girl crush: leonora epstein
the creative behind schmatta gets vulnerable
I was initially drawn to Leonora Epstein of Schmatta because we were both recently laid off. Going through a layoff (and we’ve both had multiple over the last couple of years) can be a very isolating, sometimes shameful, and most often scary time. It’s a time when you also often have to appear that you’re “So fine! What a learning opportunity!” when inside you’re dying and wondering how the f*ck you ended up here and where did you go wrong?
But not Leonora.
Instead, she’s been totally open and vulnerable about what she’s going through and how’s she’s coping. I find her very brave and appreciate that she doesn’t sugar coat. Makes you feel less alone in it all, ya know?!
Aside from all that though, she’s a talented creative and leader with a killer design sense. She’s also available for hire! And I’ve linked her contact below. Sending great vibes her way. I know she’ll land something amazing ✨
Meet Leonora Epstein:
Where are you from & where do you live now?
I’m originally from NYC (with a stint in Massachusetts). Now I live in Pasadena, CA, in a historic neighborhood called Bungalow Heaven.
Who (&/or what) lives with you?
My husband, Drew; my almost-4-year-old daughter, Eleanor Darling; and Pumpkin, our 16-year-old cat.
How do you spend your days? (ie. “What do you do?”)
My life is sort of in flux at the moment thanks to just getting laid off for the second time in two years. But generally, the mornings are all about Eleanor and making sure she’s well-fed before school time. Some days she’s an angel; others I wish I had one of those remotes like in the Adam Sandler movie Click.
For the bulk of the day, I work on writing and researching design. My passion is my newsletter, Schmatta, which examines design through a lens of humor and relatability. I spend a lot of time crafting each week’s post as well as doing brand outreach for partnerships. Aside from that, without having a “job-job,” I’m freelance writing for AD and other design publications. I spend far too much time each day doing all the NYT Games. Sometimes I go to pilates. Sometimes.
Eleanor gets home in the late afternoon and either my husband will take her out to run errands, or she comes straight home and we’ll eat a snack on our front porch or water the garden and say hi to all the neighbors and dogs that walk by. Then I have a cocktail while making dinner. The rest of the night is also child-heavy. (Sorry…I wish my life were more glam!) Once Eleanor Darling is down, Drew and I will watch TV, or I’ll work on Schmatta. Then it’s lights out before 10 pm. Snoozefest!
You write the amazing design newsletter Schmatta on Substack. Where does your design inspiration come from?
Most of the time, I’m trying to think of the framework before I find the design, and I’m always looking for frameworks or ways to talk about design that you won’t find in mainstream media. So that’s where I come up with posts like Polly Pocket Was the OG Small Space Pioneer, Fuck “Decorating” for Fall, or Design Parenting: Pro or Con. Otherwise, I spend a lot of time on Instagram, looking for unique rooms or pieces, or trying to find threads of meaning or patterns (although I’m very anti-trendist).
I was recently laid off and thanks to your open and honest style online, I know you were too. How have you been coping and what advice do you have for others in a similar boat?
This layoff has been rough; I’m not going to lie. I’m in a completely different financial situation (like a not great one) and searching for a job in a different market (like, a really not great one for content/marketing/creative strategist people like myself).
I am really not the type of person to sugarcoat things, so I don’t know that I’m “coping.” I obsess over the possibility that I won’t be able to keep our daughter in this charmed life.
My advice? Well, it’s actually more advice for people on the other side. If you’ve been laid off/are out of a job, don’t worry about “looking bad” by contacting people and telling them you need help. On the other side: If someone reaches out to you for job help, just do it. Do whatever you can to make a connection or suggest companies to look into. It’s bad karma not to.
On the other side: If someone reaches out to you for job help, just do it. Do whatever you can to make a connection or suggest companies to look into. It’s bad karma not to.
In a world where money doesn’t matter, what’s your dream job?
Schmatta! But I have a small team and we turn it into a diversified business.
Pretend you’re speaking to your mentee — what’s one piece of career (or life) advice you would have for them?
#1: Make your writing great and distinctive. #2: Never be passive.
Who do you look up to?
I’m not sure how to answer this question honestly, because some of the people I look up to…I’m also very jealous of. But, Jia Tolentino. Amazing writer. Always fresh ideas. Wish I could have her career. Edith Wharton! Female badass who put a mirror up to society and rebuked all it demanded of her.
What do you love about motherhood right now?
I love the quiet moments of conversation with Eleanor Darling when she’s figuring something out or talking about something really passionately — lately it’s mermaids (good) and rats (bad).
What feels hard about motherhood right now?
A lot. I had pretty epic postpartum depression and I carry a lot of that baggage around with me still. But I guess I’d say, it’s really hard to get kids to do things they need to do without it being a struggle.
What does your parenting “village” or support system look like?
My husband and I really are the village. My sister lives across town and she comes over once a week to hang out with us all. My parents are on the east coast, but they provide support in other ways. I do have some amazing friends with kids and that’s always helpful when you need a sounding board.
How do you carve out YOU time and what do you spend it doing?
ME time is something I’m not very good at. I mean, I do really enjoy being alone and doing a crossword puzzle, or being able to binge-watch a show.
Currently reading?
Lights On by Annaka Harris, which is an exploration of consciousness. If it’s not already clear, I’m having an existential crisis.
Currently watching?
Frasier. Always.
Three Substacks to recommend?
Second Story by Robert Khederian
One thing in your closet you come back to time and time again?
A black, short-sleeve, crew-neck wool sweater that’s vintage Benetton.
One thing you’re lusting over?
Parola Wall Lamps by Gae Aulenti and Piero Castiglioni for Fontana
One thing you’re looking forward to?
The day when I make shittons of money.
What’s your superpower?
In America, being able to detect if someone is speaking French from halfway down a block. In France, being able to tell if someone is speaking English half a block away.
Where can people find you? (plug yourself!)
I’d love to hear who your girl crushes are. Who knows, maybe I can feature them on here!
Thank you for reading just a splash! If you enjoy my work, there are a few ways to support:
Like, comment & share this post! Truly so grateful — each ping makes my day.
Subscribe! (Currently, nothing is behind a paywall, but if you feel so inclined to sign up for a paid subscription, trust you will be my new favorite person.)
Currently in the exact same laid-off-mom-panic boat Leonora!! Sending the best vibes from the East Coast xx
Leonora!!! Rooting for *both* of you! And as my daughter would say with a twist of her wrist, “Here’s some magic.” 🫶🏼🪄🦄 (Ya know, just in case.)