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As a part of the Morning Lazziness collection about empowering ladies who encourage and do unimaginable issues with their concepts in society, I had the pleasure of interviewing Yael Fraynd.
YaYa Publicity is a number one vogue and advantageous jewellery PR company identified for its brand-building experience and robust trade relationships. Based in 2008 by President and Proprietor Yael Fraynd, the company has established itself as a powerhouse within the vogue public relations area, representing a curated roster of forward-thinking and design-driven manufacturers.
With a give attention to natural development and genuine model visibility, YaYa Publicity bridges the hole between shoppers and key trade gamers—editors, stylists, influencers, and tastemakers. The workforce is devoted to a customized, hands-on method that ensures each collaboration is strategic, inventive, and tailor-made to raise every model’s distinctive voice.
From securing top-tier editorial placements to cultivating long-term model loyalty, YaYa Publicity continues to form and assist the success of vogue and jewellery manufacturers throughout the globe.
What impressed you to start out your individual PR company, and the way did you get your first consumer?
Entrepreneurship runs in my blood—my dad all the time had that mindset, and it left a powerful impression on me. After relocating to New York Metropolis to open the primary NYC workplace for my earlier employer, I discovered myself doing all the pieces solo—taking conferences, pitching press, constructing relationships, chasing new enterprise. Sooner or later, I had a second of readability: If I’m doing all of this by myself, why am I doing it for another person?
That realization was the push I wanted to start out my very own company.
As for my first consumer, it’s a narrative I really like telling. I used to be flying to Los Angeles for some networking, and my flight bought delayed. Whereas ready on the counter, a person observed the stack of bracelets I used to be carrying which had been items from a consumer I used to work on. He requested about them, and I informed him I had simply launched my very own PR agency. Every week later, he signed on as my first consumer. He stayed with me for years, and we keep up a correspondence to at the present time. It was a type of serendipitous moments that strengthened I used to be on the proper path.
What distinctive challenges have you ever confronted as a girl entrepreneur within the PR world, and the way did you overcome them?
To be trustworthy, I’ve been blessed. I’ve by no means confronted any points attributable to being a girl.
How do you keep forward of traits in an trade that’s continuously evolving with media and know-how?
The world is continually shifting, and probably the most essential issues I can do for my shoppers is keep forward of these modifications—particularly in the case of know-how. Once I first began in PR, success meant securing a function in a print journal. Digital placements had been usually seen as second-tier, and the concept of working with influencers was nonetheless met with hesitation. However I discovered myself in a novel place—I selected to embrace the brand new, even when it felt unsure. I leaned into digital alternatives and constructed early relationships with influencers when that area was simply starting to take form. Change isn’t one thing to concern—it’s one thing to navigate. My aim has all the time been to maintain shoppers on the forefront of the evolving media panorama, guaranteeing we’re not simply reacting to traits, however transferring with them—or forward of them.
What’s your go-to technique for constructing robust, lasting relationships with shoppers and the press?
Authenticity! I’ve discovered that in an trade the place so many relationships can really feel transactional, what actually stands out is real connection. I really love what I do, and I care concerning the folks it brings into my world. Lots of my skilled contacts have develop into shut buddies over time, and meaning rather a lot to me.
It’s by no means nearly what are you able to do for me. I attempt to present up, even when there’s nothing to pitch. For instance, throughout COVID, when the trade slowed down and work was scarce, I didn’t simply disappear. I despatched lunches to editors working from dwelling, snacks to buddies in LA—small gestures to remain related and present I care, even exterior of enterprise.
Face-to-face time additionally issues. Anybody can ship an e-mail, however taking the time to satisfy in individual, when doable, goes a great distance. These private touches construct belief, and that’s what creates relationships that final.
Are you able to share a marketing campaign or media second you’re particularly pleased with—and why it stands out?
For me, it’s the firsts that basically stand out. My first movie star placement was with Miley Cyrus again once I first began—an enormous second, and much more significant as a result of the consumer from that placement remains to be with me at present. Then got here my first cowl placement with Ashley Tisdale, and my first Oscars second—each marking a brand new degree in my profession.
