With nearly two decades leading PR for luxury beauty, Joanna has conquered the art of making brands not just seen, but heavily desired. From an editorial stint on Harper’s Bazaar, Jo had the calling of comms and pivoted to PR, working with brands such as Elemis and Guerlain. Joanna quickly understood how to elevate a luxury narrative to bring an instinctive understanding of what makes a brand feel aspirational beyond its price tag.

For Joanna, PR is about people. She flourishes on meeting people, crafting compelling pitches, and making things happen, whether it's recognising a new angle for an editor’s next big feature, to ensuring an influencer sees a product not just as another delivery amongst many, but as something they genuinely love and want to share with their followers. Seeing coverage roll in? That’s the adrenalin buzz Joanna lives for, knowing it’s not about just looking good on a page or a screen, but the placement has to feel right.

Approaching PR with precision and intuition, Joanna recognises that modern luxury is about quality over quantity, with her strength lying in knowing who will elevate a brand authentically, turning visibility into lasting credibility and revenue. Honesty and trust gets Joanna her media and digital breakthroughs, where her finely tuned instinct for who and what makes a brand helps it fall under the spotlight.

A natural creative force – from floral styling to event merchandising, Jo has the ability to make a venue pop within any budget, making the whole event experience for MUSE and their clients an industry happening.