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The Luxury Lifestyle List: Tash Greizen, founder of NOW PR and editor-in-chief of NOW magazine

By LLM Reporters  |  September 1, 2020
Tash Greizen

We caught up with Tash Greizen, founder and creative director of thriving fashion communications agency NOW PR in Los Angeles and editor-in-chief of NOW magazine.

My car of choice

This has to be a Mercedes. I grew up in a family that only drives a Benz, from a G Wagon, coupes and their luxurious S and SLs. I guess you can call me a Mercedes fanatic; their aesthetic fits my lifestyle perfectly and I wouldn’t have it any other way, unless I was offered a Ferrari 812 Superfast or a F8 Tributo Spider!

My favourite holiday destination

This would have to depend on who I am with. If I am with my husband, it will have to be Tuscany for the sprawling greenery, vineyards, the architecture and the food. If I were to travel with a group of friends, it will be summer in Mykonos, spring in Cannes and skiing in Zermatt for the winter. Travelling alone is another scenario, you will find me in one of the cafes in Paris or frolicking the streets of Saint Honore.

My gadget I can’t live without

My iPhone. Anytime, anywhere, my phone and AirPods are in tow. My iPad Pro is also a necessity especially during my meetings and travels. Other than that I am really not a big gadget fan.

My go to fashion brand

Gucci, Chanel and YSL. Although I am a big fan of Hermes, I find Birkin and Kelly a bit heavy for my day-to-day activities. Having to lounge more these days, my Gucci slides definitely come in handy, while Marni and Prada are favourites when it comes to sneaks and walking shoes. My work ensemble varies depending on where I have to be and who I am meeting with, while evening affairs call for a bit more of an extravagant choice, so I gravitate towards Giambattista Valli or Balmain.

My airline of choice

This all depends on my destination. I normally fly Virgin Atlantic during my European travels. Singapore or Japan Airlines for my Asia destinations, and if I get lucky enough, we get to fly a luxury private jet charter across the USA and the Caribbean islands. I have yet to visit the Middle East but it’s definitely on my bucket list and, when the time comes, the airline of choice will be Emirates.

Tash Greizen

My favourite watch brand

Cartier. They are reliable, smart looking and hold quite the models to choose from. I am really not your typical ‘girlie girl’ so I am a big fan of the Santos Dumont and I also love the Cartier Bagnoire and Harry Winston Avenue Moon Phase. My everyday go to timepieces would be Cartier and Hermes and one of my prized possessions is an archived Tiffany Watch Cuff.

My favourite restaurant

This has to be Thomas Keller’s The French Laundry in Napa, this restaurant gives you an experience you will remember for a lifetime. Septime in Paris is also unforgettable because of its relaxed and unpretentious ambience and flavourful dishes. The Chairman in Hong Kong is also one for the books and I would say Enoteca Pinchiorri in Florence, Italy has got to be on the list. When in LA, I gravitate towards Republique for it’s French/California cuisine and their array of fresh baked goods, and Mozza To Go for my sausage and fennel pizza for those nights my husband does not cook. Yes, his hobby is cooking!

My guilty pleasure

French praline chocolate and retail therapy. It used to be Swiss sweets but ever since I had a taste of the most scrumptious French chocolate praline my palate craves the taste almost every time I see chocolate! Online shopping is quite a dangerous indulgence, especially when everything looks amazingly irresistible especially now that I spent most of my time in my home office. Lastly, I love pulling pranks on my husband every chance I get, it never gets old!

My favourite way to give back

Paying it forward. As the founder and creative director of Now PR Agency in Los Angeles, I support emerging designers who have limited financial capabilities by representing their brands with no cost to them. I am also a big supporter of women empowerment and I currently mentor a few amazing women to become the best version of themselves. I will be launching The ARK Group (Act of Random Kindness) with my husband and this organisation will encourage and mentor young men and women to find and achieve their higher purpose and give back to the causes they are truly passionate about.