Tiffany Rafii
“The biggest asset to our partnership is that it’s rooted in a deep friendship where we know the other is operating in the firm's best interest. That confidence gives us the foundation we’ve needed to navigate the tricky crossroads businesses face as they grow. “
#WomenWhoBuild meet Tiffany Rafii,
Tiffany is the CEO and Co-Founder of UpSpring, a New York based, full-service communications agency that specializes in the design, architecture, and real estate market. ArchNative sat down with Tiffany to discuss the process of starting a business with her childhood friend, the power of public relations, raising children while growing a business, and her advice for young professionals entering the industry.
Tell us about yourself on a personal and professional level.
I’m the CEO and Co-Founder of UpSpring, a full-service communications and digital marketing agency for the architecture, design, and real estate communities. I spearhead business development at UpSpring while overseeing and executing key strategies for managing internal operations and client relations. When not wearing my UpSpring hat, I am a mommy to Pierce (6), Mila (4), and Ella (1). I’m an entrepreneur, wife, teacher, mom, chef, peacekeeper, and housekeeper rolled into one, and sometimes it’s all at the same hour of the day.
If you could describe yourself in three words, what would they be?
Creative, dedicated, and forever optimistic.
Tell us about UpSpring. I understand you founded the agency with your childhood friend, Sarah Terzic? What was that like?
In 2009, my childhood friend, Sarah Terzic, and I sought to create a niche communications agency dedicated to supporting companies in the design and development world with brand recognition and overall growth through strategic communications. All partnerships can be tricky. Sarah and I are fortunate to have found our strengths early on, complimenting and supporting one another along the way. The biggest asset to our partnership is that it’s rooted in a deep friendship where we know the other is operating in the firm's best interest. That confidence gives us the foundation we’ve needed to navigate the tricky crossroads businesses face as they grow.
The UpSpring Team
Now, nearly 14 years later, what started as just the two of us working out of a Starbucks is a firm we couldn’t be more proud of, with 90 clients, almost 60 employees, and an unshakable culture rooted in that same trust.
How has UpSpring evolved?
As the media landscape changes, we have prioritized changing with it. From the start, we promised our clients and staff that we would grow and evolve to reflect the demands of the industries we serve.
In July 2022, we acquired an architecture and design digital marketing studio, Epiphany Studio. Now, UpSpring delivers cohesive digital marketing and public relations campaigns that reflect client needs in the ever-changing communications and editorial landscapes.
I’m proud to say that UpSpring continues to grow, not just in the numbers of our staff and clients, but by investing in professional development for our staff and elevating our clients through both conventional and unconventional strategies that reflect their position in the market. We look forward to growing our team even more in 2023 and discovering new ways to offer additional services to our clients.
What is your greatest career accomplishment?
Oh gosh, I don’t know! There hasn’t been one defining moment for us. I think part of our continued success is that we have always played the long game. We are cautious not to be reactive and prioritize our employees and clients at every turn. I guess I’m saying that we probably wouldn’t categorize our accomplishments the way most might.
But, if we want to highlight a few, I’d point to our repeated seat on the Observer’s top PR firm lists, the acquisition of Epiphany Studio, and the awards we’ve added to our shelves.
Describe a career failure (or challenge) and how that mistake has impacted your life.
For us, it was definitely the time we scrimped on our first media database. Sarah and I were just starting as business owners and students at the time. We didn’t have much money but knew as publicists and owners of a PR firm that a media database was essential. All of the mainstream software was out of our budget, but we found what we had thought to be an inexpensive solution. However, what we ended up with was merely an exported list of excel contacts with no rhyme, reason or cohesiveness. Our ‘cost effective’ solution turned out only to be a glorified excel document that ultimately couldn’t even be used. Sarah and I laugh now because back then, we literally had to manually search within the spreadsheet to find a single contact in the most unorganized pool of contacts. Since then, we have not only made the various software we use a core priority in our operations, but when we don’t find what we need, we will even develop our own. This stumble led us to evaluate our needs and the value associated with investments in our company at an early stage. It’s safe to say it helped us avoid many other missteps along the way.
What is something you wish people knew about the power of public relations as it relates to the AEC industry?
A great PR and marketing team can help your company gain the exposure and recognition it deserves for your projects and people and position you to level up and attract the talent and projects you aspire to do. As storytellers passionate about architecture and design, a good communications team can pinpoint what differentiates your company from the competition and leverage those storylines to help you create an emotional connection with your target audiences. We take a business development-minded approach to all ideation and ensure that the storylines crafted align with how you want to grow as a firm. It’s not just about what you’ve done; it’s about positioning what you’re capable of.
I understand you have three young children - can you speak to the balance of owning and growing a business while raising children in New York?
You have to be dedicated and organized to ensure your business and family get the attention and commitment they need. Juggling both is not easy, but there are measures I take to be as successful as possible. Planning ahead is important, but it’s even more important to stay flexible. I am grateful to have a strong support system in place with wonderful business partner, my husband, and my mom living just a few blocks away! Balancing parenting and entrepreneurship can be challenging, but so rewarding at the same time. In the end, we’ve built a culture here at UpSpring that values family first with our team and our clients.
What is one piece of advice you’d give a young professional entering the AEC industry?
I would advise young professionals entering the AEC industry to find a mentor, network, and not be afraid to speak up! Join industry organizations, use LinkedIn as a tool to connect with others in the industry, and take every opportunity to better yourself. Follow your passions, it will result in your best work.
Interview By: Natalie Dargham