Member since October 2025
Lia Buffa De Feo is a transformative product innovation and licensing executive with 25 years of experience building iconic consumer brands and forging powerful partnerships at Martha Stewart, Food Network, Getty Images, Uncommon Goods, S’well bottle, and more.
Lia built Food Network’s consumer products from scratch, spanning e-commerce, cookbooks, wine, and housewares. At Martha Stewart, she launched bedding, bath, baby, and paint into Kmart while maintaining quality and accessibility. At Uncommon Goods, she drove the launch of Virtual Experiences and led design teams crafting resonant products. At Getty Images, she monetized the Slim Aarons archive and brought fine art to consumer products, balancing integrity and commercial success. As an artist studio director and NYC tour guide, Lia is immersed in New York’s creative pulse.
Outside the boardroom, Lia is a leading advocate for reproductive rights and workplace equality. Her journey through infertility, surrogacy, and loss led her to influence New York surrogacy legislation in collaboration with Andy Cohen, Reshma Saujani, and Michelle Buteau; consult with Gloria Steinem on reproductive ethics; and discuss federal IVF protections with Senator Schumer. Her writing has been featured in The New York Times, CNN.com, and The Washington Post. Lia is a Moth StorySlam champion, certified life coach, writer of the weekly Substack Fly Bravely, and the author of a forthcoming memoir on grief and loss after stillbirth and perinatal death.
Photography helped Lia heal and through photography she rediscovered her love for NYC. She is also a licensed NYC tour guide and the founder of Sidewalk Secrets NYC walking tours.
As a sought-after speaker, Lia addresses:
* Consumer Product Licensing & Retail Partnerships: Strategies for building brands, forming partnerships, and monetizing creative assets.
* Product Innovation: Approaches for inspiring creative teams to develop resonant, commercially viable products.
* IP Licensing & Brand Management: Monetizing creative assets without devaluation
* Artist & Archive Management: Insights into studio operations, archive licensing, product collaborations, and book launch strategies.
* Navigating Life After Loss: Strategies and perspectives for coping with major personal challenges.
* The Workplace and Emotional Impact of Infertility: Integrating personal and professional perspectives on the challenges of infertility.
* Healing Through Creativity: Exploring the role of creative expression in recovery and everyday wellbeing.
* The Hidden History in NYC: Stories about the unusual and unknown parts of NYC. From the 1950s rubble from homes razed by eminent domain that can be found on the shore of a Brooklyn beach, to the secret sound installation in Times Square, and industrial graffiti, Lia entertains and. educates New Yorkers and tourists alike.
Lia combines executive leadership and lived experience to deliver fresh insights on innovation, brand building, workplace transformation, creativity, and resilience.
The topics that energize me most are the ones where challenges meet success through shared humanity. I love telling the stories behind partnerships—like how I learned about creating and protecting a brand while leading a diverse team bringing affordable housewares to Kmart for Martha Stewart. Or, how I convinced the powers that be at Food Network to develop a line of wine when the family-friendly network didn't even accept alcohol advertising.
My career has been spent building brands, physical products and partnerships. Along the way, I’ve learned valuable lessons about leading teams, mentoring, and collaborating that I wish I had known when my career was getting started.
My advocacy work lights me up. Every time I enter a room and talk about infertility, stillbirth, perinatal loss, miscarriage, or maternal healthcare and see the tears welling up in audience members' eyes, I know I’ve hit on a powerful, yet under-represented topic. My conversations focus on the wins—finding the strength to try again after delivering a stillborn son. Influencing legislation to legalize surrogacy in New York State in 2021. Shifting workplace policies around infertility and loss. My winning StorySlam for The Moth told a story about the day my infant daughter died, but did so in an uplifting way. Afterwards, dozens of audience members shared with me how they (or someone they are close to) lost a baby and how my story made them feel seen.
I'm energized by storytelling and creative expression as tools for transformation. In my heart, I’m a builder. Of products, partnerships, families, and connections.
