Aerin Lauder_april 2011Aerin Lauder, 40, heiress, and, more importantly, the highly visible face and senior executive of the Estée Lauder corporation, has announced the creation of her own luxury lifestyle brand that will sell accessories, home products, fashion and jewelry beginning early 2012. Some of the jewelry is said to be based on pieces from her grandmother’s private collection.

The new Aerin brand is aimed at a luxury customer, specifically, who “wants things made simple.” In addition, she is also launching her own beauty label that will also be marketed by the Lauder division. Under the arrangement, Aerin Lauder will continue to be actively involved in the Estée Lauder brand, serving as creative consultant and becoming its Style and Image Director. She will also continue as the brand’s global ambassador and spokesperson, a position she has held successfully for many years and will remain a member of The Estée Lauder Companies Inc. Board of Directors, which she joined in 2004.

I am pretty convinced that she has a great chance to become successful given her support team: Anna Wintour will serve as adviser and NBC Universal head Jeff Zucker will consult.

Her style is beautiful, simple and elegant. Get the look of the American trendsetter and enjoy her beautiful home in the Hamptons. Below you can read her style shortlist.

LoL, Sandra

• Entertaining in East Hampton: “We like to barbecue and sit at a long candlelit picnic table by the pool. The kids run around playing flashlight tag while the grown-ups linger at the table.”

• Entertaining in Manhattan: “It’s key to put together a great guest list. We always have plenty of fresh flowers and serve comfort food everyone enjoys: risotto, lamb chops, mashed potatoes, chocolate.”

• Decorating tips: 1. “The easiest way to freshen up a room is a new paint color.” 2. “I update the dining room by finding a fabulous new fabric. I’ll have it made into a tablecloth or just fold a length of it and run it down the center of the table.” 3. “Make the most of children’s artwork. I use terrific frames and paperweights from the Conran Shop to showcase my sons’ art.”

• Flower shops: Zezé in Manhattan (“Great for orchids, vases, bowls, and gifts for friends”); and Bridgehampton Florist at the beach (“Beautiful vases, hurricane lamps, and objects”).

• Shops: In the Hamptons: Mecox Gardens (“Top-notch baskets, lamps, and coral”); the Shell Shop in Sag Harbor (“Where I found the shells in my bathroom, and they have lovely coral objects”); R. E. Steele Antiques (“Packed with goodies—the best resource for chests and cocktail tables”); and Neo-Studio in Sag Harbor (“Amazing lamps and glass pieces”). In Manhattan: Barneys New York (“Especially for throws and glasses”); Bergdorf Goodman’s home floor; Crate & Barrel (“Great simple design”); the Calvin Klein store; John Derian (“Love his napkins, plates, and paperweights”); Anthropologie (“Wonderful style; a sense of fantasy”); Archivia Books (“Amazing vintage and new books”); and Pace Prints.

• Escapes: Palm Beach (“I’ve been going there since I was born. I still check out the fantastic antiques and vintage clothing stores on South Dixie Highway.”); and Paris (“I love floating around Paris. I’m always looking for chandeliers there. I have an obsession with them. But I’ve always said that even if you have no furnishings at all, if you have a chandelier, you can create a special atmosphere.”) (Source: Elle Décor)