CEO CHATS
A new interview series spotlighting female founders that inspire us. Each interview offers a glimpse into the vision, strategy and habits that help these women build their businesses.
Interviews With CEO Women That Inspire Us
CEO CHATS: Shamini Rajarethnam, Rationale CEO
Shamini Rajarethnam is the CEO of Australian luxury skincare company, RATIONALE - a position she has held since 2017. Under her leadership, RATIONALE has achieved significant commercial growth and success, expanding from a medical agency-only channel to a network of 14 Flagship locations across Australia and 100+ medical and aesthetic clinic stockists globally. In 2020, Rajarethnam led the RATIONALE business into an industry partnership with international beauty conglomerate, Amorepacific Corporation. What is your USP? / What sets your brand apart? I think it’s that we deeply care about what we do and that process is imbued across every touchpoint. It’s been the constant for over three decades. The exacting standards and elevated experience we want to deliver filters into every single aspect of the brand—including research, development, and product manufacturing. It’s led us to do things like vertically integrate and bring our manufacturing in house. It might not be the most commercial decision, but it is the best experience for our clients. "It’s led us to do things like vertically integrate and bring our manufacturing in house. It might not be the most commercial decision, but it is the best experience for our clients." In terms of product offering, we’ve maintained a very clear vision of ‘protect and repair’. This hasn’t wavered from the very first products Richard [Parker, Founder] formulated all those years ago: three steps in the morning reflect the skin’s innate needs for immune health support via fortified barrier function, antioxidant protection against oxidative stress and SPF protection against solar and environmental stressors. At night, three steps for barrier function repair, pH maintenance, and skin renewal support. What do you attribute your brand's success to? And why has your brand made headway in such a competitive market? We’ve always remained focused on who we are, what we stand for and who we are doing this for. We’re quite open about the fact that we’re not one to follow trends; our Research and Development faculties have been guardrails for us in many respects, focusing on their guiding light of healthy skin and what we need to do to maintain that standard. Over the years, we’ve made the difficult decision to say no to many things, where other brands might say yes, because it wouldn’t be true to who we are. That has translated into standing the test of time, over three decades in a competitive market. What is your key role today in the business? How has it evolved with time? My role is Chief Executive Officer, working closely with our Founder, Richard Parker, and our Executive Team. I first joined the company as the Digital Marketing Coordinator in 2011, and worked across various roles and departments, including the role of GM before stepping into my current role in 2016. Over the past nine years as CEO, my role has evolved and grown in tandem with the size of the business. In the beginning, being quite hands-on and operational. As the team has grown, it’s afforded me the opportunity to pull back a little bit more from the hands-on day-to-day, and dig into the more strategic, longer-term planning and vision for the brand and business. There are areas of the business where I still enjoy drilling down into the detail, but we now have a trusted team owning it. What is your Brand mantra? Luminous Skin for Life. This is true of what we promise (and deliver) in terms of visible results, but how we support our clients through various life stages and ages. We have Skin Therapists in our Flagship that have clients who first came to them in the dating stage of life, then as they prepped for weddings, and then had shifted skin concerns throughout pregnancy, postpartum, and even menopause. What advice would you give to someone wanting to start their own business in the beauty arena? Not specific to the beauty arena, but any business really…know your own weaknesses and blindspots, and don’t be afraid to articulate that - then hire experts in those areas. You need those systems or people in place to support and complement your own expertise, so you’re not getting bogged down in the areas that aren’t necessarily your native genius! How do you stay ahead and keep your brand relevant in our digital world? We’ve never claimed to be a digital-native brand, but digital continues to be our largest growth channel globally, so remaining nimble and evolving our platforms and offerings in line with client insights and behaviours is certainly a priority. There's so much opportunity in the digital space, but with that comes a lot of noise and competitor distraction, so it's a balance of elevating each interaction and touchpoint (whether that's ecomm functionality, client journey or aftercare), while ensuring easy discoverability and connection to our research and education cornerstones are maintained. Equally, our digital presence is just as much about how we complement the bricks-and-mortar experiences delivered in our Flaghips or via our agency partners. For our clients, they deserve a seamless, 360 experience that reflects and enhances their own lifestyles. Whether that’s as simple as a click-and-collect service, or same-day delivery to your next destination, or purely understanding what our client is seeking at different touchpoints—and meeting them there. It’s an integrated world, so we are constantly evolving, updating and elevating to assure that experience for them. "There's so much opportunity in the digital space, but with that comes a lot of noise and competitor distraction, so it's a balance of elevating each interaction and touchpoint" What can we look forward to seeing next from you, and the brand? We’re continuing to push innovation in our formulations, and looking forward to introducing a few new updates in the coming months, including introducing a new category. Outside of product, we’re excited to connect with new partners to reach our clients in more places, such as Equinox Hotels in NYC. Quickfire Questions Coffee Order A long black. What’s inspiring you? Currently, it’s the book ‘Unreasonable Hospitality’ by Will Guidara, the former owner of Eleven Madison Park. In context of work, there are so many relevant lessons and insights that really resonated with me in terms of how we can continue to level up our own client experience, whether that’s from the formulations we create, the services we offer, or the high-touch moments with our clients. Elsewhere, I am almost always drawn to the creative work from Loewe and Bottega Veneta. And I also follow a lot of interior design accounts for home life. Favourite business quote There are no sacred cows! I repeat this to my leadership team, reminding them we need to challenge ourselves and how we’ve always done things to balance remaining true to our ethos and staying relevant. Groundbreaking Brand I think Dyson is an incredible brand that has redefined several categories by essentially reinventing ordinary objects using extraordinary engineering, coupled with design to create desirable, aspirational products. How many brands do you know have created status symbol home appliances like their vacuums and fans to cult beauty products like their hair tools? Product you admire/wish you’d created! I’ve always said that I wish I created the zipper! I think it every time I see that ‘YKK’!
