It's a blustery 2 degrees in Chicago, officially the coldest day of the 2010-11 winter season, and our subject walks in to the lobby at the Allegro Hotel, bundled up in her parka and boots. And not one lock of hair is out of place.

Meet Daisy De La Cruz, a lifelong Chicagoan and visionary with an established marketing and event planning business in the heart of the city she loves. A humble and genuine entrepreneur, Daisy is no stranger to some of Chicago's most elite social circles, boasting an equal mix of distinguished clients throughout the city.

We had a chance to catch up with the PR maven and fashionista. Here's what LMP uncovered about her and her multicultural boutique firm, De La Croix Media Group.

Tell us how you got started in PR/Communications?

When I was in high school, I really thought I wanted to become an interior designer. I was pretty sure that it was something I wanted to do. I studied for two years. It was a three year program, and at the end of the second year, things weren't matching up for me. It just didn't feel right. I felt that I had great potential to do something more. So I backed up and took a quarter off and during that time, I was convinced more than ever I really did not want to go back. And of course I heard my parents' disappointment in the back of my mind, ‘What do you mean you're dropping out of college?!' It was a hard decision to make, but I knew I wasn't happy with what I was doing and I had to do something about it.

So I explored another area, which was communications and advertising at the International Academy of Design & Technology. I was interviewed for the program and everything seemed to be a good fit for me. When I started school, every class was a breeze; I aced them all. I searched for and completed several internships on my own, without it being a prerequisite at the time. I completed four internships out of pure drive and determination, and that just fueled my desire to keep moving forward. I knew I was in the right place.

My first internship was at a boutique PR company called Skirt PR. They're still around. The way the owner managed her firm, everything she did, and everything I learned there completely inspired me to think out of the box. They are very creative with all the marketing/PR they did and still do, I'm sure, for their clients.

After that, I went from this small boutique firm to a large corporate event marketing firm at the Hancock, to a smaller, local string of companies in Lakeview, to an apartment finding agency. So I was able to gain experience in a lot of different backgrounds before I nailed what I wanted to do.

Where did you come up with the idea for De La Croix?

After I did my four internships, I started doing freelance work. Marketing, brand design and PR, all on my own. It came to a point where I knew I could do this as a business. I didn't need a big budget at the time. All I needed was my computer and my thoughts. I came up with the name and structure of the company "De La Croix" in an entrepreneur class in college; the actual name is the origin of my last name, which is De La Cruz.

What does it take to build a business in PR these days?

I think a lot of people easily adapt now a days. If they have spare time, get fired or get laid off, and they see an opportunity to open a business, they just get it done. So many businesses are popping up right now and we're in the worst economy. It's been like that for the past two-three years and yet everyone is hungry to make it happen. You need to have drive, for one. Number two, you need to know what you're selling. And third, you need to know who your audience is. A lot of people know they have great products but they may not know how to position them or it may not be the right time. You need to know your strengths. Do you know how many inventors there are? I mean, countless! There's an app for everything these days.

You have a love for the city that runs deep. What's your favorite part of Chicago and why?

Gosh, that's such a hard question. I've lived everywhere in the city. I grew up in the northwestern suburbs, near O'Hare. A month after I graduated high school I moved into the city. I've lived in the West Loop, in Lakeview, Lincoln Park, West Town, Buena Park, South loop, so many places. I don't have a favorite spot per say because our city is so diverse and all our neighborhoods have so much to offer. It's such an amazing city in every aspect.

If you could do PR for anyone, who would it be?

Apple. Every time I see their commercials or any commercial really, I am glued to the TV. Super Bowl Sunday is one of my favorite days of the year. (It's my own holiday!) If you look at Geico commercials, and how far they've come, most every campaign they put out is genius. So is Allstate (Mayhem). But I'm a big fan of Apple. Their commercials are clean, creative and to the point.

Well, it just came out that Steve Jobs is really ill and that he's taking time off again. Their stock slipped. What advice would you give the communications team to help ease investors' worries?

They have an amazing team and their brand is very strong. Everyone knows who they are. Their products are high quality. And if there's a problem, they know how to fix it. They don't wait for the media to get their hands on negative news. They cover their flaws with a positive right away.

Who or what has been your inspiration?