This section is "best story". I'm an overachiever. Below are my top three:
Story one: Early in my career at Martha Stewart, I sat in a packaging review meeting simply to take notes. When Martha asked where the sheet sets would sit on the shelf at Kmart, my boss admitted she didn't know and that she would follow up. Martha stood up and left—the meeting was over, and our timelines were in the gutter. Without that information, Martha didn't know if she should focus her attention on the top of the package, the front, or the side. That moment taught me about working five steps ahead and understanding that preparation isn't just about having answers—it's about anticipating questions and knowing your audience.
Story two: Years later, I confronted a team member about her recent punctuality issues. She was a hard worker who did great work, and her lateness was affecting my ability to run meetings smoothly. I told her I expected her to be on time going forward. In response, she broke down in tears. Her mother had just been diagnosed with cancer. She was staying at her mom’s house to help, and the bus she had to take was unreliable. In that moment, I realized how critical empathy and humanity are in leadership. From that day forward, I approached similar conversations differently: "This behavior is unlike you—is everything okay?" That moment changed everything about how I lead.
Story three: More recently, at a company all-hands meeting, the head of HR was reviewing new corporate policies. I was known in the office as someone who spoke openly about infertility and loss—my door was always open, and on any given day, someone might be seated across from me seeking advice or simply someone to listen as they spoke about their fertility challenges or grief. After the all-hands meeting, my Slack lit up with questions I didn’t have the answers to. Colleagues asked if I thought the new bereavement leave policy covered miscarriage. Or, if they could use their flex time for morning monitoring during IVF. I wasn’t sure, but I committed to seeking clarity and advocating for change. The very next week, the company instituted a miscarriage leave policy and flexible work hours for medical appointments. When these changes were announced, I heard from ten times the number of people—thanking me for helping them feel seen at work. People who'd had miscarriages decades ago, those who'd had them recently, and those actively trying to conceive shared their stories with me that afternoon. That's when I understood: advocacy isn't just about changing policy. It's about letting people know that whatever they’re struggling with, they aren’t in it alone. Someone out there has walked that path before them and survived. And they will too.
I grew up in an Italian-American household where bringing home a 98% meant my father asked, "What happened to the other two points?"—and he was serious. I was taught that when you commit to something, you follow through, no exceptions. If I didn't say please and thank you, I didn't get dessert. That strict upbringing made me exceptional at my job—I built Food Network's consumer products from scratch, brought Martha Stewart to Kmart, and never missed a detail. I believed that if you worked hard enough and did everything right, you could control the outcome.
Infertility shattered that belief. I followed every doctor's order perfectly. I did everything right. And I still couldn't get pregnant. When I finally did, my son was stillborn. Later, my daughter died from a heart condition. No amount of hard work, preparation, or follow-through could change those outcomes. I had no control.
That's when everything shifted. It took that team member breaking down in my office—and my own devastating losses—to teach me that excellence without empathy is just rigidity, and that control is an illusion.
The real magic began when I learned to combine my relentless follow-through with genuine humanity and the understanding that some battles can't be won through force of will alone. I couldn't bring my children back, but I could fight to change workplace policies so others wouldn't suffer in silence. I could advocate for reproductive rights so the path would be less lonely for those who followed. I could mentor a younger team member who had a lot of potential, but not a lot of guidance. In those moments, I became effective, not just efficient. That's when I learned that meaning doesn't come from controlling outcomes—it comes from showing up for others when outcomes can't be controlled.
How I convinced Food Network to branch out into making wine and the "why" behind it being the right moment in culture, for advertisers and for the network.
My journey through infertility, stillbirth, perinatal loss, and the mental clutter associated with these experiences. I discuss the societal expectations placed on women regarding motherhood and the importance of supporting those who are struggling with infertility. This talk emphasizes the importance of self-compassion and finding support during difficult times.
Takeaways include:
- Infertility is impossible to control and my journey was filled with unexpected challenges.
