Lara at the edge of a canyon at golden hour, the camera gliding past her toward the riverAI
28th & Vine

A story portfolio

The long way

Roughly every seven years, I’ve started over. This is what came with me every time.

Every career is a story, and most are never told. This is mine, the long way, and why the work is called 28th & Vine.

The road so far

  1. 01San DiegoRaised here
  2. 02San MarcosCal State San Marcos
  3. 03Temecula, La Costa, EncinitasWells Fargo
  4. 04TemeculaPaul Mitchell The School, 2010 to 2015
  5. 05OceansideiCandy Nails, then back to the school
  6. 06East BayPaul Mitchell The School, co-director
  7. 07Las Vegas & Henderson7 years in luxury real estate
  8. 08Washington, UtahWhere the business began
  9. 09St. GeorgeThe office
  10. 10MurrietaHome now, and 28th & Vine

Chapter I · 1990s

Where it started

In my blood

Real estate is in my blood. As a little girl I rode along with my grandma through Del Mar, Solana Beach and Rancho Santa Fe, her market for as long as I have known her. I watched her work, and I watched her care about people. I did not know it yet, but I was learning what this work could be.

Home was Mira Mesa, San Diego, and every chance we had, my dad and I were on the sand at Torrey Pines. Nature, energy and the sun became my core. They still are.

Then life kicked me out of Mira Mesa and planted me in Temecula wine country. It would be years before I understood why it had to be wine country.

Chapter II · 2006

Marketing finds me

A project of distinction

In 2006, California State University San Marcos awarded my team its Project of Distinction, one of only three given that year. It was marketing from start to finish: the research, a customer survey and a full marketing plan for a real company.

My favorite classes were with Dr. Bill Burns, my favorite professor of all and the one who oversaw our project. Looking back, I should have gone for a degree in marketing. The signs were all there.

Everything since has been an education in business from the inside, starting with the real numbers behind small companies, at a financial institution. And marketing kept finding me anyway.

The project, in full

A closer look

Our team’s report for The Plotkin Group, December 2006: the research, the customer survey, the marketing plan and every appendix. Eighty pages. Turn them here, or open the full page.

The method, 2006

One fifth of the clients. Nearly half the sales.

For the report we scored every one of The Plotkin Group’s 175 clients by RFM, seven years of sales in a spreadsheet. The top 35 brought in $1.25 million, 47% of everything. That is where the marketing should go.

R
Recency. When they last bought. The best predictor of who answers next.
F
Frequency. How often they buy. The measure of loyalty.
M
Monetary. How much they spend. What they are worth to the business.

2006 · The Plotkin Group · sales by RFM group

  1. $52kGroup 1
  2. $180kGroup 2
  3. $556kGroup 3
  4. $631kGroup 4
  5. $1,251kGroup 5

35 clients in each group. Group 5 alone outsold groups 1 to 3 together.

Chapter III · 2010s

Teaching people

Lara teaching in a Paul Mitchell The School classroom, in all black with an oversized black hat and long hair downAI
The black Milady Standard Cosmetology textbook
teaching

The “Harvard” of its field

I became a student at Paul Mitchell The School Temecula, part of a network known as the “Harvard” of its field. After graduating I went into the industry, doing nails at iCandy Nails in Oceanside, then came back to the school at the front desk. From there I grew through role after role, into management, and later co-directed Paul Mitchell The School East Bay.

I taught from the black Milady book and led State Board classes, and as a Future Professional Advisor I coached our students, the future professionals, all the way to their exams. I am the one on camera in the school’s training video: setting up a station on the rows for a student, the worksheets every student completes to test out, and the exams they perform on models.

I taught makeup with the Future Professional Makeup Academy alongside Robert Jones, and wrote its training manual and the systems that run it. It still runs today, with Temecula as its flagship. I grew under some of the best leadership I have ever known, and it grew my love for people: coaching, art, and looking for the beauty in everything. Running a school taught me that people learn by making something real, not by watching someone else make it.

John Paul DeJoria

Success unshared is failure.

