MICHELLE CALVERT WAS BORN at a very young and tender age.

Shortly thereafter – about 30 odd years -- she decided to start-up a modern lifestyle PR agency focusing on creative thinking and changing perceptions. Taking on a no-nonsense approach to the industry, Calvert has lead Lucid into their 8th year of business and has become a well established firm offering personalized client service, efficiency and cost benefits of a boutique PR firm -- leaving the big-box, traditional, over-priced PR firms behind in her dust.

Calvert's background is largely based within the fine arts field, and holds a BFA in Dance, that oddly enough led her to pursue a post graduate degree in multimedia and marketing from Los Angeles Mission College in California. It was in Los Angeles where Calvert formed Lucid, and moved back to Toronto to build her company from the ground up and in her own back-yard. Subsequently, Calvert worked for a large PR firm for a short time while running Lucid, and decided to stay on her own and build Lucid to where it is now. Most recently, Calvert just opened up a second location of Lucid in Los Angeles.

Calvert has held the position of Regional Director of Fashion Group International Toronto (FGI) for two years, and is looking to help leverage the industry particularly in Canada and beyond. She taught at the International Academy of Design and Technology PR to the Fashion Merchandising students, is a member of Minimidimaxi - The Canadian Fashion Stage, and The Spoke Club – a private members club.

Additionally, Calvert volunteers for organizations such as: Rethink Breast Cancer, The Regent Park School of Music, The MacLaren Art Centre, and also ran her own fundraiser in memory of her mother, Gloria, Hit the Slope for Hope. This charity ski event to raised funds and awareness to help build the Simcoe-Muskoka Regional Cancer Centre at Royal Victoria Hospital in Barrie.

Her entrepreneurial spirit, ambition, vision and ability to break through clutter clearly distinguishes her from the rest in the industry - Calvert has got chutzpah*. Her experience with fashion, beauty, interior and lifestyle brands enables her to help clients build a stronger presence in the marketplace, and set them apart from their competitors - bottom-line.

* chutz·pah also hutz·pah n : (Yiddish) unbelievable nerve; esteem; boldness.