I am absolutely thrilled to feature Courtney Grace Peterson, a founding partner of quarterlane, and highlight her brilliant business Logic and Grace. Courtney and I met on a trip to Tanzania with Every Mother Counts a little over a year ago, and it was there that she first shared her business and her calling to support female entrepreneurs. She was my first call when quarterlane was just a glimmer of an idea and she has partnered with me every step of the way. Courtney’s work ethic is stunning and her generosity in spotlighting others’ work so they can shine while she stays in the background is a trait I deeply admire. It is my honor to now spotlight Courtney Grace Peterson.
EL: Tell me how Logic and Grace started? What is your background and what inspired you to start L&G?
CGP: I started the company when I realized there was a lack of resources to help smaller luxury brands build digital strategies to support direct-to-consumer businesses. Initially it started as a lifestyle business but we very quickly transitioned to a larger consultancy when I realized how many brands needed one agency that could manage all the digital components of a brand’s launch. We now specialize in working with female founders to help launch their companies. Logic is the technology side of the business while grace represents the strategy and content creation so it’s really a hybrid of my background (editorial + digital).
We are very hands on and work with companies through every phase of creating a successful direct-to- consumer business. I’m a natural content creator and love the tech and startup world so Logic & Grace allows me to be very entrepreneurial and digitally focused while still creating content in a meaningful way.
EL: You are such an incredibly strong supporter of female entrepreneurship, it’s incredible to see how many women-led brands you have guided and launched. Has that always been a driving inspiration behind L&G or did this focus evolve?
CGP: (Thank you! That means a lot) Empowering other women has always been very important to me — I went to a women’s college in California and have a great network of other female entrepreneurs and business owners who all inspire me. So while it was a natural extension of my personal and professional network to collaborate with other women, working with female founders has definitely become a focus as the company has grown. As Laurie Fabiano (who is the President of the Tory Burch Foundation) says…”there are more CEOs name John than female CEOs). I believe we should change that.
EL: As I’ve said before, you were my first call when I had that first glimmer of an idea for quarterlane and have since been my partner every step of the way. It’s been such an amazing creative collaboration with you over these many months. With the many brands you have helped launch, can you share one of your favorite stories — the excitement when a brand that you’ve helped build goes public?
CGP: The creative collaboration and partnership aspect to my job is the most meaningful to me — there is a huge amount of trust that goes into a successful partnership and I’m so grateful that we’ve been able to get quarterlane off the ground in a real, exciting way. We are living the excitement right now! Every time an editor confirms a story or we hear great feedback from a customer… those are the moments you will always remember.
EL: L&G has been around for three years now. What is one of the greatest lessons you’ve learned since starting your business?
CGP: The lessons and challenges are never-ending (in a good way!) So many… but trusting your instinct is a big one. As with anything in life, if something doesn’t feel right it probably isn’t. Saying yes brings opportunity but saying no brings focus and engagement…and sometimes you have to say no to both things and people which is always harder.
EL: Conversely, what has been one of your greatest joys?
CGP: The never-ending possibility of what I create and build with my clients. That excitement and passion is what gets me up every morning (very early!) and inspires me every day. At the end of the day my job is to help women build meaningful companies.
EL: What’s on your nightstand right now and what are you currently reading?
CGP: It’s quite the ambitious nightstand — at the top of my list is to finish Amor Towles Gentleman in Moscow from our fall fiction box. The current lineup also includes: The Nix by Nathan Hill and Invisible by JOan Berger who is an expert on word of mouth, viral marketing and social influence trends. My nightstand is generally a healthy mix of fiction + business books.
EL: How do you find balance in the day? Any favorite ways to relax, unplug or de-stress?
CGP: I just started a meditation app called HeadSpace and highly recommend it to anyone that does not have time to get to a yoga class or is constantly on the go. Even just 5 minutes to slow down is critical. With that said my favorite ways to unplug would be running and reading….two loves that I know we share!
EL: We’ve worked together on several photo shoots with the amazing photographer, Danlly Domingo. You two are fantastic collaborators and have such synergy in vision with each other. How did you two meet?
CGP: We met at VOGUE and Architectural Digest where we both worked in our early twenties. We have been collaborating and shooting every since! Trust is a big factor when it comes to creative collaboration and I think intuitively knowing how we shoot, style and compose a shot over the years has really made a difference.
EL: Any behind-the-scenes stories you’d like to share?
CGP: There have been many great and special ones for the launch of QL! I have to say recreating a season out of thin air has presented its own share of challenges. But nothing that props can’t solve. We recreated fall in the height of summer, summer at the very end of a cold rainy Spring day on a beach, etc.! But one of my favorite moments was for our fall campaign shoot when Danlly and I had the idea for me to actually jump into bed — we were capturing the spirit of reading and relaxing in bed and there was just something magical about the sunlight streaming in that one day of our fall campaign shoot.
EL: What’s next for L&G? Where do you see the company in a year? Five years?
CGP: If I’m lucky I will be continuing to work with with female founders to grow their companies. In a year I hope the brands we launched this summer will continue to grow and evolve and I get to be able to see the growth to the next level. In 5 years I’d love to be working with a VC firm that backs female companies and expand L&G to offer a larger mentorship community for female business owners. And of course launching my own brand one day!