John Paul DeJoriaCo-founder, John Paul Mitchell Systems and Paul Mitchell Schools
Photo: Gage Skidmore, CC BY-SA 3.0, cut out and toned

Chapter IV · 2019

Luxury real estate

Lara on a Las Vegas terrace at dusk with her Lumix S5 on a DJI Ronin gimbal, in black leggings, a halter sports bra and barefoot shoesAI

Building a brand beside the best

Real estate found its way back to me, and so did marketing. For seven years I built the marketing and the brand beside JD Diaz, a top 1% producer in the Las Vegas Valley, across four brokerages. Films for luxury homes, websites, campaigns: the brand and the marketing busy people never have time to do themselves. Filming luxury homes taught me more than any class could.

It was one of the most rewarding careers I have had, and one of the most trying. I learned how a brand is made, how trust is earned one client at a time, and how much work it takes to make something look effortless.

$174.5Mtotal sales since 2017, 344 homes

$33.4Mclosed in 2025, 26 homes

$818Kgross commission income, 2025

Top 250nationally, every year since 2019

The agent I supported

JD Diaz

Luxury Real Estate Advisor, IS Luxury

luxury.vegas(702) 858-9491jd@isluxury.com

  • IS Luxury Real Estate
  • Douglas Elliman
  • Keller Williams Luxury International
  • Platinum Real Estate Professionals
Lara in a black silk gown with a glass of cabernet by the pool, looking out at the Las Vegas Strip; in one shot she turns, and in a sweep of light she is filming the house on a gimbalAI

Real estate filmmaking · 2019 to 2026

The films

Seven years of real estate films, working all the way up to luxury homes like these. JD in front of the camera, me behind it.

  • Ideation
  • Script
  • Creative direction
  • Filming
  • Editing
  • Marketing
The full filming portfolio →

When you step outside a circle and keep walking, you carry everything it taught you, and you find the people who will walk the next road with you.

Every season ends. I left grateful for what those years taught me and for the people I built with, and clear about where my energy belongs and who I want to build with next.

The same clarity came home with me

I believe inhomeschooling.

Lara and her son Kobe, cheek to cheek, smiling

My son Kobe learns best in a small room, at his own pace, with someone right beside him. A full classroom cannot always give a child that. Home can.

I taught him at home for 2nd grade and watched him grow in ways I will never forget. This year we are home again, for 6th grade, and I am proud to be his teacher.

  • 2nd gradeOur first year at home
  • 6th gradeHome again, this school year
slow down to speed up

Chapter V · 2026

Starting over

Lara turning from the canyon, the camera closing in on her eyesAI
Lara walking the beach in La Jolla at golden hourAI

A new name

This year it felt like wrestling with God over who belongs in my life and who does not. Everything I had been praying about came to light at once, and it pushed me up and over the edge into decisions I had been putting off. A new city. A new chapter. In a lot of ways, an entirely new life.

One of the clearest answers was a new name. I was born on the 28th of November. Twenty-eight is a perfect number: the numbers that divide into it add up to exactly 28. It is about one turn of the moon, an ending and a beginning. And it is four sevens, completion four times over.

The vine is from John 15, and from the wine country where life planted me as a girl. A branch does not strain to bear fruit. It stays connected. That is what I want this work to be.

  1. July 2026The idea, after the move to Murrieta
  2. October 202628th & Vine becomes official

The name · 28

The meaning of 28

01 / 04

One turn of the moon

From new moon to new moon is about twenty-nine and a half days; the moon circles the Earth in a little over twenty-seven. Twenty-eight sits between.

02 / 04

Four sevens

In scripture seven is completion: the work finished, then rest. Twenty-eight is completion, four times over.

03 / 04

A perfect number

Its divisors, 1, 2, 4, 7 and 14, add up to exactly 28. Nothing missing, nothing extra.

04 / 04

Born on the 28th

The 28th is where I started. The vine is how I grow.

Chapter VI · Now

Lara at work in her studio at night, in oversized glasses; the camera moves behind her to the NoTerra Farms website on her MacBookAI

Today

What the work has always been

Today I build websites, Google profiles and the systems behind small businesses, and I use AI the way the film world uses its tools: to tell bigger stories, never to replace them.

The bundle
  1. 01EducationPeople learn by making something real.
  2. 02BrandingUnderstanding a customer, then telling a true story in a voice they trust.
  3. 03CreativityWebsites, printed notebooks, campaigns. Things people can hold, click and keep.
  4. 04VideoFilms for luxury homes, and now the short films every small business needs.
  5. 05AI, with judgmentA tool I use every week for real businesses, and teach as a tool, never a shortcut.

