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Meet Alice Braccini of Violetta Group

Today we’d like to introduce you to Alice Braccini.

Alice, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I was raised in Italy by two artists, my mother is a painter and my father a photographer.

When I was 16 years old, I attended a cocktail party in Paris for a luxury fashion house that my dad was working for and I loved watching people coming together to discover the incredible product and enjoy a social experience. I remember asking my father who was in charge of putting together such events for the brand and that’s when I first learned about public relations. When I finished high school in Italy, in between my university studies in marketing and communications, I decided to move to Paris and take on a work experience at the press office of Louis Vuitton. I was 18 years old and a whole new world, made of creatives and eclectic people, opened its doors to me.

Over the course of the following three years, I did two more internships at other luxury fashion houses until I graduated from my uni and moved to London to work full time for a fashion PR agency. It was this first official job that really made me commit to being a publicist and taught me the fundamentals of the business which lead me to where I am today. I moved to Los Angeles nearly 10 years ago and worked for 5 more years for an established boutique PR agency until I left in 2014 to launch my own, Violetta Group.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
It has been an “Italian” version of a smooth road. There have been and still are, some small bumps, mostly due to working long hours and dealing with some extravagant and demanding personalities. But I am a positive person, I like challenges and love what I do.

So let’s switch gears a bit and go into the Violetta Group story. Tell us more about the business.
Violetta Group is a full-service communication agency, specialized in handling the PR and consulting for fashion and lifestyle brands. Our clients range from leading luxury brands such as Agent Provocateur and Panerai watches to luxury European fashion brands like Antonio Marras, Genny and Eleanor Balfour. We also represent a lifestyle client (Ghost Vapes) that is marketed to the fast-growing and highly attractive cannabis industry while tapping into the wellness conscious consumer as well.

In terms of our services, we work with our clients in four main arenas: Editorial and Media Relations (interviews, well stories, trend stories, broadcast interviews and advertising planning); VIP & Digital Influencers product placement (from red carpet to editorial shoots, music videos and social media posts); Events (ranging from press presentations, to cocktail parties, private dinners, retail pop-ups, and others); and Collaborations & Special Projects, where we create strategic alliances across markets, brands and individuals.

We distinguish ourselves from other PR agencies for being an extension of our clients’ in-house teams. We provide a bespoke approach to everyone we represent and we have a European multi-lingual leadership that knows well the US market and has access to an incredible international network across industries.

Has luck played a meaningful role in your life and business?
Luck certainly plays an important role in someone’s life and its positive or negative turns, starting from where you are born and from which parents. I think of myself of being fairly lucky up until now in my life. Bad luck is important too at times, to help to put things in a different perspective.

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