Meet Frances Armand of Armand Consulting in New York City

Today we’d like to introduce you to Frances Armand.

Thanks for sharing your story with us Frances. So, let’s start at the beginning and we can move on from there.
After five years of working for fashion pr companies, I decided to take a leap of faith by trusting God and venturing out on my own. With trepidation, I began to question myself would I be taken seriously. People knew me for working with a company and I decided not to let fear hold me back.

In 2012, I started Armand Consulting where I help brands with branding strategies, press placements and provide front of house services for fashion shows. I started representing only accessories designers since that was my main focus while working for an agency. After being in business for a year, I wanted to expand my portfolio and so I began working with RTW designers, non-profit companies, talent and bridal. Some of my present and past clients are Harlem’s Fashion Row, Celebrity Stylist, Misa Hylton, Gwen Beloti Collection, Chelsea Paris shoes, Thierry Lasry Sunglasses, Ade Samuel Shoes, Tnemnroda Sunglasses.

Bridal is something new for me. Since I had experience organizing different fashion events, I wanted to pivot my business. I began taking on brides who were looking for a day of coordination and fashion bridal styling. This part of my business is a new adventure and I enjoy being part of couple’s special day.

Has it been a smooth road?
It has not been a smooth road. I had to learn to separate my personal time from my business. One of the reasons I wanted to start my own businesses was I felt burned out when I worked for a company. I started to feel the same way as an entrepreneur. I had to really access and figure out what I was doing wrong. The struggle was learning to share the responsibility. I had to tell myself, it is ok to ask for help. I was doing everything myself and it became overwhelming. I learn how to delegate, take advice from others and take a break.

So let’s switch gears a bit and go into the Armand Consulting story. Tell us more about the business.
Armand Consulting, founded in January 2012, is a public relations consulting agency located in New York City. The boutique agency specializes in brand development, strategic communications and media relations for domestic and international clients in the fashion industry. Our mission is to cultivate brands into competitive powerhouses through product management, publicity, marketing and strategic events.

We are known for securing press placements in magazines, digital platforms and television. Providing Social Media and branding planning and event management.

In 2016, Armand Consulting provided bridal consulting services. The services included day of coordination,fashion bridal styling and wedding press coverage.

I am most proud of seeing the emerging brands that I work with grow. What sets me apart is I represent each client as if it is my own personal brand. My goal is watch each brand grow. My clients challenge me and I challenge them. I enjoy seeing other people shine especially if they have quality work. I just love what I do and my clients see it when they receive the results.

How do you think the industry will change over the next decade?
What I love about the shift is now we no longer have to look to magazines for inspiration. I talk to content creators, podcasters and vloggers. This makes it more relatable. I think that is important when it comes to branding and marketing a client. Many people want to be inspired and motivated. When you can personally see or hear a person share their story, people are more to be acceptable or research the brand.

Differently different when I started out in Public Relations. The goal was to get the brand in a magazine or celebrity wear your client’s clothes or accessories. Now you have to do the more than that. There are so many different platforms. It is exciting to see the shift.

Contact Info:

• Website: www.armandconsulting.net
• Instagram: @armandconsulting & @fashion4brides

Image Credit:
Bridal Pictures: Chi Chi Ari @chi_chi.ari, Personal Photo headshot: Rashidah De Vore @rashiahdevore, Fashion Work: Personal (Armand Consulting)

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