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CEO CHATS: Cassie James, CASSIES Founder
Cassandra James is the Founder behind CASSIES, a full-service wholesale consulting service specialising in helping beauty, luxury, and lifestyle brands expand their retail reach and grow in new markets. Before launching the agency in 2025, Cassie built her career in strategic global wholesale roles, serving as Head of Sales at Australian athleisure brand P.E Nation and Head of International at fashion agency Polly King & Co. We sat down with Cassie to talk about the launch of her new agency, CASSIES about how she knew the timing was right, her vision for the agency’s future, and why leaning on industry experts is so important for personal and brand growth. Can you define your agency? CASSIES is a 360 consultancy and wholesale agency offered to global fashion, lifestyle and beauty brands. We work with brands to streamline operations, drive sustainable growth and build meaningful connections in a constantly shifting global landscape. What inspired you to open your own agency? Trusting my instinct. I was nervous to launch something a little untraditional - especially in a space dominated by agencies with 10+ years under their belt. I felt there was space for something newer, more relevant, and more intuitive to how the industry works today. "Just because someone else is already doing it doesn’t mean you can’t do it better - or in a way that feels more you. That’s what pushed me to start." How did you know the timing was right? The timing is never truly right - you just have to take the leap and figure it out as you go. What gave me confidence was the consistent demand. Australian brands were already reaching out for advice, support, and connection and I realised there was a real gap for a trusted partner who could help them navigate growth from the across the world. That was my cue to double down and build something around that niche. What sets your agency apart? CASSIES is an accumulation of all of the skills, knowledge and relationships I have nurtured over the years – so its not just about sales. I experienced the traditional landscape of the global agencies and wanted to shake it up. "CASSIES is all about trailblazing new ideas and ways of working – it’s a new level of service for brands that feels more personal and boutique." Whether that’s stepping into the showroom, hosting events, executing pop-ups, bridging influencer and PR support, ascertaining market knowledge or just opening the right doors. The intent is more authentic and cross-functional. How do you manage your time between client vs stakeholders (influencer / press / VIP / creatives)? How do you ensure the right output vs retainer? As I’m in start-up mode, it’s definitely a juggle. "Right now, it feels like a lot of everything - but that’s intentional. I want to fully immerse myself in each brand and offer a new standard of service that feels both strategic and hands-on." Of course, this will evolve as the agency grows and we build out the right team and infrastructure. For now, I’m focused on showing up with impact and setting the tone for the kind of partnerships I believe in. What’s your Agency mantra? It’s not just sales. It’s a global partnership. My role goes far beyond just collecting wholesale orders - "I’m an active partner in building and elevating your brand across global markets." It’s about long-term growth, strategic placement, and making sure every move relates back to the bigger vision. What is the plan for CASSIES? In the short term, we’re in onboarding mode with some very exciting clients. "The focus is on staying agile and responsive to market shifts - which means showing up where it matters, whether that’s through pop-ups or presence in key markets like New York and Paris." Long term, the plan is to grow with real consideration and intent. I’m passionate about partnering with brands that truly align with my values and shared vision of success. It’s not about scaling fast - it’s about building something meaningful. What advice would you give to someone wanting to start their own agency? Find your niche. "Get clear on where you actually add value and what sets you apart - then build around that. Don’t just follow how it’s always been done." If your gut is telling you there’s a gap or a better way to do something, trust that instinct. If you’re feeling that need, chances are others are too. That’s where the opportunity lies. In an industry that changes so rapidly and constantly, how do you stay ahead and constantly pivot to stay fresh? I’m not afraid to ask questions or tap into the expertise of others. I love hearing different perspectives, especially from people outside my immediate field because our industry is so interconnected. They’re specialists for a reason, and I don’t believe in being too proud to ask for help. I also stay close to what’s happening culturally - through podcasts, news, media and friends in the industry. This helps to spark ideas or identify shifts early. It keeps me inspired, informed, and open to pivoting when something new emerges. Working across so many brands, how do you creatively ensure they maintain their unique sense of identity and you are constantly rolling out fresh concepts to stay relevant? This is my creative outlet. I genuinely love problem solving and developing strategies that feel true to a brand’s identity and vision. "Wholesale can sometimes feel restrictive, with brands boxed into certain categories or departments, so I’m always looking for ways to challenge that through unique partnerships, placements, and collaborations." In such a competitive space, brand identity has to be unmistakable. That’s why I make sure every wholesale opportunity we pursue feels aligned, considered, and where the customer expects to find the brand - never forced. That’s what drives both cut-through and sell-through. How do you choose which clients to work with? Do you have a partner selection process? Just a few months in, I feel really lucky to have had such an incredible calibre of brands reach out - it’s given me the confidence to be selective. "I look for brands that feel aligned both emotionally and commercially - those with a clear point of difference, scalability, and a pulse on where the market’s headed. I often know straight away when there’s a natural connection." Whether it’s the founder’s story, the product, or the brand storytelling. I usually place my consumer hat on first, which makes it easy to step into the role of ambassador and champion with authenticity. Quickfire Questions Coffee Order Black americano! What's inspiring you at the moment? It might not sound traditionally “inspiring,” but the recent tariff changes in the US have definitely sparked a wave of movement and strategic recalibration globally. Brands are actively reassessing their distribution and looking to expand into new markets - which is creating fresh opportunities and driving trade. It’s a reminder that disruption often creates space for reinvention, and that’s where I find a lot of energy right now. Your dream client? Jessica McCormack - Her influence in the fine jewellery space is unmatched. She doesn’t do wholesale, but if she did… I’d be first in line. Groundbreaking brand you admire? I am so excited to share that Australian’s leading luggage brand July has appointed CASSIES as their global expansion partner. July embodies everything it means to be ground breaking for me in terms of product innovation, branding and market leaders. I am very honoured to be a part of their team. Campaign you wish you’d done? I find the high-low collabs really interesting - so most recently, the H&M x Magda Butrym collaboration
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CEO CHATS: Ali Smyth, Electric Collective Founder