- Mental clutter often stems from self-blame during fertility struggles.
- Pregnancy loss is a deeply emotional experience that is often not discussed.
- Support from friends, family, and employers can be crucial during infertility.
- Societal expectations can add pressure to new parents.
- Finding a support system is vital for coping with grief.
- Self-compassion is essential during difficult times.
May 2026 (Future Speaking Engagement): The Society for Industrial Archeology's 54th Annual Conference
Trash or Archeological Treasure: What the landfill of the 1950s that can be found dotting the shoreline of a Brooklyn beach tells us about urban renewal, city planning, and the culture of New Yorkers, and more broadly, Americans in the early 1950s.
The Moth, February 2026
One of ten speakers telling a 5-minute story (with no notes) under the theme of “Game On” at the Williamsburg Hall of Music.
Empire State Campaign For Childcare, January 2026
Speaker during multiple meetings with Congressmembers, and Assemblymembers sharing stories from mothers in NY in support of advancing childcare and early education.
Rye Nature Center, November 2025
Speaker on grief and loss at the installation of Westchester County’s first wind phone. Featured on NEWS12 Westchester broadcast.
Uplifters Conference Panel, March 2025
One of three panelists interviewed on the topic of resilience during the 2025 Uplifters conference in downtown NY held at Caveat.
The Collaboratives, May 2025
How to be a trailblazer in business. Told from the perspective of navigating a new initiative at a well-known media company.
The Moth, May 2024
Story Slam winner of the night telling a 5-minute story (without notes) at a live even at The Bell House in Brooklyn under the theme of “Fresh”. The evening’s host and co-author of How to Tell a Story, Kate Tellers remarked:
“One of the reasons I love storytelling is that it gives us a moment to mark and underscore those moments in our lives that we never want to forget and to bring people into our lives whom we never want to forget and introduce them to hundreds of people at once. In our darkest stories there is always levity so I thank you for being able to weave that in too. That was really brilliant.”
New York State Assembly, February 2020
Invited to Albany to share my story of loss and surrogacy before New York State legislators, alongside renowned figures including Andy Cohen, Reshma Saujani and Michelle Buteaux. My testimony about the profound hardship my husband and I endured helped galvanize support for legalizing commercial surrogacy in New York.
Shady Grove Fertility & Circle Surrogacy, May 2020
Panelist alongside doctors and lawyers sharing my story of being an intended parent and experiencing both the losses and joys of expecting through surrogacy.
Resolve.org Advocacy Day (2019 to 2025)
I support the national fertility associations’ efforts by directly engaging with policymakers in Congress and the Senate, I share my traumatic personal experiences with fertility treatments to galvanize political momentum for vital new legislation. I speak from the heart so my story resonates on a human level and compels action.
Additional Speaking Engagements
Fertilust. Why Honoring Loss is Healthy. Panelist, 2020.
Uncommon Goods. Women’s Day Panel Discussion. Panelist, 2020.
Art Expo, New York. Getty Images: The Art and The Business. Speaker, 2018.
Duke University. Entertainment, Media & Arts Conference. Seminar leader, 2014
International Home and Housewares Show, Chicago Innovation Insights. Speaker, 2014.
LIMA Licensing Expo. Las Vegas. Case Studies in Brand Licensing. Panelist, 2012.
AdAge Hack Competition Judge representing Food Network, 2012.
FUSE Design and Branding Conference. Chicago. Speaker, 2011.
