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Continued: Glamorous giving: A day in the life of Sarah Edwards

  • Article by: AIMEE BLANCHETTE , Star Tribune
  • Last update: September 28, 2013 - 4:25 PM


Noon. Lunch, people-watching in the skyway.

1 p.m. Networking, meet with potential clients.



Like many a millennial, Edwards, who grew up in Grand Rapids, Minn., was bogged down after college by student loan debt. She worked two waitressing gigs, often serving the downtown creatives who’d just come from jobs she desperately wanted herself.

She knows how to get people’s attention. After interviewing at Pixel Farm, she sent a thank-you note that included a bio mimicking the employee profiles on the company’s website. She got the job, of course. Recently, she received a 32 Under 32 award from the Advertising Federation of Minnesota.



5 p.m. Skips happy hour.

5:30 p.m. Hands out flowers to strangers on Nicollet Mall.



Fashion scenes are prickly by nature. Edwards admits that the community she loves can be “tough,” rife with egos and catty attitudes.

“Fashion has a reputation of being full of shallow and snobby people,” said Tara Murphy, executive director at nonprofit MN Fashion. “I know that is not always true, so when I see someone in the fashion scene reach out to a group often ignored by others in the industry … I am grateful to them.”

Edwards caught fashionistas by surprise with I AM MPLS! in 2010, an annual fashion-focused variety show that integrates music, art, comedy and a runway show featuring nonprofessional models. One was a prison nurse. Another was a Special Olympics competitor. (The next show is Dec. 12 at Aria in Minneapolis.)

Next came I AM Kindness. Her creative charity group might hand out flowers on Nicollet Mall one day and create art projects with homeless kids on another.

She “has really inspired a lot of creative professionals to step up and use their specific talents to benefit others in ways that they may otherwise not have even thought of,” said Kate Iverson, partner at Permanent ADG.

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    Sarah Edwards is the creator of I AM MINNEAPOLIS, a showcase of some of the city's most creative people....

  • At a recent I AM Kindness event, Sarah Edwards, center, and stylist Jeannie Farley listened to Helen Merten tell stories. The residents of Catholic Elder Care in northeast Minneapolis received hair, nail and makeup styling, before selecting new clothes to be photographed in as part of a surprise day of pampering.

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