Sophomore runs company from dorm room
Transfer student has a dream to run her own design empire.
By Shayla Norgaard | Royal Report
Bethel University sophomore Allegra Rose Berger shuffles up the muddy rocks, sacrificing her Bull Boxer wedge boots, clinging to her Rebel Camera to find the perfect lighting for her photo shoot.
Berger founded Allegra Rose Design Company in the spring of 2015 by combining her social media platforms, YouTube channel, Wanderlogue blog, and design and photography interests into one business.
Running her own company involves spending countless hours shooting and editing videos and photographs, while also designing and producing custom art. She has collaborated with more than 50 companies, including notable bloggers and authors including, Dr. Low Dog, an author who writes for National Geographic, PB Teen and Minnetonka Moccasin.
Her business started with her passion for photography.
“I wanted others to see beauty in themselves when they didn’t see it before,” Berger said. “I used to not see beauty in myself, until I saw it in others.”
Her dorm room is not only where she studies and relaxes. It’s where she runs her business, Berger turns her twinkling lights on, puts Noah Gunderson’s latest album and goes to work at her desk finishing project. Although Allegra Rose Design Company has been successful, Berger thinks having a higher education will only benefit her future, which is why she chose to double major in art and graphic design at Bethel.
“In the past year she has grown so much,” model and Berger’s close friend Nicole Sward said. “She could branch out and do so much more if she wanted to.”
Sward has done more than 20 photoshoots with Berger since they met in 8th grade at New Life Academy. One time Berger had Sward stand in the -15° Minnesota winter in a dress to capture the perfect shot.
“She has a style. She knows how to pose and capture a person,” Sward said. “Her photos are fashionable and editorial, but they are still about the person.”
“What makes someone pretty is not physical beauty, it is when you capture someone’s soul in a single instant. That is why I love photography.” — Allegra Berger, sophomore
Berger is able to pick which companies she collaborates with through her agency Social Stars. She mainly works with organic food or make up companies, and fashion companies. Her dream is to grow her business into a design empire.
“What makes someone pretty is not physical beauty, it is when you capture someone’s soul in a single instant,” Berger said, reflecting on her work. “That is why I love photography.”
She spent Saturday at Minnehaha Falls capturing pictures for her most recent collaboration with Shore Projects. Her boots and camera survived all the mud she had to walk through.
Even though the photo shoot is over, there is always more work to be done. She will spend the next week editing her photos and posting them on her social media platforms, YouTube channel and blog.
