Meet the Team: Gretchen

With nearly a decade at KRW Consulting and a career rooted in luxury retail, Gretchen Manolakis is a driving force behind some of the agency’s most impactful events and brand experiences. From large-scale fashion shows to intimate, high-touch gatherings, Gretchen brings a rare combination of creativity, precision, and deep industry expertise to every project.

How long have you been with KRW?

Nine years — I’ve been with KRW since we opened our doors, which has made the journey especially meaningful.

What were you doing before joining KRW?

I worked in Public Relations and Special Events at Saks Fifth Avenue, where I led large-scale activations, store openings, and top-client experiences across the country.

What’s your area of expertise professionally?

Special Events—specifically creating experiences that blend brand storytelling with meaningful customer engagement.

Where do you look for inspiration?

Inspiration comes from everywhere — travel, fashion, design, and even everyday moments. Experiencing different cultures, environments, and aesthetics helps shape how I think about creating unique, memorable events.

What does a typical day look like for you?

There really is no “typical” day, which is what I love most. My time is split between client calls, creative brainstorming, venue walkthroughs, and managing production details. One day might be focused on strategy, while the next is all about execution on-site.

What’s the most exciting part of your job?

The variety. Every day is different — whether we’re planning a charity gala, pitching a new client, or developing ideas for a loyalty program. It keeps the work dynamic and constantly evolving.

What’s your favorite part of working at KRW?

The team. Many of us have worked together for over 20 years, and that history creates a true sense of trust and collaboration. It really feels like a family.

What makes KRW different from other agencies?

Our experience and approach. We combine deep luxury retail knowledge with a highly personalized, hands-on way of working. We’re not just strategists—we’re executors who are involved in every detail.

What part of the marketing process do you enjoy most? 

The creative phase—brainstorming ideas with our team and shaping concepts into something that feels fresh, impactful, and aligned with the brand.

What does “success” look like for you on a campaign?

Success is when everything comes together seamlessly for the guest. If an event feels effortless, engaging, and memorable—even if it’s incredibly complex behind the scenes—we’ve done our job.

What’s your advice for brands entering the luxury space? 

Every detail matters. Luxury consumers are incredibly discerning, so consistency, quality, and thoughtful execution across every touchpoint are essential.

What’s a project you’re especially proud of at KRW?

One project I’m especially proud of at KRW was helping produce the Fashion Futures runway show in Riyadh, Saudi Arabia. The event brought together international designers, editors, and industry leaders for the Kingdom’s inaugural global fashion gathering, highlighting the growth of the region’s emerging fashion sector.

It was also one of the most logistically complex projects I’ve worked on. Our team managed everything from curating 50+ runway looks and coordinating model fittings to overseeing backstage operations and show timing. Delivering a seamless production across multiple teams and time zones made the final result especially rewarding.

What’s your favorite phase of a campaign?

The launch—seeing months of planning and creative thinking come to life in real time is incredibly rewarding.

What makes an event truly successful?

A successful event isn’t just visually beautiful or well attended—it’s one that makes people feel something and leaves a lasting impression. The best events combine strategy, storytelling, and flawless execution.

What separates a good event from a great one?

The emotional impact. A great event creates connection, energy, and a sense of experience that extends beyond the moment itself.

What’s the most logistically complex event you’ve handled?

The Fashion Futures runway show in Riyadh, as well as large-scale store openings like Saks Brickell and concert-driven events. These require an incredible level of coordination across teams, vendors, and timelines.

What’s your favorite type of event to plan?

Launch events, fashion shows, designer appearances, concerts, and store openings — anything that brings energy, excitement, and a strong sense of

occasion.

How do you measure ROI for experiential?

It goes beyond immediate metrics. We look at engagement, brand perception, media impact, and the strength of relationships built—all of which contribute to long-term brand value.

What are your hobbies or interests?

Staying active — everything from aerial yoga to reformer Pilates.

What do you like to do on weekends?

Weekends are all about family and sports — football, lacrosse, basketball, wrestling. I love watching my boys do what they’re passionate about.

Morning person or night owl?

Morning person.

Beach, mountains, or city?

All three — it depends on my mood.

Guilty pleasure?

Reality TV.

Favorite luxe products?

• A Pilates reformer for wellness and consistency

• Infrared sauna for recovery and relaxation

• Korean collagen face masks for skincare

One luxury you’d splurge on again and again?

Microneedling — it’s all about investing in long-term results.

Gretchen’s approach to events reflects what defines KRW Consulting at its core: thoughtful strategy, creative execution, and a deep understanding of the luxury consumer. Her ability to transform ideas into immersive, high-impact experiences continues to shape how brands connect with audiences in meaningful and lasting ways.