Rosie Davies is the Director of London-based PR firm, The London Fashion Agency. In 2013, Rosie launched LFA to bring about new options in PR for independent designers, including affordable marketing, public relations, social media, and graphic design services to ensure clients are ready for editorial press. Upon recognizing that many brands were looking to gain access to professional industry resources, LFA developed a collection of DIY PR resources available on their LFA website. The agency’s accessible approach to PR has earned recognition and numerous awards; in 2015 Rosie won Creative Fashion Entrepreneur of the Year. Past and present clients include Tootaly, The Keep, Miss Pom Pom, and Aida.
How did you get started in PR?
How is LFA structured?
We are a really small team. There are 6 of us in total at the agency. The majority of our clients want either PR retainer or PR resources. Our instant resources can be bought directly from our shop so we don’t need a team member working on this. In the PR team, there are 3 people ensuring that the tailored lists we are selling are the best they can be, and that our clients on retainer are gaining the coverage they deserve.
We also offer a consultation service directly with me. Brands come to our studio for an hour and we discuss why they might not be getting any traction with publications. We look at their images, branding, product and social media.
What is the mood like in the office right now?
I have ensured that our office is in keeping with our ethos! We are an honest, approachable, friendly fashion agency, and it was really important to get this across through our studio space. We have comfy sofas for our consultations and lots of sweet treats. Our staff work flexi-hours; if they want a little longer in bed, that is fine. It’s important to keep the team happy.
What are you currently working on?
Our staff work flexi-hours; if they want a little longer in bed, that is fine. It’s important to keep the team happy.
What are you really good at?
I’m an ideas person. I constantly have a stream of creative ideas, new services, new ways to market things. But I guess I’m good at controlling my creativity as only a few make the cut.
What is a recent success story that makes you especially proud?
We recently had a brand move PR to us after being unhappy the results from a much larger agency. They came to us late in the season, so I was concerned about the coverage that could be achieved in such a short space of time. In keeping with our company’s ethos, I expressed my concerns to them but said we would do our best to achieve as much as possible. They were featured in 12 publications in the first 6 weeks, which made both the brand and our team thrilled. I couldn’t have asked for a better press reaction and can’t wait to see what we can get for them next year.
Most memorable and meaningful moments in your career thus far?
I won the special merit award for the Great British Fashion Entrepreneur of the Year in December 2015. I was honoured.
PR can be stressful and full of rejection – how do you deal?
I don’t let anything that is out of our control stress me out. If a product has been cut from a major story, that’s not great, but there is nothing we can do about it. I also ensure that we have a good working relationship with all our clients so they know we are working hard for them. If a client is unhappy, it can lead to stress, so I don’t let this happen.
What are three must-have tools, apps, or products that are essential to your job?
Xero for accounting; Instagram for marketing; and Squarespace for website.
What do you wish more people understood about your job?
I don’t let anything that is out of our control stress me out. If a product has been cut from a major story, that’s not great, but there is nothing we can do about it
What type of person thrives at your company?
What would you tell someone who wants to be you when they grow up?
I have 3 things: Never turn anyone down for a cup of coffee (even if you think they are of no use to you), work hard every day, and be yourself. It pays to be nice to people!