Alle Fister is the Principal of Bollare Communications, a fashion, beauty and lifestyle public relations firm which partners with brands across three verticals: celebrity seeding, editorial coverage and digital consultancy. 

Since Alle founded Bollare in Los Angeles in 2006, the firm has grown to become a bi-coastal presence in the US and has worked with some of the best names in the business including ghd, Minkpink, Paper Crown, Ruthie Davis, Smythe, Quiksilver, and VANS.

Alle has been interviewed and featured in Chic CEO, Los Angeles Business Journal, Gen Lux, Wall Street Journal and Women’s Wear Daily for her entrepreneurial successes and expertise, and has been listed in the LA Business Journal 30 Under 30.

Beginning her career as the in-house publicist at Shopbop.com, a women’s online retailer, Alle began to edit the site’s vast section for fashion magazine editors. She quickly gained a reputation for being on-point with recognizing key trends and was soon being asked to contribute expert interviews and content for publications such as Lucky, Glamour and US Weekly, as well as on air segments with networks such as CBS, MTV, VH1 and E!.

Shopbop’s popularity grew exponentially and in 2006 the site was purchased by Amazon.com. In the sale of Shopbop.com, Alle went on to found Bollare; taking her former employer as her first client.

We spoke to Alle about her entrepreneurial journey and the lessons she has learned along the way; and about the thrill of a Fifth Avenue Office!

TNW: How did you come up with the idea for Bollare and then arrive at the decision to turn your idea into a reality?

AF: I have had the opportunity to be surrounded by many inspiring business trailblazers and entrepreneurs in my lifetime. 

I was one of the initial team members of women’s online retailer, www.shopbop.com, responsible for the site’s public relations and spokesperson work.  The site’s popularity grew immensely, and almost seven years ago the business was sold to Amazon.  I was in a unique position with the Shopbop merger to start my own PR consulting business, with Shopbop as my first account!

With the guidance and motivation from my business mentors and family, I took the plunge, founding Bollare Communications (meaning to brand in Italian) with Shopbop as our first client!

TNW: What makes your company different from your competitors?

AF: Our TEAM.  The Bollare team is comprised of 32 of THE most dynamic, thoughtful and passionate people whom you’ll ever meet.  Each one of us has a common thread that helps the team further leverage our individual strengths.

TNW: When you built your team, what are the key qualities you looked for to ensure the success of your business?

DRIVE! You have to want it - it’s amazing what WANT and HARDWORK can create.

TNW: What is next for your company?

AF: We’re always looking to grow the business in a thoughtful manner; whether through smart team members, innovative clients or new scopes to broaden our horizons.  Although we have enjoyed dynamic growth, we’re always very careful not to grow just to grow…we want to do so systematically with the right partners, yielding further positive momentum.

TNW: Have you come across any other exciting startups recently and what is it about them that appeals to you?

AF: One of my favorite parts of the job is having the ability to meet with so many interesting start ups and business innovators.  Right now I am digging a dot com called ‘appSmitten’ with the surgance of creative apps, this site offers a curated look at the must-have apps to make the most of your smart phone - a must for a business gal on the go!

TNW: What lessons have you taken from your successes &/or failures?

Every success and failure is a chance to learn and reflect. One of the best lessons on this entrepreneurial journey is that it is a journey, not a destination, so I try to enjoy the ride!

TNW: Do you have any tips or any advice for women who are thinking about becoming entrepreneurs?

AF: Go for it - like most things in life, you’ll experience things that make you nervous and uncomfortable; but then you’ll try them, succeed, and realize that it wasn’t so tough in the first place!

TNW: Do you have any role models or mentors?

AF: YES! 

• Mike Fister, my father, a wonderfully successful business-man and servant leader
• Teresa Fister, my mother, constantly coaching me to ‘enjoy the ride’
• Don Popkes, my husband, and one of the most savvy entrepreneurs I know
• Bob Lamey, Founder of Shopbop.com who taught me fearless drive
• Sara Flores, Bollare’s Fashion Director who has such a passion and drive for what she does

TNW: Do you lie awake at night sometimes thinking about the company? What aspects of it specifically keep you awake?

AF: Why yes I do, who told you? ;)  Yes, I think if you don’t have the passion for the business, you probably should not be doing it…!  I often can’t sleep with wheels turning of what we can do…the opportunities are endless!

TNW: Is there a moment in the history of your company which you remember as the highlight so far?

AF: My two favorites:

The opening of our Fifth Avenue office earlier this year, having our own floor in Manhattan; getting out of the elevator for the first time was a thrill. Sara Flores, our Fashion Director, found and furnished the office and, wow, it is a beauty!

And being featured in the Los Angeles Business Journal’s Twenty in their Twenties.  Stephanie Jenkins at Bollare set up the wonderful opportunity, and it was quite a thrill and something I am very proud of!

TNW: Do you have plans to expand internationally? Which countries and when?

AF: You never know; if the right client and team member base shapes, I certainly would entertain options.

TNW: What is one lesson you would like to pass on to other women leaders?

Own it - if you don’t, someone else will!

TNW: What is the best career or management decision you have made?

AF: Finding a great team and TRUSTING them to leverage their expertise to further the organization’s success.

TNW: If you hadn’t chosen entrepreneurship, what alternative career path might you have pursued?

AF: Hmmm…so many things interest me - I could see being a litigator, to a travel writer, to a yoga teacher…diverse, huh…