Podcasts Interviews:
Women’s Wellness | Stillbirth, Surrogacy, and finding strength
The Art of Living Clutter Free | The emotional landscape of infertility and motherhood
The CEO Series | Licensing expert to reproductive rights
Mama What’s Next? | How Lia turned her emotional journey of IVF, surrogacy and loss into purpose
Women to Watch | Knowing you are not alone
InfertileAF | Infertility and modern family building through ART
The Uplifters | Accepting life when it wasn’t what we imagined
The Courage Effect | Flying Bravely
This section is "best story". I'm an overachiever. Below are my top three:
Story one: Early in my career at Martha Stewart, I sat in a packaging review meeting simply to take notes. When Martha asked where the sheet sets would sit on the shelf at Kmart, my boss admitted she didn't know and that she would follow up. Martha stood up and left—the meeting was over, and our timelines were in the gutter. Without that information, Martha didn't know if she should focus her attention on the top of the package, the front, or the side. That moment taught me about working five steps ahead and understanding that preparation isn't just about having answers—it's about anticipating questions and knowing your audience.
Story two: Years later, I confronted a team member about her recent punctuality issues. She was a hard worker who did great work, and her lateness was affecting my ability to run meetings smoothly. I told her I expected her to be on time going forward. In response, she broke down in tears. Her mother had just been diagnosed with cancer. She was staying at her mom’s house to help, and the bus she had to take was unreliable. In that moment, I realized how critical empathy and humanity are in leadership. From that day forward, I approached similar conversations differently: "This behavior is unlike you—is everything okay?" That moment changed everything about how I lead.
Story three: More recently, at a company all-hands meeting, the head of HR was reviewing new corporate policies. I was known in the office as someone who spoke openly about infertility and loss—my door was always open, and on any given day, someone might be seated across from me seeking advice or simply someone to listen as they spoke about their fertility challenges or grief. After the all-hands meeting, my Slack lit up with questions I didn’t have the answers to. Colleagues asked if I thought the new bereavement leave policy covered miscarriage. Or, if they could use their flex time for morning monitoring during IVF. I wasn’t sure, but I committed to seeking clarity and advocating for change. The very next week, the company instituted a miscarriage leave policy and flexible work hours for medical appointments. When these changes were announced, I heard from ten times the number of people—thanking me for helping them feel seen at work. People who'd had miscarriages decades ago, those who'd had them recently, and those actively trying to conceive shared their stories with me that afternoon. That's when I understood: advocacy isn't just about changing policy. It's about letting people know that whatever they’re struggling with, they aren’t in it alone. Someone out there has walked that path before them and survived. And they will too.
I grew up in an Italian-American household where bringing home a 98% meant my father asked, "What happened to the other two points?"—and he was serious. I was taught that when you commit to something, you follow through, no exceptions. If I didn't say please and thank you, I didn't get dessert. That strict upbringing made me exceptional at my job—I built Food Network's consumer products from scratch, brought Martha Stewart to Kmart, and never missed a detail. I believed that if you worked hard enough and did everything right, you could control the outcome.
Infertility shattered that belief. I followed every doctor's order perfectly. I did everything right. And I still couldn't get pregnant. When I finally did, my son was stillborn. Later, my daughter died from a heart condition. No amount of hard work, preparation, or follow-through could change those outcomes. I had no control.
That's when everything shifted. It took that team member breaking down in my office—and my own devastating losses—to teach me that excellence without empathy is just rigidity, and that control is an illusion.
The real magic began when I learned to combine my relentless follow-through with genuine humanity and the understanding that some battles can't be won through force of will alone. I couldn't bring my children back, but I could fight to change workplace policies so others wouldn't suffer in silence. I could advocate for reproductive rights so the path would be less lonely for those who followed. I could mentor a younger team member who had a lot of potential, but not a lot of guidance. In those moments, I became effective, not just efficient. That's when I learned that meaning doesn't come from controlling outcomes—it comes from showing up for others when outcomes can't be controlled.
How I convinced Food Network to branch out into making wine and the "why" behind it being the right moment in culture, for advertisers and for the network.
My journey through infertility, stillbirth, perinatal loss, and the mental clutter associated with these experiences. I discuss the societal expectations placed on women regarding motherhood and the importance of supporting those who are struggling with infertility. This talk emphasizes the importance of self-compassion and finding support during difficult times.
Takeaways include:
- Infertility is impossible to control and my journey was filled with unexpected challenges.
