Charise Mariel Garcia is a 33-year-old fashionable and sophisticated public relations all-star, with her own agency aptly named kaeru communications. This science major turned writer turned publicist is well-known in Toronto thanks to the blog she co-authors, luckypennydaily. Find out more about Charise in today’s YEDaily.
Elevator Pitch: Describe your business in a nutshell.
kaeru communications specializes in public relations, copywriting, event planning, marketing and social media. My client roster ranges from fashion to beauty, and retail to lifestyle. The Japanese word kaeru means frog. Its poetic origin also reveals alternate meanings such as “change” and “good fortune will be returned.” A miniature ceramic frog lives in my wallet. He seems to be a lucky charm, as well as all the random pennies I find rather frequently.
Why did you start your business, what was the inspiration?
I try to live life with no regrets. I graduated with a Bachelor of Science in Biology from McGill University, and thought I would become a pediatrician in the near future. But I found myself far from a career in medicine, and in print publishing instead. I was the Assistant Fashion Editor at FASHION Magazine for four years, which also included the launch of FASHION18. After living abroad in the UK as a London-based freelance journalist, I moved back home and worked as the Acting Director of Public Relations at Hermès Canada. Shortly thereafter, I co-founded a lifestyle blog called luckypennydaily with one of my high school best friends. That, in addition to advice from mentors and support from family and friends, gave me the confidence to start my own agency – a combination of past experiences: editorial and public relations.
What is the best part of what you do on a day-to-day basis? The most challenging part?
The best part: collaborating with clients and peers, but the secret is…it does not feel like a job. The most challenging: balancing work and life, and sticking to a regular sleep schedule. Oftentimes it feels like a curse (and a blessing) when creativity strikes in the wee hours of the morning.
Where do you see your business going in 5 years?
I would love more opportunities to travel abroad, and promote my Canadian-based clients on an international stage. I cannot wait to reflect back on the next five years, and see how far we all have come. I also want to write and publish a novel.
What does success look like to you?
I have a bad habit of thinking five steps ahead, and never feeling satisfied. It is the perfectionist Pisces in me. I have learned (and need to continually remind myself) that success is when one actually takes the time to acknowledge what was accomplished in the moment: one task at a time, rather than a long to-do list.
What is the most memorable milestone in your career?
Oh, goodness. Probably seeing my name in print for the first time, or interviewing Stella McCartney in her London boutique, or re-opening the Hermès flagship in Toronto…Or how about having the courage to start my own business?
Do you have any advice for other young professionals?
Take more risks. Be fearless and self-confident yet humble. Celebrate every win, and accept failure. Find a good mentor, and return the favour one day. But most of all, do what you love.
Do you support any charities? If so, which one(s) and why is that important to you?
I was recently asked to join the committee for Fireball, an annual charity gala that raises awareness and funding for Sheena’s Place, which provides support for those affected by eating disorders. The event is only a couple days away (Thursday, October 27th). And yes, publicists never sleep.
What is Notable to you?
It is as simple as being kind to oneself, and paying it forward.
