While most 26-year-old girls use Instagram as a means to share selfies and sunset pics with their circle of friends, Eileen Lofgren approaches each of her uploads with a bit more careful consideration.
That might have something to do with the more than 318,000 followers on Instagram that she's reaching daily via her massively popular jewelry and design company, Child of Wild. A photo is worth a thousand words, and in Lofgren's case, an average of 6,000 to 7,000 likes per post and subsequent online sales.
Defying all traditional marketing rule books, Lofgren has grown Child of Wild from her parent's garage to a level of international acclaim, a brand that is simultaneously rooted in global cultures and tribes and worn by celebrities, such as Vanessa Hudgens, as music festival must-haves.
And it all happens in a downtown office of San Diego.
Perched on the sixth floor of an inconspicuous Fourth Avenue building are Eileen's hand-designed animal skulls - an idea first born in her college dorm room - alongside hundreds of necklaces, chokers, bracelets, rings, anklets and more, originating from Ethiopia to Southern Asia.
It's a vast undertaking for this young and ambitious blonde, a San Diegan with a penchant for edgy trends and a serious grasp of cultural significance, rituals and ideals.