Rosie Roberson and Her Women-Run Studio Shape Dallas Brands

Rosie Roberson turned her journalism background into Rose Vanduzen, a women-led creative studio guiding campaigns for some of Dallas’s most recognizable names.  

Rosie Roberson at her office in Dallas  

In her bright orange cardigan, baggy jeans, and oversized glasses, Rosie Roberson curled into the couch of her new Dallas office. Her nails were painted with playful polka dots, tapping the armrest as she spoke. Roberson didn’t find success overnight. With Rose Vandzuen, a women-led creative studio, approaching its third year, she remembers the journey it took to discover her calling. 

After two years at Austin Community College, she transferred to SMU and majored in journalism.  

“I really do think, looking back on it now, journalism trained me to be a marketer because you’re telling the brand’s story,” Roberson said. “As a journalist and a creative writer, I was able to take that knowledge and tell stories for brands instead of just copying what someone else did.” 

Her internships at PaperCity Dallas and fashion retailer 4510 gave her a front-row seat in the fashion world. She recalled watching as the creative director commanded the campaign shoots and pictured herself in that position, someone who is making the creative decisions.  

After graduation, Roberson landed a job at Modern Luxury magazine, switching from events and marketing into an assistant editor’s role. She described the work as exciting, but the pay was low. Her editor-in-chief, Christy Ramirez, was the kind of mentor who made the work worth it for her at the time. Until she was able to get another offer that would keep her more financially stable. Roberson utilized her connections and got a job as marketing director at Vandelay Hospitality Group. Here, she helped launch restaurants, created the famous cotton-candy martini dessert at Drake’s and booked DJs to bring nightlife energy to the Dallas dining experience.  

One day everything changed for Roberson. She hit her breaking point while working on creative programming at Thompson Dallas. After pouring time and energy into a new floral concept for the Catbird tunnel, the idea was overruled. Her eyes widen at the memory of that day. Sitting outside of the Dallas Museum of Art, Roberson called her mom to ask if she thought she could make it on her own. Her mom, a fellow designer, encouraged her to take that leap of faith.  

“You have to be willing to tell yourself, I will work at a coffee shop if I have to in order to pay rent,” Roberson said, "Even though I had all these important roles, I am fine with doing that.”  

That leap became Rose Vanduzen. Upstairs her three employees, Carlee Tinsley, Bella Lueckemeyer, and newest hire Athena Mamatas worked quietly. Roberson knew she wanted her studio to be a place where women could lead confidently, share creative ideas freely, and see their vision come to life without hierarchy getting in the way.  

Her first clients included Vandelay, where she once worked, and a luxury diamond concierge. With those projects, she was able to pay her bills and hire Tinsley and Lueckemeyer, the first two members of her team. In 2025, she hired Mamatas as their full-time account coordinator.  

The all-female leadership style extends to interns as well. SMU student Kathryn Orr spent a semester working with Rose Vanduzen in 2024. Orr said that this experience helped shape her outlook on the career she wants to pursue.  

“Seeing Rosie lead an all-female team gave me a clear idea of what leadership can look like for women in creative industries,” Orr said.  

Today, Rose Vanduzen is known for its balance of creativity and structure. While many small creative shops operate loosely with remote work, her studio functions like a traditional business in the office from nine to five.  

“Our edge is rare, really strong left-brain systems with right-brain creativity,” Roberson said. “That balance is what keeps clients coming back.”  

The calendar at Rose Vanduzen is filled with shoots, brand campaigns and event productions. When Roberson is out of the office, she finds other ways to fill her time like making homemade necklaces and visiting local estate sales.  

The client list reflects her team’s versatility. They have directed campaigns for Miron Crosby boots, Corner Bakery and menswear lines, sometimes juggling two photo shoots a week. Roberson admits that the work is a lot, but it is what she is most passionate about. 

Leadership has been another lesson that Roberson learned throughout her years as a CEO. She makes a point to give her employees intentional praise, even when it doesn’t come naturally. She remembers when she was working under Rameriz and how good it felt to receive positive feedback and reinforcement. For her team, this practice has created a culture of trust and collaboration. Roberson knows when she steps out of the office, her team will keep the operation running smoothly.  

Looking ahead, Roberson hopes to expand Rose Vanduzen beyond Dallas, first to Austin and eventually to Los Angeles. She also has advice for students and young entrepreneurs who want to follow her path.  

“If you want to start your own business, be humble, work hard and never let clients see you sweat. Trust that the right opportunities will come if you keep showing up prepared,” she said.  

Image shot at Rose Vanduzen in Dallas,TX