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The Hustle

Name: Laura Fage (Patina)

Laura Fage has been an interior designer and event producer for more than 25 years through her business, Laura Fage Signature Events. This expanded recently – just over a year ago – into Patina St. Pete. Fage channels her passions through these two businesses, sharing her talents with clients in new ways. Her love of travel has transformed into a business venture, bringing unique decor from around the world to area customers. Fage works with her husband to realize these passions, and make her visions reality through each of these businesses.

Years in St. Pete

December 1st marked one year in St. Pete!

Hustle (job)

Visionary. Curator. Sneakers on the ground 24/7 business owner!

What do you do?  

Patina is a boutique on St. Pete's Upper West Side offering home accents, unique gifts and little luxuries. We have fun curating from around the globe and inspiring a "Life. Well Lived." for all those that visit our shop.

Why do you do it?

I love it. My husband and I enjoy the adventure of traveling to find all the right must-haves that tell the Patina story and ultimately find a coveted place within our customers' homes.

What was your Catalyst? (How did you get started?)

Through our interior design work we often found ourselves saying, "Where is that one inspiration piece? That one piece that will spark a conversation and reflect something unique about our client?" We rarely found it so we thought if the time was ever right to open a retail store – that the store would be filled with design inspiration. Hence, 18 months ago, the search for the right location began.

What’s a common misconception or unknown aspect of what you do?

We took the purposeful leap opening a brick and mortar store on the up-and-coming Upper West Side of St. Pete. Everyone thought that downtown was the place to be. I believe we are blazing the trail west and offering a great location easily accessed from downtown, the beaches and locales both north and south.

What’s the most challenging part of your Hustle?

Running two businesses. Our building is also home to Laura Fage Signature Events – a full-time, award-winning event planning consultancy. The two businesses do have some crossover, however, making it a great spot for both creative endeavors.

What’s the most valuable piece of business advice/insight that’s helped you?

Pay attention to every detail. Make each customer's visit a magical experience. Do your best. Every day. Period.

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