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At a young age Heidi Luerra showed the essence of a true entrepreneur. At age seven she would set up shop in her parent's bedroom on a regular basis and sell drawings and paintings to her siblings for a quarter each. At age eleven she owned her first business going door to door selling items from catalogues and strategizing sales plans in her neighborhood. Luerra showed determination and leadership since she was in elementary school. Luerra resided with her family in Redding CA (pop. 88,000) until age eighteen. In high school Luerra was a role model for passion and success in every aspect. Managing a 3.0 or higher GPA she was the President of the Enterprise High School Key Club, Captain of the Dance Team (as well as the costume designer), Editor in Chief of the year book, Art Club member and Homecoming Queen. Luerra had time management and multi-tasking down to a science. During Luerra's Junior year of high school she spawned and coordinated a school-wide fundraiser for victimized children who's parents perished in the Sept. 11th 2001 attacks. Luerra raised over $2,500 in her fundraiser "Change for New York" out of pocket change from her peers. The following year Luerra was the awarded "Best Senior Project" for her creative idea and contribution. Luerra designed eighteen formal dresses and held a fashion show benefit in which all of her dresses were auctioned off for the American Cancer Society raising over $3,000 this time.After graduation Luerra set out for fashion school in Los Angeles, knowing that she would make the move since she was twelve years old- she called it another mission accomplished! After a few strugglesome months away from her family and friends Luerra was discovered by a local business owner that worked in the fashion industry. Luerra interned and was later hired into the fashion showroom in Los Angeles' downtown garment district. While Luerra held down two other jobs as a maid and a retail manager Luerra began studying Product Development at the Fashion Institute of Design & Merchandising. Taking a natural liking to the marketing and branding of products and services Luerra launched her own clothing line on May 1st 2005. She called her line EveryWear Clothing, a juniors line with a creative concept of inter-changeable trims for almost any garment a girl could wear.Shortly after launching her clothing line Luerra met Jason Peskin a young business owner looking to work with young talents such as Luerra. Peskin owned his own marketing company and also had experience in the entertainment industry. Luerra and Peskin joined forces to originally to promote EveryWear Clothing through a collaborative fashion, music and art show. However the concept took a form of its own and Project Ethos was born holding its first showcase on August 27th 2005. Project Ethos had 750 attendees with barely any promotion! Project Ethos began to serve as a forum for other young entrepreneurs to expose their craft in the ways of fashion, music & art. Luerra built Project Ethos' infrastructure, operations and presentation from the ground up. Having so much experience already in the fashion industry she was able to offer aspiring designers all the knowledge that she had and help them expose their lines the best way she knew how.Project Ethos has been a success launching six events to date. Patrons flock by the thousands to Project Ethos every six months to see the newest indie talent in fashion, music and art. Harboring names such as Colbie Caillat and OneRepublic on their music bill, Project Ethos has earned it's claim to being the hottest event in Los Angeles.In January and February of 2007 Luerra interned at Along Came Mary! One of the biggest event coordination companies in the nation. Luerra worked on the 2007 Grammy Celebration managing talent and stage production, "I was in my element!" she claims.Even on top of all the success Luerra has not lost her charitable spirit. On June 30th 2007 Luerra organized an event on skid row for The Los Angeles Mission by the name of "Essence of Ethos". This charity event featured a clothing drive, live musical performances, as well as an art booth where inhabitants of the park were invited to paint and create art as therapy.In June 2007 Luerra graduated with her Product Development degree from FIDM.Although Project Ethos has become a triumphant achievement, Luerra now plans to expand her horizons and extend her experience and education to charitable causes and a broader spectrum of special events. Luerra retains the title of President and will still approve all fashion, music & art talent showcased at each Project Ethos event as well as managing themes, aesthetics and show concepts. Peskin will remain with Project Ethos and further develop the company.In August 2008 Luerra launched Hollywood's FIRST eco-friendly entertainment company. She began with a Los Angeles based "Battle of the DJs" event featuring LA Riots and DJ Rap. Humanitaire recieved much attention. Luerra had two on-air radio interviews and a KTLA news feature segment.Luerra will be expanding the companies horizions in 2009 when she plots to launch in New York!Luerra also has several other seedling ideas for social change growing into gold. She continues to take interest in projects that repair or create awareness in the ways of childhood obeseity, the environment and homelessness.Keep watching for progress- she plans to make a big difference! It seems that everything Luerra has been involved with has been a true success. She only continues to exceed expectations with her leadership, charisma and drive. There is no doubt that this is only the beginning of her success story.