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Launching Your Own Fashion PR Agency: Amy Lagae/Avenue Public Relations

amylagae.jpgBuilding on a fifteen-year career in public relations and special events, Amy Lagae has established Avenue Public Relations with the intent on taking her passion for media to a new level. In launching her own boutique agency, she will bring a unique approach to the industries in which she has spent her career: fashion, lifestyle, luxury services, and charity work. Ms. Lagae's rich career includes positions with Vogue Magazine, House of Lavande, The Orlando Shakespeare Festival, The Henry B. Plant Museum and The University of Florida.

In her own words, Amy shares with PR Couture about her decision to launch her own company and the challenges she faced:

The biggest challenge [in starting my own agency] was finding the courage to do it. Once I made the decision, Avenue just fell into place. I had so many ideas in my head of what I wanted to do, services I wanted to offer, "dream" clients I wanted to land..... I just kind of set my mind to certain things and they began to happen. My best advice for those wanting to start their own firm: Believe in yourself and do it.

The logo for me was a bit of a struggle, which is why I ended up going with something very simple. Coming up with branding ideas for clients is easier, because you think out of their box for them without really trying. When you are in your own box , so to speak, it's scary to let yourself out. I chose the word "Avenue" to brand my company because I love the idea of reaching potential clients globally. Avenue could be Park Avenue, Worth Avenue, Avenue Montaigne..... I wanted to let potential clients know that I can provide service everywhere! I am working very hard on a Paris office right now. It's my next big goal.

avepr_220.gifI definitely want to be available to my clients whenever they need me. I answer most emails and phone calls within an hour, if I can't, I let them know exactly when I will be available and I am.

Media today is so vast. There are an infinite number of opportunities for all of my clients: publishing, television, internet.... it's boundless. If a client has a dream of being in an International publication, I want to have the resources to get it for them and I work on global networking daily.

In the end, it's not really about being "different" [from other agencies], it's about being effective and doing your best every day for every client.

Right now, I am concentrating on doing the best job I can do for my clients. Word of mouth and tangible results are my best advertisement.

Check out Amy's new website and online journal to stay up to date on client news, trends, and other interesting tidbits.

About the author: Crosby Noricks

Known as the "fashion publicist's most powerful accessory," (SD-UT) and the "West Coast 'It' girl of fashion PR," (YFS Magazine) Crosby Noricks is a brand strategist, author and founder of PR Couture. Crosby was included in the iMedia 25 Class of 2012 Internet Marketing Leaders and Innovators, and enjoys helping fashion and lifestyle brands connect with their audiences in meaningful and creative ways.


  • mwaaaa
    Posted February 23, 2011 at 6:25 am | Permalink

    i think what you did was very good and am sure you just give me a kick start for my new life.thanks

  • Victoria
    Posted July 15, 2012 at 7:38 pm | Permalink

    I would like to start a Fashion PR and Fashion boutique store. I have so many ideas to starts and what brand for my store. I just don’t know where to start??

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Meet Crosby Noricks

Hi. I'm Crosby, Founder of PR Couture, Fashion Brand Strategist and PR Girl Mentor. I care about supporting and celebrating fashion publicists as well as helping companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixir sessions for brands or shoot me a note at