Ali Smyth is the Founder behind Electric Collective, a cross-cultural agency that interweaves fashion, lifestyle, music, and culture authentically to create impactful and memorable results for clients. Since establishing the agency in 2014 Ali has worked with range of notable brands including Gucci, SAINT LAURENT, Splendour in the Grass, Gigi Hadid x Reebok, Matthew McConaughey x Unyoked, NAGNATA and adidas Originals. We caught up with Ali to talk about the power of a strong and loyal team, the value of building genuine networks, saying yes to every meeting (though not every opportunity!), and what she’s learned over 20 years in the industry. Can you define your agency? Electric Collective is a full-service communications agency built on authenticity, trust, and intuition. We’re known for navigating the worlds of fashion, lifestyle, food & beverage, culture, and music with sharp thinking, creative excellence, and a strong editorial lens. "From global powerhouses like Gucci, SAINT LAURENT, adidas, and Pernod Ricard, to iconic names like Song for the Mute, Mary’s, NAGNTA, Alix Higgins, P+V, Solare and Eva - we help brands build meaning and cultural relevance in an ever-evolving landscape." Our services include strategic brand communications, media relations, influencer engagement, VIP and talent relations, event concepting and management, partnerships and collaborations, press office management, and campaign ideation. Whether it’s a fashion week moment, a global media launch, a grassroots activation or a music festival dealing with global touring talent, their management and the brands we can align them with - we shape stories that cut through. As a business, we are proud members of the Australian Fashion Council and CPRA (Communication & Public Relations Australia). As Founder, I actively contribute to creative and cultural bodies advocating for Australian creativity, nightlife and the broader arts community via the Sydney Symphony Orchestra (a part of the Vanguard SSO Board), Arts Matter, and Taronga Zoo’s Annual fundraising committee Zoofari Gala. What sets your agency apart? Relationships. Experience. Care. Heart. "We’ve built trust in rooms that matter - with media, talent managers, stylists, creatives, venue owners, and brand leaders." Our clients know that when we bring them an opportunity, it’s considered, strategic, and rooted in impact. We don’t chase hype; we build legacy. We’re proud to bring that same value to our wider network. Media, talent, and third-party partners know we show up consistently, communicate clearly, and deliver with purpose. And perhaps most importantly, we bring that same care and consistency to our team - I have amazing staff longevity, with notable mentions to Rosie, Claudia, and Georgia - my three core humans who work diligently with me side by side through thick and thin. And other incredible humans that are stepping up, learning, sharing and - I hope - staying with us for the long run. Working through different avenues of careers and finding their own path. Their loyalty, brilliance, and dedication are a huge part of the Electric Collective story. "Longevity and long-term thinking are at the core of everything we do, whether it’s a client relationship, team culture, or media engagement, we believe meaningful work takes time, trust, and shared ambition." Whats your agency mantra? Do good work with good people, and trust your gut. We lead with heart, guts and vision - that’s how we show up, and that’s what our clients come to us for. How do you manage your time between client vs stakeholders (influencer / press / VIP / creatives)? How do you ensure the right output vs retainer? It’s a daily dance and one that comes down to clarity, boundaries, and trust. We invest time upfront to understand our clients’ true objectives, then align that with the media and cultural landscape. That allows us to advocate, filter, and finesse in equal measure, ensuring our time is always creating value. "If it doesn’t serve the bigger picture, it doesn’t make the plan. We work smart, stay close to the brief, and keep communication open because when expectations are clear and purpose is shared, the results always follow." Why has your agency stood the test of time? Resilience and relationships, and the obvious wonderful results. "We’ve weathered trend cycles, budget cuts, algorithm shifts, and brand overhauls - but never wavered on our values." We’re small by design, selective by necessity, and relentless when it comes to delivering results. That consistency earns trust, and trust is what keeps the doors open. What advice would you give to someone wanting to start their own agency? Be crystal clear on what you stand for and what you won’t stand for. "Reputation is everything. Don’t overpromise. Build a network before you need it. And always, always take the meeting." The long lunches, random introductions, those moments at events - they all matter. Especially in this industry. And work hard with heart and soul. Make it real and make it count. In an industry that changes so rapidly and constantly, how do you stay ahead and constantly pivot to stay fresh? We listen - deeply. To culture, to editors, to retailers, to whispers on the internet. We invest in global trend forecasting tools and subscribe to media intel platforms, but nothing beats curiosity. We’re not afraid to test ideas quietly before they go wide. And we lean into the emerging generations. They’re not waiting for permission, and neither are we. Working across so many brands, how do you creatively ensure they maintain their unique sense of identity and you are constantly rolling out fresh concepts to stay relevant? It starts with respect. For the brand’s DNA, their community, and the cultural space they occupy. "We tailor every strategy from the inside out, never rinse-and-repeat." Our team works across category and channel - from iconic fashion houses to disruptive food & beverage concepts, music festivals to wellness startups. We bring fresh perspective because of that range. Whether we’re working with heritage names like Gucci, Fendi, Splendour in the Grass, The Strand Arcade, Queen Victoria Building, LendLease, Australian Fashion Council or Pernod Ricard, to innovative thinkers like Mary’s, NAGNATA or Eva Sleep, or purpose-led platforms like Plate It Forward and The Hunger Project, we know when to push, and when to pause. "Relevancy doesn’t always mean louder; sometimes it means braver, sharper, or more intimate." How do you choose which clients to work with? Do you have a partner selection process? We say yes to alignment and no to aimless chaos. That said, we welcome the right kind of chaos: creative energy, bold ideas, ambitious pivots, as long as the people are kind and the goals are clear. We work best with clients who understand partnership - the kind that’s collaborative, honest, and long-term. We’re often brought in at pivotal brand moments: launches, repositioning, or growth. So we choose teams we believe in and leaders we respect. That’s non-negotiable. We also believe in doing meaningful work beyond commercial boundaries and proudly support NFP and pro-bono initiatives like the Global Women’s March, Plate It Forward, and the United Nations of Human Rights. Quickfire Questions Coffee Order My Mocca Master gets a work out at 6am serving a VERY large long black with a hefty slop of full cream (I’m an animal) in a VERY large keep cup that I’ll sip until after lunch. What's inspiring you at the moment? Creative resilience. Watching independent creatives build powerful careers outside of traditional structures. It’s a reminder that good ideas - with guts - always find their way. Brands that don’t listen to what they SHOULD listen to. Alix Higgins dances to his own tune, and makes it beautiful. But so does Silvas Portuguese Chicken in Petersham. You run a successful business for 40 + years with a beautiful staff, client and customer base - you got the formula nailed. Your dream client? Phoebe Philo’s namesake label. It’s everything - restraint, intelligence, quiet confidence. Boss Dog with a polished edge. Groundbreaking brand you admire? A hard one and so many, but currently scrolling Martine Rose. Subversive, thoughtful, always original. Campaign you wish you’d done? Rihanna’s Savage x Fenty launch. A masterclass in inclusivity, innovation, and cultural ownership. Whilst mega and commercial - nailed it, and I feel like Rhi, Travis and I would have a pretty fun night out at Mary’s if you gave us the chance.
