A Big AOP Thank You!

November 07 2016
Thank you so much to Seamus and the staff at the Association of Photographers for inviting Beth to take part in the Beyond the Lens event. 

It was a great opportunity to speak about one of the burning topics in the industry today - Photo Cycles, and how photographers can strategically and authentically expand or hold their position in today's complex market. The audience was fantastic, and very engrossed in Beth's seminar, As always she talked about Transformational Branding, and the foundational elements involved in order to excavate and define your brand at the deepest level. She shared insight and examples on unexpected ways that other successful artists have successfully expanded based on their brand attributes. 

Beth also enjoyed meeting with artists one-on-one to conduct portfolio reviews. She always considers it an honour to speak with photographers about their work, and what is close to their hearts. 

See you next time at another AOP event! 


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Celebrating with our Clients: Josh Rothstein and Eli Schmidt

June 12 2015

It’s always an incredible pleasure when our wonderful clients receive recognition for the great work that they do. It’s also deep confirmation that working from your center, understanding your brand attributes and putting them into play consistently yields tangible results – sometimes really BIG results!

Hot fashion chainlet OTTE kicked off their first in a series of shows at the Gansevoort Hotel with fashion photographer Eli Schmidt. We’ve been working with Eli for the past few years, and his provocative, powerful, fashion-forward point-of-view was a logical choice for this modern, expanding fashion brand to showcase. The major turnout of fashion people showed that they clearly love Eli as much as we do! Eli is up to an amazing personal project that we will be talking about when he is ready to reveal…all!

Over the years, we’ve worked on so many different projects with Director & Photographer Josh Rothstein. We met when Josh first signed on with Sarah Laird&good company, and so began our exploration into Josh’s background, and how the attribute that was least articulated turned out to the piece that has really driven his career and projects. The most recent is the culmination of six years of work directing a long-form documentary called Dukale’s Dream, made in Ethiopia in conjunction with Hugh Jackman. Josh’s sensitive and non-judgmental approach, coupled with his strong cinematic eye and ability to improvise and create imagery in any situation is beautifully highlighted in the film about how helping a coffee farmer has eddying effects on his family, community, and ultimately, the globe.

Josh invited me to the NYC premiere last week, and I couldn’t be happier for him! Incidentally, I also just interviewed him for ProMovieMaker magazine, published in the UK, and our Q & A on the nature of what makes a hero will be interesting reading in the July issue. Stay tuned!


October 09 2014


by Kyrie Chamberlin, Mercurylab staff

I went a little bit before closing time, which was my first mistake. When you walk in, it’s like a mad house. There are people everywhere, there are clothes all over the floor and there never seems to be enough staff. Everyone looks slightly lost and is constantly bumping into one another.

I went originally to get a gift, but I stayed to buy some affordable fashion for myself. Primark has so much on offer that it’s almost dizzying. Everything is cheap, and cheaply manufactured, but you get what you pay for. That's part of the Primark Experience. You don't go to McDonalds expecting a steak dinner; you go for a super cheap, sometimes questionable burger. Primark isn’t trying to seduce you with nicely crafted, high-end goods—that's not what their brand is about. Their brand attributes: disposable, trendy and fast. Likely not ethically produced, either. This brand has nothing to do with quality. They want you to buy a lot, and you want to as well. That’s part of the sense of urgent anxiety that starts to churn when I’m in their stores.

I ended up buying a couple of dresses, a jacket, and my gift items. The jacket is actually very chic, and you would never know it was from Primark. That’s the good news. Anyway, my second mistake was not trying anything on. I ended up having to return one of the dresses (pink with a crisp white collar) because the collar was not even close to being centered. Don't be too shocked!

The checkout lines are unsurprisingly very long, but they move relatively quickly. This is key because once you are ready to pay, they need to get you out of the store as fast as possible before you reconsider. The clothes are not worth a long wait in line, which they know.

Of course, the returns line is separate from the cashiers. It’s almost like a secret place (hard to find, so hard to return – classic customer manipulation). It’s tucked away on a different floor in a corner on a different, airless floor. The line is deceptively short, but since everyone is returning many items, a complication always ensues. Customers were hot, angry and impatient. Again, this is not surprising, as a store hawking cheap, disposable products is frequently unconcerned with providing a good customer experience – Primark is a fast food shopping experience.

I have to say, I would go back. Primark is so inexpensive, and so well stocked, it’s almost addictive. Although, I never want to return another item, so next time I will have to gather up my courage to attack the dreaded fitting rooms. Help!

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