and I’m obsessed with literally every cocktail she makes
Shopping destination/store: I’m a big online shopper. I buy from Shopbop at least once a month. I also love perusing The Outnet for designer brands at a discount
Fashion item: My black Balenciaga purse that a celebrity client sold to me brand new for $300. It was my first major designer bag. Though I have since bought others, the black is my favorite—it is the perfect size for me, can be dressed up or down and after seven years of almost daily use, it still looks amazing
Place to hangout: Bar Covell
City: Forever and always London
Travel item: My white noise machine. I do not leave home without it. Unless I’m traveling abroad, in which case it’s my iPhone with a white noise app. ;). Priorities.
Beauty product: Bumble & Bumble Thickening Hair Spray and Tan Towels (if I were on a desert island)
Skincare product: I’m a big fan of the Natura Bisse line, especially the Intensive Tolerance Booster for my sensitive skin. But for something easier on the wallet, I was recently turned on to the Caudalie Glycolic Peel Mask and it’s my favorite new discovery
Hostess gift: I love the Cocktail Lab on Beverly Blvd and have purchased Bloody Mary mix with pickled accouterment as a gift on more than one occasion
Home décor item: I love candles especially ones by Jo Malone and Diptyque, but for every day you cannot beat the Paddywax Olive & Thyme Leaf. People go nuts when I have it burning in my house
Book: I couldn’t possibly chose one, but in honor of one of my favorite author Pat Conroy’s recent passing, The Prince of Tides. “Lowenstein, Lowenstein…”
Also, I re-read this fabulous memoir The Mystery Guest, an account by Grégoire Bouillier every year. And anything by Julian Barnes, especially The Sense of an Ending
Website: Right now it’s Skillshare, because I’m obsessed with their tutorials. You can learn to do anything on that site! I also pretty much live and die by Eater for their restaurant recommendations in every city. And love it or hate it, but Goop is kind of killing it for me in the travel department
Magazine: Bon Appetit followed closely by Departures
5. What’s the ONE thing you absolutely can’t live without?
Sleep! And the occasional Coca-Cola mixed perfectly from the fountain.
6. What is your biggest pet peeve?
Group text messages. Please stop. No, seriously.
7. If you could have dinner with anyone (living or not) who would it be?
“The pressure of a name!” Ok…Director Nancy Meyers because every single one of her films is my happy place. I often joke that I want to live in one of her perfectly designed fantasy worlds set to a Hans Zimmer score. But I do sort of have this thing about never meeting your idols…
8. What does it mean to you to have a strong, engaging brand and how has having one helped you?
To me, having a strong brand means clarity and consistency. Knowing who you are, knowing who you are trying to reach and why, and using that clarity as a guideline in every aspect of your business. People form an opinion about who you are and who your brand is in a split second whether it’s going to your website or reading your Tweets. You want them to not only form the right opinion, but feel connected because you are reaching them on an emotional level. Instagram is a great example of how people with very strong branding tend to do better than those that are all over the place. This is the area that I am always trying to improve, whether for my business or my blog and it isn’t easy.
9. What is your #1 tip for fellow women entrepreneurs?
Find your tribe and nurture those relationships. It’s common to feel alone in the boat when you are an entrepreneur. I recently read an article that went viral that said something to the effect of “No You Cannot Pick My Brain,” and was all about how the author refuses to give free advice anymore to even friends and family because that advice is how she makes a living. I was so turned off by that. I have never lost anything or felt less successful because I was generous with my time and experience, especially with friends and family. Of course you have to set boundaries (there will always be those that try to take advantage), but generally I find the more generous you are to other people, the more other people will be generous towards you. I know for sure that my business would not be where it is now without the guidance of friends and mentors along the way.
1. Caudalie Glycolic Peel Mask
A peel treatment that tightens pores, reduces oil, renews skin texture, and provides an immediate burst of radiance to your complexion in as little as 10 minutes.
$39, https://www.sephora.com
2. Demitri’s Classic Bloody Mary Mixer
Demitri’s Classic recipe combines fourteen all-natural ingredients, masterfully balanced for one perfect Bloody Mary.
$16.50, https://www.cocktail-lab.com
3. Tan Towel Self-Tan Towelettes
Exfoliate, tan and moisturize all in one, a revolutionary 3-in-1 self-tanner for face and body.
$27 for 5 pack, https://www.tantowel.com
4. Balenciaga Classic City Bag
A medium sized lambskin hand carry and shoulder bag with “classic” hardware.
$1835, https://www.balenciaga.com
5. Paddywax Olive Tree and Thyme Silver Metallic Candle
Rich earthy fragrances of olive tree and thyme fill this gorgeous silver vessel, topped off with a raw wood lid.
$29, https://www.paddywax.com
6. Golden Door Zen CC Cream SPF 50
An anti-aging CC cream uniquely formulated to offer broad-spectrum SPF50 with an elegant, silky-smooth, sheer tinted matte finish.
$58, https://www.goldendoor.com
7. The Sense of An Ending by Julian Barnes
A novel so compelling that it begs to be read in a single setting. This intense page turner will keep you coming back for more.
$9.04, https://www.amazon.com
8. Bumble and Bumble Thickening Spray
This spray will keep your hair looking thick and luscious – the sky is seriously the limit.
$29, https://www.bumbleandbumble.com
9. Sheila Stotts Removal Brush
This classic plastic brush with metal, needle-like teeth makes detangling and removing hair extensions a snap.
$28, https://www.sheilastotts.com
10. Sex and the City: The Complete Set
The deluxe edition collector’s set includes all six remastered seasons, plus two films, and an exclusive bonus disc.
$69.99, https://www.amazon.com
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