- Mental clutter often stems from self-blame during fertility struggles.
- Pregnancy loss is a deeply emotional experience that is often not discussed.
- Support from friends, family, and employers can be crucial during infertility.
- Societal expectations can add pressure to new parents.
- Finding a support system is vital for coping with grief.
- Self-compassion is essential during difficult times.
May 2026 (Future Speaking Engagement): The Society for Industrial Archeology's 54th Annual Conference
Trash or Archeological Treasure: What the landfill of the 1950s that can be found dotting the shoreline of a Brooklyn beach tells us about urban renewal, city planning, and the culture of New Yorkers, and more broadly, Americans in the early 1950s.
The Moth, February 2026
One of ten speakers telling a 5-minute story (with no notes) under the theme of “Game On” at the Williamsburg Hall of Music.
Empire State Campaign For Childcare, January 2026
Speaker during multiple meetings with Congressmembers, and Assemblymembers sharing stories from mothers in NY in support of advancing childcare and early education.
Rye Nature Center, November 2025
Speaker on grief and loss at the installation of Westchester County’s first wind phone. Featured on NEWS12 Westchester broadcast.
Uplifters Conference Panel, March 2025
One of three panelists interviewed on the topic of resilience during the 2025 Uplifters conference in downtown NY held at Caveat.
The Collaboratives, May 2025
How to be a trailblazer in business. Told from the perspective of navigating a new initiative at a well-known media company.
The Moth, May 2024
Story Slam winner of the night telling a 5-minute story (without notes) at a live even at The Bell House in Brooklyn under the theme of “Fresh”. The evening’s host and co-author of How to Tell a Story, Kate Tellers remarked:
“One of the reasons I love storytelling is that it gives us a moment to mark and underscore those moments in our lives that we never want to forget and to bring people into our lives whom we never want to forget and introduce them to hundreds of people at once. In our darkest stories there is always levity so I thank you for being able to weave that in too. That was really brilliant.”
New York State Assembly, February 2020
Invited to Albany to share my story of loss and surrogacy before New York State legislators, alongside renowned figures including Andy Cohen, Reshma Saujani and Michelle Buteaux. My testimony about the profound hardship my husband and I endured helped galvanize support for legalizing commercial surrogacy in New York.
Shady Grove Fertility & Circle Surrogacy, May 2020
Panelist alongside doctors and lawyers sharing my story of being an intended parent and experiencing both the losses and joys of expecting through surrogacy.
Resolve.org Advocacy Day (2019 to 2025)
I support the national fertility associations’ efforts by directly engaging with policymakers in Congress and the Senate, I share my traumatic personal experiences with fertility treatments to galvanize political momentum for vital new legislation. I speak from the heart so my story resonates on a human level and compels action.
Additional Speaking Engagements
Fertilust. Why Honoring Loss is Healthy. Panelist, 2020.
Uncommon Goods. Women’s Day Panel Discussion. Panelist, 2020.
Art Expo, New York. Getty Images: The Art and The Business. Speaker, 2018.
Duke University. Entertainment, Media & Arts Conference. Seminar leader, 2014
International Home and Housewares Show, Chicago Innovation Insights. Speaker, 2014.
LIMA Licensing Expo. Las Vegas. Case Studies in Brand Licensing. Panelist, 2012.
AdAge Hack Competition Judge representing Food Network, 2012.
FUSE Design and Branding Conference. Chicago. Speaker, 2011.
Podcasts Interviews:
Women’s Wellness | Stillbirth, Surrogacy, and finding strength
The Art of Living Clutter Free | The emotional landscape of infertility and motherhood
The CEO Series | Licensing expert to reproductive rights
Mama What’s Next? | How Lia turned her emotional journey of IVF, surrogacy and loss into purpose
Women to Watch | Knowing you are not alone
InfertileAF | Infertility and modern family building through ART
The Uplifters | Accepting life when it wasn’t what we imagined
The Courage Effect | Flying Bravely