Sydney PR queen, Roxy Jacenko, has announced that she’ll be stepping down as director of Sweaty Betty. She founded the PR firm in 2004.
The announcement was made on Instagram on Thursday night, with the announcement written below a picture of Jacenko when she first launched Sweaty Betty.
“Eighteen years ago this was me. A hungry 24-year-old desperate to succeed (at something, actually anything),” she wrote.
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“No uni degree and a half-finished TAFE course, four months’ PR experience and a small office with a fax machine and cordless phone.
“Fast forward to today and I have weathered storms one could only assume you would see on a miniseries and heck, I think I’ve done it with gusto – but now it’s time for me to hang my PR shoes up (and no they were never stilettos they were trainers – why? Cause you can’t run in them) and say goodbye to my working life as I know it.”
As for what comes next, Jacenko will still be very busy with her other projects.
“I’ve lived and breathed Sweaty Betty (in sickness and in health, quite literally) but now it’s time to live, continue to build my own brands Pixie’s Pix & XRJCelebrations whilst managing my incredible talent within Ministry of Talent – which I just adore.
Pixie’s Pix sees Jacenko’s daughter Pixie Curtis promote items including toys, homewares, and clothing for kids, whilst XRJCelebrations sells decorative candles.
Ministry of Talent is a talent management agency founded by Jacenko that focuses its attention on digital influencers.
“I’m proud – I feel like I earned that title I’ve been labelled “PR Queen” and at the same time, I have tears because wow what a fucking ride it’s been!!!!!!!” Jacenko wrote.
“So before you hear it from anyone else, cause hey, once a PR girl, always a PR girl – here you have it straight from the horse’s mouth as they say!”