Finding the time to craft experiences in your day -- from your morning routine to a thoughtful meal -- can often take a backseat to city living’s harried pace. And then? There are moments that are far too special to rush. These moments are when the details matter most….and when those in the know call on women like Amanda Shine and Billur Kazaz of The Setting. The Setting is a customizable ceramics line. We have expanded into hospitality branding and events for businesses interested in creating experiences for their customer outside of traditional brick and mortar or e-commerce channels.
The creative duo joined forces in 2015, and have since grown their brand from focusing on chic ceramics to creating experiential marketing moments and more for clients. They bring as much storytelling to their craft as they do executional expertise. Utilitarian wares and Instagram-worthy tablescapes take on new meaning once the global travels, quirks, and history behind them are brought to light.
Tiffany + Amber Davis: Walk us through a typical workday from 6am-11pm
Amanda Shine + Billur Kazaz:
- Typically work starts at 7am when we start reading emails. We have fluid dialogue and communication, so we’ll touch base on anything that’s developed overnight from production partners overseas or anything time sensitive.
- From there, we’ll meet at our office in Tribeca by 9am.
- We’ll have an “all hands” meeting internally and then tend to editorial, event, or production needs depending on the day...not usually leaving the office for lunch. (Another reason to take such care with our space: It’s really a home away from home.) At the moment, we are working on our first collaboration with Free People, which includes an ombre ceramic tumbler with astrological drawings on each one, nestled next to top-selling beauty items launching next month titled Handmade Holiday. The assortments will all be shipped in beautiful baskets. We spend a lot of time extending our personalized approach to the product into all touch points of our brand experience, whether it be our newsletter, clients’ online shops, or packaging. We’re both really specific about different things so we sit next to each other and talk online and out loud all day.
- Usually, we’ll wrap the day around 7pm or 8pm depending on the schedule. We usually use the majority of the day to tend to the business, and the evenings to indulge our creative ideas. So, we’ll talk a bit more at night around new concepts or opportunities before signing off!
Davis: Walk us through a day off-duty from 6am-11pm
Shine + Kazaz: This really isn’t to sound cliché but there aren’t days off. There are moments when we’re able to block off half a day or take time out to be present for our friends, significant others and family, but it’s understood between us that if a client needs something or there’s an important issue, we’re both reachable.
We try to take one inspiration trip a year and during that time we’ll really prioritize the importance of relaxing. We went to Turkey last month and sailed around for four days which allowed us to snorkel, unplug and explore….that was amazing.
A usual weekend will include exercise, brunch with friends, going to the movies and walking our dogs. Normal things that girls do in New York like getting manicures, going to dinner with a boyfriend and grocery shopping. We’re both appreciative of the quiet time so we try to have one day per weekend when we are a bit removed from email, but if it’s a busy time of year, we’re ready to go.
Davis: What inspired your move (if you’re from here, what’s inspired you to stay)?
Shine: My brother is four years older than me and he was enrolled at NYU Tisch when I was scouted by Ford Models. I made the decision to move here and having him and our friends here made it an incredible transition. New York is one of my truest loves. This city has given me so much in terms of opportunity and inspiration. Every day is different and anything is possible.
Kazaz: I moved here to go to Parsons and fell in love with the creativity and hustle of the city. I love being able to walk everywhere and stepping right outside my door if I ever need inspiration. New York will challenge you in ways you never imagined and that has been invaluable for me.
Davis: Three words that wrap up your personality?
Both: We decided to answer this for each other!
Shine: Billur is: Smart, Creative, Reliable!
Kazaz: Amanda is: Caring, intuitive, and STRONG!
Davis: What was your first job?
Shine: I have always worked! I was working as a receptionist at a gym before I could legally obtain working papers. The owner said I was tall and had a professional voice so I was signing new members and answering phones at 14.
Kazaz: My first job was in middle school at my Mom’s friend’s store folding clothes in exchange for ice-cream. I helped them move to their new retail space and loved every minute of it!
Davis: Where would you say you are in your career? where do you want to be?
Shine: I’m in a grateful place, professionally. I’ll be turning 30 in a few weeks and my career is truly the greatest gift. Billur and I have grown something from nothing and we are so inspired by the interest. We love what we do and we’ve been fortunate to have mentors and smart people around us who have guided us knowingly or not. We have worked on really rewarding projects this year and traveled quite a bit in the process so I would say that I’m exactly where I want to be... excited by what we’re working on and where we’re going.
Kazaz: Our business is our baby and we are growing every single day! We are so proud of where we are and always joke that we will still be sitting next to each other when we are grey old ladies. We see ourselves really owning the space of elevated, easy entertaining and continuing to develop strong brand partnerships, our team, and custom product over the next few years.
Davis: What are your go-to apps for keeping organized? Staying to connected to friends and family? Getting inspired?
Shine + Kazaz:
- Inspiration: Pinterest and Instagram
- Organization: Google Drive - we store images, files, budgets, and decks allowing clients to view them so there’s added transparency.
- Connecting: Whatsapp - connecting us with friends all over the world! We also use Slack internally with Michaela. (She’s our head of editorial and has been with us for two years while also working as a full-time college student. And, she’s personally led the build-out of our Journal and overall content.)
Davis: 5 sites that are always in your browser history?
Shine + Kazaz:
- Vogue
- The Coveteur
- New York Times
- Our own, The Setting :)
- The Cut, New York Magazine
Davis: If you’re into podcasts or other digital inspiration (newsletters, online events), please shout them out and give a statement about why!
Shine + Kazaz:
- The Wing: We are both members and love reading about the amazing projects that they are developing. We can’t wait for the Soho location!!
