How did your career in PR begin?
I started working in PR almost 15 years ago. I wanted to move to New York and needed an internship or job to make it happen, and I found one on Craigslist (I kid you not!). I accepted the offer and moved three weeks later.
That internship was with a boutique agency representing up-and-coming voices in both womenswear and menswear. It was an eye-opening experience. I loved helping emerging brands, and I never realized I could be part of a brand in that capacity at such an early stage. I moved up quickly and was thrown right into it. During that time I worked with Eckhaus Latta, Apiece Apart, Rodebjer, Illesteva and Base Range, who are now some of the biggest names in the industry, as well as old school fashion OGs like Creatures of Comfort, Courtshop, Assembly New York, MAN/WOMAN and Robert Clergerie.
From there I went in-house as PR Director for Maryam Nassir Zadeh, which was also career-changing. At 26, I got to be on the team building an iconic New York brand as it went viral, with every celebrity wanting to wear the collection. It was exhilarating, challenging and beautiful! I then returned to agency life with a focus on luxury and jewelry at Mega Mega Projects, and finished at L&Co, where I led Neiman Marcus, The Signet Brands, MCM and a few other bigger projects. I left in 2020 to start my own agency and never looked back!
I also have to give a shout-out to the women I worked under, who helped shape my career and taught me how to run my own agency. Most were running agencies while also being founders of other businesses, moms and creatives, and I learned something from each that I take with me as a founder. For example, my friend and mentor Meghan Folsom always showed me that the fashion industry could be a supportive and collaborative space, which was rare. That’s something I’ll always carry with me and am so grateful for.
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Tell us about your PR agency, SBPR! How did the agency become known for its work in the fashion, bridal, and creative worlds?
When I launched in 2020, I wanted to get back to my roots: working with founders at the very beginning and helping them find their voice and grow within their market. Being part of that early stage is what excites me. We started with emerging fashion and accessories brands, including a handful of Latin designers we introduced to the US market, and over time that focus made us best known for growing and representing emerging voices across fashion and lifestyle. Some of our first clients included BLOBB, Santos by Monica, Machete, The Break, De Maria, Eledera, Glad & Young and Tumbao.
In the last three years, we’ve expanded into art and bridal, which I have loved! As cheesy as this sounds, what excites me most is helping a brand and the founder tell their story, whether through a feature, events or partnerships, and watching their business blossom. We’re an extension of our clients’ voice and their brand’s soul, and I take that responsibility seriously. To take on a client, we have to feel connected, inspired and invested. That authentic connection is what brings us together and what sets SBPR apart.
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What’s your favorite part about the New York creative community?
Wow, where do I begin... I’ve been beyond lucky to meet incredible creatives who have become part of my family and the tapestry of my life in New York. I love the essence, magic and soul of everyone in my creative community. They’ve been a crucial part of my agency’s foundation through support, collaboration, dreaming and bringing incredible projects to life.
For example, my friend Dani Bao of Chevere Means Cool has always advocated for SBPR. We’ve hosted dinners together, supported each other creatively, collaborated on projects, and she recently stepped in to help with production for an event I was hosting when I needed urgent assistance. This goes beyond work. It’s my creative family, and we’re building a creative ecosystem together.
Beyond the people I know personally, what I love about New York’s creative world is that on any given day, you can walk down Orchard Street, pop into a gallery, get lost in some art, and shop incredible designers from around the world. That creative freedom and exploration fuels and inspires me daily. I love New York for that reason.
It’s so cool seeing SBPR lean into its bridal world clients! What inspired this addition to your roster?
Thank you! It’s been an exciting new venture that started about three years ago with my incredible client Francesca Miranda. After one season of New York Bridal Fashion Week, I realized I really enjoyed the bridal world, the energy and the people, and decided to ride that wave. It’s been the best surprise. Bridal is an inherently joyful and positive space, and I love being part of something connected to love, nostalgia and a happy moment in someone’s life. It’s thrilling to watch my clients bring their collections to life and work with brides, seeing everything connect to such a special moment.
I also have the honor of working with women founders and designers I admire: intelligent women designing gorgeous pieces from Colombia to New York to Atlanta, thoughtfully curating rare vintage dresses and archival collections that will blow you away, or changing the bridal landscape through sustainability and size inclusivity. Every day I learn more about this world, and it’s so extensive and rich.
We know you always love supporting emerging and talented voices. Is there anyone under the radar that we should all know about?
Where do I begin... there are so many!
In bridal, I recently worked with Marrow, a bridal designer from Chengdu, China. She’s been designing for 10 years and just made her US debut during New York Bridal Fashion Week. Her collection is colorful and creative, tapping into your inner child and letting that part of your imagination express itself. You can feel her inspiration so deeply in her designs. I also love Mains de Vapeur, a Mexican milliner handcrafting beautiful pieces here in New York, and I loved seeing what Atelier Arielle did this season. Excited to see what they do next!
Outside of bridal, I’ve been obsessed with Hugo Kreit, Shamiri in Park Slope (they have the best curation), Cortes Leather, My Dearest World, Kat Zarra (those gold pasties are amazing!), Yuhan Wang, Mondo Mondo and many, many more. Truly, anything Tumbao curates is always exciting to see and learn about.
In the art space, I love Blayne Planit, Caroline Pinney, Jordan Vouga, who designs incredible ceramics, and, always, Can Can Press in CDMX.
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