Definitely my family. My mom never went to school. She is one of twelve kids and she grew up in a small town in Michoacan, MX. Her role was to stay home and take care of her brothers and sisters. This amazing woman somehow, through self-determination, taught herself how to read and write, how to drive a car (all the small things we take for granted) AND she became a business owner at a very young age. She's really an inspiration for me. She had no business background; she just went for it and was very successful at it. She and my dad are my heroes. They stop at nothing and are unbelievably supportive.

I also love to hear stories on how people make something out of their passion. Those are the greatest. Passionate entrepreneurs and business owners are such a delight and inspiration to be around.

What's in your event pipeline?

I developed a series of events last year. They've been in the pipeline for a while now, but I'm just starting to narrow down the dates. This series is called Crème de la Crème, which in French means the best of the best. I'm taking Chicago organizations/businesses that have done outstanding work over the years and I'm highlighting them at my events. I want to applaud them for their service and business, and also let other people know who they are and how to get involved. That's one of my most exciting projects, so stay tuned!

Where do you see DLC Media in 5 years?

In five years, I would really love to see DLC in just about every major city, including Puerto Rico. I love working with/growing other businesses and really want to branch out to market as many as I can.

Has having a website made a positive difference for your business?

You know, everyone these days has a smart phone. You see them everywhere. Everyone is on Facebook, Twitter, Yelp. And I speak for myself, but when I hear about something new or unfamiliar, I am the first to "Google it" right then and there and make sure I know what it is people are referring to. I want people to know who we are. If they hear DLC Media or De La Croix Media Group, I want people to be able to look it up no matter where they stand. Which is why I made sure my website is PDA friendly. So anywhere you are, you can look us up. It gives us that much credibility, and my website speaks for my business and what we do.

What type of advice do you wish you'd been given before you started DLC Media?

It's a lot of work. You never really know how hard it is until you're actually doing it. I'm still learning. I've been doing this a little over a year and a half. You just have to run with it, get better with time and learn from your mistakes. My mentors keep me grounded and focused, so really, nothing I wish I knew before, just care about what we need to get ahead.

How do you think a company like Little Marco Polo can help business owners?

I think what you guys are doing with the interviews is great. Initially getting a website is important, but many people don't really know what to do thereafter. Having these inspiring stories from people of all different backgrounds adds just the right amount of human touch and I applaud you for that. And of course, I'm looking forward to seeing my own name on Little Marco Polo. It's a great angle, and I think you're on the right path. I support you guys 100 percent and hope others see the value in what you do.

Okay, let's relax a little and get to know the real Daisy...

 

So what do you do when you're not working?

I'm a big [Chicago] sports fan. I love sports. If I'm not watching football, I'm watching baseball. OR the cooking channel. I love to cook and eat. Not because it's the human thing to do, but because I love trying new cuisine and experimenting in the kitchen on my free time.

I also love to do my nails. I very rarely go to the salon. It's very zen for me. I play some jazz and have a glass of wine. Billy Holiday. Ella Fitzgerald. It takes me an hour, maybe an hour and a half per set. It's very relaxing. I love to pamper myself after a long week. Who doesn't?

 

Do you have a favorite pair of shoes?

That's also a tough question; I do have a pair of shoes that are a favorite. I told my boyfriend that I bought these Carlos Santana shoes, and he was like, ‘I thought he only made music.' So we had this big debate over it. He asked me if I knew who Kat Williams was. And I told him that I would bet that more people knew Carlos Santana makes shoes than who Kat Williams was. We even asked all of our friends. And of course his friends sided with him, and my friends sided with me. The debate continues…

What's your favorite thing to wear?

Summer dresses. I absolutely love summer (especially in Chicago.) We don't get to wear them often, so when we do, I'm all over it.

Favorite sports team?

Chicago Bears. Hands down.

Favorite movie?

That's tough because I've seen so many great ones. So to be fair, I'm sticking with my roots and I'm going to say Little Mermaid. I know that movie by heart! I had this obsession over the Little Mermaid when it first came out and my sister and I would watch it over and over again all day. She would never let me (pretend to) be Ariel, I was always stuck saying Flounder's lines, but that's okay. I didn't care. We had the pillows, the bed spread, clothes, socks. It's a classic.

What's in your fridge?

Leftover flautas, salsa, a half empty bottle of pinot grigio, strawberries, fruit and grapes… and I'm sure a jar of kosher pickles.

Who was the last person you called?

My mom. I talk to her every day.

What's on your iPod?

MGMT, norteñas, Amy Winehouse, definitely a big mix. I have a little bit of everything; a tune for every mood.

Favorite childhood memory?