Big Brand Digital Producer Opens In Beacon - Lauren Johnson Of The Hyacinth Group Highlighted From ALBB's Black Owned Business Directory
/Lauren Johnson, who lives in Beacon, is a big deal in the digital space, where she has produced social media and branding campaigns for major fashion brands including Victoria’s Secret and Steve Madden, as well as other big name companies. She first came onto A Little Beacon Blog’s radar when we were developing our Black Owned Businesses category for our Business Directory, and needed to commission a logo designer for it.
We wanted to work with a designer of color, as they would know the entrepreneurial world intimately for Black and Brown people and people of color. Lauren was the first to answer the call, and matched the assignment with her Creative Director, Perry G. Crosson.
“ As of March 2020, African American women make up just 3% of computing-related jobs. Tired of trying to make it in the 3%, I choose to start my own digital company.”
Right around this time, Lauren was hosting a launch party for her breakout digital agency, The Hyacinth Group, which is her own digital agency, after she hung her own shingle after working in the corporate world.
The Hyacinth Group celebrates its 1-year anniversary this month on September 27, 2020, and we are celebrating that with Lauren by also highlighting her on National American Business Woman Day.
Lauren Johnson, Founder of The Hyacinth Group
Photo Credit: The Hyacinth Group
Interview With Lauren Johnson, Founder Of The Hyacinth Group
In this interview, we get to know Lauren, what makes her tick, and what a few of her favorite projects are.
ALBB: Lauren: Thank you for giving us your time today. When we started the Black Owned Business category of our Business Directory, right away, we learned that Black is a label in America and can refer to many different types of people from different countries and family combinations. So before we dive in, how do you identify yourself?
I would identify myself as either Caribbean American or Jamaican American.
Our name, The Hyacinth Group, pays homage to my Jamaican roots. Born in New York City to Jamaican parents, I was named Lauren Rose-Marie Hyacinth Johnson. The name ‘Hyacinth’ comes from my Jamaican grandmother who also shares the name.
I am a first-generation American, as both my parents were born in Jamaica. I am living the American dream!
ALBB: What does it mean to you to launch your business not only during a pandemic, but during the Black Lives Matter movement?
They say life is all about timing. Although we are dealing with serious issues like a worldwide pandemic and BLM, in many ways it has been a blessing in disguise for The Hyacinth Group.
I get to create digital solutions for consumers as billions of digital buyers shop online. As COVID-19 continues to sweep the globe, most people have been forced to shop online due to store closures. There were more than 1.92 billion digital buyers in 2019 alone.
That number has only increased since the pandemic. We essentially turned into a digital, paperless society overnight. I have a digital agency that helps companies increase online sales and conversion. That puts me in a really great position.
Our digital team can quickly create a responsive website to engage customers. We can also improve your existing website to keep up with the rapid demand of your client’s needs through optimization. In addition we provide digital marketing services such as SEO (search engine optimization) copywriting, graphic design, social media and email marketing. The Hyacinth Group can take your sales to the next level.
In light of the Black Lives Matter movement, companies are giving back to the Black community. More opportunities are available to me now than there were just a few weeks ago. I feel blessed to be a Black female tech entrepreneur at this time. It feels like the sky's the limit!
ALBB: As a Black woman, how do you feel about the protests in Beacon that happened over the summer? And about the continuing protests nationwide?
I fully support the national protests, as well as local protests in Beacon.
Although I was not in the streets protesting, I know that by building The Hyacinth Group as a Black female tech entrepreneur, owning a digital agency is a protest in itself. As of March 2020, African American women make up just 3% of computing-related jobs. Tired of trying to make it in the 3%, I choose to start my own digital company. Protests of any kind are a key component in creating impactful change.
So, I strongly support the protest and BLM movement, but my main way of fighting back against a broken system is being determined to succeed as a Black woman in business, and continuing my Jamaican family’s legacy despite the obstacles.
ALBB: What did you do before launching this business?
