Why This Founder Moved To London To Gain Five Work Hours

London move created five-hour advantage

Relocated from New York to London as a solo founder to work across both time zones simultaneously, gaining extra hours to manage communications and get ahead on deliverables.

Niche specialization improved client retention

Transitioned from generalist PR accepting any industry to exclusively fashion and accessories, resulting in multi-year client relationships that became her primary success metric.

Passion-based filtering replaced revenue chasing

Evolved from saying yes to every revenue opportunity to partnering only with brands she personally wears and respects, prioritizing enjoyment and alignment over pure growth.

Layoff forced immediate entrepreneurship

Launched Vanetton in 2023 immediately after being laid off with no savings, leveraging existing side clients and adopting a 'fake it till you make it' approach to land new business.

Self-taught methodology through cold outreach

Developed her own PR formula while working as an assistant by cold-pitching editors and building media lists from scratch, focusing on celebrity placement and sample trafficking.

Luxury retail foundation shaped service standards

Learned high-touch client experience and non-salesy presentation techniques working at Louis Vuitton during college, applying these principles to elevate her agency's approach.

Conversion metrics replace vanity coverage

Modern brands now prioritize sales impact and direct revenue over traditional media mentions, requiring laser focus on influencers and channels that drive actual purchases.

Alternative platforms dominate reach

Substack and TikTok have become essential PR channels, with engagement and conversion ability outweighing raw follower counts, especially for Gen Z consumers.

IRL experiences cement brand credibility

Tangible, in-person brand activations remain critical for establishing how companies show up offline and creating cohesive perceptions beyond digital touchpoints.