YPDaily: Amanda Capone

As the Communications and Public Relations co-ordinator for Throat Threads Apparel, 23-year-old Amanda Capone can find herself doing anything from writing a press release to arranging fashions for a photo shoot to communicating with the media about her company’s diverse brands – including labels from John Varvatos to Calvin Klein to Kenneth Cole New York. This University of Ottawa grad – she has a Bachelor of Commerce (honours) with a specialization in Marketing – proves on a day-to-day basis that beauty and brains are not mutually exclusive. Find out more about Amanda Capone in today’s YPDaily.

Elevator Pitch: Describe your job in a nutshell.
My job is pretty diverse; it’s all about multitasking. Fashion is a big world and it can be hard to control, but mostly I spend my days focusing on gaining exposure for our brands, whether it’s communicating with editors and seeing what styles they need for upcoming shoots, talking to celeb stylists and coordinating which looks would be great for their clients, setting up photo shoots and fashion shows, writing press releases…basically all operations regarding our name, the brand, press, image, magazine credits. It’s my job to make sure the company’s image, and the brands we represent, are presented in the best way possible.

Why did you start working at your company? What was the inspiration for this career route?
I always wanted a career in PR. My enthusiasm, coupled with my long-standing interest in beauty and fashion, pushed me towards pursuing a career in the industry.

Throat Threads Apparel is an amazing company with an interesting story to tell. Recognized by Profit Magazine as one of Canada’s Fastest Growing Companies five times over, the innovation, passion and dedication that runs through this place every day from each employee is electrifying. I knew from the second I stepped into the building that this was the place I wanted to be.

What is the best part of what you do on a day-to-day basis? The most challenging part?
I do a variety of different jobs on a day-to-day basis – some glamorous, some tedious. The best part is that no day is ever quite the same; it may include developing a strategic plan with key messages and seasonal strategies, or keeping track of media and celebrity sample requests, or organizing fashion shows and retailer events. I also get to work with an amazingly talented team of creative people that always make coming to work fun!

As my company represents several non-conflicting brands in the Canadian marketplace, I am often juggling lots of different tasks in one go, while working to deadlines for journalists, editors and clients. While there are certainly glamorous aspects to my job, it’s tough, hard work with long hours and lots of details and responsibilities. Going out to events is often a part of my job. Sometimes it’s really exciting, but some nights when I’ve been working all day it can be tough to then go out.

I find the experience really fun and I feel really fortunate to be able to be a part of it. Who’s going to complain about free cocktails and mingling with interesting people? Certainly not me!

Where do you see yourself in 5 years?
Since I’ve just recently started with Throat Threads Apparel, I see myself working with this company for quite some time still. My journey here has just begun. It’s such a wonderful company to work for and with and I’m excited about what the coming years will bring.

What does success look like to you?
Doing something you are passionate about and love to do. And if you can get paid for it…well that’s just a bonus!

What is the most memorable milestone in your career?
There are a lot of big and small milestones that one could consider in the world of PR. I would have to say that so far, my most memorable moment would be participating in the fashion shoot and private concert of a Canadian band I grew up adoring. However, the milestone I’m most looking forward to will be participating at LG Fashion Week in October.

Do you have any advice for other young professionals?
Be passionate about what you do and what you want to do. Never shy away from a challenge as difficulties are meant to rouse, not discourage, and never give up your right to be wrong, because then you will lose the ability to learn new things.

Do you support any charities? If so, which one(s) and why is that important to you?
I support the Hamilton Health Sciences Foundation as it is an exceptional charitable organization that supports the six hospitals and cancer centre of Hamilton Health Science that works to transform the lives of over 2.3 million patients, families, and communities in Hamilton and South-Central Ontario.

What to you is notable?
Enthusiasm, sincerity and goodness. One who always asks how they can help someone first, rather than assessing how that person can help them. To me, that is something notable.

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