I started my digital career as an Assistant Internet Merchant at Victoria’s Secret. Wanting to take my career to the next level and gain more senior experience, I went on to receive my MBA from LIM College with a major in Entrepreneurship. Upon graduation, I got recruited to work as an Internet Manager at Steve Madden. Focusing on customer retention and website engagement, I launched the company's social media integration program.
Soon after, I began consulting for major B2C brands like SK-II and Aerosoles, where I brought innovation to their digital programs by creating responsive sites and 360 marketing campaigns. Most recently, I began using my digital expertise to help small businesses engage online consumers. Last year, I started The Hyacinth Group, which creates digital solutions that work for both the client and consumer. This is both my passion and current full-time job.
ALBB: What makes your combination of people on your team special and different from other design agencies who also work with these talented people? Clients may see work produced by artists like Perry, Meghan, Josh, through other agencies as well. What kind of magic happens when they come together at The Hyacinth Group?
Diversity drives innovation, and that's a big part of our team’s success at The Hyacinth Group. When we come together, it creates a different kind of magic fueled by passion. Above all, we keep your unique ROI (return on investment) goals in mind, focusing on revenue-producing opportunities across the digital landscape.
The Hyacinth Group converts browsers into buyers by helping brands connect to their customers’ buying motivations and enhancing the online experience with a combination of creativity and data analytics.
Our team specializes in conversion rate optimization and online engagement. The key to providing excellent CRO (conversion rate optimization) is inspiring customers to focus, make a choice, and rejoice.
ALBB: What is your favorite type of branding project? If you have one. I know lots of components of digital branding can be favorites.
In particular, I love working with high-end companies in beauty and fashion, as well as food brands such as Karibu365 and Farm2ChefsTable. It’s easier to target an audience when you are in that audience yourself!
After I officially formed my company The Hyacinth Group, my boyfriend Nicholas Leiss was my first client. I created his blog Farm2ChefsTable, which is a favorite project, because it allows both of us to shine!
[Editor’s Note: OMG please don’t miss this recipe for “Chanterelles on Toast with Corn Pudding & Goat Cheese”]
Nicholas is my biggest supporter and I am his. But not only that, the blog's layout beautifully showcases Meghan Spiro's photography and Nick's amazing food!
A favorite client project, for the website design and food photography for Farm2ChefTable.
Photo Credit: The Hyacinth Group
Beauty Brand, Karibu365
Karibu365 , is one of my favorite projects because of my passion for beauty. Back in my corporate days, I worked for a luxury skincare company SK-II and was able to transform their digital program increasing sales by 41%. I brought my knowledge and expertise from that experience to assist a family friend take her organic skincare brand to the next level digitally. As a Black female entrepreneur who also shares the same heritage, I am glad that I was a part of her leveling up!
Here is what the founder of Karibu365, Sandra Mullings, said about working with us: at The Hyacinth Group: “It was a pleasure and a joy to work with Lauren at The Hyacinth Group. She drew on her previous experience with website development for luxury skincare brands to guide me through the process. I relied on her eCommerce expertise heavily since I had a concept of what I wanted my brand’s online presence to look like, but wasn’t sure how to achieve it. She made graphic design and copywriting resources available for me to use on demand, which came in very handy when I needed my logo colors changed to match the branding on my website. Her attention to detail is unsurpassed, and she will be my go-to for my next project (in the works). I would HIGHLY recommend Lauren and the team at The Hyacinth Group for all your eCommerce needs.”
Photo Credit: The Hyacinth Group
Yellow Bananas Part 2
Yellow Bananas is a grocery app I designed for my class at The Product School this summer. But what makes this app so special, is that this is the second version. The first, I designed 3 years ago in my User Experience Design class at General Assembly. It shows my progression in User Experience Design and my passion for not only the perfect "yellow bananas" but creating an in-store experience online.
Photo Credit: The Hyacinth Group
Thank you, Lauren, for sharing your digital branding experience with us! So lucky to have you in Beacon, NY. Contact Lauren any time right here: https://www.thehyacinthgroup.com/contact
