​So I land in LA to meet with local bloggers and social medialites to share our product story and the Discover EDIA experience with them.  Kelsi Smith is the founder of the group dubbed Two Point Oh! LA. She has a bit of an English accent I believe. Wasn’t too sure of the particulars of the event going in but I love LA so I had the team go for it.  The Styling Suite…… the #Snowball party……Jacks and Coke and Chardonnay….

​Day 3: It never rains in Southern California
​Spent some time with family….getting gifts for my aunt, uncles, grandma and cousins before rushing over to my 2:30 meeting with Karen of Fred Segals.  Running late cause I’m distracted on the phone while at Ralph’s buying a gift card for my cousin who attends San Fran U in her junior year….holiday shopping gotta love it!
​So I scramble in the freaking cold rain headed up La Cienga Blvd. While talking with our OC brand ambassador Jason regarding market prep plans for The OC/San Diego area and storyboarding  scenarios we need to shell out. Not realizing my gps had spazzed out on me and was taking me to the Beverly Center which was up the way from where I needed to be. Few pull overs later Im back on track.  By the way the Ford Edge is totally awesome. Mix of savy tech and chic interior finishing.  Go Motor City!  So I pull up to Fred Segals. Its wet, I’ve got our POS unit loaded with mock ups as I enter in through Mauros….a swanky wine room in Fred Segals with patio terrace that host local bands some of whom are nationally signed like Magnolia Memoir on GZA’s label.  I enter in and get an immediate eye from the patrons while giving back nods of I’m ok as I swiftly swing around back.  I didnt see DJ so I figured he must have went in to the store to run the opening act i.e. stall a bit for us. As I cut thru the back way into the store I set my POS unit down on a display table letting the sales guy know I’ll be back in a bit to get it.  Didnt want to be like an old Christopher Reeve’s scene in Superman playing Clark Kent late to a press meeting with clipboard and way too much in hand all while trying to open the door only to drop everything on hello…lame.

Later in Day 3: Not late…right on time
​So Remyi Cole enters stage left so to speak just as my Executive Creative Director DJ Riggs tap dance was to begin and was just mentioning his business partner as I entered the room…they where like hey…I was like hello world! Big hugs followed a round of coffee, teas and almond tart perfectly recommended by Karen. Later…. history was being made.  Look for EDIA Cosmetics For Hair Spring 2012 online @ www.ronrobinsoninc.com, Ron Robinson @ Fred Segals, other fine retailers and DiscoverEDIA.com.

​S/O to the Ron Robinson Inc staff, Two Point Oh! LA, Ford Edge, The Fredson-Cole’s, Jessica the Fashion Psychologists of Be Your Best You, Management @ Palihouse allowing followEDIAtv to shoot, Paul McGovern our crafty videographer, Berry Bachen of Main Entrance, Octavio Molina our SoCal Brand Ambassador and our Executive Creative Director/Founder DJ Riggs.

Laters,
Remyi Fredson-Cole,
Co Founder, President and Chief Brand Engineer of EDIA Cosmetics For Hair

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