Erin Kleinberg has always dreamt big. Which is probably why she’s founded four businesses...

The Coveteur – the renowned digital publication which has taken us into the closets of Hugh Hefner, Karla Welch, Barbie, Lisa Perry and Coco Chanel – was acquired by Great Bowery back in 2019. She’s now focused on her lifestyle brand SIDIA, named after her late grandmother, and Metier Creative, an award winning creative and branding agency. That’s when she’s not raising her two kids Parker and Ford. Not surprisingly, she’s an endless source of inspiration and advice - so get your pen and paper ready because here, she shares all her tips for aspiring entrepreneurs.

Photo: Erin Leydon

What have been some of the biggest highlights since founding The Coveteur?

I was young when I founded TC, around 24, so my ability to manage a team has blossomed since then and I feel much more confident in my style of leadership and driving a ship forward according to my vision, and not wavering from it. I’m enjoying settling into my version of what it means to be a CEO. Some days are dreadful but others blissful! Evidently, I enjoy building creative entities from scratch. I get a huge thrill from it so building Metier Creative our female run creative agency, and now SIDIA, a lifestyle brand named after my late grandmother with my team has been my world. The team around me is everything. It takes a village for any momtrepreneur to survive! Fam, friends, partners, employees… not all women have this, I feel very lucky. 

You have also launched SIDIA, a lifestyle brand with effortless wardrobe staples. When did you launch and what is your mission?

SIDIA officially launched in July of 2020. But the seed has been planted and growing since the early days of my eponymous clothing line in 2008. I always knew one day I would return to a platform of this nature, but I needed to learn more, and explore different facets of my career first with Coveteur and Metier first. Last March was a whirlwind for me. COVID had hit, I had just bought out the investors in Metier, and my late grandmother, Sidia, had passed away. Born out of crisis my team and I were able to reflect and create something as a lasting legacy to both ourselves, and those who came before us. 

SIDIA is a lifestyle brand currently offering loungewear that celebrates the way stories, words, and wisdom travel through generations. We create beautifully versatile items that invite you to show up as the most free and effortless version of yourself each day. It’s a mindset, a lifestyle, a feeling, all driven by the idea of hygge and a fulfilling life. 

Our collection consists of comfortable loungewear by way of loose, flowy, easy pieces that promote a feeling of freeing ourselves from restrictions. Our Caftan is our OG item; the silhouette is cut so that it is universally flattering, away from the body, as the perfect V neck for breathability (and breastfeeding), I’ve worn this dress to weddings all the way to birthing! My grandmother wore our SIDIA caftan designs all of the time, fashion was her ultimate form of creative expression and would jazz them up with all of her bits and bobbles proudly:) We have also recently launched our SIDIA Sets -a leisure suit for the times. While most brands are offering heavy hoodies and sweats, our sets are a ribbed and similarly tailored version of our caftan. The Deep V Cardi and Palazzo pant mix are the quintessential set of the WFH culture. They have sold out multiple times and I’m proud that women are living in our collection. 

I conducted market research through DM on Instagram, connected with women to find out what their dream leisurewear would look like, colors, fit, style, and just generally shooting the shit. This type of engagement is what is driving SIDIA forward, because we are weaving in our modern women to the conversation with us along the way. 

Our mission is to inspire women to embrace their personal history, whether joyous or painful, to root and ground themselves in order to arm towards the future. Our social mission is around intergenerational trauma. As a Holocaust survivor, IRL Sidia experienced a collective trauma that was woven into her lasting personal and familial legacy. We established the SIDIA Stories Grant, a grant program which sponsors individuals to receive ongoing healing and writing therapy sessions tailored to support IT.

Having worked in fashion for so many years, what is it that women want from clothes?

Living through a pandemic has made me rethink this sentiment. I think at the end of the day, the conversation has turned less from what we want out of clothes to what we want out of a brand. The rise of the indie designer is back and some resistance to shopping mass, supporting local is the trend. Women want to feel a part of the experience, want their voices to be heard, and want themselves to stand out more than the clothing, making the items simply the canvas. They are craving a luxe uniform that can provide an intended purpose and make them feel more like themselves, but a notch up. 

