The 10 Atelier founder helps lifestyle businesses get more exposure!
Avery Schroeder has been a hard worker her entire life, completing nine internships throughout her college career in New York at Columbia University, where she studied art history. That pivotal experience building relationships with designers, brands and editors, plus growing up in a design-centric family in Buckhead— her father was on the product side and her mother is an interior designer— confirmed Schroeder’s path into a creative field. She originally wanted to be an editor but also contemplated getting her Ph.D. in art history to become a curator. She went to graduate school to study decorative arts, design history and material culture but still didn’t have an answer on what she wanted to do. While at this crossroads, she moved home to Atlanta and ended up consulting for a few interior designers in town.
These relationships led her back into working within the New York design PR machine, where she happily liaised between international brands and editors for five years while based in Atlanta. However, an entrepreneurial itch appeared, forcing Schroeder to think about her next step. She designed a business plan to open a gallery, but once again, the relationships she built led to her next opportunity. “I believe in the power of timing,” she says.
“I’m fortunate enough to be surrounded by some really cool and passionate friends,” she says. Those friends, realizing Schroeder was contemplating a new move, asked her to help them with branding, marketing and public relations. Now with 10 Atelier, her firm founded in 2023, Schroeder is confident this was meant to be her path all along.
“In particular, I love helping new businesses get off the ground,” she says, though not all of her clients are new. “We curate service scopes based on partner goals. I love wearing multiple hats for each client, ultimately working to share and amplify their voices.”
10 Atelier offers consulting marketing and public relations services, acting as a jack-of-all-trades for design- and art-centric clients. That includes everyone from gallery and interior design house Huff Harrington and artist Laura Deems to emerging textile brand Maison Venu, among others. Schroeder loves how the client roster has come together in an organic yet curated way, with many 10 Atelier brands complementing each other. “We work across lifestyle, decor and fine art, helping brands do everything from building their story to amplifying that story through earned press. We also do more traditional marketing, helping owners refine their point of view,” she explains. “We throw events to help expand their audiences, can get involved in wholesale conversations and help with the overall strategy.”
The firm has filled out its roster rather quickly, and in just under a year, Schroeder and her team are helping nine businesses bring their visions to life more robustly. This speed speaks not only to Schroeder’s relationships and professionalism but also to the flourishing design industry as a whole. “At the heart of it, design and art clients are focused on telling their stories and building lasting relationships. We love being part of that experience for them, helping guide them. These are exquisite stories to be told, and we love telling them productively.”
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