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T hanks in part to her absence from the tabloid spotlight, most would assume she has been laying low, but the hotel heiress has actually been quite busy managing a multitude of business ventures. Hilton has spent much of the past few years as the resident DJ for Amnesia, Ibiza's Foam & Diamonds night and has been traveling all over the world building her brand, or her "empire" as she likes to call it. For those unfamiliar, Hilton has coupled her media fame with dozens of stores and fashion product lines globally, including her own fragrance collection, rumored to have collectively made well over a billion dollars in revenue alone. And although there was some criticism surrounding the launch of her DJ career in 2012, the former reality TV star is fairing well, parlaying many of her parties into promotional events for new product lines. In the midst of New York Fashion Week, we had the chance to chat with Hilton inside her newly acquired New York City apartment, where she was preparing to promote her newest and 20th fragrance, Gold Rush. Hilton credits her business-like mentality to her father and grandfather, whom she says served as her mentors. Though Hilton grew up in California, she was born in New York City, and says once she finally has a moment to catch her breath, that's where she'd like to spend her time. And while the "famous for being famous" marketplace has become crowded in years past, Hilton has moved on, and is focused solely on her own success. You recently released a new fragrance, Gold Rush. How do you and your team come up with new products for your brand? I have an incredible team that I work with; we're always bouncing ideas off of each other. Basically I run the whole show, but it's great to have a team around me since I have so many different product lines. When I come up with an idea that really just makes me feel excited, we just go for it. What's involved in marketing your different brands? What's your business philosophy? With marketing, it's so great nowadays with technology. Social media is a huge platform we use to market [the brand]. Whether it's SnapChat, Instagram or Twitter, I love being able to connect with my fans in that way. Also, we do beautiful campaigns, billboards, and anytime I do a DJ event or party, I always try to incorporate whichever product I'm releasing at that point. Next up, POINT OF VUE V U E N J . C O M 74

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