With Agency Spotlight, we’re featuring the independent PR and marketing agencies that Fashionista loves to work with. Meet the hardworking professionals behind them and discover what it really takes to make it in fashion publicity.

As Sofia Bibliowicz celebrates her agency Sofia Bib PR’s five-year anniversary, she reflects on the journey that’s led to her success with gratitude. “Big or small, every press hit adds to the larger story and reminds me how grateful I am for the trust and support of our clients and editors,” she tells Fashionista.

“Looking back, the moments that stick with me most are the turning points: signing my first client, hosting our first agency showroom event, landing international clients. When a brand founder feels truly seen by the story we’re helping them tell through placements or when a project lands and opens new doors, that’s everything,” she adds.

Like others, she launched her own agency after several years of experience at reputable New York agencies, where she established her own network. She’d double-majored in Marketing and Public Relations at Columbia College Chicago, and knew she didn’t need a big team or fancy office to launch. “I launched with a few clients and the belief that I could create something meaningful. I didn’t have outside funding or a business partner, but I had experience, a supportive community and the confidence to take the leap. I wasn’t afraid to fail, and that’s how I knew I was ready,” says Bibliowicz.

Based in New York, the PR pro works from home with a partnered showroom in Soho that oversees VIP clients and brand samples. Over the years, she’s realized the importance of prioritizing strong relationships, consistency and evolving with the times.

“What’s been difficult over the years is the broader shift toward a more pay-to-play model in the industry. I understand why it exists and its importance, but it does create challenges, especially for emerging brands with tighter budgets,” shares Bibliowicz. “It can make things feel less accessible. That said, it makes it all the more rewarding when we land those organic stories, editorials and product placements. It also gives us the opportunity to be more creative, developing strategies that feel fresh, authentic and tailored to each client’s world.”

She agrees with her cohorts on the benefits of turning toward boutique agencies, citing increased intimacy as a key attribute. “Larger agencies absolutely have their place and respect, especially when it comes to scale. But smaller agencies bring heart, flexibility and creativity. The trade-off is that we tend to be leaner. You get someone who’s in it with you, not just executing, but thinking strategically, connecting dots and acting as a true extension of your team,” she explains. Bibliowicz says operating as a boutique agency allows her to be “hands-on with every client.” 

Being a small agency also allows for more creativity, she adds: “We often think outside the traditional PR box (and sometimes outside the original scope!) because we care about our clients’ growth and meeting them where they are. Sometimes our founders don’t have full teams — they’re doing it all themselves — so we step in and support however we can. It’s very much a team effort, tailored to the unique needs of each client.”

Her advice to other PR pros considering establishing their own agencies includes hiring an accountant, establishing boundaries and trusting your worth.

“It takes resilience to bet on yourself. You need a strong sense of self, openness and the ability to weather the hard seasons. They will come, but you’ll get through them,” Bibliowicz advises. “That’s why having a strong support system is so important — friends, family, mentors, industry peers, people who will root for you, give you honest feedback and help you grow.”

Her other words of wisdom for those on similar professional journeys? “Say yes — especially early on. Go out, meet people, take the trip, explore, shadow someone or intern, attend the panel. Some of the best moments in my career have come from unexpected opportunities and moments. Nothing is beneath you — wear all the hats and try everything! Stay open and build relationships with curiosity and generosity. Be kind! You never know who or what will open the next door.”

Interested in working with Sofia Bib PR? Contact Sofia at sofia@sofiabibpr.com.

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