WHAT'S MEANT FOR YOU WILL BE YOURS

WHO ARE YOU, AND WHAT DO YOU DO IN ONE SENTENCE?

I’m Sacha Rinnooy Kan, founder of StoryStarter. A boutique PR agency focused on high-end luxury and lifestyle brands, with a special interest in launching new products into the Dutch market, supporting (female) entrepreneurs, and incorporating sustainability.

HOW DID YOU START IN THIS INDUSTRY?

I started as an intern at an Amsterdam-based fashion PR agency. I was eager to learn and even did an extra summer internship voluntarily. After graduating, I moved to London and completed several internships, both in fashion and at another PR agency, before landing my first paid job.

WHAT DOES A TYPICAL WEEK LOOK LIKE FOR YOU?

It really depends on what’s happening, whether I’m organizing or attending events, or if one of my clients has a new launch. But one thing is consistent: I’m usually on the go!

WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER RECEIVED?

“What is meant for you will be yours.” It may sound cliché, but it helps when you feel you’re missing out. Sometimes timing isn’t right, but if something is truly meant to happen for you, it will come your way eventually. And otherwise, it wasn’t for you anyways!

WHO DO YOU LOOK UP TO IN YOUR CAREER?

It’s hard to pick just one person, but I’m constantly inspired by the female entrepreneurs around me. Having a young child myself, I know how challenging it can be to balance everything. I deeply admire the women, friends, colleagues, and clients who push through and manage to create and achieve incredible things. Ginny, of course, being one of those examples <3.

WHAT INSPIRED YOU TO START STORYSTARTER?

After returning to Amsterdam from London, I worked at a large PR firm. When I turned 28, I went through a rough patch, and after that dust had settled, I felt ready for a new adventure. I’d always dreamed of living in London and New York, so I decided to take a leap. I quit my stable job, moved to New York, and started convincing local entrepreneurs that they needed PR in the Netherlands. Thankfully, two clients, AUrate (a jewellery brand) and Juicebrothers (known for the best organic, cold-pressed juices), immediately agreed. From there, new opportunities kept coming in, and StoryStarter was officially born.

WHY FOCUS ON HIGH-END, SUSTAINABLE, AND FEMALE-LED BRANDS?

These are the things that genuinely interest me in my daily life. PR works best when it’s rooted in personal passion. Telling a brand’s story feels most authentic when you truly admire what they stand for. Over time, I’ve learned to balance commercial work with niche projects. But having clear interests helps me create meaningful crossovers between brands, people, and audiences. Such as a recent collaboration between my client Kess Berlin, a wonderful German-based makeup brand, and Love Stories, my favorite Amsterdam-based lingerie brand.

WHAT HAVE YOU LEARNED FROM THE WOMEN YOU WORK WITH?

In fashion and lifestyle PR, there’s been a real shift. The industry used to feel intimidating, especially when starting out as an intern. Now, I see much more camaraderie and respect. The new generation of PR professionals lift each other up instead of competing. There’s enough work for everyone: we share, we collaborate, and we celebrate each other’s success. That supportive energy is something I truly value.

HOW DO YOU MAKE SURE A BRAND’S SUSTAINABILITY STORY FEELS REAL?

Sustainability used to be niche; now it’s a given. If a brand lacks a clear sustainable angle, I point out that it can make their story harder to tell. Together, we explore authentic ways to incorporate sustainability. Whether that’s improving production processes or collaborating with a fitting non-profit company.

WHAT’S ONE DECISION YOU MADE AS A FOUNDER THAT FELT RISKY AND HOW DID IT TURN OUT?

Quitting my job, moving to New York City with no guarantees, and needing to sell myself from scratch. I figured: New York isn’t going to call me, so I must make it happen. And it did!

WHAT PRINCIPLE SHAPES HOW YOU RUN YOUR COMPANY?

I believe in assuming the best in people until proven otherwise. Of course, I’ve been disappointed at times, but I’d rather risk being let down than going through life suspicious or distrustful, both in business and on a personal level.

HOW DO YOU DEFINE SUCCESS FOR YOURSELF AND YOUR BUSINESS?

Happiness. I do what I do because I genuinely love it, not for external validation. Spoiler alert: PR isn’t the most thankful profession. When a story gets published, people thank the magazine, not the publicist; and when it doesn’t, it’s the fault of the PR professional. Everybody wants PR, but people don’t always understand why it costs money (or even what it means). So, you have to find satisfaction within yourself, stay curious, and celebrate your own wins.

HOW DO YOU STAY MOTIVATED AND MAINTAIN BALANCE DURING DIFFICULT TIMES?

By keeping perspective. Yes, things can be hard, but if you and your loved ones are healthy, everything else can be managed. That mindset helps me stay grounded. Of course, we all need to vent sometimes, but overall, gratitude goes a long way.

WHAT MAKES A “GOOD STORY” NOWADAYS?

Sometimes, it’s not just about the story itself, it’s about who hears it. PR isn’t just free publicity; it’s about building relationships and awareness. The key is knowing which story to tell, who to tell it to, and how to make it relevant. That personal, strategic touch is where true PR magic happens.

HOW DO YOU SEE YOUR INDUSTRY EVOLVING IN THE NEXT 5–10 YEARS?

AI will definitely change parts of our work, and some tasks will be automated. But PR, at its core, is a people’s business. You need to know who’s who, who goes where, and who to reach out to. That can’t be replicated by AI; it’s built through years of experience, networking, and genuine relationships.

WHAT ADVICE WOULD YOU GIVE TO SOMEONE STARTING THEIR BUSINESS TODAY?

Take any internship seriously. It’s your first real chance to meet people and build your network. Then start at a respected PR agency to strengthen those connections. In this field, you’re only as good as your network. Also, it helps to stay endlessly curious: about people, trends, and what’s happening around you. It’s your job to know what’s next.

WHAT ADVICE WOULD YOU GIVE CREATIVES STRUGGLING TO ARTICULATE WHAT MAKES THEIR STORY UNIQUE?

Be super critical of your own story. When you’ve been working on something for a long time, it’s easy to lose perspective. With so many launches and press releases out there, you have to be able to tell your story in three sharp sentences that clearly express what makes your brand or launch unique. The attention span of journalists is short — so keep it simple, snappy, and relevant for the receiver!

WHAT EXCITING THINGS ARE COMING UP FOR YOU AND STORYSTARTER?

It’s that time of year when everything happens at once, and I love it! You’ll find me running around the city from event to event: enjoying the High Tea at the Waldorf in collaboration with Ruinart Champagne, a quick city escape to the Durgerdam Hotel for some calm or soaking up culture at the National Opera & Ballet during the ultimate Christmas classic of The Nutcracker. It’s the perfect mix of work, inspiration, and celebration.

If you want to know more about Sacha, give her a follow on Instagram