- The Tidalist: The perfect way to unplug and read about surfing, the ocean, music or fashion...
- Lady Lovin: Our friends Jilly, Greta, and Lo are the funniest girls in NY and we laugh until we cry listening to them dissect life and love in today’s world.
- Gin Lane’s newsletter: our go-to for tech and media inspiration.
Davis; How do you get your news/stay looped in on current events?
Shine + Kazaz: We really consume news. Sometimes, too much. We talk to friends and forage the internet like everyone else but we also like to go to unusual sources for news just to switch it up. We’ll get into really niche ceramics publications or read the financial news to get a sense of business and try to at least have a semblance of understanding around what makes things go.
Davis: What are some of the self-care rituals you swear by? (please name products, frequency, or describe any epiphany you’ve had recently about how to work it into real life).
Shine: I have used La Mer for so many years. It’s my biggest indulgence but worth it! Taking baths is also an important ritual for me. I take them often with a book or special blend of lavender to relax. I also love exercise. Dance cardio at modelFIT, yoga at Sky Ting or just running outside.
Kazaz: I like to pick things up while traveling like argan oil and orange blossom oil we discovered while in Morocco. Every time I use them it takes me back to the fun times we had exploring a beautiful new city! I also love to paint, draw, and do anything tactile to relieve stress.
Davis: How do you unwind after a long day?
Shine: Visiting a friend or stepping out to dinner. Something to take off the business hat for a bit is important I think.
Kazaz: Snuggling with my 2 dogs and lighting my favorite candle!
Davis: What do you eat before a big day at work?
Shine: Does coffee count!? I love my morning coffee. I’m not really discerning on where it’s from… I love everything from Illy Coffee to Dunkin’ Donuts.
Kazaz: Something simple like yogurt, berries, and almonds with coffee or tea depending on my mood.
Davis: Cocktail +/or dinner order for a night off or to celebrate
Shine + Kazaz: We love to celebrate with team dinners and always vote on new restaurants to try each time. Our favorite foods to splurge or celebrate are burgers, sushi, and really good Italian!
Davis: Who do you spend time with to get inspired?
Shine: My girlfriends do a good job of ensuring that my world stays full. They all have a lot going on so they kind of take me out of my head and inspire me to look after all outlets of life not just work… I really appreciate that.
Kazaz: My brother who is always in the know on everything new and always keeps it real in terms of his opinion… I trust him. He always pushes me to come up with bigger ideas, be competitive, but also have fun!
Davis: Any career role models that motivate you?
Shine + Kazaz: So many… Aerin Lauder, Martha Stewart, Peggy Guggenheim and Sheryl Sandberg
Davis: Who's your mentor?
Shine: My brother!
Kazaz: My mom, she is the strongest person I know and a true lady boss.
Davis: Do you keep your work and personal lives separate? (Tips for doing so / reasons to let them blend, etc.)
Shine + Kazaz: At the moment, we’re so busy that they’re a bit blended. With that said, we do think it’s important to have friendships and people in your life that have nothing to do with work. Whether it’s an exercise friend or someone you love to laugh with, filling your life with the people who support you outside of your work is an important aspect of keeping it in perspective.
Davis: Product, project, etc. that you're proudest of?
Shine + Kazaz: Being a part of the team launching Hero Beach Club in Montauk was a big moment for us. We worked really hard on that project down to hand painting the door numbers and late nights designing the website. Seeing it come to life and the incredible response was a feeling we’ll both remember for a long time.
Davis: What's one lightbulb moment where the hard work felt TOTALLY worth it?
Shine + Kazaz: When we shipped our first container of custom kitchen ceramics for Bridgeton Holdings [a real estate group specializing in luxury residential and hotel properties throughout the US] we saw our “small” idea -- drawing flowers and designs, and small phrases on bisque dishes -- was scaling before our eyes. It was a way for us to customize and keep things handmade and not mass-printed, while still growing our business in terms of scope and reach.
Davis: How do you celebrate yourself?
Shine + Kazaz: By treating ourselves to some pampering and friendship bracelets we collect in each new city we visit together.
Davis: What have been some of the lessons that you had to learn the hard way along your career path?
Shine + Kazaz: Growing quickly presents challenges and we had to reconfigure a few elements in terms of who we were going to work. We both place a large emphasis on being professional and we had to realize we should be equally critical of who we partner with... that was a really good lesson. We’ve been careful and thoughtful and sometimes it’s okay to be tough and have standards. Finding your voice as a woman in business takes time but it’s crucial to align yourself with the right partners. We’ve been so lucky to have each other and we don’t take that for granted… it’s been the reason for our success.
Davis: How do you balance your on- and off-the-clock to-do list?
Shine + Kazaz: We are both old school in that we love to have a notepad on our desks with a ceramic tumbler of our favorite pens, pencils, and brushes. Nothing feels as good as crossing off completed tasks. We also maintain a global to-do list for our team and that’s helpful to keep track of progress across various projects.
For anything outside of work, we’ll make Google calendar reminders and put post-its on the fridge like everyone else!
Davis: Which skills do you still want to master?
Shine: Time management and work-life balance.
Kazaz: Photography, production, and crafting the perfect email!
Davis: What would you tell yourself five years ago to keep you motivated to get to today?
Shine: Don’t worry so much!
Kazaz: No shame in hard work, it always pays off!
Davis: What would you say to a closet entrepreneur about striking out on their own?
Shine + Kazaz: If you aren’t afraid to roll up your sleeves and be the intern as well as the CEO, don’t hesitate. There’s nothing worse than untapped potential so believe in yourself and find a partner!
