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Check Out Pernille Kjeldsen’s Story

Image Credit: Jason Ross Levy

Today we’d like to introduce you to Pernille Kjeldsen.

Hi Pernille, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I moved to LA from Denmark 4,5 years ago. While living in New York ten years ago and working at the art gallery The Hole, I visited LA for the first time and completely fell in love with the city. I guess it was the nature, the weather, and the drive I met in people that really attracted me. I’m such an outdoorsy person but most of all I’m also very career-minded and have many goals I want to achieve. I went back to Denmark to finish my master and after a few years working as a PR Director at a fashion company, I decided to live out my dream and take the big step of moving to The City of Angels. My friends thought I was crazy moving here without a solid plan. For me, it felt like an adventure and I just know I’ll always make it work whatever I decide to do. Right after moving here, I met the owners of the company I work for and they were looking after someone with a profile like mine. It has been my dream job and given me so many experiences, so much learning, and achievements for the last four years. Also, I feel at home in LA, I feel I have found my place where I have met so many like-minded people, which I’m beyond grateful for.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
There have been many obstacles throughout my career. PR is not an easy road to choose. I realized moving here from Denmark that I had to start all over. As a publicist, you’re worth your network. All the contacts and relationships I had built up in Denmark didn’t count at all when I moved here. It has taken me a long time, a lot of effort, and most of all persistence to get to where I am today. That said, I feel I’ve been lucky in some way, I’ve reached a lot of my goals and dreams so far, and yet I still feel I only started. I actually ended up in the art world by coincidence. One of my good friends and my mentor helped me get a job at the gallery The Hole in NYC while I was studying for my master’s. I thought ‘why not’ and took it as an experience not knowing that I would get completely obsessed with art and how the industry works.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’m a PR Director working for an internationally acknowledged contemporary artist. My work is very diverse, I take care of everything from PR to marketing to partnerships and project management. The team travels all over the world attending art fairs, doing collaborations, and creating art shows. I’m the face of the company which means I have contact with all people we collaborate with in any way. I’m a very extrovert person, I love to meet new people and grow my network, which is why I don’t see my job as a job but more as a passion. We’ve reached a lot of milestones together which I’m very proud of, but mostly I’m proud of how far I’ve come since I moved here. I guess my advantage is my Danish heritage. Most people see us as very genuine and honest people, and it’s definitely making it easier when you approach someone. I always try to see opportunities in every situation which is also something I feel sets me aside from others.

Is there a quality that you most attribute to your success?
To become a good publicist, you have to be persistent, outgoing, and a go-getter. You have to be good at building relationships and networking. The job requires that you’re available 24-7, which means you will have to like your job so much that you are okay working nights and weekends. I think I’m fortunate that I see my job as a passion so that working weird hours isn’t a problem. Even though I’m ‘off duty’ I always think of PR and opportunities. My brain is never off, which is something I’m working on since finding a balance is very important to last in this industry.

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