Welcome back to “Off the Page,” where we spotlight the editorial leaders behind Hearst’s brands around the world. Our latest interview features Stellene Volandes, Editor in Chief of Town & Country, as the brand celebrates its 180th anniversary.
Stellene sees Town & Country as the friend with excellent recommendations: where to go, what to see, and what’s worth your time. In this conversation, Stellene shares how the brand continues to serve its readers, why philanthropy belongs at its heart, and what truly defines luxury.
This year, Town & Country celebrates celebrates 180 years – a remarkable milestone. What has it meant to become a steward of such an iconic brand, and how have you reimagined it over the past decade as Editor in Chief?
To celebrate our anniversary, we gathered the four living editors in chief of Town & Country. What ran through all our experiences was a singular mix of pride and humility: proud and in awe of the place this brand holds in American and media history, and also humbled by it.
Under your leadership, Town & Country has continued to evolve – from signature events like the Philanthropy Summit to new experiences like the College Summit and membership exclusive content like the Snob’s Guides. What ties these initiatives together, and what do they reveal about what the brand stands for today?
I always say T&C is like the friend who knows everything: where to go on vacation, what play to see, where to have dinner before or after, who the most sane and strategic college advisors are, and which philanthropies are most worthy. Trust, authority, and expertise are at the core of the brand – they always have been.
For someone discovering Town & Country for the first time, how would you describe it? What makes it unlike any other luxury media brand?
Town & Country was founded in 1846 to serve its readers, a rising class of wealthy and aspirational men and women. The original mission was to “instruct, refine, and amuse,” and we use that as a guiding light to this day. T&C covers the world for our readers: where they should travel, what they should see, read, buy, and invest in. It also covers the world OF our readers, their feats and their foibles.
The Philanthropy Summit has become one of Town & Country’s defining franchises, reflecting the brand’s unofficial motto: “Live Well, Give Well.” Why is philanthropy such an important part of T&C’s identity, and what have you learned from the people you’ve brought together over the years?
There is that adage that to whom much is given, much will be required, and that is at the heart of our philanthropy program, as is the idea that every one of us can do something. The big checks make the big news, but we have been equally inspired by small acts of kindness that change the world by first changing one person’s day.
Luxury means different things around the world. How does Town & Country define luxury today, and why do you think that perspective continues to resonate with audiences?
Luxury means no bumps in the road. A luxury experience should be smooth from start to finish. Stress is the enemy of luxury. T&C covers a broad spectrum of luxury, but it is itself a luxury. Reading it in any form should feel that way, albeit with some delightful curveballs. Another thing luxury cannot be? Boring!
Leading a brand like Town & Country can look glamorous from the outside, but what is one part of the job that people rarely see – and often misunderstand?
It’s the best job in the world, but yes, we are always working. You never know where the next great story will come from.
Quick-Fire Round…
Your favorite Snob’s Guide?
It’s a tie between our Snob’s Guide to New York, which includes my own walking tour of Central Park, and the one I wrote about Athens with help from great friends.
The object on your desk you couldn’t work without?
My supply of Choward’s scented gum.
An act of generosity you’ll never forget?
Making birthday cakes for homebound New Yorkers at God’s Love We Deliver. A powerful reminder that philanthropy doesn’t always mean writing a big check. Sometimes changing the world begins with changing one person’s day.
A place that always inspires you?
The North Woods of Central Park. And the fountain at Lincoln Center.
Finally, as Town & Country enters its next chapter, what do you hope people will come to associate with the brand, and with the legacy you’ve helped build?
Quality has, then and now, been at the heart of everything T&C does. That will never change.