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CEO CHATS: Sophie Pisano, Quartz Founder
Sophie Pisano is the founder and CEO of Quartz, the London-based PR agency already making waves since its relatively recent launch in June 2024. With an impressive client roster that includes River Island, Bio Sculpture, Faves, and Navy, Quartz is quickly establishing itself as a go-to in the industry. Prior to founding Quartz, Sophie held senior leadership roles across fashion and media - from CEO at K&H Comms to Chief Business Officer at Condé Nast Britain and Associate Publisher at Vogue UK. In this interview, Sophie shares what sets her agency apart, the lessons she’s carrying forward, and her vision for the future of Quartz. Can you define your agency? QUARTZ is a brand building agency, specialising in PR & communications, events and strategic commercial planning. We describe our agency as taking ‘a consultancy-led approach to driving agency-scale results’. By that we mean that we approach each new relationship with entirely fresh eyes and challenge ourselves to really get into the minds of that partner - understanding their strengths, weaknesses, culture, ambitions and resources to shape an entirely bespoke strategy and action plan, ensuring we can achieve brilliant results, every time. We believe wholeheartedly that the one-size-fits-all method is outdated, frustrating for clients and ultimately ineffective. Our individualised approach allows us to apply our creativity, relationships, experience and commercial mindset to driving genuine results and growth for our partners. What sets your agency apart? I’d say our success is attributable to two key factors; our team and our approach. Our team - In my view, "a service agency is only ever as strong as the individuals within it" and I’m incredibly proud of the team we’re building at QUARTZ - deliberately targeting varied skill sets and backgrounds to ensure we deliver broad thinking, a wide network of outstanding connections and extensive expertise for our clients. Half of our team previously held roles within the sales and events teams of publishing house, Condé Nast and the other half have experience from within some of the best-known Fashion & Beauty PR agencies. As a result, we are able to apply a uniquely commercial mindset - a strength that has proven to be of huge value to our partners. We’ve benefitted from the unique training that a sales environment provides - there is no challenge we can’t solve, no contact we can’t find, everything is a negotiation, and when we experience a setback we are naturally resilient and resourceful, learning from it and bouncing back better. Additionally our Head of PR & Communications, Jess, gained invaluable insights during her 5 years leading Net-A-Porter’s European PR team - learning to juggle the needs of the business, its stakeholder brands, whilst also supporting the profile building of the senior leadership team. Our approach - "At QUARTZ we take a ‘deliberately different’ approach to the services we provide" recognising the role that traditional PR plays in driving brand awareness (and satisfying the needs of shareholders and SEO) whilst knowing that it may well be the components we layer around that outreach that really moves the dial in a meaningful and exciting way. Whether that be in helping create unforgettable events, supporting commercial negotiations, playing a central role to shaping the visual identity, actively supporting network building or anything else - we endeavour to apply a 360 service to every client, coupled with an honest perspective and fresh ideas so we can become the 'essential' resource they can't live without. How do you manage your time between client vs stakeholders (influencer / press / VIP / creatives)? How do you ensure the right output vs retainer? When considering time management between clients and stakeholders, my view is that they are intrinsically linked and shouldn’t be distinguished. "You're only as strong as your relationships, so every interaction matters and no follow-up can be forgotten." However, earning the trust and respect of clients is also essential and takes time - it requires nurturing, reassurance, time and dedication - and the occasional requirement to park your ego and rework even the best ideas, if that's what a client wants (or budget needs!). I’m lucky that our team’s background in press pitching and/or commercial sales means it’s embedded in our DNA to constantly seek and establish new relationships and to then work really hard to take care of them so they can be long-lasting and fruitful. We know that allowing plenty of energy for external stakeholders ultimately spells better results for our clients, so we try to focus our eorts ‘outwards’ and only circle back to adjust the balance if we’re getting stuck in the weeds of too much internal back-and-forth. With regards to navigating output versus retainer, I’ll be honest and say this is something I’m still learning to fine-tune. In these early years, we're not in a position to be complacent or cocky - so if I need to make myself available for a client, I will always endeavour to do so - even when I feel stretched or their needs are time-consuming. I rely on a gut feeling that we’re doing what needs to be done to build a spotless reputation and future-proof ourselves, so I’m inclined to lean into giving ‘more’ than required now to establish that first, and revisit boundaries down the road. For me personally, that also means looking to those around me to maximise our output in as efficient a way as possible - my old boss used to regularly remind me that the key to becoming a leader was in learning to effectively delegate and this is still something I’m working on now - it’s not easy when you’re a perfectionist, but it is essential! What’s your Agency mantra? ‘Being successful and being kind are not mutually exclusive’ - gone are the days where we need to mow others down in our own pursuit of success! Be polite and professional, be kind and considerate, have fun and don’t be afraid to champion those around you! Also ‘Never stop learning’ - my pet peeve in an individual who thinks they’re beyond personal or professional growth. ‘Surround yourself with half full cups’ - relentless positivity and a good sense of humour makes everything feel doable. What does the future hold for Quartz? We're really just getting started and are so excited for the opportunities ahead. We’ve recently spent some time reevaluating our business plan and have since established defined agency divisions - "QUARTZ Communicates, QUARTZ Creates, QUARTZ Consults and the QUARTZ Collective… with a few more planned for future expansion and diversification." QUARTZ Communicates is our ‘always-on’, expert press office, led by the brilliant Jess Holman, QUARTZ Creates covers all experiential and creative projects, led by our events queen, Emma Farrell-Cox, QUARTZ Consults is a service we’ve recently defined for brands wishing