We had the good fortune of connecting with Renee Dee and we’ve shared our conversation below.

Hi Renee, can you walk us through the thought-process of starting your business?

I’ve been an entrepreneur from a very early age. At 11, I started a neighborhood newspaper to bind our community together. There were 12 houses on our street, and so I appropriately named my newspaper, the Wide World of News, which I typed up using carbon paper. From there. I started a house-cleaning business in my early teenage years, which paid my college expenses. I held a real job after graduating college, working for Meredith Corporation, a Fortune 500 publishing company. Then entrepreneurship called me, and I never held a real job again.

In 1996, I left Meredith and put all I knew into action with the launch of my own magazine, Arizona Foothills. I spent nearly a decade as founder and publisher before moving on to other pursuits. My career has encompassed all sides of the media—as a media buyer and a broadcast account executive, an editor and a television reporter. Important career stops include working with Porter Novelli, NBC Today Show, and Arthur Andersen Worldwide. I spent several years as a coach and founder of award-winning Girlfriend University/Amplify U, and I went on to create the boutique marketing firm Vitamin G Creative.

While we were providing strategic digital programs through Vitamin G, I decided to turn the tables and create a luxury digital magazine platform to curate luxury content, create beauty and tell the stories of innovators making an elegant mark in the world never left me. When we launched ICONIC LIFE in March of 2018, we were strictly digital, reaching a luxury-loving audience with fresh content daily online.

It’s been the most inspiring business I’ve owned. In 2020, we added a beautiful, matte-finish, oversized luxury print magazine to an already robust web presence with fresh content published daily. You have to build a business doing what you absolutely love with a team you trust. 

My thought process is my personal mantra to set your north star and go for it! Perseverance, agility and creativity are the key to success when paired with doing the right thing for your clients.


What should our readers know about your business?

Today, we are a market leader in print locally with ICONIC LIFE with a dynamic, high-end national audience on iconiclife.com and a robust calendar of high-caliber events—an impressive roster of luxury designer showhouses (ICONIC HAUS) and now a sustainable showhouse (Net Zero ICONIC Home), plus a soon-to-be signature event that shines the spotlight on LIVING BEAUTIFULLY.

We are a committed to delivering an outstanding product in print and digitally of beautiful imagery, compelling and original stories written by world-class writers in a luxury format to reach a sophisticated audience. We deliver great results to our clients, and as a locally owned business, I’m proud to be highly connected and share that with my clients. That’s one of the fun parts for me!

You are one with, who you run with, so it’s important to choose wisely where you align your brand.


Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Early Morning Hike on Gateway Loop Coffee at Press
Breakfast at Herb Box or Sunday Brunch at Wrigley Mansion Club or Hermosa Inn
Visit the Desert Botanical Garden or Phoenix Art Museum, two of our city’s treasures Lunch at Francine and Luxury Shopping Scottsdale Fashion Square
Late Afternoon Golf at Mountain Shadow’s Executive Course (It’s fast!)
Grab a Craft Cocktail at Mountain Shadows from Master Mixologist
Dinner at Tarbell’s, Monarch Cafe or the new Christopher’s
Drinks After Dark at Thirsty Camel at The Phoenician Resort


Who else deserves some credit and recognition?
I would love to dedicate this to the amazing work that Phoenix Children’s Hospital is doing. I absolutely love their organization and all of the lives that are touched by the physicians and healthcare workers who prioritize the children they serve—true heroes.

Website: www.iconiclife.com

Instagram: www.instagram.com/youriconiclife

Linkedin: www.linkedin.com/in/renee-dee

Twitter: www.twitter.com/youriconiclife

Facebook: www.facebook.com/youriconiclife

Youtube: www.youtube.com/iconiclife

Image Credits
Chris Loomis, Brooke Guilkey

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