Owa Yurika is a directional childrenswear brand: where Japanese aesthetics meets London cool. I joined the team as Head of PR and Sales in February 2018. I am in charge of both Communications and Sales strategy for the brand.
February 2018 -
I work with Amy Lynn as Strategist for the brand. I develop and help to implement strategies for both new and existing products and services by evaluating and, if necessary, influencing all phases of the journey from design and merchandising, distribution to advertising, product placement as well as PR and Social Media campaigns.
January 2018 - April 2018
I consulted for Dark Pink for their SS18 collection and general brand positioning. It was a fantastic experience as it was the first time I got to work directly with a high street brand. I produced a look book shoot and provided various brand strengthening solutions.
BRAND CONSULTANT / ARTIST AGENT
October 2016 - PRESENT
I am Basia Gorska's agent and I work on her behalf to represent, promote and sell her work. I am the first point of contact for galleries, dealers and art fairs.
I find niches for Basia's work and advise as to how steer and manage her career including her online presence. I deal with all the communication, budgets and logistics.
Band of Outsiders
November 2016 - September 2017
When Band of Outsiders relocated to London I was called to join the team to be part of the process. In comparison to previous positions, my role there was very finance and business oriented with a focus on negotiating contracts with producers and suppliers.
It was a project based assignment where I was involved in each department set up and evolvement, starting with design and merchandising, product development and production, as well as marketing, finance and sales. I was also overseeing the budget for each.
I directed the e-com launch and all related social media and PR campaigns. I produced shoots and signed off sample requests as well as was the first point of contact for brand assets. I was also a wholesale representative for the brand in Milan and Paris.
May 2017 - September 2017
I coordinated the samples stage collection development and consulted on how to bring St. Beex product to the European market.
July 2016 - January 2017
I came onboard to Vilshenko as Brand Manager to cover for a maternity leave.
It was a very exciting time in my professional journey as I was overseeing all global brand communication by leading and supervising PR agencies in London, NY and Moscow.
I was responsible for execution of all brand marketing activities and assets including look-books and social media content.
I was also in charge of coordination and budget upkeep of brand partnerships and events (eg. Buro 24/7 and Farfetch's third annual Buro Fashion Forward Initiative in Paris where Vilshenko was a special guest).
PR SERVICES COORDINATOR, ARCHIVE AND GIFTING
January 2015 - June 2016
I initially joined Stella McCartney's Press Office as PR Assistant. After six months in that role I was promoted to PR Services Coordinator, Archive and Gifting.
Reporting to World Wide PR Director, I would make event specific and/ or influencer specific target lists. I would then place stock orders and allocate them to each press office ensuring the timely distribution as per the target list.
I also ordered and allocated press samples of each of Stella's lines to correspond with regional DOS buys.
Further, I managed Stella's in-house archive inventory and archive loans for high profile events such as Cannes Film Festival, Oscars and as costumes for film placements.
Other duties included overseeing brand involvement with charities and organising sample sales.
March 2013 - January 2015
I joined Karla Otto as an intern in final months of my studies at Central Saint Martins. Upon completion of my degree, I was offered a permanent position in the logistics department.
I cooridnated the collections seasonal transfers between the agency, its various offices as well as the vendors.
For the time that any collection was with the agency, I assisted senior team members to secure product placement and press coverage by managing domestic and international: VIP and press requests.
Karla Otto is where I learned the core of Luxury PR.
PR AND WHOLESALE ASSISTANT
October 2011 - June 2012
I was offer a position at Haynes to work across the PR and Wholesale departments.
On the PR side, I managed sample trafficking to secure maximum product placement and minimise any missed coverage opportunities. I also worked on all accounts evaluations and seasonal reports.
On the Wholesale side, I assisted with the B2B collections sales in Paris as well as everyday showroom management.
ASSISTANT STORE MANAGER
May 2009 - November 2009
Braccialini, then in Conduit Street in London, was my first important retail experience. I learned the basics of Inventory, Visual Merchandising, Buying as well as Customer Service.
November 2008 - January 2009
Buccellati was one of the very first direct contacts that I had with the luxury industry. I was accepted for a PR Internship that focused on brand management as a whole rather than the product PR. I assisted with the creation of a PR plan for the Mayfair branch.
Central Saint Martins
BA (HONS) CRITICISM, COMMUNICATION AND CURATION: ARTS AND DESIGN
2008 - 2013
BA CCC, part of Culture and Enterprise Programme at Saint Martins, was an academic degree delivered by industry professionals such as cultural historians, journalists, film makers, curators and designers.
My selected pathway focused on fashion, film and photography. BA CCC was undoubtably the most important time in my career and I would not be able to do what I do without what I learned there. You can read more in the ABOUT section.
London College of Fashion
ACCESS TO FASHION PROMOTION MEDIA
2007 - 2008
Access to Fashion Promotion Media at the London College of Fashion, was both a practical and theoretical introduction to the varied disciplines of fashion. It consisted of Fashion Photography, Styling, Journalism as well as PR and Marketing.
It created a strong foundation for my academic and professional career.
Universita Degli Studi Di Milano
2005 - 2006
During my stay in Italy, I took a course in International Law at the University of Milan. The programme covered Law of Nations, split into Public International Law, Private International Law and Supranational Law.