Job Title: Director of fashion,
beauty and lifestyle PR Company, Sweaty Betty PR.
Did you always know you wanted to work in the Fashion Industry?
always had a passion for fashion, so I naturally gravitated towards
job in the fashion industry. The constantly changing nature of the
industry is exciting to be involved in.
What was your first job in fashion?
first big break was working as receptionist at Diesel, The Italian
Do you have a
qualification? If yes, is it related to the role you have now?
of practical experience, I've learnt everything on the job.
Can you run
us through the steps you took in gaining the role you have now?
set up Sweaty Betty in 2004, from there we've grown into one of
Australia's largest PR firms, it has involved learning on the job
and obviously a lot of hard work!
What is the highlight of your job?
the Sweaty Betties excitement when they've achieved great press for
their client is always exciting.
What is your one piece of advice for people looking for a PR role in
the Fashion industry?
experience, work experience and more work experience! This is a tough
industry to break into and you'll make your best contacts this
Who is your icon in
the fashion industry and why?
late Mark Keighery founder of MARCS and Importer of Diesel here in
Australia - he gave me an amazing opportunity working in his PR
department at the age of 24 at Diesel and I haven't looked back
Where do you
see yourself in 5 years?
I see Sweaty
Betty constantly evolving over the next five years as new technology
changes the way consumers buy. When the company first began there
wasn't a demand for product presence in online publications, today
it's a huge part of the industry.