to tap into our senior leadership directly - without the wider agency resource requirements - and the QUARTZ Collective covers a handful of strategic agency partnerships we’re in the process of formalising, in order to allow us to seamlessly amplify our existing internal resource pool and services. This will not only extend our offering to include specific new expertise in the creative, digital and AI space, but also will open doors for us in the European and EMEA territories too. One of our key values is to stay open-minded to how we can better our agency and services. The QUARTZ Collective allows us to really embrace new opportunities, relationships and partnerships with confidence and excitement - knowing that with external help, we can fill any knowledge gap and upskill our team more effectively and seamlessly in the process. What advice would you give to someone wanting to start their own agency? I received some invaluable advice before I started QUARTZ and I’ve repeatedly returned to these three golden rules - "1. Hire the best possible team members you can afford (and don’t be afraid to hire ahead of winning new accounts) 2. Be relentless in your pursuit of perfection (if a piece of work isn’t good enough, don’t let it leave the door) 3. Work back-breakingly hard in the early years (don’t expect it to be an easy ride). So, if you’re going to do it, do it properly!" I’d also say there is a key difference between starting an agency and a small consultancy business - if you want to run an agency, you’ve really got to embrace building a business head-on, establishing strong foundations in every area - including nurturing your team culture from day one; finding an outstanding and reliable accountant so you can have confidence that you’re on top of your company accounts and financial responsibilities; working tirelessly to build a strong pipeline of clients and revenue; and giving consideration to how you build your own agency identity and reputation externally. For me, having a team makes it all so worthwhile - we succeed together, fail together and ultimately learn together, so it has always been more appealing to work with others, rather than independently. I’d also say, ‘Don’t be gate-keeping, there's space for us all to succeed’. Some of the most valuable support and advice I’ve received has been from other successful and admirable agency leaders and I am so glad I put myself out there to ask questions and hope I can be of future value to others - there’s nothing better than connecting with like-minded individuals and championing each other up along the way. In an industry that changes so rapidly and constantly, how do you stay ahead and constantly pivot to stay fresh? Look up and out, and keep your eyes and ears open at all times - inspiration is all around, so don’t be afraid to observe and learn from others, and being inquisitive is a ‘must’. Also, say 'yes' to as many industry invitations as possible - you never know who you’ll meet. Working across so many brands, how do you creatively ensure they maintain their unique sense of identity and you are constantly rolling out fresh concepts to stay relevant? We believe there is room for every business to thrive, as long as our strategy is authentic to their core values and specific to them. Our goal is to "elevate every brand we work with, helping them embody the mindset and longevity of a luxury brand, whilst pushing the boundaries of creativity for wide-reaching excitement." Quite honestly, so much of our creativity is borne from the time spent developing a really interesting and dedicated team in-house. We really do actively try to ensure every hire is a dynamic-thinker and someone who has their finger on the pulse, with each individual offering something new to the agency profile. This enables us to constantly challenge ourselves to think bigger and better for our clients, helping our brands find their own identity, which in turn supports better competitor cut-through. It goes back to point 2 in the advice I mentioned above - ‘Be relentless in your pursuit of perfection’... every week we take the time as a team to run through every client and project to ensure that they’re in a good place and inject some fresh ideas, where needed. We want our brands to feel empowered to push boundaries, experiment with new ideas and consider new audiences, whilst also staying relevant. We introduce a perspective that supports long-term success and relevance - helping them stand out from the crowd, whilst staying true to their individual identity. How do you choose which clients to work with? Do you have a partner selection process? Whilst we don’t have a specific partner selection process, we do always ask ourselves at the outset ‘Can we do a good job for them?’ - as long as the answer is ‘yes’, we take a very open-minded approach to how we might be able to support their ambitions. In some cases that might mean considering objectively if we need to introduce additional resources or expertise in order to do that, and in other cases, it might mean that we need to adjust our agency deliverables to fit their budget parameters. An absolute fixation of mine is being realistic in the expectations we set whilst pitching - I think it is far too easy to fall prey to promising the world when pitching against other well-established agencies, but I really believe it can do untold damage to a client relationship from the outset. Yes, that means that sometimes we might lose out to others because we are a little more tempered, but our intention is always to then leave ourselves the space to exceed expectations down the line and I believe that we connect with the right partners in doing so. We’re proud to have an incredible client roster of brands that challenge our learning in entirely different and diverse ways. Building this out further is always a focus for us and with a few exciting conversations in the pipeline, we look forward to sharing news of these wins as they come… Quickfire Questions Coffee Order Small cappuccino with an extra shot in winter, iced black americano in summer. What’s inspiring you? I feel incredibly lucky that as part of my role, I get to connect with an ever-growing group of incredible people day-in, day-out! Nothing has been more heart-warming, inspiring or surprising (if I’m honest) than experiencing the support, cheerleading, advice and connection I have since starting QUARTZ - in many ways it’s been the highlight of my journey so far. A few names I’d particularly call out: Emmy Brunner - an incredible executive coach who I connected with in January after she slid into my DMs! Her 3 month programme has been incredibly thought provoking, energising and eye-opening - I really have had a total mindset shift since meeting her, she’s challenged me to think ‘bigger’ and I now have a much greater clarity in understanding how I will achieve my goals. Roxie Nafousi - one of my greatest cheerleaders and most supportive friends. Her success