As a veteran event producer, Rita Branch knows a clever line or catchphrase can tell a larger story. ‘Where life and branding meet’ sums up the experience of attending a Secret Room Event, including the ‘Secret Room Events honouring the 2023 Celebrity Pre-Grammy Award Nominees Style Lounge.’ On the rooftop of the Petersen Automotive Museum, celebrities and other influential people took advantage of a bright, sunny day (after weeks of intense winter rain) to enjoy a pick-me-up from prime sponsor Lifeboost Coffee and a few unexpected scene stealing ideas from accessories company Phantomasy and SJW Cosmetics, LLC.
While anticipating who and what will show up at the party is always a part of the fun among the talent and taste-maker guests, discovering and sampling what’s new among interesting luxury product purveyors (which in this edition, included chic readers, blue-blocking and sunglass company Cheeterz Club, beauty tech and lifestyle shopping site Peach × Pearl, Mikel Kristi skin care, and painstakingly handcrafted leather accessories from Canada’s Upleatherdesigns).
The Secret Room Events’ Style Lounges have always put the focus on women-owned businesses dreaming up the best lifestyle accoutrements one never knew she needed. That said, it was nice to see that at the start of Black History Month in the US, many black-owned businesses were making themselves known during the festivities or within the after-party gift bag. Rising stars doing their thing live included Candles by Adisa, Cakestry Cosmetics, Smart Dog Ball, the Beauty Assassin Cosmetics, Naté Hair Care, and Hidden Riches men’s skin care. Gina Gant earrings and Ancient Rituals Cosmetics.
Celebrities on hand for a front-row seat for the newest “acts” as well as the return of old favourites such as Santa Barbara’s very own Skin Prophecy/Pet Prophecy included Lana Love of The Voice (US), Love & Hip Hop stars Amina Buddafly and Steph Lecor, Michelle Hurd, Garret Dillahunt, NBA basketball player Loren Woods, Denise Sanchez, Daina Ramirez, Morpheme Shakur, Mayan López, Chido Nwokocha, and Jasmine Burke. Grammy nominees on hand included Damon Sharpe, Joel Smallbone, Lucky Diaz, Robert Eibach, Luis Bordeaux, Bizkit & Buttah, and Sean Adoin. Other featured vendors included Afi Briant, Outtergoddess, Epico Designs, 5 Circle skin care, Freestyle photo and imaging supplies, Anecdote Naturals, Be a Heart, Homme men’s skin care, Wrapped Clothing, and Molly Bz Gourmet Cookies.
VIP guests left the Petersen Museum rooftop with a cute SJW Cosmetics logo tote packed with a fun mix of things from companies such as Str8cron Clothing Apparel, Blessed Hex candle company, the Wandering Jewel, Mochidoki, Premium Mochi ice-cream, Germany-based DuxStyle, teas by Vahdam India, Sweet Grass Essentials, and Solistial Jewelry, among others.
Elyse Glickman is US west coast editor of Lucire.