Hanna Rochelle is the Voice Behind Lyric Culture

Written by Olivia Putnal Wednesday, February 08 2012

Snapshot: Hanna Rochelle, Founder and President, Lyric Culture

Hanna Rochelle and John Farriss

In 2005 singer-songwriter Hanna Rochelle combined her passion for music and fashion to launch Lyric Culture – a lifestyle brand that features the song lyrics of superstars like Bob Dylan, The Rolling Stones, Lil’ Wayne and Carrie Underwood. Rochelle started out selling T-shirts and jeans to mom-and-pop boutiques, and now Lyric Culture is distributed to Nordstrom, Bloomingdale’s, Walmart, and Claire’s and is worn by such notables by Kelly Clarkson, Tori Spelling and Brad Paisley.

Womenetics: How did you get started? Who or what inspired you?
Hanna Rochelle: The idea for Lyric Culture was born in a recording studio at 2 a.m. while I was scribbling my own lyrics on my jeans. It suddenly hit me that I could bring the words of the most legendary artists to life on apparel and accessories.

However, an idea is just an idea unless you can execute it—that’s the hard part. I was intent on making my dream a reality. That was six years ago, and today I have a company that’s creating a variety of products like clothing, scarves, bags, jewelry and even blankets inspired by the lyrics of the most legendary artists in the world, ranging from The Beatles and The Rolling Stones to Bob Marley and Bob Dylan.

We began selling T-shirts and jeans to boutiques, and now Lyric Culture is distributed at some of the world’s most prominent retailers. It wasn’t always easy, but the challenges have made us much stronger. The journey has been incredibly rewarding, and I would encourage all women with a dream to take a chance on bringing their vision to life.

Womenetics: It’s amazing that you give back to the artists. What has been the response from the artists on this?
Rochelle: All artists love to see their lyrics on products, and it’s an additional revenue stream for musicians in a challenging industry.

Womenetics: Did anyone ever tell you that you couldn’t do it? How did you handle that?
Rochelle: Absolutely! When I first presented my idea to a major player in the music industry, he told me it was the dumbest idea he’d ever heard and that it would never work. My philosophy has always been to never take no for an answer. If you really believe in yourself and your ideas, other people will too.

Womenetics: Your products are now sold nationwide. How have you grown your brand?
Rochelle: Our strategy has always been to build the Lyric Culture brand slowly at the premium level and then expand into department stores and mass-market retailers through diffusion brands.

Womenetics: Tell us a little about your clientele demographic.
Rochelle: We serve so many different demographics. Our customers at better department stores like Bloomingdale’s and Nordstrom are both male and female, 18 to 45 years of age and love classic rock. We also have an accessories line at Claire’s called LYRIX targeted to teen girls. At Walmart our Lyric Nation brand is driven by country and faith music—it appeals to a broad demographic in Middle America. The bottom line is that everyone loves music, and everyone has different tastes, which makes our business so exciting. The marketing opportunities are endless. At Lyric Culture we can cater to everyone.

Womenetics: Your travels to Europe inspired many of your designs. Tell us a little about traveling abroad and what you learned about the business world while there.
Rochelle: I was born in Moscow and came to the United States as a toddler. I’ve traveled almost everywhere in Europe, but Italy is my favorite. The people and culture are so passionate and alive. Passion is what drives all of our designs and everything we do at Lyric Culture. It’s the single most important ingredient in any business.

Womenetics: When starting your business, what was your biggest fear?
Rochelle: I actually don’t have any fears which at times is my biggest asset. It can also create challenges. When I started Lyric Culture I had absolutely no idea what I was getting myself into, and so I had nothing to be afraid of. Looking back, this was a huge blessing. I’m not afraid of taking huge risks and trying new things—the greater the risk, the greater the rate of reward.

Womenetics: Do you have any advice on being a female entrepreneur in a male-dominated business world?
Rochelle: My advice to female entrepreneurs is not to forget that you’re a woman. It’s OK to be feminine as well as strong and decisive. Having a chip on your shoulder about being a woman in a man’s world won’t get you anywhere. Women make great leaders, are more detail oriented than men and can visualize more profoundly. Use your skill set to your advantage.

Womenetics: Do you take time for yourself? If so, what are some of your favorite things to do/hobbies?
Rochelle: I love hiking with my dog Frank, and I find cooking incredibly fun and therapeutic. I subscribe to tons of cooking magazines, and I am working on perfecting my craft as a chef. Who knows what lies ahead? Something related to food may be included in the next chapter of my life. The best businesses are born out of hobbies and things you love doing. I love music and fashion, and I love what I do. Every day of work feels like a hobby—success is just a byproduct of doing what you love. The minute my job feels like work, I’m in the wrong business.

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Check out these other stories about music and fashion:

Newest Inductee, Georgia Music Hall of Fame

Fashion Designer Focuses on Femininity

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Olivia Putnal is a writer and editor in Atlanta. She formerly wrote web articles and blogs for WomansDay.com in the areas of health, fitness, beauty, fashion, entertainment, news, and food.