and the way she approaches her business inspires me daily, but I particularly love that she also always takes the time to celebrate and actively champion those around her. Sahar Hashemi - someone who finds the time and energy to celebrate and amplify everyone but herself, even though she’s often the driving force. Clare Goodwin - A fellow agency Founder, I love seeing her business fly and really value her perspective and advice. Emma Farrell-Cox - one my QUARTZ team, Emma is an extraordinary woman, but would be truly mortified to hear anyone say that. Her path has been a challenging one and I am so incredibly proud and inspired by the woman she is today. Louise Thompson - one of the most resilient and funny women I’ve ever met, I really admire her ability to find the light at the end of every tunnel. Jessica Diner - not only is Jess a kind and reliable friend, the way she juggles plates is truly awe-inspiring and has me wondering how on earth she manages to be everywhere all at once, and still standing at the end of it. Also one of the most fun women I know. My best girl friends, Soph, Poppy, Suz, Lucy, Flo, Occy, Harriet and Phillippa - all of whom have had incredible successes professionally (some running more than one business at a time!) - whilst also being brilliant, loving and present mothers. Our Whatsapp chats are my own internal ChatGPt - essential portals for advice, celebration, encouragement and endless entertainment. And last but not least, my sisters - my living embodiment of unconditional love, I am grateful for them every day! Your dream client? This is something we talk about all the time! My beloved work-wife (and QUARTZ COO) Rachel Jansen, and I have now created a ‘QUARTZ Client Vision-board’ in the oce to help us channel our focus and dream big… When I saw this question, my first thought was to be coy about it and then I thought f*ck it, let’s put this out in the universe and make it happen. So for me, Me+Em, SKIMS and ON Running would be absolute dream clients - if (or when) they happen, I think I’ll pass out with excitement. Groundbreaking brand you admire? I had to pick two! Stanley - who would have believed that an 110 year old camping accessory business could become the viral, sell-out brand it is today! Fascinating and brilliant. Anya Hindmarch - I absolutely love how the Anya team put creativity and cultural relevance at the heart of everything they do. I really admire their ability to keep surprising and delighting, with elegance and humour over and over! Ever since reading Anya’s book ‘If in doubt, wash your hair’, I have been obsessed with this brand and the woman behind it. *Adds Anya Hindmarch to QUARTZ Vision Board* Campaign you wish you’d done? The RHODE lip peptide phone cases - absolutely genius.
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CEO CHATS: Sophie Lamotte, SE:COMMS Founder
Sophie Lamotte is the Founder behind SE:COMMS, a dynamic brand communications agency rooted in collaboration and creativity. Since launching in 2016, Sophie has worked across the fashion, tech, and beauty industries in London, Paris, and New York City, partnering with an impressive roster of brands including Paris Texas, Cybex, and Diane von Furstenberg. We sat down with Sophie to discuss the importance of staying abreast of differing industries, the fast-paced nature of PR and the global expansion of SE:COMMS. Can you define your agency? SE:COMMS is a brand communications agency with a focus on fashion, lifestyle and wellness. "With bases in London and New York, we manage projects on a global scale, creating connections across diverse countries and industries." What's your agency mantra? "Connection and community." In an ever evolving technological world, it's about creating those moments that are timeless as well as finding the right people that are a good fit for our clients. What sets your agency apart? We are a small team, extremely collaborative and hands on, as well as nimble, which helps in a fast moving industry! "Working across a variety of industries, representing both brands and talent, gives us a lot of intel and helps bring different perspectives and connections to the table." How do you manage your time between client vs stakeholders (influencer / press / VIP / creatives)? How do you ensure the right output vs retainer? It's about being mindful in regard to how we spend our time most efficiently whilst generating the best results for our clients. The work is spread across the team, "who all have clear responsibilities, and we make sure we have clearly defined scopes with clients." What does the future hold for SE:COMMS? We are expanding into different sectors, looking to Europe and continuing to adapt to the ever evolving field of communications. What advice would you give to someone wanting to start their own agency? Have a very clear vision, find your niche and "be willing to work really hard" .. and don't forget to enjoy the process and have fun along the way! In an industry that changes so rapidly and constantly, how do you stay ahead and constantly pivot to stay fresh? Working in communications is like steering a boat, "nothing is ever set in stone and we are always moving forward." In our industry it's really important to remain curious and open to change - it's the nature of the business we are in. Working across so many brands, how do you creatively ensure they maintain their unique sense of identity and you are constantly rolling out fresh concepts to stay relevant? It’s key to have a diverse and international team that has different perspectives and inputs. We also make sure that our clients are well balanced, working across different sectors. "Finally, it's really important to immerse yourself in things outside of your industry, to not limit your inspiration and to constantly stay relevant." How do you choose which clients to work with? Do you have a partner selection process? We need to have shared values and ambitions. It's also very intuitive and we need to have the right personality fit too. Talk to us about your International expansion? We are currently working in both London and New York and we are really excited about Europe, and how we can support clients there. This is something we will be exploring over the next year. Quickfire Questions Coffee Order I've just come out of a matcha and no coffee phase, which was great but I missed it, so currently I'm drinking a double espresso with a drop of frothy oat milk! What’s inspiring you? I'm very lucky that my job allows me to meet different people every day, which I find so inspiring. I love meeting people that are passionate about something and building great things, and it's even better when we get to work with them! Your dream client? A client in hospitality would be a dream. Groundbreaking brand you admire? Currently DL1961 and their commitment to sustainable production. Campaign you wish you’d done? Everyone in the office (including myself) all want a Burberry bikini summer!
