Meet Gabriella Tam Kramer! Born in Hong Kong and currently based in New York City, she is the founder of Szeto Creative, and a fashion and lifestyle content creator. From a young age, she’s always been in love with the fashion world, reflecting “I remember when I picked up my first fashion magazine (it was i-D magazine) when I was in 7th grade, learning all about the fashion world from watching Tim Blanks’s videos on style.com, and reading all the OG fashion blogs.

Her first job out of college was at a fashion PR agency in New York City, where she worked in the digital department which was heavily focused on social media and influencer marketing. Falling in love with the digital side of fashion and beauty, she really saw the boom of influencers during those years. Her next job was working at the digital marketing department at a big fashion media company - a role heavily focused on the data side of digital marketing, which really rounded her out skill-wise. However, while she was working in the corporate world, she always knew that she eventually wanted to start her own company and be a founder. After working in the corporate world for about 6 years, she decided to start her agency, Szeto Creative.

Szeto Creative is a content creation and social media agency based in New York City. They work with brands and influencers on growing their social accounts through content. In other words, they focus on content strategy, trend and market research, content shooting, editing and consulting. They also work with clients who are within the fashion, beauty, lifestyle, art, design and wellness categories. She adds, “I’m very lucky to be working with incredible clients who are each doing really exciting and unique projects, and I get to experience that with them.”

Gabriella is truly an inspiring figure in the world of content creation and social media, blending her background with her entrepreneurial vision to carve out a niche that empowers both clients and creators alike. As her agency continues to flourish, it will be exciting to watch how she influences the future of content in fashion, lifestyle, design, wellness, and art. Learn more about Gabriella and her work below!

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1. Tell me about yourself.

I’m the founder of Szeto Creative, and a fashion and lifestyle content creator. I was born and raised in Hong Kong, and am currently living and based in New York City. I love sharing content on my Instagram, TikTok, and YouTube surrounding my favorite beauty brands, skincare routines, outfits of the day, and my day-to-day life living in New York City. Szeto Creative is a content creation and social media agency based in New York City. I get to work with incredible influencers and brands on building their social growth through content.

2. Tell me about Szeto Creative. How was it founded?

Szeto Creative is a content creation and social media agency based in New York City. We work with brands and influencers on growing their social accounts through content. So we focus on content strategy, trend and market research, content shooting, editing and consulting. We also work with clients who are within the fashion, beauty, lifestyle, art, design and wellness categories. I’m very lucky to be working with incredible clients who are each doing really exciting and unique projects, and I get to experience that with them.

Szeto Creative was officially founded in early 2024, and we’ve already grown so much in our first year. Before launching my agency, I was always doing content creation for myself on my personal social accounts. I was also freelancing as a social media manager and content creator for brands. However, I noticed that there was a need in the market for brands and influencers on building their content strategy and production. That’s when I decided to launch Szeto Creative to work with brands and influencers on growing their social accounts through content.

3. What is your LAUNE (mood)?

Thankful, excited, and optimistic

4. What inspires you?

The women in my life inspire me - from my family, friends and clients. Social media has also given me access to learn from other female founders, who also greatly inspire me with their drive, motivation and passion.

5. Describe your perfect day in New York.

My perfect day in New York consists of waking up on a weekend morning, and starting my day with Facetiming my parents who still live in Hong Kong. My parents are my best friends so talking to them always gives me a mood boost to start my day. I also love taking a morning walk to Central Park with my husband and our dog Spring. I also love grabbing an iced coffee during our walk. In the afternoon, I’ll grab a coffee with a friend and catch up/chat for hours. I love seeing my friends and having that quality time together. At night, I’ll go on a date night with my husband to a restaurant that we’ve always wanted to try.

6. What do you love about New York?

Where do I begin? I love how diverse New York is, and how there really is something for everyone here. I’m a big foodie, and I love how you have so much access to different cuisines here. I also love how you can walk around and hear different languages, cuisines, people, etc. I love the energy of the city, and how everyone here has big goals and are so driven. New York is a great place to network and meet people from different backgrounds. I also love how walkable the city is. I really believe that the best way to experience a city is by walking, and New York is perfect for that. Last but not least, there’s always something to do here - whether it’s a concert, show, gallery opening, pop ups, etc. It’s always exciting living here!

7. What are you most excited for this winter and in 2025?

My husband and I also just got back from a destination wedding marathon last month where we traveled to three different weddings across three different cities for 1.5 months. Even though it was so much fun and one of my favorite moments of the year, I’m excited to just spend the next few months relaxing in New York, enjoying the holidays, and going through my daily routine here before our next trip in the Spring! In 2025, we have a few exciting trips that we’re already planning, so I’m excited for that.

8. What’s next for you?

Growing Szeto Creative! My main goal for the near future is to grow my team and hire. I’m at the point right now with my agency where it’s time to look into expanding, which is so exciting but scary at the same time since it’ll be my first time hiring. My clients also have some really big launches and projects coming up in 2025 which I can’t say much on, but I’m so pumped for them and looking forward to being part of it through Szeto Creative.