Known for being the outdoor style queen, Robina Benson has made a name for herself in the highest luxury design world. Celebrity clientele is an everyday discussion to this highly driven entrepreneur. Her showroom is in the heart of the West Hollywood Design District and she sells to the rich and famous, including the biggest names in Hollywood from Kendall Jenner “She loves yellow, she came in and bought my yellow sofa right off the floor”, Ellen DeGeneres, Salma Hayek, Gwen Stefani and more.
Her work is featured in InStyle USA, InStyle Turkey, Elle Décor, Elle Décor Italia, Architectural Digest, Spanish AD, LA Times, Angeleno, Interiors Magazine and Luxe Magazine.
Robina’s life is glamorous, we can’t lie, she jet-sets around the world to personally source from her designers, attends the most exclusive events and parties. “I’m in Paris and Milan about 5 times a year”. It would not be unusual to see her and her family vacationing where people only dream of, the likes of San Tropez and Capri.
Let’s learn more about the road to success from this fashionable female who knows how to dress a home.
Beverly Hills Magazine: What does it mean to be a successful female entrepreneur?
Robina Benson: Being a successful FEMALE entrepreneur requires two things, balance and strength.
Beverly Hills Magazine: How did you start your business?
Robina Benson: After working in design sales for a little over a year, I instantly fell in love with everything the industry had to offer. From the beautiful pieces to the cultured participants, that was all of the inspiration I needed to open my very first store.
Beverly Hills Magazine: What is the most challenging thing about being an entrepreneur?
Robina Benson: That my job never ends, I don’t shut off at 5pm, it’s truly 24/7. Then to add to it being a wife and more recently becoming mother. Scheduling is often an issue when everything has to be done. But, I’m a very driven person so I don’t shy away from a challenge.
Beverly Hills Magazine: The most rewarding?
Robina Benson: The rewards are endless even with the biggest challenges. Not only is it rewarding watching your plans turn to actions but, being the vessel for it all is an exciting adrenalin rush, knowing I created this from nothing.
Beverly Hills Magazine: What is your business mission?
Robina Benson: Niche’s mission is to educate as many people as possible on the luxury and capability of design both inside and out. We provide a complete service to both the trade and high-end clients presenting the best the world has to offer in design. We believe art is in your daily living.
Beverly Hills Magazine: What have been major obstacles/stepping stones that you overcame to achieve your success?
Robina Benson: Not letting any mental block that I “can’t” do something get in my way and keeping a positive outlook as much as possible even in the down times. The competition is high so it’s important to stay focused. I believe this is in every industry though… to strive to the top you must stick to your goals and stay focused.
Beverly Hills Magazine: Who or what have been your inspirations?
Robina Benson: I am continuously inspired by the brands we represent, the creators of these artworks. Ironically many of my designers are strong women who had a dream just like I did and have gone against the grain to create such amazing works of art for furniture.
Beverly Hills Magazine: Why do you love Beverly Hills?
Robina Benson: I’ve lived in several countries around the world and there is nothing quite like, Beverly Hills. The sense of community, the support and the energy is really special. It’s also a great place to raise a family.
Beverly Hills Magazine: What do you want the world to know about life in Beverly Hills that they may not know?
Robina Benson: Even with the renowned Beverly Hills tourist attraction, popularity, very public persona, it is in fact a very peaceful serene environment. I adore living here, there’s so much beauty beyond the famous shield and celebrity.
Beverly Hills Magazine: What has been the most memorable celebrity experience you’ve had working with A-Listers?
Robina Benson: I’m lucky to say that I don’t have any bad experiences with my A-List Celebrity clients in fact all from Ellen Degeneres, Queen Latifah, Gwen Stefani, Kendall Jenner and more, have been seamless. I did love that Kendall walked in and bought my yellow Cini Boeri sofa right off the floor. It was a stunning bright yellow, made for someone with bold taste! I had just put it out on the floor and was curious whose eye it would catch.
Beverly Hills Magazine: What are your current goals for your business?
Robina Benson: Niche has fantastic goals! With much education, research, and deliberation, Niche will be opening another showroom, yay! Having exclusivity with the brands we represent has allowed us to occupy a very special place and because of that, the increase in business has (basically) forced us to grow and we’re ready.
Beverly Hills Magazine: What makes your business different from others of its kind?
Robina Benson: The name should explain that, exclusively “Niche” furnishings 😉 … but seriously my goal was to master customer service. I train specifically on the well being of the client, I believe this as well as my attention to detail and design is the foundation of our success.
Beverly Hills Magazine: How do you balance your professional and personal life?
Robina Benson: That’s just it…truly a balancing act! I won’t lie, it’s not easy and I am a hands on owner. I’m usually consumed in meetings, working on my large scaled projects but even when the deadline is close and the stress is high I work on keeping a reality check that this isn’t everything and family must come first. We make sure to plan date nights and weekend getaways to stay sane and connected to each other.
Beverly Hills Magazine: How do you balance your spiritual life from your material life?
Robina Benson: I live and work amongst the epitome of materialism in Los Angeles so I can see how people can get swept away with the lure of this life. I actually love the beauty and aesthetics to it all but I’m grateful that I have a strong tie to my family that keep my roots fully grounded in my spirituality. My husband is my rock, he is all about nature in fact he is growing an amazing veggie and herb garden in our backyard and even a bee hive to have our own fresh honey.
Beverly Hills Magazine: If you had to give a piece of advice to aspiring entrepreneurs out there, what would it be?
Robina Benson: Make a plan and stick to it. Success does not come from flexibility. You have to know what you want and be firm to it in order to get the outcome you are striving for.
Beverly Hills Magazine: What is “success” to you? DEFINE success.
Robina Benson: Success is when you look back and say “Wow, I did that!”. Achieving what you thought was not possible and then making new goals for the next leg of the journey.
Beverly Hills Magazine: Have you discovered a personal purpose in what you do?
Robina Benson: Absolutely. Seeing the smiles on my client’s faces when we complete a project is priceless. And then receiving a call telling you how my assistance went above and beyond, warming their hearts – this shows me the bigger picture, that I’m not only selling furniture but bringing culture and history of masters of design to Los Angeles.
Beverly Hills Magazine: Where can I readers go to find more information about you and/or your company?
Robina Benson: Please visit our website at www.nichebeverly.com or stop by and say “hi” Monday-Saturday from 10am-6 pm at 8770 Beverly Blvd.
Robina is passionate about giving back to her community, she is on the board of directors at the West Hollywood Design District, generously supporting West Hollywood council elections, charity events and working numerous times with Todd Krim. She also donates to the West Hollywood Elementary school, sponsored PS Arts and Voices out for animal cruelty. She is enthusiastic about being a role model for young women and girls to live without boundaries of their goals in life.
(Images By Brooke Mason)