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CEO CHATS: Dominique Temple, DT CONSULTING Founder
Dominique Temple is the Founder and CEO behind DT CONSULTING, a full-service brand-building and communications agency specialising in launching global beauty, luxury and lifestyle brands. Since launching in early 2024, Dominique has quickly built an impressive client roster, including Rhode, Merit, Dr. Barbara Sturm, Tower 28, and Réalisation, to name just a few. We sat down with Dominique to talk about how she juggles multiple high-profile accounts, what she looks for in the brands she partners with, and what’s next for DT CONSULTING. Can you define your agency? DT CONSULTING is a full-service brand-building and communications agency specialising in launching global beauty, luxury and lifestyle brands. Known for their strategic work and focus on brand development, Dominique and her team expertly harness the power of brand storytelling whilst delivering bespoke communications strategies, compelling brand partnerships, influencer marketing management and experiential events that disrupt, drive commercial success and build cultural relevance for brands. Their creative approach combined with a global network allow brands to garner long-lasting reputations and conquer new territories. What's your agency mantra? "Disrupt the market. Set every brand apart and take them to the next level. AND have fun!" I always encourage my team to be disruptive in their approach, bring a point of difference and stand out. We spend a lot of time as a team sharing what we have seen in the industry or parallel universes, researching new suppliers, venues, developing our network locally and globally, meeting with creatives to build relationships, adapt ways of thinking, develop brand collaborations and ideas to bring to our clients. So much of what we do is relationship based, so having strong contacts is really key to success and centred to my approach. What sets your agency apart? We are passionate about building brands of our generation. "We centre them in the cultural zeitgeist, garner long-lasting reputations, conquer new territories and drive commercial success." As strategic experts and storytellers, we harness the power of brand narratives with a creative approach to brand development, community-building and influencer marketing. How do you manage your time between client vs stakeholders (influencer / press / VIP / creatives)? How do you ensure the right output vs retainer? It certainly is a dance, but one that I really enjoy. I am super involved in the day to day with my team and clients. I love to be fully engrossed and delve into our client strategies and brand launches. I spend a lot of time working closely with our founders, c-suite and leadership teams on global thought-leadership, wider brand building and bringing to life the vision of each client. We excel working closely and collaboratively with our client in-house teams so really get involved in every detail and touch point becoming true growth partners. I also know how to hire brilliant talent who are experts in their own areas. "I am building a team that supports each side of the table so we all carry each other and bring a breadth of experience across different channels." It’s important to acknowledge what you know and what you don’t know, find the person that does and hire them! What does the future hold for DT Consulting? We have had an incredible 18 months of growth since I launched the agency so it has been a very busy few months, building the team out, already our first office move and of course servicing and developing our client roster. The support of clients and friends in the industry has been overwhelming and I will be forever grateful for this blessed start. We are focused on continuing to deliver high impact brand growth strategies for our clients, building our reputation in the industry and of course growing and developing the DT Consulting team. Through the trust of our work in the UK, we are starting to roll out more global services across EU, US and other key markets which is exciting. What advice would you give to someone wanting to start their own agency? Do it! Believing in yourself and creating something of your own is not to be underestimated. It creates a really rewarding sense of achievement that you cannot compare. I feel really proud to have created a welcoming and happy work environment for so many women to develop their careers and that we contribute daily to the growth of what I think are some of the best brands in the industry. We have a really good company culture that feels family-like and I will continue to nurture that environment. We are still a start up so everyone works really hard and goes that extra mile. I’m so proud of my team and the wonderful PRs / brand builders they all are. I feel so lucky to work with them on a daily basis. "I would also say, take risks when you feel it’s right! Ask questions and really listen. Have conviction in your instincts, they are often right." In an industry that changes so rapidly and constantly, how do you stay ahead and constantly pivot to stay fresh? Having started my career as a beauty editor, I have always understood the importance of understanding the industry at large and also industries that surround ours. It’s important to read what’s happening within global news, culture and other emerging markets. We are passionate about our industry in every way and evolve our approach adapting to what’s current and relevant. I am forever reading about our industry and taking inspiration from other creative people that inspire me across fashion, beauty, interiors, music, tech, culture and arts. I am particularly inspired when industries intersect. Some of the most successful collaborations and brands are born of this meeting of minds! Working across so many brands, how do you creatively ensure they maintain their unique sense of identity and you are constantly rolling out fresh concepts to stay relevant? "When I work on a brand, I have a vision in my head of where they need to go and what we need to do to get them there - it's like a puzzle.' I always say we are great PRs but we need the tools to support us, that is a great, often efficacious product, dedicated founders, strong marketing and of course, understanding the power of community and influence. Working with brands that share our vision and understand what it takes to grow brands to the next level is really important and what forms the best partnership. How do you choose which clients to work with? Do you have a partner selection process? As an agency I think it’s important to have a roster that compliments each other. Editor and influencer relationships are so important these days so you may be in one meeting talking about all or multiple of your brands and they need to work together or at least sit alongside each other. We are also a brand so it’s important to me that the roster reflects our approach and my brand vision for DT Consulting. Curating the right client list is everything and integral to success. Quickfire Questions Coffee Order Extra hot flat white. I have one a day around 6am and it’s genuinely one of my happiest moments in the day. I read the news overnight, read our clients' clippings, clear my emails in bed and get ahead of the day. I really cherish this time as then it’s pretty back to back until the evening. Your dream client? I feel so grateful for all of our DT Consulting clients. They were part of a dream I had one day and I feel proud to work with all the amazing founders, CEOS and marketing teams behind them. And of course, for the brands we haven’t worked with yet but I know we will, I can’t wait for them to join our journey. Groundbreaking brand you admire? I am continually in awe of rhode, their success and the amazing team behind it. They really inspire us as a business and I am so honoured to be part of their growth and brand journey. They are unstoppable. Campaign you wish you’d done? Miu miu x New Balance
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CEO CHATS: Robyn Catinella, CATINELLA Founder
