TV's Next Generation: LEAF

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Geri Hirsch and Erin Falconer.
Ashley Barrett
Geri Hirsch and Erin Falconer.

Geri Hirsch and Erin Falconer are cool without being too cool. They're both easygoing and effortlessly chic; reserved, but kind. They're also seriously smart—seriously—and this more than anything makes one thing clear: These aren't just two pretty faces with cute outfits and good personalities—they are businesswomen looking to push the boundaries of what’s possible in the e-commerce realm.

Hirsch and Falconer are the women behind, an Internet how-to lifestyle site launching early this year that covers what Falconer refers to as “the three verticals”: living, eating and
fashion (hence, LEAF). The brand’s beautifully edited, concise videos—which can be seen on YouTube but will primarily live on the website—range in subject matter from how to do things as simple as sew a button to more intricate tasks like preparing filet mignon. The duo’s goal is to ultimately have all the pieces they create be completely shoppable. “The intersection of
commerce and content is a sweet spot right now, and figuring that out is important,” says Hirsch. “Video is the next iteration of that.”

The idea for LEAF came to Hirsch while she was in college at Ohio State. “I was raised by a single mom and had to figure out a lot on my own. That was a challenge, and there were no resources for
me,” says Hirsch, whose massively popular blog, Because I’m Addicted, helped her and Falconer get the backing they needed to get LEAF off the ground. “I realized I could create a brand that helps girls of the Twitter generation with the basics through videos that are short, beautiful and set to cool music. We cater to the girl who has a job, is social, wants to be in a dope outfit and just needs a little help.” Falconer adds, “Brands are having a difficult time reaching the 20-something audience in a meaningful way. We feel creating videos that are palatable, bite-size and super-cool is a winning formula.”

Even more than a winning formula, it’s a useful one. “We really want to be a solution,” says Hirsch. “When a girl moves into her first apartment, what does she need? What knives? What kind of place settings? We show you what you do with those in our videos—it's not just about stuff, but how you use stuff in a really thoughtful way." We like the way they think.

Watch an example of LEAF's helpful clips below:

See more from the January/February 2013 Blogger & Art issue now, or pick up a copy on stands January 15.

Originally published in January/February 2013

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