Our second feature in our new ‘In The Biz’ series getting to know the people working behind the scenes of Ireland’s thriving fashion scene. This week the spotlight falls on Corkonian Sarah Williams who learned her trade while working for one of the country’s biggest PR agencies in Dublin. Last year she made the move in-house, to look after and manage the PR and press activities of Ireland’s oldest and largest department store.

Sarah what’s your current role?
PR & Communications Manager for Arnotts.

How did you get there?
I worked in marketing for a year before returning to college to do a Masters in PR, then I spent 5 years working in a PR agency, working on consumer and lifestyle clients before I made the move into Arnotts and in-house PR

What did you want to be growing up?
I considered nursing and hotel management for a while!

What’s a typical day?
Not to sound clichéd, but there is no such thing as a typical day! I review the papers, magazines and online sites first thing in the morning and then attend internal meetings, respond to media queries, arrange photoshoots and press trips, progress projects I’m working on and meet journalists and stylists, depending on what I’ve got going on!

Two adjectives to describe your style?
Feminine and classic, I wear a lot of skirts and dresses.

Today I’m wearing…?
Black Dune court shoes, black woolford tights, cream and brown T-Tahari print skirt, black Max&Co blouse

Style icon?
I really like Kate Middleton’s recent style, lots of classic items with clean lines.

Favourite trend this season?
I love the romantic elegance coming through this season as I like nudes and muted tones. I’m looking forward to seeing lots of white this season too.

Favourite beauty product?
I’m spoiled for choice in the Arnotts beauty hall, but I do find that Trilogy rosehip oil is great for when your face is dehydrated.

Style or Trends?
Style. It’s all about how you put an outfit together. Clara Halpin, the personal shopper in Arnotts is great for advice too!

Favourite hangout?
I love trying out the latest restaurants and bars in Dubin and the most recent was the Butcher Grill in Ranelagh

What’s your Friday night treat?
Usually chilling out on the couch to refuel before the weekend. So many fashion and PR events take place mid-week it can be pretty hectic!

Your perfect weekend is…?
A weekend away, in Ireland or abroad! Ideally in a nice hotel or country house.

Last time you laughed out loud & why?
Watching The Dilemma in the cinema, it was so cheesy and silly it was funny.

Can’t live without…?
Magazines – to the detriment of reading books!

What’s on your iPod?
I don’t own one – I prefer the radio!

What advice would you give anyone trying to break into the business?
Network as much as possible, take up every opportunity to work in the business, from packing goody bags to promotional work, read lots of newspapers and magazines and get to know editors names.

If you could write your ideal job description, what would it be?
This is a tricky one. Maybe PR manager for a classic brand like Longchamp, if I had an unlimited budget and mandatory trips abroad for seasonal fashion shoots, runway shows, events and new launches, including the Kate Moss for Longchamp collections.

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