I Took the Jump
Hey, I'm Lisa, the founder of Your Edge.
Ever since I was young, I've been drawn to that elusive quality we refer to as "an edge." It's the distinctive blend of coolness, confidence, and an unapologetic spirit that sets some individuals, places, or things apart. This term has been a constant presence in my family's conversations, reserved for the exceptional, unconventional, and deeply inspiring.
My fascination with "an edge" eventually led me to establish Your Edge, which comprises both an agency and a collective. On the agency side, I assist companies in leveraging their competitive edge through brand marketing. On the collective side, I aim to nurture a vibrant community that celebrates individuals, places, and things possessing that elusive quality.
Inspired by those who fearlessly embrace unconventional paths, it was high time I practiced what I preached. So, I just left a secure job to follow my edge.
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Before delving into my journey, I want to acknowledge the privilege that has played a significant role in my experiences. I come from a background that provided me with opportunities, support, and resources that not everyone may have had access to. I recognize that pursuing my passions and taking leaps into the unknown might be easier said than done for many. However, I hope that sharing my story serves as a source of inspiration and encouragement, regardless of your starting point. Life's paths are diverse, and while I share my unique journey, I understand that each person's path is shaped by their own circumstances and challenges. It's my sincere hope that my experiences, despite their unique nature, can resonate with others on some level and inspire them to embrace their own paths, no matter where they begin.
Now, let me take you on a journey through the experiences that brought me to this point:
The Genesis of Your Edge
It began in 2015 during my high school days with an Instagram mood board, anonymously under the account name "Pimp Society." Looking back, I cringe at the name, but it served its purpose as a digital canvas where I shared my passions and showcased individuals who embodied that irresistible "edge." Little did I know, this creative outlet would evolve into something bigger.
After completing my International Baccalaureate diploma, I ventured to California for college. There, I explored various fields before settling on a Bachelor of Business Administration with a focus on International Business and a minor in Art History – a perfect blend of my creative and strategic interests.
During my college summer breaks, I interned at several communication agencies, which sparked my passion for strategic communications and PR. I also used the summers to explore my creative side. During the break going into my sophomore year, I stumbled upon a new hobby – painting on vintage clothes. This enjoyable pastime eventually turned into a profitable side gig as I began sharing my creations on Instagram under the name "Pimp Society."
From a fashion PR & Comms agency I interned at.
This was the first denim jacket I painted.
As I consistently posted my designs on Instagram, my account gained momentum. Friends and family became willing models, and for a period I collaborated with my then roommate, Katie, who had a keen eye for vintage fashion.
Through my Instagram account, I received a direct message from Zadig et Voltaire, inviting me to apply my custom painting skills to their exclusive in-store event. I was honored to accept and collaborated with them for two successive years. This experience not only enhanced the visibility of my business but also ignited a surge of interest and orders. It paved the way for me to showcase and sell my creations at various markets, establish a presence in a store in downtown San Diego, foster a collaboration with Lune, and receive an invitation to exhibit my creations at a pop-up museum in Copenhagen.
Venturing from College to “The Real World”
Graduating in 2020 during the height of the COVID-19 pandemic, I found myself at a crossroads. On one side were societal pressures nudging me towards conventional careers, while on the other was my creative spark, pulling me in a distinctly different direction.
Despite securing a visa to work in the US, I decided to move to my hometown, Oslo. This decision was driven by a need to give myself the space to figure things out. Fortunately, Your Edge (formerly Pimp Society) provided financial stability while I searched for jobs.
After applying to various jobs, I landed a role at a leading Industrial Software company working with marking and communications. Although it wasn't the industry I initially envisioned working in, I thrived, learned, grew, and saw my contributions not only recognized but celebrated.
This experience underscored the importance of embracing unexpected paths and I proved to myself that I was able to adapt to unfamiliar territory. It also emphasized the value of supportive mentors and colleagues who believed in my potential and encouraged me to step beyond my comfort zone.
During my tenure, I progressed from being an intern to assuming various roles, including a three-month assignment in Saudi Arabia working with their joint venture. This journey solidified the idea that embracing unforeseen opportunities can lead to significant personal and professional growth.
A Turning Point in Saudi Arabia
My time in Saudi Arabia marked a significant turning point in my life. It facilitated profound self-reflection, fostering both personal and professional growth while bolstering my inner confidence. This experience solidified my conviction in my ability to readily adapt to new environments and establish meaningful connections with remarkable individuals from diverse backgrounds.
This newfound confidence and self-exploration led me to map out my thoughts, dreams, and ideas. During this period, I sketched out the blueprint for Your Edge as it stands today.
Upon my return from Saudi Arabia, I felt an invigorated energy and a newfound sense of purpose. The idea of leaving my corporate job and pursuing my passion started to take root, and I positioned myself to take on agency projects on the side of my full-time job.
Following my Edge
From an early age, I never saw myself fitting into the typical corporate mold. My parents, who pursued unconventional careers, instilled in me the belief that there's a vast world of possibilities beyond the ordinary. This upbringing ignited a similar ambition within me.
When the chance emerged to transform my side-hustle into a profitable venture, I recognized it was time for a bold leap. After three years working in the corporate world, I made the decision to resign from my secure position at the software company and fully commit to building my own business.
Leaving behind the security of a corporate job was far from conventional, and my choice evoked a range of reactions. Nevertheless, I trusted my instincts, understanding that even if things didn't unfold as planned, I could always return to the corporate world.
Embracing Our Edges
I'm only 26, and I still have no idea what I want to be when "I grow up.” But throughout my journey, from my college days in California to living in six different countries, forming friendships across continents, and navigating various job roles, one thing remained constant – my hobby. It evolved as I did, and I am so grateful to have had this outlet for exploration and self-discovery.
Entering this new phase, I'm eagerly anticipating the evolution of Your Edge as both a collective and an agency.
