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Unique LA's Sonja Rasula Wants Angelenos to Buy Local
Photo by Monica Hervey of BoudoirRougePhoto.com
This weekend Unique LA is back in town and ready to open up shop and offer the best in local design. This time the show has a new charity partner, some new inspired food choices and promises to make shopping local the most fun way to spend a day in LA.
LAist caught up with a very busy founder Sonja Rasula to get the low down on what's up for Unique LA this weekend.
LAist: How did Unique LA originally come about?
Sonja Rasula: It's funny how things happened actually... The short story is that I landed my dream job, as an on-camera interior designer on the TV show Trading Spaces, but was then let go with a bunch of the crew. Bummer! Because I had no job and I felt one of the most important political times was upon us, I had the rare chance to simply not work and instead I spent much of 2008 dedicating myself to politics (volunteering my time to get people to register to vote and take part in the local elections). But as the summer ended and I realized that Obama would be elected soon and had a moment of panic, "Oh my God, what am I going to do now?!" Pretty instantly I realized that the timing was perfect for me to unleash an idea that had been marinating for awhile in the back of my head... A giant consumer show that brought shoppers a diverse selection of Made in America goods, showed off LA's great designers and helped teach people that their consumerism could count. Making the decision to buy local is tough, but we've made it easy!
Your website touts "hand-selected" designers and artists. How do you find the vendors and artists who participate?
We actually hold a tough application process about three months prior to each show. The applications are online and open to all; basically we jury them in order to curate all the great talent and figure out how to present it all to the shoppers. We can only accept about 300 vendors, but because about 450-500 people apply we get to really examine each designer/artist and analyze how they'll fit. It's an absolutely exhausting process, but also really amazing. It's an honor to see all the great talent out there...
Why is it so important to support local design?
Creating a strong, vibrant and successful community all starts at home. Supporting local design means you're putting money into the local economy which plants a seed -- it grows into helping create a strong, successful city, then state, and then country. :)
Every time LAist has been to Unique LA there is a giant crowd. What is the secret to your success?
I'll never tell! ;) I will share a couple tidbits... I have a very strategic and amazing street team. We rely on viral outreach and support online. And never underestimate the power of believing in what you do -- I love the show I've created and I think that translates. People attend and become uber fans, helping to spread the word. Like everyone at LAist!
What new things are planning for Unique LA this weekend?
The biggest news is that we've added an Amoeba Pop-Up Shop, which is so cool. We've also expanded the two cafe areas to include some of my favorite gourmet food trucks, like The Flying Pig and Coolhaus. We've also got a little seating/play area in the baby/kids section. And the amazing Silver Lake graphic designer, Keith Scharwath (scharwath.com), designed the free tote bag that attendees get - it looks hot! And this really cool electric bike company Pedego will be in the lobby all weekend, letting people take test rides on the bikes (so cool...).
Past Charity partners have included 826LA, Create Now and CityLabs. Tell us about GreenWish and why you chose them for this show.
Greenwish is Ed Begley's organization that focuses on helping local environmental non-profits gain exposure and funds. I have a lot of respect for them because they really examine the non-profits before choosing to work with them, ensuring they are truly 'green'. What they do is take the leg-work away from donors who may not have time to research a charity or gets intimidated with the sheer number of charities to choose from, but who want to help and donate to something. Basically Greenwish raises funds for nine really important non-profits each year - this year's organizations include Algalita Marine Research Foundation, Coalition for Clean Air, Friends of Los Angeles River, LA Conservation Corps, Northeast Trees, Santa Monica Baykeeper, Organic Farming Research Foundation, Surfrider Foundation, and Jane Goodall's Shoots & Roots. We donate partial proceeds from UNIQUE LA to Greenwish, so essentially shoppers who attend the show are helping all nine of these great non-profits!
Do you ever find time to shop during the show?
No! It's really awful... All I want to do is shop but never have time, so I have to buy from them all online. Each show however I get closer and closer to being able to shop, so I'm hoping I get at least 30 minutes of shopping in this time. Keep your fingers crossed!
When you are not busy planning Unique LA where are some of your favorite places to visit in LA?
There is a very special spot in Elysian Park that I like to visit. It started as a community garden back in the 80s when I was growing up in Echo Park, and has now become a really beautiful, peaceful place to look out across the city. I also love going to all the flea markets around town. Eva Franco (the designer) and I will go early to hunt for cool vintage items, textiles, etc.
Favorite local restaurants?
That's hard, I love to eat and enjoy food! I'll say Street, Cliff's Edge, Wurstkuche, Dusty's, and Speranza. Oh, and Auntie Em's for brunch!
Favorite bar?
Edendale for it's long bar and back patio, and El Prado for the wine list and crowd
Favorite gallery?
I really love pottery, and used to throw myself, so I love Heath Ceramics and everything they are doing here in LA. I also think everything that Shepard and his wife Amanda are doing at Subliminal Projects has been amazing. It's an exciting time in LA's art scene for sure...
Favorite shop?
Mesh and Lace which is in Silver Lake! The owner does such a beautiful job of curating and offers a lot of Los Angeles designers. If I was rich I would buy one of everything she orders, no questions...
Unique LA opens their very creative doors on April 24th & 25th from 11am - 6pm at the California Market Center’s Penthouse at 110 East 9th Street. Tickets are $10 at the door or in advance (kids 12 and under are free). Presale tickets are available for $10.
Admission includes:
Unlimited re-entry for both days
A collectible tote bag designed by LA graphic designer Keith Scharwath
LAist favorites: Graf & Lanz, dean, plastique* and hi tree will be there- will you be there shop local?