Daisy Hoppen

"Daisy Hoppen is the founder of DH-PR, a London-based communications agency.  She also works in-house with a small number of brands, companies and personalities across fashion, art and culture. She’s an absolute powerhouse in the world of luxury PR and a total pleasure to be around".

Let’s start with your story and how you’ve got yourself to this point. Give us some background about your business, what it does, what sparked it and what continues to fuel it? I fell into PR sort of by accident and my subsequent business was founded by chance and coincidence. I had been in larger established agencies for some years but felt I needed a change of pace and to work more with clients in the arts as well as fashion. I finished my agency job on a Friday and founded DH-PR on the Monday. I bought my first laptop, made a rudimentary logo on Word, took a screen shot and used it for over a decade. At the beginning it was just me doing everything. Now 13 years later we are a team of around 25. It’s very much the people and creativity that continues to drive me; when I see a new talent or client who clearly has promise, it’s still exciting!

Can you share some of the big things you’ve learnt since you started out? So much. And there are constant curve balls and changes. I didn’t go to business school (I studied medieval history) so I have had to learn along the way about how to run a business. The main things I have learnt: understand your strengths and weaknesses; hire others for the areas you are not strong in; hire well – everyone in your team must be strong; kindness and manners cost nothing; constant growth isn’t everything; meaningful relationships mean more to me.

What have been your big successes or your moments that have felt huge? Hitting a decade whilst pregnant with my first child felt huge. It was special and surreal to look back over the 10 years. In addition, still working with Dover Street Market for nearly 13 years feels very meaningful to me. My sister (Mimi Hoppen) also works there and it’s so nice to work with your sister! On boarding certain large and prestigious clients is always a big moment but also helping smaller emerging brands hit those milestones is important to me.

What has surprised you about running your own business? It’s more work than working for someone else! It’s your life and child. It’s hard to have the balance – that’s something I have had to learn to do.

Anything you would have done differently? Lots! But you live and learn and mistakes are important to make. You don’t make them again!

Is there anything about your industry that you’d like to fundamentally change? Or anything that you think isn’t given enough attention? Many, many, many things but I still do love this industry – it’s like one big dysfunctional family.

Give us an idea about what’s coming up for you in the next year. What are you excited about? I am very excited to be working on the Royal Academy Summer Party again this year with the wider team at DH-PR. The rest I am afraid I can’t reveal but there are some great things in the works.

And tell me about the people who form your Coven. Whether they’re mentors, colleagues, peers within your industry or other founders who you’ve met while building your own brand. Who are the handful of women who helped you? What is the impact they have had on your success and growth? And importantly what are they doing that we should know about? A few to name check - Victoria Bain (stylist and creative director), Laura Jackson, Sam Wilson (my sense checking PR friend), Laura Weir (BFC), Naomi Smart (Vogue – we grew up together in this world), Alex Eagle – we used to speak back when she was working in magazines and I was in my first job!

This is just a snapshot but these are some women (and men) who I trust for valuable advice and support. Also Marion from my team. We have worked together for over a decade and she is my most important sounding board. . 

”My grandmother used to both collect and design jewellery. She made incredible baroque pearl jewellery which I wear regularly.”

Lastly obviously because at LD, jewellery is our lifeblood, talk us through yours, both the old and the new. My grandmother used to both collect and design jewellery. She made incredible baroque pearl jewellery which I wear regularly. She had the most amazing collection of both precious and non-precious jewellery but always wore it so well – huge amazing brooches, strange pieces of jewellery she picked up over the years from artists as well as brands. I wear my Lucy Delius huggies every day and now I have a slightly larger set so I wear them in both ear holes as a set. I also love pinky rings; I think they are so elegant and perfect when they are set with diamonds or emeralds.

Six of the best. Give us some of your recommendations. What are your favourites?
Podcast: Desert Island Discs and Radio 4 (I tend to listen more to the radio than podcasts)
Book: I have terrible trashy taste sometimes but my husband just bought me a Daunt book subscription where I get a new book sent to me each month which I am really enjoying. I also think Dan Jones is a great historical read.
Hotel: Claridges is my forever favourite and any Belmond in Europe is magical. The Fife Arms is also pretty special.
Beauty product: Emma Lewisham – total convert and my only ‘skin’ product. I am generally terrible at make-up and rely on tips and advice from my friend Zoe Taylor.
London restaurant: Café Cecila, Farang, River Café, Mountain, Break Out Café
Holiday destination: Majorca