Case Study working with Kathryn:
“I knew Kathryn could help me decide how I wanted the world to SEE me.”
“I saw what Kathryn was doing and advocating for, and I thought, ‘All of this is perfect for me. It’s totally me.’”
“By working with Kathryn, I learned who my ideal client was and accepted that some people are just not for me … and vice versa. And that’s OK because in the luxury space, you won’t appeal to everyone. That’s the point.”
If anyone knows exactly how hard it is to fully embrace the vegan lifestyle, it’s Dominique Side.
By the time she connected with the Icons Incorporated team, she was the founder of a vegan grocery boutique, and the co-owner of a vegan studio, media complex, and production facility, and had even earned herself the nickname The Vegan Queen … but she’d spent years cultivating that expertise.
Many years previously, she’d never given veganism a single thought when one of her personal trainers suggested she try a plant-based protein powder. She did and loved it. So much so that it got her mental wheels turning about makeup … and as soon she did even cursory research she saw that vegan cosmetics were far better for both her skin and the planet. Next came vegan cleaning supplies, a few products for her kids … and yet she still wasn’t thinking about food.
Until she began watching documentaries like “What the Health” and “The Game Changers.” Then it was all over. She knew she could never go back to eating any animal products again.
“And, being me, I immediately began scheming on ways to convince others that veganism wasn’t just the right choice, but a fantastic and life-enriching choice,” Dom explains. “So I built a boutique vegan grocery store and clothing company. I made sure my studio, media complex, and production facility were all eco-friendly.”
Then she started to think about ways to help individual influencers embrace the vegan lifestyle. She knew that making the leap was the toughest part and that people could use help easing into the transition. And after doing some research, Dom saw that the luxury market wasn’t getting a lot of love from the vegan community … which seemed like a missed opportunity.
“I knew that helping people transition to veganism could not be a mainstream offer,” she says. “With the impact that I wanted to make on the world, it needed to be bigger than that.”
WISDOM FROM DOMINIQUE
Reducing your footprint doesn’t have to be a “labor” of love. It can be a revolutionary act of self-care that leaves you – and the Earth – in a greater state of vitality than ever before. You don’t need to sacrifice your quality of life in order to harmoniously coexist with your values.
Dom recognized that top earners and wildly successful people have the resources to surround themselves with the best of the best but they’re often too busy to do their own research. So they may gravitate toward whatever society or the media tell them has value. If she could show them that veganism was the best possible choice for the environment, for animals, and for their own health and longevity, she knew could bring some seriously heavy hitters into the vegan fold!
She was poised to elevate veganism overall, and create a generation of influential individuals who led by example. But she needed the perfect fleet of experts to help her craft her messaging and reach the right clients. She needed an agency that understood luxury tastes and mindsets.
And then she found Kathryn.
“I saw what she was doing and advocating for, and I thought, ‘All of this is perfect for me. It’s totally me.’ I knew Kathryn would connect with me on a deeper level, and that she could help me decide how I wanted the world to see me.”
With input and support from the Icons Incorporated stable of experts, Dom envisioned and launched The Luxury Vegan, the world’s ONLY concierge transition service for people determined to succeed in their mission to live a more compassionate lifestyle. This new business became the only place in the world that offered curated, personalized, fail-proof lifestyle transitions for high-achievers who want to minimize their impact on the Earth while enjoying the most sumptuous meals and vibrant wellness of their lives. Dom’s offerings through The Luxury Vegan include everything from wardrobe audits and pantry restocks to personal shopping, home design, and eco-travel planning.
Once the vision and business plan were in place, the Icons Incorporated teams set to work creating stunning visuals and pitch-perfect copy to support the dream.
Using a series of moody, sensual portraits of Dom; a color palette of warm neutrals shot through with gold; and subtle floral and botanic motifs to underline the vegan mission of the company, our team created a visual brand that perfectly reflected The Luxury Vegan’s ethos. The Icons Incorporated copywriting team wove a story for the company that evoked exclusivity and opulence married with genuine compassion and values-driven lifestyle choices.
The result was an alluring brand that was as elegant and quietly confident as Dominique herself.
Having worked in the high-end real estate market, Dom knew exactly how to bring this messaging to life when speaking with potential clients. She knew how to frame their needs and desires, and meet them where they were. Through her collaboration with Icons Incorporated, she honed her skill at finding her exact perfect fit clients, and cultivating relationships with them.
“By working with Kathryn, I learned who my ideal client was and accepted that some people are just not for me … and vice versa. Energetically they may not be for me, and that’s OK because in the luxury space, you won’t appeal to everyone. That’s the point.”
Now, Dom is working with Icons Incorporated to launch her luxe vegan clothing line, Nikki Green. This brand melds compassionate living with high fashion, never compromising on impeccable style, bringing luxury earth-friendly materials, custom hardware, and figure-enhancing cuts to a new generation of environmentally-conscious shoppers. Ever the overachiever, Dom is pushing for a transparent supply chain that’s not just eco-friendly, it’s humane and supportive and environmentally sustainable.
Our entire staff is over-the-moon excited to be supporting this new endeavor.
“I’ve designed everything in Nikki Green to help women feel powerful enough to command any room. And the whole Icons Incorporated team is all in, all hands on deck!” she says. “Everybody is so excited, and I am thrilled to have their support for this launch.”
— Dominique Side
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