Growing up, Heidi was immersed in fashion, living vicariously through her grandmother, who had a career in the industry. She was enamored with her grandmother's vast collection of whimsical designer pieces curated during her travels.

When Heidi decided to start her own business in 2004, there was a lot of buzz around sustainable fashion. However, to most consumers “eco” fashion did not equate to luxury designs that could translate to the red carpet. As Heidi sought out designers who were filling this void, she was inspired by their innovation and knew this is where she needed to focus.

During this time, Heidi was fortunate to meet Livia Firth, the co-founder of Eco-Age. She collaborated with Livia and Vogue on the inaugural Green Carpet Challenge via her LA showroom, gaining recognition for luxury sustainable and socially responsible designers. Through pop-ups, events, media outreach, celebrity endorsements, red carpet showcases, television and movie product placement and fashion show participation, Heidi redefined consumer perception of eco-friendly fashion. 

Since running Vie PR & Showroom, Heidi has served in leadership roles for some of the largest national and international PR agencies, such as Glodow Nead Communications, Bread & Butter and Demonstrate. Here she managed a wide variety of high-profile luxury lifestyle brand accounts. In 2020, Heidi was honored to be listed in Marie Claire Magazine's Portrait of Power: 64 Insanely Inspiring Women from The Power Trip.

Coveted Mix is Heidi's labor of love, blending her experiences to support sustainable brands and positively impact the fashion world.