Photo: Erin Leydon

Take us back to the moment you had the idea for The Coveteur?

An old friend Steph and I were at brunch the morning after seeing the film The Social Network and started musing on a seedling of an idea to launch a website. I was coming from manufacturing my clothing line, Erin Kleinberg and naively thought that a digital platform would have less overhead. It was 2010 the heyday of the street style photographer in fashion and we were so intrigued by the looks editors were putting together. But anyone could get that shot on the street, and we were looking for fresh, exclusive content, so we thought why not take a step back and show the world all the options behind-the-scenes tastemakers had that morning when getting dressed, and where they did so - none other than their closet and home! We were hungry to hear the stories behind their style, juxtaposed against their environment. The day we launched the site crashed, we scored partnerships with Elle and VOGUE and we realized we had struck a chord and tapped into the cultural zeitgeist in a way that was about to resonate in a big way with our community. 

Once you had the idea, what happened next. How did you get the business off the ground?

It was a total grassroots passion project. We called around Toronto and showed up at friends/ colleagues homes with a Bed Bath & Beyond rack and were ‘curating stories’ like market pages and shooting them. It was only a couple closets in that we had the idea to birth the ‘shelfie’ and style shoes, bags, accessories and clothing on our subjects furnishings, shelves, and create our signature vignettes. We are from Toronto but we travelled to NY to get some big wig advice and I’ll never forget Taylor Tomasi Hill, at Marie Claire at the time, gave us a list of 10 people of influence for us to shoot. They thought we were slightly nuts at the time. But the launched proved it was clear there was a void in the market for this type of content. We bootstrapped the business for about a year and a half and brought in some angel investors, but it was always a lean operation. 

Media has changed so much since The Coveteur was founded. What have been the biggest changes you’ve seen?

Now more than ever, the voices of the indie publications are being heard, in some cases they can reach more targeted, devoted, discerning audiences more directly than the mass pubs. New voices are emerging and it’s not only about the number of eyeballs, it's about quality of viewers. I love that. I also love how brand and media have converged and brands are finding new ways to create the conversation alongside their core product businesses with success, like Chaos and Chaos Sixty-nine Magazine. 

Photo: Erin Leydon

What advice do you have for young women wanting to get into media?

This has always been my advice: you must eat, sleep, breathe, live, know your brand, idea, publication inside and out. Assess the voids in the market, and know your niche, how you fit in, and why you are doing it. But don’t obsess over the competition, do what feels comfortable and real to you, and then push the gas. Find a small village, be it employees, interns, family, your partner, who all believe in you and tap into them for support when you need it. Get creative - it will not be easy, but you have many resources at your fingertips! 

How do you keep up with the ever-changing pace of digital media?

I stick to a few outlets that make me happy to digest. And then I’ll change it up, but if you read too many things it can cloud your brain! I’ve been enjoying newer formats than we’ve seen in the past such newsletters or private Facebook groups. I love Lean Luxe, a unique newsletter that reports on the latest in the DTC world, and Aja Singer’s For the Love Of, in the same vein! And Print Collective, a new travel destination platform giving me hope for travel again soon!

Do you have a most memorable closet you visited?

Hugh Hefner, Karla Welch, Barbie, Lisa Perry, Coco Chanel’s apartment! 

You’ve gone on to launch new ventures of your own. Let’s start with Métier Creative – where did this idea come from and what problem are you solving in the market?

Metier Creative is an award winning creative and branding agency guiding modern day and heritage brands into the next generation. We are dreamers, doers, and builders.

Coming from a fashion and publishing background, my co-founder Stacie and I saw the content-to-commerce and advertorial world get completely diluted by a sea of sameness on social, and beyond. Being tapped into all of these different worlds, we wanted to help brands create culturally resonant moments and help them tell their owned stories, rather than through our editorial lens. We called up some of our clients from the Cov days like Dior and J Brand, and they took a chance on us - we created magic together and Metier was born. 

