Alexus Mosley: A PR aficionado’s journey towards opening her own pr agency
Meet Alexus Mosley, Founder/Owner of Sweet Taxi PR
Born and raised in the New Orleans Metropolitan Area, Alexus Mosley developed an infinite love for fashion and beauty at a very early age. With a natural knack for writing and editing, she decided to attend Southern University and A&M College where she studied Marketing and Public Relations. While pursuing a more traditional career in corporate America, she began spearheading the brand development and marketing campaigns for the ventures of family members and close friends. It was then that Alexus discovered that her true passion was in the “process” and decided to pursue marketing communications full-time. This is how her Fashion and Beauty PR Agency, Sweet Taxi, came to be.
A fanatic for the color Pink, "Gossip Girl" aficionado, and lover of Old Hollywood films, Alexus believes that a glass of champagne is the best accessory and that no goal is unattainable. When she isn’t helping clients achieve their dreams, Alexus enjoys spending time in Bible Study, biking with her son, enjoying fine dining, or flipping through the pages of the latest fashion glossies.
We had an exclusive interview with Alexus, where she tells us all about her journey starting her PR agency, and how to succeed in her industry.
Q & A
Can you share a bit about your background and what inspired you to start your PR agency specializing in fashion and beauty?
I have always been someone who is absolutely fashion and beauty-obsessed. I knew at a very early age, I would be in those industries in one way or another. My childhood consisted of me dressing dolls, giving my friends makeovers, reading fashion & beauty magazines, and plastering the ads across my walls. I just knew it was what I was called to do. During my senior year of High School, I was really stressed because I didn’t know which route to take. I had so many passions and choosing one just seemed impossible. I had considered cosmetology school and a fashion design program as well. My mom noticed my frustration and suggested that I study Communications. I think she felt that would give me a bit more stability and she knew I was a strong writer and verbal speaker and figured I would thrive in Broadcast journalism. Initially, that was my plan but after taking an introductory Public Relations class I just knew that PR was it.
Honestly, it’s been a very long road getting here. I currently live near my hometown in Louisiana and there aren’t very many “glamorous” PR jobs here. I’ve had many internships, and short-lived gigs and I’ve held more traditional, corporate roles but none of them ever felt right. I knew that in order to do what I loved, I would have to create the space to do it. After a while of wrestling with imposter syndrome and all that could go wrong, I decided to take a leap of faith and just do it.
Can you walk us through the process of how your agency typically works with clients, from initial contact to campaign execution?
The process of how we begin working with clients is a very simple and organic one. If I see a brand that I genuinely like and relate to, I’ll reach out to the CEO or Founder and let them know how I feel we can help elevate the brand. Likewise, clients will also reach out to us because they’ve seen our work and what we’re capable of and feel we could be a great partner in helping them achieve their goals. From there, it’s a must that we have a client interview. This allows us to get to know one another and have an in-depth conversation about values, goals, and more. After we decide that we are a good fit for one anotherwe begin the onboarding process and get straight to work. The work part varies from client to client.
What sets your agency apart from others in the industry, and what do you think are your unique strengths?
We really value authentic, natural partnerships. We won’t work with a brand that we don’t feel is a good fit. I’ve turned down many opportunities because our visions simply didn’t align. It didn’t mean that they weren’t a great brand because most of them were. But I don’t believe in pretending we can help if we can’t. For instance, if a client’s only goal is to get their product to go viral on Tik-Tok, I’ll explain that though that’s really exciting and can be helpful in sales and expansion, it doesn’t guarantee longevity. If they just insist on this being their only metric of success, I know that we’re not the agency for them and I let them know that very early on so that they may find the agency that fits. Also, Sweet Taxi PR also wears many, many hats and I believe that sets us apart as well. Yes, we do traditional PR and marketing but we’re a creative agency so we’re able to help with so much more than that. We’ve literally had founders come to us with a strong business idea but nothing else. After collaborating with us they left with a business name, logo, slogan, website, and so much more. We’re able to help brands from start to finish. We treat each brand as if it were our own business.
Follow Alexus Mosley & Sweet Taxi PR Here
How do you stay updated with the latest trends and developments in the fashion and beauty industry to best serve your clients?
A lot of it is just intuition. It may sound weird but it’s true. Many times I just have a feeling something is going to trend and or I’ll say “Hey, this would be really a good idea right now” and then a few weeks later there it is. Sometimes I freak my friends out. I’ve been called the Fashion fortune teller. Maybe it’s because I’m a fashion and beauty consumer first and know what it is I’d like to see. I also study the past a lot. Always reading older books and magazines and watching movies too. Fashion and Beauty works on a cycle so that helps a lot. And I am constantly reading the news as well. In order to know how to serve my clients who are serving the world, I have to know what’s going on in the world.
What are some common challenges you face when working with fashion and beauty brands, and how do you overcome them?
Lately it’s been keeping them encouraged. Many fashion and beauty founders feel as though they can’t keep up with the rapidly changing trends. It’s easy toget caught up in the hype of what TikTok or Instagram says this month and be tempted to adjust your product to fit the trend only for it to be something totally different the following week. I help them get through it by reminding them of their why and their endgame. And also just affirming their brand. Sometimes working in PR is like being a therapist.
How do you measure the success of a PR campaign, and what metrics do you find most valuable?
I only go by one metric and that is the client’s happiness. Sounds cliché but it’s true. Every client is different and so are their goals so metrics aren’t a one-size-fits-all.
In your opinion, what are the key elements of a successful collaboration between a PR agency and a fashion/beauty brand?
Each party should be crystal clear of what is expected of one another going into the partnership and there should be open communication about where each party is in the goal pipeline. That is the foundation of a successful collaboration.
How do you see the future of PR in the fashion and beauty industry evolving, especially with the rise of digital media and influencers?
Honestly, I believe we will see a resurgence of more traditional PR tactics. I think that print publications will make a comeback and that we will see digital media and traditional media being their own lanes and not competing as much as they did in the past. I also think we’ll see a rise in the micro-influencer.
What advice would you give to young professionals aspiring to work in fashion and beauty PR or to start their own agency?
I’d say to make sure you really love fashion, beauty, and PR. That passion is what will get you through the tougher and more strenuous times. Read everything! Especially daily news. But don’t limit yourself to publications that just report on fashion and beauty. You’d be surprised at how many great ideas can come from knowing about other topics. Always be a student. This work is ever-changing. Especially with the internet and social media. Many things that were once tried and true, now fall flat. Get out and build relationships! There have been so many times that I landed a client just because I was out at an event or having dinner and ended up having meaningful conversations with a stranger who then asked me what I do for work. And most of all, have fun!