Ashley Fultz was a junior in college at the University of Louisville when she got a coveted summer internship at E!. Fast forward to a year later, and she graduated from college and within days, left to go interview in Los Angeles back at E!. She was so confident she would get the job there that she packed up her car and drove across the country. She had the job by the next Monday and was at E! working her way up for seven years, doing everything from administrative work to eventually becoming the fashion and lifestyle producer. Three years ago she left E! and turned down fashion editor jobs to start her own blog, The Style Editrix, focusing on fashion and lifestyle that is both practical and aspirational. With 20,000 hits a month on her blog and 24,000 Instagram followers, this girl stays super busy with work and her baby. Though she has lived in Los Angeles for 11 years, she always makes time to return home to Louisville to see family and friends, and especially to eat her favorite FABD barbecue. Today we’re excited to introduce you to Ashley Fultz as our FACE of Louisville.
Tell us how you started your blog.
I started my blog after I left my job at E! and was trying to figure out what I wanted to do next. I was the Fashion & Lifestyle Producer at E!, so I knew I wanted to create fashion and beauty content. I already had a lot of the contacts and knew what to do, so I basically decided to build an online resume to show what I could do. I had a friend who is a well-known blogger (Damsel in Dior), and she helped teach me how to use WordPress. I picked a name for my site, bought a decent camera and just started snapping photos of my outfits. I also knew I wanted to make collages so I could talk about the latest trends in fashion and beauty and show things I was lusting after, so I took a Photoshop class and learned how to edit images and create inspired collages. Because of my background as a producer and my degree in journalism, it all fell into place, and I started seeing interest from brands and readers almost immediately. I also realized I loved what I was doing and I never wanted to get a job working for someone else. The flexibility, freedom and creative outlet that blogging gives me is incomparable.
When did you know that you wanted to focus on fashion as a career?
I knew I loved fashion from a very young age. I started modeling in middle school and loved getting to play dress up, and then I actually got a job at 14 years old working at McDonald’s to pay for my shopping habit! Fashion felt like freedom of self-expression and a way to make myself an individual in a time where I felt like everyone else around me was dressing the same. I always wanted to get creative with my style and fashion choices. I also loved watching the red carpets on E! growing up and knew it would be amazing to talk all about fashion for my job. Even when I was hired as an intern and then assistant at E!, I was already starting to pitch fashion and trends stories for E! News and got to attend L.A. Fashion Week after begging the executive producer to let me tag along with the crew!
Why have influencers completely changed the game for retail marketing? Why do you think it’s more effective than traditional advertising and marketing?
Influencers have completely changed the game for shopping and retailers because they provide direct links to shopping items. Gone are the days of the magazines, where you wish you knew where something was from or had a link to find it. Now everything is online and at your fingertips whether you live in New York or Kentucky. I also love the way influencers have made fashion relatable and attainable. You don’t have to look at ball gowns all day and wonder where you could possible wear it. Now you have girls all over the country dressing for different weather, different occasions and in different styles, so that there is something for everyone to shop! I don’t know about you, but looking at Vogue reminds me of how much money I don’t have for fashion, so when I blog, I try to make sure things are affordable and fashionable. You shouldn’t have to sacrifice your style because of a price tag. You just have to search a little harder to find what you want, and that is where I come in — I’ll find it for you and put a link to it on my blog!
How would you describe your style? What do you write about that really resonates with your audience?
I always describe my style as “casual chic.” I love being comfortable and not trying too hard, but also always having something a little edgy in my look. Basically jeans and a cute top, add a layer, and then paired with heels and a chic handbag. It’s perfect for the casual California vibes and weather. I think my style does resonate with my readers because I include a lot of pieces you can wear anywhere and pair with multiple things in your closet. But it is also aspirational because I really look for pieces that have a little something extra!
What is the key to keeping a follower, and who is your typical follower?
There are a lot of things that go into keeping followers. Being consistent, being innovative, having great images and interacting with your followers is very important. You are basically building a community full of like-minded, fashionable ladies! I think my followers tend to be similar in age to me 25-35, some are moms, some love makeup, some love fashion, all of them are just looking to connect online.
What is your most favorite part of your job? And what is your least favorite?
The best part of my job is getting to connect and share my style and opinions with women across the world. As a journalist and someone who has always been obsessed with fashion, this is my dream job! The worst part of my job is having to do invoicing and chasing down money, but it’s the only way I get to do what I love as a job, so it’s worth it!
Give us a peek at your agenda. What’s a typical day or week like for you?
A typical day for me starts out feeding and playing with my baby, Smith, who just turned 10 months old. Then he goes down for a nap and the nanny arrives. I start answering emails, doing social media posts, working on the next post for the blog, brainstorming new blog or video ideas, going to a lunch meeting, possibly attending an event to see a new fashion or beauty line, returning borrowed clothes, more emails, possibly a Pilates class, and then back to playing with my babe at 4 p.m. when the nanny leaves. I pack a lot into my days, and I keep working after I put Smith to sleep! It’s exhausting, but well worth it.
What advice do you treasure?
I always treasure advice from other women, especially moms who are also #GirlBosses, about balancing work life and home life and how to stand out and make your business successful.
Fill in the blank. You’ll never see me without my _________.
What’s your favorite thing to do in Louisville?
Spending time with friends and family, especially if it involves a glass of wine!
Are you a night owl or early bird? What do you do during that quiet time?
Night owl. I often get a lot of work done at night, but when I am not working, I love watching “Real Housewives” or my new favorite show, “Billions.” And I also try to get in some reading before bed. Right now I love the book The Nightingale!
Tell us some of your favorite local restaurants.
What’s on your personal reading list right now?
Lightning round! Give us your:
Candy or junk food splurge: Chips and queso
Guilty pleasure song: “Sorry” by Justin Bieber
Tearjerker movie pick: Stepmom
Standby nail polish color: Ballet Slippers by Essie
Favorite cocktail: Spicy margarita
Cartoon alter-ego: Daisy Duck
What are three of your favorite things right now, aside from faith, family and friends?
Thank you to Ashley for taking time out to chat with us today and giving us some fashion guidance! All images provided by Ashley Fultz.
Want to read about more inspiring women of Louisville? Check out all our inspiring FACES here!