As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Yael Fraynd.
YaYa Publicity is a leading fashion and fine jewelry PR agency known for its brand-building expertise and strong industry relationships. Founded in 2010 by President and Owner Yael Fraynd, the agency has established itself as a powerhouse in the fashion public relations space, representing a curated roster of forward-thinking and design-driven brands.
With a focus on organic growth and authentic brand visibility, YaYa Publicity bridges the gap between clients and key industry players—editors, stylists, influencers, and tastemakers. The team is dedicated to a personalized, hands-on approach that ensures every collaboration is strategic, creative, and tailored to elevate each brand’s unique voice.
From securing top-tier editorial placements to cultivating long-term brand loyalty, YaYa Publicity continues to shape and support the success of fashion and jewelry brands across the globe.
What inspired you to start your own PR agency, and how did you get your first client?
Entrepreneurship runs in my blood—my dad always had that mindset, and it left a strong impression on me. After relocating to New York City to open the first NYC office for my previous employer, I found myself doing everything solo—taking meetings, pitching press, building relationships, chasing new business. One day, I had a moment of clarity: If I’m doing all of this on my own, why am I doing it for someone else?
That realization was the push I needed to start my own agency.
As for my first client, it’s a story I love telling. I was flying to Los Angeles for some networking, and my flight got delayed. While waiting at the counter, a man noticed the stack of bracelets I was wearing which were pieces from a client I used to work on. He asked about them, and I told him I had just launched my own PR firm. A week later, he signed on as my first client. He stayed with me for years, and we keep in touch to this day. It was one of those serendipitous moments that reinforced I was on the right path.
What unique challenges have you faced as a woman entrepreneur in the PR world, and how did you overcome them?
To be honest, I have been blessed. I have never faced any issues due to being a woman.
How do you stay ahead of trends in an industry that’s constantly evolving with media and technology?
The world is constantly shifting, and one of the most important things I can do for my clients is stay ahead of those changes—especially when it comes to technology. When I first started in PR, success meant securing a feature in a print magazine. Digital placements were often seen as second-tier, and the idea of working with influencers was still met with hesitation. But I found myself in a unique position—I chose to embrace the new, even when it felt uncertain. I leaned into digital opportunities and built early relationships with influencers when that space was just beginning to take shape. Change isn’t something to fear—it’s something to navigate. My goal has always been to keep clients at the forefront of the evolving media landscape, ensuring we’re not just reacting to trends, but moving with them—or ahead of them.
What’s your go-to strategy for building strong, lasting relationships with clients and the press?
Authenticity! I have found that in an industry where so many relationships can feel transactional, what really stands out is genuine connection. I truly love what I do, and I care about the people it brings into my world. Many of my professional contacts have become close friends over the years, and that means a lot to me.
It’s never just about what can you do for me. I try to show up, even when there’s nothing to pitch. For example, during COVID, when the industry slowed down and work was scarce, I didn’t just disappear. I sent lunches to editors working from home, snacks to friends in LA—small gestures to stay connected and show I care, even outside of business.
Face-to-face time also matters. Anyone can send an email, but taking the time to meet in person, when possible, goes a long way. Those personal touches build trust, and that’s what creates relationships that last.
Can you share a campaign or media moment you’re especially proud of—and why it stands out?
For me, it’s the firsts that really stand out. My first celebrity placement was with Miley Cyrus back when I first started—a huge moment, and even more meaningful because the client from that placement is still with me today. Then came my first cover placement with Ashley Tisdale, and my first Oscars moment—each one marking a new level in my career.
But one of the biggest highlights to date was securing a placement for a client on Kendrick Lamar during this year’s Super Bowl halftime show. That kind of exposure is nearly impossible to replicate—it was monumental, surreal, and simply the WOW moment. Moments like that remind me why I love what I do and how powerful the right placement can be.
Which platforms or tactics have been most effective for growing your own brand visibility?
Honestly, word of mouth has been the most powerful tool. My focus has always been on delivering the best possible results for my clients, and when you do great work, people talk. That’s what drives the kind of organic growth that’s both lasting and meaningful. When I first started, I would spend hours scrolling through shopping sites, reaching out to brands I genuinely loved. It was all about hustle and putting myself out there. Now, I’m fortunate that many of our new clients come through referrals or from seeing our work featured on Instagram. Social media has helped showcase what we do visually, but at the end of the day, strong client relationships and proven results have been the foundation.
What role has mentorship played in your journey, and how do you pay it forward to others in the industry?
I started my company when I was 22, and at that age, you don’t always think about what could go wrong—you just go for it. And in many ways, that fearless mindset helped me build something from the ground up. I didn’t have a traditional mentor in the PR industry, but I did have my dad. He was my biggest influence—an entrepreneur himself—who taught me the value of taking risks and believing in your own vision. Because I didn’t have someone guiding me through the ins and outs of this business, I’ve made it a point to pay it forward. Whether it’s offering advice to interns, making time for coffee chats with those just starting out, or connecting people to opportunities, I try to be the resource I wish I had. Mentorship doesn’t always have to be formal sometimes it’s just about sharing honestly, and supporting the next wave of talent.
How do you handle high-pressure situations or crises, whether for a client or your own business?
First, I breathe. I remind myself that almost everything in life is fixable—except for health. That
mindset helps keep things in perspective, especially in the fast-paced world of PR. When a crisis hits, I focus on staying calm and solution oriented. There’s always a way to get ahead of a story, shift the narrative, or reframe it in a more positive light.
What’s one piece of advice you’d give to women entering the PR or communications industry today?
Go for it. Don’t hold back. There’s room for everyone in this industry—enough clients, enough stories, and always a need for great storytelling.
PR can feel competitive, but the truth is, there’s always space for fresh perspectives and new voices. Someone out there is waiting for your insight, your ideas, your way of doing things—so trust yourself and take the leap.
What are the 5 things you believe are essential to overcome self-doubt and build confidence in this field?
- Believe in Yourself
Confidence starts with trusting your instincts and your talent. - Be Assertive
Speak up. Share your ideas. Stand behind your work. Being assertive doesn’t mean being aggressive—it means knowing your worth and not being afraid to claim space in the room. - Don’t Take Things Personally
This industry can come with rejection or moments that feel personal—but don’t take it that way! - Be Bold
Pitch the big idea. Reach out to the person you think is “out of reach.” Confidence grows when you take risks and realize how capable you really are. - Think Outside the Box
Creativity is your secret weapon. Don’t be afraid to do things differently. Some of the best moments in PR come from thinking beyond the expected and pushing boundaries.
Is there a quote, mantra, or philosophy that guides your decision-making and leadership as a beauty entrepreneur?
Absolutely. A quote that’s been a mantra in both my family life and career is from Wayne Gretzky: “You miss 100% of the shots you don’t take.” It’s actually a saying in my family–we’ve always believed in going for it, even when the outcome isn’t guaranteed. (Also helps that we have a few ice hockey players in the family ☺ )
That mindset has shaped every step of my journey as an entrepreneur. I started my company young, without a roadmap, but with a belief that trying—and possibly failing—was better than not trying at all. Whether it’s pitching a bold idea, reaching out to a dream client, or navigating an industry shift, I always come back to that quote. You have so much more to lose by holding back than by leaping.
How can our readers further follow your work online?
I would say Instagram is the best place to follow along. It is the 2025 version of a website!