Robyn Catinella is the Founder and Managing Director of CATINELLA, a Sydney-based communications and wholesale agency. Since launching the globally recognised agency in 2016, Robyn has delivered 360-degree support to an impressive roster of local and international clients, including Audemars Piguet, Christopher Esber, R.M.Williams, and Sarah & Sebastian. Before establishing CATINELLA, Robyn held senior leadership roles in the PR and fashion industries, serving as Press & Sales Director at EVH and later as PR & Sales Director at Ellery. In this interview, Robyn shares how she stays ahead in the fast-paced world of PR, her approach to maintaining creativity and individuality across clients, and her advice for fellow founders navigating the industry. Can you define your agency? CATINELLA is a creative communications and wholesale agency that embraces a modern 360 degree approach grounded in excellence, ingenuity and commercial insight. "We view each client through a design-led lens that prioritises storytelling, brand guardianship and meaningful connections, in ways that resonate long after the moment has passed." Our client portfolio uniquely spans global luxury and the new guard of Australian design, a juxtaposition that is unique to our agency. From heritage maisons like Audemars Piguet and R.M.Williams to directional leaders including Christopher Esber, Common Hours, Cushla Whiting and Courtney Zheng, we navigate both legacy and emerging voices with equal care and conviction. We’ve also played a pivotal role in launching globally recognised brands such as Matteau, SIR The Label, Paris Georgia, Aya Muse, Esse and Beare Park, offering a dual lens of communications and wholesale strategy that builds brand equity from the ground up. It’s this ability to balance prestige with progression that distinguishes us locally in Australia. What sets your agency apart? Our people, creativity and passion. I am so proud of our team and what we achieve daily. "We innovate, not imitate, and we move fast. We are a boutique agency and this means we can remain nimble whilst doing everything with intent." We are also intuitive, and let this intuition guide our approach. Our work is underpinned by strong relationships and meaningful strategy, and we are structured to deliver commercial and creative impact in equal measure. With dedicated wholesale and communications divisions, our strategic thinking is both broad and deep, allowing for cross-pollination and holistic brand growth. Christopher Esber is a leading case study for us, where both sides of the agency have worked in synergy to support global expansion. Few agencies offer both disciplines at the level we do. How do you manage your time between clients vs stakeholders (influencer / press / VIP / creatives)? How do you ensure the right output vs retainer? We approach every brand as if we’re an extension of their in-house team. Brand guardianship is a privilege, and with that comes deep listening, sharp prioritisation and a commitment to meaningful outcomes. We value quality over quantity, and the balance lies in the lucid. We don’t seek to do everything - we aim to do the right things, intentionally. Every touchpoint is purposeful. That means being honest with time, clear in scope, and agile in execution. (Just like dating) there’s no time for games - that way we can stay aligned with scope, strategy and budgets. What’s your Agency mantra? Energy and light are everything. What you give out is what gets absorbed, so invest it with intention. Protect your energy, avoid the drainers(!), and move through the world with clarity and care. Lead with lucidity, trust your instincts, and honour the process. "Above all, people matter most." Work with those who are in alignment, creatively, energetically, ethically, and the magic will follow. Why has your Agency stood the test of time? Grit, passion & perseverance mixed with creativity, dedication and intuition. We remain curious and seek the magic in the undiscovered, while staying grounded in strategy and substance. What advice would you give to someone wanting to start their own agency? If you’re going to do it, truly commit. Take the leap of faith and trust your intuition, it will be your most valuable compass. Build strong foundations, protect your brand like it’s your name (because it is), and lead with integrity. "Prioritise building genuine relationships; they are the most valuable currency in this business and will carry you further than any quick win ever could." Don’t waste energy stressing about the people who don’t understand your vision, focus on the ones who do, and build with them. Stay consistent, stay curious, and stay kind. Vision matters, but execution is what gets you there. Why has your Agency stood the test of time? By staying present. We listen more than we speak, we observe more than we react. Our focus is on purposeful action, not noise. Fresh thinking comes from being grounded and open to both feedback and evolution. Working across so many brands, how do you creatively ensure they maintain their unique sense of identity and you are constantly rolling out fresh concepts to stay relevant? It begins with deep listening and understanding. "Each brand has its own voice, rhythm, and reason for being. Our role is to distil that essence and amplify it without ever diluting it." We approach each brand like its own universe, with a bespoke strategy, tone and tempo. Creativity comes from context, so we draw from culture, conversation and intuition to keep things evolving. We resist rinse-and-repeat thinking, instead leaning into considered storytelling and ideas that feel timeless, not what’s on trend. No two clients are the same, and that’s where the magic lives. We stay creatively energised by honouring difference. Working across so many brands, how do you creatively ensure they maintain their unique sense of identity and you are constantly rolling out fresh concepts to stay relevant? While there is strategy behind everything, this also comes back to that intuition and energy. As the agency approaches its 10 year anniversary, each of our clients has found us, and that speaks volumes. We’re drawn to brands that are design-led, purpose-driven and committed to craftsmanship. We look for alignment in values and creative vision. It’s less about chasing scale and more about nurturing substance. Quickfire Questions Coffee Order Soy Latte. Always. What’s inspiring you? Ocean swims & photography are my go-to’s when I’m needing a creative refresh, but I’m also always inspired by those who aren’t afraid to go their own way and lead the next vanguard of creative thinking. The humans who face adversity & keep striving. Your dream client? (One with budget haha) The one who backs bold thinking and isn’t afraid to break the mould. Groundbreaking brand you admire? The Row. Their quiet yet ingenious approach leads by example. Khaite, I've been a fan since day one; their tension between structure and sensuality feels fresh every season. Beyond ready-to-wear, hotels like The Twenty Two in London and Borgo Santandrea in Amalfi are benchmarks of considered luxury and immersive storytelling, both worthy of admiration. Campaign you wish you’d done? Juergen Teller and Phoebe Philo’s iconic SS15 campaign with Joan Didion. A revered icon meets intellectual cool. Daniel Lee’s campaigns for Bottega Veneta also struck a powerful chord; each one felt visceral and immersive. The AW20 campaign with Mona Tougaard remains etched in my memory.
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CEO CHATS: Clare Goodwin, CGC Founder
Clare Goodwin is the Founder and CEO behind communications and talent agency CGC. Since it's launch in 2018 Clare has worked with some of the world's largest beauty brands including Glossier, Westman Atelier, Summer Fridays and Diptyque. We sat down with Clare to discuss the realities of running a global agency, the advice she has for fellow founders, and what’s next for CGC.
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