Sydney’s PR queen Roxy Jacenko hit minor snags with keeping her successful Sweaty Betty empire operational and profitable during COVID-19.
But as local PR firms struggle to stay afloat amid the coronavirus pandemic, Roxy is about to launch a new business with billionaire chicken heiress Jessica Ingham.
‘PR in Australia has taken a hit. There is a lot of uncertainty,’ Roxy, 40, told The Sunday Telegraph this week.
‘There is a lot of uncertainty’: Roxy Jacenko, 40, (right) is gearing up to launch her new business with chicken heiress Jess Ingham, (left) as PR agencies struggle to stay afloat
Despite her publicity company being majorly impacted by the pandemic, she claims she always had a plan in case business slowed down.
‘I’m fortunate that business has started to pick up again, but I always had a game plan if something like this happened. I know nothing lasts forever,’ she explained.
Roxy added that she always had multiple ideas in the works: ‘I’ve never been someone who (thinks) “business is flying, I don’t need to worry”.’
‘I know nothing lasts forever’: Roxy said she has always had multiple ideas and ‘game plans’ in the works for when things don’t work out
Over the past few weeks, Roxy has been teasing a new business venture with her long-time friend, Jess, on her social media platforms.
Last month, The Sydney-based entrepreneur shared the logo for her new brand, XRJ Celebrations, to Instagram stories and linked to the company’s business handle.
She had previously alluded to the new venture as far back as June.
‘I’m fortunate that business has started to pick up again’: While her PR company is doing well, she is still going ahead with her new venture with pal Jess Ingham (right)
Her new direction isn’t a surprise as Roxy recently revealed that isolation made her realise she ‘hated’ her high-stress job in public relations.
‘It’s been a realisation for me. I hated my job. I didn’t like what I was doing,’ she said on KIIS FM’s The Kyle and Jackie O Show.
‘I’m now semi-retired,’ she joked, explaining how the hectic nature of her job made it impossible for her to enjoy life.
Coming soon: Last month, Roxy shared a the logo for her new brand, XRJ Celebrations, to Instagram stories and linked to the company’s business handle
‘You don’t stop. You’re like a mouse on a spinning wheel and it wasn’t until we were in forced isolation…[I realised],’ she added.
While Roxy may be ‘semi-retired’, her flagship business Sweaty Betty PR will continue to be managed by her employees.
Roxy founded the company in 2004 when she was just 24 years old. Sweaty Betty’s former clients include Coles, Big W, Peugeot and Puma.
New venture: Back in June, Sydney’s PR queen hinted she would be launching her new venture on Instagram when she posted a picture of herself at a Sydney timber yard