There was a need to help brands connect the dots and build brands from total scratch with founders like Jen Atkin with OUAI Haircare, and then work with more established brands like Stuart Weitzman, La Mer, and Moda Operandi on new launches and Go to Markets. 

It’s been almost 6 years and post COVID Metier is stronger than ever working on meaningful campaigns that are pushing the conversation forward. This platform has allowed me to take our deep insights and build a consumer facing brand of our own, SIDIA.

You’re a self-proclaimed workaholic – do you ever switch off?

Switching off can definitely be challenging when running two businesses and having two beautiful children! To take a pause out of my day, my walks are exercise for my body but more so for my soul. Taking that time alone in nature is the best thing for oneself in my humble opinion. I think, I dream, I muse, I create, and then take it all back to the workday and execute my big vision, one day at a time. It has done wonders for me this year. I love to do it early in the morning at 7am when the world is still asleep. I love that time when it's quiet and the sun may not even be up yet. It's magical.

 On nights that I don’t fall asleep on my laptop I do a full-on in-home spa skincare routine to cleanse myself from the day and relax in peace and quiet. I’ve also become addicted to doing breathwork in the ams with Evolve by Erika Polsinelli, it helps manage my anxiety throughout the day and my long sighs on tough days feel so much clearer and less intense. Highly recommend! 

You’ve also described yourself as a “passionate serial entrepreneur” – where do you think your drive comes from?

I grew up in a warm, very family-focused traditional family in Toronto, Canada. My dad is a chiropractor and my mom stayed home to take care of my brother and me. From a young age I had a passion for predicting trends and using fashion as an expression of myself and my creativity. I had endless projects: bead necklace making ‘shops,’ styling businesses. I would show up to high school in turquoise wrestling boots and cargo pants with a bright Run DMC-style Adidas jacket when my pals dressed more vanilla, and would later read about these trends in the pages of magazines. I was a below average student in high school, getting the grades by schmoozing my way with teachers. My family knew I was crafty, but unsure what ‘hole’ to peg me in for a career or focus post-university. They knew my brother was slated to be a veterinarian no matter what, but would look at me and sort of raise their eyebrows. In a way, this double standard allowed me to create my own internal pressure to pursue my career rather than being pushed. Having my mom home no doubt shaped who I am today, but there was a void in her life from not working. This inspired me to dream big for myself. My mother has been the director of admin and general momager at all four of my businesses. 

Have you ever felt self-doubt, and how have you dealt with this?

Every. Damn. day. Get off Instagram, you’ll feel more confident and less competitive. I try to remind myself that the 10,000 hour rule is a strong one, I’ve been at my career for about 12-13 years now so I must believe in my core I know what I’m doing. I think? See?

Do you use manifestation in your life?

Very much so. Ever since I was a kid, I liked to dream big, and muse on larger-than-life experiences and opportunities. I set my sights on living in NY and LA young and made both happen. I set my sights on getting into Barneys with my eponymous clothing brand and made it happen. I think it’s part manifestation, part goal setting, part hustle, and part pure luck. I think there is something magical and special in believing in higher powers and am a big proponent of going for your dreams. 

What has been the most challenging part of motherhood and how have you overcome any challenges?

When I had Parker my daughter (now 5 years old), I had a lot of guilt, shame, and fear. I had started Metier the year she was born and had a huge responsibility to my partners to build a sustainable business. That meant I travelled in the early weeks of her life, took no mat leave, and did not breastfeed. People judged me. I felt like shit. But within the next couple years I realized that living with guilt like that serves no one and does not inspire me to be the mom I want to be. It's been a process, but I’ve tried to let that go and live more freely without the restrictions of others on my shoulders. 

I know that some days I will be a kickass mom and a meh CEO and some days I will rock at work and suck at home. I can’t have it all at the same time, and that’s ok. I’m coming to terms with it. The perfect mess is what makes it all real. 

Luckily with my son Ford (now 2), the second time around is so much easier with way less shame and I’m just enjoying being the mom that I am and this little nugget! For me I need my work in order to be a good mom and I need time with my kids to fulfill my soul in order to do my job. They are symbiotic and help me fill the shoes I need to in so many ways.