However one of many largest highlights so far was securing a placement for a consumer on Kendrick Lamar throughout this yr’s Tremendous Bowl halftime present. That sort of publicity is sort of unattainable to duplicate—it was monumental, surreal, and easily the WOW second. Moments like that remind me why I really like what I do and the way highly effective the proper placement may be.
Which platforms or techniques have been handiest for rising your individual model visibility?
Actually, phrase of mouth has been essentially the most highly effective device. My focus has all the time been on delivering the absolute best outcomes for my shoppers, and if you do nice work, folks speak. That’s what drives the sort of natural development that’s each lasting and significant. Once I first began, I might spend hours scrolling via purchasing websites, reaching out to manufacturers I genuinely liked. It was all about hustle and placing myself on the market. Now, I’m lucky that a lot of our new shoppers come via referrals or from seeing our work featured on Instagram. Social media has helped showcase what we do visually, however on the finish of the day, robust consumer relationships and confirmed outcomes have been the muse.
What function has mentorship performed in your journey, and the way do you pay it ahead to others within the trade?
I began my firm once I was 22, and at that age, you don’t all the time take into consideration what may go unsuitable—you simply go for it. And in some ways, that fearless mindset helped me construct one thing from the bottom up. I didn’t have a standard mentor within the PR trade, however I did have my dad. He was my largest affect—an entrepreneur himself—who taught me the worth of taking dangers and believing in your individual imaginative and prescient. As a result of I didn’t have somebody guiding me via the ins and outs of this enterprise, I’ve made it a degree to pay it ahead. Whether or not it’s providing recommendation to interns, making time for espresso chats with these simply beginning out, or connecting folks to alternatives, I attempt to be the useful resource I want I had. Mentorship doesn’t all the time must be formal generally it’s nearly sharing truthfully, and supporting the subsequent wave of expertise.
How do you deal with high-pressure conditions or crises, whether or not for a consumer or your individual enterprise?
First, I breathe. I remind myself that nearly all the pieces in life is fixable—aside from well being. That
mindset helps maintain issues in perspective, particularly within the fast-paced world of PR. When a disaster hits, I give attention to staying calm and answer oriented. There’s all the time a approach to get forward of a narrative, shift the narrative, or reframe it in a extra constructive gentle.
What’s one piece of recommendation you’d give to ladies coming into the PR or communications trade at present?
Go for it. Don’t maintain again. There’s room for everybody on this trade—sufficient shoppers, sufficient tales, and all the time a necessity for excellent storytelling.
PR can really feel aggressive, however the reality is, there’s all the time area for contemporary views and new voices. Somebody out there’s ready for your perception, your concepts, your manner of doing issues—so belief your self and take the leap.
What are the 5 stuff you imagine are important to beat self-doubt and construct confidence on this discipline?
- Imagine in Your self
Confidence begins with trusting your instincts and your expertise. - Be Assertive
Converse up. Share your concepts. Stand behind your work. Being assertive doesn’t imply being aggressive—it means realizing your value and never being afraid to assert area within the room. - Don’t Take Issues Personally
This trade can include rejection or moments that really feel private—however don’t take it that manner! - Be Daring
Pitch the large thought. Attain out to the individual you suppose is “out of attain.” Confidence grows if you take dangers and understand how succesful you actually are. - Assume Exterior the Field
Creativity is your secret weapon. Don’t be afraid to do issues in a different way. A number of the greatest moments in PR come from considering past the anticipated and pushing boundaries.
Is there a quote, mantra, or philosophy that guides your decision-making and management as a magnificence entrepreneur?
Completely. A quote that’s been a mantra in each my household life and profession is from Wayne Gretzky: “You miss 100% of the photographs you don’t take.” It’s really a saying in my household–we’ve all the time believed in going for it, even when the result isn’t assured. (Additionally helps that we’ve a couple of ice hockey gamers within the household ☺ )
That mindset has formed each step of my journey as an entrepreneur. I began my firm younger, with no roadmap, however with a perception that making an attempt—and presumably failing—was higher than not making an attempt in any respect. Whether or not it’s pitching a daring thought, reaching out to a dream consumer, or navigating an trade shift, I all the time come again to that quote. You will have a lot extra to lose by holding again than by leaping.
How can our readers additional comply with your work on-line?
I might say Instagram is one of the best place to comply with alongside. It’s the 2025 model of a web site!
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