Welden Tote Series | Vol. 4

We met Laura Pelzer a few years back and became fast friends. When we started this blog series we knew immediately that we would like to feature her. A self-proclaimed serial entrepreneur, Pelzer is driven and innovative. She’s the kind of person you could bounce ideas off of for hours. Her passion for developing brands–taking them from concept to reality–is so evident in the work she does.

Based in Charleston, South Carolina, Pelzer is the founder of IN/HOUSE, a consulting firm that works with boutique brands primarily in the southeast. Her nearly 20 years of experience working with luxury brands helps young startups find their identity and positions them for further growth and success. In addition to IN/HOUSE, she recently developed a new business called The Water Room, a high-quality, natural, personalized nail salon. The water room is Charleston’s first nontoxic, elevated nail care experience.

Join us as we sit down with Laura Pelzer in Charleston, South Carolina…

Walk us through your morning routine.

Up early…always trying to get something crossed off the list! The 5:30 a.m.-7:00 a.m. time slot is invaluable! Whether catching up on email, using a fresh head to draft copy or a proposal, getting to the gym or doing laundry – it’s usually a quiet and uninterrupted moment before the day and back to back meetings/appointments take over.

Briefly describe the path that led you to start IN/HOUSE (and other pursuits).

I have a background in luxury marketing that led me to brand creation and business owner as a passion. I’m a serial entrepreneur and idea generator – I love seeing a smart business or brand, and envisioning where it could go, and how I might be able to help in getting to that end. I fell in love with The Urban Electric Co. when I was in the process 0f selling my first business, Maddison Row. I got involved immediately. We achieved so many great milestones and the brand quickly resonated on a global scale. After 8 incredibly rewarding years, I realized I missed something about the early days – a passion for new or smaller companies in a growth phase and decided I wanted to dip my toe back into that world…hence the creation of IN/HOUSE. I’ve played the role of project manager to brand developer to team lead for a number of clients since, and most recently started another of my own–The Water Room – a brand opportunity driven out of the need for a more elevated nail care experience.

What is the most rewarding part of the work you do?

Watching a business grow through the lens of its brand.

What keeps you up late/or wakes you up early?

New business ideas. And, real estate–I’m addicted and watch the market ridiculously.

What can be found in your Moore & Giles Welden tote at any given time?

I’ve loved the Welden! It was a gift from you all for some work and ideation done together over a few years. I’ve loved wearing it. It’s been everything from a daily purse to a presentation tote to an overnight bag for quick NY trips.

Your next travel destination is…

Wrightsville Beach, NC–an old beach cottage we rent each year. But for big trips–Mexico next year (again!) and dying to get back to St. John.

Your weekend is for…

Family, friends, attempting to disconnect–but sometimes working when I can actually focus singularly on something in a more relaxed mindset than during the week when rushing from one thing to the next.

Give us a few of your favorite Instagram accounts to follow.

I’m the worst at social media! Mostly, I follow accounts for work purposes–brand and trend research/habits. I follow a lot of people and love the ones that skew truly in the moment of the brand on an intuitive level, not trying too hard or too ‘created’. I still obsess over interiors from so many years in the industry, and my favorites are @jeffrerbilhuber, @celerie, and @habituallychic.