How it all connects

Every role built the next

Drag to turn it. Point at a role to see what it gave me, or at a skill to see where it came from.

Banking taught the numbers. Schools taught people. Luxury taught the brand. AI ties it together.

LaraNelsonFuture Professional Makeup AcademyTEMECULA · Makeup educatorPlatinum Real Estate ProfessionalsLAS VEGAS · Luxury real estate · 2019 to 2020Douglas EllimanLAS VEGAS · Brand and marketing · 2022 to 2025Couture BrowsLAS VEGAS · Permanent makeup apprentice · 2019ArtistryWells FargoLA COSTA · Personal bankerCal State San MarcosSAN MARCOS · Project of Distinction · 200628th & VineMURRIETA · Founder · 2026OperationsFilmFinancePaul Mitchell The SchoolTEMECULA · Cosmetology student · 2010 to 2012Paul Mitchell The SchoolLAS VEGAS · Las Vegas campus · 2019SalesKeller Williams Luxury InternationalLAS VEGAS · Brand and marketing · 2020 to 2022AIWells FargoTEMECULA · Merchant bankerEducationState of NevadaNEVADA · Licensed REALTOR · 2020IS Luxury Real EstateLAS VEGAS · AI business systems · 2025BrandPaul Mitchell The SchoolEAST BAY · School co-director · from 2015Wells FargoENCINITAS · Premier bankerPaul Mitchell The SchoolTEMECULA · Front desk to management · 2012 to 2015Diaz Luxe GroupLAS VEGAS · Entrepreneur, in every role · July 2019

Seven-year chapters

Roughly every seven years, a new career.

Banking. Beauty and education. Luxury real estate. Now 28th & Vine. Each one looked like starting over, and each one carried everything before it. Yours does too.

  1. 2003

    Banking

    Wells Fargo: Temecula, La Costa, Encinitas, 2003 to 2010

  2. 2012

    Beauty and education

    Paul Mitchell The School, Temecula: front desk to management

    Future Professional Makeup Academy

    East Bay from 2015, school co-director

  3. 2019

    Luxury real estate

    Las Vegas, four brokerages

    Every role beside JD Diaz: entrepreneur

  4. 2026

    28th & Vine

    The idea in July

    Official in October

  1. 2006 Project of Distinction, CSUSM
  2. 2010 Student at Paul Mitchell The School
  3. 2015 Paul Mitchell The School East Bay
  4. 2019 July: real estate with JD Diaz, at Platinum
  5. 2020 Keller Williams Luxury International
  6. 2020 Licensed REALTOR, Nevada
  7. 2022 Douglas Elliman; KW Master Faculty
  8. 2022 Homeschooled Kobe, 2nd grade
  9. 2025 IS Luxury: AI systems
  10. 2025 September 22: my marriage ends, after a long separation
  11. 2026 Homeschooling Kobe, 6th grade, this school year
Lara's vision board: scripture and a cross, a light bulb, a chef's hat, a yoga pose at sunrise, butterflies, a home in the pines, a Highland cow, hens and eggs, and an overland truckAI

Next · 2026 to 2033

The next seven

Roughly every seven years I begin again. This is the board on my wall for the next seven: faith first, a home in the pines, a farm, strength, and work that gives the time back to my family.

on my wall

The long way Fin.

28th & Vine

Create your own long way

Most careers arenever told.Yours can be.

Two ways to have yours.

01

$28one time

Build your own

A step-by-step guide to the story, the films, the map and the sideways scroll, with AI prompts to draft your own story. AI tools are yours to bring.

Arrives by email right after you pay.

02

$35,840$2,500
i

How I priced it

  • Story interviews and strategy10 hrs
  • Copywriting, every chapter20 hrs
  • Art direction and design40 hrs
  • Sideways scroll, motion and parallax80 hrs
  • Hand-drawn watercolor illustrations24 hrs
  • Portraits and films in your likeness24 hrs
  • Interactive map and timeline16 hrs
  • Testing and launch10 hrs

224 hours at $160 an hour, a senior freelance rate, is $35,840. I build it for $2,500.

done for you

Built by me

Your story, written, designed and built, including the AI animations and films.

Start yours

Not ready yet? Leave your email for new chapters, and hear the day the guide is ready.

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