Noreen Hobson is the owner and director of LUX talent.models.kids, a full-service, boutique-style talent and modeling agency in Tacoma, Wash., that has been placing clients in film, television and print projects for nearly 20 years.
The agency began as Northwest Fashion Institute (NFI), under the direction of original owner Alayna Sheron. Sheron had been a top fashion model in the area and wanted to share her expertise with young women. After about five years of placing models in shows and print work, she developed a talent division. A child’s division, Northwest Kids, grew out of the agency as well. 

In the spring of 2002, Sheron approached Hobson, who had been part of the agency for nearly 10 years, to buy the business. Hobson’s experience as a model, actress, booker and event manager was a perfect match. She assumed ownership, and has made the agency a force in the Northwest and beyond. She is passionate about the people she works with and takes a real hands-on approach to representation.

Hobson has been hard at work expanding LUX’s national reach by working with casting directors in Los Angeles and New York, and major international agencies like Ford, Elite, Karin and Women. “Some people are very suited to this market. They don’t want to move, they want to be in Seattle. For some people it makes sense if they can go somewhere else that’s a better fit,” she said. “I want to make sure my clients are being represented in the best way possible.”

Because of its size, LUX treats each actor and model as an individual and invests time and energy in to their honest development, ethical representation and personal care.
“When my clients file their taxes they don’t put down me as their employer. At the end of the year it’s their business,” said Hobson.

The agency also has strong relationships with all the major casting directors in the Northwest where, with the increases in Union work and major films like the recent WTO film “Battle in Seattle”, there is plenty of work for every level of talent.

LUX represents people of all ages, ethnicities and experience levels. The agency’s talent, models, kids, and voice over divisions represent over 450 talent collectively, relatively small for an agency of its scope and depth.

“We try to make sure we have a big range of people,” said Hobson. “We want to grow the kinds of people we represent.”

The agency has now expanded its horizons and is launching a new website, but Hobson stressed that the site will only add to, and not replace, any of the services it currently offers. She said the hope is that the agency can continue to provide great talent and service, bringing more business back to LUX and the Seattle area.

(Excerpts provided by Media Inc. Magazine)